As Ringier announced on Wednesday, the online offspring of the cash media group is pleased to report a 76 percent increase in the number of pages accessed and a 71 percent increase in unique clients. In March 2006, the number of pages accessed exceeded the 10 million mark for the first time. The consistent expansion of the offering with Fondsguide, the Cash Immo real estate channel, stock market rumors under Cash Guru and several expert blogs has obviously borne fruit. The latest addition to the Cash-Online family is also growing; the newsletter launched in February already has a weekly readership of 36,000. Ringier is also planning to make Cash-Online even more attractive in 2006 - with a wide range of job and career offers. This is probably also in view of the free daily business newspaper Cash Daily, which will be launched this year and will be "multimedia" and experiment with new forms and media.

After five years as Editor-in-Chief, 34-year-old Stefan Regez will be leaving the paper at his own request at the end of the year. Personal reasons prompted him to make this decision, which the Board of Directors and management of Gossweiler Media regret, according to a press release. Regez worked at Gossweiler for seven years and headed the Jungfrau Zeitung during a very successful period. He refined the journalistic concept and developed innovations and, as a member of the management board, shared responsibility for the entire media company. The Board of Directors of Gossweiler Media intends to appoint a successor by September 2006. The Jungfrau Zeitung has a circulation of 10,500 copies, making it one of the largest local newspapers in Switzerland.

As can be read on the website of the Zurich Press Association, Bernhard Weissberg, the new editor-in-chief of Ringier's free evening newspaper "Heute", has poached the head of the Zurich department at "20 Minuten". Sandra Hänni has resigned after a two-month vacation and will join Ringier as news editor in June. Her successor as head of the Zurich department at "20 Minuten" will be her former deputy Alexandra Roder.

The communications agency Update, whose managing director is Hans Ott, who was commissioned by Ringier to manage the Cash Daily project, is realizing the relaunch of the Migros Culture Percentage website. The aim is to better communicate the entire range of Culture Percentage services. Update was entrusted with the content and graphic design. The new website is due to go online in late summer.

Education Goodbye, communications city of Biel: Sawi plans to relocate its headquarters to Zurich from 2010. "Sawi will relocate its headquarters to Zurich.
Zurich." Manfred Kranich from the
Sawi management announced last Saturday in Zurich. Only
as a subordinate clause in his speech at the graduation ceremony for the course
Crossmedia compressor at the Hotel Greulich. "In Switzerland, Zurich is the
The center of advertising. So it makes sense for us to be stronger and closer here.
are present at the event," Kranich said when asked. Admittedly
from the Swiss Training Center for Marketing, Advertising and
Communication is already offering courses in Zurich, Basel, Berne and
Lausanne, and with the SPRI on Ankerstrasse in Zurich
there is a partnership for training in the field of PR. Annually
However, 800 recruiters attend the block courses in Biel and
spend over four million francs a year in the "communications city"
for hotels and catering.
 
Sawi was founded in 1968 in Biel, then known as the "city of the future".
It generates annual sales of over 11 million Swiss francs and
supports 2500 course participants with 450 lecturers. More than 60 percent of them
are women. The move to Zurich is to take place "successively". After
of a property is still being sought.
Upcoming courses in Zurich are a 10-day compact course "For more
Success in Sales", course starts on August 18, the 37th edition.
Sales manager course for the higher professional examination eidg. dipl.
Sales Manager, starting June 8, as well as an intensive training course to become a
Product Manager as of April 28.  

Andreas Panzeri

Last weekend, the Swiss Text Academy presented the Swiss Text Award for the fourth time at JuniorCom (a trade event for young professionals in communication, marketing and journalism) in Davos. The winner in the "Senior Texter" category is Matthias Mächler. The journalist and corporate publisher was honored for his wide-ranging work at a high level, including his columns and reports in well-known media such as the Sonntagszeitung and for his work as a corporate publisher (e.g. in Swiss Magazin). In the senior copywriter category, Sabine Hunziker Schmid, Fridolin Jakober and Ruth Hafen also received award nominations, as did Anton Neuenschwanden (shortlisted). The winners among the junior copywriters are Ciro Silvestri (category customer magazine, employee magazine), Ivan Madeo (category mailing, flyer brochure) and Nicole Urweider (category website). In addition, Julia Dieziger, Roger Welti, Stefan Köppli and Yvonne à Porta were honored with the Award Nominee Diploma for Junior Copywriters. In total, around three dozen copywriters applied for this year's Swiss Text Award. The main prize is the Textfeder, a bronze sculpture sponsored by the media company Tamedia.

