In 2010, traditional television advertising will only be a third as effective as it was in 1990. A study by the consulting firm McKinsey shocks customers with statements like this, reports the American industry magazine Advertising Age. This study, which focuses on the development of media growth, predicts a 15 percent decrease in purchasing power with a constant increase in the price per thousand contacts, or the cost per customer contact.
According to the study, television advertising will be watched 23% less in 2010. Attention to TV advertising will fall by 9 percent as multitasking increases. The ability to absorb a message even falls by 37% due to massive oversaturation.

McKinsey assumes that consumer behavior has changed significantly and that advertising expenditure has developed in inverse proportion to this. Spending on advertising in prime time has risen by around 40 percent in the last ten years, although viewers ignore almost 50 percent of advertising. The trend of investing more and more in order to get in touch with customers and performing less and less well in the attention market is also continuing in radio and print.

Young people in particular have changed their media behavior considerably. Young people are said to spend less than half as much time watching TV as adults. In addition, young people between 18 and 26 spend more time on the Internet than in front of the television. The reason: they adopt new technologies much faster than all other generations. This age group would therefore be more receptive to advertising in blogs, podcasts and mobile advertising.

However, the McKinsey study also offers some consolation: As the supply of online advertising is still inadequate and the nature of the internet is generally fragmented, TV advertising will remain an effective form of advertising for the next few years.

The Zurich agency Spillmann/Felser/Leo Burnett SFLB has developed a campaign for the "Annabelle" petition "No firearms at home", which aims to tighten gun laws. In collaboration with a photographer who normally takes family portraits and passport photos for private individuals, small posters, advertisements and F200 posters were created showing portraits of normal and seemingly happy Swiss families. But the idyll is disturbed. Because in each photo, one family member is pointing a firearm at another. The campaign is intended to help the women's magazine from Tamedia to publicize frightening facts about firearms in Switzerland. The "Annabelle" petition demands that conscripts should no longer be allowed to keep their army weapons at home, but must hand them in when they are discharged. The petition is addressed to parliament and the Federal Council.

The summer round of "PubliQuiz", the guessing game about television advertising on SRG channels, is over. The next "PubliQuiz" will run in September. As a riddle, an excerpt from a well-known TV commercial will be broadcast in the commercial breaks on SF, TSR and TSI. Viewers have to choose a product or brand from three possible answers. Since the launch of "PubliQuiz" in March 2005, around 500,000 viewers have taken part, according to a press release. The Publisuisse quiz is also intended to offer advertising clients attractive opportunities. They can either use the platform by becoming a prize sponsor or submit a current commercial as a competition question and benefit from free additional broadcasts with an average media performance of over 5 million contacts per quiz round if their commercial is chosen as the monthly quiz question.

Michael Seiler is moving to Basler Zeitung as Cross Media Manager. Seiler previously worked as advertising manager for the Berner Zeitung BZ. He previously worked for Publicitas as Head of Advertising Berner Zeitungspool and as a member of the management of Publicitas Biel. Seiler will take up his new position at Basler Zeitung in September 2006.

Since August 1, a new internet platform has provided an overview of current retail promotions. All nationally available promotions from Migros, Coop, Denner, Volg and Spar are collected on www.aktionis.ch. Website users can enter criteria for promotions. As soon as these are met, they are informed of the promotion by e-mail.
The three Aargau students Stephan Fretz, David Frey and Dominique Stucki are behind this long-overdue boon for mankind's savings. The platform is soon to be supplemented by regional providers. The three from Aargau say they do not earn any money with their own creation. They see the website as a service to consumers. In future, however, they hope to be able to cover their own costs through advertising.

After the draft revision of the Federal Act against Unfair Competition (UWG) was poorly received in Baselland, the canton of Basel Stadt also reacted negatively. Here too, the government rejected the creation of a special offense of ambush marketing. Trademark law and the current Unfair Competition Act are sufficient, the required new criminal offense is superfluous, the Basel City executive stated in its consultation response.
The consultation period runs until mid-August. Before the canton of Basel Stadt, the governments of Baselland, Thurgau and Solothurn have already spoken out against the revision. The umbrella organization Schweizer Werbung has also expressed negative views on the planned revision.

