The design magazine Form has published a
relaunch. The bimonthly trade journal
presents itself with its 206th edition with a revised
appearance. In future, design processes will be the focus of the magazine
stand. These are to be explained in a practical and well-founded manner, as is the case in
according to a press release. In addition, readers will be able to view new sections
and topics. Form will deal with one subject in each issue in future
comprehensive, which deals with fundamental topics and current trends in the
European product and graphic design. Interior design, new
Materials and digital design should also be more
are included. Advertising customers are offered new formats. The
magazine has been published by Birkhäuser-Verlag since 2002 and is distributed worldwide.
distributed. The new layout of the magazine and the complete
The revised online presence was created by the Frankfurt agency Ade
Hauser Lacour.

Drinks The Swiss Mineral Water
Passugger belonged to the Danish Carlsberg Group until recently. A
In October, a group of entrepreneurs led by Urs Schmid from Graubünden bought the
Allegra and Passugger brands back into the Swiss market.
Independence. We Confederates may now look forward to this event
toast - ideally with said water. For this purpose, around 4500
Beverage distributors and restaurant owners a by advertising agency Walker
designed mailing with a special edition of the legendary
Passugger bottle. For the occasion, in fact, she has changed into a
Champagne outfit with special label rushed.

Sunday Newspapers: *Südostschweiz* aims to build on the success of Swiss Sunday newspapers and is launching its own Sunday edition. *Südostschweiz* is taking this step with an eye toward the
consequences for successful Swiss Sunday newspapers and launches a
its own Sunday publication next year. Publisher of Südostschweiz
Hanspeter Lebrument has been thinking about this for quite some time,
whether the Sunday press has further potential in the region,
especially since the Sunday papers had completely overtaken the regional press.
While the daily and regional weekly press in the first half of the year
Although they lost about 17 million francs in advertising revenue in 2005, the
Sunday newspapers remained largely stable and saw an increase in reach.
Lebrument also subscribed to the Sunday free edition of the
The Vorarlberger Nachrichten serves as inspiration, as fellow publisher Eugen Russ
successfully keeps the Sunday edition of the Kronenzeitung in check.
On May 7, *Südostschweiz am Sonntag* will be published in the regions for the first time
Graubünden, Glarus, Gaster, and See, with an initial print run of 40,000
Copies are being published. This is the seventh issue to date.
Southeastern Switzerland, which by then, however, will have undergone a complete makeover
will be. «We’ll probably have a bit of the daily *Südostschweiz*…”
Come earlier so we can iron out any layout errors
»can," says Lebrument.
The new Südostschweiz, by Maya Schneeberger of Denon Publizistik
AG in Rapperswil (SPA newspaper, Swisscom magazine,
(Personal, etc.) will be launched as early as April. The renovation of the
The newspaper, which was last redesigned in 1997, is characterized by
Restraint. The new Südostschweiz will, albeit with increased
Color, not full-color throughout. Because it should continue to be used for
there's room for the classic black-and-white press photo. The
Südostschweiz is transitioning from a four-canton newspaper to a two-canton newspaper. The
The entire layout is now based on a five-column layout, the «ideal format”
»for daily newspapers," the creators are convinced.

One color per bundle of newspapers
The first section focuses on regional topics, while the second section, which begins with
a national «front page» on the topic of the day has been launched, and
the Domestic Affairs, Economy, Foreign Affairs, Culture, and Sports sections.
Both bundles of newspapers have their own color—the first one is light yellow, and
The second one is salmon-colored. The leaf colors are mainly used for
Highlighting message columns is used to organize the pages
to liven things up. Color photos are a must on the opening pages of *Bundauftakt*,
otherwise, only where it is essential to the image's message. The
The newspaper's title is no longer the same as that of the former *Südostschweiz*
not black, but dark blue, and they limited themselves to the
Use of only three fonts, with no use at all of
Italic fonts.
The creators of the new *Südostschweiz* are convinced that the new publication
will also become more attractive to advertisers. Aside from the
On the opening pages, there are ads everywhere, in four colors on every page
can be placed. Because the editorial team tends to use color sparingly
...so that advertisements stand out more clearly, and the two-bund architecture
Enable more advertising in the local area. One full-color page
costs 6,345 francs (fixed format).
All in all, the redesigned publication looks calmer and more organized
(not to say more reputable) than the previous one. By
The new Lebrument product is expected to break even in three years,
provided that the advertising business develops as hoped.
For the editorial management of the seventh edition of *Südostschweiz*, the
The editorial staff has been expanded by seven to eight people. The newspaper is distributed
to subscribers in the early-delivery area, at gas stations, newsstands, and in
Newspaper boxes.

