TV commercials After 27 years, the advertainment format is coming to an end.
information-interested "Tagesschau" audience an alternative to the
hectic short commercials - a kind of Coop newsreel. The acceptance
should not be about form, which has always remained controversial, but about
the informative content. True to the motto "well informed -
shop better". The programs, which last several minutes, should feature reports,
shopping service, recipe tips and studio guests through transparency the
Strengthen credibility and trust in Coop. With the continuing
effect that the 7.25 p.m. advertising island is the highest on Wednesdays.
rating of all TV days and ten percent of the audience in
the "Coop Wednesday Studio" in particular.
Switch on the device.
"Which commercial can claim that?" asks
Coop press spokesman Karl Weisskopf. However, the ranges fell with
increasing number of channels and new cooking programs - including our own
co-productions such as "al dente" - to around 800,000 (October 2005). This
and with the high costs, the question marks over the continuation of the
"Studios". In the spirit of the new and integrated
communication strategy "for me and you", the wholesaler wants to
Increased use of short TV commercials for different target groups.
   

Luca Aloisi

On Wednesday evening, the 4th TPC
CreaTVty Award. The award went to Tom Hänni,
Graduate of the University of the Arts
Berne, in the
Film category and to Sven König, graduate of the Academy of Art
and Design Zurich, in the Media Art category. Hännis
Animated film "Letters to
the mother" illustrates a song by Bernese rapper Tommy Vercetti.
According to the jury, however, he transcends the boundaries of musical
material and creates, inspired by American war cinema and the
Japanese animated film, "a dense narrative in which the
Drawing always serves human hope and despair".
König's work "Scrambled Hacks", a "thought music machine", captivates
according to the jurors, through playful ingenuity and critical irony:
"The virtual world of images, the beautiful aseptic appearance based on consumption
music clips is presented in Sven König's installation work.
by dismantling the connection between body worship and music.
is cut up." The CreaTVty Award as a sponsorship prize for young artists
is organized by the TV Productioncenter Zurich (TPC). The winners
received the prize and the prize money of CHF 10,000 from the hands of the
from Ingrid Deltenre, President of the TPC Board of Directors. 600
Invited guests from television, business, marketing and advertising
watched the awards ceremony in Studio 1 of the TPC.

The annual turnover of the National Association
for Stock Car Auto Racing (Nascar) is estimated to be three
billion dollars, the fan community numbers 75 million Americans: a
ideal advertising platform. It is currently particularly popular with Hollywood,
which diligently beats the marketing drum at Nascar races. Always
more often the stars and starlets promote their latest films on the edge of the
Speedways. And vice versa: this summer, Nascar was one of the
Main sponsors of the film "Herbie: Fully Loaded" with teen star Lindsay
Lohan. Of course, advertisers, event sponsors and
Car manufacturers benefit from the enormous brand awareness that the
car events in America at the moment. Read more about the
big business with speed in the advertising week of 10.
November 2005 No subscription? Single issues of Werbewoche can be ordered from
Ginette Peter - - can be ordered (CHF
8.00 + VAT/postage).

Stephan Küng has brought Initiative Media Switzerland into the top ranks of agencies with new major clients.
now ends with a "big bang". Stephan Küng and his initiative
Media in Wallisellen, together with the London office from the
international network at the beginning of 2005, the Credit Suisse budget
won. Küng looks after Switzerland. London the rest of the world. In the course of
of the year, the CS subsidiary "Winterthur" was added. And now
luck once again favored the brave. After a "very wide
initiative with Coop has also secured the budget for the
second-largest advertiser in Switzerland.
"Team, work process, tools and (still with Kinodias) 'value
for money'," says Küng, naming the four reasons for his success. The
The most important strength of his agency is its employees.
Employees. "Media is mental work." The boss is proud of the fact that
Almost all the people he has hired so far have been with the company
have remained the same. "That is very stable compared to the industry."
 Stephan Küng took over the Media Switzerland initiative in 2001.
The agency was founded in 1993 and went international in 1998 with Western
Media has been merged. As a result of the new customers, Initiative
created six new jobs this year and now employs 16 people.
people, two of them at a branch in Geneva.

Initiative Media is part of IPG Interpublic, as is the advertising agency
FCB Leutenegger Krüll. That's why Küng's offices are at the same address
in Wallisellen. In an old mill, they share the
Infrastructure. The building with a weir and water pond appears
like an oasis in Zurich's hectic industrial district. "Inspirations
For my job, I can imagine watching the trout and carp in
the cozy surroundings outside my window," says
Küng. The media specialist's creativity is geared more towards
sober figures.

