Column It would be more credible to name what
freedom of the press is endangered here every day, instead of on the
cartoon controversy. You don't have freedom, you take it
itself. Again and again. Or, to put it in a less boyish way: May
freedoms should also be guaranteed in democratic states - only their
Regular practice gives them substance and shape. In addition
that a little freedom is no freedom at all: those who insist on it must
exhaust them to the brim, at least from time to time. This
applies in particular to media freedom.

There is currently a lot of talk about it and the free word. This would be
That's a good thing. Unfortunately, the occasion is unappetizing: a right-wing Danish
Newspaper has shown Muslims, all Muslims, with twelve cartoons about
gave the prophets the racist finger. You do that
not. The prophet is not usually depicted figuratively. Jews
and Protestants hold the same view, among the monotheisms only
Catholics with the symbolic power of the image. The
Danish caricatures rather of powerer quality, so not funny, with
one exception, but that's not the point here.

In any case, they were, it seemed, a shot in the dark. Denmark's
Muslims were annoyed, but only moderately provoked. Are
probably already somewhat hardened. In the kingdom that, for some unknown reason
still has the reputation of being a small, friendly, tolerant and
principled little country, there is a rude attitude towards
Immigrants; the new migration laws violate human rights, 
and the media sometimes call Muslims riff-raff or worse. So
The editor-in-chief of Morgenavisen Jyllands-Posten
did not let his Muslims get away with it. They did not play their part.
After all, Jyllands-Posten has been associated with agitation against migrants and Islam by
the provincial newspaper has become the most widely circulated Postille.
Prime Minister Anders Fogh Rasmussen shares this background.

So the cartoons were displayed again and again for weeks on
Muslim community leaders, assorted with the question of whether
it really didn't hurt them. At some point, a preacher came to the
hatred and went on an agitation tour. The rest seems
known - even if serious Middle East experts agree on this,
that the torching of Western embassies in Damascus and elsewhere
little with the caricatures and a lot with the new hard European
hand against Syria, Iran, Hamas et les autres. Conflicts
are always played out on the level of symbols.

Can Jyllands-Posten claim freedom of the press for such things?
She may. This is how the principle of freedom works: even if they are disgusting
results, we want to stand ready to defend them.

That's just a bit hypocritical. The truth is that every senior
Editor the situation, a text or a caricature
or having to reject them because they hurt Chris's feelings.
offend or carry anti-Semitic undertones. AFP
has recently published a long list of current censorship cases.
 
Journalistic ethics would demand this in the case of Jyllands-Posten,
that we first fend off any attack on the freedom of the newspaper.
But the fact that we then, among journalists and in public, have this
editorial team. Some of these caricatures were
clearly racist - in the strict sense of the definition: they were aimed at
on ethnic stereotypes, generalized, asserted the general
inferiority of Islam and incited hatred against an entire group
of people. It was racist agitation.

Worse: Afterwards, a few journalists around Alice Schwarzer
and Helmut Markwort, in an Islamophobic manifesto for the
freedom of expression. They would be more credible if they had
They lost a word about what media freedom means to us every day.
jeopardized, sometimes even suspended: the interests of advertising customers,
self-censorship, media concentration, the authoritarian neoliberal
Mainstream, inadequate craft ... Markwort would have a few very personal facts, facts, facts.

> Oliver Fahrni is a freelance publicist.

Advertisers Among the Swiss
There are two associations of advertising intermediaries. The four
PubliGroup subsidiaries Publicitas, Publimedia, Publimag and Mosse are in the
Association of Swiss Advertising Companies (VSW), 17 small intermediaries
are members of the Association of Swiss Advertising and Media
Sales company
(Sava) has organized. VSW and Sava have been talking about
Cooperation. "A merger or the establishment of an umbrella organization is
not out of the question even today," says Sava President Max Künzler. After
Conclusion of the Weko investigation against PubliGroupe (see p. 17) could
talks with the VSW should be resumed, he says.
Georges von Csernatony, member of the VSW board, is skeptical.
"We are friends, but we were able to get together mainly because of the
different sizes," he says. The largest
Sava member is four times smaller than the smallest VSW member,
Therefore, in the areas of technology or training, hardly any
common denominator. Csernatony is thinking of selective
Cooperations. (mk)

Associations The Petroleum Association believes,
that the Swiss are not sufficiently aware of the advantages of heating oil, and
is now opposing this with an argumentation campaign by Lesch + Frei:
with a total of ten advertisements and three reminder spots. Among them
also the motif that older generations of advertisers are sure to remember.
certain Howard Gossage. The US advertising pioneer (1917 -
1969) revitalized the image of the
Fina service station network with a phenomenal advertising idea, according to which at
Fina is filling customers' tires with pink air. The problem with
Heating oil: The fuel may be pink, but unfortunately the smoke is
not.

