Magazine Parallel to the relaunch, the Swiss family is entering foreign domains with a free legal advice service for subscribers. 
The newspaper is also an insurance policy: this practice has pretty much fallen into oblivion, or is limited to little more than a traditional title. However, the printed press has a long history of offering additional benefits. Especially in the early years of the traditional newspaper titles, insurance against illness and loss of working hours was a popular lure to attract subscribers. As social services were still largely absent, the focus of the public when buying a newspaper subscription was often not on the paper but on the insurance. New advisory serviceNow Schweizer Familie (SF) is building on this tradition with a free legal advice service for its readers and legal protection insurance at a preferential price and is teaming up with Mobiliar subsidiary Protekta. From September 20, subscribers will be able to obtain free advice on all areas of law from Protekta lawyers by telephone on weekdays. In addition, the legal insurer is offering SF readers legal protection insurance at special conditions. From a strategic point of view - one hand washes the other - this model enables the Swiss family to strengthen the loyalty of its readership and generate new subscriptions, while the Mobiliar subsidiary gains new policyholders.
"Schweizer Familie has always offered a lot of reader service," says SF editor-in-chief Daniel Dunkel. "But a crisp durability tool for subscribers was missing until now." For Dunkel, the deal was the decisive added-value element. A historical side effect: the offer is also a reminiscence of the 113-year-old newspaper's own past. Back in the 1930s, women who were not working were insured against death, disability and accidents with a subscription from Schweizer Familie. According to the publisher, this still applies to around 20,000 people today.
The new range of products and services is in line with the profile of the SF readership, which includes many families who tend to value security highly and are only willing to take limited risks. The legal advice fills a gap here, be it when leasing a car, booking a vacation, concluding complicated contracts with telephone providers or dealing with rental problems. "People need advice because they can no longer find their way through the jungle of paragraphs," says Dunkel.
Nothing against advice papersLast March, the Schweizerischer Beobachter rejuvenated its appearance and has since given family issues more space in the paper with a separate section. In this context, the new legal advice from Schweizer Familie/Protekta can also be read as a journalistic tit-for-tat. This is because the SF players are entering a domain that has been commonly associated with the Beo advisory service for generations. "The Beobachter can give us a few tens of thousands of readers," says Daniel Dunkel, although he does not see this as a declaration of war, either against the Beobachter or other advice magazines. With the exception of one anonymized model case per month, the Swiss family does not want to publish any stories from the legal advice sector.
For Dunkel, comparisons with the Beobachter do not stand up. "Our focus is on reader loyalty and gaining subscriptions." We don't want to become a fighting paper for deceived consumers, but rather educate our readers. The best effect Dunkel imagines from advising his readership is that people - legally impregnated, so to speak - don't get into difficult situations in the first place. This is consistent with the way typical Swiss family issues are dealt with, where those responsible do not want to offend their flock with gloomy stories. The world is already a bad place
enough.
René Worni
See also:
Relaunch for mainstreamer

 
Paper ComMix skillfully sets the scene for the new Canteo paper goods collection from Biella. 
Style meets tradition - this is the motto under which ComMix has brought the new appearance of Biella's Canteo collection to life. The philosophical and melodic name Canteo for a paper goods collection says it all: elegant and functional stationery in a sophisticated design for every occasion.
Canteo was inspired by the legendary Bundesordner collection from Biella. The logo of the traditional Bundesordner collection is now embossed on Canteo stationery as a seal of quality and proof of authenticity. Biella thus combines the rich tradition of the Bundesordner from 1908 with the sophisticated and lively writing culture of the present day. The Canteo stationery collection is a "tribute to the human spirit and its most intimate and enduring expression - handwriting", says Biella. Thoughts find their way onto the paper via the hand, and the paper repays the time invested with a valuable, unique piece. Time cannot be captured, but Canteo allows inspirations to endure and thus gives a piece of timelessness.
This high positioning of the collection requires an emotional communication campaign at the highest level. Instead of the usual product presentation of writing articles, ComMix's concept staged lifestyle objects rather than goods. The current theme of "work-life balance" came into play in the concept. Everyone has to find a balance between the world of work and private life, between hectic and relaxing. With this approach in mind, ComMix worked closely with Biella to create the branding, logo design and product identity. To date, measures such as booklets, advertisements, displays and an initial version of the website have been implemented for the campaign.
Andreas Panzeri

 
Business media Ringier has been breaking new multimedia ground with the business title Cash for a year now. The platform, a consistently organized media network with a website, free newspaper and web TV, continues to promote the umbrella brand via new media channels. It is apparently so strong that the death of the weekly title Cash has not affected it, as Christroph Bauer, Head of Business Media at Ringier, sees it. Although he describes Cash daily as a journalistic and publishing testing ground, he nevertheless comes up with impressive figures: The media network already reaches 140,000 readers. And the publisher is already distributing 113,000 copies of the printed free newspaper. (rw)

 
Read
here
the weekly interview with Christoph Bauer, Head of Business Media and Member of the Executive Board at Ringier AG.  
 

