Nina Link, President of the Magazine Publishers of America, on the situation.WW How did the idea for the "Read On" campaign come about? Nina Link We realized that magazine advertising was being undersold. Most advertising is still on TV, and advertisers could easily redirect their budgets towards magazines. Magazines are following on the heels of television.
Have advertisers recognized the signs of the times?
We are in the transition phase. People are aware that the upfront model is outdated and less money than usual has been spent there in the last year. And often the promises that are used to buy advertising are not kept. For example, if a show has lower ratings than expected, the companies get their money back. That's the dirty little secret in the industry.
What do you like best about the new magazine campaign?
I love the element of surprise. Our agency Fallon developed the future concept of what the magazines will look like in 10 or 20 years. The campaign has two levels: First, we have the ads that show consumers' relationship with their magazines; they will still be reading them in the bathtub and in the park in the future. And then we have the fake covers of well-known magazines such as Newsweek or Esquire, which are bound around the current issues and distributed exclusively to advertisers and agencies.
Which industries are most important for magazine advertising?
Fashion and cosmetics are big customers, especially because they can embed product information and samples in our pages. In addition, furniture, food and entertainment. But there are also plenty of advertising opportunities for small companies. We have 200 magazines on fishing alone, so there is something for every supplier. Technology advertising is no longer so extensive, but games and mobile telephony are in demand. Suppliers in the fields of yoga, spirituality and eco-products also have a whole range of advertising opportunities.
Interview: Gerti Schön

Publishers What is the SonntagsZeitung doing on a subscription advertising card from Jean Frey Verlag? Framed by Weltwoche and Bilanz, Tamedia's holiday paper is ennobled as a "quality title". Presumably the two marketing departments simply wanted to save production costs. Or is the move a harbinger of an alliance?

Market research The Brand Asset Valuator observes a clear shift in values in society: the most trusted brand among the Swiss population is Migros. For women under 35, the most trusted brand is Ceylor. For men over 35, it is Volvo. And for many Swiss brand managers, AY&R's Brand Asset Valuator (BAV) is the most informative brand study.market research institutes also offer sophisticated and diverse methods and techniques for questions relating to strategic brand management, the measured values of which ultimately provide clients with a useful conceptualization and controlling tool. This is AY&R's USP. "Our primary goal is not to sell the study. For us, the BAV, which we have been using for ten years to monitor the qualitative development of brands, is a means to an end," explains David Allemann, new Managing Director of AY&R (see also page 3). This means that the results of the representative studies, which have been conducted regularly since 1995, flow directly into the communication concepts at the same agency - without any loss of interpretation or friction.
The scope of the study, which was conducted in over 38 countries and measures the perception of over 1,000 brands in 48 image dimensions in Switzerland alone, comes into play here. In addition, the fifth edition of the BAV was supplemented by the "Buying Steps" module, a new Swiss development.
Purchasing behavior is now also analyzedThe module promises to identify the individual weaknesses of a brand compared to the competition: Are these in terms of awareness, willingness to buy, purchase or loyalty? This BAV analysis should therefore show, for example, how purchase consideration can be increased or whether the low market share is due to price, unfavorable shelf position or insufficient packaging. "The allocation of the marketing budget can thus be determined more efficiently," promises the Managing Director, illustrating this with a comparison of two domestic and two foreign beer brands. While all four have good brand awareness in a range between 86 and 72%, they are clearly divided into two camps when it comes to purchase consideration. Even here, Corona and Budweiser have only half the purchase consideration values of the Feldschlösschen and Eichhof brands. With each additional step (purchase, dominance), the values diverge further and further. This is precisely where the globally standardized study design comes into play, as it enables international benchmarking.
Winners and losersLet us now turn to the domestic results (see table): The top 20 list is even more clearly dominated by Swiss brands this year, continuing the trend from the 2003 study. Three out of four new entrants are Swiss brands - Emmentaler, Tilsiter and Circus Knie (surveyed for the first time). Ikea is also new to the ranking. They have displaced the international brands Uncle Ben's and Chiquita, as well as Caran d' Ache and Lindt.
What is striking, and an exception in an international comparison, is that the strongest Swiss brands include many food brands such as cheese and chocolate. In the UK, on the other hand, several media brands and snacks are among the top 20. Brand preference - apparently also a reflection of lifestyle.
To mark the anniversary, AY&R is for the first time presenting a list of the biggest climbers and decliners in terms of brand vitality (differentiation and relevance) among Swiss brands since 1995. The biggest climber of the decade is M-Budget - not the only representative of the orange giant: three other own brands (dairy product line Heidi, dishwashing detergent Handy and convenience brand Anna's Best) strengthen the Migros brand balance. Max Havelaar and Naturaplan reflect the importance of healthy and sustainable nutrition. However, the rising stars also include some brands that have challenged the laws of their industry through innovation: 20 Minuten, Smart, Nespresso, Starbucks, EasyJet, Media Markt and Fielmann. In contrast, Absolut Vodka, Singapore Airlines and the Swiss hi-fi brand Revox have lost the most brand vitality over the same time horizon.
This development also confirms the thesis of the AY&R agency, according to which two factors remain decisive for success in brand management even in the age of hypercompetition: on the one hand, the innovative and creative core of the brand and, on the other, continuity in brand management through constant and consistent repetition of the basic message, which creates familiarity.
On the rise: MainstreamersAccording to the FOT 2005, Switzerland's strongest brand is Switzerland itself. But not as a travel destination or image bearer, but as a shared value platform. The study identified three trends that influence the behavior of the Swiss: The return to classic Swiss virtues, increasing price-performance awareness and the rapidly growing importance of technology brands for everyday life. The statement "I am proud to be Swiss" received the most approval when consumers were asked about it. The trend towards Swiss characteristics is characterized by A sense of tradition (products such as cheese or chocolate), domesticity and a love of tidiness (do-it-yourself brands and cleaning products have increased significantly), a sense of duty (state and semi-state institutions such as Die Post, SBB and the Half-Fare travelcard are currently among the power brands) and a need for security (the brand vitality and stature of almost all insurance brands has increased).
This trend was accompanied by a significant shift in Switzerland's psychographic segments: for the first time since 1995, the proportion of mainstreamers increased again, from 18% (2003) to 24% (2005). The mainstream milieu is characterized by its domesticity and down-to-earth attitude. The mainstreamers oppose the "me" company with the counter-design of the "we" company; the collectivist nature is more important to them. "Their driving motivation is security," explains Allemann. This has an impact on their choice of brand: Mainstreamers prefer established brands and those with a good price-performance ratio, which explains the success of M-Budget. "Nowadays, it's no longer just those who have no other choice who buy cheap. Cheap and good, instead of 'cheap is cool' is the motto here in Germany," says Allemann. The return of the mainstream is just the tip of a fundamental change in values: the proportion of success-oriented, critical and discovery-happy consumers - growth segments of the 1990s - is declining.
Luca Aloisi

