Internet Contexta presents Swisscom with a striking anniversary serenade for "Schools on the Internet".
Swiss public schools is strictly forbidden. Only
Sponsoring projects for educational purposes that are approved by the Federal Office of Education
and science are considered to be an acceptable form of
of marketing activities in schools, according to the umbrella organization Schweizer
Teachers. One such example, which is itself a
advertising channel is Swisscom's education initiative. Under
Under the motto "Schools to the Internet", the telecom group is taking its
social responsibility and, since 2001, has been closing all
interested schools to the Internet free of charge. The
Success proves Swisscom right. "The targeted number was reached even earlier
than planned," confirms Contexta CD Jürg Brechbühl.
In the meantime, the 4000th school has already been connected to the Internet - the
Collège de la Cité in the small village of Chavornay in Vaud.
Swisscom is naturally delighted about this anniversary and would like to thank
with the fourth wave of the Contexta campaign. In it, a
School class consisting of icons serenade the provider with a special song
and captures this in an original class photo.
The fact that free engagement also serves as a tool for acquiring young,
private new customer fulfills his goals, hardly anyone should doubt it.
The thank-you serenade from Swisscom subsidiary Bluewin is now waiting for
probably the pupils.

Luca Aloisi

TV For the second time, the lovably evil Screeny invites you to the annual Swiss industry event Screen-up. In the ad from Cavegnwerbung, the precocious, young advertising character knows exactly how to get to a
affordable knowledge advantage. Probably thanks to the congress module, which
is taking place for the first time and at which national and
international opinion leaders for TV advertising and television marketing
meet. Among others, the designated new head of RTL
Anke Schäferkordt and Sat-1 boss Roger Scha-winski. In addition, the
screenings a free look into the future of AV media.

Column Whether Germany's next chancellor will be Merkel
or Schröder, this election was a lesson in how the media instrumentalize the polls.
Germany made history. In the end, this time it was actually a
Head-to-head race between the two shrunken mainstream parties CDU/CSU and
SPD. And then, when everything was over, we were allowed to go to the
Elephant round of television a still incumbent Federal Chancellor
who, with a showy arrogance, is able to influence the media and opinion polls.
attacked him in equal measure; as if they were to blame for his defeat.
As absurd as this spectacle was, it provided the occasion for a
Review.
In addition to the media staging of the election campaign, which is now
economic logic in the competition for audience attention,
also includes the role that opinion research plays in the
media coverage. Over weeks and months
there are the latest "water level reports" almost daily on the so
Sunday question (How would you vote if next year's
weekend?). Journalists play the
different institutions against each other, compartmentalize and
over-interpret divergent election forecasts - however
usually without researching which researchers work how seriously and
who have been known to cheat in order to keep their clients happy.
enjoy. There is also little discussion about the influence of the
surveys have on actual behavior: After all, this time
a few percent more voters would have been smart enough to vote with
strategically base their voting decision on the forecasts.
the CDU/CSU, for example, from becoming too powerful.
let. In this way, opinion research becomes "self-fulfilling" wherever possible
or the "self-destroying prophecy".
Likewise, many journalists stubbornly refuse to acknowledge
that election predictions cannot be accurate. They indicate
fluctuation margins and therefore inaccuracies. Dispute over deviating
percentages rather reveals the - striking! - ignorance of many
policy editors with regard to the methodology of empirical
survey research rather than being enlightening on the matter itself.
However: If media representatives were to inform their audiences about the limited
inform about the informative value of election polls, they would also be
favorite toy during the pre-election phase. And thus one
cost-effective way to dramatize the election as a "horse race"
and thus increase circulation and ratings. This time the deviations were
between the latest estimates of the pollsters and the election result
However, the differences are so great that even the pollsters themselves are puzzled.
The grande dame of demoscopy, Elisabeth Noelle, as well as the
renowned American professor of journalism Philip Meyer already
decades to promote "precision journalism". Both
call for more social science expertise in the editorial offices
handling survey data and statistics.
There are hardly any media-related degree programs today in which
such basic knowledge would not be taught. But it has borne fruit
hardly ever. Surveys and other social research are then
reported if they have entertainment value. How and why the
Unfortunately, too few people are interested in the results
Journalists. And also who the client of which
study, they all too often withhold them from their audiences.

