Column Journalists and the media persist in provincialism, when (media) corporations and institutions have long been operating globally.why is there an "American" but
still no "European" journalism and also no
"European public"? When at the end of last week
Communication scientists from all over Europe in Amsterdam
came together to form the European Communication Association.
this was an opportunity to explore such questions.

After all, it is somehow grotesque: the large corporations have long been acting
global, the economic areas are growing together; the political
European integration is making progress, political power is shifting
and also media companies such as Ringier,
Bertelsmann, Springer, Schibstedt, Pearson, Mediaset or the
WAZ Group have become transnational players. So why
Journalism and the media have not also been Europeanizing for a long time.
Public?

In our search for economic explanations, we came across five filters
are pushed together. They work together, and the vicious circle that this creates,
can hardly be broken through for the time being: The first barrier is the
media industry itself - in the competition for viewing figures and
Circulation. The second filter is the audiences that the media industry
would like to reach. Their limited attention span makes it
difficult to overcome cultural and language barriers: Media are
Mass products. The majority of people are not polyglot Europeans,
but Swedes, Poles, French, Germans or Swiss. The media
are and will remain as local and provincial as the audiences they
want to achieve.

Filter no. 3 is the EU institutions. Like all bureaucracies that are neither
are not sufficiently controlled by parliaments or the media,
the Commission tends towards autism and its apparatus towards
Independence.

The latest studies by the Mediatenor Research Institute have once again
shown that the EU is largely below the level of public
perception threshold and, on top of that, negative evaluations
determine. So far, legions of PR experts have done little to change this.
can change. They undoubtedly act as a fourth barrier because they
want to control the flow of communication and therefore often
Cut journalists off from information.

The fifth and final filter is the journalists themselves - at any rate,
if they are also assumed to have vested interests and not the myth of the
in the interest of the bonum comune.
The statistics are only impressive at first glance: over a thousand
correspondents are accredited in Brussels - more than in any other
other major European cities and possibly even more than in
Washington. Only a small proportion of these journalists work
However, with media that have access to the decision-makers and can also
otherwise guarantee reasonable working conditions.

The few correspondents who work for the major news agencies
and working for the leading media in their home countries act as
the leading agenda setter among the Brussels correspondents.
In contrast, they always have to fight for space in their home editorial offices.
fight for their stories. They do this all too often and intensively,
they worsen their own working conditions in the
privileged niche.

A much larger proportion of correspondents consists of rather poor
paid freelance journalists who are dependent on a second income.
are. They hardly have time for in-depth research. As early as 1999
almost a third of them earned extra money in Brussels
through public relations work - and as boring as PR-based
reporting is often, the stories of many of the
Journalists.
 
Overall, therefore, there is still little hope for more and better
"European journalism" for an inquisitive "European
Public".

Stephan Russ-Mohl heads the European Journalism Observatory (www.ejo.ch) at the University of Lugano.

Digital cameras To date, JvM/Limmat has been
Panasonic's Lumix cameras in the FZ series take the stars out of the sky. Since the
Pocket-sized observatory as the winner in various tests
was already shining, a new motif is now to be added. So the
Creative team with the zoom lens of one of the most popular photo motifs of the
world so close that you can save on the ferry ticket and enjoy the
and the rigid CD corset.

eBoard For the first time this year, the 450
000 train passengers traveling to and from Zurich every day a little door
open. And 216 times a day on the eBoard of the
ShopVille-RailCity. There, the station stores will receive
Advent the opportunity to present themselves in the best light. From the 25
balls, a different one is placed in the center every day and the
company logo and the sender's message. Information can be found
on .

The listed media group from French-speaking Switzerland
Edipresse saw its share price plummet at the beginning of the week. Although the
publishing house on Monday, one month after the launch of the
free newspaper Le Matin Bleu, still drew a positive balance, the
bearer share 5 %, the less traded registered share even 13 %. The
bearer shares have lost almost 30 % in value since the end of June, according to the
HandelsZeitung reports. "We have already developed a
recommendation to Reduce when the share price was around CHF 600
traded," says Scott Weldon, equity analyst at Lombard Odier
Darier Hentsch. Despite the sharp fall in the share price, Weldon remains with
his recommendation. Because he is certain that the launch of 20
Minutes in French-speaking Switzerland had a negative impact on the subscription newspapers of
Edipresse will have an impact.

