Column Bullshit theses are only half right
and in retrospect never, the printed trend is usually that of yesterday.
Nevertheless, nothing works without propaganda - but with antidote, if I remember correctly, Mbwana,
It was Hemingway who once wrote: "The best thing a writer can
achieve is a built-in, shock-proof shit-detector." Good style is
less a question of originality; it is essentially the
Avoidance of bad. (How else could the often highly
average good company maintain style?) So how does
man Blabla, embarrassment, nonsense, in short: bullshit?
As always, the most dangerous bullshit is the obvious one: Bullshit,
that is promoted by the system. These are the theses with which editors
readers believe they can hijack. And with which consequently writers editors
bait. They are:
- General theses: Switzerland is getting fat, the world is thoroughly economized,
the men must/want/should be machos/softies/metros/oversexuals
be, etc.
- Death certificate theses: The theater, the story, the SP-CVP-FDP-SVP,
Banking secrecy, the New Economy is finished, out, always has been
dead.
- Messiah theses: Doris Leuthard saves the CVP; shareholder value saves shareholder rights; Mario Corti saves Swissair.
- Mainstream outrage: the managers, the civil servants, the politicians, the SVP
and the women: all a bunch of parasites, losers, scoundrels.
- Anti-mainstream theses: Evil environmental multinational pursues good
Gentech professor; women hinder careers of qualified men;
welfare recipients are the real parasites.
The practical thing about it is that every thesis contains evidence, individual examples,
Statistics attract like flies. You just have to look at the counter-indications,
Omit counter-examples, counter-statistics - and you have a good
researched, factual and opinionated piece of journalism that
has a powerful ally: the waste paper collection service. Woe betide you
Newspapers, news magazines and other magazines with delays
read. Because bullshit theories like the astrologer's are true
Tessier - all kind of half and never in retrospect. Manager of the month
are often the ones fired the following year; the dead are
Zombie movie regularity resumes; trends are better than ever
Trends when they are printed, but trends of yesterday or never.
In short: a lot is fraud. Fraud on the mind. And fraud on the customer.
On the other hand ... At least the customers seem to want the scam:
Editors read and buy, readers buy and read. So why not
happily cucumbering along, Mbwana? The only reason why not, has a
First name and a surname: Yours. With as much spice as possible
Dealing bullshit would be a great thing to do if you wanted to look like a rock star.
would die at thirty. But if you look at the slightly older
colleagues: grown-up family men who "Sämi Schmid is cult"
texts; then the cultivated resignation of the opinion feuilletonists,
which the world does not follow, which they have never seen; often arched
Gentlemen who demand slimming diets, fitness and toughness from others;
the aggressive bitterness of the anti-mainstream guys for whom the world is
does not follow either, because it is not bad enough ...
Journalists seem to age as badly as prostitutes. With whom
would you voluntarily swap your body, mind and face for a new job?
Of course, Mbwana, it would be mischief to stay away from all mischief.
Virgins shouldn't work in brothels - and you shouldn't fish either
Readers and orders with the indication that in this topic prominence,
Scandal, sex, trend, manslaughter, news are in it. Propaganda is necessary;
one should make propaganda; but one should never (never!) give one's own
Believe propaganda. The antidote to bullshit is called research - so
as many voices as possible - and sincerity: keep the theses
bold, your topic sensational, but never (never!) write a sentence,
that you don't believe. This is the best shit detector there is.
So, Mbwana, wade through the muck for life, but keep a clean heart.

> Constantin Seibt Columnist and (still) freelance author.

Michel Nieto, CEO of Baume & Mercier,
about the upgrading of an existing campaign and coercion,
cross socio-cultural boundaries.WW: Switzerland's sixth oldest watch brand, Baume & Mercier,
positions itself at the lower end of haute horlogerie. With constantly changing campaigns.

