Cinema According to Mach Basic 2005
fewer young people go to the movies. Matthias Luchsinger, Managing Director of the
marketer Cinecom, sees a challenge for the industry, but believes that it can
can stop the exodus. WW The
Mach Basic 05 does not show a significant, but nevertheless significant
significant decline in the number of moviegoers - especially in the
Western Switzerland. How do you interpret these figures?
Matthias Luchsinger First
It should be noted that the Mach Basic data for the medium of cinema is only
show the past up to April 2005. More recent trends
from the ticket sales figures of Procinema, the association
of cinema owners and film distributors. However, Procinema in
The decline in the first eight months of 2005 amounted to 12 to 13 percent.
But now, in September, it picked up again, partly because of the
movie "My name is Eugen". Also coming soon are Harry Potter and
King Kong to the movie theater, so we don't have a big movie this year.
will have a decline in visitors.

WW What role does the weather play?
Matthias Luchsinger The
Weather is certainly a factor, but not the decisive one. Last
This year we had a beautiful summer, this year it was rainy.
Nevertheless, we had more visitors in 2004 because there were clearly more
attractive films were shown.

WW The
Mach figures show something that the Procinema figures do not.
The trend is clear: 14 to 34-year-olds are turning their backs on the cinema,
However, the number of older visitors is increasing.
Matthias Luchsinger Indeed
the improved comfort quality in the cinemas attracts people from 34
the cinema is thus tapping into new target groups, which is a positive development.
is. But there is a clear trend that young people are no longer going to the movies.
we do not see. This is a snapshot and again from the
movie offerings. Last fall, for example, the film
"Downfall", which tended to attract older people to the movie theater, who
Nazi era. There is something else: the Wemf has
only visitors aged 14 and over, whereas the younger ones, who are also
frequently go to the movies are not surveyed. It would therefore be wrong to
say that the medium of cinema is losing its young audience.

WW According to
Mach Basic, the boys also behave very differently by region.
different: In Zurich the figures are stable, in Basel, Berne and
Lugano, young visitors increased by 25 to 60 percent, while the
Cinemas in Lucerne, St. Gallen and French-speaking Switzerland despite new multiplex cinemas
have 15 to 30 percent fewer young.
Matthias Luchsinger This
regional differences seem strange to me, because the range of films
was about the same everywhere. Also based on the ticket sales I can
not understand them. Although I want the statistical accuracy
of the Wemf. But I do have to put a question mark
concerning the number of samples in the regions in the young
Set target group.

WW Maybe
However, the rising DVD sales and the increasing demand for
did the permitted parallel DVD imports have an influence on young people?
Matthias Luchsinger About this
simple answer: In the nineties, we had a lot of
an average of 15.5 million moviegoers per year. In the years
2000 to 2004, we arrive at an average of 16.5 million. The
Cinema admissions have therefore clearly increased. Of course, the pressure is increasing
due to parallel imports and the ever shorter time between
movie and DVD release. But this in turn spurred on the cinema owners
to make the cinema experience even more exclusive, to make their cinemas even more
more attractive and to open up new regions with new cinema centers.
to open up.

WW But
With young moviegoers, it's all about the price - and that's where a
DVD rental is much cheaper than a movie ticket.
Matthias Luchsinger I can't and don't want to say anything about the film industry's pricing policy. The important thing is that the movie theater experience is unique.

WW Another topic: How did the digitization of cinemas start?
Matthias Luchsinger The
digital cinema has been a reality since July 1. After the summer break
We did not, of course, expect a rush of sales. In the fourth quarter
but an initial effect is noticeable - and particularly important: the
Sales talks for 2006 are going very well. The trend is also
visible that thanks to digital technology, an extremely large number of TV customers are now also
cinema because they no longer want to re-book their TV commercial for the cinema.
have to produce. That is why I can already say that in 2006
will record an increase in sales.

