ZMS Analytics is a business unit of the media monitoring company from Aettenschwil AG, which was restructured in June 2010 and now operates under the new name ZMS Monitoring Services. (ZMS/PMA Media Monitoring becomes ZMS Monitoring Services). The Analytics Division, which specializes in media analysis and sponsorship performance reviews, is headed by Stephan Wyss. The demand for media analyses and sponsorship performance reviews from domestic and foreign companies is increasing sharply, according to a press release from ZMS. The company is therefore hiring two new market research and analysis specialists.

Richard Blatter will become Head of Research at ZMS Analytics from August 2011. The 42-year-old business economist was Deputy Managing Director at Publica Data in Bern and brings with him his expertise in the field of usage research for electronic radio and television media. Earlier stations in his career were Publisuisse Bern, Radio Kanal K, Aarau, and Radio 3fach, Lucerne. As Head of Research and member of the Executive Board, Richard Blatter will be responsible for the provision and quality assurance of analytics products and will develop new research and analysis products together with an experienced team.

With Adrian Bach, the former Sales and Marketing Manager at IFM International Sportanalysen GmbH in Karlsruhe, ZMS has hired a second internationally recognized expert. The 46-year-old graduate of the University of Tübingen will take on the role of Senior Key Account Manager at ZMS Analytics from June 2011. Adrian Bach will be responsible for the marketing of media analysis and market research services as well as data-based consulting in the area of sponsorship.
 

Two journalists from the Basel region will take over the editorial management: Urs Buess and Remo Leupin. The new newspaper will be independent of political parties and advocate an open and tolerant society, according to a Bachmann Medien press release. The new newspaper follows a new concept that takes into account the development of the media and the change in media consumption: the increased access to information via online platforms and mobile devices, the strong increase in the use of social media and networks, but also the broad need for in-depth content in printed form.

An editorial team of around 30 people is planned. It will be headed by the two journalists Urs Buess and Remo Leupin. Buess was most recently deputy editor-in-chief of Basler Zeitung, while Leupin was a member of the Beobachter editorial team and editor-in-chief of Beobachter Natur.

The new newspaper is based on a concept developed by Bachmann Medien. It will be published by the newly founded Neue Medien Basel, of which Ivo Bachmann is a member of the Board of Directors. His consultancy firm will also support the project until operational responsibility is handed over to the editorial team and management. The consultancy firm of former BaZ editor-in-chief Ivo Bachmann was commissioned last year to investigate the possibility of an online newspaper in the wake of the turmoil surrounding a BaZ consultancy mandate from Christoph Blocher.

Neue Medien Basel will be owned by the newly established Foundation for Media Diversity in Basel. Andreas Miescher, a lawyer and notary from Basel, and Franz-Xaver Leonhardt, a member of the management of the Hotel Krafft in Basel, will be the first members of the foundation's board of trustees. This foundation is committed to a diverse media offering in favor of an open and tolerant society. The new newspaper is financed by the Levedo Foundation in Basel, set up by Beatrice Oeri.

It narrowly rejected an EPP motion with this aim. The motion failed by 37 votes to 39 with two Green abstentions. The left and the center were not united in support of the motion. The government warned that the demarcation would be extremely delicate, as reported by the SDA.

Security Director Sabine Pegoraro described a ban on posters as disproportionate. She referred to similar advertising on private property, in the press or on the Internet. The industry's self-regulation via the Fairness Commission works well. And municipalities could issue regulations in their area.

The SVP and the Greens argued against the proposal. The oldest trade could not be stopped in this way. The FDP insisted on freedom of expression in advertising too. In addition, some women worked voluntarily in the industry and were therefore not exploited. It would be better to fight exploitation, not advertising.

The EPP campaigned for the ban on the grounds that not everyone wanted to see such images and on the grounds of child protection. Women would be degraded to commodities with such advertising. The canton was also encouraging excesses by making its land available for advertising. The SP supported the request.
 

The bathroom has long since been transformed from a simple wet room into an oasis of well-being: The bathroom as a space for relaxation, recreation and refreshment. The equipment options and furnishing styles seem to be limitless.

Even when it comes to creating an ideal indoor climate, there are many aspects to consider when selecting heating, ventilation, air conditioning units, etc. today: Energy efficiency, heat balance and alternative energies are just some of the issues.

The bathroom architects and the energy consultants

But where can you find competent advice when it comes to bathroom design and energy systems? This is where "the bathroom architects" from Badewelten and "the energy consultants" from Klimawelten come into play. They work together under the umbrella of the Badewelten cooperative. They are professional sanitary companies from German-speaking Switzerland that combine expertise with creativity. They are close to the market and feel the pulse of the times. They design, plan and realize bathrooms and develop energy concepts from A to Z.