> Stephan Russ-Mohl is a professor of journalism at the Università della Svizzera Italiana in Lugano.

The Swiss Federation of Trade Unions (SGB)
made a splash on Tuesday with an advertisement in the Bund and the Berner Zeitung
for an uproar. The advertisement promotes a "no" vote on the
Extension of Sunday working on November 27, but SBB boss
Benedikt Weibel, who is campaigning for a Yes vote. "I work on Sunday
I don't usually do that - I stick to the Bible," says Weibel.
quoted in the advertisement. These words are taken from a personal interview with
Weibel in the Bund in January 2003. In the advertisement, Weibel's true
View not recognizable.
However, the provocative SGB advertisement is no longer to be printed.
SBB has asked the media to submit a cease-and-desist declaration by
on Tuesday, September 27, 2005 at 5:00 pm. According to a
SGB media release are the Tages-Anzeiger and the Basler
newspaper complied with this request. The two publish
Publishers will not publish the advertisement booked by the SGB today or tomorrow. According to
SBB media spokeswoman Michèle Bamert also informed the Berner Zeitung and
the Federal Government submitted the cease-and-desist declaration in good time.
SGB spokesman Pietro Cavadini regrets that the two publishers have
freedom of expression in their advertising columns under pressure from SBB
would have sacrificed. The SGB emphasizes that the advertisement is mainly about
the fundamental question of the extension of Sunday work and not about the
Person Weibel. In response to the question as to why SBB
Bamert replied that the SGB had been in contact with the
the advertisement on the one hand without permission the portrait of Benedikt
Weibel and, on the other hand, Weibel was clearly in favor of a Yes vote on the
November 27. Bamert also emphasizes that the advertisement
violated Weibel's personal rights. "We are aware of this,
that the SGB advertisement is a gag. However, we regard the gag as
It's not worth it," Bamert explains to Werbewoche.
According to the SGB, Weibel has instructed his lawyer to act on behalf of SBB
to take action against the SGB. "We will only do so at a later date
decide whether we will take legal action against SGB," explains
Bamert told Werbewoche.
Rona Grünenfelder

Martin Hofer now wants to put his broad experience as former editor-in-chief of "10 vor 10" and SonntagsBlick to good use at Burson-Marsteller.
until recently like the PR messages from other agencies on his laptop
received as "spam". Martin Hofer has now reorganized his mailbox
programmed. However, as a man of the media, he has not
interfaces do not have to be completely redefined.

At the interface between politics and business, Hofer is already
for a long time. On "10 vor 10" and SonntagsBlick, it was he who
determined which stories were driven with which power. From
this experience and the know-how previously acquired as a
He teaches political journalist expertise and network for the new job
Burson-Marsteller with him. However, he wants to make the famous "change of front".
a little more complex.
Journalism is increasingly only reporting "when it sparks and
hisses", he states, "why the sparks and hissing occurred,
is not even asked". Now he sees himself more "on the side
of development". This is where he can have an influence as a communications consultant,
shape a topic in the long term.

The new consultant at Burson-Marsteller is "not entirely chaste" in
PR matters. Even before joining "10 vor 10", he worked as a
Freelancer for the former PR agency Dr. Dieter Jäggi in Bern
worked.
Martin Hofer studied law as his main subject and also attended
Media studies and history. More than a future as
However, he was attracted to journalism. Already at school in
Gstaad, his professional career had become apparent: "At the
Writing essays and in gymnastics she usually got an F." While
During his time at university, he was then allowed to write for the trade journal Sport very
quickly report on top football. "Today Madrid, tomorrow
Amsterdam, commentating on elite national football: That was for one
an enticing world for young journalists."  
Poached by the Zürcher Tages-Anzeiger newspaper, the sports journalist was able to
Combine your passions, sport and politics, in the best possible way. Fridolin
Luchsinger was the first editor-in-chief of the TA relaunch
SonntagsZeitung. As he himself used to be head of sport at Blick
he gave the "sportsman" the decisive chance: Hofer
became one of two Federal Parliament correspondents for the
SonntagsZeitung.