Genre marketing US magazines are on the upswing. They are letting TV producers and media people know this with an impressive campaign.
Every year in early summer, America's media elite gather in New York for the so-called "Upfronts" to take a look at the upcoming fall television season. For around ten days, cinematic and culinary delicacies as well as all the tangible TV stars are brought in to persuade agency representatives and advertisers to sell as much TV advertising time as possible in advance. But this year, media professionals waiting to get in at venues like Madison Square Garden were treated to a guerrilla campaign. The industry association Magazine Publishers of America (MPA) had hired actors to draw attention to their industry with slogans such as "We are desperate for our magazines" or "Magazines offer ER: Engaged Reach", printed on brightly colored T-shirts.
Increase in revenue
The American magazine industry is doing well compared to the
US newspaper publishers are not doing too badly. Although it suffered a few setbacks after the boom years of the internet, it has seen a steady increase in advertising revenue since 2001, which accounts for 54% of turnover. However, the attractiveness of magazines for advertisers has been eclipsed for years by the mass medium of television, where many companies invest the most dollars. And this is exactly what the MPA wants to change with a 40 million advertising campaign called "Read On" (on the Internet at www.magazine.org/readon), which will run for three years.
The magazine industry is being aided in its efforts to shift attention away from television by new technologies, such as the hard disk recorder, which allows consumers to skip commercials on TV. "Consumers only want advertising by invitation," says Jack Kliger, President of MPA member Hachette Filipacchi. Unlike television, Kliger says, with magazines consumers retain control over what they want to see. And: magazine readers like advertising, according to a study by the consulting firm Starcom Mediavest. Women were asked to tear out the ten pages of a magazine that were most important to them. A third of these were advertisements.
Another element that magazine publishers want to use to attract advertisers in the future is "engagement": how much a magazine or a story in it captivates readers. According to a study by the Media Management Center at Northwestern University, most readers think of positive things when asked about their impressions of magazines. Most agreed with the statement "I get something for my money" or "it makes me smarter". It's this kind of "engagement" that advertisers want, says Renetta McCann, CEO of media research firm Mediacom. "Stop raving to us about how many readers you have," she said in a speech to MPA members. "In future, we need to know whether a qualitative connection has been made with the consumer. That is the metric of the future."
Gerti Schön

