From January 4, 2016, you will once again find news from the communications and media industry on Werbewoche.ch. The first newsletter of the new year will be published on Tuesday, January 5, 2016. You will find the next printed edition of Werbewoche in your mailbox on January 15, 2016. We would like to thank you for your loyalty and wish you a relaxing festive season and a happy new year!

This consists of the Lucerne communities of Beromünster and Rickenbach and markets regional products under this label.

The Michelsamt is more than just a region, the Michelsamt is now a brand. The basis for the credibility of the new brand are the three values: everything from local circulation, connected with nature and created together. The goal, according to the statement, is the joint sale of Michelsamt products, which are produced in an ecological, sustainable and animal-friendly way. The products, such as cheese, honey, pastries or sparkling cider, are not only intended to please the palate, but also do good for local agriculture. "We see the opportunities in a broad-based need for authentic and regional products," explains Christina Bachmann-Roth, managing director of the Michelsamt marketing platform.

The regional suppliers as well as the marketing platform Gaudis have joined forces in the Michelsamt Value Creation Community (WGM) and are jointly investing nine million Swiss francs over the next six years. The private investors are made up of the three cheese dairies Fläcke-Chäsi, Käserei Neudorf and Käserei Winon, the retailers for the new "shopping experience" store (baker, butcher, flower store), local millers for regional fodder and various farmers. The first products of the new brand were launched via the webshop Michelsamt.ch, via regional specialty stores and over 120 Coop sales outlets in the cantons of Aargau and Lucerne. In addition, appearances at markets, events and tastings are planned. For 2016, specially designed clothes for these appearances are in preparation.

To launch the brand, various PR measures were implemented, such as a behind-the-scenes tour for the media of the regional project, as well as topics such as Beromünster's national radio station and 600-year independence since Marignano in 1415. The local, 22-year-old filmmaker Patrick Schumacher also created an original story with a short film about the "cow Irma". The cow runs away in the meadow and now begins a nervous chase after her through the whole Michelsamt.

Responsible at Michelsamt: Christina Bachmann-Roth (Managing Director Gaudis). Texts and photography: Marketix, Lucerne, Comtakt Neudor. Responsible at Dietle und Partner: Michael Dietle (illustration, design). Responsible at B-Public: Markus Baumgartner (PR consulting, texts), Madeleine Stäubli-Roduner (texts). Website and webshop: Internezzo, Rotkreuz. Printed by Wallimann Druck, Beromünster. Film Production aka Scuma: Patrick Schumacher (director, cinematographer and producer).

The share of e-commerce in the overall advertising market is 11.4% (October: 11.6%) and therefore slightly below the previous month. This is shown by the E-Commerce Trend Report 2015/11 from Media Focus.

General Merchandise makes big gains

Advertising pressure in the General Merchandise category rose by CHF 1.9 million to CHF 5.7 million in November. Compared to the previous month, this corresponds to an increase of 50 percent, which is not particularly surprising in view of the Christmas business. The top brand in this category is Galaxus, which has stubbornly maintained its position over the course of the year. The new online marketplace Siroop.ch was launched in this category in November. The cooperation between Coop and Swisscom has big goals and is set to compete with Galaxus and Amazon. The Baby & Children category is also being heavily advertised in the run-up to Christmas. Advertising pressure increased by CHF 0.3 million in November, which corresponds to an increase of a good 60 percent.

Decline in advertising pressure for Food & Beverages

At CHF 1.6 million, the food and beverages category fell back to the September figure in November. This corresponds to a decline of 30 percent. This means that the category has once again dropped out of the top ten, where it only remained in October. Denner-Wineshop (October) was replaced by Mondovino as the top brand in this category in November.

Upswing and concentration in print

While Food and Beverages is losing weight, the Print category is taking the opportunity to position itself among the top 10 market categories. What is particularly striking here is that the advertising shares are particularly concentrated in the top 5 players, with a rounded 90 percent. Similar to General Merchandise, it appears to be an advertising market in which the top 5 players set the tone.

Total market

Development of e-commerce advertising pressure as at November 2015

Market categories

Monthly e-commece advertising pressure and top brands

Media Mix

November 2015

Top 10 categories

Advertising shares of e-commerce brands in November 2015

Here you can download the complete e-commerce trend with a tabular trend indication for 28 different e-commerce markets as well as methodological notes.

Tenor: Video moving images, data-driven creativity and targeted content management will give us an exciting next year.