On Saturday afternoon the political articles, then in the evening off to the
Reporting on a soccer match: Hofer filled in until
In 1992, another change was due. The new world
opened up on "10 to 10". "The offer from Jürg Wildberger, the
I simply had to learn the TV trade." He started with
film contributions from the Federal Parliament, soon became a producer and in 1997
Deputy Editorial Director. Finally, as head of "10 vor
10", from 1999 to 2002, he was instrumental in creating a credible image of the
news magazine.
"A lifetime of puberty is boring," was his credo. He led
the flagship of the later evening away from pure infotainment
into a serious news magazine. Thematically, he added more politics,
abroad, business and science: "The lightness is nevertheless
was not lost. And the ratings went up." His best day
was "when the audience researcher told me that we had the same
Credibility like the 'Tagesschau'. Then I knew: you have a
did a good job." The fact that after his departure a tabloid course
was smashed, "I could only keep turning my head over and over again.
shake".
He was to make the same course correction in 2003 as editor-in-chief at
SonntagsBlick. After the Borer affair, the paper was "in misery"
and demanded new standards of value. "The start was great. But soon
There was no longer any agreement on the journalistic orientation and
who has to decide what," says Hofer, summarizing his few months as
editor-in-chief at Dufourstrasse.

After his quick departure from SonntagsBlick, Hofer is back with two
friends - "soccer fanatics like me" - in the same week
left for Brazil. He watched 15 football matches of the best clubs
had a look around there. He knew many of the club managers from the
time when, together with a colleague, he was able to open the
Crowd-puller Philips Cup with several Brazilian teams
co-organized the event. He gave himself another flashback at the
Zurich University, where Hofer "as a bohemian" gave two lecture cycles on
philosophy to the full.

The new freedom also has ideas for self-employment in the area of
Maturing journalism and PR. Hofer noted that despite exciting
mandates and great cooperation with the Witikon agency O2 but
soon realizes that he wants to have people around him to work with - a team that
and which it can supply with input. He did that with
Burson-Marsteller has now found him. At the renowned agency, he meets
"to highly professional colleagues".
Strategist, idea provider, writer: that's what Hofer now wants to be at
Burson-Marsteller as Senior Consultant in the Public Affairs segment
realize it. He hopes to work with the group led by Marie-Louise Baumann
to fight for a mandate for a referendum campaign. His
He also wants to use his experience in media training - namely
not just for politicians and the CEO, who have to go into the arena.
Researchers, doctors and even firefighters are also constantly being criticized by the media.
more required.

Sport is still one of Hofer's passions in his free time.
He plays an offensive role at FC Seefeld, but not with the
advertisers, but at the real proletarian neighborhood club. Finally
lost two games. Hofer prefers to flush out such frustration
in a very unproletarian way: with a glass of fine Italian red wine.