Advico Young & Rubicam has issued a
campaign for Bread for All/Fastenopfer, which does not include suffering
people, but nevertheless, or perhaps because of this, shakes them up. Via
language and environment-related advertising, she makes an impressive
frightening situations. The campaign works with
Analogies that everyone knows. You can see worthless objects like a
old, crumpled can that has been carelessly thrown away or a
squeezed tube with the headline: "In Colombia, this is a human being.
Join us in doing something for the victims of violence: PK 46-7694-0." The
Campaign is supplemented with stickers and small posters. Instead of the
Motifs here are the environments. "Your child lives here", for example, is written on
a floor sticker in a covered street corner. "if you
are a poor family in Mexico City. Join us in doing something for the
Human rights." On a pharmacy door it says: You won't get any here
Medication." A garbage can reads: "This is where you eat
Your child." And on a toilet door: "In a room like this, you need 15
years."

The second largest printing company after Heidelberger Druck
printing press manufacturer in the world sells its
printing press subsidiary MAN Roland to Allianz. The MAN subsidiary had
suffered for years from the crisis in the printing and newspaper industry,
according to the SDA press release. After a tough cost-cutting program, MAN was
Roland returned to profitability last year, however, the current
Restructuring continues. The following are affected by the change of ownership
almost 9000 employees and 10 percent of MAN's turnover. The Group
wants to focus more on its fast-growing core business around transportation
and mobility. Together with Allianz, a
joint venture, which holds a majority interest in MAN Roland
Druckmaschinen takes over. MAN retains a 35 percent stake.

ARD Sales & Services relaunches with
"Radio Stars" the Golden Radio Award, which it has been presenting since 1978. Bem
oldest German competition for radio advertising, works from the
all German-speaking countries. Submissions are possible from
possible immediately. The individual performance and the
Effect of the radio spots. A radio spot can be used in different
categories, but must only be submitted once. More
Details can be found on the website.

Pharma Sandoz wants to be market leader in
generics market. The agency Werbeanstalt positions the
Almost exactly ten years to the day after its launch, the traditional company has become a new trusted brand.
largest corporate marriage in the world to date between Ciba Geigy and
Sandoz is the relaunch campaign in Switzerland for the then
"defunct" Sandoz brand was launched. In 2003, the decommissioned
Sandoz was revived as a generic brand and marketed under the
former company Schönenberger Pharma Generics. The brand
Sandoz was hardly visible to the outside world anymore and was
Swiss end consumers are almost no longer noticed. But with
Acquisitions of various generics manufacturers in 2005 - among others
Hexal in Holzkirchen near Munich and its Swiss subsidiary
Subsidiary Ecosol, the number two in the Swiss generics market
- Novartis intends to make its Sandoz Division the world's largest
generics brand and build it up accordingly in the domestic market.
Switzerland. And the timing could hardly be better.

The beginning of the generics boom
In pharmaceutical markets such as Denmark or Germany, where the
cost sharing by patients led to an increase in price sensitivity,
the proportion of imitations in the overall drugs market is correspondingly high
- 32 and 23 percent respectively. In Switzerland, the
Generics share despite tripling sales since 2000 to over 300
million francs at just eight percent of the total
pharmaceutical market. This could change drastically in the near future. With the
Federal Council ordinance, according to which patients have had to pay for
original medicines have to pay twice as high a co-payment
than for imitation preparations, if such are available. The question
is no longer original or copy, but now 20 or 10 percent
Deductible.

Until recently, hardly anyone was interested in generics.
in the foreseeable future, federal regulations will also change the low-interest
high-interest product group and from a niche market soon a
mass market. Although the patent protection of over 30 blockbusters had expired by 2010
(drugs with annual sales of over one billion euros worldwide)
dollar), no one wants to give precise details of the enormous
market potential. Neither the Minister of Health nor Robin Koenig,
Brand Manager of Sandoz. Presumably because they want to use the manufacturers of
original medicines. After all
margins with the argument of higher research and development costs.
development costs, which in turn is becoming increasingly expensive.
the item "Marketing and sales" usually accounts for around
a third of sales. Compared to their advertising message
Sandoz - measured against the targets - falls strategically and
not necessarily easier in tactical terms, but it is financially far below
the expenses of the original pharmaceutical companies.

