Television license fees should be reduced by at least 30 percent. This is the demand of SVP National Councillor Hans Kaufmann, according to the commuter newspaper 20 Minuten. He sees massive savings potential at the SRG, for example thanks to the new media center at the Federal Palace, which was built at state expense. Consumers would not benefit because the money would be used for early retirement and company promotion, Kaufmann continued. The SVP man also postulated that a license for the Federal Palace broadcasts would be put out to tender and that this would go to the highest bidder. "That also works for the World Cup," Kaufmann said according to 20 Minuten. He wants to emphasize these demands with motions in the National Council.

Michael Hug, Co-Editor-in-Chief of the Berner Zeitung, is satisfied with the reorganization of his paper. He said this in an interview with the media magazine Klartext. Since the traditional departments were abolished, the structures have become more hierarchical in that there are now producers and editors who say which text has how much space and how big a picture should be. "But it's not the case that the desk rules and everyone else is a text and image slave who has to deliver," emphasized Hug. He welcomes the fact that the entire editorial team is now involved in discussions on all topics. If you have good arguments, your story will make it into the paper. However, the competition is kept within limits: "We are not overstaffed, everyone has enough to do here," Hug told Klartext. The editors and bosses would prevent only the articles of the best sellers from prevailing. "Of course, we don't discuss everything down to the last detail on a grassroots democratic basis, there are time limits," Hug continued. There are also plans for even closer cooperation between online and print. "We want to go much further, including ensuring that certain content is first published online and only then in the newspaper," said Hug. However, this step is still in the planning stage and will take place when the Espace Group moves into its multimedia building. The move to the new building will take place at the end of 2007.

Olive Marketing and Rufener Events have commissioned freelance graphic designer Roland Buob with the campaign for the World Cup events on Zurich's Sechseläutenplatz. The concept emphasizes that nowhere is there more World Cup atmosphere than in a specially built stadium. The ads emphasize the size of the event: the headline is heavily weighted and the visual is limited to the essence of the game, the ball. The design of the visual as a screen is intended to underline the fact that this is a broadcast on a 50 square meter screen. In addition to advertisements, the package of communication measures includes various advertising media such as streetcar signage, cinema spots, event material and is rounded off with radio spots. The template for this was provided by Graubünden rapper Gimma, who has already penned the official Swiss World Cup song.

Health Multiple sclerosis interrupts nerve pathways: AY&R raises awareness about a serious disease.the campaign with photographs by
The story of a naked MS sufferer has taken an unusual route into the public eye.
found. Not one advertising agency received the order from the
MS Society, but the photographer. Peter Hebeisen, known
for his sensitive images of refugees, for example, should be recognized as a
artistic director of a long-term project with portraits of
realize MS patients. Because it broadens education a little
he consulted with Daniel Comte. The CD from
AY&R has "as a kind of ambassador" together with AD Marietta Albinus
and lyricist Martin Stulz took up the engagement. In personal
Discussions with MS sufferers and a workshop with the
MS Society analyzed how the MS Society's
education about this disease. The disease with1000 facesAim
of the long-term awareness-raising campaign for the Swiss
Multiple Sclerosis Society is now, understanding for those affected
to wake people up. After all, MS is a disease whose effects range from a
still not understood by the general public because MS does not have a
has a clear face. This is why multiple sclerosis is also known as "the
Disease with a thousand faces".
Multiple sclerosis is a
Chronic disease of the central nervous system. The symptoms are
countless and range from chronic fatigue over
Perceptual disturbances and pain up to complete paralysis. The
The causes of the disease are unknown. MS is still considered incurable today,
even if the media are constantly reporting new speculation about possible
Drugs are circulating.
The Swiss Multiple
Sclerosis Society stands up for patients and their families.
a. In addition to tangible help, it also provides urgently needed
Public relations. Although around 10000 people in Switzerland suffer from MS
suffer, knowledge about the disease in the population is -
and therefore also among potential donors - is incomplete. Many know
individual symptoms, but only a few have their common cause: the
Interruption of the nerve pathways caused by inflammation.
Here
is where the AY&R campaign comes in: The interruptions and their
The brutal consequences are made clear by the gaps between two poster sites.
relentlessly visualized. The text was kept as small as possible
held: "Multiple sclerosis interrupts the nerve pathways." In the
various subjects, possible consequences are then concretized - such as
loss of vision, coordination disorders or impotence up to and including
Paralysis.
Hebeisen photos are also auctioned off for fundraising purposes.
The basic knowledge imparted in this way will be used in future campaigns.
and deepen the understanding of MS. Aim of the
planned long-term cooperation between Peter Hebeisen, AY&R
and the Swiss MS Society is a broad
Raising awareness of the needs of those affected and the associated generation of donations.
The
Campaign starts in mid-June and, in addition to the main medium of posters
advertisements, floor stickers, mailings and an exhibition on the subject of
followed by an auction of Peter Hebeisen's campaign photos.
Andreas Panzeri