In the past year, the agency has invested heavily in the development of
new work processes. "We are one of the world's leading
network and have access to interesting tools of their own."
Initiative Media works worldwide with
the specified "I connect" work process. However, this must be
be adapted for the individual markets. For a whole year
one person in Wallisellen is working almost exclusively on the introduction of this tool.

"I connect" guides you through all the planning steps. The important thing is,
that you consistently look for creativity and creativity at every step.
innovations. Every step must generate savings or added value.
for the customer. "If we follow this process correctly, we can
we can really show where there is potential for our customers",
promises Küng.

Another tool is "Matrix". This is the only one of its kind in the world,
that can calculate mix campaigns. Initiative has also invested a lot in the
research in order to optimize the tool for the Swiss market.
to be able to combine them. A representative group was asked about their
behavior when using media. This data now combines
"Matrix" with the figures from Mach, Telecontrol and Radiocontrol. With this
can no longer be limited to the effect in individual media, but can
campaigns can also be calculated and fine-tuned.
In order to be at the forefront here, Stephan Küng has been
years in various institutions in the field of research.
He is a member of the Board of Directors at Igem, and at BSW he is responsible for
Media Research, and also with the Swiss Poster Research User Group
he is actively involved. He also works as an examiner for the Swiss Federal Examination Board.
Head of Marketing Communication. "If you want an industry to develop
you should actively contribute to research and education yourself.
do."

Küng himself entered the industry "like many" via Publicitas.
came. At the beginning of the 1980s, he completed his apprenticeship at P in St. Gallen.
KV. He gained the following 20 years of professional experience in
various advertising agencies such as Grendene & Lanz, Sulzer Sutter,
BBDO. Through the merger of Grendene & Partner with Ogilvy, he joined
He joined the WPP Group as a media manager. There he has
1998 MindShare founded.

After a brief stint as publishing director at
Advertising Week competitors Personally, he felt that his "heart
continues to beat for the media". In this mood, Stephan Küng
finally took over the media initiative.

"Working with media is exciting because you can go in different directions.
has contact: Media and customers. You have to deal with target groups
and is always allowed to do a balancing act between
a numbers job, a purchasing job and the creative strategic part."
Küng describes himself as a "heavy internet user". He takes
but also 45 minutes every morning over a cup of coffee to
reading newspapers. He mainly watches television to relax.
In his private life, he enjoys life in the country with his family of three
Girls aged 9, 14 and 15. "That's where I learn how new media
work and young target groups tick," he smiles and
describes how his kids surf the Internet with the TV on
chat, exchange text messages and at the same time communicate via the fixed network with
colleagues are connected.

His own hobby used to be "in wild times with long hair as a
Rossschwanz gebunden" the music. Küng has played saxophone in several bands.
played, mainly blues and soul. Exactly one day before the entrance
then received a job offer as a media director. He mourns
but nothing less. "I really enjoy my work and love my subject." Private
he wants to "create more personal islands" in the future.

His goal in the business: after the company has
has reached the size at which a media agency can optimally
can function and be structured - that is, specialized
Küng and his initiative want to form teams and build on them in the
grow primarily in terms of quality in the future. "We don't just want to offer customers
reach and GRP, but also to demonstrate advertising impact.
So that customers know what their investment in advertising money is worth
are." ;

Andreas Panzeri

Theater Last month Arthur Miller would have been
turned 90 years old. In February of this year, America's conscience,
Moralist and Marilyn Monroe's husband died. The world-famous
playwright with his 1949 classic "Death of a
traveling salesman". The Theater Rigiblick has included it in its
special series. And in-house agency FCB Leutenegger Krüll has,
in keeping with the modern production by director Caroline Ulli, a
eye-catching advertising motif: In the pistol-shaped
paper clip, the entire ordeal of Willy Loman up to and including
his suicide.

Since October 1, Toni Loher has been
Managing Director of Witchcraft, the subsidiary of
Advertising Art & Ideas for relationship marketing and events. He
worked for the Trendcommerce Group in St. Gallen for the last few years,
first as head of Callworld Telemarketing, then as a member of the
Group Management. Toni Loher will continue to work at Witchcraft, and also at
Advertising Art & Ideas, for ideas and processes in the field of dialog
and telemarketing as well as for CRM programs and events
be. In addition to the increase in personnel, Witchcraft can also look forward to a
new sales office. Since November 1, a new
team in Rebstein in the Rhine Valley customers in eastern Switzerland, the Principality of
Liechtenstein and Vorarlberg.

