Media budget growth market: The Swiss spent 11.3 billion on media in 2007 - 6.6 percent more than in the previous year. 
The good news first: Swiss households spent an average of CHF 3276 on media in 2007, CHF 139 more than in the previous year. Media therefore continues to be a growth market in Switzerland. The bad news: although print media generate the largest turnover in the user market at CHF 1.8 billion, which corresponds to around a third of the total content budget of CHF 6.2 billion, expenditure on print fell by 3.1 percent compared to 2006, a small indication of the slow-motion, continuous erosion of the printed press.But first the comprehensive data: in 2007, the total income of the Swiss media amounted to CHF 14.6 billion. 23 percent of this is advertising revenue, 11.3 billion francs or 77 percent came from users, of which 10.9 billion francs came from private individuals. This breaks down as follows: The audience spent the largest share of 6.2 billion francs on editorial content, which is 3.5% more than in 2006. The corresponding devices for media consumption cost the audience 3.5 billion francs or a whopping 13.5% more than in the previous year. At CHF 1.6 billion, 5.1% more was also spent on media access (Internet etc.). The aforementioned CHF 1.8 billion for press content was followed by the IT and telecoms sector with CHF 1.4 billion, which rose sharply by 24.1%. Radio and television accounted for CHF 1.3 billion (+2.3%). This was followed by books (CHF 812 million), recorded video and audio media (CHF 724 million) and cinema (CHF 208 million). Around CHF 2.8 billion (+9.6%) was spent on access to the Internet and other media as well as the associated devices in the consumer electronics sector. An impressive CHF 2.3 billion (+12.1%) was also spent on access and devices in the IT and telecoms sector.
Companies now includedFor the first time, the creators of the media budget, which the Swiss Press Association is conducting for the fourth time, have included companies, organizations and institutions in addition to private households. In the latest statistics, the total expenditure of these commercial enterprises amounts to around CHF 400 million, or 6.4 percent of the total media budget. Books accounted for the largest amount at CHF 162 million, followed by PC downloads at CHF 123 million. The creators of the study estimate that the industry spends around 30 million francs a year on mobile content.
Free vs. subscribed pressApart from the Sunday press (+3.9%), all print media lost ground slightly compared to the previous year. In contrast, free media are on trend, both in print and online. They are changing the reading habits of the younger audience in particular, while the over-40s are loyal users of the subscription press. A polarization of the market is thus becoming apparent: Individually sought-after and free short fodder stands in contrast to ready-made news items enriched with background information.
The strong titles continue to hold their position: the top titles in the daily press, regional weekly press and Sunday press are SonntagsBlick, Blick and Tages-Anzeiger. In the general, financial and business press, Beobachter, Schweizer Illustrierte and Schweizer Familie are in the lead. The specialty press is led by K-Tipp, Saisonküche and Saldo. The trade press titles are BauernZeitung, Schweizer Bauer and Terre & Nature. And Beobachter, K-Tipp and Mittelland Zeitung have the highest subscription figures. SonntagsBlick, Le Matin Dimanche and Blick dominate newsstand and box sales. Sales of CHF 646 million at Swiss kiosks are 2.3 percent lower than in 2006. The attempt to sell press titles via selected post offices was abandoned last March.

Digital television is boomingThe radio budget rose slightly by 0.3% to CHF 476 million. In contrast, 1.3% fewer radio sets were sold than in the previous year. Consumers are obviously unsettled by the technological uncertainty surrounding radio reception. In 2007, only around 20,000 DAB receivers were purchased.
Compared to the radio medium, audiences spent CHF 2.7 billion on television, 5.3% more than in 2006. Viewers spent CHF 1.1 billion on new TV sets, including set-top boxes and satellite receivers. The switch to the digital signal also boosted sales of HD sets.
Broadband providers also reported a sharp rise in demand for their digital television offerings. The association Swisscable reported a turnover of CHF 90 million (+25%) and 401,094 subscribers (+43%) for digital television. Swisscom also reported 70,000 Bluewin TV customers.
Films on saleThe Swiss spent around CHF 1.7 billion (+7.6%) on consumer electronics such as audio, video and gaming in 2007. Sales of recorded music fell by 8.4 percent to CHF 175 million in 2007, whereas CHF 13 million (+86%) was spent on paid music downloads. This reflects the international trend, according to which sales of music via the Internet and cell phones rose by around 40 percent in 2007. In the video sector, on the other hand, the trend is pointing downwards. In 2007, specialist retailers sold 324 million francs worth of DVDs, UMDs and Blue-Ray Discs (-9%). In view of the huge range of around 40,000 film productions on offer, the decline in sales can be explained by an aggressive price war. The top sellers were "Casino Royale", "Pirates of the Caribbean" (No. 3) and "Harry Potter and the Order of the Phoenix". French-speaking Swiss and Ticino are the real movie freaks compared to the rest of Switzerland. The new generation of games consoles brought record growth of 36% to the Swiss gaming industry.
The media budget is under
René Worni
 
