According to SDA, the Federal Arbitration Commission for the Exploitation of Copyrights and Neighboring Rights decreed the fees, which are lower than those for MP3 players, last March. The tariff is 30 centimes per gigabyte. For an iPhone with 16 gigabytes, the one-off fee is CHF 4.80 at the time of purchase.
Swico opposes the levies. On the one hand, composers and musicians are adequately compensated via the Suisa fees, on the other hand, the new copyright levies are a burden on consumers. Swico therefore filed a complaint with the Federal Administrative Court in Bern on June 29. The action has suspensive effect. The fees can therefore not yet be levied; this had been planned for July 1.
Swico also rejects the new cell phone tariff because the multifunctionality of the devices, which can be used as a cell phone, PDA, camera, radio, audio and video player and so on, means that the criterion of mass use for storing and playing MP3 files is not met.
The copyright society Suisa's definition of the term "music mobile" is insufficient and impracticable, writes Swico. Suisa has until September 15 to present its view of the matter to the Federal Administrative Court, as its Deputy Director Vincent Salvadé told the SDA news agency on Thursday.

The prizes are an iPad - sponsored by Supertext.ch - a fine Pelikan fountain pen and a Schreibszene voucher. The closing date for entries is September 1, 2010. The jury consists of Paul Girard (Girardtext), Stefan Meier (Direktmeier) and Fatima Vidal, the managing director of Schreibszene/Texterausbildung.ch

www.schreibszene.ch
www.textin.ch

In addition to all of the top 500 advertising clients, the 50 advertising agencies with the highest turnover were surveyed, as well as 30 larger agencies outside the Zurich economic area and 22 media agencies. Read the following article to find out who received the coveted award this year and which company scored best in which areas.
To the Media Trend Award

In a multi-stage agency competition, GFS Communications prevailed against almost 50 initially and four other well-known competitors. The Centerpoint concept presented by the St. Gallen-based agency was convincing both strategically and graphically.
The pitch win includes the implementation of the presented concept, which is intended to achieve a uniform appearance for all eight Migros Eastern Switzerland shopping centers. These include the Pizolpark in Mels/Sargans, the Rheinpark in St. Margrethen, the Rosenberg, which will open in Winterthur in spring 2011, the Säntispark in Abtwil, St.Gallen, together with the leisure and wellness area and the Hotel Säntispark.
The communication work will start immediately and be presented to the public at the beginning of 2011.

www.gfscom.ch

His team, Red Bull, is one of the most popular among fans and journalists. They provide exciting action and good entertainment, but this cannot hide the fact that hard work goes on behind the scenes.
You can see what the young German shooting star is up to away from the racetrack in an airplane hangar in the advertising week on Startv.ch.

