Just one week after its first acquisition
in northern Italy, the outdoor advertising company Affichage is continuing its expansion in
regions close to the border abroad, this time with the complete
Takeover of the company Visiorama in Vaduz. The company, which has 27
employees generate annual sales of around 4 million Swiss francs
is mainly active as a service provider for the Swiss
tourist stations and serves over 90 percent of the mountain railroads with
slope guidance systems, signage and information technology. In addition
Visiorama also offers advertising on ski stands or panorama boards.
It is precisely these outdoor advertising products, which are more of a
are interesting for Affichage. Because the
Swiss out-of-home advertiser, which offers its own APGTouristic
already a partner of practically all major tourism organizations in the
Switzerland, sees synergies and potential for expansion. Furthermore
Visiorama for Affichage also serves as a door opener to other mountain railroads and
tourism centers. Madeleine Linter, Chief Corporate Development
at Affichage, puts it this way: "In the tourism sector, the
The 'billboard sites for cash' business model is becoming less and less popular. The
Tourism providers want real services. This is exactly what
Visiorama."
Last but not least, Affichage is also counting on the possibility of
Visiorama to expand into other European tourist regions
can. Their location in the small, German-speaking
EU member is strategically ideal. Affichage, which was previously
Liechtenstein, Visiorama therefore also retains the right to
as an independent company, under the management of the
previous managing director Shimun Murk and his deputy
Christian Vonach.
Markus Knöpfli

The active management of
Customer Relationship Management (CRM) is gaining in importance at
companies are becoming increasingly important. This is confirmed by the results of the
CRM Barometer 2005 of the management and IT consultancy Capgemini.
In more than half of the companies surveyed (54 %) there are
at least one employee who is exclusively responsible for CRM
is responsible for this. To this end, 83 % of the companies this year
CRM budgets increased or at least remained the same compared to the previous year
remained. In addition, the study states that customer loyalty and a
Adapting business processes to the needs of customers of this
year can be considered very important. The complete investigation
can be downloaded as a PDF at www.de.capgemini.com/presse
obtained free of charge
be

In
in Slovakia, Ringier is expanding its product range by two titles. As the Swiss publishing house announced in a
media release, the tabloid newspaper Novy Cas
the country's first Sunday newspaper, called Novy Cas Nedela
go. The second new title is also based on the parent newspaper
Novy Cas an. Novy Cas Ludia is a weekly magazine published by
People magazine, which provides Slovakian readers with news from the areas of
show business, leisure and fashion.

The Brand Media Monitor brand study builds
its sponsorship. Blick and SonntagsBlick are new members of the association.
and will be involved in the further development of the study.
as detailed in a press release. Ringier was already
previously represented by the magazines and the business newspaper Cash.
"We are aiming for the broadest possible support for the study in order to
the benefits and relevance of the Brand Media Monitor as a planning tool.
", explains Ronny Schmid from founding member Konnex. Already
talks are being held with other potential members. The fire
Media Monitor analyzes around 700 Swiss brands according to the
"Brand triad" awareness, appeal and use. The second
The third wave of the survey has just started. The number of
sectors from 26 to 38. The new data will be published in the
January 2006.

After (or, strictly speaking, before) the
Cannes role, this year for the first time the Clio role will also appear in
Switzerland. On September 20, the industry association BSW Leading
Swiss Agencies and the marketer IP Multimedia for the Clio Night in the
Labor-Bar in Zurich. The invitation under the motto "So that the Swiss
Advertising makes it big internationally" Euro RSCG Switzerland
designed. Euro-RSCG Chairman Frank Bodin was a member of this year's
Clio jury and will report on his impressions at the Clio Night.
An invitation is required to participate.

(pr) For a year now, the
Internet usage study MA Comis adds a web-based media planning tool
supplemented. The "online planning tool" was developed by Wemf in collaboration with
realized with web2com AG and is exclusively available on the website
available.
 
On the basis of net reach per week (NpW), it is possible to
Advertisers 180 include advertising-relevant websites in their planning.
The 180 websites now also include the websites of French-speaking Switzerland with approx.
60 websites included.
 
Online planners can still use the tool to create target group-specific
Create media rankings and distribution plan analyses. In addition to net
and gross reach are average contacts, affinities and
Cost-performance ratios possible.
 
The following additions have been made compared to the previous version:
 
When selecting a form of advertising, only those websites appear that
actually offer these forms of advertising. This means that the advertiser can
immediately see on which websites the selected advertising form is available.
is available. The "Layer" advertising format has also been added.
This form of advertising is one of the most common forms booked on the net.
be
 
The weekly prices are now also included in the cost calculation (if they exceed the
sites) also include the CPM and fixed prices for
availability. The latest changes in the pricing of the
Online advertising is therefore taken into account.
 
