Of the 58 Swiss daily and weekly newspapers listed here, 41 raised their print subscription prices as of 2012; the *Neue Luzerner Zeitung* and the *Landbote* will not take this step until later in 2012. The Bote der Urschweiz and the Zofinger Tagblatt implemented the most moderate increases, at around 1 percent; their annual subscription fees are now 289 and 378.25 francs, respectively. By contrast, the NZZ am Sonntag saw the largest percentage increase (+12.3%), now costing 228 francs, followed by the Handelszeitung, which raised its annual subscription price by 10 percent to 240 francs. Among the other individual publications, 20 raised their subscription prices by 1.2 to 3 percent, while 18 others increased their prices by between 3.1 and 8.6 percent. By comparison, health insurance premiums rose by an average of 2.2 percent nationwide.

The Federal Government and the NZZ: 22 Percent More Expensive in Three Years

Incidentally, in recent years, subscription prices for *Bund* and *NZZ* have risen the fastest: Both now charge about 22 percent more than they did in 2009; the Bund now costs 434 francs—79 francs more than three years ago—while the NZZ subscription has risen by as much as 107 francs to 595 francs over the same period. The background: In 2009, NZZ Editor-in-Chief Martin Spillmann informed subscribers that, in light of structural changes in the advertising market, the NZZ’s old funding model—with two-thirds of revenue coming from advertising and one-third from circulation—had become obsolete. The same appears to be true for the Bund. Since then, the NZZaS and the Tages-Anzeiger have become 18.1 percent and 15.4 percent more expensive, respectively. The other titles, by contrast, raised their subscription prices by no more than 10 percent during the same period, and some titles even refrained from raising prices at all. For example, the SonntagsBlick, at 164 francs, still costs the same as it did in 2009. However, the newspaper with the highest subscription price remains the Geneva-based business newspaper Agefi, which continues to charge 700 francs in 2012. In second place is the NZZ, followed by Le Temps in third, which has crossed the 500-franc threshold for the first time and now costs 504 francs (+5 %). The cheapest daily newspaper subscription, that of the Neue Fricktaler Zeitung, is available for 183 francs a year. La Quotidiana costs about the same (163 francs), but it is published only five days a week. The cheapest weekly or Sunday publication is the new Sunday edition of the Basler Zeitung, which costs 65 francs—10 francs less than the Südostschweiz am Sonntag, which can now also be subscribed to separately.

Significantly more expensive at the newsstand

In 2012, 13 newspapers will also cost more at newsstands; most will become 4 to 10 percent (10 to 30 rappen) more expensive. Two titles, however, are raising their prices far beyond that: The Berner Zeitung, which previously cost 3.20 francs on all weekdays, is now charging 80 rappen more for its Saturday edition (+ 25 %). The Freiburger Nachrichten is also implementing a general price increase of 50 rappen (20 %). The most expensive newspaper at newsstands is the weekly WoZ at 6 francs, followed by the Finanz und Wirtschaft (5.30 francs), the new Basler TagesWoche (5 francs), and the Handelszeitung (4.80 francs). The leader among daily newspapers is the Saturday edition of Le Temps (4.70 francs), followed by Agefi and the Saturday edition of the NZZ (both 4.50 francs). The cheapest daily newspaper is La Quotidiana, now priced at 1.60 francs. There are significant differences among the Sunday papers: NZZaS and Le Matin dimanche lead the price range at 4.50 francs for single-copy sales; the SonntagsZeitung costs 4.20 francs; the Sonntag and the SonntagsBlick cost 3.50 francs, and the Südostschweiz am Sonntag and the Zentralschweiz am Sonntag still cost 3 francs. That leaves the Sonntagsblatt of the Basler Zeitung. At 2 francs per newsstand copy, it hopes to gain a foothold in the competitive market of northwestern Switzerland.

