Production Adobe integrates technologies and focuses on the end-to-end workflow. Klaus Kurz, Business Development Manager Creative Professionals at Adobe Systems GmbH, provides information.  
WW: What is the current status of the Macromedia integration? Klaus Kurz: After the acquisition of Macromedia, we started by putting together extended bundles and upgrading our product suites. In the current second phase, we are working on integrating and combining technologies. A current example is the Breeze technology developed by Macromedia, which we have embedded in Acrobat 8. If there is an immediate need for discussion, several people can immediately meet in a virtual meeting room for a web video conference and exchange ideas. In addition, it is already possible to link our technologies today. For example, Flash technology can be used to update content for catalogs. Text changes to a document can be transferred from the Flash player to an InDesign document via an XML interface. A PDF is automatically generated in InDesign, which can then be displayed again in the browser. In this way, users benefit from the interaction possibilities in Flash, the XML markup language, the typographic and design possibilities of InDesign and the binding nature of the PDF format.
WW: What are the next goals? Kurz: In phase 3, we want to merge technologies where it makes sense. It is an open secret that we are working on merging Flash and PDF. We want to develop a "universal client".WW: Regarding the product presented: Will Acrobat still be delivered with the Creative Suite? Kurz: Yes. The Creative Suite will be updated to version 2.3. Overall, Acrobat 8 is much better and more closely integrated into the Creative Suite. For example, the new version benefits from the central color management control of Adobe Bridge. 
WW: Will there be any other changes in Creative Suite 2.3? In short, apart from Acrobat, there will be no major updates to the programs. In order to fully convince desktop publishers of the benefits of Creative Suite and to provide them with the leading web development tool, Creative Suite 2.3 will also include Dreamweaver 8.WW: Where is Adobe heading with Acrobat 8 in the prepress area? We want to simplify the prepress workflow with new relevant products and with the help of the latest technologies.WW: What's next for Adobe?Kurz: Our flagship product, the Creative Suite, will be released in a new version next year. The release will be particularly interesting because all the products it contains will be updated. We can expect quantum leaps here.        
Interview: Jürgen Franck

Papier Sappi is increasing its prices in the European market for coated paper in sheets and rolls. Depending on the market, price increases of around 40 euros per tonne will come into effect on most European markets from October 2. The reason for these measures is depressed margins and cost increases.

Peter Wanner, publisher of the Aargauer Zeitung (AZ), is thinking out loud about a Sunday edition of his paper. For Wanner, who has just been voted Publisher of the Year by the industry journal Schweizer Journalist, the project is already much more than a mere sketch. In the corresponding press release issued by SDA on Wednesday, some details have already been revealed: As with Südostschweiz am Sonntag, the Sunday edition of AZ would be planned as the seventh edition of the daily newspaper and not as an independent publication. Mittelland Zeitung, already a partner of AZ, is also part of the project. The planned circulation is 200,000 copies, which is large enough to be competitive on the national advertising market.

Research: The first step toward establishing the new foundation has been taken: Radio Director Walter Rüegg explains the next phase and his vision for the future of research in an interview with *Werbewoche*.  
Walter Rüegg, Director of Radio DRS, spun off the SRG Research Department into the new Mediapulse AG at the end of June. As Chairman of its Board of Directors, he outlines the next steps leading up to the establishment of the foundation. He also shares his vision for the future of research. 
 
