On Thursday, the National Council
decided that the private radio and television stations should each receive one
fixed share of 4 % of the reception fees. He spoke in favor of
thus against the Council of States' preferred, more open solution of 3 to 5 %
for
radios and 2 to 5 % for TV stations. Federal Councillor Leuenberger
opposed the solution finally accepted by the National Council:
"It's watering can politics if you absolutely have to pay a minimum amount.
which, irrespective of the needs, is to be distributed
has to be."
Advertising regulations were the subject of much discussion during the settlement of the differences with the Council of States. The National Council
ruled that those forms of advertising that do not allow separation from the
jeopardize the editorial part or the recognition as advertising, from the
Federal Council or be made subject to certain conditions
can. It is therefore sticking with the Council of States' version.

Alcohol advertising remains reserved for pubs

The National Council also insisted that people who regularly work in the
editorial section of a Swiss broadcaster are not involved in
may appear in the advertising of this program. Excluded from this
However, the local and regional organizers with
limited financial resources. The National Councillors thus tightened
the wording of the Council of States - to the regret of Duri Bezzola (FDP,
GR), who was against the idea that Bernhard Russi, for example, could no longer commentate on ski races: "That would certainly be
a loss".

By a ratio of 124:51, the councillors were in favour of
alcoholic beverages at national or linguistic-regional level neither
be advertised by domestic or foreign organizers.
This gives local broadcasters a privilege, in the spirit of Moritz
Leuenberger: "This relaxation of the advertising regulations is
Private individuals are central." Ruedi Aeschbacher (EVP,
ZH): "We know that the electronic media have a very strong influence,
much more than any advertisement in any newspaper.
It is unacceptable that on the one hand we have to offer prophylaxis against
alcohol abuse and all sorts of things and on the other hand
page for these things will then also open up advertising windows again."

The National Council rejected the majority proposal to introduce political
to allow advertising on private radio stations. The main arguments here were
political, because this form of advertising would not be able to compensate for the unequally long
emphasize the importance of a level playing field in voting battles.

"Advertising often crosses boundaries!"
Very narrowly, by the casting vote of President Thérèse Meyer
(CVP, FR), was to provide the Federal Council with a means of
to ban commercials "for the protection of young people and health".
Hans-Jürg Fehr (SP, SH) had argued in favor of this on the following grounds
advertising is inventive, advertising is innovative, advertising is
but also often crosses boundaries. We do not yet know which
boundaries that advertising can cross in the future."

On the issue of interruption advertising, the National Council followed the
Majority of the Commission, which supports the article adopted by the Council of States
took over. Peter Vollmer (SP, BE), on behalf of the majority of the Committee
the view that certain principles should be laid down in a law.
for example, the principle that advertising should not be
are generally inserted between individual programs and not
should cut up the consignments directly. The Federal Council will be very much
leeway with regard to possible exceptions.

The National Council agreed on the issue of the protection of
minority of the Commission majority and the Council of States. One
Minority had opted for a very narrow provision
which only prohibits advertising and sponsorship that
are aimed at minors. The Council has now adopted the additional
provisions proposed by the Federal Council.
By 105 votes to 54, the National Council rejected a ban on sponsorship for
the programs of SRG. Sponsorship of alcoholic beverage producers
However, SRG is still prohibited from selling drinks.

Against media concentration, for Swissinfo
The provision overturned by the Council of States that an organizer may only
can hold two television and two radio licenses was approved by the
National Council reintroduced into the RTVA.

The National Council also decided by 97 votes to 63 that the federal government should
half of the costs of the SRG's appointed
the journalistic offering for foreign countries.

The debate on resolving the differences between the National Council and the Council of States will continue next Wednesday.  

Drawings, paintings and illustrations from
five decades from September 30 to November 20, 2005 in the former
Basel Museum of Design
For almost fifty years, the
world's best illustrators the cover of the German
News magazine the Spiegel. The cover illustrations of the Spiegel
are considered to be an indicator of social sensitivities and as a
extraordinary documents of the history of style, time and politics.

The exhibition "The Art of the Mirror" features over 150 commissioned
of the mirror created drawings, paintings and illustrations from
five decades for the first time in the original alongside the published titles
shown. Previously unpublished works will also be on display.

