Tourism SFLB shows Switzerland Tourism how everything is a little more natural here. This opinion
not only politicians when it comes to joining Europe.
goes. The Swiss also tick differently to the rest of the world when it comes to
character traits such as reliability or modesty.
The Swiss are also different when it comes to disposing of dog waste;
because we invented the Robydog. And the same agency that
has now discovered this fact in a commercial,
that with so much difference, it is not surprising that even vacations
in nature are a little different with us. During the vacations in
In Switzerland, everything is "a bit more natural and authentic than
anywhere else in the world," Spillmann Felser Leo Burnett is convinced.

The peculiarity of our nature has been providing the
The main idea behind all of Switzerland Tourism's activities. "Get
natural" is now also the claim that draws potential vacationers to the
a somewhat different country. The image campaign works with
contrasts between modern achievements and their Helvetic
"natural" version.

For example, the headline says "Our GPS". The picture shows
a natural version with a mountain farmer who kindly gives you the
shows the way. "In a world that is becoming increasingly artificial and virtual,
the need for genuine, natural experiences and the
offers," says the agency. These can of course be found
achievements at various locations in Switzerland.
So anyone who comes here on vacation is going on a pleasant journey for the advertisers.
way back to nature. And enjoys, for example, the most natural
fitness center in the world - namely our hills and mountains.

The new campaign appears in Switzerland and abroad and includes advertisements,
Posters, supplements and POS. In addition to this image campaign
Various tactical measures under the motto "get natural"
used. A World Cup film with sexy Swiss nature boys has
has already caused a worldwide sensation. Television stations in China,
Japan, Canada, Germany and in the USA have been in the news about
reported on the commercial, which advertises with a tongue-in-cheek message:
"Dear women, why don't you spend the World Cup summer where the men are?
less about football and more about you - in the Swiss
Bergen.". Spiegel Online wrote about the commercial under the ironic aspect
"Sex tourism in Switzerland" reported. The film was also a topic
for the British BBC, The Times, The Guardian, Daily Telegraph,
Corriere della Sera, Bild.de, Stern Online and dozens of
other media from Ireland via Scotland and Holland to the
Dominican Republic.

SFLB copywriter Peter Brönnimann: "Even my mother-in-law, who lives in the
Australian outback, wrote in her newspaper about the World Cup spot with
the sexy Swiss men. With the result that the
mother-in-law is coming to Switzerland in the fall." Whether because of the
sexy creativity of the son-in-law, the other people appearing in the commercial
nature lovers or simply the generally beautiful nature
of course not revealed.

Andreas Panzeri

Poster research Ten
Months after the withdrawal from poster research with affichage
Clear Channel Outdoor presents its own research approach.
For five years, the Swiss
Outdoor advertiser APG and Clear Channel Outdoor Plakanda (CCOP) as part of the
of Swiss Poster Research (SPR) conducted poster research together. In the
Last June, however, CCOP said goodbye to it. CCOP called
two main reasons for the exit at the time: Measuring mobility
exclusively by means of GPS devices would result in too low a number of cases per
poster site. For this reason, the breakdown of reach according to
target groups too restricted. In addition, the
The SPR's observation area approach is inadequate - it shows no contacts at all,
which are not possible in reality. CCOP therefore announced a
own research approach, while Affichage adhered to the SPR and
also backed by the Swiss Advertisers Association (SWA)
received.

On May 3, CCOP now presented its own
Poster research methodology with the ambiguous name More (Mobility
and Outdoor Research). "More goes beyond what has been done in the
outdoor advertising research in Switzerland. It uses all
previous research results and supplements them with scientific
mobility," said CCOP CEO Beat
Roeschlin.

Study as a basis
As a basis for More, CCOP chose a mobility study by the Institute
for Traffic Planning and Transportation Systems at ETH Zurich. This results in
the average frequencies for any given Swiss
road section - based on the traffic measurement figures of the
Federal Office for Spatial Development and the cantons, on mobility data
from the census and from 30000 microcensus interviews, all of which
five years.

