Books Many copywriters dream of it - a
Ex-presenter has done it again. Media journalist Matthias
Ackeret has written his second novel. "The Hammerman" is the title
the fictitious establishment of the truth, in which a worn-out
TV personality revisits his past,
as he tortures himself over the 26 miles of the New York Marathon. The
Life as a long run, even if many things sometimes only last for a short time - like
love. In the book, this is described by a Warhol biographer and ex-wife of the
star advertiser Frank Parazini. This character is made up of several
The set is composed of set pieces from real-life advertisers. Almost real is also
a voodoo photographer named Alberto Venzini, and the real thing is even
Roger Köppel as "boss of the world".

The canton of Thurgau and the
Thurgau" brand will receive a new logo and typeface next year.
In future, the cantonal administration and the Thurgau marketing organization will have a common, integrated image.
The administration's logo is complemented by the lions of the cantonal coat of arms, the "Thurgau" brand with the red apple. The design was developed by the CI Program agency in Zurich. Through
The coordinated appearance is intended to create synergies that
more conciseness and strength for all those involved through unity
lend. This form of cooperation between a cantonal
administration and cantonal marketing organizations has so far been
unique in Switzerland, according to the press release issued by the
Thurgau administration. The canton's new image has the
Thurgau cost 150,000 francs and will be used from Easter 2006.

Television New crew, revamped program,
changed logo - and a marketing strategy for the first time. The
Investors give TV station U1 a second chance Since March 1, 2004, U1, one of the most
few Swiss private TV stations in the various language regions. But in order to
transmitter from Schlieren quickly fell silent. No wonder, hardly anyone
watches the program. Peter Kölbel, project manager of U1,
admitted frankly. "Our goal was to have a
average market share of one percent. U1 came
but according to Telecontrol to a maximum of 0.7 percent," he says. Worse
yet: the figures do not indicate any development.
There was further unpleasantness: since the spring, U1 has had to do without parts of the program.
which it had previously received from its partner stations TV Berlin and TV
Munich. Both German broadcasters filed for insolvency. They had
belongs to Wiener Kanal 1 Fernsehbetriebsgesellschaft (see
interview below), which also holds a 49 percent stake in U1. But
But that's not all: U1 is liable for the program parts it has taken over.
the label "German", although 51 percent of the station is in Swiss
hands.
Despite image problems, gaps in the program and missed targets, the
But investors are not about to give up. Kölbel explains this as follows: "The
The advantage of U1 is the national concession. The larger
The viewer potential of TV Berlin and TV Munich is of little use because the
major customers do not have regional advertising budgets." A second plus from
U1: In Switzerland, space on the cable networks is limited, which
narrows the scope for new competitors. That is why the
U1 investors once again pursued a forward strategy, but changed the
team, even the managing director Thomas Sadecky, according to Kölbel
an "amicable solution". He was replaced by Simon
Schmidli from the former U1 sister station Intro TV and the
Austrian Beatrix Schartl, who owns 10 percent of the Vienna-based Kanal 1
and is a shareholder there. A total of 40 people are again
are employed at U1, three positions are still open.
At the same time, costs were reduced, shareholdings were sold, the
program and geared it towards Switzerland - including
linguistically (see box on page 17). "We now have to start with the
half the budget to do four times as much programming as before," says Kölbel.
A new logo and new broadcast designs underline the commitment to the
A new start. "The changeover should be completed by December 1,
but for the new team, the zero hour was September 1," says
Kölbel. From then on, their performance is measured. The specifications are
According to Kölbel, the goal is "ambitious": by the end of 2006, U1 must achieve an average
market share of 3 percent, and even 5 percent at the end of 2008.
Part of the new appearance is the announced free program booklet
(working title: TVTime), which is produced by the U1 sister company U1 Programm TV
and, according to Kölbel's latest information, will be available from October 24 in
149 boxes at Zurich bus stops. U1 has the
daily newspapers asked in vain for inclusion in the TV programs,
Kölbel explains the move.
The investment is also based on a marketing idea: "A
program booklet, in which U1 has equal rights alongside other free
receivable programs and in which U1 broadcasts are also sometimes shown.
is the more sustainable promotion for our station.
than a one-off poster campaign." He is also hoping for advertisements:
"TVTime must be self-supporting within a year at the latest." The
Kölbel is aware of the balancing act: "As soon as TVTime becomes a program guide
of U1, it's dead," he says.
But the difficulties do not end there: in many of the 1.8 million
households that U1 can reach technically, the station is missing on the
remote control. In future, he will therefore focus on themed weeks in which
one city, one tourist
corner or a trade fair (from travel magazines to travel magazines).
from talk shows to cooking programs). You follow
a dual strategy: the program makers deliberately want to attract as many
interview people and encourage them to watch the station at home.
program. Similarly for local businesses: U1 offers SMEs the
Production of a one-minute presentation and a 20-second spot
with 30 broadcasts for 1800 francs. Financial gain calculated
Kölbel is not convinced of this. "But the regional weeks help us,
to attract viewers to U1," he says.
The main source of income for U1 remains commercial advertising - with
a price per second of 4 to 36 francs. In the future, Kölbel wants to
station himself, he therefore knocked on the door of
Cinecom, Radiotele and IP Multimedia. Who bites is open.
Kölbel hopes to generate further income from interactive programs and
Games: Televoting, SMS, merchandising and accessories for games.
 

