Insurance Ruf Lanz illustrates for SuvaPro how easily accidents at work can happen even to professionals. 
As with banks, advertising for insurance companies is not always a bed of roses for creatives if they don't want to tread completely safe paths. Ruf Lanz has found an unconventional way for SuvaPro. The motif with the busy bee enables SuvaPro to appeal to all professional groups "without raising a warning finger at any particular group", say Danielle Lanz and Markus Ruf. In addition to the SuvaLiv brand, which promotes safety in leisure time, their agency also manages the budget for the SuvaPro brand. Suva is thus committed to safety in the workplace and is making great efforts to prevent occupational accidents and illnesses. On the one hand, this is done through direct measures in the numerous Suva-insured companies. On the other hand, through broad communication channels. This includes this new print motif. Using the example of a desperate worker bee in a carnivorous plant, it shows in a surprising way that even professionals are not immune to accidents. Because the dangers in the workplace are often underestimated. Or overestimate their own abilities. The advertisement can currently be seen in popular magazines and newspapers.
Andreas Panzeri

 The Zurich private station Radio 24 can now also be clearly received on the 92.1 MHZ frequency in the Andelfingen and Bülach districts, which were previously only partially covered. The commissioning of a new transmitter under the existing license enables Radio 24 to provide coverage in these areas, the station announced. The new facility at the Buchberg-Honegg site will ensure an optimal reception transition between Eglisau and Schaffhausen. It also performs a fill-in function for coverage of the highway from Henggart to Schaffhausen.

 As long as a film is still showing in cinemas, it may not be available to rent or buy as a DVD. This was reiterated by the Federal Supreme Court on Wednesday with the confirmation of a ruling against a Geneva video club. The Swiss distributor of the two films "Million Dollar Baby" and "The Merchant of Venice" had filed a lawsuit against a Geneva video club in 2005. The store had offered 180 DVDs of the two films originating from North America for sale and rental. This took place while the films were still being shown in cinemas in Geneva. According to the Urbeil, copyright law prohibits the sale or rental of films that are still being shown in cinemas.
Now that the Federal Court has confirmed the decision of the Geneva Cantonal Court, the video club must pay CHF 16,000 in damages. As the Swiss Video Association and the industry association ProCinema state in a press release, all video clubs will be informed of the decision.

