"Mobile has taken off" was the headline in the last Advertising Week. In it, Christoph J. Walther describes how advertising on cell phones is slowly taking off. Although the growth figures are impressive (as always in the start-up phase of a successful offering), the absolute figures are still modest. Or in the words of Stefano Buzzi, Head of Advertising Market at Tamedia's Newsnetz: "We expect growth of 50 percent this year compared to 2010. Overall, however, the share of mobile advertising in total advertising sales is still in the single-digit percentage range."

Read more in the current print edition of Werbewoche
 

WW: How far does beetagging go today? You can take a picture of an empty stocki pack and order a new one directly?
Hansres Emch: Exactly. But that's not all. Our first customer, the baking ingredients wholesaler Alipro, is already using beetagging. Its system tag is a highly functional multilayer on which all retail partner data and authorizations can be made accessible, as well as product specifications, recipes or order information. All of this can be accessed via mobile. For example, by taking a picture of the beetag, bakeries not only receive information about the product, they can also order the product in question directly, make comments, etc. Customers can order the products they need from any location and have them distributed to a specific place at exactly the right time. In addition, they can, among other things, read specifications, obtain recipes, etc. directly in a production process. This system works worldwide. Alipro itself distributes to certain customers via the Beetaggs: the company sees who picks up the Tagg when and where, who orders how much of what, and thus receives precise medium- and long-term customer behavior data, which can be put into temporal, geographic and other relations. In this way, the customer segments can be recorded in a more differentiated way according to conceptual aspects and can be served in a more targeted manner. The whole application runs on a normal open source CMS. And the implementation of this solution did not cost hundreds of thousands of francs.

Is it possible to map all conceivable processes with the Beetagg?
To a large extent, that's what's special about Beetagg. It is not just a sales promotion tool with which you can make a competition, but primarily it enables you to map complete process chains. In addition to ordering and assembly processes, e-couponing and e-ticketing or customer loyalty processes are other exciting areas of application. The Beetagg is very robust, which means that the code is quite insensitive in terms of resolution, size and reading distance: I pick it up at any angle and, at enormous speed, I immediately have all the information and applications associated with the tagg on my mobile. From there, I can read information or, as in the case of Alipro, order the photographed product directly. That's because when I'm logged in to Alipro as a customer, my address data is also stored, as well as the permissions to order from Alipro and read prescriptions or other data. All I have to do is log on to the system and I can access everything. By the way, Alipro can adapt the authorizations from customer to customer, so there are information levels that can only be used by very specific customers, for example, when it comes to production specifications. In this way, the company can also send out product group-specific or even customer-specific news. Beetaggs can also be timed so that data is automatically deleted again after a certain time - which, by the way, together with geotagging, i.e. location recording, is also relevant for certain authorizations. The time and place of retrieval must be correct, otherwise data cannot be accessed or processes cannot be triggered.

Sounds exciting. Beetaggs seem to make everything possible, which we've been trying to exploit for some time with a combination of Kooaba, barcodes, QR codes, online ordering systems and various online tools. Did you have Alipro on board right away?
Yes, actually, it is. I met the CEO and the sales manager, and they both said, "What, this is all possible?" A concept quickly emerged, and Alipro introduced the use of Beetaggs. You can see from this that the decision to use beetaggs is primarily a top-down process. It takes decision makers in the company who are convinced of the concept of the technology and implement it consistently. Unfortunately, there is still a lot of skepticism due to a lack of knowledge. But if you think in terms of processes, you will understand relatively quickly what advantages beetaggs bring.

Beetaggs are not only interesting for B2B. My private shopping could also be done in a relaxed way from home by simply photographing the taggs on the products I need. The purchase could then be put together for me to pick up or even delivered. Shouldn't the large retail chains take advantage of this opportunity? At least the Coop is already making good sales with online shopping.
Absolutely. In the B2C sector, however, we're not there yet. Among the suppliers of large distributors, there are companies that are interested in Beetaggs. But that's just it: This is a top-down process that ultimately has to be implemented on an interdisciplinary basis. At the very least, you need the managing director, the sales manager and the product manager behind you, they have to work together. If the purpose of using Beetaggs is not understood, the introduction will hardly work. That's why small and medium-sized companies are currently faster and more agile with such innovations than the large corporations. In smaller companies, the paths are shorter, they recognize the benefits more quickly, and decisions are more direct.

