Show In reply to the deal
between PubliGroupe and NZZ, Tamedia had signed the contract for the
Advertising commission with Publicitas except date at the end of 2004
terminated. Nevertheless, negotiations are once again underway for a possible
New admission. There is "agreement on the principles", says Jürg Brauchli,
until the end of August. In May, he had complained that the P had
did not reply to his proposal for six months.
Hans-Peter Rohner, CEO of PubliGroupe, on the other hand, pretends that
Courant normal: The cooperation agreements with the
Tamedia publications would be fixed for a further year in each case.
This has been the case for years. Negotiations are currently underway for 2006.
both parties are interested in objective and professional cooperation
are interested, I have no doubt that there will soon be a
regulation will be found," says Rohner. (mk)

Even hard-boiled Zurich residents were amazed: Suddenly, a four-metre-high and four-tonne "Rhäzünser-Plus-Berg", known from the SFLB campaign, stood in the heart of the city on the Limmat.Brand Emotion was responsible for the cool gag, which, according to the agency credo, enriches classic advertising with creative platforms. In this case, also the day after - as a resolution - with free Rhäzünser for everyone.

Guest commentary The accusations against "the longest advertising program in Switzerland" (Tele) are completely unfounded, defendsNiklaus Schlienger.
Who is sneaking into the TV program at night and in the fog to encourage us to buy superfluous products? Particularly sinister fellows are at work here, controlled by greedy agents and their backers. They have been up to mischief at the German ARD subsidiary Bavaria for years without their clients in the editorial offices and management floors noticing a thing. And as soon as the affair was uncovered, the search was on for scandalously placed props here in Germany too. In the case of "Lüthi and Blanc", they really did find some with well-known brand names. Swiss television has never made a secret of the fact that it enters into partnerships for prop placement - even with "Lüthi und Blanc", right from the very first episode. No wonder, then, that Bakom only had "objections" to the fact that our partners are now only listed in the credits instead of - as previously - also in the opening credits. This is no longer a requirement under the new RTVA anyway. So why the fuss? Of course, mistrust of hidden advertising is justified. However, viewers hardly ever express any unease. After all, brands and advertising messages are part of our daily reality. Anyone depicting this reality, like any series set in the present day, cannot artificially hide the product world. The result would be an aseptic detachment from reality. If a scene involves eating chocolate, making a phone call or driving a car - the examples are fictitious! -a brand inevitably becomes visible, regardless of whether money is involved or not.
No one can seriously object to a television station making a virtue out of this necessity and thus generating program money that ultimately brings added value to the fee payer. The crucial question is who has the first and last word, the prop placer or the editorial team; whether something is told in order to create a platform for a product, or whether a placement is only checked and decided after the finished script is available. At SF DRS, a clever set-up prevents editorial desires from arising to fill the budget with placements: All sponsorship and placement income goes into a central pot located at the television directorate. And are reinvested from there in programs that could not be financed without this money.
So the prop placement in "Lüthi und Blanc" has nothing to do with surreptitious advertising. Because it is done with maximum transparency, and secondly because we don't think our viewers are as stupid as certain German production companies think their ARD clients are. Always assuming that they really didn't know anything.
Television.
> Niklaus Schlienger is head of the Soap editorial team at Schweizer

The advertising agency Schneider Berthoud is gearing up
. Susanna Wittwer will take up her new position as
Account Director. Wittwer has her
She began her career in production at JWT+H+F in Zurich before she
joined Dorland as a consultant. Over the past three years
she worked at Favo in Basel as a consultant and
Serves as a support group leader.

Advice Since the beginning of July, Automobil Revue has been producing a fortnightly car guide for 20 Minuten, with tips on cars, accessories and behavior at the wheel appearing on Mondays and filling a third of a page in the commuter magazine's car coverage. The editors of the weekly magazine from Espace Media answer further questions from readers in an online forum.

TV The German television stations ProSieben
and Sat 1 will also be broadcast in the regular format from the end of October.
in the high-definition HDTV standard. The offer should
free of charge, but initially only via the Astra satellite system.
be received. The ProSieben-Sat-1 Group plans to take stock at the end of 2006
and examine an extension to cable and terrestrial broadcasting.

Online The Web2index is rising continuously. The indicator for the development of commercial online advertising,...Online The Web2index is rising continuously. The indicator for the development of commercial online advertising, which until last month was called the PWA Index, climbed by 1.8 points to 115.1 points in July. According to online marketer Web2com, advertising expenditure on the Internet thus defied the advertising slump that is always seen in the summer months.

