The makers of the "Seat Ibiza Ecomotive" commercial have followed this proverb and so the Swiss actor and Hollywood star, Anatole Taubmann, embodies two characters with different wishes, but with one solution.
You can see everything about the filming exclusively in the "Best of Werbewoche " on Star TV or stream it at any time on Startv.ch.
Advertising week on Star TV: New every Thursday at 19:45 on Star TV.

In his testing of subjects for the advertising week, Zwahlen uses a posttest to scrutinize whether the posters and advertisements also convey the message that the advertising company presumably wanted to convey. However, Zwahlen's method is not only suitable as a posttest, but above all as a pretest and quality control, with which the development of a subject can be accompanied and optimized. "In the pretest, we record together with the advertiser what goal he is pursuing with the advertising measure," explains Zwahlen. "Once this goal is clearly formulated, we can check whether the subject fulfills what the advertiser had in mind - or we can modify the subject so that it actually conveys the desired message. That is the least that advertising should do. But it does so in no more than 50 percent of cases.
Because normally the process goes like this: A company has a communication content, looks for a claim and a suitable image to go with it. And then it hopes for an advertising impact. But something can only really happen if the message of a subject is actually understood. But so far, it has never
someone asked about whether that's the case."
Zwahlen's argumentation seems ingeniously simple and conclusive, yet his new method of measuring advertising impact is controversial among some advertisers. Some even feel snubbed by Zwahlen's statements. Using the example of Pro Natura's May 2010 campaign, Werbewoche visualizes how Zwahlen tests the impact of advertising subjects and increases their significance.
Before - initial situation
Every year, the Swiss nature conservation organization Pro Natura launches its so-called May campaign to accompany ongoing PR measures. Each year, the campaign focuses on a different topic, with the aim of raising awareness and collecting donations. In 2010, the May campaign focuses on the topic of "biodiversity", i.e. the diversity of habitats, animal and plant species and genes as well as their interrelationships.
"We made a conscious decision to use the unwieldy term 'biodiversity' in our May campaign and not to speak of species diversity, for example," emphasizes Sava Buncic, Head of Communications and Marketing at Pro Natura. "While we are aware that everyone understands the term a little differently, we didn't want to simplify or shorten the complex topic." Besides, the UN declared 2010 the Year of Biodiversity. Therefore, Pro Natura was sure that when the campaign was launched, the topic would be present in the public discussion and thus sufficiently clear for its target group.
Pro Natura pursued three goals with its May campaign: to raise awareness of the issue of biodiversity, to draw attention to the fact that diversity is under acute threat, and to make it clear that everyone can help protect flora and fauna with donations. "We wanted to convey that biodiversity is a value that each of us should invest in," explains Christa Brügger, fundraising project manager at Pro Natura. "From value we came to valuable, and from there there was a connection to art and paintings. That's how we came up with our initial subject, the picture frame in the flower meadow."
Buncic, Brügger and Pro Natura graphic designer Urs Zumbrunn were convinced of the genius of their idea. Since Pro Natura, as a non-profit, fundraising organization, has to use its funds particularly carefully and efficiently, they asked Zwahlen, whom they knew from a project two years ago, to take a final look at the developed subject.
Critical test of bees and flowers
"Mr. Zwahlen asked us: 'Why should anyone react to this poster? Why should anyone feel compelled to support Pro Natura in its commitment to biodiversity?'" recalls Christa Brügger. "The answer to these questions was a damning verdict for our subject: no one would have understood what we actually wanted." So the team reconsidered its three goals: 1. make people understand what biodiversity means. 2. to make it clear that many species are under acute threat. 3. to show how individuals can take action, for example by donating to Pro Natura. "To ensure that exactly what Pro Natura wants to say is understood, it was important to find out which information elements lead to which perception and how the elements must be put together," explains Zwahlen.
Graphic designer Zumbrunn developed a series of new subjects that emphasized Pro Natura's three goals more strongly (for examples, see above). Zwahlen then had the subjects evaluate all the subjects in a multivision test: the test participants were shown the subjects one after the other and then answered questions about them, for example: "Which subject shows the diversity of life best?", "Which subject did you understand the fastest?" or "What does the slogan say? This resulted in a ranking of the subjects. The design with the puzzle pieces, for example, scored poorly with ratings such as "not very meaningful" and "not quickly understood," while the subject with the bees and flowers in boxes in front of a flower meadow received good marks. The test persons rated it as "concise," "easy to understand," and "credible. So this idea needed to be developed further.