A new agency group is being created in Switzerland: Advico Young & Rubicam, Futurecom interactive and Wunderman are merging in terms of personnel and organization to form Young & Rubicam Group Switzerland. The management duo of the new group will be Andreas Widmer, previously CEO of Futurecom and Interactive, and Markus Gut, previously Head of Creative at Publicis (see ). In addition to Widmer as CEO and Gut as Chief Creative Officer, the entire management team of Advico Young & Rubicam consists of Lukas Tenger (Consulting), Caspar Coppetti (Strategy), Felix Kündig (CFO) and Philipp Skrabal (Executive Creative Director). According to a press release, this will rejuvenate the Group's management.
Edgar C. Britschgi, the former CEO and Chairman of Advico Young & Rubicam, will remain Chairman Young & Rubicam Switzerland and Chair Young & Rubicam EMEA Retail Practice. Britschgi has led the agency for the past five years.
The new group is a response to changing customer needs and the desire to merge online and offline worlds and integrate dialog-oriented and broad-based communication tools. The brands of the Young & Rubicam Group, Wunderman (dialog), Allaccess (events & promotions), Exxtra (retail) and Futurecom (interactive) will continue to operate under their existing names and with the same management teams.
"All major traditional advertising agencies are currently undergoing strategic realignment. They are all looking for ways to meet the digital transformation. We bring online, dialog and advertising together on an equal footing for our clients," Widmer is quoted as saying in the press release.
Markus Gut is leaving Publicis to become Chief Creative Officer of the Young & Rubicam Group from January 2008. "We want to develop holistic creative ideas for our clients that can be implemented in the classic and new digital channels in a medium-appropriate way. I see this new integrated model as the only chance we have of remaining at the top in the future," he says.
Under joint leadership, clients will in future be offered an integrated service with the "best of off- and online communication". Massimo Costa, Chairman and CEO of Young & Rubicam in Europe, comments on the new management duo at Young & Rubicam: "An innovative dream team with a unique understanding of the power of creative ideas and a conviction for integrated communication. With Andreas Widmer and Markus Gut, a new generation is taking the helm at Young & Rubicam that stands for a paradigm shift in communications".

 
The second EasyFairs Packaging, which will take place in Lucerne on November 7 and 8, 2007, is already fully booked. The trade fair is thus establishing itself as a national event. 
Short, compact and cost-effective - this is the concept of EasyFairs, which already organizes over 40 events throughout Europe on a variety of topics. The organizer aims to offer exhibitors and visitors a professional and topic-focused contact platform for simple and direct business with an optimum cost-benefit ratio. The concept has also been well received in Switzerland. The first EasyFairs Packaging, which took place last year, met with great interest.
Expanded exhibition spaceOver 100 companies will be represented in Lucerne in November, 30 percent more than in 2006. Compared to last year's EasyFairs packaging fair, the exhibition space has increased by 20 percent. The exhibitors include well-known companies in the Swiss packaging market such as Pago, Well-Pack, Prodinger Verpackung, Antalis, Verpama and ATS Tanner. The trade fair in Lucerne covers all areas of the packaging industry, including packaging materials, packaging technologies, packaging machines, label and marking technology, packaging design and layout and recycling. According to surveys, 97 percent of the 1,500 trade visitors to the last packaging trade fair rated the event as good to very good. Around half will buy products from the trade fair, and more than 60 percent will invest between CHF 7,500 and CHF 155,000 in them.
Two new eventsA total of three EasyFairs trade fairs will be held in Switzerland in the near future. In addition to the packaging trade fair in November at the Allmend in Lucerne, EasyFairs Maintenance, a national trade fair for industrial maintenance and facility management, will be held in Basel on January 23 and 24, 2008, and EasyFairs Shop will take place in Lucerne on April 8 and 9, 2008. The latter is intended to establish itself as the actual industry meeting place for the Swiss retail trade.
Sabine Flaxman
EasyFairs Packaging Switzerland November 7 to 8, 2007, Lucerne Exhibition Center.
Opening hours: 9.00 am to 5.00 pm.
Free admission for visitors.
Over 100 exhibitors from the packaging sector.
Further information and the exhibitor brochure can be downloaded at
.