Reader analysis The small-circulation trade press lacks market data. That's why the publishers' association is supporting them with a new tool. The problem is an old one for the trade and specialty press: even titles that participate in Wemf's Mach Basic receive too little data material to be able to analyze their qualities and deficits in the reader market in a sufficiently representative manner. The circulations are too small, the target audience too specific and consequently the case numbers are often too low. Even breaking down the reach obtained by age or economic sector is sometimes questionable. But trade press publishers experience it again and again: those who do not report any or too little meaningful performance data have a difficult time in the advertising market. This is because customers want to know who is using a medium and with what intensity. And they want to compare the performance of media, especially those with similar target audiences. Until now, however, there has been no suitable tool for this. One industry or another has commissioned its own reach study (media analysis) from Wemf (such as MA Med or MA IT Business). But these have two disadvantages: Due to the required population, they often became too expensive to be carried out several times (example MA Med). Or the industry was unable to reach an agreement in the first place, which is why the MA IT Business, for example, ultimately degenerated into a commissioned study by a single publisher that was not accepted by the others.
Now the Swiss Press Association, under the leadership of the Q-Publication working group, has taken up this issue and, together with the market research institute IHA-GfK, has developed a new study system with which the individual trade journals can be analyzed relatively inexpensively (from CHF 6,800).
can make their services transparent to media planners and advertising managers - by sector and using a standardized questionnaire. The aim is "to provide specialist publishers with industry-specific, comparable and reliable information", said Ruedi Kaufmann, Head of Media Research at IHA-GfK. Of course, the studies should also meet scientific requirements.
In contrast to Wemf's media analyses, the new tool is called "Reader Analysis Trade Press". "It is not a reach study," clarifies Toni Vetterli from the association. This is because in a media analysis, for example for the tourism industry, all authorities, associations, restaurants and companies active in this sector would form the basic population. The population of the reader analysis for the trade press, on the other hand, would be based on the subscription bases of those titles
that take part in the study on specialist tourism titles. Each participating publisher must therefore hand over its subscription addresses to the IHA-GfK. The institute then draws addresses from the address file of each title and surveys 200 people (or more, depending on the order) using an online questionnaire. This contains a standardized section on the person and the information and
reading behavior and a second, title-specific section in which readers' opinions on the specific magazine are surveyed. The specialist publishers therefore receive socio-demographic data from the reader analysis as well as information about the importance of their title for the respondents. This also includes how a title is used and assessed. "On the one hand, the readership analysis for the trade press is intended to provide certainty when planning advertising budgets and, on the other, to provide editorial teams with a profile of strengths and weaknesses, which will confirm certain characteristics or encourage improvements," says Vetterli. It is also planned to repeat the reader analyses every two to three years for each sector.
Vetterli now hopes that the new tool will be accepted by the trade press: "By concentrating on a standard study, the trade journals make it easier for users, i.e. advertising clients and media agencies, to handle the study and evaluate the data," he says.
The new instrument has already been tested by 22 titles from the healthcare sector. Four further survey waves are planned for the other sectors next year. Although initiated by the Swiss Press Association and the Q-Publication specialist group, the new tool is not only available to association members. Non-members pay between 1000 and 2000 more to participate.
Markus Knöpfli
Why the IHA-GfK instead of the Wemf? 
Publishers would actually benefit from the Wemf
There is no industry research organization available that would be predestined for surveys such as the new reader analyses. Nevertheless, the project team of the Publishers Association chose IHA-GfK after a call for tenders from three market research companies (excluding Wemf). But why did they invite tenders in the first place? Toni Vetterli explains this with the specific nature of the research project. "It was clear from the outset that this would not be a large market survey, but rather a number of smaller studies with an identical methodological basis," he says. For this reason, care was taken to ensure that the Institute's contact with the publishers would be as direct as possible, particularly with regard to obtaining addresses, additional questions or special evaluations. "However, as Wemf does not carry out surveys itself, but commissions institutes to do so, the handling would have been too complicated," says Vetterli. He continues: "We had a list of requirements tailored to the needs of the trade press. The main point was that the study should be cost-effective, scientific, applicable to all sectors and quick to implement." But with the Wemf
There was a regular exchange with Wemf to prevent the reader analysis from coming close to a reach study or being perceived as such. "Wemf research manager Harald Amschler even checked the questionnaire for the reader analysis," says Vetterli.

 
The ski slope is a dangerous place. 32 percent of all sports accidents in Switzerland are winter sports accidents. People are mainly to blame: people ski too fast on the slopes here and show too little consideration. Wild West-like conditions prevail. On behalf of SuvaLiv, the Zurich advertising agency Ruf Laz has now designed a poster to draw attention to the dangers of ski hooliganism. A ski boot with spurs calls on people not to behave like the cowboys and cowgirls of the Wild West on the slopes. The ski boot can currently be seen both in the ski resorts and as a poster motif. Responsible at Suva:
Susan Huber-Brun (Advertising + Communication SuvaLiv), Edith Müller-Loretz (Head of Snow Sports SuvaLiv) Responsible at Ruf Lanz:
Danielle Lanz, Markus Ruf (Creative Direction), Grit Wolany (Art Direction), Torsten Maas (Text), Michèle Leibacher (Consulting), Felix Streuli (Photography).