Tourism From 2006, Spillmann Felser Leo Burnett (SFLB) will be responsible for Switzerland Tourism's advertising campaigns, and the national marketing organization will be parting company with the Zurich agency Effact, which took over the budget from Weber Hodel Schmid in autumn 2002, at the end of the year. Switzerland Tourism wants to advertise national tourism with fresher campaigns in future. The corporate design developed by Effact will remain unchanged.

Agencies An unusual mixture of PR agency, creative team and media planner: the young Brand Emotion GmbH works off the beaten track.
Last summer, when SF DRS Gotthelf-TV was broadcasting and the Zuppiger family were doing business in Saleweidli as they did 100 years ago, two gentlemen brought the Zuppigers a crate of Feldschlösschen Urtrüb - in bottles from back then, on a packhorse and in traditional dress. Despite rigorous SF-DRS surveillance, the delivery was successful and the campaign was broadcast on TeleZüri, in Blick and in various other media. One of the executors of this guerrilla-style PR campaign was media specialist Peter Hofstetter. Surprising, as one would expect such a campaign from an advertising or PR agency. But the owner of Mediaxis-MPG is no stranger to creative ideas when it comes to media planning - in fact, they are "a must". Business partner and strategic planner Adrian van Velsen agrees. "Information overload, zapping, longer advertising blocks and new technical possibilities mean that more and more advertising clients are questioning the effectiveness of classic campaigns. This makes it all the more important to embed campaign messages in the editorial environment," says van Velsen. He calls this "emotionalizing brands".
In order to put such emotionalizations into practice, van Velsen and Hofstetter founded Brand Emotion GmbH at the beginning of the year as a spin-off of Mediaxis-
MPG. Katja Klee, until recently consulting group manager at Contexta in Bern, took over the management of the agency. Klee describes the aim of the new agency as follows: "We want to get communication messages into the editorial environment efficiently." However, she does not primarily rely on guerrilla campaigns, but rather on existing offers such as cooperations with media, cross-media, product placement and sponsoring - "which we always enrich with innovative ideas." The three-person team does not wait for new special forms of advertising, but makes its own suggestions. "Our work is similar to that of a PR agency in certain respects. But while the latter approaches the editorial offices, we usually knock on the door of the advertising departments," says Klee.
This was also the case with the launch of a new lotion from Dove. The realization that "real" women are more credible advertisers for a skin-tightening product than models led to the idea of a casting for curvy women - on a page in Schweizer Illustrierte. But because more women came forward than expected, an entire SI supplement was created in cooperation with Ringier. The success also led to numerous other "uncontrolled" media reports. Klee: "It was a win-win situation for everyone involved."
She approaches media providers with this attitude. "We never exert pressure, definitely not," she says. But one thing is clear: the brand that Klee heaves into the editorial space benefits from the journalistic profile and concept of the medium. Doesn't she run the risk of undermining the credibility of the media? No, says Klee, because at Brand Emotion we make sure we have a good, open climate with the media providers. It's also not about
The current difficult economic situation of some media can be exploited. "But we are noticing that advertising customers are increasingly cutting their budgets for traditional advertising and looking for other ways to reach their target audiences. We are consistently following this trend," says Klee. The media companies have also reacted to these changes. Klee: "In general, it can be observed that the editorial environment is becoming more accessible for commercial messages."
Markus Knöpfli

Advertising film Manifesto Film has added Swiss director Daniel Cherubin (34) exclusively to its roster of directors.Cherubin is one of Switzerland's leading video clip makers and has already worked for Yello, Lovebugs and Lunik. In addition to directing, he often also edits, for example for Bully Parade and MTV. In advertising, he has already edited the TV promotions of new CD releases for music labels such as Warner and Universal.

Magazines Following an agency evaluation, Reader's Digest Switzerland has entrusted the Zurich-based communications agency Viva with a mandate. The focus is on media work for the magazine Das Beste/Sélection and the consumer study "European Trusted Brands" as well as the editorial promotion of books, music CDs, videos and DVDs published by Reader's Digest.

