As of July 1, the trade journal from Springer Science+Business Media has a new editor-in-chief. Jürgen Hildebrandt takes over the helm from Erwin Kartnaller, who is taking time out at his own request. Hildebrandt is a proven expert in the field of trade journals and B2B communication thanks to his training and many years of practical experience. His most recent position was at a trade magazine for cranes, superstructures, logistics and work platforms. Under his leadership, iTR will be continued and expanded as an independent, leading trade magazine for the transportation industry.
Springer Science+Business Media is one of the leading publishing groups for scientific and technical literature. The company comprises 70 publishing houses that bring out 1450 journals and more than 5000 new publications every year.

To mark its 50th birthday in 2007, Migros Culture Percentage is launching the anniversary competition "MyCulture.ch". It invites young people from all over Switzerland to submit their own ideas for cultural projects. The fifty most exciting will be realized in spring 2007 and performed throughout Switzerland in the summer. The spectrum ranges from dance, theater and literature to visual arts, design, fashion, film and new media. Young people who have completed compulsory schooling and are under the age of twenty can register their ideas until September 15 via the website http://www.myculture.ch. During the 2007 Easter vacations, 50 selected teams will be given the opportunity to realize their ideas with professional support at regional camps. With the anniversary project "MyCulture.ch", Migros Culture Percentage wants to offer young people a platform for exchange, dialog and artistic expression, according to a press release.
In 2007, it was 50 years ago that Gottlieb Duttweiler anchored the Culture Percentage in Migros' articles of association, thereby laying the foundations for Migros' long-term commitment. Today, over 100 million francs are available for the promotion of cultural, social, educational and leisure projects.

It is questionable whether the new pay-TV channel Arena will gain half a million customers by the start of the Bundesliga season as planned. However, sales of the German channel are in full swing, as the Frankfurter Allgemeine Sonntagszeitung recently reported. However, Arena can so far only guarantee nationwide broadcasting via satellite. In the cable sector, everything is still open. Arena has been negotiating distribution and costs with cable providers Kabel Deutschland and Kabel Baden-Württemberg for months. However, an agreement has not yet been reached. "It may well be that it won't work out before kick-off," a cable company in southern Germany told Handelsblatt.
May went "super well" in terms of customer acquisition, Arena Managing Director Christoph Bellmer told the Frankfurter Allgemeine Sonntagszeitung. It remains to be seen how successful Arena's customer acquisition campaign actually is, as Bellmer does not want to give exact subscriber figures. However, industry circles assume that there will be fewer than 300,000 at the start of the season, writes Handelsblatt. A study by the German Football League estimates the potential of the Bundesliga on pay TV at 7 million subscribers.
For 14.90 euros per month, Arena shows all 612 matches of the first and second Bundesliga. To watch the matches, customers need a special receiver in addition to a cable or satellite connection.
Meanwhile, competitor Premiere announced that it would be changing its business model following the loss of the Bundesliga rights. In future, it will increasingly seek to cooperate with other companies in order to better market its programs.

The law firm in Zurich has chosen Kreativschmiede as its communication partner. The aim of the work is to adapt the visual appearance to the international flair of the company. In a first step, the entire corporate identity and corporate design will be revised. Froriep Renggli is one of the few Swiss law firms with offices abroad.

As part of the "TV - Medium of the Future" project, Publisuisse has completed the second part of the study with consumer surveys. Conclusion: New technological possibilities are interesting, but effective use depends heavily on the price.
In the second phase of the "TV - Medium of the Future" project, six discussions were held with 35 consumers aged between 17 and 72. According to Publisuisse, the consumer perspective shows that media use is primarily determined by individual life circumstances. The new technological possibilities such as HDTV, IPTV, PVR and mobile TV are meeting with great interest among customers. However, there is little willingness to pay extra for them.
You can find out more about the results of the second project phase and the project as a whole in the following articles published in Werbewoche.

The creative minds at Wirz in Zurich have printed the annual report of the Zürcher Brockenhaus on old stationery. The 101st report shines on the former paper of city councillor Monika Weber, who resigned two months ago. According to a press release, Wirz thus proves - in the spirit of the Brockenhaus - that you can simply reuse anything.

