"Our reader survey is designed to prove that we reach attractive target groups"

Parents' magazines
Two years after its launch, Ellen Ringier's Fritz and Fränzi
financially far from being in the black. But the magazine could be
also sell well, says the publisher.WW For
Spick, which has not been sold after all, Tamedia is looking for people who
to be appointed to the editorial advisory board. As you are already involved with
Fritz and Fränzi for adolescents, that would be an obvious choice.
challenge. Will you make yourself available?
was not asked so far, did not even know that an advisory board
is ordered. In fact, some time ago we took care of Spick
applied. Although a takeover is not an option for us for financial
was out of the question for us. But we wanted to encourage Tamedia,
Spick into a foundation, as was the case with Fritz and Fränzi
is the case. We would then have taken on the task, together with the
Swiss youth organizations have turned it into a real magazine for
young people - as an alternative to Bravo and the like.
WW How far have the negotiations progressed?
stuck to our proposal, there were no negotiations at all - and
Spick has now been given a new chance with his chosen partner.
WW But you still have a lot planned with Fritz and Fränzi. New advisory forums are planned. With whom are these being organized?
Ellen Ringier Goal
of the magazine is to further expand such advisory forums on a massive scale.
In doing so, we rely exclusively on our numerous content partners
such as Pro Juventute or the Marie Meierhofer Institute. Because the
A total of five members of our editorial team
could never manage this themselves. And for the time being
is unthinkable. As far as the budget is concerned, we are nowhere near there,
where we should actually be.
WW Where is the gap?Ellen Ringier Not
advertising revenues, where we have reached the target of one million
francs by just over CHF 150000. We have a large gap
on the other hand, in terms of sponsorship. We had budgeted - before September 11
2001 - CHF 800,000 to cover the start-up costs and the first 15
months. The economic slump has thrown a spanner in the works
with the result that we have raised over one million francs to date.
have accumulated a loss. Originally, we wanted to use the
the money generated by the booklet to projects such as nurseries or new
co-finance teaching materials. From today's perspective, such plans appear
too optimistic for the long term.

WW Who covers the deficit?Ellen Ringier This
I don't like to answer questions, but if I absolutely have to, then
a lot: without the use of my own assets, there would be Fritz and
Fränzi hardly, but that was clear to me from the start.
WW To more
Advertising bookings could be helped by more comprehensive media data, because advertising
and sponsoring partners want to know which target groups you want to reach with Fritz
and Fränzi. Why was the magazine missing from the latest Mach
Basic?Ellen Ringier We
would have liked to take part, but Wemf only accepts publications there.
which are published at least ten times a year. However, we produce
only six issues a year.

WW A reader survey is planned for the next issue. As a kind of replacement for Mach Basic?Ellen Ringier Exactly.
Together with media and marketing professionals, we have developed a catalog of questions
compiled. We are now considering the result of this
to have the interview notarized and the media data of Fritz
and Fränzi. In this way, we advertisers can prove that our
magazine is not just a charity story, but also a newspaper,
with which attractive target groups can be reached.

WW However, the one with
70231 copies certified circulation significantly lower than the 100000
copies that Fritz and Fränzi specify in the media data. Why
do you use this uncertified number?Ellen Ringier 2002
we have the edition for reasons of economy that I misunderstood
reduced twice to 70000 - this had a dramatic effect on the
certified edition. We also had various editions with
180000 copies, and the others were also all well above
100,000. It is also important to know that we regularly receive substantial
reorders to teachers and associations, but Wemf
not taken into account. For this reason, the documentation
100,000 copies were truthfully stated. Since we have been
print at least 100,000 copies on a regular basis for years to come, I'm sure,
that next year we will provide Fritz and Fränzi with at least 90000
will be notarized.

WW The magazine We
Eltern is a profit-oriented magazine for parents at the stage of life
between pregnancy and preschool children. Did you want to
Fritz and Fränzi also make a profit-oriented magazine?Ellen Ringier All,
that are profit-oriented rely on the toddler box. Why,
is clear: this age group generates the most advertisements.
Because every mother spends a disproportionate amount of money on her baby.
However, our magazine deals with those phases of the life of the
Adolescents, where the real problems begin. And with bulimia,
violence at school, youth suicide or all the other ugly
It's hard to get advertisers excited about these things.

WW Also only little money
comes in via paid subscriptions. A year ago, the magazine had only
10,000 subscribers who paid the amount of 24 francs. How does
Ellen Ringier Im
At the moment we have almost 14000 privately paid subscriptions worth
of over 300,000 francs. Every month, several hundred additional
orders come in. But we would need at least 30,000 paid subscriptions
at the annual price of 24 francs in order to cover its costs and
to substantially reduce the aforementioned deficit. But the paid
Subscription is only a stopgap. As with all non-profit organizations
For us, too: sponsorship is the track I prefer to ride.
would like. It is the most honest way of financing a foundation idea.
WW At the start of Fritz
and Fränzi, you said that only if the budgeted income
the future is secure. Is the magazine already in danger in view of massively lower revenues?
the magazine has established itself so well that we will probably also
could sell. But that's the last thing I'm going to do. Because with
a commercial operator would be a mixture of the editorial
Content with product placement, for example, can hardly be avoided. With Fritz
and Fränzi, on the other hand, you can immediately see that it differs significantly from all
other magazines. In my opinion, this can
only the foundation can guarantee this in the long term.

WW Two sponsors are mentioned on Fritz and Fränzi's homepage: Orange and Tamedia. Why isn't Ringier there?Ellen Ringier Weil
I would like to avoid at all costs asking the Ringier media house for a
to ask for a substantial patronage contribution. It is not new that
I also signalize with the choice of print shop or subscription service
wants Fritz und Fränzi not to be a Ringier product. I
have always said that I will only go to Mr. Martin Werfeli if and only if
for financial support if the magazine cannot be produced on its own.
can get any further. This is currently - not least thanks to
the great commitment of the advertisers and their media and
advertising agencies - not the case. Ellen RingierThe
Fritz and Fränzi, which is published six times a year, was
launched by publisher's wife Ellen Ringier in October 2001. The magazine
is intended as a guide for parents with school-age children, but
also as a forum for all institutions and associations involved. In addition
In addition to schools and authorities, these include institutions that
are at home in the subject areas addressed: Pro Juventute,
Marie Meierhofer Institute for the Child, School and Parent Association
and the Swiss Association of Parents' Organizations (Sveo).
Design and production of the magazine are in the hands of Sabine
Danuser Editorial Services (Zurich). In April 2002, the magazine
certified at 70231 copies - too low, in Ellen Ringier's opinion.

Interview: Daniel Schifferle