 
With these innovations, web2com hopes to make it easier for advertisers to
to simplify access to the topic of online advertising and thus make the genera
within the media mix.

Education This week a
BSW course for the registration for the Effie, which Sven Oeschger from the
Planning Shop Zurich. Objective: The submitted case should
power.
WW: That there is a course to familiarize yourself with
to enter a competition is new. Why should this be the case with the new
Sven Oeschger: An Effie is one of the most important awards that
an agency can acquire. In contrast to other prices in the
industry, however, the Effie is not just about getting the job done.
to be compiled. Additional effort is required. One
must dig deep into the data, analyze, evaluate, reduce and create a
formulate a consistent and comprehensible submission for jury members.
Experience shows that the same errors are often made in the entries.
are made. The course aims to draw attention to these mistakes and
tips to the submitters so that the submitted case can reach its
can develop its full power.
WW:
For all those who missed this course: What are the most important
Things you need to know in order to register correctly?
Sven Oeschger:
I recommend that you take some time to read the pages at
to read through. The website contains many useful
Tips on form and content. At this address you can also find the
Guide "12 golden Effie tips".
WW:
The registration deadline is October 31. Are there any other sources of information where you can find out more?
On the website of the German Association of Communications Agencies
() there is a helpful "Effie" section. There is also
further valuable information on the website of the Euro-Effie
().
WW:
You have already served twice on the Euro-Effie jury.
What are your personal observations on how to make a work
can be presented more profitably?Sven Oeschger:
There are a number of practical tips. But the most important thing is,
that in the case of an Effie entry, the results presented are compared with the
objectives of the communication activities. As long as
If the circle is not closed here, a submission is useless.
WW:
Are there any mistakes you should avoid when presenting a case?
It should be avoided at all costs to create an unmanageable collection of
submit market research data. It is the task of the
submitters to prepare the case and present it ready to the jury members.
serve. No member of the jury is still in the kitchen to prepare the
sauce to taste. A tip: After finishing the case, I would
to a person working outside of advertising for review
give. Does it fully understand the input? Has the problem been solved?
Have all the questions been answered? Do you have the feeling that you have a real
read about communication performance? Four times yes and the chances
are good for an Effie. Good luck!

Interview: Andreas Panzeri

Financial and business press After last year's general dip, the downward trend in the business titles Bilanz and Cash has by no means come to a halt.
Contrary to earlier expectations, most economic stocks fell significantly
down, the values have calmed down. But the
Statistics continue to show the following for individual titles in German-speaking Switzerland
down, while in French-speaking Switzerland the figures are stable or minimally
are rising.

Compared to the previous year, the balance sheet has gained a further 27,000 readers.
readers and now reaches a readership of 390000 people.
Because the paper was reduced to a fortnightly publication last year
the values are not statistically comparable with the values of the
comparable with the previous year's figures. The same applies to Western Switzerland
counterpart Bilan, which gained 2000 readers. Among the losers
also includes cash. The stock's downward slide is still continuing, having been
lost about a quarter of its total readership in the year 2000
has. The current statistically significant loss of readers is 23,000
Persons.

By contrast, the financial and economic sector was able to stabilize with
a barely noteworthy increase of 1000 readers. The
Reach of HandelsZeitung, which also has 1000 new readers.
Stocks, the investment paper from the HandelsZeitungs Group, rose by
2000 to 64000 new readers.
In French-speaking Switzerland, the figures are stable across the board with a slight
upward trend. In addition to the aforementioned Bilan, the PME
Magazine by 5000 readers and now reaches 64000 people. The
readership of L'Agefi, the only daily newspaper in Switzerland that publishes
Wirtschaftblatt, remained unchanged at 19,000 people.

René Worni

Internet For the first time, the new MA Comis allows a distinction to be made between the Internet habits of German and French-speaking Swiss users. The seventh edition of the MA Comis, the most comprehensive survey of the
Wemf consumer media study on Internet use in Switzerland,
for the first time also provides insights into the network habits of the
population of French-speaking Switzerland. This means that the number of 
Compared to last year's survey, users were massively affected by
2701000 to 3711000 people. The aspects of website use, Internet
in general, e-commerce, Internet providers and mobile telephony are in the
compared to the previous year. With the online planner
media planning tool is also available.

