Expertise
Press advertising: choosing the editorial context.
The press addresses readers who have chosen a title for its content. From the regional daily to the trade journal, the choice of title defines both the audience reached and the setting in which the message is read.
What the press brings.
Each title brings together a readership defined by its interests, its region or its professional profile, which makes it possible to target through the choice of titles rather than through technical targeting. The advertisement sits within an editorial environment chosen by the reader, which matters particularly in sectors where the credibility of the context is part of the message, such as finance or healthcare. The format also makes it possible to develop a longer argument than a spot or a banner.
When the press is relevant.
- Professional and B2B targets.
- Products or services that require explanation.
- Brands seeking a high-quality editorial environment.
- Regional anchoring of an otherwise national campaign.
Selecting the titles, negotiating the terms
The selection of titles according to readership and affinity with the target, the formats and positions, from full page to preferred positions, placement in the relevant editorial sections, the publication schedule and special issues, as well as the combinations of print edition and digital extension offered by publishers.
Complementarities.
Sygnum and Motorex combine the specialist press with digital platforms to extend their editorial presence. CEWE adapts its national TV campaign to regional editions. SAWI pairs Geneva titles with an out-of-home presence on public transport.
Formats.
- Double page, full page, half page and quarter page.
- Cover wrap, inside front cover, inside back cover and back cover.
- Combination of print edition and web extension.
- Partner content and advertorials, always marked as advertising.
How we measure a press campaign.
The readership of the selected titles makes it possible to calculate the cost per thousand readers and cumulative reach on the target, based on the MACH Basic study (WEMF/REMP), which measures around 250 Swiss press titles, including e-papers and title combinations, and is published twice a year, in spring and autumn. Digital extensions provide impression and click indicators, and effects are read, where the set-up permits, in the enquiries generated or in brand-related searches.
References
Nescens chose premium titles in German-speaking Switzerland to build its awareness. Sygnum relied on the financial press and specialist digital platforms to build the credibility of its brand in the field of digital assets. Motorex built a specialist and trade press set-up sector by sector.
FAQ
The advertisement occupies an advertising space in a defined format. The advertorial takes an editorial form, but remains an advertisement and must be marked as such.
Yes: the trade and specialist press reaches decision-makers and prescribers in their professional context, as for Motorex.
The press brings a chosen editorial context and attentive reading, digital brings targeting and flexibility. Most publishers offer combinations that bring the two together.