Magazines Spillmann Felser Leo Burnett shows with a reader and advertiser campaign that Migros is also for reading - namely in the magazine. 
Imagine it's a newspaper war and nobody is looking! In fact, at least in the trade press, there is currently an almost unmissable battle for new readers for several new newspaper projects. It's not inevitable, but it's also not unreasonable, that publications that are already well established with their audience don't simply want to hide in the jungle.
One of these products that doesn't really need any advertising - because it already reaches almost three million readers a week even without colporteurs and boxes - is Migros Magazine (MM). The campaign is simply intended to mark its presence once again and strengthen the name Migros-Magazin and anchor it even better. And: "To be present with the title outside of the Migros world," says publishing director Bernt Maulaz.
People from everyday lifeFor more than 60 years, Switzerland has perceived the print organ from the Migros company under the title Wir Brückenbauer. This was only changed to Migros-Magazin three years ago. Under the new editor-in-chief Hans Schneeberger, the newspaper, which has always had an attractive journalistic presentation, has focused even more on "stories of interesting, but not prominent people". There is also more service in areas such as health, travel and education.
Up to now, this has mainly been communicated in the trade press. Even the fact that the front page was relaunched 18 months ago was not seen by MM as an advertising measure, but as a service to readers. In the course of all these reader-friendly modernizations, entertainment has also taken on an increasingly important role in Migros Magazine.
"The magazine is a really exciting and entertaining newspaper - which can be said a little louder," said the creative team at Spillmann Felser Leo Burnett. "This use is underestimated. The Migros magazine offers much more value than product information," CD Martin Spillmann and consultant Pam Hügli are convinced. As a result, the agency has consistently used these attributes "entertaining" and "human" as the basic message of its new campaign.
Following successful launches for Migros-Do-it and Migros-Mode, this is now the third appearance for the major distributor from Spillmann Felser Leo Burnett. The Migros magazine is advertised with the claim "The Migros to read".
Because Migros has much more to offer than yogurt, cat food and pasta: it also has interesting reading material. The tongue-in-cheek campaign starting on September 10 in the daily and Sunday press, in consumer magazines and, of course, in Migros magazine itself, illustrates that this does not mean the text on the packaging of this yogurt, that cat food or that pasta.
Almost three million readersWhat many advertisers and media planners overlook and therefore do not know: Migros magazine is the second-largest newspaper in Switzerland. No wonder, with almost three million readers. Despite this, many do without the consumer-friendly magazine in their media mix. "They seem to be blind to the figures that speak for themselves," wonders Marketing Manager Jrene Shirazi. If you still want to take a look, you can also do so from mid-September in the marketing and communications trade press.
SFLB also wants this advertising campaign to be understood with humor, but quite clearly. However, the agency consulted representatives of organizations for the blind beforehand, who did not want to see anything offensive in the ads. The guide dogs can therefore also be used in future for selected events with media planners.
Andreas Panzeri

 
Film
Roadmovie, Switzerland's mobile cinema, is once again bringing Swiss films to rural Swiss regions without their own cinemas this year. Between 25 September and 9 November, Roadmovie is organizing a cinema evening in 28 communities throughout Switzerland. The films to be shown are "Die Herbstzeitlosen", "Vitus", "Mon frère se marie" and "Pane e tulipani". As special screenings, Roadmovie will be showing the preview of "Nur ein Sommer" by Wolfgang Kohlhasse and "Abessinienflug", a documentary from 1934 by Walter Mittelholzer, which has been restored by the Memoriav Foundation.

Interview with Ohad Jehassi, head of marketing at the high school sports website Takkle.com, on the rapidly growing importance of high school sports for advertising. 
WW: Why has interest in high school sports grown so much? Ohad Jehassi: It's hard for the marketing—
Companies are striving to reach this target group; they are looking for direct ways to connect with these young athletes. Athletes are typically the leaders—
They are leaders in their peer groups and at their high school. As a result, they also influence other teenagers.
How are students and parents reacting to the growing interest from brand manufacturers? The kids think it's cool to be associated with a brand like Nike or Gatorade. And the parents like that their children are getting recognition as athletic talents in this way.
Don't you think young people should be protected from such early commercialization? We're so surrounded by advertising these days—there's no escaping it. On the contrary, it's actually expected if you want to be successful.
Interview: Gerti Schön

 The Swiss private channel 3+ attracts viewers to the screen with blockbusters: The channel has acquired an extensive feature film package from NBC-Universal. It comprises more than 30 films, including "King Kong", "The Interpreter", "Miami Vice", "The Fast and the Furious Tokyodrift", "You, Me and Dupree" and "Hannibal". "The Interpreter" with Nicole Kidman and Sean Penn will be the first film to be screened on October 1.