In a second step, the geomarketing-based
specialized company Lucerne-based Endoxon uses this database to develop a
frequency atlas by providing information on the individual
poster locations as well as socio-demographic data from income or
real estate databases. The frequency atlas shows
how often a poster site is used by which target groups on average.
is passed. PointLogic, a company specializing in media planning and control systems
specialized company, finally settles the whole thing with
GPS measurement data and visibility criteria for target group-relevant
performance values. A planning tool is also being created. "This allows
of each poster site and also for any combination of sites.
on reach and contact quality," says Urs Zeier, Research
Consultant from CCOP. More is open to all providers, as long as they
deliver their job data.

CCOP does not yet have all the foundations for More.
It is unclear what visibility criteria will be applied. "At the moment
we are examining various options," says Zeier. With a decision
He also expects GPS data to be available by the beginning of 2007 at the latest.
SPR data from Winterthur, Zurich and Geneva, on which CCOP relies
is sufficient for a comprehensive range validation.
at least not enough.

The number of additional GPS measurements required for this is currently being determined by
PointLogic checked. "Only then can the cost framework for
More," says Zeier. In spring 2007, so
However, he reckons that More will be marketable by then, even though not all
missing GPS data will be collected. "More stands on a stable
data basis, offers comprehensive mobility data and allows
detailed statements according to individual target groups and regions",
emphasizes Zeier.

At the presentation, Beat Roeschlin also announced the founding of the
More Advisory Board, which will provide technical support for the project.
should. He invited the representatives of the Swiss advertising market to join the
to join the association.

Markus Knöpfli

Newspapers ViznerBorel explains why many things have changed in Schaffhausen on May 1. Since May 1, the
Schaffhauser Nachrichten with a new look. The daily newspaper of the
Canton of Schaffhausen and the neighboring cantons of Zurich and Thurgau
communities presents itself clearer, more colorful and with new
structure, but above all with an adapted editorial concept.
In the complete and regional newspaper under the editorship of
Norbert Neininger, readers should be able to read the
continue to provide comprehensive information on events at home and abroad
can. In the future, however, the center of the region's number one
The focus is on reporting on the Schaffhausen region.
 
For this relaunch of the Schaffhauser Nachrichten, ViznerBorel developed the
paper in the hand. The old newspaper advertises the new one:
By means of articles that have already been published, an ironic way of
to the new look of the Schaffhauser Nachrichten.
In each case, comparisons are made in the style of: "From 1.
May doesn't make the world any easier to understand. We do."

Advertisements, posters, bus hangers, the Internet and
Radio spots. The campaign is accompanied by advertisements. After the
Schaffhauser Nachrichten is being relaunched with an image campaign.
and an advertising campaign.

The new look was developed under the direction of
developed by newspaper designer Katja Hösli. She has also already designed sheets
such as Financial Times Deutschland, HandelsZeitung or St. Galler
Tagblatt designed.

Hösli is known for clear graphic hierarchies. Her reorganization is intended to
facilitate reading and unobtrusively guide the reader. The new
Schaffhauser Nachrichten are not only more clearly laid out and
more regional, but also more colorful. After the paper was published in
color images for the first time in 2000, the expansion of the
ZDS newspaper press now also has more color slots every day
available for advertisers. In addition, the publisher offers the
special formats customary in the industry.

Andreas Panzeri

Column Cohorts of communication consultants
tell their customers: Set the topics yourselves! Don't let yourselves be
on the defensive! If you have to react, you're always in a bad position, but the reverse is also true.
Sometimes it's like a shoe. In the case of the quarrelling Zurich
Government Councillors Dorothee Fierz and Rita Fuhrer applied the laws
of the Mikado game: whoever moves first loses. Mrs. Fierz pressed
in the NZZ am Sonntag when, out of the blue
made the previously barely noticed jurisdictional battles public.
It was remarkable how Rita Fuhrer reacted. She remained silent.
She remained out of reach for comments. She simply disappeared!

