By 14 votes to 9, the WBK recommends to the Council that the parliamentary initiative by Antonio Hodgers (Greens/GE) on the use of language in the audiovisual media should not be approved. Hodgers demands that the standard language be used as a rule in all broadcasts to impart knowledge. Hodgers, a politician from Geneva, spent most of last year living in Bern in order to improve his German language skills. The fact that everyday life in German-speaking Switzerland is generally conducted in dialect presented him with communication problems. In order to make it easier for members of other language groups to access German-speaking Switzerland, Hodgers called for measures in the form of three initiatives.
 
The WBK rejects all of them. By 15 votes to 6 with 4 abstentions, it rejected the motion calling for a national language to be taught as the first foreign language. The demand that members of the Federal Council and the Federal Chancellor must always speak in an official language in front of a large audience in Switzerland had no chance at all.
 
 
 

A member of the SP board told SDA that significantly more than the required 300 signatures had been collected. They are therefore confident that the referendum will go ahead once the signatures have been certified. The opposition was triggered by the sale of the paper to SVP vice-president and car importer Walter Frey, who already publishes five neighborhood papers in the Zurich region with his company Lokalinfo. The SP fears that the Stadt-Anzeiger will develop into an "SVP-Anzeiger" under the new owner. It would be naïve to believe that Walter Frey is only buying newspapers throughout the canton of Zurich for purely financial reasons, the SP writes in a press release. Should the referendum come to a vote and be accepted, there are two possible solutions for the SP: either the city looks for a new provider for the official publications. Or the newspaper would have to be sold on to an owner who is independent of party politics.

The online marketer from Western Switzerland achieved an increase in sales of 2.4 million Swiss francs in 2010, which corresponds to a development of plus 31 percent compared to the previous year. The main growth driver was the explosive development of campaigns on the mobile Internet, according to a media release on Thursday. The volume of advertising campaigns in this area increased by 700 percent, equivalent to a quarter of a million in 2010, it said. Romandie Online also expects annual growth of 20 to 30 percent over the next five years, according to Stefan Renninger, founder and managing director of the company. Positive effects are also hoped for through commercial synergies with Tamedia. This will be the case as soon as the merger with Edipresse is completed.
 
Romandie Online was founded in 2007 by Stefan Renninger and is half a subsidiary of Edipresse and half of Virtual Network. The offering currently comprises 25 portals, including 24heures.ch, Yahoo.com, Allocine.com, Dailymotion.com, Femina.ch, TDG.ch, Romandie.com and Lematin.ch.

It all started with an idea: Wyss Samen und Pflanzen AG, which has seven garden centers throughout Switzerland, wanted to better position its own brands at points of sale and make them more visible. The contract for the new packaging design was awarded to Walder, Werber. The agency led by Sandro Walder has been regularly advertising Wyss promotions for over two years and provides communicative ideas for this leading company in the green sector. In 150 years, Wyss has grown to 280 employees. It was therefore time for a rebranding. For the basic design of the new packaging, Walder, Werber presented a selection of design proposals - from down-to-earth to flowery. Including the design of a quality label that can be used on all private label products in future. Wyss chose their favorite from these and placed the order for the concrete design of 14 different earth bags - "like you've never seen them before," says Managing Director Ulrich Wyss happily. pan

The legend of uninformed or ill-informed young people therefore does not hold true. Or at least not so generally. The Credit Suisse Youth Barometer, which was surveyed for the first time (see box), also reveals what interests young people most. Among the mentions in the "Interesting current affairs" chart, regional news, which is already in third place, stands out in particular. It is even just ahead of sport and almost on a par with music. However, less than half of young people are interested in politics. On the other hand, 17% of Facebook members among those surveyed are followers of a political Facebook group. When it comes to the economy, there are two ways of looking at it: Only just four out of ten are interested in this topic. Or: At least as many people are interested in it as in celebrity news or information on events, parties and going out.

