With this issue, the Werbewoche Newsmail is taking a break for the holidays. The next Newsmail will be in your mailbox on Monday, May 5. On Werbewoche.ch, we will report again on news from the communications and media industry from Friday, May 2. We wish you a happy Ascension Day and a happy May 1.

 
Branding The legal wrangling over the name and claim "Radio 1 - for adults only" continues. Founder Roger Schawinski states in a statement on the claim: "It is not a creative term that can be protected, but a frequently used expression in everyday life. For all these reasons, Radio 1 is calmly awaiting a lawsuit from the German RadioEins. "Nevertheless, helpful minds behind the scenes continue to look for solutions for the worst-case scenario. As a compromise and at the same time a way of rejuvenating the audience, circles from the media scene have put forward the proposal "Radio 21 - only for people of legal age".
 
Fundamentalists in the Radio 1 editorial team, however, which is predominantly made up of former pirates, prefer "Radio 68 - What else?". However, to avoid having to reckon with objections - this time from the George Clooney camp - Roger Schawinski could also offer a compromise of his own invention. His new radio station could be branded "Radio 2 - who cares?" at the second attempt. (pan)

 Audi Switzerland is getting a new head of marketing: Erich Hunold will take over the post on May 2. The 45-year-old has worked in various functions at the Amag Group since 1996. Most recently, he was head of the sponsoring department at Auto Group, as Cash daily reported on Wednesday.

 The fate of Goal, the so-called football lifestyle supplement of Schweizer Illustrierte, still seems uncertain. The magazine was launched in April 2007 as a supplement for Euro 08. At the time, it was said that the final whistle of the European Championship might mean the end for Goal - depending on its success, the situation will be reassessed. Mixed signals are now coming from Ringier: Wednesday's media newsletter Go4Media states that Goal will appear "for the last time" on June 2. According to Group spokesman Marco Castellaneta, however, the decision has not yet been made: "Goal will be published as announced until the Euro final. Only then will we decide on the future of the magazine." The company can well imagine continuing to produce Goal. The response from readers has been very good and the advertising business is increasing. "A good starting position," concludes the spokesperson. Goal was published four times last year, this year even monthly.

 
Office The Noise agency communicates: The original Post-it is now available as Green Notes. 
Because there is nothing older than yesterday's newspaper, 3M has made the best of it. Namely the new Green Notes. 100 percent Post-it quality made from 100 percent recycled paper. 3M commissioned the Noise agency from Zurich for the launch. And with a cross-media all-round campaign, the agency transferred the idea of yesterday's newspaper as an advertising idea to the ecologically sensible innovation.
Buyers' attention is attracted by advertisements, mailings, web banners, invoice inserts and trade fair appearances. A competition also fuels interest, which is satisfied on the Internet at www.greennotes.ch. There you can order a free sample box of Post-it Green Notes or download a free screensaver, which the agency hopes will "awaken the desire for more green in every office".
Andreas Panzeri

 Hand on heart: how many female editors-in-chief at Swiss publications can you name? The number will be manageable - because most of the chief posts in the press are held by the men of creation. The inequalities go even further, as Silvia Tschui from the Heute editorial team found out this week: A self-test on an online portal showed her that a female editor earns 1,000 francs less per month than a male colleague. Although the online test may not be representative, it confirms the results that large surveys also repeatedly reveal: Women earn less. Tschui took the opportunity to point this out in a commentary in his own paper. And to ask where the top boss stands on the issue of equal rights: "And, Mr. Ringier, could you perhaps explain to me on occasion why there are only three female Ringier editors-in-chief in Switzerland?". The - probably rather rhetorical - question has so far remained unanswered, as Tschui says. Nor is she angry with her boss. She just wanted to draw attention to the pay gap and the male bias. Instead of using boring statistics, she resorted to the stylistic device of commentary. It gives her pause for thought that female managers over 45 are few and far between in the media industry. And she is even more shocked by the gender pay gap in the media scene than the "Old Boys Network" at Ringier. It's good that someone has said or written this again. Because it's not just on May 1 that equal pay for equal work must be guaranteed. In the beleaguered media industry too.