Swiss Poster Research is neutral, for all providers, for all surfaces. Perhaps this is one of the reasons why Clear Channel Plakanda (CCP), ...Swiss Poster Research is neutral, for all providers, for all surfaces. Perhaps this is one of the reasons why Clear Channel Plakanda (CCP), on the home straight, so to speak, and with the results table in front of it, wants to withdraw from this serious project. And because of my expressed surprise regarding the abrupt exit of our competitor: On June 27, 2005, one day before CCP said goodbye to the SPR in writing, I had a telephone conversation with its CEO, Beat Roeschlin. The SPR was also on the agenda. Roeschlin made no mention of the fact that CCP would be saying goodbye to it the next day. On the contrary, he explicitly supported my proposal to agree on the lowest possible common denominator for the outstanding issues. Therefore and with respect: I am and remain surprised by this decision!
Christian Kauter, Chairman of the APG Management Board, on the editorial "Poster Puff" in WW 26/05.

Gastronomy Wirz Werbung whets the appetite for roses with a new commercial
for the vegetarian restaurant Hiltl.
The Hiltl restaurant in Zurich is a dangerous place for some people. A new commercial shows this in a doubly impressive way. It is already a tradition that audiences at Zurich's Orange Cinema in the open air by the lake can also enjoy a new Hiltl film. Two years ago, the funny spot was about a "plant butcher" who caused all kinds of vegetables to tremble in fear of death during his tour of the neighborhood. Last year, the film was entitled "The Hunter". A huntsman discovers a hare in the forest. It is about to eat a carrot. The hunter takes aim and shoots. But only in the air, so that the hare drops the carrot in fright and the vegetarian hunter gets his "prey". The latest prank in Wirz's advertising for the vegetarian restaurant tells the story of an unsuspecting flower seller who enters the Hiltl restaurant in a good mood with a gigantic bouquet of red roses. You can hear the guests murmuring and shouting discreetly off-screen. But the camera stays outside and waits until the stunned flower seller returns a few minutes later. He turns to the camera and solves the mystery: All but one of the roses have had their blooms torn from their stems. The guests at the Hiltl obviously enjoyed the flowers, as a satisfied burp off camera proves.
Theft on cameraWith this film, Wirz Werbung has deliberately continued an already impressive series of national and international award-winning commercials, both formally and thematically. For the first time this year, Swiss director and producer Max Emmenegger was responsible "for the aesthetic, lively production", as CD Matthias Freuler is pleased to report.
Leading actor Kamil Krejci had less reason to be happy on set. The star of the series "Fascht e Familie" and "Mannezimmer" had a nasty surprise when a thief tried to steal his motorcycle, which was parked next to the filming location, while the camera was rolling. Filming took place at two o'clock in the morning at the original location in front of the Hiltl in Zurich - and apparently it's not just vegetarians who hang around in this area. However, a police patrol car was quickly on the scene - and after a wild chase, the motorcycle was recaptured. Unfortunately, the team didn't have a second camera with them. That would certainly have made for an exciting making-of for this latest commercial.
However, the night-time incident is not the reason why Europe's most traditional vegetarian restaurant is moving to the Börse restaurant on Bleicherweg next August after more than a hundred years. The König family's restaurant in the old stock exchange building will close after 60 years. Hiltl is taking the opportunity to serve its vegetarian specialties in an alternative location until summer 2006, as the main restaurant on Sihlstrasse is being renovated and expanded to 500 seats.
Andreas Panzeri

Retail II Wirz Corporate is supporting Migros-Betriebe Birsfelden with the realignment of its corporate communications. The communications agency is primarily concerned with issues relating to branding and corporate communications. According to a press release, the plan is to design and implement a wide range of measures to update the retail company's profile in the relevant markets. Migros-Betriebe Birsfelden is active in the procurement, processing, packaging and marketing of raw materials and merchandise from all over the world - not only for Migros, but also for wholesalers and industry.