Multimedia The Bern-based Billingue agency Numéro 10 is running the first image campaign in Switzerland for the Fnac store chain.
French retail chain for books, music and technology, in 2000
opened its first store in Switzerland. In the meantime, the
company already has a second store in Geneva,
one in Lausanne and, most recently, a branch in Fribourg. Planned
expansion into the German-speaking part of Switzerland. Suitable locations
is looking for Fnac in Zurich, Basel and Berne.

Since the appearance of the French multimedia specialist in the
Switzerland is managed by the Numéro 10 agency in Bremgarten, Bern
all communication measures for Fnac Switzerland. So far
strategist Gilles Aeby and his team, the opening of the
various stores with all kinds of actions and campaigns
made. Now, for the first time, the budget also allows for an image campaign.

Numéro 10 had a completely free hand for these ideas and did not have to worry about
based on the advertising of Fnac in Paris. We found what we were looking for at
implementation, the agency is particularly passionate about the
"With heart and soul" is the keyword for Fnac's sales staff.
their work, because the sales clerks at Fnac are supposed to
Competence specifically with preferences for certain books, videos, a new
CD or, for example, their favorite movie on DVD to their customers as well.
are allowed to make themselves known. "All sales assistants or consultants at Fnac
In accordance with the company's concept, individual
recommend products individually and put them in the foreground",
explains Aeby.

This personal identification with an offer now also forms the
The basis for the three print subjects for the time being. They show "the total
competence", for example in the area of music CDs, in that the salesperson as
drummer is incorporated into a rock band. Another subject shows
the salesman as an actor in a video film. "As if these scenes were his personal dream world
would be," says Aeby. This realization becomes stylistically legible with the help of
of the graphic. The contrast image works with photos that are
comic drawings have been incorporated.

The campaign will be placed in all major print media in French-speaking Switzerland. Posters may also be used in a second phase.

Andreas Panzeri

Printing As of April 1, 2006, the Schaffhauser Nachrichten will be more colorful and a three-color newspaper.
News (SN) in Zurich and St. Gallen for printing alternatives for
own paper, the Board of Directors now decided to
but the company's own ten-year anilox newspaper rotation for 400,000
Swiss francs. SN publisher Norbert Neininger said this at
request. From April 2006 at the latest, the two SN federations will therefore be able to
16 of 32 pages are printed in four colors, a third bundle in the
Newspaper or tabloid format would even be possible in four colors throughout.
Today, only a quarter of the pages are in color.

Parallel to the expansion of the print shop, SN is also making preparations
for a layout change. One thing is certain: as of April 1, 2006, the
two- to a three-part newspaper, which continues to develop as a complete newspaper.
but is expanding the regional section. With the relaunch, the
Eastern Switzerland newspaper designer Katja Hösli (St. Galler Tagblatt,
Financial Times Deutschland, Bund).
The expansion in terms of color is necessary because the SN often has bottlenecks.
for four-color ads. Since the 1B combination (with Landbote and
Thurgauer Zeitung) is now definitely up and running again, according to Neininger, and
this might be attached to the Tages-Anzeiger, the SN
to prepare for additional volumes. Among other things, SN prints
the Winterthurer Stadtblatt and the Schaffhauser AZ.

Markus Knöpfli

Florian Walz wants to drive forward Swiss Poster Research as the new project manager at Affichage without delay.
He loves riding motorcycles for life. "I have
already tried out many machines, from the image-enhancing heavy
from a racing car to a motorcycle that I can ride to work every day",
says Florian Walz. A bit of pass riding on Sunday is not his thing
thing. "But it makes me happy when, after a relaxed
Problem at a meeting on my motorcycle the daily stress
can escape. All the hustle and bustle is then gone for me."

