Mex becomes more "adult
The Mex (a.k.a. Musenalp Express) is being revitalized with direct marketing spirit
The Mex (aka Musenalp Express) is being revamped with direct marketing spiritBy Markus KnöpfliThe editorial team and marketing of the Mex are to become more professional. In terms of content, the youth title is being made more "grown-up" and in some cases trimmed to become a customer magazine. In short: Mex may not reappear until August, but the signature of direct marketing agency Factum is already visible.
The direct marketing agency Factum will probably already carry out some retouching of the Mex's external appearance and logo, but it is not yet clear exactly how extensive the visual corrections will be. There is still time for such external changes, as the magazine will not be published again (still ten times a year) until August 24 after the stop at the end of last year. Factum founder and managing director Valentino Mauriello considers the conceptual changes to be much more important. Mex will continue to be called Mex - with the subtitle Musenalp Express. In addition, Mex will continue to write for readers. However, in future this section will only be one of five regular sections alongside Music/Film, Style/Trends, Pinboard/Small Ads and the main topic.
The target audience of 15 years and older remains the same, but based on last year's Mach Basic figures, which were collected during the Ringier era of Mex, the aim is to focus the content more strongly on 20 to 29-year-olds. This is because the Wemf data showed that, unlike previously assumed and targeted, the average reader is
24 years old and very interested in personal training and development. The advice service will therefore be a top priority in future. An editorial team is already in place.
Easy-Jet may take Mex on board as a customer magazine
In terms of distribution, Factum will also continue with the old system. 114,000 Ringier addresses have been taken over, including 10,000 paying subscribers (previously CHF 30 per year), 9,000 additional individual addresses and 12,000 addresses of recipients from the school channel. Total initial circulation: 120000 copies for sure. However, Mauriello is also looking into distribution via Kiosk AG for the first time in Mex's history. Negotiations are also currently underway with the airline Easy-Jet, which may want to take Mex under its wing as a customer magazine.
And this is where Factum's direct marketing signature becomes visible: Easy-Jet is just one of several possible companies that could turn Mex into their customer magazine. The title and cover would be adapted to the respective corporate design, and four pages inside could be designed according to requirements.
Such partnerships would of course significantly increase Mex's (initial) circulation. Mauriello is also convinced that 170000 copies could be possible sooner or later.
Expansion is being sought, but not abroad
Other offers to advertisers include advertorials, a type of double-page, regular publicity report, as well as inserts or supplements. Factum has entrusted the St.Gallen company Mediax with its advertising marketing.
Incidentally, it cannot be ruled out that Mex will be combined with a mail-order business. This would bring back a concept from the early days of Mex under Otmar Beerli. "We have various inquiries that are currently being examined," says Mauriello. Factum is also toying with the idea of expanding Mex into French-speaking Switzerland. However, expansion into other (German-speaking) countries is out of the question for Mauriello: "Mex is a typically Swiss concept," he says.
The direct marketing agency Factum will probably already carry out some retouching of the Mex's external appearance and logo, but it is not yet clear exactly how extensive the visual corrections will be. There is still time for such external changes, as the magazine will not be published again (still ten times a year) until August 24 after the stop at the end of last year. Factum founder and managing director Valentino Mauriello considers the conceptual changes to be much more important. Mex will continue to be called Mex - with the subtitle Musenalp Express. In addition, Mex will continue to write for readers. However, in future this section will only be one of five regular sections alongside Music/Film, Style/Trends, Pinboard/Small Ads and the main topic.
The target audience of 15 years and older remains the same, but based on last year's Mach Basic figures, which were collected during the Ringier era of Mex, the aim is to focus the content more strongly on 20 to 29-year-olds. This is because the Wemf data showed that, unlike previously assumed and targeted, the average reader is
24 years old and very interested in personal training and development. The advice service will therefore be a top priority in future. An editorial team is already in place.
Easy-Jet may take Mex on board as a customer magazine
In terms of distribution, Factum will also continue with the old system. 114,000 Ringier addresses have been taken over, including 10,000 paying subscribers (previously CHF 30 per year), 9,000 additional individual addresses and 12,000 addresses of recipients from the school channel. Total initial circulation: 120000 copies for sure. However, Mauriello is also looking into distribution via Kiosk AG for the first time in Mex's history. Negotiations are also currently underway with the airline Easy-Jet, which may want to take Mex under its wing as a customer magazine.
And this is where Factum's direct marketing signature becomes visible: Easy-Jet is just one of several possible companies that could turn Mex into their customer magazine. The title and cover would be adapted to the respective corporate design, and four pages inside could be designed according to requirements.
Such partnerships would of course significantly increase Mex's (initial) circulation. Mauriello is also convinced that 170000 copies could be possible sooner or later.
Expansion is being sought, but not abroad
Other offers to advertisers include advertorials, a type of double-page, regular publicity report, as well as inserts or supplements. Factum has entrusted the St.Gallen company Mediax with its advertising marketing.
Incidentally, it cannot be ruled out that Mex will be combined with a mail-order business. This would bring back a concept from the early days of Mex under Otmar Beerli. "We have various inquiries that are currently being examined," says Mauriello. Factum is also toying with the idea of expanding Mex into French-speaking Switzerland. However, expansion into other (German-speaking) countries is out of the question for Mauriello: "Mex is a typically Swiss concept," he says.