Corporate publishing in multiple languages isn’t just about logistics and (language) technology—it’s primarily about cultural transfer. Dinner at the castle hotel in the Croatian countryside. The heavy menu is opened. Corporate publishing in multiple languages is not simply a matter of logistics and (linguistic) technology, but primarily a matter of cultural transfer. Dinner at a castle hotel in the Croatian countryside. The heavy menu is opened. The guest peruses the descriptions of the establishment
as well as food and wine—all in German, too. With its own charming spellings. A remnant of the Austro-Hungarian Empire? Whatever the case, guests feel right at home. It’s nice to be taken care of every now and then.
Chinese Is Part of the Mix: Scene change—Niederönz (BE), a communications meeting at Bystronic Laser AG. The globally active machine manufacturer publishes its employee magazine, «BystronicPeople,» not only in English and German, but also in Chinese. A decision that is virtually unparalleled: Of the 1,150 employees, around 150 are Chinese nationals in the People’s Republic. Unlike their colleagues at the Singapore location, most of these employees in China do not speak English.
The budget for the Chinese voiceover has been approved. In-
Internal communication is anything but a secondary concern at Bystronic. The Chinese editor in Switzerland is responsible for incorporating cultural needs and language guidelines into the editorial process. Typographic design, too, depends on cultural adaptation from issue to issue. One must understand,
Why, in Chinese, a certain title cannot be formatted in semi-bold or bold, as it is in English and German.
«BystronicPeople» in Chinese is not a strictly technocratic exercise. It involves more than just the editorial management of languages that, despite carefully crafted linguistic adaptations, do not all «run» to the same length (this is, of course, resolved for financial reasons
(only when switching between black-and-white versions, i.e., the same image layout for all three language versions). Rather, it is a matter of a communicative credo
A company that thrives on its international character: There is no such thing as a “foreign language”—there are simply different languages. Cultural exchange always takes place in both directions.
Arabic Is Beautiful: A change of scenery—above Lake Thun, a photo shoot with the Tuareg writer who lives here. This traveler between cultures has already written his wonderfully literary text on “Traces in the Sand and in the Snow.” He didn’t write it in Tifinar (Tuareg script)—though he does treat the photographer to a sample of its mysterious characters—but in Arabic. The Arabic manuscript looks beautiful.
Language adaptation requires cultural understanding. The writer’s translator and close friend knows how rarely the transfer of culture and language between Arabic and German is in demand. An entire book fair may be dedicated to the special theme of Arabic literature. Nevertheless, the cultural distance from the Arab cultural heritage is palpable.
Globus is showcasing its corporate publishing project. «Traces in the Sand, in the Snow, in the Stone» is a cultural highlight in the 2004 Globus Christmas magazine.
Pink isn’t considered beautiful by non-Japanese people. Scene change: the conference room of an association-style organization. The corporate publishers are presenting a concept for a publication designed to introduce Swiss culture to Japanese audiences. The Japanese characters—whether flowing from left to right, right to left, or top to bottom—are not questioned (and presumably not understood, except by one person at the table). What is questioned, however, is the design work of the absent (incognito Japanese) media designer. So much pink, for heaven’s sake—blue would be much nicer. Only one person at the table likes it (the same one again, and he lives in Japan). That’s not enough. The concept is rejected.
The corporate publishers refuse to compromise and leave the room. A dozen hosts remain at the table; they’re unlikely to get to know their Japanese guests and would rather just stay seated. The menu lies untouched. Perhaps there are foreign languages after all.
Dr. Viviane Egli moved in 1989

from journalism to corporate publishing. Today, she heads the corporate publishing agency Primafila AG, which is a member of the cross-national association Forum Corporate Publishing.
«BystronicPeople» as a shared international forum; languages should bring employees together, not divide them.
Viviane Egli

