Classified ad market tool providers want to help publishers to tackle the problem of classified ads. The approach and technology are very
The philosophy and business model are also different. Despite all the differences (see table), the five tools presented here also have things in common.
They enable publishers - at least according to the respective
provider - media break-free capture, design and management,
Disposition and billing of online and print advertisements. Some
also include mobile and even the administration of
cross-media orders in other media genres. Not every
However, the tool is suitable for all rubric areas, Prospective for the
example is only used in the job area, with other examples all
Classifieds (job, real estate, vehicle, contact, erotic, death, etc.)
and occasional advertisements). All
tools are web-based.

Access to media data
All solutions allow the advertiser to book mono and cross-media
(at least print and online), they also grant them freedom to choose where and
how he wants to do this. Via all these tools, the customer also has access to
current media data (at least tariffs, discounts, combos, mass and
completion dates). Cost calculations are generally possible, also
the customer all forms of advertisements (dealer or collective advertisements)
even according to complicated CI/CD specifications. Advertisers can
They can also manage their property and advertising portfolio online.

Not all tools are marketplace-compatible, but no tool prevents the
Connection to online marketplaces. Some, on the other hand, are almost
networking and offer themselves as a marketplace solution in which
In some cases, however, the degree of networking can be adjusted depending on the publishing strategy.
restrict. The publisher should check whether the tool is marketplace-compatible,
whether he remains completely free in his choice of partner when networking and
has all options open to him - or whether the rivalry
among the tool providers is restricted in any way or
could be disadvantaged.
 
Web spidering offers completely different options (and dangers),
searching the Internet for specific content, in this case
for classified ads from third-party providers. Three tool providers offer
this possibility. This is problematic insofar as it means that
prices and ultimately the entire classifieds market ad
could be made absurd - because which advertiser would still want to
pay for advertisements if they appear everywhere anyway? Spiders could
However, it is to a publisher's advantage if it is able to offer
online ads are missing in certain areas. This gap can then be
with advertisements that are harvested (free of charge) from third-party providers.

Markus Knöpfli

Comparing apples with oranges?
A comparison of five completely different solutions for the
The new category area only increases the tool salad for publishers,
fears one provider. It is important to make a very precise distinction between
booking tools and marketplace solutions are differentiated, warns one
others. Sure, the comparison is tricky. Nevertheless, we dare to make it (without
claim to be complete), because all the providers mentioned promise
to help publishers solve their problems in the classified section.

Throughout the comparison, we also endeavored to always use the
publisher optics. In the end, they have to choose a provider
and its solution. Likewise, with which business model he
wants to dock. And he needs to know what this means for him and his
advertising customers (in the longer term). Not included in the comparison
The differences in performance were also included,
Usability or logic. (mk)

Mediation commission comes up with a tit-for-tat solution
In the print sector, Publicitas alone determines which
advertising intermediaries with the Intermediary Commission (IC) for their
work. As is well known, this led to a lawsuit by the small
AdX, which is still pending before the Competition Commission.
is.

In the online sector, the situation is less one-sided: although the P
here, too, to whom it grants the UK (Prospective receives it), but since
P is neither the only nor the leading marketplace provider, it must
also have to accept returns. Specifically: Scout24 is not
VK-entitled, but conversely does not remunerate the P either if this
must place an advertisement on one of the Scout24 online marketplaces. (mk)

Markus Knöpfli

Column Where did the document come from? If the motive of the "traitor" were known, it would be possible to deduce the value of his information.
last Friday presented her topic in an interesting, differentiated and
treated with a minimum of shouting. And actually, everyone
participants against the image they brought with them.
Christoph Grenacher from SonntagsBlick was credible as a revealing
Journalist. Regula Stämpfli and Peter Forster as political scientists and
Critics with military training judged his behavior from a
opposing positions plausible. And the two politicians, each
Representatives of wing positions, showed that sometimes it pays off,
to listen to you, even if you don't like him. The Zug left-back Jo
Despite all the demagoguery, Lang argued in some places that
brilliant. And Christoph Mörgeli showed that he can be more than that
than Blocher's loudspeaker, namely a clever mind with uninhibited
debate.

