On Wednesday, Ringier sent a sneak preview of the Cash daily live paper to its advertising market partners. Click here and take a look for yourself.
Publisher Michael Ringier dreamed of an e-paper at the annual media conference, but the time is not yet ripe. The result is a so-called live paper that combines images, text, animated forms of advertising and digital TV.
The countdown is running on the Cash website under the heading "Cashdaily": the livepaper - "the largest multimedia daily business newspaper in Switzerland" - will start punctually at midnight on September 7, when the clocks change the date to September 8, with the latest news, financial information and Cash daily web TV. You have to register to use it. However, registration is free of charge.
You can read more detailed information about Ringier's latest project in the current issue of Werbewoche No. 31.

Formula 1 From August 28 to September 9, the Shoppi&Tivoli is presenting a Formula 1 exhibition. In addition to portraits of successful Swiss racing drivers such as Joe Siffert, the attractive cars of the Formula 1 circus can be admired. The exhibition will awaken the child in some viewers. The poster campaign for the exhibition attempts to do the same. Responsible for this: Wyler Werbung.

The Zurich-based corporate communications specialists from Heads are helping Solution Providers to achieve a new image. Solution Providers is a management consulting company that supports its clients in the development of strategies and their operational realization through to technical implementation. Within ten years, the Dübendorf-based company has grown to 60 employees and is now making the leap into international business. Heads supported Solution Providers in the reformulation of its corporate identity and developed the new design. In addition to all business stationery, Heads designed the new website and developed two image ads. Heads summed up Solution Providers' formula for success with the new claim: "Passion. Process. Progress."

As of January 2007, the private banks of the CS Group will be merged to form Clariden Leu. The Erlenbach-based CI agency Identica took on the branding challenge. The task was to find a balance between two existing brands with equally strong profiles. The names of the two largest private banks in the CS Group "Clariden Leu" form the name of the new bank.
The new brand combines tradition and design, the agency announced on Wednesday. The new logo has been supplemented with an unmistakable corporate design for a powerful appearance. The appearance will have to prove how well the new lion roars in various media in January.

Print Langnauer Druckerei Vögeli celebrated a world premiere with customers and guests The family-owned company Vögeli AG in Langnau im Emmental, which employs around 40 people, recently celebrated the completion of an important phase in its company history. After moving into an additional new building, which was completed at the end of November 2005, the print shop has since put one of the most modern sheet-fed offset presses in Switzerland into operation. On September 1, the print shop invited customers to view the expanded production facility and see the enhanced technical capabilities for themselves. Among the 250 or so guests was Bernhard Schreier, CEO of Heidelberger Druckmaschinen AG, the supplier of the press.
Vögeli invited its customers and partners with a mailing based on a flight ticket and travel program. Depending on personal preferences, there were two highlights at the customer event in the hangar or machine room: The cabaret duo FlügZüg, who provided various flights of fancy and top entertainment with acrobatic interludes combined with Bernese charm and humor - or the new "Dreamliner", a Heidelberg Speedmaster that takes graphic design operations to true heights thanks to technical finesse.
The high-flyer - a world premiere, by the way - has the mysterious name Heidelberg Speedmaster CD 74-5+L+LY-P-5+L. In technical jargon, such press configurations are called LPL for short, which refers to the options of coating application, perfecting and coating application (then on the reverse side of the sheet). The 21-metre-long ten-color offset press in the configuration installed at Vögeli can produce five-color printed, coating-finished sheets on both sides in a single pass.
Technically high-flying and yet a soft landingThere was no need to be afraid of flying at the event, because after check-in and on the guided tour of the premises, there was more talk of high-altitude flights, preflighting and soft landings than usual in print shops.
Employees of Vögeli AG acted as flight captains. They informed customers about the modern prepress department, which spares customers from blind flights thanks to data checks. Almost half a terabyte of data is available for direct access, and 2 x 6 terabytes of data are managed at Vögeli, explained flight attendant Martin Schlegel, who works in the office during non-flight times.
A photo studio designed for professional requirements, a litho department, state-of-the-art DTP workstations and a Prinergy workflow including impositioning station as well as a Creo CtP imagesetter round off the prepress department. In order to shorten set-up times during printing, color profiles are generated during impositioning, which are called up at the printing press and shorten the presetting times there. A Polar 115 Autotrim cutting line positioned centrally in the machine room ensures precise cutting.
The "handling" of printed matter at Vögeli is also state-of-the-art. Modern saddle stitchers, folding and collating machines, inserting and addressing machines, coupled with old but well-maintained Heidelberg letterpresses, allow the company to respond to a wide range of customer requirements.
The company literally took the cake with the presentation of its new CI. The somewhat antiquated-looking "Vögeli-V" has given way to a modern logo. And Vögeli has gently landed in the modern age.   
Jürgen Franck

