In February, the news portal Blick Online once again managed to outpace its competitor 20minuten.ch in terms of user numbers, after the free newspaper’s website had held the lead in unique clients over the past three months. This is according to the latest figures from Net-Metrix Audit. This time, Blick Online leads in both unique clients (the number of different computers used to access a specific website) and visits (the number of times a website is visited). However, despite February being a short month due to the leap day, both sites saw a decline in visits compared to the previous month: Blick Online lost 5.0 percentage points, and 20minuten.ch lost 10.8 percentage points. The two media sites NZZ Online and Tages-Anzeiger.ch also managed to hold their positions in the top ten. The top three in terms of visits are Bluewin, Blick Online, and Search.ch. In terms of unique clients, Bluewin, Search.ch, and Directories.ch occupy the top three spots.
In February, Net-Metrix-Audit collected usage data from a total of 178 websites. New additions include Billetnet.ch, Bonresto.ch, Cineromandie.ch, Quicklinks.ch, Tempslibre.ch, Trouvez.ch, and Webdopresse.
Top Ten Websites with Advertising in February 2008, by Unique Clients:
Bluewin: 3,947,000
Search.ch: 2,553,000
Directories.ch: 1,970,000
Scout24: 1,694,000
Blick Online: 1,336,000
Moneyhouse: 1,319,000
20minuten.ch: 1,288,000
NZZ Online: 1,250,000
Tagesanzeiger.ch: 877,000
MySwitzerland.com: 825,000
Top Ten Websites with Advertising in February 2008, by Visits:
Bluewin: 45,106,029
Blick Online: 10,298,163
Search.ch: 9,514,482
Netlog: 9,119,055
20minuten.ch: 7,730,289
Directories.ch: 6,859,522
NZZ Online: 6,632,398
Scout24: 6,117,366
Tagesanzeiger.ch: 5,261,670
PartyGuide.ch: 3,564,866

 
According to the «European Trusted Brands» survey—conducted by Reader’s Digest for the eighth time—traditional Swiss brands such as Migros, Swatch, Similasan, and Raiffeisen continue to enjoy the highest standing among consumers. A new addition to the list of brand winners is Ricola in the candy category, which appeared in the study for the first time this year. Overall, Swiss consumers seem to prioritize quality and consistency when it comes to branded products. For example, 81 percent believe it’s worth paying more for quality products. A similarly high 84 percent remain loyal to their favorite brands over the years. In contrast, only just under one in three Swiss people (30 percent) often try out completely new brands.
The study also highlighted just how fierce the competition is among brands. In Switzerland alone, respondents named over 1,600 brands across all product categories. Staying at the top for such a long time amid such fierce competition is ’a tremendous achievement,« said Werner Neunzig, Chairman of the Board and Managing Director of Reader’s Digest Switzerland. »Only consumers who consistently have positive experiences with a brand will remain loyal to it.«
Across Europe, Germany’s iconic brand Nivea and the Finnish cell phone manufacturer Nokia once again took first place in their respective categories in all 16 European countries. The Visa credit card ranked first in 14 countries. Canon achieved this ranking in the photography equipment category in 13 countries. The Swiss food company Nestlé took first place in five countries.
Only in a few categories—such as automobiles—did national brands like Renault in France, Škoda in the Czech Republic, or Volvo in Sweden come out on top. Volkswagen, on the other hand, leads the market not only in Germany but also in Austria, Belgium, and Poland.

List of Swiss Categories / Brand with the Highest Trust Rating
Of the 35 categories, 20 were examined across Europe and 15 only in Switzerland. Nutritional supplements: Supradyn
Automobiles: Toyota
Banks/financial service providers: Raiffeisen
Clothing: Charles Vögele
Gasoline: Shell
Candies: Ricola
Decorative cosmetics: Nivea
Cold Medicine: Neocitran
Photo devices: Canon
Breakfast cereals: Kellogg's
Hair Care: L’Oréal
Major Distributors/Retailers: Migros
Household/kitchen appliances: Miele
Household cleaner: Meister Proper
Skin care: Nivea
Homeopathic remedies: Similasan
Internet company: Bluewin
Coffee: Nespresso
Health insurance companies: CSS
Credit cards: Visa
Life Insurance: Swisslife
Dairy products: Emmi
Mobile phone carrier: Swisscom
Cell phones: Nokia
Computer: Dell
Tour operator: Kuoni
Property insurance: The Mobiliar
Pain reliever: Dafalgan
Telecom Companies: Swisscom
Pet Food: Whiskas
Watches: Swatch
Consumer electronics: Sony
Vitamins: Migros
Detergent: Total
Toothpaste/mouth care: Elmex
24,000 people, including about 900 in Switzerland, participated in the survey for the ’Reader’s Digest European Trusted Brands 2008« study. In Switzerland, respondents were asked to identify the most trusted brands across 35 product categories. The most successful brands will be honored by Reader’s Digest with the Pegasus Award for highest consumer trust; in Switzerland, the award ceremony is expected to take place in Zurich in September 2008.

