A chance for those staying at home to see the work of the Cannes Advertising Festival - and for Cannes travelers to refresh their memories: This year's Cannes Day takes place on August 28. From 2 p.m., all the original works that will win bronze, silver or gold next week on the Côte d'Azur will be shown in presentations, exhibitions and guided tours. "This will allow us to present a veritable database of ideas," says Jean-Claude Bruhin, Chief Operating Officer at the organizer Cinecom. In the evening, the Swiss winners will be honored and the premiere of the Cannes reel with the Gold Lions will take place. This will be followed by a party. Cannes Day is made possible by Cinecom and its partners Publimedia, Clear Channel, Alex Schmid Direct, Web2com, Swissfilm Association and Werbewoche.

Sascha Wigdorovits is expected to officially announce the launch of a new free newspaper next week. Of course, he has strong partners in the form of publishers Eugen Russ and Jürg Marquard, Phonak man Andy Rhys and Swiss Post. Nevertheless, the question arises: why is he doing this? it is simply a good project, said Wigdorovits in an interview with the Tages-Anzeiger. But it wasn't just pure enthusiasm that drove him to launch the new free newspaper. According to the Tagesanzeiger, the life partner of television director Ingrid Deltenre rather had the feeling of "wanting to show everyone". A flashback: Wigdorovits had already initiated 20 Minuten and pulled investors out of the hat when things got tight. He was never quite able to get over the fact that the Board of Directors sold the free newspaper to his former employer Tamedia. According to Wigdorovits, he spent his worst years as an editor at the Tages-Anzeiger. But it wasn't just there that he got himself into trouble: He also got the boot at Blick, where he made it to the top job. With his new project, he is now entering into direct competition with Blick, Heute, Cash-Daily, Tages-Anzeiger and 20 Minuten. To this end, he has founded a publishing house and, as he told the Tages-Anzeiger, will hand over the management of his PR consultancy Contract-Media. It has just become known who his designated successor will be: Former NZZ editor Balts Livio recently joined Contract Media as a partner.

 Radio advertising is much more effective than advertising on the internet. The chance of a brand being remembered by consumers is much greater on the radio than with online campaigns, for example. This is the result of a recent study by ARD Werbung Sales und Services (AS&S).  
As part of the "Radio/On" study, 500 internet users aged between 14 and 49 were invited to test studios and divided into two groups. One group was played radio programs with commercials, the other was shown websites with online advertising. After 30 minutes, the radio listeners remembered more brands than the Internet users after the same media usage time. While the online respondents only remembered 4.9 percent of the advertised brands, the radio listeners remembered an average of 14.7 percent of the advertising messages, as Pressetext.ch reports.
 
However, radio and the internet can be used very well in parallel, whereby the user's attention is not influenced by the other medium. According to the study, 27% of all internet users frequently use radio and online at the same time. Radio attracts broad attention, whereas the web creates a strong bond, especially in target groups with an affinity for products and brands. The traditional medium of radio has therefore not lost any of its importance.

Exhibition JWT+H+F is once again working with Impuls Mittelschule to showcase the 50 best Matura theses from the Canton of Zurich in 2007. The Zurich agency was commissioned to create posters, invitations and flyers to announce the exhibition in the Stadthaus. The motif shows that a great deal of heart and soul goes into each graduation project. The intellectual achievement is communicated by the brain formed from exercise books. Impuls Mittelschule has established itself as an institution for the joint public relations work of all Zurich secondary schools. The exhibition of the 50 best works shows the range of achievements of Zurich's cantonal schools. It is being held for the sixth time and can be viewed until Friday, June 15, at the Zurich City Hall.