I suspect Rita Fuhrer was sitting comfortably under an apple tree
and quietly read one of the most important survival books for
politicians. It was written by the Zurich sinologist Harro von
Senger, is a compendium of ancient Chinese war lists and is called
"Stratagems - life and survival lists from three millennia". Since
for example, there is the wonderful bait stratagem no. 17: "A
Throw down a brick to get a jade stone". Or the
Politician strategy no. 15: "Luring the tiger from the mountain to the plain".
In other words: tempting the opponent to move into unfamiliar territory.
to move. Politicians strategize because they are always ready (or
forced) to talk about things they don't understand.
Or, in this case extremely fitting: "Behind the smile the dagger
hide" (Strategem No. 10).

Of course, Ms. Fuhrer has not remained inactive. Already in the
Cantonal Council meeting on Monday, the traditional political platform and
news exchange, swarmed their auxiliary troops from administration and
Group and spread the "correct" version. Ms. Fierz, on the other hand
left it at her shot from the pulpit on Sundays. It
it can be assumed that it was a shot from the hip and
no considered infantry attack with artillery support
and air screen. The fact that Dorothee Fierz remained alone with her problem
(or was left alone) was less a question of information
as one of the tactics - and presumably a problem of loyalty of their
own troops in the administration and party. Either it has a
spectacular solo effort or their own people have dared to
deliberately let them run into the knife in time for the elections.
to get rid of it. For more details, see stratagem no. 20: "Turbidify the water to get rid of the
To pack fish".

Offensive and proactive information is all right, provided that the
own position is objectively consolidated and politically strengthened by loyal and
active auxiliaries if there is any opposition (and thus
is always to be expected, especially in politics). It almost seems
it was as if Rita Fuhrer had caught her opponent with Strategem 28:
"Lure onto the roof and then pull the ladder away".

As a cunning and particularly effective stratagem in the event of a
unexpected public attack proves its worth - as the present
Case in point - the calculated silence. By not saying anything
the main reason for this was the surprise effect.
The force of the attack is weakened. By allowing time between the attack and
the reaction, she has given herself the breath to realize her own
communicate focal points instead of reacting reflexively to the
having to react to attacks. And instead of reacting herself, she
others - especially the majority of their government colleagues - react
let. Another stratagem, this time number 3: "With the
Kill someone else's weapon!"

An interesting variation on this strategy of silence has been developed by
by the way, Nelly Wenger demonstrated in the same week that the
attack by Philippe Gaydoul, a combination of advertisements and interviews, in
Cailler chocolate had surprised her. She has also joined the
pressure from the hectic media and did not react reflexively,
which only prolongs the controversy and is
Operating temperature wins. Ms. Wenger also had the nerve to
duck away and keep quiet for a week, only to then have their own
agenda. This allowed her to respond to accusations that
had not been collected at all and free marketing messages from
Nestlé, because the main accusation - increased prices after
packaging change - fell by the wayside.

Anyone who masters all this so cold-bloodedly can follow another old advice
follow: Sit on the bank of the river and wait until the corpses
of your enemies. That may be Indian, but it's not
bad...

Karl Lüönd is a freelance publicist.
More about Harro von Senger and the Strategeme: www.36strategeme.ch

Tamedia's successful dating platform Partnerwinner.ch has set itself the goal of getting poster sites talking and flirting. "Hello, I'm advertising cigarrettes," says one of the cigarrette manufacturer's posters, for example. "Nice to meet you! I'm advertising chocolate," replies the other, which is from the chocolate manufacturer. In the middle of the two is the white poster from Partnerwinner.ch, on which the speech bubbles with the two texts can be read. Underneath it says: "We bring everyone together. Partnerwinner.ch". However, the implementation of the unusual campaign by the commissioned advertising agency Malstube proved to be somewhat complex. After booking the three poster sites in Zurich and Bern, APG announced which posters would be on the left and right. Only then could the text be written and printed.

