The Biel city parliament has approved the
Subsidy to the local television station Telebielingue increased by 50,000 to
125,000 francs. The increase was justified by the
bad
profitability of the French half of the program, as Espace.ch
reported. The bilingual city has an interest in ensuring that the
Local broadcasters nevertheless maintain the balance between the two languages
could. Critical voices in the parliamentary debate, however, objected
that the quality of the broadcasts could be improved in some cases,
as well as the remuneration of the staff. The municipal council (the government) had approved the request.
Telebielingue's request for an increase in the subsidy due to the
the city's budgeted deficit of almost 10 million francs.
complied with.

Whether Tamedia's commuter newspaper 20 Minuten
to western Switzerland has still not been decided.
Managing Director Rolf Bollmann denied a report by the Klein
Reports to Werbewoche. The news service had reported that
Bollmann will hold an employee information meeting on Thursday afternoon.
officially give the starting signal for 20 Minutes. "This is a
speculation of the Klein Report," said the managing director on
Thursday evening. Employee information is actually for
4 p.m. had been announced, but he had to leave because of another
have to postpone the appointment. "You can see from this how important these
information," says Bollmann. When a decision is made at some point
Tamedia will inform the public immediately.

Ringier apparently also wants to
Switzerland to launch a free newspaper, as the Tages-Anzeiger (TA) reported today
reported. The paper will be called Day. It is not yet clear whether it will be
also be distributed in the morning in direct competition with 20 minutes
or whether Day should appear in the evening. The claim, for which the TA does not provide a source, was confirmed until
not now: "We do not comment on projects and rumors",
was the word from Ringier headquarters.
Speculation about a Ringier free newspaper increased after the
SBB put its locations for the installation of newspaper boxes out to tender again
had. Three applications were received. The fact that one of them was from Ringier
According to the TA, SBB "neither wants to confirm nor
deny", as it is an ongoing procedure. 20 minutes
also applied, and the third interested party is said to be a
of smaller publishers who also publish a free newspaper.
would plan.
The development of the tabloid Blick is being handled with great care at Ringier.
concern, the TA writes further. Circulation and
Advertising revenues are declining, especially in the vicinity of cities.
the view from 20 minutes.

The Zurich agency Jung von Matt/Limmat
landed three hits in the Print category on the shortlist of the
Global Awards in New York. The following have been shortlisted
Working "syringe" for the drug prevention foundation Mentor Foundation
as well as "Joint" and "Ausserirdische" for the magazine Fritz &
Fränzi. The Global Awards take place annually as part of the New York
Festival takes place. Prizes are awarded for the best work in healthcare
Communication. According to the organizers, the final results will be published
will be announced in the next round.

The French investor Vincent Bolloré
has increased its stake in the media and research holding Aegis to
increased by almost a fifth. He now owns 19.96 % of the shares,
Bolloré announced on Thursday. According to the British
newspaper The Guardian is worth around 640 million francs. Less than
Bolloré has been with the parent company of the Carat media network for three weeks.
entered the market first. Last October, he had a similar
started a shopping spree at the advertising holding company Havas and finally
took over the management of the company this summer with 22 % shares.
So far, however, he has assured us that his interest in Aegis is purely
financially, and he would prefer the holding company to remain independent.

The printing company UD Print from Lucerne buys
her cantonal and industry colleague Sticher Printing. Through the
According to the communiqué, the merger creates the largest
Sheetfed offset printing plant in central Switzerland with sales of around 30
million francs. Robert Sticher, the previous owner of Sticher
Printing, will take on a new role as Head of Field Service in the
take over the merged companies. The aim is to
printing presses of both companies and to utilize synergies in the
administration, purchasing and the expansion of the
range of products and services. At the same time, the two companies want to
increasingly operate as a general contractor and offer additional
offer services in data handling and further processing.
The existing production partnership with the company remains in place.
Brunner in Kriens.
With this merger, the UD Medien Group is solving a pressing
Space problem: In the medium term, all of its company units will move to the
premises of Sticher Printing. The operative
The merger will take place gradually and is expected to be completed in 2007.
have been completed. Should the merger result in
individual layoffs, socially acceptable solutions would be
is being sought, the communiqué continues.

