Regional newspapers The advertising agency is looking for new readers for the Oltner Tagblatt: After the
White House, FC Real Madrid, Donald Trump and Budweiser are now also
the royals, the New York Times and the Hofbräuhaus in the Olten region
to be found. As Reto Dürrenberger's Swiss advertising agency
already touched on in a campaign a few months ago, shows that
the Olten Tagblatt once again that the whole world in the
Dreitannen town on the southern foot of the Jura. And both the region and
their most popular newspaper to a comparison with the greats of this
wide world with ease.
This marks the continuation of the advertising campaign successfully launched in spring 2005 for
Oltner Tagblatt enters its second round. With new strategic
advertisements, a new radio spot, numerous filler advertisements and every
Quantity of below-the-line measures.

Advertising in restaurants
The Olten Tagblatt is breaking new ground in the acquisition of subscribers
with the broad distribution of placemats and beer mats in the
restaurants in the Olten region. The statements "Four weeks red instead of
blue", "Four weeks 0.0", "You read what's on the table" or
"Are you already reading placemats out of boredom?" is aimed at the target group
in a surprising way to encourage them to read the Olten Tagblatt.
subscribe. Also as a trial subscription.

If you are already convinced by the newspaper, you could take out a subscription.
maybe give it to someone else. What does the open-minded citizen of Olten and
on the Christmas shopping list of the cosmopolitan woman from Olten? Again
only chocolates, a tie, home-baked and meanwhile
dreaded biscuits or even home-knitted socks?

The Oltner Tagblatt gives its readers ideas on what to do and what not to do.
Christmas, you could also give a meaningful gift: for example a
Newspaper subscription to the Olten Leibblatt.

Andreas Panzeri

Andreas Durisch takes over on December 15,
Editor-in-Chief of the SonntagsZeitung, the Editor-in-Chief of the
Facts news magazine. He is convinced that the paper
is on the up. WW: Why is the editor-in-chief of SonntagsZeitung taking over the management of Facts at the same time?
Andreas Durisch: After
it had become clear that Stefan Barmettler would take over the Facts chief editorship.
I had the idea that I could switch to Facts.
Although this also exists in other places in the industry: with Le Matin, Le
Matin Dimanche and Le Matin Bleu, Peter Rothenbühler has also published several
title. But in this constellation it is
extraordinary.

WW: That works without any problems?
Andreas Durisch: Two
Things were important to me: Firstly, make my deputies and
the editorial team? And secondly, what can you do with facts? Can you
achieve success? I came to the conclusion that Facts is a
is an interesting fire. After eight years of SonntagsZeitung, this is a
A task that appeals to me.

WW: It
There have been several failed attempts to establish a
news magazine - for example "Die Woche" at the beginning of the
80s. Facts has been in the red for most of its existence, has
lost 7 percent of its reach according to the last Wemf and is always
declared dead again.
Andreas Durisch: However, the latest trends show that the figures are stabilizing.

WW: But why do we need facts?
Andreas Durisch: We
are all working in oversaturated markets, we live in a
affluent society. But I believe that in Switzerland there is a
audience for Facts. In addition to the daily newspapers, there are also
weekly publication that deals with politics and the economy.
just facts. There is still Weltwoche, but it has a
different orientation. That's why I believe that you will find enough readers
can.

WW: Magazine journalism
is nothing out of the ordinary in Switzerland, the Spiegel has a
loyal readers here. How do you explain the fact that Facts also
still not working after ten years?
Andreas Durisch: It
It's not that Facts doesn't work. Over a longer period of time
time 500,000 and more readers. Now you are something
below, i.e. you have the same number of readers as the program "10
before 10" has viewers. No one puts "10 to 10" in
Question. Facts was also in the black for a few years.
The fact that we are now back in the red has to do with the fact that
Print has gone through a difficult phase. In a saturated
market, which is also experiencing an economic downturn, there are
Shifts and certain losers. In this phase, Facts has
belongs to these losers.

WW: What does that mean in concrete terms?
Andreas Durisch: Facts
has had a difficult time. The successful
The company abandoned its basic concept and tried to reorient itself. There were
a correction of this primary course. I believe that this
Facts' product weakness over a certain period of time has led to this,
that there has been a return of advertisements.

WW: You once spoke about the need to give Facts a positive twist. What kind of stories does the paper need?
Andreas Durisch: Facts
has long been characterized by the cheeky, exuberant optimism of the 90s.
but these are now behind us. The sheet must be solid
the correction with the relaunch more than a year ago was
therefore right. What we haven't quite achieved yet are
Stories in the core areas of politics and business that are
give. There are always good stories in the paper, but not enough
often, and they provide too little to talk about, where people then
say: "Häsch gläse im Fäcts?"

