Business press The relaunch of the HandelsZeitung is accompanied by Jung von Matt's communication.
a new appearance to its readership (see also
page 15). In the new concept, there is a strong expansion in the
financial reporting. In addition, last fall's
initially only on the websites in the online cooperation with the
Wall Street Journal now also in print. The logo of the
leading business newspaper from New York will now also be published in the head of the
Schweizer HandelsZeitung as co-branding.

The entire relaunch, which is generally regarded as "successful", is supported by the
Zurich agency Jung von Matt with posters, advertisements and mailings
made known. The agency has been working for the
Newspaper from publisher Ralph Büchi.

The new campaign is intended to strategically support the basic idea of the new
Editorial concept of HandelsZeitung around editor-in-chief Martin Spieler
be included. At the origin of this is the realization that the
new HandelsZeitung with its significantly expanded financial section now covers all
areas of the economy. Managers therefore only need
a business newspaper to obtain both comprehensive and in-depth
to provide comprehensive information. "Which makes the HandelsZeitung the ideal tool
against information overload and lack of time," says CD Tom Seinige. Or,
To quote the new claim: "It couldn't be more economical."

According to Martin Samsel, Head of the Consulting Unit at Jung von Matt
advertisers use promises instead of "reason" in their arguments.
why". The target group is to be upgraded. Instead of
The new newspaper will be aimed primarily at SMEs as before.
increasingly also to top managers from the banking and insurance sectors
turn. These people have "little time". So in the visual language
of the subjects, why they should be associated with the new HandelsZeitung
are still informed quickly and comprehensively.

Pointed headlines
The subjects are graphic and confidential insights into the world of
Shaping finances. "You don't meet some of the best financial experts
on the stock exchange, but in editorial offices", runs as a text over a
picture, which looks like it was taken through a crack in the door, shows the said expert
at work. The font for the advertising is in the
Ticker-style as with well-known stock market reports. Another
Subject allows a quick view of an insider at a crossroads
in New York, headline: "The new HandelsZeitung in cooperation with
the Wall Street Journal."

Six print motifs were developed on this platform, which
will be staggered throughout the year. With pointed headlines and
high-quality art work is in line with the new positioning and the
The demand for quality journalism is taken into account.    

Andreas Panzeri

The internet marketer Adlink has pledged financial support of CHF 150,000 to the new internet research conducted by Wemf and SRG. At the same time, Adlink will continue to obtain data from MMXI Switzerland's Internet panel. To this end, the marketer, which belongs to Goldbach Media, has extended its contract with MMXI Switzerland by one year - as an "optimal interim solution", according to Adlink's press release. Adlink hopes that the online industry will follow suit.
However, Adlink is thus performing a balancing act between old and new internet research - which points to the dilemma currently facing the entire online industry. This is because the New Internet Research (NIS) of SRG and Wemf is only making slow progress. The offer for a slimmed-down NIS version announced for the end of March has still not been submitted. This is one of several reasons: The SRG Directorate General has not yet approved any start-up funding for the planned Internet panel. It is only prepared to do so if there is certainty that the panel will later have enough customers to reduce SRG's costs (see also article in today's Werbewoche).
But customers are hesitant. They want to see data first. Above all, however, they already have panel figures - those from MMXI. Although these do not fit into the overall concept of NIS, they are available, while the SRG panel is a long time coming. Adlink's commitment now bursts into this situation. If Adlink's example sets a precedent, the SRG panel - and thus probably also NIS - could be further delayed.
Adlink's commitment to MMXI's "current and methodologically reliable data" is also extremely controversial in another respect: five years ago, the MMXI panel was mainly initiated and financed by SRG, but the contract expired at the end of 2005. SRG hoped to be able to take over the panel seamlessly and integrate it into NIS - but Nielsen got in the way and has been running the panel on its own since the beginning of 2006. This is another reason why SRG now has to set up a new panel for NIS.
Markus Knöpfli

What HandelsZeitung publisher Ralph Büchi hopes to gain from the WSJ label - and where the paper will position itself in the future.
WW: The
HandelsZeitung is doing quite well, and the last relaunch was not so long ago.
three years ago - why are you now creating a new concept?