What role do marketers play in the adoption of beetaggs? Could they push the new technology?
They could. But the larger the company, the more the common, function-oriented understanding of marketing and communication prevails. Example: In one company, we wanted to introduce beetaggs to differentiate the product line and its capabilities. We were told: We're going to do an image campaign first. I then said: "In the image campaign, you could implement seasonal ideas with Beetaggs, show daily new testimonials, point out the other products with a campaign, make game ideas accessible and trigger additional sales with a campaign. Unfortunately, to no avail.

And why is that?
I think the realization that it's not a technical gimmick, but a system with processes and process layers is still not very widespread. I like to talk about communication kinetics. "Optimizing processes, managing them more precisely" sounds a bit unwieldy, although the bottom line is that processes are becoming simpler, more convenient, faster, more open, and more cross-media, and that you can target the customer with possible processes and corresponding tools. And with applications with which he can and wants to react. We are only talking about visible taggs here. We can already print 8-mm taggs, which are only visible under certain light sources, directly onto labels or paper. So they are virtually invisible. NFC applications, i.e. near-field communication for contactless data exchange, are also coming along rapidly. We can already print a beetag on every newspaper and magazine page, on every package, every poster and every advertisement, and thus make the paper interactive, i.e. deposit it with processes, data and functions. Then it is no longer necessary to refer to additional data with an icon, but the tag is also the link to the additional information. This knowledge is not fundamentally new and should urgently flow into the training. Technically, this is hardly a problem, but conceptually, we are facing challenges, because there are still hardly any people who understand the possibilities and exploit them conceptually. In addition, there is probably no pioneer: If Apple were to use Beetaggs now, or Nike were to come up with a Beetagg story, then things would probably happen faster.

What would have to change in the marketing and advertising industry, as well as in the media, for tagging to be more than just a dream of the future?
To put it provocatively, we have to switch to process-oriented thinking. Not a big step, actually. In our case, for example, the conversation with the customer is somewhat different from the usual: We try to assign and map the topics of sales, communication/advertising, sales promotion or authorizations to the target groups with the various instruments as process chains. It is therefore a matter of using the complexity of the technology where it makes sense to do so. Many companies do not even know what is possible and how it could be used. And above all, why it makes sense. Of course, you need courage to try out new things. To do so, you have to free yourself from the constraints of Excel sheets, sales targets, classic advertising goals such as supported and un-supported brand awareness, etc., or at least visit new levels of consideration.

Can you also collect data about your customers or consumers with Beetaggs?
Yes, of course. In marketing and advertising, of course, this is a big issue. The first question is always: What do I want? If a classic ad is the right tool to achieve the set goals, that's good - especially if it's actually used by the consumer via additional functions and additional benefits. In this way, I receive feedback from corresponding processes and then have multi-layered feedback material. In the case of a direct mailing, taggs offer a variety of ways to get highly precise feedback on who used which offer, when, where, why, and in what depth. Try that with a classic mailing. We need to turn to the kinetic processes in communication. A plant manufacturer, for example, who handles the repair process of a plant via Beetag¬ging, among other things, no longer needs to make a handwritten report after the order has been completed. The data on which of his employees did what, when and for how long has long since been recorded in the system, for example via status indicators. If the repair of plant components has to be carried out in a protected area, the fitter naturally cannot get in everywhere; someone has to accompany him. And the accompanying person must first be informed that the fitter is now there. It is simpler if the required access is enabled for the fitter on the tagg. Misuse is not an issue, because of course the authorization is timed exactly to the moment when the mechanic is standing in front of the gate. This is recorded by geotagging. Taggs can also be used offline to guide the fitter to the exact location where the repair needs to be done. All steps are reported in the background and can be checked afterwards. If you start to see the processes behind everything, you will discover unlimited possibilities for beetagging.

