Jura, the Swiss innovation leader in fully automatic coffee machines, has signed up the world's number one tennis player as an ambassador for Switzerland and internationally. Federer, who is already a Unicef ambassador, will carry the shared values out into the world: performance, precision, prestige and a passion for excellence, according to a press release. Jura is convinced that this step will further strengthen the brand's international profile and make it more tangible through an appropriate image transfer. Federer will appear for the first time in the new Jura image campaign from fall 2006.

On October 19, 2006, the Institute for Communication and Media Studies at the University of Bern Ikmb and the Publikom agency will be organizing the "Berner Politgespräche" for the first time. Federal Councillor Samuel Schmid and Prof. Dr. h.c. Lothar Späth will also take part in the first edition on the subject of "Parliament, media and lobbies". Lothar Späth will take part as speakers. The Polit Talks are intended to provide an independent platform for discussing current topics and trends in the field of political communication, as Publikom writes in a press release. The Politgespräche are also intended to
promote dialog between politics, business, administration and science and facilitate the exchange of experience on the subject of political communication. The registration deadline for the conference, which is subject to a fee, is October 5, 2006 and will take place at the Hotel Bellevue-Palace in Bern. Further information and the registration form can be found on the following website:
www.berner-politgespraeche.ch.

Digital printing At a customer event
Gissler Druck informed together with the suppliers AlphaPicture and
Xerox about the possibilities of image personalization.If this page had been produced in digital printing, I would have you, dear reader,
dear reader, directly and personally address in this article
can. In this context, the possibilities of individual address are nothing
News. The mailing sector in particular has been relying for some time on the
personal address. Daily flutter examples of such, mostly
still subsequently imprinted, but increasingly complete
of personalized printed matter in the form of mailings as well as in the form of
of personalized brochures or sophisticated sweepstakes in
our mailboxes or on our desks.

The personal approach should help to attract the attention of the
recipient, should ideally arouse interest in the
products or offers presented. But since it is known that only
seconds decide whether a mailing is to be viewed or not.
is taken or ends up in the circular file, advertisers must contact
The company is always coming up with new ideas for addressing the public.

Translate texts into image motifs
In order to convince existing or potential customers of their services, the
Gissler Druck AG in Allschwil, Switzerland, has also made a convincing
two-stage mailing focused on personalization - more precisely on
state-of-the-art image personalization technology. And around this topic revolved
also a customer event designed for advertisers and marketers, the
Gissler Druck organized together with partners in mid-June and for
which the mailings advertised. Owner Peter Gissler then also speaks
of a good response: "Of the 177 mailed,
image personalized invitations, slightly more than 20 percent responded,
9 percent said yes." Gissler attributed the high response
Finally, the company also reverted to image-personalized mailings.

"Today's generation is growing in a digital and visual world
Gerhard Märtterer, Managing Director of a
Communications agency in Stuttgart and founder of the brand
AlphaPicture. "It is therefore becoming more and more difficult to work with simple
text personalizations to attract attention," knows Märtterer, who
was the guest speaker for most of the "compact seminar". He
also expressed his conviction that means such as the
Image personalization the "hit rate in 1:1 marketing" significantly
can be improved. Probably also out of self-interest, because his company
has developed solutions that turn data and images
Generate image personalizations.

Simplified explained, with the instruments order list as well as
a text database and an image database plus the use of a database created by
software developed by AlphaPicture, image-personalized
JPEG files are generated. In addition, a complete character set
created; in this context, Märtterer also speaks of
"Literacy. The documents together with the integrated JPEG images
Finally, with a variable data printing dominating the
printing system can be output.

Digital printers who wish to use this service can choose from
existing compositions or even get your own from AlphaPicture.
Create image-text compositions. There are no limits to the imagination.
limits: Mr. or Mrs. Mustermann can choose their names from a
collection of wispy clouds, to read it as a carving in the sand.
Discover message on a dream beach or graffiti message
decipher on the Berlin Wall.

