Television Just added value or a news portal after all? The new online presence of Swiss television infuriates publishers.
had agreed something completely different," says the President of the Publishers Association
Hanspeter Lebrument on the revised online portal of the Swiss
television. He is alluding to the regular discussions with the
SRG general management. The publishers fear that the
Swiss television, which is financed by license fees, is
competes with its newly designed site.

If you click on the site, the sections of the
Main page Subpages with edited agency reports, some of them
illustrated or enhanced with video clips. For Lebrument
the new SF website is actually a news portal. The
no longer have anything to do with the SRG's statements that they are
with added value, i.e. supplementary offers to the television programs,
be content. "Our Internet activities can only be legitimized if
they generate added value," emphasized SRG Director General Armin
Walpen last January in an interview with Werbewoche (WW 3/05).

Now SRG spokesman Simon Meyer wants nothing to do with a backdoor
of this SRG added-value strategy. "The offer must be in line with the
SF programs." After all, the online editorial team is
six full-time positions and is to be combined with the teletext editorial team.
be added. SF press spokesman Urs Durrer explains the excitement
the publisher with the improved design and easy preparation
of the news reports. But this is nothing new. "We've always had
SDA reports," he says. For Durrer, everything is within the range of Added
Value. He also considers the staffing levels to be normal, the
The editorial team will not only focus on news, but also on the
Preparation of program information.

"There are obviously different views on what is meant by
a portal," says Lebrument, who believes that this
improvements clearly go too far. On December 17, he therefore wants to
the presidential meeting of the Publishers Association to submit a request to the
reach. "The higher authority should decide whether this is a
is a matter for Bakom," he says and emphasizes that the matter is for
the Swiss Press Association.    

René Worni

Political campaign With an eye-catching
campaign, the operators of Bern's alternative cultural center
Riding School the SVP initiative "No special rights for the Riding School"
down - also thanks to the support of Zurich-based Wyler Werbung.
Together with the local agency Achtung, it demonstrated the importance of
of the cultural center by placing the indoor riding arena in the vicinity of other
institutions. The collaboration between the two agencies
will also be continued in the future, and this will create synergies.
released, says CD Ruedi Wyler.