Michel Nieto: The
Watch advertising cannot be detached from the brand history and the
social developments. Very roughly, we can also
at Baume & Mercier have seen the following developments: While the
Advertising in the 70s the brand without a symbolic superstructure
communicated lovingly and informatively as an indestructible luxury, was
In the mid-1980s, the glamorous, exclusive and material environment
increasingly important. Luxury was no longer explained, but coded and
interpreted conveyed to the viewers. You can find this formula today
especially in the emerging markets such as Russia or China, where the
different brand worlds are not yet known. In the developed
countries, on the other hand, the luxury brands have had to
years more and more subtly from the competition. Today they must
Develop brand personalities that unobtrusively convey rational as well as
embody emotional values, which they can share with their potential
Share target groups. This harmony cannot be achieved with the
Achieve continuity in advertising campaigns. Our campaigns targeted
has so far been aimed mainly at a European audience, while our
distribution is becoming increasingly global. We tried to counter this development in
to accommodate our ever-changing concepts. The
this campaign overcomes, thanks to the worldwide awareness of its
Actors, the socio-cultural boundaries.

WW: When it comes to the claim, you're thinking back to an old one. Why?
Michel Nieto: That's right.
We are reviving the claim "Baume & Mercier & Me," which we
introduced in 1994 and replaced by the "Lifestyle" campaign in 1998.
For various reasons: On the one hand, because we were reminded of the success
the simplicity and the plausible play on words.
On the other hand, because he wants to be close to the consumer, but also to our
dealers in a memorable and authentic way. The claim
also facilitates identification with the brand as well as with its
sympathy carriers. Compared to the subsequent campaigns, the
it performs best in all values.

WW: Nevertheless, you didn't just rehash the old campaign, you upgraded it.
Michel Nieto: You
already transported an approachable and functional, i.e. not
arrogant luxury. However, it was just as clear to us that we would be
further develop them in such a way that they also reflect our strong
Charity's guiding principle. The fact that this can be achieved with personalities who
relation to society and the environment support the same values,
better and faster, as shown by the positive reactions in the
abroad, where the campaign was already launched in September.

Interview: Luca Aloisi

The interest group (IG)
Sponsoring has reorganized itself and has recently become an association.
organized. It aims to promote the acceptance of sponsorship and related
Forms of advertising (e.g. product placement) as important components of modern
Promote communication. Professionalism should also be increased
and represent the interests of sponsoring companies vis-à-vis authorities and
third parties are represented more strongly.
A six-member Board of Directors manages the fortunes of the association. At the
founding meeting, those present elected the lawyer and
Event Manager Daniel E. Gundelfinger as President. On the Board of Directors
Jürg Moosmann (Basler Versicherung) also sits as actuary, Beat
Ritschard (Octagon) as treasurer and Erich Hunold (Amag), Peter
Eckenfels (Winterthur Insurance) and Marc Santschi (Swiss Post) as
Assessor.
In future, IG Sponsoring intends to initiate more of its own projects.
The association and the Institute for Marketing and Trade at the
University of St. Gallen launched a joint research project that will
the effectiveness of sponsorship within the company by means of a relevance study.
of marketing activities. Concrete
Findings are expected at the end of 2006.

Photography With its Aperture software, Apple has developed a project management tool that
behind the for our linguistic area a little bit more than the requirements of professional photographers.
unfortunately chosen name Aperture (in German about
aperture/aperture opening) is one of Apple's most ambitious and
new software tailored to professional photographers for the
Image post-processing. Aperture, which can also be used as a (photo) editor.
project management solution, enables the import, the
Management, post-processing, cataloging, retouching, archiving
and the output of images.
If possible, the new photo workflow can - and should - be based entirely on
the camera-specific raw format (see box). The previously
complicated and time-consuming conversion of raw images completed
Aperture in the background. Photographers can particularly look forward to
the options for image management. The images can be stored on
surface modeled on the light box, there
stacked and scaled in the process. To make this process
to simplify the import process even further, Aperture already takes a
Provisional summary of images based on the date they were taken
before. It is very easy to add keywords to the images using the keyboard or drag and drop.
& Drop and ratings can be assigned using the mouse in order to
within a stack or set, for example.

