Print media With an interactive learning set
the NZZ wants to help promote the free formation of opinion in schools, and
Various publishing houses have made a significant contribution to the
with media education initiatives in Swiss schools in recent times.
and are trying to get students to learn more about the
of different age groups about the medium of newspapers.
The motive here seems to be less the lack of reading skills of young people
as the Pisa study showed in 2000, but rather to the
obvious success of the commuter newspaper 20 Minuten, especially with the
young readership.

This leads to a pent-up demand from the print media for new
The aim is to tap into audience segments that were previously difficult or even impossible to reach.
were considered unattainable. Some publishers have therefore introduced the in
Germany for the past 25 years, the model of the German institute
IZOP, such as the Aargauer Zeitung and the Zofinger Tagblatt, which have been
next spring as part of a 12-week program in each case
Familiarize primary school students with reading newspapers
want

Within a year, the Neue Zürcher Zeitung has created its own model
developed. On November 17, the publishing house launches at the
Falkenstrasse for the first time its "Learning Set Own Opinion". It is
an Internet offering in the form of an electronic, interactive
teaching unit, which is available to all schools in Switzerland free of charge.
is made available and is primarily aimed at students and
Secondary school students. For the time being, the topics are
"Integration of foreigners", "Noise" and "Nutrition" available, which are
without any problems and
can be incorporated into existing lesson plans in an interdisciplinary manner.
The examination of socio-political issues should be
Enable students to create their own
opinion on current topics of the time and to form their own
to promote the ability to form an independent opinion and to
increase. In addition to reading skills, the focus is on researching, analyzing
Discussions and argumentation in the focus of the learning unit.

The NZZ also sees its offering as a substantial contribution within the scope of
of a federal initiative "Public Private Partnership - School in the
Network", a cooperation between the federal government, the cantons and the economy with
Swisscom as a sponsor, which to date has been used to equip a number of
One thousand schools with computers and powerful Internet connections
has led. The only thing that has been lacking so far is sufficient and suitable
Learning content.

"We know from market research that young people between 16 and 19 are
years to a sophisticated daily newspaper is rather difficult to access.
find," says NZZ brand
ting manager Christoph Bauer. That's why the makers are trying
learning unit the terrain for the future readers of the NZZ
to prepare. The title has so far been well received by the younger readership.
not positioned, whereby the tending
higher threshold of young people towards the encyclopedic
is in itself completely normal, what Bauer then
also considered a major challenge. "This is not about,
to sell subscriptions," he says, adding that free newspaper delivery also stands
not the focus of the offer, but takes place as needed at
schools for teachers to use in their lessons. One wants to
rather make a qualitative offer in the knowledge that you can thereby
also make demands on the young readership.

The project carries the editorship, more precisely, it was developed by an internal
Working group under the wing of editor-in-chief Hugo Bütler in
developed in cooperation with the company Lernetz and is internally
treated like any other editorial NZZ product. It extends
also enjoy other NZZ titles such as NZZ am Sonntag and Folio. The
Moreover, the topic of opinion-forming is an ideal fit for the NZZ and is
curriculum is anchored in various subjects, Bauer knows.
He emphasizes that the Own Opinion Learning Set is a
exclusive commitment of the NZZ. "It's not our philosophy,
working with sponsors, we stand by that." That should also be the
guarantee independence in terms of content. Bauer does not want to comment on the costs
precise details compared to the approach developed by IZOP.
However, in the long term, this would be much more cost-effective.

This first step towards a younger audience is to be followed by further
follow. The Own Opinion learning set is part of a broader
NZZ's target group concept to attract new readers.
and is in the context of print offerings in the parent publication
around study and work, career and further education. But according to
Bauer, corresponding projects will not be ready for a decision until next year.

