Frank Kleiner (31) has been back at the Central Switzerland radio station since mid-October. In addition to his role as Editorial Director, Kleiner is also responsible for sporting matters and is a frontline sports reporter. After working for an event agency and Energy Zurich, Kleiner has returned to the station where he began his career in electronic media at the end of the 1990s, Radio Sunshine announced on Thursday.

It's fall. Then the hay is rolled up, wrapped in a white plastic bag and stacked in the meadow. Thanks to an original advertising idea from the creative minds at Jung von Matt/Limmat, the days of boring and unsightly hay bales are over. And a new advertising medium has been discovered. The sight of stacked rolls gave the creative minds at Jung von Matt a simple and surprising idea for the well-known sushi restaurant Yooji's: with an adhesive in the middle, the hay bales become large sushi rolls. And perhaps traffic will then roll from the countryside towards the city to enjoy sushi.

The advertising agency By Heart is strengthening its management team in order to continue to meet the growing volume of orders and high quality standards in the future. After twelve years of extremely consistent agency development, a new and important step has thus been taken. With immediate effect, Peter Krebs (pictured right) will join the management team, which previously consisted of the two agency owners Hans Siegwart and Markus Bircher, in the role of Client Service Director. Krebs was Head of Consulting at Sulzer, Sutter for many years. The fourth member of the team to join the agency's management team is Rolf Hefti as the new Production Manager and member of the Executive Board. Hefti was most recently in a management position at Publicis.

The controversial Italian media mogul Silvio Berlusconi is still denied access to the German TV business. Mediaset, the former prime minister's group, did not make it into the bidding race for the largest German television group ProSiebenSat.1. According to its own statements on Thursday, Mediaset was not included in the list of bidders. According to a report in the Italian business newspaper 'Il Sole 24 Ore', the group's bid was too low. Some investors had submitted bids that were around 30 percent higher than the current share price of the German broadcasting group. Mediaset, on the other hand, announced that it had submitted a bid that was "balanced from an economic point of view". bid from an economic point of view. Mediaset had only expressed interest in ProSiebenSat.1 on Tuesday (see
). This caused a spontaneous stir in politics and business. According to industry circles, several bids have been submitted for the broadcasting family, which is majority-owned by a group of investors led by US billionaire Haim Saban. Among the interested parties are the financial investors KKR and Permira, who already own the European TV group SBS. According to Handelsblatt, the two are also part of a consortium, as are Apax and Goldman Sachs. There are also other interested parties. As expected, ProSiebenSat.1 posted a slump in profits in the third quarter due to one-off expenses. Partly due to the announced early repayment of a EUR 200 million bond, net income fell from EUR 23.7 million to EUR 13.1 million. However, ProSiebenSat.1 Group CEO Guillaume de Posch expects revenues to increase by five to six percent from just under EUR 2 billion last year. The broadcasting family intends to increase earnings disproportionately in 2006. In 2005, the Group posted a pre-tax profit of EUR 350.7 million.

Just in time for the Swiss premiere of the new Bond film, Contexta has launched the 007 campaign for Swisscom Mobile. The Bern-based agency - which also holds the budgets of the Swisscom Group and Swisscom Fixnet - is promoting the new Bond cell phone from Sony Ericsson in the large-scale campaign. The cell phone can be seen in the film and, alongside Bond and his playmates, plays an essential role in the 21st rescue of the world, according to the press release. The campaign includes cinema and TV spots, advertisements, posters and POS measures in Swisscom stores.

The Zurich agency Capital Communication is now supporting Patron Mining in all matters relating to communication, investor relations and corporate design. This also includes all corporate publishing tasks and the creation of the company's website. Patron Mining is an international gold mining company with currently six mines in Central and North America. The Zurich-based company is currently preparing for its listing on the Frankfurt Stock Exchange.