E-papers and Apps: Paid Content Is on the Rise

It’s interesting to see what’s happening in the digital realm. Today, almost only small publications do without an e-paper, but it’s surprising that two major publications—the Berner Zeitung and Le Matin dimanche—are also among those that don’t offer one. Those that do offer an e-paper charge a fee for it, though generally less than for a print subscription. There is one exception, however: For the Boten der Urschweiz, the e-paper costs 7.3 percent—or 21 francs—more than the print subscription. This is surprising, given that the costs for printing, paper, and distribution are eliminated. In light of this fact, Agefi is also being rather stingy, as the paper still charges the same amount for its e-paper as it does for the print subscription. Even the *Tages-Anzeiger* offers its e-paper subscribers only a 5.2 percent discount. By contrast, *Le Matin semaine* is the most generous, offering its e-paper subscription at a 70.7 percent discount—for just 120 francs. With this steep discount, however, it stands alone: The other publications are reducing the rates for their e-paper subscriptions by 11 to 50 percent compared to the print subscription. Even L’Impartial and L’Expresse, which were among the outliers last year with a 68 percent discount, have now significantly raised the price of their e-paper subscriptions, resulting in a discount of just 50 percent. Incidentally, it has now become standard practice in the industry for print subscribers to receive free access to the e-paper. Only La Liberté is an exception here: print subscribers still pay an additional fee of 28 francs. Compared to 2011, however, this fee has been reduced by 20 percent. Apps are now also state of the art: 34 of the 58 titles offer at least one app; a year ago, that number was only half as many. The majority rely on paid content: 24 providers charge for the app or make it available only to paying print or e-paper subscribers; only ten offer the app completely free of charge. Blick has a unique business model: it offers both free and paid apps. In most cases, the annual fee for an app is the same as for the e-paper; six titles charge slightly more, while the app for the Tages-Anzeiger is cheaper: it costs 289 francs, 109 francs less than the e-paper subscription. Markus Knöpfli

> View the table (PDF)
 

Let's start with my own wrong prediction: the morning before Swiss National Bank President Hildebrand threw in the towel, I announced to a small group of students that, from a "scientific point of view", German President Wulff would be the first candidate to resign. I was led to this misjudgement by a solid study in which Hans Mathias Kepplinger* distinguishes between scandals and journalistic conflicts. According to the Mainz-based media researcher, what both have in common is that the media "denounce actual or alleged grievances". In the case of scandals, however, after a short time there is a "broad consensus in the assessment of the causes of the grievances and the responsibility of their authors". In the case of journalistic conflicts, on the other hand, there is a public debate about how the "causes of the grievances and the responsibility of their authors" should be assessed.

If we compare the Hildebrand case with the Wulff case, the original misconduct of the two presidents, which gave rise to the scandal, is roughly "equivalent", even if the monetary benefit of the foreign exchange transactions of Hildebrand's wife was greater and these were also closer to the core business of the National Bank president than the borrowing of the German minister and later Federal President from "friends & family".

In contrast, the process of scandalization by the media was very different: in Switzerland, it was more of a journalistic conflict between the right-wing populist Weltwoche and the rest of the media, with some differentiated nuances, for example on the part of the Neue Zürcher Zeitung. Karl Lüönd summarized in Medienwoche that the reaction of many media was determined by the "anti-Blocher background noise" instead of the "normal journalistic reflex". In fact, there was a strange biting inhibition towards Hildebrand that would be hard to imagine in a larger country with an Anglo-Saxon journalism culture, such as the USA or the UK.

In Germany, on the other hand, we have the rare case of the media, from taz to FAZ, from Bild to Frankfurter Rundschau to public television, collectively urging the Federal President to resign - albeit also because, unlike Hildebrand, he made gross mistakes in his self-defense and, worse still, undertook one cover-up maneuver after another like a shyster. Kepplinger, who has spent decades comparing scandalization processes in the media, sums up that the journalistic conflict is "primarily about what the verdict should look like". In a scandal, on the other hand, "the verdict is determined after a short time. It is only a question of when and how it is executed."

I was therefore surprised by Hildebrand's resignation. He didn't even wait for the Swiss media to reach a verdict. In Germany, the scandalization process has now reached a new stage. They are waging the "war" against the Federal President that Wulff had threatened the Springer Group and the editor-in-chief of Bild, completely misjudging his options, and are insisting on the execution of the verdict by continuing the campaign on a daily basis. It has escalated into a strange, unsavory power struggle, the likes of which would be unthinkable in Switzerland.

There is another thing that the German and Swiss media have in common when dealing with scandals. Nick Lüthi draws attention to it in Medienwoche: "Their own behavior has so far remained unreflected." With a few exceptions, this applies to the mainstream media. However, they have long since lost their supremacy and thus their control over the discourse on journalism. After all, there are lively, ongoing discussions on the relevant platforms on the internet about this blind spot, which continues to reveal a lack of professionalism in journalism.

