The mediator

Fabiana De Cassan has taken over the management of Edipub in Zurich.
Edipresse, the second-largest publisher in the
Switzerland and the largest in French-speaking Switzerland has not yet been
present. However, because the advertising market is also worth 70 % of Edipresse's money.
percent in the German-speaking part of Switzerland, the French-speaking publisher
Edipub SA was founded in Seefeld. This has been in operation since September 1.
managed by Fabiana De Cassan.

The magazines Bilan and Femina used to be published by Senger Media,
Télétop and TVGuide were managed by Publimag. With Edipub, the
magazines are now concentrated and marketed independently.
Edipub employs 20 people, 15 in Zurich, 4 in Lausanne and 1
in Geneva. Under Marcel Siegenthaler, former Managing Director of
Edipub and responsible for the entire advertising market since March 2005
of Edipresse, De Cassan built up Edipub from scratch as COO. It
She was excited to help build a new organization from day one.
to participate. Implementing a new IT system, reorganizing processes
Organize, standardize reporting tools, train personnel
further training, the know-how in the advertising market to Edipresse
transfer - and all on the job. That was hard, but also very
exciting.

De Cassan was brought in for this position because in her seven
years ago at Blick and Ringier, he had already successfully
reorganized the back office. She later headed the back office at Ringier.
project to organize a database to store all customer data of the
centralize the magazine and newspaper divisions. At the same time
she was a co-initiator and helped to set up the website
go4media.ch.
De Cassan entered the world of media at the then
Advertising agency D'Arcy McManus & Masius. The clients were called Effems,
today Masterfoods, Colgate and Alfa Romeo.
After the birth of her child, De Cassan worked with her husband for
emigrated to Italy near Venice for three years. In this
However, the young mother kept in touch as a freelancer
for agencies such as McCann, Aebi and Impuls. In 1988, the family returned to
back to Switzerland.
At the Kern + Kern advertising agency, De Cassan worked 20 percent of the time
the media department. After four years, she moved to Blick in 1994.

Fabiana came to Switzerland from Italy when she was eleven. She
did a commercial apprenticeship in a silk weaving mill and then worked for five
years in a bureau de change for Italian guest workers. "At 20
years, I traded large amounts with the banks on a daily basis",
she recalls with pride. She did everything, from bookkeeping
up to the counter service. But when you're young, you want to see the world. It
This was followed by a few months in England and temporary jobs. As she later found "nothing
big things" like a bank or insurance company, she applied for
the advertisement from D'Arcy, McManus & Masius. "Can you deal with numbers
how do you deal with it?" was the first question when we were introduced. After the answer "Yes"
she could start right away the next day. "Those were the golden
Eighties."
There was no training for media back then, just as there was no
Media agencies. De Cassan initially worked alone. Later, Yvonne
Boller comments. Media planning became more and more complex and interesting.
Know-how from America and England has been incorporated into the work. "We
Everyone heard GRP for the first time - and nobody knew what Gross Rating
Points means." But you learn something new with every job.
Today, the media woman likes the fact that the industry is constantly on the move.
Over the past 25 years, private radio and television, the Internet
and countless new print products have been added. In addition to the magazines for
Since the spring, De Cassan has also been responsible for the marketing of nine
various Internet sites of her publishing house.

Her husband also works in the industry as a graphic designer. Their son is studying
biology in the meantime. In her free time, Fabiana De Cassan loves
spontaneous short trips to a region in central Italy that she describes as
insider tip or "second Tuscany" but wants to keep to itself. Tennis
and walking with a good friend are other hobbies she mentions.
Professionally, the Managing Director of Edipub wants to promote greater market proximity
and demand. She is convinced that the offers must be made more creatively.
become. It is no longer enough to simply negotiate the price.
Additional benefits, win-win offers and cross-media are the name of the game here.
development. As a result, sales staff are no longer organized according to
magazines, but by sector. Customer advisor
i.e. for watches, cars, travel, etc.
The relationship with French-speaking Switzerland has now matured. With one day per
week in Lausanne, she knows: "Romands are more relaxed in their dealings and
more diplomatic than the German-speaking Swiss, but also appreciate
at the same time our efficiency and accuracy as a good
Decision-making basis for their diversity of ideas."

Andreas Panzeri