WW Actual
the new digital bridge between cinema and TV is the reason why the
Cinecom recently took over the marketing of the German private broadcaster Kabel 1
from IP Multimedia?
Matthias Luchsinger The
digital bridge is sure to help us to carry our weight in the audiovisual sector.
to strengthen the market. If, on the other hand, a broadcaster changes marketer, it promises
I assume that this usually results in more sales.

Interview: Markus Knöpfli

"Practical and true to life" is how the new
Christian radio station Life Channel, which was launched on October 1, 2005.
and not "theologically high-flying", it says in a
Message from the SDA. The program is available around the clock via cable and
Internet and is intended to appeal to people over 30. Nevertheless
Life Channel, however, is a radio for the whole family and also includes
Children's and youth programs. What all programs have in common is the
Orientation towards basic Christian values. The editorial team is made up of
one editorial director and seven editors.
Musicstar winner Carmen Fenk will present the charts. Produced
The program is run by the organization Evangelium in Radio und
Television (ERF),
which includes the TV program "Fenster zum Sonntag" on SF2
co-produced.

Racism The new campaign by Wirz Werbung for the Foundation against Racism and Anti-Semitism promotes the fight against marginalization.
The Federal Department of Home Affairs is moving the Foundation against Racism and
Antisemitism (GRA) is focusing this year on the topic of "Discrimination in everyday life".
Center stage. The third campaign is also being managed by Wirz Werbung.
The agency has previously addressed the problems of "violence" and "racism" on
provocative way successfully "from the regulars' table to the table of the nation
brought", as CD Hanspeter Schweizer is pleased to report.
Last year's campaign was even featured in the editorial section of the
Spiegel news magazine attracted a great deal of attention. It was provoked
a discussion about how far the questioning of racist jokes itself
can work with such prejudices when writing texts, for example:
"What do Thai women do when it gets dark? - Light." Like the
Swiss women too.

Less provocative
These posters have caused quite a stir. Representatives of
Minorities have complained, says Schweizer, but he concedes:
"The higher the level of education, the higher the acceptance." This year
Wirz Werbung wants to be a little less provocative in its basic tone. Once again
But it's about using a creative idea to "overcome the sleeping majority".
to catch them on the left foot", to shake them up and to raise an issue in
that would rather be kept under the table.
"With only limited resources available, it is all the more
It is crucial that the maximum effect can be achieved:
striking, provocative and involving", the briefing demanded.
At the GRA Foundation, Ronald Bernheim, CEO of Mondaine Watch, presented the
overall responsibility. Following the death of Sigi Feigel 
President. The "Discrimination in everyday life" campaign works with
marginalized people of all kinds. Prejudices against
Skin color, religion, nationality or sexuality are associated with
multiple choice subjects.
CD Hanspeter Schweizer wants to "reduce, because
you can't use the medium of posters and advertisements for complicated issues.
can convey". His recipe is: "Little on the poster, so that much
can be moved." The advertiser is convinced that ads always
have to become more bold, because hardly anyone takes the time to read them anymore.
of the small print. Just a little more text
Shaking things up and polarizing is the key to stimulating the target audience.
will continue to deal with the topic. Schweizer compares
the process with mental acupuncture: "We have to use individual needles to
to make something happen."
In the commercial, this works according to the rules of successful sitcoms. As
Music is played on a piano, as in the screening of silent films.
The jokes are met with laughter from an invisible audience.
supported. The commercial shows comical situations like in the films with
the hidden camera. A man in a restaurant drinks on purpose
several times from his neighbor's glass until she, exasperated, leaves the table.
changes. A jogger in the neighborhood is showered on purpose when in
someone is spraying the lawn with a hose. At the
Classic with the sliding door, a man is constantly standing in front of closed
doors, while everyone else can enter. Leave in a park
all the people flee the benches when a young man tries to get into their
center. An invisible laugh, then the claim is too
hear: "Anyone who is discriminated against experiences it every day" and as a result
the request "www.stop-diskriminierung.ch".
The film was produced by Zurich-based Pumpkin. The spot in length
of a movie trailer was shot on video to emphasize the character of the
to be able to copy "Candid Camera". But the actors were
Actors. Director Frieder Wittich has developed a special
known for his "lucky hand", which he demonstrated in spots for Pneu Egger or
McDonald's Germany has proven.

