Cinema "The same procedure as every year"? Not
Cinecom and Swissfilm invite you to the Swiss Film Festival, as they do every year.
Premiere of the Cannes reel. This year, however, in addition to the
best TV spots in the world can also be seen in real Cannes Lions: Switzerland
took part in this year's Advertising Olympics with four and ten
shortlist places. The winners will be announced on October 6 in the
Maag Music Hall. The event is promoted by
Caveg advertising with the headline subject "Switzerland Cannes after all!"

In Europe last year, 277
new television channels were launched. Although this will break the record of 295
new product launches in 2003, but analysts believe that the
still of a high standard, as the British Guardian reports in the
Tuesday's issue writes. A study by Screen Digest revealed,
that the adult industry is leading the growth trend: in 2004, 28
new porn channels have been launched; European viewers can now choose from
84 channels in this area. That is not much less than
the 93 news stations offered in Europe. In second place
The new launches were followed by the entertainment channels, 26 of which entered the
were launched. This is closely followed by the 24 sports channels, which
could be received for the first time last year. Teleshopping was
expanded by 11 new channels. Growth in all divisions takes precedence
This is mainly due to the expansion in the pay-TV sector. Most stations
can look at the English, who have access to 416
television stations. In France, 246, in Germany 93
channels will be watched. In the current year, experts expect around 200
new television channels in Europe.

The French-speaking part of Switzerland will receive
a free newspaper. It should be called Le Matin Bleu, young,
urban professionals in the Lake Geneva region and to expand the range of
of the paid-for Le Matin, it says in a press release.
Media release from Edipresse. The new free newspaper will be published at 100% from
Lausanne publishing house, which has thus retained its leading position in the
market in western Switzerland.
With united forces, Le
Matin Orange and Le Matin Bleu the strongest advertising platform in French-speaking Switzerland
offer. The aim is to reach around 450,000 readers. The
The editorial team will be based in Geneva and Lausanne and will have a
circulation of 100,000 copies. The distribution should
from Monday to Friday via newspaper boxes and distributors in
traffic-intensive zones and in the vicinity of public transportation
Means of transportation in the major agglomerations of the Lake Geneva region
take place. As Theo Bouchat, director of Le Matin and project manager of
Le Matin Bleu, told the SDA that around 15 journalists will be
and journalists will write for the new paper. These will be both
at Edipresse as well as from outside the company. How high the
investment, Bouchat did not want to specify.
With Le Matin Bleu, Edipresse is rejecting Tamedia, which would like to use its
free newspaper 20 Minuten across the Röstigraben and the
Lausanne as a partner. When asked whether 20 Minuten now
its own free newspaper in the
Franziska Hügli, Head of the Swiss Romandy Department, answered
Corporate Communications at Tamedia, told Werbewoche
sibylline: "We have the French-speaking part of Switzerland
market over the past few years and are taking a close look at it.
as attractive. In the fall, we will announce what conclusions we have drawn.
will draw."
If 20 Minuten dares to go it alone, it will be a rough ride.
competition with Le Matin Bleu, predicts Alfred Haas. The
Secretary General of the Presse Romande publishers' association in French-speaking Switzerland
estimated the likelihood of this scenario to Le Matin
to 80 %. A peaceful coexistence of two free newspapers in one
market is so limited, he considers it almost inconceivable.

ARD is taking action following the
now has to take tangible measures in the wake of the surreptitious advertising scandal.
The directors of "Das Erste" have decided to use hidden product
Placement
through corresponding passages in production contracts in the future
must be excluded in principle. Otherwise, producers are threatened with
penalties, as the Frankfurter Allgemeine Zeitung reported on
Mittwoch writes. No direct financial production cost subsidies
ARD wants to do without third parties altogether in future. Furthermore
remains admissible for the German broadcaster the reduced or
free "receipt of means of production", provided that the
journalistic
independence is maintained. Music placements will be available from now on
there will no longer be any. From now on, an observatory will monitor all
combing early evening series for surreptitious advertising and the editorial offices
in the event of suspicious circumstances. However, ARD has not only
measures taken for the future, but also on the results
of the clearing house, which reports the numerous
Surreptitious advertising allegations against the series "Marienhof", "In aller
Friendship" and various "Tatort" episodes. To
were brought to light at the ARD production company Bavaria in the
Between 2002 and 2005, 19 corresponding contracts for a total of 193
placements, including 16 contracts with 117 individual placements
have been implemented. The sums paid range from
The largest item amounts to 208,607 euros. For
This amount is to be paid to the German
insurance industry have placed products in "Marienhof".

