The sign of a good day!
II Zermatt Times
A New Dawn,
A New Day.
Zermatt's New Magazine.
Zermatt Times is the new travel and lifestyle magazine
showcasing Zermatt and its surroundings.
It will be a source of knowledge that is both
entertaining and informative for the millions
of visitors who take holidays in this special town
and the thousands of locals who live here.
The Zermatt Times is a high quality glossy magazine.
We hope you'll like it.
A New Opportunity.
Zermatt Times represents an exciting
new opportunity for brands to communicate
with a very special sort of customer.
Zermatt attracts a hugely valuable demographic. It is a world famous ski
resort for many reasons. The stunning scenery, the charming car-free town,
the huge skiing area, and that iconic mountain. These qualities allow it to
attract a highly discerning clientele.
Most of the visitors that will read the Zermatt Times are staying in
luxury hotels of 4 star and above, or in some of the finest chalet
accommodation in the Alps. They are enjoying gourmet lunches on the
slopes – Zermatt has probably the highest density of fine dining mountain
restaurants of any ski resort in the world.
And there are over three and a half million visitors to Zermatt every year.
35+yrs., they choose a luxury resort, stay in luxury accommodation,
enjoy the outdoors and gastronomy, the finer things in life,
cosmopolitan and educated.
Attracting Our Readers. Our task is to ensure that these visitors
pick up, enjoy and return to Zermatt Times.
Printed on high quality glossy paper, the magazine will be aesthetically
beautiful. We work with fine professional photographers whose passion
for their subject shows through the pictures they create. Zermatt Times
will carry exhilarating action shots of skiing and boarding, mountaineering
and paragliding, as well as gorgeous images of the landscape and its wildlife.
All this, seamlessly put together by a professional production company
with many years of experience.
Our content will cover a range of subjects appealing to this readership.
For example –
· Stories about town’s heroes and heroines.
· Zermatt’s sometimes quirky but always fascinating history and culture.
· Resort activities from back country skiing to summer hiking, via the thrill
of the Gravity Park and the peace of Fly Fishing.
· Reports on the fabulous gastronomic opportunities to be found in the
town and on the mountain.
· Relevant product reviews
All this delivered with a distinctive editorial style that will be engaging as
well as informative.
For now, the Zermatt Times is the only glossy magazine about the resort.
The Tourist Board produces an annual publication which has a very different
editorial style and angle to that offered by the Zermatt Times.
Reaching The Readers You Want.
We will print 9,000 copies of the first issue that will be launched in
Winter 2012/13. To be followed by a Spring issue then Summer in
June 2013. Spring and summer will be print runs of 10,000 each.
Our expected number of readers is 200,000 per year.
Zermatt Times will be strategically placed in the reception and bar
of every 4 star and above hotel in town, as well as in all the high-end
chalets. Copies will also be found in many bars, restaurants and spa areas
as well as specially selected retail outlets. Our local contacts will ensure
that we get a prominent position throughout the town.
We will ensure that each edition is restocked on a regular basis.
The magazine will be a ‘keeper’ that guests will want to take away
with them and locals display on their coffee tables for season ahead.
Zermatt Times is also online, www.zermatttimes.com. To provide
valuable information for planning a trip to Zermatt and for guests to
stay in touch when they return home.
Remaining on the shelves for at least three months and with an
online presence, each issue is a cost-effective vehicle for reaching a
very targeted readership.
6 Zermatt Times www.zermatttimes.com
Issue 1 : Winter 2012
Faces of Zermatt
Health & Wellness
INSIDE: FOOD & WINE | WISH LIST | SLOPE ETIQUETTE | EVENTS | MAPS | HEALTH
Issue 1 : Winter 2012
Tel: +41 78866 39 35
Faces of Zermatt
Health & Wellness
3 issues per annum
28,000 copies per annum
200,000 estimated readers per annum
350,000 estimated online readers per annum
INSIDE: FOOD & WINE | WISH LIST | SLOPE ETIQUETTE | EVENTS | MAPS | HEALTH
52 Hotels **** Plus
50 Chalets **** Plus
100 Gourmet Restaurants
BA and Swiss First Class Lounges in GVA and ZHR
Would you like to be a part of it?
Zermatt Times offers a variety of advertising formats
to suit your business and advertising needs.
