Nationalized at the beginning of 2004
Private broadcaster Radio Liechtenstein is already in its first year of operation in
slipped into the red. A further loss is expected in 2005.
counted. Nevertheless, according to an opinion poll, the radio station enjoys
The government has strong support among the population. For example, 77% of the
respondents were in favor of the station's continued existence. The
majority in favor of retaining the current program. For 47% of the
respondents, Radio Liechtenstein is the most listened to station in the Principality.
and around 80% stated that they listened to the radio station at least occasionally.
listen. For the financing, which does not come entirely from advertising revenue
According to the survey, various models are conceivable.
For example, 44% prefer to use taxpayers' money to cover the deficit and 36%
were in favor of the introduction of radio fees. The survey,
commissioned by the Liechtenstein government, was published according to the
Information Office between October 15 and 18 among 501 people
performed.

Moreno Cavaliere is the new Regional Director
for Publicitas Central and thus responsible for CHF 350 million
turnover and 300 employees, Publicitas has expanded its activities in the
Switzerland is divided into four regions: Léman and Romandie and
Eastern and Central Switzerland. The 42-year-old has been working here for a few weeks
Moreno Cavaliere as P's youngest Regional Director in Switzerland.

The Central Region comprises the main branches in Aarau, Basel, Berne and Biel.
Around 300 employees at a total of 25 locations generate 350
million francs in sales. The headquarters of the Central Region - and
the workplace of the new regional director - is located in
Basel.

The most important item on his desk at the moment is a new
Directing contract with the Basler Zeitung. Already known
Such a contract has been concluded with the Aargauer
Zeitung/Mittelland Zeitung (AZ).
constellation," explains Cavaliere. The AZ has analyzed the last 25
years under its own management. As of January 1, 2006, 43
AZ-Media employees integrated into Publicitas. At the same time
Publicitas Aarau moves into the publisher's premises. "The
the largest branch in Switzerland in the Mittelland region with around 140
employees," says Cavaliere proudly. After the
The contract with the NZZ last year was concluded with the AZ, the
third-largest newspaper in Switzerland, "a very significant step for
the Publicitas".

The fact that such directing contracts have been concluded recently
Cavaliere not only in the changed market, but also in a
Professionalization of services. "Every publisher must
how to process its advertising business most efficiently.
can."

Cavaliere was not desperately looking for it, but is happy about
the fact that almost everywhere in his region today, women's power
reigns. The former Publicis Managing Director Cornelia Harder has
was the best in a long process in Aarau. The
Management in the Bern and Biel branches remains with Patrizia
Caldini, while Walter Althaus, previously a director in the federal city
January will take over the training center in Baden. In Basel
Otto Walter Deputy Director alongside Cavaliere. In Zurich
With Alexandra Kasper, a third woman "on top" for 
Publicitas Swiss Press. This organization is responsible for the import of
The police are responsible for reports from abroad and also report to Cavaliere.

When asked about possible challenges for the future, the
Cavaliere the online business. Here, too, a generational change
noticeable: "Although Publicitas is still a print organization
is, an opening in this area was essential. We are partners
from the publisher and want to market what the publishers offer on the market."

At Group level, in addition to the activities in the Cinecom division, "safe
a radio story once in a while," says the youngest
Regional Director. He hopes to attract new talent in the course of a generational change.
ideas, his company would like "not only to be able to contribute
more dynamic, but also more detached from traditional P-thinking"
described.

The most important challenges in his new role are
Cavaliere "quite clearly: a good job with the directing partners and their
titles. Functioning dynamically on the market and offering publishers
confirm that they have placed their advertising management in good hands."
This is difficult enough because the print market is under severe pressure.
After the contracts with NZZ and AZ - "what you would have thought two years ago
would not have thought possible" - Cavaliere believes: "Here we have to
continue to think creatively and seek discussions with other partners."