At the Hamburg-based advertising agency group Springer & Jacobi
apparently the red pencil. On Tuesday, according to
presented an "efficiency program" to the German trade press,
which is intended to radically simplify work processes. According to Horizont
the previous system with independent units has been abolished. Instead
In future, the agency is to organize itself into client teams that take care of
the individual budgets. Whether in the new system all previous
It is not yet known how many employees will find a place. The Kress
Report reports that the majority owner Interpublic has
Efficiency program prescribed, internally there is talk of 60 employees,
who either want to leave of their own accord or are dismissed. S&J
employs around 450 people in Hamburg. In addition to the reorganization
the agency introduces an "efficiency tariff" that exceeds the usual
model, and waives the fee for one to two years.
Participation in creative competitions - to focus even more strongly on customers
is the reason given by Horizont. Whether this
efficiency program is also having an impact in Switzerland, the
Wednesday could not be determined. The management of Krieg Schlupp
Springer & Jacobi was unavailable due to a meeting.

On September 13, the
Award Corporate Communications under the patronage of the
Headline communications club. The winners are the
Communications team of the mechanical engineering company Mikron and the
Swiss Post. The Mikron team was honored for the
Communication "We Transfer to New Horizons". According to the jury president
Norbert Winistörfer is Mikron's innovative way of organizing internal
Communication process successful. The award for Swiss Post
Winistörfer explained as follows: With an integrated
communication strategy, the former monopoly company has developed a
clear profile in the liberalized market. Coordinated
image-building communication measures anchored this profile with
the target groups.
However, the main prize of the Corporate Communications 2005 award was won by
not be awarded, because according to the jury's decision, the 30
Award applications lacked the embedding in an overall concept, as is the case in
according to a press release.

Jacques Poget, Editor-in-Chief of 24
heures, has dismissed a journalist for economic reasons.
According to La Liberté, the association of
The employees of the Vaudois daily newspaper decided to
work for two hours this coming Friday, because the
Reasons for the
dismissal are not convincing. Poget confirmed to La
Liberté that the
The dismissal was justified solely on economic grounds. He had
have to choose between two people and ultimately decide in favor of the
person who would be more useful for the newspaper. Poget speaks
also an isolated case. The mood at the newspaper from the company
However, Edipresse remains
as it is suspected that the dismissal is only the beginning
a series of terminations for savings purposes.

Newspapers With its relaunch, the Mittelland Zeitung is expanding its range. Above all, however, the association is showing what it means by partnership.
like AZ itself, nine years. "Now it was time for a
refresher course," says Ueli Eckstein, Head of Print Media at the
Publisher AZ Media Group. But that is easier said than done.
Firstly, a design change at AZ also affects the partners of the
Mittelland Zeitung association - the Solothurner Zeitung (SZ), the Olten
Tagblatt (OT) and the Zofinger Tagblatt (ZT) - that the
AZ appearance three years ago. But since each of the
four publishers have their own printing presses with different
capacities and color printing capabilities are required for each change.
Agreements and a great deal of expertise in printing technology and IT
necessary. Secondly, it was unclear for a long time whether the SZ would be spun off from the Mittelland Zeitung
and the association remains in place. As we know, it does,
but that doesn't exactly simplify redesign planning.

In terms of format, nothing will change at AZ on September 17. The
Mantel remains in broadsheet format, the regional editions in tabloid format.
Nevertheless, there are three conspicuous differences in the leaf and its partners
Changes. The main innovation: an expansion of the content of four
to five frets a day (except Mondays), in return for the disappearance of the
Saturday, the only day so far with five frets, the one with the title
Weekend.