Advertising market
I Since the start of Media Focus' measurements, no 1.
As much was invested in traditional advertising in the third quarter as in 2006: 782.9
million francs (+1.1% compared to the previous year). March also recorded an increase of 330.6
million francs compared to 2005, an increase of 2.9 percent. A
A surprising development can be seen in the market shares of the
Daily newspapers. At 37 percent, they are among the winners and are
primarily responsible for advertising growth. Compared to the 1st quarter of
Investments increased by 6.8 percent in the first quarter of 2005. (rg)

Corporate Publishing The customer magazine Strom has been published since
this spring with
new concept. 160 energy supply companies benefit from new
opportunities for individualization and regionalization.
Customer magazine, electricity is actually 160 customer magazines. The circulation of
820,000 copies are shared by around 160 Swiss
energy supply companies (EVU) from Graubünden to the eastern and eastern
Central Switzerland as far as Aargau, the canton of Solothurn and the
Basel region. Based on a study conducted by the Zurich agency Infel
produced 32-page basic edition, regional variants are published
with individual articles and images, to the corporate identity
customized design or an imprint that identifies the sender.
identified.

Total project management
Coordination and production of the different electricity variants require
a mature and reliable project management as well as close
Contact with all participating companies. These are each identified by means of
newsletter and in personal discussions with Infel about the content of the
basic edition of Strom. They then sketch and plan -
mostly in cooperation with the Strom editorial team - their regional
Topics. Finally, the parallel implementation of the content for
the electricity variants of all 160 partners.

An editorial team consisting of journalists, photographers, picture editors and
Designers is a guarantee for creativity and professionalism.
Contacts are made, interviews conducted and reports produced.
made. Image concepts are developed, photographers are briefed, models
and shoots, selected or purchased images.
In addition to the basic edition, all company-specific
pages and coordinated with the respective RU. Finally
The printing, equipment and distribution of electricity are handled at the All
these tasks are meticulously planned in a detailed schedule
coordinated, because the goal is ambitious: At the same
date, the electricity expenditure of all participating energy supply companies leaves the
CP cuisine from Infel; readers in the various regions will notice
experience electricity as a magazine, which is not affected by its
energy supplier is made especially for them.

In the case of electricity, corporate publishing therefore means not only
to get involved with a company and to know it, but to many
companies - and thus to do justice to their individual
Strategies, cultures and demands. Corporate publishing means
In the case of electricity, under the umbrella of a magazine in each issue a
common denominator for different companies and brands
find a balance between participants on one and the same level.
same market. The editorial team is therefore in close contact with the
Companies that participate in electricity. It follows what is happening in
and around the various energy supply companies and on the Swiss electricity market. This
Know-how is the basis for optimal advice when it comes to the
company-specific content of the respective regional variant.

Up to 15 pages of the basic edition of Strom - including
of the front page - be replaced by their own content. The RUs fit
the degree of regionalization of their output to their needs.
on. The differentiation is not limited to the content. Also in
The regional magazine variants differ in terms of packaging,
by using the corporate colors of the company on the company-specific pages.
respective railway undertakings. In this way, one magazine becomes many
individual customer magazines with which their respective senders pursue different objectives.

More than a magazine
With electricity, the energy supply companies benefit from a high quality,
professionally produced customer magazine, whose production costs range from
be borne jointly by all participating companies. In addition
They offer their customers exclusive promotions and events in Strom (travel,
concerts etc.), the organization and smooth running of which
Infel is responsible for implementation. Also centrally managed by
Strom editorial team is responsible for the magazine's website. Corporate
In the case of electricity, publishing means more than editing,
Designing and printing a magazine. It means project management for
160 customers and to publish a magazine based on this,
that simultaneously inspires readers and meets the needs of
participating companies.

"Electricity" and Infel

Strom is the customer magazine of around 160 Swiss
energy supply companies and is published four times a year in a
circulation of 8,200,000 copies (in certain regions also under the
name "Energy"). The magazine is published in a basic version
regionalized and tailored to the appearance of the
versions adapted by the sender company. For the editorial team and
Production of all versions is the responsibility of the communications agency Infel
responsible.

