Hearing aids For hearing aid retailer Amplifon, the agency TWFE developed a campaign that equates hearing with sight. The latter was reduced to a black surface to represent the disability, and since you can't hear this color, sonically stimulating short stories were added. Occasionally, the literary allusions are "sexy" in order to "bring more joy to the taboo subject". The list of contributors also makes exciting reading. It includes Ursula Pia Jauch, a university professor of philosophy and cultural history as well as a journalist and feature writer for the NZZ. She owes her excursion from the ivory tower to the lowlands of advertising to TWFE boss and CD Marco Fumasoli, whom she knows privately.

Adscreen Neu markets IP multimedia screens at concerts. Whether Openair Frauenfeld, Festival im HB Zürich, Openair Val Lumnezia, Openair Gampel, Summer End Festival or Hip Hop & R'n'B Silvester Jam - at all these open-air concerts the artists and stars can not only be seen directly on stage, they are also shown live on screens in VIP tents and on one or two big screens (from 15 square meters) next to the stage. three-minute advertising loops are also broadcast between the performances of individual bands. IP Multimedia (Schweiz) AG, the marketing company of Goldbach Media, is responsible for the exclusive marketing of this advertising time. "This network is exceptional, it convinces with a homogeneous target group and is good for our image," says Martin Schlenker, responsible for the Adscreen division at IP.
The six open airs can only be booked as a complete package; a 20-second spot costs CHF 25,000 gross. The number of broadcasts has not yet been determined, but Schlenker expects around 30 to 40 per event. Assuming three contacts per person (last year there were a total of 170000 to 180000 visitors), this results in a CPM of just under 50 francs. Unlike most other indoor and outdoor screens, in this case the spots can be played with sound.
However, it is possible that the package price will change if the St. Gallen and Hochybrig Openairs and the Energy event after the Street Parade are also added. Negotiations are still ongoing. Schlenker, who is now also marketing a screen network at kiosks (see p. 20), is nevertheless confident.
(mk)

Unsatz Despite currency turbulence and high energy prices, Ziegler Papier had a relatively good year. Thanks to a cash flow of around 15 percent of sales, it was also possible to finance all investments of around CHF 13 million with own funds. Ziegler Papier will continue to consistently pursue its niche policy in the future and intends to expand its international presence.

National pride The Swiss alpine ski team missed all chances to appear on the medal table in Bormio. For the first time since 1966 in Portillo, Chile, there was no Swiss on the World Championship podium, which was no surprise given the course of the season so far, but the disappointment is still deep-seated. The advertising agency Jung von Matt/Limmat made this discovery of slowness the subject of an advertisement for the Lumix FZ10. With a shutter release delay of just 0.008 seconds, the digital camera does exactly what the index finger says. That means: always sharp photos, even of fast-moving objects. Not a camera for the Swiss Ski Team - but ideal for people who like it fast, but without jerks.

Competitions Four Swiss advertisers are allowed to take part in the Cannes Lions 2005 awards, with Mike Krüll, Executive Creative Director of FCB Leutenegger Krüll, judging in the prestigious Film category. Daniela Jakob will judge in the new Radio category. She is Creative Director Text at Lang Gysi Knoll. Andreas Widmer, CEO of Futurecom and Wunderman, judges direct marketing work as a member of the home jury in the run-up to the festival. Ralf Doller from Alex Schmid BSW will sit on the final jury of Lions Direct, which will meet in Cannes. The International Advertising Festival takes place from June 19 to 25.