Ralph Büchi: It's true:
Our reach is stable, and in the advertising market we are one of the
market share winners. This is precisely why the time for a
New concept that we have been planning for a long time, now favorable. Because such
Comprehensive changes are better achieved from a position of strength.
implement.

WW: The cooperation with the Wall Street Journal (WSJ) plays a central role in the new concept. How does this work?

Ralph Büchi:The
WSJ entered into partnerships with us and other European newspapers
- per country per exclusive partnership. We deliver up to
three articles in English to wsj.com. Publish vice versa
we publish WSJ articles on our website. Since May 3, we have been translating
additional WSJ articles, customize them and print them weekly on
two clearly marked pages.

WW: What does this collaboration cost?

Ralph Büchi: The parties have agreed not to disclose the mutual compensation modalities.

WW: It is very unusual for a newspaper to give the logo of a publishing partner space in the newspaper headline.

Ralph Büchi: The
WSJ plays a very important role for us - both in terms of image and
in terms of content. This is how we get first-class international news that makes it
enable us to recognize global trends earlier. The WSJ brand has
but it also has an important symbolic power, it stands for financial competence.
We can now apply some of this to the 145-year-old HandelsZeitung
transferred. The fact that we are also an important Swiss company in the Dow Jones
correspondent also benefits our reputation. We therefore carry the
Brand Wall Street Journal almost like a medal.

WW: The HandelsZeitung is now called "Schweizer Wochenzeitung für Unternehmen und Finanz". Is this a farewell to SMEs?

Ralph Büchi: We
never saw ourselves as an SME newspaper, but always as a newspaper for decision-makers
- regardless of whether they work for SMEs or large companies. The
structure of our readership proves this, it reflects the structure
of the Swiss economy. We are building the financial sector
because with
We have identified a strong need among our readers for in-depth information on investments and the financial markets.

WW: However, HZ is now moving closer to Finanz und Wirtschaft (FuW).

Ralph Büchi: No.
I would say that HZ remains absolutely true to its line. We
are taking a qualitative step to deal with the increasing complexity of
to be able to keep pace. However, we will be able to keep up with economic
continue to deal with the entire breadth of the issue, i.e. always also the strategy
or the marketing of a company and never
exclusively the shareholder perspective.

Markus Knöpfli

As part of a far-reaching cross-branding concept, everything at Radio 105 is "powered by Seat": company cars, stationery, business cards, website and advertisements. In addition, as Radio 105 announced on Wednesday, the car brand from Spain is also the sponsor of individual broadcasting vehicles in which the "powered by Seat" logo is acoustically integrated.

As Media Focus reported in the media trend on Wednesday evening, never before since measurements began in 1990 has so much been invested in classic advertising in a first quarter as in 2006: CHF 782.9 million, which corresponds to an increase of 1.1 percent compared to the previous year. At CHF 330.6 million (up 2.9 percent), the advertising month of March also represents the highest value measured. The development of the market shares of the media groups was surprising. Daily newspapers were among the winners in the first three months with a market share of 37%. Gross advertising investment increased by 6.8 percent compared to the first quarter of 2005. This means that the daily newspapers are mainly responsible for advertising growth, according to Media Focus. Trade journals, poster advertising and cinema advertising also increased in the first quarter. The otherwise successful electronic media of television and radio were surprisingly weak. TV advertising fell by 4.8 percent in the first quarter compared to the previous year, while radio fell by as much as 8 percent.

Logistics I PostLogistics is also aiming for a top position in integrated logistics solutions. LGK provides the campaign for this The Swiss logistics sector is growing
faster than average. With the increasingly globally networked
economy, which requires ever more efficient processes in the flow of goods
this development is just as unsurprising as that of the
Concentration movement among logistics companies. Nevertheless
the industry still has around 300 companies in forwarding and logistics.
However, it is primarily the large companies that are benefiting from the boom in the
Swiss imports and, above all, exports.