Radio Marketing: The upcoming debate on the RTVG is throwing a wrench in PubliGroupe and Tamedia’s radio plans. In search of new, profitable business areas outside the print industry, PubliGroupe wants to enter the radio market. For its part, the media group Tamedia paid a hefty sum for the radio stations 24 and Basilisk and wants to move forward with refinancing. That is why both companies have a strong interest in a stronger radio market. Their common ground is the Goldmedia study on the Swiss radio market (summer 2004), initiated by the Federal Office of Communications. Among other things, the study criticized the radio pool situation, which was primarily driven by (publishing) policy, but noted that further potential existed in and of itself.Regional Radio Stations SidelinedAccording to research by *Werbewoche*, the two players have therefore coordinated the advancement of two parallel projects, both of which could be implemented independently of one another. Belcom CEO Andreas Meili attempted to establish a new type of pool encompassing the centers of Zurich, Basel, Bern—each with two competing radio stations—and include additional stations in the Mittelland, Central, Eastern, and Western Switzerland. Meili, however, left rural radio stations such as Grischa, BeO, Sunshine, as well as Top, Zürisee, Munot, and others out of the picture. In doing so, he separated the urban stations from the smaller rural radio stations. For its part, P worked on establishing a new marketing company, into which it intended to integrate Tamedia, NZZ, and the French radio operator NRJ. An interesting approach: Since publishers had tended to hold back rather than promote their radio stations in the past out of fear for the print business, the largest owners were now to be directly involved in radio marketing. The downside: Concerns began to spread throughout the radio industry about the dictates of the powerful. Neither P nor Tamedia was willing to comment on the status of the projects. Stefan Staub, project manager for electronic media at P, merely noted that on August 25 and 26, P would provide information on the further progress of its radio ideas «in larger meetings with the parties involved» (radio operators and presumably also publishers). Until then, he hopes there will be no further rumors and that the press will hold off on reporting. What he doesn’t say: On August 29, the publicly traded PubliGroupe will publish its half-year results, and on August 31, the
The radio industry is gathering for Radioday. Naturally, any further advance information comes at an inopportune time. The situation is similar at Tamedia, where the release of the half-year results is already scheduled for August 26.
The NZZ is not on board at this point. «One or both projects could be delayed,» Staub cautiously hinted. In doing so, he is anticipating what is already being speculated: Neither project will come to fruition, at least not this year. What is certain is that, despite its close ties to P, the NZZ is not participating in either project for the time being. Beat Lauber, a member of the executive board, commented: «As the projects currently stand, they are still not fully developed. We strongly support the intention to advance the radio market. However, regional circumstances and established structures should also be taken into account. That has not been done sufficiently so far.» Grischa CEO Hanspeter Lebrument also expresses reservations: “I advocate a clear separation between marketers and media owners.” He considers it counterproductive, however, that the projects would mix the two and, moreover, exclude some radio stations.
At Tamedia, too, CEO Martin Kall is said to have reined in Meili’s zeal somewhat. But this may not have happened until Lebrument intervened in his role as president of the Publishers« Association and pointed out the risks for the upcoming RTVG debate in Parliament. Lebrument states emphatically: »At the Publishers’ Association, we have a clear stance: Ultimately, the RTVG should contain as few provisions as possible regarding media concentration. Anything that currently appears to promote concentration jeopardizes this goal.” Not to mention that the projects have the potential to divide the radio and publishing industries. Consequently, P and Tamedia will likely announce a pause for reflection and emphasize that they’ll stay on the ball, but won’t take concrete steps until the RTVG is finalized. Until then, almost everything will remain the same. Only the cracks in the industry that have already come to light will have to be painstakingly patched up again. Take, for example, One Pool, the only radio consortium that was terminated at the end of the year. The reason: The radio stations Argovia and 32 had relied on P and Tamedia. Now they’ve been left out in the cold by them and must figure out for themselves whether—and under what conditions—they can find a new home within a pool.
Markus Knöpfli

The GEMI shows that the TV and internet advertising markets got off to a good start in the second half of the year. However, radio advertising took an unexpected dive, with gross advertising investment in electronic media increasing further in July. The Goldbach Electronic Media Index (GEMI) shows an increase from 312 to 314 points for TV, radio, Internet and teletext combined, and the index for electronic media has risen by a total of 13 points since January 2005. Compared to the advertising market as a whole, there has been a significant increase. The index for the overall advertising market has only increased by 3 points since the beginning of the year and remained unchanged at 164 points in July.
In July, radio advertising recorded a decline for the first time in a long time, from 273 to 271 points. It had been growing steadily since January 2004 and had been the fastest-growing category so far this year. The loss of 2 index points is therefore all the more surprising.
Internet is on the riseTeletext also suffered a loss. Its index fell from 197 to 196. Television, on the other hand, surprisingly increased by 3 points to 315 in the summer month of July. Internet advertising was also able to leave the somewhat flatter growth phase of the previous summer months behind. With an increase of
2 to 160 points, another promising performance.
The GEMI is calculated by advertising marketer Goldbach Media. It shows the monthly development of advertising expenditure in the electronic media and in the overall market since the introduction of the first TV advertising window in 1993. The index is based 100% on the Media Focus data collected and published monthly. The monthly seasonality is filtered out of the time series in a two-stage process.
Rona Grünenfelder

The Geneva Free Weekly GHI (Genève
home Informations) is celebrating its 35th anniversary with a new
Layout. The current issue presents itself with a larger
editorial section, a more colorful design and a new logo. The
Innovations also have an impact on the editorial concept: GHI wants to
provide more information, but package it in a shorter form
and focus on more images. According to the communiqué, the
cheeky, sometimes provocative tone and the goal of repeatedly raising issues of
for the talk of the town. The new
Almost exclusively with internal staff.