Poster printing F12 formats or larger can now be produced with fewer sheets. Less is more - at least when it comes to the number of poster parts. Instead of three, for example, only two poster parts need to be produced for the production of F12 posters thanks to new large-format printing presses in sheet-fed offset. The advantages are obvious - fewer sheets need to be set up, printed and glued on the machine. In addition, fewer printing plates (but larger ones) are required and the overall set-up times on the machine are reduced. Other advantages include greater flexibility in design (instead of two parts of the same size, the F12 can also print two parts at a ratio of 2:1 depending on the subject; this means that the gluing point is not in the middle of the subject, and the right-hand third can also be easily regionalized), in printing (printing of two uses or two different subjects per printing form) and, finally, fewer problems and sources of error during billposting (gluing). In the meantime, billposters have also responded to these possibilities. APG, the largest Swiss poster company, officially released the new two-part F12 posters on January 21. The first new one at SetaprintAt Setaprint, one of the two fully automatic screen printing machines was replaced last year by a large-format MAN Roland 900 XXL offset printing machine. When a company almost gives up a process after a good twenty years and commits to a new one, there must be a reason for this. There was one at Setaprint, and it is quickly explained: owner Pierre-Louis Marti does not believe that screen printing will be able to hold its own against offset printing in the poster sector for much longer. Marti has therefore never seen the approximately 6 million investment costs (machine, structural measures, expansion of prepress, workflow, CtP) as a risky decision: "We have improved in all three disciplines: quality, speed and, last but not least, price. Not investing would have been a bigger risk for the company." Pierre-Louis Marti did everything in his power to ensure that the first large-format machine of the latest design arrived in Bachenbülach. With a six-month lead over the competition, he achieved this goal and, according to his own statements, was able to increase his market share.
Only three machines are in operation worldwide: two in Germany and the third Roland 900 XXL has now left the MAN plant in Offenbach for Bachenbülach. Being the first was not the main motivation. Marti is pleased with the productivity and the fact that the popular three-part F12 posters can now be printed in two instead of three sheets.
The largest format at JCM
The five-color Rapida 205 from KBA in the format 151 ¥ 205 cm - the only machine with a fully automatic cutting device - is used at JCM exclusively for the production of posters.
The large-format offset printing system is nothing new at the Schlieren-based company. For more than ten years, large-format posters have been produced using the offset printing process on a modified Miehle sheetfed offset press imported by JCM itself. With the purchase of the Rapida 205 a good two years ago, JCM opted for a modern printing press. The Rapida 205, currently the largest sheetfed press, has now been in production for five months. Marketing and sales manager Manfred Sollberger is delighted with the fully automatic plate changer, the integrated cutting device and the short makeready times. In technical terms, the machine is state-of-the-art: CIP3-PPF data generated in the prepress stage is transmitted directly and automatically controls the ink presetting. Overall, productivity has improved significantly thanks to the new machine, adds Sollberger.
In addition to mainly F200 posters, GF posters (large format) are also produced. The advantages are particularly clear when printing GF posters: instead of nine parts, only four are produced. In addition to the savings in plates, set-up and printing time, JCM achieves a higher quality standard. The sheet transitions are therefore reduced to two.
JCM JCM Offsetdruck AG has 18 printing units, making it the largest poster printing company in Switzerland. The company is based in Schlieren near Zurich. JCM currently employs 47 people. The company was founded in 1895 by Jakob Clemens Müller.
Since 1995, JCM has been printing large-format posters using offset printing on a specially imported and converted Miehle four-color press (format 137 x 197 cm). Even with the Miehle, the company was able to print posters in fewer parts and has been able to
This has had a lasting impact on the market. In October 2004, a KBA Rapida 205, the largest sheetfed offset press in Switzerland, started production of posters at JCM. This press was unveiled as a world first at the drupa trade fair in Düsseldorf just a few months before it was commissioned at JCM.

In addition to the Rapida 205, the company also operates five-color and six-color presses up to a format of 100 x 140 cm. (jf)
Setaprint Setaprint is a company belonging to Pierre-Louis-Marti Holding in the industrial area of Bachenbülach, approx. 15 km north of Zurich. The company, which has 25 employees, uses three printing processes to print posters: large-format digital printing, screen printing and offset printing.
Since its foundation in 1986 (when it was still based in Zurich-Altstetten), the machinery has always been at the forefront of technology. In 1986, for example, the first fully automatic
screen printing machine installed in Switzerland. Since then, city posters can be produced cost-effectively. Setaprint then installed the direct projection process, with which the screen printing forms were directly imaged using mother litho. In 1999, Setaprint was also the first Swiss company to acquire a computer-to-screen system for the production of screen printing forms based on digital data. And finally, the pioneers put a large-format poster printing machine of the latest design into operation. (jf)

JCM prints large-format posters in fewer sheets using a KBA Rapida 205 - the largest-format offset press in Switzerland.
Instead of three parts (picture above), F12 posters can also be produced in just two parts at Setaprint - here on a MAN Roland 900 XXL.
Instead of three sheet sections (right) for F12 posters, only two sections need to be produced. The prerequisite is that the print shop has a suitable machine. Source: APG
Jürgen Franck

