Toys Until May 13th
at Franz Carl Weber is all about "dinosaurs". The children
learn new and exciting things about the life and extinction of the dinosaurs,
An expert is even present in the store to answer questions about
the world of dinosaurs. These have left traces on the way to the toy store
in the form of advertising subjects and promo gadgets from the agency
SFLB: huge footprints in a park. Or a few large
Dino apples in the middle of Zurich's Bahnhofstrasse.

Shortly before the launch of the Ringier evening newspaper Heute, the first gray-green distribution boxes have been installed at streetcar stops. According to Zurich's public transport operators, the distribution is a lucrative business for VBZ despite the greater cleaning effort involved. From the day of publication on May 15, the commuter newspaper will also be distributed by colporteurs. The editorial deadline is 1.30 p.m. and the free newspaper will be available in the boxes from 4 p.m., as reported by the press association.

Data formats JDF and PDF/X play a central role in standardization and are currently the most important data formats.
in the printing industry, Stephan Jaeggi postulated at the Publishing Forum
the JDF and PDF/X data formats. Jaeggi, who is an industry expert and
Internationally renowned consultant for various standardization committees
and the CIP4 consortium, which is further developing the JDF format.
Board member, sees the dissemination of the Job Definition Format
(JDF) will bring about the biggest changes in the printing industry.

"JDF," Jaeggi is convinced, "is ideal for standardized
Forwarding of order parameters." This would also be used in the
graphic arts industry, which has already been introduced in other industries.
is common practice: the continuous, bidirectional networking of
Processes.

In concrete terms, this means, for example, that a clerk at a printing company
can define parameters when the order is placed, which can
for delivery (electronically). This information flows
in an updated form for post-calculation. In addition to the
Forwarding production data and activating processes
the status of the order can also be viewed at any time. The data format describing the order, which
in 2000 as the successor to the format known as CIP3.
predecessor, has been based from the outset on the
marking language XML, which in the meantime has also developed into a
has developed into a powerful standard.

Something is also happening with PDF
In the PDF format, the standardization component is called PDF/X. The X
stands for eXchange and thus for the exchange of data in or with
the pre-press stage.
The current version is PDF/X-3, which is also available in Switzerland.
especially in the area of ad processing by the PDFX-ready association.
is promoted.

Jaeggi hinted that there will be further developments in PDF/X.
will be. PDF/X-4 is apparently in the starting blocks. Among other things
this version with transparencies, layers and the JPEG 2000 format
can handle. Another variant, called PDF/X-4p, pursues a
interesting approach: The PDF file should contain a link to a
ICC profile can be integrated, which is stored on a website.
is created. As an advantage, this color profile no longer needs to be included in the PDF
can be integrated. A version called PDF/X-5 is to be released with extended
color systems (e.g. HiFi-Color). As a time window for
Jaeggi indicates these innovations at the end of 2006/beginning of 2007.

Jürgen Franck

Prevention The Federal Office of Public Health
(BAG) renews its appeal for safer sex. With a new
Euro-RSCG campaign, in which naked people point out the self-evidence of
protection. "The FOPH is investing around nine million
francs for HIV prevention, of which about one third is invested in the campaign.
flows," explains FOPH Deputy Director Flavia Schlegel. Compared with
the cost of lifelong antiretroviral therapy following a
contagion - 200000 Swiss francs on average - is an effective
Schlegel is convinced that prevention is a good investment. Although the
Prevention work of the FOPH support from many private and
public organizations and from the media, it seems that the
Sustainability of the calls in recent years, especially for
homosexuals to disintegrate. After an increase of around 25 percent in the
In 2002, the number of positive HIV tests increased slightly overall.
declining, but for men still significantly higher than around the
Millennium.

Also in terms of transmission type, the quarterly published
Statistics from the FOPH do not raise any doubts: The sexual intercourse has
in both women (81%) and men (around 87%) as the main route of infection.
increased. Responsible for the fact that only around two thirds of the
population to use a condom for casual contacts.
protect, is the sharp decline in deaths since 1996, which is associated with
the effective combination therapies. A
Fallacy.

