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In 600 sales outlets in German-speaking Switzerland, posters advertise World Book DayBy Carlo Bernasconi With a campaign by Felber Kristofori & Pinzon, the Booksellers Association of German-speaking Switzerland (BVDS) is supporting its members with advertising for World Book Day on April 23. The motto of this year's World Book Day: "Pro Book Price Fixation".
For Harry Heusser, the responsible advertising and trade show manager at the Publishers Association of German-speaking Switzerland (VVDS), this year's campaign is "a poetic realization of a dry subject matter. After all, the aim is to convince the population of the blessings of the bound store price. For example, Rudy Felber provided the dry but correct reasoning for the film shots with Laurel & Hardy and Groucho Marx for the headline: "The fixed store price guarantees the versatile promotion of culture. Therefore, join us in supporting fixed book prices."
This has been on shaky legal ground since the Competition Commission rejected price fixing among booksellers and publishers in the spring. At present, the lawyers of the Appeals Commission are busy finding out whether the fixed book price should definitely be abolished in Switzerland. And the Federal Council is competently examining the value of the book.
BVDS is using the favorable political hour to inform the book-buying public about the advantages of fixed retail prices by April 23. For BVDS board member Christine Ris, it is "important that price fixing is discussed at the point of sale.
BVDS is doing this with a low-budget campaign borrowed from the Berlin booksellers, designed by the Zurich advertising agency and based on the couple idea: "Price fixing belongs to the book," says Heusser, alluding to the image motifs from the silent film era. Felber Pinzon & Kristofori had already supported booksellers last year in their efforts to anchor the Unesco-designated World Book Day in shoppers' minds.
For Harry Heusser, the responsible advertising and trade show manager at the Publishers Association of German-speaking Switzerland (VVDS), this year's campaign is "a poetic realization of a dry subject matter. After all, the aim is to convince the population of the blessings of the bound store price. For example, Rudy Felber provided the dry but correct reasoning for the film shots with Laurel & Hardy and Groucho Marx for the headline: "The fixed store price guarantees the versatile promotion of culture. Therefore, join us in supporting fixed book prices."
This has been on shaky legal ground since the Competition Commission rejected price fixing among booksellers and publishers in the spring. At present, the lawyers of the Appeals Commission are busy finding out whether the fixed book price should definitely be abolished in Switzerland. And the Federal Council is competently examining the value of the book.
BVDS is using the favorable political hour to inform the book-buying public about the advantages of fixed retail prices by April 23. For BVDS board member Christine Ris, it is "important that price fixing is discussed at the point of sale.
BVDS is doing this with a low-budget campaign borrowed from the Berlin booksellers, designed by the Zurich advertising agency and based on the couple idea: "Price fixing belongs to the book," says Heusser, alluding to the image motifs from the silent film era. Felber Pinzon & Kristofori had already supported booksellers last year in their efforts to anchor the Unesco-designated World Book Day in shoppers' minds.