Mobile marketing Years ago, mobile network operators proclaimed the age of mobile marketing. Too early. Today, technology and customers are ready for it, say Kristin Bammel and Heinrich Holland, and almost all of us have a cell phone. Mr. and Mrs. Swiss can be reached almost always and almost everywhere. Even for advertising. That's why mobile marketing is the big trend ... this is not a new prediction; many mobile network operators already assumed this six or seven years ago. Not much has happened since then - the occasional SMS campaign, nothing more. But that is now set to change: In the USA, at least according to Ovum market researchers, spending on mobile advertising will triple this year to almost 150 million dollars.Always and everywhere accessibleThe potential is huge. In 2005, for the first time, more people worldwide made mobile calls than via the fixed network. And the trend is rising sharply. Of the 14 to 69-year-olds who are of interest to advertisers, three out of five can no longer imagine life without their cell phone. And the advantages of advertising on the move are obvious: the (potential) customer is easy to locate thanks to GPS, can be reached anytime and anywhere, and his cell phone can be personalized easily and securely with a phone number and SIM card. All of this is the basis for targeting the right customer at the right time and in the right place.
Kristin Bammel and Heinrich Holland explain how to do this in "Mobile Marketing". Does it ring a bell? Prof. Dr. Heinrich Holland holds the Chair of Direct and Retail Marketing, Statistics and Business Informatics at Mainz University of Applied Sciences, teaches at the European Business School and is Deputy Academy Director of the German Direct Marketing Academy. He is considered a DM expert. And because mobile marketing is direct marketing in its purest form, he also knows how to write a lot about it. Fortunately, he does so in a readable and easy-to-understand way.
From the field, for the fieldIn the first 50 pages or so, Bammel and Holland lay the (technical) foundations and then define the role of mobile marketing in the marketing mix and what determines success or failure. Then they get serious: they list all the elements and forms of mobile marketing campaigns, from simple text messages to viral campaigns. The 48 practical examples that Bammel and Holland describe in detail are exciting and instructive, including the success of the campaign - if this is officially reported. Because success can be measured to (at least) one decimal place.
One example of this is the "Fanta Bottle Mail" campaign, with which Coca-Cola advertised seven brands simultaneously on TV, print and radio. Anyone who sent the code on the back of one of the 160 million bottle labels as a text message to the target number could choose from 150 cell phone specials - logos, ringtones, voicemail messages, MMS greeting cards - as a reward. Over 5.9 million people did so, resulting in a response rate of 3.7 percent. Incidentally, the Munich agency 12snap won a silver and a bronze Lion in Cannes for this mobile marketing campaign, the largest of its kind in the world at the time - and Coca-Cola probably gained many new customers.
1:1 marketing in its purest formBammel and Holland also dare to take a look into the future. If they are right, we will soon be advertised in an even more individual, personal, colorful and moving way than before. And sooner rather than later, we ourselves will be at the center of these campaigns. Thanks to mobile devices, which are constantly being developed further, and bandwidths that can transfer more and more data, the final step to genuine one-to-one communication is no longer a big one.
Roger Hausmann
Mobile marketing
by Kristin Bammel and Heinrich Holland; Verlag Franz Vahlen, Munich, 2006, 166 pages, 78 francs.

Radio Euro RSCG Zurich gives a new marketing cooperation a kick. The Sunday afternoon hit parade on DRS 3 is one of the most popular radio programs in Switzerland. To ensure that the hit parade is also a success as a best-of CD, DRS 3 is teaming up with two strong partners for its launch. On the one hand, Sony BMG for production and distribution. On the other hand, the most widely read daily newspaper 20 Minuten as media partner. Euro RSCG created the design of the CD in addition to the print appearance. The creatives from Gutstrasse have come up with a bold idea to counter the general monotony of CD advertising, which usually uses star photos.

Dropout novel Five years ago, Nine Thirty-Nine cost 39.90 euros. And caused a scandal. Frédéric Beigbeder, a successful copywriter at an agency, was a drug addict, sex addict and cynical. What more could a man want? To get out, for example. So he wrote a novel. Nothing was fictional - he just changed all the names. So he called himself Octave Parango, wore Ralph Lauren, drove a Z3, lived in a world where everything was for sale. Even he, for ten years. Until he snaps and murders during the filming of a commercial. This is his redemption; he goes to prison and enjoys his new-found freedom. Beigbeder became famous thanks to his first film and, more importantly, was released. The agency put him on the street because he had soiled their golden nest. Today, Ninunddreissigneunzig costs 17.90 francs - and nobody would fire him for it. Roger Hausmann
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Neununddreissigneunzig by Frédéric Beigbeder; Rowohlt, 2002, 272 pages, 17.90 francs.