Markom's challenges in the generics market are primarily the
competitive situation, because original preparations after the expiry of the 20-year
patent term can be imitated by an average of ten companies, and the
still prevailing opinion that the copies can only be so cheap
because they are inferior to the originals in many respects.
The Zurich agency commissioned by Sandoz wants to counter this prejudice.
advertising agency with its campaign. At the center is the
Building trust and image for Sandoz. Because in addition to the important but
price argument, which is often perceived skeptically, is gaining in importance among end consumers.
the need to know more about the copycat products is increasing.
know. The campaign meets this requirement above all on a tactical level with
posters, advertisements and POS presence in Swiss pharmacies,
by demonstrating the 20-year proven track record of the preparations and the same
Effect and tolerability of the originals but at a lower price
thematized.

Over a dozen headlines
At a strategic level, those responsible want to create a beautiful
and rather generic-looking TV commercial on the one hand to dispel prejudices
and break the skeptical behavior pattern by making comparisons and
to historical prejudices - against the car, the TV or the
of fashion - which later turned out to be mistakes. On the other hand
The aim is to position the Sandoz brand as a synonym for generics.
become. Both levels are linked in particular by the more recent claim "a healthy
decision", which is regarded by the various target groups as a concrete as
can be interpreted as a financial promise. On this foundation
and the weakening of prejudices is the basis of the headline concept.
Concept designer Michael Manzardo and CD Sarah Hiltebrand developed over
a dozen headlines that are filled with ironic allusions to the
originals advertise the equivalent imitation products and, in addition, doctors
and pharmacists as trusted authorities in the influencer role
and address patients' need for safety. The fact that the brand
Sandoz has a much higher market share in the older and more interesting segment.
The high level of awareness can only be beneficial.

Luca Aloisi

As part of the international
Tourism Exchange in Berlin ITB, Switzerland Tourism won four prizes
to accept the award. 1st place went to Switzerland Tourism Germany as
best travel agency in Germany, according to a press release.
This prize was awarded to Switzerland Tourism for the third time in a row.
awarded. The assessment criteria were knowledge of the area, answering
journalistic inquiries, press mailings and the organization of
press conferences and trips. 1st to 3rd place was also awarded for the
best tourist brochures. Switzerland Tourism can now boast
the golden compass rose, the Oscar for tourism brochures.

The cosmetics company Trybol from Neuhausen im
Canton Schaffhausen is looking for like-minded people via an advertisement. She sees
with an increasing misuse of the Swiss brand and
misleading indications of origin at home and abroad. It
there is an "urgent need for action for better protection of the brand
Switzerland", as the company stated in an advertisement placed in the Tages-Anzeiger
advertisement. More companies should join the fight for
better protection of the Swiss brand. The
Swiss Chamber of Commerce and Industry has already provided support
signaled, according to a press release.
Trybol has opted for the public route, as it is able to work with
a complaint and also with an appeal to the Fairness Commission
was rebuffed. The Juvena products sued for were sold on the
use the designation "... of Switzerland" in the lease supplement, although
the products are manufactured in Germany. "Companies, no matter which
industry, which is characterized by the misuse of the Swiss brand and misleading
indications of source at home and abroad are affected", should now
report. The advertisement has already triggered a number of reactions, it says
in a statement from the SDA. Since there is no legislative
sees a need for action, Trybol now obviously wants to increase the pressure on the
Swiss Federal Institute of Intellectual Property and the Federal Department of Justice and
Police Department FDJP. According to SDA, the FDJP said on
Thursday that Federal Councillor Blocher has rejected all efforts to protect the
welcome designations of origin.

Constant advertising block values on the tele
News Combi TNC stations are involved thanks to gates every hour
for sure. The regional broadcasters also want a slice of the advertising pie.
and accompany the major sporting event with magazines,
overviews and with what, according to a press release, is the core business of the
Regionalfernsheens is: "Being close to the fans, and the atmosphere
around the stadium and in the cities". How the
advertising marketing company Radiotele announced on Thursday that the large
The trump card here is the consistency of the commercial breaks. The analysis of the EM
2004 showed that the average block rating during the
EM months of June and July 2004 did not suffer the slightest loss of performance.
had recorded. Advertisers would have a "very big opportunity"
if they miss out on advertising budgets during the 2006 World Cup
would be scaled back, the press release continues.