René Worni

Media planning The Board of Directors of Wemf
has put the revised concept for new economic areas on the back burner.
Postponed. The announcement made by Wemf 18 months ago was clear: it would not implement the proposal presented in May 2004 for a
reorganization of the economic areas (WGs) once again and the
The result is "expected to be submitted for further consultation in 2005.
send". The reason for the withdrawal was the sometimes very harsh criticism
on the new shared flat model. However, since the middle of the year at the latest
solution proposal on the table (see box), but the
Wemf has so far waived a further consultation. "We are looking at the
solution approach once again, because it is not yet 100 % sufficient.
percent," says Wemf Director René Schmutz. He doesn't want any more
The matter was not a high priority, which is why he also
does not want to commit to a new time horizon. PubliGroupe wants new concept
Members of the Wemf Board of Directors go even further: "In
decided to impose a temporary moratorium on this matter," says
Otto Meier, General Manager of PubliPresse. Albert P. Stäheli, CEO of
Espace Media Group, justifies the postponement with the currently high
workload at Wemf, "which is why the new WG model will be introduced at the earliest.
will be on the agenda again in a year's time." Meier and Stäheli affirm
However, the issue is not buried. For example, the
PubliPresse continues to pursue a new concept, says Meier. "The previous ones,
already 40-year-old shared flats are long outdated, which is why there is a need for
publishers continue to see a need for redefinition," agrees
Stäheli, who is in charge of the Swiss Press Association's
advertising market. Two years ago, this committee developed a new concept
unanimously in favor of the moratorium. Jürg is not enthusiastic about the moratorium
Siegrist, Director of the Association of Swiss Advertisers
(SWA). "Wemf should not have decided this on its own
allowed to do so," he criticizes. In addition, the advertising customers are not even directly
been informed. But he still likes to bang on the table too loudly
not. Siegrist: "Other things are more urgent for us at the moment."

The Federal Office of Communications (OFCOM) is also concerned about the
Wemf moratorium, although in Biel the new WG model
has long been applied: In 1993, the Publicom Institute first defined
the communication rooms as part of a Bakom commissioned study. Since then
These form one of several bases for determining the
Distribution areas of private radio or television stations.
"Of course we would be interested in a faster harmonization of the
models," says Bakom employee Albert
Hostettler. "Nevertheless, the Wemf decision does not throw us a spanner in the works.
between the legs." René is probably the most disappointed by the moratorium
Grossenbacher, owner of the Publicom Institute and father of the new
WG model and the 1994 communication atlas based on it.
is not a good sign for the publishing industry when it celebrates a 40-year anniversary.
system cannot be reformed," he says. He also doubts the courage of the
Wemf to ever bring the concept back to the table. Grossenbacher:
"I don't know how likely that is."

