Sponsoring The study "Swiss
Sponsoring Barometer 2004/2005" provides information about
sponsorship decisions. 86 percent of the companies surveyed stated that
sports for sponsorship purposes, followed by event marketing (73
percent) and art/culture (70 percent). Due to the many global
disasters in recent years, according to the study, the
social sponsoring (51 percent) gained in importance. The European
Sponsoring-Börse and the service agency Sport + Markt organized the
manager survey for the sixth time.

Fashionistas are said to have brains like
dried mushrooms. That may not be gallant, but it is still true in
eleven out of ten cases. So it's better not to ask such parvenus
Rudolf Diesel, the inventor of the heat engine, but rather after
of the jeans brand of the same name. The explanations about color, shape and
material of the new men's bag will also amaze you. No
Miracle, because the
Accessoire has - as the ad documents first-hand -
really in itself: No, not a handheld or cell phone, but a Romance
Romeo.
We are talking about a frugal power unit that is not particularly
is comfortable and easy to turn, but offers prestige, potency and
expresses self-esteem. As the fingers are still sore days after
smell strange and no amount of brushing or scrubbing will help,
be warned against improper handling: If the fuel pressure
exceeds the preload and the nozzle needle moves away from its seat.
lifts off, the diesel fuel flows out to the spray opening and makes the
Pocket lining unpleasantly sticky. With particular stress
Diesel therefore recommends the extra-robust Euro standard. Playful
It's worth trying out! (la)

The Europe-wide study "Music quotas in the
European radio market" by the Berlin media consultancy Goldmedia
disproves the assumption that radio ratings for domestic music titles are
a direct influence on the sale of sound recordings from national
artists. In the study, which was conducted by the Federal Office
for Communication (Bakom), for the first time a comprehensive
Analysis of existing quota regulations in Europe.
Regulations of various kinds exist in around 20 countries.
The study now shows that the sales figures for domestic pop music
depend on many different factors and are not demonstrably
be positively influenced by music ratings on the radio. Decisive
Among other things, there is a strong youth culture in many countries, which
Binding the population to their own language, music television,
Live performances and the club scene. As the news agency
Pressetext.de explains, fixed music quotas mean a strong
Interference with the freedom of programming of radio stations. European law sets
clear boundaries here and assumes that such quotas are
unequal treatment of artists from other EU states.
A music quota for local musicians is considered to be a more economic
protectionism and is therefore inadmissible. The situation is different with
the French model, which requires a certain proportion of French-language music.
on the radio, but not the origin of the artists.

TV magazines How cheap will it be?
become? The price war between two new TV program guides TV2
and TipTopTV is open.
The new kiosks currently available for three
Franconia, the program guide TipTopTV published by HM Verlag in
St.Gallen is in the firing line of Ringier. The strategists at the
Dufourstrasse attack the fortnightly newspaper with
its own, also newly launched TV2, a less expensive
Competitor journal for
2.40 francs directly on the sales front, under the consumer-critical eye of a potential crowd of buyers.
"We will certainly not give Ringier the price advantage.
TipTopTV editor Michael Hahn
determined to pick up the gauntlet. Actually an enemy of
price wars, he said, when publishing the comparable newspaper
OnlyTV has had relevant experience in Germany. In Switzerland
However, there is still room for improvement in magazine prices, estimates
Hahn.
Hahn's new sheet offers the programs of 51 stations on six pages
per day and a jacket section with reports from the Swiss and international
international film and TV scene as well as movie, DVD and CD news. A
Half a dozen puzzles round off the content.
The paper starts with a circulation of 50,000 copies. OnlyTV has
Hahn to the German WAZ subsidiary Gong Verlag at the beginning of this year.
sold. TipTopTV is also launching with expertise in the Swiss market:
Advertising sales are handled by RH Media GmbH. It belongs to the publisher
and entrepreneur Rüdiger Hahn, who opened his own company in August 2004.
TV program guide TVvier to Ringier.
Ringier's TV2 will be available at newsstands from September 22. With
ten pages per day, it is said to have the most extensive content of all Swiss
TV magazines, including a comprehensive program section for
digital channels. In addition to the data on free TV, the programs of the
most important 28 digital channels. TV2 is primarily oriented towards
German magazines such as TV Movie and TV Spielfilm. Especially on
The latter appeals to young men in Germany. Ringier wants to reach this
effect in Switzerland and to reach the same target group in particular.
with the programs of the digital channels. The outside
dominate the appearance of TV2, in line with the logic of the
Gender, actresses.
TV2 will have 110000 copies, more than twice the circulation of the
rival paper. Both go to the newsstand with 40000 copies. The
The program booklet will later also be available to subscribers of Blick and
SonntagsBlick will be offered at a special price. Dominik Geisseler,
already editor-in-chief of Tele, has taken over the editorial management of TV2
in charge. According to Ringier media spokesperson Marco
Castellaneta not yet planned. The publisher is
already well equipped with program guides. The family includes
In addition to Tele and now TV2, the monthly magazine TVvier and TV täglich,
The latter in a joint venture with Tamedia.

