Since Wednesday, TVlight, a new
another program guide for Switzerland. It is published by the St.
Galler HM Verlags AG, which already launched TiptopTV on the market in September.
has brought. The latest issue is published every four weeks and
costs 3 francs at newsstands and 29 francs for subscriptions. On four pages
33 channels are displayed per day, one double-page spread per week gives
about program highlights. TVlight does not have a jacket section with
editorial contributions, but only the popular puzzle section.
It will start with a print run of 40,000 copies.
For two reasons
Editor Michael Hahn thinks that TVlight can stand up to the broad
competition in the field of TV magazines: "On the one hand
because of the price, but also because of the quality." In terms of price, TVlight
actually cheaper than TVvier, for example. The similarly designed magazine from
from Ringier is currently available at newsstands for CHF 4.80. The quality
Hahn is the listing of the programs: "With us, they are
handmade, while the competition produces its program overviews with
database feeds." The content comes from the same
Suppliers like those from TiptopTV.
According to Hahn, printing can also
synergies with the sister product. However, there is
No risk of the two products competing with each other
would. TVlight is aimed at people who want a pure overview of
want to receive the television offer, while TiptopTV attracts readers who
reports from the film and TV scene. In addition, he has the
two magazines are launched so quickly one after the other that one
could start at the same level with both, explained Hahn. Both
magazines would still have to establish themselves and could therefore not be
cannibalize each other.
Ringier is not very pleased about the competition. "We
realize that the new magazine looks 1:1 like our TVvier",
emphasized spokesman Marco Castellaneta. The low price of TVlight will
have an impact on the price of the Ringier magazine. "With the same
quality, the reader simply buys the cheaper magazine. We
will therefore react after analyzing the situation." The
Argument that TVlight could achieve more quality through handmade listings
does not make sense to Castellaneta. The program overview in
TVvier comes from reliable databases, the decisive factor for the
readers that the information is correct. The market for
However, the Ringier spokesman believes that the TV magazine market is now saturated, including
when the many different publications have different readers
would appeal to them: "A biweekly magazine with
background reports competes with the four-week edition without a jacket
not significantly. But the cake is now definitely divided up."
Carole Scheidegger

Spillmann Felser Leo Burnett shows how important the observer is as an advisor in everyday life.
"obacht" warned years ago near the Zurich Stauffacher at the
Passage through an underpass. Martin Spillmann noticed the graphic
The effective sign is seen almost every day on his way to work. The
Werber hoped to one day buy the antique enamel as office decoration
to be able to. But suddenly the warning had disappeared. Nevertheless
the archaic-sounding neologism has remained in Spillmann's head ever since
saved. Now the CD from SFLB "obacht" has come back to mind
come.
"They were looking for an idea that could be applied to all areas of the observer's
(industry jargon: 'Beo') can be pulled off," summarizes copywriter Peter
Brönnimann summarizes the publisher's briefing. Together, SFLB and
The publisher has now found the "obacht" solution after a pitch.  
"The nice thing about this job is that we work closely with the editorial team.
can work together," says Spillmann. The journalistic team has
not only the most current topics as possible subjects for advertising
suggested. The new campaign is also the subject of the editorial in
Beobachter editor-in-chief Balz Hosang. For the first time in the history of
Swiss advertising, one editorial team liked the fact that an ad even
may cover the front page of their advertised magazine. For the
first issue on October 14, after a gentle relaunch of the
Beobachter, SFLB has designed a binder. On an adhesive foil
The key word "obacht" is printed in various sizes.
The tear-off stickers with an arrow should be used by the public everywhere.
where attentive observers actively mark something
want. "A campaign that can be taken to the streets",
hopes Spillmann.
The word "obacht" is emphasized in the title of the magazine. It
should now actively and no longer just passively observe it.
point out "where something is wrong". Actively uncovering something and giving advice
has been the Observer's mission for 79 years. His tips
and observations are now recorded every two weeks by 1060000
readers are expecting. And not just in the magazine (see box).
The Beobachter has thus become a Swiss institution.
Scenes from an ideal world were chosen as the subjects for the campaign.
dramatized, but where - "watch out" - dangers are everywhere.
lying dormant. In Switzerland, 20 billion Swiss francs are
inherited. For the consultants at Beobachter, this is "a popular topic",
according to publishing director Roland Oetterli. Further subjects in the
applicable areas of the publishing house are conflicts on the
workplace, drug problems in schools or hidden dangers in
the environment.
"The word 'obacht' is a nice-sounding expression that we use with
want to reactivate this campaign," hopes Spillmann. With the
Stickers can also be used to draw attention to new book releases.
With more humorous warning signs in the coming winter
as many ski resorts as possible equipped. More surprises with the
Stickers are in preparation at the agency.
SFLB does not yet believe that there will also be a movie. Even with the
Finally, someone at the publishing house Jean Frey could "obacht:
production costs".    