Markus Knöpfli

The marketer IP Multimedia (Switzerland) has
concluded a contract with the local Geneva television station Léman Bleu.
Following the existing partnerships with TeleZüri, TeleBärn and
Telebasel will thus expand its local brokerage portfolio into the
Western Switzerland, according to a press release. Léman Bleu has
According to IP Multimedia, the company also has a pool with the French national TV
Transmitter M6 formed.

Radio market The idea is well received,
but it is still immature. This is the tenor of the media planners on the
Goldbach Media's "Radio Pool Switzerland" On August 31, the Goldbach Media
plans to introduce a new marketing model for the radio industry in 2006.
to be introduced. Contrary to what the name "Radio Pool Switzerland" suggests,
However, this is not a pool, but rather a
performance-based tariff system that is open to all broadcasters and marketers.
stands. The prerequisite is that all pools and exclusive leases
disappear. In addition, all parties involved must ensure the hourly range in
the target group of 15 to 49-year-olds as decisive for the calculation
of a not uniform, but nevertheless harmonized
thousand contact price (CPM). According to this CPM, customers can
if they book at least five channels with 18 frequencies each.
The radios should have submitted feedback by September 15. In
However, only about eight transmitters were able to do this in the short time available, says
Goldbach CEO Klaus Kappeler on request. He has therefore extended the deadline to
extended at the end of September. The response has been generally positive. So far
but no broadcaster has signaled a willingness to start broadcasting as early as 2006.
to participate.
However, Kappeler now also has six media agencies using his model,
the Association of Swiss Advertisers (SWA) and the
marketing competitors. From this side
were largely applauded. In many places, however, people had not yet
opportunity to delve into the details. The primary focus is therefore on
praised the fact that there is a proposal on the table at all that would
initiate a long-overdue discussion. "On the part of the clients
the desire to customize the radios according to their own needs instead of
political criteria," says SWA Director Jürg
Siegrist. As a radio planner, he had the constantly changing radio pools
in this respect, the "innovative model offers a massive
Simplification," says Peter Hofstetter, owner of Mediaxis-MPG. And
Marco Rose, Managing Director of Universal McCann, adds: "From the
basis, the model offers the best prerequisites for a
neutral planning." Andy Lehmann, Managing Director of Aegis Media
Group Switzerland describes the proposal as a "step in the right direction".
direction". Hansruedi Kölliker, owner of the
radio marketer Spot Promotion. "This is how radio campaigns
Finally, it is better to strengthen them by region or target group." Continue
he welcomes the elimination of exclusive leases. "Then I could work with the
negotiate directly with broadcasters," he says.

