The claim of Roger Schawinski's new station Radio 1 has been known since this week and made a few headlines because a German station is already advertising with the same slogan. According to Schawinski, he received the claim as a gift - but the company that owns the German station apparently believes that it was not requested through "official channels". Berlin's Radio eins already advertises with Schawinski's slogan "Only for adults". Schawinski told Werbewoche: "I asked them if I could use it and offered to buy it for Switzerland. They then officially gave it to me as a gift".
Schawinski contacted Helmut Lehnert, the founder of Radio eins. He gave him the claim free of charge and confirmed this in writing. Lehnert is no longer with Radio eins, but heads the Film and Entertainment program division of Rundfunk Berlin-Brandenburg (RBB), to which Radio eins also belongs.
For RBB, Schawinski's actions do not appear to be sufficiently in line with official channels: "We were not officially asked by Mr. Schawinski and did not give him the claim," says Ralph Kotsch, company spokesman for RBB, when asked by Werbewoche. According to Kotsch, whether the company will now take any action is still under discussion: "Whether we will take action against this and how we will do so is still open at the moment. In any case, we are claiming title protection for ourselves. But at least we now know which program Mr. Schawinski listened to during his time in Berlin as head of the private broadcaster Sat.1, and that's great feedback," says Kotsch.

 After Südostschweiz Publicitas moved into its new offices on Förrlibuckstrasse in Zurich in early September of this year (see “Branching Out and Expanding”
), the advertising agency’s northernmost branch is now officially open. The branch will be inaugurated today, Thursday, as part of an open house event attended by invited guests. In a press release, Managing Director Susanne Lebrument Prochazka explained that the decision to open a branch in Zurich was driven by the fact that many of Südostschweiz Publicitas’s national clients are based in the Zurich area. She decided to expand to Zurich in order to better market these clients’ products in the *Südostschweiz* (full edition) and the *Südostschweiz am Sonntag*. The goal is to be closer to the agencies, clients, and advertising brokers.
The Zurich agency is headed by Roberto Blank. His team includes the two key account managers, Sabrina Sutter and Lorenzo Leutenegger, Kerstin Wegmüller (Assistant to the Advertising Director), and Belinda Pfister (Technical Coordinator).

Under the motto "The makings of a star", the current advertising campaign from Schweizer Illustrierte (SI) Style portrays unknown people as if they were stars. Together with the Zurich agency Jung von Matt/Limmat, SI Style has now gone one step further and is looking for a young model for the campaign appearance in the fall via street casting. On a paparazzi course in front of the Starbucks on Zurich's Bahnhofstrasse, the candidates had to prove how to behave like a star in front of a paparazzo with shopping bags, a coffee cup and a cell phone. In the online voting, Sabrina Diriwächter from Kaisten was ultimately chosen as the winner. She now plays the star role in the motifs of SI Style's fall campaign. 
 
 
 
Responsible at Jung von Matt/Limmat:
Alexander Jaggy (Creative Direction); Thomas Ammann (Text); David Hanselmann (Art Direction); Florian Fröhlich (Graphics); Martin Samsel, Petra Gayko, Dennis Busch (Consulting); Ilonka Galliard (Art Buying); Chris Tribelhorn (Photography); Patrick Häusermann (Styling); Matthias Adolf, (Digital Media). Casting: Rufener Events, Moderation Casting: Melanie Winiger Responsible at SI Style:
Urs Heller (Publishing Director Schweizer Illustrierte/Editor-in-Chief SI Style); Stéphanie Joly (Product Manager SI Style); Franziska Schmid (Head of Advertising Ringier Magazines).

This Christmas, Unicef is once again calling on people to think not only about presents, but also about the world's poorest children. The "Charitree" fundraising campaign, which has been running since November 20, was developed in collaboration with the Basel advertising agency Favo. There is a large Christmas tree on the market square in Basel, where the four-week campaign is taking place. People can donate five francs to a Unicef project by phone or text message. At the same time, every donation received in this way lights up the Christmas tree in Basel, and the fundraising project will be drawing attention to itself in and around Basel until December 23 with concerts, flyers, streetcar and F4 posters and kiss donations under the mistletoe, raising money for the survival of children. The supporting program will take place right next to the Christmas tree on Basel's market square. Of course, non-Basel residents are also invited to donate and to come to Basel to admire the Charitree!
Responsible at Favo:
Hinrik Wachsmuth (CD); Frank Engelhaupt (text); Noel Morganho (art), Andrea Otto (consulting) Responsible at Unicef:
Elsbeth Müller (Managing Director); Elisabeth Stöckli (Project Management); Alexandra Rosetti (Head of Information); Ursina Meier (Event Management); Gianluca Galdenzi (Partnership and Public Affairs); Manfred Ruf, Christoph Burkhard (Technology/Internet).