Electronic publishing/cross-media Swiss Mountain Aid uses a clever cross-media concept to illustrate how the effects of web and print can reinforce each other. "What would Switzerland be without mountains?" This question opens the 60-second image documentary about Swiss Mountain Aid on www.berghilfe.ch. Image sequences and short texts transport the viewer into the mountain world and give an exemplary insight into a mountain farming family whose livelihood has been improved by donations to Schweizerische Berghilfe. On the Schweizerische Berghilfe homepage, you will discover various other information offerings that present the different areas of support for the Swiss mountain population in a media-appropriate, up-to-date and clear manner. The web in the valley and on the mountainOn tours with various interaction options, donors, applicants and other interested parties are guided quickly and directly to their destination. "A family from the mountain region that needs support should be able to find the relevant information or contact persons just as quickly as a donor can find the right information or donation form," summarizes Barbara Rutschi, Head of Communications at Schweizer Berghilfe. The aim is to effectively meet the needs of different target groups.
On the one hand, donors who want to know more about the people supported and the impact of the support or who want to find out about donation options are addressed. On the other hand, the mountain population can enquire directly and unbureaucratically about support options and obtain the relevant application forms online. The operators of the Mountain Aid website benefit from the fact that online media can increasingly be used in remote mountain regions and thus enable a more direct exchange of information.
Conceptually well thought outThe new Schweizer Berghilfe website is based on a concept that was developed together with the CP agency Denon Publizistik and implemented in collaboration with Denon Interactive. This concept focuses on Schweizer Berghilfe's projects as the interface between fundraising and the use of funds. Potential donors should have quick and uncomplicated access to the desired information and be able to donate directly and easily. Potential applicants should be shown by means of project examples which projects can be supported and how the application process works.
Inclusion of the Berghilf-Ziitig magazineThe quarterly publication also played an important role in the conceptual definition of the website. Berghilf-Ziitig's primary task is to provide donors with a picture of the organization's broad commitment using concrete examples. The magazine makes it clear that the mountain population is dependent on a functioning environment. This applies not only to agriculture, but also to the education and health sectors, for example, as well as the energy and tourism sectors. "The Berghilf-Ziitig is extremely popular and an important fundraising tool. Donors want and should also find out from us where their money is being used," says Barbara Rutschi. The journalistic presentation of the topics creates additional trust in the aid organization.
Teaser boxes in the magazine regularly refer to further information on the web. There are also tips for hiking opportunities, events and visits related to the projects described, for which detailed information is also available on the web in a media-friendly way. Conversely, the Swiss Mountain Aid website regularly refers to the possibility of ordering the Berghilf-Ziitig and other information brochures. The web and magazine are closely linked in terms of subject matter, but the content is prepared specifically for the media. This has enabled Schweizer Berghilfe to further expand its communication services in the interests of the mountain population, donors, partner organizations and the general public in recent months and also to increasingly address new target groups who are interested in the topic of the Swiss mountain population and mountain regions.  
Facts & Figures Schweizer BerghilfeConcept and editing of the cross-media concept: Denon Publizistik AG and Schweizer Berghilfe
Web publishing:
Denon Interactive AG 
The Berghilf-Ziitig magazine is published four times a year in German and French.
Circulation: 185 000
Concept, editing and design: Denon Publizistik AG and Schweizer Berghilfe
www.denon.ch, www.berghilfe.ch
Daniel Steim, Denon Journalism

Sunday edition The Neue Luzerner Zeitung examines all options. "Nonsense!" This is how Erwin Bachmann, Delegate of the Board of Directors of LZ Medien Holding, commented on an article in Cash daily a week ago. It stated that the Neue Luzerner Zeitung (NLZ) had been told off by its majority shareholder, the NZZ, because the NLZ wanted to acquire a stake in the Sunday edition of the Mittelland Zeitung. Bachmann clarifies: "Nothing about this is true." Especially not that the NZZ had given orders. "How could it - with just two representatives on the ten-member Board of Directors," he says. What is true, however, is that Neue LZ is examining how it can position itself in the interesting Sunday market. Several options are still being considered, including a cooperation with the Mittelland Zeitung. However, no decisions have yet been made. Bachmann emphasized that there was no time pressure, but he expressly did not rule out a decision before the summer vacations.

Optics The new subjects for the image campaign of Engel Optik, Appenzell, focus on advice. It is so good that the selected models always fit the customer's personality perfectly. The contact lens business was also integrated into the campaign. The astonishing implementation makes people smile. The campaign was created by the advertising agency Inhalt&Form.

Versand Boxx Werbeagentur presents the new DHL Switzerland service DHL Switzerland is expanding its service in collaboration with SBB. In addition to international shipping to over 220 countries, customers can now post domestic parcels daily at 71 SBB stations; during the introductory period at a special price of five francs per parcel. DHL has developed the "A-PAC" brand especially for domestic shipping. The current location of the parcel can be checked online at any time using an identification number. DHL Switzerland chose the Boxx advertising agency as its partner for communicating the new products. The Zurich-based agency is using the full range of advertising media in the current campaign. In addition to the website for the Servicepoint parcel drop-off points (www.dhl-servicepoints.ch), the Boxx team also created advertisements, posters, flyers and around 20 below-the-line measures. The campaign has been running since June 1.
Christian Lüscher