At Group level, Cavaliere identifies with the inclusion of
of new markets not only in new media, but also abroad.
The multi-layered challenges and the exotic ambience of the
example in China have fascinated him. More opportunities for his style
as a "team player", as he described in the employee magazine "Pipeline".
but Cavaliere sees himself in his old home.

The current Regional Director worked at the Bally shoe factories in
Schönenwerd did his commercial apprenticeship. Even back then, he was already
fascinated. Cavaliere "absolutely wanted to go to the front" and worked at Assa
Aarau "in a wonderful environment" his chance as a "propagandist"
as the advertisement sellers were called back then. Shortly before the
Merger ofa, Assa and Publicitas In 1993, Cavaliere moved from the
region to Zurich. Actually, in all his 23 years in the
never been in the P before, just always in the group, smiles
about his path within the Group. In 1994, he was involved in the founding of
Publimedia in Zurich from the very beginning, initially as a
Consulting Group Leader and most recently Account Director for Zurich, Berne
and Basel. Cavaliere worked at Publimedia until he moved to his
current function at the end of June this year.

In addition to numerous internal courses, Cavaliere has also qualified as a Swiss Federal Clerk.
qualified advertising manager and marketing manager. Today
he himself teaches at Sawi as a lecturer for various subjects in
and marketing and also acts as an examination expert.

In his private life, he and his life partner - a
advertiser - to his third boy, who was born in November.
comes. Two other sons are already 12 and 16.
Teenagers, sport keeps him on his toes. If you look at the former
Goalkeeper not as a 2nd division inter football referee in the
use, then when biking, jogging or in the fitness center.  
 

Andreas Panzeri

Radio/TV Research: Matthias Steinmann, former head of the research department,
has reservations about the latest ideas for organizing radio and TV research. In issue 37, *Werbewoche* published the
New Organizational Model for Radio and Television Research
presented, which calls for a spin-off from the SRG.

WW: Mr. Steinmann, while
For 35 years, you have led radio and television research within the SRG
established. Now the SRG and Parliament want to remove research from the SRG
Outsource. Is this a step in the right direction?
Matthias Steinmann: Yes, he
is necessary. Even though at the Research Service (FD) and at the SRG
highly qualified individuals who are certainly knowledgeable in the field
are not involved, it is appropriate to conduct research at this time
to objectify and neutralize it, as it were, by law. Please allow
But I have a personal request: Research should be based on a
be carried out to the highest possible standard of quality; that is, they should
There should be no political compromises regarding methodology. Only in this way can
the emergence of what we call "research peace"—namely, that everyone
equally «believe» in the currency, which is available to everyone.

WW: At the
In structuring the research, they paid attention, among other things, to a
Organizational separation of data collection and application. How
What does this separation model look like?
Matthias Steinmann: The
We initially had the principle of separating application and research
Implemented internally at SRG. On the one hand, the research department is responsible for 
is responsible for the survey, verifies the data, and organizes it
available. On the other hand, within the SRG, we have two types of
Data users: the media departments that use the data, for example, for
Use programming improvements at SRG radio and TV stations,
as well as Publisuisse, which collects the data for the sale of advertising time
was used. When private companies also wanted to obtain data,
We founded Publica Data AG—with the same guiding principle:
We separated the application for private users from the research service. Thus,
Today, the media departments, Publisuisse, and Publica Data are all on the same page and
the same user level.

WW: Why was this separation so important to you?
Matthias Steinmann: The
This allows data recipients to use the data according to their needs and
interpret. At the same time, the separation model has allowed us to ensure that
the methodology remained operationally independent. However, it also had the
Research is prevented from influencing application-oriented
analysis and distribution. It would be extremely dangerous to,
if, for example, the research department uses the data in any way to
wanted to influence program planning. But when it came to developing the
When it comes to basic research methods and tasks, all three can
Users can exert influence in an organized manner.