 The Federal Communications Commission (ComCom) is forcing Swisscom to grant competitors access to the high-speed bitstream data network at cost-oriented prices. ComCom is taking this measure because it considers Swisscom to be dominant in this type of access, as confirmed by an expert opinion from the Competition Commission. In the spring, Parliament voted in favor of opening up the market over the last mile when revising the Telecommunications Act (see
). In March 2007, however, Swisscom refused to submit an offer to competitors for high-speed bitstream access at cost-oriented prices on the grounds that it was not market-dominant. For this reason, Sunrise filed a complaint with ComCom. ComCom has now come to the conclusion that Swisscom is dominant in the market for high-speed data lines, as it can act independently of its competitors. As ComCom announced on Thursday, in its view the competition from regional TV cable network operators is not sufficient to put Swisscom under sufficient competitive pressure.
Swisscom must now submit an offer to its competitors. If the parties do not agree on the prices, they can in turn file a complaint with ComCom.
The plaintiff Sunrise hopes in a communiqué that there will now be movement in the market. So far, it has not been possible to speak of functioning competition.
As expected, Swisscom is not satisfied with the decision. Competition in the broadband market is playing its part, it announced. Swisscom does not have a dominant market position and has therefore not made its competitors an offer for access to the high-speed data network. The ComCom ruling will be analyzed and a decision will then be made on an appeal to the Federal Administrative Court, spokesman Sepp Huber told SDA.

 Heather Mills, the wife of ex-Beatle Paul McCartney, is said to have put her foot in her mouth: According to SDA, the 39-year-old convinced vegetarian was supposed to launch the poster campaign of a vegetarian association that blames excessive meat and dairy consumption for deforestation and global warming. So far, so good. If only she had shown up for her appointment in London in a light, economical car or even by train, as befits environmentally and climate-conscious modern people. And not in a gas guzzler whose driver is said to have left the engine running at times. No wonder New Zealand's Minister of Agriculture, Jim Anderton, didn't like this at all and went on a rant. Secretly, however, he was probably just happy that the blonde had stigmatized herself as untrustworthy through her behaviour - after all, New Zealand is the world's largest exporter of butter, cheese and other dairy products.

 Peter Wanner, the publisher of AZ Medien, has sent a letter to Aargau municipalities regarding the new Tamedia free newspaper News. In it, he asks the authorities to be cautious when approving boxes for News, as Roger Köppel writes in the latest issue of Weltwoche. AZ Media spokeswoman Eva Keller confirmed that the letter had been sent when asked by Werbewoche. It was sent to 200 municipalities. Wanner writes the following: "In itself, competition would be something positive because it stimulates business. However, Tamedia is not launching news in order to fulfill a journalistic mission, but solely to weaken and harm the competition. [...] In this context, we would be delighted if you would support us in our efforts to continue to provide a journalistic service publique in Aargau and its regions. We would be very grateful if you would be very cautious about approving boxes and stands on public land for the new free newspaper News. Or even reject it."
Köppel finds it astonishing how liberal principles of competition are immediately scuttled when one's own business is threatened. He describes the letter as an attempt to exert pressure. Eva Keller disagrees: "This is not an attempt to exert pressure, but to provide information. We want to raise awareness in the municipalities of how the media world will change if Tamedia goes on the offensive in Aargau and the 'service publique' could suffer as a result." According to Keller, there has been no feedback from the municipalities so far.
According to Köppel, Wanner also writes that the media offensive from Zurich is a "strangulation strategy" without "journalistic added value". Wanner had already described News to Werbewoche as an "attack on the Mittelland Zeitung, de facto a declaration of war on the entire AZ Medien Group" (see
).

The German magazine Cicero, published by Ringier, appears in December with 160,000 different covers: Each individual issue has its own cover. The cover photos come from the "Press Images of the Year" by the Reuters agency and were compiled by Cicero. In this way, every reader becomes part of a society of memory, according to the editorial. Cicero has thus taken the increasing individualization to the extreme. The news agency Reuters made its entire image archive from 2007 available for the issue. Almost 50 million images were used as the background for the front pages. This is the first time that photos have adorned the cover of Cicero, which is otherwise consistently designed by painters and illustrators. The unique images are individually numbered, as Ringier announced.
On the back of the issue, BMW shows 160,000 differently designed advertising motifs for the new BMW 1 Series Coupé. The back of the magazine shows a total of 160,000 narrow strips from the "Rhine Image" by Düsseldorf photographer Stephan Kaluza.
On Thursday, around 20,000 decision-makers from politics, business, media and marketing also found a copy of Cicero in their letterbox. Almost 11,000 of them have their own picture on the cover.

