Sales The quality of the content determines the use of the new media.
Sales success requires more than creativity. It needs "Intelligent Sales", the ideal method to encourage people to buy and to awaken their desire for beautiful and new things. This is exactly what "Intelligent Sales" is: exciting storytelling, cleverly enchanting products by immersing them in emotional worlds, cleverly rediscovering the utility value of goods. According to a survey by the British Association of Publishing Agencies (APA), readers of intelligent sales magazines are 11 percent more brand-affine than customers who have not read about the product range beforehand. With a new generation of media that relies more heavily on digital media, media users are becoming broadcasters about companies, goods and services. To this end, customers will (in future) use digital media in a variety of ways via voice (podcast), as an actor (video) or as an author (weblogs).
As part of the "digital lifestyle", companies are also taking the leap into previously unknown media fields. With modern media tools such as e-journals, mobile radio, vodcasts or weblogs etc., companies are fighting for customers and market share. With the new forms of communication, however, the demand for quality content is growing rapidly. Pioneers of new media worlds are realizing that the quality of the content determines the use and the user of the new web, online and mobile media. The what in the well-known formula of the 7Ws (to whom, how, what, with what, where, when and how much) is moving to the top of the list. This is because the "newsworthiness" of the content/content or its relevance is decisive for the target group: the more relevant a message is for me, the more willing I am to take in and accept the information that is offered to me.
Minimum program for content fitContent fit includes a minimum program of five success factors.
Relevance:
Is the content relevant for the target group? Does my message fit my target audience on the one hand and the environment on the other? differentiation:
Is my message independent enough for it to be noticed and for my product to stand out from others? consistency:
Is the content coherent and consistent with previous communication activities? authenticity:
Are my statements/arguments credible for the intended target group and can I really deliver what I promise? With the content fit, companies sell more intelligently in new media worlds - in plain language this means: they sell better.
Andy Schärer, Head of Marketing Communications, Infel AG

 An industry-oriented set of tools should allow trade journals to make their performance transparent to media planners and advertising managers. It was developed by the Q-Publication working group of the Swiss Press Association together with the IHA-GfK research institute. The study model provides information for reader marketing and the assessment of qualitative characteristics, as the Swiss Press Association announced on the occasion of the Day of the Trade and Specialist Press on Wednesday. The heterogeneity of the trade press makes it difficult to collect readership figures and data in a comparable way. The new study "Reader Analysis Trade Press" is intended to remedy this situation. It provides information on readership behavior, reputation, reading style and readers' assessment of the publication. It also provides statistical data. The "Readership Analysis for the Trade Press" is intended to provide certainty when planning advertising budgets and also give editorial teams a profile of strengths and weaknesses. The standardized analysis is intended to provide trade journals with different populations with comparable values. The first wave of the study was carried out in the fall of 2007 with publications from the healthcare sector. The other sectors are planned for next year with four further survey waves.

 On Wednesday, Google presented its Google Maps application for Switzerland. It allows users to find stores, services and the easiest route to their destination on the web or via cell phone. The service was developed at Google's Swiss site, which is currently expanding. In order to offer as much information as possible, Google has entered into a partnership with Swisscom Directories, which provides business addresses, as well as with the Swiss Federal Railways (SBB), the Zurich transport authority and the Zurich transport association for public transport connections.
According to Netzwoche, the Swiss version of Google Maps will enable all industries to target customers who are searching for specific products and services in the relevant region via Adwords advertising on the Internet.