The new fifth fascicle is called Foyer and is already different in
The turquoise-colored opening side clearly distinguishes it from the other frets. Foyer
contains cultural pages as well as changing special interest topics
(lifestyle, nature, travel, knowledge, etc.), a daily media page
as well as the radio and TV program. On Saturday there will also be a
two-page monothematic focus and a non-fiction page in the
new bundle. "With Foyer, we don't just want to offer readers additional
but also to broaden the readership," says
AZ editor-in-chief Peter Buri.
The changes to the newspaper header on the front are also striking: The
The two-story logo is represented by the abbreviations AZ, SZ, OT or ZT in a
separate cube, to the right of which an outline refers to the
new fifth fret. The remaining starts appear in a new bar
above the logo. Each bundle opening page also has its own
Header beam with cracks.

The previous five-column pagination becomes more flexible: The newspaper designer
Kurt Schwerzmann, who already designed the existing AZ appearance
designed, underlaid the pages with an 18-column
basic grid, which means that articles with different
column widths. This is roughly the architecture of the new AZ and
Mittelland Zeitung.

But the different demands of the four partners complicate everything.
The fact that each newspaper has a front page tailored to its own region
has always been a matter of course. Likewise that
each sheet in the jacket supplied by the AZ, individual domestic or
Exchange sports articles and comments individually and regionally
can adapt.

However, it gets tricky when you expand to five frets. Not all partners
can or want to support the innovation. The OT, for example
takes over the new Foyer Bund on Wednesdays and Saturdays only, but
not as it appears in the other newspapers on these days.
The content is a mix of the best stories from the day of publication and
of the previous two days. It is therefore important to
article on the right day in the right other paper (here in the OT) to
placed on the correct and correctly paginated page, possibly
with content adjustments and outline. This is even in the
A difficult undertaking in the computer age, even for scheduling
of the advertisements. "If we have said yes to the partnership, we must
live them," says Ueli Eckstein. And Peter Buri adds: "We
take the situation of our partners into consideration and strengthen them
the back. The SZ, for example, has to compete with the Solothurner Tagblatt
exist."

Markus Knöpfli

Public transport Ruf Lanz's campaign for Zurich's public transport company (VBZ) is entering its third year.
image campaigns at all? Even with such a provocative question
in a qualitative study by Scope Qualitative Research according to the
acceptance of VBZ communication. And lo and behold: the measures
is highly regarded for her creativity and fine sense of humor.
attraction potential. The intention to improve the image of the
of the VBZ and give it a modern look,
according to the study. Secretly, people also want to be "proud of their
VBZ". Just as appreciated as the amazing dramatization
The effort to encourage drivers to use the car is apparently also seen as a concrete customer benefit.
to change.

High recall values
According to the study, the VBZ are now seen as likeable and humorous,
Flexible and fresher, yet safe and reliable
perceived. Among the more uniform image presentations, individual
even described as "outstanding". In all target groups, subjects
unsupported, in part also quite detailed. This shows that
some of them became heavily involved. Women, for example,
have the VBZ chauffeur motif - "Dear women: There are still men,
who are punctual, gallantly open the door and unobtrusively
home" - as emotionally positive, which, according to the
hope, also supports the internal brand management and the corporate
Behavour shapes the future. In view of the results, a continuation of the
Campaign to
to expect. But not with the eye-catching guerrilla action at the start,
for which a UFO from model maker Conny de Fries on the Paradeplatz
was placed. This was obviously not used by its owners.
more needed, because "intelligent creatures in Zurich are on the streetcar
change". With the UFO on double-sided advertisements and posters
redoubled. And soon more subjects will be rolling out of the depot:
among others, the "Trojan Horse", which shows that there are
has always been smarter to drive to work in large vehicles.
A welcome coincidence: the first streetcar in Zurich was called
Rössli streetcar. The subject alludes to the discussion about the drink-drive limit.
"0.5 per mille" with the men sipping camomile tea. The
"Car Quartet" for the positioning of the Tram 2000 and the
"Camel" motif for economical energy consumption rounds off the new
campaign.   