Before the summer vacations (see Werbewoche 10, p. 26), under the title "Does Google make Netmetrix superfluous?", we put forward three theses on reach measurement on the Internet for discussion, thus addressing the continuing dynamic development in the online market. The comments and assessments that WW readers contributed to our online survey (the response rate was too low for a quantitative, but not for a qualitative evaluation) reveal skepticism about Google, with the lack of transparency in the online advertising giant's data preparation being criticized in particular. In addition, the values measured with the free tool are hardly comparable between different sites, since each website operator can use the free tool at his own discretion. Meanwhile, it is precisely here that Netmetrix has its unique selling point, as CEO Rolf Schmitz emphasizes several times in the interview (see ...). We delved further into the topic and asked Google (see ...), but also found a voice in the publishing world that relies on Google Analytics instead of Netmetrix: Barbara König, publishing director of Hotel Revue, says: "Often the comparisons with the official reach lists are rather a hindrance for us (cf. ...)." Instead, the Bernese is doing everything she can to sell the strengths of her media in her target groups.
The many developments in the digital world, from social media to streaming video, have permanently changed the way media is consumed, but ironically, not much has changed in media measurement. To gain socio-demographic insights about online audiences in particular, Netmetrix uses panel research methods that are now a good 70 years old and were originally developed to show radio advertisers how many listeners were exposed to their campaigns.
But anyone who approaches online media with 20th century thinking has little chance of getting off the ground. This is because target group one is becoming increasingly important in online advertising: unlike conventional media, individual users can be identified and addressed more and more effectively on the Net, so wastage disappears and the return on investment (ROI) improves. In the USA in particular, developments can be observed in combining different data sets in such a way that clearly defined target groups can be better reached and measured. To do this, data from surfing behavior, search engine queries and transactions are being combined in such a way that individual users can be increasingly better defined and understood. This is complemented by offline data such as retail transaction and household demographic data. If you want to effectively serve target group one, you need such information at all times, and within fractions of a second. When a user arrives at a provider's site, the provider needs to know immediately which advertising messages are most likely to be displayed to that user.
It's becoming clear that in the 21st century, it's no longer media that are marketed to advertisers, but rather the company's own ability to reach specific users as precisely as possible. In the race for target group one, the one who has the best command of data alchemy has the nose in front, and he will hardly let others peek into his pots. For this reason, data collected by the industry community with general informative value tends to lose significance, but will at least retain its folkloristic entertainment value ("largest website in Switzerland"). Thus, although apparently accurate figures can be collected in the Netmetrix audit, the individual user cannot be identified in all the PIs and sessions. And so standard metrics such as clicks or page views lose their significance.
Instead, we can look forward to new alliances: Who will exchange user data with whom and, above all, under what conditions? Who, for example, can access the data (strictly anonymized, of course) of Coop's Supercard or Migros' Cumulus? After all, it is precisely with data from transactions that user profiles can be sharpened in such a way that advertising messages actually reach affinity target groups and only there. The billing scheme, whether CPM or performance-based, is of secondary importance. The main thing is that those who know their audience and can sell to them in the relevant niches will always be able to achieve better prices. When, as happened at the beginning of the year at an industry event, the president of the publisher teases the biggest publisher in the country that it now prefers to sell brassieres rather than newspapers, this shows that one has obviously understood the rules of the game of the future online business and the other has not.

Christoph J. Walther
[email protected]
Mobile survey
cjw. For many, especially in the publishing industry, the iPhone and iPad with their apps have raised high hopes of generating revenue with paid content in the online reader market. But now everything seems to be free again. With a situation analysis, we are trying to find out what is going on today in the Swiss mobile market and in paid content on the web, and what is not. Take part in our online survey at Wemad.org/survey part. On the one hand, it is about a market overview, on the other hand about expectations, experiences and assessments.

Edi, the First
Films can now be submitted for the Edi once again. To highlight Swiss culture while also amplifying the annual drama of the competition between film production companies and directors vying for this important trophy, Cavegnwerbung has drawn on the analogy of major Swiss wrestling matches. After all, here too the big questions are: Which director will defeat which competitor, who will make it to the top and be crowned king of the evening?

Tweeting for a Good Cause
In Cuba, the zunzúncito is known as the smallest bird in the world. This delicate creature is also seen as a symbol of a child’s vulnerability. That is why “Zunzún” is also the name of a new nonprofit organization in Switzerland. The organization supports young people from Cuba. Hesskisssulzersutter is handling the communications for the initiative.

However, the airline is not yet an iPad store: the airline is making just nine iPads available to its passengers in a test phase. Passengers can use the devices free of charge. All they have to do is hand over their ID card or passport. However, for security reasons, the iPads may not be used to surf the Internet.

www.netzwoche.ch

Matthias Graf will take over as CCO of Ringier on September 1, 2010 and will also become the new media spokesman for the Ringier Group. He will report directly to Ringier CEO Christian Unger. This was announced by the company on Wednesday.
Most recently, Graf worked at Google as Head of Corporate Communications Switzerland and Head of Engineering Communications Europe, Middle East & Africa. He led the development of the communications activities of Google's technology center in Switzerland and was largely responsible for the success of Google's employer branding as one of the most popular employers in Europe. Graf studied history and German language and literature at the University of Zurich and holds a Master of Science in Communications Management from the University of Lugano. He worked for several years as an editor and freelance journalist and, after moving into corporate communications, held senior positions at Sony Overseas and Dow Europe.
Matthias Graf succeeds Marco Castellaneta, who has been Head of Corporate Communications at Ringier since 2005 and, as already announced in March, is moving fully to the Executive Board of Ringier Switzerland as Head of the Ringier Entertainment division.
www.ringier.com