Also for publishers
The fact that image personalization also goes down well with readers of trade journals
Patrick Riesch, business manager at Xerox, explained at the
Example of the publication "Publisher". The trade magazine had not
significantly thanks to image personalization of the cover.
can increase. Digital printing even allows for individual
Occupancy of advertising pages integrated on the cover. Rosy
times therefore obviously for the "individualizers" in the advertising and
Communications industry.

Three terms
At
Personalization is generally understood to be the simple,
text-based and direct approach. In addition to the print-based
integrated address, the recipient is usually greeted personally
or integrate the address immediately as a reply.
At the
Image personalization is the address or even just the name
integrated into an image. A letter/character is thereby a reference to the
Image coordinated picture element.
If advertising materials tailored to the recipient are created, then
one moves in the area of
Individualization. The advertising material or
Documents here are usually generated for specific target groups.

Step by step to image personalization
To create a personalized advertising medium or image-personalized
print, the agency first creates a template. From this
Sample document must indicate which elements on the document are
to be personalized, individualized or image personalized.
Depending on the concept, in addition to the usual information (salutation, name and
address) also customer profiles required for individualization
(Information about interests, age, gender, etc.).

With image personalization and 3D software (at AlphaPicture are
both functions combined in one software) are finally
image data generated in JPEG format. The program generates the deceptively
shadow casts, masks off parts of the image depending on the subject, or
automatically adjusts the font size to the specified format.
In order to output the images in the digital printing system, the
Layout document with the data sets and the generated image data
be merged. To do this, the digital print service provider needs the
corresponding software.

In the digital printing process (not every system supports this
options), the printed matter can now be single-sided or double-sided.
personalized/individualized output. For printers that
do not (want to) use their own personalization software, provides
AlphaPicture also outputs complete PDF documents in which all the
dynamic text and image elements are already included.
AlphaPicture calls this "Just Plug and Print." Image personalizations
can also be used for websites, for example to
Example to greet registered users personally.

AlphaPicture
Behind the image personalization discussed in the article is the
South German communications agency i-clue with its technology
AlphaPicture (alphapicture.ch).
The company charges on a staggered basis according to the number of images; plus
a basic fee. On its website www.letterjames.ch, the
company also offers image personalization for the B-to-C segment. There
the possibilities of image personalization can be used in
low resolution can be tested.

Jürgen Franck

Product decoration Pago held its Label days customer event at the end of June and offered an interesting program of lectures.The interest in the Pago Label days from the
June 28 and 29 was great: 230 people followed an original
made invitation and attended one of the two days on this
event in the premises of Pago in Grabs SG. After a
brief welcome address, Managing Director Hans Vetsch offered insight into the
international expansion-driven strategy of Pago Holding, emphasised
but at the same time the anchoring in the region and the commitment to the
Family joint stock company.

Product decoration for all packaging shapes
Marketing Manager Emanuel Schäpper presented the expansion of the
Business segment "Product decoration with self-adhesive labels" in
Direction comprehensive decorations for all forms of packaging with the
new Pagoroll and Pagosleeve labels. In doing so, he showed the advantages
and possible applications of this new product offered by Pago
Decoration techniques on. Thus, the printed, turned into tubes.
sealed film rolls dispensed over the product and treated with heat
shrunk. With this process, called Pagosleeve, the
Decoration label to almost any form of product. The less complex
Pagoroll process is suitable for products which are only slightly shrunk
have to be applied. The machine application of self-adhesive labels
(Pago SK Etiketten), on the other hand, convinces with a wider range of
solutions, but the labeling plane may only be curved on one side here.
be

Packaging communication in its most beautiful form
With the success story of Obi PUR, an apple juice speciality with
sleeved, shape-retaining bottle, clarified Marcel Odermatt,
Marketing Manager of Thurella, the importance of differentiation in the
today's market and underscored the potential for success of a unique
Decoration at the point of sale.

