Automobile flirting and driving - from this
combination, Publicis wants to create a trendy event. In
six Swiss cities, adventurous singles can look forward to a
a whole new way of flirting. For the launch of the Renault
Nouvelle Clio, the Zurich agency, together with Renault and the
The event agency La Folie has developed a concept that allows you to
date during a test drive with the Nouvelle Clio. So that
the drivers are not at the wheel, but rather flirting with the gas
an attractive singles party will be held in the Renault Lounge.
In addition, the partner Nokia ensures lasting memories with digital photos.
Memories. Having already been successfully tested in Lucerne and Zurich
and flirting, four more events are taking place. In Bern
(13.10.), Lausanne (14.10.), Geneva (15.10.) and Basel (21.10.). More
Information on the events and registration options can be found on the
Website .

Print Media: Should daily newspapers follow the lead of Sunday papers to stem the decline in readership and advertising revenue? The loss of readers and advertisers at
in print media, particularly among the majority of daily newspapers, continues.
Meanwhile, the press's problems are already making the rounds in the columns
From the letters-to-the-editor pages: A reader recently complained in the NZZ
regarding the «lack of information that evokes concern» or regarding
«Trending topics such as health and life guidance.» He isn't surprised that,
that Sunday newspapers are gaining readers because they cover these topics
implement more consistently. The WEMF reach study (Mach Basic
(2005) agrees with him: The three Sunday newspapers in German-speaking Switzerland have
Gained readers, most notably the NZZ am Sonntag (9.6 %).
In addition, Sunday newspapers remained stable in terms of classified ad revenue,
while the daily and regional weekly press in the first half of the year
lost about 17 million francs in 2005.
Should daily newspapers therefore shift their content more toward
Can Sunday newspapers make a difference? Peter Rothenbühler, editor-in-chief of Le Matin
added fuel to the fire during the presentation of the WEMF figures and
asked why he only got a newspaper worth reading on Sundays
could. «We deal with news every day,» but when it comes to our own
«If they affect our industry, »we turn a blind eye in disgust,'" he said
highlights the lack of innovation among (German-speaking Swiss) newspaper publishers.
Nevertheless, the Swiss print media landscape has never before seen
Previously, there have been countless relaunches of print titles. A facelift is in:
In the past two and a half years alone, the Basler Zeitung,
Bieler Tagblatt, Mittelland Zeitung, Zürichsee-Zeitung, Oberländer,
Unterländer, Landbote, Berner Zeitung, Bund, Tages-Anzeiger, Le Temps,
SonntagsZeitung, WOZ, Facts, La Liberté, and more, new
brought to market magazines that some readers did not
recognized. The same applies to the magazines.

No Magic Formulas
Even on Zurich's Falkenstrasse, they're working on a new look
for the venerable NZZ. «A relaunch is part of a newspaper’s life,»,
says journalist and opinion leader Roger de Weck. But that alone
No newspaper has the answer to the current
Challenges. «The fact that, in the future, a portion of the readership
may read on electronic media; there is
»Not one magic answer, but many answers," says de Weck. In practice
Without exception, all newspapers now have their own websites, and
offer a range of additional services, such as constantly updated news
or—for a fee—access to the archive. At The New York Times
In the future, print and online editorial teams will be merged.
Nevertheless, readers are leaving. There is no shortage of models, however. The
There is talk of reinventing the daily newspaper, which is based on
Level of knowledge of someone who is already informed about the previous day's news
Audience-oriented and provides background information on this, as was recently the case
as explained by Res Strehle, the magazine's editor-in-chief. We're talking about the
the Fellner brothers' bimedia daily magazine in Austria, or from the
the recently launched Wall Street Journal Europe (see page 16).
There are also examples in Italy, such as *Il Foglio* or *Il*
Riformista, which consists mainly of commentaries. The more the
The more newspapers lose their role as news outlets, the more
she needs to focus on uncovering the story behind the news
"discover," the Süddeutsche Zeitung recently wrote.
Whether such newspaper models are tailored to current daily headlines
is questionable. «The much-cited model in Austria is, after all,
»more of a special case," says de Weck, who doubts that one can
follow the same path as the local national-level quality newspapers
the Fellner brothers might take. But reader and
The decline in advertising is causing major headaches for publishers. «The
Publishers need to seriously consider whether the Sunday business might not
also has a daily regional component, since the Sunday newspapers
»has completely overtaken the regional press," says the president of the publishers' association
Hanspeter Lebrument. This gives a hint as to the direction of the thinking,
and lets his gaze wander toward Vorarlberg.

