As announced, TV marketer Publisuisse has presented detailed information on the study and its results. The results of the study were already announced in July (see ). The comprehensive intermedia advertising impact study carried out in Switzerland by Publisuisse, in close cooperation with Advico Young & Rubicam, Media Focus and Prof. Dr. Klaus Neusser from the Institute of Econometrics at the University of Bern, came to the surprising conclusion that advertising on television works better than advertising in print and posters! The study has now been presented in detail to the media and the results discussed in detail. Why does the advertising franc work best on television? Is money really so well spent on television?
Well, the study shows quite clearly that brands and brand groups with a high proportion of television in their media mix are ahead in the brand evaluation criteria. In terms of brand value, the 50 strongest brands invest an average of 45 percent of their advertising expenditure in television. And these brands do not simply correspond to the 50 brands with the highest advertising expenditure. For the brands that spend the most on advertising, the average TV advertising share is only 19 percent.

Media mix achieves the best results But what is the most promising strategy for increasing the value of the brand? Under no circumstances should you rely solely on the medium of TV. The Publisuisse study also shows that the media mix achieves the best results.
The conclusion can be drawn: TV should be weighted more heavily in the media mix, while print should be weighted less heavily if brand value is to be built up. Brands with a TV share of 40 to 80 percent received the best scores in the brand assessment. This also reveals a gap compared to the Swiss average. The average value last year was just 23.6%.

Note: Werbewoche will present the study in detail in its upcoming issue no. 32 and take a closer look at the results.

Swisscom Fixnet is going on the offensive in interactive television. It is buying Betty Holding, based in Zurich. The subsidiaries Betty Technology in Zug and Betty TV in Munich are managed via this company. Betty TV is also to be launched in Germany at the beginning of 2007. Cooperation agreements are in place with the ProSiebenSat.1 Group stations, on which Betty Holding also carried out acceptance tests in 2004 (see Betty TV is TV fun and an advertising channel).
Successful market launch
Swisscom Fixnet justifies this step with the successful market launch of Betty TV in Switzerland. Since its launch in June, the service has been available in Switzerland on SF1, SF zwei, Sat.1, ProSieben, RTL, Star TV and Tele Bärn. Over 5,000 customers have already been won over to the interactive remote control and the competitions, polls and surveys (see
Betty TV has 5,000 users). Interest from the advertising industry is also high.
In 2005, Swisscom Fixnet acquired the only Betty TV license to date from Betty Holding and founded Betty TV AG in Zurich for distribution. Swisscom has now taken over the inventors of the remote control with screen and is launching the service throughout the German-speaking world.

The editor-in-chief of TV Plus, Thierry Peitrequin, is taking over the position of editor-in-chief at the newspaper La Côte. He succeeds Philippe Villard, who is leaving the paper for health reasons. According to the French-speaking Swiss newspaper, Claude Jenny will become deputy editor-in-chief. La Côte also announces that in future it will focus even more intensively on local and regional news. The editorial team is thus responding to the wishes and suggestions of its readers.

The NZZ now also brings news to cell phones: With the mobile offer of NZZ Online, uninhibited reading is now also possible on cell phone screens. The preparation of the content has been optimized for over 4000 mobile devices, the NZZ announced on Thursday. No additional software needs to be installed and there is no need to switch to a different telecommunications provider. However, it is necessary to take out a subscription if you want to receive the service for longer than the one trial week provided. The subscription runs for 3 months and costs 15 francs.

The top management of SevenOne Media Switzerland will be strengthened by Mike Gut. As Director Programming, he will take over responsibility for the ProSiebenSat.1 Group's programming activities from the departing Managing Director Christian Gartmann. Gut will also be responsible for marketing tasks. Hardy Lussi had already been appointed Gartmann's successor as Managing Director of SevenOne Media Schweiz in July.

The 38-year-old Gut began his career in the electronic media as an editor and presenter, later becoming head of sport at Zurich's "Radio Z". In 2000, the business economist became Head of Marketing and a member of the Executive Board. From 2003 to 2005, Gut held leading positions at Event Schweiz and the event agency Vitamin D.
 

Picture: Verushka Salvo

The Zurich-based communications agency Twfe (which stands for trend world - frame eleven) created the on-air design for the German television station ARD for the Pope's visit to Bavaria from 9 to 14 September - in true papal style. The Zurich-based team also composed a "heavenly" soundtrack especially for the special broadcasts, which was recorded with the Bavarian Radio Orchestra. A whole series of moderation towers and talk settings were also designed for the presentation from all angles.

On Thursday evening, Ringier celebrated the birth of its multimedia offspring Cash daily at a large-scale event at the Neue Börse Zurich. After the large audience had enjoyed a sumptuous buffet, the official event began with a speech by publisher Michael Ringier, who emphasized his belief in the future of the printed press. But he also struck a different note. Especially with regard to the new offspring, whose hour of birth was drawing ever closer. Unfortunately, electronic paper has not yet reached market maturity, said Ringier. But what is not yet will certainly be. Nevertheless, Cash daily is already a piece of the future. The future that needs to be shaped.
The printing of the first edition of the free newspaper could be followed on screens. The first copies were flown by helicopter fresh from the press to the Zurich Stock Exchange and distributed to the guests at 8.30 p.m. after Michael Ringier had cut the cake.
The first impression Not a bad start, the paper was appealing. The advertising partners, for one. The first issue of the print edition cannot complain about a lack of advertisements. 10 of the 24 pages are filled with advertising. But the editorial side has also done its job. The articles are short and informative and most of them refer to additional multimedia elements that are available on the website. Although Ringier emphasized in its speech that the free newspaper does not consist of agency material, the numerous texts in the margins are exclusively material from the agencies Reuters and AWP International.

