Electronic media The new radio and TV coverage areas in Switzerland proposed by Bakom have met with criticism in Schaffhausen. We have been providing TV in Schaffhausen for ten years to everyone's satisfaction. If television is now broken out, then we really have a problem," says Norbert Neininger, CEO and editor-in-chief of Schaffhauser Nachrichten. Neininger is annoyed by the proposal of the Federal Office of Communications (Bakom), which, in the redistribution of the coverage areas for radio and television, has chosen the canton of Schaffhausen of all places, an area that Neininger gleefully describes as the last region in Switzerland with independent media, over Zurich. "It's an impossible situation." Bakom recently released a division of Switzerland into 13 coverage areas for consultation. The publishers' association wanted 14, with one
independent coverage area of Schaffhausen. The geographical definition of the coverage areas forms the basis on which traditional media apply for new licenses for their stations and thus benefit from SRG fees under the new Radio and Television Act.
Biel, a special case for media in terms of supply due to its bilingualism, was defined as an independent area, whereas Schaffhausen was not. Neininger, however, also sees his media area as a special case. "If you want to maintain independent media, then you can't assign Schaffhausen to either Eastern Switzerland or Zurich."
 The small canton would be in urgent need of the attribute, as Schaffhausen television is making annual losses of 100,000 to 200,000 francs. The broadcaster is dependent on cooperation and synergies with other regional media. "If you want to survive in the region, the media have to be able to function," says Neininger. A multimedia focus has long been a priority along the Rhine.
Two years ago, when the AG für Werbemedienforschung (Wemf) attempted to redraw the map of Swiss media centers with 20 instead of 25 economic areas, it caused a debacle in the industry and classified Schaffhausen as an independent media center. Before asking where media survive in Switzerland, the Wemf also analyzed commuter flows. In the case of Schaffhausen, those "commuting" to Zurich are largely compensated for by "commuters" from southern Germany. Such considerations were part of the argumentation in favor of an independent media area on the Rhine.
Neininger's assessment of Wemf is objective in that, as a board member of the Swiss Press Association and a member of the working group dealing with the supply areas, he has already been accused of being biased.
Neininger does not want a conflict At the time of publication of this issue of Werbewoche, the publishers' association is meeting to discuss the Bakom proposals. Neininger does not want to talk about a conflict with Bakom, which largely follows the ideas of the Swiss Press Association. However, the association will once again point out that it is not happy with the proposed division concerning Schaffhausen. "We don't belong to Zurich, we even beat Zurich in football," says Neininger.
"We at the publishers' association want to stick to our proposal with 14 regions," says Südostschweiz publisher and association president Hanspeter Lebrument. No amendments have been received within the association.
The publishers' proposal had previously caused unrest in connection with the broadcasting area of Günther Heuberger's eastern Switzerland station, Tele Top. Lebrument is distanced on this issue. "We have clearly defined the areas and have not issued any official or even official statements on individual broadcasters." In contrast to Bakom, the publishers did not recognize Tele Top's broadcasting area as a uniform area from the St. Gallen Rhine Valley to Winterthur.
Grossagglo finances program windowsBakom's proposal
provides for 13 coverage areas for private television stations, which will later benefit from license fees. According to a statement from OFCOM: "The new planning guidelines are turning the regional television landscape upside down: fewer licensed channels, but larger coverage areas for professional TV stations with a fee share. The areas now also include the large conurbations. There, the fee support will be used to finance program windows for the cantons of Schaffhausen and Glarus." Other new features include the fact that a uniform coverage area from Winterthur to the St. Gallen Rhine Valley is planned in eastern Switzerland and that the cantons of Vaud and Fribourg will be combined into one coverage area. The same would happen with Neuchâtel, Jura and the Bernese Jura. As a bilingual region, Biel will retain its own service area.
René Worni

With "Crossfactory", the marketing organization Goldbach Media is launching a new unit for cross-media services. The newly created unit sees itself as a competence center for cross-media communication activities and focuses on consulting, media-specific conception, project management and complete order processing. Crossfactory will enable the development and implementation of convergent, networked and interactive communication solutions, according to the company. The focus will be on supporting clients and agencies in the conception and implementation of cross-media communication measures.
The unit is based on the Cross Network, an association of independent service providers from the communications market and the companies of the Goldbach Media Group, and the Crossmedia Development Process, a process-oriented methodology for the development and implementation of crossmedia campaigns.
Peer Dittmar has built up Crossfactory since February 2006 and now heads the unit. Most recently, Dittmar worked for five years at Swisscom Fixnet/ Bluewin in product management and business development. Prior to that, he worked as a customer consultant at Avantgarde Gesellschaft für Kommunikation in Munich and as a radio specialist and newsreader at various German radio stations, most recently at NRJ Sachsen.

