Radio III Martin Werfeli, CEO of Ringier, comments on the acquisition of Radio Energy and on other potential collaborations with Goldbach Media.WW: Mr. Werfeli, people in the industry are wondering what Ringier plans to do with Radio Energy.Martin Werfeli: We now reach consumers with a comprehensive cross-media offering—not just through print, TV, online, and mobile, but also via radio.WW: But Radio Energy is «just» a Zurich-based radio station, isn’t it?Martin Werfeli: As a brand, Radio Energy represents a successful radio station in Zurich, a key Swiss media hub. It therefore perfectly complements our cross-media objectives. But it’s also important that NRJ, as an internationally recognized urban brand, has a reach far beyond Zurich—for example, on the internet or at events. That, too, fits well with our strategy.WW: Ringier has submitted two applications for DAB radio. Are you now going to withdraw one of them? Martin Werfeli: No—that has nothing to do with it. WW: In addition to your media portfolio, you also offer cross-media solutions for advertising clients. Martin Werfeli: That’s right; our key account department successfully offers cross-media packages. These are put together from scratch for each individual client, meaning they’re tailored to their specific needs. In addition, Ringier also offers services through several cross-media thematic platforms, such as “Gesundheit Sprechstunde,” “Betty Bossi,” and the “Cash” group.WW: Nevertheless, Ringier, Switzerland’s largest publisher, largely leaves the marketing of its electronic media—with the exception of online—to others. Is a partnership with Goldbach now in the works for the electronic sector? Martin Werfeli: We will continue to work with Goldbach, as Goldbach holds the marketing contract for Radio Energy and will retain it. WW: And what about a closer partnership—for example, by purchasing the Goldbach shares held by former publisher Beat Curti or by the investment firm 3i? Have there been any discussions in this regard? Martin Werfeli: Further cooperation with Goldbach is, of course, not ruled out. However, we do not comment on rumors or speculation. WW: Ringier, together with Goldbach, could position itself as a competitor to PubliGroupe in Switzerland. Martin Werfeli: We are an in-house publishing company and, as such, do not engage in third-party marketing. But it’s certainly possible that we’ll consider new activities or tap into new business areas in the future. WW: For its part, NRJ paid 12.2 million Swiss francs when it acquired a 49 percent stake in Hitradio Z (now Radio Energy). Are you paying a similar amount for your 51 percent stake? Martin Werfeli: We are contractually obligated not to disclose the purchase price. I intend to abide by that. Interview: Markus Knöpfli

Radio I Ringier's entry into Radio Energy is more than just a radio strategy, it is the first indication of a partnership in the making. it is hardly surprising in the industry that Goldbach Media is selling its 51 percent majority stake in Radio Energy. This is because the marketer of electronic media had already started to get rid of its content suppliers in 2002. First, the financial portal Moneycab and the content provider Swisscontent were divested, followed by the sale of the 49 percent stake in Hitradio Z. At the end of last year, Goldbach also sold its stakes in Radios Ri and Central. The sale of the majority stake in Zurich-based Radio Energy was therefore only a matter of time, but the fact that Ringier is now making a move comes as a surprise. The publisher had just sold its stake in Radio Pilatus to NZZ. "For Goldbach, the sale makes more sense than the purchase for Ringier," says Ronny Schmid, co-owner of the Konnex media agency, in an initial, spontaneous statement, echoing what can be heard in many places. Hardly anyone can make sense of what Ringier wants to do with Radio Energy. "I found out about the Energy purchase at the same time as the other employees. It's probably in the direction of media alliances," even Niklaus Hösli, Head of Ringier's Crossmedia Center, puzzles. The initial reaction of Martin Muerner, Head of Broadcasting at Radio BeO, is different: "The fact that the largest Swiss publisher is buying Energy speaks volumes for the medium of radio," he rejoices, but also adds: "Personally, I think it's a shame that Energy, as a previously publisher-independent radio station, is now becoming a publisher's radio station."
Ringier already DAB-activeJürg Bachmann, President of the Association of Swiss Private Radio Stations, sees "nothing negative when two private content providers join forces". Of course, because Bachmann is also a board delegate of Radio Z AG and Managing Director of Energy Zurich. And in this role, he sees a "huge opportunity" for Energy and is delighted with the "super solution" that has been found. However, he also still has to think about how possible synergies with Ringier can be implemented in concrete terms, as an FM frequency focuses on a specific area. "But new technologies such as web radio or DAB also open up new opportunities," he says.
At the beginning of the year, Ringier actually submitted two applications for the first three DAB frequencies under discussion - for a Cash Classics radio station and a chart radio station. However, following the purchase of Energy, it is already clear that only one of Ringier's DAB projects has a chance of obtaining a license and thus a free frequency. This is because, according to the new RTVA, a company may hold a maximum of two radio licenses. It makes no difference whether this is an FM or a DAB frequency, says Bernhard Bürki, spokesman for the Federal Office of Communications. Ringier takes a different view, however, and is in any case maintaining both applications (see interview).
The deal is probably much more than just Ringier's radio strategy anyway. A closer look reveals a number of similarities that make a closer partnership between Ringier and Goldbach a natural fit. As an independent publisher, Ringier is familiar with print marketing, but has obvious weaknesses when it comes to marketing electronic media. This in turn is Goldbach Media's strength, although the marketer has a gap in the print sector. Both companies are active throughout Switzerland. What's more, Ringier is very active in Eastern Europe, an area in which Goldbach has also declared its intention to expand. It would therefore be nothing more than logical for Ringier to acquire a stake in Goldbach Media in the near future.
How much is Radio Energy worth? 
Ringier and Goldbach Media are keeping quiet about the price for Energy Zurich. But there are clues. In 2002, the French radio group NRJ paid Goldbach Media exactly 12221964 francs for the 49 percent stake in Hitradio Z (now Energy Zurich). This is based on official, publicly accessible documents. Similarly, Ringier would have had to pay around CHF 12.7 million for the 51 percent at the time.
Today, the purchase price is probably lower, as Energy Zurich has a lower market share than Hitradio Z at the time. This may reduce the value. In addition, the price paid by NRJ is considered excessive.
According to an industry expert: "The value of Radio Z AG was never CHF 25 million. The NRJ auditors should definitely have demanded value adjustments, as Tamedia's auditors did after the purchase of
Radio 24 and Tele Züri (twice) and Radio Basilisk (once for 2005)." Ringier is probably aware of this too.
 