What do commuters do on Sundays?
There, our colleague Eugen Russ is working—albeit under different circumstances—
with a free copy of the *Vorarlberger Nachrichten* at the ticket office, and thus
the Sunday edition of the Kronenzeitung at a safe distance. Whether a
A free Sunday paper for Lebrum could be an option if the
The publisher of *Südostschweiz* neither confirmed nor denied the report.
This inevitably raises the question of how the readership of 20
minutes to get through Sundays. «Of course, on Sundays there’s also
»Commuter traffic—that's something that's already been considered," says his
Publishing Director Rolf Bollmann. While the idea is certainly appealing, what
If home delivery worked in Vorarlberg, it would be expensive
Bollmann estimates that Switzerland cannot be financed without operating revenue. «One
»I'd have to come up with a completely new concept," he says. According to Roger
de Weck's commitment to quality is still the best
Responding to the Challenges of Our Time: Research and Original Work
Approaches that break the mold, along with a desire to stand out.
 
René Worni

Script, the Swiss copywriters' association
Texterverband, maintains the professional register of copywriters in
Switzerland. Anyone working in the field of text, editing and adaptation in the context of
advertising, public relations and corporate journalism,
can apply for entry in the professional register (BR) of the Swiss
copywriters can apply. The admission procedure is based on the
detailed quality inspection of three work samples by the
BR admissions committee. This is made up of experts from the
communications industry and Script board members.
The ten members of the commission for the mid-term certification date
The following have now been confirmed for November: Frank Bienenfeld (CD Text and Managing Director
Soldini Bienenfeld advertising agency), Ludwig Hasler (publicist and
university lecturer), Stephanie Hugentobler (President Script), Franco
Item (Swiss Text Academy) and the
Script board members Sonja Brunschwiler, Paul Girard, Gabriele
Clara Leist and Kaspar Silberschmidt. Interested copywriters can
apply for the fall certification until October 15
register. The application form can be downloaded from [email protected]
be ordered.

Copyright At a workshop organized by the five
communication associations, Marko Straus has developed the Idea-Protector
presented. The CEO of the Idea Care Company explains a few key points
Details.WW: What motivated you at the Idea Care Company to develop the Idea Protector program?Marko Straus: Our creative head, Benno Flotziger, had the idea because
ideas were "stolen" from him time and again. He works in the advertising scene in
Austria and is on the board of the Design Austria association.
For my part, I have a team of developers at my disposal who have the idea
could also be technically implemented for Windows, Mac and Linux.
WW:
How does this idea work?
Marko Straus: If you want to protect your idea with us, you need the Idea-Protector
download from the web and log on to www.idea-protector.com
register. Creative professionals can use this tool to register the
Save ideas in one or more files before taking them to the
customers. If such a presentation is imminent, the
Idea-Protector is started, and you drag a copy of the files into the
Idea-Protector. This copy is encrypted, compressed and protected with
with a certified, unique time stamp. This allows
later, the deposit can be proven for an exact point in time.
WW:
What does this security cost?
Marko Straus: The software for this certificate is free of charge.
Deposit with any number of files costs 12 euros. We
cut up the stored file, and a small piece with a few
Bytes is moved to our server. This works
as in ancient China, where a contract was divided into two parts.
Only by joining the two parts together can it be read again. We
do not know the content, because we only have a few bytes, and
the depositor cannot change the deposited files because he or she
some bytes are missing. The principle is therefore the same as a
Deposit with the notary, only faster and considerably cheaper ...
WW:
Are there other comparable tools?
Marko Straus: No, we have a worldwide patent on the securing process.
What's more, five man-years of work have gone into the tool. Comparable are only
manual processes such as notary, sending yourself an envelope with a postmark
send or present under witnesses.
WW:
What is special about your program?
Marko Straus: A deposit takes a long time with a
average user between 20 and 40 seconds. Then
he can run to the customer without having to worry that his ideas
simply be stolen. Where else can you get that for 12 euros?
WW: Who, where and how many users are already using the Idea Care tool?
Marko Straus: The so-called drops or deposits are our
trade secret. But I can reveal that the number of users is steadily
and that we are now recording drops from many countries.