Minorities stay outside
In the new spot, the agency has deliberately not included any minorities this time.
actors so that the audience can laugh as heartily as possible.
This turns the viewer into a possible perpetrator - without
is preached against violence in a schoolmasterly manner.
In the first campaign, a movie made the headlines in which
which two actors are performing on Zurich's Paradeplatz.
a fake brawl with the help of a hidden camera - and the
Most passers-by just looked on.

Commitment continues
During this filming on the Paradeplatz, thirty people from the
Wirz agency is ready to help the "extras" after they have run away around the
to ask for broadcasting rights. From the extensive material with
many undecided and more or less helpful passers-by are
training videos have been shot. "The campaigns are just one of the
channels of education," explains the GRA. The foundation wants to use advertising
and also provide education in schools, for example. In addition to
various publications, a book is also published periodically about
racist incidents in Switzerland.
Thanks to the commitment of Cinecom, the new films will be shown for two weeks.
in Swiss cinemas free of charge. The following have agreed to broadcast
Sat 1 is also involved in the advertising campaign.
with the Swiss Press Association. With Plakanda/ ClearChannel you are
on good negotiating terms for a second wave of billposting in the first
Quarter 2006.  

Andreas Panzeri

Commuter newspapers The former
deputy editor-in-chief of 20 Minuten, Dieter Liechti (44), is
is back under contract with his former employer. How the end of 2003 -
on the occasion of the Tamedia takeover - who has since resigned as
Thun, who works as a journalist and consultant, confirmed on request that he works
since the beginning of August for the Norwegian publishing house Schibsted on
mandate basis for the launch of the successful title for the German
Market.
Liechti, who brought 20 Minuten to Basel and Berne in 2000, is part of the
of a project team that is reportedly stationed in Frankfurt.
is. The company does not disclose the nature and scope of its know-how transfer.
Schibsted contacted during an Alinghi assignment in Malmö
The paper maker is cautious: "In comparison to the almost six-year-old Swiss
Original we are certainly taking a step forward - especially in
Towards emotionality." Whether, when and in which alliance 20 Minuten
Germany, however, he does not know either. (oc)

Multilingualism Publicis has launched a poster campaign for the Oertli Foundation to promote the second national language.
The white Swiss crosses on a red background. The lower
It makes sense on closer inspection. Now you recognize the over
cross-written words - each in two different
National languages. Whether as a translation, as an interesting relationship (e.g.
AMANT-BRAUT) or as a small difference with great significance (e.g.
BLUME-PLUME) - the word pairs always make you think. To
We should think about multilingual Switzerland, whose
national entity is made up of the different language regions
is composed of.

Building bridges between the Swiss language regions
"Understanding connects." This is the motto behind the 1967 Zurich
industrialist Walter Oertli. The aim of the
politically and denominationally neutral Oertli Foundation is to promote
of building bridges between the Swiss language regions and the
Strengthening internal cohesion through better mutual understanding
Understanding. According to the Articles of Association, this aim is to be achieved "through the permanent
intellectual communication between the different parts of the country, through deepened
Information about the different language and cultural groups and through
the penetration of the Swiss way of life and thinking on the other hand
side of the language border" can be achieved.
The campaign by the Zurich advertising agency Publicis brings the cause of the
Oertli Foundation in a striking and witty way. The series with
more than a dozen subjects in German, French, Italian and English.
Rhaeto-Romanic in F200 format is available from now until the end of October in the
throughout Switzerland.

Andreas Panzeri

Berner Tagespresse Saving at the Bund and Berner Zeitung: How much more should the papers cut back?cost-cutting measures and layoffs of
possibly three to four people each on the editorial boards both at the
as well as at the Berner Zeitung: This once again raises the question of
whether the Berne model, which was launched last year, can work.
had been launched to save the bund.
Specifically, the job cuts at the federal government are affecting two experienced journalists,
as recently became known. The Board of Directors had, contrary to the
initially emerging agreement, proposals from the editorial team rejected,
the two terminations with a reduction in the workload
to catch.