The 33-year-old Kathrin Winzenried has hosted the early evening program for six years. As announced by Swiss Television on Wednesday, Winzenried will end her presenting career in October. This is at her own request. Winzenried wants to reduce her workload due to further training, but will continue to work as a reporter and producer for special projects for "Schweiz aktuell". A successor has not yet been appointed.

Market Research: All TV advertising agencies and
The majority of media agencies would like to see the
PIN data for TV planning. But when it comes to money, they suddenly become
pale yellow. Just under two-thirds of those surveyed
Media agencies and TV marketers want the
«Personal and individual data» from TV research for the
Media planning needs to be made available—and soon: In two to
The goal is to be able to use this data for analysis and planning in three years.
This is according to a survey conducted by Markus Hollenstein,
Head of Marketing at the TV advertising agency Publisuisse, on behalf of the
Electronic Media Interest Group (Igem) last December
and January. A total of 30 companies had a
Received a questionnaire—primarily from media agencies and TV marketers, but also
Organizations such as the Swiss Dairy Farmers' Association, the
handles its own media planning, the Association of Swiss
Advertisers (SWA) and the BSW. Twenty-one of these recipients have
responded, and 18 are «in principle open to sharing their PIN data”
»interested." Strictly speaking, there are actually 19 supporters, because the
Publisuisse, which did not fill out a questionnaire itself, also agrees
regarding the approval, as Markus Hollenstein of Publisuisse stated when asked
he said. Only two recipients objected to the release, and
Another one wants to go along with the majority.

More precise planning would be possible
The main reason for the request for approval: 16 people in favor want to use the
Use PIN data to analyze TV viewers' channel-surfing behavior in greater detail.
This is currently possible only to a very limited extent: The
The TC 2000 analysis tool, which is available, compiles the data with second-by-second precision
measured Telecontrol data by specific time intervals and
Target groups combined (=aggregated data). That is why
For example, only the ratings for entire commercial breaks are reported, not
However, the ratings for individual commercials. Program analyses are also only
can be conducted according to specified time periods and target groups. With
Using PIN data, it would be possible to analyze audience behavior in greater detail and
track based on freely selectable target groups.

Four other reasons for approval were cited (11 times each):
According to the respondents, PIN data enables more precise planning
as well as optimizations of reach and contact classes that agencies
could create their own performance forecasts in the future and thus
stand out, and ultimately, working with PIN data
international standards.

However, the respondents also agree that analyses of PIN data
would entail additional work (19 mentions); they also realize that
which involves high investment costs (11). Eight others mention
...and the complexity of the subject matter as a drawback. 10 of the 21 respondents
They also state that they need help handling PIN data
would. Eight of them would do so during their international
Get the network; six made it to the (not exactly independent)
Marketers, and four could see themselves working with other agencies
or to partner with a purchasing agency. Only seven believe that without
Support for managing PIN data.

Willingness to pay is low
So it's no surprise that fourteen respondents don't quite
would prefer not to use today's service: You would like both
PIN data as well as aggregated data. Only five respondents would like to
limit it to PIN data. However, when it comes to willingness to pay,
Most of them were sheepish. Ten did not provide any information on this point at all.
or do not specify; for the rest, the range is sufficient for
the additional amount ranging from zero (!) to 50,000 francs. In particular,
Marketers are being cautious.

Opinions also differ on the question of how and whether
How to ensure transparency in the market going forward: Five respondents
call for a standardized analysis tool for the entire industry
(similar to TC 2000); five are against it—they either want or already have a
their own. Still, as many as nine might opt for a “both-and” approach
present. Six also call for a convention on how to deal with the
Data.

At this point, we can draw a brief conclusion from the survey: Above all,
the costs and the question of whether a standardized tool should be used
will likely continue to be a topic of discussion. For now, however,
waited until the new Foundation for Radio and Television Research was established
a new contact person has been assigned. «After that, the next steps will be
»Defined and decided in consultation with all market partners," says
Markus Hollenstein comments on this.

This is PIN information
PIN data is the raw material from TV research: a mix of the
sociodemographic data on the Telecontrol panelists and the
usage data collected down to the second. Agencies have access to this data
and TV providers today use SRG's analytics or planning tools
Access—however, the data there is no longer in its raw form, but rather organized according to
Sorted by target groups or time periods. This sorting has certain
This results in inaccuracies, but at the same time, handling the data
more organized, simpler, and more consistent. Approval of the
PIN-Daten serves its users (primarily media agencies and TV stations)
significant investments in high-performance computers, appropriate tools, and
Expertise (training) is required to handle the ever-increasing volume of
PIN data can be handled. In addition, an industry standard—
for example, in the form of an agreement or a standardized tool—for
the processing of the data is necessary.

