Internet marketer Adlink can look back on a record-breaking year: turnover increased by 106 percent to EUR 98.26 million. Earnings before interest, taxes, depreciation and amortization (EBITDA) even increased from EUR 0.3 million to EUR 6.5 million. As Adlink announced on Thursday, these figures represent record figures for sales and earnings in 2005. The positive development is set to continue in the 2006 financial year. According to Guy Challen, CEO of Adlink, growth of 60 percent in sales and over 200 percent in earnings is planned. In addition to the key financial figures, the company was also able to make significant gains in the key market figures. In display marketing, monthly page impressions rose by 37 percent and unique visitors improved by 26 percent. In domain marketing, the number of marketable domains rose by 95%. In affiliate marketing, the number of affiliated websites increased by 53% to 290,000 and the number of partner programs by 29% to 774. Overall, the financial year was characterized by positive development in its core markets, Adlink continues. On the one hand, the volume of the European advertising market increased and, on the other, the proportion of advertising expenditure on online advertising rose, which Adlink attributes to the greater acceptance of online advertising among advertisers on the one hand and the steadily increasing advertising efficiency of the Internet on the other. These effects will continue in the coming years.

Stefan Gutknecht will represent Air Berlin as Sales Manager in Switzerland from June 1. The responsibilities of the newly created position include support for corporate customers, tour operators and travel agencies. Gutknecht previously worked for Esco-Reisen/Hotelplan and Crossair, most recently at Swiss as Vice President Sales & Marketing for Regio TriRhena. Air Berlin has created the position as part of a business segment expansion: The company is planning to significantly increase its activity in Switzerland and considerably expand its Zurich location. In the short term, for example, the frequency of flights to Majorca is to be increased by 50 percent.

Prepress To its comprehensive products
as well as to take better account of the diversity of customer needs.
the software company callas has decided to develop the callas
software GmbH into two companies. The callas software GmbH
will in future focus exclusively on products and technologies for
Acrobat and PDF employ: pdfColorConvert, pdfCorrect,
pdfLayerMaker, pdfAutoOptimizer as well as pdfInspektor3 and pdfImpose. The
The newly founded axaio software GmbH is responsible for the product lines
MadeToPrint, MadeToCompare and FontIncluder.

If they want to attract attention, advertising images have to play with our senses, irritate us with optical tricks and deceptions. Attention is our scarcest commodity
has become. Every day, thousands of advertising messages vie for the
little bit of attention that we still have left. Who
wants to be perceived, must play with our perception. Our
The most important sense in this game is sight, because: The eye sits
before reason, as the editor Thomas Rempen writes in the foreword
of "eye tricks", and rightly so.

From the thesis to the book
Thomas Rempen is not just anyone. He is an experienced advertiser. And
Professor at the University of Essen. There he teaches
communication design. Of course, he also has to check theses.
For example, "I don't see anything you don't see" by a certain Uwe
Stoklossa. This Stoklossa wanted to use advertising as an example of the phenomena of
to get to the bottom of perception. He collected and analyzed,
dissected, sorted and organized thousands and thousands of successful ads in order to
to reveal the secret of their success.

The thesis has the potential for more, said Professor Rempen. Therefore
he submitted it to a publishing house specializing in typography and graphic
has specialized. He is known for particularly elaborate books,
fortunately said yes - and the thesis became a book.
What's more: a compendium for anyone who wants to know how successful
visual communication; a textbook for all those who want to learn
want what we see and how we see it.

Learning the principles of seeing
Perceptual psychologists, physicians, biologists, physicists and artists
have long been concerned with how we perceive images. In the
In the past, communication design was considered talented if it was good, stimulating and
was ultimately successful. Uwe Stoklossa doesn't quite see it that way, because
For him, the principles of vision can be learned, at least up to a certain point.
certain degree. He proves this in ten chapters, from "Figure and Ground"
to "On the spot" with around 500 examples that often reveal their secret.
only reveal themselves at second glance.

While these ten chapters show how we are seduced, the
Chapter "Out of sight - into mind", how these gaze tricks
function - technically sound and yet easy and exciting to
even the layman understands how optical tricks and illusions can be used with
play with our sense of sight. This knowledge is all you need to prepare for the
the power of the second glance and thus sensitize the
to attract their attention. At least for some
a few seconds.   