WW: Bernhard Herzig and Simon Muster, let's play a game at the end of the year: I throw keywords into the room and you please tell me your assessment of each: hot or dead? ... here we go: big data.
Bernhard Herzig: Hot, but that depends on the context. Big data itself has become more of a non-word; data-driven creativity is more relevant. This was very relevant in 2015 and will continue to be so in communication and for campaigns. CRM, personalization and creating a benefit for the end consumer - that's what it's all about. The greater the degree of personalization, the better users can be controlled. To do this, we need historical big data, where the challenge is to identify the relevant data and turn it into smart data, as well as real-time information with which the data must be linked: Where is the user located, what has he just looked at, what mood is he in, etc.? In this way, we can confront them with the right message at the right time and create a better experience that is of benefit to them. After all, we don't want them to want an ad blocker, we want them to say: Oh, that's handy that this offer is coming right now.

... Mobile
Simon Muster: Essential. It has already been incredibly hot this year and will remain an existential issue for the next two or three years. It's amazing how many companies have not adequately prepared for this development despite everything. I think there will be even more focus on mobile sites.

... and apps?
Pattern: The whole app universe is still needed at the moment, but I think it will be web-based in the future.
Herzig: Apps are not exactly dead, but they are much less important. I believe that as long as you have a constant benefit from an app, it still has a purpose - for example, you can only use certain sensors if you have an app as a container. But the advantages that apps had in the past, such as being able to do things independently of the network, will no longer be relevant. People are tired of apps. There's an app for everything and you install hundreds of them and then only use five. The magic that used to be attached to apps - I install it and see what great things it can do - has evaporated. Today, it's more about finding a solution for something. Whether it's an app or a microsite is irrelevant for the end consumer.

... Content marketing
Herzig: Hot. Extremely relevant!
Pattern: Yes, especially moving images, I would say. These days, almost everyone has a cam at home that allows them to produce moving images relatively cheaply and in a relatively short space of time. You no longer need directors, cameramen or lighting technicians. People now expect someone to explain something in a video instead of having to read about it. Low-budget video content will become a huge topic.

The low production quality of garage and living room films is also more readily accepted today than it was two years ago. It is no longer so much about the way video is produced, but about whether the content is right and useful to the recipient.
Herzig: It's like this. More relevant than the style is the subject matter and whether it is useful to the viewer. Is someone trying to sell me something, is it a promotion, can I learn something? Ultimately, it doesn't matter whether a brand or product is presenting a topic to me - if it interests me. Videos will keep our customers and therefore our industry very busy next year. At the moment, only a few companies are implementing videos consistently and there will be a scramble when it comes to who covers which topic and how. But this will also boost creativity in this area, not just in terms of visuals, but also in terms of content and solutions. That's good and exciting.

... Relationship marketing
Herzig: Hot. Very hot. Not just in 2016, but beyond. And in combination with big data - i.e. good data filtering and segmentation - and the production of good content. Two examples from Maxomedia: Firstly, the customer dialog for the Swiss Pass, where we had to answer the question of how the dialog with customers changes when a large proportion of the population has some form of public transport customer card anyway, Half-Fare Card or GA travelcard, etc. The focus of the dialog was therefore on increasing loyalty and strengthening the relationship: What opportunities does the travelcard open up for me, what added value does it offer me, for which topics is the travelcard the key?
Pattern: A second example is TCS ETI, a travel magazine. At its core, of course, it is about travel insurance, not an incredibly exciting topic. We have developed a travel magazine that is published monthly and describes one country at a time. There are also reports, recipes that you can cook - simply everything that is needed to keep the community, which loves to travel, interested and to occupy the topic of wanderlust with the TCS brand.

But that's not new, it's corporate publishing, only digital.
Herzig: The difference is that we take appropriate measures based on user behavior; for example, when we see which topic interests someone or which recipe they have downloaded, we provide additional material. In other words, of course you have to have something to say and do it well. But then the second step - and this is new compared to traditional corporate publishing - is to ask yourself what particularly interested Mr. Meier, what was his path? How long has he been a customer, what has he already bought, how active is he and what special offer could we make him? Or could he be an ambassador for our brand? This is the exciting new aspect of not only having data, but also evaluating and using it. And you can only find out how you could use it if you offer content.