Free media are the kings of information

The good position of regional topicality should actually put the traditional, paid daily newspaper in a good starting position. However, this is not the case. Only 30 percent of young people aged between 16 and 25 obtain their information from paid daily newspapers (see chart "Information media for current affairs"). However, a good half use newspaper news sites for this purpose. Whether they would do the same if this information were no longer free remains to be seen, as the unbeatable information kings are the free media. Apart from the fees (which are paid by parents in the case of younger people), the media ranked first to fifth are all free. The strong position of Facebook, which is apparently a medium for information about current affairs for a good third, is remarkable. However, if we focus on the most important source of information, Facebook loses much of its importance. It is then only mentioned by five percent. In addition, two percent named other social networks as their most important source of information. In contrast, nothing changes in the first four ranks. Free daily newspapers are named as the most important source of information by just under a quarter. This is followed by TV with 21%, news sites/newspaper sites with 18% and radio with 11%.

Respondents were quite critical of Facebook. Almost three quarters are of the opinion that it is superficial. The use of Facebook must also be described as rather superficial. Almost two thirds state that they also use other media such as TV, the internet or video games at the same time. If this is linked to the information media for daily events, a preference for superficial information is evident. This is also a characteristic of free daily newspapers and electronic media (with the exception of certain SRG offerings). As many as 87% are aware that their data can fall into the wrong hands on Facebook. However, this does not deter them from joining. This is because no less than 85% of all residents aged 16 to 25 are members of Facebook. However, 76% of them think that it does matter how much of their private data is visible on Facebook. However, only 13% have experienced problems such as bullying or annoying chat-up lines.

The study also confirms the strong mobility power of Facebook. 56% say that they have already gone to events or parties because of Facebook. However, when it comes to buying products, the picture is completely different. Only 7% agree with the statement "I have already bought products because of Facebook". The Facebook community is divided on the importance of its digital social world. While 47% are of the opinion that Facebook is changing the world, 41% believe that Facebook is a trend that will pass.

Maintaining private contacts, especially by cell phone

Nevertheless, Facebook plays a particularly important role in personal communication. For around a third of Facebook members, it is the most important means of communication with friends and colleagues. In terms of all 16 to 25-year-olds, this figure is only 11%. However, cell phones are far more important (see chart "Most important media for maintaining private contacts"). It is the most important means of communication for 39% and the second most important for a further 37%. And for 34 percent, text messages sent via cell phone are the most important and for a further 25 percent the second most important. By contrast, landline telephones, e-mail and chat/messenger services only play the main role for 4% each.

The survey also asked about the duration of media use - but focused on online, video and games. The chart "Media use per day" shows that 80% of young people in Switzerland spend at least one hour a day on the internet. In total, 96% spend time online every day. Over 80% also watch TV on their own TV set every day, watch moving images on their computer or use Facebook (as seen above, sometimes at the same time). Gaming, blogs, chats or dating platforms, on the other hand, are part of the daily media repertoire for less than half.
Ueli Custer

In a nutshell
The Youth Barometer survey was conducted by gfs Bern. The Youth Barometer is intended to provide an insight into the lifestyles and views of 16 to 25-year-olds in Switzerland. Lifestyles, aspirations, trends, occupation and living together and, in depth, communication behavior are part of the detailed questions. Due to the high online affinity of young people, the survey was conducted online after prior telephone contact. The online survey took place between August and October 2010. The analysis included 1011 respondents between the ages of 16 and 25 from all three parts of the country. The results were weighted according to gender, education and language region. Details can be found at www.credit-suisse.com/jugendbarometer.

Unic developed and implemented a design idea in close collaboration with Wander. The design is reminiscent of special moments of indulgence associated with the brand promise: Moments of mood and indulgence that you treat yourself to in a hectic everyday life. Depending on the time of day, the website is presented coherently in a morning or evening version. Customers can find all product information in one place and can order Caotina products online in the store. The website was integrated into the existing Livelink CMS structure.
 

To the website: www.caotina.ch.

The test is the brainchild of a Russian software developer from Montenegro, who launched the "I write like" website a few months ago. The offer was well received by the Faz editorial team and so the newspaper had a German version created without further ado: Simply write a text, post it on Faz.net/writelike and the writing style is compared with that of famous German-language writers. An "absolutely reliable and incorruptible measuring method", as the newspaper assures us.
 
Of course, we also wanted to know how our editorial team is doing. We are proud to announce the following names: Franz Kafka, Sigmund Freud, Friedrich Nietzsche, Thomas Mann and Theodor Fontane. Incidentally, Johann Wolfgang von Goethe is responsible for this last but not least.
 