Clarity and suggestion

The repositioning and redesign of the Badewelten and Klimawelten brands convey values such as individuality, quality, design standards and creativity. The cooperative's two customer magazines were redesigned from scratch as part of this redesign.

While the magazine "Badewelten" focuses on the individual bathroom, "Kli¬mawelten" presents tailor-made solutions and innovations for an ideal living environment. The suggestive visual language and subtle, differentiating colors underline the clear and contemporary new look. The magazines radiate calm, homely comfort and lifestyle.

Badewelten and Klimawelten are published twice a year - in spring and fall - with a circulation of 650,000 and 350,000 copies respectively. They are sent to customers by the cooperative members and are available in showrooms and stores.

The makers

Process is responsible for the design concept, image editing and implementation. In close cooperation with the editorial team of the Badewelten cooperative, trends, ideas and innovations relating to bathrooms and indoor climate are brought into an appealing form and processed into attractive reading material. Susana Lamas

ABOUT PROCESS

Process was founded 16 years ago in Zurich and is one of the leading branding agencies in Switzerland and Asia. Around 40 specialists in Zurich, Lucerne and Taipei develop holistic brands and design concepts in a networked and interdisciplinary manner. Process serves clients in a wide range of industries and markets (Credit Suisse, Die Post, Kaba, Lufthansa, Feldschlösschen, Siemens and many more). www.process.ch

Until now, advertising in books has made little sense: print runs and therefore reach are often far too low and, above all, it remains unclear when an advertising message will have an impact, which is often very delayed. With the advent of e-readers and e-books, books are now also becoming an interesting advertising medium. Advertising messages can be inserted into an e-book at the time of purchase and are tailored to the buyer. The German Publishers and Booksellers Association has declared 2011 to be the zero hour for the e-book and its managing director can be quoted as saying "2011 will see the real breakthrough for the e-book on the market". How the digitization of the book market, which has so far been largely spared the whirlwind of change brought about by the Internet, will progress is indeed one of the most exciting questions in the media sector at the moment. Many augurs point to the USA, where major booksellers such as Amazon and Bar¬nes & Noble already sell more electronic books than paper books. The American Association of Book Publishers (AAP) reported a 164.4 percent increase in e-book sales in 2010 compared to the previous year, with e-book sales accounting for 8.32 percent of book sales. Key drivers of this development are falling prices for e-readers and the increasing use of smartphones and tablet PCs.

In the upcoming transformation, the book industry will in many ways be able to take its cue from the music industry, which already suffered the fate of digitization around ten years ago. Sales of recorded music have slumped rapidly, with heaps of pirated digital copies circulating in the dark corners of the internet. However, more and more music is being purchased legally online - albeit often only individual tracks and not entire albums. And new online distribution channels have been established, most notably Apple's iTunes. But the music industry is not in ruins - although it has changed profoundly. Important new sources of income are live concerts, which now offer considerably more show elements than in the past. Ticket prices have risen significantly, especially for well-known names. The merchandising sector has been greatly expanded, where it is no longer just a few black T-shirts that are on offer. Clever marketers are making just as much money with expensive limited-edition collector's items as they are with cheap, mass-market fan merchandise of all kinds. It's no longer just about selling music, but a certain lifestyle - with the intention of offering potent sponsors a correspondingly attractive platform.

Just as there are still substantial sales of sound carriers, CDs and vinyl, there will also be paper books with two book covers in the longer term. And today's e-book formats, in particular E-PUB, Mobipocket and PDF, are just the beginning of this development. The future premium edition will no longer just be the hardcover edition, but the book app, which will feature numerous high-quality multimedia supplements in addition to the text. However, such creative and design fireworks will only be considered for potential bestsellers. For the majority of books, it will remain difficult to find enough readers to even begin to make a profit. This is why even authors and publishers will accept new forms of financing such as advertising and sponsorship, who regard books as a noble cultural asset and would prefer to see them untainted by such practices. Like the music industry, the book industry will have a long way to go and will have to change profoundly:

Publishers: New players from outside the industry, because e-books can be produced easily by anyone with the right tools, especially advertising agencies, which will incorporate e-books into campaigns.
Distribution: Heavyweights such as Amazon, Apple, Google and others have long since set out to divide up the electronic book market among themselves.
Authors: Those who think and produce using multimedia have decisive advantages. Equally useful is a talent for self-staging, for example to turn readings into a live experience.
Consumers: Those who pay for their own reading hardware expect significantly lower prices for e-books. Low prices encourage spontaneous online shopping.

