This way to the seventh heaven
Mediabox enters print marketing with a youth magazine pool
Mediabox enters print marketing with a youth magazine poolBy Bruno Amstutz Mediabox, previously known for the placement of special advertising formats, is opening a print division and is now marketing a youth pool with the magazines Kult, Forecast and Seventh Sky.
The decision by Kult magazine to part company with its previous marketer RMB at the end of 2001 provided the impetus for the opening of the youth pool. However, the Mediabox agency did not want to market a single magazine "so as not to irritate the market", as co-owner Sandro Proietto explains. Nevertheless, Kult will be marketed exclusively by Mediabox in future. The agency has also created a youth pool with the titles Kult, Forecast and Seventh Sky. If all three titles are placed in the same month, Mediabox will grant a 5 percent combination discount. The agency is setting up an independent print division with two employees to market the magazines.
Proietto sees the young audience as the common denominator between below-the-line advertising media and magazines. In addition, the publishers of Seventh Sky and Forecast are also active as providers of below-the-line advertising media. According to Proietto, Mediabox required the magazines to have national relevance and differentiated content. With Kult and its trendy, elitist claim, Forecast, which focuses on going out and parties, and Seventh Sky, which focuses on trend sports and mass culture, Mediabox believes these requirements have been met.
Together, the three magazines achieve a print run of between 145,000 and 245,000 copies. The difference is based on the concept of the title Seventh Sky, which is printed four times a year as a normal edition with a circulation of 35,000 copies and six times a year as a People edition with a circulation of 135,000 copies. Kult produces ten issues per year, Forecast twelve. As a bilingual magazine, Seventh Sky is the only one of the three titles to also have a presence in French-speaking Switzerland.
According to Proietto, the pool for youth magazines could be expanded in the future. He names cinema magazines or niche titles as candidates.
Cultural combination
The decision by Kult magazine to part company with its previous marketer RMB at the end of 2001 provided the impetus for the opening of the youth pool. However, the Mediabox agency did not want to market a single magazine "so as not to irritate the market", as co-owner Sandro Proietto explains. Nevertheless, Kult will be marketed exclusively by Mediabox in future. The agency has also created a youth pool with the titles Kult, Forecast and Seventh Sky. If all three titles are placed in the same month, Mediabox will grant a 5 percent combination discount. The agency is setting up an independent print division with two employees to market the magazines.
Proietto sees the young audience as the common denominator between below-the-line advertising media and magazines. In addition, the publishers of Seventh Sky and Forecast are also active as providers of below-the-line advertising media. According to Proietto, Mediabox required the magazines to have national relevance and differentiated content. With Kult and its trendy, elitist claim, Forecast, which focuses on going out and parties, and Seventh Sky, which focuses on trend sports and mass culture, Mediabox believes these requirements have been met.
Together, the three magazines achieve a print run of between 145,000 and 245,000 copies. The difference is based on the concept of the title Seventh Sky, which is printed four times a year as a normal edition with a circulation of 35,000 copies and six times a year as a People edition with a circulation of 135,000 copies. Kult produces ten issues per year, Forecast twelve. As a bilingual magazine, Seventh Sky is the only one of the three titles to also have a presence in French-speaking Switzerland.
According to Proietto, the pool for youth magazines could be expanded in the future. He names cinema magazines or niche titles as candidates.
Cultural combination
At practically the same time as the Youth Pool, Medienpool Kultur is launching the cultural titles Saiten, Das Kulturmagazin and ProgrammZeitung. All three titles are regionally based: Saiten in the St. Gallen area, Das Kulturmagazin in the Lucerne area and ProgrammZeitung in the Basel area. According to the press release, the three titles have a combined circulation of 21,000 copies and reach 60,000 readers interested in culture.