Andreas Panzeri

E-marketing Despite the flood of e-mails and spam, electronic mail continues to be a promising marketing tool.
potential customers, the e-mail channel opens up good opportunities for
chances of reaching the target in the competition for attention around the globe.
reach. Brand-new, customized and emotional. According to studies
the content is read by almost every second recipient if the
message offers added value and arrives at the right moment.
"Email marketing is and remains the dialog instrument par excellence
and therefore the ideal way to reach the customer," says Gerrit Taaks, partner and
Co-founder of Unic Internet Solutions.
The advantages are obvious, he explains: Cost savings
compared to traditional direct mailings, high flexibility due to short
Preparation and response times and high response rate thanks to
personalized messages and offers.
But which message should be communicated to whom? That is also here
the key to success. Clear goals and priorities are
indispensable, explains Taaks: "Which recipients do we want to offer which
convey a message? Do we want to increase the level of awareness
launch cross-media sales promotions or additional
Achieving online sales? For Markus Gabriel, Managing Director of
Angelink, it is clear that anyone who believes that proven knowledge from the
classic DM to the Internet is making a huge mistake.
For the recipient, the immediate benefit and relevance are
of an e-mail to decide whether to unsubscribe or open the e-mail,
reads and clicks on the links. Not an easy task. But offers
this building block of customer relationship management thanks to
significant response tracking offers a high benefit - and that with
not only for high-involvement products. Unlike here
countries, many manufacturers of fast-moving consumer goods rely on
Anglo-Saxon countries to e-couponing by e-mail.
Competitions are still more common here as an incentive. One reason
Andreas Widmer, CEO of Futurecom, sees the reason for this in a logistical
Gap. The collection agencies for the e-offerings were still missing.
Retailer support. Nevertheless, offers with targeted
support e-mailings well. E-mails without utility value, on the other hand, are
quickly associated with spam.

Shortcomings in implementation
The ever-improving online address quality and shipping technology
However, all too often there is still a gap between concept and reality,
i.e. the type and content of the commercial e-mails. With the
effective implementation of e-mail campaigns, many experts still see
a lot of catching up to do. On the other hand, e-marketing trumps
the classic DM in the performance review, which does not include any
has media discontinuities. "For the most important metrics such as
opening rate or click rate, an anonymized measurement is sufficient
completely, so that the data protection aspects of the
is fully met," says Taaks. And: Some solutions
offer the possibility to react to clicks or other events.
perform routine actions fully automatically. Good examples of this
are automatically generated reply e-mails for standard questions,
Birthday greetings or confirmations of participation in surveys and
competitions.
Despite spam, viruses and fraudulent e-mails, you can assume that this is the case,
that thanks to more sophisticated software solutions and more sophisticated
CRM models, e-marketing will play an increasingly important role in the media mix in the future.
role will play.   

Luca Aloisi

The Diwisa Distillerie Willisau has a
launched a new customer lifestyle magazine. The magazine is called DIWA and was
designed and developed by Insider Verlag in Lucerne. The publishing house is
publisher of the Central Switzerland leisure magazine Insider and wants to
increasingly establish itself in the area of corporate publishing. The new
DIWA customer magazine provides an insight into the catering and nightlife industry.
The content of the first issue ranges from reports on
the creation of the Swiss vodka Xellent about the insight into the
Jägermeister's corporate philosophy through to a list of
trendy clubs in Switzerland. There are two to three appearances
per year are planned. DIWA goes out with a print run of 5000 copies to
and is to be published "initially in German", as Insider Verlag writes.

Print For some time now, 22
Large publishers and Publimedia are working on a simpler tariff model.
At least 15 titles are now ready to take their first steps as of 2006. Every year, the association publishes
In its annual report, the Swiss Advertising Agency SWA published a
long list of demands that he would like to see in terms of handling and wage policy.
the media. And by far the longest regular focus is on the
wish list to the print media (see box). In fact
A year and a half ago, a group of publishers together with Publicitas
and presented a proposal last June.
However, they only devoted themselves to newspapers - and here, for the time being, only
the 22 regional and national titles. Sheets with editions
under 50,000 copies remain untouched, emphasizes Rainer Sauser,
Marketing Director at Publicitas and project manager for the
tariff model. One more thing should be said in advance: There is no
document, which lists all of the working group's proposals but does not include a
software used by the 22 publishers to analyze the changes and their impact on
were able to simulate their own sales.
Nevertheless, there are a number of points that indicate the direction in which
the new tariff model, such as the basic tariff. Today you pay
generally applies the millimeter price for black and white advertisements and sets
a whole range of color surcharges (such as Pantone-,
European scale, house or special colors). In contrast, the
Working group on the one hand fixed prices for four-color fixed formats such as
Panorama pages (2/1), full pages (1/1) and half pages (1/2)
but, at the same time, to offer individual formats a
millimeter price for two- and four-color ads. Whole
according to the SWA's taste. The aim: to get rid of the unnecessary, provide a better overview, more
Clarity, easier comparability.