 
Commercial Broadcasting Publicis breaks all boundaries with the Fan Championship M'08 and still doesn't get a red card for ambush marketing. 
TV advertising - that was once upon a time. "Commercial broadcasting is the new form of corporate communication that transcends all known formats. Publicis shows how it's done and launches M'08, the "first fan championship in football history" for Migros in the run-up to the European Championships next year, when Switzerland will host the football spectacle. "Then, of course, everyone will want to advertise. Our country will be flooded with advertisements, posters and TV commercials about football and the European Championship," Jean Etienne Aebi is convinced. He expects a lot of good and solid advertising, which has only one disadvantage: "It will get lost in the general advertising maelstrom."
This should not happen to Migros. With M'08, Publicis and Aebi have created a new communication tool for the major distributor that can do more than just advertise. M'08 is a show, a spectacle and fan involvement "at its best", as the creators and managers enthused at the launch. The M'08 is its own TV production based on broadcasting, which determines the first fan champion in football history in an exciting and entertaining competition and also entertains numerous sideshows. And all this under a uniform M'08 appearance that unites Migros' entire fan commitment.
On Wednesday of this week, the first round of 16 flickered across the screen - the Swiss fans won against Sweden. The disciplines "throwing the TV out of the window", "shouting a goal" and "opening beer bottles" were "played" - without a license, because it's not about football. And here the hard-working fans managed to open 24 bottles in 20 seconds - non-alcoholic beer, of course.
More exciting are the facts and figures that give an idea of the new advertising dimension surrounding this M'08: In order to stage the Fan Championship on Swiss television in front of an audience of millions, SF 1 alone booked a total of 18 times 6 minutes of prime time. A special M'08 stadium was built in Switzerland's largest television studio as the venue. Like every mega-event, the M'08 also has its own fan anthem. "Unhaltbar" by Adrian Stern should even make it into the charts thanks to Universal.
The fact that the M'08 is far more than just a normal advertising event is also demonstrated by the numerous sponsors involved. In addition to the Migros companies Sport XX, M-Electronics, Do-it & Garden, Micasa and Le Shop, international companies such as Volkswagen and Disney also support the Fan Championship.
Of course, the communication side of this idea offers just as many opportunities as it does hard work. A booklet with a match schedule will be published in millions and will provide an overview of all teams, matches and M'08 activities. M'08 fans can stock up on M'08 caps, M'08 pulse warmers and individually labeled M'08 shirts in the M'08 store. Migros will also be stocking its best products in the stores with its own M'08 editions: M'08 detergent "for champions", M'08 washing-up liquid "with lawn scent", for example.
Ringier Press has been secured as a media partner, and of course Migros Magazine will also be close to the action.
As a central communication platform, the Internet has become a goal net and a playing field. The biggest Swiss cross-media campaign of all time is rounded off with www.M08.ch: Here you can find out everything about the M'08 and the associated activities. Blogs and forums enable direct contact with fans and like-minded people, and an online version of the Fan Championship also ensures excitement and customer loyalty.
Of course, there is also excitement at SF: How will the ratings for this new "commercial broadcasting" develop?
Andreas Panzeri

 
Competition
Fumetto, the international comic festival in Lucerne, organizes an annual comic competition. It is intended to give comic creators the opportunity to face an international comparison and present themselves to a broad public. The theme of this year's competition is "Climate". You can find out more about the competition at .