WW:
Are the ideas registered with Idea Care officially monitored, so to speak, or what makes the system legally binding?
Marko Straus: The Idea Protector is merely a piece of evidence. It proves,
that the depositor was in possession of the aforementioned
documents. However, this proves a very important detail
become: Who was first? If someone can prove that - for example
one hour before the customer presentation, the other party can
no longer be able to argue that the idea of, for example, a
joint meeting was developed. We are not an official body,
but a very powerful piece of evidence. Nevertheless, with
in a dispute is left to the discretion of the judge as to what
Evidence accepted. The opportunities with the Idea Protector are
significantly greater than without.
WW:
How effective do you think the "side effect" of prevention is?
Marko Straus: That's the main effect! The creative goes to the customer, presents and
is casually indicating with the certificate of deposit that it is
is probably better not to steal these ideas because they are "quasi
are "notarized".
WW:
Do you already know of successful disputes?
Marko Straus: No, prevention has been very successful so far.
WW:
Do you have any other such developments in the pipeline?
Marko Straus: There are ideas for further development, but first and foremost we have to
to recoup the costs. That should take a while with 12
Euro per drop ...
Interview: Andreas Panzeri

Heinrich Reinacher has worked with Markenfilm
Switzerland founded a subsidiary of the major German spot producer
The first order has arrived by text message.
True to style - in a commercial for M-Budget mobile. An old colleague
from agency times sent the happy request when Heinrich
Reinacher just working together
the cheap consoles and was even
not set up for customer meetings. In the meantime
loft in the Steinfels area of Zurich, the workplaces for three permanent
employees and a table for freelancers ready for use and already two
More commercials from Publicis for the Zurich Transport Association in addition
came. "You need know-how for a film production today,
Passion, and a fast Internet connection. You look for the rest
the market," says Reinacher, explaining his concept of a
"Compression of brand film".
The idea for such a Swiss offshoot of the company, which was founded in
1957 the oldest and today one of the largest in the world.
Reinacher came to commercial film productions in Germany when he discovered the
for the last five years as Head of TV at Publicis in Zurich. In
In this function, he worked with Markenfilm Deutschland to produce three commercials.
for Swisscom mobile "Go far, come close", which was "technically very
elaborate" ZVV spots with the streetcar as a ship and the ship as a bus
and most recently a series of top-level commercials for UBS
"Alinghi". But first a flashback.
Because his wife Yvonne Amstutz has a longer-term job as a
Recording manager for the Swiss series "Die Direktorin" offered
Heinrich Reinacher no longer wanted to live alone in Germany.
stay. He had emigrated there as a graduate of the Dimitri School
for an assistant director at the Deutsches Schauspielhaus Hamburg, later
Schauspielhaus Bremen and then at the Nationaltheater in Mannheim, before he
as assistant to the directing class at the Film Academy in Ludwigsburg
changed. In Switzerland, Vega Film was only able to offer him a job as a
offer a driver to the "director". The film, which is now completely
infected Reinacher said despite the hierarchical descent, however
immediately and only realized after hanging up the phone that he had
did not actually have a ticket.
As the second driver on the set in Bergün has already completed the Paris-Dakar twice
Reinacher had to learn quite quickly so that the
actor finally also by him through the summer landscape
of the Albula Valley wanted to be chauffeured. He learned on the job
but not just cornering. "Working as a driver is the best
basic training for a producer," says the brand film boss today.
convinced. "During the various errands, you learn a lot about the
Timing behind the scenes of a production: where is there stress and
why?"
He was later able to use his experience as a production assistant for Ruth
Waldburger, assistant director on Bruno Moll's feature film "Mekong" and as a
Recording director for Daniel Schmid's "Beresina" and Fredi Murer's
"Full Moon". Between these major productions
Reinacher also made his first commercials at the Filmhaus, and later let himself be
at Turnus and in 1999 finally sought his entry into the
the world of internationally competitive spots as an executive
Producer at Publicis.
In this function, Markenfilm Germany has now come up with a proposal
approached him about the joint venture in Switzerland. "We have a
long common history and know each other what we are looking forward to.
get involved. I did not simply join a successful network.
purchased."
With the worldwide connections of Markenfilm behind him, Reinacher
"Combining high creativity with top handling" and its
offer clients security. "Today, customers are extremely nervous when
it's about commercials. You don't want to take any risks and know the
best spots on the market. Nobody wants to throw money down the drain."
Reinacher is currently filming a commercial in Iceland for the
sportswear label Odlo. He wants to present this film in Zurich with a
specialized cutter from Prague offline, in London follows the
Postproduction for the picture, in Iceland the director's circle
did the sound design and finally mixed it in Zurich. For
Reinacher, who continues to spend at least two evenings a week
to study the showreels of international productions,
this is the style of "how commercials are shot today".