WW: Mr. Rüegg, what steps have you already taken at Mediapulse AG? Walter Rüegg: My role is a fiduciary one. The goal is to transfer the research division from SRG to the foundation. In accordance with the agreements between SRG, the private TV association Telesuisse, and the Association of Swiss Private Radio Stations (VSP), we have therefore separated the research division from SRG and transferred it to the newly founded Mediapulse AG at the end of June. For the time being, Mediapulse AG is still a wholly owned subsidiary of SRG. However, its responsibilities have been clarified, regulations and a business plan are in place, and we have concluded the contracts necessary to continue Telecontrol (TC), Radiocontrol (RC), and qualitative research. We will soon be relocating the company from the SRG to Thunstrasse. Furthermore, we are in the process of addressing all issues related to the integration of Mediapulse into the foundation.WW: How is Mediapulse AG’s operating budget structured?Rüegg: From data sales as well as from license fees paid by all radio and TV operators—to finance investments in research tools. These fees amount to approximately 1.5 to 2 million Swiss francs annually; the total budget is around 17 million Swiss francs. WW: The RTVG will take effect in the spring of 2007; the foundation should be in place by then. Is there enough time? Rüegg: We can’t establish the foundation until the RTVG is in effect. I think there’s enough time. A draft of the foundation’s bylaws is available; we’ve discussed it with VSP and Telesuisse (see below).WW: Who is supposed to chair the foundation?Rüegg: The president should be an independent individual; he or she may not be a client or a supplier, but should have a business or academic connection to the field of research. And they must have the time, because the presidency involves a lot of work.WW: What are the powers of the Foundation Board?Rüegg: It has a role similar to that of the general meeting in a corporation: It is the supreme governing body and elects the six-member Board of Directors of Mediapulse AG from among its members. The Foundation Board also oversees the management of Mediapulse AG, appoints the auditor, and approves the annual financial statements. WW: What role will Publica Data AG (PDAG), a wholly owned subsidiary of SRG, play? Rüegg: Currently, it processes the data and sells it exclusively to private companies. That is set to change: In the future, all customers of research data will obtain it from the same source. There are two options for the specific organizational structure: Either PDAG is incorporated into the foundation as another subsidiary, or the marketing activities are established within Mediapulse AG. We’d also like to hear from those affected on this matter. WW: It seems there are still differences between SRG and the private broadcasters on this point? Rüegg: None major. Both sides agree that PDAG’s activities should be carried out within the foundation. At most, there are differing opinions regarding the specific implementation. I would prefer a department at Mediapulse rather than a second company within the foundation. The private broadcasters, on the other hand, want to separate research and marketing. In any case, we will definitely need PDAG’s expertise and staff. WW: What happens to the draft now? Rüegg: It will be finalized within a small group, and then we’ll invite all radio and TV broadcasters, as well as the advertising industry, to a presentation of the model at the 2006 Biel Communication Days. A public hearing will follow. But we’re confident that the model will be accepted, because there are good reasons not to give any one partner a majority stake. In any case, the Federal Office of Communications considers the model reasonable. 
WW: SRG and Wemf will soon establish the company Net Metrix AG to conduct new Internet research. This will result in some overlap between Net Metrix and the future foundation—after all, Mediapulse is also active in Internet research. Rüegg: Such overlaps are unavoidable for the time being, since a large portion of radio and TV usage—such as streaming—can now only be captured through internet research. If we now want to aggregate reach figures and provide accurate market data, then, logically, Net Metrix will have to be integrated into our foundation in the medium term. However, discussions between the publishers and the future foundation are still needed on this matter. But research belongs under one roof; SRG and WEMF are in broad agreement on this point. WW: But the new RTVG does not provide for the publishers’ involvement in the foundation. Is the law already outdated? Rüegg: That is indeed a problem. We have to proceed step by step. Legally speaking, we now have to get the research foundation up and running—and then we might be able to integrate Net Metrix. We’ll probably have to try to expand the research in a way that doesn’t violate the law, but rather broadens its scope. WW: Shouldn’t everything be moving much faster? After all, Christoph Bauer, head of the Cash Media Group, is already wondering how he’s supposed to measure and compare the reach of TV, IPTV, print, online, and mobile. Rüegg: I understand that. We’re asking ourselves the same question. And it’s not just us: Advertisers also want to have such comparable data from a single source very quickly. That’s why I strongly support the discussions with WEMF and the publishers regarding a future solution. But I haven’t received any such signals from the publishers yet. WW: Speaking of cross-media research: Mediawatch, the next generation of the RC-Uhr, is already available; it can measure radio, TV, print, billboards, movie theaters, and AdScreen—all from a single source. Where does Mediapulse stand on this issue?Rüegg: In principle, it would certainly be a desirable development if relatively expensive investments could one day be used for multiple research purposes. However, such a decision must be made by the future foundation. As long as SRG owns Mediapulse, we will not conduct research on print, cinema, or billboards. WW: Who will decide on the appropriate research tools within the foundation? Rüegg: The Foundation Board decides what to research; the Mediapulse Board of Directors will determine how. In the future, research will always be evaluated in terms of cost and usability. If the foundation wishes to acquire new research tools, it will have to compare various products, offers, and services and then reach a consensus.The Model in BriefIn its draft of the foundation’s bylaws
The SRG, the private TV association Telesuisse, and the Association of Swiss Private Radio Stations (VSP) are proposing a 15- or 18-member board of trustees, consisting of one-third representatives each from the SRG, the private broadcasters, and the advertising industry (agencies, intermediaries, and advertisers). A person who does not belong to any of the three parties is to be elected as chair. Following the foundation’s establishment, the SRG is to contribute all shares of Mediapulse AG to the foundation’s assets. In addition, Mediapulse AG is to have a six-member Board of Directors (plus a chairperson), again with equal representation, consisting of members of the Foundation Board.
The Scientific Oversight Commission, which regularly reviews the TC and RC panels, as well as the User Commissions, where data customers can raise concerns or file complaints, are also included in the new model.
Interview: Markus Knöpfli

