Since changing its concept a year ago
the Basler Zeitung is being used more intensively and has even
win back readers who had dropped out. It also took something away from the critics.
wind out of their sails, as a readership study shows.
The Basler Zeitung (BaZ) is arrogant and
their readership is aging - even BaZ representatives summarized this a
year summarizes the results of a study conducted by the Basler Zeitung Medien
in 2003 for its flagship from the d&s Institute in Zurich.
have it created. In the meantime, a meeting of editors-in-chief and radical
concept change, which is why the Northwestern Swiss media house in the
September 2005, the same institute was again commissioned to carry out a
readership study - using the same questionnaire. Thus
the answers one year before the concept change with those one year after
directly comparable. The result is astonishing and already gives rise to the
statement that the new BaZ has been a success.

The main findings: The BaZ is today in Northwestern Switzerland
much more accepted than before the change of concept, many negative
Attributes have disappeared completely or are greatly diminished. This is how
Today, 12 % consider BaZ to be arrogant, compared with twice as many in 2003
many. Those who perceive them as dishonest even reduced themselves from
25 to 5 %. At 16 % (-3 %), the most stable critics are those who have the
BaZ content as "cold coffee". But they have a
This contrasts with a significant increase of 82 % in the proportion of respondents who
perceive today's BaZ as current. Previously, this was only around 54 %.
Also, 69 % now describe the paper as useful compared to only 41 % in the
2003. According to its readers, the BaZ is generally
more likeable, more honest, more on the ball and more straightforward.
Interestingly enough, the reputation of the BaZ declined among
This is particularly true of those respondents who say they never read the BaZ. So
two years ago, 5 % of these never-readers described the newspaper as
useful or current, today there are around 50 %.

This indicates that the never-readers do occasionally have a
Take a look at the paper. The study confirms this: For the
The number of never-readers who "maybe" buy a BaZ is
have increased by 10 to 45 %. And the proportion of
former readers who completely refuse to read BaZ fell from 65 to
49 %. Accordingly, according to the study, BaZ has around 6 % of its ex-readers
to become occasional readers again. The main reason for reading the BaZ
not to be read, by the way, the excessive scope is indicated.

Generally speaking, BaZ has made up ground. It has also
the proportion of those who use BaZ 80 % has increased. The highest
Attention - 100 % - is paid to the International part in the first fret, which
The second federal government (Regio) accounts for 80 %, the economic association for 40 %. The
Special pages, on the other hand, tend to receive below-average attention.

This indicates that the never-readers
but take a look at the paper from time to time. The study confirms
this: Among never-readers, the number of those who "maybe" read
want to read a BaZ have increased by 10 to 45 %. And the
Proportion of former readers who refuse to read BaZ altogether fell
from 65 to 49 %. Accordingly, according to the study, BaZ has lost around 6 % of its
can turn ex-readers back into occasional readers. As the main reason,
The reason given for not reading the BaZ is that it is too large.

Generally speaking, BaZ has made up ground. It has also
the proportion of those who use BaZ 80 % has increased. The highest
Attention - 100 % - is given to the International part in the first fret, which
The second federal government (Regio) accounts for 80 %, the economic association for 40 %. The
Special pages, on the other hand, tend to receive below-average attention.

Statements on the bz and the magazine
The study also contains isolated statements
to BaZ's rival title Basellandschaftliche Zeitung (bz).
For example, 14 % of BaZ abstainers justify their lack of interest by saying that they
read the bz. Two years ago, 25 % said the same. Accordingly
the proportion of those who rate BaZ as the most popular title in the region
increased from 35 to 55 %.
The magazine, which has been enclosed with the BaZ for a year now, is published by 50 % of the
readers use the magazine regularly, they primarily read the cover story.

Markus Knöpfli

"We are on the right track"

Ivo Bachmann has been BaZ editor-in-chief for two years and has developed the new
concept developed and implemented. Here are his statements on the BaZ study.

WW: Mr. Bachmann, how do you assess the results of the d&s study?

Ivo Bachmann: The whole
BaZ team is very satisfied, because the study shows that we are on the
are on the right track - especially after the sometimes violent
Discussions about the new BaZ.

WW: It
even led to a boycott of cultural workers. But the study says,
BaZ has gained acceptance. How do you reconcile this?

Bachmann: That proves what
I had already suspected: That the discussion would mainly take place in a
of the population took place - and that this part of the population
loudly made his voice heard. However, this was not congruent with the,
what happened at the family tables.

WW: According to
study, you have even been able to win back former readers. According to
However, Mach Basic's readership has fallen again.

