Ecology Quality efforts and ecological behavior do not have to be mutually exclusive.
On the qualitative side, they are increasingly called upon to
printing standards - a recent example is the
such as the ISO 12647 standard for process control. In addition
Environmental regulations that cause costs if ignored. So
volatile compounds (VOC) such as isopropyl alcohol (IPA) from the
Federal government levies a customs surcharge. IPA is necessary, however, as it is
among other things, helps to reduce the surface tension of the water.
and is therefore a technical printing requirement. As the
introduction of the VOC levy, it was decided not to introduce any further taxes.
since then, these customs revenues have flowed to all of the
Switzerland - paid out in the form of the annual
Health insurance bill.
The levy approach works very well - the print shops are
This gently pushes the solvents to a reduction, which is beneficial for the air in the
printing room and the environment in general. Hans Peter Vieli, Managing Director of Ropress AG, explains that ten years ago his company was still
used twice as much IPA. Many print shops used
Today, only 5 percent or less of this industrial alcohol remains.
Print shops in the cantons of AG, BE, BL, BS, LU and SG, which are involved in this
Incidentally, the website www.voc-arm-drucken.ch contains a positive list of companies involved in this area.

Certified production chain
For the use of environmentally friendly or sustainably produced
papers, there are no direct or indirect benefits for print shops.
financial incentives. On the contrary, such securities are more expensive. In return
There is a label here that printers and those who rely on it can use.
customers that the production of the paper is most important to them.
is close to our hearts. Behind FSC, as the label is called, stands a
Organization committed to sustainable forest management
is committed. Among other things, the sustainability of the long
regeneration phase of the forests. The Forest Stewardship Council
is thus committed to an environmentally friendly, socially responsible and
economically viable forest management.
The declared aim is "to promote
exemplary forest management". The FSC Forest Council
standards, develops certification systems and labels them with
products bearing the FSC trademark - in addition to paper, for example, also in specialist stores
panels or wooden benches - which are available from
come from certified forestry. The certification of the
participating companies and the verification of compliance are
to specialized companies.
From FSC-certified companies from certified forests and according to
paper produced in accordance with the relevant guidelines - this is often referred to as
of FSC paper - comes via the (FSC-certified) paper trade in
Switzerland. Only when a print shop is also certified in accordance with the FSC guidelines and therefore does not have the sustainability chain (Chain of Custody = COC)
interrupted, the latter may or may not use the printed matter with the
FSC label.

FSC paper from Switzerland
FSC paper is also produced in Switzerland: M-real Biberist, the
largest paper mill in Switzerland, is FSC-certified (Biberist
uses at least 30 percent FSC fibers). Ziegler paper,
Grellingen, manufactures its products in accordance with "FSC-STD-40-004", which complies with the
label FSC "Mixed Sources" (see box on page 21), and is
one of the first paper mills to comply with this new standard.
are certified. The Utzenstorf paper mill, which specializes in the
specializes in the production of newsprint from waste paper, provides
paper in accordance with FSC guidelines, as does the Balsthal-based
Tela-Kimberly produces its household papers and semi-finished products.  
 

Jürgen Franck

Radio From 2006, Radio Emme will strengthen the
The Langnau transmitter can be used as a plus variant with the Pool 2000.
Discount on both the overall Pool 2000 and its Bern module (BE1
and BeO).

Press proposal from the
French-speaking Switzerland: Press products should not only be quantitative, but also
be evaluated qualitatively. "We need a qualitative evaluation
the press," says Dominique Flaux. For the former Head of Marketing at the
Journal de Genève, the press is at the crossroads: "The publishers
are now only guided by circulation and reach figures. This means that
They are cutting off the branch they are sitting on."
Dominique Flaux, 52, actually comes from the field of education - but
He was a trained educator. But life led him to the
publishing, today he is deputy director of the publishing group
Quorum, which publishes magazines such as Banque & Finance, L'Année Horlogère Suisse
or Elle. His time at the daily newspaper Le
Journal de Genève. He
had almost brought the newspaper back to life after turbulent years.
in the black when shareholders dumped the stock
and agreed to the merger with the Edipresse newspaper Le Nouveau Quotidien,
which ultimately gave rise to Le Temps. "The venerable title
Journal de Genève was thrown on the dung heap. The famous brand
was nonsense from an economic and journalistic point of view!",
Flaux is still annoyed today.