Turnover Like August, September was also a good month for the advertising industry. Compared to the previous year, it was up 6.6%. This figure confirms the development to date according to Media Focus. Cumulatively, the advertising year to date has seen an increase of 6.5%, which indicates a record. The Internet and television in particular are growing strongly with increases of 42.4% and 12.8% respectively. Print media are also in good form, with both increasing by between 5.8% and 9.3% year-on-year. However, cinema advertising and teletext both fell by more than 20%. Growth leaps in the advertising market
The recently published Goldbach Electronic Media Index (GEMI) shows media investment in September with a strong increase of 4 index points for TV and 6 index points for the Internet. Electronic media as a whole increased from 332 to 335 index points. Overall media investment in September was again up slightly, with the index climbing from 172 to 173 points. These figures confirm the continuous growth in media investment over the last few months. The clear winners of the month were once again the electronic media, TV and Internet, with very significant increases, while the index for radio remained at 250 points and teletext even finished 4 points down at 144 points. The index is based on the data published by Media Focus for advertising investments in Switzerland and the WEMF advertising expenditure statistics for Adscreen with index 100 in December 2004.

Out-of-home advertising The new planning tool from SPR+ could turn prices and offers in the poster medium on their head. For six years, Swiss poster research has been working on concepts, measuring and arguing, but now things are really getting exciting in the medium of out-of-home advertising. Last week, SPR+, Affichage's poster research company, presented its SPR+ Expert planning tool and made it available for testing purposes for the time being. For the first time, media agencies and advertising clients will be able to gain an insight into the contact opportunities of the 40,000 or so F12 and F200 street panels evaluated by APG and Clear Channel Outdoor Plakanda (CCOP) using GPS, and the SPR+ Expert tool is tailored to the special processes involved in planning the poster medium: Because poster spaces can only be occupied once per time period, agencies and clients must first obtain an availability offer from the providers in each case. With SPR+ Expert, specific offers from APG can now be digitally imported and then processed.
With the offers from CCOP, which is still working on its own poster research, this is also possible in principle, although CCOP would have to make a format change for this to work properly. According to SPR+ Managing Director Felix Mende, talks are also underway with other out-of-home advertisers such as Citylights and Starplakat. If other out-of-home advertisers join in, the poster medium could be planned across all providers in Switzerland for the first time.
However, participation would be a huge step for the sector: firstly, it would be subject to the market leader's - albeit very transparent - research system, and secondly, all participating providers would then have to go over their books. For the first time, they would receive performance data for each of their areas, which would be collected according to objective criteria and could therefore be compared with each other. It is not yet possible to predict what effect this will have on pricing and offers.
At last week's SPR+ event, Fred Dietiker from the Swiss Milk Producers described the new tool as a "milestone" for poster planning. However, he also voiced some criticism: As long as the poster spaces of market leader APG can only be booked in entire networks and not by individual sites, SPR+ Expert will at best serve to optimize poster bids and not for real planning. To which Affichage CEO Christian Kauter replied that APG would now have to analyze the figures before it could decide on any changes to the offer.
Agencies and clients can familiarize themselves with the new planning tool free of charge until the end of 2006. Graduated licenses are available for 2007. SPR+ still has to collect the last agglomerations: The data for Berne, Lucerne, Lausanne, Lugano and St. Gallen should also be available by mid-2007.
Markus Knöpfli

Events Traditionally, a member of the Federal Council honors the General Assembly of Swiss Advertising SW with his presence. At the 2007 Advertising Day on Friday, May 4, the new Federal Councillor Doris Leuthard will pay her respects to the industry and give a guest speech. The Federal Councillor from Aargau has been close to the advertising industry for many years, as she was President of the Commission on Fair Trading for many years before joining the Federal Government. The SW General Assembly will be held at Lenzburg Castle.