However, Zwahlen's quality control also attested to the fact that the box subject takes a comparatively long time to understand exactly what it is about. The idea of plants and animals disappearing from the scene therefore had to be more immediately apparent to the viewer. Graphic designer Zumbrunn went back to work.
After - Result
"The analysis had shown that the threat to biodiversity needed to be made clearer. So I inserted the hard black crosses and underlaid the upper part of the poster in black," Zumbrunn explains his approach. "The friendly flower meadow also receded into the background." In addition, the copy was revised. The line "Stop the loss of natural diversity" is an unmistakable appeal to the viewer, further emphasized by the red typo of "stop." Buncic and Brügger took the unwieldy term "biodiversity" out of the headline and put it in the subhead. "We also changed 'with your help' to 'thanks to your contribution' so that it's really clear that we're talking about donations, not other kinds of aid," Brügger emphasizes.
"I first got a fright when I saw the design, because the boulevard style of the subject is something completely new for Pro Natura," admits Sava Buncic. "Red, black and the hard crosses, it reminded me of 'Blick'. But I also thought the poster worked brilliantly - and I'm now very confident about our May campaign this year." A multivision test with the new subject confirmed: the test persons perceive the poster and understand its message quickly and correctly. It is rated as likeable, impressive and credible and is well remembered. "Now the poster is seen, understood as desired, and thus achieves the goals Pro Natura has set for itself," says Zwahlen. Christa Brügger confirms that Pro Natura is also satisfied with the donations received in response to the campaign. "However, we didn't just put up posters and run ads," Brügger adds. "The campaign was accompanied by a mailing, which generated the bulk of the donations. On the other hand, we have received inquiries from people who want to order the poster because they like it so much. We chalk the campaign up as a success."
Pro Natura accommodated the quality assurance by Zwahlen's Bildkom within the budget set for the May campaign. "It was even possible to save costs with our test," Zwahlen emphasizes. "For example, if a client brings us on board during the planning process. Because then he can save himself unnecessary development loops. We ensure that the goals he is pursuing are clearly defined before production begins. And then we stand by to ensure that these goals are also implemented."
Anne-Friederike Wilhelm
Your opinion
What do you think about Zwahlen's method for measuring the
Advertising impact? Write us your opinion:
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The pioneering days of communication controlling and the battle over methods and models are over. In the meantime, scientists have agreed among themselves and together with practitioners on a common model. Anyone who wants to learn more can do so at www.communicationcontrolling.de. Even the international controller association could be committed to the four-step model (input, output, outcome, outflow). Now, the implementation of controlling instruments is only hindered by debates about how exactly one can prove the impact chains of communicative measures to monetary behavior. "Here, those responsible for communications should show a little more courage and not allow themselves to be constantly questioned," pleaded Prof. Lothar Rolke of the University of Applied Sciences Mainz in his presentation at the third Swiss Communications Controlling Conference on June 17 at the HWZ Hochschule für Wirtschaft, Zurich.
Communications Controlling brings better communication
Rolke explained that companies which use controlling instruments in some form can demonstrate better communication performance. This is mainly due to the fact that controlling forces communication managers to define communication goals. His comments on his recent studies on the relationship between public relations and classic advertising were also interesting. He found that both disciplines contribute equally to brand management, but with a clear advantage for PR. It costs companies significantly less.
Alex Aiken, who has won several awards for his communications work for Westminster City Council - for us Swiss, simply put, the London administration - did not start his plea for communications controlling with the obvious argument that taxpayers have the right to know how their money spent on public sector communications is being used. He compared communications directors to successful coaches of a soccer team. What counts above all is leadership. Only those who know where they want to go know what they want to control. And with clear goals, controlling also brings added value by improving processes. And he also gave an example to show that controlling should not be confused with monitoring. The measurement of communication measures has shown that indirect communication by means of ambassadors who speak positively about the public administration is much more effective than old-style propaganda. He demonstrated this with a girl who reported on her stay in a home for children with behavioral problems run by the City of London. But for those responsible for communications, this also means having the courage to let go at times and to trust in the quality of one's own organization.