WW: That obviously works better in the Sonntags-Zeitung.
Andreas Durisch: The
is also easier. There is a certain news vacuum at the weekend and
It's easier to get into the agencies with a headline than during
of the week. Nonetheless, Facts must be able to continue its success during the
week with stories we have researched ourselves.
to have a conversation.

WW: Facts is the paper that is always in the red - a kind of stigma.
Andreas Durisch: Facts
is struggling like the other weekly stocks. The company is
good, however. So despite the major crisis at Tamedia, Facts has
survived. You can take note of that. To a
When you even sold "you", you stood by the facts.
This will of the Board of Directors and the company management to do everything
to make Facts a success, I think that's a positive thing. On
In the long term, it is clear that economic success is indispensable.

WW: How many hours will you devote to Facts, what else does the SonntagsZeitung editorial team need from you?
Andreas Durisch: In
I will put all my energy into Facts during the start-up phase. With the
editorial office of the Sonntags-Zeitung, I agreed that I would work on the
will be present on Wednesday afternoons to discuss upcoming questions with
my deputies and to discuss the remaining
to be available to members of the editorial team. However, I will
limit itself to publishing the SonntagsZeitung in the near future.
accompany you. I will be moving my office to the Facts floor, where I can
will be primarily present.

WW: A new editor-in-chief costs money. Is your half-time job at Facts a cost-cutting measure?
Andreas Durisch: No,
That's not it. But that doesn't mean that I can't use the double
wages. Based on the analysis at Facts, it was found that
In terms of service, this is the best solution. Financial aspects have
did not play a role.

WW: What will the new Facts editor-in-chief do first?
Andreas Durisch: First of all
I want to get to know the editorial team from the inside and will work with the
I'm having talks with the heads of department. I have certain ideas and
ideas, but find it sensible and more promising to
see what the ideas were of the people who had previously
have made.

WW: Doesn't this result in increased competition for topics with the SonntagsZeitung?
Andreas Durisch: These
There has already been thematic competition in the past. As long as the
editorial offices worked completely independently of each other, they had
Nevertheless, the same ideas and topics came up from time to time.
It will be no different in the future. Today, the topics are
sometimes quite quickly. So there are differences in what you can do on Sundays.
and what you can bring on Thursdays and vice versa. Furthermore, the
titles have a different format. This also means that the
Topic access and topic preparation.

WW: What goals have you set yourself?
Andreas Durisch: I
naturally wants to contribute to the targeted success. I would like facts
develop further. It should be relevant in politics and business, should
always provide surprises, the topics should be well implemented
be. My aim is for people to say that Facts is interesting.

WW: That's not the case so far?
Andreas Durisch: Not enough!

WW: Can you elaborate on that?
Andreas Durisch: I
can only repeat: too little emphasis has been placed on the two
key departments of politics and business. That is simply part of
a news magazine. Then hopefully the earnings will also
rise again.

Interview René Worni

Pierre C. Meier knows that many things can happen. But only the new year is certain, following the various strategic
Changes this year 2006 will be a year of innovation
become. If everything that has been thought of, planned, rumored
or even already announced, becomes reality, then we stand
We are facing a truly exciting year. The NZZ will be published in a new layout
appear. The Tages-Anzeiger is launching at least
five regional editions and takes up the fight with the traditional
local publishers. In return, the NZZ covers the extended
million Zurich with local newspapers, and Facts is once again becoming a
exciting news magazine. With SI Young, Ringier is shaking up the
magazine market and launches the daily cross-media magazine
Cash Daily is also a free (evening) newspaper.
At the same time, Blick is mutating from an emancipated tabloid
into a real tabloid that launches a petition every month;
the fighting dogs made the
Beginning. 20minutes launches in French-speaking Switzerland and contends with Le Matin
Bleu for pole position in the free newspaper market. The Bernese
newspaper model continues to struggle for its existence, and Espace Media
launches into the future of radio with Capital FM. PubliGroupe splits up
from its 37 percent stake in the Basler Zeitung and takes over
The advertising management of the Tages-Anzeiger.

We will know what will become reality in a year's time. Some things
may already be leaking out at the association's Epiphany conference
Swiss press. We are curious.

We are also curious to see whether the optimistic forecasts of the
Advertising clients and agencies on the development of advertising expenditure
really come true (see page 9). It would certainly be nice.