Private TV Peter Heeb is moving from Star TV to U1, where he is taking on a whole new role. After ten years as Head of Marketing at StarTV, Peter Heeb has moved to private TV U1 as of November 1. This was announced by Peter Kölbel, project manager at U1. Heeb, who recently set up his own business, will take over the marketing of U1 on a mandate basis, as well as the marketing of the Zurich-based free program guide FreeTV. "Heeb's commitment is a great success for us", says Kölbel, who had been looking for a suitable person for U1 marketing for over a year.Heeb is not leaving StarTV entirely voluntarily. According to reports, his departure is related to a judgment against StarTV for advertising porn videos that can be downloaded as MMS to cell phones. Heeb was apparently accused within the station of not keeping a close enough eye on the MMS providers.
Either way, according to Kölbel, Heeb initiated the first changes at U1 even before his job change: From now on, the broadcaster will have its figures measured by Telecontrol reported on a daily basis in TC 2000. Previously, U1 only obtained quarterly figures from Publica Data, and these certified a market share "of less than one percent", says Kölbel.
As a result of this change, the U1 project manager is making advertising customers an "introductory offer": until the end of January 2007, a 30-second spot with 54 daily broadcasts will cost CHF 1,200. "We guarantee the lowest thousand contact price of all national broadcasters in every advertising-relevant target group," says Kölbel.
Incidentally, the referendum co-initiated by U1 against the new RTVG did not materialize. By mid-October, U1 had only received around 1,500 signatures instead of the required 50,000, says Kölbel.
Markus Knöpfli

Texts When young women stalk through the neighborhood in hot pants and it's not exactly Street Parade or 1968, then the style expert can speak of a retro trend. The look of the Sixties and Seventies drapes itself across all areas. And since advertising and trends are ideally related, such a retro look should logically also be found in current creative work.
In fact, a few advertisements have caught our eye in recent weeks, in which the headline - at that time they didn't call it a headline - once again seems as powerful as in the best days of the GGK. That's where this advertising literary style was invented. "As a man, you are measured by your deeds. Loved you are for your weaknesses." A Glashütte brand watch is marketed with this headline. "Every car says something about its owner. This one delivers a eulogy." Is rediscovered sales poetry for Mercedes. "A bottle of Beaujolais nouveau always goes fast. A million only with Angela Salvo." communicated with good old wordplay for DHL.
Whether the nostalgic retro wave in advertising will also bring the dream sales of RBK back into our coffers remains an open question here.
Andreas Panzeri

Advertisers dream of designing posters interactively. Affichage now wants to make this possible with eBoards and the City Boomer. For example, eAd Affichage, which belongs to the APG Group and offers digital advertising space in the five most important Swiss railroad stations, tested its advertising space for interactivity on its 60 m2 eBoard at Zurich main station. Affichage tried out a whole range of new signal feeds last Saturday. It tested the eBoard with standard game consoles, with a PC platform and with a new interaction tool called City Boomer. The test was successful, so that on the one hand advertising customers can prepare themselves for a new way of interacting with their customers. On the other hand, a young audience can look forward to future video game championships in large format.
Interactive outdoor advertising The testers on Saturday were particularly excited about the use of the City Boomer. This is part of a new technology designed to make outdoor advertising more attractive and interactive. In future, passers-by will be able to dial into the system via their cell phone and surf through the "virtual shop window" with just a few buttons, consuming content of their choice. There are practically no limits to the application. According to a press release, this advertising medium is intended to take the step towards push-pull advertising, as is already common practice with other electronic forms of advertising such as the Internet or SMS advertising. For example, a telephone number is displayed on the eBoard, allowing the viewer to virtually take control of the screen with their cell phone. Once logged in, a confirmation and the available selection menu appear on the eBoard. During the test run, two movie trailers were available, as well as the option to take part in a competition and play the cult tennis game Pong on the eBoard. Read more about the eBoard in the current issue of Werbewoche (number 39) or at
Cell phones will hit eBoards in the future
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Shortly before the start of the Tagi city split, the media group Tamedia provided information on Wednesday about the future of the Tagblatt of the city of Zurich. From November 29, 2006, the free newspaper will be published weekly and in tabloid format. Hints of a compressed publication schedule had already become public in the summer (see First contours of the new Tagblatt
). The content and formal building blocks of the new newspaper - affectionately called Stadtmagazin by Tamedia - are now also known.  
With the new concept, the Tagblatt wants to clearly distinguish itself from a daily newspaper on 19 pages in future. "The focus should be on people from Zurich," explains Tamedia spokesperson Christoph Zimmer to Werbewoche on request. In addition to interviews, reports and portraits, stories told in pictures are also conceivable. Interactive elements in the style of the ZüriEcho readers' forum are also planned. In addition to the editorial content, official reports and advertisements will continue to be part of the city's publication.
 