Interview:
Anne-Friederike Heinrich

Photos: Polytrop

IN BRIEF
Polytrop, a marketing and communications agency based in Adliswil, was founded in 1991 by Hansres Emch and Nino Kündig and employs seven people. It designs and implements classic advertising materials, sales promotion material through to trade fair construction, radio and TV spots, and events. It also develops new approaches to direct and e-communication using state-of-the-art tools. Polytrop's clients include Vögele, Migros, Elektro-Material AG, VISA, the Zurich Opera House and ETH Zurich, SUVA, the Gottlieb Duttweiler Institute, the Swiss Bankers Association and various companies in the pharmaceutical industry. www.polytrop.ch
The Beetagg was developed by the Swiss company Connvision AG: www.connvision.com

*Beetaggs are two-dimensional barcodes with a honeycomb structure that are suitable for mobile tagging. Unlike other 2D barcodes such as QR codes, a Beetagg does not immediately contain application information. This is only assigned to the corresponding Beetagg code by a web access.

How it works for the beetagging user
Alipro: Simply Beetagg on the bottle or
Photograph can, reorder product
and view more information.

When ADC, the Swissfilm Association, Star TV and Werbewoche join forces, it's hard to miss at the Plage Miramar in Cannes. Primitive Schwyyzerdüütsch instead of elegant French is the order of the day at the Swiss Party, 23 June, 6.30 p.m. More than 100 illustrious guests have registered. Together, creative power "made in switzerland" is to be manifested against the backdrop of the Advertising World Cup. DJ MassiveMusic will play. Bubble Beatz will provide "trash percussion". And as a dazzling decoration, a few shiny lions from Swiss agencies had already been spotted by the time this report went to press.

Already the parties on the Croisette are in full swing in pleasant summer weather.

In front of the Marriotte Hotel's Beach, Google has set up a "sandbox" for creative play. In front of the Carlton, the legendary party of the music label Massive Music spilled over the sand on Wednesday. To the event of the largest supplier of music in advertising, tickets are traded on the black market at top prices. Werbewoche was there because the same DJs from Massive Music will also be spinning for the Swiss Party on Thursday.

Numerous Swiss Cannes strollers from Zurich could also be spotted at the massive fete. In the crowd of hundreds, however, their traces on the sand were quickly lost. More pictures of the Helvetic creative celebrities therefore tomorrow from the Swiss Party at the Miramar Hotel.
 

Of the 147.8 million francs, 14.3 million francs were spent on job advertisements (+ 7.0%). Property ads (CHF 4.9 million) increased by 6.2% compared to May 2010, while the increase in commercial ads (CHF 120.1 million) amounted to 3.6 percent.

For years, publishers have been critical of every step SRG has taken to expand its online portals. It is unacceptable that the large fee-financed competitor in this up-and-coming market should cut them off. However, such concerns are not shared by online advertising marketers - instead, they see new opportunities, not least for publishers. "Publimedia has a positive attitude towards new, high-reach portals," says CEO Andreas Gedenk and concludes: "After all, an increase in inventory should also have a stimulating effect on the market. Competition stimulates the market, which creates new challenges for planning and therefore makes this discipline more attractive." For advertisers, advertising placements on sf.tv would be "very exciting", says Simon Morton, CEO of online advertising broker Admazing. This would of course be in the area of online video advertising, but also for thematically coordinated placements in the environment of the individual programs. Such additional, high-quality placement opportunities would be "particularly welcome" because "demand is also rising continuously in the booming online market". With the large international websites and networks, there is a large oversupply of traffic overall, which is why a further strengthening of the domestic offer would "certainly be welcome". Online advertising on the SRF sites could probably also attract advertising customers to online advertising who were previously little or not at all active in this medium, which would be good for the market as a whole. And for Michael Baum, Managing Director of Stailamedia AG, "an opening is definitely to be welcomed", as it would underline the mega-trend around online moving image advertising.

