Column In the competition for talent, the media can learn from the IT sector - Joseph Weizenbaum sends his regards.  
The first conversation with Eliza was a serious one: The computer program simulated a therapeutic conversation. Question after question, she tried to get to the bottom of our motives. Once again, when dealing with computers, the question arose that humanity asks itself whenever new technical possibilities are developed: When will machines trump humans? Will the power of decision ultimately go to an electronic mastermind? And when will people still need people as counterparts with whom they can experience all aspects of existence face to face? two news items in recent days have once again prompted reflection on this topic. The death of Joseph Weizenbaum, the computer pioneer who was not only concerned with technological developments, but also with their positive and negative effects on humanity. In the 1960s, he developed a program that simulated the principles of psychological questioning. The virtual therapy program Eliza became a test of the extent to which flesh-and-blood interlocutors could be replaced by artificial programs.
The reactions triggered by Eliza were a further reason for Weizenbaum to carefully analyze the relationship between computers and society. One of his core tasks became the critical examination of the use of computers. In 1972, he wrote in an essay for the weekly newspaper Die Zeit: "Most of the damage that the computer could potentially cause depends less on what the computer can or cannot actually do than on the characteristics that the public ascribes to the computer." He therefore criticized the creation of an artificial world in which there is no longer any real experience.
The second piece of news from the past few days provides proof that people cannot live in artificial worlds alone. Google is expanding its headquarters in Zurich. The company opened its new research and development center on the Hürlimann site.
And how does Google justify its decision? Research has apparently shown that Zurich Googlers, the "Zooglers", value inspiring communal and working areas. An attractive working environment promotes creativity. Nelson Mattos from Google explained: "Our international teams support the cross-fertilization of ideas and a culture of innovation." With its search engines and internet services, Google wants to offer the world a virtual open communication platform. Within the company, however, it is important to continue to ensure real contact in addition to virtual exchange.
Creativity is encouraged with a mix of work and relaxation facilities. Google's offices look like a large playground. On the company website, Google describes its corporate philosophy: "Just as Google puts users first when it comes to online service, Google puts employees first when it comes to day-to-day work. (...) The highly communicative environment encourages productivity and camaraderie. (...) Give a group of people who want to achieve something positive the right tools and they will achieve it." Terms such as "communicative environment" or even "camaraderie", on the other hand, seem like fairy tales from another era in many companies that are under a lot of pressure.
For once, there are Google fans and Google sceptics: search engines may be helpful tools, but they are no substitute for human interaction. "Today, everyone thinks they only have to Google to get relevant information. But you first have to learn to ask the right questions," explained Weizenbaum in an interview with Die Zeit. Good questions are like scientific experiments, they presuppose a lot of knowledge. The Zooglers apparently learn to ask the right questions not through algorithms, but through an intensive exchange with colleagues.
Competition in the media is also a war for talent. In this war, however, special weapons are required. The business of the media is ultimately content that is intended to interest and fascinate. In the competition for users' favor, it is also important to keep offering surprises.
Google has built its success on innovative solutions. To ensure that search engines do not completely supplant traditional media, the latter must compete for creativity.
The traditional media should accept this challenge. Otherwise the IT companies will soon have conquered the content market after their offensive in the advertising market. What did Joseph Weizenbaum say? "Technology derives its value from the society in which it is embedded."
Josefa Haas is Head of the Media Institute

 
Food Goldküstenbräu, which has been on tap since 2004, has made a name for itself among beer connoisseurs thanks to its exquisite taste. To better exploit its market potential, Matter & Gretener has now completely redesigned the label and packaging of the premium beer from Uetikon am See.