 
 
 

Two million people in Switzerland are overweight. Of these, 400,000 people have a body mass index (BMI) of over 30. For a man of 1 meter 80, this would be 97 kilos or more. For a woman of 1 meter 60, around 77 kilos. According to the Swiss Obesity Foundation, the number of severely overweight people is on the rise. Ten people seek advice here every day. "Switzerland obviously has a weight problem." This was also a topic in this week's "Club" on SF1. However, the tenor there was that it is not yet as bad as in the USA. Switzerland is on the right track in the fight against obesity. One of the ways to lose weight is E-Balance. 72,000 people have already reduced their weight with the leading Swiss online program. To mark the 5th anniversary of E-Balance, a new edition of a testimonial campaign is being launched, which was developed with a freelance creative team. The weight reduction of E-Balance members is illustrated using everyday ballast that everyone knows. In six motifs, the authentic ambassadors proudly show how much excess weight they have actually lost, ranging from 12 to 38 kilos. Andreas Panzeri

Independent creative team: Valentina Herrmann from Art & Creative Direction is responsible for the creations together with concept designer Wolfram Scherer, AD Reto Zollinger, Nik Hunger (photo), Markus Graf (image processing) and Marc Rinderknecht (interactive design). Six subjects can be seen in the online and print media of NZZ and its affiliate partners Annabelle, Blick, Tagblatt plus, Zisch and Zürichsee newspapers.

According to circles, a spin-off is the most likely option. In this case, private investors or venture capital companies would have to step in, which would change the ownership structure. The internet group Yahoo is considered to be interested in a takeover.
 
Media mogul Rupert Murdoch's group announced a day earlier that it would halve the number of MySpace employees. News Corp paid 580 million dollars a good five years ago for the pioneer of social networks, which has long since been overtaken by Facebook.

Myspace: Layoffs planned
 

In general, the media may also report on tabloid celebrities "in a less pleasant context" and mention their names, writes the Press Council in its considerations published on Thursday. However, the reason for the celebrity and the subject of the report must be related.
 
Although reporting on such celebrities can hardly be justified by public interest, it is justified by the "very far-reaching general consent" of those affected. Anyone who "exposes themselves in the public spotlight, pushes themselves in front of microphones and cameras at every opportunity or at least willingly allows themselves to be photographed and quoted" must expect this.
 
Even a flood of media reports following an event such as an arrest does not, in the opinion of the Press Council, violate the presumption of innocence from the outset. However, the reports must indicate that there has not yet been a final conviction.
 
 
Facts and fairness
 
Media professionals should not be tempted by the pressure to publish daily news about a "case" to "publish mere rumors and suspicions without checking them". These can only be the starting point for research. The result must be an "airtight statement of fact".
 
And journalists should also not forget the consultation rule, writes the Press Council: they are obliged to consult those affected by serious allegations before publishing them and to reflect their opinion "at least briefly and fairly" in the report. If a person affected and their representative - such as a lawyer - cannot be reached, this must be explicitly stated in the report.
 
 
Responsible selection
 
And finally, according to the Press Council, journalists are in any case obliged to select their information in a responsible manner and also "to take into account the effect that a media avalanche has on those affected". So-called "pack journalism" in particular poses the risk that professional ethics rules are frequently violated.

 
Overall, the Press Council regrets that in recent years, tabloid topics have "increasingly been given disproportionate weight in quality media as well". At the same time, the "function of the media as 'watchdogs' of democracy" is tending to be pushed back.

By Theophil Butz, once a star advertiser (Ringier), now an inspirer and, from now on, a mocker. "Not an easy role, but a necessary one, which I perform here every 14 days." Please send any relevant information to [email protected].

First I have to explain what it's all about: Orange is currently on a multimedia advertising offensive with a multi-million euro budget and all the advertising sins.

An example from my basic advertising rules: If you throw someone five oranges at the same time, they won't be able to catch a single one. If you throw just one orange, even a clumsy consumer can catch it and has at least noticed the message. But they would still have to understand it.

This campaign tries to throw as many oranges as possible by means of a statistic, a headline, a unique purchase offer, a sparkler and the logo as large as possible and the small print as small as possible.