Beat Schaller

Business Press The Publishing Group
HandelsZeitung, publisher of the newly designed newspaper of the same name
flagship, shows stable readership figures and rising advertising volumes.
This week the HandelsZeitung appeared in
new revision as a Zweibund newspaper with a new focus. The
Financial reporting has been greatly expanded. The paper carries the logo
of the Wall Street Journal (WSJ) in the subheading and is understood to be
in future as the "Swiss business newspaper for companies and finance".
The editorial exchange with the WSJ - previously on the website
now also takes place in the leaf itself in the second fret, where on two
pages of WSJ articles are published (Werbewoche reported on
May 3 online).

How is the publishing house currently positioned? "HandelsZeitung is doing well
good, it is deep in the black," says publisher Ralph Büchi.
In fact - while some business journals had advertising volumes in 2005
HandelsZeitung (HZ) was up 3.8 % according to VSW statistics.
percent, in the first three months of this year it was
even 15 percent. The situation is similar in terms of reach: like other
economic stocks, HZ has also reported significantly fewer
contacts, they fell by 31,000 to 141,000 readers today.
Unlike elsewhere, however, the figures have risen since 2003 - the last
HZ relaunch - stable.

More financial market analyses
Nevertheless, Büchi sees shortcomings. For example, he assesses the current
Financial reporting in the money bundle as "not detailed enough". And
He estimates retail sales at a good 1000 copies per issue.
"capable of growth". Both are now set to change with the new concept. So
financial market analyses will now become a focus in the new HZ.
"But first we wanted a team with the necessary
build up specialist knowledge. That took time," says the publisher. Furthermore
he will now boost retail sales with more kiosk promotions.
After all, the HZ is intended to make up lost ground in terms of range.
recapture. However, Büchi is reluctant to name any specific goals.

In any case, the HZ is not the only good-performing title in the
publishing house belonging to the Axel Springer Group. Last year
Swiss Bank and especially the PME Magazine still have some difficulty in
advertising market, but both made great leaps in the first quarter of 2006:
PME Magazine gained 55 percent and Schweizer Bank 9.6 percent.
Securities such as Schweizer Versicherung, io New Management and Haustech
The latter, however, had already recorded double-digit growth in 2005.

However, Büchi particularly enjoys the fortnightly Stocks
- "the only Swiss investor magazine", as he proudly emphasizes. 2005
the five-year-old title reached the break-even point - and this
year, things are looking good. "March was a record month," says
Büchi. He explains that the trend in reader numbers has been downward
Blurring of Mach Basic for short-run titles. "In the first
In any case, we recorded a 40 % increase in subscription income in the first quarter of 2006.
percent," he says. Kiosk sales have also fallen by around 50 percent.
increased. Stocks is due to change its editor-in-chief in July:
Hansjörg Ryser from the SonntagsZeitung takes over the helm from Reto
Lipp, who is moving to UBS.

A major reorganization was carried out by the Swiss Private Banking (ex
BanqueAssurance) behind them: As in the business world, they took
farewell to the bancassurance concept, and since September it now appears
ten instead of six times a year and with a slightly increased circulation (10000
copies) - realigned for decision-makers in the banks,
asset managers and wealthy private investors. With good success: the
According to VSW statistics, the volume of advertising in the first quarter of 2006
the same period of the previous year by a whopping 114 percent.

HandelsZeitung becomes more mobile

Will the Wall Street Journal articles on handelszeitung.ch
actually read? Ralph Büchi can't give any figures, but some
positive reactions have been received. "Amazing, actually,
because so far we have hardly pushed this - our website corresponds to
no longer state of the art," says Ralph Büchi. This should now change
but change: It will be completely revised by the end of the year. In future
on the web for up-to-date economic and financial information,
current stock market data and extensive databases - and
in such a way that they can also be used or received from mobile devices.
can be.

Markus Knöpfli

High-end finishing The third dimension is used as a visible or tangible design element.
rediscovered. The keyword is finishing, and more and more print buyers want to
printed materials stand out from the crowd - and more and more
Print and equipment service providers equip themselves with the appropriate
equipment in order to meet this growing demand and
differentiate itself from competitors through this added value at the same time.
can. It is noticeable that particularly sophisticated-looking effects are booming,
to stand out among the refined printed matter - 
above all the 3D effects. They have been proven to increase the
Attention and desire to buy significantly stronger than all others
Finishing effects. The arc of these visible or tactile
results ranges from relief embossing, over embossing and
special paint finishes through to pop-ups.