Column Sometimes cheap, sometimes gourmet: Josefa Haas on the parallels between media and food culture. Something is happening in food culture: in addition to budget brands, retailers are launching gourmet lines, the restaurant around the corner is trying to give the lunch menu some zing, and cooking shows are experiencing a revival. Some conclusions can be drawn from food culture for media culture. As is so often the case, there is not just an "either or", but also a "both and". The exciting things take place in the gray areas. And those who want to stand out from the crowd must pay particular attention to the subtle differences. This shows that the cheap can certainly sharpen the sense of quality.
Doing one thing and not the other. The Armani suit combined with the H&M T-shirt is a matter of course today, the Ikea table next to the designer sofa is presented in home magazines without hesitation, and budget crackers with champagne are no longer a hosting faux pas.
Consumers combine bargains with luxury offers as they please. They are less and less willing to be pigeonholed. The choice in front of the yogurt rack becomes a game with every purchase: should it be budget or luxury?
Rigid role models are a thing of the past. Not so long ago, it was possible to determine precisely who thinks, does and buys what based on one or two characteristics. Today, people like to play with different identities, side by side or as a kind of stage of life. Individualization is now lived as a form of emancipation.
This also applies to the media: the free newspaper on the streetcar, the daily newspaper at lunchtime, the radio in between, a look at the internet at the same time, and after "10 to 10" it's off to bed. There, depending on your mood, you flick through Du, Playboy or Bolero. Even hunters and fly fishermen can indulge their passion.
Everyday media life is as colorful as the offerings. Those who leaf through 20 Minuten in the morning are not yet lost to the rest of the media offerings. For some, the free paper even acts as an appetizer for further information, entertainment and background information. Even if it is "only" comics and Bravo for teenagers. But hand on heart: most of the older generations were also curious about more interesting things in their youth than just the material in the daily newspapers.
But there's not a lot of money to be made here, according to those who are looking for big profits. The figures recently published by Tamedia prove this: Free commuter newspapers are profitable. A banal realization that comes as no surprise. Even the classic general gazettes and advertising papers were and are cash cows, and in good years the job advertisements generate large profits. Media managers know the simple math: editorial offices generate costs, advertising departments generate revenue.
And yet there are always people who spend money on good stories and strong images. Apparently, even sophisticated products can occasionally earn money. In addition to information fast food, an exciting story with surprising ideas is a special treat that people indulge in. Carefully produced media content is a treat that people are happy to invest time and money in.
Josefa Haas heads the Media Institute of the Swiss Press Association.

Company Publicis surprises in the cinema with a commercial for the street magazine Surprise.Publicis makes a career possible for everyone. Following the multi-award-winning poster campaign with portraits of outsiders, Publicis has now produced a film for the street magazine Surprise. The TV commercial begins with impressive footage of marginalized people in a street kitchen. People wait here haphazardly. Then you hear the ringing of a telephone. Finally, someone answers the phone. Surprisingly, it turns out that the conversation is not about the usual problems, but about stock market transactions. "A marginalized man has found his way back in and is giving instructions to his banker," was the advertisers' idea. The slogan provides a further explanation: "We make a career possible for everyone. Surprise."
One might ask whether this is not cynical and almost more an expression of the advertiser's fear of ending up as a clochard than the true dreams of a marginalized person. The portraits by Alberto Venzago, in which clochards were wrapped in fine cloth and depicted on carpeted floors, also seemed to some critics like pictures of poodles being squeezed into coats by people. However, the ADC liked the idea and the street magazine is also pleased with the success of the campaign.
Help for the socially excludedThe new TV commercial will be shown in cinemas throughout Switzerland this fall. It was produced by Frank Estermann with Panimag. It was directed by Patrick Senn. Post-production was carried out by Ultra Images.
The street magazine Surprise offers help to socially excluded people who have no work or cannot find an apprenticeship, who live on social welfare, disability benefits or begging. Street vending gives them the opportunity to work. The street vendors are allowed to keep half of the sales price. "This gives them self-confidence and self-esteem," says the association, whose members include personalities from politics and education.
Around 800 people currently sell Surprise. They are looked after locally in the three sales offices in Basel, Zurich and Berne.
Andreas Panzeri

The back and forth about the national Internet address of "central importance" has come to an end: The Confederation is paying up. Contrary to earlier announcements, the Confederation is paying the current holder Stefan Frei a "voluntary amount" of CHF 50,000. The Berner Zeitung writes in its Wednesday edition that this means there will be no trial.
The Confederation receives the addresses www.schweiz.ch, www.suisse.ch and www.svizzera.ch and the right of first refusal to the identical addresses ending in .org. Frei may use these as it wishes for the next five years, but must clearly state "Non-official site" on the websites. From 2011, the Confederation has the option of acquiring the addresses for a further CHF 50,000.