René Worni  

Film awards This week, the Edi is awarded the
Swiss advertising film production honored. However, this is suffering more and more from
The price pressure. "If you don't film, you will be filmed", has
Fredi M. Murer once put this into the world as a bon mot. The Swiss
feature film director related it to the themes back then. Today the
This casual saying can also be interpreted in terms of labor policy. With the
opening of the borders, foreign film productions are also allowed to
in Switzerland compete for budgets. More and more agencies are adopting the
Offer. Foreigners are allowed to film in Switzerland. They relocate the
Filming abroad is cheaper. Or you want
offers its customers something special and is looking for an elaborate
Spot is catching up with the world class by no longer being
local producers, but prefers to rely on
international stars.
Does the prophet really count for nothing in his own country? Will the Swiss
Film industry a pawn of globalization? "It's true that we
sometimes a whole team of cheap technicians from Prague or even just
Germany," reveals a recording manager.
It sounds a little nicer when a production for its commercial in Poland
"a beautiful landscape that fits the idea perfectly".
Decorative buildings in Romania are in demand because craftsmanship there is "a
has a long tradition". Others have drawings made in Korea "because the
best trick specialists work". The decisive trick with all
these examples: It's usually cheaper abroad.
This development is due to the fact that more and more
less money is required. "In order to maintain the quality, I have to
I have to come up with something," explains, for example, the
Zurich producer Reiner Roduner from Absolutturnus. "I am
interested in being able to function globally," he says and looks
therefore has long been looking at which countries offer him which advantages
can.
For a while, Spain was a popular filming location and provider of
services from Swiss producers. This country
but is no longer considered cheap. Offering more in terms of
The Russians now want the best value for money. This
are acquiring "quite aggressively" in Switzerland.
Recently, "action" has been called in South America. Argentina and Chile
are popular for sunny spots. Not only beautiful landscapes, but also
A highly developed and yet cheap infrastructure can be found in
Brazil. Under the name of Mixer, seven of the best
producers and technical studios. These filmmakers,
who have already won countless Lions in Cannes, now also want to
become active in Europe. In the last few days, the
Mixer's representative responsible for international management
Switzerland. Advertising Week asked Isabelle Hahn about her plans
and wanted to know from Swiss creatives how big the
interest in such cooperation with Brazil (see
Interviews pages 8, 9 and 10). 

Andreas Panzeri

Corporate Publishing Customer magazines
are gaining momentum. In trade in particular, Switzerland is proving to be
Driving force for new, successful sales concepts.
Annual sales of well over five
billion euros in the German-speaking region and a double-digit
growth for many years: Corporate publishing has
has conquered an important place in marketing communication. Because
his arguments are convincing: professional journalistic and
graphic craftsmanship guarantee information and emotion that
The regular appearance of the media - be it customer or
Employee magazines, corporate broadcasting or corporate TV - secures
permanent contact. Together, these factors form a basis for
long-term customer loyalty and to increase customer value. According to
Survey conducted by Forum Corporate Publishing, Europe's largest corporate publishing
industry association, in Germany alone more than 90 percent of the
Top 100 companies rely on magazines as the most important tool in their
Customer loyalty. And the trend is rising.

Switzerland is becoming a trendsetter in the European CP market,
One fifth of large Swiss companies even maintain their own
Corporate publishing departments. Particularly in the retail sector, current
Swiss magazines attract a great deal of attention across borders.

Sales impetus thanks to consistent storytelling
In times of consumer congestion and discount battles, the
traditional means of advertising and communication are no longer sufficient.
Sales magazines are therefore in vogue. This new magazine form binds with
products into worlds of experience using journalistic means. In this way
Sales magazines fulfill longings and at the same time bring the fulfillment of
Dreaming within reach. The first representatives of their species are already offering
at Globus and PKZ, Otto-Versand and Tchibo the brochures and
fierce competition for multi-mix catalogs.

The Globus department store in Zurich has a convincing magazine presentation,
last year with its Christmas edition. Instead of catalog-like
Globus products ranging from shoes and furs to leather goods were
Candlesticks in a picture narrative in the Hotel Sils Maria near St. Moritz
installed. Globus cleverly linked the sales magazine with promotions on the
Point of sale. Shop windows and department store façades picked up on imagery
from the magazine, thus ensuring a close communicative interlocking.
taken care of.

The Swiss sales magazine "adress", which is published by a
specially founded publishing house of the PKZ clothing group, headed by
Philippe Olivier Burger, reports a successful start: Already
The first issue of the magazine was financed entirely by advertisements.
be refinanced. The impressive circulation of 480000 addressed
The new model has already convinced companies such as DaimlerChrysler, BMW, Nokia
and L'Oreal as advertising customers.