Feel relief embossing
Tactile reliefs, which are also visible through shadow formation, convey
a classy image on stationery and annual reports. In combination
with high-quality papers, which may also have a watermark
are provided with a touch of luxury, respectability and nobility. Often
these reliefs, which were created with the help of a raised patrix and a
are produced with a recessed die, as blind embossing, i.e.
the paper is only formed in high or low relief. Depending on
depending on whether the blind embossing is single-stage or multi-stage,
less or more depth details can be displayed. Embossing
can also be printed inline using the offset printing process. In this case, a metal matrix
on the blanket cylinder and a felt on the impression cylinder
applied.

The most time-consuming process is the often still manual engraving of steel dies for
steel engraving printing. This process can be used both as a pure
Blind embossing as well as a no less complex gravure printing process
be executed. In the gravure printing process, the engraved
Line and surface elements colored with lacquer-like printing ink, the
is then tangibly and visibly raised on the paper.

Applying foils
The most common three-dimensional film finish is the
Hot foil stamping. This is a high-pressure process under
A layer of paint with gold, silver or colored pigments when exposed to heat
from a carrier film onto the substrate. At the same time
the paper, the folding boxboard, the corrugated cardboard or the book cover
deepened by male and female dies. A very attractive
Option is the combination with subsequent blind embossing
of the foil-embossed sections. For example, the
folding carton finishing die-cutting not only with foil, but also with
linked with blind embossing.

As an alternative to bronzing with pigment powder as well as to
hot foil stamping, the still young cold foil transfer printing
- also known as "Offset Foil Transfer" or OFT for short. As the name suggests,
does not absorb heat or become embossed; nevertheless, its 3D effect is
amazing. The secret lies in the ability to create rasterized subjects
to be displayed. This is possible because the substrate is printed with a
offset printing plate an adhesive layer is transferred to which the
Gold or silver pigments from a subsequently pressed on
carrier film. Large areas can also be
Refinable, which is why no metallized cartons can be printed on
must. With the additional InlineFoiler Prindor
industrialized this process. Heidelberg is on the move
cold foil bandwagon; its new cold foil, first presented at the Ipex
The company refers to this solution as "ColdFoil".

Tear-jerking eye-catchers, glued onto bestseller envelopes,
Computer game and DVD covers make use of purely visual 3D effects,
which are usually either embossed holograms or lenticular foil prints.
are created. Embossed holograms are metallized holograms.
Films that carry a micro-embossed interference pattern. Lenticular films
have microscopically narrow lens strips that are coated on the back with
UV ink are printed in strips in up to twelve phases.
The lenses transform the dissected subject into a three-dimensional image
or reconstructed into a motion effect (morphing, mini-movie, etc.).

Stand out with lacquer contrasts
Also by combining a matt or granulating spot coating,
which gives texture to certain parts of the subject, with a
high-gloss lacquer on the remaining areas can certainly be
achieve a plastic, embossing-like effect. Depending on the existing
machine configuration, the printer can be selected from several
Select gloss contrast process. The highest quality and variety of effects
is possible in hybrid coating on hybrid machines. Here
Hybrid inks with a matt/granulating oil-based printing varnish in the last
Offset printing unit partially printed and then coated with a
UV high-gloss varnish overprinted over the entire surface; the UV varnish only adheres to the
non-spot coated areas. In hybrid and pure UV machines
a UV matt varnish can also be used instead of the oil-based varnish.
However, this matt-gloss UV coating must then also be
UV high-gloss lacquer can be partially applied.