Marketing The new rate system, which is being adopted by more and more newspapers, offers new opportunities for hidden price increases, with many titles not increasing their advertising rates at all or only "very moderately" in 2007, Publimedia recently wrote in a press release. And further: "If price increases are made at all, they are usually justified by growth in readership or additional circulation." On the whole, Publimedia is correct in this statement. Major price increases can be found at Mittelland-Zeitung (MZ), Zürcher Unterländer (ZU) and Tout compte fait - titles that are actually increasing their reach. The MZ, for example, is gaining 15 percent more readers thanks to its new alliance member Basellandschaftliche Zeitung, the ZU is growing with the Neuer Bülacher Tagblatt and Tout compte fait has gained a good quarter more readers within a year: Titles that have lost reach and are lowering their prices. Sélection, which according to Mach Basic 2006-2 lost 11.1 percent of its readership but cut its price by 20 percent, sets a good example. The Tagblatt der Stadt Zürich is taking a steep price cut of up to 49 percent. The reason for this is the switch to tabloid format as of November 29 and the new competitive situation with the city split of the Tages-Anzeiger.
The case of the Basellandschaftliche Zeitung is interesting, as its rate reduction of up to 8 percent is not due to an erosion of performance. On the contrary, its reach is stable or increasing slightly. However, the increased competition from the new large circulation of the Basler Zeitung is likely to play a role here. In addition, the paper can be better integrated into the MZ thanks to a more favorable rate. However, it is surprising that another MZ member, the Solothurner Zeitung, has been allowed to increase its rate by around 2 percent despite a slight fall in reach. This is justified by rising paper prices.
What Publimedia is careful not to mention, however, are hidden price increases. As is the case every year, there are a large number of newspapers and magazines which, although in absolute terms they are making a zero price increase, are in fact making a more or less hidden price increase.
This game is played in three main ways. The most common is to leave the rate as it is, even though the service has dropped significantly. This form of rate increase can be found in the Beobachter, Stocks, Live, Touring, Das Beste, TVtäglich, K-Tipp and the Wochenzeitung. Although they have all lost significant coverage with Mach Basic 2006-2.
Bilanz and TV-Star are borderline cases. Although they have also recorded steep losses in reach, these are not really comparable with those of the previous year. Nevertheless, it is clear that both titles are being read by fewer people, which is why they are reducing their rates. Compared to the decline in reach, however, the reduction in rates is comparatively meagre. In addition, Bilanz is increasing the rates of its four special editions Luxus, Weiss-Bilanz, Uhren and Die 300 Reichsten by CHF 500 or 3 percent each. The reasons given for this are the larger print runs, the longer reading time (according to the copy test), the storage character and the additional advertising measures.

Introduction of a uniform tariffThe second way to implement a hidden tariff increase is to introduce a uniform tariff. The Sunday edition of Südostschweiz and Cash have chosen this route. In line with the new rate system, both are aligning the previously lower black-and-white rate with that for four-color ads, thus simplifying their rate structure, but making a black-and-white ad 42 and 31.6 percent more expensive. The pricing structure of the weekday Südostschweiz is more balanced: it is also introducing the standard rate, but at the same time lowering the price for four-color ads by 4 percent.
The third form of hidden price increase only works for titles that have already introduced the new rate system and offer fixed formats with a discount on the integrated color millimeter. They leave the price per fixed format 1/1 page black and white unchanged, but raise the (color) millimeter price by a few centimes. This has two effects: Firstly, the individual formats, which are based on the millimeter price, become more expensive, while at the same time the discount granted on fixed formats increases. This marketing trick is used by SonntagsZeitung, among others: It increases its black-and-white millimeter by five centimes, which raises the discount compared to the corresponding 1/1 page (fixed format) by around one percentage point to 5.5 percent.
The Werbewoche survey also revealed that at least nine other newspapers are switching to the new rate system. These include the Tages-Anzeiger and the Berner Zeitung, the Bieler Tagblatt, the Journal du Jura, the Finanz und Wirtschaft and the Handelszeitung. For some of these titles, this means that the prices for a 1/1 page in four colors will be lower. It is unclear whether BaZ will also switch to the new system; its rates have not yet been published. However, it is not alone in its delay: 20 Minuten, 20 minutes, Blick, SonntagsBlick and Metropool also seem to be still reckoning.