Rolf Köppel, Division Manager of the Pagoroll and Pagosleeve Business Area,
showed the different forms of labels and gave insight into
the design, production and application peculiarities of
Self-adhesive labels, Pagoroll labels as well as Pagosleeves.
Animation artist Rolf Kern alias Hugo Kleber loosened the audience with
its "sticky" inserts.

Carmen Mosca, Unit Director
Packaging Design at mrg communications in Basel, spoke about
Packaging design in the environment of changing social values. According to
their
execution, the thought model target groups no longer coincides with the
today's reality. The decisive factor for purchasing behavior, he says, is rather the
The framework in which the consumer finds himself and the condition in which he is
would like to bring. As for the role of packaging in the marketing mix
Mosca spoke of the "last three critical success factors".
meters" - in other words, the point of sale. There, 70 percent of the
Purchase decisions. Packaging as an "in-store communication measure
even sees it as the linchpin of marketing. Her presentation showed
Examples of the changing demands on packaging.

Sleeve production and application presented live
Guests were also able to join guided groups to see the main
production areas of Pago. The most impressive aspect was
especially the newly installed digital printing press, which produces personalized
sleeves produced. Another highlight of the tour were the
latest label printing presses, which in the multiprocess process both
Self-adhesive labels as well as Pagosleeves and Pagoroll labels
Print.

After the tour of the new production areas, which was held on the occasion of the
Label days had been opened, gave a large exhibition of
current labels insight into the diverse field of activity of Pago
and inspired many a customer for their own applications.
   

110 years Pago
Founded in 1896, Pago - still a family-owned limited company today - is
System provider in the labelling sector. Pago prints self-adhesive labels
as well as wrap-around (Pagoroll) and shrink labels (Pagosleeves). In addition
designs, builds and installs Pago labelling machines and systems
and develops labelling software. Since 1978, Pago has been committed to expansion.
At that time, the first branch office was established in Germany.
In the meantime, Pago has joined France, England, Italy, Romania and
Austria also operates in the USA. The company, which operates worldwide more
employs more than 1,300 people, generated sales of more than
financial year, sales amounted to around 360 million Swiss francs.

Jürgen Franck

Pressure Despite a somewhat more restrained
Development of demand keeps printing press manufacturer Koenig & Bauer
(KBA) is sticking to its optimistic forecast for the current financial year.
determined. Group sales from January to May 2006 exceeded the previous year's figure.
exceeded by a good 40 million euros, according to a
press release. Nevertheless, as in 2005, sales fell short of the
the annual planning. In his review of the past
KBA's Chairman of the Board of Management Albrecht
Bolza-Schünemann pleased after the past difficult years
on the operating result in the web and special-purpose machinery segment. The
Although the sheetfed offset segment also developed positively, it was
but in no way in view of the strong increase in sales
has been satisfactory. Already in the current year, thanks to the
package of measures introduced in October 2005 to reduce costs at the
Radebeul site is expected to show visible improvements in earnings.

Digital cinema advertising is already successfully established in Switzerland. Cinecom has converted 400 out of 425 cinemas in just under a year. After Norway, Austria and Ireland, Switzerland is the fourth country in the world to broadcast cinema advertising in digital form. With the introduction of digital cinema advertising, Cinecom was able to increase the number of customers and campaigns by more than 10 percent. "Cinecom opted for the complete digitalization of cinema advertising in Switzerland at a very early stage. The pleasing development and the very positive response from both our customers and cinema operators now confirm our vision," says Matthias Luchsinger, Managing Director of Cinecom, according to a press release.
According to Media Audit, the independent quality control body for cinema advertising in Switzerland, the quality and broadcasting of cinema advertising has improved as a result of digitization, as Cinecom writes. Digitization offers further advantages for customers: For example, the shorter production time and the elimination of copying and shipping costs.
Cinecom is one of the most important media marketing companies in Switzerland and, in addition to cinema advertising, also markets the advertising and program window of Sat.1 Switzerland, the advertising window of Kabel 1 and now also the Swiss channel 3+. Cinecom is a PubliGroupe company.