Afterwards, the participants of the symposium were able to inform themselves and exchange ideas in five breakout sessions about concrete approaches to communications controlling. The final presentation was given by Patrik Zwahlen, BildKom. He presented an approach on how image messages can also be checked for their effectiveness.
Andreas Jäggi
Notes at the symposium
"Public relations can do as much for brand recall as advertising, only at one-eighth the cost." Prof. Dr. Lothar Rolke, FH Mainz.
"Press spokespeople are available off the shelf. Good researchers who can make statements about the impact of communications are rare."
"What do you want to be famous for?" is a question not only every company should be asking, but its communications people should be asking as well." Alex Aiken, Director of Communications & Strategy, Westminster City Council.
"You can't measure everything, but you can measure very, very much. And you should definitely do that to increase the probability of success." Harald Burgener, owner of Dreizweieins GmbH, Bern.
"Only transparency in the process of all communication activities about products, services or the company creates the prerequisite to check, evaluate and control strategy conformity and adherence to values and to ensure integrated communication." Rudolf Blankschön, Head of Brand Management SBB.
"Communications controlling must also include the impact of image messages." Patrik Zwahlen, BildKomGmbH.
Put your controlling work up for discussion!
The next Swiss Communications Controlling Conference is planned for June 2011 and will again be held at the HWZ. The organizers would again like to show participants insights into current examples of controlling in organizational communications. If you would like to take advantage of the opportunity to present your experiences at the conference, please contact [email protected].

Prof. Lothar Rolke, Alex Aiken and Cyril Meier, HWZ.

Our brain likes to take things literally, but in its own way: When you hear "Bali", you think of your last Bali vacation and the happiness hormones push the corners of your mouth upwards - unless you broke up a marital dispute on the white dream beach and/or stepped into a sea urchin at full speed. Then your brain sparks "damminochmal" or "ouch @#!~!£*ø?ÿ&}{@%#", while others think "marvelous". Certain words can activate our happiness and pain memory as verbal stimuli. Psychologists at the University of Jena have proven this in a study. For example, most people who hear the word "syringe" already feel the pain before the doctor stabs them.
What generates happiness or pain and disgust is very individual: at the moment, for example, there are plenty of environmentalists, presidents and engineers who wince in pain at the word "BP". Shell, on the other hand, makes the happiness hormones bubble. Even less topical terms cause leaps of joy or pronounced suffering, depending on the person: "Jena" (Jönö), for example, "federal government", "high heels", "bikini", "mother-in-law", "family visit" or "wisdom tooth". With the latter, the oral surgeon is already planning his next vacation in Bali (especially if the tooth is infected), non-dentists feel a tugging sensation in their cheek, hear the drill howling and the sickening crack of the needle slowly penetrating the gums ...
Are you feeling sick too?

When work hurts
Work" is also a term that evokes a wide variety of feelings: one person only needs to talk about it to get their endorphins going (this is common, mostly suit wearers), the second hates their job with a passion and tries to avoid any pain by doing nothing (the rule). The third simply does his job (rare). If you talk to these three about "vacations", the first two act indifferent - while the first doesn't know how he is supposed to survive the time off work and calls the hotel to see if they have WLAN, and the second tries to hide the fact that he has only "worked" towards this time of year with all his idleness. The third person is publicly looking forward to a well-earned vacation - and receives a load of nasty looks from the boss (of the first category). "You can't be looking forward to something like that!"
Run away from leggings
If you want to learn to assess people better, you need to find out how their brain stem works. A quick test: How do you feel about "leggings"? How do you feel about "men's swimming trunks"? And what do you feel when you hear "round of 16"? It's okay, it's okay. I didn't mean to offend you.
The Jena researchers can also explain why the word-controlled sensation of pain makes biological sense: painful experiences are potential threats to life and limb. They are stored in our memory so that we avoid similar dangers. So run away when you hear (or see) "leggings". When it comes to "men's swimming trunks", please buy the right ones (no swimming shorts! no thong!). And if the boss wants something from you, say the word that will paralyze him for hours: "Vacation"!