Bachmann: The study by
d&s was made in September 05, so it is more up-to-date than the
Mach Basic 05, the survey of which was completed in April - to a
This was when the discussions about BaZ were at their most heated.
In other words, when it comes to collecting readership figures, the
emotional discussions certainly didn't help.

WW: So do you expect reader numbers to rise again next year?

Bachmann: Yes. The d&s study points this out.

WW: Keyword young people and women ...

Bachmann: The
BaZ readership is still predominantly male, and like all
We would like to see more young readers of the daily newspapers we subscribe to. Exactly
That's why the new BaZ is important, because with the
culture magazine appeals particularly well to women. The special pages
engage readers rather than readers. With certain elements we speak
also attracts young people.

WW: What are the next steps?

Bachmann: From the study
out a few optimizations, so we will still have some
better positioning of topic pages. At the moment there is also a
The "Public Journalism" package of measures, i.e. the attempt to
to incorporate even more elements in which the reader can engage with
its concerns and opinions.

Interview: Markus Knöpfli

An action committee called "La Ville en Bleu
in the last few days in French-speaking Switzerland in support of his
Initiative for more free blue zones in city centers. What
as a political movement was in reality part of the
Launch campaign for the commuter newspaper Le Matin Bleu, devised by the
Bern advertising agency Numéro10. Enlightened contemporaries were able to
The sender can already be recognized by the campaign logo, which is the same blurred
typeface like Le Matin Bleu. According to Le Matin Dimanche
over 10,000 people registered on the Villebleue.ch website for the
alleged initiative. At the demonstrations in
Lausanne and Geneva, which the website called for, were held on Saturday.
only around 240 people. The guerrilla action is followed by
Monday, after the launch of the commuter newspaper, a classic
Print campaign. Le Matin Bleu also celebrates its launch on Monday evening
with the German-speaking Swiss: at the Mediacampus in Zurich, the tide is set to turn.
from 6.30 p.m. with a special experience for all the senses.
If you want to be part of the birth of the first free newspaper in French-speaking Switzerland
toast, you can register at .

The sports rights agency Infront/HBS makes
SRG the TV production contract for the European Football Championship
2008 in dispute. Dominik Schmid, Head of Broadcasting at Infront/HBS,
confirmed initial informal talks with Uefa. How the
SonntagsZeitung reported, this is the first time in the history of the
the EM is not automatically transferred to the public-law institution of the
host country, but is organized by the Uefa football association.
The decision should be made by the end of 2006, said Philippe Le Floc'h,
Uefa Director of Marketing and Media Rights, told the
SonntagsZeitung. Infront/HBS already produced the TV images at the
World Cup in Japan/South Korea and was also awarded the contract for the World Cup
2006 in Germany. Infront is based in Zug and is a spin-off of the
sports rights subsidiary of the Kirch Group. About the management
also includes the German ex-footballer Günter Netzer, formerly for SF
DRS as a co-commentator.

The small publishing house X-Press Media (XPM) in
Gockhausen had to discontinue production of its two magazines Autolife
and Swiss Tuner. The main German investor is currently out of
no longer able to continue the publishing house for personal reasons.
financial support, according to a communication to the
business partner. As a result, despite very good prospects for XPM
became insolvent at a stroke in 2006. Publishing director
However, Khalid Widmer is convinced that Autolife and Swiss
Tuner could have found new investors. Both titles would have
successfully occupied niches and are now well established. At present
The company is in contact with various potential sponsors and publishers.
negotiations, writes Widmer. However, if this is not achieved within
XPM into a healthy financial situation within a reasonable period of time.
the two products would disappear, as would several other products.
Workplaces.

While TV program guides are
currently experiencing a boom, circulation figures in Germany have fallen
TV Today by 50,000 to around 670,000 over the course of the year.
As a consequence, the Burda publishing house is now dissolving the editorial team of the magazine
up. As reported by Netzeitung.de, in future the three times larger
TV Spielfilm editorial team - also a Burda product - the
produce a television magazine. However, TV Today will remain on newsstands
as an independent title. As Netzeitung.de continues
writes, ten employees of the dissolved editorial department at
TV Spielfilm jobs, a job exchange is to be set up for 30 additional employees.
find new jobs. The Burda Group had
program guide only six months ago completely from the
Hamburg publisher Hans Barlach, who in turn took over the paper in the
bought from Gruner + Jahr in 2004.