Win-win for all
Although the World Intellectual Property Organization (WIPO) has recognized the Confederation's exclusive right to its Internet addresses (see
WIPO awards Switzerland domain names), the federal government has apparently decided against going to civil court. It will therefore receive the desired addresses at the end of November and can redirect Internet surfers from www.schweiz.ch to the existing portal www.ch.ch as planned. Stefan Frei also expressed his satisfaction with the solution found to the Berner Zeitung. He sees the amount from the federal government as compensation for the ten years of work he has put into the website. The five years of legal certainty and free right of use are a significant step forward compared to the current situation.

The Bern-based communications agency Nothing from Outer Space has been chosen as a long-term partner of The Body Shop. This means that Nothing has another major brand on its client list alongside Sunrise and Swatch. The Body Shop is currently carrying out a gentle renewal of its corporate identity, the Swiss branch in collaboration with Nothing. As a starting point for the relaunch, Nothing has given the website a fresh concept and design. Online communication is to be strengthened with banners and newsletters and supplemented with offline measures such as exhibition stands and printed materials.

Knabenschiessen Current VBZ campaign: Two lively sparrows with ear protection sit on the VBZ overhead line and prove that you can really get very close to the Knabenschiessen by streetcar and bus. Once again in charge: Ruf Lanz.

Advertisement production An XML-based technology is set to revolutionize advertisement planning and management.Werbewoche, issue 11/2006, presented the diverse application scenarios of the standard meta language XML (Extensible Markup Language). Excluded from consideration were the industry-specific XML vocabularies JDF (more on this in a later issue) and AdsML, whose potential for cost savings and production networking between agencies and graphic service providers each deserve their own article. The applications covered in March reflected much of the universal usability of XML (see box). In addition to these applications, other XML vocabularies have been created specifically for the internal networking of the printing industry and its external networking with agencies, most notably the job-describing format JDF and the ad-marking language AdsML. They are intended to avoid errors in communication and contribute to the secure, efficient and largely automatic processing of print and cross-media jobs.
As agencies, which are more involved than ever, acquire more and more premedia/prepress expertise and can deliver finished pages to printers, there is a serious interest in time-saving or even real-time collaboration between agencies and print and media service providers. Added to this is the need to handle mundane business processes with as little effort as possible, which can also be automated.
AdsML: Ad processing between agency and publishersThe XML vocabulary AdsML (Advertising Markup Language) offers an internationally standardized framework. On the one hand, this framework divides the workflow into technical and commercial processes; on the other hand, previous, less comprehensively effective standard tools can "dock" onto it.
AdsML thus facilitates the use of three tools with which advertising data can be exchanged through all stages of processing at advertisers, advertising agencies, graphic designers, repro houses and publishers. The advertising data is primarily or initially newspaper and magazine ads. The tools are:
adConnexion (an XML-based alternative to the non-XML standard Edifra), which unifies the processes of commercial order processing (booking) and digital ad design and placement (artwork) - independent of the respective database and ad system solution in the publisher;
SpaceML (Specifications for Publisher & Agency Communications Exchange Markup Language) for sending pages with free ad space (ad space) and its confirmation and billing in case of a booking;Crest (Classified Advertising Remote Markup and Transmission) for taking over and placing flow ads, i.e. continuous classified ads.These tools, which can also be used on their own without the AdsML framework, overlap with some AdsML processes when being prepared, but mainly they complement each other (see box AdsML processes).Only released in autumn 2004, AdsML is still very sparsely used, for the time being mainly in pilot projects. It has not yet been implemented in Switzerland, but there is interest. Three Swiss companies are represented in the AdsML consortium, which has over 60 members: the Baden-based automation specialist ABB Schweiz AG, the Zurich-based publishing house Ringier AG and the Schlierem-based print data network operator PrintOnline AG.
Newspapers and magazines are just the beginningAdsML is therefore on the one hand a technical matter. However, it should not be forgotten that the marking language and framework used is only a means to an end.
The involvement of the above-mentioned Swiss companies might lead one to believe that AdsML focuses primarily on printed media. This is not the case. In the future, AdsML will make it possible to book advertising in all media. Magazines and newspapers are the starting point, and here, as mentioned, the first specifications have already been realized.
In addition, AdsML will one day also be able to address the management and control of advertising on media such as radio, television and the Internet, but also on end devices such as cell phones and PDAs (see box "AdsML-based advertising"). Likewise, the basic technology based on the AdsML framework should also make it possible to book advertising space on display boards and billboards in the future.
It is therefore worthwhile in any case not only, but also for advertising agencies to deal with the XML dialect AdsML.
Dieter Kleeberg
XML: Making Magic in Ad ProcessingThe Role of XML
in novel production scenarios and business models is very diverse. In addition to the ad handling described in the text, the following is possible with XML:Structuring and indexing layout and web files, e.g. for monitoring content for completeness or for correct reproduction in a wide variety of print and e-media;
Creation and administration of content management systems using suitable database query languages;database-supported, target group-oriented and individualized publishing, among other things using digital printing of variable data and automatic multilingual versioning ("roundtripping"), right up to the integration of merchandise management systems into catalog production;layouting of text that is always structured in the same way using re-import instead of assigning style sheets;creating and versioning interactive SVG graphics;Creation of PDF forms including automatic transfer of online form entries;Automatic transfer of structured news data (from news agencies, stock exchanges, sports organizers, meteo services and TV broadcasters) into multimedia editorial systems;Output of a browser-compatible check report or one that can be attached to the PDF after PDF preflight;Encoding of color data in container formats, e.g. GretagMaceth. (e.g. GretagMacbeth CxF (Color Exchange Format);multiple sale/use of web server content (syndication);creation of paid or free news portals, web newspapers and news services (weblog, newsfeed, etc.) as well as automatic downloading of media files with suitable end devices (RSS feed, podcasting);browser-compatible addressing of production servers in the prepress workflow under the SOAP protocol (Simple Object Access Protocol; enables data exchange between systems).Who is behind AdsML?
a first global standard was created that enables an end-to-end workflow in the advertising business. AdsML was co-authored by Ifra (International Association of Newspaper Printers and Media Houses), IDEAlliance (International Digital Enterprise Alliance) and NAA (Newspaper Association of America).
Ifra is also the author of adConnexion and also supports JDF with IfraTrack (job tracking or ad order tracking in newspaper publishing). IDEAlliance is author of SpaceML (a standard for advertising media) and NAA author of CREST (standard for classifieds).
The latest releases were AdsML 2.0.7 and adConnexion 2.0 in June 2006. AdsML thus comprises the necessary tools for exchanging ad data of all types and in all media.
AdsML processesThe following tools are available for ad processing with newspaper and magazine publishers:
Standard = Ifra AdsML Framework
AdsML Envelope: job ticket (digital job bag);
AdsML Bookings, adConnexion, SpaceML, Crest: ad space reservation, order confirmation, booking;AdsML Materials, adConnexion: print documents, print-ready ads;AdsML Financial Documents, adConnexion, SpaceML, Crest: invoice, payment receipt;Structured description of ads, adConnexion: all metadata, e.g. embeddable in PDF files with Adobe XMP.Options for the ad space buyer as...
End customer: Ad order, invoice payment, voucher copy evaluation after printing;
Advertising agency with pre-press expertise: ad space reservation/booking, ad design/digital proof; voucher copy evaluation after printing.Opportunities for the ad space salesperson (publisher) in the...
Advertising department, advertising acceptance agency: Acceptance/confirmation of advertising orders, acceptance of delivered ads (if required, own ad design/digital proof), production monitoring, coordination of design and flow ads with the editorial department, sending of voucher copies and invoicing to advertisers;
Editorial department with make-up competence: placement of design and flow ads in the layout according to buyer's wishes and rubric specifications, execution of change requests in ad placement; possibly additional preparation of advertising data for electronic media;Prepress department of the printing house: final page production, page and printing form proofing, plate imaging.

