Next Monday, the newest child of Radio DRS goes on the air: The news program DRS 4 News. The station can be received via DAB digital radio, cable, Internet and satellite and is a pure information program without music. It also wants to make its mark on the Internet. DRS 4 News offers current information from politics, economics, sports, culture, society and science. In addition, the background and effects of events are discussed. The basic structure of the station, which is produced in Bern, consists of news bulletins on the hour and half hour. Presenters lead live through the program on all weekdays from 6 a.m. to 8 p.m. and on Saturdays from 6 a.m. to 1 p.m.. In addition, DRS 4 News gives a brief overview of the news situation on the quarter hour during the day. On weekends and at night, DRS 4 News broadcasts news every 30 minutes.
The program is produced by the Information department of Swiss Radio DRS. The core team consists of a dozen journalists, headed by Lis Borner. Borner was previously responsible for the programs "Rendezvous" and "Info 3.
With the new service, Radio DRS wants to meet the audience's need for time autonomy, according to a statement: listeners should be able to pick up information on the radio when it fits into their individual daily schedule. In the case of "breaking news," DRS 4 News wants to react immediately and keep listeners up to date with updates.
DRS 4 News is to make its mark not only on the radio, but also on the Internet: Under Drs4news.ch, the editorial team is launching a "comprehensive information offering with radio-specific content," according to the communiqué. Three times a day, Internet users will find updated podcasts with the latest news of the day, as well as specially prepared topic-specific podcasts.
A special feature of the new program is extensive live sports coverage: DRS is thus bringing the broadcasting of sporting events back to radio: Entire soccer or ice hockey rounds are to be commented on live in conference calls.

 The "Graubünden" regional brand aims to raise its profile and attractiveness with a multi-year advertising campaign. The canton and participating partners from tourism, business, transport and culture are investing several million francs in the campaign. This makes Graubünden one of the first regions in the Alps to take the step from pure tourism to cross-sector regional marketing, as detailed in a press release. The regional brand has been running since 2003. The Jung von Matt/Limmat agency, which won the budget at the end of August, is responsible for implementing the campaign (see
). On Tuesday, a four-year communication offensive was launched in the core market of German-speaking Switzerland, which will be extended to southern Germany if necessary. The long-term goal of the promoters is to make "Graubünden" the most attractive quality brand in the Alps, with the Graubünden heraldic animal, the ibex, as the core visual feature.The owner of the brand, the Graubünden government, has provided funds totaling four million francs as the basic framework for the four-year campaign. The partners involved have also made contributions, so that a total budget of 3.5 to 4 million Swiss francs is available for the launch phase alone until the end of 2008, the statement continues. The funds granted by the canton are linked to a defined performance mandate to the Graubünden Ferien marketing organization.
According to Jung von Matt, the central theme and "star" of the campaign will be the Graubünden ibex, which will act as a likeable, tongue-in-cheek ambassador to convey the authentic values of the Graubünden brand. The entire communications arsenal will be used for advertising, with TV commercials, advertisements, posters, online competitions and guerrilla campaigns. The campaign will be launched on October 30, 2007 with TV spots on SF1, SF2 and Tele Züri, a poster campaign by Davos-Klosters and an initial promotion of the Lenzerheide offer. Well-known personalities such as Renzo Blumenthal, Eva Camenzind, rapper Gimma and actor Andrea Zogg have taken part in the competition with an online TV spot that you can design yourself (to be seen at
). The Graubuenden.ch portal has also undergone a refresh and is the responsibility of Graubünden Ferien:

Gaudenz Thoma (CEO), Gieri Spescha (Head of Brand Management), Mike Frei (PR/Brand Management) Responsible at Jung von Matt:
Alexander Jaggy and Michael Rottmann (CD), Livio Dainese (text), Fernando Perez (AD), Christina Baeriswyl (graphics), Rolf Helfenstein and Claudia Camenisch (consulting), Roland Thomann and Remo Brunner (PR consulting, viral), Achim Jenner and Markus Hammer (web), Samuel Chirst (text), Ilonka Galliard and Didi Knall (FFF), Markus Zeugin (camera) and Florian Frank (ibex expert). External production: Artbox, Online, Jingle Jungle.