Roger Hausmann

As Head of Business Development at Publisuisse, Reto Hufenus has found an ideal symbiosis for all of his talents.When he works in the area of finance with figures
worked, he lacked marketing. When he was in a
marketing department was creative, then he lacked finances. Now
he has both at the national marketer for advertising time and ideas.
found in a job. "The ideal symbiosis, although it is almost kitschy
sounds." Reto Hufenus studied business administration in St.Gallen with a focus on
studied tourism and transport. At the same time he played in a
pop band with. Despite many performances, he could not make a living from it. So
he financed the university additionally with a job, which was for many
is considered a dream job. Hufenus worked as a presenter at the Schaffhauser
television, he created his own contributions and helped build this
station founded in 1993.

Because then with the completion of his studies also his inner "realist
had "broken through," he told the microphone both on TV and at the
Music Stage Goodbye. Instead of show business in the provinces, he was lured by a
Job with global flair. Swissair was looking for a trainee for the
Marketing. Since Hufenus had already once considered entering the
advertising industry, this change seemed ideal to him. From 1995
he worked for the airline for three years.

For marketing, the first thing to do was to provide in-flight telephony via a
prepaid card to be clarified. Hufenus made a market analysis and saw
then that this "gives a catastrophic bill". Thus was the
Phone card history before it was launched. Calculations therefore
for the cat? No, because with this work, Hufenus has made the best possible case for
the controlling department. There, they were just looking for a new man who could
was able to assess projects correctly. And Hufenus dared to take the step in
the new world.

Although naked numbers still interested him little when he was studying,
he soon realized that controlling "is very different and has a lot to do with
management and ideas". You look in everywhere, because it
is about project assessments and not just accounting. "Strategic
elements are becoming increasingly important, and controlling has a lot to do with the look
into the future." In the area of sales management, Hufenus has been in the
succession got to know the airline business in a wide variety of facets. "It
was nice at Swissair." Nevertheless, the time still seemed
somewhat premature, here already his last job before retirement
to have found. In 1998, he left for a trip to South America.

After landing back in the professional world, he was lured by a
Adventure job as head of controlling at the still half-baked
RTL ProSieben Switzerland television project. "I still remember how we together
with the managing director Mario Aldrovandi full of excitement for the
We were waiting for the concession. Then suddenly everything happened very quickly." From
from nothing, an infrastructure for broadcasting had to be built up
become. 70 people were hired ... And half a year later.
already released again.
However, this had a lasting effect on his interest in the media business. Together
with two partners from the television project, Hufenus founded a
"Agency for new communication" with the promising name
"SatisFactory. And the satisfaction at work has increased
actually set.

As one of its first projects, the agency managed to give the
Airport operators Unique, Swissair and Swisscontrol developed an idea called
"Hub Radio" for sale. To solve the problem with punctuality at the
airport should be a priority among the employees.
be better communicated. "SatisFactory" has sent to all participants 25
000 small radios distributed and awarded a concession for a
terrestrial radio trial for three weeks broadcasts around
Punctuality designed. Roman Kilchsperger hosted a morning show.
90 volunteers were selected as
Amateur reporter and DJ trained. For this purpose the agency also gleiste a
Online monitoring of the project on. "We worked with the means
of infotainment," Hufenus recalls. Besides portraits of
employees and their approach to punctuality, the imaginative
Communication also worked with jazz concerts in the lunch cafeteria.
"Media have to attract people," says Reto Hufenus.

content for Bluewin, for example, with the daily editorial
Accompanying "Big Brother" on TV 3 brought further experience for
the agency, before Hufenus - in the meantime with family - decided for
a more secure career with a banking project.
As CFO, he controlled the development of a bank-wide
transaction system, but in the end no one wanted it.
"I was really happy then," says today the constant commuter between
Marketing and Finance, because a longer-term future with the bank
he could not imagine it after all.

A bit more "on air" again as Head of Controlling at
Radio DRS. Here, the media man no longer found his way to a microphone,
back to its roots. In an archive, the former
Pop musician actually recovered his then first CD. Three
Hufenus experienced "very exciting years" at the radio station, before the
call to Publisuisse reached. Head of Business Development: "This is
it!", he told himself. And anyone who has seen his varied curriculum vitae
will follow this - with a lot of curiosity for future developments.
can agree.