To date, many Genevans have missed the
Geneva her Journal de Genève, a reference for
reliable economic and financial information. Dominique Flaux has
lessons learned: "At the Journal de Genève, we have learned
qualitative market studies." The result was clear: "A
Advertising in a credible newspaper is more profitable than in a title
with questionable journalistic qualities." The advertisers would have to
so have every interest in data that they can obtain about the quality of the
Press
informed. And the publishers? "They are on the wrong track if
they are throwing quality overboard under the pressure of the advertising crisis, because
This means they first lose credibility, then readers and
and advertising, after all." Dominique Flaux makes a proposal
for discussion. The keyword
is: Qualitative evaluation of the press. How is that supposed to work?
All professional BR journalists provide information on a secure
website to give their opinion on titles or categories for which they
are demonstrably knowledgeable. This grading concerns several criteria,
journalistic interest, for example, which is reflected in the number of exclusive
articles or the quality of the analyses. Continue the
Reliability of the information, measurable by the degree of verification
the information, independence from advertisers, the
Distinction between editorial and publishing.

The editorial
Quality is also graded, for example the style, the
Clarity of the statement and the originality of the photos. Even the
Marketing is assessed: criteria such as the relationship between
price and performance, the balance between content and advertising or
the adaptation of content to the target audience are examined. "The
The grade submitted remains secret, but who receives a grade for which
assessment is made public. This will
prevents abuses," explains Flaux. The assessment is then
by a company specializing in opinion polls (Erasmus
or MIS Trend) are scientifically evaluated and converted into useful
data is processed. This "credibility index" is then used by the
media are published and commented on in the same way as the respective
latest Wemf data, to which they provide a supplement.
represent. With the difference that those advertisers who primarily
include qualitative criteria in their planning, a kind of
quality label, and that the institutional advertisers could
(municipalities, parties, institutions, etc.) through mediatic pressure
could be obliged to observe these criteria. Carried
the project from
of a foundation whose specifications are defined by partners, such as the
professional journalistic organizations or the Press Council
will.
"We need around 200,000 francs for the Internet platform and for the
Development of the analytical method. Subsequently
the project is financed by the sale of the data itself",
explains Flaux.
Initial reactions to the proposal are mixed. Mathieu
Fleury from the journalistic professional association Impressum and Bruno Clément
from the media union Comedia find the idea exciting,
in particular because it involves journalists and
strengthen their influence. Guy Mettan from the Club Suisse de la Presse, the
international media meeting place in Geneva, supports them. Alfred Haas,
the secretary of the Presse Romande publishers' association, on the other hand, does not see
much new: "The media planners are already selecting the title that
them the best
promises access to the desired target audience, and this can be
be both qualitative and quantitative considerations." And
Georges von Cszernatony, member of the Publicitas Management Board, fears that
finally, that the assessments are subjective in nature.
and adds: "There are so many different titles with different
different positioning and different target audiences,
that it will be difficult to standardize their quality with uniform criteria.
to record." However, if such a study is scientifically serious
it could certainly be of benefit, says von Cszernatony.

Strong, independent editorial teams
Dominique Flaux is not discouraged by the criticism. Many
Advertisers are genuinely interested in being able to offer their services in a credible
environment: But after
What criteria does a national advertising client from the German advertising
Switzerland a daily newspaper in French-speaking Switzerland? How can a media planner
from French-speaking Switzerland, the qualitative development of a Swiss-German
magazine? The from
The difficulty of valuation mentioned by Publicitas also applies to
a quantitative evaluation: "The same accusation can also be
towards the Mach
basic, which is based on surveys and sometimes leads to completely absurd
ratings," says Flaux. From the point of view of Publicitas, intellectual
independent journalists are often something like troublemakers, at least
potential opponents of the advertising industry. "I, on the other hand, am convinced,
that the larger the publisher, the stronger the
intellectual power of its journalists - on condition that
however, that the title is not only based on quantitative criteria
is valued." Even the advertisers are interested in strong and
independent editorial offices because it enhances their advertising.
In any case, Flaux is already fundraising: one of the banks' close
foundation in Geneva is interested in the project. The Geneva
Banks? "Yes of course, we are talking about the humanist
Calvinist circles, who still follow their Journal de Genève
mourn
and are interested in a quality press." Dominique Flaux wants
will start next spring with a test run in French-speaking Switzerland. Goal
is to ask around 1000 journalists for an assessment of their
of the Western Switzerland titles. If the result turns out to be
the method can be extended to the whole of Switzerland.
be

Helen Brügger

Body care Exxtra launches the new moisturizer in the Migros Zoé line with sample messages How creams prevent the skin from drying out
is a popular advertising motif because it is easy to display.
The realization of product benefits ranges from 14-year-old models with
wrinkle-free, perfect face to the before-and-after
Comparison or
the illustration of plants, flowers and fruits with moisture
active ingredients or other good dermatological
Features. However, the advertising ideas have already been repeated several times
and now differ only in the credibility of the so
dramatized product benefits. While international beauty groups
their messages and recall values with huge advertising campaigns
Migros' own brand Zoé is trying to make up the difference in the
Advertising print with sophisticated originality in your campaigns
to make up for it.