Even if scientists (see above) should exercise caution when making predictions - at least this forecast is probably correct: regardless of whether Wulff continues to sit it out or resigns after all, there will be losers on both sides in the end. The overly hypocritical moralizing media, following their hunting instincts, will lose credibility, as will the political class, which in Germany acts even less sensitively than in Switzerland across party lines in matters of retaining power. PS: Incidentally, Kepplinger plausibly explains Wulff's remaining in office as follows: He "cannot be voted out of office or deposed and therefore does not have to resign", provided "he can withstand the moral pressure". Wulff's calculation "looks different than normal: If he resigns, he loses everything (including his apparatus)." If he holds out, he will have a difficult time, but also "plenty of time to secure an acceptable exit".

*Hans Mathias Kepplinger: The Mechanisms of Scandalization. Munich: Olzog Verlag (to be published in February 2012).
 

The digital sector is also seeing growth: Two-fifths of the publications surveyed now offer apps, twice as many as a year ago. While these apps are typically offered for a fee, one-fifth of the newspapers still provide them for free.

The full article from the current print edition Read here.

125 photographers showed their favorite pictures of 2011 at Photo12, and international stars such as Gary Knight, Juergen Teller and Brigitte Lacombe spoke about their work. Photo has thus consolidated its position as the largest and most important exhibition of Swiss photography.

For the first time this year, a printed catalog was published for the exhibition. Each exhibitor is presented in the catalog with a picture. The catalog was published by Krauthammer Verlag and is available at Orell Füssli on Füsslistrasse in 8001 Zurich.

Salmina will then return to his traditional profession as a lawyer, as the NZZ reported on Thursday. RSI had already communicated Salmina's departure last week. Salmina took over the management of the then newly merged information departments of radio, television and Internet in Ticino four years ago.

During this time, the department head came under heavy pressure at times: About a year ago, 110 journalists out of a total of around 180 complained about Salmina in an open letter, stating that they had lost confidence in him. The changes he had implemented had not brought any qualitative improvements. (SDA)
 

The new campaign with brand ambassador Fiona Hefti proves that Schulthess washing machines and tumblers have a firm place in every fashionable wardrobe. Under the slogan "Fiona Hefti presents the latest fashion trend", the advertisements focus on the technical expertise of the Swiss quality brand, which makes laundry care convenient and reliable at the touch of a button. The success of this campaign approach is demonstrated by the development of brand awareness, which has more than doubled unsupported since the campaign was launched in 2009. The advertisements can be seen in the daily, Sunday and weekly press.

Responsible at Marti Seiler: Thomas Krebs (strategy), Stefan Beck and Stefan Künzler (creative concept), Sarah Massaoudi (design), Chris Tribelhorn (photography) and Alexandra Kruse (styling).
 

With Frank Heer and Dirk Ruschmann, two journalists were honored this year who have made a name for themselves in Swiss travel and aviation journalism, respectively. In addition, an exceptional 2nd place in the travel category was also awarded this year: Annabelle editor Stefanie Rigutto received the jury's approval. In the new Travel Blog Award, which was announced for the first time this year, no winner could be determined. After an exciting head-to-head race among the two best articles, the jury chose Frank Heer as the winner with his travelogue about the North American ski resort Telluride. Never before in the history of the competition has there been such a stalemate, so that a run-off decision was needed. "Snow Intoxication", the title of the gripping first-person story, impressed the jury with its atmospheric and eloquent writing style. With an extraordinary award to the runner-up, the jury wants to express its special appreciation for the high quality of the articles. Stefanie Rigutto has succeeded in creating a small masterpiece with her city reportage on Buenos Aires. "¡Un beso, Baires!" is outstanding and written with journalistic excellence.

The prize in the aviation category goes for the second time after 2009 to Dirk Ruschmann, editor of Bilanz. Ruschmann convinced the jury with a unanimous result. The article "Überflieger" was journalistically well researched. The mix of quotes, opinions and news was outstanding and made the report stand out clearly from the other entries.

Jury president and SWISS Head of Communications Daniel Bärlocher is delighted with the high quality of the articles submitted. "In an increasingly fast-paced and superficial media world, well-researched and eloquently written background articles are of great importance. Quality journalism is and remains a sustainable success factor," Bärlocher is convinced.