The question was: Are we allowed to do what the SonntagsBlick did in its first
January issue, namely a classified secret
Publish a secret service document? Always assuming it is
explosive, it seems - which, by the way, becomes all the more dubious the more
you read it more closely.

The most important question was not answered in the "Arena"; it could be
cannot be answered either: Where did the document come from? Who wrote it?
and, above all, with what motives? Grenacher has
at least half-mumbled that he had not been in favor of it.
paid. (It's a pity that discussion leader Reto Brennwald was at
did not follow up on this point!)

The motives of the "traitors" usually allow good conclusions to be drawn about the
value of their information. As a rule, it is not only
What matters is what they give you, but also what they keep back and
conceal.

I have many years of experience in dealing with "hot" tips and
almost every motive. Greed and pomposity
are the easiest to see through. Often, for political or
an issue is launched for idealistic reasons, a disliked opponent or
competitor is shot down. Often this is also a rival from the
own organization. That is why it is worthwhile in economic matters to
In any case, in-depth research into the hierarchies. Many a
The underdog has been peddling explosive documents in order to
to make them go away. Or to make an unpopular project look bad so that
it does nothing for its own project, which competes internally for budget funds
can take more away. Machiavelli sends his regards.

Inevitably, the journalist, especially the boss in charge, gets caught up in
Distress of conscience. The foreseeable criminal record is the lesser evil.
But decent people - and that includes editors-in-chief to
count as proof to the contrary - do not want to do any harm. They
weigh up the options. But how do they do it best?

In all cases (almost all on comparatively less important,
local level), I have learned that such decisions can only be made
never make decisions on your own, even if you have to deal with the consequences alone afterwards.
must carry. I have always been able to talk to good friends and confidants
advise. For example, I remember with great respect one
retired judge, whom I was repeatedly allowed to consult and
who, as it turned out afterwards, was always right without exception.
The most important thing was that these confidants were not left out of the media pie.
but saw the problem from the outside. The less they knew about the
understood (or held) the mechanisms of this trade, the more valuable
was her advice.

PS. I have noticed that in Switzerland very little attention is paid to
was, as the major international news media reported with the Scoop
of the SonntagsBlick. While the SF "Tagesschau"
ball relatively low, ARD, BBC and others were on Sunday with
Top reports on the spot. Despite all reservations, the fax in question was
obviously worth the attention. This encourages me - in ignorance of the
source situation - in the assumption that Christoph Grenacher is correct
has decided. Journalists are there to uncover, secret-keepers
there is still enough.

Karl Lüönd is a publicist and author.

The German market research company
GfK Group expands its presence in Latin America. It participates
51 % in the market researcher Merc in Mexico and 80 % in KleimanSygnos
in Argentina. Investments already exist in Brazil and Chile. With this expansion and the extension of the range
on the Custom Research, Retail and Technology and
GfK intends to create a strong business base for itself in the Health Care segment, which will soon be included.
The
According to the communiqué, market researchers also defined a
so-called "5 Star
initiative", the company's activities in the countries in which the
next five years: The
The range of services is to be expanded to include consulting services for the
Top management in the areas of innovative
Market research approaches and strategic marketing decisions
be expanded. Secondly, the aim is to become the world's number 3
industry. Thirdly, GfK would like to expand its global network
expand
and own companies in all "economic and social" areas.
relevant countries in terms of market research". GfK will
Fourthly, the company will continue to
full-service market research company. And fifthly
GfK's financial expectations for the
defined for the next five years. The aim is to align sales as closely as possible
1.5 billion euro mark, the margin between 13 and 15 %
lie.

Guest commentary Felix Wirz fears that the commitment of non-profit organizations will be at risk if press funding is withdrawn.
to submit a draft decree to the Federal Assembly or to submit a
measure to be taken. That's what the Parliament Act says. With the
press promotion, this principle seems to be reversed: in short
following the referral of the motion "Press promotion through participation in
the distribution costs", the Federal Council proposes that the
proposal. The fact that the unanimous Council of States and the majority of the
National Council referred the proposal is of no interest. The
The ball is back in Parliament's court.