Mach Basic 2007-2 A comparison with Mach Basic 2006-2 shows that the paid press is losing contacts, while free titles are gaining. 1.129 million contacts were lost by the general, business, special and Sunday press titles, while the daily press gained 769,000. However, the paid daily press lost 186,000 contacts, while the free daily newspapers gained almost one million new readers. As a result, the proportion of free contacts with the daily press has risen to 27.2 percent in German-speaking Switzerland and 33.4 percent in French-speaking Switzerland, although in some markets the Mach Basic 2007-2 figures are already out of date. Following the increase in distribution, the reach of 20 Minuten is now likely to be around 35 percent. And in French-speaking Switzerland, Mach Basic only partially reflects the distribution expansion of Le Matin bleu and 20 minutes to the whole of French-speaking Switzerland. The proportion of free contacts in the daily press is therefore estimated at 39 percent in both language areas. Based on the reported figures, it is clear that Le Matin bleu is the new reach leader in the French-speaking Swiss daily newspaper market with 26%. 20 minutes, on the other hand, is (still) behind the paid Le Matin (23.4%) with 20.3 percent.
Tamedia ahead of RingierThanks to the acquisition of Espace Media Groupe and the newly reported 20 minutes, Tamedia is the leader in the reader market in German-speaking Switzerland for the first time. Axel Springer is now in third place behind the previous leader Ringier due to the takeover of Jean Frey and Ringier's TV program guides. Overall, only three publications made significant gains - one from German-speaking Switzerland and two from French-speaking Switzerland (see table). In contrast, 37 titles lost significant ground - 29 in German and eight in French. In Ticino, no publication showed significant changes compared to the previous year.
In German-speaking Switzerland, Basler Zeitung suffered particularly badly from the success of the free dailies, with a significant drop in reach from 5.1 to 4.5 percent. By contrast, Blick, which had already been written off by many, was able to hold its own and lost very little among young readers. This is in stark contrast to the sold edition of Le Matin, which lost a significant number of readers - above average among young people. In French-speaking Switzerland, 24 Heures also lost ground. The reach of the Vaud regional paper fell from 19.4 to 17.7 percent. Significant losses were also recorded in the Sunday market. The reach of Le Matin Dimanche fell from 43.4 to 40.6 percent and that of SonntagsZeitung from 19.3 to 18.2 percent.
Program press hit hardThe consumer press lost a total of 442,000 readers compared to 2006-2. The program press in German-speaking Switzerland has been hit the hardest, with Tele, TVStar and TVtäglich, the three titles with the highest reach, losing a total of around 150,000 readers. After a loss of 2.1 points, TVtäglich still has a reach of 25.7 percent, Tele (-1.0 points) 14.3 percent and TVStar (-0.7 points) 7.4 percent. With a reach of 9.1 percent, SI Style, which is reported regularly for the first time, comes very close to Glückspost, the group leader of the women's press. After a significant loss of 0.8 percentage points, Ringier's Regenbogenblatt now reaches 9.3% of the population aged 14 and over. In the business press, the discontinuation of Cash and the sale of subscribers to Axel Springer means that practically no value corresponds to reality in German-speaking Switzerland.
Specialty press slumpThe specialty press titles are experiencing a real disaster. No fewer than 26 publications have lost significant readership. A total of 919,000 readers have been lost. The health, automotive, sport, IT and agriculture groups were particularly affected. Youth titles suffered the highest percentage losses.
Ueli Custer
 

Daily press Despite massive competition from the free press, Blick and Le Matin are sticking with the tabloid format. The tabloid caused a stir, particularly among the Anglo-Saxon quality papers, when they adopted the compact formats of the tabloid press, but their circulations skyrocketed. In the meantime, the free press has taken over the small format here in Switzerland - free and tabloid are almost synonymous with the public. Blick and Le Matin, the only paid titles to have adopted the Anglo-Saxon trend, would actually have to rethink their format in order to remain formally distinguishable from the free competition, but Ringier and Edipresse are not willing to shake the tabloid dogma. "I never want to go back to the old format," says Le Matin editor-in-chief Peter Rothenbühler. He attributes the fact that his paper has only lost 30,000 readers in the face of around 600,000 free readers in French-speaking Switzerland (including home-grown readers with Le Matin Bleu) to the layout of his title. "You don't succeed because of the format, but because of the content." Ringier Switzerland boss Daniel Pillard (himself editor-in-chief of Le Matin between 1999 and 2001) also wants to keep Blick in its current format. For Rothenbühler, it is clear that Blick wants to blame the "huge mistakes in content and layout" on the format issue, among other things.
René Worni