It seemed almost clear a year ago that such new opportunities would open up for online advertising. At the time, the Federal Council was "generally in favor" of SRG being able to place advertising in its online offering in the future. As this could lead to a new competitive situation between SRG and the print media, the national government called on SRG "to approach publishers and work with them to find a solution that allows all parties to operate in the online sector under appropriate framework conditions".

It is unclear how quickly and in what direction the new media minister, Federal Councillor Doris Leuthard, intends to move forward on this issue, especially as her media policy has barely taken shape in the first six months of her term in DETEC. According to Urs F. Meyer, Managing Director of the Swiss Media Publishers' Association, there were three discussions up until January of this year, each of which was attended by Jean-Bernard Münch, Chairman of the SRG Board of Directors, and SRG Director General Roger de Weck, as well as a committee of varying composition from the Publishers' Association. As the publishers had commissioned an expert opinion from law professor Urs Saxer, which is now available, the talks were interrupted in the spring and are to be resumed at the beginning of July. The publishers prepared for this at a retreat before Whitsun, and Meyer is confident that they will have agreed on a joint approach by the end of the year. Because there are "points where we can find common ground". A 50:50 model for a joint offer would be "ok", and there are "possible models" that need to be worked out now. However, Meyer also points out that publishers have "lost faith in fair cooperation", particularly due to examples such as AG für Werbefernsehen and Teletext. This is because both companies, in which publishers were originally involved, are now controlled by SRG.

SRG is also hopeful. "It will be tough negotiations," says SRG company spokesperson Daniel Steiner, but adds that they are confident of being able to "find a good Swiss compromise by the end of the year".

And SRG President Jean-Bernard Münch said at a conference at the end of May: "We would like to form a joint platform for Switzerland." The Federal Council also seems to be thinking along these lines. In a response to a parliamentary motion at the beginning of June, the national government stated: "This is not just about cooperation models in the advertising sector. Cooperation and synergies are conceivable between SRG and publishers that go beyond this and ultimately strengthen Switzerland as a media location overall." In view of this initial situation, it remains to be seen where the journey will take us and how SRG's online offerings will be set up and produced in future. Depending on the outcome of the talks, anything is possible: from informal agreements on the exchange of content to a jointly operated monster website (which is not unproblematic under antitrust law) or new collaborations in associated areas. Christoph J. Walther

The object of dispute

In view of the debate about online advertising at SRG, it is worth taking a closer look at the subject of the dispute, the online editorial offices at Swiss radio and television SRF. The currently separate online presences of radio (drs.ch) and television (sf.tv) are to be merged into a new news platform in mid-2012 as part of the convergence project. At the end of May, Christian Schmid was appointed Head of the newly created News Online division at SRF. He is due to take up his post on October 1 and is still responsible for the development and expansion of the new online editorial team of Axel Springer Switzerland's business media. At SRF, however, he will not act as a further editor-in-chief, but will report to both the editor-in-chief for TV, Diego Yanez, and the editor-in-chief for radio, Lis Borner. It has already been decided that the future online editorial team will be based in Zurich Leutschenbach. However, Andrea Hemmi, Head of Corporate Communications at SRF, said that everything else is currently open and being worked out.

First and foremost, this includes the question of the number of positions and how they are filled. Today, there are around 50 full-time editorial positions and around 30 full-time technical positions to manage the entire SRF websites drs.ch, sf.tv and srf.ch. In addition, other journalists in the various radio and television editorial offices also work for the online offerings by processing information from their broadcasting vehicles for online use. Due to these dual roles, the number of these positions is difficult to quantify, says Hemmi. With more than 80 online positions, SRF is superior to the publishers. At Tamedia, there are around 40 full-time positions in the news network (excluding regional editorial offices), and at 20 Minuten, where the online editorial office is currently being expanded, around 60 full-time positions can be estimated. Less than 10 positions are used for technology and production. (A comparison of Ringier and NZZ is difficult, as many processes at Blick are combined in the newsroom and new structures are being set up at the NZZ Group).