Tamedia and NZZ, the two shareholders of Tagblatt der Stadt Zürich, are responding to the changing media market in the city of Zurich by repositioning the traditional title, according to a press release. The city of Zurich was involved in the concept design. Apart from the publication format, everything remains the same. As before, the newspaper has a circulation of around 140,000 copies and is delivered to Zurich households early in the morning. Markus Hegglin will continue as editor-in-chief and all employees will remain on the same terms. Even the name of the Tagblatt will not change - despite the new weekly publication frequency.

Publishing Quark seizes the opportunity and steps on the gas on all fronts before porting InDesign to the Apple Intel platform.Apple's change of operating system from Mac OS 9 to Mac OS X left the software company Quark behind. Since then, the Adobe Creative Suite (CS) software collection has been giving the Colorado-based software company a run for its money in the desktop publishing/page layout sector. With the CS 2 update, Adobe then upped the ante once again. Finally, in mid-2006, Quark released QuarkXPress 7, which Quark felt was urgently needed. The recent release of a version adapted to the new Intel processors, which Apple has been using in its computers since the beginning of the year, could prove to be even more important for the company.
For once, Quark is ahead in this transition, as QuarkXPress 7 runs natively on the new Intel Macs without any loss of performance. While Adobe's PDF tool Acrobat 8 has also already been adapted to the new chips, Adobe will probably need several more months to follow suit with Creative Suite 3.
Seizing the momentFor Quark, this situation is a good opportunity to make up lost ground. At the launch of XPress 7, Jürgen Kurz, Vice President Desktop Publishing Products at Quark, predicted that Quark would now be a force to be reckoned with again - and that other products would follow the main product XPress 7.
The company has now kept this promise. Firstly, the privately owned software company has been offering the "Quark Print Collection", a bundle for XPress 7 and Adobe Acrobat for professional document imposition, since mid-October.
This bundle includes four products: the program extensions Quark Imposer for QuarkXPress and for Adobe Acrobat as well as the smaller XPress extensions Quark MarkIt and Quark Item Marks. With these extensions, users can impose native QuarkXPress 7 layouts from QuarkXPress and PDF files within Adobe Acrobat 7 or assemble them in two, four, six and eight users. Various binding and page assembly types can be selected here, and settings can also be made for bleeds or binding growth, for example.
In contrast to other assembly solutions, the original or source files remain unchanged. The XPress extensions can also be used to place user-defined print marks or info text lines and logos.
A further step towards consolidating XPress 7 in the publishing environment is QuarkXPress Server 7, which replaces the previous Quark DDS server (see below). The technology should be available in the first half of November.
At this year's Ifra Expo, Quark also presented a preview of the latest update to its Quark Publishing System, better known by its abbreviation QPS. QPS 3.6 contains a number of new functions and improvements. Quark also showed a preview of the next version: "QPS Next Generation" is to be based on open standards and work completely platform-independently.
Interactive layoutsNow, however, XPress' competitor InDesign is enjoying great success, especially with advertising agencies. In order to attract this clientele (again) to XPress 7, Quark is breaking completely new ground with the new and already available Quark Interactive Designer tool.
The XTension Quark Interactive Designer, which is reminiscent of the QuarkImmedia offered by Quark in the past, has it all: Put simply, Quark uses it to integrate SWF or Flash technology into a classic DTP application without any detours. Normal XPress elements are used to create "interactive layouts": imported images, set text, created areas and shapes.
This is where the projects introduced with version 6 pay off once again: a print layout can be easily duplicated in an interactive layout with the new XTension and the data can be edited there directly. This makes the document the center for print, web and interactive content. At the same time, the user benefits from the Composition Zones introduced with version 7, which enable several people to work together on a layout designed for whatever purpose.
It can also be used to standardize/synchronize used elements: If a logo, an image, a color, a style or a text in the print document is defined as "Multiple-use content", then used in web or interactive mode and changed in one place, these changes are transferred to all elements used in all projects and linked to them. This is particularly interesting for companies that want to maintain a uniform corporate identity or simplify publishing for different media.
Three steps to SWF animationAnother advantage of using Quark Interactive Designer is that you don't have to deal with timelines and programming in the Quark environment. The creation of interactive or animated files is relatively simple.
The path to the target, i.e. the SWF file to be played in the Flash player or corresponding browser, involves three steps: First, the objects to be animated must be named; objects can be all Xpress elements, including a placed video or SWF, for example. In a second step, events are assigned to the objects; classic events include mouse clicks or rollovers. Finally, in the third step, the desired effect can be selected from more than one hundred actions.
>> Click on the image for a demonstration of the SWF animation.