An original remains an original
Aperture provides professional tools for image editing
available. This allows light and depth to be set, color corrections
conversion to black and white or duplex conversions and
other functions. Functions such as cropping, image composing,
Aperture knows text/logo integration etc. as
However, there is no image editing option. However, one click is enough,
to transfer an image to Photoshop so that such
image changes can be carried out with this application.
The impressive thing about Aperture is that, no matter which and how many
manipulations are made with Aperture, the original (master)
always remains untouched. All changes made will be
recorded unnoticed and stored in a database together with a connection
saved to the master. At any time, individual steps can be
can be undone and/or several images can be generated from there.
Likewise, a series of changes or settings can even be
other images. The individual steps of the
Image manipulations are not lost even if the image data is
outsourced for space reasons and re-imported for processing
be

Aperture as a launch pad
Aperture is based on Apple's Colorsync color management system. Thanks to
This technology allows images to be displayed in true color and
print out - an appropriately calibrated monitor and printer
required. It is also possible in Aperture (e.g. in iPhoto)
be to transfer images to service providers who will either
print or produce photo books. More exclusive
Layout templates such as those available in iPhoto. With just a few clicks you can
Image pages for the Internet within either a .Mac environment
(Apple's fee-based mail and web environment) or via
HTML export for uploading via an FTP server.

More Mac power required
Not only for the photographers, but probably with an eye on these
clientele, Apple introduced new computers at the same time as Aperture.
These are based on so-called dual-core processors, which have a
bring a significant increase in performance. The top device is a PowerMac
G5 Quad, which even uses two dual-core processors. The new
PowerMacs are then also recommended for Aperture, because the software
places relatively high demands on processors and graphics cards
(see
http://www.apple.com/chde/aperture). With the nimble PowerMacs, however, up to eight monitors can be combined and the images displayed in
The data can be distributed to the displays in fractions of a second.   
Jürgen Franck

The NZZ and NZZ am Sonntag are launching
a new glossy supplement. The first issue is all about watches and
Jewelry. It will be published on November 8 in the NZZ and on November 13 in the NZZ am
Sunday. The supplement will be 60 pages long and
will be published in a print run of 312,000 copies. However, this will
not launching a new insert or even a new marketing concept, emphasized
NZZ coordinator Beat Brenner on request. The initiative for the
The project was initiated by the editorial offices and was already
has been initiated. The decision was made in favor of watches and jewelry,
because the topic is too short in the fall, but is still topical.
Limited space in the style section of the NZZ am Sonntag and the
question of whether standard newsprint is the appropriate form of presentation for
luxury goods, ultimately spoke in favor of a glossy supplement. How
the supplement to the European Football Championship in Barcelona have also
Watch supplement, the two NZZ editorial teams worked together. Burner
estimates the proportion of editorially produced articles at around 53
percent. Stylistically and typographically, the four-column design of the
Supplement combines elements from both titles. What is unusual is the
Format: At 28 by 40 centimeters, folded once in the middle, it should be
to attract the attention of readers. After evaluating the
The first high-gloss experiences are made on Falkenstrasse.
Supplement plans for next year. According to
Brenner another two to three supplements, a final decision
is still pending.
René Worni

Radio combos In future, the radio industry will have only two pools.
Radio pools: The Swiss Radio Pool (SRP) receives new members from the One Pool,
the One Pool itself presumably dissolves and Pool 2000 exists
as before. At the same time, the name City-Pool will also disappear,
its members, Radios 24, Basilisk, ExtraBern and Pilatus,
remain together and rename themselves Swiss Radio Pool City.
This makes it clearer than before that the four channels are in principle the
SRP basic module, to which six further modules - Mittelland,
Zurich, Eastern Switzerland, South-Eastern Switzerland, Biel-Seeland and French-speaking Switzerland - plus
are bookable. This modular structure is possible and necessary because
SRP has now joined forces with the radios Argovia, 32 and Grischa, which are part of the One Pool
will grow to 13 channels and will now offer a daily
Net reach of 1615 million listeners achieved. The now
However, the national cover has two flaws: Firstly, the
Radio Grischa does not report any figures. In addition, the SRP has a
Weak point: In Bern, ExtraBern is only the runner-up in the
Boat. This bothers Andreas Meili, Head of Electronic Media at Tamedia
and architect of the new pool, not so much. He assumes that
Grischa to solve his data problem with Publica Data by the end of the year
will be. And he is convinced of the new overall pool because it is among the
given circumstances, the best possible agglo stations can be combined.
In addition, Meili continued, the pool will offer an attractive price and
offer interesting discounts. And: ExtraBern is determined to become
to fight its way back to Bern's top radio position. Initially, it wants to do this
2006 and has started to reposition its crew as well.
to be replaced.
The question remains as to what to do with the orphaned one-pool members.
Energy Zurich, Top, Sunshine, Central and Ri happens. Definitely
this only on November 3, but everything points to a resolution.
there. According to its boss Günter Heuberger, Radio Top wants to continue alone
and try out the Goldbach model at the same time. Will
mean: Whenever Top is booked in addition to at least four other channels
it grants a 20 percent discount on its tariff. Energy Zurich has
the same, says its boss Jürg Bachmann. The other three were
No statement available. (mk)