 
In a brief interview with *Werbewoche*, Frank Schmiechen, deputy editor-in-chief of *Welt Kompakt*, discusses the exciting benefits of the new technology and its practical applications. 
WW: Mr. Schmiechen, *Die Welt Kompakt* has been printing QR codes since November. Are you still convinced of the technology’s merits? Frank Schmiechen:
I’m thrilled. I believe we can’t do without this kind of connection. But when I look back on the experiences of the past few months, progress has been extremely slow. The QR code is being used, but we can’t call it a breakthrough just yet. Still, you seem euphoric. Yes. For the first time, we newspaper publishers are able to direct readers to the specific places on the internet that we want them to go. That’s great for us because it makes the newspaper infinite. But it’s also great for the reader because it takes them to places they would never otherwise go. We curate the internet for them and point them to sites that offer them added value. That’s the key to the whole thing. Incidentally, I believe that the newspaper most closely linked to the internet will ultimately have the best chance of survival. Perhaps in the end there will be another option that’s even more elegant and simpler than the QR code.
How are readers reacting? Doesn’t the QR code just cause confusion? Yes, it does. But at Welt Kompakt, we have the advantage of targeting a young readership. So far, everything’s been going pretty well because our readers are very tech-savvy. But I’m already looking forward to the day when you no longer have to download special software onto your phone—it’ll just be preinstalled on mobile devices.
From an aesthetic standpoint, the QR code isn’t exactly a masterpiece. I completely disagree. The QR code has absolute icon potential. You recognize it at first glance. It could become something like Apple’s apple logo. The Pet Shop Boys even featured the code prominently on their album cover. I think those little squares just have a certain charm.
Axel Springer Verlag has over 150 publications. When will this technology be implemented in other newspapers? *Die Welt Kompakt* is still the only newspaper that uses QR codes. However, the publisher is currently evaluating where else the codes might be useful. Ultimately, it depends on the target audience for each product. I can imagine that music magazines like *Rolling Stone* or *Musikexpress* will follow suit and start linking to music videos.
Interview: Christian Lüscher
 
> Read more about QR codes
here

 At the AGM on April 18, the trade journal Publisher was designated as the publication organ of the Swiss Screen and Digital Printing Technology Association (VSDS). The VSDS is a full member of the Federation of European Screen Printers Associations (FESPA). Every VSDS active member is automatically also a member of FESPA. The next issue of the Publisher, which will be published on June 16, 2008, will not only be sent to all VSDS members, but also to around 800 managing directors of Swiss screen printing and advertising technology service providers. The editors of the Publisher would like to strengthen their commitment to large-format printing with this collaboration.

 Denner's communications departments will be restructured as of May 1, 2008. In addition to her responsibility for market development, Anita Daeppen will also take over the management of corporate communications and act as media spokesperson. Advertising remains the responsibility of Stefan Mägli. Muriel Mathis, previously Head of Corporate Communications, has decided to take on a new professional challenge, Denner announced on Wednesday. Mathis only took up her post on March 1, 2008.

 Federal Councillor Eveline Widmer-Schlumpf is parting ways with her media spokesperson, who had already served under her predecessor Christoph Blocher: Livio Zanolari is handing over the management of the information service of the Federal Department of Justice and Police (FDJP) with immediate effect. Widmer-Schlumpf and Zanolari have parted by mutual agreement, the FDJP announced. Her successor is Brigitte Hauser-Süess, Head of Information at the Federal Office for Migration (FOM). She had made a name for herself as President of CVP Women Switzerland. Zanolari is the third close colleague from whom the new head of the FDJP has parted company. Back in January, Widmer-Schlumpf dismissed Secretary General Walter Eberle, a confidant of Blocher. A few days later, she also relieved Deputy Secretary General (and former SVP press officer) Yves Bichsel of his duties.
Zanolari has served as departmental spokesman under six members of the national government. On March 1, 1997, the former parliamentary correspondent for Ticino television TSI joined the Information Service of the Federal Department of Foreign Affairs (FDFA), where he worked successively for Flavio Cotti, Joseph Deiss and Micheline Calmy-Rey. On August 1, 2003, Zanolari moved to the FDJP as spokesman and deputy head of information for Ruth Metzler. Two years later, he was appointed head of the FDJP's information service by Metzler's successor Christoph Blocher. In this capacity, he was initially also taken over by Widmer-Schlumpf at the beginning of 2008.

