Books With the "Practical Handbook
International Marketing" is a fundamental work that provides practical
How is McDonald's positioning itself in Asia?
How does a Swiss company sell packet soup in China? This
and similar questions occupy the management boards of international
corporations every day. In his book, editor Thomas
Heilmann, Partner and Chairman of the Board of the German
Scholz & Friends Group, international, tried and tested
management knowledge systematically accessible. The 37 articles present
Marketing managers strategies from consumer research to
Product development and international communication through to the brand
Building.

WW: How did you come up with the idea for your basic work?
Thomas Heilmann: The idea
I have learned a lot in my work and as a visiting professor at the
Berlin University of the Arts. There I studied about
international marketing with the students. In the process
we had to realize that in the scientific community a collected and
structured work on international marketing is not yet available.

WW: Is there a common denominator among the 37 international case studies?
Heilmann: I
she would rather 37 topics from international marketing
name. For all of them, we have tried to use illustrative cases to demonstrate the
to abstract current knowledge from practice into models and
to develop up-to-the-minute rules - for example for an international
proven customer loyalty tool.

WW: And what was the most innovative result of the work?
Heilmann: A
of our radical theses is that the four sales policy
marketing instruments at international level are actually only three
are. This is because the pricing policy factor is actually part of the
product positioning strategy and is understood as a restrictive
factor is no good internationally. Many companies also
does not have a defined pricing policy.

WW: You talk about "self-propelled brands" such as Marlboro or Coca-Cola. Can younger brands even be measured against such icons?
Heilmann: It
It's not about whether you work as well as these brands. You can
No brand manager can be accused of being unaware of the singular
starting position of the aforementioned brands. Precisely because it
no longer has this starting position, its product typically has
Different positioning, levels of awareness and market shares
on. In a globalized competitive environment, this makes his work objectively more difficult.
He therefore does not simply have to intensify his marketing activities,
more intelligent, more precise and more sophisticated in order to respond to new
framework conditions such as the declining importance of traditional media,
growing media convergence and, above all, better informed and
to answer picky consumers. This is where the book comes in - without
No claim to conclusive completeness.

WW: The focus is on luxury brands. Are brands in the lower price segments uninteresting?
Heilmann: The
first impression is deceptive. We also have McDonald's, Ikea, Dove,
cigarette brands or O2 as the cheapest telecommunications brand in the
German market, in other words: we also have very aggressively priced
brands were taken into account. As we wanted to give a comprehensive picture,
From luxury food to service brands, we really do cover
everything.

WW: The book is the first part of a project. What else is in store for us?
Heilmann: We
have put a marketing manual online, behind which the Executive Board
Science Project, an international non-profit organization for the
development of management knowledge. With the help of a new approach
to systematically map core concepts and strategies
management knowledge where it is developed and applied on a daily basis.
is reviewed. In addition, this network will discuss the topics internally
discuss further. We will present this concept at events - with
almost certainly also in Switzerland.
A sequel to the book is also not
excluded.   

Interview: Luca Aloisi

The website of the commuter newspaper now offers video news on demand around the clock, i.e. the latest news in video format. As 20 Minuten writes, the online offer includes current news videos from the foreign, entertainment and sports sections. The video news is constantly updated. In addition, there is a detailed overview of the most important news from world events three times a day (morning, midday, evening). Five to ten individual reports on various topics will also be produced and offered each day.
The individual contributions have an average length of one and a half to two minutes and are offered as streams in Windows Media Player format, which means that Windows Media Player must be installed.

Peter Wälty, Head of 20minuten.ch, told Werbewoche that the service is still under construction. The content is currently being purchased from the Reuters news agency. However, it is being discussed whether to produce its own video news in-house from the fall, for which only the raw material will then be purchased.
 

Berlin publisher Egmont Ehapa brought the classic "Yps" back to life in March 2006 with three test issues. But according to sales figures, only a few people were interested in the magazine with the legendary gimmicks. That's why the "Yps" makers have given up on the project - at least for the time being, as Ehapa press spokeswoman Marion Egenberger writes in the YpsFanpage.de forum. Because the company is attached to "Yps" and is far from giving up without a fight. However, the sales figures do not even come close to justifying an economically sensible continuation.