Marketer The bride makes herself beautiful: Shortly before going public, Goldbach Media is showing itself to be innovative and eager to share news, with the listing of Goldbach Media shares scheduled for June 15. The company naturally wants to present itself as an attractive stock market bride. This is one of the reasons why it has recently been flooding the editorial offices with numerous news and media releases - on average twice a week, but in the last seven days before the IPO there were at least three such releases. The latest: because the cable network of the city of Lausanne has been broadcasting the Swiss signal of the French TV station M6 since June 4, the Swiss advertising window on M6 now covers 70,000 additional households (see page 1).
This means that a total of one million French-speaking Swiss can now be reached with Swiss commercials via M6, says Michi Frank, CEO of Goldbach subsidiary IP Multimedia. IP markets M6 in Switzerland and will therefore adjust its advertising prices to the higher reach as of July 1.
New: Coop Instore RadioThe second piece of news: IP and Coop are jointly launching Coop Instore Radio, a mix of music and commercials for branded products in the Coop range. It can now be heard in all Coop sales outlets and is expected to generate 3.7 million gross advertising contacts per week. Coop has commissioned IP with the exclusive marketing of this first commercial in-store radio station in Switzerland. The project, which was conceived with Radio Energy, was successfully tested in a five-month pilot operation, said Frank. He added: "With this new advertising medium, advertisers can address their customers directly at the POS and deliver the final advertising impulse directly at the point of purchase."
The project is also interesting in that the majority of Radio Energy is now owned by Ringier. This will further strengthen the bond between Ringier and Switzerland's second-largest major distributor. There are already several collaborations between the two giants. For example, the TV show "Al dente" on SF1 is produced by RingierTV and Coop's Betty Bossi. And Coop is the main sponsor of Ringier's KonsumTV on SF2 and makes its laboratories available for tests. So now Coop is also offering the Ringier station a platform, not to broadcast its program, but at least to spread its sound throughout Switzerland. Coop Instore Radio is produced by the Zurich station in three regional language versions. It should therefore come as no surprise if Radio Energy is also allowed to place advertisements for itself on Coop Instore Radio from time to time - for example, as soon as a (locally adapted?) Energy web radio station can be heard on the Internet.
New: Marketer of Zattoo.chThe third Goldbach news item concerns the cooperation with Zattoo.ch, a portal for TV via the Internet. This portal offers over 50 national and foreign TV channels and brings them to your PC in relatively good quality. The Swiss-American provider of Zattoo has now entrusted Goldbach Media with online marketing in Switzerland. Goldbach has already started to feed in five to seven-second commercials that are played when switching from one channel to another - to bridge the so-called buffering time. Internet targeting, which can access the profile details of Zattoo users, also makes it possible to address specific target groups.
The plan is to register Zattoo.com with the new Net-Metrix profile study as soon as possible (see page 18), says Michi Frank. What is certain is that 350000 Swiss Internet users are currently registered with Zattoo.
Markus Knöpfli   

Production Decentralized organization, complex information channels and high periodicity speak for the use of an editorial system. It is rare for a company to have editors, photographers, translators, proofreaders and layout designers all working under one roof. Or the people responsible in corporate groups are spread across different locations or countries. With the use of a web-based production system, the coordination of the various interfaces is independent of time and place. All departments work via the Internet within the defined process on the same platform. This shortens complex information paths and minimizes misunderstandings and queries. Those responsible monitor the process with significantly less effort. Thanks to a so-called "cockpit", the publisher of a publication has full transparency and control over the content and deadlines for the production of its corporate publishing products at all times. If desired, they can even influence the production process.
The texts can be viewed and edited in the original view on the already laid out pages, and the available version is always the most up-to-date for everyone involved. Deviations from the specified text length are displayed and can be adjusted immediately. Thanks to clearly defined access rights, responsibility and assigned tasks remain clear at all times. And to get the go-ahead from an interview partner, for example, the editor can email the finished pages as a PDF to external persons at the touch of a button.
The use of an editorial system is worthwhileAs a general rule, the more departments involved and the more decentralized the organization, the more worthwhile it is to use an online editorial system. In most cases, it is advisable to hire an experienced service provider. There are several reasons for this. The professional already has a tried and tested editorial tool with the corresponding infrastructure. Their experience from various projects and their expertise in using the system enable a smooth and quick changeover as well as a smooth workflow. In addition, in this case the person responsible for communication does not have to worry about issues such as security, availability, IT workflow, infrastructure and its continuous further development. They can concentrate exclusively on their own core competencies.
Last but not least, renting an online editorial system means low initial costs for the customer and, thanks to an efficient, individualized workflow, a great potential for saving time and money in the long term.
Cosette Schwarz, Tamedia Production Services

