Post: At first, publishers and the Post wanted to
newsstand sales at 33 selected post offices only from June through
They tried it out in November 2005, but then the experiment was quietly
extended by four months. The publishers apparently wanted to see if
Those initial «impulse purchases» have become a regular habit. End
The trial will end in March, as both sides have confirmed. After that,
were evaluated, and a decision was made on how to proceed. One advantage
The Post has it: Its scanner-equipped registers report sales
Updated daily. (mk)

With the claim "Your pharmacy. The first step to recovery", the Swiss Pharmacists' Association (SAV) aims to position pharmacies as the first port of call for prevention, early detection and pharmaceutical triage. The campaign of the SAV takes up therefore in the course of the year 2006 typical topics, with which the course to the pharmacy brings advantages. In March and April, the first topics on the program will be bladder weakness and migraine, with the main aim of addressing the 400,000 and 800,000 sufferers in Switzerland respectively.

Column Demonstrative France
waits in vain for a demo against television: For media criticism there are
it was not a mass audience. It was on a Wednesday afternoon, and
everyone was there live. The interrogation of a judge by name was announced
Fabrice Burgaud. Burgaud is considered - not entirely unjustifiably - to be one of the
The government has been held responsible for the biggest judicial scandals of recent years. At
that afternoon last February, new thresholds of shame in media society were undercut: a new form of
TV court became the people's tribunal - the medieval pillory
is a weak comparison for this.

It's about a bad case of child molestation that took place under the
Outreau" has gone down in the annals of history. Outreau is the name
northern French village where the drama began. The incidents occurred
In the fall of 2000 - in the wake of the affair of the child murderer Marc
Dutroux. This also had a hysterical climate in France
created. It formed the breeding ground for the judicial and media scandal
Outreau.

That there was actually sexual abuse of children at that time
must, in view of the development since then, be taken with all due
The situation can be clearly stated. Parents and neighbors were involved:
They were arrested and are in prison. But in the maelstrom of the investigation, numerous blameless citizens have been
interrogated and arrested. In the process, more than a dozen people were
sentenced to prison terms - only on appeal two years
after which the indictment collapsed like a house of cards. One of the
Victim had committed suicide in prison. Families were destroyed,
Existences have been destroyed. Last December apologized
President Chirac and the minister in charge with the victims. A
renewed wave of moral outrage went through the country. Only it had
now a different thrust.

In view of the outrageous condemnations, a
Parliamentary commission of inquiry convened. The
Parliamentary television was allowed to broadcast the sessions as an exception. But
the questioning of the victims was so impressive that even the
news programs turned on and kept the negotiations out of
program broadcast live. The "Tagesschau" provided long reports and
Special broadcasts. It was the moment of truth. At last the
innocent convicts tell what injustice they had suffered.

Last February came the interrogation of Judge Burgaud. This time
TF 1 and all other stations were already there an hour before the start.
Pale, Burgaud sat between his lawyers. The oppressive images
gave the impression of a Stalinist show trial. It was about
about sodomy and fellatio, about the erections of a father and his son. But with the interrogation of the judge
the dramaturgical climax was reached. Since then interested
hardly anyone for the work of the Parliamentary Investigation Commission. Since mid-March
it sheds light on the role of the media. The reporters from Paris and the
Local reporters speak out with astonishing openness
Response. The investigation virtually produces an object lesson.

It was known that the media's willingness to be self-critical was not
is greater than that of the judiciary. Consequently, they have started with the Hatz
on Judge Burgaud distracted from their own shared responsibility.
After all, well-founded articles also appeared in the serious newspapers,
who were critical of the media. But more recent cases show,
that the media have not learned any lessons from Outreau.

Yet another insight suggests itself after the Outreau case: For
Media criticism does not have a mass audience. Citizens do go against
the government and also against the church on the street - even more so
to combat pederasty. But viewers obviously want
do not know how they are being manipulated. Above all, they want to
under no circumstances take their satisfaction from their moral
Let outrageous declarations be muckraking. On a demo against the
Even in demonstration-friendly France, television is still waiting for the
still.

> Jürg Altwegg is the cultural correspondent of the Frankfurter Allgemeine
Newspaper in Geneva.