WW: Well
DRS Radio Director Walter Rüegg proposes that Publica Data AG and the
Outsourcing research and consolidating it into a new company (see
WW 37).
Matthias Steinmann: I
I don't know what motivated the SRG to adopt this model; I'm just evaluating it
only from the outside. But I'm having trouble understanding it. My
The key question is: Why does the Rüegg model take one of the three
The user, in this case Publica Data, and sets it to the same
On the same level as research, by merging the two? Why
If one wants to move away from the demonstrably successful separation model and adopt the
Jeopardizing academic freedom?

WW: In what specific ways do you think he is at risk?
Matthias Steinmann: By
one can adapt private application needs to the level of data collection
but not those of the SRG. This results in unequal treatment of the
SRG and has the potential to cause conflict. If, on the other hand, one were to immediately
If we raise the bar for all user needs, it will certainly become more problematic,
than if you don't. So with the Rüegg model, you can really make a difference
a lot, without being able to say what will come of it. If, on the other hand, one
If the separation plan continues, things will likely carry on as they have been. The
It wasn't bad—in terms of the content, anyway.

WW: So you're concerned that the interests of private broadcasters are given too much weight compared to those of the SRG.
Matthias Steinmann: Yes,
I'm afraid that the foundation's focus would then shift too much toward the
The application of private interests has shifted, and that the interests of the
Publisuisse and the media departments might be getting the short end of the stick because they
can no longer be treated on the same level. I mean, that
A separation model that is entirely in the SRG's interest.

WW: Could one of the long-term consequences of the Rüegg model be that the SRG withdraws from collaborative research?
Matthias Steinmann: The
I can't say; it depends on the person. But I
I believe that a balanced separation model, such as the foundation model
of the National Council makes it possible to represent the interests of the SRG and the private broadcasters
taken into account more effectively.

WW: But the National Council version doesn't mention Publica Data or the other users at all.
Matthias Steinmann: No, because the National Council's model is intended to regulate only research, not its application.

WW: But what would happen to Publica Data then?
Matthias Steinmann: The best solution would probably be for it to be fully transferred to the private sector, where they would take over responsibility.

WW: Take
Then there's the case of Radio Grischa (see WW 37): After all, there the
The separation model was not used at all; data has been collected up to the present day
blocked.
Matthias Steinmann: Yes,
The separation model worked in principle: The data was locked—
A matter between Publica Data and the client. The only unusual thing was that,
that the person concerned would understandably opt for the highest possible
An influential figure—the SRG Director General—intervened. In the event of a
Without the Research Foundation, this opportunity would not have existed.

WW: Who would Radio Grischa reach under the foundation model?
Matthias Steinmann: To
the Publica Data User Commission or its Board of Directors. This
they then contact the foundation. If their concerns are not addressed,
they can submit a
Issue an audit request—including to the leadership of the Research Service
Gone. Something like that would have to be included in the new model as well. The
The current system is balanced. We shouldn't turn it completely upside down.
place.    
          

Interview: Markus Knöpfli

Television DRS During digitization
terrestrial broadcasting at Fernsehen DRS is progressing slowly,
you show yourself in another corner of the digital media future
innovative - very innovative in fact. No sooner had Apple
introduced the latest generation of its iPod devices, which are now also
SF DRS reacted to the fact that Apple is capable of reproducing moving images. While Apple
does not yet have any videos on offer, you can watch the SF program
"Menschen Technik Wissenschaft" (MTW) already integrally from the Internet
downloaded, saved, copied to the iPod and watched
when and where you like. For the time being, this video podcast is
attempt, says SF media spokesman Robert Neuhaus. "The new
However, this offer is entirely in line with our multimedia strategy. We offer
added value to the viewer, based on the original
program content." (nil)

Agencies Concentrated at one address, Swiss Publicis remains in good shape. Campaigns for Vögele and other clients - including small ones - are proof of this.
the advertising recession and got young, flexible
small agencies. One of the few exceptions is Publicis. With
clever strategy, but also always convincing creativity
it was able to defy the adversities of the market. Not only its growth
speaks for this. Internationally, too, the work of the Swiss
subsidiary of the French communications group very highly estimated
to be. In any case, Markus Gut, Executive Creative Director at
Zurich, member of the 12-member international creative committee of the
advertising group - the fourth largest in the world, according to its own figures. Although
the departure of founder and president David Dorga is imminent.
However, his post will be filled and the benchmarking task will be continued.
perceived, assures Gut.