This is how much data costs under the current terms
Media agencies that book TV commercials use the following for their analysis and
Planning the TC 2000 analysis tool and the Media Optimizer, which are provided by
be made available to the SRG.

They pay an annual fee to use both tools
out of a total of 2,300 francs. The data transfer is therefore already
settled.

Anyone who would like special reports that go beyond the technical capabilities
If you need features beyond those offered by the two tools described, you can find them at Publica
Outsource data processing and pay based on actual hours worked.

Markus Knöpfli

Last year, the ombudsman's office received 20 fewer complaints than in 2004, namely a total of 150. Four out of five complaints related to a television program, the remainder to a radio report. 42 percent of the complaints related to "inappropriate or politically biased" reporting. 21 percent complained about defamation and 16 percent about offending religious feelings. This was reported by the magazine Link of the Audience Council and the SRG member companies. According to ombudsman Achille Casanova, who has held the office since August 2005, it is noticeable that broadcasts are often criticized on the basis of personal concern and not on the basis of journalistic criteria. Nevertheless, Casanova judged 43 percent of complaints to be more or less justified. However, the increase in justified cases should be seen as a coincidence and cannot be seen as an indication of a deterioration in the programs. Seven percent of the complaints dealt with were referred to the independent complaints authority UBI. According to Casanova, this confirms the value of the ombudsman's office.

Press Price war, termination of
Job combination and a large BaZ circulation in the Basel region? How does
BaZ publisher Matthias Hagemann on the cheating of bz publisher
Mathis Lüdin?one week after the affront of the
Basellandschaft- liche Zeitung (bz) to the Basler Zeitung (BaZ)
the new situation in northwestern Switzerland can be more soberly
consider. The package of measures that the Basler Zeitung Medien
(BZM) has announced in an initial statement, will receive more concrete
Contours. The focus of the BZM reaction is probably on two
The main thrust: to isolate the bz in the regional advertising market. And
a more aggressive approach by BaZ in the Upper Basel region.

In the display area, BZM has a handle on the two station wagons, in
which the bz is integrated: the job combination in the joint
Saturday supplement Stellefant and the hat trick, the combo from bz,
Volksstimme and Neuer Fricktaler Zeitung (NFZ). The latter has
bz publisher Mathis Lüdin himself last December at the end of 2006
as a precautionary measure - in order to be able to make its cooperation decision freely.
can. Another new feature of Stellefant is that a termination is not only
possible, but is also already a fact. "The Stellefant have
We have already been taking the precaution of canceling our contract for some time, with effect from fall 2006.
It remains to be seen whether this will become definitive," says BaZ publisher Matthias
Hagemann on request.

One thing is certain: Lüdin would like to stick with both combinations. "I see
no need to give up the hat-trick," he says today. And also
Stellefant has brought him "a plus on the bottom line". He emphasizes
however, that the profit for BaZ is much higher. It will
should therefore think twice about giving up the station wagon.

Searching for solutions would be good
Hagemann sees things a little differently. "The station wagon was primarily a
support measure for the bz, but one that benefited both sides," says
er. This shows that the Northwestern Switzerland region is a closed
advertising space and that it would have made sense to continue looking for common
solutions.

Hagemann is cautious when it comes to the hat-trick, because the BZM is there
not a direct partner, but it does hold a 21 percent stake in NFZ
and represented on the Board of Directors. Hagemann therefore also
that he would not be unhappy if Volksstimme and NFZ
would turn down the bz. "From an objective point of view, NFZ
and Volksstimme, the general weather situation has changed. They too are now facing a
new intruder," he says. Like the two leaves
will react is unclear. This question will be discussed "in the next
days", according to the Volksstimme newspaper, for example.

Restraint in marketing
Looking at the scattering densities of the two newspapers in WG 31, then
Hagemann's next move is easy to guess: In the Oberbasel dispute
a large BaZ edition is probably on the cards. "An interesting idea!" laughs
Hagemann, but refrains from commenting further. The fact is: The
BaZ is only available in Basel, the Unterbaselbiet (Arlesheim district) and the
Dorneck in the canton of Solothurn to a reasonably respectable
Household coverage of 29 to 34 percent. In Liestal and the
In the Upper Basel region, it is - in some cases significantly - below 25 percent. The bz
In terms of paid circulation, only two districts (Liestal,
Waldenburg) is in a better position, but with its large circulation on Wednesdays it covers
four of the five Basel districts and the Schwarzbubenland to over
95 percent. In order not to jeopardize a possible cooperation with the bz
BaZ has so far been marketing itself in the bz domains.
withheld. Conversely, the bz had refrained from publishing its
large circulation in Basel and the Arlesheim district. This "almost
The "already reservation-like situation" (Hagemann) has now been terminated:
"The relationship will certainly become more competitive," says the BaZ publisher.