 
The cell phone company Motorola is using a technical innovation to penetrate the untapped advertising market for cell phones. According to marketing manager Kenneth Keller, the company is developing a program that can search text messages and conversations installed on cell phones for keywords, from which the needs of the phone owner can be read. It will also be possible to determine the person's location using GPS. In this way, people could be sent individually tailored advertising by text message. For example, if the words "hungry" or "food" were picked up, the person could be sent advertising for a nearby restaurant, Keller said. This was reported by Times Online on Saturday, and Keller is obviously aware that the technology is not compatible with data protection. The company is therefore considering "opt-in" models in which phone owners would have to give their express consent beforehand. However, Simon Davies, Director of Privacy International, was extremely critical of this, telling the Times that cell phone companies would create incentives such as reduced prices to get customers to sign up for such services. On the other hand, this would mean that customers would be financially penalized for not allowing advertising.
It remains to be seen whether the idea outlined by Keller can actually be implemented. In addition to data protection hurdles, the technical requirements are also high; for example, only 3rd generation cell phones (UMTS) can be considered because fast data connections are required to send advertising. In addition, the devices would have to be equipped with GPS technology. However, studies predict a bright future for opt-in models. The first such service was introduced three weeks ago by the British advertising agency Blyk. Customers receive free minutes for mobile advertising. As far as customized advertising is concerned, however, customers still have to fill out a profile (with consumer and brand preferences) on a Blyk website in the old-fashioned way.

 
November 1 at 00:01 a.m. marks the start of November Writing 2007, organized by the Swiss Writing Scene, with the aim of writing as much as the pen can hold within 30 days. Anyone who has written 50,000 words or more by the end of the month (beginners and young people correspondingly less) will receive a digital gold medal. The competition expressly encourages people to send their inner critic on vacation. The November writing competition was initiated by Fatima Vidal from Schreibszene Schweiz, who is supported by volunteers from all over Switzerland, according to the press release. November writers meet to exchange ideas, either virtually in the internet forum or in physical form at the writing meetings, which are organized at various locations. Participation is free of charge, but those who are able to do so can make a donation towards expenses.
Last year, 166 people reached the finish line; this year, 198 people have already signed up. If you want to write your way through November, visit Novemberschreiben.ch. And off you go!

 
The Bernese daily newspaper Der Bund is focusing on quality. The former NZZ subsidiary and current Tamedia company wants to counter "journalistic shortness of breath and lack of opinion" with a new concept, as Editor-in-Chief Arthur K. Vogel announced. As part of a gentle renovation, the editorial section has therefore been expanded. For example, more space will now be given to the Sunday interview and new areas will be explored that were previously neglected. Twice a week, on Tuesdays and Saturdays, the paper now deals with important contemporary issues under the heading "Society". The newspaper will also feature two columns twice a week. On Saturdays, cultural critic Konrad Tobler will address cultural policy issues, while the Management page, which previously appeared every two weeks, will now be published every Wednesday and is now called "Work".
Changes have also been made to the layout. From Monday, the general layout will be more generous and more color images will be used.

 Eight months before the start of Euro 08, News Aktuell Schweiz invites experts from the communications industry to look ahead. In a panel discussion between UBS media spokesperson Dominique Gerster, Urs Peter Naef from Migros, Achill Prakash from Publicis, former Bild sports boss and current publisher Ulrich Kühne-Hellmessen and lawyer Stephan Netzle, the opportunities of the European Football Championships from the perspective of corporate communications will be discussed. The discussion will focus on the sponsors' strategy, the challenges for non-sponsors, the role of "ambush marketing" and the legal framework. The event will take place on November 8 at the Zurich Stock Exchange.

 Filippo Leutenegger has dissolved the advertising department of his magazine Neue Ideen. As the publisher of the magazine for homeowners announced in a press release on Monday, the advertising business will now be in the hands of the Creative Media agency. In this way, Leutenegger intends to drive marketing even more intensively. Managing Director Rehné Herzig is also no longer on board. Although both sides say that the magazine got off to a good start, Leutenegger is now letting the advertising and publishing specialist go. Herzig's commitment was good, he told Klein Report. However, costs had risen sharply and the decision to outsource the advertising business was therefore based on cost considerations.
The advertising agency Creative Media, based in Affoltern am Albis, will now expand its team to meet the needs of Neue Ideen. The company, managed by Manuel Loureiro, has been marketing advertising in national newspapers and magazines since 2003.

