In the fast-moving digital news world, local newspapers that are not published daily have fallen hopelessly behind in terms of topicality. This is why practically every one of these titles is now represented in some form on the Internet. However, there has been no money to be made from this - neither on the reader nor on the advertising market. Until now, additional presence has meant additional costs. With the LocalPoint concept from Consenda AG in Saanen, these conditions have improved significantly, as the additional costs are amortized in the medium term.

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The HarbourClub, which is responsible for the award ceremony and the implementation of the rating, has responded to the trend announced in many places of shifting annual reports to the web and has massively expanded the online judging area. As with the printed reports, the juries first assessed the value reporting and design of all 249 reports separately, before a final jury assessed the best ones in more detail. The winner in the online category was Nobel Biocare. Swisscom took first place in the printed annual report category.

After this year's rating, one thing is clear: the shift from print to online will probably take longer than many thought. As yet, less than ten percent of listed companies offer more than just a PDF of their annual report online. More is needed for a convincing online presence. Bernhard Schweizer, President of the online closing jury, demands: "More vitality and speed, video interviews with the CEO or Chairman of the Board of Directors, Web 2.0 presentations, interactive graphics, analysis tools, customizing of the annual report". Plus compatibility with smartphones and iPads. The business magazine Bilanz states: "The big online leap has been postponed - for the time being. Corporate Switzerland is moving in typical Swiss fashion - step by step." However, the overall online jury knows where the frontrunners are to be found. In addition to the medal winners Nobel Biocare, Roche and Georg Fischer, they also include Actelion, ABB, Credit Suisse, Sulzer, Swiss Re, Xstrata, Kuoni, Swisscom and UBS. Online seems to have a paralyzing effect on many companies. Although online is being approached cautiously, the uncertainty in the choice of channels means that not much innovation is taking place in the area of printed reports. Stephan Howeg, member of the final print jury and Head of Communications at Adecco, summarizes the situation as follows: "The annual reports in this year's rating are very solid, well-made and have been tried and tested for years, but there are few surprises or trendsetters." This year's winner of the printed reports was Swisscom. It presents a well-rounded annual report with background information, details of important non-financials, trend analyses, risk information, information on value-oriented management and aspects of sustainability. However, it was undoubtedly the "Solar Impulse" brochure enclosed with the annual report that tipped the scales in its favor. This publication is about the partnership with Bertrand Piccard and his project, which shares many values with Swisscom.

Peter Rothwell, CEO and communicator

The 24th Swiss Annual Report Rating Event was once again held this year at the Zurich University of the Arts. Thanks to a 270-degree projection, the 200 or so visitors were able to immerse themselves in the world of annual reports. Dirk Schütz, editor-in-chief of Bilanz, led the audience through the event quickly and without embellishment, presenting the winners, interviewing heads of communication and those responsible for the juries. Guest speaker Peter Rothwell, CEO of Kuoni, spoke about his company's integrated communication. And more than rightly so. Last year's overall winner also won gold in the Design Print and Design Online categories this year. The evening traditionally ended with an aperitif riche, where the successful annual report makers further strengthened their networks. The Swiss Annual Report Rating is made possible by the sponsors KPMG, Linkgroup, Papyrus and Swiss Smart Media.

Which annual reports were evaluated?

The annual reports of all listed companies represented in the SPI were included in the 2011 annual report rating. In addition, the 50 companies with the highest turnover in 2010, the 15 insurance companies with the highest gross premiums in 2009 and the 25 banks with the highest total assets in 2009 (sample of 249 reports).

How was it chosen?

Prof. Alexander Wagner, project manager Florian Eugster and students from the Institute for Banking and Finance at the University of Zurich evaluated the printed and online annual reports according to defined content criteria for value reporting. At the same time, experts under the direction of Peter Vetter, Zurich University of the Arts, looked at all aspects of the design of the printed annual reports and compiled a ranking list for print and online. The addition of both ratings according to ranking points resulted in the overall best. The print and online final juries then selected the overall winners of the 2011 annual report rating. Andreas Jäggi

When Tropical Storm Irene was expected to hit the east coast of America at the end of August, the interest of millions of affected people was huge. The fear of another "Kathrina" was huge. Its progress could be followed live around the clock on practically every TV channel and on the internet.