Florian Walz has been cultivating his passion since he passed his driving test at the age of 18.
has made. But what type of "motorcyclist" is he? "There is no
the motorcyclist as a type," says the media specialist, "even though today
wants to assign all people to a certain type". Walz in any case
doesn't fit into any of the images people have of motorcyclists. "The
shows how necessary our work is for media research. It
but also illustrates that sometimes it's not easy ..."

As of September 1, Florian Walz has been working within Affichage Holding
from E-Advertising in Winterthur to the Department of Corporate
Development of the Affichage Group's Executive Board. In
his new role in Zurich as Chief Researcher Innovation and
Technology, he is to focus on the technological developments of the
the entire out-of-home market. This also includes the
Project management of Swiss Poster Research SPR, after Affichage decided to complete this joint basic research alone following the withdrawal of Clear Channel.

This long-awaited development in the industry began with the
Poster research with a pilot project in Winterthur. "It was important,
that someone from the media agency side also participates in the working group
could," explains Walz. During his time at the SPR in Winterthur, he was
involved from the very beginning and was responsible for the
Planning instrument area.

How did he become a specialist in this field? After dropping out of his studies in German and journalism at the
University of Zurich, he later studied environmental and natural sciences.
at the ETH. He wanted a profession "where you can do something with ideas
can do". German studies was disappointing because he had to deal with
Old High German did not necessarily continue its linguistic development
saw promoted. "Environment" was a completely new field of study at the time:
"Comprehensive. It included everything from mathematics to computer science to
Geography. A kind of logical continuation of the Matura." At the end
did not materialize in the end, despite advanced testing,
because Florian Walz, as a young father, suddenly found himself responsible for a
family. After working in the
or has even worked in the circus before, it now seemed to him
the time was ripe for something more tangible in advertising. Walz was looking for the
He started as a copywriter and finally joined Bemberg in 1996,
Gedenk, Media came. "They simply had confidence and interest in
a career changer." This "small and combative" media agency
had only four employees at the time. Walz had all the work processes
from the ground up. When the agency founded Optimedia in 2002
merged, there were already 35 people. This whole development
In retrospect, Walz finds being able to experience this very valuable. He
himself has developed during this time from media assistant to
Consulting Group Manager developed. At the end at Optimedia you have
asked him whether he could set up a new unit for out-of-home advertising.
and set new standards with it for the time
wants. Walz has accepted the challenge and, with five
employees within two years to create a renowned unit
presented. Then it was time to do something new again. He saw
but there is no point in leaving this agency just to work in a
others to do the same thing again. "After eight years of media, it had to be
be something completely new."

In the course of this transition phase, contact was made with e-advertising in
Winterhur was the perfect choice. Someone from the agency wanted the affichage.
Walz was also attracted by the fact that it was once again a small, combative operation,
which he was able to build up right from the start. The e-advertising company
consisted of only two technicians, a salesman, the managing director
and a small administration. The E-Board product interested
him. "I was able to stand behind it, but I knew that my commitment to
will be limited to two years."

The possibilities that Walz can now offer in the
Affichage as part of the management of the entire research area
can discover. "Out-of-home advertising has a promising future,
that we cannot yet define precisely," he says.

Out-of-home advertising has huge potential for Walz, because the poster
cannot be avoided. The poster is also very popular.
For Walz, it is either an information carrier, for example for culture
or a completely honest advertising medium. "This honesty creates almost
no other medium. Others mix between purpose, information and
Entertainment. The advertising is hidden inside," Walz believes.
This boundary between advertising and honesty can sometimes cause problems.
create. With posters, on the other hand, advertising is clearly identified as such.
declared. "When advertising is communicated so honestly, it is also
acceptance is there. Nothing is being played to me."

At Affichage in the Corporate Development division, he can see the change
from a traditional poster company to a modern
Accompanying media companies. What are future forms of advertising? Where are
new fields for outdoor advertising? How is the static
medium into a dynamic one? What does the market want?

Walz will certainly be addressing these questions once again for more than just two
years if the next steps in the SPR are to be taken.
are completed. After the realization of the poster tool and the
market launch, the subsequent further development of the research
transferred to a neutral sponsorship on the basis of SPR.