 
The attack on the *Mittelland Zeitung* by a high-circulation Mittelland edition of *News*—the new free publication from Tamedia, Espace, and Basler Medien—is not going over well in Aargau. In an interview with Werbewoche, AZ publisher Peter Wanner expressed his disappointment over Zurich’s breach of promise and is considering countermeasures. 
A standalone Mittelland edition of News has just been announced. How do you intend to respond to this attack? It is indeed an attack on the Mittelland Zeitung—in effect, a declaration of war on the entire AZ Medien Group. We haven’t made a decision yet. However, I am particularly disappointed by Tamedia’s breach of promise. We once had a gentlemen’s agreement under which Tamedia would not enter Aargau, and we would not expand into Zurich. That agreement is obviously no longer valid.
But wasn’t that mainly about the agreement that the *Tages-Anzeiger* wouldn’t launch a separate edition in the Limmat Valley? No, not only that. I had held discussions with Mr. Coninx and Mr. Kall that did, however, pertain to the *Tages-Anzeiger*. What is clear, however, is that it doesn’t matter whether the attack comes through a *Tagi* or a *News* edition.
The attack is massive. With a circulation of 132,000 copies, News Mittelland’s circulation is higher than that of the Zurich edition. That’s why I’m calling this a declaration of war. Tamedia had, after all, made a big announcement about launching a second free newspaper for Zurich, Bern, and Basel. Now nearly half of the circulation is going to the Mittelland region. The only positive aspect is that it has apparently become clear to the three publishers that advertising planning without the Mittelland is not an option. However, we consider the product superfluous because, from a journalistic standpoint, it makes no sense; rather, it is a product designed purely to cause harm in the advertising market—in two ways: First, they want to ’undermine« the new free newspaper .ch, and second, they want to harm the Mittelland Zeitung. .
It’s clear that you can’t simply sit back and wait for this development to unfold. But what options are there? There are a number of concrete ideas that are already quite far along. However, we still want to discuss these internally and, above all, with our partners at the Mittelland Zeitung in Zofingen, Olten, Solothurn, and Baselland. Once we have reached an agreement, we expect to announce it by the end of the year or in January.
Can we expect a print publication from Wanner? Let's put it this way: You can expect a response from us.
The power centered around your newspaper is also united in the national advertising consortium Metropool. Would a stake in the Mittelland Zeitung be an option? No, we were never asked. We’re now in the role of David against Goliath. I actually quite like this role, and the attack stirs my fighting spirit.
Are you doing this on your own? Or with the help of PubliGroupe? Our partners are the publishers of the Mittelland Zeitung. If we were to launch a product, P’s role would be that of a marketer. But we’re not there yet, because we naturally want to bring our partners on board first. We can then discuss further partnerships as a secondary consideration.
That immediately brings the NZZ Group to mind. There are various possibilities; we'll take a closer look at them then.
Interview: René Worni
See also

Full steam ahead to the Central Plateau
 
 
 
«News» Now Available in the Mittelland, Too: The New Free Newspaper «News»
Starting December 5, the «Basler Zeitung,» the «Berner Zeitung,» and the «Tagesanzeiger» will be published not only—as previously announced—in the three newspapers’ traditional coverage areas, but also in the Mittelland region, with a circulation of 132,000 copies. With «News Mittelland,» a commuter newspaper is addressing readers and advertisers in the cantons of Aargau and Solothurn directly for the first time. The total circulation across all four regions is 334,000 copies. The ’News Basler Zeitung« edition, with a circulation of 42,000 copies, will be distributed primarily in the cantons of Basel-Stadt and Basel-Landschaft. »News Berner Zeitung’ (60,000 copies) will be available in the greater Bern region. In the canton of Zurich, «News Tages-Anzeiger» is published with a circulation of 100,000 copies.

 
Auto Zurich 2007 is just around the corner, and Sulzer, Sutter is promoting the new Fiat 500, which is being shown in Switzerland for the first time, around the exhibition center in Zurich-Oerlikon. The retro-designed compact car, which was presented in 2004 and will be available from this year, is visually inspired by the Fiat Nuova 500 ("Tschinggerucksack"), which was produced between 1957 and 1976. It can be admired live at the Autoitalia garage stand, 500 meters from the entrance roads to Oerlikon, 500 steps from the trade fair streetcar station and 500 steps from the trade fair entrance. There, Sulzer, Sutter draws attention to the small sensation in the hall with F12 and F200 posters and illuminated posters. The billposting and the Auto Zürich will continue until November 4. Responsible at Fiat:
Wilfried Karl (overall responsibility). Responsible at Sulzer, Sutter: Michael Kathe (CD), Florian Bachofen (AD), Sini Oh (graphics), Giusi Brullo (consulting).

 
Berlin-based Tanja Meyle won the first prize for virtual architecture in Second Life at the weekend. The winner, who was determined by public vote, received an award worth 1000 euros for her virtual cloud, as reported by SDA. Almost 2700 people voted for Meyle's work Living Cloud in an online poll over the past month and a half. It beat three other nominated projects from Vienna, San Francisco (USA) and Melbourne (Australia). The aim of the competition was to track down new trends in architecture, digital art and design. Why a (blueish wafting) cloud was awarded an architecture prize remains somewhat cloudy. The concept description doesn't help either: "The cloud is not only a transportable house, but its variability comes closest to the idea that the house is just an extension of one's own body." Perhaps it was less an architecture prize with a concept than a philosophy prize with an illustration.