This brings me to the analysis: a product for young people that you can choose individually has completely missed the opportunity to draw attention to itself with creative and entertaining messages. Also a missed opportunity to advertise for advertising. Horrible.
Yves Martin, Vice President Consumer at Orange, wrote to my daughter (29), who has not lived at my address for 10 years, with the title "Mr. Burt". In the end, I opened this overloaded, unyouthful and incomprehensible e-mail.

It also tries to orange the reader: Orange Me. Did the advertisers really mean "orange me", or did they mean "orange more", i.e. "me"? That would still make sense.

The strange people who are supposed to be as unique as me also make me wonder about this Orange Me campaign. Are they look-alikes? And who are they supposed to be? The one with the jacket made me think of Jack Nicholson. Another, younger one should perhaps represent a famous buccaneer. At least he looks like a dork. Dear Mr. Martin, please enlighten me as to what this Matteo Online Casanova subscription is really trying to tell me.

In addition to this unimaginative, uninspired layout of the unexplained diagram, you should also read the 4 lines of small text in 5-point font, which still costs something and when this offer is not valid.

A campaign with this many communication errors and very high activation costs is a good example of a Butz moth.

However, I was impressed this week by the fact that the shoe manufacturer Nebuloni (Milan) produced a green left and a red right golf shoe for me as a matter of course and at no extra charge, and delivered them on time.

Listed Swiss companies today focus on global customers and financial markets. For communications, this means concentrating on the strategically most important markets and addressing them as effectively as possible. Communication with global interest groups has developed significantly in recent years. Nevertheless, some companies could meet these needs even better, also with the help of the still centralized annual report.

Survey of 50 companies

Last fall, ckdt consulting surveyed fifty randomly selected listed Swiss companies of all sizes. In the electronic survey, seven specific questions on the form and content of annual reports were asked and answered by those directly responsible. The response rate was an impressive two-thirds.

Digital trends

A key communication trend is the ongoing migration from printed to electronic form: All of the companies surveyed now produce both a print version and, in 50 percent of cases, a PDF or media-compatible e-version.

A third want to shift the annual report increasingly to digital form, primarily for cost reasons. A quarter expect greater benefits from this.

However, most companies are aware of the fact that an electronic form is not necessarily cheaper than a purely printed one. It is therefore not surprising that half of those surveyed only plan to produce a digital version and do not intend to prepare content separately for different target groups. A third will provide different versions for personal presentations. 80 percent will also publish a semi-annual report in PDF format.

Changing reader habits and mobile platforms

Today's readers are characterized by short attention spans, low distraction thresholds and high time pressure. In addition, information consumers are increasingly switching from textual to visual communication.

This development is still not sufficiently taken into account in business reporting, but is far more important online. 150 words per page is already a lot there, and visual material, or at least a graphic, is a must. Online behavior also has a feedback effect on the print sector: fewer words, but more images, headlines and leads and few, but clear, memorable messages. Mobile platforms are replacing more and more functions that were previously the domain of conventional computers. Nevertheless, very few respondents plan to use this technology in the new report. Nevertheless, 40 percent admitted to wanting to take the first steps in this direction.

Like all consumers, financial analysts and the top floor respond to the same incentives. Cultural understanding is important here. Swiss companies for which the US or Asian market is of central importance should be aware that, for example, an elegantly minimalist annual report with a good feel, which we find very appealing here, could fail to have the desired effect there and might be much better received on an iPad.

North American trends

When asked about two other aspects of annual reports that are trending in North America, those responsible responded as follows: Only a quarter of reports convey both a visual and textual message with their cover image, a third only a visual message, and for a further third the latter has been the case for years.

More than half do not use the back of the annual report at all, while a third place at least a little information there. We will soon see to what extent the forthcoming round of annual reports confirms the above statements and how well companies are able to pick up their target groups in a memorable and effective way.

Stephan Burckhardt, ckdt consulting

The detailed results of the survey "Trends in annual reports" are available here: www.ckdtconsulting.ch/gbtrends

Stephan Burckhardt is a communications consultant on the West Coast of North America and, in partnership with ViznerBorel, in Switzerland. His former company, ckdt communications, was known as a leader in the field of annual reports.