From the current issue onwards, the
Business newspaper Cash no longer in three volumes as before, but only
still in two. "In this way, we want to improve reader guidance," is the
Editorial by editor-in-chief Dirk Schütz. The first bundle
contains the classic cash content such as company stories, analyses
on economic policy as well as interviews and people contributions. The second
Bund is dedicated to the area of service. The newspaper focuses on
financial advice, reporting on stock market developments and the
Guide pages on the topics of taxes, pensions and real estate. New in
two sections: "My Way" sheds light on education and training.
Further training. "My time" is intended to show where spending money is fun.

In Switzerland, the free newspaper
has been part of the media landscape for years, and among its German neighbors it has
However, it has not yet become established. This could now change
change. According to an article in the newspaper Die Zeit, the Norwegian
Schibsted publishing house with the Schleswig-Holstein newspaper publisher (SHZ)
on the printing of a German edition of the newspaper 20 Minuten in
Negotiations. SHZ Managing Director commented to Die Zeit
However, he is cautious: " We are in talks with this publisher. More
I can't tell you anything about that." The
Scandinavian publishing house in the German press: From 1999
he published 20 minutes in the Cologne area, but in 2001 he had to give up the
resistance from German publishers.

Urs Neuenschwander has been head of communications for the city of Zurich and information officer for the city council since September 1. According to a
Report of the SDA he is directly subordinate to the city clerk.
Neuenschwander is responsible for the coordination of the citywide
communication, for the maintenance of the municipal Corporate
identity as well as the city's Internet presence. Most recently worked
Neuenschwander for the PR agency Peter Bütikofer & Company. Before that,
from 1987 to 1999, he was press spokesman for the SBB in Zurich.

(pr) In connection with the
Repositioning and expanded strategic orientation of the 35
years by Prof. Dr. Richard Kühn, input Unternehmens- und
Marketingberatung AG (Zurich and Berne), appointed Patrick Pfäffli as of 1.
September 2005, he assumed the function of Chief Executive Officer of
renowned consulting firm. He replaces Hans Willener in
of this function. The Executive Board is composed unchanged
composed of the partners Patrick Pfäffli, Dr. Johann Schlieper and
Hans Willener.
Patrick Pfäffli studied business administration at the Universities of St. Gallen and Bern with
Degree lic. rer. pol. studied. After working abroad
(South Africa) and a detour into academia, he has been a
years at input in the areas of marketing and
Strategy development active.

According to a study by Kirchhoff Consult
SMI companies are placing more emphasis on the quality of their annual reports.
presentation of financial reporting (average score 4.2), as
on corporate information (average score 3.7). In the
Overall winner UBS, on the other hand, takes a different view. The report
received top marks in the area of corporate information, while other strengths lie in the structure, the management report and the
Corporate governance and risk report. The study of the
consulting firm Kirchhoff analyzed the annual reports 2004
of the 26 companies in the Swiss Market Index (SMI) as
Communication tools. As in the previous year, the focus was on
Financial Disclosure and Corporate Information. In comparison
The annual reports have improved compared to the previous year. Almost 60 % of the
reports achieved the grade "good"; in the previous year, the figure was just under 50 %.
According to this study, the top 5 companies in the SMI are: UBS, ABB,
Clariant, Roche and Unaxis.

(pr) In the fall of 2006, the
highway A1 in Niederbuchsiten (SO) on an area of 1900 m2 the
"JURAworld of Coffee" will open its doors. The new experience and
training center will provide children and adults with an entertaining
and educational approach to the fascinating world of coffee. The
Unic Internet Solutions has launched an accompanying experience website in the
record time of one and a half weeks. "This was possible because
we have developed a sophisticated system developed by Unic Internet Solutions.
framework. This allows us to use many existing elements
reuse," explains Michel Leist, Multimedia Designer at JURA
Elektroapparate AG. "A fresh, appealing layout should appeal to young and
old to linger on the site".
The aim of the website is to appeal to passionate coffee drinkers or
to arouse the interest of enterprising families and establish contacts with
collect. In this way, JURA can use the integrated
Newsletter module keeps customers up to date at all times
of the work. The youngest are also addressed. For
she introduces the little goat "Cino" competitions and other interesting
stories on the subject of coffee. A few days ago, a
webcam has been switched on. Interested parties can watch the construction of the
experience live.
The technical basis is the web content management system IXOS-Obtree C4
from Open Text, for the Inxmail Professional newsletter. I worked on the project
A total of seven people worked on the project.

The agency 4c Business Campaigning advertises
by means of
Campaigning for the IT trade fair Orbit-iEX 2006. This is a
impact-oriented and multidisciplinary approach is meant, as the
Agency explained. The various means of communication are intended to
be coordinated in such a way that they mutually influence each other.
strengthen. According to exhibition manager Giancarlo Palmisani, this approach meets
exactly the needs of trade show marketing.
That's why Palmisani commissioned the agency to conduct a
Strategy workshops. The trade fair team and the consultants from 4c Business
Campaigning worked together during one day to learn the basics of
for the campaigning strategy. Now the agency was additionally
commissioned to support the trade fair team in the implementation of the
to support the measures to be derived for Orbit-iEX 2006. Thus
the agency develops a new subline, advertising and PR measures,
Exhibition advertising, online campaigning and other situational
Activities.