Let the market decide
But will this get the traditional paper out of the red?
"It's possible that the jobs we're cutting will be enough," estimates
Editor-in-Chief Hanspeter Spörri. Further measures, including the
subletting vacant premises in the company's own premises, shall
bring the required half million francs in savings. Whether it
Spörri does not know definitively whether there will be further job cuts.
to say. He said the future of the paper depended on the will of a possibly
smaller editorial team to create an independent daily newspaper.
And here applies unchanged - and thus the whole Bern model
the sentence: Let the market decide.
The same applies to the Berner Zeitung. There, too, the editorial team had to
slim down. According to Espace Publishing Director Franziska von Weissenfluh
this has already been done in part. She values the reduction of 1.8 positions
However, it is considered small compared to the size of the editorial teams of the two
titles (over 100 employees at FC and 65 at the federal government). In comparison
with the "tragic" job cuts at Anzeiger Region Bern.
the degradation bearable.
Since the beginning of the year, the advertisements in both titles (complete edition) have been
decreased by 10 percent compared to the same period of the previous year. What now
are "necessary structural adjustments," according to von Weissenfluh.
While both newspapers differ - the Bund as a quality newspaper
and the BZ as a broad forum newspaper - in content, journalistic
approach and with the target audience, but ads run in parallel in both
Scroll. Experience shows that the advertising industry does not appreciate it much when they
suddenly have to advertise in two titles at the same time, where before that was
selectively possible, and pay an average of 30 percent more for it.
even if, for example, an advertiser is offered better coverage than the
is in no way helpful. Von Weissenfluh denies corresponding
Difficulties. "We have only received positive feedback from advertisers.
We got reactions," advertisers had nowhere in the Espace Mittelland...
a comparably good coverage. Responsible for the
The decline in advertising is also due to the absence of ads from the
Wholesale distributors.

More efficiency required
The publishing director is optimistic about the federal government.
hope to be in the black with the federal government as early as next year.
Writing."
But how far back can editorial departments spell out to
already several slimming cures have not yet further
to have to cut back? The publishing director is convinced that
the editorial offices can still increase their efficiency. But Hanspeter
Spörri of the Confederation has in previous interviews, so in the weekly,
repeatedly explained that the dismantling had not yet affected the editorial
but that quality journalism has its price. Spörri
also sees opportunities for its business in the current structural change of the press.
paper, which he wants to be understood as Bern's little NZZ: "We will be
focus even more on backgrounds, analyses and reports.
We tend to leave the pure news business to the
electronic media and the free newspaper."
One thought, however, seems taboo until now. How to continue when the
Quality leaf not recovering financially? Will the federal government in
this case to the federal government in the BZ, or does it disappear altogether? "If a
of the newspapers is seriously damaged, then I would object that
we never thought that far ahead," says Spörri. But he is still
still convinced of the Bern model, which, despite possible further
Cutbacks journalistic competition also at local level
would make it possible. "This challenges and allows the editorial teams,
different newspapers for different reader groups
design."

René Worni

Location marketing An advertising expert has
"Esprit de Genève" into a brand. He also has the right product
free wireless Internet. "If you don't have oil, you need ideas," says
Charly Schwarz. And the independent Geneva-based advertising expert and
Communication consultant enough. And so he created "L'Esprit de Genève", the
Spirit of Geneva, deposited as a trademark. The idea also goes back to him,
Geneva with nationwide wireless Internet access (WiFi = Wireless
Fidelity). But for free, please, rather than from the public
paid public service.
Charly Schwarz, 45, was born in Geneva and is of Polish-Cuban descent.
Ancestors. After several years working for the media agency Initiative
Media, he decided to set up his own business. Today he is
freelance communications consultant, which gives him time for his
passions. For his company Anda, for example, which
reforesting the Amazon rainforest. Or for the association L'Esprit de
Genève, which Schwarz founded and which is responsible for the image of Geneva and the
to redynamize relations between civil society and politics.
The Esprit de Genève has been recognized since Henri Dunant, the League of Nations and the
legendary summit meetings between Reagan and Gorbachev whenever
when it comes to Geneva's international reputation. But
Charly Schwarz is now its sole owner. "Stop! Stop!",
he interjects briskly: "You've got me wrong!" Earning money
Schwarz does not want to use his brand: "We make the name available to everyone.
that promote the image of Geneva." Nevertheless, the
Use of the brand name not free of charge. Schwarz insists on a
In return, the association benefits. "Let's assume that the
Tourism Office wants to launch a promotion campaign for Geneva called 'Esprit de
Genève'. In return, we would like the support of the
offices for one of our campaigns."

