News65 years of "Bravo" - "The brand will survive"

65 years of "Bravo" – "The brand will survive"

For generations of teenagers she was the epitome of youth, now the “Bravo” comes into retirement age. She will be 65 on Thursday – and is no longer what she used to be.

Munich – When the “film and television magazine” with the title “Bravo” appeared for the first time on August 26, 1956, it was a milestone. Generations of young people have found out what their stars wanted them to know and found sex tips from “Dr. Summer “.

The first “Bravo” prizes, the “Ottos”, went to Maria Schell and James Dean in 1957, the first “Bravo star cut” in 1959 showed Brigitte Bardot in life size. In 1966 the magazine brought the Beatles to Germany for a “blitz tour”, and in 1969 the “Dr. Sommer ”for the first time, and three years later the first“ photo love story ”with the title“ Birgit’s first love ”appeared.

Digital first also with the “Bravo”

What used to be youth culture has long been historical today. “What changed the world for” us old “people – 9/11 (2001), Angela Merkel becomes Federal Chancellor (2005), the first iPhone comes onto the market (2007) – is known to a large part of Gen Z from history books. If at all … ”, says the“ Bravo ”editor-in-chief Digital Yvonne Huckenholz about“ Generation Z ”, today’s youth. “In their eyes, trends of the 90s are vintage. Linear TV and CDs? No thank you. They draw their knowledge from YouTube or Tiktok videos. “

The “Bravo” also reacted to this: “Now, for a brand that once sold over a million print issues a week, the focus is on digital channels,” says Huckenholz. It’s still about taking young people seriously and accepting them for who they are and serving their needs wherever they are. Today – you guessed it – that’s digital media. “

According to a media usage study by Bravo, 91 percent of 10 to 14 year-olds now have a smartphone. For those aged 15 and over, it is 99 percent. “As much as it may bother parents if the child” just hangs on the cell phone “- Gen Z cannot do without it. And not for “Bravo” either, ”she says. “Bravo” makes content for young people as they really are – not as adults would like them to be. “

The printed magazine is still published every four weeks these days – primarily as an offer for younger people who have not been on their cell phones all day. The circulation is currently 83,000. For comparison: According to the publisher, “Bravo” has more than 579,000 followers on Instagram and more than 270,000 on Tiktok. “Young people don’t think magazines are stupid – but it’s not their mass medium “Says Huckenholz. “Print tends to develop more and more towards a luxury object for the young target group.”

16 interviews with Michael Jackson

Only once a month a “Bravo”? A situation that would have been unthinkable in the 90s. “Back then, there was virtually no alternative to” Bravo “,” says Alexander Gernandt. For a quarter of a century everything revolved around the “Bravo” for the music journalist. From 1988 to 2013 he worked for the legendary youth magazine – most recently as editor-in-chief.

He interviewed Michael Jackson 16 times alone and experienced a time when “Bravo” had a circulation of 1.7 million and up to six million readers. “You had to read Bravo to know what’s going on with your favorite stars: What is Madonna’s new hairstyle like, like the Take That show? How do Robbie Williams or Shakira live privately? That has changed with increasing digitalization. “

Take That at the Christmas Party

Back then, “Bravo” was able to make stars itself and discovered mega-bands long before they got really big. Once, Gernandt recalls, Take That performed at the editorial staff’s internal Christmas party in Munich – even before they sent girls all over Europe into screaming delirium.

The Munich magazine editorial office that celebrated this legendary Christmas party at the time no longer exists. At the beginning of the year it was pulped. Since then, what is in the printed “Bravo” has come from an external editorial office in Cologne.

The “Bravo” is “not a relic from the old days,” emphasizes the “Bravo” editor-in-chief Digital, Huckenholz, and is thus primarily aimed at what is now taking place online – “but just as youthful as it was on the day it was first published”. Former editor-in-chief Gernandt also believes in the future of “Bravo” – as a brand.

65 Jahre "Bravo"


The longtime Bravo editor-in-chief Alexander Gernandt.

“Bravo” is still very present in everyday life: in quiz shows, in documentaries, for example on “ZDF History”, “he says. “Of course, like so many other print objects, it has lost its print run over the years. But “Bravo” has long since positioned itself digitally. The “Bravo” brand, to which the “Bravo Hits” CDs also belong, will survive. ”Dpa

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