TV In the television business there is no
national marketers in which the private publishers are involved. According to
Publisher President Hanspeter Lebrument, they could take a stake in SRG subsidiary Publisuisse, following the historical model. WW: You
regret that the cooperation between the publishers and the SRG in
of the former AG für Werbefernsehen (AGW) was abandoned in 1992. Why?
Hanspeter Lebrument: The
Publishers not only held 40 percent of AGW at the time, the association
Schweizer Presse also had a 50 percent stake in Teletext AG. Let's take
we would have retained these interests in AGW and Teletext, we
would today have a strong position throughout the national
brokerage business. From this point of view, I regret that back then
has been decided. Today, none of the publishers would be against it,
if these companies still existed and they were strong in them.
would be represented.

WW: What were the reasons for the cooperation back then?
Lebrument: I
was not yet active in the publishers' association at the time, so I can
not say. After all, there was less of a need to go on the offensive.
business, but more in a defensive posture. One
had to ensure that there was not too much publicity from the press about the
television goes away. Looking at the long-standing disputes
with SRG, it was always for these reasons.

WW: You
cooperation between publishers and SRG could once again be
by the publishers acquiring a stake in the SRG subsidiary Publisuisse.
would participate?
Lebrument: Practical
all the big Swiss publishers make television. They would certainly have
interest - provided that Publisuisse would be open to it
- that they could participate in the national television business. The
could well be organized under the auspices of the Swiss Press Association.
happen. That would be an interesting thing with a future. Because today
times have changed, television is set, as is the
modern media. The SRG should take action here.

WW: I'll take that as a hypothesis, because - I assume - there are no negotiations with the SRG?
Lebrument: No,
There is no negotiation. But if you ask me, then I'll tie in
the old story with the AG für Werbefernsehen. That will be
is no longer an issue. If you leaf through the volume "50 years of SRG", then
there is hardly any information about AGW. But the Swiss press
The new RTVA will result in a large number of new licensed broadcasters.
received. Of the 10 to 12 mentioned, practically all of them are
all members of the Swiss Press Association. There are
television business does not have a national marketer, where the private
media companies are involved. There is Publisuisse, Radiotele and
IP-Multimedia.

WW: How
is it on the Internet? SRG Director General Armin Walpen is to tell you in the
Last year, we made the proposal to set up a joint company
for Internet advertising.
Lebrument: Now,
according to the new Radio and Television Ordinance (RTVV), this is completely
Table. There will be no advertising or sponsorship marketing for SRG.
on the Internet, provided that the regulation goes through in the
Hearing. That is also our goal, because people keep trying,
take something away from the press and we get nothing in return.
A clear dividing line is now being created: Print and Internet belong
the private sector.

WW: Are there any indications that the regulation might not pass?
Lebrument: It
is not a consultation, but a hearing. However, I believe that
that the Swiss press says clearly enough that they are not going to
Internet for themselves. This is important because the
press is no longer a real growth market. You can
at best, as the current media budget study shows.
shows. From this perspective, it is a good thing that the Internet market for private
remains.

WW: What is your general assessment of SRG's internet activities? The opening of the archives, for example?
Lebrument: We
would have liked to have seen these activities as a pure
program support. But it was probably too difficult to find a
to draw a clear dividing line. We believe that the opening of the
SF news portal was not a very skillful exercise. After December 5
we therefore clearly demanded that publishers want the Internet business segment for themselves. However, with the new radio and
We are very satisfied with the new television regulations.     

Constant quarrels between SRG and publishers
In the MBA thesis of students from the University of St. Gallen
on future strategies of SF Schweizer Fernsehen for the coming years.
five years (see WW 25/06), publisher president Hanspeter
Lebrument expressed his regret at the end of the joint working group for
advertising television quoted. "Something similar should be done on the Internet
make," says Lebrument, referring to an idea from
SRG Director General Armin Walpen. Lebrument's statement happened
However, before the expansion of the SF Internet portal, which offers publishers
went decidedly too far.