Hufenus needs to clarify what can be done in terms of marketing both technically and
is legally possible. "Certain areas in new media are
still politically sensitive. You run into headwinds in the industry," knows
er. The task here is to sound out where Publisuisse will be active in the future.
wants. He says his new employer is also open to the marketing of
media event organizers outside the parent company, Hufenus says: "We
want to grow horizontally with other TV broadcasters - but also
vertically with business areas outside of classic television and
Radio." - The Message is the Business.

Andreas Panzeri

Radio Cavegnwerbung has put the microphone on the poster for Radio 24, the first major advertising campaign for Radio
24 was a campaign by the listeners. Thousands of white
They have mounted flags on the aerials of their cars and thus
demonstrated: "We want Radio 24!" A later first campaign from professional creation was the
Streetcar panels in Zurich with the enigmatic messages in the style of
"Radio schamp Arsch tark." No less radiophonically playful in another campaign were
T-shirts with song titles such as "Girls, Girls, Girls" in the enlightening
Combination with the Radio 24 logo.

Now, for the first time, a "real" campaign with classically designed
print subjects will be launched. Following an already successful advertisement for TeleZüri, Cavegnwerbung has secured pole position in a
agency evaluation. Markus Cavegn has seized the opportunity and
presented "a whole range of proposals". From this, the radio
Finally, the most striking idea with microphones in all variations
as an advertising medium for the acoustic medium.

With Markus Tränkle at the concept desk, Julien Vonier at the camera and
Nora Fehr on the graphic compi Cavegn now has the first seven subjects
realized. These only work with their image statement, immediately
understandable in the image area. However, the advertisements can be
additional text lines on the various detailed statements
can be broken down and used in multiple ways. Cavegn has placed the "multiculturally understandable" advertisements on the Brand
structured. They are based on graphic elements from the logo and
only work with the microphone as a picture element - "the only symbol,
which comprehensively marks the world of radio".

In the individual subjects, these microphones are now used for various
brought to life. The journalistic competition among the local
Radios, for example, are equipped with microphones that push forward with
marked with fake logos. The loyal listeners of Radio 24 will be
illustrated with microphones that evoke associations with a family - a
small microphone as a "daughter" leans on the "mother", who like
a little smaller than the "father" in human families
is designed.

"Compact, powerful, simple - but not clumsy," describes Markus Cavegn
the striking effect of his microphones as a message carrier for radio
24. they are immediately perceived as eye-catchers - and work
then in the mind as advertising around a medium for the ear. Fast - so
as also communicated by Radio 24.
In the run-up to his design, Cavegn carried out intensive research in the field of
radio advertising. He also has all the radios in Germany
analyzed and discovered to his surprise that until now no one had ever
anyone has worked with the idea of microphones. "But it is the
The only visual element that can be used to illustrate the essence of radio making in an instant."

With the microphone in combination with the Radio 24 logo, this
This outstanding symbol is also associated with the keyword "Hero". -
A role for Zurich's local radio station, which is also associated with this
campaign is to be communicated. The advertisements appear in the
Commuter newspaper 20 Minuten and Tages-Anzeiger. Later, there could also be
Posters follow.

The strategy of Radio 24
Program Manager Markus Mager: "Our strategy is based on the
Three-pillar principle: information, service and music. The fact that
with Info24, the most listened to info magazines of all private broadcasters
proves that consumers are also aware of this fact.
perceive it that way. Over the next few months, we will continue to
Include service elements in the program. All under the aspect that
we make the lives and everyday life of our listeners more beautiful, exciting
and make it easier. A very important factor when it comes to
why someone chooses Radio 24: Because we deal with
service and content from our competitors. "

Andreas Panzeri

Paper In mid-March, Baumgartner and Biber Papier joined forces with the manufacturer Gmund to present its new paper collection.
At the beginning of March, Inapa Switzerland and the associated
Paper wholesale companies Baumgartner Papier and Biber Papier
organized and held at de Sede in Klingnau, the event was
the new Alezan paper collection from the Gmund handmade paper mill
presented. The fact that the event at the company known for its exclusive leather furniture
well-known manufacturer de Sede is no coincidence. Marco
Bieri, Marketing Manager Inapa Switzerland, explains that the choice of
with the claim of both companies to offer fine products
Gmund's new Alezan collection is a new and innovative product.
has realized a perfect imitation of leather on the basis of paper,
The production site of the leather specialist de Sede was the obvious choice.
locality is virtually a given."