 The Südostschweiz Media Group is launching two more free newspapers for the canton of Glarus in April. The GlarusMitte-Anzeiger and the GlarusSüd-Anzeiger, which will be launched on April 25, follow on from the GlarusNord-Anzeiger, which was launched just over a year ago (see ). The three free Glarus newspapers are all published in tabloid format and are distributed to all households in the canton of Glarus on Fridays. The total circulation is 20,000 copies. A three-person editorial team and freelance journalists are responsible for the editorial section of the 24-page weekly newspaper. The new launches are related to the reform of the municipal structure, which will divide the canton of Glarus into just three large municipalities from 2011, as announced by the Südostschweiz Media Group.
The three community newspapers want to actively accompany the current reform process in the canton of Glarus and focus primarily on local events at community level. They want to provide a platform for information from authorities, associations and businesses. In addition, regular portraits, surveys, columns as well as advice, service and entertainment pages are published.
Combinations with other newspapers from the Südostschweiz Media Group will be possible in the advertising market. Südostschweiz Publicitas in Glarus is responsible for advertising sales.

 The two U.S. industry magazines, Advertising Age and Adweek, have named the media agency network Mediaedge:cia «Global Media Agency of the Year.» This marks the second consecutive year the company has received this honor. «This award is also very significant for us here in Switzerland,» says Volker Straube, CEO of Mediaedge:cia Switzerland. «It recognizes our ‚Communication Planning and Implementing’ strategy, which we apply both globally and here in Switzerland.»
In addition to traditional media planning, his agency has also focused on the two key areas of «Interaction» and «Access.» «Access» focuses on branded content, events, and below-the-line initiatives. «Interaction» encompasses not only online advertising but also initiatives such as affiliate, mobile, and search marketing. In this area, Mediaedge:cia Switzerland grew by 75 percent last year, while the global network grew by 50 percent.
«We don’t just talk about cross-media—we put it into practice,» Straube told *Werbewoche* in response to the award from the two American trade magazines. The company has made targeted investments in the Interaction and Access divisions and brought on board the right people with the appropriate skills. «And that’s now paying off,» explains Straube.

 The private channel Star TV will broadcast this year's Prix Walo award ceremony, which will take place on April 20. The entertainment prize has been awarded by the "Show Szene Schweiz" association for 34 years. It honors national entertainers in various fields. This year's nominees in the TV productions category are "Die grössten Schweizer Hits" from Swiss Television, "Samschtig Jass" (also SF) and "Supermodel" from 3+. In the film productions category, "Chrigu", "Dutti der Riese" and "Heimatklänge" are the award contenders. Other nominees include presenter Sandra Studer, singing talent Stefanie Heinzmann and Melanie Winiger and her fiancé, Lausanne rapper Stress. All nominations can be found here.

Swissinfo Director Beat Witschi is leaving the SRG company at the end of August 2008. He has decided to take up another challenge abroad for personal reasons, SRG announced. A successor has not yet been announced. Beat Witschi has been Head of Swissinfo since January 2005. He previously worked for SRG for several years as a radio and online journalist and as a multimedia specialist. Under his leadership, Swissinfo developed from the radio station Schweizer Radio International/SRI into the nine-language news and information platform Swissinfo.ch, according to the SRG, which expressed its deep regret at Witschi's departure in a press release.

 
The 2008 Advertising Yearbook is now available—a substantial 800 pages for 165 francs. As previously announced, the 45th edition features a completely new design, with a new logo and a redesigned interior layout created by Dominik Schloemp. In terms of content, this year’s edition once again documents selected campaigns from across the German-speaking world—a total of 500 this year. In addition, renowned industry journalists analyze the latest trends in the sector. In-depth profiles are dedicated to the TBWA agency, Berlin as a communications hub, and Mathias Döpfner. The winners of the Megaphon competition and the «Newcomer Agency of the Year» are also featured.