The joint stock corporation for commercial television was founded in 1965, as
Even television financed by license fees cannot be financed without advertising
was. It was logical that the publishers would consider investing in AG
wanted to have a say. In 1992, the first Radio and TV Act
TV advertising is regulated by law, after the advertising minutes against
resistance from publishers had grown. The RTVG probably made
the publisher's presence in the AG is superfluous. However, this should also
ongoing disputes with the SRG over the extent of television advertising
have given.

Interview René Worni

Mode Wirz Werbung discovers a piece of survival wisdom for the fashion-conscious for Bernie's. "You can never look good enough." This
simple wisdom of life becomes a reality in the campaign for Bernie's von Wirz.
Survival wisdom dramatized. The search was for situations in which
for whom it can do no harm to make a good impression, at least externally.
when otherwise the situation is anything but good or even
could seem hopelessly embarrassing.

The One Flight Stand in the airplane toilet can be quicky once
look embarrassing, unless you keep your clothes on. And these are
styled by Bernie's, of course. The commercial features a similarly surprising
Scene dramatized with a party girl. This model floats a
a little high up a flight of stairs before the attractive woman inevitably
ends up as a living decoration in a dessert buffet. "Hi," breathes
she joins the other guests and immediately finds herself back in the
right line. After all, she is also dressed by Bernie's.

"In everyday fashion, it may be enough to simply look good. In everyday life
Advertising needs more than beautiful people who look good in the lens.
lenses. Otherwise, fashion advertising remains interchangeable and becomes beautiful
turned over." With this wisdom, CD Hanspeter Schweizer has very
specifically after a provocative appearance for the new campaign of
Bernie's wanted. Exactly this differentiation from other fashion advertising
was the decisive argument in the concept as to why Wirz won the pitch.
was able to win the budget from Bernie's.

The new Managing Director, Marco Maninchedda, deliberately wants to
a fresh appearance in advertising since the
fashion company is restructured.

In May 2005, Bernie Lehrer, founder and owner, sold
of Bernie's AG, his company with nine stores in Zurich and other
five from Bern to St. Moritz as part of an orderly succession to
the Italian fashion group Mariella Burani. This group comprises a
Distribution network of 220 boutiques.
 
The new departure is also intended to create a new strategic direction in Zurich.
basic orientation. The claim "You can never be good enough
look" will become the leitmotif in future. Even the sales staff in
The boutiques are instructed to use the slogan at the appropriate
to the man or woman in a mirror. In the further
communication, the text is supplemented with a squiggly logo, which, in addition to
the classic advertising also all shop windows, carrier bags, the
website and, of course, as a label on the garments.

Similarly to her advertising for Die Mobiliar, Wirz sees all around the
Claim "You can never look good enough" an endless succession of
other subjects and situations. The current ones were created by Serge
Hoeltschi takes the photos. He also realized the commercial. The set looks
looks like Hollywood. But the villa is located on the
Lake Lucerne. The stuntwoman Zoë, on the other hand, comes from Hollywood
Bell. She starred alongside Uma Thurman in Quentin Tarantino's "Kill Bill"
has also doubled Sharon Stone. You can never be good enough
look.   

Andreas Panzeri

Private TV The new private channel 3+ will go on air at the beginning of September with bought-in films and well-known entertainment formats in Swiss dress. 3+ will reinvent private television
not. What works well in the German-speaking world is included in the program. Besides
purchased series and feature films, these are entertainment formats from
of the international TV kitchen, which has been adapted for Switzerland.
become. The two leading minds behind the program planning know,
what they are talking about.

Initiator and managing director Dominik Kaiser knows
as the former head of the Cologne-based music station Viva Plus and independent
producer for Swiss television. Previously he was
Co-owner of a trend agency, published books on youth marketing
and was a board member of the Street Parade association. Also as a music and
He was successful as a film producer ("The Ring Thing"). As program director
Kaiser has appointed the former RTL-2 program director Torsten Prenter
who has a sure instinct for the highly competitive German market and
for audience successes on reality TV and docu-soaps such as "Frauentausch"
set.