Vögele loves motorcycles
Whether the Board will then once again recognize a Swiss work as exemplary in
will take up the quarterly collection, as in the case of the last campaign
for Médecins sans Frontières, is still pending. The latest litters from
of Stadelhoferstrasse 25 (not yet updated on the Internet) counts
including the new TV commercial for Vögele. In the new look and feel
This spot also tries to establish Vögele as a trendy textile retailer.
against the growing competition - primarily from the discount sector
position. In particular, the commercial aims to appeal to the younger audience, the
Until now, Charles Vögele Switzerland thought it was aimed at the fashionable
Swiss average. He
shows that the Swiss fashion house is also able to operate in an unusual
environment - for Harley-Davidson bikers. In addition to lots of chrome
and leather, a fitted and cuddly down jacket comes into its own.
The center of the action. The wearer cuts such a good figure,
that one of the tough guys shows his most sensitive side.
And the other gang members don't seem to have a problem with it either.
have.

Celebrities in the sports store
For the season opening of the St. Moritz sports store Viva Sportiva
CD Philipp Skrabal, on the other hand, has involved world celebrities to
to comfort the impatient over the waiting time. The statement that there are
Things in life that you have to wait much, much longer for,
visualized his team with the likeness of Prince Charles' late wife Camilla Parker. In comparison to this
The days leading up to the store opening really do seem like a test of patience.
Clack. Other celebrities, including less aristocratic ones, are to appear in advertisements,
posters and POS posters until November 19.
Also with a celebrity or his media-famous
because the Rolex had been retouched away, Publicis could have
Reproatelier Straumann could advertise. But instead of the Siemens boss
Klaus Kleinfeld put Markus Gut and AD Ralph Halder on
more spectacular mailing cards, which now feature the familiar
Accompany B-to-B advertising campaign.
The amusing motifs suggest that the Straumann people are dedicated to their job.
in their free time - with body and soul. So they mended
themselves into fascinating stock images and thus into
breakneck situations, such as whale-tail riding
or "white water" canoeing.

Luca Aloisi

On October 1, Marcel Bosshard took over the
Head of the office of the Swiss Industry Association for New
Media, Internet and Software (Simsa) to Peter Révai. Since
Bosshard was responsible for the office in 1999. In the future
he can devote more time to his own company. Peter Révai from the
Modular Agency for Technology and Culture (Matek), an organization
a media company specializing in corporate communications, was hired after a
as the new branch manager following a multi-stage selection process.
In addition to Révai, Fabiola Rogers and Rhea Plangg are also part of the
Simsa support team.

Column The advertising block is dead, long live
the TV commercial! Instead of an end-time mood, the agencies should be happy about
The new power of television consumers is about to reign.television consumption is about to become
revolutionize. Innovations from consumer electronics, with the
entire advertising blocks can be faded out, offering the consumer
completely new possibilities. After decades of advertising dictates
TV producers realize that power no longer resides in the control rooms.
sitting at home in front of the television. Experts speak of the
new voluntariness.

In future, it will be even more difficult to predict whether the person who
sitting in front of the television belongs to the right target group. "10vor10"
is no longer watched at 9.50 pm, but at 5 after something; the
Blockbuster with the help of the
time-slip function and consumed without advertising. It is
Obviously, the classic advertising block is a discontinued model.

The good thing about this is that it is also the end of the pushiness. No manufacturer
can force us to watch its mind-numbing advertising any more - and
he still pours so much money into his media budget. For the spot as
But new channels will open up. One way leads via
Internet. Commercials that spread virally are already
no longer a rarity. Why accept high switching fees?
when you can use a free (worldwide) sales channel?

