The context has a decisive influence on the impact of TV advertising, according to a Publisuisse study carried out in collaboration with the strategy consultancy Zehnvier. The study investigated the extent to which the acceptance of advertising and the ability to remember advertising messages are influenced by the quality of the program environment, the broadcaster itself and the viewer's viewing situation. An extensive representative survey of viewers in German-speaking and western Switzerland was used to analyze how the individual channels differ in terms of context. A total of 2,052 individual web-based interviews were conducted with consumers aged between 15 and 59. For German-speaking Switzerland, the results show that advertising on SF 1 and SF zwei is received more positively than on the private channels. Around 17 percent of respondents who frequently watch SF 1 tend to like or like to watch advertising on this channel, compared to 16 percent for SF zwei. On the German private channels with a Swiss advertising window, 8 to 11 percent of viewers tend to like or enjoy watching advertising, compared with just 6 percent on 3+. In line with this, RTL and Pro 7 are particularly noticeable for their annoying advertising. More than 70 percent of those surveyed stated that advertising on these channels is particularly annoying, while advertising on SF 1 and SF zwei annoys media consumers the least. The main disruptive factors identified in the empirical survey were too many commercial breaks or commercial breaks that were perceived as too long. It is therefore not surprising that it is the SRG stations that are rated best by the German-speaking Swiss in terms of the relationship between programming and advertising. 68 and 67 percent of respondents believe that SF 1 and SF zwei respectively have a good balance between programming and advertising. Not even one in seven of the private broadcasters attested to the balance between advertising and programming.

 Publicitas Radiotele is launching the Webradiopool, a new service for placing advertising in the environment of web radios, taking over the technical handling and acquisition of advertising. In an initial phase, audio spots will be placed, but video spots could be added at a later date, according to a press release issued on Thursday. The pool was developed by Publigroupe's "Emerging Media Network" team, and although the on-air advertising blocks of the radio programs are also broadcast in the Internet stream, the web radio pool also offers the placement of advertising messages as "pre-roll", the press release continues: before the radio stream begins, a single spot can be heard. At the same time, a clickable logo and a text link are displayed on the websites of the respective radio stations in the vicinity of the streaming player.
Eleven private Swiss radio stations have already contractually agreed to cooperate: Radio 24, Radio Basilisk, Radio Basel 1, Radio Canal 3, Radio Capital FM, Radio Central, Radio FM1, Radio Grischa, Radio Munot, Radio Sunshine and Radio Zürisee. Talks are currently underway with other stations in French-speaking Switzerland and Ticino.

 The 49-year-old media journalist and NZZ editor Rainer Stadler was awarded the Zurich Journalism Prize 2008 for his complete works on Thursday evening in Zurich. Constantin Seibt (Tages-Anzeiger), Anja Jardine (NZZ Folio) and Daniel Ryser (WOZ) were also awarded a prize. All prizes are endowed with CHF 10,000. The award ceremony took place at the Bernhard Theater in Zurich, with Die Zeit editor-in-chief Giovanni di Lorenzo as guest of honor. Rainer Stadler has been reporting critically, competently and persistently on the media scene in the Neue Zürcher Zeitung for years. This makes him a laudable exception, explained jury president Fredy Gsteiger in the Zürcher. The jury honored his outstanding achievement with its award.
Constantin Seibt received the prize in the newspaper category for his reporting in the Tages-Anzeiger on the Swissair trial. According to laudator Margrit Sprecher, Seibt succeeded in clearly organizing the complicated subject matter from the perspective of an ironic but precise observer.
Anja Jardine's report in the NZZ Folio about an extended cyberspace family whose children all come from the same anonymous sperm donor was awarded a prize in the magazine category. The author described the situation captivatingly and credibly, said laudator Andrea Masüger.
The Young Talent Award went to Daniel Ryser for his interview with footballer Ivan Ergic, which appeared in WOZ Die Wochenzeitung. According to laudator Marco Meier, the interview is by no means a simple journalistic form, but rather challenges the writer repeatedly and relentlessly. Ryser's interview breathes a pleasant lightness, but he does not miss a beat and, where necessary, relentlessly goes into depth.
The prize for young writers under 30 was awarded for the first time. The Zurich Journalism Prize was awarded for the 28th time. The Zurich Journalism Prize Foundation, an institution of the Zurich Press Association (ZPV), is responsible for the awards. This year, the Board of Trustees restructured the prizes and for the first time offered them in four categories: newspaper, magazine, young talent and complete works. By reducing the number of prizes, the aim is to promote quality in journalism in a more sustainable way.