The agency Matter & Gretener has designed the appearance of Publimedia's new planning tool Vergo. An advertising campaign is intended to show how user-friendly, flexible and efficient the new tool is: it reminds the viewer that in other areas it is still necessary to wait for the optimum solution - the visual shows the effort involved in opening a tomato tin. Matter & Gretener are not only involved with the advertising idea for the new Publimedia application, but are also responsible for Vergo's logo and web design.
Responsible at Publimedia: Alexandra Kasper (Marketing Director), Sabine Tschopp (Head of Communications); at Matter & Gretener: Daniel Matter (Creative Direction), Max Faller (Art Direction), Dominik Imseng (Text), Marcus Gretener, Martina Schörghofer (Consulting); Photography: Stefan Minder.

Games Goldbach Media wants to turn computer games into an advertising medium and offer everything that online advertising can. 
Marcel is about to take aim at his opponent. After a few well-aimed shots from a high-tech machine gun, Gr33b lies crumpled on the ground. Above the dead body is a poster with the inscription "Ear Dis. More Music. More Mobile". - Mobile operator Sunrise is advertising the killer game "Battlefield 2142".
Advertisers have discovered the world of computer games. Anyone who thinks that computer games are only played by a minority is mistaken. The games industry has already overtaken the cinema market with sales in the billions. In 2005, cinema films generated 21 billion dollars, whereas the games industry generated 27 billion. In 2010, turnover is expected to grow to 51 billion dollars. This is the assumption of the British market researcher Informa Telecoms & Media in the report "Dynamics of games".
Computer games are by no means a niche phenomenon in Switzerland. According to a study by Game Mediarep, 58% of Swiss between the ages of 15 and 24 play electronic games. However, the virtual entertainment genre is not only popular with young men. Almost every third person in the 25 to 40 age group is also represented in the gaming community. They play everything from strategy to simulation.
Advertising expenditure will increaseBecause no other medium involves the user so emotionally, the advertising industry is beginning to engage with pixel worlds. The young advertising form of in-game advertising cannot be ignored. The advertising budgets of print and television are not yet under attack. According to a report by the American market researcher Yankee Group, companies worldwide have only invested 77.7 million dollars in advertising in the game format. For 2011, however, the experts forecast an increase to 971 million dollars.
Game Mediarep, a subsidiary of Goldbach Media, plays a leading role in the advertising marketing of computer games in Switzerland. The company currently acts mainly as an intermediary and offers advertising in all games that are listed for in-game advertising and have a corresponding reach in Switzerland. That is around 200 titles. Ten PC titles and a large number of online and browser games that can be found on platforms such as Bigpoint.com can be booked immediately. Game Mediarep intends to significantly expand its marketing activities. The recently announced acquisition of a minority stake in the American company Jogo Media is a major step in this direction. With this investment, Goldbach is adding a number of exclusive titles to its portfolio and expanding into Eastern European countries.
Tailored to target groupsThere are two types of in-game advertising for advertisers. In addition to static advertising, which is already integrated into the game at the time of purchase, companies can place dynamic advertising. Once the game has been sold, advertising can be flexibly integrated and exchanged. In addition, advertising can be tailored to the region and target group. This has long been common practice in online advertising and is a technical revolution in the still young genre of in-game advertising. Since online features have become an integral part of many PC and console titles, advertisers can optimize their in-game campaigns for user behaviour. Advertising is placed in the worlds of experience where it is also seen in real life: mainly on billboards or in the form of product objects.
Gamers do not find advertising messages annoying, but actually want them as a central element, as several studies have shown. For example, a racing or football game only appears authentic when advertising is displayed. "But be careful," warns Camille Zimmermann from Game Mediarep, "advertising is only accepted by users if it fits the context."
Advertisers discover the urge to playCompanies invest in pixel worlds.
The Chrysler car brand already spends ten percent of its advertising budget on in-game advertising. One of the premiere titles in terms of dynamic advertising is "Battlefield 2142" from Electronic Arts. The computer manufacturer Intel
was the first major brand to occupy virtual billboards and advertise the Core 2 microprocessor.
In-game advertising is on the rise. Sunrise launched a campaign for its Ear Dis brand in the above-mentioned strategy first-person shooter.
Advertising was also
in the racing game titles Trackmania Nations, Trackmania United and Test drive. The campaign was seen 2.5 million times over three months. Campaigns on this scale
are still the exception in Switzerland. Camille Zimmermann: "In Switzerland, the topic of in-game advertising is still so new that companies and agencies first need to be educated about this new advertising medium. We are currently in talks with some top national brands. But we have to do a lot of generic marketing. "Christian Lüscher