 
The jury of the Swiss Dialog Marketing Prize - referred to as the "Special Commission" (Soko) in the police-style communiqué - has shortlisted the 74 best works in dialog marketing for the DM Prize 2008. The agency Jung von Matt/Limmat tops the list with ten entries, closely followed by OgilvyOne (8) and Agentur am Flughafen (8). A total of 28 agencies and companies are on the list. The creators of the shortlisted works can expect to receive precious metal or paper, a prize or a letter of distinction, according to the press release. The prizes will be awarded on May 23, 2008 at the Award Night in the Kongresshaus Zurich. Tickets will be available from April 4, 2008 at Dm-preis.ch. Shortlist with agencies (and the number of entries):

Jung von Matt/Limmat (10)
Agency at the airport (8)
OgilvyOne (8)
Spillmann/Felser/Leo Burnett (5)
Alex Schmid Direct (4)
DraftFCB / Lowe Group (4)
Publicis Dialog (4)
Publicis advertising agency BSW (4)
Wunderman (4)
Futurecom (2)
Heye, 121 (2)
Ogilvy & Mather (2)
PostMail (2)
Advico Young & Rubicam (1)
Assai (1)
BMB advertising agency (1)
CSS Insurance (1)
DDB Germany, Hamburg (1)
gkk Dialog Group (1)
hobipoint (1)
New LGK Kommunikations AG (1)
OgilvyOne worldwide GmbH, Frankfurt (1)
OgilvyOne worldwide GmbH, Stuttgart branch (1)
Phonak (1)
Skadialog advertising agency (1)
Sulzer, Sutter (1)
Ulmann + Partner (1)
Advertising agency Switzerland (1)

 
Subscriptions In many publishing houses, the heyday of subscription renewals is over. Werbewoche therefore asked how loyal the subscribers still were. 
Publishers send out heaps of subscription invoices at the turn of the year. Late payers receive payment reminders in February. For many publishers, this phase is a kind of early warning system, a first concrete indication of what went well or wrong in terms of marketing in the past year. It gives them an indication of whether a competitor has been able to steal subscribers or how a change of concept or a Sunday edition is being received by subscribers, which is why Werbewoche asked around in six combat zones. Specifically, on the left bank of Lake Zurich, where the Tages-Anzeiger launched a regional edition two years ago, as well as in the other three rural regions of Zurich, where the Tagi launched further splits a year ago. The Solothurn region is also a contested area, where the Solothurner Tagblatt has been trying to steal subscribers from the Solothurner Zeitung since the end of 2001. Finally, north-western Switzerland has also been a battle zone since 2006, when the Basellandschaftliche Zeitung joined the MittellandZeitung (MZ), which the Basler Zeitung Medien took as a declaration of war. Werbewoche also wanted to know from MZ how the seventh edition of Sonntag, which was launched in September with a compulsory subscription, was being received by subscribers.

However, the publishers in question are reluctant to talk about this topic at the moment. Information - even approximate information - on the current number of subscriptions or the subscription renewal rate is such a hot potato in many places that information is refused altogether. For example, the Tages-Anzeiger, Solothurner Tagblatt (Berner Zeitung) and AZ Medien were simply unable to provide any useful information - or referred to later.
Elsewhere, trends were at least revealed. Erland Herkenrath, Managing Director of the Zürichsee-Zeitung (ZSZ) and Zürcher Unterländer (ZU), announced that the paid circulation of his titles was "slightly down, but the subscription rate has not increased compared to the previous year". This probably means that the Tagi has not been able to do much to harm the ZU and the ZSZ. This is also indicated by the decline in subscriptions that the Tagi has (provisionally) reported on the left bank of Lake Zurich in recent years. However, the integration of the Neues Bülacher Tagblatt two years ago apparently only benefited the ZU in the short term.
Hans Tobler, Head of Subscriptions at Zürcher Oberländer, also sees a "downward trend". 2.5 percent of subscribers who received an invoice at the end of the year had canceled - the same number as in the last ten years. "We haven't noticed much of the Tagi split, but we are feeling the effects of the free newspapers," Tobler adds.
Publisher Mathis Lüdin is somewhat disappointed at the Basellandschaftliche Zeitung (bz) in Liestal. He had hoped that the connection to the MZ would bring the bz more new subscriptions than cancellations. Now he is expecting a decrease of 200 to 500 subscriptions compared to the previous year. "For some, the MZ mantle and Sonntag are too Aargauish, for others too extensive and for others, the so-called compulsory subscriptions are causing complaints," says Lüdin. But the low point should now have been reached. "Thanks to the Sonntags-bz, we will gain new subscribers over the next few months and still manage to reverse the trend," Lüdin is convinced.
Markus Jörin, Head of Reader Market at bz competitor Basler Zeitung, is also confident. "Our trend is pointing upwards, we have gained around 300 net subscriptions," he says. But he's still not one to cheer. "We are cautious because we don't yet know what effect our new free paper News will have," he says.
And what about the Solothurner Zeitung (SZ)? Vogt-Schild CEO Christian Müller clarifies that only a quarter of all SZ subscriptions were up for renewal at the turn of the year. Of these, "a good 90 percent" had paid the bill of 397 francs (including Sunday). Others could only have been kept on board with a certain amount of concessions. Overall, however, the trend at SZ also seems to be pointing slightly downwards.
Markus Knöpfli
Delayed subscription figuresSince publishers and Wemf three years ago
As the deadline for circulation and subscription certification was moved to July 1, Wemf will not be able to publish the verified figures online until the end of November. This means that the subscription figures will be published almost a year after the main renewal phase - and shortly before the next one is due. (mk)