Things turned out differently with the inaugural announcement of the Swiss Reiseblog Award. Although there was a clear intention to award the prize, the jury had to refrain from giving an award. An evaluation of the texts received was difficult, on the one hand due to the small number, on the other hand they were qualitatively below expectations. Social media is an important platform at Swiss with increasing significance. Therefore, the jury will revise the criteria and evaluation methods of the Reiseblog Award and adapt them to the social media channels.

You can find more information and photos at www.swiss.com/media
 

On Switzerland's comprehensive advice platform, users can obtain information around the clock and download useful fact sheets, checklists and sample letters on various legal areas such as work, housing, consumption and family.

"We've changed the design from Helponline.ch and Observer.ch have been adapted to each other," says Monica Muijsers, Head of Digital at the Observer. "The user guidance has been simplified, and the design of the platforms has been made clearer." With the re-design, the user-friendliness of Helponline has been decisively optimized. Legal advice on the Internet now leads even easier and faster to the goal. The re-design also opens up new possibilities for precisely addressing the target groups of commercial partners. With an appropriate channel sponsoring, a partner can address the interested target group without wastage.
 

WW: What is Axel Springer Switzerland aiming to achieve with the new Corporate Media division?
Thomas Garms: We are a large publishing house that has all the resources it needs to create media. This applies to both print and digital media. We are already active as a service provider in certain areas. For example, in the marketing of advertising space for other publishers and for corporate media products.

From corporate publishing products that were produced here?
Publications that were produced by Swiss agencies but do not have their own marketing units and then have this done by Axel Springer Switzerland. For example, we market Raiffeisen's Panorama magazine and Swiss Post's private customer magazine.

Have you set yourself any sales targets?
No, not yet. Corporate Media is a new business division for Axel Springer Switzerland. We first have to carve out a place for ourselves as a service provider, so we won't be able to set a concrete sales target until next year at the earliest.

Aren't there already enough corporate publishing agencies in Switzerland?
There are many excellent competitors, but they primarily come from the design sector. They are traditional consulting and advertising agencies. We, on the other hand, are a journalist-driven publishing house and can offer the entire value chain, from editing to distribution, market research and marketing. I would like to add something at this point: The topic of the effectiveness of corporate media products in particular is still a largely untapped field. Many companies spend a lot of money on corporate media without knowing exactly whether their product is being noticed and read at all and whether it is having any kind of lasting effect. We can offer our customers tools for monitoring success from the toolbox of a publishing house.

In Germany, there are a number of spin-offs from large publishing houses in the field of corporate publishing. Is Springer also active in this area in Germany?
Yes, there has also been a "New Business Areas" division in Berlin for a few months now, which also provides corporate media services, among other things.

So Switzerland is a bit of a test market for Springer.
You can't say that like that. It is an interesting market, as there is still a high print affinity here and there are many companies that do corporate publishing.

As a large publishing house, you offer the entire value chain. Let's move on to the editorial services. Are there any sticking points to be solved there? Do you work with freelance journalists or do you use the existing pool of journalists at Springer magazines?
The independence of Axel Springer Switzerland's publications must remain unaffected. Both the Handelszeitung and the Bilanz and Beobachter have a very strong position in the market and are critical companions of Swiss economic events. This must remain the case. We will work within our own infrastructure, which means that, depending on the size of the activity, we will either hire the people we need or work with freelance teams.

Can there still be conflicts of interest?
It can certainly happen that we are fighting for one or two customers and at the same time one of our newspapers reports critically on the company in question. That cannot be avoided.

How important is cross-media in corporate publishing today?
Very important.

Theoretically, it is important. But is cross-media being used effectively?
In many cases, the industry is still at the beginning of this development. Multichannel publishing requires a different approach. The example of the Bild brand or the iPad-only magazine Iconist is a good example of how the intuitive reader experience of a print product can be combined with the speed and multi-layered utility of online. The iPad in particular has not yet reached the point where the full potential of tablets can be exploited. This applies in particular to the B-to-B sector. Sales representatives are still fiddling around with thick price lists, brochures and order folders. The iPad would be a living tool with access to presentations, images, films, sound elements, databases, price and address lists. Buyers, for example, have long been able to place their pre-orders at trade fairs using tablets if trade fair companies and exhibitors were to provide a corresponding virtual infrastructure. I believe that these possibilities will give rise to a completely new type of multimedia branded content.