 
Private radio Despite the change of ownership at Biel/Bienne radio station Canal 3, the local station continues to cooperate with Espace Media. The latter has earned its trust several times over. 
When Espace Media Groupe took a stake in the then ailing local radio station Canal 3 in Biel in 2004, the local association Canal Bilingue was not at all pleased. The association, made up of representatives from the local economy, politics and authorities, would have preferred to take over the station itself. They founded Radio Bilingue SA in response to the entry of the Bern-based group because they initially feared that Espace Media would discontinue Canal 3's French frequency to save money. At the time, they hoped that Bakom would transfer the cession of Canal 3 to them and not to Espace Media. Today, three years later, the former opponents are not only sitting at the same table, but will soon also be on the same board of directors - that of Canal 3. This is because Espace Media now belongs to Tamedia, but according to the RTVA, Tamedia is not allowed to own any other radios in addition to Radio 24 and Capital FM. It must therefore sell the Biel station. This is a unique opportunity for the people of Biel: thanks to media concentration, they can obtain the long-awaited license. They therefore entered into negotiations with Espace Media at an early stage.
It is astonishing that there is no longer any sign of the earlier resentment. On the contrary: "The fears have been allayed, Espace Media is running Canal 3 professionally," stated Thomas Eichelberger, Chairman of the Board of Radio
Bilingue SA, as early as last spring. When Canal 3's French program also reported a significant increase in reach in the middle of the year and was therefore named "radio of the year" by the radio industry, Espace Media in Biel had definitely regained confidence.
Indispensable new concessionThe trust is so strong that the people of Biel have even decided against a complete Biel solution: At their request, Espace Media will continue to hold a stake of around one third and be represented with one seat on the six-member Board of Directors. This will be definitively determined at an extraordinary Canal 3 AGM on November 30. It is planned that Polo Stäheli, CEO of Espace Media and member of Tamedia's Management Board, will represent the Zurich and Bernese at Canal 3 in future. What's more, Espace Media and Radio Bilingue SA have jointly submitted a bid for the new license in Biel, which was put out to tender by the Federal Office of Communications. This is confirmed by Marcel Geissbühler, delegate of the Board of Directors of Radio Bilingue and designated delegate of the Board of Directors of Canal 3.
This new license is essential for Canal 3 - because of the fee splitting, which at CHF 1.3 million will be around four times higher than today. Marc Friedli, Head of Audiovisual Media at Espace Media, makes it clear: "Canal 3 will only be in the black with the increased fee splitting. I assume that this will be the case in 2009 at the latest."
However, advertising sales are also looking positive. According to Friedli, the channel is slightly over budget. For this reason, Canal 3 will in all likelihood continue to work together with the Bernese in this respect. It is planned that Conradio, the radio and TV marketer of Espace Media, will continue to represent the Biel radio station on the national market and that it will also remain a member of the Swiss Radio Pool.
Marcel Geissbühler says that the only change is in local sales - from Conradio to the company's own management. But nothing has been finalized yet; no contracts will be signed before the extraordinary general meeting.
Markus Knöpfli
Who is behind Radio Bilingue SA 
The for three years
Radio Bilingue SA currently has around ten shareholders. The main shareholders are
the Gassmann publishing house (Bieler Tagblatt, Journal du Jura) and the Cortesi office, which own 40 percent of the share capital.
Another shareholder is
Chairman of the Board of Directors Thomas Eichelberger, owner of a car garage. In addition to Eichelberger, the Board of Directors of Radio Bilingue SA currently consists of Werner Hadorn (Cortesi office), Board delegate Marcel Geissbühler (Gassmann) and lawyer Marc Dörflinger. (mk)