Alezan: Wild or Cult
Just as leather fascinates the furniture manufacturer, the
Bavarian paper manufacturer from Lake Tegernsee, the search for new
processes and possibilities for new and ever-changing substrates. "We have tried to make leather
imitation, and this has been possible for us both visually and
haptic aspects," explains the man responsible at Gmund for the
Herbert Eibach, the sales manager responsible for international business.

With the "Wild" and "Cult" versions, the paper designers at
Gmund, who were inspired by leather suppliers, in a
collection, in addition to ten different colors, two otherwise only
surfaces that differ haptically from one another.
While the Wild version feels like real leather, the
Cult line a little duller. All papers in the collection can be printed on,
but while Gmund uses screen rulings between 54 and 60 lines/cm for game
recommended in accordance with the essential
recommendations in the collection, the papers in the Cult line are also available with
80 grid can be printed.     

Complete package
The papers in the collection are available in ten warm colors and, depending on the
Color available in different grammages. There are also
matching envelopes and mailing bags. This means that taking off from
of the gray or even white (paper) mass.

Jürgen Franck

The Zurich-based search engine marketing expert has won the search engine account of Cornèr Bank in Lugano. Angelink Yourposition will design and create the keyword campaign for the credit card area. With their in-house conversion tracking software, they are also responsible for quality assurance.

Gastroguides The new travel guide for gourmets will be published in the fall. Publicis' image campaign is already making mouths water: the restaurant guides are many - even
in little Switzerland. But like no other, the Gault Millau
Switzerland has a very high media presence. Be it because he is the
is the best-selling gastronomic guide in Switzerland, either because the
dazzling advertiser and publicist Silvio Rizzi as a temporary
Editor-in-Chief of the Guide the reputation of Swiss gastronomy
because disappointed chefs and innkeepers have repeatedly built up
stories of blackmailable test eaters. But certainly because
its licensee has been Ringier since 1982 and is the
is the largest publishing house in Switzerland.

800 critic judgments
The recycling system has kept circulation at a constant level for years
30,000 copies, which, according to publisher Urs Heller, is
the saturation point. The 800 or so critics' opinions
various platforms and environments are available: from the
weekly presentation of a restaurant to the home story about the
The chef, the up-and-comer, the discovery, the sommelier and the cigar man
and the Hotelier of the Year - optional, national and regional.
In addition to the title sponsorship with IWC and Audi, Heller praises the
B-to-B potential of the guide, which thanks to its publication date in
October as a Christmas present something about the good taste of the
expresses the giver.
Until then, Publicis is shortening the waiting time - with a new
double-sided image campaign instead of the previous product campaign.

The creative team led by CD Philipp Skrabal and AD Simon Staub has developed the
Customer benefits of the book in various subjects and the claim
"Avoid surprises" implemented. Because not everything turns out to be
when viewed critically as what it claims to be. Who has it
I have never experienced that in the beautiful restaurant with the
tempting food on offer until the meal is finished.
comes: everything is soft-boiled, bland or already cold. The new campaign
recreates such frustrating experiences and dramatizes them humorously with
Delicacies that are appetizing at first glance, but which, when read
of the discreet legends. The lasagne pictured
and the strawberry parfait are made from very special ingredients.
Ingredients: cat litter, cleaning rags, cigarette ash and engine oil.
 

Luca Aloisi

Posters The "Poster collection as a guest" at
of the Swiss National Bank shows in its latest exhibition
Photo posters from western Switzerland. Werner Jeker has developed the style of these
work to a significant extent. His surprising symbiosis of word and
image is now part of the classic repertoire of the photo poster from the
Romandie. His successors also worked with a preference for cultural
institutions because they gave them a lot of stylistic freedom.
Only rarely do her posters for dance and theater directly illustrate the
events on stage, but rather play with subjective
Interpretations. The exhibition on Fraumünsterstrasse in Zurich
lasts until mid-July.