Without exaggerating, the national logistics market can be described as one of the
central pillars of the economy - with almost four percent of the
gross domestic product, 26,000 employees and a turnover of over 17
billion francs.

Potent wallflower
One of the most important industry players in materials management is the
Swiss Post, which is increasingly evolving from a pure carrier into a
comprehensive service provider with integrated logistics solutions
developed. Although with sales of around CHF 1.2 billion and
Switzerland's largest logistics company with around 5500 employees.
It also maintains the densest logistics network in Switzerland. Bloss:
This fact has so far only been known to industry insiders - and - far
will become more explosive, competition will become tougher. In order to secure the
To increase awareness and competitiveness, Swiss Post is simplifying
its corporate structure and bundles ExpressPost, ParcelPost and the
logistics services under the PostLogistics brand.

This makes sense, if only because PostLogistics is able to follow industry trends.
and also specializes in sophisticated services with
transparent conditions. For example in the
materials management for hospitals, in fleet management, in
transportation of valuables and in the flow of goods and information throughout the
repair process with web-based IT solutions. Also in terms of communication
level is the bundling of logistics competencies under one brand
understandable, as this can be done in a more uniform, simpler and
be more transparent.

Harmonized advertising presence
The Bern-based agency LangGysiKnoll (LGK), the previous budget holder of the
ParcelPost and ExpressPost, has been able to offer its customers
Experience also in the introduction of the new service brand Hand
create. We were looking for an all-encompassing mantle campaign with which
advertised both the new performance brand and all its products
can be achieved. The coat campaign ensures a high
recognition value and a broader appearance.

The campaign takes up the positive values of the previous
communication, thus ensuring continuity, explains CD Text
Daniela Jakab. Confidence in ParcelPost and ExpressPost
should be transferred to the new brand with as little loss as possible.

As PostLogistics not only transports physical goods, but also more and more
information is transported, the material and immaterial
Streams in the campaign to create an unmistakable key visual
have been merged. The unbroken yellow band covers the entire
Switzerland and floats freely in space because it stands for speed and
flexible solutions. It is unique because the color yellow has been
Decades
stands for Swiss Post.

The campaign stands for the self-confident, modern appearance of a
Market leader that can offer everything from a single source, according to the creators.
In addition to market leadership in the standardized mass business
PostLogistics also has a strong market position in the
integrated logistics solutions. All logistical
Services are modular and can be customized by the customer.
individual service packages can be put together. These advantages
The campaign, which was launched at the beginning of May with print and poster
in headline and copy. In support of this
Specialist articles in selected media provide in-depth information on the background to the
new performance brand.    

Luca Aloisi

Press The regionalization of 24 Heures
has disappointed a lot of people. Thanks to the new regional newspaper La Région
Nord Vaudois can breathe a sigh of relief. "We were expecting 1000 subscribers in the
month of April. We have already reached 1700!" says Isidore Raposo
beaming. He is 52, founder and boss of the brand new local newspaper La
Région Nord Vaudois. It is aimed at disappointed readers of the
Edipresse newspaper 24 Heures.

Since the beginning of April, La Région Nord Vaudois has been published twice in the
week, once with 5000 copies, once as a litter newspaper with 40000 copies
Edition. The new magazine has between 16 and 32 pages and brings
Exclusively local information, local and regional politics, sports,
club life, agenda. It has the format of a free newspaper and is aimed
is aimed at the population in the northern part of the canton of Vaud from
Yverdon via Grandson to Orbe and Vallorbe and thus to around
100000 inhabitants.

Isidore Raposo is a local. Since the age of eight
he lives in the region. He wrote his first articles at the age of 16.
At 24 Heures, La Suisse, l'Illustré and for seven years as a French-speaking Swiss
correspondent for Blick, he learned the trade from the bottom up. Raposo
is a "localier", a convinced local journalist, first and foremost at the
front, with a direct line to the population. He later became editor-in-chief
of La Presse Nord Vaudois, the local newspaper in the northern part of the
Canton of Vaud. When Edipresse buys the local newspaper and integrates it into the large
new regional newspaper 24 Heures with its four local split editions
he becomes editor-in-chief of the split edition. For just under a year,
Then he throws in the towel in disappointment: "Too little local information, too
a lot of centralization in Lausanne, too much paper in the mailbox of the
readers," is his criticism. For Rebel Raposo, the integration of the
local newspaper into a major regional newspaper failed: "We are in line with the
Wish of disappointed readers of 24 Heures, who want their local newspaper back.
wanted to have."

