Work is everyone's business
The Work newspaper provides fortnightly information about the world of work
The Work newspaper provides fortnightly information about the world of workBy Daniel Schifferle The trade unions Smuv, GBI and VHTL are jointly launching the fortnightly Work newspaper. The aim is high: Work should also generate subscribers outside of the trade union clientele as a "normal" consumer newspaper.
"Work is the best newspaper on the subject of work that has ever been published in Switzerland," says Work editor-in-chief Hanns Fuchs with conviction. The public will have to judge whether this is the case. At the moment, the only fact is that Work is pursuing a completely different approach to all previous Swiss trade union newspapers. Work does not see itself as a new members' newspaper, but as a newspaper for the general public. But that remains a goal for the time being. Because when it launches on October 26, the new newspaper will be exactly what it doesn't want to be, namely a members' publication: it will first have the compulsory subscriptions of the approximately 110000 members of Smuv, GBI and VHTL.
Within three years, however, the aim is to sell 20,000 to 25,000 free subscription copies at CHF 36 per year. This is to be achieved with target group mailings and additional promotional circulation. The first two issues, each of which will roll off the presses in 200,000 copies, will be the main focus of investment. But even after that, up to 30000 of the total circulation - 140000 to 150000 copies have been announced - will be used regularly for promotion. As befits a consumer newspaper, Work will also be available at newsstands, although no return on investment is expected.
An explosive mixture of newspaper and magazine
In appearance, Work is a mixture of newspaper and magazine with a strong dash of tabloid. The front page is dominated by a large-format photo combined with a large headline. A total of 24 pages (including advertising) deal with topics relating to work and social security. The graphic concept was created by none other than the two cracks Kurt Schwerzmann and Othmar Rothenfluh, who also left their mark on the Facts concept.
Work has a daily newspaper format and is in four colors, although bright colors are mainly reserved for the advertisements. The editorial pages exercise color restraint: orange and black and white dominate, and the few color images are also discreet.
Work is published by the publishing company Work AG, which is supported by the association Gewerkschaftshaus Smuv/GBI. The specific member information is supplied in a separate supplement produced independently of the Work editorial team.
In order for the new newspaper to cover its costs, the advertising market must also make its contribution - in addition to the additional subscriptions. According to publishing director Peter Zehnder, the target is five to six advertising pages per issue (rates: 1/1 page b/w 9198 francs, 1/1 page 4-color 12498 francs). Zehnder is confident, however, that this will be achieved. "Various media agencies have signaled optimism," he says. With a circulation of over 150000 copies and readership figures that are significantly higher, this is also realistic.
He also has high hopes for Work because René Schuhmacher is on the Board of Directors. "Schuhmacher has just proved with Saldo that over 140,000 copies can be sold within a very short time." However, the makers of Work still have to prove whether the topic of work can arouse as much appetite as consumer topics.
"Work is the best newspaper on the subject of work that has ever been published in Switzerland," says Work editor-in-chief Hanns Fuchs with conviction. The public will have to judge whether this is the case. At the moment, the only fact is that Work is pursuing a completely different approach to all previous Swiss trade union newspapers. Work does not see itself as a new members' newspaper, but as a newspaper for the general public. But that remains a goal for the time being. Because when it launches on October 26, the new newspaper will be exactly what it doesn't want to be, namely a members' publication: it will first have the compulsory subscriptions of the approximately 110000 members of Smuv, GBI and VHTL.
Within three years, however, the aim is to sell 20,000 to 25,000 free subscription copies at CHF 36 per year. This is to be achieved with target group mailings and additional promotional circulation. The first two issues, each of which will roll off the presses in 200,000 copies, will be the main focus of investment. But even after that, up to 30000 of the total circulation - 140000 to 150000 copies have been announced - will be used regularly for promotion. As befits a consumer newspaper, Work will also be available at newsstands, although no return on investment is expected.
An explosive mixture of newspaper and magazine
In appearance, Work is a mixture of newspaper and magazine with a strong dash of tabloid. The front page is dominated by a large-format photo combined with a large headline. A total of 24 pages (including advertising) deal with topics relating to work and social security. The graphic concept was created by none other than the two cracks Kurt Schwerzmann and Othmar Rothenfluh, who also left their mark on the Facts concept.
Work has a daily newspaper format and is in four colors, although bright colors are mainly reserved for the advertisements. The editorial pages exercise color restraint: orange and black and white dominate, and the few color images are also discreet.
Work is published by the publishing company Work AG, which is supported by the association Gewerkschaftshaus Smuv/GBI. The specific member information is supplied in a separate supplement produced independently of the Work editorial team.
In order for the new newspaper to cover its costs, the advertising market must also make its contribution - in addition to the additional subscriptions. According to publishing director Peter Zehnder, the target is five to six advertising pages per issue (rates: 1/1 page b/w 9198 francs, 1/1 page 4-color 12498 francs). Zehnder is confident, however, that this will be achieved. "Various media agencies have signaled optimism," he says. With a circulation of over 150000 copies and readership figures that are significantly higher, this is also realistic.
He also has high hopes for Work because René Schuhmacher is on the Board of Directors. "Schuhmacher has just proved with Saldo that over 140,000 copies can be sold within a very short time." However, the makers of Work still have to prove whether the topic of work can arouse as much appetite as consumer topics.