Choose a double page spread, a full single page, half page horizontal
or vertical, or a quarter of a page.
We will automatically place your advert in the relevant section
of our magazine. This way readers can easily make an association.
Inside back: 5020,-chf
Single Full Page: 4800,-chf
Half Page: 3200,-chf
Quarter Page: 2200,-chf
A superb magazine, online and in print.
91.5mm x 129mm
Half Page (Horizontal)
186mm x 129mm
Full Page (Bleed) 216mm x 303mm
Full Page (No Bleed) 186mm x 262mm
Half Page (Vertical)
91.5mm x 262mm
Advertising Mechanical Data
Advert Trim Size Width (mm) Height (mm)
Double Page Spread 420 x 297
Full A4 Page 210 x 297
Half A4 Vertical 88 x 273
Half A4 Horizontal 185 x 132
Quarter A4 88 x 132
PLEASE ADD 3mm ROUND ALL EDGES
FOR BLEED AND ADD TRIM MARKS
We can accept Print Compliant PDF or 300dpi
included. Please do not supply Photoshop-
from the PDF or submit a digital full colour proof
matching by supplying a proof using approved
CMYK colour model (not RGB). Images should
elements have been created in Illustrator or
Freehand, please ensure all fonts have been
converted to outlines or paths. Files should
not to contain any TrueType fonts or use the
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font styles. You are responsible for overprinting
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If submitting more than one advert, please
and not multiple adverts in one PDF.
Double-page spreads should be submitted as
gutter. The magazine is perfect bound.
We are where it's at in Zermatt.
Looking for the inside scoop on what’s on in Zermatt?
We’ve got it covered.
· Stories on Zermatt’s history and culture
· What’s happening? Where to go?
· The Beauty of the Mountains
· Must-do adventures
· World famous Gastronomy
· Where to Dine?
· Where to Shop?
· Product Reviews
Our local knowledge teamed with high calibre writers immerse
you in the world of Zermatt and all it has to offer.
We are also online www.zermatttimes.com for visitors who fall in love
with Zermatt (and many do!) can stay connected even after returning home.
It also provides that valuable information ready for your return trip.
12 Zermatt Times
✒ Fresh Tracks : news and happenings
✒ An illustrated ski lesson sponsored by the ski school
✒ ‘The Matterhorn watchman’ interview with Kurt Lauber
✒ Faces of Zermatt
✒ ‘Into the Wild’ : backcountry feature
✒ Featured photographer
✒ Slope etiquette : brush up on the rules of the slopes
✒ Kids’ Activities for bad weather days.
✒ The marvel of Zermatt's mountain gastronomy for skiers and non skiers.
✒ ‘Valais secret vintages‘ : feature on local wine varieties.
✒ The longest Après ski run in Europe
✒ ‘Wish-list’ latest must have ski gadgets and equipment.
✒ ‘What we love now’ from fashion items to gifts.
✒ Whatson Events calendar and bucket list
✒ Zermatt’s nature: Mountain birds, Pine martins, Snow grouse, Stone pines at Riffelalp
✒ Health and Wellness : Dr Alex’s health column
✒ Village map / sky at night
✒ Services directory and classified
What is it about Zermatt?
It’s hard to pinpoint what exactly about
Zermatt captivates travellers and continues to
call them back year after year. Perhaps it is the
superb skiing and unparalleled gastronomy
on the piste. Perhaps it is the range of upscale
hotels, spas and chalets. Could it be the pure
high altitude mountain air kept pristine due
to the village being car free?
Perhaps it is the youthful energy that the
village seems to generate. Or quite possibly, it’s the most photographed mountain in the world,
towering above the village, the Matterhorn.One thing is for sure: Zermatt is the kind of place you
can always spend a little more time.
days of sunshine a year create perfect conditions to view the herculean
landscape. This includes a third of the total 4000m peaks in the Alps, all
surrounding this small village. Thirty-eight of them in total. A Mecca for
mountaineers since the 19th century, Zermatt draws sports enthusiasts from all over the world. Be
prepared to see adrenaline junkies at every turn. Skiers and snowboarders play in the fresh powder
while the less extreme enjoy the fabulous gastronomy, in my humble opinion the best in the world.
Whatever category you find yourself in, it is safe to say no other holiday will compare with the
breathtaking serenity found here.