 The Zurich City Council is clearly in favor of Roger Schawinski's Radio 1 when it comes to relicensing. In the TV sector, the city government is on the side of Tele Züri, but - as with the radio areas - has expressed a desire for changes. This can be seen in the statement from Zurich City Council, signed by Mayor Elmar Ledergeber and City Clerk André Kury, which was published on the website of the Federal Office of Communications on Tuesday. The five license applications submitted for the Zurich-Glarus radio region by Radio Zürisee, Radio 1, Music First Network, Radio 24 and Energy Zurich are all considered by the city council to "meet the legal requirements". However, one application stands out: that of Roger Schawinski's Radio 1 "not only testifies to the personal commitment of the applicant", but also bears witness to "impressive professionalism and experience", according to the statement. In the opinion of the city council, Radio 1 should be granted a license in any case. The station is "the only one" in a position to bring movement to the radio landscape, the city council continues.
The city government considers the three stations Radio 24, Energy Zürich and Radio Zürisee to be well established. Radio 24 and Energy Zürich are better established in the city than Radio Zürisee. Nevertheless, the city council would like to refrain from giving a preference. In doing so, it wants to prevent one of the commercially successful stations that has been in existence for over 20 years from having to be shut down. The city government would like to counter this delicate situation with a change request: it is proposing to the Federal Council and Bakom that four licenses be awarded for the Zurich-Glarus radio area instead of the planned three. This would mean that the four stations mentioned above could all be considered for a license.
With regard to Music First Network's application for Radio 105 Züri, the City Council is of the opinion that the station is still too little known to the general public and still has to prove itself. In addition, the operating company already has a license for a youth radio station in the city of Zurich. By law, however, a company may hold two licenses.
The City Council has also requested changes in the television sector: it would like two licenses to be awarded in the Zurich-North-Eastern Switzerland TV region. Only then would media competition be possible, according to the statement. If the Federal Council and Bakom do not follow this recommendation, the city council would like Tele Züri to be considered for the license. This is because the station is very firmly anchored in the agglomeration and "realistically, it would be hard to imagine life without it", according to the city council.
However, it is very unlikely that Bakom will be impressed by these requests for changes: spokespersons for the Federal Office have repeatedly emphasized to Werbewoche that changes are ruled out until the licensing procedure has been completed. Only then could adjustments be considered in the medium term. For the Department of the Environment, Transport, Energy and Communications (DETEC), which intends to award the licenses from early summer 2008, the statements are part of the opinion-forming process - they are not binding.

Since the Federal Office of Communications received 75 applications for 54 radio and TV licenses, the question arises: What legal and technical options are available to those who come away empty-handed? Werbewoche asked Marcel Regnotto, head of the Broadcaster Section at the Federal Office of Communications (Bakom). Werbewoche: Several statements regarding the radio and TV license applications mention alternative scenarios for broadcasters: For example, it is stated that those who do not receive a TV license could still produce TV programming subject to reporting requirements in the future. Regarding radio, it is often said that with a different broadcast network plan, free frequencies could still be found for additional providers. What options are actually available to the unsuccessful applicants? Marcel Regnotto:
A distinction must be made between radio and TV: A TV broadcaster that does not receive a license need only file a notification with Bakom and can then continue broadcasting—or begin operations. Depending on the terms of their agreement with cable network operators, they even have the advantage of being able to freely choose their coverage area. The downside is that they do not receive a formal right of access and, of course, do not receive a share of the fees.
But how realistic is it that he’ll get airtime with the cable network operators? I can’t say, and it will vary greatly. If the TV provider has already established a certain reputation, its negotiating position with cable network operators will be stronger than if it is just getting its project off the ground. Either way, however, the connection must be negotiated on a purely commercial basis.
According to the RTVG, OFCOM may also order that unlicensed TV providers be connected to a cable network. Under what conditions? Only if a program makes a special contribution to the general public service mandate for radio and television as defined by the Constitution can OFCOM require a cable network operator to broadcast a program free of charge for a specified period. However, the bar is set relatively high. Based on the practice under the old RTVG, a high-quality informational service was required, particularly in the area of news and current affairs.
So there have already been orders to connect the service? Yes, at the local level. For example, Tele Top was granted access to the Schaffhausen cable network.
 