The St. Gallen Festival, which will be held for the first time on June 23, 2006 on the
Klosterplatz in St. Gallen, rely on the following for their communication
Freicom relationship management and communication. In addition to accompanying
of all communication measures, the agency is responsible in particular for
the Internet presence, media and PR planning and design
of the program booklet. Freicom also supports the
classical music festival in sponsorship acquisition.

The Ringier employee magazine Domo
has won the "Golden Feather" for the second time in a row. The
Swiss Association for Internal Communication (SVIK) awards the prize
annually for the best employee magazine. Domo was chosen by the jury because
the versatility and liveliness, the attractive text introductions, the
I liked the balanced image/text ratio and the short articles,
announces Ringier.

The TC Training Center Group has online
Consulting to update the Group website and those of the 18
fitness temple. The plan is to create pages in a fresh and
sporty design, on which the customer can view the latest news and
information on local service providers. The TC Training
Center Group is a network of 18 fitness centers throughout the world.
Switzerland, which, among other things, enables customers to subscribe to
different locations.

Internet The Malstube agency has a
Launch campaign developed for the online marketplace Piazza.ch
and regretfully names the things that you can't get rid of there yourself.
"Sorry, but your pubescent daughter probably won't," is one of the
twelve headline subjects. In addition, radio spots make the new
founded Tamedia subsidiary, whose service is part of the
introduction is free of charge until further notice.

Column Newspapers are often so extensive
and threateningly fat, so that you can no longer put them in your own
apartment. But it can also be light as a feather and colorful, says Stephan Russ-Mohl.hocus-pocus - less newspaper, more
Quality! This magic piece deserves all our attention, even
if it is currently hardly recommended to other publishers for imitation.
is: Switch to the small tabloid format and leave the
The size of the newspaper will shrink drastically - so drastically that it will
annual cost savings of 22 million Swiss francs (= 17 million dollars)
probably mainly for printing and paper. One demands for
sheet and the same price as before for the smaller advertisements. And
readers and advertisers that they are now being offered a wide range of services.
more than before.
This is what happened a few days ago at the Wall Street Journal Europe (cf.
Advertising Week of 13.10.05). And the funny thing is that everything
right - at least for the core target group that the business newspaper
would like to achieve. Every manager, every banker and everyone else who
has something to say today complains about "information overload". Even the
The many e-mails that reach you every day are often hard to digest.
For readers and advertisers alike, this can be a real problem.
quality feature of a newspaper if it is able to offer the
Essentials condensed, instead of threateningly bold and extensive
to come along. I can remember the letter from an annoyed
New York Times reader who canceled his subscription to the newspaper when
his four- or five-year-old son the several-pound
No more lugging the Sunday edition from the letterbox to the apartment
was able to do.

Moreover, no manager or banker can afford it today,
not be networked on the Internet. So why should a
print many more pages of price lists, when there are
All data has long been much more up-to-date and convenient online
be retrieved? And why shouldn't publishers make their newspaper and their
intelligently network web offerings so that the printed information
just enough to keep you up to date on the road, the
more specialized, in-depth background reporting on the web
is provided? And why do so many journalists and also
Advertisers continue to believe that their messages are only taken seriously,
when they are printed on large-format paper, which in most
situations in life in which the stressed contemporary still has time to
finds reading the newspaper unwieldy?

I have no insight into the books of the Wall Street Journal. Few
days after the relaunch, it is also certainly far too early to reliably
whether the experiment will pay off. Only one
success indicator I have to offer at the moment: At the small but
The Università della Svizzera Italiana, where I teach, is located in the
Entrance area a silent salesperson: The Wall Street Journal Europe
is provided there free of charge for students every day. Until before
For three weeks, the large-format newspapers lay around heavy as lead, barely
someone was interested in them. Now, since the leaf is light as a feather
and colorful and fits in every women's handbag, you have to
first thing in the morning - because at lunchtime the shelves are sometimes full.
already emptied.

Stephan Russ-Mohl is a professor of journalism at the Università della Svizzera Italiana in Lugano.