SRF's editorial teams currently employ around 30 people in the pure news area, almost a third of them in Bern at the radio station and two thirds at the Tagesschau online editorial team in Zurich. The Teletext editorial team is also integrated here. The news online area is staffed around the clock, with one person on editorial standby at night. Up to now, they have not worked together even during major events. For the first time, they now want to pull together in certain areas, such as dossiers on parliamentarians, in view of the federal elections.

SRF's online offerings are very popular. In 2010, drs.ch recorded 1.6 million monthly visits (+33% compared to the previous year) and sf.tv 12.5 million monthly visits (+52% compared to the previous year). Audio and video offerings are increasingly in demand, either as live streams or for time-shifted use. In radio, for example, the number of live streams rose by almost 130% between the first quarter of 2010 and the first quarter of 2011 to 1.6 million uses per month. For television, the increase is 150 percent with 0.5 million uses per month in the first quarter of 2011. The figures for video-on-demand use are significantly higher: in the first quarter of 2011, videos were clicked almost 9 million times on the sf.tv website for time-shifted viewing, which corresponds to an increase of 50.9 percent. SRF is reaching a much younger audience via the Internet. While last year the average age of the radio audience was 50 and that of the TV audience 55, web users are on average 38 years younger than the SRF radio and television audience, i.e. around 15 years younger. The internet offering is therefore "absolutely crucial" if SRF wants to reach a younger audience.

 

The idea behind the anniversary campaign: people get a dab of Nivea cream on their nose and pass on a similar dab to another person. As they do so, they are filmed. The aim is to produce the world's longest commercial from the intercut short spots. Nivea manufacturer Beiersdorf and the Streuplan agency have already achieved this goal, as 2500 short films have already been shot, each of which lasts about five seconds. That makes around three and a half hours of commercials. And the campaign has only been running since mid-May.

For several weeks now, a bus has been touring through many Swiss cities and towns promoting the Tupf idea. Around the bus, Nivea samples are given away and camera teams make Tupf films of passers-by. On the bus, people can test the entire Nivea range, have their skin analyzed or receive advice from a make-up artist. Those who allow themselves to be filmed or make their own swab film with a cell phone or webcam can win great prizes, for example a dream trip worth 10'000 Swiss francs, one of two Vespas or one of 45 bicycles - naturally in the classic dark blue Nivea design that has characterized the brand since 1925. In addition, various Nivea care sets are enticing people to take part. The prizes will be raffled off at the end of the year among all the "film actors".

Familiar gesture

"The dab campaign conveys Nivea's core values: security, trust, honesty, family and friendship," explains Daniel Münster, Marketing Manager at Beiersdorf Switzerland. "Probably most Swiss people got a dab of cream on their nose from their mother as a child. So this gesture awakens - hopefully positive - childhood memories. " Many of those who have so far contributed a dab to the world's longest commercial are Beiersdorf employees. The company is using the campaign to thank its customers for 100 years of loyalty, as well as its employees. Says Münster, "That's why we wanted to give our employees the opportunity to be part of this campaign as well. This has met with a strong response." Celebrities have also already made dab films for Nivea: Miss Switzerland Kerstin Cook, for example, presenter Eva Camenzind and Annabelle editor-in-chief Lisa Feldmann.

Well spotted is half won

The Tupf idea is well received. This is also evidenced by the numerous hits on the campaign's online presence and the long average time spent at www.nivea.ch/100, which averages almost five minutes. The commercial, which is already as long as an eel and continues to grow, is being actively viewed. Beiersdorf is very satisfied with the campaign so far: "Streuplan is the ideal partner for us to implement innovative and surprising BTL campaigns. Their creativity and commitment are really fun," emphasizes Daniel Münster. "We are a BTL agency, but the cross-media campaign encompasses much more than just BTL measures ", says Thomas Back, owner of Streuplan. Indeed: In addition to various POS campaigns, where, for example, 400,000 retro Nivea cans in mini format and instant win scratch cards were distributed, Streuplan designed the Nivea tour bus, a pop-up ad with a birthday cake that appeared in Annabelle in May, created a dab photo contest, placed press releases and ads in Migros and Coop magazines and in the NZZ am Sonntag, produced a book jacket and ad streets for 20 Minuten, integrated a Facebook account and set up a website for the campaign, organized a Nivea shoot in the window of the Bernese department store Loeb and had doubles of Brad Pitt and Angelina Jolie appear in a guerrilla campaign at Art Basel - with a Nivea dab on their nose, of course. Streuplan also produced the song that accompanies the dab films: It is based on Paolo Conte's "Via con me." But if you pay attention, you'll hear "Nivea, Nivea" instead of "Via, via." Streuplan has also programmed its own app, which each Tupf film actor can use to enter his or her personal details for the prize draw.