Strategy realigned
These HIV-risky attitudes and behaviors led to a
strategic realignment of the HIV/AIDS prevention campaign, which was launched at
implemented for the first time in a campaign by the Euro RSCG agency: At
The 'prevention message' of Stop AIDS was replaced by the 'sexuality message'.
Health' concept with the new brand Love Life Stop Aids. It should promote the
increase one's own protective behavior and make it attractive as well as the benefit
of personal prevention. The FOPH then also let their
communicative effect, among other things, on attention, understanding and
Test acceptance. With very positive results - especially with regard to the
Anchoring safer sex rules and acceptance in guiding milieus.
concerns. According to the evaluation, there is potential for optimization in the
Core target groups of experimentalists, escapists and
consumer-oriented workers. On the recommendation of market research,
after which continues with images of concrete people and sexuality
as well as the topic of positively experienced sexuality, went
the creative team around Frank Bodin and CD Petra Bottignole like to include how
the completely new advertising idea in the print subjects and the TV spot.
the way we see it. The proposal of the life-affirming
Self-protection.

Self-protection as a matter of course
Adrian Kammer, head of the ai campaign section (FOPH) on the new
Appearance: "To a carefree and lustful love life should be
self-protection belong to it as a matter of course." This approach takes the
new "Love Life - Stop Aids" campaign in an unusual, but close
lying kind on. It shows naked sportsmen and sportswomen doing
Fencing, ice hockey and motorcycling. With the image-rich implementation
nakedness, she brings the vulnerability of people to the fore as well.
expression as the self-evidence of self-protection - without thereby
to raise the threatening finger. Instead, the two
Safer sex rules in all advertising materials under the headline "Here protects
one is also" refreshed. The positive provocation awakens
attention and at the same time points on a semantic level to the
Fragility of steeled bodies that do not protect themselves. With it
Bodin should achieve one of the goals: To create images that one
not forgotten so quickly, "even if the campaign is no longer in
is the media". He doesn't just want to anchor the images. Because: "As soon as
the new brand character is sufficiently established, a
deliberate unique position of 'Love Life,'" Bodin says.

A special challenge for the director of the action-packed
TV spots, Lewi, and for the photographer of the print subjects, Finlay MacKay,
was the effective staging of the sports sequences. In the process they had to
on the one hand to the risk of injury for athletes, models and crew
and on the other hand prevent the naked performers from clumsily
or seem ridiculous. In addition, the most exciting moments had to be
to note. What also for the players of EC Bülach, who are almost naked
chasing the puck in the freezing cold of the ice rink, a
Challenge was.   

Luca Aloisi

Corporate publishing is the "tone of voice" that
Baloise has chosen for its current annual report. Already
With the 2004 Annual Report, the Banking and Asset Management
Insurance group takes the new path of journalistic documentation
in text and images. With this year's annual report print and
online went one step further in terms of authenticity; under
Among other things, three customer advisors in Switzerland will be
working day by a journalist and photographer. Two more
Stories document everyday life and thus the implementation of the
Baloise strategy. Concept and design: Primafila AG in Zurich and
Munich.

In the months from January to April 2006, Swiss Television (SF) was able to make clear gains compared to the 2005 annual average. The all-day average market share of SF 1, SF zwei and SF Info increased by 1.8 percent to 35.2 percent. According to a statement, the Winter Olympics in Turin in February contributed to this good result. SF made significant gains in the early evening, late evening, night and daytime time slots. Only on the main evening did the market share fall slightly. This was due to the fact that most main evening programs have remained unchanged for years. A large number of these are to be revised in the course of this and next year. Looking at the target group of 15-49-year-olds, SF made gains in all time slots.

