The Zurich advertising agency Spillmann Felser
Leo Burnett (SFLB) has written an unusual article for the weekly newspaper (WOZ).
Subscription type created. You have to pay twice as much for the subscription
and receive nothing in return. This means that the "last independent
left-wing newspaper" and at the same time, by not
save valuable time. In addition, this way
also saves a lot of trouble, according to the SFLB advertisement, which
was published in the NZZ am Sonntag. Because if an article in the WOZ
would be too critical, too left-wing or too unbalanced, it would even be
do not see. Furthermore, this form of subscription also protects the forest. Besides
traditional WOZ subscription for 235 francs, SFLB now also offers the
so-called non-reader subscription at double the price. You can order
the forest-friendly subscription at .

Chocolate By Heart brings all monobrands under one roof for Camille Bloch - with an emotional campaign. Camille Bloch (CB) is one of the most
cash cow products Ragusa and Torino are among the Swiss premium brands for
chocolate specialties. However, they stand in the way of further growth.
more and more in the way. As the domestic market has low growth margins
and the establishment in over 30 export markets (almost 20 percent of the
sales) has narrow limits for a small brand, market shares must be
with new products.

CB brand stronger than expected
The family-owned company remains true to its premium positioning
remained. For the forthcoming expansion of the product range
However, it chose to switch from the monobrand to the
umbrella brand strategy and thus learned the lesson from the failure of
Colorino. The question was justified as to whether the customer behind
Ragusa and Torino still see the high competence of CB at all and
this also applies to other products. All the more surprising
market research has shown that many fears were in vain and that
that the strength of the CB brand is a key factor for future growth.
was suitable. The change in marketing strategy was accompanied by a facelift
packaging and also a change of agency. By Heart now has the
launch preparations. There, CD Hans Siegwart and
strategist Markus Bircher has made a change of perspective: from
of the positioning - CB stands for passionate
Chocolate creations of the finest quality for over 75 years - for the
Brand experience - "What do I get from Camille Bloch?". With the claim
"Mon Chocolat Suisse", the consumer's point of view has already been
implies. "The aim was to show how the gourmet gets there in the first place,
to refer to Camille Bloch as "his chocolate", and on the basis of
experiences he can make this statement," Siegwart describes
the search for the content differentiation that gives the claim a
makes sense.

Sensual sweet world
The answer lies in a concise CB world that is characterized by
sensuality, passion and craftsmanship from that of the
sterile, professional and industrially standardized world of many
can stand out from competitor brands. These differences can be recognized with
closed eyes, suggests the new advertising platform.
As a symbol of this "blind recognition", By Heart has created the golden
blindfold, which can be seen in the print as well as in the three dreamlike-spherical
TV commercials by director Marieli Fröhlich:
in the Torino spot, which is set in the Schnitzler Vienna of the Traumnovelle
seems, in the mysterious birch forest, which stands for the sensual
Ragusa experience, or in the strip for the new
mousse creations, in which two beauties in an unreal light
Dancing in the boudoir. The experiences each end in a packshot under
a weighty, black bar with the Camille Bloch logo.

Luca Aloisi

Bruno Schatz becomes the new
Director of the Davos printing works. The 30-year-old previously worked in several
functions in the media as well as in consulting and
consumer goods industry. Schatz succeeds Andrea
Treichler, who stepped down from his position as Director back in May. The
Buchdruckerei Davos has around 50 employees and publishes the Davos
newspaper and the Klosterser Zeitung.