If there are no UV units on the printing press, the
UV high-gloss varnish can be replaced by a special dispersion varnish,
which is applied over the entire surface of the partial oil-based varnish. With
The heated dispersion coating literally drips off the drip-off coating.
from the oil-based varnish, with the Twin Effect varnish, the
normal-temperature dispersion varnish solely due to the non-wettability of the
oil-based varnish. As dispersion varnishes do not achieve the UV gloss,
the gloss contrast is correspondingly lower.

Imitations of security holograms or under the printing ink
concealed lettering and logos are to be printed using
metal pigment-containing MetalFX pre-print varnishes (MFX Base Silver).
The HoloFX separations look great in the bright tones of the security subject
a 25% and in the dark tones a 50% reduction of the MFX
Base Silver compared to the 100% painted environment. Through
user registration, the falsification of holograms is unlikely.

Thermal relief printing works without a coating unit, but only
Suitable for manageable print runs such as exclusive stationery
is. The still fresh layer of paint on the letterhead is removed with a
resin granules, which form a raised surface in a heating tunnel.
coating layer is formed. Additional UV curing ensures that
the finished sheets are later processed in a laser printer
can.

Reserved for screen printing or special painting machines is the
Textured and relief lacquering. Leather and wood textures that are
the granulation behavior (wrinkle skin formation) of the coatings,
are particularly popular. Relief coatings with their high
layer thicknesses and steeply formed flanks, embossing can be
but in contrast to blind embossing, they have an inherent gloss
and cannot display depth details as richly. Outstanding
rotary screen printing is suitable for the production of
Braille dots on labels and pharmaceutical folding boxes.

Pop-ups as display stands
The 3rd dimension results from displays, mailings and inserts
from punched, folded and glued structures. Here
such as car silhouettes, interiors, company buildings and appliance housings
"rebuilt" - there are no limits to the ideas.   

Dieter Kleeberg

After the Zurich design agency Nose created a new CI/CD for K-Kiosk of the retail company Valora, the advertising agency Lowe is responsible for the relaunch campaign of K-Kiosk. The Zurich-based agency won the pitch because they conveyed the world of K-Kiosk in an emphatically emotional way. The new image campaign will be launched in May 2006 under the motto "Treat yourself to something" with the intention of continuously creating extraordinary impulses. Seasonally coordinated posters and advertisements are planned in German-speaking Switzerland, which will be supplemented by strong offer advertisements.

The interest group IG Plakat | Raum | Gesellschaft (IG PRG) launched a petition on Monday to restrict poster advertising in the city of Zurich. The aim of the petition, which is addressed to the city council, is to reduce the number of billboards by 50 percent. The campaign was triggered by the new concept for outdoor advertising presented by the city of Zurich at the beginning of March, which envisages a 15 percent increase in advertising space. As Christian Hänggi, board member of IG PRG, told Werbewoche, the initiators believe that the new concept is "a step in the wrong direction". There are three reasons for this: Firstly, billboard advertising cannot be switched off, which makes it impossible to deal with advertising messages in a responsible manner; secondly, billboard advertising means a visual devaluation of the cityscape; and thirdly, billboard advertising brings no benefit whatsoever for users of the public space. Hänggi cites the fact that, with the exception of telephone booths, no billboard advertising can be seen in prestigious areas of the city such as Bahnhofstrasse as an indicator of point two.
The IG PRG, which is organized as an association, recognizes the economic and social role of advertising, but is committed to opposing excessive poster advertising. According to Hänggi, the response to the petition has been very good, with over a hundred signatures collected on May 1st alone. Hänggi sees the reason for the positive reactions in the fact that the petition is not aimed at an absolute ban on posters, but at a compromise that would benefit both sides. On July 31, the board of the IG PRG will review the feedback on the petition and define the next steps. Another measure planned is the expansion of the website, which currently only contains the online petition. At the beginning of June, the website will include a general information center on outdoor advertising, with background information and articles on poster advertising.Kathrin Fischer

Digital radio The SRG's prophecy is not coming true: this year's breakthrough for digital radio has failed to materialize. However, there is a lot going on behind the scenes and it would be wrong to speak of a crisis summit.
exaggerated. However, the current situation is likely to make
no one will be surprised when representatives of the
consumer electronics industry with SRG experts about this
how they can work together on DAB digital radio, the designated
successor technology to FM radio.
 