ADC Sebastian Turner, CEO and Chief Creative Director of the Scholz & Friends Group, on the fleeting nature of success. WW: How does it feel to be the creative director of the agency with the most ADC Gold Nails?
Sebastian Turner: All right. But I feel a bit like Till Eulenspiegel, too. He was always happy when he had to walk uphill, and—unlike everyone else—when it was easier going downhill, he
He didn't laugh that much. And that's because he was already facing the next mountain
saw. We are very pleased that our agency has received this award.
On the other hand, it won't be easy to avoid that in the future
to lose weight.

WW: According to
In its annual report, the S&F Group reported last year that
We have won 200 new contracts. The potential for more awards is
In any case, it's there.
Sebastian Turner: The
That's true. However, winning new business is always a
A strain, because during the competition presentation time, she was
must work with the existing crew, and if there's a gain in pitch, then first of all
must recruit and integrate staff. That is why there is also more
Opportunities to make mistakes.

WW: In the
A comparison with successful domestic agencies reveals that
The Swiss firm's only shortlisted entry at the Swiss ADC was lackluster
off.
Sebastian Turner: As
I founded the Scholz & Friends office in Dresden and later in Berlin
For several years, we didn't even have a
Made it onto the shortlist. You have to take the time to and
If we consistently focus on quality—it will work out. Our success
We haven't planned much for this season either. That makes it all the more possible for us to
Let's be happy about it now. And even if we're not doing so great sometimes
If it didn't work out, then it wasn't planned anyway.

WW: On the other hand, you’re planning to expand the S&F branch in Zurich soon. What can you tell us about that right now?
Sebastian Turner: Nothing
more than you apparently already know. We have it in Zurich—and
Not just there—we always handle it in such a way that we try to use the eggs first
to lay them and then cluck. And when the time comes, we'll also
cackle.

WW: Do you think clients have now come to understand the ADC’s message—that creative advertising is more effective?
Sebastian Turner:
We're amazed at how quickly and effectively the message has caught on
has. I haven't heard a statement in a long time that opposes
Creativity is key. It's no longer just a matter of whether you're creative or
not that, but rather, what is creative? Even though that doesn't mean that
wherever you want to reach creative people, you've already reached them
...: Just having set the goal is already an enormous
Step.

WW: Do you have any specific examples of this?
Sebastian Turner: Today
They even note in retail advertising that, over the past
has made a qualitative leap in recent years. The pork bellies are
more entertaining, witty, and now even come up with catchphrases
Words like «Stinginess is
»awesome.".            
    

Interview: Luca Aloisi

Op-Ed: The Publishers' Association is being co-opted to serve its members' interests, says Günter Heuberger. The latest attempt by the Swiss Publishers' Association
The press, to secure its own interests and at the same time the
Abolishing the only independent regional television station is the most brazen move yet. The proposed bill would
cement the regional dominance of multimedia publishers,
And politicians are supposed to finance this with license fees, too.
Because the monopoly publishers suspect that this won't go unnoticed
...they immediately want a base contribution of 50 percent of the fees
for every event organizer. The public broadcaster would have just one more
A percentage ranging from 10 to 20 percent (!). I wonder if the representatives of the
The Swiss Press Association took note of the parliamentary deliberations
have expressed. In several statements, the unease regarding the
The distribution of royalty payments to publishers with market power is an issue.
And as for the service areas, those of the St. Gallen-based company and
Individual applications submitted by residents of Schaffhausen for cantonal service areas
rejected. What was downright distasteful was that someone who had once been with the
A member of the Council of States working for the *Schaffhauser Nachrichten* published the ominous
had to submit an individual motion.

The Swiss Press Association's paper aims to achieve this through the redistribution
the service areas in Eastern Switzerland, the independent Tele-Top to the
Make it disappear, after this has been achieved through massive marketing efforts
has not been achieved in recent years. A scientific
A 2001 investigation had found, among other things, that at St.
Galler Tagblatt for its own digital media outlets, Radio Aktuell and
TeleOstschweiz generated advertising revenue of 1.67 million francs. A
A figure that ranks just behind the two major retailers, Coop and Migros,
but was still ahead of Swisscom.