The artists are among the world's leading illustrators and
work with the most diverse techniques. Whether pen and ink drawing,
Watercolor, old master oil painting or digital graphics: The originals
of this exhibition, here for the first time without red frame and typography
surprise with their thematic and artistic diversity.

Opening hours and further information can be found on the website of the mirror.

The radio and television of the
(RTSI) is implementing the SRG's cost-cutting ordinances.
and will cut 58 jobs by 2009. With the elimination of around
5 % of the entire workforce is expected to be CHF 7.9 million per year.
can be saved. RTSI Director Remigio Ratti told the
newspaper La Regione, there will be a maximum of ten redundancies. The
The remaining positions are to be filled by early retirements and internal
shifts can be reduced. The quality of the programs would
the cost-cutting measures will not have any impact, according to a press release
of the RTSI. Savings are to be made primarily in structures and fixed costs.
According to La Regione, 12 or 13 posts will be created in the Directorate General
six or seven in the documentation department and eight in the
production. A total of 35 cuts affect television and ten
the radio. The communiqué also states that future financing
remains uncertain, and in the medium term, a second,
The possibility of a more serious austerity package cannot be ruled out. According to La Ragione
22 jobs have already been cut at Ticino Television between 2001 and today
been.

Tourism The Alpine regions affected by the storm want to repair damage to their image before the fall vacations. "Is a disaster well managed?
the damage to our image is manageable. And it was well managed",
Switzerland Tourism Director Jürg Schmid is convinced. Nevertheless
he estimates the loss of revenue for tourism at 60 to 100 million euros.
francs. For the important autumn season, the organization
to free up additional funds in the short term and for the
Campaign - "Alternatives for the television program in autumn" -
use. On the Internet, Switzerland Tourism has around a dozen
attractive package deals at short notice, which are offered by the
hotel overnight stay at a reduced rate, the bike tour and the
Go on a cable car ride.
In order to avoid the low point in guest numbers, which according to studies lasts one to two months
expected after the event as small as possible, have
many tourism businesses have cut prices. Just like that,
they are convinced that the image that the
leave undifferentiated media reports with potential guests
have. However, foreign tourists with larger
react more slowly to such price reductions than domestic
Day tourists. Despite major solidarity campaigns by companies
they do not exploit their support in any way for branding purposes
- probably because there would be very little acceptance for it in this country.
In contrast, some tourism marketing organizations made an appearance,
who tried to increase visitor numbers themselves with their own advertising measures.
to revitalize the region. In the Bernese Oberland, for example, the Alpenregion.ch -
Brienz-Meiringen-Hasliberg - the optimistic motto in an advertisement
"carefree fall days". For sympathy, media coverage and
According to Marketing Manager Monika Grünenfelder, new customers were provided by the flyer
and meringues campaigns in various cities as well as shoulder-to-shoulder
with partner companies whose customers could be approached.
The Engelberg region also set a sign of hope in the media and
is temporarily running a solidarity offer for 186 francs "for the
Flood level of 186 cm" in the range. In addition to the good
PR work also attracted the charity football tournament and the helpers' party.
thanks to the VIP crowd with DJ Bobo and BP Samuel Schmid in tow.
attention of a broad public. "With very
pleasing results," says Head of Marketing Carla Zumbühl.
Urs Wohler, Director of Engadin/Scuol Tourism, has focused on the
Communication support for the service-providing companies
concentrated. Anything else would be out of proportion to the very localized
the damage, he says. The declines in the Lower Engadine
are also limited.
 

Luca Aloisi

Tobacco Good smoke signals: The Swiss
The Parisienne brand is also developing into a trend brand in Austria,
according to the in-house agency Sulzer Sutter. Reason for British American Tobacco,
to introduce and support Parisienne Orange. As the advertising
are severely limited, the focus is on the
measures at the POS. For the visuals, CD Francis Sulzer spanned the
English artist Chris Swee, whose plasticine worlds Parisienne
had already made a breakthrough in Switzerland. 