Felice Displays is the number 1 for megaposters at trade fairs and specializes in large-format advertising at major construction sites. With the acquisition of Felice Display, Clear Channel has gained another business area in addition to traditional billposting and airport advertising: the marketing of megaposters.
Felice Display is prominently represented in all major Swiss cities with its city megaposters and is also present at almost all major Swiss trade fair locations. Felice Display is now operating under the name Clear Channel Felice GmbH. The parties have agreed not to disclose the terms of the sale.

Because Doris Leuthard from Aargau was elected Federal Councillor on Wednesday, the Aargauer Zeitung / Zofinger Tagblatt has produced a special edition. This was distributed in Aargau and at railroad stations in Zurich, Bern and Basel. The 24-page edition is in tabloid format and is richly illustrated, the AZ Medien Group announced on Wednesday. The content focuses on the election to the Federal Council and documents Leuthard's impressive career. In addition, Aargau residents formulated their expectations of the new Federal Councillor. This is the second time that the Aargauer Zeitung has produced a special edition. The first was published in 1998 to mark the "200 Years of Helveticism" anniversary.

Internet advertising The more the Internet is used as a publication medium, the greater the potential advertising space. Advertising achieves the greatest effect when
it is embedded in the editorial section, this also applies on the web.
Even if the intention was different, this is a matter of
Online advertising - avant la lettre, so to speak.

The episode took place in mid-March in the US state of Oregon:
A 17-year-old, known only by Melody, her first name, and
under the pseudonym "Bowiechick", breaks up with her boyfriend. 75 seconds
long she openly reports on this to the world public. She uses
a webcam and her computer. The recorded video downloads
Melody on the video platform
youtube.com.

To date, almost one million people are aware of the separation
taken. However, most of them are less interested in the
interpersonal drama than for the equipment with which the woman
Bowiechick recorded the message. With the Logitech QuickCam
Orbit MP can be used to generate funny effects. And it has
the young woman during her 75-second separation report excessively
made use of. Sometimes she appears on screen wearing a gas mask,
sometimes with a cat's snout and distorted voice.

No crypto spot on order
Since
youtube.com unlike, for example, the video storage services of Google
or Yahoo using the comment function to facilitate communication between
hobby filmmakers and viewers, has been able to make several
hundred people put their two cents in on the break-up video. The tenor: "So
I want a cool webcam too!" A Logitech spokeswoman let herself be
with the statement that after the publication the
sales figures did not skyrocket, but one or the other
others might have bought the funny camera, as numerous
show other videos on youtube.com.

The company spokeswoman considered the rumor that
Logitech encouraged the young woman to take a picture with her new webcam.
to shoot a movie. There has been contact between the company and Ms.
Bowiechick after publication of the popular document, however
given. Whenever she wanted something from Logitech, she could contact the
Swiss companies report, writes the now
webcam filmmaker achieved Internet fame in her weblog. "Then I
I thought about it: This way I would only help them to save a lot of money.
do." And that's what people are normally paid to do, concludes the
17-year-old. But she doesn't want to be pulled in front of the Logitech cart
let

Small gifts preserve friendship
In contrast to Logitech, the camera manufacturer Kodak and the Finnish
cell phone giant Nokia has been giving selected bloggers a few
of their latest devices for testing - without any further conditions.
While some of the camera and cell phone testers are sitting in their
blog posts and the readership in a cumbersome way.
explains why a test report is now being published here of all places.
is published, others find: "If you already have such a
great toy as a gift, you have to keep the advertising drum beating.
stir, right?" And the advertisement for the latest super video camera phone
appears in the editorial section of the weblog. This is what the
PR departments are happy to do so. After all, attention to a blog article is
significantly larger than that of any text ad or a
Advertising banner at the edge of the screen.