The Forum Corporate Publishing is delighted with the Swiss successes.
President Manfred Hasenbeck: "The examples show impressively how
openness in dealing with new communication tools
ultimately be able to pay out in cash. This is exactly what we as
Association should also communicate this to the public."

Michael Höflich

Newspapers For 20 minutes, the
20 Minuten's counterpart in French-speaking Switzerland, which (allegedly) in March 2006
the rates have been set. Based on a print run of
120000 copies, a full-page, four-color advertisement costs gross
6500 francs. As a reminder: Le Matin Bleu charges 6300 francs. Who
20 minutes and 20 minutes pays a "National" rate of
36250 francs. This results in a combined discount of 7.3 percent. The
Local tariffs for Geneva and Lausanne will be increased according to advertising manager Marco
Gasser has not yet been published.

Women's magazines Ringier wants to launch the women's magazine with the highest circulation in Switzerland and hopes to reach 500,000 readers.
Baby with the provisional working title "Schweizer Illustrierte Young".
What the industry services have already reported and the publisher has already announced via
media communiqué is gradually taking shape. On
February 20, the March issue of the new monthly title
appear.
It is to be a modern, young women's magazine, elegant, focused on
expensive 200g high-gloss paper, perfect bound, containing all elements of the
classic genres and an extensive social section
contains. "If you had to sum it up in three words, they would be: Fashion,
beauty and stars," says SI publishing director and Young project manager Urs
Heller. One can confidently ask oneself whether young and young at heart
readers between the ages of 20 and 40 in the face of scarce training and
study places and career advancement opportunities on such topics
have been waiting for.

Looking across the border gives courage
But looking across the border seems to encourage the makers. "We
believe that our project is a unique selling proposition that
corresponds to the spirit of the times," says Heller. He points to the boom in
German people magazine
Gala from the Bertelsmann subsidiary Gruner und Jahr. The paper
with a circulation of over 412,000 copies recently achieved
tough competition
the best quarterly result in its history.

In Switzerland, the aim is to stand out with strong and exceptional
People stories from the existing women's and fashion magazines
stand out - for example from its own Bolero, but also from the Tamedia title
Annabelle. "We believe that the combination of classic
fashion magazine and society is very promising," says Heller. The
Makers rely on the good network of relationships in Switzerland
magazines. It's easy to get exclusive interviews where
conventional women's magazines due to the topicality or the
genres have to take a back seat, Heller knows.

In contrast to the Schweizer Illustrierte, for example
a home story quickly in the direction of style (for example, beautiful
living). However, hobbies, leisure and family must remain the classic domain of
of the parent paper - no long stories, therefore, but
rather shorter texts. "We are interested in the SI world in a
international form," explains Heller. Whether it was between Gisèle Bündchen
and Leonardo di Caprio is finally over, whether John Cleese will be
favorite actress Jamie Lee Curtis (A fish called Wanda) the
retreat from the big screen and whether Jennifer Aniston will soon be
will live with her boyfriend in Chicago: The German Gala leads the way,
which is also roughly what Ringier's new women's title will be about.

Break-even after four years
The market newcomer wants to make a big start right from the start. Already the
retail price at the kiosk is between four and five francs
the threshold for the target group is low. On the advertising side, too, the
newcomers, the advertising rates are lower than those of the
Annabelle. This is particularly interesting in view of the print run:
Without giving an exact figure, Heller is aiming to reach the
largest circulation of the genre nationwide, "so that after a short time
can say that 500,000 people read it". Measured against French-speaking Switzerland
The successful title Fémina (217845 copies) has a circulation of 250000 and
more copies. The March issue will have 148 pages
strong, with a "market
usual" distribution key for the editorial and commercial sections.
In the area of special forms of advertising, the aim is to remain conservative and
do without gags, such as the recent hole in the cover of Illustré.
Break-even should be reached after four years: "What takes longer
is not reasonable for a publisher," says Heller. The obligatory
Online presence will follow later.

