Noticed What color is
actually
Electricity? How long does it last under a plastic bag?
Who? And who has the most sex without a condom? Back when
Scouts still follow the motto «A good test of courage every day» 
felt obligated, and military service was still a duty and not a
Back in the day, courage, loyalty, and a sense of home were still considered virtues
– not just among the pious, conservatives, or military types. Today, in the
An age of weaklings and civilizational failures—it's just
there is still one way left to distinguish men from cowards
white: Leo Burnett's good old advertising agency.
Only the hardiest among us, who made it to the emergency room just in time
are being delivered and now have their names spelled correctly again
If you can write, you'll have a real chance here at one of the
coveted positions. To make sure you aren't overwhelmed by too many choices,
We've already picked out three strong contenders: Candidate A, who
as a little rascal, dissecting the neighbor's cat and feeding the entrails to his
wanted to feed the dog, or Candidate B, who as a teenager
A high school principal had a one-night stand to improve his grades
had offered, or Candidate C, who missed the departure because he was late
wanted to delay his flight with a bomb threat and will soon
will be released from prison? «Well, dear Leo,» we’re inclined to say to him
to ask, «Now you have to decide.» (la)

David Elmiger has been helping to keep the Bern-based advertising agency's creative department in shape since the beginning of March. The 28-year-old from Lucerne has several years of experience with major client budgets and earned his spurs at Maxomedia, also in Bern.

Rico Brazerol (41), a founding member and managing partner of Contract Media Publishing for nearly four years, is leaving the Contract Media Group at his own request. According to a statement, Brazerol is pursuing a new career path and will devote more time to his own projects.

City Life: The Aargau-Based Agency Braintrain
designed a multi-phase campaign for an «Old Town Free of Through Traffic.» In early March, as part of the
As part of the overall «Aarau Traffic Improvement» project, the historic downtown area of Aarau will be
Through traffic is closed. This was announced by the authority, which is also located near this
Braintrain, an agency based in the Old Town, in a comprehensive campaign
are allowed to communicate. For Christine A. Jossen, head of communications at the
City of Aarau—wasn't it just a matter of communicating the new
Situation. Rather, even after the closure, the public should
to showcase the charming old town of Aarau time and again.
Message: «The new traffic-free space will be put to good use.» To the
Marcel Suter is working on this project as
Old Town Coordinator, in collaboration with local businesses, is developing attractive, over
organizes and coordinates events throughout the year.

The briefing to the advertising agency was therefore «highly interesting,» as CD
Gianni Schneiter of Braintrain says. The task was to create a
Key visuals designed for various uses before and after the
Closure of the Old Town «as a unifying element with high
»recognizability" can be used.

To prepare the public for the closure, Braintrain has
«Starting March 4» campaign as an F12 poster and as a bus ad around the city and
Used in the metropolitan area. The poster design was also printed on tarps
printed and posted at all entrances to the Old Town. The key visual
was spontaneously described by the regional AZ and other newspapers as
Included a logo for editorial coverage of this topic.

Since the closure to through traffic, additional
«Lädele» and «Apéro» poster designs using the same visual
a look at the benefits of the new situation. The industry is distributing
Throughout the spring and summer, 50,000 shopping bags featuring the
«Lädele» theme. Even on their placemats, the Old Town restaurant owners highlight the
many new events in their attractive neighborhood. Two
Radio spots on the local station Aargovia address the topic of
Comments from passersby on the new quality of life in a traffic-free environment. With the
The «Outing» theme also features in the multimedia campaign, as do cinema slides
people from the city and its surrounding areas to the «new» Old Town.

Additional activities are planned, particularly to promote the
numerous events that will now be held in Aarau's Old Town
such as the 1st Aarau City Run, a mountain bike short race,
Theater Days, the Swiss Police Band Festival, the Swiss Gym Show
or a Swiss Walking Night.

Thanks to the campaign right on its doorstep, Braintrain can position itself as
Present the full-service agency as it was rebranded two years ago
has positioned itself. Previously, Braintrain developed creative concepts for
other advertising agencies, before the agency made a name for itself
was able to do.