The communications agency Trimedia can announce new clients and has brought SVP cantonal councillor Claudio Zanetti on board. From October 1, the 40-year-old will be responsible for expanding the Public Affairs area of expertise as a Senior Consultant and member of the Executive Board. As a Zurich cantonal councillor and former managing director of the SVP in the canton of Zurich, Zanetti has many years of experience and excellent contacts in politics and administration, according to a press release. The lawyer and PR consultant will represent the commercial interests of national and international clients for Trimedia. He will also continue to develop the industry sector. The team will be further strengthened by Adrian Schmon, Erika Bünzli, Marilena Rotundo and Martina Bürge. Adrian Schmon, who worked as a producer and deputy editorial manager at Tele Ostschweiz, is building up the "Video Production" division at Trimedia. Erika Bünzli joins Trimedia as Senior Consultant. In recent years, she has been responsible for various business events at the Eastern Swiss communications agency Freicom. Marilena Rotundo will take on the role of project manager.
Trimedia has also acquired new clients in recent months: the Crown Worldwide Group, Microsoft Digital Advertising Solutions and the Rheintal trade fair Rhema with its business event.

 
Real-TV "Principal" is, according to Wikipedia, a "rather outdated term for teacher". Principals explain the principle. The principal-agent theory is a model to explain the actions of people in a hierarchy. A book entitled "The Blocher Principle" was recently published. As is the fashion with modern marketing - even of old principles - the movie for the book followed shortly afterwards. A small film, to be sure, only a few square centimetres in size on the Internet. And yet the contribution made big waves not only on the airwaves, where the interview was also broadcast on a few local TV stations in the style of a soap opera for clean-cut political vests. Matthias Ackeret reveals a great deal of personal commitment to this story. From now on, he wants to provide his principal with the cues for new provocations every week. The fact that the author of "Der Hammermann" - an autobiography about long-distance runners - is not losing his stamina so quickly should give his political rivals hope. It is still not too late to jump on the bandwagon of future media. Because in a country where a newspaper concept is copied almost daily, even a small and cheap TV experiment should not simply be left to the strong without a fight. Even if only out of principle. (pan)

The Lake Zurich newspapers have also been available as online editions since September 17, 2007. According to the press release, the e-paper looks exactly like the print edition, with all images, photos, graphics and advertisements. Individual articles or images can be viewed in detail, saved and printed. Until the end of 2007, access is possible without registration and is also free for non-subscribers. From January 1, 2008, registration will be required.