The breakfast cereal manufacturer Kellogg
Switzerland is launching a new campaign to put the spotlight on movement and
to inspire children. Since July 2005, every Kellogg's package has contained
contain small cloth balls with national flags of football nations.
At the beginning of September, Kellogg's Frosties launched the so-called
Tiger kicker tour launched. A competition is designed to encourage children to freely
animate movement. The aim of the game is to get the received ball as many times
as possible. The tour stops at 16 food markets in
stop in Switzerland. The best 11 players will get the opportunity to play in the
next Frosties TV commercial. For children who do not participate in
can take part in the tour, there is also the possibility of
Ability to film. The deadline for entries is October 20, 2005. The
current tour dates for Switzerland can be found at kellogg.ch. Roy
Spinnler, Managing Director of Kellogg Switzerland, emphasizes that the fun
The main thing is to get Swiss kids moving," he says.
themselves more frequently," explains Spinnler. In Germany, Kellogg was
due to a promotional campaign intended to promote sports in schools,
accused. The German Consumer Association (VZBV)
called for clear limits to commercialism in the classroom. In 2004
however, the charges were dismissed by the Bremen Regional Court, as the
Newsmail reported in July 2004.

At the beginning of 2006, the German-speaking
Switzerland will launch a new private television station aimed at a
audience under the age of 40. "When exactly Elevator TV will start,
However, this has not yet been determined," explains Dominik Kaiser, initiator and
Managing Director of Elevator TV, told Werbewoche. The contract
with Cablecom regarding the connection of the transmitter was
negotiations over many years have fortunately been concluded, the
However, the start date now depends on the Federal Council's licensing decision.
"Whether the private channel will actually be called Elevator TV is still up in the air.
open," says Kaiser. The definitive name, the desired
Market share
Kaiser does not wish to comment in detail on the program until
the license has been definitively granted by OFCOM. "What has been done so far by
published in the media are pure speculation.
But there will definitely be Swiss-German entertainment," says
Kaiser. Elevator TV will broadcast around the clock, the individual
However, programs are to be broadcast as repeats. Different
than the private local stations, however, Elevator TV does not plan to
to broadcast repetitions in blocks.
The private channel does not see itself as the successor to TV3, as
a report published by the news agency DPA at the beginning of the week.
Rather, Elevator TV
a much smaller project with around 15 employees working on
is to be launched, explains Kaiser. With the former RTL 2 manager
Thorsten Prenter, an experienced television personality, was recruited for the project.
can be won. Prenter will assume the position of
program director and deputy managing director.
The initiator of the project, Dominik Kaiser, was previously a member of the
Board of Directors of Street Parade and former Managing Director of
VIVAplus. Most recently, Kaiser co-produced the fantasy film parody "The Ring Thing" on
attracted attention.

Assurances "From tomorrow I will only
still be faithful to one man." This headline appears in an advertisement next to
of a naked woman. For what is
advertised here? Of course, for health insurance. More precisely: for
Sanitas. "No matter what you decide to do: With a
health insurance from Sanitas, you are opting for a secure
Future." That's what the claim in the advertisement says. And this sentence reads
obviously also in the manual of the advertiser who created this ad
has. Slightly modified, however: "No matter what you are advertising. With a
naked woman, you are opting for a safe effect." And so
the creative will surely see his model in the exact same pose.
can still be used 666 times: For lawnmowers (sharp for life),
Apples (a lifetime of Eva), bank accounts (a lifetime of blank),
Long-distance transportation (inviting for a lifetime), salami (inviting for a lifetime)
seductive) or strategy manuals (imprecise for a lifetime).
That's how efficient and simple eye-catching advertising can be.
(pan) 