Digital TV Anyone who wants to watch TV in the USA from 2009 as before will need additional devices, because the TV world will then be completely digital.
television in the USA, the legislator plays an important role. According to
After years of back and forth, the US Congress decided that the
The transition phase is scheduled to end on December 31, 2008. From then on
the remaining 20 percent of households that still receive analog
television via the antenna will no longer be possible without
technological upgrade. As early as 1997, the
media regulatory authority FCC adopted new guidelines according to which
the TV operators free licenses for the transmission of a
digital signal to drive forward new technologies.
Originally, by the end of 2006, all 1500 TV stations in the USA were to be
have implemented digital equipment and then their analog licenses
return. However, the legislators' ideas could not be
realize. "There is still a lot of confusion to be ironed out,
until analog television will really be history," says Brad
Adgate, Research Director of the media services company Horizon in
New York.

The government can hardly wait until the changeover is complete.
is completed, a huge volume of analog data is created.
frequencies that belong to the public sector. For a long time now
not only the civil protection authorities are pushing for access to the
analog spectrum. New high-tech companies that are developing wireless
services are eagerly waiting for the vacant positions to become available.
Capacities. "The government could use it to restore billions of dollars of
to plug their budget hole," says Adgate.
Technology gurus of all stripes are also pushing content providers
on the use of new technologies. "Make high-definition commercials
a priority," advises Josh Bernoff, for example, analyst at
research company Forrester. "Every advertisement that
entertainment-hungry audience - and that includes commercials for
movies, videogames and electronic devices -, should be in the
widescreen format and with surround sound."

However, many consumers are still unclear about the difference between
the Standard Digital Television (SDTV) and the high-definition
Television, HDTV. Regular digital television is already received by
around 45 percent of Americans via digital cable or satellite. To
the slightly improved image quality and the frequently offered
To get the additional channels that SDTV promises, you need a
decoding device or a new television. HDTV goes one step further
further. It promises crystal-clear images and a movie theater screen
format of 16:9 instead of the previous 4:3, but HDTV is spreading.
was slow to take off in the USA. One reason for the delay was
the high cost of a terminal device for a long time. At least 3000 dollars
is what televisions cost in the early years, today the cheapest televisions are
for 600 dollars. Around 15 million Americans now have
have an HDTV-compatible device at home, but many of them know that
viewers do not realize that only a fraction of the programmes they watch are
were also produced in HDTV quality. Many TV broadcasters
still shy away from the high conversion costs for new cutting and
transmitters. However, prices tumbled here too: One
HDTV camera still costs 80000 dollars today, compared to the 200000
dollars ten years ago.
The gradually growing number of users increases the pressure on the
producers to offer correspondingly high-class programs. Goods
initially only live events such as the Superbowl or the
Oscars, which were broadcast in HDTV, there are now also
the NFL football league games, the "Late Night Show" with David
Letterman on CBS, the popular NBC early morning program "Good Morning America"
and the ABC hit "Desperate Housewives". The sports company ESPN
now broadcasts an entire channel, ESPN 2, in high definition
(HD) via the satellite operator DirecTV, the pay-TV provider
HBO and Showtime offer their entertainment and sports programs in HD
an.

Production companies are also gradually jumping on the bandwagon. The
High Noon Entertainment in Colorado, for example, has developed the new
technology into a market niche and produces HD shows for the
Discovery Channel, the Food Network, Pax and ABC Family. "The
Changeover is not difficult," says Creative Director Chris Wheeler. "The
HD cameras are very user-friendly. An experienced cameraman learns
it in a few hours." The main things to consider during the changeover are
that the lighting needs to be handled more carefully and that the
post-production usually takes longer than with analog television.

However, many US viewers still do not realize what HDTV can do.
can. According to Forrester Research, only 30 percent of Americans are also
only half familiar with the new technology. "HDTV needs a
Campaign to promote public awareness", recommends
Forrester analyst Bernoff. "30-second spots in national and local
Television would be a good idea." The government has the idea
and intends to invite the broadcasters to a meeting in due course.
force such an educational campaign. Others are not keen on
the crystal-clear images, and not even for the money.
Philip Swann, for example, doesn't make a murder pit out of his heart. "Cameron
Diaz has had an acne problem since school, and her cheeks are full of acne.
Scars," reveals the media critic on the "HDTV Celebrity List"
(www.tvpredictions.com), on which Diaz ranks first among those stars
which clearly makes the new technology look worse
lets. "HDTV turns her into a different person. She looks more
looks more like Charlie than an angel."

Gerti Schön