Free press With the Zuger Presse
NLZ publisher LZ Medien has significantly expanded its free newspapers. So that
It is targeting the supremacy of free-title king Rolf-Peter Zehnder.
Media company LZ Medien, publisher of the Neue Luzerner Zeitung
(NLZ), is working to improve its Central Switzerland catchment area at all levels.
are plowed. This is most clearly visible in the weekly newspapers:
Four of over a dozen titles in the Central Switzerland region are
owned by the company, or the company has a significant interest, six
more will be printed by LZ. The
media company belonging to the NZZ Group also in commercial printing: After
the founding of its own print shop, Multicolor Print, it continued in the
the last two years with further investments in printing companies.
concentration process in this area. Naturally, the
The company is also expanding into electronic media.
The reason for these expansions: The Neue Luzerner Zeitung, the
flagship of the Group, can only grow to a very limited extent, the
household coverage is already over 60 percent. The advance in
other spheres also offers opportunities for cross-media offerings,
The cluster risk is also reduced.
However, there is one area that LZ Medien has hardly worked in so far: that of
Free newspapers. In the thicket of the countless free titles in Central Switzerland
the Lucerne-based print giant only owns the Zug provider, the
official publication of Baar (10800 copies). The fact that it
not want to leave it at that, LZ Medien already last year
made it abundantly clear that the company holds a 30 percent stake in the
publishing house Anzeiger Luzern, which publishes the weekly free newspapers
Anzeiger Luzern (113,000 copies) and Luzerner Woche (135,000 copies).
copies). LZ Medien also applied - however
unsuccessfully - applied to SBB for exclusive box locations for a
now suspended counter-project to the expanding commuter paper 20
minutes.
Against this backdrop, the recent takeover (90.4%) of
Zuger Presse and, above all, its transformation as of January 1, 2006 into a
free newspaper published on Wednesdays. The Zuger Presse is
is more than just another free title for LZ Medien. It offers
tangible and strategic advantages: The previously somewhat lost
Zugerbieter can be included as a split in the new free newspaper, which will be
published with a circulation of over 40,000 copies, integrates and
editorially. Above all, however, LZ Medien as the new Big
player in the free newspaper market in Central Switzerland finally
largest provider, the publisher Rolf-Peter Zehnder in Wil (St. Gallen),
stand up to the competition. Because Zehnder, who has more than 20
prints and publishes free titles, nibbles with its three sheets of Zuger
Woche, Luzerner Rundschau and Schwyzer Woche (total circulation 85500
copies) has already been removed from the advertising market of the
Central Switzerland. With the Anzeiger Luzern and Zuger Presse in the portfolio
has undoubtedly helped LZ Medien in the battle for market share in this segment.
longer spears than before.
Erwin Bachmann, Delegate of the Board of Directors of LZ Medien, however, rejects such
strategic considerations. "Zehnder is not the trigger
for our acquisition," he emphasizes. It is not LZ Medien that is interested in the Zug
press, but had been offered to her. In addition
The fact that the Zug press appears several times a week is also reflected in the
never be calculated under the LZ roof, despite certain synergies. "The
consistent conversion of the large print run, which was previously distributed free of charge, into
A free newspaper is therefore the only sensible concept for
Zug market area a second voice," justifies Bachmann
the decision.
Nevertheless, what could be more obvious than the Anzeiger Luzern and the Zuger Presse
by means of an advertisement combination (against Zehnder). Laughingly confirms
Bachmann: "A decision is imminent.
ahead." Combinations with free titles from local publishers in advance in
Schwyz, but also in Uri or Obwalden and Nidwalden are now being
probably. "The new constellation offers the opportunity to
to think about it," agrees Bachmann. On the question of
However, he avoids further free title purchases. "We are generally
interested in everything that is printed and communicated in Central Switzerland.
and disseminated," he says.
But how does publisher Rolf-Peter Zehnder in Wil see the new situation in
in Central Switzerland? "We very much welcome this takeover, because now
The two teams will probably be fighting on a level playing field again at Zug,
says Zehnder. The millions in subsidies from its previous main shareholder
Daniel Brunner would have made it possible for the Zug press to constantly
to push down advertising prices. Zehnder: "Our Zuger Woche could not
keep up." He is now hoping to work with LZ Medien and Publicitas on more serious
market partner. But he has also noticed the new threat from Lucerne
and therefore, according to traditional Swiss tradition, already a few arrows
out of his quiver: He has hinted that he would like to work with the Zuger
week, the doubling of the weekly circulation from the current 25600
copies to 54,000 and a gross delivery to all households in the
Canton plans - as the Zuger Woche already does today, but only once
per month. At the Luzerner Rundschau, he also summarizes a
Increase in circulation and distribution in areas not previously included
districts in the eye. "In any case, we've got our backs to the wall," says
Zehnder.

Youth in focus
It is part of the declared strategy of LZ Medien to focus
to focus more strongly on young people, especially since one's own
Commuter newspaper could not be launched. In the first quarter of 2006
but a first concrete step towards the young people in the form of a
weekly tabloid magazine, which is published in the Neue Luzerner Zeitung
will be enclosed. Further details on this new supplement were
Erwin Bachmann has not yet been announced.

No shipwreck for micro newspaper
The Zuger Presse was one of those newspapers that was not influenced by Urs
Gossweiler, publisher of the Jungfrau Zeitung and developer of the so
micro-newspaper concept. Does the
shipwreck of the Zug press also means that Gossweiler's
concept in Zug was unsuitable? "No," says Gossweiler firmly,
"That would be a short circuit." True to his concept, he has in Zug
recommended reducing the publication frequency to twice a week,
to dispense with a large print run, editorial and publishing
streamlining, switching to modules for the advertisements that
Division of departments in the sheet by topic instead of by municipality or
regions and to use one and the same system for IT.
online and print media. "For a functioning
Micro time requires the interaction of all these elements",
emphasizes Gossweiler. However, the Zug press has only just finished its
publication frequency - and even this is only temporary.
Gossweiler: "The Zug press was nowhere near a micro-newspaper.
Never!"