Take a look at
the Swiss media budget for 2007. 

 
It seems like a grotesque, but it's not. The online dating agency Parship uses its self-made cost-of-love index to compare the sums spent in the search for, well, a partner. Of the 13 countries listed, the Emerald Isle is the frontrunner. The Irish spend 915 francs per capita per year, with the Netherlands bringing up the rear at 106 francs. Switzerland is in seventh place with 383 francs. The commentary goes like this: The Irish are the "most generous", the Dutch are "stingy" (who probably hardly need dating agencies due to their regular football orgies), and there is also talk of "annual budgets". But this talk leaves a stale aftertaste. Why is that? Is it the romantic spirit? Is there something resisting the management of even the last human emotion? Is it the measurement of love, which, counted and weighed, is robbed of its magic? Who knows, maybe it's just summer, and the stars are shining brightly, and the mild wind is swaying the waves. And 383 francs somehow doesn't fit into the concept. 

 
44-year-old Ronnie Hürlimann will become Head of Advertising Market of Aargauer Zeitung and Sonntag as of August 1, 2008. He will be responsible for the marketing and communication activities of the two newspapers in the advertising market and will coordinate advertising market development with Publicitas. The position of Head of Advertising Market will be newly created at the AZ publishing house. In his role, he will also support publishing director Christine Rennhard in analysis, strategy development, action planning and implementation, according to the press release issued on Wednesday. Hürlimann has been working in the cross-media division at AZ Medien since May 2007. In recent months, he has developed and been responsible for the "Event Platform" project. This project is nearing completion and Hürlimann will oversee it in parallel to his new role until AZ Medien's new online platform goes live in late summer and the central event unit goes live.
Before joining AZ Crossmedia in October 2006, Ronnie Hürlimann was Head of Advertising at Publicitas for Basler Zeitung Medien. Prior to that, he was Head of Publishing Business and Communications at the UD Medien Group (formerly Insider Verlag) in Lucerne from 2005 and 2006 and Publishing Director from 1996 to 2006. In the 1990s, he was Product Manager for various newspapers and newspaper combinations at the former ofa Orell Füssli Werbe AG in Lucerne.

 
Safety Vossloh-Schwabe protects itself by labeling products using Tesa Holospot technology. 
 Product and brand piracy have developed into a mass phenomenon in the course of global economic activities. In a study published in 2005, the Organization for Economic Cooperation and Development (OECD) put the global damage at around 200 billion euros. According to the OECD, this is only the tip of the iceberg.
Vossloh-Schwabe is now taking measures against unwanted product pirates with a comprehensive security concept from Tesa Scribos GmbH. The company, which is part of the Japanese Matsushita Electric Works Group, has been impressing its customers in the lighting industry with electrotechnical and electronic components for decades. "We offer a high-quality, innovative range and have become one of the world's leading manufacturers in the industry. Unfortunately, this also makes our products attractive to professional counterfeiters," explains Nicolai Seitz, Product Manager for magnetic control gear.
High economic damage Vossloh-Schwabe became aware of counterfeit operating devices, particularly in the Middle East and China. This results in around two million counterfeit products per year, which are hardly visually distinguishable from the originals and represent a loss in sales of at least six million euros. However, the focus of the newly introduced protective measures is not only on the economic damage, as Seitz reports. "Due to inadequate insulation systems, the use of cheap imitations increases the risk of fire and explosion, for example. In addition, the service life is only around ten percent of that of the originals."
To eliminate the associated risks for luminaire manufacturers and users in future, Vossloh-Schwabe relies on the expertise of Tesa Scribos. The wholly-owned subsidiary of Tesa AG specializes in system solutions for securing and identifying branded products with a broad portfolio.
Simple testingIn close cooperation with Vossloh-Schwabe, Tesa Scribos developed a tailor-made application concept for the Tesa Holospot system. The self-adhesive polymer label, in which a data field with up to four independent information levels is located on just a few square millimetres, adheres firmly to the product and can contain various overt and covert security features such as consecutive serial numbers, trademarks or other product-specific information that is inscribed in advance using a high-resolution laser.
Luminaire manufacturers, sales and retail partners have the opportunity to check the authenticity of products - with the naked eye as well as using a set of magnifying glasses supplied. In combination with the communication measures, employees and customers can clearly identify Vosslow-Schwabe products. "We expect a deterrent effect and consequently a massive reduction in counterfeiting," says Seitz.
 