Andreas Panzeri

Shoes This should also be mentioned at this point
should be said for once: Sometimes advertising motifs become better by
women's panties, preferably red ones, in the periphery of the advertised
Product draped. A high-wire act that not everyone can master. Even
This trade needs a professional expert. He knows, for example,
that lingerie only looks très chic when - like sex - it is natural.
and can be used spontaneously. As in the present case.
Admittedly, public toilets are already a challenge for fans of drapery.
a real imposition. But this type of person hardly ever ends up in advertising,
but at most in the wrong shoe store. And there she finds the
murderous high heels for the bizarre games guaranteed also
not. And so one thing leads to another mishap.
All the more heart-warming that there are still advertisers who have an IWC, a
SUV and have an exuberant sense of humor. They find nothing offensive
doing field research in toilets or occasionally with a
intelligence sheet to disappear there to get one off the palm tree.
or to concoct sophisticated campaigns. (la)

Column On the understandable demand
after the definition of a trend term, our author reacts with a
media-ecological manifesto.Hannah T. is annoyed. "You are talking
We talk about media ecology all the time, but nobody knows what it is",
she grumbles by e-mail: "Probably not you either. I want a
Definition!"
So kindly invited, let's get to work: Plead
ecology for the protection of nature, media ecology wants to promote the careful
Man's interaction with nature.
This is tricky. On the one hand, we are rational and recognize causes
and effects, are completely disillusioned. On the other hand, we are sensitive to stimuli
programmed. Especially if it is conducive to reproduction. In earlier
stages of human development, the stimulus promoted the realization -
Today, however, it is mostly just sales.
Can you see the great egret? During the courtship dance it spreads the
tail feathers, but pretends not to see the heron.
Successful tactics. Clever Don Juans have learned a thing or two.
The problem is that the media today proceed in the same way: They
tease, woo, chirp and gockeln, but ignore the reader and the
Spectators.
Is that a bad thing? Economically speaking, the irritation is stupid. The
citizen, the citizen with whom the journalist enters into a kind of collective
We have entered into a dialog about the world, mutating into consumers. And behave
accordingly: they snack, sip, zap and watch the media
have long been what they have become - blenders. Softeners. A
small fix. Since then, budgets for reader marketing have exploded.
More serious: Who with techniques of courtship the Iraq war,
unemployment or the genetic dispute fails to shed light on the
(if enlightenment was his intention at all). The form (the stimulus)
kills the content. That's why there was never a time-critical tabloid, that's why
this society is so poorly informed about itself.
Gerhard Schröder recently lamented a hostile media situation. To
right. Even the media, which are bathed in the marketable glow of his persona
recently persecuted the Federal Chancellor with malice and later
Reckoning. Nevertheless, his victim part is smear: Schröder himself was
a powerful member of the media frenzy that has dominated public understanding of
not only distorts the state of affairs, but increasingly makes it impossible.
How so? Before we call the chairs of media ecology, to the
example at the Hamburg University of Fine Arts, and us with
Things like "polymedial reproduction in the change of generations"
confuse, we want to think for ourselves. First a little empiricism: Does
you meet interesting people, founders and movers and shakers, you recognize
They have one thing in common: their TV is usually unplugged. They know the
latest sitcom, don't read Springer or Ringier magazines,
avoid Coelho & Co. Elites use the media highly selectively. They
diligently exchange bookmarks and strong texts. You are on
subscribed to perlentaucher.de. You get networked information.
On the other hand, these people indulge in such strange activities as
collecting Renaissance atlases or writing blogs. Your selective
Media use also has an ecological reason: it protects the environment.
scarce resources of attention and intellect. Only because they have the appeal
they can think and act. This is a condition of their
creative power, their advantage in a permanently excited, hyperactive
and depressive society.
Unchecked consumption of stimulating media warps the senses, head and soul.
In the past, the media also served to understand the situation; today
they are only part of the circumstances.
This is where media ecology comes in. It is certainly fine to use media education
to learn how to decode images, for example. Unequal
It is more useful to selectively avoid the media. And others
media.