Wine II Studerpartner strengthens the market presence of the producer Provins with the presentation of Valais specialties After Studerpartner was able to sustainably expand the level of awareness of the premium wine line "Maître de Chaîs" in recent years, the agency was commissioned to enrich the market presence of the largest Swiss wine producer Provins Valais with a further facet. A wide range of Valais specialty wines is to be launched nationally under the "Grand Métral" brand. This year, the brand claim "Choyez votre plaisir" is all about the Valais specialties Petite Arvine, Heida (white wine) or Cornalin and Humagne Rouge (red wines), which are rather unknown in German-speaking Switzerland.
In the spirit of continuity, the specialty wines of the "Grand Métral" line are presented within the umbrella campaign in a culinary context - sometimes with a touch of humor, alluding to the special features of the Valais terroir. The target groups are private wine lovers as well as restaurateurs, wine merchants, retail buyers and specialist staff in the medium to high-end hotel and restaurant sector.
The campaign will kick off in spring with three seasonal themes featuring various white wines. In a second wave in the fall, the seasonally appropriate red wines will follow. The motifs will be used as part of a media focus strategy in relevant image titles and specific trade and special interest titles in Switzerland as well as selectively in export. The communication package is rounded off by a web special, an information flyer, POS material and an event in the fall.
Andreas Panzeri

Mobile Radio Mobile Radio increases awareness and promotes dialog with customers and employees. With the new 2007 Office system, Microsoft has completed the biggest launch in the company's history. This was reason enough for the software giant to launch a new dialog channel for its sales department. Since the beginning of May, around 250 sales representatives and partners have been receiving a radio program on their cell phones every two weeks. The strategic marketing objectives are clearly outlined: Increasing turnover, partner loyalty, sales motivation and knowledge management. An information medium could hardly be more personal: listeners receive a link to the program via SMS. By calling up the SMS and pressing a button, the program can be listened to from a cell phone. The content is aimed at supporting sales in day-to-day business. In interviews, experts explain the new product features and provide background information on sales trends, application scenarios and competitor products. In addition, listeners receive news about current customer projects, practical examples and useful sales arguments. Individual components of the program vary depending on the recipient. With the help of a pre-defined whitelist, the system can check who is calling when the SMS is retrieved. "We only want to communicate internal company information, such as details about sales figures, internally," explains Katherine Heumos, who is responsible for corporate publishing projects at Microsoft. "This allows us to select interview partners who are either better known internally or externally," Heumos continues. It is crucial that everyone gets the news that is most interesting for their daily business. The focus is on the practical benefits of the program.
Mobile radio opens up new ways of communicationA special focus is placed on dialog. In order to promote employee and customer loyalty, listeners are actively involved in the broadcasting concept: They can vote on individual contributions using the keypad, and have the opportunity to send suggestions for improvements and topics to the editorial team using a prompt. "This option is actively used and is an important feedback tool for us," reports Heumos. Extensive analyses also ensure transparency: statistics record how many listeners have called and how long individual contributions were listened to on average. For specific questions, callers can also be put through directly to the relevant expert.
The advantages of mobile radio over traditional communication media are obvious: it is lively and therefore authentic, interactive, available everywhere, measurable and exclusive. The whitelist ensures that the information does not fall into the wrong hands. The telephone numbers of the desired addressees are stored on the server in advance. The moment someone retrieves the message, the number of the caller's telephone is compared with the number stored on the server. If there is no match, the message cannot be listened to.
Such solutions have been technically possible for years, but only now are mobile media forms such as mobile radio, podcasts and vodcasts making a breakthrough. The corporate publishing service provider BurdaYukom Publishing GmbH is a pioneer in this field. As early as 2004, the Munich-based service provider broadcast the first radio program on behalf of Roland Berger that consultants could listen to on their cell phones. BurdaYukom Publishing realized further cell phone radio projects for Siemens Networks, now Nokia Siemens Networks, and Fujitsu Siemens Computers.
The opportunities of such mobile services lie above all in the linking with existing media, with the aim of reaching readers via the channel that is most suitable for them at the time. Customers of Fujitsu Siemens Computers, for example, receive an e-journal before the Impact0 magazine is published, which uses a mix of print, audio and video elements to whet the reader's appetite for the new print edition. Cross-media networking has long been praised by publishers and marketers. However, it is no longer a utopian dream that the morning cell phone news listener can access online reports, podcasts or print articles a few hours later for more in-depth information - whether in the business-to-consumer or business-to-business sector.
This example shows that corporate publishing is no longer limited to print media. In combination with mobile devices, information can now be made available at any time and from any location.    
Mobile radio - how it worksThe recipient receives a text message - the content corresponds to the headline of the most important message - informing them that a new program is ready for them. A service number is stored in the message, which is automatically dialed by pressing the call button. Only those whose cell phone numbers have been registered in advance can listen to the message. This protects the medium from unauthorized access.
Sabine Pracht is Project Manager and Editor Audio Formats at BurdaYukom Publishing.