For some of the equipment dealers, it is clear that SRG has so far been too
has behaved passively. "The SRG still needs to take massive
advertising efforts are made to make consumers aware of the topic of
digital radio," says Monika Zander, for example,
Head of Communications at Interdiscount.

Richard Schwarz also speaks of a "modest level of awareness",
who sells digital radios on the Internet. This must be clearly
change, says SRG radio coordinator Marc Savary. "By the end of 2006
at least every second specialist retailer has digital radios in its range
lead."

Spots with little effect
However, it is by no means the case that the SRG has so far done nothing
would have undertaken. The funds needed to promote the new radio technology
The Swiss Satellite Radio department responsible developed commercials for
Radio, TV and cinema. However, these do not appear to have the desired
has had an effect. Digital radio receivers were
Christmas business in 2005 was not exactly a box-office hit, as the
dealers had hoped for.

As a condition for increasing sales figures
Interdiscount spokeswoman Zander a national broadcast coverage with
Digital radio. Radio listeners are also interested in this. Because those who
can receive fewer stations with a new radio than with the
cheap old FM receiver, he sees no reason to switch to the new
technology.

In order to change this unsatisfactory situation, SRG is currently
some. A new transmitter is put into operation almost every week.
taken. "Toggenburg is becoming a paradise for digital radio," says
in a recent press release from Swiss Satellite Radio. Reason
for the paradisiacal conditions in eastern Switzerland is an antenna at
Wattwil, which has been broadcasting digital radio signals since April 28. Eleven
SRG radio stations can now be heard in Toggenburg, some of which
can otherwise only be received via cable or the Internet. This means that the
SRG's expansion plan, which envisages covering the whole of Switzerland by 2009
with an initial digital program bouquet.

In a next step, private radio broadcasters will then also be
go on air digitally. This should have already happened in the current
year should take place. As recently as last August, Pietro announced
Ribi, Head of Swiss Satellite Radio, 2006 was the year of the big
breakthrough. In the second half of this year, the
Zurich, Berne and Basel have already seen the first private
DAB programs can be received.

This forecast has since proved to be wrong. After the
The current state of affairs means that the activation of private
programs by at least one year. The following are now known
Framework conditions for the development of the second digital transmitter chain.

DRS plans Inforadio
At the end of March, the Federal Council discussed the topic of digital radio in detail.
and, as of April 1, issued an instruction for the further
transmitter network planning in force. Accordingly, the second ensemble
radio programs that are not yet available wirelessly.
were broadcast terrestrially. "We would like to use one of these new
Radio DRS with an information program," says Marc Savary,
Radio coordinator at SRG. According to Federal Council directives, the
public broadcasters will receive no more than a quarter of the new
programs. The large remainder is reserved for private broadcasters.

Potential providers are not yet letting themselves too deeply into the cards.
look. Only this much is clear: the Zurich-based media company Tamedia,
the advertising marketer Radiotele and, more recently, the
private radio association VSP have formed a consortium with the SRG.
to promote the "market launch of DAB". At
When asked about specific projects, those involved remain vague. "We
will test under the then known conditions," says
Tamedia spokeswoman Anja Lüthi, "whether the organization of such an event is worthwhile.
program is worthwhile at the present time and whether such a program
can be refinanced by name." Corresponding program ideas and
Projects already exist, but would not be realized at the present time.
communicated, Tamedia continues.

Wait for frequency conference
There is still a lot to do before the new broadcasting slots are announced in the fall.
and coordinated, especially at an international level.
"The further expansion of DAB in Switzerland also depends on the
available frequency resources," explains Alfons Birrer, media lawyer
at the Federal Office of Communications. Which spectrum of the ether for which
purposes, will be used from mid-May to mid-June at the
Regional Radiocommunication Conference RRC 06 in Geneva. "With
what technical capacities we expect in the medium and long term
will only be known after the RRC 06," says Birrer.
  

Nick Lüthi