Andreas Panzeri

Color Management The company in Regensdorf near
The Zurich-based Amazys Group, a leading global provider of
Color Management Solutions announced that its net revenue in the
increased by 4.7 percent to CHF 137.8 million in fiscal year 2005. In the
In fiscal year 2005, the company outperformed GretagMacbeth in the industry
Well-known companies saw a noticeable drop in sales for a number of products
can expand. At the end of January, the company announced its intention to
X-Rite announced that it will acquire GretagMacbeth
want. The merger of the two companies is expected to
will take place this spring/summer.

XML Applications The «Extensible" Metas language
»Markup Language" permeates the production processes of agencies, publishers,
prepress and printing companies, enables database publishing,
Information Services and Interactivity. XML is what is known as a meta- or
Supplementary language. It marks up electronic documents that contain structures
contains metadata (additional information) that, in general, pertains to the
to describe, store, find, and access content. As
Unlike other meta-languages, XML documents preserve the
logical structure of the content and allow for flexible customization
its presentation when the content is further processed. Thus,
Since content can be processed automatically, the
A subset XML schema is available that also allows XML documents to
«structurally safeguards.».

The XML recommendation, adopted by the W3C in 1998, complements SGML, a language developed by the
The U.S. military modified IBM's description language for technical
Documentation. Since the Internet language HTML, in its second
Its role as a metalanguage for SGML due to an insufficient number of markup elements
(markup options) for the document structure, XML was
was launched. Like XML, SGML also strictly separates the
Document content (text, images, graphics) from the document structure
(Title, subtitle, story, chapter, body text, table, image, graphic,
Legend, figure captions, artifacts, etc.) and the
Display format (e.g., browser-compatible), but SGML is far too complex for
convenient web programming. This unknowingly led to the
The foundation has been laid for XML to be used with any third-party
Launch an extensible markup language as a universally applicable format
could.

So-called "namespaces" help combat the chaos. As more and more purpose-specific markups from
Interest groups were formed; on the one hand,
various XML dialects, on the one hand, and, on the other hand, instances that have been documented multiple times
Markup names. To combat the chaos, «namespaces» are a good first step, which
Specify a standardized Internet resource for each markup. In the
Resources are specific XML vocabularies that are stored by
Interest groups and consortia as a separate, «XML-based”
»Standard" for the respective industry. Also
The printing industry, advertising agencies, and publishers use—in addition to «plain» XML
– several XML-based standards (see below). This is why
It is obvious that even today, the XML compatibility of
Administration and production workflow via the future
Ability to optimize the entire operational process
plays a role in the decision-making process: the agency’s internal and external networks, or the
graphics company that offers application- and platform-independent
Communication, customer data management, and media content. In the
The following sections provide a more detailed overview of the most relevant XML scenarios.

Structuring and Indexing
All Office word processing programs can handle structured text
generate, but not all of them have an XML processor.
Layout applications such as Adobe InDesign and QuarkXPress, all
Newspaper editorial and advertising systems (which today also
(have content database functionality) or even
Web design programs such as Adobe GoLive come with built-in
or gain XML capability through extensions, meaning they can be used together
along with the content and the corresponding XML file
Import/filter, edit, and export/embed
(Editor functionality) or create a new one (Author functionality).
During import, the XML document structure information ensures that the
Structured reconstruction of the content in any layout.
Added figures, tables, and even audio and video clips
are organized within the structure and enhance the XML export.

Every XML file begins with a reference to the specification, for example,.
, followed by the document structures. They
are structured in XML in a tree- or facet-like
stored in the directory, the index, specifically in the logical
Hierarchy of elements—from the title to the caption, in descending order
or on an equal footing. Each element is associated with a start and an
Framed by an end-«tag,» for example Advertising Week,
The framework is the «markup.» For example, the user can add tags
Describe a layout program's attributes in more detail. If necessary,
There are many more useful markups and comments that can be added
Include: the client's name and description, copyright, and
Author's fee, subject area and section, original and
Translation—basically, everything that helps you quickly find the content
and facilitates its proper management. Such metadata is generated in
a content management system when exporting and importing, for
Some of them are generated automatically, for example based on the first words in
a text or the frequency of terms. For photos, the
Users should assign keywords if they haven't already
«File Information» (see Photoshop).