Oliver Classen on the just reward for courageous newspaper reforms.
Zurich experts like to talk about the progressive desertification of Basel.
joked. For once, the reason for this was not envy of the three
annual days of sunshine on the Rhine bend, but those after irrigation
screaming deserts of lead that the Basler Zeitung produced on a daily basis.
A year ago, publisher Matthias Hagemann took over the family business.
(money) tap finally turned on and his supposed wallflower
thus helped it to blossom again. Visual details of the radical
relaunch can probably be argued about; in terms of content, however, the
baz through its concentration on regional events, which - gradually
also accepted by the educated bourgeoisie of Basel - cultural tabloid and
greater interactivity.
In the comparatively hesitant publishing "Downtown Switzerland"
However, such reformist zeal is observed with skepticism. Apparently
This position was confirmed by the latest range figures, where
the newspaper of Northwestern Switzerland lost about as much ground as the
St. Galler Tagblatt or the Berner Zeitung. This makes the
published this week, despite a decline in sales positive
Basler Zeitung Medien's corporate result, which for the parent company
stable operating income - and that with full
Amortization of all relaunch costs.
Against the backdrop of recent speculation about Tamedia soundings at the
Hagemann & Co. can be particularly proud of this result.
be. No wonder, explains the publisher on the first year of the new baz "the
long-term safeguarding of the family majority" and "the local
Rooting our shareholder base" as a top priority. The fact that it is
this is less about homeland security than about "innovation protection", recognizes
anyone who puts baz and Tages-Anzeiger side by side. The only consolation
from a Zurich perspective: Rolf
Bollmann, who works for the Badener Tagblatt as a local historian, for 20 Minuten
on the other hand, acted as an innovator and is now bringing the Tagi back to
innovation course.

> Oliver Classen, Editor

E-marketing The sending of commercial
e-mails is due to new EU regulations and the Swiss
What conditions must be met in the future? Commercial e-mails today represent
on the one hand an annoying problem for e-mail users, but on the other hand also
is an indispensable element of e-marketing. This means that
It has also become unrealistic to simply send commercial e-mails
generally forbidden. Rather, rules should be established on how
E-marketing via e-mail can be practiced in a generally acceptable way
can. In Switzerland and in the important market for Swiss companies
market of the European Union, legislators and courts in the
the legal framework conditions for the commercialization of the
communication via e-mail relatively clearly defined, so that it is possible to
has become generally valid statements about the legal
Requirements for sending commercial e-mails in the
Switzerland and the EU.

Spam or e-marketing?
Today, spam or spamming is generally defined as the mass mailing of
e-mails that are sent for commercial purposes, but without
at the express request of the recipients or without a prior
there was a business relationship between the sender and the recipient
would have. There is no legal definition for this.
The term spam comes from the USA and originates from the brand "Spam"
(spiced ham, canned meat) from the American food manufacturer
Hormel Foods. Spam became the term for unsolicited e-mails
on the detour via a sketch by the British comedy troupe Monty
Python, in which a group of Vikings sing loudly in praise of Spam and thus
the entertainment in the small restaurant, an effect that
also have spam mails on a regular basis. On the other hand, the legal
Sending commercial e-mails as part of e-marketing. Due to
new provisions in the EU and the latest case law in Switzerland
it has become tricky for companies to send commercial e-mails.
send. What are the new rules?

Law in Switzerland ...
For the sending of commercial e-mails in Switzerland, the
Unfair Competition Act (UWG, SR 241) and the Data Protection Act (DSG, SR
235.1) provides the legal basis. The corresponding principles of the
The Fairness Commission details the law and agrees with it in the
essentially the same.
The aim of fair competition law is to ensure a fair and transparent
market. This means that for the legal shipment of
commercial e-mails in Switzerland, the principle of fairness and the
principle of transparency. The principle of fairness
prohibits the sending of commercial e-mails to persons who send such
explicitly do not wish to enter into a business relationship with
exists. Recipients of commercial e-mails, who once have their
have given their explicit consent, and those with whom a
business relationship, there must also always be the possibility of
to stop receiving commercial e-mails in the future.
(the so-called opt-out principle). The principle of
Transparency requires that commercial e-mails are recognizable as such.
and that their senders are recognizable and readily
is identifiable.
The purpose of the Data Protection Act is to protect the privacy of
natural persons and legal entities. In the age of
information society, their personal data in particular must also be
protected, i.e. information that allows conclusions to be drawn about a
person. According to the latest case law of the Federal
Data Protection Commission (EDSK), this also includes e-mail addresses,
even if the address itself does not allow any (clear) conclusions to be drawn about
a person, such as [email protected]. This
The reason given by the EDSK is that an e-mail address is
a communication channel that always leads to one person. So that
the EDPB considers itself responsible, also in the context of data protection
to set guidelines for the commercial sending of e-mails.
The introduction of the so-called
opt-in principle, which replaces the opt-out principle. This means that
no more commercial e-mails will be sent in Switzerland in the future
whose addressees are not authorized to receive such e-mails.
have consented to this or with whom no agreement has already been
business relationship existed; in the case of the latter, the delivery of
commercial e-mails are only permitted if they allow the receipt of
do not explicitly reject commercial e-mails.