More people around the world trust the media than their governments. This is the conclusion of a study by Globescan, which examined media perception and use in ten countries. The media is particularly trusted in developing countries: This is strongest in Nigeria, followed by India, Egypt and Russia.
On average, 61% of respondents believe the media, whereas only 52% trust government statements. In the USA (67% vs. 59%) and the UK (51% vs. 47%), the government has the say. In terms of medium, national television (82% trust, 16 % do not) is ahead. This is followed by national and regional newspapers (67% vs. 18%), public radio (67% vs. 18%) and international satellite TV (56% vs. 19%). Internet blogs are at the bottom of the list with 25% vs. 23%. Demand for media is high in all countries and age groups: seven out of ten respondents follow the news every day. The 18-24-year-olds (19%) prefer to get their news from the Internet, whereas only a few of the 55-64-year-olds (3%) consume this form of news. One in four respondents also stated that they had turned their back on a news source due to a loss of trust. In collaboration with the BBC, Reuter and The Media Center, Globescan surveyed 10,230 adults in the UK, USA, Brazil, Egypt, Germany, India, Indonesia, Nigeria, Russia and South Korea during March and April 2006.

The creative director of LangGysiKnoll judged the top radio spots on the international advertising scene as the only Swiss woman and the only female voice among 16 men. Her opinion was already in demand at the Golden Ear and in Cannes in 2004. The judging for the Clio Award took around four weeks. When asked about a discernible trend, the Bernese answered: "There is generally a lot of singing, which makes sense to me if the idea calls for it. And I can't listen to pseudo-trailer commercials anymore." The winners will be announced on May 16 in Miami.

The GfK Group has published its business figures for 2005. Sales increased by 40.1% from EUR 669.1 million to EUR 937.3 million. Organic growth amounted to 6.5% and was therefore well above the growth rate for the sector. Operating income improved by 50.9% from EUR 82.9 million to EUR 125.1 million. The GfK Group therefore recorded the most successful year in the company's history. The Retail and Technology and Media and Custom Research divisions performed above average, the GfK Group announced on Tuesday evening.

38-year-old Stephan Oehen, a long-standing partner of the Klaus J. Stöhlker agency, is founding a new PR agency, Oehen PR. Oehen is starting with an existing portfolio of national and international mandates, as he announced on Wednesday. The consulting focus will be on Switzerland and Germany. The economics and law graduate joined Stöhlker in 1997, where he led well-known mandates. With this know-how, a well-developed network of contacts and a team of independent employees, Oehen now aims to become a new market player in the Swiss PR landscape. The range of services covers the entire spectrum of corporate communications, public affairs and the business-to-business sector. Oehen PR focuses on strategic communications development and management, investor relations and political lobbying. Stephan Oehler is also a lecturer at universities of applied sciences. He has been teaching lobbying and government relations on the Executive Master of Corporate Communications course at the University of Applied Sciences Northwestern Switzerland for over five years.

The advertising agency cr Basel is using the new advertising medium Active Ligtht for the Federal Office of Public Health: As part of the alcohol prevention campaign, a motif will be projected onto selected building walls in Zurich and the Basel region during the month of May. Anyone on their way home with one glass too many will literally see a light go on.

The Clear Channel Outdoor - Plakanda Group provided information on Wednesday about its poster research concept MORE. The planning tool is to be launched within a year. MORE - short for Mobility and Outdoor Research - is also based on data on population mobility. According to Beat Röschlin, CEO of Clear Channel Outdoor, MORE "goes beyond what has previously been done in outdoor advertising research in Switzerland. It uses all previous research results and supplements them with scientifically sound findings on mobility." MORE integrates GPS measurements with data from the ETH Zurich frequency atlas to create a stable data model for measuring population mobility. MORE thus follows current developments in outdoor advertising research in Germany and the USA.
In the MORE planning tool, the mobility and GPS measurement data as well as the poster locations and visibility criteria are calculated into target group-relevant performance values. If the corresponding site data is provided, the planning tool can deliver performance data for all individual sites and combinations of sites. MORE is open to all providers, Clear Channel Outdoor announced on Wednesday.
Röschlin also announced the founding of the "MORE Advisory Board" association, which will provide technical support for the MORE project. He invites representatives of the Swiss advertising market to join this association.