The tags act as formatting instructions and only result in a
They make sense when they're in the right order. To that end
The XML processor generates a DTD (used by layout programs
(supported) or an even more precise XML schema. In
In cross-media scenarios, these «sets of rules»—which must be reconciled—ensure that
the consistent handling of elements when in the source and the
In the target application, the relevant elements have identical names and
so that they can be correctly assigned.

If the XML processor also has a parser module (e.g.,.
AltovaXML, available for free at www.altova.com/de/altovaxml.html),
it can «validate» XML data. Structural specifications confirmed in this way
can be checked later in the layout program to ensure they are correct. For example,
An error message appears if, for example, in the newspaper supplement for
the current weekly supermarket specials—for one of the items, the
The price was omitted or accidentally deleted.

Just as a PDF file is normalized for printing,
an XML file into a more user-friendly format (document pages)
be transformed. The XSLT processor handles this. The
The resulting XSL-FOs ensure correct rendering later on
(Rendering) of the content—whether as a brochure, form, or direct mail
Mailing, CD, or website.

Automated Database Publishing
XML allows content to be stored in a content management database
manage optimally and, as often as desired, identical or
Keep modified uses and marketing media-neutral. On
Based on the retained document structure, when importing the content, you can
in the various output media, all necessary
Formatting steps are largely automated.
Database-Driven Publishing on the Internet and in Print Media –
and, of course, «cross-media» as well—enables
Target audience orientation and customization of media products.

Personalization involves the digital printing of variable data
– page content that varies completely from copy to copy (e.g.,.
travel tips related to a booking, personalized labels, etc.) or
at least the page elements that change (e.g., address and salutation in Direct
Mailings). To do this, the XML information in the content databases
In order to be able to use it, the PODi adopted the XML-based standard
PPML. This personalization language, together with the content,
a data stream that is processed in the RIP of the digital printing press.
The RIP software acts as an XSL stylesheet processor and
ensures a consistent appearance of the elements in the layout
varying content.

Switzerland has a higher-than-average number of multilingual
Printed materials are produced. With XML, automatic versioning is,
«It's called »roundtripping"—no problem. A very popular method is the
QuarkXTension Easypress Atomik Roundtrip; Quark itself provides the XML
Plus XTensions. On the «outbound leg,» you must first select from a
The XML data for the finished layout is exported. This data is then used on the
«Return Trip» along with the positioning of the various
text versions in other languages into that copy of the layout
imported that was created for the respective language. When
Upon re-import, the DTD structure specifications are automatically assigned.
on the text translations. A prerequisite for success is that the
Translated titles, text passages, etc., in the word processor
be assigned the same document structures as the original text
have. When the hyphenation dictionaries are set correctly in each case,
Ultimately, all the different language versions of the layout are the same
Visual appearance.

This also applies to the layout of articles in magazines—especially when
is written directly into the layout—it makes sense to use a
export the XML data from the finished layout and each time use the
to reimport the latest content. This way,
the articles automatically in an identical format and with correct
Structure, without always using style sheets for every paragraph and subheading
to have to assign.

Adobe has incorporated XML compatibility into nearly its entire product line
implemented. In addition to XML authoring and editing tools in the above
XMP interfaces were set up for the programs mentioned, through which
RDF metadata can be created and edited. RDF allows for the
Presenting information via PDF and other electronic formats
Documents on the Internet and in content databases,
e.g., title, author, date modified, licenses, or availability, which
the subsequent handling of the content and metadata in
content management systems will become even more user-friendly. With Noxum Print
Dialog also offers a plug-in that allows you to
From merchandise management systems, catalogs in FrameMaker and
Advertising publications can be created in InDesign with a high degree of automation.

Quark is also working to expand its XML support. In XPress
Depending on the task at hand, an XTension for Roundtrip or Xport may be required
or an XSL transformation is required, but in the Digital Media System (DMS),
There's a lot to Dynamic Document Server (DDS) and Content Manager
XML support.

Working with XML data varies across the different
Database query languages at various levels of advancement. XML experts
prefer XML-native databases, particularly the Tamino XML Server
(www.SoftwareAG.com), compared to relational Oracle and
SQL databases, especially when it comes to web services (see that section).
In database publishing, however, the system built on top of it
Content management solution is more important.