14 people from Ringier titles, but also from other publishing houses.
switched to Young. They did not want to weaken the SI editorial team,
because the parent company should also benefit from the new title.
Obviously, the new editorial team is mainly made up of women.
Apparently there was a great deal of interest, which also gave the makers a
first indication of the quality of the new product. First of all
Heller himself will manage the paper together with SI editor-in-chief Marc Walder
and later appoint an editor-in-chief from the editorial team. For the
Ulrike Beling and Nina Thoenen are responsible for the leaf design.
were already involved in Bolero.

René Worni

Eastern Switzerland's private radio station Radio Top is
since Monday also in Rapperswil-Jona and
can be received in the See-Gaster region. With the Feusisberg transmitter
Exactly eleven months after the opening of the Gossau-Schochenberg transmitter, the
The latest top frequency for the canton of St. Gallen went into operation. The
Radio Top's 16th transmitter is also the sixth
Broadcasting location for the canton of St. Gallen. In the next few weeks, it is expected to be switched on in
of the City of Zurich. Above all, this would allow the considerable
commuter flows from eastern Switzerland, according to a press release.

A new pan-European study by
UPC and Cablecom should investigate cultural differences and address the question of
the extent to which TV perception differs depending on the age group.
changes. It will also examine whether Europeans use television as a
credible medium and whether it is their political or political
religious viewpoints. More than 6000 respondents
TV consumers in all 14 European countries in which UPC
provides its customers with TV services, as announced in a press release
means. The results of the study will be published in December of this year.
presented. UPC is the European cable subsidiary of Liberty Global,
which Cablecom recently acquired. It already conducted the study in
last year.

The Windows operating system could in future
come to desktops financed by advertising. Corresponding plans would
is currently being considered at Microsoft, reports Heise Online. This would
Continuation of the steps taken so far by the software group in
towards live software. With Windows Live and
Office Live has already presented Internet strategies that are primarily
line advertising platforms. "As the market for online ads
and the sales turnover decreases, we need a
ad-supported version of our software," write
Microsoft researchers according to Cnet in a strategy paper. The beginning
AdCenter initiated this year, through which advertising partners can place their ads.
The AdCenters, which could be used to place and manage ads, are set to play an important role in Microsoft's online strategy. The AdCenter could
also serve as a control center for other forms of advertising.
It is possible that there will soon be word processing software in which
of the Adsense advertising functions to the input of keywords
wait for advertising to appear.

As of January 1, 2006, Gion Stecher will be
Deputy Editor-in-Chief of TV-Star. At the same time
Leo Lüthy Member of the editorial board of the TV magazine. "I am delighted
me, with the two experienced colleagues and a highly motivated team
continue the successful course of our magazine," comments
TV Star editor-in-chief René Hildbrand presents the promotions.

(pr) The 10th Berner Marketing and at the same time its 10th anniversary
took place on Thursday, November 10, 2005 in the Kursaal in Berne. The
event was a complete success. Around 320 guests took the
time and were taken on an entertaining tour d'horizon by
top-class speakers inspire, entertain and inform.
 
As municipal councillor Barbara Hayoz explained in her message of greeting from the Bernese
the 10th Bern Marketing Day fits seamlessly into the program of the
in the other highlights of this year, which is rich in cultural events.
year in Berne". The speakers were able to meet this high standard in
to varying degrees. The brilliant prelude
was made by one of the greats of the watch industry: Jean-Claude Biver,
Director of Montres Hublot in Geneva. In a passionate and
The history of the development of the Swiss economy and the
watch industry, he impressively demonstrated how clever marketing
already helped an endangered craft in the late Middle Ages to
survive and take off into new spheres of success. When the churches in
Geneva prohibited the wearing of jewelry, the old-established
Goldsmiths' guild faces ruin. In an alliance
with watchmakers, the former pieces of jewelry were turned into watches.
repositioned. The church was able to follow this early marketing strategy
and thus became the involuntary midwife of the
The success story of the Swiss watch industry continues to this day.
In this context, Marc Biver also emphasized that the success of
today does not mean tomorrow's success. With the credo
"Sleep is the enemy of marketing" was how he ended his energetic talk.
and convincing presentation.
 
Wolfgang Schweiger, Managing Director of TrustMark CFI, was responsible for the
This history lesson presents us with the not so easy task of
attentive listeners back to the tough terrain of the
back into everyday marketing life. In his presentation, he presented the
questioned common marketing typologies and presented tools,
with which the needs, attitudes and behavioral preferences of
customers can be precisely filtered out.

