IP Multimedia Switzerland is expanding its network of advertising screens with locations in twelve Carrefour and 25 Coop stores. According to a press release issued on Thursday, the agency agreement with Neo Advertising will result in a monthly increase of 5.9 million advertising contacts for IP's advertising offering. Together with the existing locations, this means that the Goldbach Media Group subsidiary has doubled its existing ad screen offering in the food and convenience sector to around 12 million customer contacts.508 screens are available at the new Carrefour locations directly in the store and in the sales area, and the Coop supermarkets are equipped with 400 screens. The shopping centers are located in the largest Swiss cities in German, French and Italian-speaking Switzerland. With the expansion of the network, IP Multimedia intends to further consolidate its strong position in the ad screen sector and thus as the leading marketing organization for private offline electronic media.

 To mark its first anniversary, Cash daily is expanding its journalistic offering from September 10. The money section will be further expanded, and the main topics of innovation, real estate and careers will be added (see ). In addition, new columnists will be writing in the paper every Monday: advertiser Hermann Strittmatter (founder of GGK Zurich), Beat Bernet (banking professor at the University of St. Gallen) and Edgar Oehler (CEO and Chairman of the Board of AFG Arbonia-Forster).
The business newspaper devotes Wednesdays to innovations. Cash daily wants to pick up on new ideas from Switzerland, as these are the foundation of every company, as editor-in-chief Rüdi Steiner told Werbewoche. Surveys have shown the editorial team that readers are interested in this.
Also new in the paper are weekly interviews with well-known faces from the domestic business scene. According to Steiner, the first interview planned is with Swisscom CEO Carsten Schloter. The editorial team will devote a whole page to the interviews.
Every Monday and Friday there will also be a page on personal career planning, while real estate will be covered in a monthly focus. As a new service section, the editorial team will answer readers' questions in the "Help Point" section. "We will gradually build up this section," explained Steiner. As we don't want to simply invent reader questions, we won't be answering questions on a daily basis as a first step, but will instead wait for readers' queries.
The news section on Cash.ch is also to be expanded with text, images, video interviews and a daily survey. "We are already in the process of expanding this area," says Steiner. The daily, topical video contributions are to be strengthened, and the news section will be enlarged and regrouped. Cash daily is pursuing a clear "online first" strategy, Steiner continues. "With stories that we have researched exclusively, we sometimes have doubts about where we should publish them first," explained the editor-in-chief. However, he assumes that the principle of publishing all articles online immediately will soon become established: "This is how readers benefit the most". Cash daily also wants to expand its mobile offering. The starting point for this is not yet clear; Steiner assumes that it will be ready this year.
The editorial team of the business publication has grown to 25 people in the first year of its existence, having started with around 15 people. 11 employees have joined the free platform from the discontinued Cash magazine. According to Steiner, no further expansion is planned for the time being.
According to Ringier's press release, over 110,000 printed copies are distributed daily via newsstands, newspaper boxes in large companies and P.O. box delivery for SMEs. In addition, 31,500 people have registered for the Livepaper (multimedia edition on the Internet).

 The Zurich Advertising Club (ZW) and FC Zurich (FCZ) have agreed to cooperate on specific projects. According to the announcement on Thursday, the two partners want to use the momentum from the past season with many successful events of the Zurich Advertising Club on the one hand and the popularity of the reigning Swiss football champions FC Zurich on the other for synergies. Members of the Zurich Advertising Club will have the right of first refusal for tickets in the VIP area. The new board of the Zurich Advertising Club under the leadership of its president, Carlo Steiner, intends to concentrate the club's activities on a small number of attractive top events.

 Eveline Gehring took over the operational management of the Contract Media communications agency at the beginning of August. Owner and board member Sacha Wigdorovits, who was previously managing director, intends to concentrate on the .ch newspaper and providing strategic advice to clients. Gehrig worked as a consultant in the communications and advertising industry for international agencies and for the crystal company Swarovski. From the end of the 1990s until 2004, she built up the Human Resources department as a member of the management team at Publicis, which had around 130 employees at the time. Before joining Contract Media in 2006, Gehring worked at Euro RSCG Worldwide.

In a creative realization for the marketer Publisuisse, the Zurich agency Publicis shows that nothing increases the attractiveness of a brand as much as a perfectly fitting communication presence. Two new self-promotional ads feature a tailor giving Migros' famous "M" a sexy outfit. This ad continues the successful basic campaign. A second subject shows a sumptuous buffet with everything needed for a perfect cross-media appearance. The two advertisements will run in the business press and specialist publications throughout Switzerland until the end of the year.