Andreas Panzeri

From December 1, Weltwoche will be offering
selected articles as MP3 files or podcasts to listen to. Each
week will feature one main story and two columns from the current
Edition read by speakers and as half-hour audio files free of charge
provided.

Underwear Warhol is dead, Beuys is dead,
and I also feel uncomfortable. Not because I'm a staunch hat wearer,
The fat and felt virtuoso stretched the concept of the artist somewhat. That
that all people are artists has been known since before his time in museums.
"My son, who is ten, could also paint that."
I am much more concerned about Beuys' statement that advertising
Art is. That we are all artists and advertisers in one.
"With respect, dear Joseph," I would like to object, "with
With your Jekami, you have given us a pile of images and linguistic junk.
that you no longer have to spoon out."
However, we are familiar with great moments in modern advertising art such as Manors
Christmas brochure. The first work in it is by a
refreshingly philosophical linguistic performer: "What would the
soul? She doesn't ski or listen to music. ... Or does she?
She's always with me everywhere." Could be from a
eleven years old. How old should the contemporary artist
or be the advertiser who created the masterful ad for Schiesser
has made? The aesthetically successful collage - 'Red balls on the
Christmas tree and wrapped in shorts' - is second to none. Just like
the claim that rather embarrasses me. My guess is eight years old.
(la)

In the last few months, the fashion group Tally Weijl has made a profit with the sale of pink fabric bunnies.
around 20,000 francs in proceeds. This sum will be donated by the Swiss
fashion company on the occasion of World AIDS Day on December 1, 2005.
Aids-Hilfe Schweiz, which will use the money in full for the
HIV prevention. "The money gives us the opportunity
increasingly inform a young target group about the dangers of infection with
the HI virus," said Katharina von Allmen, head of the
Fundraising for Aids-Hilfe Schweiz. Tally Weijl would also like to
message and at the same time express the opinion that the
The label's fashion and advertising are too sexy.

Print At its "home game" in Augsburg, German printing press manufacturer MAN Roland focused on the supersize format.
Printing press manufacturer MAN Roland invited customers and the trade press to the plant in
Augsburg for a two-day event called "Heimspiel".
What was explained is not necessarily obvious at first glance:
Larger machines also produce short runs more economically.
To this end, the topic of XXL (super-large format) was discussed at the customer event.
in sheetfed, illustration and newspaper printing in the truest sense of the word
written in capital letters.

Misjudgement in the arc area corrected
Jens Gebel, Head of Large Format Sheetfed Printing Systems at MAN
Roland, conceded that the company's large-format sheetfed printing
errors in assessing the market and left the field open for a long time.
to a competitor. Likewise, the
Development costs underestimated. The Group, which is active in the sheetfed
is in a restructuring phase, recognizes today especially in the
trend towards larger formats and larger packaging printing.
machines. But that's not the only place where the XXL super-large format - plus
include format 7 (1,120 ¥ 1,620 mm), 7B (1,200 ¥
1.620 mm) and 8 (1.300 ¥ 1.850 mm) - makes sense. On the large print sheets
can 64
pages of DIN A4 can be printed at once, which means that XXL
also suitable for book production. The problem of the initially scarce
selection of printing plate imagesetters (CtP) and for
print finishing machines has now been largely resolved. So
today there are several suppliers of CtP imagesetters - in addition to Agfa,
Basysprint and Creo also offers the
Swiss supplier Lüscher offers corresponding systems - and there are also
corresponding folding machines (T1420 from MBO and TD 142 Topline from
Heidelberg) for folding these huge, up to a maximum of just under 2.5
square meter sheet available on the market. Also for companies that
not equipped for the further processing of XXL format sheets
are available with the last impression cylinder, which can be mounted on the last
InlineSlitter, a tool that can be used to control the arc of the
inline and with high precision into two sheet sections. This also allows
smaller folding machines can be used without sacrificing the advantages of the
XXL format (including higher productivity, less waste)
must be dispensed with. Paper manufacturers have also focused on the
large formats. From M-real, Sappi, Stora Enso and UPM
there is now a fairly good selection of papers for the XXL format
available. However, it must be added here that the
paper producers can neither offer all grades nor all grammages of a
grade. As it is well known that roll paper is cheaper than
sheet papers, MAN Roland took this opportunity to provide information about this,
that the company will launch an inline sheeter next year together with a
roll-to-sheet feeder, which also takes into account the format 8
carries. This means that roll paper can be used in sheet-fed offset printing.