Interactivity in Charts and Forms
Thanks to XML, it is possible to convert any vector graphics into SVG graphics,
i.e., converting interactive graphics for electronic media. Full
Adobe Illustrator, GoLive, and Corel, among others, support SVG
Draw. Using the mouse, the keyboard, or operating system events
actions such as animation, hyperlink activation, or image replacement
triggered. In Illustrator, you can also, in a single
Save multiple versions of an SVG graphic, such as different prices,
text in another language or any graphic elements. This allows you to
when managing versions of printed materials and websites, as well as
SVG graphics are included in the round-tripping scenario. Depending on
In the graphic, only the layers with the selected version will appear
the text and image elements needed at that moment. The result
can be checked in the SVG viewer.

With XDP, Adobe has developed an Acrobat extension that allows you to
electronic forms downloaded online, viewed offline in Adobe Reader
can be filled out and emailed back as a PDF. Since the
If form entries are also available in XML, they can be
automatically incorporate into any data processing.

XML Vocabularies for Agencies, Print Shops, and Publishers
In addition to the applications mentioned, the following were developed to prevent errors:
Communication and to facilitate the exchange of documents between
specific to these target groups or within a target group
XML vocabularies have been developed. For communication between
Aims at news agencies and multimedia content management systems
General NewsML. Section-specific enhancements include, among others:.
SportsML for sports scores and standings, or PGML for the input of
TV program guides. XBITS is designed for data exchange between
Intended for publishers, printing companies, and suppliers of paper and technical equipment.
And PRISM will, in particular, meet today's cross-media requirements
accommodates the reuse of content.

XML is not only suitable as a metadata format, but also as a
Command and container format for management processes. This is how XML is used via
Beyond JDF/JMF for tax, logging, and data exchange purposes
is used (more on this later). Also, some
Preflight software in PDF workflows exports its validation reports as XML files
. Advantages: XML is cross-platform in web browsers
can be visualized and embedded in the verified PDF documents,
preferably as an RDF attachment. The Swiss manufacturer of measuring instruments
GretagMacbeth packages XML-encoded color data in the CxF container and
This simplifies color communication in the production process. Its
German competitor Techkon manages the software that comes with the devices
Connect software: Measurement data and digital color swatches stored internally as
XML data that the user enters in any
Quality assurance applications (logs, reports, job tickets,
(MS Excel spreadsheets).

Syndication and Other Web Services
Newspaper and magazine publishers, as well as radio and TV stations
Today, they run news portals and online newspapers where they publish their
Share news as well. In addition to freely available, mostly short
The content included here provides further information and detailed
This article is available only upon payment. Interested parties can
either subscribe or use it sporadically on a pay-per-click basis.
This multiple sale of web server content, originally from
Photo agencies have coined the term «syndication.» Often,
Websites compiled that focus on a specific topic or a
should be assigned to a category and on which the content is listed in the order of the
Posts are—known as «weblogs» or «blogs» for short.

The news stories featured include not only «Breaking News,»,
Political and regional news, business and sports news,
Traffic updates and weather forecasts, as well as those related to
intended for meaningful reuse. For example, people appreciate it
Brokers and managers, when they view real-time stock market data on their laptops or
Have handheld computers available. The operators of the news sites
Some of them even benefit from comparable, but free,
Services provided by major institutions that issue a large number of reports every day
Publish figures, e.g., from governments, the UN and UNESCO, NASA and ESA, or
meteorological agencies. They post the news on a website to
Available for download, rather than sending them to millions of clients.

RSS readers for downloading and viewing feeds
Whether it's paid or free—the technology is the same. The
The benefits of system-independent content processing include
from XML. «XML feed,» «news feed,» and «RSS feed» (because, specifically,
(the RDF subformat RSS is used) are synonyms for this service.
You can export RSS feeds from layout programs and website editors.
Ideal for everything from setting up XML web services to communication
A software package like Altova XMLSpy works with all kinds of databases.