Autos Publicis in Zurich has designed a worldwide campaign for the new Renault Clio RS: The new campaign for the Clio RS was so well received by those responsible in Paris that the advertising from Switzerland will soon conquer the whole world. The Renault Clio RS has a large fan base. And the expectations for the latest version of the spirited compact sports car, which is currently being launched worldwide, are also high. For the launch in this country, the Zurich advertising agency Publicis has launched a campaign tailored to Switzerland, which can currently be seen everywhere and is attracting a great deal of attention. Now an additional line has been developed to show where the new RS gets its sporty handling from: from Renault's successful Formula 1 commitment.
The idea and realization are astonishingly simple: the RS is shown from its most beautiful side, standing confidently and in full size on a shiny surface in which it is beautifully reflected in the photograph by Jost Wildbolz without any superfluous setting. However, the reflection in Ferco Dregelyvari's work does not show the RS, but Fernando Alonso's world champion car.
The result not only convinced Renault Switzerland, but also Renault's headquarters in Paris. They see great potential for international use in the generic approach of the mirror concept and have therefore decided to run a worldwide campaign with this solution. It will be made available to the various Renault agencies for print and poster adaptations, and numerous countries have already expressed their interest and want to adopt Publicis Zurich's idea for their RS advertising.
A major award for a small, sports car-loving country. The team around CD Philipp Skrabal can also show its genuine pride with this idea when it looks at itself in the mirror of the international press.
Andreas Panzeri