Because many bloggers do not see themselves as journalists, they have
I don't mind doing a bit of advertising. And if it
is a device that they think is great and gives them the
digital everyday life, it seems to them to be almost
to report on it as a matter of course. Of course, even if
something doesn't work. But even a merciless slating can be a
be valuable information. For example, that the product has been improved
bloggers, who in turn act as multipliers for the
which function as link-to-link propaganda.

Nick Lüthi

Picture: 75 seconds to fame: "Bowiechick" on youtube.com.

Freiburghaus und Partner celebrated its anniversary with its own advertising.
advertising industry is often easy. "Freiburghaus und Frauen celebrates 10 years",
was the reason given by Simon Freiburghaus. Ten years of existence,
This is associated with a growth of the agency from two to fourteen
employees - as well as references that come from Lake Geneva
reach as far as Zurich.
The abbreviation of the BSW agency, which was founded in 1996 by
Simon Freiburghaus and Pia Banderini in Berne, was called
first f/b. From 2001 - after the departure of Banderini - then F/P. Because
Simon Freiburghaus continued with his employees.
In fact
the most extraordinary thing about F/P is the women. Hardly in an agency
proportionally so many working mothers work, even in the
Management. Pascale Berclaz, federally certified Head of Communications,
expert and lecturer for specialist training and mother of two, is
has been part of the team for seven years and heads the advisory service. Romy
Freiburghaus-Maurer manages the agency's administration. She is
Simon's partner in business and in life.
The ambience for the birthday party in Bern was modeled in style on the legendary Studio 54 in New York.

 
Andreas Panzeri

Regional press The Tages-Anzeiger and three Zurich regional newspapers are preparing for a hot press fall on Lake Zurich. The board members of the Zürichsee-Zeitung,
of the Zürcher Unterländer and the Zürcher Oberländer had already
announced in March that it will cease operations at the beginning of next October.
national editorial offices into a joint editorial team
will merge. The announcement was widely welcomed in the industry as a
direct response to the regional strategy of the Tages-Anzeiger
which is expected to open four new regional editorial offices in the fall.
in the Zurich Oberland and Unterland, on the right bank of the lake and in the city
Zurich. Others are conceivable in the Limmat Valley or
in Winterthur.

The planned cooperation between the three regional newspapers is intended to
"Zurich", "Switzerland and the World", "Economy", "Culture", "Schlusspunkt"
as well as the national sports pages and will be supported by a
produced by an editorial team of around ten people for all three titles.
Those responsible are currently in the process of forming the team. "It
is a difficult process," says Benjamin Geiger, editor-in-chief of the
Zürichsee-Zeitung. The aim is to reach an agreement between equal partners.
to find a common culture.

Cooperation is important for the three partner newspapers - the Landbote in
As is well known, Winterthur became the fourth partner to leave the
Tages-Anzeiger cooperates - not so new. They already print in the
printing center in Oetwil and maintains regular contact with the
Article exchange. The loose cooperation has a certain tradition,
which emerged from the former north-east advertisement combination of the former
The four Zurich regional newspapers have gradually developed into a network.
However, it was only under growing economic pressure and the
strategic changes in the greater Zurich area over the past two
years, an agreement was reached on the planned merger of the
supra-regional departments.

The motivation is not the same for everyone. At the Zurich
Oberländer, the focus is on the offensive of the Tages-Anzeiger, where
the resources saved will be invested practically one-to-one in the
Expanding the regional presence. At the headquarters of the Zürichsee-Zeitung in
Stäfa is more relaxed in this respect: they know the
The competitive situation with the Tagi regional edition on the left bank of the lake is very
exactly. "We are saving money by introducing a joint editorial team under
The bottom line is money," says Geiger. That is why the ZSZ will
savings cannot be fully shifted to the regional section. The cost-cutting exercises
seem necessary, because Lake Zurich is also experiencing a general
the economic upswing in the publishing industry is still in full swing.
has no noticeable impact on the number of advertisements. "The hope,
temporary cuts would be enough, has evaporated," says
Geiger.