Markus Knöpfli

Market research Am
Wemf and SRG's internet research should be ready by January 1. But whether the necessary
4.5 million francs is uncertain.
The deadline was December 9. Until then
All providers of the approximately 180 advertising-relevant websites and
other interested parties in writing for offers from Wemf and the
SRG research service. The prices in the offers were
which future Internet research will cost per website
would. But even on December 12, Wemf Director René Schmutz
not yet provide any information, neither on the number of offers sent
nor about the number of responses, let alone the trends
in terms of finances. Just this much: not all the answers have been given yet.
received.
This means that it remains uncertain whether Internet research is so
as announced in September and October, can be launched.
SRG and Wemf wanted to establish a joint company on January 1, 2006.
that will finally provide the market with a standardized Internet currency.
and also provides more comprehensive and detailed statements on the
Internet use. But the sticking point is not the date
(according to Schmutz, this cannot be adhered to anyway), but
the funding. This is because the research model requires 4.5
million francs are needed. According to various
industry experts as much as the entire Internet research in the
Switzerland - consisting of Net Audit, MA Comis and MA Net of Wemf as well as
the panel of MMXI Switzerland - has already cost so far. A
However, there is a difference: the MMXI panel was organized by a consortium
subsidized under SRG management and is still not self-supporting.
This funding will definitely expire at the end of 2005, which is why the
data recipients will have to bear the entire costs in future - provided the
market still wants a panel. Divided over an estimated 180 to
250 data recipients, this amounts to an average of 18,000 to 25,000 francs.

Inexpensive research possible
Internet research would also be possible without an expensive panel.
But then you would just be collecting data on the advertising-relevant market - like
the AGOF model in Germany. The Swiss online industry wanted to
but more than that: a future-oriented research model that provides an approximate
complete picture of Internet usage. This is exactly what
SRG, which has just awarded its contract to the SRG Research Service
confirmed in this sense. Without a panel, however, this mandate would not
achievable.
One could therefore expect the industry to find the necessary money
together. Manuel Dähler, Head of the SRG Research Service, is
confident in any case. Likewise Martin Radelfinger, Managing Director
of the online marketer Adlink, which is based on the total online advertising revenue in
in Switzerland: In 2005, this accounted for just under one percent of the
of the advertising pie. "The online market is large enough to be able to
to be able to pay for research," says Radelfinger. Rather pessimistic
says Ueli Weber, Managing Director of online marketer Web2Com.
"It will be difficult because the costs are high for small and medium-sized sites.
probably too high," he says. René Schmutz, on the other hand
do not get carried away with speculation.
It remains to be seen what will happen if the financial commitments are not
are sufficient. "We don't have any scenarios for this," says Manuel Dähler.
Perhaps the individual elements would be staggered over time
introduced. "But research is ultimately composed as a unit
and cannot be separated," he says. One thing is certain: The MMXI panel delivers
January 1, 2006, the Wemf tools, on the other hand, can no longer be used.
continue to run.    

Markus Knöpfli

Corporate Publishing Executives
are calling for "integrated communication". For some, the customer magazine is part and parcel of their business.
good tone, others see it purely as an acquisition tool, and the
CFO receives each new issue with a deep sigh: "What the
probably cost again?" With the employee magazines it will still be
more clearly: "That also works via the intranet" or "A newsletter does the trick
too" are opinions that are mainly circulating on the executive floor. And
It does not always remain with verbal objections, as the example of the
Migros employee magazine "Die Brücke" shows. Their attitude is
is not an isolated case. In other companies and groups, too, the
Cost/benefit calculation of the customer or employee magazine at the highest level
management level is regularly called into question.  
Discussions about the costs of corporate publishing media
are conducted primarily where the customer magazine or the
Personnel magazine never properly integrated into corporate communications
has been integrated. This is the case, for example, if the
Responsibility for the annual report to the CFO, for the customer magazine
the marketing or specialist department and for the employee magazine
is assigned to the HR department. It happens time and again that
corporate publications look impressively good, the
CD guidelines, but like a foreign body, in a sense like a
golden cuckoo's eggs within corporate communications.
What's going wrong?

Central control unit
Corporate publishing is not a single discipline, but a whole.
central component of corporate communication. This means that
corporate media from the very beginning, i.e. already in the
concept phase, into the company's communication strategy
be integrated. It is about far more than just complying with
CD specifications and pleasing magazine outfits. The decisive factor is also the
Implementation of the core messages in terms of content and design according to
journalistic criteria. This is where the specialist knowledge and
experience of the corporate publishers. They know how to
to correctly assess communication needs and to create the right
easy to understand. And they know how the various
means of corporate communication.
Corporate media are part of a communicative process.
It has often been proven that the alignment of customer or
employee magazines and, in particular, from journalistic
annual reports point the way for the entire industry.
corporate communication. With the professional evaluation of
corporate publishing projects, the quality and the quality of
correct networking of the products at any time, so that in the
corrections can be made if necessary.
    