Advertising on the Internet will no longer focus exclusively on advertising.
but with Hollywood. This development could in turn
have a positive impact on production costs. Because: Sven
Epiney can be beaten with a 50000 franc commercial, but not
a Jerry Bruckheimer.

E-papers also offer new opportunities for the spot. Advertising becomes
placed as an advertisement in the electronic newspaper: If you click on the
display, a commercial starts, and if you click on it, you land on the
on the manufacturer's website. Even the much-maligned pay TV offers
Consumers and advertisers suddenly have a conciliatory outlook. With
Films with advertising can be offered at a reduced price or even free of charge.
be

And finally, there is communication via mobile data carriers
such as the cell phone and, most recently, the portable Sony Playstation. In
The first soap opera for cell phones is already underway in Holland: The
Jong Zuid" ("Young South") series has already sold 50000
Subscribers. Five to six photos with short texts make up an episode,
which is announced twice a day via SMS.

In short: the commercial mutates from a pure one-to-many instrument to a
One-to-one communication with interactive possibilities. The advertising block
will die, but the spot will live on. But as is often the case in the
history of progress, the crisis of the egg is also an opportunity
of the chick.

Alexander Jaggy is Managing Director Creation at
Jung von Matt/Limmat and member of ADC Switzerland, ADC Germany and
in the English D&AD.

Gratispresse For the Edipresse commuter paper, the agglomerations around Lake Geneva are the launch pad for its expansion northwards.
October from Geneva to Aigle in the most important conurbations along the
the Lake Geneva Arc, the circulation is 100,000 copies.
copies. But Edipresse doesn't want to leave it at that. Because
According to Théo Bouchat, Director at Edipresse, the commuter paper
"with small but rapid steps" towards the north,
certainly to Fribourg, and probably also to Yverdon, Neuchâtel, La
Chaux-de-Fonds and Biel. Across the whole of French-speaking Switzerland? "I can imagine that
I can certainly imagine," says Bouchat.

Start with own distribution boxes
Further details on the growth strategy of the first French-speaking
Bouchat does not want to reveal the name of the Umsonstblatt. But one thing is certain: for the time being
The people responsible at Le Matin Bleu do not rely on the
distribution locations of SBB, not even at the start on October 31 at the
shores of Lake Geneva. Corresponding distribution boxes would even be
not ready for operation, because on the same day the
The deadline for submitting offers to the Swiss Federal Railways for the
150 pit locations along the Léman Arc. At
Edipresse has therefore made other provisions. "In the most important
agglomerations we will have our own boxes and colporteurs, also in
near the station," says Bouchat. How many, he leaves open. But later
Further sales channels are to be added, for example 
Restaurants. One thing is clear: the start-up phase without SBB is difficult for Le Matin Bleu
good preparation for the intended expansion: because if the
the distribution boxes with the commuter leaflet next spring.
SBB territory in and around the cities of Geneva and Lausanne,
the tide may already have turned to the north - yet
before SBB will have put further locations out to tender there.
However, the new, open boxes for Le Matin Bleu cause a lot of
paid title Le Matin with the orange logo unpleasant
Cost consequences: Until now, Le Matin Orange was also located in the entire
in "hundreds" of open boxes in western Switzerland, a model that is based on a
honest buyers. Now, according to Bouchat, the boxes must
can be converted. Two open boxes next to each other, one for the
paid, the other for a free newspaper, would otherwise inevitably
to unwanted "confusion" among potential readers
lead.   

Markus Knöpfli

Magazines Since Michael Douglas'
The gender drama "War of the Roses" (1989) has made the subject more
increasing divorce rates. High time for a
"Magazine about separation, divorce and new beginnings", as the since
RosenKrieg, available on German newsstands in October, subtitled
calls. This is made and published (with the exception of semi-discreet
lawyer advertisements) still ad-free life support magazine from two
affected journalists in a proud initial print run of 35000
specimens. Let's hope that, due to the lack of attractive
Advertising environment - even those affected hardly like to read six times a year
from the latest love frustration - from their nice niche product not already
soon have to part again.