Markus Knöpfli

A few of the newly designed jingles of the
Swiss Television (SF) are almost identical to the acoustic
Swisscom logo. Due to this similarity, SF must use part of the
of its commercials again. According to SF spokesperson Urs Durrer
Several people drew the attention of Swiss television to this.
An examination has shown that some passages are in fact almost identical.
sound like the Swisscom melody. And this is copyrighted
protected, Swisscom spokesman Josef Frey told Radio
Zürisee. The new SF jingles were developed by an advertising agency
in London. Apparently, those responsible for the new
Frey goes on to explain that she was not aware of the similarity.
He expects the SF signets to be more differentiated
must.

Gastronomy The US coffee house chain is building
not only with their roasting skills, but also with the
musical rarities and community building. Almost entirely
it dispenses with classic advertising. America's Starbucks cafés do not sell
more only "lattes" and "chay teas". Lovers of certain musical rarities
have long since discovered the coffee house chain as a source of rare CDs.
The most recent addition is the CD "Bob Dylan: Live at the Gaslight in
1962", which has been running exclusively for a year and a half since this November in
Starbucks stores is available for purchase. An important mainstay, new customers
Starbucks' music business in recent years has been a major source of income for the company.
become. 1999 bought
it the Hear Music label and began selling CDs in its U.S. stores.
sell. Three years later, the series "Artist's Choice".
introduced a selection of hits by artists such as Johnny Cash or
the Rolling Stones. The company achieved a stroke of genius with the
Co-production of the Ray Charles CD "Genius Loves Company", which was released by Hear
Music was distributed. One third of the three million CDs sold
was brought to the customer by Starbucks - "more than by any
traditional music retailer," according to the Starbucks ad. One
focuses on the tastes of 25- to 49-year-olds.
"We don't want to get into the Britney Spears business," affirms
Starbucks Chairman Howard Schultz.

Dream brand destinations
The launch of the Media Bars in the
last fall, a joint venture with Hewlett Packard, where the
Starbucks customers can choose from an assortment of 150,000 titles in the café.
can burn their own CDs. The cost of $14 for ten songs
have so far ensured, however, that the large public rush
failed to materialize. "The CD technology is passé, the future lies with the
MP3 players and iPods," believes Karl Moore, a professor at the School of
Management at McGill University in Montreal. "But that can be
quickly correct. What is important is that Starbucks thus gives the impression of
conveys still being at the forefront of new trends." With
including the launch of its own music channel called Starbucks
Hear Music on the platform of the American satellite radio station XM,
which was rolled out to 4,000 U.S. stores this year. The
Crosspromotions deal includes that the logo of the operator XM on
coffee cups and brochures is printed.
Starbucks, since launching its first café on Pike Place, has
Market in Seattle in 1971 a growth trajectory that is difficult to imitate
hit the ground running. There are now over 6,000 Starbucks in the USA and around
2500 international - including branches in France. In this
year, around 1,200 more have been added, and in the long term the total will be
of 30000 was targeted. Sales and profits rose steadily from
year on year, culminating in 2004 in a record profit of 392
Millionday. "We are still in an embryonic
condition," said Schultz, who took over the company in 1987 and built on
expansion course, the industry service Brandchannel last year.
year. "Our dream is to continue to grow the company and make it
one of the most recognized and respected brands in the world."

Global brand, locally rooted
Originally, the fame of the company was based solely on its
exquisite coffee. "Starbucks is one of America's most successful
brands," says Karl Moore. "This goes back to those days when coffee was in
was considered a terrible brew in the USA. They wanted excellent
mimicking European coffee." Starbucks is considered a purist when it comes to the
Coffee drinking goes. Flavor additives such as vanilla or caramel, which are used in
so popular in the USA, are considered frowned upon and are only used on
attached at the express request of the customer. Similarly strict rules apply to the
Coffee suppliers, who must sign a statement that their
products in compliance with international occupational health and safety and
human rights laws and "have a negative impact on the
Environment" must avoid.

