Overall, the number of contacts increased by 507,000 or 1.1% compared to the previous year (MACH Basic 2008-2). Even if only around a fifth of this figure is significant, it could be considered an upward trend. However, the percentage increase of 1.1 percent corresponds exactly to the growth of the population compared to 2008-2. In other words, perfect stagnation. Compared to the rapid decline in recent years, however, this is a clear ray of hope. And the free share across all press genres remained practically constant at a good third.
In the daily press, the figures published on Tuesday by the AG für Werbedienforschung WEMF show that the paid titles were able to maintain their readership compared to the previous year. The total number of contacts of free titles has increased again across Switzerland because all four comparable free daily newspapers in the two language regions have increased significantly compared to 2008-2. Figures for News were also reported for the first time - but only those for the complete edition, which has since been discontinued. The discontinuation of .ch, which was only reported in spring 2009, does not play a role in the comparison with the previous year. The extent to which its readership has migrated to other titles will not be known for at least six months. This is because it was only discontinued after the survey now being reported was completed. In any case, the free contacts have reached their zenith. It can be assumed that one of the two titles in French-speaking Switzerland will or must disappear. And that would mean around half a million fewer contacts in one fell swoop. Blick am Abend will not be able to compensate for this, despite the positive trend in reach and the potential for growth through newly developed regions. The free share of the daily press is therefore likely to fall from the current 37 percent to less than 30 percent. Paid Matin is the only daily press title to have lost significant ground. The same applies to the Sunday edition of Matin, which has once again lost significant ground. And with it, of course, its two supplements Femina and Télé Top Matin. Conversely, in German-speaking Switzerland, Südostschweiz am Sonntag, Sonntagszeitung and NZZ am Sonntag made significant year-on-year gains. Zentralschweiz am Sonntag is not yet included.
Four titles made significant gains in the consumer, financial and business press compared to the previous year. The second spring of Glückspost is particularly astonishing, as it was not only able to halt its negative trend, which has been ongoing for years, but even turn it into a positive one. This is in contrast to its friend, which lost significant ground. Finance and Economy, on the other hand, was clearly able to benefit from the economic crisis and increase its reach to the 2004 level within a year. The Swiss family is also on the upswing, with significant gains compared to 2009-1 and 2008-2, even reaching its highest reach since 2004. In addition, the unemployment magazine Surprise, Annabelle and Magazin have gained significantly in reach in a half-year comparison. In the program press, TV 2 has increased (albeit at a low level) compared to the previous year, while Tele and TV Star have lost significant reach. Weltwoche and Reader's Digest Switzerland were also among the titles with significant losses compared to the previous year.
For the first time, there was another reader millionaire among the paid titles. Thanks to an (albeit insignificant) gain of 2.7 percent, K-Tipp now has 1.002 million readers. With 23.3 percent, it is the paid-for title with the widest reach in German-speaking Switzerland - just like its French-speaking counterpart Bon à savoir with 27.4 percent in French-speaking Switzerland. More on the new MACH figures in the next printed issue of Werbewoche and in the MACH Special of the Media Trend Journal, which is enclosed with Werbewoche.
Ueli Custer

Opel is planning a new brand identity - with a fresh logo and the new motto "We live cars". According to Financial Times Deutschland FTD, the initial impetus came from the employees. While the competition keeps its slogans for decades, Opel changes its claim every few years. Opel's claim "Joy through technology", which was devised in 1990, gave way to "We have understood" in 1994. This was followed in 2002 by "Fresh thinking for better cars", a slogan that was replaced at the end of 2007 with "Discover Opel". According to FTD, however, the half-life of the current claim has now also expired. The result this time: Opel - "We live cars".
Interbrand is responsible for the new campaign. According to FTD, the advertising agency is said to have been inspired by the yellow "We are Opel" shirts when developing the leitmotif. According to Opel, the new claim could already be presented at the International Motor Show, which begins in Frankfurt in the middle of the month. A preliminary decision on this is to be made at today's meeting of the GM Board of Directors.
In addition to the claim, a modified logo is also available. Although the lightning bolt will remain, it will be three-dimensional in the future. However, according to FTD, Opel dealers are not privy to the plans. Even Jaap Timmer, head of the dealer association, says that no details about "New Opel" are known.

www.ftd.de

The agency Metzgerlehner Worldwide Partners has created a commercial for Raiffeisen in collaboration with Panam Films and Südlich-t. In a combination of classic filming and the integration of a 3D animated environment, a couple make their way to the nearest Raiffeisen bank on a red carpet. According to a statement from the agency, the commercial picks up on the basic theme of the Raiffeisen campaign: "What convinces more and more people to choose Raiffeisen? - The business policy, the exclusive benefits and, above all, the very personal advice." The commercial will run nationally on SF and TSR until the end of October and will be accompanied by various measures at local level.
To the spot
Responsible at Raiffeisen Switzerland: Thomas Gmünder (Advertising Manager), Marcel Schumacher (Marketing Communications Consultant). Responsible at Metzgerlehner Worldwide Partners: Felix Dammann (Creative Director), Janine Aebischer (Art Director), Marco Lehner (Text), Noa Zimmermann (Graphics), Priska Senn, Rebekka Hofstetter (Consulting). Production: Panam-Film, Director: Jan Hellstern, Camera: Jens Harms, Postproduction/3D Animation: Südlich-t (Switzerland), Music: Kirschner Music.