Daniel Steim

Daniel Steim is a member of the management of the CP agency Medianovis.

Newspaper consultant Vin Crosbie,
President of Digital Deliverance believes that individualization
of content is the answer to the newspaper crisis.
WW:
In your opinion, what could be the salvation for the crisis-ridden
be the newspaper business? Is it, as many experts believe, digital
technologies?
Vin Crosbie: Some hold
for the rescue, but if people are no longer interested in
newspapers, why should they read them online? The problem is
not whether a newspaper is in paper form, online or in video form.
consumed. It's about the product itself.

WW: You mean content?
Vin Crosbie: It
There is no shortage of content, but it is a question of how to
selects and receives content. The key is distribution. The
Today, mainstream newspapers offer content that maximizes
appeal to an audience. But the fact is that most readers only
really read a fraction of a newspaper. So it would be ideal if
each individual can create a customized compilation of his or her
special interests.

WW: But
You don't always want to read the same topics, you want to read
also be inspired by reports that you would not have thought of yourself.
would be.
Vin Crosbie: Exactly,
and therefore a mixed model is needed. Part of the newspaper's content
of the future could be selected by one editorial team and another
part by the reader himself. This gives the user more
Control over his newspaper.

WW: And what exactly is this supposed to look like technically?
Vin Crosbie: Digital
Computer-to-press offset printing systems such as those developed by MAN Roland,
will be able to achieve this, which could be possible by the end of this decade.
become a reality. This would make newspapers relevant again.
This could be their salvation.
 

Interview: Gerti Schön

Frank Bodin, CEO of Euro RSCG, on identity building and the ever tougher pace in the advertising industry. A review and outlook.ww:The advertising industry has been waiting a long time for a recovery. Although it is now here, there is no mood for celebration. Are the problems deeper than that?

Frank Bodin: In general, the agencies continue to deal with
four problem areas. Firstly, advertising is and will become an even
tougher predatory market. And that with an ever-shrinking
Cake. A few, increasingly strong agencies are becoming disproportionately
while the majority of the agencies are increasingly weaker.
will emerge from this competition.

With what specific consequences?
We will have to deal with a more or less stagnating advertising market.
in which the total turnover is increased by more disciplines
is generated.

What other problems do agency managers have to deal with?
With the globalized brands that have centralized their communication budgets
control. And the fact that they are increasingly less likely to run their campaigns for our
market, but for the entire German-speaking world.
or French-speaking countries, i.e. abroad. The third
I see specialization in the advertising industry as a problem area.
Advertising is actually dead per se. It is no longer enough to only advertise in
classic patterns. Just think of cross-media to create a
buzzword. The consequence of this and also my fourth
point is the increasingly difficult problem of profitability in the
the high-price island of Switzerland.

Other sectors are also suffering from this.
In contrast to these, knowledge services such as the
communication has long been dominated by domestic providers. But also
Liberalization is taking place here due to cost pressure. The market
is also opening up to specialists from abroad, who are often more favorably priced.
are.

So the industry still has no answers to all these questions?
Most of the problems have essentially remained unchanged for five years. However, they are now becoming even more acute.

How do you explain this delay?
Certain agencies were living off their reserves, but these have now been depleted.
should be. You have to wonder why there are so many people in the Swiss
There has been almost no land consolidation in the advertising industry.

Are you expecting a further shrinkage process?
You have to distinguish between reality and appearance. There are still
Agencies that present themselves as if they are incredibly important and
big. In reality, they are modest SMEs.

In contrast to the economic and marketing dimensions, however, you are talking about a dubious identity formation in the agency sector.
The discussion about self-presentation and self-image was held in
almost forgotten during the crisis years. We need to get back
increasingly concerned with which product we actually want to use.
produce. The output debate has increasingly become a
Strategy-briefing-communication-money-discussion shifted. Good to
This phenomenon can be observed in the discussion about the
Tobacco advertising bans, where all of the tobacco
Saving advertising investments with lobbying and other means
try. In my opinion, that is wrong.