The pattern becomes the star
That's why Exxtra is launching the new Zoé moisturizing care line with
a print campaign in which the free samples are not simply displayed in the
The focus is on the product and serves as evidence of its benefits.
The pattern itself is made the star, with the only moist
Spot of arid landscape or natural composition under this
hidden.

The campaign, conceived and realized by Exxtra, shows aesthetic
Images of arid natural landscapes, tree bark or river stones, in which
where the only piece of moisture under the pattern appears
comes. In the form of deep green moss or grass.

The proof of the effectiveness of the new Migros cream is therefore not
about pseudo-scientific treatises, but about a
surprising image effect, says consultant Stefan Erhart. Especially in
In contrast to the interchangeable competitor advertisements, the
Zoé imagery after the equally independent previous campaigns continues
be deepened. In fact, the advertising motifs radiate naturalness
and beauty, without the typical women's faces.
to have to fall back on. However, the Zoé campaign is not only intended to
to increase awareness of the premium line. At the same time, it is hoped that
a refresh of the overall brand.

Luca Aloisi

Michael Hug was elected by the Board of Directors of
Berner Zeitung (BZ) as the new editor-in-chief. Hug is
editor-in-chief of the Solothurner Tagblatt (a BZ newspaper) and was
previously worked as an editor at Facts. He will take up his new position on 1.
January 2006. Due to additional organizational and
conceptual management tasks, the editorial management is expected to
of the year with a dual leadership team, as was announced in a
press release. The previous editor-in-chief Andreas Z'Graggen
is stepping down after around ten years, but will remain with the company
continues to be available as a publicist and presenter of TV programs
stand.

Production The Dietiker company WPS sees itself as a full-service provider for advertising media production.
Pre-press company WPS has made the separation between photography,
Image processing, creation and layout. Although the company has all
areas, specialists are deployed everywhere. "This allows
we achieve high quality in all disciplines," explains CEO
Daniel Ehrensperger supports this approach. It makes no sense to him if
layout designers or photographers can crop and edit images. This
WPS's highly qualified lithographers, whose workplaces are
Ehrensperger justifies this by saying that the
way. So the photographers know exactly what they are doing with their professional
equipment - and those responsible for the system take care of
the professional creation of PDF/X3 data, so that when outputting
no mistakes happen. Clear competencies and
clear boundaries.
 
Opix piggybacking with an alligator
The heart of the company, which has grown to a total of 50 employees
are corresponding IT solutions. WPS relies on a wide range of
catalog products, we use two complementary systems. On the one hand the
Opix image database, which customers can use via a web browser for layout purposes and
can download similar images. On the other hand, the
companies with Alligator-one a software solution that makes it possible,
a link between "real" customer data and the
text-image integration. Ehrensperger speaks of a
digital manuscript created from the ERP data (Enterprise Resource Planning).
planning = system for the automation and integration of
business processes) of the customer
is generated and can be synchronized with the layout application Adobe
InDesign connects.

Turnaround about to be completed
"This linking of content and layout is possible in both directions.
This has the advantage that the customer data is continuously corrected.
or updated," explains Daniel Ehrensperger, who has been with the company for just over
responsible for the management of the company for one year
draws. Ehrensperger looks to the future. He has to, that's why
he is committed. The first successes have been recorded, he explains in the
conversation, operationally you write black. This has become possible
turnaround has not yet been fully completed due to several
measures: On the one hand through an expanded customer base and on the other
others through a more comprehensive range of services. Companies such as Carrefour, Howeg,
Otto's and Expert Switzerland are customers that have been acquired recently.
Furthermore, the
September 2005 from Geroldswil to Dietikon, the
workflows can be optimized. Proven processes have been retained - such as the
Transfer of authority and clear delineation of areas of responsibility.
What has changed above all is the culture. There is a daily standing
exchange about projects, where everything is put on the table.
The fact that WPS also carries out designs in-house depends on Ehrens
perger doesn't want to make a big deal of it. "We don't offer art direction
in the traditional sense and do not take on large advertising budgets. But
We can also offer professional concepts and designs - until
for the delivery of professional print data. Also for small to
WPS is the right partner for medium-sized campaigns."