Andreas Sedmak is the new Account Director and Head of Dialog & Digital at Euro RSCG and is fully committed to the new technology. "We are currently in a phase where we have to expect fundamental changes," says Andreas Sedmak, analyzing the future of dialog marketing. He is also excited about the media: Where are things heading in the online, offline and free title sectors? "The trend shows that investment in the online sector is increasing significantly. Overall, this is still reflected in a small percentage of the advertising pie compared to traditional media. However, with annual growth rates of over 100 percent, investment in online channels and online advertising will already be greater than in the press in 2011," calculates industry expert Sedmak. The opportunity to "actively experience and help shape all these developments" was an opportunity that the experimental media expert did not want to miss out on when he was offered the responsibility of Account Director at Euro RSCG, now in a dual role as Head of Dialog & Digital. Andreas Sedmak is also writing a dissertation on "Radio and television in Switzerland in the age of digitalization". This means he can now combine theory and practice once again, as he has done several times in the course of his short but already varied career.
Andreas Sedmak studied law at the University of Fribourg and minored in media studies. "Maybe a media lawyer" was his idea, as the man with an interest in film, radio and the Internet had already written for school newspapers at secondary school.
He then sought more specific knowledge at the University of Zurich, where he majored in journalism and media studies. Andreas Sedmak largely financed his studies himself. Initially, he worked part-time at Generali and was responsible for various insurance products as a project manager. "That was my first direct contact with dialog marketing," he recalls of this "exciting time to learn". The dialog campaigns back then were already comprehensive across various channels. He sees the telephone numbers shown in the TV commercial as an anticipation or "interactive television in its early stages".
Shortly before completing his master's thesis on the topic of "Performance mandate for Swiss television", Sedmak moved to UBS. He was put in charge of youth marketing at the bank. "That suited the final phase of my studies because I was very familiar with the needs of the target group thanks to my own lifestyle." During this phase, Sedmak worked for the bank during the day and for his studies in his free time. The double burden also regularly cost him his vacations. "There was an interest in combining the two worlds," he says. And notes that, with his two roles at Euro RSCG, he is once again enjoying two things at the same time. "This double professional life is like a common thread in my interests."

A further step in this dual development was his move from UBS to a private bank after completing his studies. At VP Bank, Sedmak was given responsibility as Head of Marketing and Communications. "An extremely exciting task", because he had to oversee all areas from classic campaigns to below-the-line and events. "We were able to build a new brand and I was able to be involved from the very beginning for the VP Bank Switzerland subsidiary in Zurich." The job also brought him into closer contact with advertising agencies. Wirz "sold private banking as art" with this new branding. In this way, Sedmak got to know agency life in all its functions as an outsider on the client side, before at some point the desire arose to switch to the agency side himself.
"I went the other way around. Most people start at an agency and then switch to the client. In my new job, I can now bring the client's perspective to the table much better." The new Account Director at Euro RSCG has "an understanding of how a company works". He knows the rules of the market and knows "how complex the individual departments work on the client side".
Before Frank Bodin brought him to Gutstrasse, Andreas Sedmak started out in a small agency. Here, as a consultant and publishing director, he was to establish the gastronomy magazine "Zürich geht aus" as a title. In the meantime, the ever-growing magazine is also available in Basel and Ticino. He had successfully completed the development work when the publishing director was tempted by an offer from the Young & Rubicam Group. This opened up the opportunity to serve international clients as consulting group manager.
After two years at Y&R, the opportunity arose at Euro RSCG. "The dual role appealed to me, also in light of the current development. Account Director and Head of Dialog & Digital. It fits in with my dissertation."
What he likes about his new job is the freedom to "develop something that doesn't yet exist". Designing creative ideas that help clients and their end customers move forward. "I've found an agency that gives everyone a lot of freedom, is dynamic and implements my idea of advertising: the Power of One. This allows us to provide our clients with the best possible service."
In his private life, Andreas Sedmak also sees himself as a "media person". He zaps through the net and channels and is interested in everything new. He finds relaxation in his private life and in tennis and swimming, where he finds the strength for all challenges.
Andreas Panzeri

 Three problem solutions from the field of trade and specialty magazines have been honored in the fourth round of the Q-Awards on the occasion of the "Day of the Trade and Specialty Press". However, the jury unanimously decided not to present two of the five awards, as announced by the Swiss Press Association. The Q-Award for quality went to the magazine SMM Schweizer Maschinenmarkt. The jury noted that the traditional title has been thoroughly renovated and is produced by an editorial team that is highly competent in both technical and journalistic terms. The award for design went to Swiss Engineering STZ Schweizerische Technische Zeitschrift. According to the jury, the title provides clarity of design, a clear overview and a binding commitment in terms of content and form. The third prize awarded, the Q-Award for market presence, honors the magazine Competence H+ Hospital Forum. According to the jury, the relaunch of the specialist magazine for Swiss hospitals was undertaken with an impressive systematic approach and an unusual but targeted market research effort.
Appeal to the industry Despite these honors, the jury is not entirely satisfied: The decision not to present the "Top Award" and the "Award for Innovation" should be seen as an urgent appeal to the industry to step up its qualitative efforts. This is what jury member and publicist Karl Lüönd writes in a press release. The depth and quality of the ten dossiers submitted varied greatly. In future, the jury will not only draw on the applications submitted, but will also encourage and stimulate applications on its own initiative.
According to Lüönd, awards of this kind should act as examples and as an incentive. The background to this award is the permanent quality offensive in favor of the print media that the Swiss Press Association has been conducting for years. In a country with a sometimes tiny market size and correspondingly tight budgets, high demands are placed on diligence both on the editorial and publishing side.
The jury for the Q-Awards 2007 consisted of Pepi Burch, publishing consultant (Zurich), Dr. René Grossenbacher, Managing Director of Publicom AG (Kilchberg), Josefa Haas, Head of the Media Institute (Zurich), Karl Lüönd, publicist (Räterschen), Urs Schneider, owner of Mediaschneider (Zurich) and Jürg Siegrist, Managing Director of SWA (Zurich).