Stefano Monachesi, René Worni

Travel Fisch Meier Direkt has developed a cross-media campaign for Privat Safaris that draws its headlines from the animal kingdom.
Safaris generates most of its bookings through its distribution partners. To
To increase direct sales, a campaign was required whose effect
is immediately measurable. This is not the only reason why the entrusted agency Fisch
Meier Direkt designed a cross-media concept, but also to
target groups for the offer, who would otherwise not think of the term
safari and are hardly prepared to think about safaris as an option.
to think about. "Higher-earning holidaymakers in particular are very
difficult to convince people to go on safaris," says consultant Christian Staub, explaining the
Challenge.

The creative crew led by copywriter Thomas Engeli found the bait in ambiguous
statements and Guinness records from the animal world, which are related to the
Safari theme and imply completely different vacations. With
Ads, radio spots and "sponsored links" - via terms such as
Beach vacations - will Internet surfers be directed to the landing page
Mehrerleben.ch. Only there do they find out who is behind the
ads and what the juicy statements mean. "With this
approach, we want to attract as many 'unsuspecting fish' as possible, from
and hopefully as many of them as possible will remain in our network,
says Staub. This is in contrast to previous campaigns, in which the topic of
Safari was implemented one-to-one and thus only addressed people
who were already interested in it anyway. The
Campaign runs until the end of the year.

Luca Aloisi

TV Edipresse is already working on a second channel after Vaud-TV. The French-speaking Swiss publishing house Edipresse
has not even submitted a license application for its Vaud-TV - and
and yet Lausanne is already working on a second TV project.
"A project group is analyzing the costs and the technical
Requirements for a private TV station covering the Lake Geneva region
or even the whole of French-speaking Switzerland," says Théo Bouchat,
Director at Edipresse. The aim is to be active in the entertainment
and appeal to a younger audience than with Vaud-TV, for example.

The project enjoys a high priority at Edipresse:
The project manager is Christophe Rasch, responsible at Edipresse for
electronic media. Other work includes
Edipresse General Director Tibère Adler and Bouchat himself. A
License application is still a long way off. "We have not yet
once decided whether we will ever realize the project",
specifies Bouchat, who is, however, convinced that in addition to the
TSR programs there is enough space for a regional language private TV
as well as for the existing regional TV stations.   

Markus Knöpfli

Ueli Custer wants to know how we are going to
communicate in 2015. The head of the Digi Trend Forum thus returns
to the futuristic roots of the Media Trend Journal. "Total digital" will be the issue of the Media Trend Journal.
Trend Journal in October. The topic is accompanied in issue 10/2005 by the
1st Digi Trend Forum in Switzerland. Head or digital networker behind
Ueli Custer is at the helm of both projects. He wants to find an answer to the question:
"How do we communicate in 2015?"

The media professional's curiosity has often been a little ahead of its time.
ahead. A black-and-white photograph shows the four-year-old
Ueli in St. Gallen, how he enjoyed an early morning
Newspaper analyzed. A yellowed picture from the 1950s shows the
Dreikäsehoch, as he passionately described a Hermes Baby
edited. "I was probably influenced by my mother",
he rummages through his memories. She was a pioneer for the
women's suffrage and as a consumer advocate, in addition to the household
journalist. And so Ueli Custer is active around a daily
Stack of at least three newspapers and various other
publications.
However, the professional entry into the media followed via
Detours. After a less than fruitful search at the University of St. Gallen
he saw more of a future at Publicitas. There he worked in Eastern Switzerland
first acquired advertisements. This led to further contact
to the advertising industry. Custer graduated as an advertising assistant
and finally ended up as advertising manager at Calida in the 80s
in central Switzerland. "Those were the boom years, when we increased sales
and had the unimaginable problem today that
We couldn't find enough seamstresses," he recalls.