Healthy self-confidence
This is what Ehrensperger means by a "total service provider".
understands. However, the customer can also select individual elements from the
overall service package, which are as follows:
Digital photography, including logistics (procurement of the items to be photographed
objects plus return transport), professional image processing, browser
based image data management, typesetting, text-image integration,
design concepts and adaptations up to the aforementioned connection of the
Layout templates to customer systems.
And to put it differently, more simply and with the self-confident words
Ehrensperger: "We produce advertising material that
sell. We work seriously and we are good."

Jürgen Franck

Television The dossier on the planned
youth channel ElevatorTV is still with the Federal Office for
communication, but according to its employee Alfons Birrer
"in the final spurt" and is to be submitted to the Federal Council soon.
Both the technical distribution and the financing are
regulated. However, a licensing decision is not expected until "early 2006".
expect. Meanwhile, ElevatorTV is upgrading: A month ago, the
Share capital increased from CHF 100,000 to CHF 300,000. It is unclear why.
Initiator Dominik Kaiser could not be reached.

The Swiss Association of Copywriters
Text Writers' Association Script has announced the re-certification of the independent
copywriter and PR consultant Joachim Bauer. He is therefore the
the only one of the three applicants that the BR Commission
with his dossier and has now been selected for a further three
years as a copywriter BR. There are currently 16 copywriters in the
Swiss professional register of the association. The next
Certification will take place in April 2006. Applications can be submitted by
Text, editing and adaptation in the context of advertising,
public relations and corporate journalism.

Winter sports Last week in
Flumserberg, the ski season has begun. Why the people of Zurich
Zurich residents can look forward to, illustrate the motifs of the new
Campaign by the Biel agency Erdmannpeisker. Cheeky radio spots and
Postcards are in no way inferior to these and make it clear which the
most beautiful time of the year. The postcards are sent during a
The ski passes are distributed by real Flums ski instructors. In addition
the various motifs on an e-card
be shipped.

The Commission for Fairness in the
commercial advertising reprimands the ringtone provider Jamba. The foundation
for Consumer Protection (SKS) had complained that Jamba.ch was offering a
Click on "Yes, I
would like to save" in the "Free ringtone" section to a
paid subscription, which also changed every month.
automatically renewed. "Anyone who wanted to order a ringtone for free,
had to buy a subscription," says the SKS. The Fairness Commission has now
decided that this was misleading and deceptive, announced the
Foundation with: "Jamba has tried to use unfair sales methods to
money out of the pockets of young people and children
draw." The Fair Trading Commission shares this view: "The
The procedure is particularly
problematic, as the Jamba website primarily targets young people and children.
address. The SKS does not consider this business practice to be
is an exception. In the booming industry of
Ringtone providers are opaque
Contract terms and penetrating advertising strategies are the rule.
Jamba denies the accusation that the purchase of a free ringtone is
linked to the ordering of a subscription. The
Fairness Commission had also merely reprimanded the company,
that the process for obtaining this free tone is not yet
transparent enough, the SDA news agency quotes from a
Announcement. Jamba is examining legal measures against the "inaccurate
SKS's "presentation" and against the Commission's decision. This
did not wish to comment to the SDA, as the deadline for lodging a complaint had expired.
against the decision has not yet expired.

Steve Harrison, Managing Director and
Creative partner at Harrison Troughton Wunderman in London, becomes a partner in 2006.
will head the Direct Jury of the Cannes Lions Festival. According to a
press release, Harrison himself owns the largest collection of
Direct Lions. In 2002, his agency won the first Lion in the
Direct category for herself. Since then, it has won three gold, five
Silver Lions and two Bronze Lions for their work for
Xerox, IBM, Star Alliance and Microsoft.

Luxury retail jewelry and watch stores have to position their brands in an increasingly global market, and now they are booming again.
Advertising campaigns by jewelry and watch retailers. During the year
the visitor frequency and the length of stay under
are average,
the fear of the threshold seems to have almost completely disappeared in December, and the
expensive stores fill up with customers eager to buy.

In the pre-Christmas environment, where 13th month pay and bonuses are the
temporarily increased liquidity with a broader public and thus the
The willingness to make extraordinary gifts is increasing
Jewelry and watch retailers, the watch brands themselves are also increasing their advertising pressure.
up.

This is how it currently shines and sparkles in newspapers, magazines and from
the posters much more metallic than at any other time of year.
Lukas Zihlmann from Media Focus
confirms the seasonal nature of advertising expenditure in this sector, which
is on the upswing. The figures speak for themselves: the
In the first ten months of the year, the key "watches and jewelry" market
over 27 million francs in classic advertising in the current year
were invested. This corresponds to an increase of a good 28%, meaning that the
luxury segment in 2005 behind transportation, but still ahead of the
Telecommunications the sector with the highest growth in advertising spending
will be. Especially when you consider that in the last three
traditional sales peak in the first months of the year, which is followed by
accompanied by a firework display of advertising. In 2004, this devoured
fourth quarter accounted for more than half of the total annual budget of around
44 million francs.