 
Column If you write well, you have to adopt and evaluate a point of view. Only bad writers adopt the point of view of the informants and actors. 
Politicians demand it, publishers promise it, media professionals are expected to deliver it - objective journalism. The basic rule is to separate fact from opinion. This is what Anglo-Saxon journalism is supposed to be. The free newspaper .ch recently took it the furthest, claiming to be a value-free news, sports and service newspaper. What a mistake: if you write well, you have to take a standpoint, and that means evaluating. Only bad writers adopt the point of view of the actors or the client, or worse still, they blur the context. For the sake of simplicity, let's remove local details, such as street names and ages.
On the first Sunday in November, the headline of the Winterthur city police's media writer was: Tragic traffic accident. "Tragic" at least sounds dramatic, but after reading the headline, the reader still has no clue. The media officer went on to write: "At two o'clock on Saturday night, there was a traffic accident resulting in death." Did it happen? Just like that? Did the goddesses of fate strike or Hegel's world spirit or a windstorm? The media officer went on to say that a driver was driving in the direction of X. "He overlooked a woman who was crossing the road from left to right on the pedestrian crossing." How does the writer know that the driver "overlooked" the woman? It's also possible that the driver didn't want to slow down out of anger at the pedestrian interfering with his rapid progress, along the lines of: she can run to the side if she wants to. The media spokesperson took the perpetrator's point of view. The victim was unable to say anything more and died four hours later in hospital. "The driver was drunk and behaved so rebelliously at the scene of the accident that he had to be handcuffed."
Interim conclusion: Three important pieces of information - dead pedestrian, driver driving drunk and rioting after the accident - come in passing and only towards the end of the report. It is as if the media spokesperson wants to minimize the blame of those responsible for the accident. As can be seen time and again in police reports.
Three daily newspapers (Landbote, Tages-Anzeiger, NZZ) take over the report of the Winterthur city police and thus the obfuscating basic tone, only the NZZ already mentions the "drunk driver" in the subtitle. But how could the story have been written?
Title: Drunk man kills pedestrian and goes on the rampage. Text: A drunk driver drives into a pedestrian at a crosswalk at two o'clock in the morning. The victim remains unconscious and dies four hours later in hospital. The man who caused the accident defies the police until they put him in handcuffs.
The facts remain, but this time we also name a culprit. A second example: "In a spending spree, more and more people are falling into the debt trap", begins an sda report on the rising number of "private bankruptcies". Value-free reporting? Never heard of the working poor and lack of money in old age, as AHV and pension fund pensions are not enough, especially when a surprise emergency expense is added to the mix? You can easily manage a personal bankruptcy, even without a "spending spree". With his flippant opening sentence, the sda writer reproduces the ideas of those neoliberals who blame the weak for economic failure.
And finally: a glass is fifty point zero percent full. Is it half empty? Or half full?
> Hans Stutz is the former editor-in-chief of the media magazine Klartext and a freelance journalist.