 
Cablecom is expanding its digital radio offering. With immediate effect, 60 new stations from neighboring countries Germany, Austria, France, Italy and the UK will be broadcast. This means that a total of over 100 radio stations can be received digitally via cable, as the cable network operator announced.  
During Euro 08, two special programs can also be heard on the analogue service. Radio 11 provides tips on going out and lifestyle, plays music from the football nations and is also present with live broadcasts in the Swiss host cities of Bern, Basel, Zurich and Geneva. Radio Klotzfunk broadcasts a contrasting program to football from the Cabaret Voltaire in Zurich. Both programs can be heard for a month from 1 June and can be received throughout Switzerland (Radio 11) and in the Zurich network (Radio Klotzfunk, 100.0 Mhz).

 Exxtra Kommunikation has found a successor for management member Stefan Erhart: From the beginning of August, Susan Baumgartner will manage the agency together with CD Dieter Hofmann and Philippe Meyer. Susan Baumgartner joins from Wirz Werbung, where she has worked for the past nine years, since 2001 as head of a consulting unit. In this role, she looked after large national and international clients as well as Migros' partial budgets, including Micasa. Prior to this, she gained practical experience on the client and agency side after completing her basic training in advertising. Stefan Erhart, who is moving to the Federation of Migros Cooperatives as Head of Strategic Brand Communication in July, is happy with his choice: "I am delighted that Exxtra has found a very experienced and hands-on successor for me in Susan Baumgartner."

Plenty of sunshine seems to inspire good ideas: After many years at London agencies, advertising executive Peter Sonnekus-Williams spent eight years in Cape Town. There, in southern Africa, he built his own agency. He has been living in Switzerland for two years and has moved the headquarters of his creative agency to Lausanne. And now he has come up with a new project: He is launching Switzerland’s first city beach in Lucerne, which will open its doors on May 25, 2008. What is already familiar in cities like Paris, Brussels, Rome, and Hamburg is now set to delight the people of Central Switzerland as well: a sandy leisure spot combined with an urban vibe. It will be interesting to see how the idea is received. And here’s hoping that other advertisers will treat the public to cozy spots for the warmer months.

 Tele Züri will be broadcasting daily from the Zurich fan zone at Bellevue during Euro 08. The regional station will broadcast the "Hopp-Schwiiz-Magazin" at 6.20 pm each day. The program provides up-to-date information on topics such as football, fans and traffic, and in "Talk Täglich" and "Sonntalk", the most important matches of Euro 08 are analyzed before and after the game by football experts and enthusiasts. In the run-up to the opening match between Switzerland and the Czech Republic, Tele Züri will be broadcasting a "Talk Täglich Spezial" at 5.30 pm.
All the goals from the European Championships can be seen in up-to-date match summaries on "Züri News". In addition, the first broadcast of the news program will be at 5 p.m. from June 7 to 14. The reason for bringing this forward is that the group matches are scheduled for 6 pm.