On the German private channels
For some time now, soccer formats such as "Borussia Banana: Heroes in the
Strafraum" (RTL 2) or "Unser Fussballclub: Helden der Kreisklasse"
(Kabel 1). The docu-soaps show a horde of rather untalented
Footballers trained and coached by a former professional footballer.
be evaluated. According to research by
TV magazine TV-Star will follow suit next spring and publish a
football school on SF 2, as a kind of prelude to the 2006 World Cup in
Germany. However, a definitive decision has not yet been made.
The Swiss version of "Borussia Banana" would probably be
will run on Tuesdays at 8 p.m., TV star speculates. Leading
in this genre is the Danish production company Zodiak Television.
She develops concepts for the casting shows on the green lawn and
has already sold twelve such licenses. A ratings hit
However, according to the TV star, the programs are not: "Borussia Banana"
achieve a market share of around 6 % each.

Trade fairs For seven years, the
Agency E.g. the Bern Wine Fair. This year, from 18 to
October 20. A double reason to celebrate for the
agency Z.B., because it has recently closed after seven years.
relaunched. The copywriter and concept developer Denis Jeitziner is a
joined CD Felix Zimmermann as an equal partner. The
Franzisca Ellenberger joins the advisory team. She has previously
headed up McDonald's corporate communications. The agency
has offices in Zurich and Berne, which also gave rise to the name Z.B.
has led.

The SRG has a strong position in radio and
TV research has the last word, because the research service is a
department within SRG. The company Publica Data, which is responsible for
data to private broadcasters is wholly owned by SRG. This
situation is no longer satisfactory. On this point
agreement between private broadcasters and SRG. Parliament now also wants to
Outsourcing research from the SRG. The question of how this
the question of how this should be accomplished, opinions differ widely
apart. SRG would like to implement the spin-off as quickly as possible in
preferably by the end of 2005. Under the leadership of
Walter Rüegg, Director of Radio DRS and responsible within SRG
for research, an internal SRG working group has already developed a
model, which was designed in two phases to create a new structure and a
change of ownership. Details of the
You can read about SRG's proposed solution in the Advertising Week of October 20
2005.
No Werbewoche subscription? Individual issues of Werbewoche can be ordered by
e-mail to Ginette Peter () (CHF
8.00+VAT/postage).

Newspaper The halving of the page format has changed the newspaper market.
Panorama or spread format - requires a lot of space. The
Times had a wingspan of 90 cm until two years ago. This
dimensions had their origins in the 1712 introduction of a
Taxation according to the number of newspaper pages. Consequence: large format,
fewer pages. The overcrowded London buses and metros moved in the
September 2003, the editors of the Independent to publish a part and from May 2004 the entire
print run in halved dimensions, i.e. in tabloid format.
What was an affront in tradition-conscious England went down well with some
Daily newspapers in Scandinavia and Spain already thirty years ago
silently across the stage. In the nineties, this is also where
several free newspapers in a small format. And at the end of 2004
the last 20 hitherto reluctant daily newspapers in Sweden on
Tabloid around.

The pitfalls of halving the broadsheet format
After the initial effect of the consistently four-color
newspaper printing had evaporated, the newspaper industry in
idea of giving the newspaper product more of a magazine character.
lend. As with the space problem, the
Reducing the format is the logical approach.
Initially, many European publishers favored the smallest version
of the broadsheet newspaper, the Berliner format, also known as midi format.
This is inevitably linked to the investment in a new
Newspaper rotation. So anyone who wanted to modernize anyway considered
whether he will print a smaller format in the future. Whether
because of the image or for reasons of modernization - even the
The classic Swiss format was introduced
The first edition was replaced a few years ago by a smaller format whose page size roughly corresponds to the Berlin format.
Publishers who want to use the format even without replacing their rotary printing systems
wanted to downsize, they opted for the most cost-effective option: the
Bisection of the broadsheet paper web into two tabloid format partial webs.
Sounds trivial, but it's not. Because on the one hand, this involves
the change from an "upright" to a "horizontal" format (collar web
parallel to the cylinder axis) and on the other hand the increase of the
Total number of pages. When changing to a smaller, horizontal format
the total width of a double page no longer corresponds to the
web width, but the web section length or the cylinder circumference. The
Problem, the previous content now on twice as many pages
means either thicker or more books.
(Book or, in Switzerland, bundle is the name given to the individual parts of a
newspaper, the outer book is called a coat).
In any case, the higher number of pages requires a stronger
structuring, which is achieved through the use of heading and insert colors.
solvable and which is already pointed out on the title page.
should be. And thicker books are sometimes saddle-stitched,
so a wire stitching device could also be useful on the folder.