72 pages from the roll
Although web printing ticks a little differently to sheetfed printing - the
Machines are not classified according to their maximum print formats (e.g.
Speedmaster 74, Rapida 74, Roland 700 = printing presses of various types
manufacturer in "50 ¥ 70 cm [net] format"), but according to the per
cylinder revolution - according to the
Sales Manager Peter Kuisle also in commercial web offset the
XXL concept makes sense. Kuisle justifies this with trends such as
Target group splitting, regionalization/localization,
Preliminary/test runs, just-in-time production and cross-media
Publishing. "If you look at these trends, the most striking ones are
the associated smaller print runs. But the
Conclusion that smaller print runs are better combined with smaller
machines is the wrong one." Why this conclusion is not
Kuisle explains that this is because larger machines in the
role area, a production with fewer signatures (one of the
print format corresponding to the web section) is permitted. Fewer signatures
mean shorter set-up times, which also leads to a significant reduction in
of waste - which the company is able to minimize with a "closed loop".
quality assurance solution with various measurement and
control systems are also supported. The XXL recipe for success
illustration printing leads to a reduction in copy costs (see
box on page 22), not least the automation of the
printing system. The possibilities range from automatic roll handling
via an automatic web infeed and plate change up to
machine diagnostic systems. The world market for commercial web offset
(24 to 72 pages), one of the leading machine suppliers in the
72-page Lithoman machine (2.06 m web width) is the world's largest
(XXL) rotation in the portfolio.

XXL concept can also be transferred to newspaper printing
In newspaper printing, the additions to the machine names are limited to the
maximum printable pages in width and size. One
2/1 press therefore has a printing cylinder size that can accommodate two
(Broadsheet)-pages wide (Broadsheet = collective term for various
newspaper formats; see issue 37, page 24) and is one page high;
A 4/2 machine can therefore produce 4 ¥ 2
sheet = 16 (broadsheet) pages - in four colors, mind you.
But although newspaper presses are already "extra-large" by nature,
MAN Roland first calls the new Colorman 6/2 newspaper press
XXL machine. Anton Hamm, Business Unit Manager Newspaper Machines, is
realize that technology does not determine the market.
"But," he explains, "the Colorman XXL manages 50 percent more
printing capacity than comparable 4/2 machines - per web with the same
speed. This allows a significantly greater output at
At the same time, less maintenance, energy and building costs
achieve." A newspaper rotation in the
past, first more options in terms of color, then a
simpler operation, followed by the desire for a more flexible
production, then the highest quality - and finally, today the
highest productivity is a priority. The current demand for a
maximum productivity, according to Hamm, were just
XXL newspaper presses in an ideal way. In demand in newspaper printing are
increasingly also upstream concepts (paper roll logistics) and
Solutions after the ramp. Hamm also points out that the
investment in the machine is only part of the total investment
and that, especially when investing in rotating equipment, the "whole
life cycle" of the machine must be taken into account. The fact that MAN Roland
is obviously right with the XXL concept in the newspaper sector too,
The success of the company, which is also a leader in newspaper
machine manufacturer. Production at the Augsburg plant is
The company works to capacity in three shifts, producing six days a week.
The world's first largest Colorman 6/2, also known as the XXL machine, is
delivered and produced, the second is currently being built - at
Pressedruck in Augsburg. The customer event was also organized with this in mind
to the home game.