City of hospitality
A kind of location marketing for Geneva as a financial center? "In Geneva
nobody does anything without subsidies. That has to change. You have to
show that even large projects can be realized without state aid
can." That's why he founded the association, in which around 200
Representatives from business, politics, administration and the media took part
work to restore the spirit of Geneva to its original meaning.
give. Throughout the centuries, Geneva has welcomed refugees.
It is a hospitable, cosmopolitan city with a high level of
Quality of life: "This spirit belongs to all those who contribute to the radiance of
Geneva."

The ashes of Henri Dunant
Founded in June 2004, the association finances its activities by
exclusively through private contributions and has already been awarded several
actions have attracted attention. For example with a publication about
the Geneva cemetery Le Cimetière des Rois - a little-known
urban jewel, where the most important names in Geneva are buried.
has a name. Then also with an inventory of the most beautiful beaches on the
sea or with a map of the existing wireless
Free internet access. The "Geneva 100 percent WiFi" project is part of
to this as well. "Imagine the advertising effect for Geneva!",
Schwarz is enthusiastic: "Geneva would be the world's first and only
important city with such a public service - even
Cities like New York or Bilbao are still at the experimental stage."

Just in case the Internet capital Geneva doesn't work out,
the bustling president of the Esprit de Genève has other arrows in his
quiver. For example, an electronic inventory of all "makers and doers
of the Geneva nomenklatura in business, culture, politics and art". And
He meditates on the next coup: the repatriation of the ashes of
Henri Dunant to Geneva. The founder of the Red Cross was named after his
expelled from Geneva by Puritan Calvinists and died
1910, poor as a mouse, in exile in German-speaking Switzerland; he is buried in Zurich. The
is not worthy of the spirit of Geneva. And where Charly Schwarz is right,
he is right.

 
Helen Brügger

Music The Collegium Novum Zurich, all about the
The company is committed to the promotion of contemporary
concert cycle in 2005 under the title "Voices". A not quite
everyday implementation, the creation of Wirz with AD
Chantal Ehrensperger came up with: Robot dog Aibo, megaphone and
Marshall amplifiers stand out as a modern interpretation of the historic
Logos of "His Master's Voice" emphasizes the modernity of the compositions.

On Wednesday evening Fritz Schuhmacher
his resignation as Vice Chairman of the Board of Directors (BoD) of the
PubliGroupe explained. Schuhmacher had decided to leave for personal reasons
decided to leave the BoD and resign from office with immediate effect.
the advertising group announced. The Basel
Advocate, who has been a member of the Board since 1992 and Vice Chairman since
1995, has been investigated for property offences against
his company Internationale Treuhand AG (Itag) came under pressure. The
PubliGroupe-VR has nominated Felix Weber as new Vice Chairman.
Weber, born in 1950, was newly elected to the BoD on May 4, 2005.
He is also a member of the Boards of Directors of Syngenta and the
Cablecom's parent company. From 1998 to 2004, he was CFO of
Adecco Group. Previously, he worked as a project manager and then as a
Partner of the consulting firm McKinsey & Company in
Zurich active.