The Zücher advertising agency ViznerBorel communicates for "IGORA-Genossenschaft für Aluminium-Recycling" and "PET-Recycling Schweiz". The two private-sector recycling organizations declared war on waste two years ago. Now the awareness campaign is being expanded with a national poster display and a strong presence on TV during the World Cup. Important elements of the campaign are pictorial depictions of littering scenes in our own four walls and in places where we like to keep things tidy and clean. This summer, the print measures will again be supplemented by funny TV and cinema spots. Rotairs and counter displays are now available.

Kevin Roberts, head of the advertising agency Saatchi & Saatchi and head of over 7000 employees worldwide, gave an interview to the "NZZ am Sonntag". His thesis: Today, the consumer is in control.
Most advertising is boring because many advertisers are stuck in the information age and have not yet caught on to the new age. It is no longer enough to do marketing in the same way as in 1940. The Internet revolution has only just begun and the consumer is now the boss. Despite this - or perhaps because of it - Roberts says that the most exciting time to be an advertiser has only just begun. Precisely because all the power lies with the consumer, they should not be bored with bad advertising. According to Roberts, the "age of attraction" has only just begun, in which advertising must entertain, stimulate, inspire and, above all, emotionally involve the consumer.
Incidentally, this also applies to newspapers. They should increasingly take advantage of the fact that people are optimistic by nature and believe in a better world. The motto here is not more news and not more paper, but the high credibility of journalists. Roberts sees the role of newspapers as explaining to readers what they should do with all the news flowing in every day. Newspapers have to tell the reader what to do. In the future, business will be done by those products that are not only respected, but also loved. After all, 85 percent of purchasing decisions are emotionally driven. In order to be successful and loved, two things must be offered: Mystery and sensuality.
Advertising will also have to be sensual and interactive in the future. According to Robert's forecast, all advertising will be interactive in the next five years.

The Swiss Broadcasting Corporation SRG believes that its exclusive rights have been infringed by the broadcasting of the World Cup matches by the German broadcaster RTL and the French broadcaster M6. According to a report in the "SonntagsZeitung", SRG wants to prevent the two broadcasters from broadcasting the World Cup in Switzerland and selling advertising exclusively for Switzerland. SRG had acquired the exclusive right to broadcast the World Cup in Switzerland from Günther Netzer's rights agency Infront. The company holds the sports rights to the World Cup and sells them on to the broadcasters. According to Armin Walpen, Director General of SRG, SRG is threatened with millions in lost revenue. This is because many advertising companies have bitten the bullet and booked advertising with the two private broadcasters. Both broadcasters are also insisting on their broadcasting rights in Switzerland. On the part of SRG, the rights agency Infront has committed a clear breach of contract. According to the "SonntagsZeitung", a claim for damages is already being considered. If the agency does nothing, legal action is inevitable.

Pascal Décaillet, former producer and presenter of the radio politics program "Forums" on Radio SR, is to become a presenter on the regional TV station. From September 4, he will host a talk show on Geneva politics. Décaillet's departure from the RSR radio station in April was preceded by a month-long conflict, as the journalist had rejected changes to the political program he had launched.

The advertising agency FishWishion is making the free in-house plot+print system from service provider Taldis shine. In a brochure and on the website, the Zurich agency links the offers with credible content, according to a press release. With the Inhouse Plot+Pint System, Taldis offers a free outsourcing concept for plot and print activities.

On Friday, the Federal Department of the Environment, Transport, Energy and Communications (DETEC) submitted the implementing provisions for the completely revised Radio and Television Act (RTVA) for consultation. Interested parties have until August 18, 2006 to submit their comments. The draft focuses on the implementing provisions relating to advertising and sponsorship, fee splitting, technical transmission of programs and reception fees. According to the ordinance, SRG may no longer interrupt feature films and television programs. Radio advertising and advertising for alcohol and tobacco are also prohibited - in contrast to private broadcasters, who are allowed to advertise alcohol, except for high-proof spirits. With regard to fee splitting between SRG and private broadcasters, DETEC has raised the maximum proportion of broadcasters' operating costs financed by fees. The definition of the broadcasting areas for the fee-splitting broadcasters is to follow in a separate procedure. The draft also specifies a maximum number of radio and long-distance channels. It also regulates the question of when radio and TV reception via computer becomes subject to a fee. In addition, the amount of the reception fee for companies will be newly graduated. The draft also clarifies other aspects, such as the preparation of television broadcasts for the hearing and visually impaired and the inclusion of European works.