Different levels of acceptance
The tabloid concept is well received in Switzerland. With 20 Minuten, Le
Matin and finally Blick, three newspapers have so far switched to tabloid
converted. For acceptance
of these titles include clearly laid out design concepts
and the magazine character. Customer newspapers such as Coop-Zeitung and
Migros magazine are known to be laid out in tabloid size; they
do not define themselves as weekly newspapers, but as magazines.
In eternally skeptical Germany, however, the trend towards
Small format initially only leaves traces in unpretentious advertising papers
and free weekly newspapers.
The paid-for daily newspapers are still dominated by the
Rheinische Format; only the taz (Berliner) and the
Junge Welt (tabloid). Bild, the Springer counterpart to Blick, decided
decided against a smaller format at the end of 2004.
Only since 2005 have five tabloid titles enriched the market: The
Holtzbrinck/Handelsblatt Group founded the newspapers Boulevard, 20 Cent
(not minutes!) and News (Frankfurt/Main only). Under Roger Köppel,
editor-in-chief of Die Welt, Springer called in May for the
tabloid edition World Compact, limited to the strongest economic regions
into life ("32 pages that take the reader on the subway in the morning in 15
minutes to update"). Target group for all: the otherwise lazy reader
Youth.
After only two start-ups in the last thirty years, one could
in the German newspaper landscape is a gold-rush atmosphere.
speak.

For supplements, special topics or regional editions
Some publishers are taking advantage of the mixed
broadsheet tabloid production and only produce individual parts of the
newspaper to tabloid or use the trend as an opportunity to create new
to launch themed supplements. For example, the Aargauer
newspaper (AZ), only the respective regional books (regional bundles) in the
Tabloid format, the jacket with the general content remains
Broadsheet. In terms of design and publishing, the AZ evaluated the
regional association for each of the eight sales regions as "independent
newspaper", which is enclosed with the main edition: its own front page, the
Main sheet comparable rubrication, comprehensive range of services. In the
In March 2005, the Tages-Anzeiger also launched a regional
Tabloid supplement on the left bank of Lake Zurich. And the Basler Zeitung
(BaZ) publishes the baz.kulturmagazin from Tuesdays to Saturdays in the
Tabloid format at.

Dieter Kleeberg

TV advertising In the USA, targeted advertising is used to counter the fragmentation of the audience.Peter Chernin, President of the
American media giant News Corporation, is regarded as a
risk-taking thought leader in the industry. Last year, he challenged his
colleagues in the boardrooms of the major media companies in a speech
at the Forrester Consumer Forum, the current problems in the
of the television industry. One of these is the
progressive fragmentation of the television audience. Chernin's vision
is that media makers and advertisers work together. He
encouraged them to use new technologies to address the problems of
the future. "Consumers do not reject advertising per se,
but inertia," said Chernin. "The advertising industry just needs to
overhaul the methods it uses to appeal to consumers."

Differentiation by region, age and income group
The New York start-up company Visible World has Peter Chernin's
initiative is probably its greatest success. The technology company has
recently signed a cooperation agreement with Fox Network, an offshoot of the News
Corporation, was completed. In future, it will finally be available on television
advertising that is tailored to the smallest target groups. These
speaks to the viewer far more directly than any
elaborate commercial made for a mass audience.
"Print media and radio have been doing this for a long time," says Bill Katz,
Chairman of Visible World, "it is time that television
follows suit."

Something is also happening in Europe: ProSieben Sat1 has now entered into a cooperation
announced with the company to develop corresponding software in the
on the German market next year. It works
according to surprisingly simple principles. Design the rough framework
of a commercial, such as: "Off on vacation", with the relevant
Travel providers take center stage. Add pictures of people from a
desired age group. At the end, a concrete flight offer
with a regional airport. Depending on the region and
consumer budget, interchangeable at will. Such a campaign has
ProSieben Sat 1 just designed with tui as a test partner. "The concept
ensures that the customer does not even realize that there are several versions
of the commercial," says Katz. "After all, it's supposed to be personal
feel addressed."

Visible World already works with dozens of companies,
to design such campaigns for them. For the flower delivery service
1-800-flowers, for example, the advertising clip is not only displayed by region
modified, but also by income group, depending on how
wealthy the residents of the neighborhood in question are. Other
Advertising clips, such as those for the vacation island of Bermuda, are used depending on the
age group with different types of music, and
The rhythm of the images changes accordingly. In this way
the style of the clips even changes from channel to channel.

Market studies by Visible World show that viewers on the
more personalized approach. Sales for
1-800-flowers increased by 79 percent compared to the TV campaign, which
looked the same for everyone watching. "I notice that in myself too
ourselves," says Tara Walpert, the company's Head of Marketing. So
for example, when she sees an advertisement for a financial service in which
only men: "If there were a woman,
that would go down much better with me."    