To date, TeleTop and Radio Top have been able to strengthen their position.
Time and again, however, there are setbacks when event organizers work with our
Media outlets want to collaborate. The St. Galler Tagblatt threatens to
immediately that, in this case, one should read a different newspaper in the region
should look for. The latest article in the Swiss press seems to have little
well thought out. Whether it will lead to the desired disappearance of the only
will lead to the emergence of publisher-independent regional television in Switzerland, is
open. The way in which the Newspaper Publishers Association has involved itself in the
However, the fact that it allows the interests of individual members to be co-opted casts a negative light on
the state of an industry and its representatives, who are, after all,
would have enough future challenges to tackle in terms of overall strategy.

   Günter Heuberger is the managing director of TeleTop and Radio Top.

The Federal Council intends to establish a second digital platform based on T-DAB technology in German-speaking Switzerland, which will be open primarily to private providers of new regional language programs, but also to SRG SSR. The public tender for the licenses is expected to take place this summer. Subsequently, the expansion of a second digital radio platform is also planned for French-speaking Switzerland and Ticino. SRG SSR already offers an initial T-DAB program package in large parts of Switzerland. With regard to the analog broadcast of radio programs via FM, the Federal Council is not making any radical changes to its course. It believes that analog FM broadcast technology will continue to dominate in the coming years. It therefore rejects a far-reaching technical redesign, as this would only make room for a few new stations. According to the press release, there are promising prospects for digitization in the medium term. The Federal Council has instructed the planning authority to refrain from taking any measures that could hinder a potential future technological leap. The Federal Council’s decisions were based on studies and analyses of the future of Switzerland’s radio landscape, as well as on the results of a needs assessment that OFCOM conducted last year among stakeholders in the media sector. The press release goes on to state that the course of action taken is supported by the overwhelming majority of the groups consulted.

PubliGroupe increased its sales by 1.7 percent to CHF 2.015 billion in 2005. According to the press release, the increase in sales is attributable to the new activities of Cinecom in the electronic media sector and to the intensified cooperation between PubliPresse and the Neue Zürcher Zeitung since January 1, 2005. The net result increased by 21.3 percent to CHF 85 million thanks to higher financial income. The operating result (EBIT) amounted to CHF 72 million, which corresponds to a decrease of 5.3 percent. The main reason for the decline is the significant use of funds (approx. CHF 12 million) for the development of the Group in the online and electronic media sectors, as the company announced.
The company's Board of Directors will propose a total distribution to shareholders of CHF 11 per share at the next Annual General Meeting. In 2004 it amounted to CHF 9. The total distribution to shareholders amounts to CHF 26.2 million (+ 22 percent), or 36.5 percent of the net result.
In terms of operating result, the Publicitas Promotion Network (PPN) division, the international marketing of press advertising, achieved the greatest increase in the various segments, with EBIT growth of 117.9% to CHF 8 million. Sales increased by 2 percent and amounted to CHF 345 million. PPN recorded strong growth in Asia (+ 27.9 percent), while European activities (- 0.1 percent) remained stable overall. Business in America suffered an overall drop in sales of 24.3 percent.
The PubliPresse segment, which handles the marketing of advertising for the Swiss press and its online services, improved its sales by 1.5 percent to CHF 1,480 million. The increase in sales is attributed to the exclusive cooperation with NZZ and NZZ am Sonntag from January 1, 2005. The operating result fell by CHF 8 million to CHF 16 million. Most of the decline in EBIT resulted from the approximately CHF 5 million invested in the development of Publiconnect. The decline in commercial advertising (- 2.8 percent) had a negative impact on PubliPresse, which was only partially offset by the favorable development in job advertisements (+ 14.2 percent) and real estate advertising (+ 5.1 percent).
The PubliDirect division increased its EBIT by 0.6 percent to 52 million francs. Sales also remained stable at CHF 133 million. Printed telephone directories recorded a slight decline, while sales of Internet products rose sharply. According to a press release, PubliDirect is preparing to launch a new portal at www.local.ch in April 2006, geared to the needs of local markets throughout Switzerland.
The "Business under development" segment reported sales of CHF 68 million and an operating loss of CHF 5 million. Cinecom recorded a good development of its advertising marketing for television (+ 3 percent), while the cinema sector lost 10 percent. Web2com AG, which emerged from the merger of Publicitas Webservices and Publimedia Webadvertising on July 1, 2005, reported sales of CHF 8 million (+ 10.5 percent) in the area of advertising marketing for websites and mobile telephony. The consulting/e-business company namics increased its turnover by 12.3% to CHF 20 million.