Internet copyrights and cooperation between publishers jeopardize journalists' rights to their works. The Südostschweiz Media Group (SOM)
was recently targeted by the trade union Impressum. The reason was the
Circulation of a copyright contract. Freelance journalists and
Journalists should transfer all rights to their works to the
Publishing Group and waive any claims to remuneration.
In addition, SOM also wanted to use the contract to secure the right to
ensure that the works are passed on to third parties. For freelance journalism
in the far-reaching sphere of influence of the monopolist in the canton of Graubünden
this would have meant the certain end. Meanwhile, the
Matter as a storm in a teacup - the reason for the excitement is
according to those responsible, a misunderstanding in the
personnel department. The contents of contracts for freelance
Media professionals and permanently employed editors
really mixed up.
No clear regulation
"It was a mistake on our part," admits publisher Hanspeter Lebrument.
Südostschweiz editor-in-chief Andrea Masüger speaks of an "internal
Lapsus", in which freelancers suddenly gave their texts to the Aargauer Zeitung
free of charge within the framework of the commonly practiced 
exchange of articles and, conversely, permanent employees
should have been allowed to make secondary use of their works. "We are aligning ourselves
in accordance with the model contracts of the "Swiss Press Association",
explains Masüger. So what happens within the numerous SOM
(Bündner Tagblatt, Die Südostschweiz, Radio Grischa, TeleSüdostschweiz,
Radio Engiadina) is published or broadcast - even several times - the following applies
than compensated. To date, according to the
Südostschweiz managers had no problems with this. Nevertheless
a clear regulation is missing. "Until now, we have not
Let common sense prevail", in other words a rule-free state that
cannot be permanent, says Masüger. It's about living the
practice to safeguard employees. This means that the
SOM is not alone. This formulation deficit is widespread.
Today, it is common practice for the content of publications to be
practically automatically on the publishers' websites
appear. With the emergence of new Internet offerings such as weblogs and
podcasts or mobile communication, the overview is becoming increasingly
more difficult. "Many people believe what is offered on the Internet,
is free. But this is not the case. The content is subject to
the same rules of use as in the real world," says
Media law expert Franz A. Zölch.  

Media professionals also assign the rights to Ringier to the publisher.
their works for all ringing titles - including the Internet. "The
is part of the contracts," says media spokesman Marco Castellaneta.
A number of publishers, including Tamedia and Basler Zeitung, have
recently adjusted their contractual agreements and are calling for the comprehensive
Assignment of copyrights with low flat-rate compensation models,
as the trade union newspaper Journalisten.ch reports in its latest issue
writes.

Global compensation not an issue
Media professionals are hardly resisting this, as the Internet has not been a
is a profitable business model. Paid websites should
merely prevent the public from reading content for free on the web,
instead of buying them at the kiosk. "The moment the house has money in the
Internet, the journalist must also get something out of it," says
Hanspeter Lebrument. But the administrative effort is not worth the
compensation for each contribution. "It should be proportionate
and be a business," says Lebrument. Global compensation models, such as
known from Pro Litteris, for example, are currently not an option.
Topic. "That will certainly come one day," says media law expert Zölch.
After all, it is still better for the author to be entitled to something than not
nothing, even if it is only a little in the end. But how are the
rights to journalistic works be bindingly protected? In the
As part of the partial revision of the Copyright Act, the Federal Council has
recently signaled that it does not want to include producer copyright in the
law. This would have changed the rights by law of those
automatically transferred, which bears the economic risk for the
publication. "You would have the entire copyright
must be reversed, because it is focused solely on the author, and
That's a good thing," says Zölch.
The copyright issue is therefore not the only problem for
especially freelance media professionals, but the increasing cooperation
of publishing houses in the editorial area as well as acquisitions and mergers.
"They want to save on the publishing side and work closely together. This is how
practically identical newspaper pages that cannot be duplicated.
wants to pay," says Benjamin Geiger, editor-in-chief of the
Zürichsee-Zeitung. This is drying up the market for freelance journalists,
just like newspaper mergers. Because if the small Thalwiler Anzeiger
to the Zürichsee-Zeitung one day, then it is with the now
still double remuneration for articles by freelancers on the left
Lake Zurich shore.

    

René Worni

The publisher's three financial publications
Handelszeitung, Schweizer Bank, Schweizer Versicherung and Private
Banking can now be booked in the new national TopFinanzkombi
will be published. This means that with a total print run of 34,000
leaders and top leaders from the banking, finance and insurance sectors in
a highly effective decision-making environment directly and without wastage
was achieved, according to the publisher's press release. In addition to the
Thanks to private banking, German-speaking Switzerland is also the
market presence in the French-speaking part of Switzerland.