 The eastern Swiss printing and publishing house Druckerei Flawil is taking over Glattbrugger MotorMedia GmbH, which publishes the magazines TIR TransNews, BUS TransNews and KMT KommunalTechnik, from the Welcomedia Group with retroactive effect from May 1, 2008. The aim is to expand the publishing business. Since last November, the Flawil printing plant has already been responsible for the production and dispatch of MotorMedia GmbH's products. MotorMedia will remain at its current location in Glattbrugg and continue to operate as an independent company. All employees will continue to be employed. The 111-year-old company Druckerei Flawil had already taken over the magazine publishing company from Tamedia subsidiary Huber & Co. last year and continued to operate as an independent company.

 
The Basel-based Oswald Siegfried advertising agency (OSW) has designed two advertisements for the Basel Golf & Country Club to promote the club's restaurant. The main aim of the ads is to publicize the fact that not only club members and golfers are welcome, but also the general public who do not have a handicap. 
Client:
Golf & Country Club Basel. Responsible at OSW: Michael Oswald (AD), Nadine Siegfried (consulting), René Fisch (text). 
 
 
 
 
 
 
 
 
 

 Euro 08 is fast approaching. Even though it is taking place in Switzerland, it will mainly be a media event for the majority of the population. However, anyone assuming that it will be an advertising battle in all traditional media is wrong. For radio in particular, the upcoming European Championships are no cause for commercial celebration: customers are showing great restraint. Publicitas Radiotele, for example, recorded an "above-average slump" in national radio sales in June, according to radio manager Felix Kilchsperger. Tele News Combi is less affected by this, but the marketer is otherwise experiencing significantly weaker sales, including in the TV sector. "We attribute this primarily to the European Championships, even if we can't break down the reasons with absolute certainty," says Kilchsperger. "Customers are probably assuming that people are constantly out and about and at major events during the Euro period or are watching the channels that broadcast the football matches." Many clients would invest their budgets in events and sponsorship during the European Championships. Publicitas Radiotele anticipated this development and budgeted accordingly, but sales in June fell short of expectations.
"People probably think that during the Euro, only television comes into its own," says Radio 1 founder Roger Schawinski. "But there's no reason for that: radio is used particularly intensively during this time, especially for background information in the morning and the evening before." Radio 1 has engaged experts for the editorial content: "Marcel Reif, the most renowned football expert in Germany and Andy Egli, former national player and commentator with a lot of insight into the Swiss team. We are therefore excellently equipped for Euro 08," says Schawinski.
National sales are struggling The fact that the radios are putting a lot of effort into the Euro coverage does not seem to make much of an impression on advertising customers. At Radio 24 and Tele Züri, too, there is no sign of Euro euphoria on the sales side: "Customers who are not official Euro sponsors are very cautious," explains Belcom sales manager Philip Hofmann. Hofmann is particularly dissatisfied with bookings from national customers, while things are going better in the local area. "We also benefit from the fact that Radio 24 is the official host city radio station. That makes it easier to approach sponsors." Radio 24 countered the reluctance of some customers with numerous special campaigns. Last Friday, for example, the station distributed Swiss flags in collaboration with Ochsner Sport. Hofmann hopes to boost sales for June with similar promotions: "We're not giving up on the Euro period just yet. We are still hoping for short-term bookings with Tele Züri and Radio 24. But I don't see much more potential in the national sector."
Will June be a bad month for advertising? Hofmann assumes that June will generally be a bad advertising month for traditional media: "I'm hearing this from various sides. Clients are either leaving the field to the sponsors or relying on below-the-line measures. This will be reflected in the figures for advertising media."
Mediasense, which is primarily active in national sales, is also registering the effects of Euro 08: "All media are probably noticing that many companies are investing in below-the-line measures for the European Championship period instead of traditional advertising," explains Managing Director Bernhard Krättli. Sales at Mediasense are going "slowly, although not catastrophically". This development was expected in advance, as similar patterns had already been seen during previous major events. However, Krättli hopes that customers will still opt for radio advertising in the last few weeks before Euro 08, as radio advertising sales are often short-term.
Usage does not collapse A look at previous usage figures shows that major sporting events do not put people off listening to the radio: In Switzerland, radio did not suffer a drop in usage at all during the two major events, the 2006 World Cup and the 2004 European Championships. According to Ello Minardi from Publica Data, Radiocontrol data shows that during the last European Football Championship in June 2004, the second-highest figure of the year was actually achieved with a usage per listener of around 117 minutes. During the 2006 World Cup in Germany, June was a good radio month, even if it did not achieve any peak values. In July, towards the end of the World Cup, the reach fell slightly to 88.8 percent. The figures do not fall in comparison with those years in which no major events took place. Usage in minutes also remained the same during the football events in Portugal and Germany.
However, Minardi points out that these two events took place in Europe and therefore the football matches were played the evening before or in the evening, i.e. during prime time TV. "However, the main radio usage takes place from the morning hours until around 6 p.m.," says Minardi. The matches of these two major events therefore did not affect radio primetime, or only marginally.
Carole Scheidegger