Again the well-known "outsider Frank Bodin".
More correctly probably the "try-to-think-differently-bodin".
The fact is that in many cases the advertising we do is seen as
is perceived as disturbing. Three out of four respondents find TV commercials
harassing. So we have to ask ourselves: which politician is going to
help, which politician wants to advertise an important
branch of industry? If, on the other hand, our work was recognized by the
there would be no discussion about advertising bans.

And what conclusions must the industry draw from this thesis?
Customers, the media and the communications industry must
think together about what they want to offer people. When the
advertising industry as part of the entertainment industry
and its content via the various channels in an entertaining way.
or at least in an appealing way, then you could
they develop a new understanding of the advertising profession. Then we would
away from isolated 30-second TV spot thinking and towards new forms of
of commercial communication, towards an industry that is once again
has sex appeal.

Are you calling for more self-reflection so that the industry no longer stands in its own way?
I'm not saying that everyone has to deal with themselves,
but that the only way forward is to work together. One example:
Only if the most important agencies succeed in working together for the
multicultural, multilingual and in many respects pioneering
Switzerland as a creative location, global players can be
attract. Your search for very high standards should not be in London,
New York or Paris, but also sometimes in Zurich or Geneva or
Berne. If an agency alone wants to try to protect itself or the
Switzerland internationally attractive as a business location, then it will not be
to achieve sustainable success. This is also one of the tasks and
The orientation of an industry association like the BSW, in which I am on the board
am.

They appeal to our heritage such as Swiss Graphic Design, GGK and the ever-present creative export hit architecture. In contrast to the latter, however, we have to accept that communication has become too fleeting and fast-moving to position ourselves successfully internationally with tradition and expertise.
That is true. On the other hand, it is our job to show the customer,
that our real customer is the brand. And a brand can be
only be built up sustainably and successfully if a certain
continuity is available. And it is precisely this expertise that we can only
to a certain extent. However, this cannot be achieved if every
agency "büschelet und bäschelet" backwards in its reduit. We
have to set up a program such as "How to win two
Grand Prix in Cannes". And this is where I pick up on the fact that the
Problem only with the clients, the media and the universities
can be tackled together. Allow me to add a brief
Paranthesis: We live in an inhuman age in which culture, style
and a certain humanity count less and less. Even in the
advertising, we are often treated like the last service provider
treated. But the fact that people work here who put their heart and soul into their
work is often overlooked. Here, too, one would have to
Create more awareness on the customer side.

The advertising industry was not entirely uninvolved in this development. But back to your plan: doesn't this strengthening of the industry association correspond to a new cartel agreement with international competitors?
Quite the opposite. What the new BSW logo (a stylized globe,
editor's note) is that we want to express ourselves precisely
from this way of thinking and from the cliché of the 17.65 percent fee association
want to say goodbye. Instead, the BSW Leading Swiss Agencies
for quality, transparency, fairness in the remuneration of work as well as
as for an exchange of ideas for more advertising investment security
at national and international level. Ultimately, these
efforts to improve our advertising location, and everyone benefits from this. Today
our industry must organize itself like a company and
Swiss Made" quality label.

That sounds honorable. Nevertheless, the Swiss advertising industry is recovering rather slowly.
It's about recognizing the problems and working on them.
has to come up with. It's not just advertising that needs a
extraordinary idea. Moreover, one should not generalize. There are
agencies that realized a very good operating result in 2005.
have. It is nowhere near as catastrophic as the situation in
Germany or, on closer inspection, in France. It is
It's simply no longer the case that the advertising industry has to
when the economy is doing better again.

What does this mean for sales development next year?
My forecasts for the agency sector are based on stagnating advertising
and rising per capita sales. This will again be accompanied by staff cuts
and outsourcing of risks. Fewer people become more and
have to do better.