The "Switzerland" section takes up the first few pages, followed by two pages of "International". This is followed by two half-page spreads with Dilbert cartoons and a My Society box. At 20.40, the guests are already reading the news about the Cash daily party - a somewhat strange feeling to be reading about the party where the drink has just been refilled.
This is followed by three pages in the "Move" section, which deals with mobility issues, before the "Money" section takes up three pages. The final page is "Stock market", with the
Stock market weather. This is illustrated with the usual symbols for weather news.
Does the multimedia model work? The question will have to be answered over the next few months when the paper has found its readers and it becomes clear whether the link with Internet Livepaper, podcast and mobile really works. The moment of truth begins at 6 a.m. when the print edition hits the newsstands (see
The fact that Ringier is very keen on networking is also evident in the launch competition. With the "Boarding Pass" handed out, you are supposed to register on a Cash website. And also subscribe to the news on your cell phone. Then, until the end of the year, you will be repeatedly asked to engage with the site. And whoever collects the most points will win the trip around the world.
Kathrin Fischer

Christian Maurer is leaving the SonntagsZeitung (SoZ) and moving to the Tages-Anzeiger as editor of the Zürich-Bund on November 1. He will be succeeded by former SoZ trainee and current Facts editor Andreas Kunz on November 15. As reported by the Aargauer Zeitung, the current news and media editor, Simon Bärtschi, will also take over from news editor Philippe Pfister. Yves Carpy from the SoZ business section is now working as head of business at Blick, as Andreas Durisch confirmed at the request of the Aargauer Zeitung.

On Thursday, the Military Appeals Court 2 in Solothurn found a SonntagsBlick editor guilty of violating military secrets. The sentence was revised downwards to 20 days in a secret hearing, as reported by the SDA news agency. The journalist had published a report on an air force facility in Buochs NW in 2003. As a result, he was sentenced to ten days in prison unconditionally by the competent military court of first instance. In the second instance, the sentence was increased to six months, which was much longer than the 45 days requested by the prosecution. In spring 2006, the Military Court of Cassation overturned the sentence and referred the case back to the Military Court of Appeal. It also held that a sentence within the limits of the first instance was appropriate (see
Judgment against SoBli editor overturned).

Essential location As justification for the sentence, military judge Beat Frey added that the newspaper article had stated an essential military point of view. The prosecution had maintained the sentence of 45 days. The defense argued for a reduction of the sentence to seven days. The editor reserves the right to lodge a further appeal in cassation.

In a statement, the media union Comedia described the ruling as scandalous. It also speaks of a questionable restriction of press freedom. The tendency to attempt to discipline media professionals should be stopped.

The Cash Group is getting a free addition. At 6 a.m. on September 8, the printed edition of Cash daily will be available at over 1,100 Valora kiosks in German-speaking Switzerland. Additional distribution points include airports and large companies. The initial print run of 100,000 copies is expected to stabilize at 75,000 copies - provided everything goes according to plan. The aim is to reach one million people with an interest in business.
But before that, Cash daily has to pass the market test. And this is where ringier Verlag focuses on diversified access to free news from the world of money, the mind and profit. The offer is multimedia, which means it consists of a free morning newspaper, live paper on the Internet with daily stock market TV, web TV, podcasts and links. For mobile readers, there is Cash daily mobile, which mainly consists of stock market news and current economic information. And because all this has to be financed, there are also various new forms of advertising.

The Cash daily editorial team consists of 16 people. They are headed by Rüdi Steiner. The Cash daily editorial team reports to the editor-in-chief of the Cash Group, Dirk Schütz. The managing director is Christoph Bauer.

Ringier has announced further information for today, Thursday evening, at 6 p.m., as part of the launch event.

The industry directory "Dialog Marketing Trends" from Fischer's Archive once again provides a rating of agencies in German-speaking countries this year. Three Swiss creative agencies are among the top ten. As the agency at the airport, Eugster Kommunikation, announced, it is among the top ten for the second time since 2004, in 3rd place. The Zurich-based Ogilvy One is in 4th place, Fisch.Meier.Direkt from Adliswil in 8th place. In total, over one hundred agencies from Germany, Austria and Switzerland were evaluated for the 2006/2007 edition of "Dialogmarketingtrends". The ranking is based on awards and prizes won by the creative agencies in the following competitions: ADC Germany, German Dialog Marketing Prize (Ddp), Deutsche Post Mailing Competition, Austrian Columbus, Swiss Dialog Marketing Prize, John Caples International Awards and Cannes Lions.

The largest animal magazine in Switzerland will now be published in four colors throughout, which is an "epochal change" for Tierwelt, which has been published for 116 years, as those responsible write in their press release. The accompanying national advertising campaign, which starts this week, was devised by the communication designers from the Erat Design Group in Arbon.
With a certified circulation of almost 74,000 copies, Tierwelt reaches 364,000 readers every week. It is therefore also of interest to the advertising industry in this sector. It is published and owned by the Swiss Society for Small Animal Breeding (SGK).