Competition Maren Beck from Zogg, Kettiger, Gasser has won the first Snap Viral Spot Contest with her idea "Stamp". 
Successful premiere for a competition: 95 concepts from Switzerland, Germany and Austria have been submitted to Snap Film. Whoever had the best idea for a commercial on the subject of "deodorant" can now have their concept realized free of charge by the producers at Snap Film and put online worldwide.advertisers, journalists, students, directors, marketing managers, editors and architects took part in the creative competition. "Most of the ideas were of high quality and creative value," says producer Michael Kindermann from Snap Film. Storyboards, mood films, image references, music suggestions and scripts were submitted. Some participants created entire campaign presentations.
The winner was the idea "stamp" by Maren Beck, copywriter at the advertising agency Zogg, Kettiger, Gasser in Zurich. The idea (see below) was chosen because it is surprising and funny. It is also clear and understood by everyone. These are important qualities for a viral ad to be sent around the world.
Places 2 to 8 went to Kim Sokola, Junior AD/Graphic Designer at Wirz Werbung, Yves Peitzner, Director from Munich, Marco Iezzi, Editor at SF, Thomas Glass and Geoff Phillips, Saatchi & Saatchi Simko, Micky Suelzer, Director from Berlin, Markus Breuer from Getty Images Germany and H.R. Neuschweitzer from Zurich.
The next step is a production meeting with Maren Beck, Snap Film director Luzius Rüedi and producer Michael Kindermann. At this meeting, the settings and the dramaturgy of the commercial will be discussed and the production logistics will be determined. Production of the viral commercial is scheduled for the end of October.
With the Snap Film Viral Spot Contest, Snap Film and Demeulemeester Publicité, together with partners Treibhaus, Hastings and Go Viral, want to give creative people the opportunity to realize their ideas in a spot and draw attention to the young advertising film and marketing method of viral marketing.
 
Synopsis of the "stamp" idea "We are here
on a well-filled bus. It's summer, people are wearing shorts. And as the bus has no air conditioning, the passengers are sweating. Two Japanese tourists are sitting on a bench, writing postcards during the journey. Right next to them is a man in a sleeveless shirt who is holding on to the grab rail above them, exposing his armpit. He is sweating. One of the Japanese men has finished writing his postcard and takes out a stamp. He holds it in his hand indecisively for a moment, then looks around from left to right, finally wets it in the armpit of the man standing next to him and sticks it on the postcard as if nothing were wrong. The following is Packshot/Claim/Super.Andreas Panzeri

The US internet company Yahoo has lowered its business expectations for the current quarter. The markets reacted with shock. 
 
As reported by SDA, CFO Sue Decker informed an investor conference on Tuesday about "a certain weakness in recent weeks". In particular, advertising in the areas of cars and financial services had fallen sharply. Yahoo expected revenues of 1.12 to 1.23 dollars for the current quarter. Following Decker's comments, the Internet giant's shares came under pressure and lost more than 12 percent of their value by the close of trading. This negative trend also affected competitor Google, whose shares fell by 4 percent. 

The current year is not a walk in the park for Yahoo: the company had to lower its high expectations back in July, and even then its shares began to slide. Yahoo wants to earn more money again with ads on pages with search results - Google recently chased market share away from the company, which is why Yahoo entered into a cooperation with the online auction house Ebay.

A few days after the directory service provider Directories announced queries via cell phone, Search.ch is following suit. The search engine operator emphasizes how low the costs are for queries to its directories via cell phone. Search.ch's services have been available for mobile queries for "quite some time", according to a press release. Whether this communiqué is a reaction to the Directories announcement remains to be seen (see ). Search.ch's mobile services are free of charge, but users will have to pay the providers' connection costs. The Serach.ch sites have been optimized for mobile queries so that the connection costs are as low as possible. For example, the typical cost of a phone book query is 2 centimes. However, the fees can vary depending on the provider. 
 

 

The advertising agency Reinhold emphasizes the importance of print advertisements as part of a cross-media campaign for the Swiss Press Association. Without print media, there is no real profiling of the product and brand, according to a communiqué from the agency. "Of course you can advertise with a few banners, placemats and a mailing," Reinhold's planner Marco Schönenberger is quoted as saying in the press release. "But the best way to really convey product knowledge and give a brand credibility, support and stature is still with advertisements as the basis of your cross-media campaign. That's our approach." As part of the campaign, the word "cross" is to be launched as a synonym for "gaga". The claim is: Without print media, crossmedia is just cross.  
The campaign shows faceless, interchangeable products. Reinhold wants to show what happens to a brand if it is only conspicuous by its absence in the print media. Various unique advertisements are planned, whose headlines and texts can be individualized by the publishers for use in their own titles.
 