However, this also makes customer care much more complex than it used to be - if you want to serve each customer in a targeted, needs-specific way.
Herzig: Yes, that's true. A lot of manpower is needed in this area at the moment. As we are only just entering this age of customer care and artificial intelligence is not yet at the level where such marketing processes can be automated - beyond "if they click here, we'll send them this" - we first need people to ensure that customers are served with content that is relevant to them. That is certainly the entry threshold that we, the companies, have to overcome on this path.

In times when, once again, savings are being made everywhere, I find it difficult for companies to build up manpower without being able to count on a guaranteed ROI. So what could generate turnover in the future clashes with the rampant austerity policy. Are we standing on the brakes?
Herzig: Sure. And there is also another stumbling block: CRM and the maintenance of customer master data are traditionally the responsibility of IT on the customer side. On the other hand, there is a communications department - and then the budget wrangling starts between the two areas, exacerbated by Swiss garden-variety thinking.
Pattern: As an agency, you usually have to deal with the marketing department. And you can have wonderful ideas, but at the end of the day it's all about bringing marketing and IT together. This is certainly something that absolutely has to grow together on the client side so that exciting projects can be implemented cost-effectively. Only good content or only good data screening are of no use at all. At the moment, the agency's role is to bring the two together.

But this requires a top-down process, i.e. the company management must develop an awareness of the opportunities for customer processing that arise from combining good content and central data - and then pass this on to the last employee. However, as I am currently observing, there is a lack of insight and imagination at the very top as to what opportunities could arise.
Herzig: Exactly. If you really want to do this consistently from A to Z, you have to connect many areas of the company, which is another difficulty. If we are talking about the customer experience itself, which is the basis for successful relationship management, then CRM is not just a tool that can be evaluated or replaced in IT, but it is the basis for many processes in the company that relate to dealing with the customer: How do we talk to them, what do we offer them, what kind of experience do we give them? As you rightly say, this fundamental issue still has to be programmed top-down at many companies. And it has to be programmed, because the measures that have been implemented so far have reached their limits. Now the CEO has to say: we want to put the consumer at the center and align our CRM accordingly. This decision changes business processes and the corporate culture, which is naturally a difficult step in times of cost-cutting measures. That's why this trend will be with us for a while yet; it still needs time to become established.

Interview: Anne-Friederike Heinrich

The entire, three-page conversation can be found in the current print edition 23/2015(Topics).Here for subscriptions and individual sales via iKiosk.

In the current issue of the customer magazine Power, you can find out more about the Ahochn company, which has been part of the BKW Group since this year. It is dedicated to complex tasks in the field of building technology combined with energy efficiency at the highest level. BKW is also looking ahead in other areas, for example in the field of energy self-sufficiency, right through to buildings that are largely self-sufficient in energy.

In a special "Power!" issue, BKW announces how it has been supporting the Swiss Ski Association Swiss-Ski since the start of the season. The connection to alpine sports is no coincidence; since the construction of the Grimsel power plants in 1925, BKW has had close ties with the mountains and the Bernese Oberland in particular.

In a special issue on the topic of the future, BKW apprentices have implemented the employee magazine Contact. Among other things, they accompanied BKW CEO Suzanne Thoma and asked what prospects BKW apprentices have after their training. This issue of Contact was created through the editorial work of apprentices at BKW and its Group companies.

In the trimedial theme week "Fairy tale - we kiss you awake", "fairy tale culture at its best" was offered, writes the audience council in a statement on Tuesday. So much was offered that "the abundance of programs occasionally caused confusion and overload in the fairy tale forest. The comprehensive and also experimental theme week impressed the audience council very much, it says further. Overall, radio seems to be better suited for the topic than television. The "short, cheeky contributions on the Internet" were also enthusiastic. (SDA)

Today, many advertising clients work with a media agency and carry out media audits. The aim of such an audit is to analyze and optimize the work of the media agency according to qualitative and quantitative criteria. To do this, the auditors need access to confidential data from the advertiser's business relationship with the relevant media marketers, among other things. Under the leadership of the Swiss Advertisers Association (SWA), a voluntary declaration of commitment for media audits in the TV sector has been drawn up in recent months with interested stakeholders. According to the statement, auditors Accenture and Ebiquity have confirmed that they generally adhere to the quality criteria and methods outlined in the voluntary commitment. In return, the auditors will continue to have access to client data. Other auditors are now free to recognize this voluntary commitment as well. The SWA is responsible for coordinating this.