Apple is one of those companies that have great flair when it comes to developing seductive digital platforms. Technological innovation alone only inspires technicians. If a broad consumer base is to be reached, it is the experience as a whole that counts: from the announcement to the initial contact, the decision to buy, getting to know the product, fulfilled and unfulfilled wishes, right through to turning away because a new device opens up further possibilities. Apple is a master of this art.
As a user, the iPad fulfills many of my needs. It is a portable media library, bookshelf and magazine rack, audio and video library. The convergence of different forms of media can be experienced here like on hardly any other device. It accompanies me on my summer trips with the downloaded books, newspapers and podcasts. What I like best are applications that combine the conveniences of the analog media world with those of the digital world. Classic architectures such as sections, numbered pages, a neat layout and tabs for archive storage create clarity. I don't want to do without hyperlinks, videos or sharing options. An interesting example of this is the Coop-Zeitung app.
As a paying customer, the iPad makes my communicative life easy and annoying at the same time. Updating apps and emails with a quick tap quickly becomes part of my morning ritual. Once registered with iTunes, a tap of the finger is enough to fulfill all my wishes. The picture quality demands appropriate graphics and ultimately sophisticated content.
However, if you want to work with the iPad, you'll be taken back to the Stone Age time and time again: essentials have to be purchased separately either via various apps or accessories. Some things are still being developed. You can get used to the keyboard. Thanks to my small hands, I was able to type this text straight away, even though my dexterity was very much in demand.
The thought of all the information that Apple collects about my preferences, interests and contacts is unpleasant. Steve Jobs weaves a very tight net around his customers: anyone who has purchased one of his devices is obliged to play his game. Jobs is making the same mistakes that he accused Microsoft of: He exploits his market success to the limit.
Media producers are also at the mercy of Apple's rules of the game. Who can launch their app and how is apparently not simply a matter of negotiation for publishers. The points of contention are the subscription and individual sales forms. The following two questions take center stage: Who earns how much from app customers and who has access to their data?
Even early iPad partners such as Time Inc. have apparently not yet been able to find a satisfactory solution. As All Things Digital reports, Apple prevented the launch of a magazine that can be downloaded via iTunes, but the subscription is billed directly to the publisher. Where an agreement could be reached, such as between Apple and Amazon, the competition authority intervenes. Magazine apps can apparently be sold successfully: According to industry reports, Wired is said to have sold around 100,000 copies of its June issue via the iPad at a retail price of 4.99 dollars. There is already speculation that Steve Jobs wants to get more involved in the magazine business.
Apple lacks tact. The American economist Richard Reich recently reminded us that BP is not a person, but a bundle of contracts. This also applies to Apple, even if Steve Jobs likes to present himself as iGod. It is now up to all market partners and also the authorities to negotiate hard. Apple is already in no way inferior to Microsoft and Google in terms of arrogance of power. The competition is challenged to bring alternative offerings to the market.
Printed media is still an alternative to the iPad. Whenever I wanted to delve deeper into a text, I picked up a book or newspaper this summer. Whether this will be the case to the same extent next summer depends on the sensitivity with which all market players develop their offerings.

At the "Das Festival" in Schaffhausen as presenting partner, at the "Rock OZ' Arenes" in Avenches and at the "Summer Days" in Arbon as main sponsor. Sunrise has put together VIP packages for its customers. These include a ride in a Sunrise limousine, a welcome aperitif followed by dinner, access to the VIP grandstand, a backstage tour and a meet & greet with the artists. To this end, SFLB has created a subject that gives the local population the chance to win one of the VIP packages. The cell phone, which hangs from a ribbon around a visitor's neck like a VIP pass for the respective festival, will be featured in the local press and online.
Responsible at Sunrise: Bettina Singeisen (Project Manager Sponsoring & Events), Simone Marzoll (Project Manager Brand Management). Responsible at SFLB: Sebastian Krayer (AD), Christian Schäfer (Text), Peter Brönnimann (CD), Dominik Mätzener, Flurin Hardt, Rebecca Krausse (Consulting). Photography: Mathias Zuppiger