The advertising budget: "A joke
Howard Schultz places a similar emphasis on community building, i.e. on
local initiatives through which the Starbucks name is recognized with support for
libraries, parks or business start-ups for the residents of poorer
neighborhood is associated. These initiatives are common
with the personal and homey atmosphere that every
Starbucks café to broadcast, the main marketing tools for
the company, Schultz said in a speech at Emory University's
in Atlanta. For this reason, according to him, the advertising budget is
actually "a joke." Experts estimate it at $30 million
annually. It completely excludes television advertising. "You obviously want to
not be associated with advertising," believes Sundar
Balakrishan, a marketing professor at the University of Washington in
Seattle. "That would reduce their brand image."
Instead, the simple presence of numerous Starbucks stores,
Clusters, in technical jargon, attract customers and keep them there. In Times Square in Manhattan, for example, you can find clusters within a radius of two
blocks, there is sure to be a Starbucks, no matter which way you go.
Runs. "The clientele expects to just walk out of their office
and then there's a Starbucks where they can be served immediately.
and go their separate ways again," Balakrishan believes. "If the
doesn't work, they don't come back."
Where
Starbucks could still exploit a gap are the
Opening hours, Balakrishan believes. "Starbucks owns top real estate
in all the big cities," he says. "But they do at eight or nine
o'clock because Americans don't drink coffee in the evening." To later
still attract visitors, new products would have to be offered. Exactly
this, the company now seems to be doing with the introduction of fresh
prepared snacks and the Starbucks coffee liqueur - a cooperation
with Jim Beam - to tackle. "The biggest question for Starbucks right now is,
what could be added for good measure," comments Donald Gher, analyst
at Coldstream Capital Management in Seattle. "Food and music fit
well into a coffee house. The kind of food they will offer,
will be the key issue in the near future."   

Gerti Schön

As the new Head of TV Sales at Cinecom, Roger Eckerlin wants to respond more creatively to the individual wishes of his customers.
new development. Because Cinecom has recently seen several
employees have come into fortunate circumstances, individual
tasks are constantly being redistributed internally. Now the cinema
and TV marketers these circumstances - combined with a few more
ideas - the reason for a new structure. Within this
Roger Eckerlin will take over the management of the TV division as of January 1, 2006. Until now, this business has been managed directly by Cinecom Managing Director Matthias Luchsinger.
has been managed. Roger Eckerlin has worked with him for four years.
years in customer service for Sat1. "My tasks are not
completely new," says the promoted employee, who continues to work closely with Luchsinger
will work together. However, Eckerlin is pleased that his commitment to
sales has now also been rewarded with "more responsibility". Selling is his great satisfaction in his job. He started with it
Eckerlin in the travel industry. From his desk at Kuoni, he has
dream trips, in which his customers then have everything
could forget. After two years, however, his own dreams had
Falling behind.

"The world of advertising" finally attracted him as a new goal. "I
I called all the big agencies and boldly presented myself as a career changer.
sold," says Eckerlin. McCann Erickson in Zurich, he was able to
convince. As a consultant there, for example, he supported the introduction of
Diax looks after them. But because travel fever and wanderlust never completely heal
he suffered a relapse in 1999. The advertiser went back to Kuoni, where he
As a buyer for Asia, I now also jet around the world several times myself
was allowed to. He then became a sales manager for a language school.
recruitment. Eckerlin ran an office for them in Boston for a year and
for six months in Amsterdam.

There comes an age when you want to settle down. "Now you want to
I really want to go into advertising and stay there," Eckerlin said to himself.
The decision was made easier by the fact that a great job at Cinecom
has become available. In September 2001, the comeback advertiser entered the
TV marketing. Although this industry did not interest him after the
The revolutionary events in connection with the attack on the World
Trade Center with the beginning of a crisis. This would be
but even worse for the travel industry, which has just been abandoned,
as it later turned out.

Either way, Roger Eckerlin has felt at home in the world of media ever since.
home. "Sales are still sales," he says - and that's where the
the same mechanisms, regardless of whether you're on vacation or in spots.
sell. But he has more fun now because he can talk to his customers.
and agencies are always looking for new creative solutions
and can continue to search for advertising on television.
can remain attractive, even if the future of Spots
is occasionally mocked. "Special forms of advertising" is one
Solution. During his time at Cinecom, a lot has happened in the area of
Sponsorship, single spots, split screens and product placement. Also
Cross-media has become a crucial topic. New to Eckerlins
From January 2006, 145 screens will also be installed in the stores of
belong to Coop Pronto.