 
Bier Lesch + Frei invite you to a cheerful mountain tour for Eichhof. 
The spring water from Pilatus has been responsible for the fine freshness of the beer specialties from the Eichhof brewery for almost 180 years. For almost three years now, this water has also been the means by which Switzerland's most important independent brewery has positioned itself in advertising. And for the past week, it has been dramatized in a new series of television commercials.gnarled, likeable charactersLesch + Frei, Zurich, tracked down two mountain people high in the Central Swiss Alps for the long-term commercial concept, who have remained lively all their lives thanks to Eichhof beer and the spring water from Pilatus. And despite their diligent fluid intake, they have retained a very dry sense of humor. Like the two constantly grumbling old men from the Muppet Show, these "Waldorf and Statler of the mountains" now stage the quality and freshness of Eichhof beers for a wide audience with small, subtle dialogs with each other or with astonished tourists from the valley. For CD Thomas Lüber, they are "two gnarled, likeable characters who stand out from the eternally young world of advertising blocks".
The witty duo with the stories written by mountain life was staged by Condor Films and director Thomas Dirnhofer von Begbie. The commercials can now be seen on German and Italian SRG channels, the main Swiss windows of German private channels as well as on 3+, TNC, Tele Ticino and in cinemas.   
Andreas Panzeri

Sport The retailer is committed to skiing with the Migros Grand Prix. 
Migros promotes young talent. The orange giant supports the largest children's ski race in Europe, the Grand Prix Migros, so that young skiing talents can overcome the first tricky bends and steep passages. The Grand Prix has now produced talented skiers who are now successfully competing at the top of the world rankings. Take 16-year-old Lara Gut, for example. For the Ticino native, the Grand Prix ski races were the most important races of all for eight years. "The successes at the Grand Prix Migros have strengthened me as a sportswoman," says the multi-talented athlete. Today, Lara Gut is regarded as the greatest hope for the future in Swiss skiing. With a silver medal in the Junior Downhill World Championships, the Swiss Super-G title and second place in the overall European Cup downhill rankings in 06/07, which earned her a place in the Swiss A squad team, Gut is the great rising star of the past year.
The first fruits of the sponsorship commitment are a good reason for Migros to continue on its chosen course. With F12 posters in Swiss ski resorts and publicity reports featuring interviews with talents such as Lara Gut and Sandro Viletta, Migros is currently launching a campaign aimed at the ski-savvy public. Migros wants to make even more parents and children aware of the Migros Grand Prix and ultimately attract more "stars of tomorrow" to the race and to skiing. The campaign was conceived and realized by the Zurich agency FAF.
Christian Lüscher
Migros' commitment to sportMigros accompanies
sponsors a large number of sporting events. Its activities focus on running, inline skating and skiing events. Together with Swiss-Ski, Migros organizes the largest children's ski race in Europe, the Grand Prix Migros. In 13 qualifying races every year, up to 7000 children and young people aged between 8 and 15 try to finish in the top three of their category in order to qualify for the final in Lenzerheide. Anyone who enjoys skiing can take part in the Grand Prix Migros. More information at .

 The Foreign Affairs Committee (FAC) of the Council of States wants to refer the media agreement with the EU back to the Federal Council. The reason for this is that the film promotion program is linked to the approval of alcohol advertising in foreign TV advertising windows. The APK unanimously approved the referral motion, as reported by the parliamentary services on Wednesday. The Federal Council is instructed to work with the EU to find ways of taking better account of Switzerland's media policy interests with its bans on advertising for alcohol, politics and religion.
Nevertheless, the Commission has approved the CHF 16.5 million commitment credit for financing provisional participation in the media agreement for the years 2007-2009. In doing so, the APK wants to prevent the agreement from being rejected by Parliament due to the relaxation of advertising bans.
The agreement is currently being applied provisionally (see
). The Federal Council will terminate it on November 30, 2008 if it decides against a revision of the RTVA. The APK would like any adjustment to the advertising bans to be presented at the same time as the renegotiated agreement in order to preserve the Councils' room for maneuver.