The publisher's president has now also commented on the same issue.
Lebrument had his say - and turned out to be the elephant in the
china store. Publishers should focus on the indirect
press promotion and advocate a standardized
newspaper tariff system. The representatives of the
regional press will be grateful for these words from their association president.
have certainly "thanked" us.

It is the big publishers with their own distribution organizations
of course free to focus more strongly on their own sales channels.
to align. However, this is impossible for the member press. A
Swiss association is dependent on the fact that its
Members' magazine from Geneva to Rorschach and from Münstertal to
Porrentruy is delivered to the members' press. For this purpose, the member press is
nationwide distributor - and there is no such thing
currently only in the form of Swiss Post.

Without the current press subsidy, the shipping costs for the
membership press will more than double. They already account for around
half of the production costs and would be lost in the event of sharp price increases.
account for around two thirds of the costs. For a medium to large
nonprofit organization, this means that they have thousands of additional
members and donors would have to be recruited in order to
to compensate for additional costs.

The actual tasks of non-profit organizations would be to
short. This would also weaken the important functions of the
Member press. For example, the Institute for Communication and
Media Studies at the University of Bern in a recent
conducted on the membership press in Switzerland
found that almost two-thirds of the products sold in Switzerland
Member press meets the demand for linguistic integration
become. While the popular press as well as radio and television
are primarily geared to the respective language region, the
members' press to create a Swiss discourse. This causes
increased costs for editing, translation and printing, whereby the latter
generates considerable turnover in the printing plants of large publishing houses.

In order for the mostly donation-financed non-profit organizations to be able to
important tasks for society can continue to be performed are
They are dependent on continuing to make the member magazines a
to be able to send at a favorable rate.

Felix Wirz represents the interests of 30 non-profit organizations united in ig mitgliederpresse. ([email protected])

Banks The new One Bank strategy of the
Credit Suisse launches a new logo and a new image campaign from
McCann Erickson, a few days after the launch of the new
developed by the London-based design and branding agency Enterprise IG.
logos, Credit Suisse also launched its new advertising campaign in mid-January.
from the stack. And while they cover all channels - from TV to 
print to posters, the bank buildings are also served by the
key locations around the globe with the projection of the new
Logos illuminated.

Innovative spirit was the inspiration
The reason for the fresh image breeze at the major Swiss bank with the
new sail-like Clipper logo is the worldwide bundling of their
Investment Banking, Private Banking and Asset Management divisions. In the
In 2006, its 150th anniversary year, the 150-year-old financial
independently operating divisions under one brand. The
The campaign idea is based on the traditional spirit of innovation, for which
CS is well known in the financial sector, according to the agency commissioned by McCann
Erickson in Frankfurt.

The creative realization "They think of ... We also think of ..." attempts to
promise that CS will provide its clients with new opportunities.
perspectives and thus enable them to recognize opportunities
and seize opportunities that others do not see. The target groups are
wealthy private, corporate and institutional clients around the world.
Globus is targeted. In the domestic market, additional accompanying measures are being
the strategy in the private customer target group as well.
convey. The leitmotif of the campaign - innovative thinking and new
Perspectives - is relevant for all target groups.

On the trail of Microsoft
The advertisements and posters each depict a situation,
from the viewer's point of view and from a different perspective - the
new perspectives - is interpreted by the Bank. In its approach
the CS campaign follows the same track of the Microsoft "Start
something" appearance of the same agency. Here as there
customer needs and will thus further strengthen the commitment of the
Bank, albeit with a completely different visual language.

The striking shots were also shot by New Zealand director Gregor
Nicholas in the TV commercial. The new view of banking he has
additionally underlined with impressive camera angles. As
The uniform wording serves as a bracket for the entire campaign - from
from financial websites to appearances at the World Economic Forum.

Luca Aloisi

The operators of Swisspixels.ch are launching
a new form of advertising in Switzerland with the pixel banner. Pixel banner
can be integrated as advertising banners on pages with dynamic content.
become. The advertising spaces of the advertising customers are confettigrosse
Logos with a direct link to their websites. "This form of advertising is intended to
and invite playful discovery and a shopping character in a small space.
space," explains Swisspixels owner Marc Hauser to the
Advertising week. The first pixel banner is on the website
Feiertagskalender.ch has been launched. The site is a project of the
Swisspixels programmer Peter Schütz.