Radios disagree
However, none of those approached believe that the idea can be applied to
can be implemented next year. "There is no medium in which the
disagreement is as great as among the radios," says Hofstetter.
However, some also point to systemic problems with the
Goldbach model. "What will happen to the local business?" asks
Jürg Siegrist, who noted that the proposed
standard TKP is cheaper for some broadcasters than today's
Single tariff. "This will be an inhibition threshold for many broadcasters," believes
er. Bruno Oetterli from radio marketer Radiotele agrees:
"The stations sell above the individual tariff in the local market. The
brings them two thirds of the turnover. Why should they have to
In favor of the one third from the national market, the other two
third at risk?"
Christof Kaufmann, CEO of OMD, sees a second sore point
Switzerland: "I'm not sure whether the model is very
is market-based. After all, the marketing instrument of price
pretty neutered," he says.

Exclusive leases are a tricky nut to crack
And Andy Lehmann finds it "unfortunate" that the model
excludes exclusive leases. "This could be a killer for the
very good model," he fears. The currently valid
Lease agreements could thus prevent a rapid system change.
Lehmann: "The initiators are making a mistake if they are using this as a means of
make." There is another reason why he finds the ban on
Exclusive leases are wrong. "If each channel can be booked individually,
the demands of planners are also increasing: We want more individualized
Information about the target audience reached and other strengths
and weaknesses of the transmitter in order to be able to assess whether we can place it in a
campaign or not. The consulting effort for the
radio stations is therefore increasing." But small stations in particular cannot afford this
provide. "For this reason alone, the broadcasters must remain free to do so,
whether and through whom they can be marketed," says Lehmann.

Markus Knöpfli

On October 1, Miriam Meckel will be starting her
new position as Professor of Corporate Communication at the
University of St. Gallen (HSG). Meckel combines scientific
theory and rich practical experience. Thus, she previously worked as
TV journalist at Westdeutscher Rundfunk and RTL and was
Professor of journalism and communication science at the
University of Münster. Most recently, she was State Secretary for Europe,
International Affairs and Media at the Minister President of the Federal State of
North Rhine-Westphalia. Professionally, Meckel has the entire field at the HSG.
of communications management, which ranges from stakeholder management
via corporate communications to communications controlling
reaches. Meckel, 38, will also be director at the Institute for
Media and Communication Management at the University of St. Gallen
(MCM-HSG).

Paper FSC-certified print shops are committed to environmentally friendly paper production.
Sustainability is a factor that, in addition to conscience, is increasingly
relieves the costs. Not least for this reason, more and more
Print shops on a new environmental label: Print shops that
are FSC-certified, signalize that they are responsible for the
Production of printed materials produced according to FSC specifications
and thus also the use of these data in the future.
prove that the printing materials originate from sustainable forestry
can.

In June 2005, Sticher Printing AG also received the FSC certificate
of the "Forest Stewardship Council" (World Forestry Council) and thus extends
its commitment as a "green" commercial print shop. With the certification
the Lucerne-based offset printing company has set itself the goal of offering its customers
always possible to offer printing on FSC papers and the FSC signet
with the tree on the printed matter. In this way, the
customers of printed products that the expansion of a
sustainable forestry is just as important to them as their
Printer.