Integrated production
As was repeatedly heard at the event, the
actual production is only part of the overall production chain.
Especially in the XXL range, it is not least due to the large
investment costs, it is particularly important to take a closer look at these.
Norbert Ohl, Managing Director of MAN Roland subsidiary ppi Media GmbH,
explained the importance of networking for publishers and
printing houses. "The networking of production resources is
XXL machines are particularly important." He speaks of electronic
pockets and digital planning boards, which are based on the newer, so-called
JDF standard, which enables end-to-end networking.
This makes it at least technically possible to merge previous production islands into a larger whole.

Conclusion: The biggest hurdles are still in the bow area
The overall advantages of XXL cannot be denied if
The topic must of course be viewed in a differentiated manner.
There are still hurdles in the bow area. Although the
production and folding have been solved, there are still
no punching machine that can punch sheets printed with the Roland 900
is possible. The limited availability of papers in the
sheet area. One of the users addressed
MAN Roland is responding to this need: Inline measurement (automatic
quality check of the sheet) is under development. "We are working
because we know that handling the large formats is naturally very difficult," explains CEO
Gerd Finkbeiner, who opened the event with a summary
has completed.

Jürgen Franck

Football Freiburghaus und Partner is launching a new religion for the Young Boys in Bern.
most important phrase in Bern, which Gielen and Modis also use without
Understanding early English. The Bernese fans believe in their football club,
even if the Young Boys are currently languishing in midfield and are not ready for the
next match against FC Thun on December 2 as the favorite
be traded. But with their new Stade de
Suisse Wankdorf Bern is the most beautiful stadium in this country.

One hundred days after the opening of their new home venue, the
BSC Young Boys is now launching a communication offensive. The aim of the
integrated campaign in all media is to increase the
Spectator numbers. YB has always been a club with cult potential -
Founded in 1898, numerous major sporting successes line its palmarés.
The new stadium will further increase this potential, believes
the agency Freiburghaus und Partner in Berne. It wants to use a
creative Ola wave to expand the circle of YB supporters once again.
The aim is to attract new visitor segments with committed football and high
seating comfort.

On behalf of BSC Young Boys and the stadium operator, the
Freiburghaus und Partner's creative team developed the communication concept for this
"Faith in YB" was developed. With various subjects in print, radio, TV
and electronic media are being used to promote the team "in
good times and bad". Not only the hard
The core of the fans should become a credible part of the big YB family.
be

The marketing crusade has - the end literally justifies the means -
even nailed the YB pennant to the cross for this idea. Of course
the agency is hoping for a little uproar for this sin. In the
Protestant city, however, the media purgatory is not hot
have become. However, the last match on November 26 and the win against
St. Gallen actually had around 3000 women among the 12000 spectators
been seen.

The Young Boys and their advertisers have done this with a first Ladies
Night into the stadium. For a special price of 20 francs
the women could sit where they wanted and "get the
Let your head be turned". Before the game, there was a warm-up round for the
ladies with a second free Prosecco and members of the
Women's team as star guests at the "Cüplen". Whoever is lucky with a gift
The winner of the first round was allowed to compete against Miss Switzerland on the sacred turf.
penalty shoot-out. The best shooter was able to score two
Tickets for Robbie Williams and his long sold-out concert on
August 23 at the Stade de Suisse
win. Further events planned by the stadium operator and
Freiburghaus still has various surprises in store. In front of the door is a
Christmas campaign to promote the new annual pass. The campaign is intended to
will also be used next year. In addition to new subjects
even more emphasis on viral marketing measures.

Double support
Independently of the Freiburghaus und Partner campaign, the
Bern communications agency Republica around the new stadium the
order for two TV commercials. These advertise the mall with 35
stores and the Coop Megastore as a shopping experience. In the
The YB players and the man dressed as a referee are waiting for the
singer Kuno Lauener waited in vain for the Grasshoppers to enter, as
rather go to the Wankdorf Center than to the game against YB.
to compete. In a second spot, the SC Langnau Tigers skate in
their almost empty ice rink arena because all the spectators were following their players.
to the nearby Wankdorf for shopping. At least here the
Prayer of the YB fans is useful - even if only for the operators for the time being
of the stores in the stadium and not yet for the
Club.       

Andreas Panzeri