On June 27, an online activation campaign will start to push the dab films even further, followed by a Facebook activation campaign in the summer. In addition, further campaigns are planned on the street as well as in social media. And Nivea was able to win singer Rihanna for its anniversary advertising: Nivea is sponsoring Rihanna's European tour and is using the pop star's song "California King Bed" in DraftFCB's current TV spot. At the two Rihanna concerts on November 7 and December 10 in Zurich's Hallenstadion, you can therefore not only win Meet&Greet tickets, but also be surprised by other promotions from Nivea and Streuplan.

Anne-Friederike Heinrich

 

The last print edition of Wander Magazin is the spring issue. The magazine Contact, later renamed Wander Magazin and produced by Infel, was intended to draw the attention of the Swiss from the Ovomaltine brand to the numerous other brands of the Wander Group, as Cpwissen.de writes. It was published every six months with a circulation of 150,000 copies in Switzerland.

However, the new management team appointed in March 2011 around Arnold Furtwaengler, who as Managing Director is also responsible for marketing, is now focusing on a change of strategy. Instead of the print product, various online newsletters are now to reach customers "in order to be able to react more quickly to news and be even closer to the customer", according to Cpwissen.de. The new forms of online communication are currently being developed.
 

This includes a number of WPP clients, for whom the results of the study will be available in mid-August. The research project examines the effectiveness of advertising on tablets and compares it with that of traditional media such as newspapers. This was reported by Brandrepublic.com on Thursday. Specifically, the focus is on questions regarding dwell time, the click-through rate and user tolerance towards the scope of advertising.
 

In terms of awareness, Coop Fairtrade Max Havelaar by Krieg Schlupp Bürge comes out on top, followed by the Migros Quizmania ad by Wirz and the ad for Sbrinz by advertising agency Wapico. Sportplausch Wider by Advico Young&Rubicam wins the Uniqueness criterion ahead of the ad for the Swiss Multiple Sclerosis Society by Draftfcb/Lowe and the one for Swiss meat by Polyconsult. In the Brand Fit criterion, Swiss Meat wins ahead of the ad for the Swiss Multiple Sclerosis Society and Sbrinz. Swiss Meat also comes out on top for Likeability, ahead of Sbrinz and Sportplausch Wider.

> To the results at a glance (PDF)
> To the detailed results (PDF)

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 = 504 net interviews, random selection by odds.
Survey Period: 8. 06. 2011-15. 06. 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 "Advertising favorites in Switzerland" is Marketagent.com Switzerland, which specializes in online market research and has a registered panel of
20'000 willing respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of Austria's leading
market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

You would have to be a cleaner fish. Mind you: a fish, not a female fish. The females of the underwater cleaners don't have much to laugh about. Instead of their swarm, they have to subordinate themselves to their swarm leader, they have to live in a harem, nibble off the parasites of other sea creatures and, after their work is done, they are not even allowed to nibble a few crunchy algae if they feel like it. Because their scaly lord and master strictly watches over their weight. The masters in the cleaning team have it good: They may eat what they want, keep up to 16 females in a harem (who probably do all the cleaning work, while he paddles a little through the corals) and never have competitors until their death.

Researchers from the Universities of Neuchâtel, Zurich and Queensland have recently uncovered how male cleaner wrasses manage this: all cleaner wrasses are born as females. So far, the world is still in order. But here's the kicker: the female that grows the largest the fastest changes sex and becomes the leader of the group. And as a convert it then watches over the slim line of its former sex mates, so that no competitor grows up. Large female cleaner wrasses that nevertheless eat too much - and thus actually only do their job - are severely punished by the top facility manager. Some of them have to drink up the cleaning bucket, even blows with the scrubbing brush are not uncommon ...