 
Markus Knöpfli

Local.ch offers sophisticated solutions for the car classifieds section. With an innovative application, online advertisements can be prepared and placed directly in the print edition. According to a press release issued on Thursday, vehicle module advertisements can now be created and managed on Local.ch. Thanks to an innovative web tool, professional advertisers can combine individual online classifieds on Local.ch into module advertisements. These can then be booked and placed directly as large ads in the print editions of the car exchange.
With this new service, the print edition of Autobörse and the online offering of Local.ch are gaining a competitive advantage in the fiercely contested market for vehicle classifieds. In addition, this innovative service is said to have been requested by customers.

Three new directors are joining the Edipresse Group. Théo Bouchat will take over the management of Edipresse Switzerland, Zbigniew Napierala will head the Edipresse Eastern Europe department and Michel Preiswerk will become the Edipresse Group's Chief Financial Officer. Tibère Adler, who previously headed Edipresse Switzerland, will be able to devote himself to the management of the entire Group from May. His current position will be taken over by Théo Bouchat. The 63-year-old Bouchat has been with Edipresse since 1998 and has headed the "Le Matin et Magazines" group since 2002. A search for a successor will begin immediately.
Edipresse has decided to create a new division responsible for all its activities in Eastern Europe (Russia, Poland and Ukraine). Named Edipresse Eastern Europe (EEE), this division will be modeled on the existing Edipresse Asia. From May, Zbigniew Napierala will take over the operational management of the combined activities of Edipresse Konliga (Russia), Edipresse Polska and Edipresse Ukraine. The 62-year-old will also be responsible for intensifying the exchange of know-how and content between the three countries. He will also be responsible for steering the future development of magazines and media in this region. Zbigniew Napierala has headed the publishing house that was to become Edipresse Polska since 1993.
Michael Preiswerk will become Chief Financial Officer of the Edipresse Group from July. The 37-year-old has been with Edipresse since October 2003. He previously worked for JP Morgan in New York. At Edipresse, Preiswerk was initially responsible for strategic projects, then became General Secretary and from 2006 he headed the "Acquisitions and Business Analysis" department. Preiswerk's predecessor, Christopher Bolton, has been with Edipresse since 1999, where he made a significant contribution to strengthening financial management and to the international development of Edipresse's activities. From summer 2007, Bolton will be putting his management skills and linguistic talents into a new professional and personal project.
Edipresse has a portfolio of over 150 titles and websites and employs 3,500 people. The Group, which is headquartered in Switzerland, is present in 15 countries.