Shortly before the summer break, media providers and marketers in the country are once again in earnest. The Media Trend Journal, like Werbewoche a publication of Media Daten AG, which belongs to Springer Science + Business Media, presents the Media Trend Award. Once again, the event was held at Moods in Schiffbau. And with Anna Maier, seconded by MTJ editor-in-chief Urs Schnider, a presenter as charming as she was competent led through the small and fine show. Some smiled during Anna Maier's interview with Walter Weder. After he never really wanted to be pinned down, for example when asked about his favorites, the moderator wanted to know clearly whether there had been any surprises. To which Weder replied, "Yes and no." An answer in typical market research style - just don't leave the confidence zone.There were indeed one or two surprises. Shifts in the rankings were to be expected after APG and Clear Channel Plakanda were reassigned to the marketers. The inclusion of the price-performance ratio in the calculation of this category also provided upheaval potential. Nevertheless, last year's winner Publisuisse was once again at the top of the podium, closely followed by Cinecom and Clear Channel Plakanda. Among the media providers, 20 Minuten passed last year's winner NZZ at the same pace at which the young newspaper is pushing ahead with its expansion. With HandelsZeitung in third place, a new name appeared on the podium. If you want to know in detail, take a look at the current Media Trend Journal (double issue 7/8, July/August 2005).
Dada satirist Andreas Thiel is always a special treat. Even advertisers and media experts, who are considered to be rather inattentive people at aperitif time, listen. It was quiet as a mouse when Mr. Thiel, who is usually more interested in political topics, began to talk about golf. (What does that tell us about our industry?) Thiel's strongest bon mot on this subject: "Golfers don't even have bodyguards anymore - they bring their clubs with them.
One man's joy is another man's sorrow. Due to the temperatures, the Mood visitors spent a pleasantly unsweaty evening. Christian Bonnot's guests, on the other hand, who met the next day on the Küsnacht-Goldbach landing stage, were glad of the tent heating. A fine risotto with grilled specialties, however, quickly reconciled spirits here as well and made for a very cozy get-together.
The winners of the Media Trend Award receive aHermes wing.
Stefania Muratore and Marco Sager from 20 Minuten were delighted to take first place in the media provider category.
First place also for Publisuisse: Urs Schnider (left) and Heike Findeis congratulated Martin Schneider (right) and Markus Hollenstein.
Moderator Anna Maier wanted to know from Walter Weder, Media.Research.Group, how this year's results came about.
Gabi Graf from Publimedia and Marco Bäumer from NZZ-Media had a great chat at the cozy aperitif.
Since Daniel Pauletto (r.) made his first handicap, he has been able to have an excellent conversation about golf with Piero Schäfer.
Also wanted to know who will take the coveted awards this year: Christoph Marty, AZ Fachverlage, and Eva Tobler.
What harm can a bottle of absinthe do, said Alfred Blaser and Reto Mürner, Touring, with Thomas Stuckert (from left).
Annabelle advertising manager Monika Schneider (l.) and Kathrin Spross, Spross Publishing, with Andreas Spycher of Publicitas.
Cinecom Marketing Manager Jean-Claude Bruhin (l.), Corinna Schneider, Optimedia, and Radiotele Sales Manager Felix Kilchsperger.
Entertained the guests in the best way with a potpourri of his art comedian Andreas Thiel, here with Francine Bruni of TV star.
Relaxed appearance - Christian Sager, Mediabox, Hardy Lussi from SevenOne Media and Serge Nater from Beobachter (from left).
Since the week before last with state blessing, since last week also with church blessing husband and wife: Roger and Raphaela Baur-Höhn.
From Springer Science + Business Media: Finance Director Monica Sawhney and Hans Peter Meier, Commercial Director.
Gregor Eschle, (still) Advertising and Sales Manager at Reader's Digest, with cheerful Zoé Burnard from Edipub.
Were eager to see the winners: Carl Wanger (l.) from Zurich Insurance and Bruno Fabbri from Mosse Media.
Enjoyed being seduced by the delicacies from the kitchen: Mina Goffo and Christoph Osterwalder from Credit Suisse.
Peter and Dalva Bugglin from Globopharm were drawn to the tent on the Goldbach jetty despite the uncomfortable weather.
Karin Rüedi (l.) and Loan Schaufelbühl from Robatech AG were also quite cheerful despite the rain.
Regina Bertoli from Ringier with Willi Bühler and Walter Schmid (r.), responsible for promotions and events at RailCity.
Christian Bonnot's sophisticated charm offensive: Esther Rawyler, daughter Olivia Bonnot and Andrea Moser (from left).
Host Christian Bonnot (l.) with the artists Silke Pan and Robin Street, who performed the evening's shows.