You mentioned transparency. In the agency industry, which makes promises by profession, it is still difficult to achieve, see the lack of BSW ranking.
These are the consequences of the Sarbane-Oxley Act, most of which
large network agencies are affected. Unfortunately, it is now the case that
This law is being abused by some larger agencies in order to
not having to be transparent. Although advertising is very complex and
cannot be measured like shot put, the BSW has developed a
Ranking alternative presented, in which with
Gross operating income categories again a reflection of the industry possible
should be. Viewed in isolation, however, such rankings only
provides information about the quality of work of the individual agency. How
Can creativity or customer satisfaction be quantified?
In any case, I have submitted a request to the BSW that the new
BBE ranking as quickly as possible.

However, precise figures are no longer declared. What information can it provide?
In a year-on-year comparison of how successfully an agency has worked
i.e. promoted and relegated. Among the top ten agencies in the
From today's perspective, the turn of the millennium has certainly brought shifts
took place.

This should certainly be in your interest at the moment.
(laughs) We can actually report continuous growth
- 20 percent in 2004, this year it is likely to be around seven to ten percent.
percent. Conversely, we also stand by the fact that last year
less involved in creative showbiz and therefore no longer in the
creative ranking. But we will do that next year with
Our great team will certainly change that again.

Which place do you want to conquer?
It could well be the top five.   

Interview: Luca Aloisi

Media use The future of media use will be characterized by mobile media, say media experts.
experts as a driving factor for the further development of the media.
Media usage will increase continuously until 2010, but
Not all types of media are affected to the same extent by the increase in
benefit. This is the conclusion reached by around 40 media experts who
Zurich-based media research and consulting company Publicom AG
has surveyed. Publicom regularly conducts surveys as part of
Delphi surveys Experts from the communication and
media science on current media topics.

In the last ten years, media use has only increased slightly.
but the trend is expected to continue over the next five years.
years, four out of five experts are convinced.
At the same time, this should lead to a considerable redistribution of
audience shares.
 
Internet and mobile media in particular will grow. Print media and
Cinema, on the other hand, is on the decline, while radio tends to be
will stagnate. By contrast, expert opinions on the
development of traditional TV use. 40 percent of
respondents expect a decline, 22 percent expect stagnation and 38
percent with an upswing.

The strongest influences come from mobile communication (75%),
from the digitization of radio and TV ((47%), from the
Media convergence (47%) and the tendency to use free media (47%).
The experts see a strong upturn in online portals,
free newspapers and mobile information services. Mobile TV is also
given a chance. Current example:

On December 13, NanoTV began broadcasting in French-speaking Switzerland, with two
three- to four-minute news reports broadcast daily for
cell phones to go on air. New competition for the big Télévision
Suisse Romande? "Yes, if you assume that with ultra-lightweight
structures and provide content on the same channels as the
big TV stations can play," said former TSR journalist
Philippe Mottaz from Anyscreen, which is responsible for the NanoTV concept,
compared to 24 Heures. For Mottaz, however, the success of NanoTV depends on
first depends on the interest of the audience.

Mottaz is likely to benefit from the experts' surprising assessment.
that will make SRG television less sustainable in the longer term.
attest.

In principle, however, the development of media use is difficult to
as the boundaries of the classic media genres are increasingly being
would be softened. Hybrid forms of media communication are also likely to be
will therefore become increasingly important in the future, say the experts.

René Worni

Column Competence creates routine and therefore a problem. - Therefore: If you are overcome by skill, leave!
Bald head, belly and competence. All imperceptibly, without you realizing it.
would have encouraged or noticed. Suddenly there is this undefined zone
around the waist and the indefinable aura of skill. God knows why,
You know the score.

You can get over a belly and a bald head, especially in our profession.
People in the text business are rarely physical wonders, otherwise they would be
not in this profession,
that was created for us Cyrano de Bergerac types. Because nobody
sees the nose of the guy behind the computer: "You don't have to be pretty.
but only write beautifully.