Software test A Mac OS X server system is ideal for centralizing data and thus reducing the load on workstations. In addition to consumer computers and workstations, Apple Computer also produces server systems for the entry-level and upper mid-range sector. These servers and the associated Mac OS X Server software are of interest to agencies or print shops that operate two or more workstations (e.g. classic DTP workstations). With Mac OS X Server, Apple has replaced the server solution formerly known as Apple Share IP under the Mac OS 9 operating system. As with Apple Share IP, one license can be used for either up to ten
workstations/clients or an unlimited license can be purchased. Like Mac OS X, the new development has a graphical interface and is based on Unix. It was introduced shortly after the desktop operating system was launched in mid-2001.
ServicesThe many services of the server software based on open source code (freely accessible source code) were continuously updated with the updates of the operating system.
system has been improved. The current version of the server system contains a total of 20 services to be used.
systems. The services included in the software package - the most important of which are presented in the "Server" box opposite - therefore fulfill the central requirements of a server system.
After the very simple installation of the server software, a normal operating system is presented.
system Mac OS X; only two icons stand out in the program bar (Dock). If you start the Server Admin application, the possible services are displayed in the window (see illustration), which can then be configured there. With the start
of one or more services, the computer then becomes a server. Even if these settings
require certain knowledge of the technical environment, so
Nevertheless, the user guidance through the menus is very simple and well explained.
The service that is probably needed most, the function as a classic file server, can be easily created by simply creating
and administration of users or user groups. The extremely simple sharing of files, folders or volumes with sharepoints is an outstanding feature. The addition of new users and the
This makes data sharing child's play. The other services are also quickly set up and "up and ready" once you have the necessary information.
Only the mail server is somewhat underpowered. This is probably why it is often not used and a competitor product on a different platform is used instead. The main thing missing here is better integration into the established Microsoft Exchange solution, which ideally combines email management with the calendar functions.
The integrated Xgrid service also enables grid com-
puting. This allows the computing power of several computers connected within a network to be used. The use of Xgrid is particularly useful for computing-intensive tasks.
For demanding usersA more flexible management of storage capacities is offered by the storage management software, which is also available separately from Apple.
storage solution Xsan. Based on a Storage Area Network (SAN), a network for connecting hard disks, any and almost any number of storage systems can be used or integrated. The speed advantage offered by Xsan is particularly beneficial for storage-intensive applications. An Xsan environment is therefore particularly suitable, for example, for professional editing of video material in HD format.
Another advantage of Xsan is that the storage capacity is very high.
can be easily expanded. At least one dedicated and necessary metadata controller (separate computer) takes care of data management. Apple's Xserve RAID systems are available for this purpose as secure or high-performance data storage.
However, Xsan is therefore a larger dimension overall. In addition to the hardware (metadata controller, Xserve RAID) and software (Xsan), faster lines and plug-in cards (FibreChannel technology) are also required.
Positive conclusionA disadvantage for some companies is the fact that the server software is designed exclusively for Apple hardware - and perhaps the somewhat weak mail server, which lacks a comprehensive e-mail/calendar solution comparable to Microsoft Exchange.
But all in all, Apple has achieved a brilliant feat with the Mac OS X server - especially in its new version 10.4.2. Above all, its user-friendliness and reliability are currently unrivaled. With the server package, you get a complete solution that is easy to use and fun to handle - and does exactly what it is supposed to do: provide a service to the user in one way or another. With the integrated Xgrid service or the optional Xsan solution, even more extensive requirements can be met.
ServersThe servers are the workhorses in agencies, prepress operations or the prepress departments of print shops. Thanks to the client-server principle used, they allow access via clients to one or more
central server. The client provides the user interface and the server provides the appropriate functionality. Each available service of a server therefore requires the corresponding client. The best-known example here is the interaction between web server (server) and web browser (client).
Print servers (controlling print jobs), mail servers (receiving and distributing e-mails) or streaming servers also work according to this client-server principle.
server (distribution of digital content such as radio or video). Via NFS server (Network File System)
files can be stored directly on the server
edited or programs on the
server can be started. (jf)
Mac OS X Server runs on iMac, Mac Mini, PowerMac or the Xserve computer (pictured) with at least G3, G4 or better G5 processors, equipped with at least 256 MB RAM and a FireWire port. Photo: Apple Computer
The administrator tool (Server Admin) can be used to start, configure or stop all services; this is also possible remotely via the Internet.
Users can be assigned to user groups using drag & drop.
Jürgen Franck