Can a cable network operator challenge an interconnection order? Yes, it can challenge the decision. However, if the interconnection order stands after the appeal process is concluded, it is binding.
Suppose a multimedia publisher is awarded a TV license for which a non-publisher also applied. Would a broadcast order be justified in this situation—on the grounds of media diversity and because the unsuccessful applicant is more independent? That cannot be ruled out. But by doing so, you’re already looking for a solution for all applicants that goes beyond the license itself. The DETEC’s selection, however, takes place within the framework of a legal procedure in which the criteria announced in the call for bids are applied. The best applicant will win. Period. End of story. We do not engage in speculative thinking about what might happen to rejected applicants. That said, many applicants who were not awarded the license will, of course, challenge the DETEC decision and attempt to obtain a review by the Federal Administrative Court.
So the next and final instance is the BVG—for both TV and radio broadcasters? Yes. Is it not possible to appeal to the European Court of Human Rights? Yes, it is possible under certain circumstances. However, such a step has no suspensive effect on the further proceedings. In other words, it does not prevent the BVG’s decision from being enforced.
How long will it take for the BVG to make a decision? (laughs) Ask your doctor or pharmacist! You can imagine for yourself how many proceedings to expect. I’d estimate anywhere from 6 to 12 months—and the station can continue broadcasting for that long based on its previous license.
Let’s turn to radio: What are the alternatives there—aside from internet and cable radio? To all those who are now calling for a new broadcast network plan regarding «analog FM» and demanding larger or more broadcast slots, I must say clearly: This is out of the question. FM is fully allocated. Anything that isn’t licensed has no place on FM. With this fact in mind, the Federal Council redefined the coverage areas. While minor adjustments can still be made, we’re talking here about the creation of new, full-fledged broadcast slots—and that is out of the question.
They were part of the FM 2001 working group, which at the time was urged by Bakom to develop a preliminary plan for implementing so-called “same-frequency radio technology.” This would have made it possible—as in the Netherlands—to create several new FM frequencies. What came of it? Not much, because the costs would have been immense. The technology was tested in Central Switzerland; it works here as well. However, experience also showed that, for topographical reasons, the effort involved is high even in a small region. If one had wanted to use this technology on a large scale, it would have required a fundamental re-planning. That is why the Federal Council decided about two years ago: FM will no longer be fundamentally overhauled. The status quo was maintained. A completely new planning approach—such as for same-frequency networks—has been removed from the agenda.
Are there other technical alternatives? In addition to FM, there is now the digital wireless broadcasting standard DAB+. A consortium has just been granted a license for this. A radio license applicant whose application was rejected could still join that consortium. DAB+ is likely the most realistic way to broadcast a program wirelessly via terrestrial transmission after all. The downside is that there are currently very few radio sets on the market capable of receiving DAB+.
Is it actually possible that no radio or TV provider in a given area would meet the service mandate, and therefore no license would be granted? Theoretically, yes. In fact, no one is entitled to a license—not even if they are the only one applying for one in a given area.
Interview: Markus Knöpfli

 
Rüegg-Naegeli has been an expert in the field of office architecture for over 140 years. Now the agency at the airport in Altenrhein has been commissioned to focus a new campaign on the Zurich furniture store's specialist knowledge and to make it clear that Rüegg-Naegli now also stands for home decor. As a result, since February the company has been communicating in advertisements, on streetcars and in radio spots that it can also handle the furnishing of smaller room structures:
Stefan Stieffel (Managing Director), Priska Bauer (Member of the Management Board) Responsible at the agency at the airport:
René Eugster (Creative Director), Dominique Rutishauser (Art Director), Beatriz Verdejo (Graphics), Désirée Schmid (Text), Miriam Egli (Consulting/Concept), Alexander Bayer (Photography, Vision Studios).