For forestry operations and trade
The certification process guarantees the highest level of quality through a complete
check that the FSC paper has been produced with pulp that has been
contains at least 50 percent fibers from FSC-certified forests.
For this reason, the two areas of forest and forestry are
processing, for each of which specific requirements are
exist. The inspection of forestry operations demonstrates compliance with the
guidelines for forest management, the review of the
Production and trade chain follows the path of the wood from the producer
to the consumer. Finally, the processing control checks the
flow of goods and documents it.
The retail trade, the last link in the production chain, works in the
As a rule, with fully labeled products on which no
changes are made. In Switzerland, the FSC papers are
is now offered by all leading paper wholesalers. Compared to
the customer, they are also responsible for ensuring that the
the goods sold actually fulfill the warranted characteristics - i.e:
quality produced according to FSC guidelines.
Print shops must have an FSC certificate if they print on the
market with the FSC logo. The certificate obliges
they ensure that there is no mixing with other papers
from the purchase of the paperwork to the delivery, the
printing and the finishing department through to delivery. These controls are
necessary because FSC papers are difficult to distinguish from "normal" papers.
or not at all. They have approximately the same degree of whiteness
and thus also enable the same print quality - in the
In contrast to recycled paper, for example, which can be recognized by its grey tone.
are.

The establishment of such a separate material flow is part of the
certification process and will be published after the certificate has been issued.
checked regularly. Of every order where FSC paper is used
the print shop must keep all documents for at least five years.
archive: the delivery bill from the paper supplier with the FSC number,
the carrier bag with the FSC number, the delivery bill from the printing company and
the computer data of the order. In addition, a quantity control
periodically purchasing and producing certified goods.
compared by quantity and variety.

FSC paper is positive advertising
Sticher advertises not only in direct sales, but also with
Customer invitations to the print shop for FSC papers. Managing Director
Robert Sticher: "Nowadays, customers often decide on the
paper quality for your print jobs. We therefore cannot always
print on FSC paper." It remains to be hoped that with increasing
awareness of the FSC label also increased the number of print buyers
who are prepared to work towards the goal of sustainable forest management.
to switch to FSC paper grades.

By displaying the FSC label on their brochures and catalogs, the
companies that they support the efforts for an environmentally friendly and
sustainable timber production. At the same time, they support
Companies like Sticher Printing in proving that a state-of-the-art,
industrial production the ecological aspects of environmental protection
can be included.  

Kurt K. Wolf

Prepress Agfa-Gevaert has to raise prices for printing plates in difficult times The graphic arts industry in particular is known
for their sometimes ruinous pricing policy. Print orders are already being
times below the cost price in order to compensate for the sluggish
improve machine utilization. Overcapacities coupled with a
The reasons for the downward spiral of the economy are the
Price spiral. As a measure, the companies in turn turn to their
suppliers and also try everything there to ensure that machines and
to be able to buy consumables more cheaply. All this is
nothing new. However, it has recently become apparent that the
suppliers are finding it increasingly difficult to cope with this price pressure.
cushioning.

Breaking the downward spiral
Agfa, a company active in the prepress sector, can and wants to
no longer be exposed to this price pressure. In addition to a reorganization
of the company (Agfa Transition Program), which is assigned to the business
greater independence, Agfa has made a significant
announced a price increase for its printing plates. Moritz Rogger,
Managing Director of Agfa Germany and Agfa Switzerland, announced at a
press conference announced the tariff, at least for Germany: Films
will be between 12 and 15 percent more expensive, analog disks by 8 to 12
percent and digital plates (this refers to printing plates that are
with CtP systems) by 4 to 8 percent. Even if Moritz
Rogger put the price increase for Switzerland into perspective - it should
not be so high, as the price level here is already very high.
the situation - it is clear to him that things cannot go on as before.
can. The margins for consumables are already very thin and
could no longer be reduced - if the company were to continue to
should exist.
Only thanks to far-reaching measures, primarily through cost reductions in
the sales organization, Agfa has been able to increase the
largely compensate for higher raw material and energy prices and
avoid price increases for its customers, Rogger justifies the
measures in the pipeline. Nevertheless, margins are currently at
a record low. "Within just a few years, prices have
for aluminum by 20 percent and for energy by 80 percent",
Rogger explains the current situation, which the company has now
force them to act. It remains to be seen how customers will
and, above all, whether or when the competitors will react.
follow suit.