Tierwelt Lesch + Frei awakens the desire for the next visit to Zurich Zoo with original animal photos. Week after week, at least three thick and regularly appearing magazines prove that there is a huge range of leisure activities on offer in Zurich and the surrounding area. It's easy to forget that on the Zürichberg, 2000 representatives of 260 animal species offer an experience day after day that puts almost every other event in Zurich in the shade. A special attraction next to the Masoala Hall, for example, is the new enclosure for the Indian lions, which has been extended to 1700 square meters. With this outdoor enclosure, the zoo wants to take another step towards becoming a nature conservation center. The enclosure is also supplemented with an information pavilion. The "Zoolino", where children and animals can make friends, is similarly popular.
Zurich Zoo commissioned Lesch+Frei to once again bring these aspects to the attention of the people of Zurich. The result is four new poster motifs that will advertise the stars of the Zürichberg from this spring. The subjects vary other well-known claims and headlines from the Zurich advertising world with subtle humor.
Andreas Panzeri

The lifestyle label Marvin by Oliver Scotoni and Komparsen is designed by the advertising agency ZürichTokio. The latest product is the Falken beer with its own Marvin label.ZürichTokio is responsible for the overall appearance of the Marvin brand. A special concept also requires a special design. According to a press release issued on Thursday, the logo, typography and other design aspects reflect the unusual and contemporary attitude to life that characterizes the label. A Marvin label was also designed for the latest product, a Grand-Réserve beer from Falken.
ZürichTokio was formed in October 2006 from half of the separate advertising agency Code.ch, which had been founded a decade earlier.

Sponsoring "Connected with each other." With Contexta's new umbrella brand communication, Swisscom shows its solidarity with Switzerland and its population - as the main sponsor of Swiss-Ski and official sponsor of the Swiss Football Association, as an employer, as an environmentally responsible company, with its commitment to "Access for all" and with free Internet connections for 5000 Swiss schools as part of the "Schools to the Internet" initiative. For this initiative, knights, giraffes and astronauts, for example, are surprisingly staged in the school environment - symbolizing the various areas of knowledge that pupils can discover via the Internet directly from the classroom.

Philippe Uhlmann will succeed Marcel Sennhauser as Managing Director of the classifieds portal Piazza.ch on July 1, 2007. 44-year-old Uhlmann will take over the management of Piazza.ch, according to a press release issued on Thursday. Uhlmann has the necessary experience in online marketing for the planned further expansion of the online platform. He is currently Account Director at Planetactive Zurich, an agency specializing in digital marketing, and was previously Sales Director at the online marketing company AdLink Internet Media and Head of Online Marketing at Tamedia.
Piazza.ch was launched in October 2005. With 320,000 unique clients per month, Piazza.ch is the leading classifieds portal in Switzerland and is one of the 20 most visited websites according to the WEMF NET audit.
The current Managing Director Marcel Sennhauser is leaving Tamedia at the end of June. Sennhauser, who was Head of Tamedia Online for many years before setting up Piazza.ch, decided at the end of 2006 to hand over his duties at Piazza.ch in mid-2007 and to complete an Executive MBA course alongside a new professional challenge.

Public Relations The Swiss PR industry achieved 8.6 percent more turnover last year, exceeding its own expectations. 2006 proved to be another year of growth for PR agencies. At the traditional media conference of the Federation of Public Relations Agencies BPRA, President Peter Knobel was able to announce an increase in net fees of 8.6 percent. This means that the association's own expectations were clearly exceeded for the second time in a row. "After a long dry spell and a first awakening in 2005, we haven't seen this for years," commented Knobel. The number of employees also increased by 1 percent. Looking at the details, 13 of the 20 BPRA members achieved an increase in turnover. It is clearly visible that the midfield has experienced a marked strengthening. It is atypical that this growth is not concentrated in Zurich, but also extends to the regions. 59 percent of the volume was generated by the four largest agencies Farner Consulting, Burson-Marsteller, Trimedia Communications and Freicom Relationship Management.
In total, 254 PR service providers share a fee sum of just over 200 million francs. Numerous new start-ups of small agencies have led to a highly fragmented structure of the Swiss PR landscape in recent years.
The service providers organized in the association therefore feel increasingly compelled to launch a quality offensive. Twelve of the 20 BPRA agencies have already been successfully certified in accordance with the Consultancy Management Standard CMS II.
Peter Felber from the Board of Directors looked for explanations for the pleasing growth and believes that more and more second opinions are being sought from outside on communication issues. There is also a trend towards more events - and these need to be accompanied by professional PR. "Marketing communications must be transformed into corporate communications in order to make an impact."
Board member Christian König was able to report that the PR industry has succeeded in creating a reliable agency ranking with imaginative calculations, despite the well-known requirements of the American Stock Exchange Act. The Swiss model could even become a "role model for Europe".
There have only been minimal shifts in this ranking.
Andreas Panzeri