Eckerlin and Cinecom can now make their ideas work.
now also on the window of Kabel 1.
in the development of bookings on Sat1. Eckerlin is proud of
"Celebrations", a program specially produced by Cinecom for the sponsor Vichy
has developed. Sat1 Switzerland can also be pleased about the success of
"People". The rival magazine was given a glittering and glamorous
on SF snatched away the grateful viewer group of younger people,
while in Leutschenbach it is mainly the over 59s who are served.

"It's also more fun to play the role of the little champion
than in a large and traditional company," says
Eckerlin. In any case, he and his team see the private sector in
as a "trailblazer" for Publisuisse in various respects, as far as the
marketing with more creative solutions. Large appliances
work differently. "We are flexible, have simpler structures
and do not have to approve an idea via five different instances
let. We have flat hierarchies and quick decisions. The
brings many advantages in this business."
However, Eckerlin also regrets the fact that many customers are
First wait for the reaction of the others. The
Sales manager, on the other hand, is attracted by "something new every day, if possible
to have". He also likes the hectic pace, a certain fast-paced nature of the
advertising and the "colorful group of people" who now share his world with him.
appear cosmopolitan and always surprising, even without traveling the world
let

The new Head of TV Sales at Cinecom defines himself primarily as a
Practitioner. "He learned the most important aspects of his craft on the job.
Purely for his personal ego, he still has the higher
Business degree. "Nice to have. But not
decisive for the match," he says. Nevertheless, Eckerlin is pleased that he will be
also received his diploma as a sales manager last weekend
has been handed out. "Now I finally have more time again
for the sport," he hopes for the coming season for snowboarding in the
Bergen instead of keyboarding to learn in Excel spreadsheets.

Andreas Panzeri

Column The revival of
mythical brands from the good old days is the order of the day. If it is missing
The historian notes with concern: "So many attractive visions of the future
Memory as it is now has never been" (Paul Nolte). This applies, how could it
be different, to a large extent also for our world of goods. The view
back fascinates brand makers and brand users everywhere. Only one
A recent example: it has recently become possible in Germany to
tap water can be mixed with Tri Top syrup, the highlight of the
every children's birthday party - albeit in the seventies, about
No longer available for decades and long since in the brand museum ().

So reminiscing about the good old days seems to be the order of the day. Selective
Memory, of course. Negatives are suppressed. Returns with Tri Top
really only the carefree and happy childhood again - or did
was it not also about the generous and cost-cutting
Mixing ratio of tap water and syrup? What it's all about today
many people again. Or how does everyday life in the GDR justify the so-called
depth psychological structure of the most successful Eastern brand? The
culturally anchored myth of Little Red Riding Hood with its analogy to the
psychological structure of sparkling wine drinking enables the creative
Realization of the tensions between self-control and loss of control,
Fear and lust, seduction and temptation, mysticism and magic
(creative strategy of the communications agency).

There are some things about the phenomenon of collective memory that we would like to
understand. First of all, one wonders why and how the
revitalization of long-forgotten brands can work at all.
How can VW revive the Bugatti myth in 2005, even though almost a
no Bugatti has been produced for half a century (since 1956)? The
The Bugatti brand was already identified by the company founder
described in the 1920s: "Nothing is too beautiful, nothing too
expensive." How did these brand values find their way into something like
our collective everyday cultural memory and can be used efficiently and
be effectively updated again today?

And what does the communicative use of our collective
Memory? On museum preservation, for example, with stylistic
Memories of the predecessors in the thirties and forties
(surely a temptation for the designers of the Maybach)? Or is it
the revival of myths is about the contemporary interpretation
unique lines of tradition? Superficial and pleasing
Historicization or respectful rootedness in history?
The makers of the Mini small car formulate the latter as a claim.
The mini-myth is to be used as a reflex of a
charming-sympathetic individualist companion, very British with
endearingly eccentric quirks. In contrast, the
Confidence in the product substance to avoid the image of the unreliable
of a small car with no storage space.

To conclude, probably the most important question: Is the topicality of the
past was not primarily due to the lack of attractive
to justify visions of the future? Does this also apply to the brand world and the
brand maker the sentence: "There was hardly a future as bright as now.
ever" (Paul Nolte)? Then we should all be worried: "The
The superiority of memory is a compensation for the lost future."