Trade fair The Hunkeler Innovationdays 2005 in Lucerne offered the latest developments in web finishing and print-on-demand. Color, an expanded range of substrates and higher production outputs will continue to have a significant impact on the development of digital production lines. On the mailing production side, the end-to-end process from the unprinted roll to the finished product is emerging.Hunkeler has introduced POPP Generation 6, a pre- and post-solution for digital production lines. In roll-to-roll mode, the new system achieves 220 m/min with paper qualities between 45 and 300 g/m2. As a technology study, the new LS6 large pile delivery was integrated into the line, which achieves web speeds of 150 m/min without an upstream buffer. The large pile delivery, which can be changed over fully automatically, is capable of transferring over 1800 books per hour in DIN A5 format to a downstream finishing component (perfect binder).
Integrated mailing productionAnother world premiere was the integrated personalization and finishing of direct mailings on a Nipson VaryPress 400 and the UM-PL 520-W universal module from Hunkeler. The four-color printed paper web without a guide hole edge (pinless), fed from a roll, was printed with variable data at web speeds of 125 m/min in the printer system and then punched, perforated and cut in the cross direction (cut-out for printing without edge) in the universal module. The US company MAR Graphics will be the first user of such a configuration and will be able to significantly reduce unit costs in mailing production thanks to the integration of previously separate processes. According to Nipson, the process integration goes so far that with the integration of web offset presses, end-to-end direct mail production can be realized from the unprinted roll to the finished product.
Innovationdays Since Hunkeler organized Innovationdays for the first time in 1996, this trade fair has grown steadily. The sixth edition of the industry meeting point for print-on-demand, forms and mailing production and paper disposal took place in February in Lucerne on an area of 4500 m2. In addition to Hunkeler, the most important suppliers of digital printing systems and finishing equipment as well as software developers and manufacturers of consumables were represented. (jm)
Jürg Marti

Health The St. Gallen marketing agency Ammarkt has won Salzmann Medico as a new client and has been commissioned by the medical company to redesign and promote the Venosan and Venofit compression stocking brands. Ammarkt prevailed in a pitch against four competitors. By the time of the World Congress of Leg Specialists on October 2, 2005 in Rio de Janeiro, the agency will have redesigned numerous packs, brochures for doctors and specialist retailers as well as various instructions for use. The Venofit products acquired from Kundt in 2003 are to be based on the Venosan line and united under the Salzmann Medico umbrella.

Fashion The bilingual agency Numéro 10 from Bern wants to dress urban-oriented German-speaking Swiss women with La Redoute.With a positive awareness development after two first advertising waves in 2003 and 2004, the agency Numéro 10 for La Redoute now wants to make known not only the name but also the fashion competence of the mail order company. In France, La Redoute is now considered the number one fashion mail order company. Founded in 1873, the company launched its first catalog in 1928. La Redoute is now using this sales tool to catch customers in eight countries. In addition to Austria, Belgium, Spain, the USA, England, Portugal and Sweden, La Redoute today also achieves annual sales of around 60 million Swiss francs in Switzerland, 30 percent of which are generated by Internet orders.
In 2002, the French company was already number two behind Veillon in the French-speaking part of Switzerland, with an awareness level of 90 percent. In German-speaking Switzerland, the company is still up against traditional and well-established brands such as Spengler, Jelmoli and Ackermann, as well as competition from Germany with Otto and KarstadtQuelle.
"Fashionista" is targetedLa Redoute's Helvetian communication wants to address Numéro 10 to the "fashionista". This woman is 20 to 40 years old and receptive to the new, the different, the change. "She is very active and mobile," according to Gilles Aeby. The Head of Strategic Planning at Numéro 10 further describes the core attributes of this woman and her fashion as democratic, free, fresh, slightly rebellious, spontaneous, inventive, passionate, different and emancipated. The campaign therefore shows a "fashionista" who knows exactly what she wants, "in fashion and in life in general".
Implemented this idea is with a woman sitting in the car, "because one's car, like clothes, are a kind of second skin, a way to express his individual expression and personal preferences". Sitting in the car also because this pose as a symbol is commonly reserved for men. Numéro 10 wants to show the image of a modern and confident woman with a female protagonist at the wheel. "The woman who knows where things are going now claims the status symbol car for herself."
The campaign accompanies the launch of the spring/summer collection 05 and the new fashion catalog including internet portal. The campaign uses F12 and F200 posters in the city and suburbs of Zurich, Basel and Bern. The advertisements appear in fashion magazines.
Standing out also with model eventsFor earlier campaigns, La Redoute already organized a fashion dinner in Zurich in 2003. Out of 270 amateur models, 10 were selected, trained and styled for a catwalk. The event was covered by "oops" on SF 2 and Tele- Züri. The winner was allowed to
pose in the new catalog. In a similar action in 2004
150 volunteers in Zurich and 300 in Lausanne took part in a swimwear happening in the middle of winter at the "Experience: Bikini on Ice".
With events like this, catalog orders in the million-dollar Zurich have increased by 33 percent after two campaigns. Sales for La Redoute have increased by 44 percent.
Fashion dinner in Zurich: La Redoute organized a catwalk with the model agency Option.
La Redoute's advertising appeals to modern women between the ages of 20 and 40.
The fashion message from Paris is to be heard across all language borders as far as Zurich.
Unbridled into the sea of flowers: Numéro 10 turns to rather brash women for La Redoute.
Numéro 10 is intended to make Conforama better known: Comedian Gerhard Tschan builds the bridge to the audience.
The Bernese agency Numéro 10 presses the gas pedal: For La Redoute, it wants to attract self-confident German-speaking Swiss women. >> page 10
Andreas Panzeri

Internet Cash-Online users are once again receiving more free news. Ringier regrets that demand for the paid news service "Secret Service" has fallen short of expectations, which is why the service will be discontinued at the beginning of May and the freely accessible area will be expanded. At the same time as the changeover, Cash-Online is also cutting back on staff: five employees are being made redundant.