Does this lady have Red Bull in her groundwater at home? Or do her wit and bite increase with every degree of outside temperature? At the end of June, the Kursaal in Bern could certainly bet on the latter. Because while strong rays of sunshine warmed up the aperitif terrace outside, inside Melanie Winiger was on top form right from the start. The Ticino native, still the benchmark in the army of former and reigning Misses, led the afternoon and evening with a cheeky smile. "You are the very best," La Winiger called out to the 604 successful marketing professionals who were able to receive their federal certificates at this event.
Of course, there was also room for more civilized tones on that jubilant evening. For example, when Andreas Balazs, President of the Examination Board, addressed his words to the young marketing talents. They should, said Balazs, combine their sound knowledge of everyday professional life with personal commitment and creativity. The eloquent speaker did not lose his composure when the first corks popped in the audience after the second sentence. A clientele that knows what hard work means. After all, in the long run, school ruled over sleeping in and group work was the order of the day instead of partying. And those who work hard can usually also party hard. Or at least have the right to. The strength, the will to persevere, everything that was so important during the training period, Balazs suggested, must now continue to have an effect in everyday working life. Should this everyday life even inspire them to continue their career in a logical way, Swiss Marketing President Uwe Tännler already had the right words at the ready: "Those who are part of Swiss Marketing are taking the elevator to the top."
Field hockey goalkeepers under fire
Whenever it says Ticino on it or even Ticino in it, Melanie Winiger - she owes it to her reputation alone - is always the subject of intense attention. That evening in the Kursaal in Bern, she had several opportunities to do so. For example, when she was able to ask Ivo Soldini, the creator of the Swiss Marketing Awards, for an interview. Or when she was able to celebrate with the Ticino team, who had arrived from the sunshine region in their full magisterial regalia. There was also an award category winner from Losone to celebrate. And the fact that one of the successful graduates, Kloten Flyers goalkeeper Ronnie Rüeger, once played in Lugano, was of course a perfect fit for the sharp-tongued Ticino native. The audience got a taste of the cantonal rivalry when the presenter asked Rüeger to come on stage: "That you once played for Lugano was only because of the money, wasn't it?" Well, after all, the price is one of the four key elements in the marketing mix. Rüeger coolly replied: "No, Lugano is also a very nice place." The Kloten man, cool as an ice nugget, parried Winiger's power play of questions perfectly. The latter, who probably has it more with Ambri-Piotta, was also able to tell Rüeger that he himself had already kept the box at the top of the Gotthard. The keeper pulled off a communicative shut-out - and the crowd had a lot of fun watching Winiger take a verbal slapshot again and again.
Strong beats
The diploma ceremony in Bern has now become a real must in the industry. It combines festive elements with circus flair, for example when the diplomas rise up from the middle of the room using dry ice. With a stylish aperitif, it encourages networking, which is so important in the industry. And, of course, it also provides musical highlights. As in the previous year, the beatboxer ZeDe performed, a real vocal rattletrap: "So many sounds from just one mouth," marveled a somewhat older person who had accompanied the youngsters to the party and was sure to have something exclusive to talk about the next day at the regulars' table. Towards the end of the event, soul singer Seven from Aargau took to the stage with his band. And it really only took a few short prompts before the first people were shaking a leg. Soon the room in front of the stage was full of newly qualified marketing professionals who switched into controlled shake mode. "Reach for the stars," Seven called out to the 604 new marketing professionals. They were quickly under the spell of his sweet sound of success.
Melanie on the combox
Of course, every fresh (and also every not-so-fresh) marketer knows that a good presentation doesn't just need a great start and a strong middle. But also an ending that creates memorability. A final bouquet that inspires and carries the power of the message far into everyday life. This was also achieved at the graduation ceremony for marketing specialists. And in a way that is considered state of the art today: in the fusion of exclusive emotion and modern technical aids. And a little bit of La Winiger.
Days later, when the spirit of the Kursaal was already threatening to be suffocated by everyday life again, the participants in the graduation ceremony suddenly received a call on their cell phone voicemail. "Hello, this is Melanie Winiger," it actually rang out from 604 iPhones, Samsungs and Nokias across the country, "I would like to congratulate you personally on your diploma." Indeed, it was La Winiger speaking, with her famous voice that has something rough and rebellious about it, an organ that somehow speaks of fun and horse stealing. And of good marketing. The voicemail launched by Tropa Services from Dänikon in the canton of Zurich must have hit the mark. Melanie W. on the combox - not everyone has that. Exclusivity mixed with emotion - a great hook. Emotion and exclusivity - such a feeling, full of pride and satisfaction - was also conveyed to all participants in the Kursaal in Bern that evening.