The audience, after this interesting but rather complex
theoretical input, the loosening up by the first show block with
the "Duo Ohne Rolf" with enthusiasm. Silent, but by no means
speechless, the duo offered a witty and profound persiflage on the
Conference topics Time and communication.
 
Under the motto "Turnaround Switzerland - how much time do we have left?"
the trade union economist Dr. Serge Gaillard and the
economics professor Silvio Borner in a debate.
Whether the supply-side or demand-side economy leads to greater prosperity
As expected, it was not possible to resolve the dispute, but there was agreement
Switzerland has not yet
is lost. Flattered, those present accepted the
communication specialists also noted that, according to Silvio
Borner is a progressive industry.
 
Ethos, rock'n roll and football
According to Christa Joss, Managing Director of Alternative Bank Switzerland
your presentation ethics and full transparency as the decisive
marketing factors for sustainable success, Mann and
Woman eagerly awaiting the performance of the most successful rock'n'roller
of Switzerland Chris von Rohr. The hopes or fears of the
audience did not materialize, Chris von Rohr retained the
pants during the entire performance and convinced the audience as a charismatic storyteller.

From his experience in the music business, he gave the audience the
way that without passion, lifeblood and spirit for the product or
an idea in the longer term, even with the best marketing, is at best a
"short flash in the pan like Modern Talking, for example", but
sustainable success is not possible. 
 
René C. Jäggi, Chairman of the Board of 1. FC. Kaiserslautern and
former FC Basel mastermind, emphasized in his
the importance of a well-designed and well-defined
crisis communication, a playing field that he says he knows best.
knows and loves.

The multi-faceted event was rounded off by the BZ-Talk
of Tele Bärn, on the subject of Image Bern and Image Switzerland with Andreas
Zgraggen, editor-in-chief of BZ, Johannes Matyasy from Presence Switzerland and
Hanspeter Danuser, tourism director of St. Moritz.
 
The entire event was moderated in a confident and charming manner by Mona
Vetsch, whose comments caused hilarity in the hall. The
The professionally organized event was followed by an aperitif
and pondered about time and being over canapés and wine - and
had all the time in the world for once. The 11th Bern Marketing Day takes place
on November 8, 2007.

Two of the largest actors' associations
Hollywood have written a letter of complaint in which they express their
Desire for a say in product placement in film and television
as Adage.com reports. The associations are calling for guidelines that
includes transparency right at the beginning of a movie. The
They are also calling for strict regulations on product placement in
children's programs, an extension of the guidelines to cable television
and a say in how a product should be placed. The
On the one hand, associations complain that the actors and
screenwriters are never integrated into the decision-making process and
are often only informed at the last minute how and where they can apply for a
product should advertise. The product would also suffer as a result, explain
the associations. In addition, the actors would not be available for this
extra service. In addition, they would not have the
opportunity to have a say in which product they have to advertise. The
Actors should at least have the opportunity to say no,
explains Ann-Marie Johnson, President of the Screen Actors Guild (SAG),
to Adage.com.

Facts editor-in-chief Stefan Barmettler takes
after two years in office. He will be replaced by Andreas Durisch,
editor-in-chief of the SonntagsZeitung. According to a press release from
Tamedia, Barmettler is stepping down at his own request in order to concentrate
to devote more time to journalistic tasks. He will join the Zurich
media company as an author. Tamedia spokeswoman Eta Pavlovic
told the SDA news agency that Barmettler is taking a break from
two months. Which publication he will then write for,
is still open. From mid-December, Andreas Durisch will be working at
reduce the SonntagsZeitung
and focus on the further development of Facts. He
become
focus above all on making the magazine "the leading
News magazine in the highly competitive weekly title market
and to further develop it as a relevant,
opinion-forming medium," writes Tamedia. With the
SonntagsZeitung, the two deputy editors-in-chief will be
Armin Müller and Ueli Walther increase their responsibility for the editorial side of the business
and relieve Durisch of the burden of day-to-day operations. He
However, it should continue to provide the essential
The company has a say in setting the course of the newspaper.