RSS readers are required to download and view the feeds,
including FeedBurner (for Windows) and Ranchero NetNewsWire (for Mac)
are quite popular. Anyone who downloads audio news via RSS feed
If you want to listen to (voice messages) in MP3 format, the following will help you
Apple's free software iTunes or Windows Media Player. From the
Downloading MP3 content to the Apple iPod handheld computer, for
The term «podcasting» comes from the fact that it was developed for iTunes.

XML is becoming even more prevalent in web services, such as the
Accessing mailboxes, distributing their contents, and accessing the
Servers handle the internal structure and the request-response procedures.
The latter also has implications for the printing industry. In
Prepress workflows communicate with production servers via
HTML browser interface, the front ends of imagesetters and
Digital printing presses that use the SOAP XML subset. SOAP has now
the much more complex architectures, such as CORBA, to a large extent
replaced. XML is an unassuming all-around genius. Anyone who has so far only
Anyone who has used it passively should actively explore the many possibilities
employ.    

Dieter Kleeberg

For Lange, training was all about «learning by doing»
the most popular way to communicate. It has been around for five years
Another approach: The IAM trains professional communicators.
A look back. Communication skills can be learned. That
At least that is what the SP Federal Council member, Cicero Prize winner, and gifted
Speaker Moritz Leuenberger in his brief foreword to *Communication*
»as a career." While this encourages many people, it presents a challenge for some
the awkward question of why she still hasn't learned it
would have. Was I too lazy? Did I not work hard enough (on myself)—
Or was there an Institute for Applied
Media studies—not yet? In dubio pro re: Of course it existed
IAM wasn't around back then …

The Anniversary Book
The Institute for Media Studies is part of Zurich University of Applied Sciences
Winterthur, located in the Kesselschmiede on the Sulzer industrial site
based in Winterthur. Since October 2000, the institute, which is run by the
Daniel, former editor-in-chief of the Tages-Anzeiger and linguist
led by Perrin, professional female communicators and
Communication specialists. So far, 240 of them have completed their degree program
completed; 25 of them are featured in this book, which is part of the
The five-year anniversary issue was published, featuring articles and photos.

One thing all 25 public information officers, female journalists,
Communications managers, media spokespersons, and editors
One thing they have in common: They have turned their calling into their profession and
worked hard to achieve this. All of them did so alongside their regular jobs, and many of them while
in their free time and during their vacations. But that's where the
Similarities. Their life stories are just as varied as the
Motivation to communicate professionally. That’s what «communication” is all about.
»As a Career" is a worthwhile and exciting read.

Turning a Calling into a Career
Take Marianne Gut, for example. The trained orthopedist took on a side job
the vocational high school for design, where I focused on web design
on corporate communications. When she was at the IAM working on a story
While doing her research, she came across the Stade de Suisse—and
shortly thereafter, he designed the website www.stadedesuisse.ch. While
As part of this project, she applied on her own initiative for the position of communications officer at
the Stade de Suisse Wankdorf. She got the job, built (at that time still
in a construction trailer) and has been on her own ever since
responsible for that.

Or Anna Scrowther. After graduating from high school, she worked part-time as a flight attendant,
until she began producing segments for a show on the private network TV 3 and
who headed the production team for an entertainment show. Then she decided
enrolled in the journalism and corporate communications program. Today
She assists the director and artistic director of the
Casinotheater Winterthur, where she is responsible for media relations.
She writes the program booklet, works with female journalists, and
Journalists—she invites them to rehearsals and arranges interview appointments. And
In between, she organizes everything from Bachtrommeln to Tigerfinken
with red pom-poms.

Putting People First
The book *Communication as a Profession* is intended for anyone interested in
are interested in training in communication. The very
These personal portraits focus on 25 people who
who want to communicate professionally and are therefore pursuing training
decided at the IAM. That is, if one accepts Moritz Leuenberger's thesis
If you want to believe that talent can be learned, that’s certainly a good approach—and
That's certainly true, even if—like me—you don't believe in it.