Lean structures
3+ will not produce its programs itself. They are produced by
German, but also from domestic production companies.
The collaboration with Constantin Entertainment, for example, is planned,
TresorTV or Ufa, which bring the corresponding know-how from Germany to the
Switzerland. But FaroTV, Ringier-TV and Endemol, which
already active in Switzerland should be given a chance. "As
TV stations, you can choose from the best ideas and the most interesting
budgets," says Kaiser. The consistent outsourcing of the
Production minimizes risk and maintains budgets and structures
lean. With around twenty permanent employees, 3+ aims to
get by without. This is made possible by dispensing with information: the news
will last 60 seconds, supplemented by a 30-second weather spot.

Kaiser believes that the Swiss TV advertising market is large enough for the
station could survive. "If we achieve the advertising revenue that TV
3, we would make a high profit, which we could reinvest in the
program could be reinvested. We have a massively lower
cost structure because we dispense with news and the licensing programs become
prices in line with the market. Year after year, the Swiss look
year more television. People tune in to whatever interests them," says
Kaiser and sees opportunities for his station if he can quickly respond to
respond to the needs of the public.

New forms of advertising
3+ is marketed by Cinecom. The subsidiary of
PubliGroupe also markets Sat 1 Switzerland, among others, and has
therefore experience with sponsoring. "We want to use the legally permitted
advertising opportunities," says Kaiser. The new radio and
Television Act (RTVA), which will come into force in spring 2007, gives
private television, which does not benefit from fee splitting and
is distributed exclusively via cable in Germany, in the European
Comparison of generous framework conditions for advertising.

In Switzerland - in contrast to Germany - product placement is not permitted.
permitted if it is treated like sponsorship and is transparent to the viewer.
is made. An offer for "complete brand integration into the
Cinecom calls this "broadcasting vessels". This means that in the
planned cooking show à la Jamie Oliver only with certain products
is cooked. Kaiser would like to use this form of advertising. As it consists of
Germany, he researches the USA and Asia.
In order to give local creative agencies the impetus to think about
he wants to offer a creative prize.

Target: 3 percent market share
Kaiser does not want to say how high his station's budget is. He
confirms, however, that within the range of speculation
between 15 and 30 million francs. The aim is to
in prime time by the end of 2007 in the advertising-relevant target group of 15 to
to 49-year-olds to achieve a market share of 3 percent. And
The company is expected to be in the black in its third year. One
have deliberately planned conservatively and have sufficient funds to
to survive a three-year dry spell. Although the financing
is secured, Kaiser does not name any investors. The financial backers are still
all from Switzerland except for one German TV producer and it was
are not media companies.     

"Einschweizern" is the name of the recipe
"We will program complementary to the existing channels. To the
example, we show a blockbuster film when no other program is available.
shows a feature film of a similarly high quality," says Managing Director
Dominik Kaiser. Monday and Saturday evenings thus become movie nights,
Tuesday is dedicated to entertainment, Thursday to crime thrillers.
On Sunday evenings, 3+ shows documentaries. And on Wednesday evenings
a series and from 9 p.m. those films that are aimed at very young viewers.
are less suitable. Feature films that have already been purchased include
"Spiderman II", "Alexander" or "Seven". Over several large
series packages are still being negotiated, says Kaiser, who is therefore still
does not want to name any titles.

3+ wants to set itself apart from the German competition with Swiss-German
entertainment. There will be four to five programs per week
give. "Swissization" of successful international formats is the
Magic word. A local "super nanny" is brought into the
suburban cottages, the search for "Switzerland's next
supermodel", and also the search for future supermodels.
Popstars is not missing. Instead of individual stars, a duo and a little more
In this case, reality TV is the recipe for distancing oneself from the status quo.
differentiate. For the ten episodes of this casting show, one million
francs were budgeted.

In a second step, 3+ will then become a trendsetter. The aim is
be the first broadcaster to produce a successful international format in its own
reception area. Kaiser also wants to maintain this position in purchasing
US series. A time advantage over the
German television market, for example, broadcasting could not be
dubbed original versions with subtitles.