... and in the EU area
If commercial e-mails are sent to the EU area or
If they are presumably received or read there, the
corresponding EU legal bases and their implementation in the
corresponding national law must be observed.
The commercial sending of e-mails in the EU is primarily
Directive on privacy and electronic communications (2002/58/EC)
regulated. In Germany, Switzerland's most important EU export country
the directive into the Fair Trading Act, the Teleservices Act and the
Teleservices Data Protection Act. A ruling by the German
Federal Court of Justice outlines the problem in more detail. In
In Germany, as in the rest of the EU, the opt-in principle applies.
As in Switzerland, commercial e-mails are also permitted in Germany.
not be sent to addressees who are not authorized to receive such
e-mails or with whom you have not agreed before sending them.
a business relationship already existed.    

Ueli Grüter
Ueli Grüter, LLM, is an attorney at the law firm Grüter Schneider
& Partner, Zurich/Lucerne, and Schneider Feldmann AG, Zurich/Lucerne,
and lecturer in communications and technology law at the
University of Applied Sciences of Central Switzerland.

Film The Zurich Film Festival is celebrating its premiere next week under the motto "Passion and Young Blood". Zurich's first film festival wants to
stand out from the countless other industry competitions. Therefore
is positioning itself with its search for hopeful
directorial talent and the corresponding award - the Golden Eye
as an international festival for first feature films.
The fact that Zurich, in addition to its diverse cultural
with the discovery and promotion of young international talent
also wants to make a name for itself as a hub for the film industry, has
various reasons. On the one hand, the city on the Limmat offers the largest
cinema offering, but it is also the largest film production location in the
Switzerland and often itself the backdrop for feature films, if not the
Leading actress.

Integration of "Onedotzero"
The centerpiece of the 1st Zurich Film Festival, the competition for the
trophy, eight directors from eight countries around the globe were
invited to present their debut films, some of which have already won awards.
present. All films celebrate their Swiss premiere at the Zurich Film Festival.
Premiere. In keeping with the festival motto of the young filmmakers, the
The organizers also presented the progressive and innovative digital film festival
"Onedotzero" was integrated into the program because it has been working with
its presence in over 40 countries. Already at its
Swiss premiere last year attracted the Digital Film Festival,
which was recently voted one of the top 10 "visionaries in UK Film",
many people from the creative and communications sector.
This year's program is also quite impressive. The 1st Zurich Film
Festival shows in cooperation with the Hochschule für Gestaltung und
art a total of nine series from the current international
Onedotzero's repertoire, which does justice to this year's motto: from the
wild mix of Japanese anime films about the "Graphic Cities", a
artistic exploration of the theme of the city, right up to the
local works by young Swiss artists and a panel discussion with the
MTV bosses.
In the overview and in detail you will find the program of the
Film Festival, which takes place from October 5 to 9, on the Internet
at
.