The winners of the 2nd round of the Young Creative competition "Only an advertisement can do that" have been announced. In the first round of judging in autumn 2005, 12 ideas were selected for realization from 78 submitted proposals. The finished advertisements have now been judged again and the best works selected. Nik Hodel convinced the jury with his idea. He used the job advertisement for the successor to the position of director of Swiss Television, which actually appeared on September 21/22, 2002, as an advertisement for the "Only an advertisement can do that" campaign. Second place goes to a boy's room with car advertisements on the walls. Alain Szerdahelyi and Achim Kaufmann sent in their entries. The three winners will travel to Berlin from May 11 to 13 for the "Best YET" (Best Young European Team), the international counterpart of the Swiss Young Creative competition.the winners and finalistsPlace 1:

Hodel Nik - TV director wantedPlace 2:

Kaufmann Achim + Szerdahelyi Alain - Advertisements bring dreams closerPlace 3 to 12 (ex aequo):

Bresch Corinne - Response and sampling
Bresch Corinne - Only one advertisement can be taken to each destination
Lüscher Sylvie + Meyer Sabina - Only an advertisement stays in contact with the consumer for a long time
Hauser Isabelle + Günter Matthias - An advertisement is the only advertising medium with a freely selectable format
Tüscher Anne - Advertisers give their customers the time they need
Jungo Alexander + Parente Claudio - Only one advertisement still stands out on 56 x 30 mm
Oetterli Reto + Makarow Alischer - An advertisement is read in moments of pleasure
Oetterli Reto + Makarow Alischer - An advertisement was, is and remains a modern means of communication
Weber Yvonne + Sabo Rim - ... your lifelong companion
Tuskanovic Stefanija +Böni Sabrina - Only one advertisement can entertain for hours - Golfclub
All 12 subjects will appear in over 120 Swiss newspapers and on the Internet by September 2006. The final and third round of judging will then take place: by the readers of the press titles. The Audience Award will be presented on January 9, 2007, at the Epiphany Conference of the Swiss Press Association.
The Swiss Press Association is running the "Only an advertisement can do that" campaign for the fourth time. From 2003 to 2005, 34 advertisements were published by 34 well-known agencies. The continuation has now taken the form of a competition among young creatives.

The St. Gallen advertising agency Commpartners has landed Bucher Leichtbau as a new client in a multi-stage pitch. The St. Gallen-based agency will design and implement a new market presence for the manufacturer of high-quality aerospace equipment based in Fällanden and Everett/USA and implement the corresponding marketing tools. Egeli Treuhand also advised Commpartners on the development and realization of a new marketing concept. The first results will be visible at Bucher from April 2006 and at Egeli from the middle of the year.

The International Public Relations Association IPRA presents the Golden Award for outstanding achievements in the field of public relations. The competition is open to local, regional, national or international PR programs. Entries can be submitted in twenty categories, the disciplines cover the entire field of PR. The jury is made up of international PR practitioners. The closing date for entries is May 2, 2006, and the winners will be notified in July.

The Interssengemeinschaft Plakat/Raum/Gesellschaft (IG P/R/G) was founded on Wednesday. The members want to campaign for a reduction in the current number of billboards on public land in the city and canton of Zurich. The initiator of the idea is 26-year-old communications consultant Christian Hänggi. The IG would like to enter into a dialog with all those involved, but also generate pressure by political means. The founding of the IG was triggered by the announcement of the city of Zurich's new billposting concept, which envisages a 15 percent increase in outdoor advertising space.