 
In Switzerland, there are not only the notorious white sheep who bleated from billboards across the country and annoyed passers-by for weeks with their foul-mouthed behavior. 
There are also white molds. These look a lot more appealing - and also more intelligent. The trained horses from the Viva agency can carry their bouquet to the left or right, depending on the placement of the subject. Which also distinguishes the noble animals from the stubborn sheep in this respect. (pan) 
 

Glamour The annual publication "WW Who is who in Zurich" will be published on November 22, 2007. It presents the 200 most prominent personalities of 2008. 
The annual publication WW is divided into twelve different sections, from entertainment to science. The 200 personalities were selected and compiled by media professionals, communications consultants and journalists. The decisive criteria were: Innovation, creativity, moral courage, risk-taking, consistency and sustainability. The annual publication is available as an exclusive present at the most prominent locations in Zurich or can be handed out on request. The annual publication will appear every year in late fall.

Free title As competition increases, Basler Zeitung's free newspaper Baslerstab is planning a content relaunch. 20 Minuten came first, followed by Heute a year ago, then Cash Daily and .ch last September. But Baslerstab, which is published five times a week, has so far held its own against all these free newspapers - both in terms of readership and advertising. With around 177,000 readers and a total of 4,000 advertising pages per year, it is still Basel's largest free newspaper, although the growing competition and the declining economy have clearly left their mark: The Baslerstab reach is now a good 20,000 readers lower than two years ago. And the volume of advertisements has also fallen - by around 2,000 pages compared to 2003. The fact that another free title, News, will be coming to Basel from December further accentuates the situation.
Logically, the Baslerstab is concerned about the future. In June, the publisher therefore had 500 Basel residents surveyed by Demoscope. The result: the Baslerstab seemed outdated and its content mix was not entertaining enough. Since then, it has been clear that the paper needs to be fresher and more reader-friendly. "More people, more emotion, more stories," is how the new editor-in-chief Mischa Hauswirth summarizes the new content direction. He wants to differentiate himself from the competition primarily through exclusive Basel stories. "For example, we want to feature more Basel celebrities and also do home stories. We hope this will give us a certain entertainment value," says Hauswirth.
The fact that the Baslerstab is sticking with an editorial team is not a matter of course, as everything was initially up for discussion, including a return to an almost pure newspaper as it was seven years ago. However, this has been abandoned and the basic concept of the "traditional paper" (in Hauswirth's words) is being retained. In any case, the twelve full-time positions in the editorial department, the two-bundle concept and the newspaper format will not be changed. "We want to set ourselves apart from the tabloid competition," says Patrick Wehrli, the new publishing director since August. The division into a five-times-weekly city edition and a twice-weekly regional edition with a total of 178,000 copies will also be retained. Wehrli even describes the in-house distribution organization Distriba as one of the paper's USPs: "At least we have a functioning home delivery service," he says with a wink, looking at the competition.
In terms of layout and logo, however, hardly a stone will be left unturned. Initial proposals from newspaper designer Christine Lang (LMS Media GmbH in Herdern) are already on the table. They are still being fine-tuned. But one thing is already clear: in future, the Baslerstab will focus on much larger images and shorter texts.
The relaunch, which is scheduled for February or March, will be accompanied by a campaign. Wehrli is currently drafting an agency briefing. "We will then consider which agency we want to work with in the future." So far, the Baslerstab has been working with the Basel agency Die Werft.
Markus Knöpfli

 Like Media Focus, Wemf also reports encouraging figures for the advertising month of October. The total volume of advertising sold in the daily and regional weekly press increased by 12.4% to CHF 112 million. Commercial advertisements recorded an increase of 16.5 percent to 65 million francs. Income from job advertisements increased by 12.3 percent. However, the Sunday (-7.2 percent), specialty (-1.7 percent) and trade press (-1.3 percent) recorded a decline. While the general press recorded an increase of 4.7 percent to CHF 37 million compared to October 2006, the financial and business press even increased by 12.7 percent to CHF 11.93 million.