Promotions with changing Internet addresses
The software also allows the advertiser to enter the Internet address of the
to change the products displayed. Katz demonstrates this with the
fictitious example of a Dell laptop, for which during the program
"Wetten dass ..." could be advertised. This would enable Dell to
special offer that is only available to viewers of the
Gottschalk show, and that via the web address
www.dell.com/wetten_dass could be ordered. In this way
the computer manufacturer can track exactly how many consumers are using the
spot reacted. "It's all about the three letters: ROI",
says Katz, explaining what return on investment means.

Visible World's technology is used in the USA by the cable operator
Comcast, which uses the software in most of the 50 most important
markets, reaching almost 30 million households. "The
products help advertisers to create special advertising messages for
special viewer groups - and all of this with a
single purchase," says Dana Runnells, marketing manager for Comcast
Spotlight, the advertising arm of the company. So far, marketers such as
Daimler, Sony, Toyota, Wendys, UPS and HBO successful regional
Campaigns conducted via Comcast.

The reactions from the industry sound encouraging. "Visible World
increases the effect of advertising by placing it on
cost-effective, quickly changeable way to individual
target groups," praises Chris Rohr, President of the
of the industry organization Television Bureaus of Advertising. Eric
Schmitt, an analyst at Forrester Research, believes that even most
other cable operators will introduce such technologies. One
Forrester survey of company bosses confirms interest: 69
percent of those surveyed stated that they were involved in this so-called
"Household level TV ad targeting".   

Gerti Schön

Not very likely for Switzerland
If there is talk of regionalized television advertising in the USA, then
advertisers focus on an audience the size of the population
of New York or Los Angeles, markets almost twice the size of
Switzerland. Compared with European or Swiss
The dimensions on the other side of the Atlantic are completely different.
different. The response from the industry and the media to the first
Presentation of the concept in the style of Visible World in German
Essen on the occasion of the industry event Big Picture did not fall
euphoric and gives rise to doubts among insiders as to whether the
regionalized TV advertising is enough for more than just one attempt.

For Switzerland, Christian Gartmann, Managing Director of ProSieben
Sat1 Group Switzerland, said: "I don't believe that this is compatible with our radio
and Television Act would be compatible." Apart from the legal
experts estimate that the production costs for the
advertising customers is likely to be very high. For example, a TV commercial that is
the four seasons in a modular way, relatively complex and
expensive. (rw)

Snacks The Bern-based agency Numéro10 has given the Urania Tower in Zurich a new look for Coraya.
Dip: The snacks from the Coraya brand come from the sea and are made from
The recipe is inspired by ancient Japanese traditions of fish preservation.
Fillets of Alaska pollack and hake are prepared with chicken egg white,
Wheat and potato starch, rapeseed oil, sugar, crab flavoring and others
secret ingredients in Caretan in Normandy.
processed into "nutritionally very valuable" snacks. How
do I tell my customer this?

For this budget, the Röschtigraben agency Numéro10 in Berne has developed a
Idea chosen slightly off the beaten track. Because fish with sea
and this can be associated with a lighthouse,
strategic planner Gilles Aeby looked to the agency for ideas,
like Coraya's Brand Values, but nevertheless
could be transported to their products in Switzerland. The
The solution was found in an installation by Gerry Hofstetter. The
Light artist has "converted" the Urania Tower in Zurich into a lighthouse,
by illuminating the observatory in colorful splendor for five days.
let. The stargazers were annoyed that the light outside their
telescopes do not make sense. The campaign attracted a lot of attention
in the media, where TeleZüri reported on
20 Minuten to Tages-Anzeiger in detail about the Coraya campaign
has been reported. From the photographs of the "lighthouse", the
agency designed an advertisement for Coraya as well as various material for
POS coverage and flyers.

Gerry Hofstetter is the artistic director of the Luminis Festival. He
works in Zurich. For over five years, the ex-banker has been transforming
buildings, monuments and mountains around the world with light art projections in
temporary art objects. For over nine years he has been running his own
Marketing, event and design agency. In the UN Year of Water, he has
Icebergs in the Antarctic illuminated.

Coraya is part of the Soparind-Bongrain food group. In its
The portfolio also includes Caprice des Dieux, Tartare, Chaumes and Chocolat
Villars. In Switzerland, Coraya products are distributed by CPM Suisse in
represented by Cressier. They can be found at Migros and Coop.

Andreas Panzeri