 
Event Get to know the latest developments in the world of packaging? Yes - at the "Packaging Day" during Drupa. 
What do Nivea, Odol and Uhu have in common? They are brands that are familiar. At the same time, all three show how packaging can characterize a brand and lead to success. Billions of people around the world recognize a Coca-Cola bottle by its silhouette alone. "Industrial product packaging has accompanied consumer society for over 200 years," says Hans-Georg Böcher, Museum Director of the German Packaging Museum in Heidelberg and speaker on Packaging Day in the Drupacube, the Print Buyer Pavilion at Drupa 2008.brand-typical designMuch has been written about why packaging and therefore a product ends up in the consumer's shopping basket. Today, around 70 percent of purchasing decisions are made at the shelf. Important success factors for intelligent packaging include a brand-typical design, the occupation of clear and unambiguous emotional fields and the activation of feelings. Brands must present themselves as personalities with characteristics and peculiarities and convey these coherently and consistently down to the smallest detail. These are the findings of a recent study by Gruppe Nymphenburg (Munich) and Pro Carton (Bensheim), the interest group of cartonboard and folding carton manufacturers, which is an event partner alongside the DFTA and the FFI on Packaging Day in the Drupacube.
Protective function and image carrierPackaging is not just a protective cover, it also has many other functions to fulfill: It attracts the eye of the beholder, it arouses curiosity, it informs about its contents and advertises them, it appears practical or elegant, it promises quality, entices with prestige or pleasure, and it accompanies the consumer in everyday life even after the purchase. The shelf or POS itself becomes an advertising platform on which the packaging acts as an advertising medium and has to compete for the buyer's favor. There is now a trend towards refined solutions or solutions tailored to individual target groups, for example packaging specifically for senior citizens, families or children. Packaging also serves to differentiate products from me-too products or protect against brand piracy.
Top-class specialist presentationsDrupa, the leading international trade fair for the print and media industry in Düsseldorf, will be showcasing everything packaging designers, print service providers, marketing decision-makers, print buyers and agencies could wish for from May 29 to June 11, 2008. On Monday, June 9, 2008, the "Packaging Day" will take place in the Drupacube, the cube-shaped event pavilion between Halls 1, 2 and 3. The various presentations at the symposium will provide plenty of excitement. The following speakers have already confirmed their attendance: Manfred Homschuh, consultant and expert for repro and printing technology: Keynote: "What are the priorities for packaging printing in the coming years?"; Dipl. Ing. Martin Dreher, Scientific Director, DFTA Flexo Printing Technology Center at HDM Stuttgart: "A global packaging standard - between desire and reality"; Jürgen Bihler, Managing Director of Pro Carton Germany: "Neuromarketing and BrainPacs. Pack limbically! Using modern brain research methods to design packaging in a more targeted, effective and successful way"; Richard Pemer, Product Manager Automatic Die-Cutters, Bobst Group Deutschland GmbH: "The Beauty of Creativity in the Finishing"; Stephan Bestehorn, Managing Director of brandpack the packaging architects @ ric packaging group: "Creative Synergy - New ways in the packaging development process for a shorter time-to-market, better cost efficiency and competitive advantages at the POS"; Hans-Georg Böcher, Museum Director, Deutsches Verpackungsmuseum e.V. Heidelberg: "The brand and the brand body. What can packaging achieve?"; Karl-Heinz Walther, Senior Vice President Special Applications, Heidelberger Druckmaschinen AG, Print Media Academy: "Security solutions & brand protection."
Sabine Flaxman
 
 
 
Packaging DayMonday, June 9, 2008, Drupacube, Messe Düsseldorf
Symposium from 10.15 am to 6.45 pm, evening party from 6.45 pm.
Day ticket: 120.00 euros (association members 90 euros) incl. symposium participation, Drupa admission, VIP ticket, evening event.
Program and registration:

 
GEMI The Goldbach Index (GEMI), the indexed development of the advertising pressure of various electronic media compared to the overall market, which is compiled by Media Focus, shows a significant increase of 5 index points to 423 (418) in March. Internet confirms the growth with an increase of 2 index points to 259 (257) and finally holds out the prospect of steady growth again. Radio is unable to meet expectations and leaves question marks with a drop of 10 points to 243 (253). Teletext, on the other hand, shone with an increase of 2 index points to 127 (125). In comparison to the increase in the index for electronic media of 5 index points, the total for all media shows no growth.
The index initiated by Goldbach Media for advertising pressure in the overall market and the electronic media is based 100 percent on the Media Focus data collected and published monthly.