With Art-TV, Felix Schenker wants to create a cultural alternative to mainstream television.The figure sounds fantastic, but it's true. In January, 496,000 culture enthusiasts around the world watched the small Zurich-based
"Sender" www.art-tv.ch clicked on. "New record!" says Felix
Schenker. The founder, mastermind and doer of everything at the alternative
Kulturkanal locates the reason for the great interest in a video with
James Blond. This report from the concert was published by Art-TV in the Zurich
Hallenstadion was recorded. "Since then, many fans around the world have probably
Google to our website," Schenker believes. This
to bring interested parties from all over the world to the Zurich
Culture also works when Art-TV talks about the exhibition "The Gates"
reported by Christo. More local insiders click in when a
Almost two-minute scene recording of "Julius Caesar" in the theater
Neumarkt will be switched on. Art TV attracts interest throughout Switzerland
for example, with a 4'1'' premiere report of the musical "Aida" in
Basel or 4' from the ballet "Les Noces" at the Zurich Opera House.

Around 350 interviews, exhibition reports and features from the
Theaters "store" for download in the Art-TV archive. And weekly
five new ones will be added. For this content, around ten
cultural professionals on a voluntary basis as VJs. "In their field
they are professionals. As filmmakers, they are mostly self-taught," explains Schenker.
Content is therefore more important for Art-TV than artificial images. Nevertheless
the company's appearance is very professional. They have just
Even the Basler Zeitung was given a fixed mandate to cover the
cultural events in Basel. In negotiations
for regular correspondence for a fee, Art-TV is also available with
the city of Winterthur. The most important sponsor already comes from there,
the Volkart Foundation.

"Of course, we need a healthy financial basis for Art TV. The
But the basic idea must not be revealed. We do not want to
commercial Internet television," explains Schenker. The
The cooperative, which was founded three years ago, is now in
has been transformed into an association. The first cultural internet television
Switzerland is installed in two small offices in Zurich's Kreis 4 district.
With today's possibilities of video technology with Final-Cut-Pro on
a laptop, Schenker could also run its program in the compartment of a
train and then put it online. It's that easy today
Intendant. But of course, the development of Felix
Schenker did not go online right from the start.

The native of Uri studied sociology, psychology and journalism and is
then came to art "very unexpectedly". Although he had already
During middle school, a few colleagues occasionally went to the museum
dragged. But he found it "rather dull in the age of MTV". Why 20
minutes in front of a single image when watching television in the
can pull in 30000 pictures at the same time? Schenker found that
in any case "closer to his interests". The fact that he himself
started painting - with oil - is a school caretaker
in the mountains of Uri. There, the young savage taught
as a working student. However, he was not allowed to take pictures in his official apartment.
to hang up. This created an atmosphere in his living room that was "as cool as
in a refrigerator".

To remedy this, Schenker bought a new
in the lowlands in a stationery shop "everything that can be
was to be found". Giving free rein to his feelings, he fought against
the cold smeared these colors on a canvas, let the
results - and was immediately discovered. A well-known collector
saw the colorful works at the frame dealer and wanted them
absolutely have it. Soon after that, substitute teacher Schenker
first exhibition was able to sell works for half a year's wages.
Because a renowned curator said at the vernissage that Schenker's pictures
were stylistically about 50 years too late, he has subsequently pointed out.
video installations. Together with Roman Signer
or Fischli Weiss and led - now fully in the Art
Business - also had its own gallery in Lucerne for ten years.

In this phase, where he was always trying to create art with new ideas, he
Schenker had to realize how important it was to convey his
is also the media's involvement. But: "It's incredible how much
cultural output we have and how little it is received." Only
two exhibitions during his time as curator on television.
for a barely noticed 20 seconds in the "announced". And yet
but TV is actually "the ideal medium for an art exhibition. -
But perhaps too little for interesting or even elite niches
suitable. And that's how the idea for Art TV came about.

The experiment, which initially seemed technically very adventurous
looks forward to a literally bright future when the
transmission options for the Internet are becoming increasingly sophisticated. Since
it is not an issue at all that Art-TV also has a concession for a
"real broadcaster" could flirt with. "Our efforts are going into the big
Bracket. We want to create a common Internet platform for the entire
cultural scene. Anyone who thinks of culture and video should first think of
Think Art TV." Schenker and his association want to make this financially possible.
project with advertising in the future. With the increasingly professional
experience, the infrastructure of Art-TV is also to be used for
commercial services offered in the video and web TV sector
will be. The first customers for trailers are the Zurich Schauspielhaus and
the Fredy Burger Management.

Andreas Panzeri