Despite the expected negative
decision by the Federal Cartel Office on January 27, there are still opportunities
Springer's intention to take over ProSiebenSat.1.
leading politicians from the CDU/CSU and the SPD
Ministerial approval explored.
With the special permit, Springer could possibly be able to continue to operate despite a
expected veto by the Federal Cartel Office, his television plans
realize. The Head of the Bavarian State Chancellery, Eberhard Sinner,
According to information from the FAZ, Springer also sees good opportunities for
a special permit (ministerial authorization) by
Federal Minister of Economics Michael Glos (both CSU). Bavaria's Minister President Edmund Stoiber has also expressed his approval of a ministerial permit.
However, Springer has so far left open the question of whether the publisher will follow this path.
will take action. Both this possibility and a lawsuit
against the expected ban by the Cartel Office would be examined in court. A
Special authorization would only be possible anyway if the previous
owners of Pro Sieben Sat.1 around the American media entrepreneur
Haim Saban are prepared to accept the result of a ministerial authorization procedure
to wait. This is expected to take at least four months.
Saban's position is still unclear. Döpfner negotiated on Tuesday in
Berlin with the investor about how to proceed. The aim was
Springer was also able to ensure that Saban would be
interest on arrears, which, according to the purchase contract, will be waived from next week.
would be due. Nothing was initially disclosed about the course of the negotiations.
known.

For the 30th time, the advertiser of the year
chosen. The readers of Werbewoche opted for
Markus Ruf (42), co-owner of the Ruf Lanz advertising agency. Ruf can call himself
for the second time. Already in the year 2000
he received his first Egon. True to Markus Ruf's motto "who
not surprised, is not noticed" is also the case with
the performance of the Ruf Lanz agency. In the race for the campaign of the
year, she confidently secured first and second place - for
Suva's bicycle helmet campaign and for Bank Coop.
    
Advertiser of the Year 2006:
1st place for Markus Ruf
2nd place for Frank Bodin
3rd place for Alfi Burkard
Campaign of the year:
1st place for Ruf Lanz - bicycle helmet campaign for bfu/Suva
2nd place for Ruf Lanz - Bank Coop
3rd place for Contexta - Swisscom Fixnet (Beck & Bondi)
4th place for Publicis - APG
5th place for Euro RSCG - Stop Aids
6th place for Wirz - Die Mobiliar
7th place for SFLB - National Insurance
8th place for JvM/Limmat - Avia
9th place for Euro RSCG - SBB Cargo
10th place for Walker - WC duck
Further information in the current issue of Werbewoche (02/2006).

The pay-TV channel Premiere has bad
chances of obtaining a license from the future owner of the football TV rights Arena.
sub-license for the transmission of Bundesliga matches. The
After losing the television rights, the pay-TV station had
still hoped for. "We are definitely not negotiating with them",
However, Parm Sandhu, Managing Director of
Arena parent company Unity Media, according to the Financial Times
Germany. Unity Media, on the other hand, is in direct negotiations with
Astra and other satellite companies. By the end of February, the prices
for broadcasting the matches.

Meat products The Reinhold office wants to
establish a new Swiss original: Uncle Herbert and the delicacies
of its Malbuner brand.
"The greatest advertising ideas cannot be
You have to invent them, you have to find them," says Reinhold Weber. Although his
new customer Malbuner "forbidden" at the first briefing, with Uncle
Herbert, the founder of the delicatessen supplier from the Principality of
Liechtenstein. However, the more Reinhold's team became involved with
to the Malbuner family business, its products and above all its
senior partner, the more inevitable it seemed that the
an advertisement with the old patron.

Uncle Herbert. Herbert Ospelt is greeted like this everywhere in the company,
and as Uncle Herbert, the 78-year-old inventor of the brand
Malbuner also introduces himself to every guest or new employee. Reinhold
now makes Herbert a brand icon. Not as a fictional character, but
as a found original. It should come across in advertising as
he really lives, lives and works for both customers and employees.
is popular in his company.

Even today, Uncle Herbert still has new ideas for new
Products in his head. He has been wearing a Texan hat on his head since he
once spent some time in America when he was young. Another
Trademark: Uncle Herbert also has a real-life version of the future in
always has a cheeky line in advertising.