Turnover In the last financial year, TV Productioncenter Zürich AG (TPC) tripled its profit after tax from CHF 1.5 million to CHF 4.7 million, the best result since it was outsourced from Swiss Television in 2000. Turnover rose slightly from CHF 138.8 million to CHF 139.2 million, while operating expenses were reduced from CHF 135.1 million to CHF 132.5 million.

Outdoor advertising The combination of shape cutting and digital printing creates new possibilities for advertising media. The company Christinger Partner (Christinger) in Schlieren near Zurich, which is active in the lettering and realization of outdoor advertising, together with the company Zünd Systemtechnik (Zünd) from Altstätten SG, presented the only system in Switzerland to date that can print (on) advertising material and cut shapes. Although it is actually two separate systems - a digital printer and a cutter - the combination of the two machines makes the "Print+Cut" solution a particularly interesting addition to Christinger's machine park.fighting for attentionMichael Zünd represented his father Karl Zünd, owner and managing director, who was unable to attend for health reasons. In his presentation, Zünd explained that the aim of producing advertising material is to attract more attention than others and added that he believes this is possible with shape-cut products. There are many areas of application: Digitally printed and shape-cut products can be used as cardboard displays at the point of sale in supermarkets, retail stores or petrol stations, but also in trade fair construction, in sales rooms, on advertising walls and as stage sets. With the "Print+Cut" installation, materials can now be used that previously could not be used as advertising media or would have been too expensive to produce. Examples include small runs of printed and milled aluminum plates or wooden panels.
As new digital printing systems can be used to print on both rigid and flexible materials, sheets or rolls and can also use UV-drying inks, systems such as the large-format UVjet 250-Combi digital printing system are breaking into a segment that has long been dominated by screen printing. The UVjet also benefits from the advantage that, as with all digital printing processes, no printing form is actually required and therefore no production and material costs are incurred, making it ideal for printing short runs.
The combination makes the differenceHowever, the UVjet installed at Christinger is no longer a special feature on the Swiss market. It is the combination with the Zünd Cutter cutting system that makes the installation at the Schlieren-based company particularly interesting. The cutter can cut out figures or shapes from a wide variety of materials such as foam boards, cardboard, Plexiglas, foils, aluminum and wood using cutting and milling tools as well as printed orientation aids and cutting data. Graphic textiles can also be shaped with the cutter.
Karlheinz Kaiser, CEO at Christinger, mentioned that the boundaries between digital and analog printing systems have shifted due to increasing competition. He is enthusiastic about the possibilities and believes that his customers stand out with their customized designs. "Because they are printed digitally, stands can be produced individually and in much smaller runs than before - advertising materials for points of sale can be produced cost-effectively in small(est) series and exhibition stands can be redesigned at short notice. And these are just the classic applications ..."
Managing Director Toni Fricker is enthusiastic about the other possibilities that can be realized with the new combination of digital printer and cutter. Print+Cut systems are used primarily for the production of individual items or prototypes in a wide range of areas, from interior design to corporate decoration. "The production of an individual bistro table is possible - but this is just one of many examples," said Fricker. Compared to conventional production, the advantage of the system lies in its more cost-effective implementation: "There is no other way to subsequently cut digitally printed orders to a specific shape. An alternative would be to produce a cutting die, but this is not profitable for short runs and also takes a lot of time."
Printing and shaping The "Print+Cut" installation at Christinger Partner in Schlieren
consists of a UVjet 250-Combi large format printing system and
a Zünd cutter. The six-color printer, which was presented at the drupa trade fair last May, can be used for roll and sheet materials. With a maximum resolution of 400 dpi, the printer can print on both flexible and rigid materials up to 100 mm thick.
Print.
After printing, one or more panels are cut out of the subjects using special printed markings and with the help of a camera and the loaded digital cutting form (converted clipping data from Photoshop). The cutter can be used for depth-accurate cutting ("kiss-cutting"), through-cutting, creasing or milling. The right cutting or milling tools must be used with the cutter for the different materials. (jf)
Print, cut - done: advertising materials can be produced and shaped using a digital printing system (above) and cutter.
Jürgen Franck