Set on the throne

WHA cements NZZ Folio's superior imageIn the course of its ten-year existence, NZZ Folio has established itself in the Swiss leaf forest as a monthly magazine with high reading value. A new campaign designed by Weber Harbeke Alborghetti (WHA), Zurich, therefore characterizes the editorial performance of the NZZ magazine as the measure of all things journalistic. The campaign replaces a successful emotional appearance, which was intended to give a broad audience a taste for intelligent background reporting over a period of three and a half years. The current implementation communicates the professional superiority of NZZ Folio with the determination of an intellectual leader. Convinced that the unique argumentative position was the right one, it was decided not to address readers and advertisers with separate campaigns. On the other hand, an obvious atmospheric affinity, which the NZZ Folio advertising has in common with the NZZ reader campaign, came about not by brainwork, but by chance.page 14