The Internet is mostly used in the evening (75%), but in the early morning
24 percent of German-speaking and French-speaking Swiss already surf and e-mail.
MA Comis examined 50 Internet services and applications. As before
e-mail is still the most popular application, closely followed by
Search engine queries. In both parts of the country, the
habits are roughly the same. In contrast, the French-speaking Swiss surf on the
more often for entertainment and fun than the German-speaking Swiss, they
also consult the web more often when it comes to going out.

Share of e-buyers stagnates
The Internet is used intensively for shopping. The proportion of
German-speaking Swiss e-buyers increased very significantly from 43 percent (1999) to
73 percent (2005), but stagnated compared to the previous year. Almost three
A quarter (2087000) of all German-speaking Swiss internauts have already
shopped online. In French-speaking Switzerland, the figure is 69 percent (586,000
persons). To a limited extent, people are also prepared to pay for
Internet offers, most of all for the downloading of
programs, for auctions and for music downloads. With
In the latter case, the number of people has increased within a year from
67,000 to 169,000 people.
The best-selling products on the Internet are books (57%) and
Concert and other admission tickets (53%). Also travel tickets (45%) and
Hotel bookings (53%) and the purchase of sound recordings (48%) are popular.
The best-selling products also include clothing and shoes,
Fashion items, DVDs and video films, computer software and hardware,
Gifts, tickets for public transport, rental cars and
others. There are also a number of regional linguistic differences. So
French-speaking Swiss use the web more to book flights, for example,
while the German-speaking Swiss order more music online. For purchases
48 percent of all online shoppers spent up to 500 francs online
(extrapolated 1099,000 people), about the same number bought for even more
higher amounts.

Broadband connections are booming
The way in which web users access the Internet has changed significantly.
access the Internet: Broadband connections (ADSL and
TV cable) has increased sharply. Whereas in 2001, 60 percent of
population surfed via an analog telephone line, in 2005 only
still 26 percent. In the same period, ADSL connections shot up
to 45 percent (from 1%) and access via TV cable to 19 percent
(from 6%). ADSL has grown by 13% since last year's survey,
while access via TV cable remained unchanged.
MA Comis also provides information about usage habits in the
Mobile telephony, with 93 percent of web users also owning a cell phone.
After making a phone call, the next step is to communicate via SMS
at the forefront.
Of the website groups, those of the Bluewin family are the most popular.
(72.4%), followed by Migros (53.5%), Search (53.1%),
Scout24 (34.1%) and the Directories family (33%). In the
Tamedia (34.4) dominates the ranking of publishing houses, followed by Ringier (21.8%),
Jean Frey (13.1%) and NZZ (11.8%).   

René Worni

Print media 20 Minuten and the Anzeiger St.
Gallen - both tabloid titles - are gaining readers. The success of Le Matin
is flattening out, however, and Blick is less well received in the new format.
The Swiss are a nation of newspaper and magazine publishers.
magazine readers. This is what Wemf writes and supports
rely on their annual reader research Mach Basic. Then read
91 percent of the population still read at least one newspaper and 93
percent read at least one magazine. Comparison with the previous year
shows that this year's reach for the newspapers analyzed
and magazines are stable to slightly declining overall. Depending on
However, there are differences between the language area and title genre:
The readership figures for the Ticino titles have remained stable overall,
while in French-speaking Switzerland both the newspapers and the
magazines have lost the majority of their readers.
Blick loses readers
In German-speaking Switzerland, the readership of newspapers
overall at a comparable level to the previous year. Whether for the
example, the changeover to tabloid format has worked out well, the
cannot yet be said conclusively. However, doubts are justified.
Since the change, it has lost readers and readership, albeit not significantly.
now has 717,000 readers. Last year it was 19,000 more.
With the negative trend of the view and thanks to the expansion in the
Central Switzerland, on the other hand, the commuter newspaper 20 Minuten
further consolidate its position as Switzerland's largest daily newspaper. The
free paper increased significantly by 21.2 percent to 948,000 readers.
readers. With the expansion into eastern Switzerland last June
the Tamedia title is also likely to have already passed the million mark.
have exceeded. The Anzeiger St. Gallen from the Tagblatt
However, the media seem to have done well against the intruder in the Gallus city
to be prepared for the future: With the changeover to tabloid, this
a significant increase in readership of 45,000 readers. The St. Gallen
Tagblatt, on the other hand, is trending downwards (-10000 readers). Interesting is
By the way, 20 Minuten has so far done no damage in Central Switzerland.
could cause. The Neue Luzerner Zeitung and also the Anzeiger
Lucerne were able to retain their readers.
On the Zurich pitch, the difference between the two could be
Neue Zürcher Zeitung and Tages-Anzeiger no bigger
be. The Tagi is suffering (albeit only marginally with -6000 readers), the NZZ
However, in the same survey period, 4.7 percent of the
and now has 33,000 readers.