 Many managers consider it important to maintain their own online image. This was the result of a survey conducted by the German personnel consultancy firm LAB Lachner Aden Beyer & Company in cooperation with the magazine Wirtschaftswoche. Three quarters of top managers rated their reputation on the Internet as relevant. By maintaining their own blogs and websites, entries in forums or targeted measures against misrepresentation, 44 percent of those surveyed even help to shape their image online. According to Klaus Aden, Managing Director of LAB & Company, there are good reasons for this: "Top managers are increasingly becoming brands. It would therefore be grossly negligent to neglect brand management on their own behalf." Although online reputation has played a rather subordinate role to date, a poor image can be a heavy burden, especially for high-profile positions, Aden told Pressetext.
However, managers should rely on the help of professionals to cultivate their image on the internet. Those who try to improve their reputation themselves often achieve the opposite, as the experiences of those surveyed show. In this respect, however, German top managers are not yet as advanced as their colleagues in the USA or the UK. Although 81 percent are concerned with the question of what information is available about them, only very few entrust special service providers with the task of improving their reputation.

 
Last Friday, the ADC Young Creatives Award took place for the first time at the Kaufleuten in Zurich. The Art Director's Club (ADC) Switzerland's promotion of young talent got off to a brilliant start with around 100 entries. According to the unanimous opinion of the jury, the work of the young creatives for Amnesty International under the motto "It's not happening here, but now" was of a high standard. Amnesty International was a well-known client for the first ADC Young Creatives Award. The jury, which examined the ideas of the young creatives, was also strong. Under the direction of Urs Schrepfer, ADC members Danielle Lanz, Pius Walker, Peter Brönnimann, Uwe Schlupp, Stefan Ehrler, Ralf Kostgeld, Pierre Rebetez, Christian Bobst, Matthias Freuler, Petra Bottignole and Alexander Jaggy, followed by Philipp Petersson from Condor Films, Glenn Gibbins from BBH London and Paul Tschurtschenthaler from Amnesty International.
From 78 "Print&Outdoor", 17 "Film" and only 4 "Cyber" submissions, the jury first selected ten finalists in Cannes mode. From these, the works of the three winners emerged, who will represent Switzerland in 2008 in Cannes at the international competition for young talent in the aforementioned categories. One of these winning works was also awarded the Grand Prix on behalf of Amnesty International. Amnesty will actually have this idea realized. An U23 talent was also selected for the Hatchuel Academy, who will attend the sponsorship workshop in Cannes. In the evening, the winners received their YCA trophies on the stage of the Kaufleuten-Festsaal in a great party atmosphere.
The team of Claudia Gaisser (text) and Andrei Vid (AD) will have to decide between themselves which of them will take the only Swiss place at the Hatchuel Academy. They won with their idea "Postcards", in which posters are covered with postcards showing a picture of a tortured person. When the cards are removed, the positive effect that the postcards and thus the support of Amnesty International can have becomes visible underneath.

Martin Arnold (Text) and Nik Hodel (AD) won the Film category with their idea "Weather Camera". The spot shows views of idyllic Swiss vacation resorts in the style of typical weather cameras, before suddenly panning across disaster areas from Rwanda to Iraq.

As the standard in "Cyber" was not only quantitatively but also qualitatively significantly below that of the classic categories, the jury decided not to award any work in this category. Instead, there were two winners in the "Print&Outdoor" category. These were Moritz Stillhard (AD) and Andrea Heierli (AD) with their poster "Gitter". This amazing media idea makes use of the mechanics of prism posters and shows the misery of a prisoner behind the slats of an advertising poster.

On the other hand, Iris Alder (text) and Roswitha Brülisauer (AD) impressed with "What's up in Guantanamo". The two young creatives placed the "top events" from Baghdad to Guantanamo, i.e. mass executions, stonings and torture, in an identical layout in the middle of the well-known tips for going out from Bern to Zurich.

In the end, the Grand Prix went to Moritz Stillhard and Andrea Heierli. Their work will soon be seen by a wider audience. But more of these promising young creatives are sure to make themselves heard.
The winners of the ADC Young Creative Award 2007

From left to right: Andrei Vid and Claudia Gaisser, Roswitha Brülisauer and Iris Alder, Moritz Stillhard and Andrea Heierli as well as Nik Hodel and Martin Arnold.