A dedicated cross-media website for the Swiss press will be used to intensify the campaign. From this website, links will lead directly to the publishers' cross-media specialists. According to the press release, Schweizer Presse is convinced that most publishers will take part in the campaign.

The Swiss Federal Institute of Intellectual Property (IPI) has developed online guidelines for innovative and creative people. The guidelines are intended to support inventive people in implementing and protecting their ideas. The guidelines provide information on the role that patents, trademarks, designs and copyright play in the market launch of a product. It provides concise answers to questions that may concern creative people and freelancers: How can you protect a name or logo? Should you patent your idea? How can you enforce your rights against the competition? The information provides an overview of the necessary steps for the realization of an idea. However, as the IPI itself freely admits, it is no substitute for the advice of a specialist, as the guide cannot fully reflect the complexity of intellectual property law.

A successful premiere for a new competition: 95 concepts from Switzerland, Germany and Austria were submitted to Snap Film. Those who had the best idea for a spot on the subject of "deodorant" can now have their concept realized free of charge by the producers at Snap Film and put on the web worldwide.advertisers, journalists, students, directors, marketing managers, editors and architects took part in the creative competition. "The majority of the ideas were of high quality and creative value," judges director Michael Kindermann at organizer Snap Film. Entire storyboards, mood films, image references, music suggestions and elaborated scripts were submitted. Some participants even created entire campaign presentations.  
The winning idea was "Postage Stamp" by Maren Beck, copywriter at the advertising agency Zogg, Kettiger, Gasser in Zurich.
The idea (see below) was chosen because it is surprising and funny. Moreover, it is clear and understood by everyone. These are important qualities for a viral spot, so that it has a chance to be sent around the world on the Internet.
The other places 2 to 8 were achieved by Kim Sokola (Junior AD/Graphic Designer, Wirz Werbung), Yves Peitzner (Director, Munich, Marco Iezzi (Editor, SF), Thomas Glass and Geoff Phillips (Saatchi & Saatchi Simko), Micky Suelzer (Director, Berlin), Markus Breuer (Getty Images Germany), H.R. Neuschweitzer (Zurich).
The next step is a first production meeting with Maren Beck, Snap Film director Luzius Rüedi and producer Michael Kindermann. In this meeting, the settings and the dramaturgy of the spot will be discussed and the production logistics will be determined. The production of the viral spot should be completed by the end of October.
With the Snap Film Viral Spot Contest, Snap Film and Demeulemeester Publicité, together with partners Treibhaus, Hastings and Go Viral, want to give creative people the opportunity to turn their ideas into a spot and draw attention to the still young advertising film and marketing method of viral marketing. The competition is to be repeated next year.
Synopsis of the idea "Stamp "We are in a well-filled bus. It is summer, people are wearing short clothes and since the bus has no air conditioning, the passengers are sweating - some more, some less. Two typical Japanese tourists are sitting in a bench seat, writing postcards to those back home during the ride. Right next to them is a man in a shirt without sleeves, holding onto the bus stop bar above them, exposing his (shaved) armpit. He is sweating.
One of the Japanese has finished writing his postcard and takes out a stamp. He holds it indecisively in his hand for a moment, then looks around him from left to right, finally wets it in the armpit of the standing man next to him and sticks it on the postcard as if nothing were wrong. The man at the bus stop looks piqued.
Packshot/Claim/Super follows.
 
 
Andreas Panzeri

The Bern-based Internet service provider New Impact is presenting a new Internet portal for Bernafon to mark the 60th anniversary of the hearing system provider. The website is designed to strengthen customer loyalty and support the acquisition of new customers. Consumers, hearing care professionals, partners and sales channels can now find intuitive user guidance, interaction and a range of information and services at www.bernafon.ch, as detailed in a press release. The visual design creates clarity and makes it easier to use the website. Bernafon used the Eprise content management system from SilkRoad Technology for the implementation. 

The two trade fairs X-Marketing and Celebrationpoint merge. The merger will result in the new SuisseEMEX trade fair. It is to become the national B2B trade fair for marketing communication, events and promotion, as EMEX announced on Tuesday. Ewa Ming will act as CEO of the new company.  
SuisseEMEX is to be given a clear exhibitor structure with the sub-segmentation into SuisseEvent, SuisseMedia+Production and SuissePromex. According to the communiqué, the addition of "Suisse" to the name symbolizes that the event is also intended to be a meeting place for the French-speaking part of Switzerland. The Xongress will be replaced by the EMEX FORUM, at which speakers from Switzerland and abroad will impart knowledge.
 
Over the next few weeks, contacts will be made with various industry associations and a trade fair advisory board will be formed. The date and location of SuisseEMEX 2007 have already been set: it will take place from August 21 to 23, 2007 at the Zurich Exhibition Center. The Celebrationpoint'07 trade fair planned for March has been canceled.