Jürgen Häusler is CEO of Interbrand Zintzmeyer
and Lux Group in Zurich and honorary professor for strategic
Corporate Communications at the University of Leipzig.

(pr) On December 5, the fourth issue of KUSS will be published, this time on the topic of
"Foam bathing.
Not always too many dogs are the death of the hare. KUSS proves in the highly competitive
free magazine sector standing. Despite strong competitors
KUSS can hold its own well on the Zurich square thanks to its uniqueness.
"KUSS refreshes," admits Benno Gregori, KUSS communications manager,
convinced.
The latest issue on the subject of "foam bathing" creates a real feel-good mood.
arise. With texts by Paola Biason and others and numerous illustrations.
KUSS idolizes its shopping-stressed readership. No other paper
offers so much creative freedom for word and graphic artists.
KUSS is an idealistic project with the aim of providing creative people with a
free-spirited surface. KUSS was founded in 2004 in Zurich.
Today's core team includes Paolo Monaco and Timea Zeley, Visual
Design, Cynthia Bürki and Cristina Maurer, Texts/Editing, Mich
Hodler, illustration, Mirko Paci, consulting and Benno Gregori and Merja
Rinderli, Communication.

Prevention The latest statistics from the
BAG show alarming results: The number of HIV infections among
homosexuals is on the rise again. To make the target group aware of this
Euro RSCG has come up with an advertisement to raise awareness,
which propagates protected sex without a warning finger. In Cruiser, the
gay newspaper par excellence, an advertisement was placed in the
homosexuals must be irritating at first sight: a half-naked
Bikini beauty, as we know it from the relevant heterosexual
men's magazines. The headline brings it all together for the stunned
viewer to the point: this image is just as out of place in the Cruiser
Place like sex without a condom.

Mineralquelle Eptingen supports with
18,000 francs for the reconstruction of the municipality of Engelberg, which was
was severely affected by flooding last August. The
Company produces as part of the "Eptinger hilft mit" campaign
is currently producing a special series of its mineral water and is donating 2 centimes
per bottle sold. Eptinger would like to commemorate the storm and the
the associated need. The need for funds is still
and the solidarity with the local population should be
not be tied to an expiration date, the management comments on the
late date of the action in a statement. 

The television programs of the channel families
Last year, RTL and ProSieben Sat 1 were able to increase their legal
permissible upper limit for spot advertising. This is evident from
the research findings of the German Working Group of the
State Media Authorities, which publish current facts about six
private and two public channels in Germany
delivers. The advertising deficits of the private broadcasters examined amount to
amounted to 14 to 39 minutes per day. ARD and ZDF recorded 3 %
of the total advertising pie in the market for German TV channels.

With the exception of ProSieben, the private broadcasters continue to rely on
Teleshopping windows: In the spring of 2005, they aired corresponding
offers during 90 to 100 minutes of broadcasting per day, at Vox it was
even 140 minutes. Strong competition between the
public service and commercial programs makes the
study for sponsorship. More than a third of all analyzed
Sponsor information was broadcast on ARD or ZDF. The ZDF referred to the
most sponsorship references, with ARD in third place,
while Sat 1 follows in fifth place and RTL in seventh.
Receipts
that a public service should be provided by the public broadcasters.
transmitter actually still exists, there are a number of
political program segments. At ARD and ZDF, the number of
Information on political topics and events and on
socially relevant and controversial problems have a share of
16-18 % of the daily broadcasting time. The private channels used
for a maximum of 4 % (RTL), otherwise between 2 (Sat 1 and Vox) and 1 %
(ProSieben, Kabel eins and RTL 2) in broadcasting time.  

The Zurich advertising agency Krieg Schlupp
Springer & Jacoby (KSSJ) announces reinforcement for creation, consulting
and Services. In consulting since November are Claudia Kuhn and
Andrea Walker new on board, since December Marco Serratore and as of January
Yvonne Kannengiesser joins the team. The services were expanded in the area of
Finances already in September by Peter Bächtiger, Svetlana Brezonjic
and Alexandra Lippuner, the DTP division was strengthened in November by
Caesar Eberhard. In January 2006 Andy Lusti as lyricist and Dana complement
Berkovits as graphic designer the creation of KSSJ.