To the specifications

Text structure:

Branded content articles on 20minuten.ch always consist of four main elements:

1. Header element
Suitable illustration for the following article (image, video or picture gallery)

2. Title
Headline for the article, if possible on a journalistic basis -
approx. 60 to 80 characters including spaces

3.Lead
The lead summarises the most important key points of the following article in two simple sentences - approx. 200 characters incl. spaces

4.Text
See "Text guidelines"

Possibleadditional elements:
Infobox, quiz, competition, picture gallery, video, etc.

Text guidelines:

Sender & address

• Due to internal guidelines and the risk of confusion between purely editorial and advertising articles, commercial texts should always be written from a person-neutral perspective.
  → "Customer XYZ is offering a new product"
  
  

• In rare exceptional cases and after prior consultation with the Krea management CP, the "we" or "I" form is permitted. The following points must be fulfilled:
  → Reporting or reviews by consumers/testimonials
  → Declaration at the beginning in the style of "This text wascreatedby
  XYZ"
  

In addition, the readership of 20 Minuten is generally addressed in the first person. The "you" form of address is permitted in exceptional cases under certain conditions and after consultation with Krea management CP.
→ "Order your free sample from customer XYZ now"

Text length, tonality, form & grammar

• We recommend a text length between 1500 and a maximum of
  3500 characters including spaces.

• Longer texts are permitted, but we advise against them.

• The tone of 20 minutes is neutral, approachable and easy to understand.

• As far as possible, we adhere to the grammatical and formal requirements of the German language according to the Duden dictionary.

• Spelling out brand and product names (capital letters, inverted majuscules, etc.) is generally not recommended, howeverby arrangement permitted.

• Grammatically incorrect and/or missing linkages
  (XYZ product instead of XYZ product) are generally not recommended, but are permittedby arrangement permitted.

Gendering

Editorial guidelines prohibit gendering with gender asterisks, colons, i's or other special forms.

• We usein the teaserneutral forms (students) or the generic masculine (students) in the teaser.

• In the running textwe use the neutral form (students) or binary (male and female students) where possible. If neither is an option, we use the generic masculine (students).

Substitution and special characters, abbreviations

Due to internal style guidelines, we refrain from using replacement and special characters
such as %, &, or, CHF and so on in both articles and teasers. The Krea management CP decides on exceptional cases after consultation.

Teaser specifications

General guidelines

• In principle, theText and form rules (see previous pages) apply equally to all branded content publications and modules (articles, teasers).

• Theteaser sovereignty lies with CP. We draw on many years of expertise. Through active monitoring and ongoing optimisation, we guarantee the best possible teaser performance (CTR).

• On explicit request, customers can receive areceive a preview and/or deliver their own rule-compliant teaser inputs. In the case of intervention or specially delivered teasers
  customers automatically forego ongoing optimisation.

Special regulations for teasers

• Special offers, discount campaigns and other statements that boldly refer to financial savings potential are not permitted due to editorial requirements. Exceptions: Promotions for Black Friday, Cyber Monday, Valentine's Day, etc. Krea Management CP decides on exceptions and their implementation.

• Due to internal style guidelines, we avoid the use of colons in teasers wherever possible.colons. Krea Management CP decides on rare exceptions.

• Due to internal style guidelines, we endeavour to avoid mentioning customer, brand and product names in teasers wherever possible.

• After consultation and under special conditions, it is possible to include customer, brand or product names in the teaser (headlineor title).

Technical specifications:

Teasers basically consist of three main elements:

1. teaser image
see specifications on the following pages

2.Headline
Topic focus briefly summarised (e.g. "Technology")
max. 20 characters incl. spaces

3.Teaser title
On a journalistic basis, encourages clicking and fits into the editorial environment of 20minuten.ch max. 60 characters incl. spaces

Teaser image

Special rules for teasers

• Pure product photos and cropped logos are not permitted in teasers due to editorial guidelines. Photos that show logos or products in an appropriate context (e.g. use of the product in an everyday situation) are permitted by arrangement.after consultation with the Krea management CP.

Text in the image

• Graphic/textual elements superimposed on an image are not permitted due to editorial requirements. Photos that show text in a context (e.g. unobtrusive text logos on a product in the background) are permitted.
  

Collages as teaser images

• Collages or composite images (e.g. before and after comparisons) are generally not permitted due to editorial requirements. In individual cases, an exceptionmay be made for high-quality image material after consultation with the Krea management CP .
  

Black and white photos or illustrations in the teaser

Due to internal style guidelines, we refrain from showing black and white photos or illustrations in teasers wherever possible. Krea management CP will decide on exceptional cases.

Delivery of image material for teasers

In principle, four different image formats are created for each teaser image (several are desired).

All four formats are cut out of a single image.

It is therefore important that the image has the following characteristics:

• The image must be delivered in landscape format and thus also function as a whole

• The main object should be in the centre of the image and have enough space on all sides so that a section of it can also be used in portrait format

• The images must have a minimum width of 2000 px