Self-marketing This time I am in
Premiere atmosphere. Women have been getting involved in
ridicule. Regina, however, with her three full-page and
"paid" (if you can believe it!) ad sites clearly take the lead in this respect.
took on the role of a broodmare. With its stunning marathon of advertisements
the Berlin sex object is recommended as a model for even in the
Shoot removals taken by hand.
So much unabashed courage to be embarrassing, dear competition stripper,
not everyone has. Your art of seduction seems to be
to have copied the sleepy, dodgy subway entrance. But my
marginally felt compassion! And, because I am so generous today,
a few tips on how you can keep on smiling despite the disoriented smile and the
and a few hardened hunters are guaranteed
can seduce: Your incontinence diapers, the funny plastic blocks
on the feet and the scatterbrained poses.
I'm sure even a few mating brothers could warm to that. The
Styling could be enhanced simply by changing your
would replace an apocalyptic tie-dyed rag. Believe me, it
doesn't look particularly good on you.
Now I wish you, yes, what do you wish for in your milieu, good luck as a sperm donor? Your optimistic (la)

The Swiss Press Association makes its
Press card more attractive for full-time journalists. From December
2005 card holders receive discounts at partner companies
Mobility, Orange and Apple. The benefits include a free
Annual subscription from Mobility, free minutes with Orange and special discount with
the Apple products.

The Independent Complaints Authority for
Radio and Television (UBI) has lodged a complaint against the program "Il
Quotidiano" was approved by TSI. The contested contribution from 10.
January 2005 was about a businessman from Ticino who was living in Phuket.
tourism and spent a week in Ticino to find out more about the
relief funds for various private aid and reconstruction projects for the
damage caused by the tsunami. Shortly before the end of the
The number of the bank account and the name of the bank account
entrepreneur is displayed. TSI has therefore violated the ban on
surreptitious advertising, as program and advertising are not clearly separated.
were made. In its latest decision, the UBI took into account that the
contribution was broadcast in a special situation and not
Commercial interests are decisive for the advertising reference
were. However, this does not justify an exception to the principle of prohibition
of surreptitious advertising. The only exceptions are appeals for donations from
recognized non-profit and nationally active collection organizations
such as Swiss Solidarity. Within 60 days, the SRG has now sent the UBI
to report on the measures it has taken to ensure equal opportunities for all.
or similar program violations.