Roger Hausmann

The international media company Bertelsmann increased its revenue in fiscal year 2005 and further improved its profitability. The year was also marked by a series of strategic acquisitions that enabled Bertelsmann to expand its market positions in key business areas. As the company announced on Wednesday in Berlin, consolidated revenue grew from 17.0 billion euros in the previous year to 17.9 billion euros, despite a generally subdued market environment. The 5.1 percent increase was attributable roughly equally to acquisitions and organic growth. Operating EBIT rose by 12.7 percent to 1,610 million euros (previous year: 1,429 million). The operating profit margin stood at 9.0 percent, representing an increase compared with the previous year (8.4 percent). Net income reached another high level at 1,041 million euros, but was below the prior-year figure of 1,172 million, which had included significant positive one-time items. The number of employees worldwide rose to 88,516 at the end of the fiscal year (previous year: 76,266), primarily due to acquisitions but also to the creation of new jobs. In Germany, the number of employees rose by 4,767, of which approximately 1,000 were new positions. The RTL Group, Arvato, and Gruner + Jahr divisions made a significant contribution to operating EBIT in 2005. All of Bertelsmann’s business divisions improved their results compared with the previous year and thus contributed to the positive trend in operating income. For the current year, the Group expects further growth in revenue and earnings.

Car Service Swiss drivers must
It's no longer even necessary to explain who Pneu Egger is. And just as little as
what a tire looks like and that there are winter and summer tires. Right
However, it's worth noting that it's time to change the tires
is when spring arrives. And with it, you can start all over again
It's surprising how the latest commercial from Wirz Werbung for Pneu Egger
shows. The "Biss" concept works with two sets of teeth from the
third kind. Both are slumbering next to the bed of a sleeping
couple. Then a romantic aria begins to play, and just like that—there’s a
His dentures popped into the other guy's tooth jar. «Time for a tire change,» he thinks,
plus that funny little gag film from Markenfilm Schweiz, with a voice-over to go with it
say.

Awards At the Swiss Marketing Day 2006
Trisa AG won the Swiss
Marketing Trophy for its innovative Sonicpower toothbrush.The canton of origin counts the broadly
SMC jury's choice of the Swiss Marketing Case of the Year.
year is still not one of the criteria. But the holism,
the good marketing craft, the degree of innovation, the proof of success
as well as dynamism and commitment in implementation. All the more astonishing,
that, after Emmi last year, with Trisa once again a company
from Lucerne received the significant industry award for its
Market services "with exemplary character for the Swiss economy".
receives. The sales and earnings performance of the companies controlled by the
majority shareholder family Pfenniger punishes all
those who believe in lucrative production of low-interest products in
of Switzerland doubt. Two months before the presentation of the
It is clear from the Annual Report that, in the past year as well, the
Growth of the Group specializing in oral, hair and room care products
will be in the double-digit range (2004 sales: CHF 162 million).

Traditional communication
It is also significant that this year, since the theme of the event is
Provocation in marketing was, of all things, the Triengener
Company has received the gold award. For a good twelve years
it presents its oral care unit with a clear, almost
unchanged image presentation ("More desire to brush teeth"), which together
developed with the Zurich agency Edgar Iten. The young couple,
which has been brushing each other's teeth since 1994, has
commonly perceived as rather annoying oral hygiene not only positively
emotionalized. After quite a few declensions, it has become the again
recognizable sympathy carrier of the company. Unusual
Trisa does not seem to need advertising concepts and ideas.
Instead, Trisa stands out in the seemingly exhausted
Dental hygiene sector primarily through constant product innovations
and strategic diversification successfully from the national as
international competition. Innovation management has a high priority in the
corporate strategy is very important to us and is an integral part of our corporate strategy.
according to Peter Gross, Head of Research & Development, on almost all
Levels institutionalized.

"The prospects in the healthcare sector also look good in the long term
out," says Felix Fischbacher, Marketing Project Manager at Trisa.
On the one hand, Trisa's extensive know-how is a great advantage here,
on the other hand, also the new technologies that have been used in Swiss schools for decades
practiced prophylaxis work for caries-free teeth, which the
consumption habits has changed permanently. Whereas in 1974 in Switzerland
5.6 million manual toothbrushes were sold in 2004, the figure was
over 17 million units reached the saturation point. "Different
than in the export markets, we see growth potential in the home market
especially with electric toothbrushes," explains Fischbacher.