The next Advertising Week will be published on January 12. Dear readers
and readers, we wish you a Merry Christmas and a peaceful and happy New Year.
exciting 2006.

Pierre C. Meier, Editor-in-Chief

The German political magazine Cicero from the
Haus Ringier is moving from Potsdam to Berlin, according to the Märkische
Allgemeine Zeitung (MAZ) reports. Editor-in-chief Wolfram Weimer has
confirmed that the contracts had been signed. The move will take place in
March 2006 and was not a consequence of the editorial search
on suspicion of betrayal of secrets from September (see Newsmail from
14.09.). Rather, it is about greater "proximity to power",
the MAZ quotes the editor-in-chief. From the new headquarters, the
political events around the Reichstag on foot in 20 minutes
be accessible. At the same time as moving into the new premises
The editorial team, which currently has 25 employees, will also be expanded.
Judith Hart will take over as head of the department in January
"Weltbühne". She is currently editor-in-chief of the Jüdische Allgemeine
Weekly newspaper.

On Tuesday, the European Commission
a proposal to recast the "Television without Frontiers" Directive
adopted in 1989. The aim was less regulation for the
organizers and more flexibility for financing through new
forms of advertising, according to a press release.
In future, broadcasters are to decide for themselves when to show advertising in
their current program. After the
Proposal only the limit of 12 minutes per hour. Commissioner
Viviane Reding also wants special formats such as split screen,
allow virtual and interactive advertising. Product placement should
be permitted, provided that this is clearly indicated at the beginning of a
is indicated. Excluded from this are news, programs on
current affairs and the children's program.
Thanks to EU-wide standardized rules, audiovisual providers would be able to
media services will in future only be subject to the provisions of the Member State
in which they are established and are no longer subject to the
the various regulations of all the member states in which their
services can be received, it continues.
The new directive is intended to apply to both television and
television-like services. With regard to future technological
developments, a distinction is made between linear services (which
continuously with content according to the program schedule) and non-linear
services (where the viewer accesses content on demand).
For non-linear services, only minimal basic requirements should be
be defined, for example for the protection of minors and against the
Incitement to racial hatred and prevention of surreptitious advertising.
Private correspondence is not affected by the regulation,
electronic editions of newspapers and magazines, websites that
not primarily for the distribution of audiovisual media content
as well as pure sound transmissions and radio.
The EU Parliament and Council of Ministers must agree to the EU Commission's proposal.
before it can enter into force. Parliamentarians have already
resistance announced, in particular due to the relaxation of the product
Placement.

The Council of States has rejected the idea of
on the coordination of tobacco prevention measures in the cantons
commit. A motion by Hans Hess was passed by just 16 votes to 15,
President of the Association of the Swiss
tobacco trade, was sent down the drain. In particular, the motion
Smoking bans and age limits were mentioned. In the debate, Hess,
Advertising restrictions could also only make sense on a nationwide basis.
be regulated. It would make no sense if, for example, a
The Villiger cigar company's truck driver saw the lettering on the
cars when crossing cantonal borders.
Hess received support from Claudio Schmid-Sutter, President of the
Swiss advertising. However, the Council of States followed the narrow majority
of the government, who noted that it was already working in a coordinating capacity.
Federal Councillor Pascale Couchepin spoke out in favor of national minimum standards
but wants to give the cantons the freedom to impose stricter rules themselves.
regulations.

The advertising agency Trio
will be responsible for all communications for Honda motorcycles in the coming
year. Trio won the budget of the importer Honda (Suisse) in a
Competitor presentation. A multi-channel campaign will be launched in spring
with classic and new media. According to a statement from the agency
During the presentation, Honda was particularly impressed by the interactive
concepts.

The job market on Espace.ch now offers
the search for further training and courses. The
Course database of the Swiss Association for Continuing Education (SVEB) in
integrated into the job platform. The SVEB operates under the name
"Alisearch", an extensive course and further education database with
over 25,000 offers from Switzerland. The database contains
Detailed course content from providers of all subject areas and levels
and enables those interested in further training to register directly for the
chosen course.