Newspapers Numéro 10, Le Matin Bleu launched a guerrilla campaign that kept the French-speaking part of Switzerland on its toes for a week.
Gilles Aeby from the Bern-based agency Numéro 10.
Launch campaign for the first free newspaper in French-speaking Switzerland, Le Matin Bleu,
and caused quite a stir in the French-speaking part of Switzerland.
media coverage. "Today, traditional communication alone is enough
for successful work with a medium budget. We
need to find dynamic actions and ideas that go beyond the traditional
Supplement advertising. This is the only way to get an additional
attention and resonance in the media," says Aeby. His concept
for Le Matin Bleu is a model case for this theory.
One week before the distribution of the first free newspaper, Numéro
10 a popular initiative. Faked, of course, but with all the ingredients for
a real collection of signatures. The demand was for more free
Blue zones in the cities of French-speaking Switzerland. Advertisements for the
Initiative mood. Flyers were placed in all of Geneva's parking garages.
and Lausanne under the windshield wipers of the cars. A
well-known journalist acted as press spokesman. A website
was set up. Mailings were sent to all households.
Young voters were given pins. Children were given
blue balloons distributed. Last Saturday, the agency organized
Geneva and Lausanne each held a demonstration with 120 paid extras.
Otherwise, no money was spent on the campaign. The advertisements in
all Edipresse media - although the publisher of the
Free newspaper, of course, free of charge - deliberately kept small. "We wanted to
not give the impression that the people behind the popular initiative are the
interests of a financially strong organization," explains Aeby.
The concern of the fictitious committee "La ville en bleue" has its
Support found. 1470 people expressed their sympathy for "more
blue zones" by SMS. 300 have registered at www.villebleue.ch.
And 50 sandwich men have actually
collected a record-breaking 15,000 signatures.
Another advertisement in Le Matin Dimanche therefore announced with
Triumph the result: "100 percent approval. From tomorrow you will experience
new blue zones." To this end, the agency had 120
new "blue zones" in Geneva and Lausanne on the sidewalks, squares and
"Painting" bus stops - or with blue Scotch tape
mark. The continuation is known: In all these places are
Since then, boxing with the first free newspaper in French-speaking Switzerland, Le Matin Bleu
set up.
The collected signatures of the gag's bona fide players
will "of course be destroyed for reasons of data protection and
not misused commercially," promise Aeby and Edipresse.
However, the basic idea with the blue zones is still used. These
also forms the framework for a print campaign that has now been launched for Le Matin
Bleu has started. Five subjects show how these new zones
as cultural, inspirational or, for example, trendy zones as
The contents of the new newspaper can be interpreted. Photographed by
Numéro 10 also features various city scenes with figures from the
potential readership. This campaign will run over the next three
weeks in all Edipresse titles.
On the day of the first edition of Le Matin Bleu, the event was celebrated in Geneva with
a breakfast for invited guests, advertisers and advertisers. The
The same party took place again in the evening as a funny provocation in
Zurich. Piquantly, in a former Tamedia property
a "blue" was installed in the media campus on Baslerstrasse by Numéro 10.
Night" was organized. The motto: everything had to stay mobile - food
without tables was suitable for reading on the street. Street artist
provided entertainment, just as they do in the cities for free.
Delight passers-by.
Anyone who misses the spontaneously and therefore rather wussy party
can also find the advertising rates published there on
. This website in German language is extra
has been set up for advertisers outside French-speaking Switzerland.
Le Matin Bleu is distributed to commuters in 44 French-speaking towns and municipalities.
distributed. Edipresse assumes that the 100,000 printed
copies are read by around 180000 people.

Andreas Panzeri

Paper The paper producer Sappi
transfers its sales office from Zurich to Vienna and has a new
Sappi Europe, a subsidiary of the German company Sappi, is the world's leading supplier of
South Africa-based paper producer Sappi, recently informed
in Gratkorn about changes in sales. At the Gratkorn plant, which is located in
the vicinity of the Styrian capital Graz and the border to
Slovenia, Sappi produces with two machines, including the
world's largest paper machine for woodfree coated papers,
around 8,600,000 tons of fine paper annually.

Relocation to Vienna
In contrast to other paper producers (see Werbewoche 33/05), the
Sappi closed its sales offices in Zurich as of October 2005. The
Support for the Swiss and Austrian markets is provided in the
Framework of the Office for Central Europe from Vienna. Helga Zengerer,
Sales Manager Austria and Switzerland, was already once responsible
for both countries and therefore knows both markets. She explained that
the relocation does not result in any changes for the customers
would. In the future, Sappi will continue to work with the paper wholesalers Sihl +
Eika Papier, Fischer Papier and Antalis work together. Rolf Gloor,
previously responsible for the Swiss branch, will in future look after
international key accounts and major customers. Helga Zengerer
also provided information on the Austrian and Swiss markets. The countries
are not only geographically close to one another, but the two
paper markets are very similar and easily comparable. Thus, the market
for woodfree coated format papers with 104000 tons in Austria
and 103000 tons in Switzerland are almost identical. The roll market
is 10000 tons larger in Switzerland with 46000 tons
than in Austria.