Arm yourself against Tamedia and save money
How big is the savings potential? The Unterländer is expected to
the three-person editorial team will be cut, the Oberländer will be
expand its regional and reporter pool and become part of the ZSZ.
some of the 7.5 full-time positions affected to other departments
transferred. "2.5 to 3 jobs will be lost," says Geiger. The
The new editorial team will comprise ten people and will open on October 3.
Start work.

The strategists at Werdstrasse are also in the process of developing four new
regional editorial offices of the flagship Tages-Anzeiger. "We
are in full swing," says Editor-in-Chief Peter Hartmeier. Although
the upswing on the insider side of the first experimental
Tagi regional edition on the left bank of the lake even after a year and a quarter
the Tagi editor-in-chief is satisfied with the
development very satisfied. "The left bank of the lake is our market test.
If we did not measure upward trends, we would not have such large
make investments," he says.

For the implementation of the regional strategy, Tamedia plans to spend just under
under ten million francs. The company had
announced in March that it was creating 65 new jobs and at the same time
to extensively revise the layout of the Tages-Anzeiger.

Hartmeier also confirms some facts: The regional editorial office
for the Zurich Oberland in Uster under the direction of the longtime
Tagi editor Heinz Girschweiler. The editorial team there is
almost completely, the others one third each. On the right bank of the lake
- According to Hartmeier, the Stäfa site would be the most sensible - will
probably Erwin Haas Editorial Director. In the lowlands
Bülach and in the city from Werdstrasse.
According to reports, attempts to poach him from the competition have so far failed.
practically unsuccessful.

Hartmeier is focusing on the catchment areas of the future
Tagi regional editorial offices on continuous development. "We first have to
Prove step by step that we can do what we set out to do.
have undertaken."

Without input from the NZZ
The fact that the three regional newspapers are close to the NZZ has
apparently played no role in their increased cooperation. The NZZ
has a significant stake in the titles via Freie Presse Holding. "The
NZZ does not finance the coat", denies ZSZ editor-in-chief
Benjamin Geiger rumors. The strategists at Falkenstrasse also have
did not provide any input on the cooperation model. On the other hand
be a matter of course that the future editorial team
network of correspondents from the pools of NZZ-affiliated titles, for example from the St.
Galler Tagblatt or the Neue Luzerner Zeitung.

René Worni

Internet research If the online industry gives Net-Metrix the cold shoulder, it will be sawing off its own branch. Because then it lacks the reach values. "Internet Research Net-Metrix -now
register," Wemf director René Schmutz and Manuel Dähler advertise,
Head of the SRG Research Service (FD), currently responsible for the new
Internet Research.

At an event on June 8 in Zurich, the appeal was further
more insistent: "Let the plane finally take off, we can
afterwards still about the condition of the seat covers and other details
Wemf Director René Schmutz called out to the 50 or so people present.
website operators and other representatives of the online industry. He
invited them to register by June 30 on the Wemf website as a
Participants of Net- Metrix to register. Because after this period
definitely decided whether the plane can take off Net-Metrix, or whether
there is another launch abort - as happened at the end of 2005.

One thing the event in Zurich showed, to which Wemf and FD invited
especially the operators of small websites are affected by the
not at all convinced of participation in Net-Metrix. The problem
is not a lack of will, but two solid reasons: Happy
Additional costs and lack of education.

Speaking of costs, the additional burden for operators of small websites is
actually not to be underestimated. According to the current Wemf offer
for Net-Audit and Net-Profile the following can be roughly said:
A small website that so far collects its hits via Net-Audit
and paid perhaps 10,000 Swiss francs a year for it, must be
In the future, Net-Audit and Net-Profile together will cost around three times the
for the money. And what does it get in return? A measured range, also
for smaller sites, in single currency and in addition
socio-demographic information about the users. Some site operators
However, it does not seem to be clear that this only results from the connection
of Net-Audit and Net-Profile is to be had. There is an either-or
not.