Custer contributed to Calida's success for seven years. During this time
he also supplied Werbewoche with its first journalistic reports
from the Central Switzerland Advertising Club. A deepening of his specialized knowledge
He then found a short-term job at a media agency before a
advertisement as sole editor of the Media Trend Journal, which
how Werbewoche is published by Media-Daten AG. Custer
completed further training as a specialist journalist at the MAZ.

During his time in the early days of the paper, he developed what was originally called the
annual folder has developed into a monthly publication
and circulation increased from 500 to 1500 subscribers. The Media Trend
Journal initially wanted to focus on the hype of the new media
specialize. "Unfortunately, we were ahead of our time because the
technology was not yet mature enough," Custer looks back today.
Because too few people showed interest in the new ideas, the
magazine had potential, however, Custer, as editor-in-chief
Journal was initially repositioned. Instead of talking about new media
he had advertising clients analyze where their money was going on the
should invest most sensibly. The Media Trend Journal has therefore
very quickly developed into a sought-after tool.

Today, the mood is different. "Digitalization has changed the market
that this has now become a highly topical issue.
will," the Digi Trend Forum project manager is convinced. He thinks
the multi-layered merging of individual and collective
mass communication, communication and entertainment technology.
Custer and his team believe that if the markets of the
individual communications and consumer electronics providers and
all players on the mass communication side in a common
market, "then they must also have a forum somewhere where they can
they can exchange ideas".
The concept for a continuation of the forum as a magazine is, so
Custer, "not yet set in stone". For the first edition
authors describe their ideas from very different perspectives,
how they see communication in ten years' time. The aim of their thoughts:
the different areas, which have very different cultures,
and find out what new business models are available
due to digitalization.

In addition to his work for the Media Trend Journal and the
now the Digi Trend Forum in the mandate also managing director of Igem, the
Interest group for electronic media. There, too, the
Consequences of digitalization and its consequences for providers and
follow advertising closely. A working group will soon be set up to
to take on the problem. "An ideal synergy with my work for the
Digi Trend Forum," says Custer.

He finds a different kind of enrichment in the location of his
Offices. Since his love for a teacher once took him to Lommiswil
Custer now lives and writes in Solothurn with his family.
magnificent panoramic view from the Glarus Alps to the Chasseral. "Ideal
for biking, walking and hiking," says the media man, who is otherwise
(like back then in the baby carriage), my favorite hobby is still the
Reading the newspaper.

Andreas Panzeri

Entertainment The Lucerne Theater goes
under the direction of Dominique Mentha into its second season and
wants to top the previous successful year - in terms of capacity utilization and
in artistic validity. For this reason, the casting of the role of
advertising specialists. For this season, too, the
Zurich-based communications and design agency TBS Identity for all
advertising measures. This also applies to the implementation of the motto
"New games, new times" and its newly created visual world.

Since June 2005, the Digicomp Academy has
a new Head of Marketing & Communications. The
Marketing specialist and training expert Roger Kobel was previously with
IMIS Group, Pixelpark, HNC Commerce and Edutec as the marketing and
Sales Manager. Kobel is also president of the examination board for the training of federally certified
Multimedia Coordinators. With over 650 different course topics and
30 courses, Digicomp Academy is, according to its own statement, the largest independent
Computer science school in Switzerland.

The midland station Radio 32 switches off
14. September selected radio programs from different
areas such as news, entertainment and service as podcasts for
available. This means that 18 shipments are available immediately after the
Broadcast on Radio32.ch for download to iPod or other devices
MP3 player ready. The latest news, the movie magazine with the
current movie releases or the talk show "voll Rohr" can be
and can thus be listened to at any time and from any place. Radio 32
is, according to its own statement, the first Swiss radio station with a
continuously updated podcast service of this scope and offers the
service free of charge. Depending on the podcatcher software, it can also be
can be subscribed to and automated.