Over a million tourists flock to Zermatt each year. A pretty chocolate box town with narrow streets
and houses dating back to the 18th century. Patios spill onto the pedestrian streets, with people
wielding skis and snowboards in the day, usually laying them outside one of the many bars in the
early evening for an après session. And at night, the four clubs keep partygoers carousing until
the wee hours.
This is quite a change from 1800 when Zermatt was a hamlet of only 436 inhabitants. Life was
hard in this tough climate but in the 1870’s life began to change, fast. As Whymper wrote in his
diaries they came in ‘gangs and droves’ – mountaineers, writers, botanists, poets. Ladies would
come to take the mountain air and be carried around by guides in chaises. The provision of guides
and accommodation for these ‘tourists” altered Zermatt’s economy and lifestyle dramatically.
The shepherds and farmers learnt quickly to appreciate the fees, as well as the techniques, of
mountaineering. The doctor turned his humble lodge into what is now the Monte Rosa hotel
and that mushroomed into the chain of Seiler hotels.
However, the twentieth century halted this tourism for a while and people came to Zermatt for
a different reason. War. The Teodul pass from Zermatt to Cervinia/Val Tournenche was used
for strategic military purposes during both the First and the Second Wars. Following the fall of
Mussolini some 1600 people are reputed to have used the pass to seek refuge in Switzerland.
When the war was over, Zermatt quickly started to regain its status as a tourist destination.
Ski races began on the glacier in the 1920s and hotels opened again for the ‘season’ from 1927.
They have been going from strength to strength ever since.
Steeped in history and covered in snow, this small village is fascinating for young and old.
Things are a little different in Zermatt, it’s a world of its own. We think you'll like it.
14 Zermatt Times www.zermatttimes.com
Into the Wild
Zermatt is one of the top ski destinations in the world, a temporary home to
over three million visitors each year. The village itself buzzes with activity.
Just beyond the village, however, is that vast expanse of forest, rocks and
snow. And while the efficiency of the lift system means it is rare to find a
queue and the huge ski area allows skiers to spread across the mountain keeping pistes
crowd free, sometimes you simply want to get even further away from it all. Whether it’s
for the adrenaline rush of deep powder, or for the absolute tranquility of a place away from
mechanized transportation, if you look a little further, if you know where to go, you can
find both. In buckets.
Not far from the resort there lies a mass of untouched backcountry. Quickly you
can find yourself a world away from the piste. The space is vast, fresh tracks through
the powder are there to be drawn, and the only sound you hear is time slowing
down. It is a true wild land, where the sheer size of it makes you feel very very small.
We are in the high mountains, much of the landscape is glacial and the reality of
life or death situations does exist. It can be an inhospitable place. But in Zermatt
we have a strong team of thoroughly trained Mountain Guides (see Alpine Centre
below) who know this wilderness like the backs of their own hands. Making use of
their expertise will help ensure that you come home safely. Those that do venture out
into the pristine wilderness properly prepared will return not only with huge smiles,
but also with a sense of deep fulfillment and appreciation of nature.
There are many ways to explore the backcountry, the main
distinction being with a helicopter or without. But whatever
your budget and schedule, you will find an activity that suits your
needs. Each method has its pros and cons, but either will give you
the means to enjoy areas that a very small number of visitors will
For sure, helicopters are expensive. However, on the cost versus time
balance, they provide a great way to cover a lot of ground in a short
amount of time. And at the same time as being the fastest way to
get from the valley to the peak, the views from the air will probably
be some of the most inspirational sights you ever see. Once you are
deposited by the helicopter with your Guide towards the summit
of an awe inspiring mountain, ahead of you lie a few good hours of
riding high altitude fresh tracks all the way home to the village.
This is not only for experts. If you are an intermediate skier with fat
skies, a good level of fitness and some experience of off-piste, it’s more
than possible. A favourite excursion takes you high up the Monte
Rosa glacier, where your Guide will lead you through outstanding
scenery, across ice bridges, over seracs, and find magnificent descents
of untracked powder (be sure to follow instructions to keep exactly
to the areas specified by your Guide and make turns where you
are instructed – there be man-eating crevasses up there!). After a
few hours of heaven, you pause for a 2810 m refreshment at the
remarkable Monte Rosa Hutte, before continuing your descent to
‘The space is VAST,
fresh tracks through the powder are there to be drawn,
and the only sound you hear is time slowing down.’
the stunningly beautiful push across the glacier and eventually rejoin
civilization just above Furi.