Of the million toothbrushes that are used every day in the Swiss
Trisa production facilities are created, 97 percent are exported. 77
Trisa AG generates percent of its sales in Europe, the remaining
23 percent distributed around the globe. This is also the case in the Middle East,
where Trisa is one of the market leaders. So if the company is after the
current investments (2006: CHF 30 million), the company is currently using up its
Production capacity increased again, then primarily for countries in which
oral hygiene awareness is still relatively low. "We assume,
that toothbrush consumption in Europe will increase in the next ten years.
will double," says Fischbacher. With it he justifies at the same time,
which is why Trisa continues to invest in new equipment, innovations and jobs.
(2004: around 100 new jobs) were invested.

In fact, the degree of innovation in recent years has
continuously increased. Measured in terms of total sales, the
Share from products less than three years old, down from 24 percent in the
In order to maximize the chances of a strong increase in the number of
to perceive the product range based on Question Marks and Stars, and
to recoup the high investment costs, regional
Market analyses and an efficient communication concept are indispensable. Since
Depending on the market, the product lines have different life cycles.
the assortment strategies and, consequently, the
Investments amortized according to a market-specific key,
explains Felix Fischbacher. In countries where the annual
toothbrush consumption is high, the replacement rate of manual
toothbrushes is higher than in others. That is why the
Innovation management strongly adapted to the more demanding markets such as
Germany or the USA, where the quality, the design and the
The effectiveness of the consumer product is subject to increasingly stringent requirements.

New boost for the brand
The latest child of this effort is called Sonicpower and was launched in the
launched in the fall of 2004. The novel toothbrush is expected to become a
Milestone in the success story of the 119-year-old
family company. After all, it is based on the per se
expensive sonic toothbrush technology. Through new approaches in the
production, however, it could be implemented cheaply and compactly. The
innovative toothbrush with 20 000 movements per minute was developed by Trisa
not only developed in Switzerland, but is also produced here.

The revolutionary toothbrush includes three innovations:
Not only does the world innovation clean much more efficiently than a
conventional toothbrush, among the electric toothbrushes it also has
the lowest potential for injuries, and the very competitive
Price positioning (below CHF 30) makes it suitable for broad segments
affordable. Other benefits such as the handiness, the favorable
The interchangeable head and the space-saving charger are designed to improve oral hygiene.
and, in the foreseeable future, replace the bulky and expensive
sonic toothbrushes to the lower ranks. The first
Results give cause for optimism: According to GfK consumer tracking, Trisa's
share of the Swiss electric toothbrush market between the first
The share of the Group's total sales grew from seven to almost 20 percent in the third quarter of 2003 and 2005.
grew by as much as 28 percent in value terms.

By the end of 2005, the advertising package weighed in at around CHF 1.3 million and included a
Press conference for the trade media, product PR as well as a concentrated
Poster campaign, POS material, sales folders and promotions
as well as a TV commercial.

Luca Aloisi

Media Market: The Media Focus media trend report will be published monthly and updated going forward.
Compared to January 2006, the following is evident:
The indices for February were as follows: The overall market remained at 166
Figures on par with the previous month. Print media were able to, thanks to the
a strong February for daily newspapers, up 1 point to 129
increase. Electronic media lost 1 point, falling to 311, due to
slight declines in the TV and radio sectors. As for billboards (Out of
home) shows a decline of 1 point to 216. The
Daily newspapers rose by 1 point to 114 points. The
Consumer magazines remained at the previous month's level, as did the
Trade journals. Radio saw a decline of 1 point to
243. The movie theater sector posted a gain of 1 point, bringing the index to 330 points.
Teletext also saw an increase of 1 point to 145. At the
The figures for the Internet are not comparable, since January and February are still
are incomplete. The Media Focus Media Trend is a seasonally adjusted index that
based on the monthly gross advertising expenditures tracked by Media Focus in
Swiss franc. (mf)

Direct marketing The stop sticker against unwanted advertising is no longer what it used to be. Its importance is being actively undermined and consumers are helping to undermine it.
stop stickers against unsolicited advertising mail, does not use
any form of unaddressed mail, this now consists of brochures,
catalogs, product samples, appeals for donations or free newspapers. So
In any case, the Foundation for Consumer Protection (SKS) informs all
those who order a stop sticker. The
SKS is also making consumers aware of this: official publications and
Political advertising is generally calculated gross, i.e. also in
letterboxes with stop stickers. This is the case in some cantons
prescribed.