> Oliver Fahrni is a freelance publicist. Until 2001 he was
Deputy Editor-in-Chief of Weltwoche and most recently Head of Foreign Affairs
of the Hamburger Woche.

The Swiss snow sports magazine Ski
has been given a new look and is now called Snowactive. The
renovated sports magazine is published seven times a year during the
Winter season, in German and French. From October to
April, around 75,000 copies will be distributed to association members and subscribers.
The print run is 90,000 copies. The range of topics covered by the
38 year old magazine will be broadened and will now cover all facets of the
snow sports, less performance-oriented than pleasure-oriented. Besides
In addition to sports reports, the magazine also covers people and lifestyle topics,
tourism, trends and products. Snowactive also presents
presents snow sports regions at home and abroad in every issue. The first
The third issue will be available at newsstands on October 18. At the same time
the previous Ski-Guide from October under the name Snowactive-Guide
and available free of charge in Coop branches, Intersport stores and
Raiffaisenbank branches. Snowactive is published by Vogt-Schild/Habegger Medien in Solothurn.

Sitcom's Contexta is already working on
of the 16th season for Beck & Bondi. It's getting more and more exciting: Bruno
Bondi is no longer with Swisscom Fixnet.we would have heard correctly, confirms CD
Jürg Brechbühl at Contexta: Bruno Bondi is no longer on the phone with
Swisscom Fixnet. He has succumbed to the temptations of the competition. And
finds nothing wrong with the change, even if the rest of the Bondis
does not agree at all.
Becks is also featured in the latest episodes of the sitcom for Swisscom
Fixnet the house is askew. Susanne Beck only arrives at dawn
back from their class meeting. He didn't have any
problem, asserts Daniel Beck. But nobody really likes to tell him
believe.
That's the explosive nature of the new and now 13th episode of Beck & Bondi.
The sitcom as an advertising medium continues apace and is already entering the
second year. Episode 14 has also been filmed, and episodes 15 and 16 are being worked on.
Contexta is working at full speed.
After last year's Edi win, the demands of the makers around
director Tobias Fueter and Contexta have not become any smaller. "As before
Before, you don't just want to advertise products, but also
Telling stories that touch people's hearts because they're drawn from real life
are", says Jürg Brechbühl. Stories that leave the viewer with a
Strong emotional ties to the two families and to Swisscom
Fixnet have an effect.
Roger Renfer, project manager at Swisscom, agrees
Fixnet, said: "We are making very good progress with Beck & Bondi. And the
Films always generate enthusiasm. With our customers and also
with us. But that doesn't mean that Beck & Bondi don't still have
can get better."
This is exactly what Bene Abegglen, co-owner of Contexta, has in mind: "We
are constantly on the lookout for new ideas and opportunities for Beck
& Bondi. Especially in the cross-media sector." The launch of the
Songs "Let's Get Out" with Jesse Brown and the accompanying music video
can therefore only be seen as a start.
Director Tobi Fueter also has a lot of potential with the sitcom.
"I'm interested in using different cinematic means again and again to
work. Because Beck & Bondi must not be allowed to
sitcom rut. Every episode has to be new and surprising
Be."
He is able to achieve this not least thanks to a close-knit team that
is prepared to go to his limits on every shoot. "The atmosphere on the
set is always phenomenal," confirms Jürg Brechbühl, CD at
Contexta. "Friendships have developed, and it can happen that
that the actors can also be seen outside the set with their
Beck & Bondi names."
Beck & Bondi is therefore a fine example for everyone involved
for advertising that works in the market and is fun to boot. The
makers, the actors, the viewers - and above all, of course
the customer.