Locally anchored
The local content corresponds to the local owners: The
The publishing company La Région SA has a share capital of 250000
Swiss francs and is owned by around 40 shareholders from the region. The
The Articles of Association provide for a right of first refusal for the founding members:
"So that the paper remains in the hands of the region and not the same
adventures like other newspapers," says Raposo. The team
consists of two journalists, a trainee and two people in the
in-house advertising department. Not a matter of course for such a
Project: The newspaper pays GAV wages and has a respectable
Budget item provided for freelancers. Despite modest resources
journalistic ambition and works editorially with the
La Liberté in Fribourg: "We take articles from them about
cantonal politics and those of a magazine nature and supply them with
but with our own research from the region." The satirical magazine
Saturne warns the newly minted newspaper makers who, in order to gain subscribers
to win discounted admission to the caves of Vallorbe or the
Bison Park in the Jura Mountains: "Watch out, Isidore!
to such a La Région Nord Vaudois 'young' target audience,
you'll soon be offered the editorship of a senior citizens' magazine!"

Edipresse man Pierre Buntschu, deputy publisher for 24 Heures,
is relaxed. "When a tree gets big, it grows at its foot
new trees," he says with a poetic flourish. The local paper is not a
problem for a large cantonal newspaper like 24 Heures: "We are working
simply not on the same level." Edipresse will work on the concept of
four split issues, but is continuing to work on the planned
Relaunch for the coming fall (see WW 01/06). For once
Raposo, for whom his departure from 24 Heures marked a
year has come to an end, with his ex-employer
agrees: "Our local newspaper is no competition for Edipresse.
We are a niche product."
    

Helen Brügger

Regionalization with discordant tones

For just over a year now, 24 Heures has been published by
Edipresse in four different split editions. The change was the
Merger of the paper with two local newspapers in Yverdon and in
Montreux, Les Presses, preceded it. With regionalization, the
audience, however, was not satisfied. It caused a stir among the target group
This has caused widespread uncertainty.

The readership of the former regional newspaper 24 Heures felt that the
the new split issues are no longer sufficiently covered by the supraregional
informed about events. Readers of the incorporated newspapers, on the other hand, knew
and do not know what they are doing with their extensive split edition of 24
Heures should start.

Last January, Edipresse responded to the dissatisfied readership by
and reorganized the regional bundle of the newspaper and made it clearer.
structured. (rw)
 

Following its ten-month investigation, the Swiss Federal Audit Office (SFAO) found that SRG SSR idée suisse uses its funds carefully and purposefully, taking into account the existing structures. The SFAO also found that that SRG was on the right track with its reforms and needed sufficient freedom for its online and multimedia activities. However, the procedure for setting reception fees should be improved. On behalf of the Federal Office of Communications DETEC, the SFAO examined the financial situation and profitability of the SRG against the background of the entry into force of the new Radio and Television Act (RTVA) planned for 2007, which provides for fee-splitting in favor of private television and radio stations. The Federal Council is expected to set the future reception fees in January 2007. According to DETEC, the SRG has already been invited to submit its financial requirements for the coming years. The SFAO's current report is a basis for assessing the SRG's demands.