Sabine Flaxman

 
Wohnen Ruf Lanz polishes the image of the leading kitchen and bathroom company for Sanitas Troesch. 
One of the highlights of planning your first home or a long-awaited renovation is taking the whole family to the Sanitas Troesch showroom. In 17 permanent exhibitions throughout Switzerland, you will find a wide selection of stylish kitchens and bathrooms from Sanitas Troesch. Sanitas Troesch is the market leader in the bathroom segment and number two in the kitchen segment. High level of brand awarenessThe latest market research study by Demoscope also shows that Sanitas Troesch has a high level of brand awareness, particularly in the bathroom sector. The image promises seriousness, reliability and competence. The kitchen range is not quite as well known. And when it comes to design, the yellowed perception still lags somewhat behind the much more attractive reality.
Ruf Lanz's challenge now is to correct this in an image campaign. The new image campaign builds on the findings of the market research study and is aimed at private house and apartment owners and builders. The subjects showcase the kitchens and bathrooms from Sanitas Troesch with images that are a literal breath of fresh air in the world of DIY advertising. Double-sided advertisements show building plots in fantastic locations. However, stylish kitchens and bathrooms from Sanitas Troesch are already perfectly installed between the surveyor's stakes. Because one thing is clear from the planning stage long before the first sod is turned: kitchens and bathrooms from Sanitas Troesch.
Wide distributionA total of five subjects appear in double and half-page spreads in the Sunday and general press as well as in numerous home and architecture magazines. The photos were taken by Valentin Jeck. The AD was Lorenz Clormann. Süsstrunk & Jericke was responsible for image processing. The outdoor installations were set up by Glarner, Waldvogel. 
In addition, two guerrilla campaigns are to cause a stir this year, which the CDs Markus Ruf and Danielle Lanz naturally did not want to reveal to Werbewoche - for the time being, they prefer to wash their hands of it.
 
Andreas Panzeri

 
Children On Saturday, July 12, the motto at McDonald's is "The more we wash, the more you help." Car Wash Day is taking place again this year in all Swiss McDrive restaurants. Employees will be washing guests' cars from 11 a.m. to 7 p.m. and collecting donations for the Ronald McDonald Children's Foundation. This foundation supports sick children and their families in Switzerland. Since 1994, the foundation has also been running McDonald Houses near children's hospitals so that children and families can be closer to each other during their stay in the clinic. In Switzerland, there are now such houses in Bern, Geneva and St. Gallen.