Are there people who can do that?
Yes, of course there are. The problem is the interlocking between the programmers and the editors. The technical platform not only has to be right, but also have sensible ergonomics that are derived from the needs of storytelling. Moderating such development processes is not always easy. There are already an incredible number of technical possibilities. Journalists have to learn to use these possibilities to stage their content. In my opinion, journalists have not yet practiced this sufficiently.

Does the customer even participate in these cross-media stories?
There are some companies that are very open to innovation. This becomes clear to me time and again in conversations with potential customers. The companies have already tried out a lot of things through their internet and social media activities and have gathered the relevant experience. The problem is actually first and foremost the attention that I have to arouse in the consumer. This is where it often becomes difficult. I can put a magazine somewhere, send it in the post or give it to someone personally. An app first has to be actively downloaded.

What does this mean for communication?
A very high level of brand awareness is required for consumers to become active. And you have to point out to the interested public elsewhere that there are corresponding offers. There are already a lot of really great offers, but people still can't find them or don't want to find them. There is still a lot to be done here. The question arises as to whether traditional advertising doesn't need to change a little in order to integrate the possibilities of cross-media. A QR code on the ad that opens a movie on a smartphone is not enough in the long term.

Switzerland has a very high level of corporate publishing products. Some of them are established agencies, but there are also a lot of lone fighters, i.e. former colleagues of ours, who are now doing this very successfully. In contrast, you offer the entire value chain. What is the most important point?
For me, the central point is the communicative idea of the product. I believe that you can only score points in the market if you have a really good and possibly better idea than the competition. This market is very competitive and customers are now also looking at the price. Especially in tenders, where points systems are used. The quality of the content often suffers later during implementation. Innovation and quality have their price. This makes it all the more important firstly to have a unique idea and secondly to have expertise in linking all media, i.e. the overall cross-media picture.

I would like to briefly address a point that you mentioned at the beginning: performance monitoring. How do you see this in concrete terms?
Publishers have a classic toolbox with which they can use conventional market research methods to see how something is read, how long it is used and what the qualitative assessment is. All of this can also be applied to corporate publishing products. Of course, it is a problem in cases where the product is left to chance. In other words, it is displayed in some dispensers and you don't know exactly who is accessing it at the end. Was the leaflet taken to wrap fish in or to actually read something? At this point, it is indeed difficult to gather valid findings.

Many corporate publishing products try to gain insights by means of questionnaires. However, this does not produce valid results...
Questionnaires are certainly not representative, as responses are mainly received from fans. Nevertheless, they provide a certain picture of the mood and also one or two quantitative indications. However, it is also possible to generate a better response rate through a personally addressed approach or telephone surveys. It is crucial that the right methodology is used for the task at hand. Focus groups can be used to find out one thing or another in terms of quality. It is often shocking how the self-image of the company is presented in corporate publishing products and how the recipient ultimately judges it. There is sometimes a big gap. And it's always difficult for the service provider to be critical and say that it's all well and good what you do and you always win lots of prizes, but in the end nobody really cares.

The idea of a company having heaven on earth with corporate publishing - you can communicate exactly what you want - is nice, but it doesn't work. The consumer sees the CP product as just any medium, and it has to exist in this environment, otherwise it won't be viewed.
A lot still needs to happen in terms of staging at this point. There are plenty of CEOs who allow themselves space in their own publications for tawdry interviews and don't ask whether anyone is interested in this form. We will also learn from this. I agree with Helmut Thoma, who said that the bait has to taste good to the fish and not to the angler. Due to the size of our properties and our experience in the tabloids, we at Axel Springer have developed a good feeling for how media must be staged in order to reach their audience. You asked at the beginning what sets us apart from our competitors - this experience is a key point.
I was responsible for the weekly TV guides at Axel Springer Germany for several years, and there is no more heterogeneous target group than that of a TV guide: rich, poor, old, young, clever, stupid, men, women, young people, pensioners - you have it all. And it's difficult to do this in such a way that as many people as possible have fun with such a pleasure steamer. Of course, you can't be too specific. You have to find the greatest possible common denominator. It's similar with one corporate publishing product or another. Companies also often have very heterogeneous target groups. For example, large banks, insurance companies, retailers or local public transport: they have to appeal to as many as possible and define content that is interesting for everyone. And they do exist.