The researchers took a close look at two campaigns that focused on bowel cancer prevention. Their messages were deliberately tailored to be positive. They were mostly along the lines of "Watch out!" or "Take care!". What many Swiss media made of this was a "cancer threatens everyone" and an "overemphasis on the danger". It has been proven that people are far more willing to change their behavior when they are given positive messages, as study director Bettina Borisch told the industry service Pressetext. Threatening negative messages, on the other hand, caused fear and paralyzed people. The negative reporting was mainly in the French and Italian-speaking media. In German-speaking Switzerland, on the other hand, where the campaign was more successful, more positive aspects were reported.

The World Expo in Shanghai has been running since May 1 under the motto "Better City, Better Life". With over 240 exhibiting nations, cities and organizations and already more than 16 million visitors, this major event in the Chinese economic metropolis puts all previous world expos in the shade. The organizers are expecting around 70 million Expo visitors by the end of October.
For most of the 1.3 billion Chinese, traveling abroad is still unaffordable. The Expo therefore offers a welcome insight into foreign countries and cultures. The country pavilions are correspondingly popular, and visitors sometimes have to wait several hours to see them.
Just like the Olympic Games in Beijing, the Expo underlines the economic and political importance that China has gained in recent years. Accordingly, practically all industrialized nations as well as numerous countries from the southern hemisphere are represented.
Industry also uses the World Expo in a variety of ways to introduce itself to the Chinese public. Various domestic and foreign industry associations as well as some global companies present themselves with their own pavilions, while others act as sponsors of the country and city pavilions. Switzerland is also represented with a country and city pavilion.
Swiss pavilion with chairlift and Alpine panorama
The Swiss national pavilion focuses on the interaction between city and countryside. The balance between man, nature and technology is depicted. Despite its original design with a cylinder and ramp system, the pavilion takes a more traditional approach: the main attractions include a chairlift and a virtual Alpine panorama. A folk band plays in the inner courtyard and a restaurant offers Swiss specialties. The long queues in front of the Swiss pavilion show that the offer is very popular with the Chinese public.
This platform will be used accordingly by sponsors such as Swatch and Nestlé, who will draw attention to themselves with a showroom and a coffee stand. The presentation is also thematically appropriate for the Swiss travel and tourism industry, with the St. Moritz, Titlis and Zermatt tourist regions and the airline Swiss also appearing on the list of sponsors in the pavilion. However, the technical problems with which the chairlift, the main attraction, initially struggled do not quite fit in with the image of Swiss quality and reliability.
Urban location marketing with practical case studies
The second pavilion from Switzerland takes a different approach: Basel, Geneva and Zurich are presenting themselves with a joint city pavilion. Under the motto "Better Water - Best Urban Life", the three Swiss cities will showcase the contribution that investment in sustainable water management can make to an exceptionally high quality of urban life.
"Basel hopes that its presence at the World Expo in Shanghai will raise its profile as an attractive cultural, educational and business location," explains Sabine Horvath, Head of the External Relations and Location Marketing Department of the Canton of Basel-Stadt. In addition, the World Expo represents a unique opportunity for Basel to further consolidate and deepen the successful city partnership with Shanghai that has existed since 2007.
Since 2007, numerous projects and collaborations in the fields of research, education, business and culture have already been realized as part of the city partnership. These are to be further expanded as part of the World Expo presentation. Thanks to the involvement of numerous Basel stakeholders and partner organizations, it has been possible to put together a varied and diverse programme that creates the necessary framework for a targeted expansion of the top-class network with representatives of the Chinese metropolis.
According to Sabine Horvath, the first few weeks at the World Expo have been very positive. After a rather small number of visitors in the first few weeks, more than 30,000 people are now regularly visiting the joint city pavilion. "The biggest challenge is the planning and organization on site," explains Horvath. It is still necessary to come to terms with the fast pace of the World Expo and to react to the new conditions on a daily basis.
Basel has also had extremely positive experiences in its cooperation with Geneva and Zurich, without which it would hardly have been possible to stage the largest world exhibition to date. All three cities can well imagine presenting themselves together abroad again on another occasion.