Andreas Panzeri

The new
Internet television platform with the name SwissregioTV now features
via a channel for the Appenzellerland. Until now, the regions of St. Gallen,
Fürstenland and Toggenburg are covered. In future, the whole of Switzerland
be served. In the first month, SwissregioTV reached around
30,000 video views registered. The users
According to a press release, they spent an average of around 20 minutes on the
website. Expectations were therefore clearly exceeded, explained
Peter Weigelt, Member of the Board of Directors of Mediapolis, told the St. Gallen newspaper
Tagblatt. In addition to Weigelt's company Mediapolis, the
video production company Decatron Media and Swissregiobank for the
regional television on the Internet. "We make television
from the region for the region," said SwissregioTV boss Claudio De
Cataldo told the St. Galler Tagblatt. The show would not be a classic
News. Instead, the company wants to concentrate on "good news",
emphasized De Cataldo. The range of contributions is to be continuously expanded
be

The Bern-based advertising agency Numéro10 has developed a
Pitch the launch campaign for the new free newspaper in French-speaking Switzerland
Le Matin Bleu won. According to the press release, Numéro10 beat several
agencies from Zurich. VIP launch events are planned
On October 31, 2005, Le Matin Bleu will be launched for the first time.
appear. The events will probably be held in Zurich and Geneva.
take place; invitations are primarily sent to media agencies, partners
and journalists, as agency head Gilles Aeby told Werbewoche.
However, the concept of the launch events remains a secret. In the
a print campaign will publicize the new free newspaper.
make. In the German-speaking part of the country, on the other hand
primarily to advertisers, with mailings and advertisements in the
industry publications. The bilingual
alignment of Numéro10 is certainly an advantage in Aeby's eyes, not
but decisive: "Creativity was probably the deciding factor -
that we know French-speaking Switzerland well, but it certainly does not
harmed."

Hard disk recorders According to a new study, recording devices are not set to revolutionize TV viewing habits after all.
week, you can use it to record TV programs at will,
watch them time-shifted by means of so-called timeshift and
Panic potential for the advertising industry - the advertising blocks simply
skip.
On behalf of IP Deutschland and the ProSieben-Sat-1 Group, the
Institute for Market and Media Research (IFM) in Cologne 50 television users
on the couch and scanned them by means of questioning to what extent
change their TV habits after the purchase of a
hard disk recorders have changed. Advertising Week has a résumé
of the study, which will be presented at the upcoming Screen-up Conference on October 25 in
Zurich is presented.
The IFM comes to the conclusion that the devices will not lead to a revolution.
habits of the television audience.
Hard disk recorders are therefore not advertising killers, as is repeatedly claimed.
feared by the advertising industry. The test subjects "hardly use the devices
more than occasionally" in order to avoid advertising, it says, although
these would be purchased with the intention of "systematically
to cut out". The momentum of TV reception can even be seen in
room for sufficient advertising tolerance" in many everyday situations. Since
The question is, why do people buy hard disk recorders at all?
The purchase is motivated by the intention to break away from the broadcasters' program requirements.
according to the motto: Everyone his own program director.
However, according to the IFM study, this is not the case in everyday life.
persevered. Instead, device owners are experiencing a kind of
parallel television: Normal television as before and on the other hand
occasional viewing via hard disk in order to maintain program sovereignty, so to speak
to exercise. Because television seems to be more under control that way,
it will be seen as more valuable again, they say.
However, the study takes into account the price development of the
Hard disk recorders do not. The prices of the devices, currently still
between 1500 and 2000 francs, will fall as expected and the
will soon replace current DVD recorders.   

René Worni

Trade press KSSJ discovers that advertising in the velvet-pawed animal world has a real bite to it, which no dog can bark away: The
Trade journal Die Tierwelt is read by 367,000 readers with purchasing power.
and readers. The magazine is therefore an amazing
Media product: "Amazingly different and amazingly successful", as
the agency Krieg Schlupp Springer & Jacoby says. KSSJ wonders
but not itself. "Part of entrepreneurial success is certainly based on
that a 4-color page in the animal world has only just 3188
francs." According to Uwe Schlupp and Daniel Krieg, this results in
a record-breaking TLP of less than six francs.
Who can be reached with it? As Kurt Lipp, publishing director at Die
animal world, knows that among his readership there are not only many
animal lovers, but also "a remarkable number of car enthusiasts". These
don't just spend a lot of money on their pets with paws,
but also love the beautiful driving and living and much more
more.
KSSJ used this knowledge for a fall campaign in the trade press.
approached from two sides. The "cars" motif communicates: "With
you can reach a remarkable number of animal lovers." The
funny realization of how love of animals can also be found in the world of car brands.
plays an important role - with the little horse for fast speedsters,
a Jaguar at the luxury brand, the lion at Peugeot or a bull
at Lamborghini. A second subject with dogs shows, conversely, how to
with an advertisement in the Tierwelt "remarkably many car enthusiasts"
can achieve. Further motifs will follow in spring 2006.
The animal world is organized by the Swiss Society for
small animal breeding. The publishing house is based in Zofingen, and
is printed by the Zofinger Tagblatt. Both for subscriptions and
The special-interest medium has also recorded strong newsstand sales since
growth rates like no other medium. It serves breeders and
Small animal owners as a hub for specialist information. One
Other target groups are pet owners, equestrian sports enthusiasts and
Hobby gardener.