That is why the Zurich advertising agency Reinhold Onkel Herbert von
the entrepreneurial personality to become a brand icon for Malbuner, "because
only Malbuner has Uncle Herbert - and this man is bursting with good
ideas and quirky stories," says Reini Weber. The Malbuner brand
- including the slogan "Mal besser. Malbuner" - was created by Uncle Herbert in 1971
was born. Today, Malbuner stands for meat specialties and several
production sites in Switzerland and the Principality of Liechtenstein.

In 1956, Herbert Ospelt took over a butcher's shop from his father Albert in
Vaduz. However, Herbert did not want to slaughter himself and concentrated
his strengths in the convenience food sector. His company is
in four decades from a small butcher's store to a
international group of companies with 1800 employees.
The family business has been run by Uncle Herbert's son since 1992.
Alexander Ospelt, who made Malbuner one of the most important
expanded the corporate groups in the food sector. Uncle Herbert remained
closely connected to the company and is still in the office almost every day.
at the crack of dawn at Malbuner.

Malbuner has since become one of the best-known and strongest brands in the world.
in Switzerland, and market research shows amazing things:
Malbuner made particularly strong gains among young people last year.
This lead is now to be extended even further with
rather unconventional communication.

Strengthening and updating the brand
"We cannot and do not want to afford advertising with a steamroller,
so in the next few years we Malbuner will be working with Uncle Herbert and
many unconventional ideas and advertising materials to strengthen the
and update it," says the man responsible for the Malbuner brand.
Otmar Hofer.

The campaign starts this week in high-circulation newspapers such as Blick,
for the first time on a whole back page of 20 minutes or in the
SonntagsZeitung. During the establishment phase, a high frequency of 36
unique advertisements introducing Uncle Herbert and his -
extremely accurate - principles.

Reinhold Weber: "Over time, a dialog between Uncle Herbert
and the people. You will love Uncle Herbert, because Uncle
Herbert does not speak from above in some artificial
He doesn't use advertising German, but the way his beak grew. The
people appreciate, and soon he will become one of us."

The campaign with Uncle Herbert will be consistent and consistent
pulled through. As early as last fall, Malbuner had already
new products from Uncle Herbert with a shipment of
Teaser bacon boards sold in stores. On such real
board, for example, read: "In the future I will cut in the
advertising a little. Your uncle Herbert." Also in a
sales folder, which is sent to all key buyers at Coop and Migros
was sent, Uncle Herbert opens his mouth by going to the
bluntly says, for example, that you don't need expensive
to conduct market research. You might as well ask him.

The broad-based print campaign is flanked by selective
Poster and advertising campaigns, direct mails, promotions,
competition and the website www.malbuner.ch. Internally, too
Uncle Herbert communicates vigorously with mouse mats and T-shirts,
in-house posters and much more.

In addition, Uncle Herbert's likeness is emblazoned on the launch phase
of every Malbuner pack. Malbuner boss Otmar Hofer says with a grin:
"That's several hundred thousand free posters in the middle of the
Stores - Uncle Herbert did that very well."
 

Andreas Panzeri

Pierre C. Meier on the election of the advertiser and campaign of the year.For the thirtieth time, readers have
and readers of Werbewoche selected the "Advertiser of the Year". Nominated
were six personalities from the Swiss advertising scene, selected by
a prominent election panel consisting of former advertisers and
Advertiser of the Year.

The advertiser of the year 2006 is Markus Ruf. Almost every fourth
vote went to the co-owner of the Zurich advertising agency Ruf Lanz.
For Ruf, this is almost routine, as he already won the coveted title in 2001.
at that time still as a freelancer - in receipt.

Second place went to Frank Bodin of Euro RSCG with just under 19
percent, bronze goes with 17 percent to Alfi Burkard, old master of the
Swiss advertising and part of the GGK Basel legend, which today is known as the
freelance art director. More about the Advertiser of the Year 2006
read on pages 15 and 16.