Delete the term "advertising"
Another point: fixed formats that are not in high demand - currently, for example
Panorama ads - should be cheaper in terms of price per millimeter
tariffs can be offered if this is not possible for a publisher due to
demand and availability appears opportune. Then the
working group will reward all those customers with a discount who
their advertisements ready-made and in accordance with certain technical standards (e.g. in
the quality of the data transmitter Print Online). Who this
does not do so will have to pay a processing fee in future. Today it is
vice versa: those who deliver good data quality are penalized because they
the same amount as the customer whose advertisement is still to be recorded.
must.
The working group also accommodates the SWA on other points, such as
when it proposes deleting the term "advertising" in future,
However, text connection advertisements as such will continue to be offered - naturally
with placement surcharge. It also recommends that job advertisements
and thus reward loyal customers. Also with the inserts
the Commission follows the SWA and calls for simplification by
proposes a price by weight, which already includes all further
price aspects such as format or any post-porti.
However, the working group completely ignored one point: the old
SWA's demand that the pitch tariffs should be in line with the prices for commercial
advertisements are to be harmonized. Sauser confirms: "The abolition
of this price difference is not part of our proposal." Because
This is about high turnover. In addition, many titles for jobs
additional expense in the form of extra bundles and sometimes even with
editorial contributions.

Deviations from standard possible
In summary, it can be said that the new tariff model
is primarily based on a new philosophy. Instead of a
base price and "scaring" customers with surcharges,
now tends to offer favorable fixed formats, whereby
deviations from the standard are possible, but result in a price surcharge.
have. However, the tariff structure is only simplified to a limited extent (see box
right). And even if a publishing house were to combine all these innovations in one
blow, his tariff documentation would not be any smaller.
"Our proposal is not a revolution," says Sauser.
Sauser and the working group seem to have made good progress. Because on
the Publimedia Forum on September 26, the following feedback was received
before: Of the 22 major newspaper titles mentioned at the beginning, 15
has announced that it will adopt parts of the new model in 2006. Cancellations
none were available, the remaining titles had not been published by the Forum
just not yet decided.

The goal: an industry solution
The 15 titles that are ready to go lead the integrated
color millimeter price (although some titles in French-speaking Switzerland already do this).
did in the past) and are now black and white for one millimeter each,
two-color and four-color list. All of them also pivot on a
weight tariff for inserts, if they have not already changed this.
had. In addition, 13 of the 15 titles offer fixed formats with discounted
prices, although the extent of the discount varies.
The same titles also carry a processing fee for fixed formats
for qualitatively inadequate data deliveries. Furthermore, 13 titles
to a discount for job advertisements. However, only two newspapers
will refrain from using the term "advertising" in the next tariff documentation.
Sauser is satisfied. "We've taken a significant step forward," says
he. This is a good basis for further work. Because now
only completed Phase I. "Ultimately, an industry solution is the
goal," he says. "If we succeed in this, we will have given the media planners
something beneficial, but at the same time did not prevent individuals from doing so."
Next year, Sauser will therefore turn his attention to the smaller newspaper publishers.
also with software.
There is also praise from SWA Director Jürg Siegrist. Although he still has
He does not have an overview of all the changes as of 2006, but it seems to him,
that "the print genre has taken a step in the right direction".
has".