 
Politics The election campaign engines are running at full speed. Even for the FDP. These days, the party is launching a poster that is trying to win the favor of voters in a different way than its opponents. "Unfold yourself" is the slogan and is intended to promote a positive, successful Switzerland in which all people can realize their ideas with as few restrictions as possible. The poster campaign was developed by the FDP Switzerland's in-house agency, Glamour Engineering in Zurich.

Column Google is omnipresent and, in the eyes of CEO Eric Schmidt, is good for the whole world. Resistance to this power is tentatively forming. "We want Google to be like the weather: it's always there, you don't really notice it, but it's very important." This is how Google CEO Eric Schmidt recently immodestly described his vision. Perhaps he spends too much time in mild California and forgets that the weather can be brutal elsewhere. But storm clouds are not part of the self-image of the Google community, which only wants what is good for mankind, true to the motto of the founding fathers: "Don't be evil." However, storm clouds are forming on various fronts. Marge Simpson, for example, is astonished when she googles her name and comes up with 629,000 results. She is even horrified when she finds her house on Google Maps and zooms in to discover Homer naked in the hammock. Startled, she calls out to him from the window: "Everyone can see you! Come in!"
I watched this sequence on YouTube with great pleasure after the Economist reported on it in early September under the title "Who's afraid of Google?". However, when I wanted to show it in a course at the Media Institute, it was blocked, by Fox, as they said. It has since been reopened. Good news: apparently censorship is not easy to enforce.
This is an indication of the growing nervousness about the omnipresence of the search engine. YouTube is now one of them. The company does not appreciate it at all when critical comments are made. Schmidt sees his achievement as enabling access to information worldwide and thus creating transparency. However, if you are looking for detailed information, you come up against closed doors.
Personalization is a key word in the strategy. "You are the best judge of what you want to take care of," Schmidt is convinced. The more a person can choose what they want, the better the quality of what they receive. What sounds so nice, however, is only part of the reality. Google controls the search processes in the background with countless programs. These are constantly being changed. Nobody knows exactly what happens where. The algorithm rhythm is secret. In the meantime, careful observation of the results has become a new line of business: Consultants are successfully selling their own interpretations of the hidden mechanisms. Anyone who wants their company, their products or themselves to be well represented in the world of search engines is dependent on professional support from third parties.
In this business logic, however, personalization also means: divide and conquer! When establishing so-called partnerships with win-win situations, the Group negotiates individually. This puts the content providers under competitive pressure: Who can negotiate the better terms faster? However, for the many who haggle over receiving a share of the profits, one thing remains common: the negotiating partner at the other end of the table is always the same.
Go with the flow, let yourself drift, Internet specialists recommend. Resistance is unnecessary, but also impossible, they suggest. Schmidt likes to talk about partnership. In a fair partnership, however, both sides influence the course of events. And not everyone simply lets themselves be driven. A large number of lawsuits are forcing the Group to take the concerns of content suppliers more seriously. The system of advertising financing is already being torpedoed by click robots. Artists are using this opportunity subversively on Uebermorgen.com, while others are trying to swindle a tidy sum of profit through economic crime. Counter-movements are forming, such as "NOLUV4Google", no love for Google.
Thanks to its innovative strength, the company has created many useful tools that we enjoy using in our everyday lives. But those who do so must know that they leave traces behind. Thanks to the numerous features during the search, a detailed picture of individual users and social networks can be drawn. Erich Schmidt promises that the individual data will now be deleted after 18 months following legal proceedings. Laws will set limits here in future.
But nobody knows which data can be accessed and how. Where the servers are located is a trade secret. The individual should remain the "judge" of the information they receive. On the other hand, Schmidt admits that users cannot fully decide on their personalization. Interests have to be balanced, personal interests and those of the criminal authorities, for example, he explains. He is right.
Google will still have to negotiate many different interests and face many debates, as befits the modern global public. Schmidt is wrong on another point: the weather is being closely monitored and carefully commented on!
> Josefa Haas is head of the Media Institute.