I love you and eating

There are two reasons why this news nevertheless fills me with hope. Firstly: What do we ladies still care about the slim line if you can expect an increase in power with an increase in weight? Especially as a mommy-to-be (with a belly that grows by leaps and bounds), this is an exciting prospect for me. As a matter of principle, I don't wonder what will happen after the birth in my situation. Second, because I can't gain weight, I have to clean less. Now that's logic! Who cares about the calories burned cleaning windows? I say yes, one would have to be a cleaner fish. I'd even put up with the dandruff for that.

On Anne-Friederike Heinrich's "Aufgespiesst: Fronkreisch, Fronkkreisch!" in Werbewoche of June 10, 2011:

I admit, you have to live in France for at least a quarter of a century or then grow up bilingual to understand all the subtleties of the French language. The author of the article is on good terms, writing very wittily, for example, which is rare among German-language columnists who immediately lapse into a Lutheran-like preachy tone. Her style, too, is elegant and has chutzpah: this is already "très français," a real start toward readability. (A French writer once said of one of his rivals, "C'est un homme remarquable, mais il a un défaut impardonnable pour un Français: il ne sait pas écrire.") - But to the point: when I asked for a phone book in a French post office in the 1970s, I was kindly pointed to the Minitel screen that stood in a corner and was eagerly used. It was the forerunner of the personal computer, but in public, and so it was unfortunately not granted a great mercantilist career, while the French PTT to this day use the republican slogan: "Le progrès sert seulement à quelque chose, s'il est partagé par tout le monde", or something similar. But as far as the word "computer" is concerned, I must simply point out that it sounds simply shocking to French ears, because of its connotations of "con" and "pute", two argot expressions whose translation I, S.V.P., am forgiven at this point. So let us leave the French their "ordinateur" and come down humbly from our high Anglo-American-German horse. H. P. Gansner, Writer, Geneva and Haute Savoie
 

The first issue includes a report on the disaster in Fukushima and its influence on the Swiss government's decision to end nuclear energy production. Roland Leimgruber is editor-in-chief for the first issue. Further issues of the magazine, which is published four times a year, will be published under the direction of editor-in-chief Pierre-Henri Bade.
 

During his escape, he allegedly shot at a police officer and critically injured him. After a three-day escape, he was arrested.

The story filled the Swiss newspaper columns. K. was known as an uncomfortable contemporary and apparently covered the authorities with his letters for years. Since his arrest, he has been in pre-trial detention. After his arrest, it became clear that in the run-up to the action, the flow of information between the various authorities was not optimal.

Now, nine months later, Le Matin publishes a written interview with Peter K., more than 15,000 characters long, in which he answers the questions posed precisely, but at the same time also extremely verbosely. He shows himself to be a convinced old-68er with an irrepressible rage against the state and its exponents. The interview was accompanied by a commentary by the deputy editor-in-chief.

Logically, the interview was immediately picked up by the other media. 20min.ch and Blick.ch brought a summary (Blick.ch with full naming), Tagesanzeiger.ch a full translation with full naming. Whether Peter K.'s answers are plausible or not should be answered by psychiatrists, whether he is guilty or innocent by the courts. That is not the issue here. I was simply wondering what this interview was about in the first place. Does it shed light on what is probably a very tragic affair? Does it only serve the desire for sensation? Or are the media perhaps even being manipulated here? I don't know. Hopefully, certain aspects of K.'s statements will be examined by the media and investigated further.

An unpleasant point are once again the comments of the readers. 65 were at Lematin. ch, more than 180 at 20min.ch., more than 40 at Tagesanzeiger.ch (as of Wednesday afternoon). As usual, there were some contributions with interesting ideas, but the majority of comments were - to put it mildly - subterranean. Either the writers uncritically support the accusations of Peter K. and bash the state, its exponents and society. Or they call for law and order just as uncritically. Certain comments send shivers down your spine: Woe betide when they are let loose.