The share of the numerous, mainly small jewelry and
of the industry's advertising budget is relatively modest.
Many of them have a very local customer base and a
corresponding awareness, which they achieve with the support of manufacturers and
their product-oriented pull campaigns, brochures and catalogs
serve. By far the largest share of communication is controlled by
The brands of the luxury goods groups themselves therefore contribute.

Retail chains build image
These are followed by a number of owner-managed businesses that are
generations have been able to expand and acquire new businesses.
In contrast to the small individual stores, these have different
positioned chains have realized in recent years that they can benefit from the
Retailers must grow into a brand in order to meet customer demand for
more prestige. Because when you buy an expensive watch or
The purchase price of an exquisite piece of jewelry is not the decisive factor - that is
the same everywhere - but on the one hand the brand assortment in breadth and
depth and the most exclusive ambience possible. With a
strong brand, retailers can also create clearly differentiating
communicate brand promises much more concisely and sustainably.

Hermann Waterkamp, CD and Managing Partner of Leagas
Delaney Hamburg, who works for the internationally active German jewelry and
watch retail chain Wempe, knows that "this clientele, which
already has a certain basic knowledge, not primarily about
service, expertise or watchmaking tradition". Such qualities
are usually taken for granted. "Market research has shown us that
it is not about buying and owning a Masterpiece, but about the
moments of great emotion associated with it," explains Waterkamp.
He appropriately developed Wempe's brand presence on the platform of the
emotional inner world "Wempe. Show what you really feel".

When it comes to the big emotions, people feel more comfortable with a
Retailers with a department store or chain store groove are less well catered for,
than in a well-known family business or in the fine
manufacturer boutique. The younger distribution channels of the
international luxury goods groups have set the benchmark in ambiance and
Brand attractiveness set high. As the examples of
Omega, Tourbillon or other Swatch Group boutiques, the
manufacturers are increasingly entering the retail business themselves and "opening,
where retailers are unable or unwilling to do so, have their own boutiques with
a consistent brand presence," says Beatrice Howald, Head of PR
at Swatch Group.

Switzerland's largest retailer reacted to the changes in the retail market by
Jewelry and watch retailer Bucherer already three years ago; under
with the relaunch of its Carl F. Bucherer watch brand and before
few weeks with a
new branding campaign, which is clearly a sender advertisement from Bucherer
is recognizable. The Lucerne jewelry and watchmaking company is thus completing the
the same step as Wempe, whose campaign has no longer included the
features of co-branding, but is a real brand campaign.

It is therefore not surprising that Lesch + Frei's
four years, the positioning "For the most beautiful moments in the
Life" also by the new house agency Jung von Matt/Limmat
will be continued. In addition to the new image appearance, the
status of the jewelry and fine watch business in Switzerland also includes the
international claim and also builds a bridge to the
Founded in 1888 and a tradition.

The CD duo Michael Rottmann and Alexander Jaggy set the mood.
and the lifestyle of the opulent French fin de siècle through
Photographer Ellen von Unwerth's new interpretation. Romantic, emotional
the eleven motifs dramatize in a very independent way the
precious, delicate Bucherer world. While the characters here are charming
make the leap back in time just on the verge of kitsch and thus
deliberately ignore moments of identification, those responsible chose to
at Juwelier Kurz a very contemporary presentation for their
Image campaign.

Short - the beautifier of women
To this end, Jeweler Kurz Managing Director Olivier Fabrikant stretched his
brother, Remy Fabrikant, CD at JWT+H+F. He was supposed to
Repositioning of the watch and jewelry company Kurz on a communicative level
level with the same modernity and stylish look as
star designer Hannes Wettstein has already done this in the newly designed
Kurz branches on Zurich's Bahnhofstrasse and in the Glatt center
has been spurred on. The result is the first - initially locally deployed -
large, multimedia campaign for Kurz.

At the center is the simple statement that all women are beautiful,
and that Kurz has the right piece for every woman to
personality and to express their character.
underline. The proof is provided by the portraits of "completely
unknown Zurich women from the street," explains consultant Rainer
Bühler. For those for whom the headline and implementation are still not confident enough
is released, the short teaser spot on local TV stations will refer to the
making of the campaign on the Internet. The campaign is accompanied by
Image campaign of product advertisements in daily newspapers.  

Luca Aloisi