Self-commitment declaration Media Audits (PDF)
 

As a result, Annabelle will be clearer, more readable, and more straightforward. Three new typefaces have been chosen, including one from Swiss type designers Grilli Type. Overall, however, fewer fonts are used and constricting lines are dispensed with to give the layout more calm and also leave enough room for playful elements, such as a rubric font with shadows. The adapted layout was designed by Annabelle Art Director Dieter Röösli together with graphic designer Bobi Hajas.

Silvia Binggeli, Editor-in-Chief of Annabelle, on the new layout: "The last adaptation of our layout was four years ago. At the turn of the year, it was the right time for us to evolve without completely changing the character of our 78-year-old cult product. We have expanded the first special issue in the new look by 20 reportage pages and dedicated it to the everlasting topic of love."

In addition to the layout, new editorial vessels are also being introduced. For example, there is now a men's column written alternately by the three Annabelle editors Thomas Wernli, Sven Broder and Frank Heer.

With the glossy, a background page highlights topics relating to the art of watchmaking and jewelry, and in the beauty mailbox, beauty boss Niklaus Müller answers the most pressing beauty questions from Annabelle readers. These new features complement the usual in-depth reports and the lavishly produced fashion, beauty, home and gourmet stories. On January 12, the new Annabelle website goes online, which will include more of its own content, additional service pages and an e-paper function.

On the portal created by the agency Deeplocal Makeit.netflix.com Netflix collects ideas that make life easier for series - and puts them into practice. With instructions on how to copy them. The first life hack was "The Switch" - a switch that dims the lights, mutes incoming calls, orders food and starts Netflix with just one button and the push of a button. The background: Netflix offers numerous seasons of numerous series on demand, which are usually addictive and not infrequently sink the viewer into an hour-long marathon. Unless you fall asleep before the end of the season and are annoyed the next morning that you can't remember at which point you lost the thread. That's supposed to happen. But that's over now, because Netflix presents the "Netflix Socks". Socks that notice when the wearer is asleep and then trigger the pause button. Netflix provides the knitting instructions in the design of the favorite series, as well as the instructions for rebuilding the technical inner workings. (hae)

Instructive, entertaining and challenging: With its new digital quiz, the Landesmuseum Zurich is focusing on interaction. Interesting facts are conveyed in a playful way. The makers are relying on everything that makes a game: you answer questions, look for pictures, you have to guess or estimate and, in the best case, collect points. At the end, perhaps a diploma beckons. The quiz is presented in the form of an interactive chat and can be played on the user's own smartphone. Tiny transmitters called beacons locate the museum guests and send targeted questions. Once started, the quiz works without a telecommunications connection. A digital revolution that enables location-based notifications and can further enrich the museum's educational offerings in the future. The new digital quiz "Drallo" is available for free download in the Apple App Store and Google Play Store for smartphones.

The funding concept for the measures will apply from January 2016 and applications can be submitted from February 2016, confirmed Anne Weibel, Head of Communications at the Federal Office of Culture (FOC), according to information from the SDA news agency. However, the FOC will not provide details until the end of January. Structural funding for publishing is part of the 2016 - 2020 cultural dispatch, which the National Council adopted at the beginning of June 2015 after the Council of States. Since then, working groups with representatives from publishing houses and the BAK have been fine-tuning the details. Similar to film funding via cinema admissions, the funding contributions for publishers are to be calculated based on the box office sales of individual books.

However, to prevent individual publishers with bestsellers, such as Diogenes with a work by Martin Suter, from emptying the funding pot to an above-average extent, the contributions per book are to be capped at CHF 80,000, with a minimum of CHF 7,500. 2.5 to 3.5 percent of a book's turnover is to be covered by the funding measure. This means that if a publisher generates a turnover of 1 million francs with a book, it will receive around 30,000 francs from the funding pot; however, if the turnover is 3 million francs, for example, the contribution will be capped at 80,000 francs.

It is obvious that contributions on this scale cannot save a Swiss publishing house. Nor do these measures compensate for the currency disadvantages. But: "This support is a recognition of our cultural achievements and is therefore important," comments Sabine Dörlemann from the publishing house of the same name. And Lucien Leitess from Unionsverlag says: "Publishing funding is just the long-overdue support for this area of the cultural industry, which has been neglected up to now." This topic has been on the agenda for decades and has long been realized in other countries, for example in Austria, with significantly larger budgets. However, neither Dörlemann nor Leitess can provide any information on what they expect in terms of funding for their publishing houses. Diogenes Verlag is generally tight-lipped on the subject, as the BAK "has not yet provided any official information". (SDA)