The Federal Office of Communications (OFCOM)
accuses the program "Gesundheit Sprechstunde", which is broadcast under the concession
is broadcast by Presse-TV on SF2 and produced by Ringier,
serious and repeated violation of the advertising and
sponsorship provisions of the Radio and Television Act. Thus
Bakom complains about insufficient sponsor transparency, surreptitious advertising
and inadmissible advertising for therapeutic products. Press TV is now regarded as
The licensee is obliged to comply with the points objected to by Bakom.
legal status and to additionally inform Bakom about the
of the steps taken. Press TV considers the decision of the
Bakom as disproportionate and contradicts the Federal Office in several respects.
Points. At the beginning and at the end of the
The Association of Swiss Female Physicians and the Swiss Medical Association
and Physicians (FMH) as a sponsor, although the FMH only
collected sponsorship money from third parties and passed it on to Ringier
forwarded. For reasons of transparency, the law requires that all
Sponsors must be mentioned at the beginning and end of the program. According to
Ringier's cooperation with FMH, however, was not a problem for Bakom.
known for a long time. However, the Federal Office did not initiate proceedings against
The program "Gesundheit Sprechstunde" was introduced by a
Ringier's competitor had been asked to do so. Since then, according to Ringier, the
legal status and the required transparency in the
sponsoring area.

Among other things, the following matters are also handled by the Federal Office
objected to: The Swiss Center for Allergy, Skin and Asthma
(AHA) participated in the financing of individual programs, without
to be named as a sponsor. Furthermore, Bakom qualifies the
Presence of the Lung League in the program "100 years of the Lung League" as
surreptitious advertising, since Ringier had the production of this program
by the Lung League, without this being made available to viewers.
to be disclosed. Ringier finds the term surreptitious advertising in this
context, as the institution is a non-profit organization. "Your
The aim is to offer its services to as many sick and ill people as possible.
to their relatives," according to a press release.

There is also an agreement between Novartis and Ringier in
which Ringier has committed to support Novartis in the "Health
consultation hour", writes Bakom. Ringier counters,
that an information platform such as "Gesundheit Sprechstunde" is not a
television license fees and therefore
is dependent on generous support from the economy. The
The media group points out that the partnership agreements with
Novartis expressly recognizes the independence of the individual editorial offices
guaranteed.

Also in the way remedies are presented and mentioned in some
broadcasts are considered surreptitious advertising by OFCOM. As these are
products are prescription-only medicines, it was not possible to
Bakom also violated the ban on advertising therapeutic products. Ringier has the
Recognized the problem of naming prescription drugs,
accepts the accusation of surreptitious advertising for individual
medication. These are merely isolated cases, writes
Ringier, and in addition, the editorial team of the "Gesundheit Sprechstunde" of the
Opinion that the mention was journalistically justified.

OFCOM's decision can now be appealed to the Federal Supreme Court within 30 days.
Department of the Environment, Transport, Energy and Communications (DETEC)
be contested. Ringier supports Presse-TV's decision,
to lodge an administrative appeal against the decision of OFCOM.
Due to the suspicion of serious and repeated violation of the advertising
and sponsorship provisions of the Radio and Television Act, the
Bakom also initiated administrative penalty proceedings. As part of this
may be fined up to 50,000 Swiss francs and the unlawful
income generated are collected.

Last Monday, the
editorial offices of the Ringier magazine Cicero and the apartment of a
Cicero authors on suspicion of betrayal of secrets by the
Potsdam public prosecutor's office searched, according to the German press
reported. The reason for the search was an article about the
terrorist Abu Mussab Al Zarqawi. The report published in April
is said to have quoted from secret papers of the Federal Criminal Police Office (BKA).
Editor-in-chief Wolfram Weimer and Cicero author Bruno Schirra have so far been
was not questioned by the public prosecutor's office, according to an article in the Tagesspiegel. German publishers' and
Journalists' associations criticized the search operation as an interference in
freedom of the press. The public prosecutor's office was on Monday according to
Netzeitung could not be reached for comment.