Confusion of terms when it comes to reach
But is the new range worth the extra cost? From the point of view of some
Website operator it is not, as can be seen from some votes on June 8.
clearly emerged. Thus, many a speaker expressed that he felt that the
value Unique Client from the Net-Audit is not only fully satisfactory, but
that he also considers it to be his range. But this also made
clear that there is a confusion of terms in the industry in terms of
range prevails, which could have a fatal effect: Many a
Site operators could be tempted to continue dealing only with
Net Audit and the Unique Client value as the supposed reach to
be content.
This would not only jeopardize new Internet research, but the
site operators will also be of little use. Because from 2007, Wemf will be at
Net-Audit no longer publishes unique clients - in order to avoid the
range salad, as René Schmutz announced.

But what is the confusion of terms? In the fact that the value Unique
Client means only the PCs from which a website is accessed.
will be. However, Net-Audit does not make any statements about the person(s) behind it.
Disclosures. However, since the reach of a website by definition is only
Includes persons who, in a given period of time, have at least one
contact chance with the website in question, it is clear that Unique
client is no good as a range value.

No more MA Comis
In the online sector, there is definitely a valid reach value -
that from the MA Comis. However, this study has the disadvantage of being
is only collected once a year and through surveys. In addition
small sites barely keep up. Add to this the fact that the industry will soon also be
will lose reach value: Wemf has all the
MA-Comis contracts terminated as of the end of March 2006, it will consequently be
no MA Comis 2006 published. "We wanted to set an example with this",
Schmutz says on request. And it was also a matter of
to save clients of MA Comis unnecessary costs.

Unnecessary then, if Net-Metrix comes to fly. But what if this
is not the case? On such a discussion dirt may currently
not get involved. But one thing is clear: The industry would then be completely without
range there, and all bridges would be demolished. This risk are
few are aware of it. Whether it has been communicated sufficiently remains
remains to be seen.    

The Net-Metrix model in brief
The Net-Audit web statistics form the basis of the new
Research Model. In Net-Audit, the PC accesses to all the
participating websites measured. However, these data do not allow
Statements about the number of people who use a website, nor about
the profile of the users.

It is precisely this gap that the new Net-Profile Internet study is designed to fill.
can be closed. Net-Profile complements the data measured by Net-Audit
data with an onsite survey to provide sociodemographic information on
the users of the individual websites. Net-Profile will
Reliable reach and structural data for media planning
deliver.

Net-Audit and Net-Profile are complemented by the Net-Tracking module.
Net-Tracking is a panel that tracks the Internet usage of about 3000
Panelists recorded - at home, at work, and elsewhere. The
Data from net tracking can be used strategically to, for example.
identify new trends in Internet use.

Markus Knöpfli

International In the USA, foreign minorities are the new darling of the markom industry. The multicultural niches of yesteryear are seen as a growth market, with more and more American companies
are beginning to target minorities in the USA in their campaigns.
to address. And it's no longer just the Latinos and
African-Americans, the two largest ethnic groups in the country, who are known as
target groups are selected. Increasingly, smaller
Ethnic groups that get attention. A groundbreaking speech on the
topic was recently addressed by Robert Liodice, President of the Association of
National Advertisers (ANA), at the organization's annual conference.

"Multicultural marketing is not about goodwill, but about
about good business," said Liodice, referring to the fact that
the population share of all minorities in the USA in just 20 years
will account for over 50 percent. He recommended that his colleagues
of the most diverse minorities who are in a position to do so,
Establish contacts with the respective groups. "Multicultural
Marketing must be comprehensively integrated into the planning and communication of a
integrated into the company."
One of these groups in the USA
is the Arab-American minority, which includes a large proportion of the
Muslims in the country. The size of the population of Arab origin
is estimated at up to four million. The faith group of the
Muslims, however, which consists not only of Arabs, but above all
African-Americans and Asians, is likely to be as high as 5.8 million.
include people.
With the problem that Arabs and
Muslims from each other and define them differently, also begins
the special feature of marketing products to them. "Arabs in
America come from different countries and speak different languages.
languages," says Saul Gitlin, Vice President for Marketing at the
multicultural agency Kang & Lee. Most of them come from Egypt
and Lebanon, others from Tunisia and Oman. And although many Arabs
Muslims, the majority of those who live in the USA will have the
Christian religion.

