Eddie Profile: BMW Magazine
Just as BMW owners are passionate about their cars, the people who put together BMW Magazine are passionate about their magazine. Based in Munich, Germany, editor-in-chief Bernd Zerellesâwho has been with the quarterly publication for five yearsâsays the June 2007 issue, which he submitted to the Folio: Awards competition, was one of the magazineâs best so far.
âWe have an interesting mixture of topics in that issue, so every reader, whether technical, cultural, or interested in travel, has stories to read,â he says. âWe showed the wide world of the BMW brand in all facets.â
Zerelles says that he and his team aim to have a minimum of three stories or elements in each issue that truly stand out for their readers.
Black and White a First
Zerellesâ favorite element in the June 2007 issue was called âChasing the big happiness,â a black-and-white photo session of the BMW 1 Series. The photos follow a woman wearing white and driving a black BMW, and a man wearing black and driving a black BMW, as they race around Munich. âItâs a black-and-white shooting, which is quite uncommon for car photography,â Zerelles says. âIt tells a nice short story in the pictures without a lot of text. It really fits the young character of the car. Shooting in only black and white is something weâve never done before.â
Another piece that resonated with readers, according to Zerelles, followed motorbike racing instructor Marc-Oliver Nemeth for a day with a group of riders at BMWâs Enduro Park. It offered an inside look at braking on gravel, managing 60-degree inclines and tips on the right way to fall from a bike. âI was particularly impressed with this piece because itâs a perfect example of how we see the connection of print and online,â Zerelles says. A downloadable companion video of the day was posted on the magazineâs Web site.
Zerelles says that production of the issue went off mostly without a hitch. âFor the story âCotton wool, yogurt and cat litter,â it was very hard for our culture writer, Silke Hohmann, to get ahold of the artists,â he says. âBut, she managed it. It was a pleasure putting this issue together.â