Radio 24 focuses on more information,
a shorter morning show and a new news logo. From October 1
the information magazine "Info 24" will be extended by half an hour and
goes over the airwaves from 5 to 6.30 pm. It now includes four to
five contributions and also offers space for expert panels, phone-ins and
In-depth blocks. According to the press release, Radio 24 aims to create an exciting
and interactive news form, which in Switzerland over the last few
years had been massively neglected. Not only the evening, but also the
The station is restructuring the start of the day. Since he found out,
that users no longer have to watch a morning show after reaching their workplace.
the morning show with David Karasek will be extended by one hour.
shrunk. However, this is not a reduction, but rather a streamlining
and pooling of resources. In addition, the
Newssignete. Radio 24 says goodbye to the
three-headline solution and, from October, will manage the hourly
News bulletins with the sentence "This is the most important news from the
Hour".  

Marketers The PubliGroupe and Tamedia radio pool has just collapsed. Goldbach Media quickly proposes a market without pools at its half-year results press conference.
of August 29, PubliGroupe CEO Hanspeter Rohner admitted that the P
its entry into radio marketing announced for this year
postponed "until sooner or later".
Rohner will now have to revise his radio marketing plans, because
Since August 31, the radio industry has been presented with a new proposal that
also has the ambition to expand the radio market in Switzerland and the
medium of private radio. This time it comes from the kitchen of
Goldbach Media, where Michi Frank, Head of Marketing at IP Multimedia,
and Goldbach CEO Klaus Kappeler set up a model and
which bears the name "Radio Pool Switzerland" and which is
in the subtitle as a "future-oriented, national generic solution for
all private radio stations, agencies and advertisers".
"Strictly speaking, we are not proposing a pool, but rather a way of
the radio market can be liberalized from 2006," says Kappeler. With
liberalization, the Goldbach boss is referring to the abolition of all existing
pools and their restrictive requirements, as well as the abolition of all
Exclusive leases. "Our proposal does not involve commercial radio
and no marketer is excluded, everyone can take part," says Klaus
Kappeler. Under one condition: the broadcasters must agree on a
uniform model tariff system, in which the hourly range is
in the target group of 15- to 49-year-olds for the thousand contact prize
(CPM) is decisive. In future, the advertising industry will be able to
radio stations have the same profitability in this target group
within a narrow CPM corridor.

33 performance-based tariff levels
Based on the average net reach of between 6 and 19
Kappeler proposes a CPM of 13.50 francs and 33
performance-based price levels. From a CPM of 14.20 francs
a degressive CPM model controls the rate. With the tariff of the
average hour, the prices for each station can also be displayed on
convert the individual hour between 6 a.m. and 7 p.m. The calculated
tariff, each broadcaster may, within a defined framework
suggested are plus/minus 15 percent - at your own discretion
or offer it at a lower price - but without increasing its average price.
change the daily rate.
For national customers - and only for them does the model apply - this has
the advantage that in future they can choose the range of channels they want to book,
freely and according to their own criteria, whereby the
CPM advantage only comes into effect from five channels. Otherwise
Single tariff booked. Another premise: Each channel selected must
be placed at least 18 times in a closed campaign.

Winners and losers
The actual calculation model for 41 commercial broadcasters is based on
from the weekday net reach from January to May 2005. It
shows: The majority of broadcasters are already operating in a
CPM corridor of 12.80 to 14.20 francs. Only eight stations deviate
more strongly. Of course, the calculations also allow for theoretical
Comparisons between the current pool situation and the proposed
model. This shows that Radio 24 and Lausanne FM, for example, have been
2006 and Radio Zürisee and One FM received significantly more money
than with the current Swiss Radio Pool. Performance-related losses
Basilisk, Sunshine, Central and Aktuell, on the other hand, had to accept losses,
ExtraBern, BEO, Regenbogen as well as Lac and Nostalgie (all One Pool).
Energy Zurich, also in the One Pool, would get off lightly.
"The model rates each station equally with its listener performance,
That's why all broadcasters receive the same conditions for national campaigns.
chances of being included in a radio plan," emphasizes Kappeler. The
He describes the model itself as "innovative", and it also creates trust.
and an increased demand for the medium of radio.
The initial reactions of radio operators are largely cautious
positive. Many of the 15 or so broadcaster managers asked gave
but told Werbewoche that they have yet to finalize the model.
would have to be carefully calculated. Goldbach Media received good marks for
the open discussion. There was also praise for the fact that the model
is open to broadcasters.
There were reservations on two points in particular: The tight time frame, the
for discussion (see box) does not suit many people.
After all, the devil is in the detail, and most of the
pool agreements and the management leases between Radiotele and individual
broadcasters is criticized. The second point of criticism comes from
Andreas Meili, Head of Electronic Media at Tamedia. "The model has
one main problem: it is not a pool and therefore not a product, but
prescribes an industry-binding CPM. In my opinion, this
view amounts to a price agreement. From a competition law
reasons, the model is unlikely to have a future," he says. Markus
Ruoss, majority shareholder at Radio Sunshine, disagrees. "I believe
not that the Competition Commission sees a problem if 41
market players in different areas," he says.
Voilà - the discussion is launched.