Responsible at Publisuisse: Head of Communications: Reto Burkhalter; Head of Advertising: David Elsasser; Graphics: Sabine Buri.
Responsible at Publicis: Creative Direction: Philipp Skrabal; Text: Roy Spring; Art Direction: Denis Schwarz; Graphics: Simone Platz; Consulting: Marcel Maegerle, Charlotte Hottinger; Art Buying: Suzana Kovacevic.
Photography: Jonathan Heyer.

 The asset management company ATAG Asset Management has been operating under the new name AAM Privatbank since September 1, 2007. The brand specialists from the Zurich agency Musqueteers accompanied the AAM management on the way to becoming a bank. The brand values, core competencies and the new positioning as a "wealth architect" were developed in several workshops. The results of the future process were summarized in the AAM brand passport, according to a press release from Musqueteers. At the heart of this mission statement, which was given to each employee personally, are nine values that are intended to shape the culture of the financial services provider as binding principles of performance, leadership and conduct. The AAM trademark and corporate design were also revised by Musqueteers. Responsible at AAM Privatbank AG: Christine Jakob-Rudin, Head of Marketing. Responsible at Musqueteers: Overall management, consulting and text: Michael Egloff; Design: Philipp Schubiger, Patricia Bissig.

 
Competitions This year, the "Jahrbuch der Werbung" will be 45 years old. The publishers have planned something special for the anniversary. A new logo and book layout were developed for this edition. The design was created by the Berlin agency Etwas Neues Entsteht. The agency integrated the competition's main prize, the coveted JdW megaphone, into the new logo for the first time. The closing date for entries to the 2008 Yearbook of Advertising competition is October 12, 2007. The "Yearbook of Advertising" is an industry-specific creative competition and has been held annually by Econ Verlag since 1964. The editors are Helmut Thoma, Willi Schalk and Peter Strahlendorf. As a standard work of the communications industry, the yearbook shows a representative cross-section of the respective advertising year. It looks for the best advertising from Germany, Austria and Switzerland in the areas of print, cinema/TV commercials, multimedia, online advertising, ambient media, events and direct marketing.

 
Handel Favo launches the first classic advertising campaign for Ebay Switzerland. 
"Click, click, hooray" is the new campaign claim from Ebay Switzerland. The world's largest online marketplace is currently launching a special kind of advertising offensive. For the first time in Switzerland, the campaign house is advertising on television and in newspapers. The campaign was designed by the Basel advertising agency Favo. The aim is to reach people in Switzerland who use the Internet but have not yet used Ebay. Over the next few months, advertisements will appear regularly in the daily press, which will attempt to pick up on the content of the respective editorial environment in a humorous way. More than ten subjects have been designed for this purpose. In addition to the print ads, short spots of seven seconds will be broadcast on Tele Züri. All offline activities will also support the online competitions. The highlight will be the search for the "King of Ebay".
There are various reasons for the large-scale Ebay campaign. Twelve years after the market launch, the passion of traders and buyers for the online flea market is waning worldwide. One of the reasons is the high prices and the service, which has been criticized in various quarters. In Switzerland, competitor Ricardo is probably one of the reasons why Ebay is going on the advertising offensive. With 450,000 offers every day, Ricardo has a market share of 70 percent. Internationally, Ebay has a market share of 95 percent.
Christian Lüscher