Paper for long machines
Sappi Europe took the opportunity and informed in Gratkorn under
among other things, about a new paper that was developed in collaboration with
partner companies was developed.
Together with press manufacturer Heidelberg, the company has
and the leading company recently created by merger
ink manufacturer Xsys Print Solutions launched a joint project for the
Optimization of the printing result completed. From this project is
a new product has been created: Next Generation 12C. This paper is
specialized for "long" machines (machines with 8 to 12
inking units), especially for high pressure requirements of the
Sujets. Next Generation 12C optimizes print behavior under
other
regarding mottling properties
(= spotty printout in uniform screen layers and areas) and
a better absorption behavior (= quick drying of the printed
sheet). The "premium paper" resulting from the project cooperation
is a coated quality that provides a high degree of uniformity on
both sides as well as high dimensional stability. Shown
Print samples convince with an even, brilliant printout
and a very good reproduction of color gradients.
   

Jürgen Franck

Continuing education The Swiss Printing Industry Association is continuing to step on the gas when it comes to continuing education. The graphic arts industry is undisputedly
an industry characterized by technological upheaval. Above all the
The last twenty years have left no stone unturned. The
Offset printing has replaced letterpress printing, and above all the desktop
Publishing retired the typesetting systems. The arrival of the
Electronics and automation have also brought about changes in the
print finishing. And the innovations go
PDF/X, Adobe's new PDF/X and the new
Creative Suite or even new approaches to publishing such as remote or
Called cross-media publishing.

The showpiece learn4print
On the initiative of René Theiler, who works for the Association of Swiss
Printing industry - VSD for short - for training and safety
responsible, new electronic tools have been and are being
developed for further training. They are intended to support the ongoing
changes to a large extent.
The VSD's showpiece is the interactive learning platform "learn 4print".
Several so-called learning modules are organized by subject area.
summarized. "With our modular eLearning platform",
says Theiler, "those with access rights can continue their education - online
and whenever they want." The furthest we have come with the
Changes most affected by prepress. Without
applications here, basic and advanced applications are interactively defined.
specialist knowledge.
The modules, which were developed together with the German Association of
machine suppliers (VDMA) under the leadership of Theiler and mainly
were developed by Swiss authors, are the first approaches of
eLearning in the graphic arts industry. The learn4print platform offers
is the first web course to offer a certificate of completion. At the address
www.learn4print.com, for example, polygraph apprentices or
lateral entrants can acquire specialist knowledge after paying a fee.

Electronic learning workshop
The learning workshop accessible at www.vsd.ch pursues a different approach.
approach. Their focus is on the apprenticeship trainers. For the
Polygraph apprentices from all apprenticeship years can take part in exercises on the
Download available. Together with a job description, the trainees are
are asked to perform tasks with the help of step-by-step instructions
to be executed. The password-protected area is protected by a
Annual fee for interested trainers and their apprentices
accessible.
The basis of the learning workshop is a program that covers the entire four-year apprenticeship.
roadmap. More than 90 modules from the following areas
Image, layout, graphics, data and design thus relieve the
apprenticeship trainers and also structure the training.

From practice for practice
"The practical guide - like learn4print and the learning workshop - is also
from the collaboration with a team of authors from specialist teachers and
lecturers. In addition, we asked experts from the teaching supervision
and Examination Commission Zurich (LPK)," explains René Theiler
what he calls the "third instance" training approach. The
The practical guide presents itself primarily as a basic teaching aid for
the teaching company. The arc of the practical guide
spans from checklists and target definitions to
Assessment sheets, training courses, maintenance plans, instructions for
PDF creation up to the school year in question
Final theses. Two examples: Printers can take the course "Machine
clean" this often neglected but eminently important process
and find out what you need to bear in mind. The course
"Designing a flyer" does not turn the users into a kind of
Directors, but points out essential criteria to be considered when designing
must be observed. Included are image materials that can be edited and
later be compiled together with the text to form a layout.
Overall, the association thus presents a very broad range of products for
training and further education, which, adds Theiler, "is not
is only open to members of our association".

Jürgen Franck