Luca Aloisi

Cinema The young are running away from the moving pictures. Multiplexes only create a temporary turnaround.
Although last year for the medium of cinema
comparison with the previous year was not possible (see box), the
Advertising Week nonetheless made the cautious trend statement that the number of
moviegoers are tending to decline because there are fewer young people. This
seemed to go to the movies more often.

The second part of this assumption is now based on the new
cinema ratings turned out to be incorrect - at least for the survey period
April 2004 to March 2005: The (still) existing young people return to the company.
tend to turn their backs on the medium of cinema. Throughout Switzerland, cinemas in
the target group of 14- to 34-year-olds was 26,000 people lower.
weekly reach (-9.4%). That makes 1.3 million less per year
young visitors to the Hollywood temples. The most obvious
Cinemas in the French-speaking part of Switzerland have to accept a drop in reach.
decline amounts to 17.6 percent. In this target group, Ticino is
stable, German-speaking Switzerland loses 6.8 percent. No major
There were changes in Zurich and Basel, while Berne was able to increase its
25 and Lugano even improved by 60 percent, in the remaining
Large agglomerations suffered losses of between 20 and 30 percent.
The result is all the more astonishing given that in most of these regions
multiplex cinemas have opened in recent years - in St.Gallen
for example, in Lucerne or in Geneva and Lausanne. Whether last year's
film offerings or excessively high admission prices led to the decline - currently
subject of an investigation by the price watchdog - will probably be
only the next Mach Basic will show.

What is striking, however, is that the medium of cinema across all age groups
only has to accept a small loss of range. The entire
Although the weekly reach of 45,000 visitors is up by 12,000 people
lower, but the change remains within the confidence range. Only the
French-speaking Switzerland also lost the most here (-9.8%).

Surprisingly, Basel's cinemas are still able to offer
Multiplex cinemas on the Swiss-German border in Weil am Rhein
more visitors than in the previous year (+22.6 percent). One
increased demand for cinema seats is also evident in Lugano (+44.4
percent).

Markus Knöpfli

The Center for the Deaf and Hard of Hearing
Children and Youth Zurich (ZGSZ) is having TBS Identity create a
Develop a new umbrella brand.
The nonprofit organization, which recently adopted the legal form of
has changed, and wants to use the new brand and the corresponding
Corporate design program highlights its central role with the
highlight the various departments.
The Zurich-based communications and design agency TBS Identity was named
entrusted with the project to create a competitive presentation. The umbrella brand and
the new
The brand identity and initial marketing communications materials should
will be on view starting in the winter of 2005/06.

Since the spring, the
SRG Research Service and Wemf AG für Werbemedienforschung
talks about cooperation in the field of Internet research in order to
the absence of a uniform currency for Internet usage data
(see Werbewoche 11/2005).
Now they are doing nails with
Heads: The Research Service and Wemf have decided to work together in this area.
as detailed in a press release. The research is to
be transferred to a specialized company, which will be established on January 1.
will be founded. The two research institutes want to
Internet industry usage, advertising market and overall market data on the
make them available. It is planned to create an analogy to the German
Three-pillar model of the Arbeitsgemeinschaft Onlineforschung (AGOF) to
develop. An on-site survey using
online questionnaire (user-centric) the first pillar, the measurement of the
Access to websites (site-centric) represents the second and a
representative telephone survey is the third pillar. The Wemf and the
Research Service want to explore the different ways in which Switzerland
measurement systems and surveys already in operation (such as NetAudit, MA Comis,
NetBase or MMXI) into a common system in the medium term.

The new Internet research is to be used for both media planning and
Program research and strategic issues Usage data for the
make it available. According to the communiqué, the research model is closely
Developed in collaboration with future customers and data recipients
have been organized. These have been organized in a roundtable since the beginning of 2005 and
now working together with the Research Service and Wemf to develop a
to develop a sponsorship and financing model.