 
Press The editor-in-chief of the *Tages-Anzeiger*, along with his editorial staff, faces competition from two additional free newspapers: *News* and *.ch*. Peter Hartmeier takes it in stride and speaks out in defense of the quality newspaper. 
WW: With News, you’re launching a second free publication from your own company. Does that bother you as the editor-in-chief of the Tagi? Peter Hartmeier: No, not at all, because this strategy is simply sensible.
Aren’t you concerned that News might further cannibalize the Tages-Anzeiger? Well, let’s see just how significant this cannibalization effect will be. For the past five years, since I became editor-in-chief, this newspaper has been facing brutal competition, which we’ve weathered with great dedication. Circulation figures are stable. As for the editorial team: We’re doing a great job of «cutting it up» because, on the one hand, we know what our readers expect from us, and on the other hand, we try to surprise them. I’m a political journalist and an economist, so I really enjoy this fierce competition.
We are facing yet another “press war,” this time instigated by free newspapers. I don’t like this bellicose choice of words. Quite simply, we are in a highly competitive market and have long been subject to comparison—with the NZZ, 20 Minuten, the Blick, and the Zürcher Oberländer, for example. Now, competition from the free newspapers is getting even tougher. This makes it all the more important that we, as a subscription-based newspaper, play to our strengths—such as our local roots. We’re fortunate that we launched our regional editions in time and that they’ve been well received in the respective areas. The Tages-Anzeiger generates so much interest every week in the Zurich metropolitan area that—with all due respect to the new competition—we’ll be able to handle the new competitive landscape just fine.
Does the public still want full-service newspapers? That depends on who you ask and about what topic: Talk to people interested in politics, to GC and FCZ soccer fans, or discuss the Zurich Congress Center debate with planners and architects. As different as these three groups may be—they have one thing in common: they read the Tages-Anzeiger and participate in the debates that we initiate, follow, and comment on. I could give you dozens of examples—local, national, and international topics. Just now, our publisher Pietro Suppino admonished me, saying we should finally stop constantly and anxiously questioning the subscription newspaper. Certain media journalists sometimes remind me of doomsday prophets: both are caught up in a kind of apocalyptic mood. If I were to constantly torment myself, doubt, and complain like that—I’d have to quit my job outright. I advise all these pessimists to spend two or three days at the Tagi newsroom to experience what a comprehensive political subscription newspaper triggers, sparks, and what flood of reader reactions reaches us day after day.
Wouldn't you have liked to see a little more from the Tagi in the new free newspaper than just a few teasers on the Switzerland page? Surely you're hoping for some readers to switch over? How do you know what this newspaper looks like?
Isn’t the point of the free paper to pique readers’ curiosity about the paid newspaper and help sell it? A compact edition of the *Tages-Anzeiger* would lead to significant cannibalization of the *Tagi*. Right now, we have a clear distinction between *20 Minuten*, *News*, and our subscription newspaper. Let me give you a concrete example: The large segment of the population that really wants to know the facts about the Roschacher affair had to turn to a newspaper with in-depth coverage—one with investigative reporters who didn’t just parrot what politicians said, but asked tough questions: the Tagi, the NZZ, the Baz, or Le Temps, for example. That is our strength. Whether the news section includes a small, medium, or larger mention of the BZ, BaZ, and TA is, ultimately, not decisive. The portion of the population that wants to know more is very large. This group is more educated than ever and critically navigates back and forth between the internet, free newspapers, and paid newspapers. I see this with my 17- and 18-year-old children and their friends. If I weren’t convinced of this, I would trade the rather demanding task of producing the TA day after day with my colleagues for a more comfortable job.
Is the "Tagi kompakt" completely off the table now? Yes.
Are you glad you managed to avoid the compact edition? No, because that’s not the point. Tamedia, together with Bern and Basel, simply made a sensible decision. — I’m looking forward to News. With the Bern, Basel, and Zurich lineup, News is important in this new competitive landscape.
Interview: René Worni

 
Beds The Geneva agency Saatchi & Saatchi Simko has developed a national campaign for the St. Gallen company Happy. 
Everyone knows this. When you can't fall asleep, you count sheep. Another option is to sleep in a Happy bed. For the Geneva agency Saatchi & Saatchi Simko, "counting sheep" is a thing of the past in its latest campaign for Happy. Saatchi can also prove that mattress advertising does not necessarily have to be problem-oriented and boring. "The main aim is to transform the traditional Happy brand into a love brand and increase its market share," explains Account Director Jan De Schepper, adding that the Geneva-based creatives under CD Olivier Girard have created a completely new brand identity with the sheep as a new icon that fits in perfectly with the existing brand perception and is intended to be a long-term component of the brand. Strong brand elements such as the well-known claim "I wett i hett es Happy-Bett" were retained to ensure recognition after many years of advertising absence.
"With the new campaign, we want to break the taboo on sleeping," explains Stephan Egger, CEO of Happy. "Happy sleep is beautiful, restful and fun. Medical, psychological and physiotherapeutic advice is not one of our core competencies. People can simply sleep well with our mattresses, and Happy wants to be loved for that."
The core element of the new campaign is three TV commercials. However, the sheep will also proclaim the happy message of their new freedom at other brand touchpoints such as at the point of sale, at trade fairs, on the Internet and in the Happy consumer magazine.
Andreas Panzeri