Markus Knöpfli

Mode Publicis gives Vögele fashion the leading role in a new film. One that is deliberately provocative.
Vögele repositioned itself for the first time with a series of commercials. Now the
wave continued on TV, and after a cool summer you can look forward to
can look forward to a hot fall. At least if Charles Vögele has his way
Switzerland goes. Although the Swiss fashion house continues to focus on
on its core competence as a fashion supplier with attractive
Price-performance ratio for a broad clientele ranging from trendy to
dignified. But the paths that are taken are bolder,
than is usual in the fashion industry. This continues the path that Charles
Vögele with the first and successful spot campaign in spring
seamlessly.
The new film is unusual by Swiss commercial standards 
hot-blooded to the point. In other words: the product benefits are
during a train journey. The wearer of a
cardigan with double zipper makes the person sitting opposite
man by playing provocatively with her zipper. And the
Type - no wonder - loves to play along. How good that the train in
enters a tunnel and the light does not come on immediately.
If you want to stand out, you have to take risks. Publicis has therefore deliberately
proposed a film that would also trigger reactions from the audience.
should. "Films that make people talk", hopes CD Philipp Skrabal at
Publicis. This film style and the music are intended to make Vögele younger.
than the fashion house is still anchored in many people's minds. At the same time
The imagery is intended to emphasize that Vögele has a lot to offer in terms of quality.
has to offer. "The tone of the films is cheeky and bold - but
stylish and expensive," says Skrabal.
Like all the films in the spot series, "Train" also plays with this with a wink,
how items of clothing are dramatized in a plot. With this
idea, a current offer is presented at the same time as the
The strength of the film medium is utilized by arousing emotions for the brand.
be able to be used. This is intended to attract the desired younger group of customers.
be addressed.
When designing the commercials, the items of clothing are first
then a story can be invented around it. "It
is a nice task to be able to approach a topic so freely," says
at Publicis.
After the first films "Catwalk", "Fussballstadion", "Liebespaar im
Staircase" and now "Train", the idea with the dramatized
garments will be continued later.
The film is used in Switzerland and Austria and is produced by
GAP Films in Munich, directed by Charly Stadler.
The campaign is also accompanied by posters. However, these are
exclusively on the range of products and services on offer and will be
realized by Publicis by Vögele on its own initiative.   

Andreas Panzeri

(pr) The company previously known under the name Renzen &
Partner well-known communications agency recently called RENZEN
Communications. The Aargau-based agency specializes in communications in all
from advertising to graphic design and the
sales promotion to PR.
In addition to the name, the company's appearance was also redesigned.
The redesign of the company makes itself felt in the logo, but also in the
web presence noticeable. The new homepage is now accessible via the simplified
Internet address renzen.ch can be reached. The timing for the new
appearance was not chosen at random. Rather, the
Redesign combined with relocation of RENZEN Communications. RENZEN
Communications moved into a villa at Gönhardweg 48 on September 1.
moved to Aarau.
"This means more space for employees, more
Room for creativity. A stroke of luck, an opportunity that one simply
had to use," explained agency owner Frédéric Renzen. With all
Innovations remains the team of 15 employees from
the areas of graphics, text and consulting, however, exist.
RENZEN Communications, communications agency, Gönhardweg 48, 5001 Aarau
Tel. 062 824 94 84, Fax 062 822 54 17, www.renzen.ch, [email protected]

Ikea joined the ranks last Tuesday with
campaign in the current trend towards guerrilla advertising.
Employees of the Swedish furniture giant pushed a crib together with
little "princess" through the streets of Zurich, as the Tages-Anzeiger reported on
Wednesday reports. There was no authorization for the move.
Ikea marketing manager Carlos Friedrich had considered this step
As he told the Tagi newspaper, he first got the okay from his
Lawyers obtained. If the police had intervened anyway,
he would have stopped the action immediately. The authorities had no
problem with furniture sliding, everyone is free to put a bed through
the area. Critical is the fact that Ikea simultaneously
had distributed 3,000 flyers for a week of action, which was equivalent to an authorization.
would have been required. The fact that this authorization was missing made the action
illegal. Whether a fine had already been issued for this, the
city police are not disclosed for data protection reasons. According to
Spokesman Marco Cortesi now wants to increase patrols in order to find more
to prevent actions in the same style.