The Ogilvy Interactive agency generated buzz around the launch of the new Jaguar XF through a variety of activities. The accompanying online campaign concluded with the official Swiss premiere of the new model at authorized dealerships starting February 29. An email dialogue program divided into three phases had already launched in November 2007. According to the agency, a highlight of the program was an interview with Jaguar’s chief designer, Ian Callum. The program was supported by banners, search engine marketing, and two advertorials on NZZ Online. Ogilvy & Mather also drew attention to the new Jaguar through traditional marketing activities and prepared Jaguar dealerships for the premiere of the new Jaguar XF with various dealer support measures.
According to Christoph Amrhein, who oversaw the launch of the new Jaguar XF, and Björn Schneider, a member of the executive board at Ogilvy Interactive, the open rate for the emails sent averaged just under 60 percent, while the click-through rate in the first wave was 26 percent. Around 120 test drive registrations from so-called ’high-potential” prospects were generated. Furthermore, the press release states that the advertorial on NZZ Online set a new NZZ record on its very first day. After one week, it had already attracted 10,431 visitors.

Oliver Kahn, the stalwart FC Bayern Munich keeper, will be advertising the men's grooming brand Wellaflex Men from Procter & Gamble. How did the blond giant get the job? "Oliver Kahn combines masculinity, outstanding talent and assertiveness," enthuses P&G manager Maximilian Conze on Horizont.net about his new testimonial face. Kahn, who caused a sensation off the pitch with his disco affair, is to appear in TV commercials from the summer - just in time for the end of his football career, which the 39-year-old wants to bring to a close at the end of the season. Incidentally, P&G rejected speculation that the "discontinued model" Kahn was available at a lower price due to the end of his career. On the contrary, as a record league goalkeeper, Kahn stands for reliable support like no other. According to a P&G PR manager, this was an ideal theme for the new styling gel. Pascal Zuberbühler should simply have put more products in his hair - then perhaps he would have been nominated as the No. 1 goalkeeper in the national team again.

 
*Der Werbespalter*, the official magazine of the most recent ADC Festival, is now available online (or). Produced in collaboration with the satirical magazine Nebelspalter in a print run of 12,000 copies, this special issue featured both serious and humorous articles by renowned guest authors such as Klaus J. Stöhlker, Roger Köppel, Sibylle Berg, and Helmut-Maria Glogger. The articles on the main theme, ’Our Germans,« by Patricia Pätzold, Tom Zürcher, and Andres Blumenthal, in particular, provided plenty to talk about and smile at—and not just within the advertising scene. *Werbespalter* was produced under the direction of Editor-in-Chief Roy Spring and distributed as a supplement to *Werbewoche* and *Persönlich blau*.

 Radio 105 is introducing a new form of advertising on its web radio stations: Customers can place a spot directly before the start of a web radio channel. This is intended to give the advertising more exclusivity than spots that run within a block: While the user waits for the desired web radio program to start, he listens to a single spot. To keep listener acceptance high, only spots with a maximum length of 15 seconds will be accepted, as Radio 105 founder Giuseppe Scaglione announced. Conventional advertising blocks and sponsor mentions will remain on offer. With the new offer, Scaglione wants to give advertising customers a guarantee for contacts actually generated. He does not use extrapolations, but can verify the figures based on the entries on the provider's server, the radio man explained to Werbewoche. He has the reported figures notarized.
In addition to the main station, Radio 105's web radio offering includes four different special-interest programs. According to Radio 105, their use increased by 32 percent last year. The web channels were used 9.5 million times.

Based on the guiding principle «Swiss Sugar. Because it’s from Switzerland,» the Neue Lgk agency is launching an advertising campaign on behalf of ZAF Zucker Fabriken Aarberg and Frauenfeld. The goal is to raise public awareness of domestically produced sugar, as approximately three-quarters of all consumers consider the origin of food products to be very important when shopping, according to the agency. The two-year mass campaign, which Neue Lgk is launching in collaboration with the PR agency Stoll, Traber & Partner, aims to raise awareness of Swiss sugar, which is under pressure from imports. At the heart of the campaign are four TV spots. Using special product animation and accompanied by a musical voice-over in a regional dialect, they tell stories about Swiss sugar. Various supporting measures, such as PR articles, sugar packets for the food service industry, and a new product label for the point of sale, further help encourage the public to buy Swiss sugar.
Person in charge at Zucker Fabriken Aarberg und Frauenfeld AG:

Josef Arnold (CEO), Beat Gerber (Head of Marketing). Creative team at Neue Lgk: André Benker, Hans Tanner (Creative Director), Reto Schild (Art Director), Andreas Szentkuti (Copywriter), Dominik Beyeler (Graphic Designer), Alfredo Trasatti, Sabina Siegrist, Gabriela Kammermann (Consulting); Solid & Hallerfilm, Loose Moose Ltd. (Film Production).