For years, Swiss Post and private distribution organizations have been
largely adheres to this interpretation of the stop glue - although the
SKS does not have a written agreement on this. As a rule
They therefore offer their direct marketing customers the so-called net spread
that brochures should only be placed in letterboxes without stop stickers.
will.

Recently, however, this consensus has been crumbling. Swiss Post, the private
Distribution companies and the free newspaper publishers interpret the
stop sticker, extend its scope of application or attempt to extend its validity.
to stop the spread. SKS and consumers are helping to some extent.
A few examples: On March 8, the post office in Basel wrote 10000
mailbox owners with stop stickers and offered them the free
"gentle" removal of the decals in return for a small gift. On
March 24 will be followed by a second mailing to 60,000 households in the
Northwestern Switzerland. If the campaign is successful and sustainable, we are considering
Swiss Post is launching a nationwide campaign. The fact that the test was launched in Basel
is no coincidence: At the Rhine bend, the density of stop-stickers is
highest in Switzerland.

Many consumers also relativize the braking power of the advertising topper,
by explicitly requesting the regional free newspaper, even then,
if a stop sticker is stuck to their letterbox. Some publishers
therefore distribute additional colored dots to stick on. With success, as
The example of northwestern Switzerland shows: Of the 16,3878 letterboxes that the
distribution organization Distriba with the free Baslerstab newspaper,
more than half are provided with a stop sticker. 48400 from
but they also have a green dot with the inscription
"Basel staff welcome".

The AWZ Bern and Espace Media have interpreted the
Groupe (EM), publisher of the free newspaper Berner Bär, the
stop adhesive for years: EM basically allows gross
distribute, the AWZ carries it out. Whoever complains receives a black
point on the letterbox and is no longer served. The post office
undermines the consumer protection symbol. In 2003, it became the product
Promopost, which adheres to the SKS rules, quietly created a new
product free newspapers with gross delivery. "As the
The content of the free newspapers is of great interest to residents
delivery to all letterboxes and mailboxes is not possible.
possible," argues Swiss Post in a paper for clients.

The SKS indirectly supported this argument by proposing a new
Kleber launched "Please no free newspaper". He thereby admitted,
that the stop adhesive is no longer clearly visible without a second adhesive.
can be interpreted - which can only be conducive to further erosion.
is. Furthermore, the SKS was recently involved in negotiations with Swiss Post and
distribution companies agree that in future appeals for donations from
Zewo-certified aid organizations may be distributed gross.

Around four years ago, Swiss Post made a further attempt to
stop stickers - with the "PromoPost selective" offer
partially addressed". Several envelopes are addressed with "To
all gardening friends of the house at Blumenstrasse 24 ...", which
readily accepted the post office as "addressed" and was
Blumenstrasse 24 to all letterboxes. At the time, the
SKS its symbol better: He intervened with Federal Councillor Moritz
Leuenberger. Since then, Swiss Post has also respected the stop sticker for
partially addressed advertising.

Tangible interests against further stop adhesives
In Switzerland, an average of 40 percent of
mailbox owners by means of a stop sticker from their
right to refuse acceptance. The canton reaches the peak value
Basel-Stadt with a density of 61 percent. This is steadily increasing:
According to Swiss Post, the proportion of stop-stickers grew across Switzerland from
Fall 2004 to fall 2005 by 4.2 percent or 77,000 units.

Swiss Post, which uses a special service for the transportation of unaddressed advertising mail
market share of 50 percent is directly affected by this. 2004
it still transported 1.25 billion unaddressed letters, one percent
less than in the previous year (sales: CHF 120 million). With a
reduction in stop stickers by only one percent, Swiss Post already expects
with two million francs in additional sales per year. Hence the replacement campaign
in Basel, and also the new gross distribution of free newspapers.
The latter is already profitable: in 2004, the
The only area in which Swiss Post's Mail business unit recorded more orders (plus
11.3 percent). This growth "was primarily due to the introduction of the
product free newspapers," it says in the
Financial Report 2004.

Markus Knöpfli