Internet Research The New
Internet Research (NIS) remains in the bidding phase - probably due to
competitor MMXI Switzerland, whose panel continues to run and to which NIS has given the
Life is made more difficult: For five years
the MMXI Internet Panel was primarily financed by SRG, at the end of the year
However, it terminated the contract with MMXI Switzerland in order to develop the New
Internet Research (NIS). Initially, the
SRG to take over the MMXI panel and continue it without interruption.
can. However, MMXI and its parent company Nielsen Netratings
were opposed. "We are evaluating whether we should continue to
want to conduct Internet research," said Stefan Raum, Managing
Director of MMXI Switzerland and Nielsen Netratings Germany Anfang
February. Raum has since clarified that his panel with around 3200
panelists continues to provide monthly data. "We will also do this
continue to do so," he says. He has no legal concerns.
"After all, Nielsen owns the patent and the panel technology",
says Raum. And what about customers - does MMXI now have some who were previously
had been managed by the SRG subsidiary Publica Data? "We have
customers that we didn't have before," answers Raum
sibylline. In any case, he could operate the panel "economically".
Which is surprising, because the Establishment Survey, the
The basic survey for the panel had to be created from scratch because SRG
and IHA-GfK no longer provided any data. Which institute today
However, it is not immediately possible to say whether the company is collecting the basic data.
This will be organized from the Nielsen headquarters in London, he explains.

Be that as it may, it is interesting to note that, conversely, the NIS is faltering.
has come about. It can be assumed that there is a partial connection.
In any case, one thing is certain: Wemf and SRG wanted to have the
Internet community to offer a slimmed-down NIS version, which has so far been
but this did not happen. "In the advertising-relevant part of NIS, i.e. the
NetProfile, the preparatory work by Wemf, marketer and
sites longer than planned," explains Markus Jufer, who works for SRG
responsible for Internet research. And the panel that SRG
according to Jufer, not all the details concerning the
Financing clarified.

Relief provided
In fact, the SRG Directorate General has allocated 3000
panelists in 1400 households have not yet given the green light, although
there is a budget for start-up financing. "In principle
operations are secured for 2006," says Manuel Dähler, head of the
SRG Research Service (FD). However, SRG only wants to push ahead if it
it is certain that it will be relieved later. Corresponding commitments
had to catch up with the FD, but Dähler hints that this is something
was running rough. Is it the MMXI panel? Dähler mentions this with
not a word - and when asked about it, he is not
continued existence. So far, he has also refrained from legal
steps. Jufer, for his part, is determined to set up a new panel on
on its feet. "The goal remains: By the middle of the year, we want to
panelists under measurement." The Directorate General will be
will decide on this in the next few days.

Markus Knöpfli

Merchandising After the successful
NZZ bag campaign this year, the NZZ Folio bag will be the most attractive
The "advertising medium" of the summer of 2006, says house agency Ruf Lanz
safe. For the design, the agency used the most beautiful front pages of the
artfully arranged in recent years. And because the PVC bags with 
the different fabric cut-outs in a limited edition
it is worth ordering before Friday.

The egg hunt is over: The largest Swiss search engine is conducting the first official gold treasure hunt on May 7, 2006 from 10 am to 4 pm. The large field or the place where the 10 x 100 grams of gold are hidden should be found in advance using the search engine Map.search.ch. Tips on finding the location and the conditions of participation can be found at About.search.ch. On the day of the gold treasure hunt, you then have to obtain numbered participation coupons on site and dig for the gold. The "Black'n'Blond" team Roman Kilchsperger and Chris von Rohr will be breaking ground. True to the motto "Meh Dräck", as it says in a press release.

Cosmetics Everyone has their own preferences.
And every woman has her lips. With which they can do all sorts of things between
Cupid's bow and lower lip greedily entwined - sometimes also to his
Pleasure. Provided they are lips with a natural sensuality.
are overflowing or injected with collagen. All those who neither
had the one nor could afford the other, had to deal with the
the deadening effect of pleats. This has now come to an end.
To the sensitive tinkerers in the Labello laboratories and their new serum
Thanks to. They have devoted all their expertise to the female longing for
togetherness, security and love. If that had also been the
advertising crew, the ad would have been a superficial problem for me, the
that gets under many people's skin.
So let's just call it bad luck for artists that the creatives have the
The package leaflet was not read through carefully and the deconvolution cream was so
have applied generously. The result really catches the eye.
Even the suction cups of Donatella Versace and Lolo pale in comparison
Ferrari, blessed. It is comforting for the advertisers that the achieved
Rubber tire effect in certain milieus may well indicate a need for
Self-positioning reacts. (la)