The traditional media were particularly active. Despite the Syrian and Libyan crises, there was a lot of hype surrounding the tropical storm. There was hardly a broadcaster that didn't put its reporters in rubber boots and place them in a flooded street. All the stops were pulled out.

Blogger @jeffjarvis called it #stormporn - a new form of media pandering to natural disasters. He said that this constant repetition of the same phrases and the same images and this scaremongering without information content serves no one. Least of all the citizens. Of course a storm is a serious matter, but the coverage is more reminiscent of "The boy who cried wolf" than serious journalism. As a counterpoint to this, you could observe the exchange on social media. Here, too, people tweeted for all they were worth. Here, too, the preparations, the arrival, the transit and the devastation were diligently posted and shared as photos or videos (some spectacular images were created, http://bit.ly/qtGVB0 is one of my favorites). But somehow it was different here. More honest. More direct.

Gigaom.com even went so far as to claim that Twitter has replaced TV as a tool for information and hysteria. This of course raises some questions. For example, I think it's a good thing that those affected were able to integrate and share their own posts. This allowed people from the same area to help and advise each other online. What is suboptimal is that posts are often shared without being checked and untruths can spread very quickly (although it should be noted that swarm intelligence and a well thought-out information policy by the authorities work wonders in this case).

In this context, I particularly liked the official Twitter account of NYC Mayor Bloomberg, who was constantly posting important information about Irene. Times when the storm was expected to hit New York and how many miles per hour it would be traveling were posted. The @NYCMayorsOffice also announced which bridges were closed, that the Staten Island Ferry was no longer running, and that schools and nursing homes were closed.

At the same time, it also advised people to stockpile food and compiled a list of places that offered shelter for evacuees. This is precisely the power and uniqueness of social media over traditional media: the immediate, honest, direct reporting that allows authorities, citizens, eyewitnesses, data collectors and users to communicate directly without "middlemen". Jeff Jarvis' question "So the question the journalists should ask is how they can add value to that" is more justified than ever in times of the democratization of information. Not only in crisis situations, but also in everyday life.
 

These days, we are working hard on the budgets. This is what the financial year envisages. In a finely orchestrated ping-pong, targets, market analyses and economic assessments flow into tables that are to set the pace for companies in 2012. However, the task is becoming increasingly difficult: one crisis follows another, economic managers are being bluffed by hopefuls and politicians are groping in the dark. The principle of hope flickers on the news platforms time and again, for example in the person of a sheikh from Qatar who is to invest in Greece. But for the most part, the media report on rescue packages that will be blown away by the next gust of wind. And what does that mean for media providers? Can they rely on revenues in the user and advertising market next year? We remain optimistic because the sun of this beautiful Indian summer is dazzling us so beautifully. As there are losers and winners in every crisis, we confidently join the latter. After a relaxed brainstorming session, we can present several strategies for success:

1st Thanksgiving: Our ancestors already knew that fruit should not simply be harvested, hoarded and eaten. So that we can continue to reap an abundant harvest, we must express our gratitude to nature. This is also recommended in the market: let's show our gratitude to all the friendly customers who appreciate our products. And let's not forget the hard-working hands thanks to which the field bears abundant fruit.

2. knitting evenings: When it gets cooler and darker, it's time to knit a new sweater, scarf or socks. However, always using the same pattern with the same wool is no fun for either the knitters or the lucky ones. That's why it's important to creatively weave little surprises into the tried and tested. With this in mind, we as readers, viewers and listeners look forward to knitting media events.

3. bunker wood and supplies: If the winter gets too icy, transport routes are blocked and borders are closed, then you can see who has ordered their house well. You don't need to worry if you have a full pantry and plenty of wood in the dry. That way, you can hibernate without cutting back. The media need to stockpile resources of lasting value: strong stories and people who can tell them.

4. stay in shape: You can only be fit if you have enough stamina and reserves. This is why overly lean people used to be pitied. People knew that they would quickly lose their strength in turbulent times. That's why the media are now happy to encourage people to eat a lot. This lifts the mood and encourages consumption. The media should set an example by not cutting corners and diligently promoting themselves.