This means that in the future, these types of product design, promotion and pricing will be conceivable in the book sector:

Pattern: Free chapters are common in online book stores. Generating at least some income with advertising will hardly be rejected by consumers.
Freemium: Even entire books (for example, just the audiobook version) can be distributed free of charge, financed by advertising, if this increases the prospects of further revenue. Such up-selling can involve the premium edition, which entices readers with desirable offers (from author interviews and competitions to unique memorabilia). This opens up a veritable Eldorado for innovative marketing experts.
Cheap edition: In the e-book market, the possibility of secondary marketing in cheap paperback format is eliminated. Instead, the original premium edition can be brought onto the market at a favorable price with advertising messages using the same principle.
Premium: Even in the hardcover and glossy sector, advertising is accepted if it has a high-quality design and offers clear added value. Sponsors in particular can put themselves in a good light with suitable books (such as special editions).

The full-page advertisement at the beginning or end of the book is still the most obvious form of advertising, especially as many publishers already use this for their own advertising. In the e-book sector, video trailers, for example, will also encourage people to buy the movie adaptation or documentary films in future. Anyone who pays nothing or very little for an e-book will also accept that it has advertising pages between the chapters that refer to third-party offers. It is precisely here that there are opportunities for high-quality offers that are closely and appropriately related to the content. For example, a travel offer to the location of the story or a suitable wine offer. How-to books are particularly suitable for advertising, as the target group is very precisely defined. Anyone reading "Bladder Weakness for Dummies" is unlikely to do so without a specific reason or simply for pleasure and will be interested in references to corresponding offers. Even advertising messages on every page of the book are possible, as long as they are appropriately placed in the margins and do not hinder the flow of reading.

However, things get tricky when such ads are inserted automatically, as is mainly practiced by search engine providers. The text environment is analyzed in order to select the most suitable ads. This often works well, but can sometimes lead to abstruse, if not macabre, results that are far easier to ignore during a cursory visit to a website than in a book. This is exactly the kind of approach that will be used if book publishers do not take the advertising business into their own hands. And this is the most likely future scenario: because e-books involve more effort than revenue for the time being, third-party exploiters (such as Apple, Amazon, Google) will soon come into play, promising a subsidy after all. Even if the additional income generated in this way increases over time, it will hardly be possible to position the book as a high-quality advertising medium in the advertising industry.

Only if publishers now come to the conclusion that advertising financing is a new business model for them and actively invest in its realization will they be able to take advantage of the opportunity that now presents itself. The advertising industry is also called upon to approach the newcomers openly and constructively. This opens up completely new perspectives, many things become possible and new collaborations become conceivable. Particularly in the small Swiss market, low-cost e-books that are supported by third parties can lead the book market into the future far better than the backward-looking price-fixing models that are currently in demand.
Christoph J. Walther

Not from one day to the next

"The idea is tempting," says Dani Landolf, Managing Director of the Swiss Booksellers and Publishers Association (SBVV), on financing books via advertising. He considers this to be a "model definitely worth considering" and can well imagine that it will be used "by certain publishers in certain areas". However, advertising financing on a broad scale cannot be a goal and he is not yet aware of any such example in the public market. There are many small publishers in Switzerland who are watching developments with interest, but are unlikely to be the first to jump on the e-book bandwagon. This is because it is not possible to introduce new production processes, new distribution channels and new billing systems from one day to the next and also to negotiate the corresponding rights with authors. The hype surrounding e-books and e-readers should not be overestimated, warns Landolf, referring to a recent study by the German Publishers and Booksellers Association. According to the study, publishers expect to generate 16.2 percent of their own sales with e-books in 2015. And the book trade expects to generate 9.2 percent of its sales with e-books.

Ms. Beck, what does the job of an audit manager actually involve?
Nicole Beck: The focus is on tasks relating to the organization of the examination process and the coordination of the individual steps. This means ensuring - in collaboration with the secretary's office and the subject directors of our individual examination subjects - that the following processes run smoothly: registering the candidates, preparing the cases for the written examination, conducting the written examination and putting together teams of experts who are competent in every respect for the oral examination and, of course, conducting the oral examination itself. The aim is to ensure that we offer a technically correct, level-appropriate and organizationally flawless examination. This is in the interests of the OPET and the SMC, and we represent both as a team.