 From 2008, Mario Cecchin will take over the advertising sales of the Media Trend Journal on a mandate basis. Mario Cecchin is co-owner of the Cecchin, Frei, Glaus agency based in Zurich. The advertising professional has worked for Jean Frey AG, Senger Annoncen, Tamedia and Ringier, among others. From 1998 to spring 2007, Mario Cecchin was Head of Newspaper Advertising Market at Ringier. The Media Trend Journal was first published in 1984. It analyzes the performance of all media and is aimed at decision-makers in the communications market. The journal is the official information organ of the Association of Swiss Publishing Professionals and is regularly integrated by various lecturers into teaching at educational institutions such as Sawi, Maz, IPMZ or IAM. In 2005, it received the Q-Award for quality from the Swiss Press Association.
The Media Trend Journal is published by the Rüschlikon-based Media-Daten publishing house, which also publishes Werbewoche.

 Zurich-based media company Ringier is acquiring an 80% stake in Bern-based broadcaster Radio BE 1. The seller is NZZ subsidiary Freie Presse Holding. It is selling its shares as the new RTVA stipulates that a company may own a maximum of two licensed stations. No details of the purchase price were given. The remaining shares in Radio BE 1 will remain with the previous owner Publigroupe. The takeover is subject to the approval of the Department of the Environment, Transport, Energy and Communications (DETEC), Ringier announced on Wednesday. The media company does not intend to change the program concept of BE 1. The station will continue in its current form, with the existing management and staff. Radio BE 1 is the leading private radio station in Berne with 103,300 listeners in the concession area.
With this takeover, Ringier is expanding its activities in electronic media. The Group has already held a majority stake in Zurich-based Radio Energy since April of this year. The new acquisition is intended to appeal to more "young, urban" people.
"Radio BE1 is an economically sound radio station and the regional market leader in the listening and advertising market. The station is a perfect strategic fit for Ringier," commented Ringier Group spokesman Marco Castellaneta on the takeover to Werbewoche. "We are now also present with a radio station in the two important media centers of Zurich and Bern and can also create cross-media opportunities." The possibilities for synergies with other Ringier titles will of course be examined and realized where possible and sensible, Castellaneta continued.
As a result of the takeover and the corresponding provisions of the RTVA, Ringier will return the license for a DAB channel it received in July 2007 via the company Radio Z. The DAB "Radio for Youngsters" is to be converted into a program subject to registration.

 
Surfing Contexta launches a comprehensive broadband campaign for Swisscom to sing along. 
"Swisscom is setting the pace," says the market leader with conviction. As proof of this, Swisscom is launching the ultra-fast Bluewin DSL 20,000 and other offers for mobile surfing via PC and cell phone at the end of the year. This broadband competence and thus the fast networks are demonstrated by Contexta in an integrated campaign. The cross-media campaign is based on the website www.swisscom-karaoke.ch. The slogan there is: "Love is in the air." In a karaoke competition, anyone can sing along to this legendary hit and upload it to the website, for example via a cell phone video. The audience and a celebrity jury including Roman Camenzind, Jubeira Bachmann, Gustave and Bruno "the voice" Bondi will decide the winners of the mobile casting show on January 15. There are prizes worth 50,000 francs up for grabs.
The major challenge in designing the broad-based campaign was to advertise the various broadband products under one roof. "This Swisscom campaign shows what is possible when media networking is taken seriously," say Nadine Borter and Bene Abegglen at Contexta.
The TV commercials, the print campaign and the online presence with website and rich media banners form a unit that benefits from the numerous cross-references. In addition, the campaign is flanked by extensive accompanying measures, from POS appearances to promotions with promotion teams, mailings and ringtones.
The main characters of the campaign are the protagonists from the Swisscom sitcom "Beck & Bondi". The strong characters are able to present the individual products appropriately. Dani Beck sings on the train thanks to Mobile Unlimited, Bruno and Iris Bondi demonstrate their singing skills at home in front of the PC with Bluewin DSL 20,000, while Sara and Denis rehearse the song "Love is in the air" via the Internet on their cell phone.
The campaign reaches its climax at Christmas: over the festive period, Switzerland will be singing "Love is in the air" on television and in the print media.
Andreas Panzeri