Good experiences instead of catcallsAt the end of 2005, various
Most of the larger Swiss-German daily newspapers switched to the new rate system recommended by the Swiss Press Association and Publicitas - with an integrated color millimeter rate that replaces the previous b/w millimeter basic price including the various color surcharges. In most cases, the changeover was linked to an offer of fixed formats, which include a discount of up to 25 percent compared to the millimeter price. As a result, some publishers feared additional sales losses in addition to the general decline in advertising. All ten publishers contacted had positive experiences. "The model was well received in the market. We would do it again," wrote Urs Bucher, Publishing Director at Thurgauer Zeitung. And Konrad Müller, publishing director of the Zürcher Oberländer, recommends the new model: "Our color ads have increased by 251 percent," he writes. The Landbote notes that the integrated color millimeter rate has been well received, especially in the local market. "Good experiences, a priori with the color ads" were also made at the SonntagsZeitung, at the time incidentally the only Tamedia title that dared to take the step. In the meantime, however, the Tages-Anzeiger and Finanz und Wirtschaft have followed suit.
And what about the feared decline in sales? Not everyone wanted to answer this question, but five publishing or advertising managers were positive: in the first nine to ten months of this year, they recorded an increase in sales of between 1 and 12.2 percent compared to the same period last year, with the volume of advertisements increasing roughly twice as much.

FreeTV before expansion?a steep price reduction
of 66 percent was granted to the free program FreeTV, which belongs to the private TV station U1. The reason for the rate reduction: the magazine, which was originally published five times a week with a circulation of 100,000 copies in the Zurich region, met with relatively little interest. The publication frequency was therefore limited to once a week and the circulation reduced. Around 35,000 copies are currently being taken out of the boxes, says U1 project manager Peter Kölbel. This could soon change again: Kölbel has also recently submitted applications for FreeTV boxes in Bern, Basel and Lucerne, he says. However, approval was sometimes linked to five weekly appearances. For this reason, at least three concept variants for FreeTV are now being considered in Schlieren, the headquarters of U1. Edipresse combination Under the label Puissance4
Edipresse is launching a new and flexible advertising combination with the titles Bilan, Fémina, Télétop and TV Guide. Flexible in the sense that all the magazines involved can be placed individually in terms of format, subject matter and frequency. A total of eleven possible combinations can be selected. One advertising page costs between CHF 18,103 and CHF 48,056. Markus Knöpfli

On Wednesday, the SV Foundation awarded the SV Media Prize to a team from the Landbote for the series "Besser essen". The recognition prize was awarded to the DOK contribution "Der Hexer aus dem Entlebuch" by Eric Bergkraut, which was broadcast on SF1. The theme of this year's SV Media Prize 2006 was "Fiction or reality? Healthy out-of-home catering for working people and young people".
 
The editors Susanne Schmid Lopardo and Eveline Rutz as well as the editor Michael Graf of the Winterthurer Landbote published four articles between May 22 and September 11, 2006. According to the jury under the presidency of Vinzenz Wyss, the team succeeded in dealing with a complex topic in an original way as a project and in implementing it in a practical way. The series incorporates current scientific aspects as well as everyday points of reference.
 
According to the jury, the feature "Der Hexer aus dem Entlebuch" by Eric Bergkraut, which was broadcast on SF1 on May 11, 2006, stands out for its originality and journalistic quality. In his film, Eric Bergkraut shows a journey through the four seasons, based on four seasonal menus by Entlebuch's 16 Gault Millau points chef Stefan Wieser.
 
The SV Foundation regularly awards the media prize for outstanding work on the value of healthy nutrition for broad sections of the population.

In future, legally supported campaigns such as AIDS, alcohol and tobacco prevention will also be included in the cost calculation of the Confederation's public relations work. As announced by the Federal Department of Finance on Wednesday, the Federal Council has approved a concept designed to create greater transparency. The costs for the 2007 financial year are to be available for the first time under the new system in spring 2008.
 
For the years 2000 to 2004, the Federal Finance Administration and the Federal Chancellery collected data on the costs of public relations work. In 2004, the Confederation spent CHF 61 on public relations. However, the surveys of previous years only included the personnel and material costs determined by the departments, the Federal Chancellery and the federal offices. Due to the limited informative value of these surveys, the Federal Council decided not to determine the costs for the 2005 and 2006 financial years.