The fact that Lüdin is advancing to Basel with the bz large edition is rather
to be ruled out. "We have already decided not to do this in the past.
do. That's where it stays," he says. With good reason: the name alone
of his newspaper is slightly alienating in the city of Basel.

It would be rather unlikely that Hagemann would give the bz the early distribution
by the BZM subsidiary Prevag. Because Hagemann knows that the pre
Early delivery, which was introduced three years ago, is central to the bz.
a major contribution to the stabilization of the bz circulation, which is why Lüdin does not
more than ever before. Both he and his new partner Peter
Wanner have made it clear that, if necessary, they will carry out their own early delivery
would realize. So why should Hagemann look for the new
competition in the publishing sector and additional competition in the
impose distribution?

Of course, the BaZ could also still be in the tariff area of the bz
hurt. Hagemann is tight-lipped on this point: "This is a
It's a sensitive topic. I don't comment on that," he says. The reason: the
PubliGroupe, which is responsible for both the BaZ and the Mittelland Zeitung
has a lease, would find himself in a conflict of interest and would be
defend themselves. Also at the level of the BZM Board of Directors, where, thanks to the
37 percent shareholding is represented with two seats and has a say
can.    

Skepticism
Does the bz connection to the Mittelland Zeitung make sense from a media planning perspective?
view make sense? Only two media planners who also know Northwestern Switzerland very well
were ready for a statement: Riccarda Mecklenburg from
of the media agency m&m previously worked for both BZM and
at AZ Medien, Zaugg was at P Aarau and now heads the BZM
advertising agency KeyMedia.

Mecklenburg's opinion is clear: an orientation of the bz towards Aarau
"makes no sense in terms of media planning". The bz reach now feeds
Mittelland Zeitung, but "Lüdin's publishing empire" will
not strengthened, she says. Zaugg takes the same line: "New customers
I don't see this as a necessity for the bz," he says. Because the reach of the
BaZ already covers the needs of many advertisers and will also be
today is hardly complemented by other titles in Northwestern Switzerland.
 
Markus Knöpfli

According to a study conducted by Publitest on behalf of Swissdirectmail (SDM) in three waves, the performance of unaddressed direct mail was scrutinized. On the one hand, the delivery quality and, on the other, the advertising impact of scattered mailings were examined. An exclusive and demographically representative panel of 1,250 private households in German- and French-speaking Switzerland in areas served by SDM was set up for the extensive study, consisting exclusively of households without stop-advertising stickers. Only mailings of at least 100,000 copies were included in the measurement so that at least 50 observations could be made from a population of 2.1 million. The respective distribution area was taken into account for each measurement. The people who agreed to take part in the survey had to identify the advertising mailings and answer additional questions about the impact of the advertising.
The predominantly national or national unaddressed direct mail campaigns examined showed a reachability rate of 95.3 percent with a maximum margin of error of 1.2 percent. According to the study, letterbox advertising not only reaches a large proportion of consumers, it is also consciously perceived. According to the Publitest results, 77.4 percent of mailings were looked at more closely in the test, which took place in April, August and November 2005. The study went on to say that the results achieved were comparable to the top results of advertisements in newspapers and magazines. 52.1 percent of respondents also stated that they had been interested in the direct advertising and that they had learned interesting information or news from it.
However, it remains questionable whether direct advertising would achieve such high attention levels if consumers were not specifically made aware of the direct advertising through an ongoing study in which they have to complete and return a questionnaire.

Promotional film In Friedrichshafen on 9.
international TV commercial and advertising film festival "Spotlight" the film
"Crashtest" of the Hamburg agency Nordpol+ awarded gold
has been awarded. The jury unanimously selected this film as the
most outstanding. He stages the topic of security for French
Cars without showing a car. Instead, a Parisian baguette
Crash Test Dummie" into a wall. The bread doesn't break
apart, but squeezes together like rubber. Whether the spot with the
obviously not oven-fresh crispy baguette even with the
Parisian bakers is another question. Actually
the commercial would be better with an American toast bread for
advertise cars from the USA.