Competence, however, is a real problem. Of course it has pleasant
pages to finally know what you are doing: knowing dossiers,
Previous histories and first names of important people, all the pitfalls, all the
Tricks, etc. In the beginning, the ability feels quite chic, just like the
first suit: a smart suit of armor made of silk, guarantor of the
Inviolability.

However, the first problem with expertise discovered overnight is,
that misunderstandings suddenly arise everywhere. They become
are suddenly no longer understood. And for one simple reason
Reason: Until now, you have been an impostor. And have done everything you can to
to hide: imposing vocabulary, learned during the night, learned during the session
facts shaken out of the sleeve, all served with the aggressive
The looseness of the defenceless - you know. And the blindness of the
Thank goodness all this was successful. Now suddenly it's not working
more, and that's because unfortunately you really have something on your mind.
have: You overwhelm your colleagues with an overkill of facts,
Soundness and formulations. The response to their proposals is
Then: applause and silence. You will be admired, hated, but not
understand more.

This problem can be solved with a little discipline: Wise silence
often. And not because they have realized that there is nothing important
would have to say. But because they know that, in the other case, they have a
get into a lot of unnecessary trouble.
The real problem with competence is that you, Mbwana, live with it
have to be like office lists with a suit: day after day. Always the same
tested, in-depth opinions of the same gray-haired
head. Competence frees you from fear, doubt, professional
Achilles' heels, sure, but it puts routine in place of the
adventure.

That's why you should regularly do something about skills. Unfortunately
journalists can rarely change careers, most of them have
learned nothing decent. (And corporate PR is not the
job that children wish for in school essays). But switching
The department changed: some of the cleverest political journalists wrote
earlier for culture, hard-researching cultural journalists would be a
Sensation, ex-sports journalists are welcome in any department. Not
not least because readers are no different from the viewers in the
Circus Maximus: You appreciate the barely perceptible, but for a drama
the indispensable smell of sweat, blood and innocence that a beginner
in the ring.

So, Mbwana, never specialize! No dossier, no
department, it doesn't matter. And if it does happen that you lose the ability
comes over you, go. Well, I for one will stick to it and
change genre, from commentaries and columns in the
Daily journalism. I don't know if I can do that: Doubts are
justified, fear too. One thing is certain: what I can expect for the foreseeable future
can no longer do is a competent advice column. So, Mbwana,
this is my last column. Live wisely, happily and
incompetent!

Constantin Seibt has been editor at the Tages-Anzeiger since January 1, 2006.

Head of the week
Former Ironman Heinz Baumann has set up his own business at 50 and wants to make a name for himself with 50plus marketing.ten minutes faster than last year
Heinz Baumann completed the Greifensee Run in the fall. It was the
best time of his life. And what applies to the half marathon seems to
a good omen in real life too. Baumann turned 50 this year.
And then he wanted to know once again.

"At some point, the moment came when I asked myself: should this go on until the end?
end of the working world go on like this or is there something else?"
Five years ago, he acquired the domain www.mediamarketing.ch
reserved. After his milestone birthday, he was certain: "If
still be self-employed, then now." After all, that also has its
wife, although the two daughters are only 12 and 14
and continue to live in a well-cared-for family.

In the wake of globalization, the time has come for independent media agencies
not rosy. But: "There is also a counter-trend and in a small
It is much easier to bring in quality in a single unit," Baumann is convinced.
As a mature young entrepreneur, he believes that small regional cells
become important again, "where you can bring in the personal much more and
can develop something close to the customer". In a global agency
often have to adopt strategies from abroad on a regional basis - which
can often only be adapted poorly and fairly, as Baumann
knows from more than 20 years of professional experience.

He began his career in 1971 with a commercial apprenticeship in a small
advertising agency in Zurich. He immersed himself in the subject with a first
Media job with Rudolf Farner. At 30, he became head of media at the
Advertising agency D'Arcy, Masius, Benton & Bowles, Zurich. That was "a
good time, when employees were still regularly rewarded with nice goodies.
motivated me". Baumann was allowed to get a taste of Hamburg and later a
week in New York.