 
Paper More and more companies want to make a contribution to environmental protection and are therefore opting for certified paper products. 
Paper More and more companies want to make a contribution to environmental protection and are therefore opting for certified paper products. The topic of paper and the environment was the focus of the paper tour organized by paper wholesaler Antalis in May. For Karin Locher, Project Manager Papertour Antalis AG, Antalis' commitment in this area is nothing new. "On the contrary, we have been endeavoring for years to provide sound information on the origin, raw material composition and production of our retail products and to support our customers in their choice of paper with the help of paper producers," she says. Due to the current climate debate, the WWF reports and the global discussions on protecting the environment, the topic of ecological papers is increasingly coming to the fore again.
Paper on Tour Antalis was mainly guided by the idea of leadership in the project, combined with the claim of expertise in the field of ecological papers. The aim was to find a way to create clarity in the content of this very emotional topic and to communicate this as attractively and competently as possible, explains Locher.
The aim was to offer the public assistance in choosing paper. The presentation was also to be distinctive and independent and as close to the customer as possible. For the paper tour (paper on tour), Antalis deliberately chose the train as an ecological means of transportation. At seven locations, customers had the opportunity to find out about the products available on the market and the various certification labels through presentations and dialog with the speakers.
Information deficitsThe visitors mainly included employees from advertising agencies, graphic design studios and print shops, who should also be informed about the current eco-labels due to their close relationship with paper. "We also invited purchasers of cut-size paper from private and public companies," says Locher. In addition, the level of knowledge varies greatly depending on the function of the employees in the companies.
The FSC label is generally well known. However, there are deficits in the certification labels for secondary fibers, such as Blue Angel or Nordic Swan, she notes in practice. The questions on the paper tour were therefore very varied and ranged from the use of forests as a resource and sustainable forestry to manufacturing processes and the current range of ecological papers.
Questions about trends and innovations in the paper sector as well as future scenarios and certifications were asked particularly often. "It was also important for us to combat the misconception that the paper industry is the killer of forests with well-founded information. After all, only 15 to 17 percent of the wood harvested worldwide goes into this sector," says Locher. "We were also able to use numerous examples to show that ecology doesn't have to be expensive. After all, a large number of such papers from the primary and secondary sectors are available at fair market prices."
Certification as standardLocher is convinced that the importance of ecological papers will increase significantly in the near future and that certification information will very soon be standard. "As paper traders, it will be our task to pay attention to these labels in strategic purchasing and to demand the manufacturers accordingly. Papers without the corresponding certificates will play a subordinate role in the future," says Locher.
Sabine Flaxman
The most important forest certification systemsFSC
(Forest Stewardship Council) is an international non-governmental organization founded in 1993 that promotes the ecologically, socially and economically sustainable use of forests worldwide. The FSC has members in 58 countries. FSC certification is carried out by independent third parties. Information at www.fscoax.org.
PEFC
(Programme for the Endorsement of Forest Certification Schemes) is the world's largest certification system in terms of area. PEFC is an umbrella organization for the mutual recognition of national or regional forest certification schemes that meet internationally recognized criteria for sustainable forest management. The members are national or regional forest certification systems whose content is based on international resolutions for sustainable forest management. Information at: www.pefc.org (sf)

 
Matratzen Bico sent the Eden trio into bed and had six funny product films made there. 
Bico used to advertise with original twins, but now a trio is set to generate even more sales. The Eden trio has been chosen as the new ambassador for the mattresses from Schänis, and six short films have now been produced in an initial collaboration. Under the title Bicotainment, Midi Cottet, Guy Landolt and Helmi Sigg explain what the slogan "Für ä tüüfä gsundä Schlaaf" means to them. The six films by Trio Eden each last three minutes and are of course not intended as TV commercials at this length. This area of advertising continues to be handled by the Ruf Lanz agency, which also recently presented a new spot for Bico. The Bicotainment project by the Eden trio was created in collaboration with Contract Media. However, it was the trio with their crude ideas that finally convinced Bico with this type of advertising.
The funny films show the Swiss bed manufacturer's innovative products and product benefits in humorous scenes. "They serve as training for specialist sales staff and should of course also find as wide a community as possible as viral advertising on the Internet," explains Head of Marketing Roman Corbat. The films can also be viewed at www.bico.ch.
With their scripts, the Eden trio at Bico have been able to enjoy all the freedom they need "in a very uncomplicated development process" to ensure that the typical "Eden humor" doesn't fall asleep in these industrial films either. To demonstrate how "tüüf" you can actually sleep on a Bico mattress, Guy Landolt's pyjama bottoms start to burn under mysterious circumstances. But he doesn't wake up because he is in deep sleep in a Bico bed.
In another scene, the technology of the new AirPulse air-controlled spring elements is compared to the effect of a trampoline. Thanks to AirPulse, Guy bounces higher and higher into the air until he finally lands on the roof of the mattress factory. From there, he only makes it back to the film set with the help of a real stuntman. The films were directed by Marc Schippert and shot in just six days. They were produced by Helmi Sigg.
Andreas Panzeri