Successful public-private partnership
Novartis has been secured as the presenting partner for the city pavilion. The commitment to the city pavilion underlines the importance of China for the Basel-based healthcare company, which announced additional investments of over one billion US dollars in China last fall. "The World Expo in Shanghai offers us a unique opportunity to present ourselves to a larger local audience," says Armin Zust, Head of Novartis Switzerland. In addition, this commitment is also intended to support the efforts of the city of Basel.
The company uses the pavilion to interact with specific target groups. The company chose the city pavilion specifically because of the thematic reference, as the exhibition focuses on the sustainable use of water in urban areas. Novartis also attaches great importance to aspects of sustainability. For this reason, a commitment was obvious. Novartis is also integrated into the exhibition with a practical case study on sustainable water management at the Novartis Campus in Basel.
Platform for numerous occasions
Numerous special events will also be held in the two pavilions over the course of the World Expo. Highlights include the visits by Federal Councillor Calmy-Rey at the end of June and by President Doris Leuthardt in August. The Cities Pavilion will also host so-called Cities Weeks, during which Basel, Geneva and Zurich will present themselves to the Chinese public in the presence of local political celebrities from the respective cities and cantons. Special exhibitions, VIP and sponsor events round off the extensive program until the end of October.
Satoshi Sugimoto, Member of the SPRV Board of Directors

To this end, Energy is expanding its own marketing activities over the next few months. In addition to the classic advertising offerings of Radio 105, Energy will also exclusively market advertising spots on the cable stations Rock Nation and Radio Monte Carlo and their websites as well as the web radios 105hitradio, 105dope, 105classics and 105rock. Promotions, sponsorships and special advertising formats will continue to be marketed by Music First Network itself.
By marketing the offerings of Music First Network, Energy is strengthening its position as a marketer of electronic media and events.

Eight animals, from cows to woodpeckers, lend their unmistakable voices to the app. These sound as soon as the iPhone is moved. The app, called "Who is Moo", is primarily aimed at the youngest generation, who can learn about animals and their environment in a playful way with this interactive picture book.
The associated microsite provides more detailed information about Terra Suisse, the individual animals and the Moo-Mix. With this function, users can compose entire songs with the animal voices, which can also be used as ringtones.
Responsible at the Federation of Migros Cooperatives: Oskar Sager (Head of Marketing Department), Marc Engelhard (Head of Marketing Communication Directorate), Sven Guggenheim, Sibylle Widmer (Brand/Label Management), Bernhard Kammer (Label Coordinator), Alexandra Lenhard (Customer and Web Intelligence). Responsible at Jung von Matt/Limmat: Michael Rottmann (Creative Direction), Claude Eberhard (Art Direction), Thomas Engeli, Christian Schnellmann (Text), Matthias Adolf (Consulting), Chandra Widjaja (Illustration), Michael Fretz (Programming), Erasmo Palomba (Art Buying).

For around seven years, the IGSU has consistently pursued the goal of preventing careless littering in public spaces. With the anti-littering ambassadors, the "IGSU Anti-Littering Contest" and other measures, the IGSU has achieved a high level of acceptance and attention for this sensitive and social problem, according to a press release from Vizner Borel.
The IGSU was founded in May 2007 by the recycling companies Igora-Genossenschaft für Aluminium-Recycling and Pet-Recycling Schweiz. These two private-sector organizations have been working together to combat littering since 2004. In the meantime, an open platform has emerged in the fight against littering and further partners from consumer-related areas and the recycling industry have been won over for joint measures.
The new campaign will be seen nationally on posters, advertisements and on the Internet.
Responsible at the Interest Group for a Clean Environment IGSU: Markus Tavernier, Daniel Frischknecht, Mirco Zanre (Igora). Réne Herzog, Jean-Claude Würmli, Lukas Schumacher (Pet-Recycling Switzerland). Responsible at Vizner Borel: Lajos Vizner, Guillaume Borel (overall responsibility), Gian Maurizio (art direction/concept), Nina Treml (text/concept), Patricia Tschumi (consultant). Photography: Jonas Kuhn. Production: Detail AG.

Daniel Beck was Counsellor for Services at the Swiss Mission to the European Union in Brussels from spring 2006 to summer 2010. He has a large network in Switzerland and at EU level. Prior to that, Daniel Beck was Counsellor for Finance at the Swiss Embassy in Washington D.C., USA, from 2002 to 2006. In his previous positions, he worked in banking supervision - SFBC, now FinMA - at the State Secretariat for Economic Affairs (Seco) and in the international division of the Federal Department of Finance (FDF).