 
Sonntagspresse On September 16, the Mittelland Zeitung (MZ) launches its seventh edition, "Sonntag". 
Sonntag", the new seventh edition for the cantons of Aargau, Solothurn, Baselland and Basel-Stadt, which is included in the MZ subscription, is impressive. The layout looks rather staid and its pastel colors are reminiscent of an old version of the SonntagsZeitung (SoZ). But it comes across as serious, almost statesmanlike even - and by no means provincial. Nevertheless, its origins are not concealed. The font and color of the logo is based on that of the MZ and is supplemented with the abbreviations of the six partner papers: AZ for Aargauer Zeitung, LT for Limmattaler Tagblatt, OT for Oltner Tagblatt, SZ for Solothurner Zeitung, ZT for Zofinger Tagblatt and bz for Basellandschaftliche Zeitung. Finally, CH appears on the edition that will be available at newsstands in the rest of Switzerland. The layout was created by Kurt Schwerzmann, who was also responsible for the AZ and MZ layouts. He was given the task of designing "a classically elegant and at the same time lively and fresh layout that belonged to the AZ/MZ family", says Zeno Läber, who is responsible for overall coordination. The Sonntag is a six-bundle newspaper: "The jacket section with the News and Politics, People and Opinions, Business, Sport and Foyer bundles is produced in Baden. The editorial offices of the partner publishers, on the other hand, are responsible for the regional section, two pages of regional sport and the regional adaptation of the front page," says 32-year-old Sonntag editor-in-chief Patrik Müller.
Müller, who has experience at SonntagsBlick and SoZ, among others, is convinced that his new paper has what it takes to make itself heard nationally. He points to employees such as Arthur Rutishauser, Yves Carpy, Kurt Emil Merki and Othmar von Matt, as well as the fact that Sonntag has three of its own journalists in the Federal Palace - just like SoZ and NZZaS. "We will have prime time and offer at least as good stories as the established competition," Müller is convinced. With one difference: he doesn't want to see "any of the maliciousness and the fun-killing grumpiness" in his paper, which he believes can sometimes be found in other papers.
Will Sonntag be cooperating with the Sunday edition of Südostschweiz? - "Cooperation was never a priority for us. We definitely wanted to start on our own," clarifies Ueli Eckstein, CCO of AZ Medien. However, he adds that talks are still being held with potential partners. "Some of them are very interested," he says. In principle, however, it will be possible "to buy editorial services from us", he says.
"We want to get off to a clean start "Der Sonntag, which like MZ is marketed by Publicitas, is starting with a circulation of 210,000 copies (like MZ) and a reach of 504,000 readers, according to the tariff documentation. The latter is therefore estimated to be more than 60,000 people higher than that of MZ. Eckstein justifies this with the experience that all established Sunday papers have three to four readers per copy (LpE). As the MZ has 2.2 LpE on weekdays, the Sunday paper is estimated to have 2.4 LpE. Although this is modest, it places the seventh edition of MZ in the top third of its competitors in terms of thousand reader price (TLP).
However, Eckstein calculates that if the LpE value were to rise one day - also thanks to the 30,000 newsstand copies - the TLP would fall. But one thing is also certain: at 22,175 francs for a 1/1 four-color page, Sonntag is around 4,300 francs cheaper than MZ. There is no combination with the MZ Saturday edition, for example. "We want to start clean and not be distracted by alternatives," says Eckstein, explaining this strategy. The job market will also be moved from Saturday to Sunday.
With an introductory price of two francs at the kiosk, Sonntag is comparatively inexpensive. However, the definitive retail price is to be decided at the end of the year. The new subscription price with integrated seventh issue, however, has been fixed: AZ subscribers, for example, will pay 395 francs from the next subscription renewal, 36 francs more than today.
For the first time, MZ is launching a joint campaign across several media (print, posters, TV, radio and online) as an entire association. The regionally adapted subjects were designed by Wirz Werbung.
Markus Knöpfli

 
Newspaper sales Favo and Basler Zeitung demonstrate for more reading material. 
Today, the Basler Zeitung is the most widely read newspaper in the region, even on Sundays. Five extensive bundles, the culture magazine and Das Magazin as a supplement provide plenty of reading material. BaZ intends to strengthen this position by adding a sixth bundle to the Saturday edition from September. This will cover typical weekend topics from various lifestyle areas. The Basel advertising agency Favo was commissioned to advertise this new lifestyle bundle. After a teaser phase lasting several weeks, the team led by CD Hinrik Wachsmuth was not afraid to take up the megaphone. This means that the announcement phase is now over just in time for the release of the new bundle. Advertisements with a protest look are now calling for more reading material at the weekend in Basel. Radio spots and a subscription mailing are used as flanking measures.
At the same time, the publisher has announced that the Basler Zeitung and the SonntagsZeitung from Zurich are entering into an extensive cooperation in the reader market and are launching an "attractive combined subscription" with immediate effect.
Andreas Panzeri

