Die Zeitschrift und ihr Double
Gruner + Jahr-Vorstand Rolf Poppe beauftragte GGK Düsseldorf mit der Werbung zur Einführung der Zeitschrift Leute, einer Kopie des amerikanischen People – Magazins. Michael Schirner und sein Artdirector ist Helmut Rottke machen Anzeigen mit Fotos der Doubles von Popstars. Zur Ankündigung von Leute und zum Double von Barbara Streisand textet Michael Schirner: „Am 31.1.1977 erscheint zum ersten Mal die Zeitschrift Leute. Bis dahin müssen Sie sich leider noch mit einer der zahlreichen Kopien von „Leute begnügen.“ Zu Marty Feldmans Double: „In Kürze erscheint zum ersten Mal Leute, die meistkopierte Zeitschrift der Welt.“ Bob Dylans Double: „Wenn Sie glauben, dass es von der Zeitschrift Leute bereits einige Kopien im Ausland gibt – erraten.“ Roy Blacks Double: „Die neue Zeitschrift Leute wird bereits kopiert, bevor sie erschienen ist.“ Charles Bronsons Double: „Ein Kompliment von der neuen Zeitschrift Leute an die Amerikaner, die sie bereits so erfolgreich kopieren.“
MARLYN SCHIFFMILLER
Imagine for a moment that Barbara Streisand didn’t exist. Her songs would have been sung by someone else. Her movie roles would have been played by others. If that were really the case, no one would make much fuss about Marlyn Schiffmiller. But since, thank God, there’s Streisand and her songs and so forth, everybody turns around to Marlyn Schiffmiller and says, „Gee, isn’t that Streisand?“ Marlyn Schiffmiller thinks that’s great. The people who turn around think that’s great. And Streisand actually thinks it’s pretty good, too. Because she sees from her copy what a great original she is.
So the new magazine „Leute“, which reports on people from the first page to the last, doesn’t think it’s so bad that there are some magazines that try to do that, too. If you read the first issue of the magazine „Leute“ on January 31, 1977, you will see that it is quite different from its copy. One small difference from other magazines should be mentioned in advance: The advertising deadline for four-color ads is about 5 weeks before the publication date instead of 7 or 8 weeks. The advertising deadline for the next issue is the day after tomorrow.
WALTER EBERT
Most people look like themselves. For example, Marty Feldman has an amazing resemblance to Marty Feldman. Only with Walter Ebert is there a little different. In fact, he doesn’t look like himself. Walter Ebert looks like Marty Feldman. And because that’s the case, Marty Feldman is not the only one who looks like Marty Feldman.
The new magazine „Leute“ is like Marty Feldman. Since there are a few magazines that look like „Leute“ in Italy, for example, and also in the USA, „Leute“ can hardly claim that only „Leute“ is like „Leute. On the other hand, it doesn’t bother this magazine any more than it bothers Marty Feldman. Because if he wasn’t Marty Feldman, hardly anyone would want to be Marty Feldman.
And if „Leute“ was not “ Leute,“ Gruner + Jahr would not be spending 5 million Deutschmarks on the launch campaign for „Leute.
CREDITS
Auftraggeber: Leute, Gruner + JahrAgentur: GGK Düsseldorf
Kreativdirektor: Michael Schirner
Texter: Michael Schirner
Artdirector: Helmut Rottke
Fotograf: Christian von Alvensleben, Jan Michael
Grafiker: Josef Emonts-Pohl