5. clear the garden: After the harvest, the soil needs to rest so that it provides a good breeding ground again in spring. Leaning back, reflecting and enjoying create space for new things. The media should also not overestimate the need for ever new forms of content. In the colder months of the year, people simply want to be gripped by good stories, involved in lively conversations and impressed by strong images.

6. look after family and friends: A strong network of relationships makes it easier to get through crises. People close to you offer comfort, give more or less good advice, provide food and drink and, if necessary, substantial material support. The media have been able to rely on their traditional network of subscribers and advertisers. In the digital world, these friendships are more fragile. When it comes to paying, they are happy to let others foot the bill, and they can easily be seduced into infidelity by online competitors. The media are therefore best advised to focus on true friendship and maintain it with small gifts during the colder months of the year.

7. reading and learning: As the days get shorter, it's time to broaden your horizons with a good book, a stimulating newspaper or an entertaining magazine. Reading may be a solitary activity, but it is much more fun when the new experiences can be shared with others and discussed in a lively manner. Very few people just want to hear all the time: What I've just read is exciting! That's why they look for interesting reading material. And so individual readers become large reading circles.

Everything is actually quite simple if we switch off the computer for a moment and leave the consultants outside the door. Our (true) friends are called upon to contribute creative ideas. It's your own fault if you're not on the winning side in a crisis. That's why we're already getting the warm coat from the screed and chilling the champagne!
 

The program with numerous top speakers can be found at www.medientage.de. For example, panel 9.5 on the future of digital radio and panel 9.6 on "DAB+ for the mobile society" are guaranteed to be exciting. Werbewoche will be giving away a DAB radio. All you need to do is send an e-mail to [email protected].

WW: Mr. Zanello, you set up the marketing unit for TF1's TV advertising window at Ringier. How has business been going since September 5?
Patrick Zanello: Very good. In September we had around 60 spots - in the first week of October there were already 30 more. It was a big but exciting job, both for us and for TF1. It is the first foreign advertising window for the broadcaster.

How did customers react?
They welcomed it, because TF1 is not a small station in French-speaking Switzerland. If you compare it with German-speaking Switzerland, TF1's market share is as large as that of Sat.1 and RTL combined - i.e. around 13 percent. The media agencies have been waiting for a new player. Because TF1 offers a high-quality environment, we were also able to address sectors that had previously hardly advertised on TV in French-speaking Switzerland. For example, we are in talks with the automotive, watch, jewelry and cosmetics industries. Another reason: TSR and the channels marketed by Goldbach Media don't have much free space, whereas with us it is still possible to book the first or even the only commercial in the advertising block. Customers like that.

How much advertising space do you have available?
In September, we had advertising blocks available for around 60 percent of the program in the evening before and in primetime. The advertising space will be even larger in October and will also have potential later in the evening. However, there are programs where we don't offer any blocks - for example, rugby, because we don't have the rights for it in Switzerland. TF1 adheres very closely to the broadcasting rights and advertising guidelines.

How do you fill the advertising blocks when they are not full? By giving them free space?
Firstly, we only open advertising blocks at the customer's request. Secondly, TF1 supports non-profit organizations and can offer them special conditions.

> Read more about this in the current print edition of Werbewoche

With an award for the best creative design in his pocket, he started as a graphic designer at Hermès Communication in 1996. He soon became AD, then a member of the creative directorate and designed national campaigns for Henniez, La Vaudoise and Nestlé. The world of luxury goods shaped his further career, first on the client side at Van Der Bauwede, then as a freelancer for Procter & Gamble. He then learned German and worked as an AD at Studer Partner for clients such as Mercedes Benz, Milus and Provins Valais. In 2008, he returned to French-speaking Switzerland as CD of Angebault and CO.
 

Agencies can submit their best work in the following advertising media categories: print, out-of-home, film, radio, direct marketing, promotion and digital media. Communication ideas that have been used or will be used in Germany, Austria or Switzerland in 2011 are eligible. Advertising media that have already been used after the end of the 2011 competition (October 15, 2010) but did not take part in the previous 2011 competition may also be submitted. Registration takes place online at Jdw.com.

All award-winning works are portrayed in detail in the Yearbook of Advertising 2012, Volume 49, and the shortlisted entries are presented with their submissions. The compendium of the communications industry will be published in March 2012.