Andreas Panzeri

As of October 1, Christoph Gaberthüel has
the management of the AG für Wirtschafts-Publikationen (AWP)
took over. Until now, Gaberthüel was Deputy Managing Director
and editor-in-chief of the business news agency. Previously, he served as
Management consultant with the Boston Consulting Group as well as with Arthur
Andersen Business Consulting and as foreign editor of the
business newspaper Finanz und Wirtschaft. The previous
Managing Director Hansjürg Saager remains as Chairman of the
Board of Directors continues to work for the company.

The advertising marketer Cinecom is restructuring.
Because, in addition to Sat.1, the company will also have
Kabel 1 in Switzerland, will market the
Sales organization realigned. The TV division, which was previously
was led by Managing Director Matthias Luchsinger,
Roger Eckerlin, who for the past four years has been in charge of the
in the Sat.1 customer service department at Cinecom.
The three sales units (TV, Cinema/Print and Local) will now be directly
Luchsinger, who, in addition to his duties as
The new head of sales will be in charge of overall sales management. Adscreen marketing will be split up: the POS area (Coop Pronto, shopping centers) will be integrated into TV marketing, and the entertainment area (cinema foyers, including promotions and events) will be added to the National Cinema area. As part of this restructuring, Roger Baur, who had managed the Adscreen division, is leaving the company. A new position of Chief Operating Officer (COO) has been created, which will be held by Jean Claude Bruhin. He will be responsible for IT Digital, Sales Services, Marketing Services and Research. Bruhin was previously Head of Communications at Cinecom and as such already responsible for marketing and research.

The Zurich public transport company (VBZ) is adapting its range of streetcar roof advertising to the new generation of vehicles. The old models such as Mirage and Karpfen will be gradually withdrawn from service in the coming years; sedans (three-part) and Cobras (five-part) will be increasingly used. Their advertising spaces are now sold in three sizes: Small, Medium and Large. The latter corresponds to the entire length of the streetcar, Medium comprises the three or two front sections, Small the rearmost sections. Three-dimensional elements can also be placed in the middle section of the sedan chair. VBZ roof advertising is usually booked for one year.

Denny Spirig joined the team of Manifesto Films in Zurich as Junior Producer at the beginning of October. Spirig was Junior Account Director at the advertising agency Grendene Ogilvy & Mather for four and a half years. He then went through producer training at the New York Film Academy. At Manifesto, Spirig will work alongside Senior Producer Shannon Mildon to ensure an optimal
be responsible for handling the commercial productions.

Schaffhauser Nachrichten and Tamedia are cooperating more closely - only - in sheetfed printing.
subsidiary of Tamedia, Huber & Co in Frauenfeld (Thurgau
Zeitung), will acquire 80 % of the share capital of the
MeierWaser printing works in Feuerthalen. This previously belonged to 50 %
of Tamedia and Meier & Cie in Schaffhausen, the latter's
Publisher of the Schaffhauser Nachrichten (SHN). This creates a
new AG, which trades as Huber Print AG, in which Meier & Cie holds a stake.
is involved in the remaining 20 %.

"This has no consequences for Schaffhauser Nachrichten",
emphasizes Norbert Neininger, SHN Editor-in-Chief and CEO of Meier & Cie.
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.

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.

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 is abandoned and the technical operations in Frauenfeld
concentrated. On balance, the cooperation costs 46 employees
the body with which socially acceptable solutions are negotiated
should.

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

The Federal Office of Communications (OFCOM)
In August, the company carried out a needs assessment for a second
DAB multiplex (digital terrestrial radio) with the interested parties.
circles in German-speaking Switzerland (reported in Advertising Week).
The cable and satellite broadcaster Swiss Music Radio has responded to a
The company refrained from making an official statement on the questions posed by OFCOM, as it announced on Tuesday. These questions could not be answered at present, as
Basic information was missing. For example, it is unknown how many
DAB devices are already in operation in Switzerland and how the
sale is developing. In addition, it is unclear why SRG is using the existing
first DAB multiplex only hesitantly.
For Swiss Music Radio, DAB is not a further development of the
FM radios, but a "revolution". However, the market has so far
not accepted. In addition, DAB is hardly known to Swiss consumers.
Swiss Music Radio would welcome an improvement in FM radio and
has recommended that Bakom also approve HD radio in addition to DAB. According to the broadcaster, HD radio would solve many problems, as the capacity on
VHF could thus be doubled. Furthermore, there are many
Internet radios and with young target groups, podcasting is much more of a
topic than DAB, for example.
"What new technology is the radio broadcaster using to gain new
listeners and how much does it cost per listener?" remain the central questions.
Questions for Swiss Music Radio. The radio station will hardly
for a DAB broadcast, because the price per listener is still much higher.
is too high. Should the costs fall, Swiss
Music Radio for digital terrestrial broadcasting
via DAB.