 
Logistics Neue LGK has realized new TV commercials for Swiss Post. 
Swiss Post is the focus of public attention - everyone has an opinion about it. The Neue LGK makes use of this in several TV commercials for Swiss Post's communication. Special residents of the country also have their say. Swiss Post has an open ear for the population. This is the basic idea behind its communication. In collaboration with the Neue LGK, Swiss Post has been implementing a range of measures since 2004 to give Swiss people an honest and unadulterated voice to their opinions and wishes. With this Vox Populi, Swiss Post wants to demonstrate its deep roots among 7.5 million customers in the country.
True to this Vox Populi concept, neither professional actors are cast for the films nor are there any content requirements regarding the statements. Since the launch of the campaign, emphasis has been placed on a broad spectrum of honest opinions. With a twinkle in the eye, the letter carriers' best friends are also given a voice in the latest film. The film was produced by Chocolate Films and directed by Marcel Langenegger. Advertisements and online measures reinforce the themes of the TV commercials.
Andreas Panzeri

Free press With the rates of the new free newspaper News, Tamedia protects 20 Minuten, but leaves nothing to chance in the Mittelland. 20 Minuten is not only the daily newspaper with the highest reach in German-speaking Switzerland, but also the one with the lowest price per thousand readers (TLP). According to the current rate, this is 29.60 Swiss francs. But even if 20 Minuten raises its tariff by 9.8 percent from January, the commuter paper remains in pole position in terms of price. 1000 20 Minuten readers will then still be 50 centimes cheaper than with News, which starts on December 5. This shows that Tamedia is exposing 20 Minuten to new competition in the reader market, but in the advertising market the Zurich media group is not letting anything get close to its young cash cow. News is attractively pricedHowever, News' pricing policy makes one thing clear: the three participating publishers Tamedia, Espace Media Groupe and Basler Zeitung Medien (BZM) want to position the newcomer attractively in terms of price - in second place in terms of TLP. Provided that News can achieve its ambitious goal. Two contacts per distributed copy right from the start are no small feat - and that in an oversaturated free newspaper market.
Here, then, caution is also called for with regard to the promises made by publishers. In view of previous experience with free newspapers, it is more realistic to assume a 1.5 LpE (or less) in the first year. But that would bring the News TLP to 43.90 francs - which, incidentally, is exactly the price that .ch is also aiming for.
But back to the original specifications of the three publishers in Zurich, Basel and Bern: Here it is noticeable that News Zurich is not offered solo, this in contrast to News Basel and News Bern, which can also be booked alone. BZM and Espace Media are thus prepared to grant "their" local news edition a certain independence and to experiment with it - for the time being at least. Tamedia will not tolerate another independent title on the Zurich square, because that could get in the way of the Tagi split policy and also cannibalize the Tagblatt der Stadt Zürich, which was newly launched a year ago. After all, the combination variants between News and Tagi have quite favorable TLPs. However, it should not be forgotten that one third of the Tagi readership is outside the home area, which can cause high scattering losses depending on the strategy.
All media planners who still remember the Metropool predecessor Swisspool (Tagi, BaZ, BZ, St. Galler Tagblatt and Neue Luzerner Zeitung) should also notice the News + Metropool module: These two titles together bring a larger circulation and a similarly high reach to the scales as Swisspool I in its last year (2004). Nevertheless, their TLP is a whole 18 francs cheaper than that of Swisspool at the time. This shows: Tamedia, BZM and Espace Media have learned from the past and avoid going for too high prices. On the other hand, they want to retain more advertising money because of the good economy.
Tagi, BaZ and BZ want the leadIt is not surprising that Tagi, BaZ and BZ want to position themselves together with News in the Golden Triangle in terms of price at the top ranks. Here, they clearly claim the lead, while for regional language advertising strategies, they certainly let Blick and heute have a go. In short, the three musketeers don't want to mess with Ringier.
But they know no mercy when it comes to the Mittelland Zeitung (MZ). They are also clamping down on it in terms of price, leaving it virtually no chance in the national market. Customers who previously booked the MZ with the Metropool will think twice in future, because with the News + Metropool combination they have a higher reach - and at a TLP that is 17 francs cheaper than before.
The same applies to customers who primarily want to cover the Mittelland: Although the News Mittelland module can hardly hold a candle to the MZ on its own, any combination - whether in the direction of Basel, Zurich or Bern - is more favorable and offers even more coverage than the MZ. This is only true if News also achieves its targeted figures. But the MZ has to dress warmly.
Markus Knöpfli
The basis for this comparisonActually, we should have made the present comparison
would have liked to use the 2008 rates, but since Basler Zeitung and Metropool have not yet published their new prices, we are using the 2007 rates that are still valid here. However, we have then calculated the per thousand reader prices (TLP) - where available - on the basis of the current services from Mach Basic 2007-2.For News, Cash Daily and .ch
the contact figures are also based on publisher data. It should be noted that Ringier assumes 1.3 readers per distributed copy for Cash daily and also adds 12,000 e-paper contacts. For News, the participating publishers (somewhat grandiloquently) assume two contacts per copy, while .ch initiator Sacha Wigdorovits calculates a more modest 1.5 readers per copy (LpE) for his paper. For comparison: Blick comes to 2.9 LpE, 20 Minuten to 2.7 (without circulation increase in September), Tages-Anzeiger to 2.4, Mittelland Zeitung to 2.3, Basler Zeitung to 2.0, Berner Zeitung to 1.9 and today to 1.1 LpE. (mk) 
 