 Adlink Media is taking over the exclusive marketing of Netlog. The pan-European community website currently has more page impressions in Switzerland than any other portal: according to the Net-Metrix audit, Netlog.com generated over 345 million page impressions in Switzerland alone in February 2008. With an average visit time of 25 minutes per person, the website is also one of the top performers in the study in terms of time spent. According to Adlink, the social networking site is particularly popular with teenagers and young twens for making contacts and exchanging personal information. According to data from international media and market researcher Nielsen Online, 40 percent of Netlog.com's Swiss users are aged between 12 and 17.

 
The Bern-based Tamedia subsidiary Espace Media has reorganized its sales department. The Multimedia Services & Sales division will now be exclusively responsible for advertising in products such as the Berner Zeitung, the Bund, Tele Bärn, the radio station Capital FM and the news portal Espace.ch. The entire product range will be offered there, from classic advertisements to radio and TV commercials to special advertising formats and sponsorship vessels. Until now, print, online and audiovisual products were sold by three different organizations. The first step towards reorganization was taken in December of last year, when the three previously independent sales units moved into the new joint offices in the Multimedienhaus at Dammweg 9 in Bern. The linchpin of the new large unit is a central advertising desk, which was specially designed for the new multimedia focus.
Parallel to the move, the sales team was reorganized and trained. The sales representatives now offer the entire multimedia advertising range of Espace Media Bern to the customers assigned to them.
The Multimedia Services & Sales department is headed by Matthias O. Hütköper and Martin Bürki. Under the leadership of Sales Manager Michael Sutter, a total of six sales representatives and two key account managers work in the regional and national advertising markets.

 The CP competition Best of Corporate Publishing (BCP) under the patronage of the German Federal Minister of Economics is extending its submission deadline by two weeks: The application period will not end on March 14 as originally planned, but on Friday, March 28, 2008, due to the enormous response and the many requests for an extension, the organizers announced. More than 300 publications have already registered. A total of 28 awards will be presented in the categories Business-to-Business and Business-to-Consumer as well as Employee Communications, Special Publications and Electronic Publishing. A special prize for an international communication concept will be awarded for the first time at the BCP 2008. The BCP award ceremony will take place on June 18, 2008 following the international BCP Congress in Munich. Entries can be submitted online at Bcp-award.com.

 Together with Swisscom, Teleclub is launching the new Swiss sports portal Teleclubsport.ch. The aim is not only to keep users broadly informed about sporting events, but also to give them the opportunity to take part in the action themselves, to join in the discussions and to vote, as well as to find exclusive video summaries of the Axpo Super League, the Champions League and the National League A on the website. In future, missed goals and spectacular scenes will also be available to watch on the computer after a match day. In addition to football and ice hockey, other video reports on Swiss sport will also form a central part of the content. In addition to detailed reports, a live ticker will provide information on tennis, winter sports, cycling and motor sports. Finally, stories away from the pistes, playing fields and race tracks as well as reports from fringe sports will also find their place on the site.
A web radio and regular chats with figures from the world of Swiss sport round off the portal, which went live on March 10.

After almost 10 years as CEO, Richard Erismann is leaving the directory provider Swisscom Directories at the end of March. His successor as of April 1 will be Rainer Mühlberger, most recently Chief Information Officer (CIO) and member of the Executive Board of Swisscom Fixnet.
Erismann has founded the joint venture Directories, in which Swisscom holds a 51 percent stake and Publigroupe 49 percent. He is handing over the company in "excellent financial and operational shape" and now wants to move on to a new challenge, according to a press release.
The new CEO Mühlberger has already been a member of the Board of Directors of Swisscom Directories for five years. He will also become Chairman of the Board of Directors of Local.ch. The search platform, which specializes in local search and discovery, has been a wholly owned subsidiary of Swisscom Directories since 1 January 2008.