After 48 volumes in classic A4 format, the 49th volume of the Yearbook of Advertising marks the beginning of a new era in terms of format: the yearbook is three centimeters wider. This increases the size of the illustrations of the entries included in the book by an average of 30 percent.

Such an approach is not part of the press's remit. This was triggered by a picture of a suspected FCZ hooligan published this week in Blick. He is said to have thrown petards into the GC fan sector during the Zurich derby. Dominique von Burg does not tolerate such behavior. As a matter of principle, the media are no helpers to the police, he told SDA when asked. It is only justifiable to print recognizable faces if there is an acute danger. Such a situation would be a terrorist attack, for example. While von Burg does not approve of such images being printed in the media, pictures of wanted men are published online. Last August, for example, FCZ published pictures of two wanted men on the internet for a few days who were alleged to have thrown firecrackers in the stadium. The photos were published on the club's website - at the express request of FCZ president Ancillo Canepa. This action was described as problematic by data protection experts.

Each country works with the local agency to develop its own creative fundraising campaign for an organization of its choice. In Switzerland, the Draftfcb/Lowe Group team is donating a smile for children. On a Facebook page specially created for the Global Day of Giving, donations can be made simply by text message.

All of the proceeds will go to the Theodora Foundation, which aims to make the stay of children in hospitals easier, the agency said in a press release. The foundation trains clowns specifically for this purpose, who tailor their performances to the young patients.
 

The training focuses on a video analysis followed by feedback from the speaker. Participants will also learn how to create a clear message that will serve as a guideline throughout the presentation. The seminar also focuses on how to successfully handle objections and use the art of rhetoric in a targeted manner. The lecturers are experts from the business and media sectors. They have a close connection to the participants' working environment and teach the necessary tools in a balanced mix of theory and practice.

With increasing competition, it is becoming more and more difficult for agencies to sell their own ideas and services, says Kai Gerwig, Managing Director of SDA subsidiary News Aktuell. According to Gerwig, the in-house seminar is intended to offer agencies an opportunity to make their presentation to customers more convincing and effective.
 

Both are shaken and the tone is accordingly. Tough, but honest. GC president Leutwiler: "These are antisocial elements, beyond good and evil." Leutwiler continues, "They should be yanked by the 'grind'! Put pictures on the Internet! Immediately condemn!" FCZ president Canepa also speaks plainly: "We have to let a minority constantly dance around on our noses. If we put their pictures on the Internet to identify chaotic players, I immediately receive a letter from a data protection officer in Bern. That disgusts me! This is madness! Do we have to let ourselves be terrorized by such idiots for much longer?"

The headlines in the Swiss media also speak volumes. Here is a small excerpt, of the - with exceptions - not always very imaginative headlines: "The disgrace of Zurich, The black Zurich football derby, Black Sunday at Letzigrund, Desolate scenes at Letzigrund, Hooligans end Zurich derby, Demolition and low point in Zurich derby, Derby of shame, A deep black derby, Flaming inferno instead of fiery derby, Black day for football, Beyond good and evil, A derby that makes tears flow, Flashpoint Super League, Another black day for Swiss football, Letzi disgrace: Derby stopped because of hools". Politicians are speaking out - after all, it's election time. Most of them plead for a tougher approach. In discussions, the blame is passed back and forth, and in letters to the editor and Internet comments, the stakes are high. Everyone agrees that things can't go on like this and that the perpetrators must be brought to justice as quickly as possible.

On Tuesday, Blick published a picture of a suspected hooligan. He is said to have thrown petards into the GC fan sector. The hooligan is clearly recognizable. And there is already a reaction. This time it is not the federal data protection officer, as Canepa feared. This time it is the chairman of the Press Council who castigates the publication of the picture. "The media are in principle no helpers of the police," Dominique von Burg said in response to an inquiry from sda. The reprinting of recognizable faces, he said, could only be justified if there was an acute danger, such as in the case of a terrorist attack. "This was clearly not the case here." True! The acute danger only exists in the next game.

The intervention of the Press Council sends the wrong signal.

Pierre C. Meier, Editor-in-Chief
[email protected]