Blow after blow at the Goldbach
Marketer: The Bride Gets Ready: Shortly before its IPO, Goldbach Media is showing itself to be innovative and eager to share information.
Marketer The bride makes herself beautiful: Shortly before going public, Goldbach Media is showing itself to be innovative and eager to share news, with the listing of Goldbach Media shares scheduled for June 15. The company naturally wants to present itself as an attractive stock market bride. This is one of the reasons why it has recently been flooding the editorial offices with numerous news and media releases - on average twice a week, but in the last seven days before the IPO there were at least three such releases. The latest: because the cable network of the city of Lausanne has been broadcasting the Swiss signal of the French TV station M6 since June 4, the Swiss advertising window on M6 now covers 70,000 additional households (see page 1).
This means that a total of one million French-speaking Swiss can now be reached with Swiss commercials via M6, says Michi Frank, CEO of Goldbach subsidiary IP Multimedia. IP markets M6 in Switzerland and will therefore adjust its advertising prices to the higher reach as of July 1.
New: Coop Instore RadioThe second piece of news: IP and Coop are jointly launching Coop Instore Radio, a mix of music and commercials for branded products in the Coop range. It can now be heard in all Coop sales outlets and is expected to generate 3.7 million gross advertising contacts per week. Coop has commissioned IP with the exclusive marketing of this first commercial in-store radio station in Switzerland. The project, which was conceived with Radio Energy, was successfully tested in a five-month pilot operation, said Frank. He added: "With this new advertising medium, advertisers can address their customers directly at the POS and deliver the final advertising impulse directly at the point of purchase."
The project is also interesting in that the majority of Radio Energy is now owned by Ringier. This will further strengthen the bond between Ringier and Switzerland's second-largest major distributor. There are already several collaborations between the two giants. For example, the TV show "Al dente" on SF1 is produced by RingierTV and Coop's Betty Bossi. And Coop is the main sponsor of Ringier's KonsumTV on SF2 and makes its laboratories available for tests. So now Coop is also offering the Ringier station a platform, not to broadcast its program, but at least to spread its sound throughout Switzerland. Coop Instore Radio is produced by the Zurich station in three regional language versions. It should therefore come as no surprise if Radio Energy is also allowed to place advertisements for itself on Coop Instore Radio from time to time - for example, as soon as a (locally adapted?) Energy web radio station can be heard on the Internet.
New: Marketer of Zattoo.chThe third Goldbach news item concerns the cooperation with Zattoo.ch, a portal for TV via the Internet. This portal offers over 50 national and foreign TV channels and brings them to your PC in relatively good quality. The Swiss-American provider of Zattoo has now entrusted Goldbach Media with online marketing in Switzerland. Goldbach has already started to feed in five to seven-second commercials that are played when switching from one channel to another - to bridge the so-called buffering time. Internet targeting, which can access the profile details of Zattoo users, also makes it possible to address specific target groups.
The plan is to register Zattoo.com with the new Net-Metrix profile study as soon as possible (see page 18), says Michi Frank. What is certain is that 350000 Swiss Internet users are currently registered with Zattoo.
Markus Knöpfli
This means that a total of one million French-speaking Swiss can now be reached with Swiss commercials via M6, says Michi Frank, CEO of Goldbach subsidiary IP Multimedia. IP markets M6 in Switzerland and will therefore adjust its advertising prices to the higher reach as of July 1.
New: Coop Instore RadioThe second piece of news: IP and Coop are jointly launching Coop Instore Radio, a mix of music and commercials for branded products in the Coop range. It can now be heard in all Coop sales outlets and is expected to generate 3.7 million gross advertising contacts per week. Coop has commissioned IP with the exclusive marketing of this first commercial in-store radio station in Switzerland. The project, which was conceived with Radio Energy, was successfully tested in a five-month pilot operation, said Frank. He added: "With this new advertising medium, advertisers can address their customers directly at the POS and deliver the final advertising impulse directly at the point of purchase."
The project is also interesting in that the majority of Radio Energy is now owned by Ringier. This will further strengthen the bond between Ringier and Switzerland's second-largest major distributor. There are already several collaborations between the two giants. For example, the TV show "Al dente" on SF1 is produced by RingierTV and Coop's Betty Bossi. And Coop is the main sponsor of Ringier's KonsumTV on SF2 and makes its laboratories available for tests. So now Coop is also offering the Ringier station a platform, not to broadcast its program, but at least to spread its sound throughout Switzerland. Coop Instore Radio is produced by the Zurich station in three regional language versions. It should therefore come as no surprise if Radio Energy is also allowed to place advertisements for itself on Coop Instore Radio from time to time - for example, as soon as a (locally adapted?) Energy web radio station can be heard on the Internet.
New: Marketer of Zattoo.chThe third Goldbach news item concerns the cooperation with Zattoo.ch, a portal for TV via the Internet. This portal offers over 50 national and foreign TV channels and brings them to your PC in relatively good quality. The Swiss-American provider of Zattoo has now entrusted Goldbach Media with online marketing in Switzerland. Goldbach has already started to feed in five to seven-second commercials that are played when switching from one channel to another - to bridge the so-called buffering time. Internet targeting, which can access the profile details of Zattoo users, also makes it possible to address specific target groups.
The plan is to register Zattoo.com with the new Net-Metrix profile study as soon as possible (see page 18), says Michi Frank. What is certain is that 350000 Swiss Internet users are currently registered with Zattoo.
Markus Knöpfli