Daniel Beck will be responsible for Furrer.Hugi&Partner Public Affairs - mandates in the areas of financial services and infrastructure in Bern and Brussels.

Karl Lüönd doesn't like words of praise too much. He says something like: "Yes, it has always been my goal to hear the obituary for me during my lifetime."
I'll try anyway: Karl Lüönd is misunderstood by those who harbor prejudices and never had the chance - or didn't take the opportunity - to get to know him personally. That's why I'm introducing him a little and, as he likes to do, I've gone in search of a picture from the animal world.
Karl Lüönd, the journalist
For example, he often says to me: You don't just have to lay eggs, you also have to cluck. The image may suit me, but Karl? He lays a lot of eggs - and he sells them well.
How about the hunting dog? A familiar image for Karl Lüönd, for decades. Not just as a hunter. No. In his first employment contract with the Luzerner Tagblatt, it literally says: "Karl Lüönd is employed as a hunting dog."
But is this really the most apt image from the animal kingdom?
In one of his columns, Karl Lüönd himself chooses the image of brown hares for journalists. Because they are so conservative and do not adapt well to new conditions, they are threatened with extinction, just like the brown hare. Karl Lüönd may be a journalist, no one will deny that, but he is not a hare. No. He changes and is always up to date. "There is a human right to change" is one of his life mottos.
That leaves us with the wild boar. It is clever, stubborn and strong. It plows where those directly affected usually don't like it. And it is a delicacy. Asterix and Obelix already knew that.
But if you don't know it, you won't recognize it. Just like you can misjudge Karl Lüönd if you don't know him. He knows the wild boar and knows that the comparison means the highest esteem.
When I got to know Karl Lüönd and told colleagues about him, they often said: What, you work with Karl Lüönd, Karl Lüönd is a lecturer at the MAZ? The Kari Lüönd?
I only knew one at the time. Karl Lüönd, that is. And I confess that I approached him with a certain skepticism, his name was associated with Ursula Koch, Walter Frey, Züri Leu and Züri Woche. We weren't on the same political stage.
But from the very first meeting, he wins me over. I get to know one of the most independent people, a person without barriers of thought, without ideological barriers, a person who doesn't think in pigeonholes - and is even less willing to be pigeonholed.
I now know several different Karl Lüönds, including, of course, Karl Lüönd, the journalist. His professional career began early, at the Kollegi in Altdorf. His first job - in Lucerne, as we now know - was as a hunting dog for the Tagblatt newspaper, which was close to the FDP. He later became the Central Switzerland correspondent for the Tages-Anzeiger, before spending seven years at Blick as a manager and chief reporter, writing series such as espionage and treason in Switzerland. He then became editor-in-chief of Züri Leu and Züri Woche, where he was also co-editor. He is currently editor-in-chief of Jagd und Natur and publisher of Schweizer Journalist.
Journalist Lüönd has a profound knowledge of the media and a good memory to boot. This helps him to link things together and place them in the history of the media - a gift that is unfortunately all too rare. He writes extremely quickly - I don't know of anyone faster - and yet he formulates things vividly. For example: "Newspapers are like cat food: the person who eats it is not the same as the person who pays for it."
Karl Lüönd, the book author
Then there is Karl Lüönd, the book author. Dozens of Karl Lüönd's books can be found in bookshops. Biographies such as those of Emil Frei, Kuoni, Ringier and Gottlieb Duttweiler, but also small witty works such as "Hagenbuchs Tierleben", written by one Hubert Hagenbuch...
The combination of these two Karls, the journalist and the author, is the subject of his latest work "Die Macht und die Ehrlichkeit" (Power and Honesty). Over 200 pages of columns from the media circus - portraits, analyses, commentaries and full-blown historical essays - were published between 1999 and 2009 in daily and weekly newspapers and magazines.
They show Karl Lüönd's main journalistic interests: Journalism, politics, history. And surprisingly, only in passing: hunting. You can feel it through and through: He loves his profession. And that is why he criticizes it and is sometimes so ruthless in his treatment of it and thus of journalists and publishers.