Senior Brand Manager Stefan Banz taps into a valuable legacy of Zurich's beer history in a deliberately provocative way.WW: In order to
Hürlimann has been very quiet in recent years: With the
marketing, market coverage also declined. Which is why this
sudden change of course?
Stefan Banz: Hürlimann is
a valuable, well-known brand in our portfolio. But today the
Competition in the beer market is tougher than ever. That is why we have
decided to revive Zurich's traditional brand. We
see the relaunch as a commitment to the brand and as confirmation of
our customers and consumers.

WW: A very masculine affirmation.
Stefan Banz: Eighty
percent of Hürlimann consumers are men. We take this into account in the
advertising measures and clearly differentiate Hürlimann from the rest of the
beer market.

WW: You
are now revitalizing a relatively low-margin volume beer brand,
and this in a local market that is extremely difficult and in which
has picked up a lot of brands recently. Which strategy
are you pursuing with your relaunch?
Stefan Banz: Hürlimann
is and remains the brand in the region thanks to its broad distribution.
Zurich and will be increasingly recognized through a new appearance.
talk. In this way, we want to bring Hürlimann closer to our customers again.
and consumers.

WW: Can the rough advertising slogans for a popular beer like Hürlimann have an ironic effect and attract younger target groups?
Stefan Banz: Of which
we are convinced. Direct and witty slogans are a must in our
society is generally a popular form of entertainment, be it on the
Regulars' table in the country or at the after-work party in Zurich.

WW: Does the comparison with the old IWC campaign bother you?
Stefan Banz: No.

Interview: Luca Aloisi

Car Following the successful "Mission Mini" with
70 international teams in Barcelona in 2002 BMW subsidiary Mini takes part
a new event in Italy. Mini enthusiasts from all over the world
are invited to the Mini United in Misano. For one weekend
they test their driving limits on the Santa Monica racetrack
and let off steam at all kinds of parties. Attracting pilots from Switzerland
Jung von Matt/ Limmat with a mailing and a viral/TV spot
on. The animated film "Italy steps on the gas" shows the boot peninsula
with Sicily as pedal.

Air travel The Swiss low-cost airline Helvetic is launching a "free flights in exchange for promotional stickers" campaign, offering free flights to the most attractive cities.
Europe and back again: that's what Helvetic Airways promotes at
subscribers to its newsletter with a promotion that will run from 31.
October is sure to cause rampant travel fever. Whoever is on the
rear window of his car with a sticker from Helvetic
will receive a return flight from the purple low-cost airline for
two people worth 99 euros each way (excluding fees). Plus
interested parties simply need to fill out an agreement that their
car is still registered until at least April, is in good condition and
condition and has two intact rear-view mirrors. These are necessary,
because in future, rolling Helvetic sympathizers will be able to use a 20 to 68 cm
large sticker on their rear window can still be parked
should remain. The latest creation from the area of
Ambient media in five selected Nissan garages.

You can get lucky in the period from October 31 to November 4, 2005 -
between 8 a.m. and 6 p.m. As Helvetic is expecting a large
is expected, the invitation asks for sufficient time to wait.
100 stickers are distributed per garage, which equates to a total of
2000 free flights. But even those who don't make it to an adhesive,
does not have to stay on the ground with Helvetic. Until November 5
in all Denner stores for purchases of 100 francs or more
(excluding tobacco and spirits) while stocks last
Helvetic voucher worth 49 euros.

Desperate flight to the front or marketing that has taken off? With
Helvetic was not available for comment by the editorial deadline.
reachable. The media have reported that Helvetic has just
reduced its fleet from six to four aircraft and
staff accordingly because Rome and Prague are no longer served.
be

Andreas Panzeri