The XTension can be used to create interactive buttons and animations or to integrate music and movie data. These functions are mainly made possible by the predefined actions mentioned above. Existing Flash, video and music files can also be integrated. This makes QuarkXPress 7 the only environment to date that can be used to create print and web content as well as interactive content without switching programs. This makes the layout program the first extended multi-channel publishing application.
The basis is XPress 7.02With an introductory price of 159 francs until April 1, 2007, Quark has positioned the Xtension Quark Interactive Designer at a very attractive price. Quark is also putting its XPress 7 publishing software in a different light and strengthening the main product. The prerequisite is XPress 7 version 7.02 - on Mac or Windows.
Important step: Dynamic publishing with QuarkXPress Server 7In mid-October, Quark
announced the launch of QuarkXPress Server 7, a dynamic publishing technology that leverages the new collaboration features introduced in XPress 7. Quark envisions the server, previously known as Quark Dynamic Document Server or QuarkDDS, as a foundational technology for producing Web-based or data-driven content. Based on QuarkXPress Server, data-driven applications can be developed to optimize production - and content can be published via multiple output channels. QuarkXPress Server, which includes the new features of QuarkXPress 7, can be integrated into existing IT infrastructures and is usually offered by system integrators as part of an overall solution. In conjunction with XPress 7, users benefit, for example, from the Job Jackets for collaborating on projects, the new features for printing variable data and optimized PDF output. Quark will continue to partner with software developers and system integrators to provide its server solution for catalog production, web-to-print and one-to-one marketing.
Flash and SWFOalthough they are often understood to mean the same thing,
Flash and SWF are not identical. Flash, which was developed by Macromedia and has been called Adobe Flash since the takeover by Adobe, is a proprietary development environment. SWF data is generated as the output format. The abbreviation SWF can be formulated as either Small Web Format or ShockWave Flash. This refers to vector-based animation data that can either be played in a web browser (with the appropriate plug-in) or in a special (Flash) player. Jürgen Franck