One chapter in the book is called "Insulting journalists". It runs for 14 pages and is subtitled: "Why it is so easy to lie to truth fanatics." Another is called "Facade cleaners and corpse painters". This is about too much closeness, embedding, PR and journalism. And again and again about the power of interpretation. He criticizes the incompetence of many journalists, speaks of "political amoebas" in editorial offices and says that it is by no means surprising that "journalists have a social prestige like brothel pianists".
You can also read sentences like: "They used to call it corruption. Today they call it journalism." Or: "The core problem is that instead of craftsmanship - taking a close look, doubting, checking, probing - opinions are hastily produced. As a result, the reflex for attractive but cross-cutting and therefore 'forbidden' topics is lost."
His columns are always clever. And often, very often, they also make you smile. For example, when he describes the media industry under the title "The doctrine of the schnitzel and the calf". Behind this is, among other things, a plea for freelancers and the fair treatment of them. "I am always amazed at how often our publishers buy calves and how pettily some haggle over schnitzel prices."
However, his columns are also a treasure trove of Swiss media history and equally wonderful images of the times. In 2007, for example, he describes his thoughts on the possibilities of the laptop. He explains in detail and with fascination how he works in Ticino and his conversation partner can read emails in Bulgaria on his phone. "With a special program, he can pull them out of the air."
And finally, the columns are always also language lessons. Sensual and evocative at the same time. He comments on the often-heard phrase "...so and so many more boat people are missing": "As if anyone in this terrible world would miss boat people."
As if anyone in this terrible world would miss boat people - that's Karl Lüönd, THE Karl Lüönd.
Karl Lüönd, the inspiring friend
There is also the lecturer, consultant and networker, the hunter, aesthete and great art collector. And of course: Karl Lüönd, the inspiring, reliable friend. Anyone who convinces him, with an idea or as a person, he opens all doors to, passes on his knowledge, shares his concerns and offers constructive criticism in the very best sense. When he receives an inquiry, he first asks himself three questions: Does it make sense? Is it fun? Does it make a difference? If he can answer two of these three questions in the affirmative, he is interested in the task.
Fortunately for us, he was interested in doing the new book with Mirjam Engler from Ruegger Verlag. And it was fun. Or is there something???
The book is almost like a direct encounter with Karl Lüönd: stimulating, instructive and entertaining at the same time. Supported by Nico's fine caricatures and Constantin Seibt's portrait - a typical Seibt portrait - it is a great pleasure to read.
And ultimately the book proves one thing: there is only one Karl Lüönd, THE Karl Lüönd, the thoroughbred journalist who has lost none of his passion even after more than forty years in the profession. He lives to write. More than he writes to live.
Thank you, dear Karl, for hunting and digging up delicacies for us and for giving us this book with and thanks to Miriam Engler.
I'll end with an appeal by Karl Wittgenstein, whom Karl Lüönd likes: "What you can't talk about, you have to keep quiet about."
I'll keep quiet now. And give the last word to our author. And he replies to Wittgenstein: "But who listens when someone is silent?"
KARL LÜÖND
Power and honesty
Columns from the media circus with drawings by Nico and a portrait of the author by Constantin Seibt.
Size: 232 pages, paperback
Price: Fr. 28.00
ISBN no.: 978-3-7253-0947-4
Publisher Ruegger Zurich
Brilliantly informed, ruthlessly open and with sarcastic wit: for years, Karl Lüönd has been writing Swiss media history(ies) with the experience of four decades as a reporter, editor-in-chief and publisher. At the same time, his work demonstrates what the real way out of the crisis in journalism would be: independence, expertise, contextual knowledge, comprehensibility, pleasure in reading. In a word: journalistic quality.
In this book, indiscreet portraits of Beat Curti to Jürg Marquard alternate with historical essays of lasting value, for example on the true story of how the free daily newspapers came about. Star reporter Constantin Seibt introduces the multi-award-winning author in a portrait afterword, and Nico caricatures the circumstances to the point of recognizability.
Gift for our readers
We are giving away five copies of the new book by our columnist Karl Lüönd. Send an e-mail to [email protected] with the subject "Book" and you will be entered into the prize draw. There is no legal recourse.