Markus KnöpfliAdvertising customers have long been insisting on changesTariff trends 2006: reductions with pitfalls
For years, the SWA's demands on the
The print genre is about the same. "Advertising marketing is not focused enough on
customer benefit", is therefore the fundamental principle of
Note at the top of the list. However, the SWA also lists specific
deficiencies: "The discount calculation for inserts takes place after seven
methods", he writes, or: "Job advertisements are not
discounted." Furthermore, the advertising clients wish that
"Price surcharges for colors and waistband overflow to be reviewed". On
They also want to make the distinction between advertising and advertisements.
do without. They are also calling for the introduction of color millimeter prices.
Although another wish is not on this list, it will be implemented by
SWA Director Jürg Siegrist has emphatically argued annually that the
Rates for job advertisements should not be higher than for commercial advertisements.
advertisements, there is no reasonable explanation for this. "The economy
pays around CHF 26 million per year because of this price difference
too much," Siegrist wrote last fall. No wonder, the
SWA on fundamental changes. "It is a clear new regulation
the price structure and to strive for simplification," it says, and
A say in the design is also required. (mk)

At the Publimedia Forum, the first trends in print tariffs for 2006
will be announced. Interesting: So far, no one has apparently
Title Tariff increases announced. Based on the tariffs for a
full four-color page, the NZZ, for example, reduces its net price by 3
percent, the Neue Luzerner Zeitung (Neue LZ) reduced by 4.6 percent,
St. Galler Tagblatt (SGT) by 5.4 percent and Landbote or
Südostschweiz by as much as 9.6 and 10.3 percent respectively. But these
Reductions should be treated with caution, as this shows that
The first pitfall of the new tariff model is already apparent. Some of the
mentioned titles, such as the NZZ, the SGT and the Neue LZ, introduce the new
tariff model, which is why they use the new fixed formats comparatively
cheaper, but this says nothing about the millimeter rate.
This remains the case at Neue LZ and Südostschweiz.
exactly the same level as this year, the SCT lowers it by a mere 3
centimes, and the NZZ has not even introduced its new millimeter rate yet.
disclosed. SWA Director Jürg Siegrist therefore comments on the
known tariffs in 2006. Everything is still "too
vague", for a more precise analysis all the details would first have to be
present.
Incidentally, the Weltwoche, the
Zürichsee-Zeitung, L'Hebdo, Illustré or Bon à savoir. Far more
More frequently, however, there are zero pay rises, for example in the balance sheet and
Bilan, at Finanz & Wirtschaft, at 24 Heures, at the
Coop-Zeitung, Migros-Magazin, K-Tipp, Gesundheitstipp
and at the WOZ. Other major titles, such as most of Tamedia and
Ringier, as well as those in the Central Plateau, Northwestern Switzerland and Berne,
have not yet published their tariffs. (mk)

Books What does Simone Quast actually do?
And what is the relationship between the former CD and Herbarella? Quite
simple: the latter is a fantasy figure and pseudonym under which the
The former advertising executive wrote her first book, "Kräutergarten-Design".
The richly illustrated guide deals with kitchen and kitchen utensils.
historical wild herbs, the promotional origin of its author is
but good to see. The volume is based on a concept mix of
Magazine and cookbook: basic knowledge, shopping lists, instructions
according to the step-by-step principle, recipes, Internet sites and the
Cooperation with organic nurseries and the university
Wädenswil are a guarantee of success for beginners and experienced
hobby gardeners. In addition, the seasonally updated Herbarella site
for a terrace that is always stylish. 

Wireless future WiFi pilot projects have been running in the city of Geneva since the summer, but resistance is mounting.
advertising expert Charly Schwarz for a relatively modest cost.
He estimates the necessary investment at around one and a half million
Franken. "But then the whole world would cite Geneva as an example."
However, in complete contrast to the principle of "less state", the public
hand to finance this project. The city government has therefore long
not so enthusiastic about the idea. Christian Ferrazino, member of the
Alliance de Gauche and the city's left-wing executive, says: "Geneva has
other priorities than setting up free Internet access."
After all, the city was prepared to launch a pilot project that has been
the summer in the Parc des Bastions, the large city park near the
University, is underway. By October, Ferrazino wants to evaluate how often
the hotspots are used and the costs involved.
If the trial is successful, the free WiFi network will be extended to
other areas - initially probably the Geneva quays.
Installing the antennas - data transmission from the laptop
is carried out by radio - but is not without controversy. "The
Radiation exposure is lower than with a cell phone antenna, but
It is an additional burden," warns Ferrazino. Also
the Green Party is calling for a risk assessment study before the
Decisions are made.