Luca Aloisi

Regional press Without an advertising combination, things are getting tight for Schaffhauser Nachrichten. The publisher is looking around - self-confidently.
Landbote began cooperating in the printing sector and has now joined forces with
20 percent, the publishers in Winterthur terminated the
Nordostkombi and thus also the advertisement combi 1 - for the two
Partner newspapers Thurgauer Zeitung and Schaffhauser Nachrichten from
existential importance. The Landbote thus forced its partners to
Renegotiations. The expansion strategy of Tamedia and the
paved the way for the Coninx family to take over the Thurgauer Zeitung.
Since then, the Schaffhauser Nachrichten (SHN), which has been slowed down, has been looking for
for new solutions in order to continue to achieve comparable
advertising revenue. "Our aim is to achieve
market-driven advertising combination," explains Norbert Neininger, CEO
and editor-in-chief of SHN, who is not particularly happy about the situation.
This is because the pressure on the sheet is also reduced with the combiless state
which is now the only independent regional newspaper in the
extended Zurich catchment area and in Tamedia's sphere of influence
and NZZ are being courted more than ever before. One thing is clear in Schaffhausen
clear: "There is no shortage of offers, but a sale of the
Schaffhauser Nachrichten is not an issue for us," emphasizes
Neininger. It was probably noticed that the regional newspapers were in demand
SHN was no exception. But in Schaffhausen they are
is still only interested in cooperations with other publishers.
"The question is who wants to cooperate with us, and at our
conditions," he says.
Until the takeover of the Thurgauer Zeitung, Neininger was convinced that
the combination 1 with the previous partners would come about again. Now
He is considering several options, including a connection to the
Advertisement combination Zürich Land (Unterländer, Oberländer, Zürichsee-Zeitung)
and also St. Gallen. Neininger is also considering
Partnership with Publicitas for national marketing
to continue, or you can look for the way via a connection combination in
the national metro pool. "We are in talks with customers," says
Neininger. The focus is on what they want, and that takes time.
Time.
Also Lothar Dostal, Managing Director of Ziegler Druck AG in Winterthur,
publisher of the Landbote, cannot provide any information about a renewed
the realization of the Kombi 1. "We are in talks," he says.
On the other hand, Dostal is confident that an advertising network of the
Landbote together with the Thurgauer Zeitung and the Tages-Anzeiger
is not far off. Will the SHN also be part of the party?
will be open. "The largest company always takes the lead, and in
Tamedia in this case," explains Dostal. So would SHN like to be part of the
said advertising network, then probably only under the conditions of
Tamedia.

René Worni

At the beginning of the year, Giuseppe Scaglione from
Radio 105 complaint against the licensing of DJ Radio as the new
Zurich youth radio station. The initiators of DJ Radio make
itself
but not worried about it, as the Aargauer Zeitung (AZ) reports.
You
expect to be able to start next February. Planned
was already planned for this fall, but could not be realized due to the
objection to the concession could not be realized. Scaglione builds
based its complaint on the fact that the licensed broadcaster was not a
youth radio, but a special-interest program. In addition, DJ Radio
financing over the entire concession period is not credible
which is a legal requirement. Oliver
Flückiger, Head of Marketing at DJ Radio, does not accept this objection.
"The complaint is not a serious problem for us",
he is quoted in the AZ. The program director of the planned station,
André Schibli, suspects tactics behind the complaint to prevent the start.
delay. DJ Radio is by no means a special-interest program, but will be
play a wide range of music away from the mainstream. Until the
fixed costs are now being kept as low as possible.
Nevertheless, preparations are in full swing, with castings for the
moderation, for example, were held in August.
Apparently there is reason to be confident. Flückiger told the
AZ to the question of whether assurances from the Federal Office of Justice or the
Bakom: "We are by no means up in the air. I can say more about the
cannot say at the moment."

Retail Aldization - watch out for the trap:
not media marketization - is the driving force at Volg Konsumwaren AG.
strange strategy blossoms. Unlike the competition, in
fresh smiles and spontaneous helpfulness in the 640 Volg stores
free of charge. Whether the sales staff union will use this
claims is yet to be determined. However, even now
a very special type of consumer will feel confirmed: the one who
Stupid.
Please don't be cheeky now! Belonging to this milieu must
no one should be embarrassed. Even highly educated people like Dr. Michael Meier from
Maur are unabashed about their mental limitations. The defiant
The headline proves that the extra portion of stupidity
Testimonial neither expected compassion nor protected from itself
wants to become. Meier confidently admits that he has been working for
pays more for the same purchase than others. What a complete idiot,
many people are now thinking, which is downright vile. That is why the
Advertisers chose the more harmless word "stupid" for Volg customers
have, according to the proverb: "When a fool goes to market,
the grocers are happy." And the creatives, we are inclined
to add. (la)