 
Print Parallel to the rebranding of the company, AXA Winterthur launched the new employee magazine Team. 
For the employees of Winterthur Insurance, May 3, 2007 was both a day of farewell and a day of new beginnings: as a consequence of the change of ownership, the traditional company was renamed AXA Winterthur, underlining the connection with the French parent company. the ambitious goals of the new management team are both an opportunity and an incentive for the employees. However, the fresh wind in the company makes it necessary to inform people about the meaning and extent of the changes, address concerns and dispel fears. All too often, change processes fail because management has neglected to take employees along on the journey together. AXA Winterthur tries to avert the danger of such misguided developments from the outset with open and proactive communication.
Fresh and cheerfulAn important piece of the mosaic in these efforts is the completely revamped employee magazine, which was available hot off the press just a few weeks after the rebranding day. The communications agency Infel AG had already developed the design and content concept for the Team magazine on behalf of AXA Winterthur before the name change was announced and will continue to oversee the production of the magazine in future.
"Our previous employee magazine had a pronounced top-down character, which was also reflected in its restrained layout," says Lorenz Heinzer, Head of Internal Communication at AXA Winterthur. "Team, on the other hand, focuses on the employees and is therefore much fresher, more cheerful and more reader-friendly." This change of direction has been well received by readers. "More than 90 percent of reader reactions to the first issue were positive or very positive," says Lorenz Heinzer happily.
Team is characterized by the clever conceptual combination of a clear order for readers with the greatest possible freedom for the editorial team. Some of the sections are predefined and are repeated in every issue. These fixed sections make it easier to navigate through the magazine and give it a face. Some of the sections, on the other hand, are free and can be filled with content from issue to issue without any restrictions. This allows the employee magazine to respond effortlessly to the rapidly changing needs of a dynamic company. The fixed sections also ensure that the magazine retains its suspenseful arc of large and small texts as well as the variety between different text forms.
Another key feature of the magazine is the division into two sections, "very important" and "very personal". This ensures that the program includes not only news and background information from the business sector, but also soft topics relating to the people at AXA Winterthur. A likeable, credible employee magazine shows not only members of the management but also employees at all levels with their professional ambitions and private preferences.
Background information instead of headlinesThe right mix of business and human touch is crucial for the acceptance of an employee publication. Thomas Hügli, Head of Communication at AXA Winterthur, is also convinced of this: "The content of the new magazine focuses on the employees and conveys the spirit of optimism and growth at AXA Winterthur. Visually, Team continues to connect us with the AXA Group." Thomas Hügli sees considerable opportunities in this. "Team promotes identification with the new brand and an understanding of the associated values," he says. "The employee magazine thus acts as an incubator for the positive mood that should ultimately also inspire customers."
The potential of an employee magazine is often underestimated because, unlike the intranet or other online offerings, it is not a "new" and "trendy" medium. However, especially when substantial changes challenge employees, a printed publication is an effective tool for communicating company messages and an important platform for exchanging opinions.
Unlike the fast but fleeting intranet, a magazine can present complex contexts and provide background to the headlines. Because you can pick up a magazine, look at it at your leisure and leaf through it, emotions are conveyed at the same time as information. "Employee magazines are a kind of soul of the company," says Thomas Hügli. "They reach all employees, don't exclude anyone and encourage discussion among them. 'Get the people on the bus' - employee magazines are virtually predestined for this task in times of change."
AXA Winterthur promises success through team spirit. The magazine Team makes its contribution to this.

Peter Christoph, Infel AG

 
Know-how New FCP book "Best of Europe - Corporate Publishing in Dynamic Markets".Munich, August 8, 2007. The best CP ideas from Europe: Under the title "Best of Europe - Corporate Publishing in Dynamic Markets", Forum Corporate Publishing presents the successful concepts of award-winning customer magazines from 14 European countries that have been rated as outstanding by readers in a 200-page book. The FCP's latest publication was produced in cooperation with the European Institute for Corporate Publishing EICP and cpwissen.com. "Trust-building corporate communication is one of the cornerstones of liberal forms of business," says Manfred Hasenbeck, President of Forum Corporate Publishing. "Corporate publishing is therefore becoming increasingly important in globally networked growth markets."
 
Broad spectrumWith the publication "Best of Europe", the FCP not only wants to demonstrate the content and visual possibilities as well as the liveliness and persuasive power of CP. Above all, the broad spectrum of the use of customer and employee media is to be presented using examples that stand out conceptually. In addition, international communication approaches will be presented as well as magazines that achieve exceptional results in terms of dialog capability or sales support.
The book "Best of Europe - Corporate Publishing in Dynamic Markets" can be ordered online at www.cpwissen.de at a price of 49 euros.
Forum Corporate Publishing brings together around 80 CP providers from Germany, Austria and Switzerland. They offer services for all areas of corporate communication, from traditional print products to new electronic media. The Forum is the largest association of corporate publishing service providers in Europe.
Michael Höflich, Forum Corporate Publishing