For the seventh time, a broad audience jury presents the award
"Campaign of the Year." The selection included ten important works by
eight agencies. In addition to the readership of Werbewoche, also
the readers of the program magazine TV-Star in the choice
participated. With almost 22 percent of the vote, they chose the
Bicycle helmet campaign of Suva/bfu to the winner. Conceived and realized
it has the Ruf Lanz agency. In second place with 20 percent of the vote
the agency's campaign for Bank Coop - guess what!
- Ruf Lanz. Just behind at 19 percent is the sitcom campaign
Beck & Bondi of Swisscom Fixnet by the Bernese advertising agency Contexta.
You can find out more on pages 10 to 13.

Markus Ruf therefore not only receives the coveted Egon Trophy for the
His agency also won both of the
first places in the "Campaign of the Year". And this after having won in the
creative ranking of Werbewoche 2005 was the undisputed leader.
A well-deserved victory for an exceptional advertiser.

Pierre C. Meier, Editor-in-Chief

NZZ The reactions to the modernization of the old aunt are positive: "What takes a long time comes to an end, so to speak.
overnight. The modernization of the layout of the Neue Zürcher Zeitung -
the makers are aggressively shying away from the term lifting or even relaunch -
seems to have succeeded. At least that is the verdict of a number of
letters and verbal statements of opinion from readers on the
new appearance. "We are very satisfied," says
NZZ Head of Marketing Christoph Bauer. The reader-friendliness was
and at the same time to strengthen the identity of the time-honored
preserve. Sales Manager Vincenzo Vito confirms the predominantly
positive reactions from the readership.

For a smaller proportion of NZZ readers, the final page of the
first federal, where under the page title Compact the reader can find a
overview of the contents of the entire issue, whereas
still takes some getting used to. For example, you miss the former
table of contents in the left-hand column on the front page and must be
instead find their way around an entire page. Also
the uniqueness of the old layout.
Apparently some readers have noticed the difficulties in locating
Article overflows all too dear.

Expression of strong reader loyalty
"Two thirds of the reactions are positive," explains Beat Brenner,
Coordinator at NZZ, who has been involved in the project from the outset.
For him, the reactions are an expression of strong reader loyalty. The
negative feedback would have focused more on details and not on the
in terms of the overall impression. On the compact side, Brenner sees
on the other hand, structural difficulties in the editorial
Handling. Should a legal article about regulations in the
connection with the fighting dog problem under Background or under
Be placed up-to-date? At first glance, the page could still
seem somewhat chaotic, especially as individual categories are
Actuality situation appears twice in the third and fourth column
can. What may also irritate the readership is the
People section on the site. Of course, this is not about gossip and
Gossip.

"We have to take a close look at these things and analyze them," says
Brenner. He also believes that the team responsible for the task
to summarize the entire newspaper. One
Another difficulty is that the compact team is under
works under great time pressure. This is mainly due to the fact that the
compact page also appears in the international edition of the NZZ.
This is structured differently, i.e. the pagination is the same except for
perhaps two or three pages need to be redone. Furthermore
the supplements are not published internationally on the same day, and the
Edition has to leave the house at 10.30 pm. "It is a
Wifelibüez of the first order," says Brenner. The intention of using Kompakt to create a
To provide an overview of the entire content of the newspaper, Brenner
as a success. Of course, there are always discussions about whether the
correct premises. Reactions to the
corresponding advertising, with which the NZZ refers to the
Commuter newspaper 20 Minuten alludes to, none were received.

The modernization of the NZZ has taken place in several stages. With a
new layout was planned for January 2005, to coincide with the
225th anniversary of the old aunt. A first attempt together with
Newspaper designer Simon Esterson between 2003 and the fall of 2004
two drafts, one radical and one very modest.
The radical version would have used completely new fonts. From
time pressure and because the concerns were not clarified down to the last detail.
the organizers decided not to start on the 11th.
We didn't want to launch a flop," says Brenner.
A new, smaller team set to work and has already made
proposals last summer. The non-working first of January
The makers then used the opportunity to print the corresponding
make adjustments. "At the moment, we are making sure that we
out on time every day and that the processes are slowly changing.
grind in," says Brenner. The editorial team's stance on the new
layout is difficult to assess, but he assumes that it will be
is similar to the reader reactions.

René Worni