René Worni on absent competition in the radio marketWhen it comes to placing advertising in the media, things can get complicated. It starts with the fact that the advertising customer or advertiser does not simply go into the store and pay the price printed on the till. As the client, he is overwhelmed with complicated calculations of his benefits. They are spoiled for choice. A nice little online movie? The radio spot in prime time? Some print and a bit of television on top? The calculator on the broker's or agent's desk spins and spits out lengthy additions - discounts, commissions, deadlines, special conditions. Only the initiated can find their way through the jungle of discounts. And rumors are constantly circulating in the industry that customers are being lured by unfair means, that all sorts of things are being slipped under the table to keep them in line. But no one has been able or willing to come clean and put the facts on the table.
This time it's about the radio industry. On the surface, it is not doing so badly. But competition is faltering. The powerful intermediary IP Multimedia has a firm grip on the radio market. Behind closed doors, insiders rumor that IP's pricing policy is eroding the market. But one thing is clear: there is no healthy competition. Radiotele, the former number one among radio marketers, is practically non-existent, and the new Mediasense construct is not getting off the ground. And yet there needs to be healthy competition. Because when 15 radio stations and the SRG subsidiary Publisuisse came together a year ago in the Mediasense construct to jointly market the Swiss Radio Pool, the aim was to expand and strengthen the radio market. At present, however, exactly the opposite is happening. The IP - clearly positioned on the side of the private media - sees Mediasense with its majority owner SRG as a constant annoyance. In the best Wild West style, it is stealing customers from the newcomer. Now Mediasense wants to go over the books and reposition itself. But to do so, SRG would probably have to pull out and leave Mediasense entirely to the private sector. This could perhaps create a market-revitalizing and serious counterforce.
René Worni, Editor