Trade Press Starting in January, *Baublatt* will be published only half as often, but will be significantly expanding its online presence. In the following interview, *Baublatt* Editor-in-Chief Uwe Guntern describes the most important changes to his publication and explains why it can operate with virtually no competition. WW: Starting in January, *Baublatt* will be published once a week. At the same time, an online editorial team is being established and the website is being expanded with new features. Will this pay off? Uwe Guntern: We hope so. However, the change isn’t driven purely by commercial considerations. We want to act now rather than wait until everything around us is moving online and we’re the last ones left behind. We want to make all our resources available to our readers, virtually all of whom are online. WW: What does that mean specifically? Guntern: We’ve been publishing twice a week so far because public construction tenders are tied to specific deadlines. Now subscribers can access these tenders online at any time. They’re updated once a day. To my knowledge, no other publication in the construction trade press currently offers this. We’re also completely revamping our online presence. We’ll post daily news and launch a newsletter. The print edition will be integrated with the online presence so that readers of *Baublatt* can find additional information on our website. This is a huge step for us and adds significant value for our readers. WW: Does that mean you can now go even deeper with your research in the print edition? Guntern: You can’t simply apply the model of a magazine like Facts or Cash to the construction industry. Of course, the first section of *Baublatt* has a magazine-like character with plenty of background information, just as you see in the business press. But we’re a trade magazine. In that sense, we’re a tool and a source of value for our subscribers.WW: Is the editorial team now working less on the print edition and more on the online platform?Guntern: No. The online platform is an addition to that. The print edition will remain more or less the same as before. At about 140 pages, the magazine is now simply twice as extensive as before. However, we’re becoming a weekly magazine. The editorial articles are therefore somewhat broader in scope, and the background reports are a bit more in-depth because we have a longer lead time. The technical articles, on the other hand, remain unchanged. So subscribers will get the same content plus all the online coverage and the integration of the magazine with our website. WW: Will the editorial team change? Guntern: The editorial team will remain roughly the same size. We’re expanding our online team with an editor working full-time. This person is, so to speak, a product manager for the online division. Just as we have a publications manager for the construction industry—where we cover political and economic topics—as well as for the technical section. However, the content in the print edition will never be identical to that online, because otherwise no one would derive any added value. WW: Who are the Baublatt’s direct competitors?Guntern: In principle, they’re the association newspapers. From an advertiser’s perspective, though, no one can get around the Baublatt. The topics we cover can’t be found in any association newspaper. That’s why I don’t really talk about competition; I’d rather say we’re market partners. WW: How is the construction industry doing? Guntern: Better than it seems. But nobody wants to acknowledge that. Things have been looking up for the past two or three months, and that’s not going to change. Residential construction is holding up very well, despite all the doomsday predictions about how many people supposedly still don’t have a place to live. WW: How has the *Baublatt* changed since publisher Ueli Schück sold it? Guntern: It’s completely different today. In 2001, we revamped the layout. We realized that we needed to provide more background information. The most important change is in journalism—it wasn’t practiced back then in the same way it is today. We used to limit ourselves strictly to technical topics. WW: Today, you also comment in *Baublatt* on political developments in the construction industry. Guntern: Of course, we write from the employers’ perspective—after all, we’re part of the construction industry. But when something goes wrong, we don’t sugarcoat it. If the industry is doing well, even though the news sounds negative from all sides, we say so. The technical coverage has always been there, though not in this form. The paper was still partly in black and white, and you could tell it came from a printing press. Today, the *Baublatt* has become an indispensable and comprehensive medium for the construction industry. People had tried to offer something to the construction industry in the past, but they weren’t active. They didn’t conduct research the way magazine journalists do, where the goal is to present the facts clearly. WW: Is there a case that was particularly difficult from a journalistic perspective? Guntern: The hardest part is probably always getting people to answer the phone. What perhaps sets us apart from traditional magazine journalism is that people actually want to talk to us, because we’re a platform for them. WW: What was the driving force behind the current direction? Guntern: We want to make *Baublatt* so compelling that no one in the construction industry can do without it.
Comprehensive Online Service: *Baublatt* is the first construction magazine,
which combines its print edition with a comprehensive online service. A comprehensive online service is being developed to cover all aspects of construction contract bidding (submissions), with the submissions updated daily and accessible online to subscribers of the magazine. The data can be selected individually. The switch to a single weekly issue published every Friday will also allow for more in-depth and expanded content. In the future, more background information on ongoing construction projects will be provided. With a circulation of 9,794 copies, *Baublatt* is the construction trade journal with the highest circulation in Switzerland. Like *Werbewoche*, *Baublatt* is published by Springer Science and Business Media. Interview: René Worni

Cinema Within a year, Film demnächst, a free cinema magazine published by the Geneva-based Quorum Group, has lost significant reach. Now the magazine has gained two new multiplex cinemas as distribution partners: the Pathé Küchlin in Basel with 2,500 seats (opening November 16) and Zurich's Sihlcity with 2,200 seats (from March 2007). This will enable the magazine to increase its monthly circulation by at least 10,000 copies. A magazine is also growing in French-speaking Switzerland: Avant première will in future be published in the Rex and Rialto cinemas in Geneva. It is replacing Live, which is likely to lose more readers as a result. Live and Avant première both belong to the Quorum Group. Markus Knöpfli