If this high mountain adventure of serene deep snow skiing
sandwiched between heart pumping drop-offs and pick-ups
throughout an idyllic heli-ski day sounds like your idea of heaven,
then perhaps this is the season to take your skis to the skies. From
360,-chf per person Air-Zermatt turns dreams of untracked powder
into reality bargain!
Without the Heli
There are other means to access the wilderness beyond the piste
that don’t require the expense of the helicopter. They do, as a
consequence, demand more time. But the benefits are multiple. Not
only do you escape to areas where nature rules, you experience the
deep satisfaction (and get the exercise!) that comes from reaching
them under your own steam.
Nature lovers who have the time and patience to see the terrain
by non-motorised travel will be rewarded with an experience that
transports you far away from 21st century distractions. Out here,
your mind is free from clutter and your senses set free. Some may
come to the backcountry as an escape from civilization, but maybe it
is better to think of it
as a return to your roots and a way to nurture your natural side.
And, crucially, non-motorised transportation opens up still more
terrain. In an effort to preserve the natural beauty and wildlife
for future generations, there are many areas where helicopters are
prohibited from landing. Choosing to travel by foot will give you
16 Zermatt Times www.zermatttimes.com
access to an unspoiled wilderness.
For the real deal backcountry experience without a
heli, take a ski tour. The area around Zermatt opens up
its treasures to those with a set of touring skis (these can
be hired from Dorsaz) and a spirit for exploration (and
a good level of fitness). Far from civilization, the terrain
can be intimidating, so for your peace of mind and safety
a Mountain Guide is a must. Weaving through a massive
glacier with its wonderful ice formations and frozen
rivers to reach swathes of untouched powder, your Guide
will take you on a journey you will never forget. Or
take the challenge and tour up the Breithorn, your first
fourthousander, then ski down the awesome Schwarztor
to Furi, in half a day.
Yet another way to remove yourself from civilization is to
follow the white magic of a snowshoe trail. Snowshoeing
was a mode of getting around that was developed by our
ancestors (though modern versions of the equipment
are satisfyingly high-tech) and it opens up unspoiled
winter wonderlands far from the pistes. If you can walk
you can go snowshoeing. Here you can venture off the
beaten track without the need of a guide (there are 4
trails that are marked where you don’t need a Guide. For
more information go to zermatt.ch and click on Zematt
Experience then Winter Activities). Just the sound of
your breath and the crunch of snow beneath your feet.
For another scenic, easy hike I recommend Rotenboden
to Riffelalp. Here the snow is packed and easy to walk
on. For something a little more adventurous Furi to
Schwartzsee via Hermitji. You will deserve a few drinks
at the top and take some time to enjoy the live band up
in the Schwarzsee restaurant, before taking the bubble
down, or visa versa! If you’re really keen, you can stay
over night at Schwarzsee and explore the area some more
the next day.
With the Ski Lifts
You don’t need the expense of a helicopter or even a
Mountain Guide, or the time required by a ski tour to
have a good bash at skiing or boarding un-prepared snow
in areas that are always less populated than the regular
pistes. Just seek out the Yellow trails on the ski map.
Regular visitors to Zermatt will already know that
these indicate slopes that are designated as ski runs but
are ungroomed and not checked at the end of the skiing
day. Many were formally marked as Black Runs but in
these days where the art of piste preparation has become
increasingly widespread, another category was needed to
distinguish those areas where the snow is allowed to be
just, well, snow. After a new fall, they are the first place
to head to play in glistening soft powder. A few days later
they are skied into chopped up challenging descents that
then morph into exciting moguls which get bigger and
bigger until… the next fall of fresh powder. Woo hoo!
If you follow their yellow posts you don’t risk getting
lost or tumbling into a crevasse. And if you ski them
only when officially open you decrease considerably your
Be warned – you don’t
come away from one
of these courses full
of bravado. On the
contrary, they are a truly
chances of encountering the life threatening danger
of an avalanche.
Regardless of the sport you choose to enjoy in the
backcountry your mind will appreciate the chance to
be liberated from the distractions of every day life. Your
Zermatt experience is enhanced when you venture into
this world that is nearby at the same time as free from the
trappings, often including cell phone reception, of your
world back home. You will see the mountains in their
untouched state and feel the incredible peace and serenity
of this wild landscape.