To date, there are roughly two large groups in corporate publishing. On the one hand, there are high-end publications for private banks, luxury cars or watches, and then there are very broad-based publications for major distributors, the postal service, telecoms and so on. Can I take it from your comments that you are aiming more at the second group?
Both groups are interesting for us. You just have to approach things differently depending on the customer group. The smaller, more pointed products are interesting from a journalistic point of view in that you can perhaps dare to experiment more than in traditional sales media. There are a number of excellently produced corporate publishing products that are much more interesting, lively and varied than sales magazines.

Do you have any examples?
I personally like the magazine for the Mini, for example. It's an international lifestyle magazine that presents an urban lifestyle that is highly interesting. I enjoy reading it and find a lot of new things in it. The car is subtly anchored in the image of a hedonistic, design-oriented target audience. The same is true of the Nespresso magazine, which takes pleasure in international travel destinations. Utility value and reading enjoyment are successfully combined. The brand, i.e. the sender, is brought closer to me in its core competence in a likeable way. And as a Nespresso customer, I get a magazine for which I would have to pay six sixty francs at the newsstand for free. That's a nice thing.
Interview: Pierre C. Meier

 

The industry experts surveyed by Werbewoche agree: 2012 will see significantly more mobile-optimized campaigns with more interactivity, and content offerings will also adapt to the special requirements of this new distribution channel. The forecast that mobile will dominate the year is therefore obvious. The associated challenges are considerable, as mobile is not simply online for on the go, but represents a media genre in its own right.

Ever since Apple launched the iPhone in 2007, the smartphone boom has been omnipresent. Mr. and Mrs. Swiss are among the world leaders: while only 25% of Swiss people surfed the Internet on their cell phones in 2010, this figure had risen to 44% by 2011, as documented by the Y&R Group's Media Usage Index study last September. The study even confirmed that the Swiss set a world record for iPhones: 35% of Swiss people own an iPhone. Many more have purchased a mobile companion with the Android operating system. Added to this are tablets, which account for 13% of the Swiss population. The forecast is therefore easy to make here too, especially as it already seems to have been fulfilled in many circles: more than half of the Swiss will own a mobile device this year, which is primarily a powerful multimedia machine that can be used to make phone calls as well as many other things. This has created new opportunities for media consumption and thus new markets for advertising and content, which are only just beginning to be exploited commercially.

Publishers are particularly pleased: thanks to mobile, online usage has increased in the morning, in the evening and at weekends. According to Chris Öhlund, Head of Digital Media at the Blick Group, mobile media usage accounts for just under ten percent of total usage time, while Stefano Buzzi, Head of Advertising Market at Newsnet, speaks of a share of mobile traffic (visits, all mobile devices except iPad) of over 30 percent. Mobile is therefore good for business, as Marc Lottenbach, Publishing Director Online & New Media at 20 Minuten, confirms: "Advertising sales have increased by a high double-digit percentage. I expect further growth in 2012." NZZ has a similar view: "Thanks to the introduction of new advertising opportunities in our iPhone app, we were more than satisfied with the result in 2011," says Remo Baumeler, Head of Advertising Market NZZ Network. Although traffic has increased significantly, all publisher representatives report stable prices for mobile advertising, and there are still no signs of a price war. Mobile has decisive advantages as an advertising channel: Advertising reaches users in a personal environment. And because there is usually only one advertiser per page, the attention paid to mobile advertising is very high. "Click rates of up to 20 percent are not uncommon with mobile," reports Chris Öhlund from Blick. This is particularly impressive when compared with advertising efficiency on the web, where click rates above 0.5 percent are already considered a success. Michael Baum, Managing Director of Stailamedia AG, predicts that the market for mobile advertising will be driven in particular by the promotion of new applications this year. This is because the competition for apps is strong, and those who want their application to appear in the top charts will rely primarily on performance advertising on a click basis.