(pr) The Zurich-based agency has been
Cuban Tourist Office for its communications have been commissioned.
Newton 21 Switzerland has focused on other facets of the destination Cuba
focused and presents new subjects in the context of a
Outdoor advertising campaign (posters and e-boards). For the travel industry
various event marketing measures are planned.
As a specialized agency for dialog communication (Advertising,
strategic event and cross-marketing), NEWTON 21 Switzerland
on new forms of communication and advertising. The strategic networking
of proven classic forms of advertising with instruments of experiential
Communication is at the forefront. NEWTON 21 Switzerland is
Member of the communication group NEWTON 21 Europe. A European
Network with 22 agencies from the fields of advertising, direct
Marketing, Event Marketing, PR and Healthcare. The Group is active in 14
countries and employs around 200 people.

Credit Suisse is able to present itself twice
new main sponsor of classical music festivals: 2006
the banking and financial services provider is supporting the
St. Gallen Festival, which is taking place for the first time, as well as the
Salzburg Festival for the next three years. In addition to Nestlé, Audi
and Siemens, Credit Suisse is now the fifth main sponsor in Salzburg.
According to a press release, Credit Suisse is emphasizing the
Both new partnerships demonstrate their intention to develop broad-based
Cultural institutions of outstanding importance in the field of
classical music.

The Leibstadt nuclear power plant produces
Electricity for more than a million people. In the recently published
image brochure "Stream of life", the Aargau-based company will be
portrayed. MACH Corporate & Werbung has developed the design and
Content concept of the brochure developed and implemented.electricity flows when working, living,
Transport, communicate. Lights go on at the push of a button,
Machines, computers and instruments. The Leibstadt Nuclear Power Plant (KKL)
produces around one-sixth of Switzerland's electricity for households,
trade and industry. The new image brochure of the KKL informs but
not only about the power plant's electricity production - rather, it clarifies
about the values and characteristics of the company. Its importance
as an important employer in the region is also addressed, as well as
the topic of environmental protection and economic efficiency in
power production. Also the safety aspect comes in the brochure
the KKL is one of the best-protected buildings in the world.
industrial plants in the world. Matching the headline "Stream of life".
is also the report on the annually recurring
Peregrine pair that has been nesting high up on the KKL cooling tower since 1997 and
raises its young there.

Film productions also do not come without
advertising technology. Thus, Frontwork realizes the lettering of all
Film props for the new Swiss film Undercover. Diverse
Production technologies and applications are used: from the
world map in the office of a federal official, via posters, various
Signs and light boxes to the lettering of vehicles. At
of a film production, there are countless props that have to be appropriately
have to be staged. Undercover, the fast-paced crime comedy
with Viktor Giacobbo in the leading role, will be shown in theaters from November 3.
Swiss cinemas.

From 2006, the Malbuner brand will appear with a
communication concept of the Reinhold advertising agency. The
Dried meat specialist with production facilities in the Principality
Liechtenstein and Switzerland has been on the market since 1971. With
a new communication strategy and idea from Reinhold is now to be
According to a press release, the brand personality of Malbuner
and updated in the long term.

Over 1000 visitors a day.
(pr) With her weblog the
support the information literacy of their readers, was
was the goal for Beatrice Krause and Andreas Litscher a year ago. On
October 29, 2004, the owners of the research agency
Searchfactory and Infolit Information Broker have developed the
Research blog online. While Krause's expertise in the
information procurement for the communications industry is
Litscher is a technical and scientific information broker. Five more
Authors from Germany and abroad who work in the fields of
Information management, librarianship, bibliometrics and journalism
also write for the specialist blog. In the meantime
the weblog receives over 1000 visitors a day. 

Krause and Litscher take the first birthday of the weblog as a
Reason to also address the issue of accessibility. People
with disabilities, but also older people, are increasingly coming across
barriers again. Certain color schemes and web designs such as
Programming also makes it difficult or impossible to access
information, including research. In addition to the thematization
in the articles, the research blog will be updated in the coming weeks.
according to the guidelines of the World Wide Web Consortium (W3C) on
barrier-free accessibility checked.

The SonntagsZeitung is the new
Print media partner of Giardina Zurich 2006. The trade fair for garden and
Lifestyle opens its doors from March 15 to 19, 2006 at the Zurich Exhibition Center.
Goals. Coordinated with this date and suitable for the beginning of spring
as well as the start of the gardening season, the SonntagsZeitung is dedicated to the topic of
Garden with an extra bunch, which will be held on March 12, 2006 before the fair
will appear. Readers of the SonntagsZeitung can also
benefit from exclusive offers for Giardina. In 2005, the
Fair attracted 52 000 visitors.