Column Journalists should take back the
Becoming the storyteller of the tribe: Illuminate circumstances, the
collective project and sing the praises of tomorrow.
Night of death at Rüedisüeli. "It's time," says Master Reaper, as
it is appropriate. R. sees it differently, flatters, keeps his soul
feil (he knows the classics), negotiates. In the morning he has a
postponement. The only condition: He must never tell anyone what
he has seen, experienced and heard. A good deal, thinks R., what should
be bad about only looking forward - and by the way
to keep your mouth shut?

A few dreadful weeks later, his wife and friends
In the office, he is regarded as a bizarre oddball, even capable of running amok,
the neighbors slam doors - Rüedisüeli is out of all
fell in love with the context. His boss had initially suspected burnout:
"You were my best strength. What has changed you so much?" Too bad,
that Rüedisüeli's answer ("Everything will be better again tomorrow") is so meager
failed.

The little fairy tale, you can guess my bad intention, stands for the state of
of our society. We have forgotten how to tell stories. Happy
One philosopher called it amnesia, with a view to the
mass murderous 20th century. Certainly, but the crux of the matter
is beautiful forgetting: Only if we constantly tell each other, we create
common perception. Only the understanding of what was
reality. We have no other tool. Telling
we categorize, structure meaning and time, give ourselves duration and
Perspective. All art is narration, civilization is narration,
Society is narration. Societies that no longer
tell, disintegrate.

Somehow this elementary insight, which has been with us for a few thousand years
long taken for granted as the basis of human activity
came. The Sumerians had the Gilgamesh epic, the Greeks had myths,
the modern era its great history of discoveries - we have "Gala"
(or "The Magazine"). The joy stick in one hand, the career club in the other.
With the other hand, we journalists drive the conditions of every
context - and the words their meaning.

Chattering, we destroy distinction. We find ourselves, like Sartre
suspected, "in the midst of the catastrophe of the equivalence of all names
again and are still forced to speak..." Only what?
We can barely grasp reality. We no longer create a world. Meaning,
It doesn't last, let alone hope. A young friend sums it up like this:
"We have no past. The present is a point. And the
The future is racing towards me."

The state of this loss, beyond all cultural pessimism, is shown by
a double phenomenon. The appetite for history has never been so great
like today. Find historical novels, special editions, historical episodes
brisk sales. A futile effort: in the ambient amnesia
apparently not even fascism or the 6-Day War can be remembered anymore.
to our reality. All the more rampant these days
Storytelling (dramaturgy, creative writing, fictionalization of
reality). No university, no advertiser, no
Management consulting without storytelling. For the time being, storytelling means
as usually just a tool to better capture readers or customers.

No matter: this sudden and mass realization that behind the
episode could be a story, raises the question of how we can
narrative again. The question contains part of the
Answer: The stories that have already been told contain the narrative
Patterns that help us find a new concept of reality
and public spirit. This is more than the old rule, the future
is read in the past, more also as a story technique: From
Myths, theater patterns, history, folk tales, Hollywood and
Literature can be used as an instrument to analyze our reality.
in a new and dense way.

The journalist would then once again be the storyteller of the tribe,
that sheds light on the circumstances, recalls the collective project and
Singing about tomorrow. Media ecology in the best sense of the word. But in times of advanced
capitalist utilization of base instincts and excitement also
a rather subversive undertaking.   

Oliver Fahrni is a freelance journalist, was deputy editor-in-chief of Weltwoche until 2001 and most recently foreign editor of the Hamburger Woche.

Beverages Publicis wants to strengthen Heineken's image as a lifestyle brand with a sponsorship campaign. A summer without an open air is like a
Openair without Heineken. This concise equation is what the
musical brand world of Dutch beer during the
the season with the highest sales. In fact
Heineken's commitment to almost all the important music events of the
Switzerland: from the Gurtenfestival to the Openair Hoch Ybrig and Montreux
Jazz Festival. In return, the festival, which has also been held in the
Switzerland, the beer represents the positive and eternally young lifestyle of the
festivals and open airs ever more closely with its advertising communication.