"It is quite a challenge to work with such a heterogeneous
population, whose only common ground is perhaps
is that they speak an Arabic language," says Gitlin. "One
must be careful not to offend anyone." To avoid sensitive
To avoid misunderstandings, Gitlin relies on the input of the
customers as well as professionals who are at home in the Arab world.
He advises that when creating an advertisement or commercial
actors and locations with which as many people as possible can identify.
identify potential customers.
More income and young talentThis
Criteria were used, for example, in the design of the advertisements by Kang &
Lee for the credit institutions Bank of America, Western Union and a
AT&T's telephone service. Both companies applied
in Arabic or Turkish-language advertisements specifically
to the customers they wanted to reach: Customers who
regularly transfer money to their home countries or send it there
phone.
Other large corporations are following suit: The
Clothing store Nordstorm recently hosted the fashion seminar
"Trends for veiled and conservative women", where the
Marketing for the wealthy Muslim minority in the suburbs
of Northern Virginia. There, long robes and scarves were made from
brand houses such as Dior, Gucci and Hermés.
The
Arab minority in the USA is considered well educated, high earners
and yet neglected by the advertising industry. How
Throughout the USA, women often make the purchasing decisions for
the family. The average annual income is 47500
dollars, more than white Americans at 42,000 dollars. For the
Muslims, the figure is as high as 54,000 dollars. 38 percent of Arabs have
at least a bachelor's degree, compared to only 24 percent of
Caucasians and 60 percent of Muslims. The increase in the number of young
minority is six percent, while that of the white minority is
Americans has stagnated. "The American corporations have not yet
realized that the Arab community represents a huge market.
represents," says Oussama Jammal. He heads the Fine Media Group, which
distributed the animated Disney film "Mohammed" last year.
Menu for the Muslim CommunityAuch
McDonald's adapted to the Muslim target group. In a
Handful of its restaurants - for example in Dearborn, Michigan - offer the
fast food "halal food": Chicken McNuggets, which are prepared according to
were prepared according to the rules of the Islamic faith. Dearborn is considered
as one of the cities with the highest concentration of Arab
population in the USA. The customer that McDonald's offers halal food,
spread like wildfire in the Muslim community, which
the company sees as the only true marketing method. "We
do not place any advertising, but we rely on the fact that the
message spreads by itself among the people," says one
McDonald's spokeswoman.
In addition to a series of Arabic-language
television stations, radios, newspapers and magazines was published a year ago.
also an English-language TV channel called Bridges TV via satellite
and cable. The founder, Muzzammil Hassan, wants to use the
American Muslims with series and information that can be used to
also the assimilated children of the original immigrants
can identify with. "We want to build bridges of friendship between
mainstream America and American Muslims," says Hassan.
"It's an invitation to America to visit us at home."
"The market for minorities is the market of the future "Michael Lee
President of the Ethnoconnect agency, on right and wrong assimilation in marketing.WW: How should the Arab minority in the USA be addressed?
If you want to advertise, you have to do it in an Arabic language. A
large pizza company sent a consignment in Arabic.
Scripture. When people called to order pizza, he spoke
Nobody spoke their language. Many saw it as an insult. That is
worse than not advertising at all. WW: Do you also have to bear this in mind when creating advertising?
I advised a real estate company. Their ad showed a
Family sitting on the steps of the house with their dog. But dogs
are not as highly regarded in the Arab world as they are in America. The
WW: Have large companies also discovered the Arab minority, or is business mainly done locally?
Companies find it difficult to adapt their business practices to a small
minority. This is often expensive and does not generate enough sales.
Small and medium-sized companies have an advantage here because
they can act more flexibly. But the large corporations will
miss out on a lot of business opportunities in the future if the
does not change. The market for minorities is the market of the future. Gerti Schön

Promotional gifts What the participation of the Swiss national team alone in the World Cup group stage means for SME self-promotion is currently being experienced by editorial offices. While consumers are annoyed by all the same old World Cup campaigns, journalists are delighted with all the zero to low-percentage World Cup gadgets they have been inundated with: here a Polyconsult Harass, there a beery emergency set from the Altstätter printing company RVA. The crowning glory came from the unofficial World Cup sponsor Agentur Werbeanstalt: a can of medical oxygen for respiratory distress "triggered by traumatic football events".