 
Drupa W&P already reported on the new solutions presented by suppliers at Drupa 2008 in issue 25 and continues the article here. 
Fujifilm has announced a new version of its XMF workflow for fall 2008. The new version, which was still on show as a beta version at Drupa, is equipped with the latest components. In XMF v2, for example, Adobe's PDF Print Engine 2 will also interpret the input data. The system, which is based entirely on JDF, naturally accepts instructions in JDF as the job-describing component and JMF as the associated communicating component and uses the parameters for the internal workflow. The PDF content remains untouched and is merged for output with the corresponding JDF instructions in XMF in a device-independent workflow, making it easy to change the output method. XMF v2 is also a hybrid solution; it can be used to control both classic output devices for conventional printing - i.e. Fujifilm platesetters - and printing systems from Xerox and HP.Simplified handlingAccording to Carlo Eigenmann, Chromos, the differences compared to version 1.5 are in the area of impositioning, in the simplification of handling (here also through new shortcuts) and in the new Color Engine, which is integrated into Adobe's APPE. "In contrast to other products, XMF v2 will also rely exclusively on APPE 2," adds Eigenmann. In terms of input data formats, XMF 2.0 relies on PDF version 1.7 or PDFX/4 for data acceptance and therefore on native transparency processing. As far as the workflow and operation of XMF is concerned, Fujifilm divides its workflow into two operating windows: the queue and the workflow window. In contrast to the competition, Fujifilm apparently relies on just a few icons for the latter. The parameters are assigned to the icons accordingly; this keeps the workflow clear and easier to learn. For impositioning, the user remains in the workflow window with only a different view. Also in contrast to many other solutions, impositioning is based on "JDF stripping", which allows last-minute changes to the imposition scheme, which is particularly practical if, for example, printing has to be carried out at short notice on a different press in terms of format. Another highlight is the 3D view of the end product, i.e. the brochure, catalog, etc., taking into account the incidence of light and the grammage of the substrate (different handling behavior) if required. The representation - Fujifilm refers to it as a 3D hand sample - can be exported on the basis of Java and sent to the customer electronically for viewing. As far as the connection of MIS via JDF/JMF is concerned, Fujifilm is relying on its partner Hiflex in the initial phase, as both Fujifilm and Hiflex adhere very closely to the JDF specifications; within Printcity, the XMF workflow could be seen in conjunction with Optimus. Further MIS connections are to follow.
On the output side, XMF offers Taffeta, a second-generation screening process, and CoRes-Screening, an AM screen based on multi-template technology, which enables the output of fine screens (according to Fujifilm up to 120 raster without moiree) in normal or amplitude-modulated screening. Fujifilm Quality Screening is also available as a standard screen. This "normal" screen is suitable for customers who work with 70 and 80 screen rulings. Upgrading a screen is easy and can be activated at any time via software. "Customers who opt for the XMF today will currently receive version 1.5 and the new version 2 free of charge when it becomes available in September."
Heidelberg's overall integrationHeidelberg's approach to integration is to collect the information collected in the JDF format centrally, and consequently refers to this as "Central JDF". A company can increase its level of integration by using Business Manager, Prepress Manager, Press Manager or Postpress Manager and thus fully exploit the advantages of JDF. Technically, the centrally stored JDF data is managed on a JDF storage server and guided through production in a controlled manner. A job only appears in the job list of the RIP (MetaDimension) and at the integrated machine control stations when the preceding process in the process chain has been completed. The displayed jobs appear in the order in which they are planned in the integrated planning board, the Prinect Scheduler, which was launched at Drupa. The analysis point provides the print shop management with evaluations that are reported back by the integrated machines at the right time. In the Business Manager (previously Prinance) target/actual comparison, the job confirmations show whether the job has been completed successfully. In addition to the prepress processes, all current Heidelberg presses can be integrated. In the postpress segment, the folding machines (Stahlfolder), saddle stitchers (Stitchmaster), die cutters (Dymatrix) and folder gluers (Diana) can be integrated online into the Prinect workflow, while the Polar machines and perfect binders can be integrated offline. Machines that cannot be networked, such as OH cylinders or OH jars, can still be embedded in a comprehensive workflow. So-called data terminals are available for this purpose, which, depending on the machine, report back manually recorded quantities or time expenditure. Whether online, offline or via a terminal: The reported data is thus available for processes such as post-calculation or internal evaluations etc., thus closing the loop; the interface for this is the Business Manager.
Coating form in PDF documentIn the prepress area, Heidelberg has introduced Prinect Prepress Manager 4.5. A coating form can now be easily created and visually displayed in a PDF document. In addition, several versions can be accessed within a PDF document (versioning). In this way, language versions can be produced more easily, as all language variants can be found in one PDF. The base layers of the different versions are compared and any differences are displayed. The workflow then creates an image layer and manages the text versions in a separate layer. As far as data output is concerned, Heidelberg is currently still using Adobe PDF Print Engine 1, but will support version APPE 2 as soon as it becomes available. To ensure that the workflow is compatible and that the different products/software tools work together, updates are carried out in a network. The current version, Prinect 2008, is the first software update to implement this step; an update announced for the end of the year (Prinect 2008.5) will bring further optimizations, probably including support for APPE 2. Printbuyers can also be integrated into the Prinect solution. Prinect Direct Access and Prinect Remote Access enable quotations to be requested online and jobs to be tracked, PDF data to be checked (preflight) and loaded directly into the prepress workflow, and PDF pages to be approved.
Gradual integrationFurther news was announced by Heidelberg at Drupa in the area of packaging. Heidelberg has expanded its workflow for users in the packaging segment on the basis of Prinect. This makes it possible to import 3D CAD data to control cutters and cutting plotters, for example. The imposition station has also been upgraded to Signa Packaging Pro, adding packaging-specific functions. In addition, various workflow components have been expanded to better meet the needs of packaging printers. Although these functions have already been implemented, the packaging workflow will not be released until the end of 2008. The Prinect Packaging Designer component will also be introduced at the same time. Overall, Prinect will enable print shops to produce their jobs much faster and with greater cost transparency in packaging production. As an advantage, Heidelberg customers can grow slowly or in line with increasing requirements. For example, the modules relevant for output can be used first and then other production areas can be integrated step by step. Based on JDF, the prepress, printing and postpress disciplines can be gradually integrated.
Kodak focuses on Color Relationship ManagementIn the prepress area, Kodak's stand ranged from hybrid workflow tools for output on CtP imagesetters and digital printing systems to new next-generation screening technologies, a solution for editing PDFs within Adobe Illustrator CS3, and expanded options for automation and job planning in packaging printing workflows, including extended JDF support. The focus of Kodak's presence at the trade fair included the presentation of the new version 5 of the Kodak workflow system, which covers the Prinergy Evo, Prinergy Connect and Prinergy Powerpack products. New here is the Prinergy Digital Workflow System, with which Kodak addresses the special requirements of digital printing. Via the integrated JDF/JMF connection of digital printing machines, the new system can provide real-time information about the machine status and the status of print jobs as well as logs of the entire production process. Kodak has also introduced a device-based color management platform. According to information from Kodak Switzerland and OFS Group employees, Colorflow combines the creation, management and editing of profiles and/or ICC DeviceLink profiles. Also integrated in Colorflow is a function called Inksaving, which takes into account the reduction of ink consumption and the stabilization of production printing. Colorflow as a stand-alone product or, even better, in a package with the upcoming Prinergy 5 version, also allows visual adjustment of the gray balance, whereby the user can only make adjustments in problem-free areas. Colorflow also simplifies the handling of ICC device link profiles. Colorflow is to be integrated into both Prinergy Evo and Prinergy Connect. Kodak's Darwin Desktop software was presented at the Drupa stand as a technology demonstration and thus as a preview of the upcoming version. 
Jürgen Franck