When in the year are which tasks due?
Our year begins in the fall, at the beginning of October, with preparations for the invitation to tender for the exam and editing the cases for the written exam; for the latter, topics and requirements must be discussed and determined in the specialist team. Parallel to the registration phase after the announcement, the cases are prepared and everything is set in motion so that the first examination - the written one - can then be held in the spring. Once the definitive number of candidates is known around February, the teams for the oral examination, which takes place at the beginning of the summer, are put together. These teams are still being trained and optimally prepared for their assignment. Once again, I am involved in the parallel work of organizing the rooms and the entire process through the secretariat. It's pure teamwork, and it doesn't work without team spirit and the joy of working together.

What actually makes a good salesperson?
Selling alone would be far too easy! Joking aside, today's sales professionals need to be people with broad horizons and networked thinking! They need to understand who their company is and what its strategic goals are, and then use their skills to achieve them. Not only must the company be internalized, the customer must of course also be understood so that supply and demand can meet. This is a challenge and requires specialist know-how and social skills.

Are you born with a "salesman gene" - or can you learn perfect salesmanship from scratch?
Many things can be learned, but I often observe that there is this born salesperson who can then stand out from the other well-trained and dedicated colleagues. There are simply people with whom you can sense a special joy, a special instinct, quite simply talent! Surely you have already met people who have this talent...

Is it a problem for you to be the only woman on the management committee of one of the four major Swiss marketing exams?
I have to admit that I didn't notice this per se, and my colleagues probably didn't either. In other words, gender probably doesn't play a role in our committee. I would imagine that the issue of gender and gender-specific roles and positions is less of a reality in education than in business. But maybe I am the token woman after all?

Do women approach sales differently than men?
Yes, I think so! It's not a principle, but you can certainly always observe a difference: I would assume that women think a little more than men in terms of "we" than in terms of "I". But as I said, there are undoubtedly exceptions! Is it a question of the general role in biology, in society? A sociologist and a psychologist would probably give a more conclusive answer....

Which national or international company do you admire in terms of sales and marketing strategy?
Admire is a strong word. I "admire" companies with a sustainable and holistic way of thinking, which also touches me when it's not just about profit. But there are few of these, maybe just Max Havelaar... As far as sales and marketing strategies in particular are concerned, I have to admit that I can't admire any company. In the end, it's not the strategies that I admire, but the people, in their commitment to their company, in their joy of selling what they stand behind. So a company is doing a good job when I observe the buyer on the sales front and see how he or she puts their heart and soul into it. Then the company, its strategy and philosophy stand out.

From your own work, you naturally know the pharmaceutical industry in more detail. Who stands out?
I don't want to mention any names here - just this much: I am impressed by companies that don't just push sales through their sales force and marketing measures, but are really committed to patients, doctors and other stakeholders in the indication areas for which they are responsible. Every company I deal with tries to somehow manage this balancing act between ethics and commerce, but it remains a balancing act when you have to serve the needs of shareholders and the public or patients at the same time.

Are you in favor of a quota for women on the boards of directors and management boards of large companies?
Quota thinking is alien to me. I grew up in a family context and being involved in the professional world was and is a matter of course. If you take a closer look, it is certainly healthy from a social point of view if both genders are represented as equally as possible and, above all, are valued equally! And in certain countries, this may still require the "boost" of quotas.

What do you do when you're not on the road for Swiss Marketing or on business?
Together with my husband, I run an agency for marketing research and marketing consulting in the healthcare sector, which we set up ourselves. Our clients are mainly large pharmaceutical companies, which we support in marketing. The projects are very varied and we never get bored. We get our strength from the appreciation of our skills and from the close cooperation with our customers. Our nine-year-old daughter also takes center stage. I love all the tasks involved in supporting her as she grows up, from homework to preparing the Easter decorations, currently in season... And as Bryan Adams sings so beautifully "Everything I do, I do it for you" (or her...). Of course, I don't forget my husband or my friends, for whom there is often barely enough time...

IN BRIEF
Nicole Beck, 47, comes from the canton of Neuchâtel, where she completed primary and secondary school as well as high school. After graduating from the University of Bern (two years of dentistry, five years of economics), she completed a Master's degree in Health Administration. After working for Sandoz-Wander Pharma and Glaxo Wellcome, she set up her own company for market research and marketing consulting in the healthcare sector in 1997; her husband has been co-owner since 2007. Nicole Beck, who now lives in Aeugst am Albis, has been an SMC examination expert in market research (oral) for sales specialists since 1995.
 