Pharmaceutical remedy for the nasty pain in the head
There are many. But only a few are as reliable and
fast as Algifor-L, claims a witty new campaign for the
successful Vifor product. To increase awareness of the product, the
Matter & Partner, the agency commissioned to develop the product, focused on the
To the point, or more precisely: to the headline. The question now is what
faster and more effectively: the stimulating headlines or the
the painkiller? We are eagerly awaiting the sales curve.

Rainer Sauser, Head of Marketing at
Publicitas and project manager for the tariff model, which was launched in 2006 at the request of
of the Swiss Advertising Association (SWA) should be improved
After the first phase of the revision of the model, the
satisfied. Every year, the SWA presents its annual report on
handling and collective bargaining policy demands on the media. In each case
The print media are particularly affected. "Advertising marketing is too
little focus on customer benefit", for example, is at the top of the list
on the wish list. For some time now, 22 major publishers have therefore been working
and Publimedia are working on a simpler tariff model. At least 15
Titles are now ready to take their first steps in 2006. The new model
is based on a new philosophy. Instead of a base price
and to "scare" customers with surcharges, you offer
for example, will tend to offer more favorable fixed formats in the future. More about
You can find out about the improvements in the print sector in the advertising week of
September 29, 2005.
Individual issues of Werbewoche can be ordered by e-mail from
Ginette Peter () can be ordered (CHF
8.00+VAT/postage).
Subscribers can read the article online:

Will viewers soon be able to choose between
choose more program guides than channels? The Swiss market of
TV magazines is becoming increasingly tight. The
HM-Verlag started with TiptopTV and Ringier with TV2, and U1 is going into the market with
his as yet unchristened project (working title TVTime) into the
Starting holes - more competition is already on the horizon. Rüdiger Hahn
wants to return to the stage next year, which he left in August 2004.
with the sale of TVvier to Ringier.
"I have a ready-made concept in the drawer," reveals Rüdiger
Hahn told Werbewoche. However, it will remain there until
Summer 2006, because that is how long the exclusion from competition that was
sales contract for TVvier. But then Hahn wants to
really get going: With a fortnightly and a monthly
Program booklet.
"I was the first to come up with the idea for a 14-day magazine," says Hahn
confidently. With his monthly magazine, however, he has also immediately
the naming rights for the planned two-week title - namely TV2 - to
Ringier sells. His new project is to be of higher quality than the
competitors that have already been launched. "I assume that my concept
outshines the others," says Hahn. The magazine will also be more expensive
than TV2 and TiptopTV, "because quality and editorial content simply
have their price". The monthly program, which is to start at the same time,
Hahn, on the other hand, wants to bring them to market more cheaply.
The fortnightly magazine will be launched with a broad distribution.
For this large print run, Hahn is "working with a number of printers in the
neighboring countries". Later, however, the magazine will be published in the
Switzerland - as soon as there is a "reasonable print run", Hahn
has reached 40,000 to 50,000 copies.
Incidentally, Rüdiger Hahn does not want to sit idly by until the summer:
His Vierwaldstätter Verlag publishing house is launching a new
puzzle magazine with an initial print run of 300,000 copies. Also
Here the enterprising publisher already has experience; he published up to
the TV4 puzzle magazine last summer. Because of the
obvious naming conflict, the continuation of this
magazine after the sale of TVvier to Ringier, he says.

Hahn is also facing a conflict with Ringier in his collaboration with
out of the way of his brother Michael Hahn. On the website of
Michael's TiptopTV was Rüdiger's second company, RH Media, when it was launched.
Advertising marketer stated. "We did that more so that the
imprint doesn't look so empty," Hahn claims to the
Advertising Week. After Ringier objected due to the non-competition clause
intervened, the entry was deleted again, and RH
Media also does not work for HM-Verlag.
Stefano Monachesi