If you do decide to go beyond the pistes there is some
equipment you need to take with you. We will be
doing a feature on this in the forth-coming edition of
You can hire everything you will need from
Dorsaz Sport at the bottom of the Klein Matterhorn
lift. Tel: 027 966 38 10
To hire an experienced guide contact the Alpine center.
They will also advise you on everything you need to
know and recommend suitable trips for your ability.
You may also consider taking one of their Avalanche
Courses to increase your own knowledge of the
mountains and the dangers they hold. But be warned –
you don’t come away from one of these courses
full of bravado. On the contrary, they are a truly
humbling experience about the power of nature.
Highly recommended! The Alpine Center will also be
able to organize Heli skiing. Tel: 027 966 24 60
exposure. Especially at a high
piste, this is the greatest investment
really good sunscreen. The reflection of
sunscreen. The reflection of sunlight
our exposure, especially on the face.
the piste, this
is the greatest
exposure, especially on the face.
products, has a sunscreen line called
you’re not carrying one.
Anthelios. Anthelios sunscreens contain
care products, has a sunscreen
line called Anthelios. Anthelios
an avalanche transceiver. It’s
absorbing the energy of the sun’s short
your life and
sunscreens contain Mexoryl.
UVA rays. This protects against UVA
absorbing the energy of the sun’s
sunscreens are also photo-stable
short UVA rays. This protects against
people may be buried. I could go
UVA photons penetrating your
into lots of technical garb here but
for recording our exploits riding
brands available. Another attribute of
avalanche transceiver. It’s designed to
photo-stable (they don't degrade In my humble opinion this is the
are getting increasingly ingenious.
very high SPF formulations, such
most other sunscreen brands
of the mountain guides of Zermatt
as found in Anthelios XL SPF 60, offering
or several people may be buried. I could
available. Another attribute of
less cumbersome than even a
the ultimate in sun protection.
go into lots of technical garb here but
smart phone and more subtle
into very high SPF formulations,
Holidays, only uses this model too.
before you go out, as initially it can be a
humble opinion this is the best on the
such as found in Anthelios XL SPF
Their reputation and lives rely on
60, offering the ultimate in sun
this little box and they test it for
that High Definition images can
leaving no greasiness.
guides of Zermatt use it. The biggest Heli
years – that’s enough evidence for
be captured in stills or as video by
me. There is a cheaper model but
Mountain Holidays, only uses this model
before you go out, as initially it
too. Their reputation and lives rely on
this little box and they test it for years –
is the only one to get.
that’s enough evidence for me. There is
Designed to be stylish and sporty,
Pivothead sunglasses claim to
precision. For a couple of extra Francs,
But if you are riding the steep
is less cumbersome than even a smart phone and
Miniaturization means that High Definition images can
good goggles these have a dual
pane, anti-fog, anti-glare and UV
protecting lens but supplemented
Designed to be stylish and sporty, Pivothead sunglasses
buttons designed to be glove
friendly and an interior light tells
fog, anti-glare and UV protecting lens but supplemented
Whether in sunglasses or goggles
to your images, recording a first
person perspective of the action.
Whether in sunglasses or goggles this device adds a
And that has to be cool!
perspective of the action. And that has to be cool!
Image experience turn to our
a heli ride.
20 Zermatt Times www.zermatttimes.com
Zermatt is one of the top ski destinations in
the world, a temporary home to over three
million visitors each year. The village itself
buzzes with activity. Just beyond the village,
however, is that vast expanse of forest, rocks
and snow. And while the efficiency of the lift
system means it is rare to find a queue and the
huge ski area allows skiers to spread across the
mountain keeping pistes crowd free, sometimes
you simply want to get even further away from
it all. Whether it’s for the adrenaline rush of
deep powder, or for the absolute tranquility of
a place away from mechanized transportation,
if you look a little further, if you know where
to go, you can find both. In buckets.
Not far from the resort there lies a mass of
untouched backcountry. Quickly you can
find yourself a world away from the piste. The
space is vast, fresh tracks through the powder
are there to be drawn, and the only sound you
hear is time slowing down. It is a true wild
land, where the sheer size of it makes you feel
very very small.
22 Zermatt Times