 At the 2008 media conference, the Mediapulse Group presented the annual results of the 2007 television and radio research. Radio is still the most frequently used medium in Switzerland. In 2007, 91 percent of people aged 15 and over listened to the radio every day. TV use decreased in all three parts of the country in 2007, but TV advertising use did not. The Swiss population watched an average of around eleven minutes of TV advertising per day. Per capita, television is still the most widely used electronic mass medium. Between 70 and 72 percent of people in TV households watched television every day. The SRG's first channels were clearly the most watched individual programs, particularly in the evening during prime time. In German-speaking Switzerland, the market share of SF including SF info was 33.5 percent. Overall, however, the group of foreign channels recorded the largest market share with 60.4%. RTL (7.0), Sat 1 (6.0), ARD (5.7), ZDF (5.1) and Pro 7 (4.3 percent) had the highest market shares among the foreign channels. The Swiss private channels had a comparatively small market share of 5.5%.
Although TV usage decreased overall, TV advertising usage increased. According to Mediapulse, this is due to the significant increase in the amount of advertising broadcast. Last year, the German-speaking Swiss watched 325 minutes of TV advertising per month. This is around 10 percent more than in 2006. The French-speaking Swiss even consumed 348 minutes of TV advertising, around 13 percent more than in 2006.
In Switzerland as a whole, the daily reach and listening time of the radio medium increased compared to the previous year. On balance, daily reach increased in Suisse Romande, whereas the increase in daily reach in the second half of the year in German-speaking Switzerland was not reflected in an overall increase. Daily reach also remained stable in Ticino. The second half of the year was more successful for SRG. Overall, however, the market conditions for the station groups remained largely unchanged. The SRG stations continue to account for the most radio minutes, not least due to their larger geographical spread. Peak times throughout the day continue to be the early morning and lunchtime and, to a lesser extent, the early evening.

After Coop Naturaplan and Coop Naturaline, another of the retailer's brands is getting a new look: Coop Oecoplan, the sustainable competence brand of Coop Bau+Hobby, is presenting itself to the public in a refreshed look. The new claim "For everyone who protects the environment at home" is dramatized in four motifs created by the agency Krieg, Schlupp, Bürge / Springer & Jacoby (KSB/SJ). It is intended to convey that consumers can take care of nature with Coop Oecoplan products - with paints without toxic ingredients, refrigerators and freezers of the highest energy efficiency class or with construction timber and wood products with the FSC seal of approval for sustainable forestry.
The four motifs have recently appeared nationally in the entire press and at every POS. According to the agency, further motifs will follow.
Responsible at Coop:
Jürg Peritz (Head of Marketing/Procurement), Roland Todt (Head of Marketing/Advertising Coop Bau+Hobby). Responsible at KSB/SJ: Daniel Krieg (Creative Direction), Beat Egger (Text/Concept), Robin Strebel (Art Direction), Barbara Lagger (Consulting Management), Claudio Lurati (Consulting), Nadia Bachmann (DTP), Photography: Schaub Stierli, Litho: McHighEnd AG.