Heineken is synonymous with being together, fun and enjoyment.
open-air experiences and place the brand in the relevant set of the top
of mind and thus influence the purchase decision. Concerts and on several
levels, the beer brand has relaunched itself this year - from the new
shaped can up to the Experience Lounge, a tent in the shape of a
oversized beer can. In addition, there is a new poster appearance, the
developed by the in-house agency Publicis for display at the festivals.

Designer Nadine Geissbühler created motifs that, on the one hand, refer to the
different music styles and on the other hand the
product in the spotlight as well as the inviting claim "Meet
you there". The result is a visual sound world "that stimulates the ear via the eyes and
makes you want to play gigs and hits under the open summer night sky," says CD
Markus Gut.

However, the new Heineken appearance is not limited to
The first three motifs will be added to on an ongoing basis. Also with the
advertising media are not limited to the classic tools. In addition to
the posters, the dancers are also featured on advertisements, special posters,
gadgets and open-air give-aways swing their contours around.         

Luca Aloisi

Plakat Zurich achieved what Basel and Lucerne could not: a poster submission that (almost) everyone is happy with.
appealed against the latest billposting decision by the city of Zurich
can be built. The city announced on July 7 that APG and Clear
Channel Outdoor Plakanda (CCOP) the billposting on public property
for a further five years from 2007. Although both
Out-of-home advertisers have already expressed their satisfaction with their own share.

What's more:
CCOP, which is appealing against the awards to APG in Basel and Lucerne
praised the proceedings this time as "fair" and "trend-setting".
Nevertheless, objections and therefore delays are still possible -
After all, eight of the ten companies that applied to display the
poster sites were left empty-handed.

The award model chosen by the Zurich City Council was
actually interesting and new for Switzerland: The total of 2199
Poster panels in various formats were sold in the form of 16 lots.
were put out to tender. CCOP was awarded four of these lots and APG twelve.
With the new contracts, the city expects to save around 30
percent higher yields than in 2005.

If the award decision becomes legally binding, the following consequences arise
Changes: CCOP will once again be the direct contact for the city. The
was not the case for a good ten years, as the city only had one
contract with APG. This contained the condition that APG must provide CCOP
has a market share of 25 percent. The so-called
The consortium agreement will now be canceled, meaning that CCOP once again feels
taken seriously by the city as a partner.

In terms of space distribution, however, little has changed. The APG
now has a total of 2080 individual positions (previously 2021), CCOP 119
(120). While CCOP can market all of its jobs freely, there are
APG "only" has around 790 plots. The reason: among its 2080 spaces
APG still has 1650 F4 positions, which are primarily reserved for commercial and industrial activities,
but also reserved for cultural and political advertising and with from
are subject to fixed prices set by the city. However, APG is now allowed to
market 360 of them freely with their own tariffs.

For the other formats, there are some qualitative changes.
Shifts: The eleven large spaces on public land that were previously
were managed by APG will all be transferred to CCOP,
It now also has 69 F200 digits, a format that it did not previously have.
had to look after. Conversely, CCOP is ceding all of its 88 F12s to APG.
In addition, the right to place posters on building walls
to APG, which is now responsible for the approximately 100 varying positions.
exclusively marketed.

If all freely marketable areas are now added together, this increases
APG's market share increased massively to 87 percent. If, on the other hand
only from the permanent F12, F200 and the large areas, CCOP retains
a market share of 26 percent.

What is new about the contracts is that both out-of-home advertisers have
five years to the city. Beat Roeschlin, CEO of CCOP,
finds this fundamentally positive, as the city will be
tender could decide and award contracts more freely. "Until now
The jobs for the poster companies are almost something like a
protection," he says. However, the five-year term of the
new contract is therefore, from CCOP's point of view, "economically at the
lowest limit." Beat Holenstein, Head of APG Zurich, is annoyed
on the other hand, is "massively" opposed to the city's new demand and speaks of
"Expropriation" and "nationalization": "The upkeep of a network of posts
is really not part of the core competence of a public
Corporate body.        