New platesetters
Notwithstanding the difficulties with consumables, Agfa
not stop there. On the contrary: the Group recently announced at the trade fair
Print 05, which took place in Chicago from September 9 to 15, under
presented its new generation of thermal platesetters.
The Avalon CtP systems, which are available as 8-page platesetters (LF) and
16-page imagesetters (VL) will be available from October, are based on
on the predecessor model Xcalibur, they have nevertheless been extensively
modified.
The Avalon LF is available in five basic configurations - from 10
plates/hour exposing LE model up to the 40 plates/hour
fast XXT model. The Avalon VLF is even available in eight sizes.
offered. Agfa thus also supports new large-format
Printing presses such as the KBA Rapida 205 sheetfed press or the
MAN Roland Lithoman 72 web offset press.  
Agfa has also expanded its software products ApogeeX and Delano
updated. New in Agfa's prepress workflow solution ApogeeX is the
Remote Proofing Controller, which can be used to create largely color-accurate
digital proof data in conjunction with color management.
This data can be sent to print buyers for output on
Agfa Sherpa proofing systems.
This eliminates the need for time-consuming data conversion. The
Agfa's QmsX quality management system guarantees that all
Color proofs from any Sherpa proofing system are always uniform,
have constant and repeatable colors. In addition
Thanks to SpectraSpot, ApogeeX now offers better reproduction of
Special colors and
Duplex images.
Agfa has made less dramatic innovations in its Internet
based project management solution Delano. Thanks to new
functions, files can be conveniently set up online and pages
for production. In addition, the possibilities for
soft proofing (largely true-to-original representation on the
screen). Based on the JDF format - a newer
Data format and networking approach that leads to better integration
of processes - based solution Delano offers publishers,
Prepress companies and print shops opportunities for close cooperation,
cross-company collaboration.

Jürgen Franck

Business press A Ringier project involving the title Cash is shocking the industry and causing anger.
indisputable. If this really happens, I will be shocked," says
Ralph Büchi, publisher of HandelsZeitung. Specifically, it is about a
Ringier project with the title "Cash daily", with which the publishing
The media group, which has been struggling with red figures for years
Cash economic securities. To this end, a daily Swiss
Program window on n-t-v with business information and interviews
of studio guests and an evening newspaper with a circulation of 30,000
The magazine is also a part of the magazine with stories about business and lifestyle,
livened up with glosses and comics.
What particularly annoys Büchi is the offer Ringier has made to the new
Making the media network popular with potential advertising partners and sponsors
wants to be the main sponsor for one year, whoever wants to raise 1.5 million francs
gets advertising space in all cash-daily media. The media presence
is based on the amount of the investment, far removed from
journalistic criteria. Büchi fears that this could compromise the ethical
Principles of business journalism sold to the highest bidder
be
You can read the story in the current issue of Bilanz. Editor-in-chief
René Lüchinger expects the project to be successful in the short term.
but it will destroy the Cash brand in the medium term. In the
Article of the balance sheet is based on both a "strictly
confidential" presentation as well as on statements by
Ringier Group Executive Board member Thomas Trüb. According to Trüb's ideas
A team of around ten editors will prepare the content for the approximately
16-page evening newspaper in tabloid format and for the TV window
produce. The evening newspaper will be published from Monday to Friday from 4 p.m. in
SBB first-class carriages and at airports by the airlines
or at the advertising partners. A
electronic edition on the Internet.
Bilanz writes that Ringier will use the project to increase the number of
weekly contacts in print and TV with people interested in business
people by 150000 to 850000. By the editorial deadline
Trüb not available. Ringier press spokesman Marco Castellaneta
puts most of the facts into perspective. We are "still deep in the
Project phase" with Cash daily. "At the moment, we are testing the
Marketability. The same criteria apply as for all others
Ringier titles too." The fact that journalistic principles are being abolished
Castellaneta calls this "nonsense". Basically, it is
is not an attempt to support Cash. One just checks
various channels and platforms, but is still in the conceptual phase.
nowhere.
According to Bilanz, Ringier is said to have already expressed interest in the
advertising customers, by the end of the year the decision for or against
against cash daily. On the time horizon of the project
Castellaneta cannot provide any binding information.
René Worni