Negative values in Berne
Changes outside the confidence range are shown in the Bernese
Zeitung (BZ), which appears as a single title together with the Bund
and does not show this separately. Both have a total of 21000
readers (-4.9 percent). The more
or less equal job cuts at the federal government and FC are likely to
that both titles are equally affected by the decline in readership.
are.
The Aargauer Zeitung recorded a slight increase, with 26,000 new readers.
achieved. This is where the conversion of the
regional association to tabloid. With the upcoming relaunch (see
article p. 28), it is now hoped that readers in the AZ circulation area
as well as in the entire Mittelland newspaper network on more
Encouragement.
The figures for the Basler Zeitung are thought-provoking. It has, despite
Culture magazine in tabloid format, 11,000 readers lost. That is
not significant, but after last year's comprehensive relaunch
For the new editor-in-chief Ivo Bachmann, this means a
weak start.
It is also interesting to note that the Sunday market is by no means
is exhausted. Only the NZZ am Sonntag was able to make significant gains
with an increase of 40,000 to 457,000 people, but also the number of readers of
SonntagsBlick and SonntagsZeitung increased relatively significantly (+11000
and +23000).

K-tip increases distance
There has been little movement at the top of the Swiss-German magazine rankings.
K-Tipp continues to lead with 1.114 million readers,
The observer follows at a slightly greater distance than last year, because
it has lost 24,000 readers and is now closer to the
third-placed and stable Schweizer Illustrierte (1.042 million
readers). You are one of the biggest losers. The
The traditional culture magazine has 14.3 percent fewer readers.
The online PC newspaper also posted a decline of 12.8 percent.
had a bad year. The biggest loss in absolute terms
was reported by Glückspost. It lost 38,000 readers (-7.9
percent). On the other hand, Facts and
Weltwoche. Although both are losing, the loss for Facts is
significantly (-33000 readers or 7 percent). Facts is now only 20000
readers above Weltwoche (418,000 readers).
Positive changes outside the area of trust
Cooking. The paper gains 30000 additional readers (+10.2
percent). Motorsport Aktuell also increased by 10.7 percent to 124,000 readers.
to the magazine. The program guide TR7, which a few months ago became
TV-Star, as well as PulsTipp, which is now called Gesundheitstipp,
neither of them benefited from the name change: they lost significant
readers, similar to its competitors Tele and Gesundheit Sprechstunde,
but which retain their names.

24 Heures can improve
Among the larger newspapers in French-speaking Switzerland, 24 Heures is the
only stock to show a significant increase, but only because it
two regional titles last year (La Presse
Riviera-Chablais and La Presse Nord-Vaudoise Broye).
As a result, the number of readers increased by 22,000 to 266,000. A ray of hope
can be found at Le Matin. Although the tide has not turned significantly, but
nevertheless improved by 21,000 to 353,000 readers. The switch to
Tabloid obviously pays off in the long term. Otherwise the
The daily press in French-speaking Switzerland tends to struggle with reach. The situation is worse
However, the same applies to magazines. Losses there are in the double-digit
percentages are not uncommon. The minus of Moto Sport Suisse
is 19 percent, Paris Match has 17.7 percent fewer readers, Live
loses 16 percent, and the readership of Elle and Revue automobile
each fell by 15.5 percent. But even the largest stocks Bon à
savoir and Illustré are clearly behind with minus 8.5 and minus 6.1 percent respectively.
outside the area of trust.
The three titles with the highest reach in German-speaking Switzerland remain
CoopZeitung with 63.5 percent, Migros Magazin with 56 percent and K-Tipp
with 26.9 percent. Le Matin Dimanche continues to lead in French-speaking Switzerland
with 44.9 percent, followed by Migros Magazine with 43.9 percent and
Coopération with 40.9 percent. In Ticino, on the other hand, Cooperazione with
52.5 percent on the gold podium, with silver going to Il Caffè with 47.5 percent.
reach percentages, and bronze was won by the daily newspaper
Corriere with 45.4 percent.