Premiere could acquire the rights for the
Bundesliga broadcast, speculates the German press. On
On the fringes of the World Cup draw, the football magazine Kicker wants to know
that there would be "a sensation" with regard to the allocation of rights.
will. By the end of this week, the 35 applicants for the
Bundesliga broadcasting will improve their offers again; on 21.
The decision will be communicated in December. According to rumors
the pay-TV broadcaster Premiere will significantly increase its offering once again when
he does not want to go away empty-handed. According to reports, Premiere has 250
million euros for the rights to pay-TV, as the Frankfurt newspaper
Allgemeine Zeitung writes. Other bidders include the German
Telekom and the cable provider Kabel Deutschland. They would both have
all rights, i.e. for free TV, pay TV and the Internet,
reports the FAZ further. According to Kicker, there are some indications that the
Deutsche Telekom will acquire a large part of the rights and grant sublicenses.
to ARD and ZDF. ZDF also wants to acquire the
broadcast of the two Sunday Bundesliga matches. Until now
the free TV rights are in the hands of DSF. Profit should
the league from this bidding dispute. Kicker estimates that the new
contract in the region of around 500 million euros instead of the current 300
million euros.

The Confederates have great confidence in
TV news, love informational programs, and get caught up in the
Voting behavior guided by political debates on television. This showed
a study by UPC and Cablecom. Around 6,000 people were surveyed directly
consumers in 14 European countries, 500 of them in Switzerland. The
Study participants were divided into three age categories: 16 to
29, 30 to 49 and 50 and over.
In a pan-European comparison, the Confederates record the
lowest TV consumption in all of Europe. Only 31 % spend more per day
than two hours in front of the TV. Older people use the TV very
much more than younger ones: 37 % of respondents over 50 see more than two
hours a day watching TV. Among 16- to 29-year-olds, the figure is only 25 %.
These data, collected through self-assessment, correspond in the
Trend the results of electronic audience research.
The older generation likes its television programs according to the
UPC/Cablecom study so much that 30 % of them are willing to pay for the
Favorite show to stay at home; 32 % record shows that are
they do not want to miss. Of the 16- to 29-year-olds, the following is aimed
the majority, namely 56 %, not according to the TV program.
Information is the main reason for TV use for 68 % of respondents,
for those over 50, the figure is as high as 86 %. The boys between 16 and
29 have other preferences, however: 55 % of them switch the
The majority of people watch television to be entertained. A large number
of respondents (82 %) believe that the news on television is
correspond to the truth. Public broadcasters receive from 64
% of the respondents the preference in terms of information over the private
(2 %). With this attitude, the Swiss stand out according to the authors of the
UPC/Cablecom study clearly differs from Europe, where half of the
viewer believes that the news of the commercial
private television are just as credible. 
Political information on television has a high priority. 71
% of the study participants are interested in national politics and
even more (73 %) for European policy. The majority of respondents
(64 %) indicates that their voting behavior is influenced by the political debates in the
Television is influenced.
In all the countries in which the study was conducted, the
participants choose their favorite news presenter. In the
Switzerland, Stephan Klapproth, host of "10 vor 10," occupies first place.
place. He is followed by "Tagesschau" anchorman Heinrich Müller and
the French-speaking Swiss news anchor Darius Rochebin. Cablecom
awards the winner Stephan Klapproth the newly created Swiss TV
Award in the amount of 20,000 francs. According to the statement, he would like to use the money
donate to the aid organization Goutte d'eau.

Even if rude and abusive
criticism, an editorial team must not respond to a conflict with
react by stopping publication. This is the opinion of the Press Council in a
Statement on the dispute between Südostschweiz and Churer
cultural group In Situ. Andrea Masüger, editor-in-chief of the
Südostschweiz, informed the cultural group in March 2005 that its newspaper
will "not lose another line in the press about In Situ,
until Mr. Frank has apologized to us in writing and until he has
has stopped his accusations". This was the artistic director of
In Situ, Wolfgang Frank, is meant. He had previously appointed Masüger and other
Südostschweiz employees verbally attacked in public;
According to Masüger, the term "fascist paper" was used on several occasions. In Situ filed a complaint against the
publication moratorium to the Press Council. This comes
concluded that the information boycott was a reaction to verbal
accusations constitute a disproportionate measure, how understandable
whatever the reasons that provoked this decision.
This applies even though journalists are not obliged to
to report on a specific individual event. Because it is about
does not intend to provide coverage of an event by other than
journalistic criteria. In addition, the
Südostschweiz for the debate with Wolfgang Frank
alternative, for example legal, means would have been available.

The Basel PR agency Infam takes over the
Public relations for the relaunch of the Landi chair. The legendary
Seating made of aluminum with the typical perforation was
on the occasion of the National Exhibition of 1939 by the Swiss Hans Coray
and, according to the agency, is not missing in any
important design museum. Next year, Dimitri Westermann wants to
(Westermann AG, Aarau) helped the Landi chair to a revival.