Jonathan Bernstein operates in Los Angeles
Bernstein Crisis Management. He has specialized for eleven years
crisis management in the event of natural disasters, terrorist attacks and
Firmenkrisen.WW: How should the tourism industry in the New Orleans region deal with customers and tourists?
communicate in order to contain the damage to its image?
Jonathan Bernstein: It
the same basic rules apply here as for any other crisis. These
are: React promptly, the slower you are, the greater the
Damage. Be honest, don't try to mislead the public.
manipulate them, but provide them with accurate and helpful
Information. Convey the feeling that you have the problem under
have control.

WW: What should the tone be in advertisements and press releases?
Jonathan Bernstein: Man
must express its cooperation and express its concern about the situation.
and what the help to be provided might look like. Give people the
possibility to get in touch with them, either via
telephone hotline or via the Internet. An interactive component is
absolutely necessary.

WW:How can the USA repair the damage to its image caused by Katrina?
Jonathan Bernstein: The
US image is so bad internationally that this is almost only
is still a small matter. The disaster control authority FEMA had
reputation to date and was regarded as a role model for many other
organizations. That is now gone.

WW:Is there anything you can do about it?
Jonathan Bernstein: It
It was good that the old FEMA chief left, the new one will be able to
now improve something and ensure that this does not happen again.
happens by running the authority like a business. The actions
of President Bush can no longer repair the damage, he
reacted too late and this has damaged its credibility.

Interview: Gerti Schön

Environment For one day, the city of Zurich remains car-free. Wyler Advertising examines the effect of this. "Never change a winning horse." This
Wyler Advertising has taken the proverb literally and this year
once the same poster motif for the car-free Sunday in Zurich
used. The Ferrari horse, which is taking a break for once, is
last year at the "Zürich multimobil" service department in
hundreds of e-mails and ordered as a poster, as Lorenz
Steinmann from the city of Zurich reveals. "So with the renewed
use guarantees a grateful recognition value," says a delighted
Ruedi Wyler.

Twelve cylinders in the chest
Nevertheless, Wyler Werbung only wants the cars and not the time
leave standing. So, in addition to the poster horse, two new
Ads created. An "X-ray image" shows a person who is a heart
and lungs has a V-12 engine in its chest. On a
The headline on the adhesive label reads: "Rely on us for
on your own strength for once: on Sunday, 25.9.
car-free." The subject will also be presented with a "real" X-ray image for a
Press release used.
A second motif shows the WWF panda bear, but from behind.
Headline: "Action against resignation in environmental protection ..." In view of
the global climate catastrophes a message with hopefully great
Effect.

Andreas Panzeri

The entertainment program "Comedy im
Casino" on SF1 has new hosts. The comedy duo Lapsus (Peter
Winkler and Christian Höhener) will replace Andreas Thiel from 2006. Rolf
Tschäppät, editorial director of "Comedy and Talk", emphasizes that the
comedy program has two different tasks. On the one hand, the
The aim of the program is to bring new comedy discoveries to a wider audience.
Swiss audience, on the other hand, established
Comedians and cabaret artists from Germany and abroad entertain the audience.
bring laughter. Each year, the program engages the entire
different Swiss cabaret artists as hosts. "After FlügZüg,
Ursus & Nadeschkin, Simon Enzler and Andreas Thiel were awarded Lapsus
worthy successors," explains Tschäppät. The last program
with Andreas Thiel will take place on Sunday, November 6, 2005, at approx. 10 p.m.
broadcast on SF1.