Marco Schoenenberger, as Reinhold's advisor, wants to feel a fighting spirit of optimism once again.sometimes everything stays the same and yet it is completely different.
When Marco Schoenenberger left Lesch + Frei almost two years ago
he could not have imagined that today he would be in exactly the same
rooms as a consultant again. This time, however, for
Reinhold. "It's a reassuring feeling to be able to look back on a few good old
to be able to count acquaintances in the production team," says Schoenenberger,
because Reinhold and Lesch + Frei not only share the
meeting rooms, but also staff departments such as production, desktop and
Media. Under the Reinhold brand, a total of nine people can
offer full service.
The firm core has been "since a successful assignment as
Marco Schoenenberger is also a "freelance consultant". He is to be the new
consulting manager at Reinhold to develop the strategic planning, the
give branding the right strength and also take care of administrative
take care of things.
Schoenenberger has worked as a freelancer for various agencies since 2003.
strategic advice. This is the first time he has been professionally involved with Reini
Weber came together. "We got on well straight away and
complemented," says Schoenenberger. The offer to return to the clear
Being able to work for just one agency has made him
therefore lured. Reini Weber is a "personality with character and
still one of the best
creative people in Switzerland," says Schoenenberger, delighted with his new
Team player. He is also fascinated by the "dazzling past". And
This success in the pioneering spirit of the old days is what the new
Consultation together with the agency head once again for a comeback
help.
He sees tangible opportunities with a small agency, just as
Reinhold presented today. "It's a new start for everyone," feels
Schoenenberger is combative. He sees his goal as "a certain growth in the
Within the framework of today's possibilities". In the past, it would certainly have been much
gone faster. However, Reinhold already had a number of "good
Customers who suit us". Three more can be announced soon
be given.
Schoenenberger is counting on a spark between Weber's
creativity and his own interpretation of strategy. The magic word
for this collaboration is branding. "There should be no campaign
that doesn't work for the brand," he says. The problem is
namely that you have to ask yourself in many campaigns: How does
that actually? What does it do for the brand? Doesn't it do more
than it builds up?
Schoenenberger describes a sensible strategy with the words "a
Align the campaign so that it contributes precisely to the brand account.
Reini is extremely good at getting to the point here." The decisive factor is
simply the question: What does a certain brand stand for? With others
Words: "Without a clear answer, no clear message is possible."
In his 15 years at Lesch + Frei, formerly as consulting group leader
and most recently as a strategic planner, Schoenenberger has worked for clients such as
Neue Aargauer Bank, Minolta, Zurich Zoo and NZZ. Just like
But it was the smaller brands that interested him. "One
often forgets that there are countless small brands in Switzerland for which
worth getting involved in," he says. The consultant found it extremely
exciting to get a brand like Meccarillos back on track or
also in his work in the B2B sector for Plancal, a
software manufacturer for the construction industry, he has enjoyed advertising
how to "position a leader correctly and make him noticeable".
could be "made". The new thinker at Reinhold fing in St.Gallen
a degree in economics and then sought a more practical path in
the marketing department of the former credit institution. He was appointed
advertising manager and gained experience in various
small agencies before he first really made his mark at Lesch + Frei.
could unfold.
Marco Schoenenberger lives with his family and two boys on the
country. He accepts the longer journey to work "for the better
Quality of life". He also loves to read the newspapers extensively on the train.
to be able to read.    

Andreas Panzeri

DM Künzler Bachmann launches a
Sinus-Milieus platform for direct marketing. Ammarkt does it with
The Sinus-Milieus are among the most important milieus in the world.
best-known consumer typologies. As a marketing, communication and
media planning tool, they are used in the various classic media
used for this purpose. In 2003, TV marketer Publisuisse also introduced the
introduced. She illustrated the TV consumption habits of the
clusters on the basis of their living styles.

Nothing existed for the DM channel in Switzerland until now
Comparable. St. Gallen-based Künzler Bachmann now wants to use this
sector to fill the gap. It has the exclusive marketing rights
for the Sinus-Milieus in direct marketing. Here too
The tool takes into account not only socio-demographic data, but also
psychographic characteristics of a target group. The aim is now to
more individualized and efficient addressing of recipients from the
be possible for different target groups, says Roland Meyer, Head of
Marketing & Sales at Künzler Bachmann.

For the promotion of the novelty, the commissioned agency Ammarkt has developed a
fast and effective advertising concept, in which the largest part of the
Benefits of the Sinus-Milieus - more efficiency in direct marketing - in the
should be at the center of the campaign. In order to address the topic of
target group definition in a fresh and humorous way, Ammarkt
under the motto "I am me", the ten milieus are each represented by a
Personalize model types. But not with a correspondingly large number
personalities, but by the Swiss quick-change artist
Goegi, who is responsible for the striking visualization of the individual milieus such as
seems to have been created.