Column Anyone who dares to mark public space must be aware of the laws of the regulars' table.most of us know the feeling:
waxed! Well meant. But not optimally implemented. Even managers
of major brands experience it from time to time: The S-Class was dropped years ago.
then looks a little too ostentatious. The last generation of the 7 Series is reminiscent
Many of the design and interior fittings are too reminiscent of a vehicle from
the USA. And the Porsche, jacked up for off-road driving, loses quite a bit of
sporting dynamics. What about the consequences? In my personal case, the
The consequences are still very easy to describe: individual suffering. And with
brand developments of major companies, things are still
fairly clear - albeit fraught with risk: reduction in brand strength
and value.

And what does it look like in the public space when we
Dare to mark? Branding public spaces? Systematically remains at first
that we are dealing with public goods. The benefit
of our activities are enjoyed by many, including free riders. The same
applies to possible damage. The negative effects of our actions
also affect bystanders. Of course, no one should be surprised,
that many people have a say when it comes to assessing our
marking efforts.

It was impressive and almost exemplary when the Zurich
set about creating new Christmas lights on the Bahnhofstrasse.
to tread new paths. Everything was quickly put up for discussion that
good or bad brand development. First of all, there is the
the fundamental question of the idea that guides us. And then
is about how we should implement the idea. Finally
It remains to be clarified who intends to implement the idea, how and against whom.
Opinions quickly differ as to what we should do with the
"Christmas brand" (NZZ) in mind. Representatives of the religious
brand essence naturally criticize the consumer-oriented activism of the
Fun society. You would probably have to do without it altogether,
"To decorate the streets" as in the spirit of the theologian Gregory of Nazian
centuries ago.

Brand traditionalists naturally have no chance in this day and age:
"Consumer frenzy as pagan activity - in times of recession, no
A verdict with traction", judges the Neue Zürcher Zeitung. So
our discussion is limited to questions of interpretation and
Implementation issues. However, the brand experts are not in agreement.
The expert from Cologne, the stronghold of Catholicism, calls it old-fashioned.
The art of celebration. Not traditional enough is the professor's verdict
from Taiwan, where Christmas is not part of the tradition. And the
American from the University of Hong Kong is afflicted by a visual
Discomfort.

The crucial problem of marking out public space is being
clearly. Similar to the football world, the laws and rules of the game apply.
regulars' table. Everyone can legitimately have their say, everyone has a say measured by
his criteria right. A great idea, whether good or bad, can be
not develop in this way. And certainly not implement it. You need
power, i.e. the freedom not to have to learn. So it seems
to happen in Zurich as well. The decision, which according to Fr.
Niederberger from the Lassalle-Haus "compelling jury". She will
with minor adjustments over the next few years. The mass,
with its longing for warmth and harmony, will get used to it
must.

Jürgen Häusler is CEO of the Interbrand, Zintzmeyer and Lux Group in Zurich and an honorary professor at the University of Leipzig.

According to the results of the Viscom survey, the earnings situation in the printing industry improved in the 4th quarter of 2005. The data collected in January and February 2006 also show optimistic expectations for the coming months. The economic survey for the graphic arts industry carried out in cooperation with KOF/ETH in the 4th quarter of 2005 covered a total of 92 companies with a total of 4566 employees. 33.2 percent of the responses evaluated reported an improved earnings situation, 51.2 percent an unchanged situation and only 15.6 percent a negative development compared to the previous quarter. Assessments of the competitive position were similarly positive. 90.6% of companies expect their position in the domestic market to remain unchanged, while only 1.8% saw a deterioration in their competitive position. The survey on expectations regarding the business situation in the printing sector shows positive expectations for the coming months. On the other hand, the prepress sector appears to have lost some momentum and is forecasting a slightly negative business trend for the coming months.
The expected trend for the industry as a whole remains positive, with only 2.4 percent of responses indicating a negative development in the first half of 2006. However, price pressure appears to have eased somewhat. In the 4th quarter, the continuing strong competitive pressure led to lower sales prices than in the previous quarter for almost 23% of companies, despite a considerable increase in purchase prices. However, the figure was significantly lower than in the previous quarter, which suggests that the price collapse has weakened. Capacity utilization also increased again in the 4th quarter, reaching a new high of 88.9%.