Adrian Scherrer

Column Imitation is essential for survival in nature, but is counterfeiting a successful economic model?
At least that's how Peter von Matt sees it in
his "Theory and Practice of Deceit": "Creation lies. Where
is deception." And this has always been the case: "Millions of years ago
the first humans, the Blue Planet already had the
practiced falsehood in all conceivable variations." The
Deception is not only normal even in innocent nature - it is
is the key to success. Imitation ensures survival. Flowers
mimic insects: The fly agaric does this so convincingly for
real flies that they want to copulate and feed on the tiny
work off the phantom. In doing so, they bump their heads against the pollen packets
of the flower, pollen sticks to the head, and the excited little animals
fertilize the next hopeless attempt to fertilize the next
Ophrys insectifera. Evolution thus rewards the simulant.

Should this also be the case in today's economic life?
Experts estimate that around ten percent of global trade in
counterfeits are processed. Brand pirates are increasingly dominating the
shelves. They are not only at home in China. And they counterfeit
not only luxury brands. The most counterfeited consumer product, it is believed
is the razor blade.

And counterfeiting is not only occurring far away. The domestic
Man is closely affected, because not every Viagra package
at the pharmacy around the corner contains what it promises. It is also
in these parts, it is quite probable that behind the
confidence-inspiring logo of your favorite companion.
inferior spare part hides a potential safety risk.
One or two airplane crashes are attributed by experts with
brand counterfeiting in the spare parts sector.

So it's not about chalking up the vacation fun that the acquisition
of an Asian Rolex for the price of a plastic watch strap still
may bring. However, this fun also comes at a cost, if you have some
workplaces with the manufacturer of the original as well as
tax revenue for the relevant community. And it's all about
much further: counterfeit brands harbor security risks in the
Spare parts, health risks in the pharmaceutical sector. Not only
Smoking kills - in the truest sense of the word, so do fake
Pharmaceuticals. The fact that counterfeit brand-name products are
destroy the development of brands by their owners as well as
million times the trust placed in brands by consumers
can be avoided in view of the central importance of brands in
our economies and societies cannot simply grudgingly accept
or be accepted with a shrug of the shoulders. It is about
Economic crime worth an estimated 350 billion US dollars
annually.

There still seems to be no cure for brand piracy. Wherever the
When the hare (the real one) appears, the hedgehog (the counterfeiter) is already there.
A lack of technical counterfeit protection limits success in the
fight against brand counterfeiters as well as the lack of broad-based
social anchoring of the topic. The fight against the wrong
must include all of us (as producers or consumers).
Together we should look for and celebrate the original. Or is that
The fate of the "excited little animals" in their recurring
"hopeless attempts" worth imitating in the long run?

Jürgen Häusler is CEO of the Interbrand Zintzmeyer and Lux Group and an honorary professor at the University of Leipzig.

The Phonak cycling team has commissioned the Zurich agency Metzgerlehner to produce a TV trailer. At the beginning of the commercial, the viewer only sees black, according to a press release. They hear the heartbeat of a cyclist, the clicking of the gears and the jumping of the chain. The trailer ends with Phonak's current claim: "Better hearing for a better life". Over the next four weeks, the clip will be shown 200 times each in German, English and French on Eurosport.

Media consumption Swiss private households are spending more on media every year. The most money is spent on IT and telecoms. 
Swiss Press Association Mr. and Mrs. Swiss in the wallet
and was accompanied by project manager Thérèse Ruedin from the Ruedin
Consulting GmbH in Herrliberg for a secondary statistical analysis,
how much respondents have spent on their media consumption in the last year
were made. This so-called media budget already took place last year.
July attracted a great deal of attention in the industry. The second edition now
first comparisons and shows that in 2005 the total expenditure of all
private households by 3.1 percent compared to the previous year to 10.3
billion francs.