Trials with Wimax technology
"We are in the tradition of Smart Geneva," advertises Schwarz
further for his idea. Smart Geneva was the project of the then
Guy-Olivier Segond, who in the nineties was responsible for all the
households with fiber optic cables in order to provide access to the
new communication technologies. "The city
Philadelphia in the USA has installed public WiFi antennas in the
disadvantaged neighborhoods to close the digital divide.
prevent," Schwarz knows - he talks about the rift that is opening up
between those who have access to the new technologies and those who do not,
who do not have access. Geneva could even develop a nationwide
installation: "Geneva is small - that's its size!" But
Ferrazino waves it off: "The digital divide threatens between the north and the south.
South, certainly not in the city of Geneva!" He also doesn't believe that the
wireless Internet access will experience the same boom as wireless
Telephone. There are already technical limits. Unlike with a cell phone
you can't just switch from one antenna to another. "I am
public service in this area as well, but not if
the service is technically obsolete after a very short time."
In fact, pilot projects are already underway for the so-called
Wimax technology (Worldwide Interoperability for Microwave Access).
Wimax is a kind of super WiFi with a range of 50 kilometers.
However, this requires a national license issued by Bakom for
The tenders will run until the end of the year. A total of three
licenses are awarded - which means that only the large
operators will come into play. (hb)

Insurance The Bernese agency numéro10 throws parties for Vaudoise Insurance in Lucerne. Football is currently the order of the day. French-speaking Swiss customers for the German
Switzerland and support campaigns of companies east of the Röstigraben
in French-speaking Switzerland as well: This is the specialty of the Bernese
Agency numéro10. This time for the newly acquired client
Vaudoise Insurance.
For regional communications in Lucerne and Central Switzerland
numéro10 in collaboration with Mediaedge CIA a special
sponsorship concept and is positioning the national
insurance company as the "Official Co-rider of Lucerne Events".
Whether football or culture: Vaudoise Insurance is in Lucerne
not simply donors for various festivals, but act as
dynamic and interactive hosts. "We want to make the
offer visitors more experiences," says
Gilles Aeby, Head of Strategic Planning at numéro10.
As a first action in September and October, all
World Cup qualifying matches of the Swiss national team on
on the big screen at the Grand Casino Lucerne. The
Vaudoise insurance for a great atmosphere: with fan T-shirts, Tipp-Kick
during the match breaks and an SMS sports tip on Radio Pilatus. As
A special surprise awaits visitors at each event:
At the match between Switzerland and Israel, for example, David and Victoria
Beckham - as a doppelganger - does the honors. While the men are dedicated to
the most beautiful triviality in the world, the Vaudoise-
Insurance invites the ladies to an exclusive movie night - of course "For
women only" - with the almost real Beckham as a model for a hot
Memory picture.    
numéro10 uses eye-catching advertising to draw attention to such campaigns.
and invites the people of Lucerne to "get carried away".
The next activities around the Lucerne Blues are already planned
Festival in November 05.   

Andreas Panzeri

Ringier Romandie cuts in the editorial department
of the TV magazine TV8 three jobs. The journalists' union
Impressum condemns the job cuts. Ringier's corporate policy
lead to drastic staffing restrictions in the editorial department and
have seen a significant qualitative deterioration in the
information service, according to a press release
from Imprint. Ringier is reporting historic profits and is also writing
TV8 is not in the red. Nevertheless, Ringier, without the survival
of the title is in jeopardy, dismissed the journalists and has thus
The fourth wave of forced redundancies in three years
prompted. Two journalists would benefit from a social plan,
The third was a voluntary departure, reports
Imprint continues. Daniel Pillard, Director Ringier Romandie, confirmed
on Tuesday, the journalists' union's statement to the
SDA. He also justified his measure with the decline in the
Advertising revenue.