 
As of September 1, 2008, free Internet television platforms will be subject to a fee. Anyone who turns their computer into a TV receiver by using services such as Zattoo or Netstream will have to pay, as the Federal Office of Communications announced on Wednesday at the annual media conference in Biel. Those who already pay fees are not affected by the new regulation. The fee level is the same as for reception with a conventional television set. When asked what prompted the decision to extend the fee obligation to free television offerings, Bakom spokesman Bernhard Bürki told Werbewoche: "This has become somewhat apparent due to the development of Internet television. The quality of images from programs such as Zattoo has improved so much that viewers might consider watching television only on their computers in future." Quality has played a decisive role, as has the equal legal treatment of the various offerings.
Bakom is not clear about the amount of additional fee income from the TV sector. "We are somewhat in the dark ourselves. 95 percent of all households already pay fees. We don't know how many of the remaining five percent only watch TV via the Internet," says Bürki. However, the excitement among providers of free TV platforms is likely to be limited. On the one hand, this measure by Bakom was foreseeable, and on the other hand, a large proportion of the five percent of non-payers are likely to be television abstainers.

 Bad Zurzach is repositioning itself this fall. In a competitive presentation, the district capital of Aargau has opted for Prime, an agency specializing in brand and corporate communications. The aim is to relaunch the health destination. The brief includes an umbrella brand concept. In addition to the municipality, the thermal spa, the Reha Clinik, the Medical Wellness Center and the Park Hotel are also among the key players in the new direction. The first results should be visible in the fall.

 
The agency Maxomedia, based in Zurich and Bern, is promoting Valiant Bank's free personal account for young people under the slogan "Mehr Gratis" (More free). At the heart of the activities is the microsite Mehr-gratis.ch, which is aimed at schoolchildren and young people and to which reference is made via online banners on sites relevant to the target group such as Tillate.ch, Cineman.ch, Usgang.ch and Espace.ch. For the same purpose, a direct mailing is sent to existing customers and flyers are placed in Valiant branches. According to the press release, the flash-animated websites with a rock soundtrack offer the chance to win three junior general subscriptions. Anyone who opens an account will also receive a Ticketcorner or Ex-Libris voucher. Maxomedia is responsible for the entire concept, content, design, sound and technical implementation of the Valiant youth campaign.  

 The search engine giant Google is apparently earning too little with the video platform YouTube. This is reported by the Wall Street Journal. The portal's advertising revenue is expected to total around 200 million US dollars this year, falling far short of expectations. When Google acquired the website in October 2006 for 1.65 billion US dollars, expectations were high. So far, however, the Internet giant has had to contend with numerous marketing problems. Lawsuits have been filed over alleged copyright infringements by video films taken from TV programs. Just a few days ago, YouTube lost a legal dispute against the US media group Viacom. Google therefore only wants to sell advertising in the context of videos whose copyright has been cleared beyond doubt. However, this is just four percent of all content.  
It's not just on the Internet that Google is currently struggling. Also in kindergarten. Although the internet company is considered to be particularly employee-friendly, there is now trouble. The reason: Google wants to drastically increase the prices for kindergarten places at its Californian headquarters. Allegedly up to 2500 dollars a month. "We had the problem that we could offer childcare for 200 children, but 700 more couldn't get a place," said a Google spokesperson. By increasing the prices, the company could increase the number of places on offer by 150 percent. The news was by no means well received. As the New York Times reported, many parents burst into tears.