Times got a little tougher when the agency offered its customers
Effems has lost. Because 80 percent of sales were lost,
the Swiss branch was closed. Baumann was replaced by
Grendene & Lanz and worked there for almost five years as a
Media manager. "That was a very good time" with customers such as Ikea, Lancia
or Swiss family. The team was also interesting. "A fruitful
ground." Many later founded their own agencies, such as
Markus Ruf with Ruf Lanz, Hans Siegwart By Heart, Dani Meier Unikat, Nik
Hartmann Transformer or Christoph Wirthlin Pinx.

However, Baumann has gone traveling again for the time being, having
already dropped out for a whole year earlier to get more out of the
world in India, Sri Lanka, Thailand, the Philippines and Indonesia,
Hong Kong and Singapore.
Back in Switzerland, he joined Sulzer, Sutter. Here he supervised
As a media manager, he has worked for clients such as Rivella, PKZ and Bally international. As
the media department fell victim to a structural reorganization, he wanted to
He could not simply move to another office. In 1992, he moved to
and became assistant to Pepe Wyss at the Tages-Anzeiger, the
then Head of the Magazines and AVM division. When Michel
Favre became CEO, Wyss had to leave and Baumann followed him out of
Solidarity. He joined Jean Frey's balance sheet as Product Manager.

Now the father of two daughters, Baumann saw an advertisement for a job as a
Publishing Director at Pro Senectute Switzerland - and in a
80 percent workload. This appealed to him because it allowed him to devote more time to his daughters.
could devote himself to.

In five years at Pro Senectute, he was in charge of the book publishing house, the
publishing marketing for Zeitlupe for the first time "on a professional
basis", reader campaigns organized with trips and courses as well as
introduced advertiser marketing.
He was already interested in the topic of senior marketing here. Nevertheless
his time at Pro Senectute became a little too sedate. "The
Decision-making processes were quite long." At the same time, he saw that
Media very interesting during his eight years on the publishing side
has developed. New media agencies have emerged and media planning
finally seemed to be properly recognized in the communication process. "Is there
or have I been away too long?" was therefore the question.

With qualifications as an advertising assistant and publishing specialist as well as a
BSW media consultant diploma, Baumann has four very good offers
get. The agencies lacked exactly what he could offer,
namely "professional experience and social skills to lead other people.
to be able to". For one year he worked at Universal McCann for 
Clients such as Credit Suisse and Coca-Cola. "Something completely more youthful
than at Pro Senectute," he smiles. Then he switched one last time
to the Advico media agency The Media Edge, which later merged with CIA
became. As Client Service Director, he worked for Migros, Kuoni and
Helvetic Tours. He later took over the
Daimler-Chrysler accounts and managed them for three years until he
has now become independent with HB mediamarketing.

"Of course, I couldn't take anything away from customers like that," explains
Baumann. So he started from scratch. His contacts in the industry
but would have held - and so he also works as a sought-after
Freelancers, for example with pitches for large media and
Advertising agencies.

Baumann sees 40 percent media as the ideal for his agency,
40 percent 50plus marketing and 20 percent publishing consultancy. He has
aware that the fan is still wide open. "It remains to be seen what
is most in demand."

Baumann can well imagine that it could one day be 50plus marketing.
introduce. "The population pyramid will soon be upside down. Incomprehensible,
how many are still from the advertising-relevant target group of 15 to 49
talk," he says, when 50-plus people have time and a lot of purchasing power.
has. "A major challenge for our company in
in many respects - but also a great opportunity," says Baumann
convinced.

Andreas Panzeri

Former iEx exhibition manager Rainer Artho
returns to the IT trade fair and, with his company Messbar, takes over the
Orbit-iEx conference management. According to a press release
the conference model, but the trade fair concept remains the same.
For Orbit-iEx 2006, the speakers will in future be in dialog with the
industry and not by the conference management as in the past.
selected from around 400 submissions. Exhibitors with
priority, although those responsible for the project are purely
Sales and marketing events are not tolerated. In addition, the
participants thanks to the modular structure of the new conference model, each
Attend seminar individually.