Andreas Panzeri

Newspaper printing Schaffhauser Nachrichten and Tamedia are only working together more closely in sheet-fed printing.
subsidiary of Tamedia, Huber & Co. in Frauenfeld (Thurgau
Zeitung), will take over 80 percent of the share capital from the beginning of the year
the printing company MeierWaser AG in Feuerthalen. This was previously owned by
50 percent to Tamedia and Meier & Cie AG in Schaffhausen, their
She is the publisher of Schaffhauser Nachrichten (SHN). With this
A new public limited company is created, which is called Huber Print AG, in which
Meier & Cie AG holds the remaining 20 percent. "This
has no consequences for Schaffhauser Nachrichten," emphasizes
Norbert Neininger, SHN Editor-in-Chief and CEO of Meier & Cie AG.

As is well known, the SHNs are being expanded in the course of the ongoing
consolidation process among publishers in the extended metropolitan area
Zurich and neighboring eastern Switzerland are strongly influenced by Tamedia and NZZ
courted. This could lead to the entry of
Tamedia at the Munotstadt newspaper. But Neininger
denies and repeats earlier statements according to which the
SHN shareholders, of which he himself is one, do not believe in a sale.
of the title. The SHN are owned by a foundation and
of a small circle of just five shareholders.
According to Neininger, the cooperation in sheetfed offset printing also has no
influence on the negotiations on a new advertising association of the
SHN, which would soon be resumed. He still hopes for
a solution in the recently still existing advertisement combination 1 with Landbote
and Thurgauer Zeitung or in association with the Zürcher Landzeitungen.
With the founding of the new company Huber Print AG, the companies are reacting
to the overcapacity in the Swiss sheetfed printing market. The location
Feuerthalen will be discontinued and the technical operations in Frauenfeld will become
a new printing plant, the management of which is
Urs Lüdi, Chairman of the Management Board of Huber & Co. In the
In the center of Schaffhausen, a print agency for
Market development, customer support and prepress with
The cooperation is expected to continue with twelve employees. The cooperation
costs the bottom line of 46 employees the job with which
socially acceptable solutions are to be negotiated.
Irrespective of this, from next year the Thurgauer Zeitung will be published in the
Tamedia newspaper presses are printed in four colors throughout, which
The expensive renovation of the current printing facilities in Frauenfeld is no longer necessary.

René Worni

consulting firm McKinsey & Company is
the consulting firm that advises leading companies in all sectors.
It offers university graduates from various disciplines after the
study program offered interesting entry opportunities. For Ruf Lanz, this resulted in
a mission to address such university graduates as efficiently as possible
and at the same time to ensure selection. Because of course it is not
every university graduate to join McKinsey & Company
suitable. Only the most ambitious should be addressed. The
In 2004, the agency concluded that McKinsey was looking for
Graduates who are not satisfied with the first solution that comes along.
are. The strategy and the solutions with the special rubbers were
in Cannes with a Silver Lion and a Bronze Lion. Now
of course remain true to the successful idea. This year with
a laptop, in which the familiar small icon at the bottom right is not simply
wastepaper bin, but an entire container.

Julia Dimmler now supports the advisory service
of the dialog agency Fisch Meier. The trained planner
Marketing Communications brings many years of experience in direct marketing
and previously worked for Lowe Direct. Daniel is also new to the team
Gerber. He joined the agency immediately after it moved from Adliswil to
Zurich to join Fisch Meier at the headquarters of Publicis.