 
 

 
 
Cheese Neue LGK in Berne and Zurich launches the new convenience product Gerber Steak Fromage with three films for Emmi.  
It is frowned upon by gourmets and at the same time highly prized by locals: the legendary Gerber fondue. Today it is marketed by Emmi, Switzerland's leading supplier of dairy products. One of the strongest brands under the umbrella of Emmi Fondue AG is the historic Gerber brand. The inventors of the ready-made fondue now want to launch a second hit with Gerber Steak Fromage. With this quickly prepared product made from the most popular Swiss cheeses Gruyère and Raclette, Gerber also wants to position itself in the growing market for baked cheese, with Neue LGK Bern/Zurich responsible for the nationwide launch. Three TV commercials were produced together with Solid & Hallerfilm and director Rainer Binz to ensure rapid publicity. In line with the product - a new preparation method for traditional Swiss cheeses - the agency serves up tradition in a different way. In each commercial, a folkloristic group sings a Swiss folk song that everyone knows - but not with these words. To the tunes of "Det ännet am Bärgli", "Mir Senne" and "Là-haut sur la montagne", they sing lyrics about Gerber Steak Fromage. The commercials are accompanied by an advertisement in the Coop newspaper.    
Andreas Panzeri

The shortage of skilled workers known from various industries is now even reaching the Swiss communications industry. With "Web2Web", the job portal Medienjobs.ch, in collaboration with Werbewoche, is offering a new ad combination designed to combine the advantages of an online job market with a presence in an e-mail newsletter. Embedded in the newsmail of Werbewoche, job ads will also be noticed by professionals who are not actively looking for a job. The new job combi is aimed at companies in the media and communications industry that need the greatest possible target-group-specific reach.

The Basel agency OSW has designed a special advertisement for marketer IP Multimedia (Switzerland) for the locally published program booklet of the Basel Guggen-Gala. The result is a performance showing a Guggen musician in an astronaut suit on the moon, i.e. without an audience. The headline is intended to illustrate that Guggenmusik without an audience is like advertising without IP Multimedia, OSW announced. Spillmann/Felser/Leo Burnett is primarily responsible for the overall advertising presence of IP Multimedia (Switzerland). Responsible at IP Multimedia:
Tanja Kretz-Sägesser (Project Manager Communication), Tamara Reding (Head of IPM, Basel). Responsible at Oswald Siegfried Werbeagentur (OSW): Michael Oswald (AD), Nadine Siegfried (Consulting), René Fisch (Text).

In the summer, the advertising agency In Flagranti from Lys won the budget of the Bieler Tagblatt in a competitive presentation. The campaign has now been launched. In Flagranti is positioning the Bieler Tagblatt as a newspaper that lets people know what's happening in the area, according to a press release from the agency. The first wave of advertising focuses on the Biel stadium, a CHF 250 million project that Mayor Stöckli pushed through parliament in the face of ever-decreasing opposition. One ad asks whether the new stadium should be named after Stöckli. In a second, people wonder how it was possible to make the opposition disappear. Two such basic campaigns are planned per year with posters, advertisements, banners, local TV commercials and radio spots. Depending on the current situation, further campaigns will also be run in the surrounding towns and villages. New subscription and early delivery flyers as well as occasional and filler advertisements were also created for the launch.
Responsible at In Flagranti:
Lorenz Schmid, Sue Buri, Yves Kamber (consulting); Marcel Wälti, Bettina Leiggener, Lorenz Killer (graphics/art direction); Jon Andrea Florin, Simon Kümin (text/concept) Responsible at Bieler Tagblatt:
Marcel Geissbühler (General Manager Media); Eveline Harder (Head of Reader Marketing and Communication); Catherine Duttweiler (Editor-in-Chief).