And anyone who wonders why mobile advertising hasn't been a big hit for a long time will soon come up against tricky problems that in many cases require a strategic response. Even on PCs, different versions of a website have to be created for different screen sizes and browser versions, at least in detail. Web designers and developers have been able to solve this problem to some extent, but with the advent of mobile devices, this challenge has multiplied and it is hardly possible to build a customized version of a website for every device. This is why there are new concepts known as "Responsive Web Design", with which websites can always be optimally displayed on the screens of small smartphones as well as large imposing screens in the office. But for this to work, websites need to be rebuilt from the ground up. If you don't take a systematic approach here in good time, you may be able to celebrate a quick success (with an isolated app, for example), but will soon find yourself faced with a costly mess (which external service providers can feast on financially). This explains why hardly any advertisers are yet present with their own offerings on mobile and why this new channel is only modestly booked. Not only individual companies, but the entire industry still has a lot to learn here. And so it will still take some time before not only a campaign can be launched on mobile, but also landing pages are available (for example, to process orders via an e-commerce system). This more technical problem is just one of many hurdles that mobile practitioners are confronted with and which require fundamental answers:

- The creative possibilities are limited on small screens and the bandwidths are narrower. It will be exciting to see how advertisers react to this challenge. The experts surveyed by Werbewoche expect mobile-optimized campaigns with more interactivity to increase.

- Content producers must learn to gear their offerings more towards the characteristics of mobile. This is not just about technical aspects, but above all about the special usage situation, as small snippets of information are often consumed rather than longer formats.

- The technical infrastructure for mobile will continue to grow strongly. This involves both simple booking processes and powerful ad servers.

- There is a lack of market figures that can be used to record and assess the mobile trend. But even the internal analytics tools are not yet geared towards mobile everywhere - or the figures collected with them are not yet evaluated in depth everywhere. If even basic data on mobile is missing, it is not surprising that more thorough and complicated data for precise targeting is also in short supply. One mobile insider complains that it is often not even possible to assign a user's gender.

Advertising networks for mobile are only just getting into position. It is still unclear which are the dominant players and which offers, such as real-time bidding, will make the breakthrough in the Swiss advertising market and when.
There are other mobile-related trends that could gain in importance at any time. These include: location-based mobile services (LBS), mobile search, mobile social and cheap eReaders as another device category alongside smartphones and tablets. Christoph J. Walther

Today, websites have to work on very small and very large screens without causing costly duplication in production. There are solutions for this, but they cannot be implemented from one day to the next. It will therefore be some time before all websites are fully mobile-compatible.

In the coming issues, Werbewoche will follow the developments surrounding mobile advertising in Switzerland and examine various aspects in greater depth.

 

In the “Awareness” category, the Coop Fairtrade Max Havelaar (KSB) campaign ranks first, followed by Migros-Quizmania (Wirz) and Sunrise (Scholz&Friends). In the “Uniqueness” category, Stop Piracy (Maxomedia) takes first place ahead of Love Life (Euro-RSCG) and Hakle (JWT/Fabrikant). The Migros M-Budget campaign (Jung von Matt/Limmat) wins by a narrow margin over the campaign for Switzerland Tourism (Spillmann/Felser/Leo Burnett). The Love Life campaign took third place. In the “Likeability” category, the campaign for Swiss Farmers (Jung von Matt/Limmat) took first place. Hakle came in second, closely followed by the campaign for Switzerland Tourism.

> To the results at a glance

Question and methodology

Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: Web-active people from German-speaking Switzerland between the ages of 14 and 65.
Sample size: n = approximately 500 net interviews per wave, random selection by quota.
Survey Period: 2011

Questions:
- We introduced you to some ads at the beginning of today's survey. Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)

- In your opinion, to what extent do these ads stand out from other advertising in newspapers, magazines and journals? Please rate each from 1 (= does not stand out at all) to 6 (= stands out very much). (Uniqueness)

- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)

- To what extent do you like the following ads? Please rate each from 1 (= I don't like them at all) to 6 (= I like them very much). (Likeability)

The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".

The author of the representative study «Switzerland’s Favorite Advertisements» is the one at
Marketagent.com Switzerland, a company specializing in online market research, which has a registered
A panel of 20,000 people willing to participate in surveys in German-speaking and French-speaking Switzerland
Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.
 

As part of this personnel change, Valette is also transferring its 25 percent shareholding in MediaCity to Business Verlags AG. This means that both partners will each hold half of the shares in the joint venture.

Igor Sokolov, former advertising manager for French-speaking Switzerland at Tamedia's women's magazine Annabelle, will take up his new position on February 1, 2012. He will report directly to the CEO of Business Verlags AG, Rehné Herzig. MediaCity-Verlag publishes the magazines Profil Femme and Agefi Life, among others. In addition to the search for a new editor-in-chief for Profil Femme, the new CEO will also be responsible for further developing the existing activities in the area of corporate publishing.