Markus Knöpfli

Internet research Net Metrix, the
unified research model on the use of the Internet, receives
green light. One competitor remains.In a joint press release, have
the Swiss Broadcasting Corporation SRG SSR idée suisse
and the AG für Werbemedienforschung Wemf announced that the
Switzerland from spring 2007 onwards via professional instruments for the
Media planning on the Internet and for the strategic planning of
online media will have.

On the occasion of an information event at the beginning of June
Wemf Director René Schmutz and Manuel Dähler, Head of the
SRG research service, still urgently to the representatives present
of the online industry, they would like to see more uniform
measurement values to participate in the new Net Metrix research model. SRG and Wemf
The Internet industry's willingness to invest now in the
future of online media as an advertising medium. This could
the Net Metrix model be financed to a sufficient extent.

Net Metrix includes the modules Net Audit surveyed by Wemf.
(authenticated website accesses) and Net Profiles (socio-demographic
data on users of websites) as well as the data collected by the SRG research service.
supervised Panel Net Tracking (a strategic instrument that
Internet usage of around 3,000 panel participants recorded and
usage trends can be identified).

With the joint research model of SRG, Wemf as well as private
website operators as a third party involved is also the establishment
a new company Net Metrix. The exact date is still
not fixed. "Until then, Wemf and SRG Research Service enter into
cooperation as a provider," says project manager Christine Diemand
from Wemf. How many website operators sign up for Net Profile
the company does not yet wish to disclose this information, since the
Registration deadline extended to July 20. 

A special situation exists with the Panel Net Tracking of the
SRG research service, which in future will operate under the name Mediapulse
will operate under the same name. In the past, SRG, together with the company Nielsen, had
Netratings Switzerland jointly operated the MMXI panel. Nielsen
Netratings continues to run this on its own after SRG's withdrawal and
is thus in competition with Net Tracking. "There will be two panels",
confirms Markus Jufer, who is responsible for Net Tracking.

However, Jufer sees advantages for Net Tracking through better
Overall embedding and collaboration with Wemf. "In the short term
we could have problems penetrating the market," says Jufer,
In the long term, however, the panel will prevail, he is convinced.
For the time being, Jörg Dietz, Managing Director of
Nielsen Netratings Switzerland. "I'll take a look at the model, but I.
I can't comment on it yet due to a lack of data," says Dietz. For
Nielsen Netratings currently exists due to the announcement of Net Metrix.
no need for action.    

René Worni

Exhibitions Nymph, Witch, Madonna,
Mother, vamp, housewife - the woman as a projection surface
of the most diverse ideas was and is omnipresent in advertising.
She is usually sexy, long-legged - and seemingly available to everyone.
A representation that is still strongly influenced by the male ideal model.
is characterized. Conversely, the man in advertising had and has hardly ever
decorative element, but rather as a competent specialist,
Connoisseur and connoisseur. Today, however, you often encounter him as a
object of desire or in the role of the father. In addition
"masculine" values are faltering. How advertising clichés and conventions
and dismantled, shows the current exhibition of the
Poster collection from the Museum of Design at the Swiss
National Bank until mid-November.

Journalists from all over Europe have until July 31, 2006 to apply for the "Writing for CEE 2006" journalism prize, which is endowed with 5000 euros. The prize is being awarded for the third time this year by the Austria Press Agency in cooperation with Bank Austria Creditanstalt. The prize is awarded to articles that focus on Europe and the EU, contribute to overcoming borders and prejudices and promote cultural diversity. Articles published between August 1, 2005 and July 31, 2006 are eligible. The aim of this award is to promote journalistic debate on issues of European integration. further information and the entry form for the award can be found on the website
http://www.apa.at/cee-award can be called up.