Sports shoe manufacturers and major international car brands are the best TV commercial producers. SMS advertising and pop-ups are annoying. This is the result of a study carried out in June 2006 as part of the youth advertising tests conducted by the trend agency Tfactory, which also revealed that advertising via product samples was by far the most popular form of advertising. Advertising in print products, especially free postcards and magazines, continues to enjoy great popularity.
Respondents were skeptical about forms of advertising via SMS and pop-ups on the Internet. For example, 80 percent of young people describe text messages as intrusive and 90 percent are annoyed by pop-ups. According to the study, 60 percent of respondents are so influenced by the negative effect of pop-ups that they deliberately do not buy the product. In the youth advertising tests carried out in June 2006, 900 teenagers and young adults between the ages of 11 and 29 were asked about their personal preferences regarding TV commercials.

Just in time for its 125th anniversary, the local newspaper Davoser Zeitung, which is published by the Davos book printing company (Budag), is to appear in color. Its sister product, the Klosterser Zeitung, will also be published in color in the future. As reported by the SDA news agency, the papers will be printed off-site as a result of the visual refresh - as Budag's rotary presses are unable to do this. An external company for the printing order has not yet been found, confirmed Hans-Peter Stiffler from Budag at the request of Werbewoche. No dates have yet been announced either. The decision to print externally was made because this option is more cost-effective than buying a new machine. The decision should have no consequences for the employees. The Davos newspaper is published on Tuesdays and Fridays with a print run of 5,500 copies, with a large print run of 10,000 copies during the season. The Klosters newspaper is published on Thursdays with a circulation of just under 3000 and 5000 respectively. 

Crossmedia is not a new topic for the Zurich-based publishing house Ringier, which has successfully implemented several projects since the beginning of 2004. Ringier is proud of the fact that the necessary structures were created at an early stage in order to meet the increasing pressure on the advertising market.
Now the publishing house from Dufourstrasse is showing on a newly designed website
www.cross-media-center.ch animated case studies of successfully implemented communication concepts. "Ringier uses many examples to show how crossmedia has been implemented innovatively and successfully since 2004," the press release states. The Crossmedia Solutions department, for example, is defined as a central point of contact that deals with customized and in-house concepts for web advertisers and marketers.
In addition to the definition and explanations of cross-media, the Ringier competence website contains facts and figures, but only four detailed case studies. There is still no entry under News, although the news from the media company, for example on cash daily, would be interesting. In any case, the Ringier Crossmedia Days 2006 have been announced under Events - as yet without a date.

The Swiss clothing manufacturer Blue Lemon
has commissioned the Lucerne agency Planet to develop various communication measures.
develop. The first implementations should be on show this summer, according to
it said in a press release. Blue Lemon produces underwear and homeware for
Ladies.

As reported in May, Schweizer Fernsehen is switching various program sections to widescreen (see Schweizer Fernsehen is switching to widescreen). The first program to do so is "Schweiz aktuell". From Monday, August 14, the domestic news from the new studio will be broadcast in 16:9 widescreen format, as well as the first daily news program. Around a week later, "Rundschau" and the entertainment magazine "Glanz & Gloria" will also follow. All three programs will receive a whole range of new features. In the case of "Schweiz aktuell", these include a new signet, a large screen for outside broadcasting and the three monitors on which viewers are given "insights into the very personal living situations of the television audience", as SRG writes. Meanwhile, "Glanz & Gloria" is replacing the virtual decor with a real one, so live conversations are now also possible. The "Rundschau" will continue to focus on current reports, analyses and research, but will become livelier and have more visual depth from August 23. This is to be achieved through a decor with the character of a public square, which better embeds the conversations in the hot seat into the overall broadcast.      

The Ringier media group has added another women's magazine to its product range in Hungary: the star magazine Hot has been published once a week in Hungary since Thursday, August 3. On 68 pages, the new Ringier magazine features stories and the latest gossip about stars and interviews with Hungarian and world-famous celebrities. The magazine also includes horoscopes, diets and other playful elements, as well as a TV supplement. According to a press release, Hot is primarily aimed at modern young women between 18 and 39 who are interested in fashion, love, relationships and TV series. Csaba Illés, editor-in-chief of the Hungarian Teen Network, will act as editor-in-chief during the launch phase. It will start with a circulation of 600,000 copies. Ringier already produces ten magazines and four newspapers in Hungary.