On average, a Swiss private household therefore spends
Media content, access channels and media carriers spent 3140 francs,
140 francs more than in 2004. 31.3 percent of the total went to
the IT and telecom sector, i.e. for computers, Internet and telephony
(also expenses for downloads, cell phone data services, value-added services
etc.). 22.7 percent was spent on television. In third place
The press (subscriptions and individual sales) is in second place with 17.7 percent. 2004
expenditure here amounted to 20.2 percent. For so-called consumer
households spent 14.2 percent on electronics (home electronics), and 14.2 percent on
7.2 percent for books, 4.7 percent for radio and 2.2 percent for movies.

Printland Switzerland remains stable
With 1.8 billion issues for 2654 available press titles, the
readership in the print country of Switzerland remains loyal to the press. Nevertheless
In the previous year, CHF 1.9 billion was spent on press products. Slightly
Kiosk sales also declined from CHF 720 million to CHF 701 million.
The three best-selling titles in the daily press, regional
The weekly press and Sunday press are SonntagsBlick (280280 copies sold) and
copies), Blick (262262) and the Tages-Anzeiger (231182), followed by
Berner Zeitung, Le Matin dimanche, SonntagsZeitung, Mittelland Zeitung,
NZZ, Südostschweiz and NLZ. In the public, financial and
business press are Beobachter, Schweizer Illustrierte and Das
Best/Sélection. The special press category is led by K-Tipp, Saison
Kitchen and balance.

People in Switzerland obviously like to read. Book sales have increased by 2
percent to 736 million francs. Already in 2005, sales
by 2.7%, reversing the negative trend of previous years.
However, the Internet is still a long way from being exhausted. For
The Swiss spent CHF 222 million on theatrical films.
12.5 percent less than in the previous year (253 million). The global
The decline in visitor numbers is also noticeable here in Germany.

More expenditure on radio and television
Although private households spent CHF 462 million, an increase of CHF 12 million was recorded.
more for radio reception, but only for the receivers.
22 million francs, 9 million less than in 2004, compared with 2003 (52 million).
the decline of 30 million francs is enormous. The reason: radio can be sold via
cell phones, MP3 players or the Internet.

At +9.9 percent, however, the television budget increased sharply. The
expenditure amounted to CHF 2.3 billion. The new flat-screen televisions
844 million, which accounted for around a quarter (844 million) of the increase.
of expenditure. 802 million francs are attributable to
TV reception fees (+2.7%), 687 million (+3.5%) to cable subscription fees for
Radio and TV. While revenues for cable connections are now only slightly
grow - 89 percent of all households use cable for radio and television.
TV reception -, sales of digital television are growing, albeit at a slower pace.
at a low level, more dynamic.

Battle of the recording industry
In 2005, the Swiss spent around 2.3 billion Swiss francs on
home electronics, including radio and TV. Of this, 1.5
billion francs on hi-fi, video and gaming. For the first time, the study
data on music downloads. Sales of LPs, MCs, CDs and DVDs
According to IFPI Switzerland (the Swiss music industry association), audio is
producers) again increased by 3 percent to CHF 224 million.
decreased. Legal music downloads (1.72 million songs) beat only
with 3 million francs. The industry is still fighting for the
Protection of intellectual property when obtaining music online. The structure
of a legal online market will still take years, it is about new
technical solutions to clarify rights in the long term as well as the
Establishment of new and complex billing systems.

The number of DVDs sold remained stable, although sales declined due to
price reductions fell by 11.3 percent to CHF 217 million. With
TV series that are particularly popular with the Swiss include
"Desperate Housewives". VHS tapes will soon be a thing of the past
belong to. Their sales slumped by 86.2 percent.

Private households spent CHF 271 million on gaming (+4%). Almost
every second household owns a video game console. In the
home electronics sector (CHF 1.6 billion) are flat-screen TVs and
MP3 devices were a big hit. With televisions, the industry made more than
half of its turnover, sales of MP3 devices doubled
compared to the previous year.

Mobile content is booming
Based on the MA-Net study by Wemf, it can be seen that in 2005 2.9
million Swiss people regularly surf the Internet.
Experts estimate that online shopping is on the rise. The amount for
Downloads of music, films, videos, software etc. is limited to CHF 170.
per year (+28.6%). While the values in use in 2003
Mobile area, for example for service and information services,
entertainment-oriented further education, download of games, videos
and music could still be largely neglected, the
150 million in 2004 and CHF 225 million in 2005 (+50%).
The rapid rate of increase will continue.