Sell globally, communicate locally. - This is how the marketing concept for Uncle Ben's rice could be formulated. Two years ago, Mars Switzerland entrusted the marketing and advertising agency Business + Design in Laupersdorf, Solothurn, with the budget for an Uncle Ben's trade fair appearance. The full-service agency with 10 employees was awarded the contract following an agency evaluation. Since then, Business + Design has ensured an image-appropriate presence at trade fairs such as IGEHO in Basel and ZAGG in Lucerne. The successful collaboration is now being continued with a print image campaign. The aim is to remind people of Uncle Ben's as the rice specialist and guarantor of quality and variety, despite its high profile. With its reduction to the essentials, this communication campaign can be applied to all varieties of rice and can be called up immediately if required. The result is a strongly branded campaign with great potential and a strong product positioning. pan

With the film, Suva wants to motivate managers and employees to accept their responsibility for occupational safety and to act accordingly. In the story, foreman Dario Di Pietro returns to the moment when a young work colleague lost his life. He walks once again through the construction site of the old town building they were renovating at the time. Time is frozen. Everything is frozen. Dario Di Pietro meets various people involved, all of whom would have had it in their power to prevent the accident. In the end, however, he has to admit to himself that as foreman he bears the main responsibility.

The film is used in the context of company training as well as in training and further education.

Responsible at Seed/Boutiq: Alexandra Fisher (concept, script, direction), Michael Saxer (camera), Seb Harms (visual effects), Daniel Wyss (editing & post-production), Aiko Fukushima (music), Bettina Frymerman (production management), Felix Courvoisier, Philipp Zünd (producers).

Direct access to the film

Cooking for yourself is the trend. It's fun, usually tastes better when prepared with love and also satisfies the desire for creative activity. "Make your own burger" is therefore the slogan above the new subjects for a Bell communication campaign. The Swiss advertising agency is promoting the burgers and meatballs with imaginative suggestions for "homemade" creations with ingredients that suit a very personal taste. The campaign with four different "menu suggestions" is being used throughout Switzerland with trailers on public transport and print ads. An on-pack leporello on all burger and meatball products refers to the competition on Facebook. Any self-proclaimed top chef can use this channel to photograph their own burger creation and post it online. At Bell itself, the development of new recipes in the run-up to the campaign has also developed a very enthusiastic momentum of its own. The professional subjects were photographed by Eugen Leu & Partner and edited by Felix Schregenberger. "Of course, you couldn't eat this food photography. There are too many toothpicks in the meat," explains Sarah Hiltebrand at the advertising agency. For the really edible suggestions in the competition, there is a trip to Hamburg to be won as well as various utensils for professional amateur chefs. pan

The agency is responsible for press and public relations at Cosentino Swiss. Contcept has also expanded and moved into offices on Hardturmstrasse. New to the team are senior consultant Katja Richard and junior consultant Tanja Bulatovic.

Katja Richard was most recently responsible for press relations at the Zurich Film Festival. At the PR agency Contract Media, she previously worked as a consultant for clients in the consumer goods and luxury sector such as Vichy, Dim, Phonak and Parship.ch. She has worked as a journalist in the lifestyle and society sector for Blick and Schweizer Illustrierte, among others.

Tanja Bulatovic studied Media and Communication at the Sorbonne in Paris. She has international experience from the fashion and film industry, including her involvement with the global magazine "WeAr" and the Zurich Film Festival. She also worked for the talent agency Untitled Entertainment in L.A.
 

It has not yet been announced who will replace him in his position as a journalist at Le Matin Dimanche.
 

Following the international success of the exhibition "Intersection - Art and Dress" and "Secrets - Attracting Lingerie", the Textile Museum St. Gallen is once again presenting a special exhibition of significance: "St.Gall - The History of Lace" is dedicated to the textile treasures of the past - because the museum houses one of the world's most important lace collections. Fascinating visions leading into a new age can also be found there.

The exhibition will be accompanied by the St. Gallen agency Alltag. The agency was involved in the project development from the very beginning and was also in charge of the naming. In close collaboration with the curatorial team, its tasks included budgeting, finding sponsors, implementation planning, awarding contracts and supporting the construction of the exhibition.

Old paint and manuscripts

Around the exhibition, Alltag has also set up a new café and a store in the museum. The appearance of "St.Gall" is based on four core elements. In addition to the memorable name, this also includes the color "Mauve". This was the first artificial color for textiles and was discovered by chance in 1856. It made dyed fabrics affordable, making mauve the first popular fashion color. A third element of the exhibition's communication is the fine lace cloth. Here, Alltag has computer-tomographed real lace from the collection and overlaid it with high-resolution scans. The lace also became the basis for a logo. Fourthly, the manuscripts from 1200 old pattern books of the St. Gallen embroiderers have been used to provide a wealth of information. Andreas Panzeri