Fairness Act Since April, spamming has been prohibited by law in Switzerland. For marketing and advertising experts, the question arises as to how commercial e-mails can be sent in compliance with the new regulation. "Spam" or "spamming" is now generally defined as the mass sending of e-mails for commercial purposes, but without the express wish of the recipient or without a prior business relationship between the sender and the recipient.The term "spam" comes from the USA and originates from the Spam ("Spiced Ham") brand of the American food manufacturer Hormel Foods, under which it sells canned meat (www.spam.com) and even registered a corresponding trademark. The term "spam" became a term for unsolicited e-mails via a sketch by the British comedy troupe Monty Python. In this sketch (http://video.google.com/videoplay?docid=5627694446211716271), a group of Vikings sing loudly in praise of spam, making conversation in a small restaurant impossible; an effect that spam emails also regularly have.     
On the other hand, the sending of commercial e-mails as part of e-marketing complies with the relevant provisions of the Unfair Competition Act (UWG), the Data Protection Act (DSG) and the principles of the Commission on Fair Trading (www.lauterkeit.ch).
The new anti-spam articleThe most important legal basis for the legal sending of commercial e-mails is Article 3 lit. o UWG, which has been in force since April 1, 2007. The most important legal provision is Article 3 lit. o UWG, which has been in force since April 1, 2007: Anyone who sends mass advertising by telecommunication without a direct connection to the requested content or initiates such mailings and fails to obtain the customer's prior consent, to indicate the correct sender or to point out an easy and free opt-out option is acting unfairly; anyone who receives contact information from customers when selling goods, works or services and points out the opt-out option is not acting unfairly if they send these customers mass advertising for their own similar goods, works or services without their consent.
The principle of fairness under fair trading law prohibits sending commercial emails to people who explicitly do not wish to receive them or with whom there is no business relationship. With the new anti-spam article, the so-called opt-in principle now also applies by law in Switzerland.
The opt-in principle now stipulated in Article 3 lit. o UWG means that no commercial e-mails may be sent to recipients who have not consented to receiving such e-mails or with whom a business relationship did not already exist before the e-mails were sent; in the latter case, the sending of commercial e-mails is only permitted if they do not expressly refuse to receive commercial e-mails.
Recipients of commercial e-mails who have given their consent and those with whom a business relationship exists must also always be given the opportunity to refuse to receive commercial e-mails in the future (so-called opt-out principle).
Observe national lawsFurthermore, the principle of transparency requires that commercial e-mails are recognizable as such and that their sender is visible and easily identifiable. If commercial e-mails are sent to the EU or are presumably received or read there, the corresponding legal principles of the EU or their implementation in the corresponding national law must also be observed. Essentially, the same principles apply as are now known under Swiss law.
E-tools on communication law
(www.weka.ch, www.kommunikationsrecht.ch).In the event of violations
Ueli Grüter, LL.M., is a lawyer (www.gsplaw.ch) and university lecturer (www.fhz.ch) as well as the editor of two practical handbooks.
 

 
 
 
Checklist for sending commercial emails 
Due to the legal situation, the sending of commercial
e-mails in Switzerland, as in the EU, the following points must be observed:
Commercial e-mails may only be sent to addressees with whom either a customer relationship already exists or who explicitly request commercial communication by e-mail (opt-in principle);
Existing customers or addressees who have explicitly consented to receiving commercial emails must also be given the opportunity at any time to refuse commercial communication by email in the future (opt-out principle);
If e-mail addresses are collected, the purpose of use must be communicated to the owners of the addresses and the addresses may only be used for the stated purpose;
Customers must have the option of refusing e-mail advertising when their e-mail addresses are entered;
E-mail addresses may not be passed on to third parties without the consent of the addressees;
Commercial e-mails must already be recognizable as such in the subject line;
In the case of commercial e-mails, the sender must be clearly visible and readily identifiable.

Magazine She usually photographs people like Julia Roberts, Meryl Streep, Madonna or Leonardo di Caprio. Now the international star photographer Brigitte Lacombe has photographed for the first time for a Swiss magazine - for Annabelle. No Hollywood greats, but Swiss women over 50 - naked and erotic. On 22 pages in this year's special issue on the subject of age (on newsstands from April 25), eleven women show their bodies and thus that beauty simply goes on. One of these women who have stepped in front of the camera naked is actress Esther Gemsch from "Lüthy & Blanc": "I had to turn 50 to dare to do this," she says.

Imitations: It was a rebellious and socially conscious idea when, in Migros« early years, Gottlieb Duttweiler cheekily attempted to copy a brand-name product like Café Hag with Café Zaun. Migros has since become such a strong brand in its own right that it no longer needs such imitations. That’s why it really caught our attention just how strikingly similar the design of a »Migros Beauty Time” insert distributed this spring is to a campaign published back in September by the agency By Heart for its client Weleda. But then again, the radio was also invented simultaneously by two different tinkerers.