Tyco Fire & Integrated Solutions, based in Näfels, is now on board the agency at the airport. The company for security and communication needs in buildings wants to raise awareness of its alarm systems among private individuals and small companies. To raise the alarm, the creative minds from Eastern Switzerland were commissioned with an initial mailing campaign.

www.google.ch

Sarah Hammami took over as Head of Media at Universa McCann on September 1. Together with Rolf Suter, CEO of Mediabrands, she will take over the business in Zurich and Geneva. The qualified communications manager has gained a wide range of experience in media and communications consulting during her 13-year career in advertising. Before most recently establishing and expanding the group-wide function of cross-media planner at Tamedia, she was deputy managing director at Mediaxis-MPG, where she was responsible for all of the agency's international clients.

www.mccann.ch

The agency Metzgerlehner Worldwide Partners has created a commercial for Raiffeisen in collaboration with Panam Films and Südlich-t. In a combination of classic filming and the integration of a 3D animated environment, a couple make their way to the nearest Raiffeisen bank on a red carpet. According to a statement from the agency, the commercial picks up on the basic theme of the Raiffeisen campaign: "What convinces more and more people to choose Raiffeisen? - The business policy, the exclusive benefits and, above all, the very personal advice." The commercial will run nationally on SF and TSR until the end of October and will be accompanied by various measures at local level.

Responsible at Raiffeisen Switzerland: Thomas Gmünder (Advertising Manager), Marcel Schumacher (Marketing Communications Consultant). Responsible at Metzgerlehner Worldwide Partners: Felix Dammann (Creative Director), Janine Aebischer (Art Director), Marco Lehner (Text), Noa Zimmermann (Graphics), Priska Senn, Rebekka Hofstetter (Consulting). Production: Panam-Film, Director: Jan Hellstern, Camera: Jens Harms, Postproduction/3D Animation: Südlich-t (Switzerland), Music: Kirschner Music.
To the spot

www.metzgerlehner.ch

The Zurich agency Büro 4 has won four Red Dot Design Awards this year. In the Corporate Design category, for the new look of CAPS Architecture Interior Design and for the communication materials for the planned extension to the Kunsthaus Zurich designed by architect David Chipperfield. The agency receives a further award for the magazine design of the Open Systems customer magazine "360°" and, last but not least, for the new look of the Swiss film award "Quartz", which was presented this year with a redesigned website, program booklets, stationery and public design.

www.buero4.ch

For the 6th time, Anthrazit, the magazine for the digital lifestyle, has chosen the 100 most useful e-shops in Switzerland. In contrast to the past, when only neutral experts put the stores through their paces, this year Anthrazit members also rated the stores. The e-shopping edition will be published on September 8, 2009.
Anthrazit has developed an online system for the evaluation that can be used intuitively with computers, cell phones and other mobile devices. The Anthrazit members rated the overall impression of the e-shops with one to five stars, while the jury members concentrated on their specialist areas. On September 8, all award-winning e-shops will be presented both on www.anthrazit.org as well as in the new magazine. The stores are divided thematically into 13 categories and can now display the "100 useful e-shops 2009" seal on their website for one year.

On Tuesday, the National Council rejected a motion tabled by Bruno Zuppiger (SVP/ZH) for advertising on freeways and roads. Advertising in these areas will now remain prohibited, including political advertising on private property. The motion was rejected by 88 votes to 74 for reasons of road safety. According to Transport Minister Moritz Leuenberger, it is undisputed that advertising distracts road users, regardless of whether it is political or other advertising.
www.sda.ch

Journalists identify strongly with their profession despite the radical changes in the media sector. In national newspapers, however, there is an above-average number of resigned journalists.
media professionals. These are the findings of a survey published on Tuesday by the JRC-zürich research institute and the Public Sphere and Society research unit at the University of Zurich FÖG. The changes in the media sector are particularly evident in the tension between new media, such as private radio and free newspapers, and traditional media, such as public radio, daily and weekly newspapers and magazines. It is also noticeable between "young and old journalists".
Younger journalists often work in new media and have an above-average number of freelance or temporary jobs. Older journalists, on the other hand, often work in national daily newspapers, where the precarious economic situation of the print media is having a major impact. According to the results of the survey, a particularly large number of them are frustrated.
While private radio and free newspaper journalists have a comparatively high level of identification with their profession according to the study, the perception of problems is rather low. The proportion of people with a high degree of identification with their profession is extremely high among journalists overall. According to the study, a positively assessed working environment is particularly important for identification. Journalists who feel well integrated into the social structure of the newsroom and have opportunities to exert influence show a significantly higher level of identification with their profession.
The survey was conducted between the end of August and September 2008.
was carried out. The online responses from 923 media professionals were analyzed. The survey includes journalists from German-speaking and French-speaking Switzerland who work for medium to widely distributed and generally oriented media.

www.sda.ch

With the new Yallo offer, cell phone calls to landlines in six European countries - Germany, France, Italy, Austria, Portugal and Spain - cost just 10 centimes per minute.Prime Communications has produced four different TV commercials in collaboration with the production company Elefant Studios, which advertise the new offer using the destinations Germany, France, Italy and Spain as examples.
The spots were designed in the La Linea style. They surprise with the integration of typical national landmarks, which a Yallo ringtone puts into unusual states: the leaning tower of Pisa vibrates and loses its lean position when a Yallo call is made from Switzerland, while soap bubble hearts float into the sky from the Eiffel Tower in Paris.
The commercials are now running on various private and public broadcasters in all parts of the country.
Responsible at Prime: Andreas Sedmak, Sandra Jerczynski, Vera Fetz (consulting), Basil Hangarter (creative direction), Sven Christinger (art direction), Daniel Portmann (text/concept), Erwin Lötscher, Mimoza Palokaj (DTP). Film production: Elefant Studios (Fabian Gasser, Sandra Pötschacher). Responsible at Yallo: André Hodel (Marketing Management Yallo).
To the spot
To the spot
To the spot
To the spot

www.prime.ch