To the starting signal - a kick-off event at which the tool is explained
is followed by the use of classic advertising media, PR,
Publicity reports, photo stories and a mailing.    

Luca Aloisi

Pierre C. Meier on the tactics and provocation of the President of the Publishers Association.
a seat on the Board of Trustees of the Press Council. A justified
requirement, a self-regulatory body of this kind needs a broad-based
supported sponsorship in order to be able to do its work optimally.
In addition to media professionals, publishers must also
because compliance with the principles of media ethics can be
not only be a matter for media professionals, publishers must also be involved in
be taken to task. Most countries have recognized this.
Switzerland is once again driving a special train, and it is now threatening to
derail. The stubborn attitude of the journalist organizations, which are
strictly refuse to even consider entering into negotiations on publisher participation, suits the
Understandably not for publishers. The fronts are hardened and the
The tone becomes more spiteful. Until now, people have spoken of a "high
qualified self-regulatory body" (to be read in Flash Extra 2005
on page 79), it now sounds quite different. In his closing speech to the
This year's publishers' congress, the president of the
Swiss press, Hanspeter Lebrument, suddenly called this committee
"gossipy and arbitrary institution". And further: "We are allowed to
to refrain from this self-regulation for good reason". The fact that this
This unspeakable all-round attack is not exactly helping to ease the situation,
is probably clear.
Lebrument behaves like a spurned lover. All so far
positive aspects of the desired partner are negated, and one tries to
to make the rejecting partner look bad. Even 20 years
long tried to deal with the "organs of this strange press council" in
negotiations now seems to be obsolete.
But perhaps the whole thing has a system and the Machiavellian
With his provocation, tactician Lebrument is only trying to open the discussion.
to get things moving again. The newly elected Chairman of the Department
Ethics, which has this task, is now required. You can help him
only wish you good luck.

Pierre C. Meier, Editor-in-Chief

Newspapers To find new subscribers, the Oltner Tagblatt turned readers into donors. Publishers who are looking for readers often send
for two weeks to addresses that they had not yet included in
in their own subscription file. "That's actually wrong," says Markus
Jörin, publishing director of the Oltner Tagblatt (OT), who, however, did not
a major scattering loss, but addresses an image problem. "With such
We devalue the newspaper for trial subscriptions." That's why the OT in the
May a slightly different double strategy.
On the one hand, an OT issue was placed in a red envelope labeled
"Our daily bread. Your news" and sent to 26000 potential customers.
sent to new customers. Including a response card with the slogan
"Subscribe to your New York Times. Our Olten Tagblatt." Who wants a
annual subscription, a goodie (i.e. a DVD player) was waiting for them.
"The response was tremendous, we got exactly what we needed from this campaign.
627 orders were generated, which corresponds to a return of 2.4 percent.
", reports the visibly enthusiastic OT publishing director.
"It is pleasing that a quarter of all orders are annual subscriptions."
The second part of the marketing idea ran under the motto "Reader gets
Reader" and was basically nothing more than a
Trial subscription campaign as mentioned - but with one subtle difference: the OT
this time offered its existing readers the opportunity to invite someone from
to "give" a trial subscription to your own circle of friends.
To publicize this gift opportunity, the sheet was sent to
a single day, a leaflet with an order card was enclosed. Jörin:
"The campaign generated 460 trial subscriptions, which corresponds to a response rate of
corresponds to an incredible 2.5 percent." False positives are hardly
appeared. "Even though the trial subscription costs the giver nothing, the
they seem to be using it purposefully and seriously. And on the
acceptance is correspondingly greater on the part of the recipient," says
Jörin. Subsequently, telemarketing was used in an attempt to
convert gift trial subscriptions into half-year, full-year or two-year subscriptions. The
Remarkably, the conversion rate was around 30 percent.
All in all, the OT has gained over 200 new annual subscriptions. "For our paper
with its current 16500 subscriptions, this is a big increase",
says Jörin. However, the two actions were not isolated
carried out. At the same time, the OT had already completed several
giant banners, advertisements and posters, a (self-)ironic
campaign with the claim "The whole world at home" (see WW
16/05).

Markus Knöpfli