The two printing plants in the city of Berne, Rub
Media and Graf-Lehmann are joining forces as of January 1, 2006.
production facilities together. Together they will develop the Rub Media
Graf-Lehmann AG. The merger will create a
Media company with around 40 employees. The new Rub Media
Graf-Lehmann AG will terminate all current contracts of both companies.
take over. All jobs will be concentrated at the Graf-Lehmann site. The shareholders Bruno
Grütter, Heinz Hunziker, Pascal Rub, Peter Rub and Rudolf Zundel plan
According to the communiqué, there will be no redundancies. The chairmanship of the new
Rudolf Zundel (today CEO Graf-Lehmann) becomes CEO.
take over. As of January 1, 2006, the Board of Directors will operate under the
Peter Rub will take up its work. According to the press release
The possibility of the merger has already been created in the coming months,
investments of around 2.5 million Swiss francs.

Outdoor advertising LED screens as advertising space are familiar from railroad stations. Now Affichage is installing an outdoor e-board in Basel for the first time, even on days without sporting events.
over 18000 vehicles pass the St.
Jakob-Strasse-Brüglingerstrasse in Basel. But when the
adjacent St. Jakob Stadium FCB goalie Pascal Zuberbühler will be
parades or Roger Federer in the neighboring sports hall.
Swiss Indoors wins, then the intersection is sometimes swarming with
Thousands and thousands of people.

Advertising signpost
At this very junction, a concrete tower has recently been erected with the wide
St. Jakobshalle Basel", which will soon open its doors to the public.
function as a signpost. There is also a ticket office, a
kiosk, a bus stop and an ATM are also integrated. In addition
the tower also serves as an advertising space. Because the outdoor advertiser
Affichage has reached the crossroads via its subsidiary E-Advertising.
A 14 square meter e-board was installed on the tower façade,
which is expected to go into operation on November 1. The e-board is equipped with
four illuminated strips that surround the tower façade, electronically
coupled. If the logo of a company lights up on the screen whose
base color is green, the three-meter-wide stripes turn green.
also green. If the logo changes, the stripes adapt to the color.
accordingly.

Only slightly animated advertising
The affichage is also a challenge in terms of urban planning and aesthetics.
view is proud of this "novelty in outdoor advertising". Because until now
such electronic boards are only permitted indoors. On the
LED screen on the Basel Tower is in contrast to the
Affichage-E-Boards in station concourses due to traffic safety only
"slightly animated advertising" and no commercial allowed, like Ueli Ritschard,
Managing Director of E-Advertising, explains. "The e-board on the
We use the sports hall tower for branding and image advertising",
he says. "We're certainly not building a Piccadilly Circus here." Customers,
who wish to take the E-Board must commit to at least one
six months and then share the presence at the tower with a maximum of five
other advertisers. The six logos are alternately displayed 15
seconds every day between 6 a.m. and midnight. The
Subject change and the light strips that adapt in a flash
guarantee a high level of awareness. A six-month occupancy
costs the advertising customer 39,100 francs net, a whole year 66,300 francs. With Amag, Ritschard has
already concluded an initial contract, with further interested parties
he is about to graduate.

The client initially had an LED screen of inferior quality
and only for information within the framework of the public guidance system
tendered. "We suggested purchasing a more expensive e-board,
but to refinance this with advertising," reports Ritschard. That came
to: Affichage was awarded the contract.
Whether e-advertising will soon be operating similar e-boards elsewhere
can take? The opportunity is great, "because LED surfaces are increasingly being
for the façade design," says Ueli Ritschard.

Markus Knöpfli

On October 24, 2005, the television station
U1 will launch its previously announced free program guide. The
daily circulation will be 100,000 copies, a definitive name will be
is still missing, however. The booklet is to be published in 150 former
Metropol boxes in the city of Zurich. In addition to a
Program grid with all free TV offerings in the region will be available on
a total of at least 16 pages of information on all feature films in the
day, as U1 writes in a press release. In addition
the magazine with reports and interviews on the television programs
to come up with. In an interview with Werbewoche, U1 project manager
Peter Kölbel as the reason for launching his own
program guide stated that the daily newspapers did not include U1 in their
program overview (cf. Werbewoche of 22.
September 2005). TVTime was named as the working title.