Markus Knöpfli

Spitäler Hirslanden is regarded as an elite
private hospital group for top surgery. For the
Acquiring new customers is not always an advantage. Hirslanden-baby.ch is designed to
improve.4500 babies are born every year in the
Hirslanden Private Hospital Group saw the light of day. This corresponds to around
6.2 percent of all live births in Switzerland and thus the
Leading position among private clinics. An ideal starting position to
the elitist and high-tech image of the Hirslanden Group (HG).
and recharge it with warmth and security. Because:
Even the renewed growth in the number of inpatients and the good
business performance (sales 2004: +7.1%) cannot exceed the general
market trends. The number of births is declining, the
privately insured persons and the days of care. A further tightening of the
Competition in the healthcare market is the result.
In this environment, a clear brand positioning is fundamental because
competitive advantages, says Head of Marketing Julien
Alexandre Buro. Since 2001, when the group adopted a uniform
corporate identity, steps are being taken in this direction.
undertaken. However, the popularity and reputation of the 13
Hirslanden clinics, above all thanks to image-defining disciplines such as
cardiology and orthopaedics. As attractive communication platforms
However, they can hardly be used for image presentations.

The marketing characteristics of the
obstetrics division. At HG, this area, measured against the
patient numbers, only occupy a minor position, but because of the
consistently positive coding and its high customer loyalty character
those responsible focused their efforts on this discipline.
The 4500 babies and their parents are also the focus of the
HirslandenBaby.ch communication concept. It presents with a
and diverse range of products and services for families and their
The focus is on young talent.

In order to benefit from the new quality label and its logo, it is
It doesn't matter whether a couple is just starting to have children or the baby is already
on the road, explains Andrea Heim from HG Marketing. To help the
expectations of a private clinic has become a reality.
Hirslanden, among other things, an extraordinary marketing tool
The well-known Present Service gift box was filled with the
combined with a diaper bag, which is sold as the "Hirslanden baby bag".
merchandising program. He offers parents
attractive gifts and the first utensils for caring for the baby.

Cooperation with potential The HG on the other hand offers the
Babybag has differentiation and customer loyalty potential and has already
led to new brand partnerships - including with Philips,
which in turn enable unimagined communication measures. 
The Hirslanden-baby.ch concept is based on additional pillars such as the
Internet. In line with HG's core competence, you will find the following there,
medical information, tips and tricks that make mommy and
Simplify being a dad. In the protected "myBaby" area, the
parents can also create their own personal diary, the
ultrasound images, document the birth, monitor the growth of the child
child and much more.

Even without Internet access, the target group comes to
Information from Hirslanden on all aspects of pregnancy and birth
and baby: on cozy "baby weekends" in a four-star hotel. The
first weekend takes place at the Ramada Plaza Basel and is organized by
doctors, midwives and other specialists. How far the new
concept can be expanded is demonstrated in particular by the leisure section, for which
Hirslanden was able to win the Beyeler Foundation.   

Luca Aloisi

 
The Department of the Environment, Transport, Energy and Communications (DETEC) briefly cleared the air before the summer vacations. It granted the long-awaited license to those private radio stations and local television stations that were unproblematic, i.e. that applied without competition in the areas concerned (see also page 1). The license applicants are delighted, as the manna will soon be flowing from the license money, but all those stations that applied for areas in which several applicants are interested will have to wait a little longer. The decision of the Uvek is scheduled for the fall. Exactly when is still written in the stars, because our media minister is taking his time. He will have to think very carefully about who he will grant a license to and who he will reject. Moritz Leuenberger is in a quandary, because no matter what he and his staff at the Uvek decide, a row is inevitable. If one of Mr. Schawinski, Mr. Lebrument, Mr. Wanner, Mr. Kall or Mr. Heuberger - to name but a few - is among the losers, the whole licensing process will turn into a long and arduous story. There will be a hail of objections, the courts will be called upon, and the spitefulness among the parties involved will probably not be of bad parentage. We already had a foretaste of this when the comments on the license applications were published. So it's going to be a hot fall.
Dear readers, with this issue, Werbewoche is taking its leave for the summer vacations. The next printed issue will be published on
August 21 as double issue 28/29.
The newsletter will keep you informed until July 18, take a short break and then reappear on July 28.
A lot has to happen before then. After two and a half years in Rüschlikon, we are moving back to the city of Zurich. From July 28, we will be located at Neugasse 10. In case the address looks familiar to some of you: We are moving to the premises where Cinecom and Web2com were located until recently. Fortunately, we are now closer to a large part of our readership and many advertisers.
But there is other news too. After six years, Werbewoche has treated itself to a relaunch. Apart from the tried-and-tested format, practically everything will be new: Werbewoche is getting a new logo, a completely new design with new front pages and a revised magazine dramaturgy. There will be a lot of new content, and we will also be taking things up a notch online. Let us surprise you on August 21.
We wish everyone a wonderful, relaxing summer.