However, the growth of the
Broadband Internet connections. There are currently 1.7 million installed, 60
percent of this is estimated to be in private households. Sales growth
slowed down in 2005. On the hardware side, notebooks are experiencing the
the greatest popularity (+10.5%).

Experts generally estimate the growth rates in the multimedia sector at
high. The growth drivers are digitalization and the
Improving the capacity of the network landscape. Better image and
Sound quality should promote individualized media use, it says
also in the study. (All details at
www.medienbudget.ch).

René Worni
 

In the French-speaking part of Switzerland, the two
free newspapers Le Matin Bleu and 20 minutes for three months now.
Competition. In a first representative survey conducted by the Lausanne
Institute M.I.S. has published Le Matin Bleu from Edipresse, which was
had started half a year ahead of the competition.
This was reported by the industry magazine Schweizer Journalist. The survey
was conducted in April on behalf of the Ringier weekly newspaper L'Hebdo among 502
people between the ages of 18 and 74 were surveyed. A good 43
percent of respondents prefer the Matin Bleu. Just under 16 percent gave
20 minutes the preference. Almost 18 percent found both equally valuable, 11
percent reject both and a further 11 percent have no opinion.
Opinion. On the other hand, 20 minutes has been successful with its advertisements. The
The concept of advertising simultaneously in the German and
French-language edition can be booked, apparently comes
on. Tamedia spokeswoman Franziska Hügli told the Schweizer
journalist that two thirds of 20 minutes' income comes from
national orders. Edipresse, on the other hand, offers a combination of le
Matin and Le Matin bleu. According to the person responsible at
of Publicitas to reach 500,000 readers.

René Worni on forgotten cooperations.cooperation between publishers and SRG in the
Internet marketing? The statements made by publisher president Hanspeter
Lebrument in the last advertising week were somewhat irritating. One thing is clear:
A cooperation between the Swiss Press Association and SRG in the
Internet marketing was just a mind game. It ended abruptly with the
Expansion of the SF website last late fall. In the new
RTV ordinance, the SF advertising and sponsorship bar
be pushed - that's what the publishers want.

The fact is, however, that they once worked with SRG in the
joint AG for commercial television (AGW) as early as 1965
cooperated. They had previously given the young plant
Swiss television receives two million francs a year, in
the hope that the audience's television license fee would one day provide a
advertising-free and therefore unrivaled broadcaster. But the
The calculation did not work out. Even with fees, the national broadcaster was without
Advertising not viable. The publishers, for whom television advertising per se
was a thorn in the side, from then on played the role of the obstructors when
the gradual expansion of advertising minutes, starting with the
40 years ago at 12 minutes - on weekdays.

The situation for the
gagged television producers was not easy, because of the
of 40 percent each in the joint AGW was the result of the
It is unavoidable that the members of the Board of Directors get into each other's hair.
were getting out of hand. He had to hand over the budgets to his direct competitors.
the former head of AGW André Hofer described the situation at the time.
described. It is not surprising that publishers from the
cooperation after the legal regulations were withdrawn by the
came into force in 1992 and AGW became the SRG subsidiary it is today.
Publisuisse became.

From this perspective, a participation of the publishers in the SRG subsidiary
Publisuisse might tell a different story. Because many
make television themselves today, hoping for a slice of the fee cake
and are practically in the same boat as SRG. Whether the historical
It remains to be seen how such constellations can be imagined.

René Worni, Editor

The defeat of the German football team against Italy has ensured a record number of viewers in Germany. According to ZDF, an average of 29.66 million people watched the semi-final match at home. This is the highest viewer figure ever recorded since the measurement method began in 1985. 31.31 million people sat spellbound in front of their screens during extra time. The data does not include the many millions of fans who watched the game outdoors on a big screen.
In Switzerland, too, 1.1 million viewers watched the game on SF 1, according to Publica Data. Only the last three matches of the Swiss team have attracted more football fans at home since the start of the World Cup.