Out-of-home advertising VI The industry believes in its future - if politics does not stifle it The last few years have not been kind to out-of-home advertising. Between 2001 and 2003, its net turnover fell from CHF 603 million to CHF 566 million. But the industry is not hanging its head, as a small survey by Werbewoche shows, and APG Marketing Director Roger Möschler is particularly optimistic. Although Swiss out-of-home advertising is already at a high level by international standards, he expects a further increase in market share, particularly at the expense of print advertising. "In the next five years, 18 to 20 percent should be achievable," Möschler hopes. He predicts sales growth of 5 to 7 percent.
Beat Roeschlin, CEO of Clear Channel Plakanda, is somewhat more conservative. He believes that the poster medium will maintain its market share. "However, I don't see any major growth, it will probably be under
2 percent."
Daniela Spadaro from the Optimedia/BG Media/Zenith More Media agency gives the thumbs up. "Our optimism gives us hope for an increase," says the Head of the Outdoor Advertising Unit. In any case, the poster remains an ideal means of building up, enhancing and anchoring a message.
Reinventing billposting
Gustav C. Maurer, Managing Director of Plakatron: "Billposting needs to be reinvented," he is convinced. Since the founding of APG around 1900, the medium has been largely
modo remained the same. If outdoor advertising does not pay attention to quality, it will have a difficult time in the intermediate comparison. Plakatron itself relies on panels positioned in front of the traffic flow and multiple carriers such as the prism turner.
Innovative concepts are also in demand among competitors. APG has had good experiences with its roll-up posters in train stations. Möschler is thinking about electronic posters for the future. Instead of playing advertising spots, they should show changing poster subjects that can be switched according to the time of day, for example. The costs, risk of vandalism and the Road Traffic Act are still standing in the way of the idea.
Roeschlin also regrets that the law is preventing the widespread use of billboards. At present, he expects fewer changes to the advertising medium itself than to the planning. Poster sites will increasingly be allocated according to accessible target groups, he believes. Despite "segmented targeting", however, the poster remains a mass medium.
Daniela Spadaro does not want to speculate about innovations: "We are not media inventors," explains the consultant. She sees opportunities in the further development of below-the-line measures, electronic outdoor advertising and in the linking of various communication media in order to promote active advertising consumption and trigger reactions.
Domino danger
The industry is united against the threat posed by advertising bans. For Möschler they are useless, for Roeschlin they are "hypocrisy". Maurer expects markets to be lost as a result of bans. Also
Roeschlin warns of a domino effect. After addictive substances, greasy food or small loans could be targeted by politicians, outdoor advertisers believe. The industry must defend itself against politicians' profiling needs stifling the upswing.
Stefano Monachesi

Fashion The Weisbrod-Zürrer weaving mill is now marketing its own tie collection under the Weisbrod label. For decades, the company from Hausen am Albis has been producing neck ties for global brands such as Strellson and Tommy Hilfiger, and its in-house production is only sold via www.weisbrod.ch. The Lucerne-based creative agency Velvet is responsible for the concept and design of the virtual store as well as its imagery, CD and shipping packaging. And for all those men who have been struggling to find the perfect tie button, there are instructions on how to tie them both on the site and in the elegant shipping box.

Column The clever journalist pretends to be stupid. Because there are already enough smart alecks, especially in editorial offices. An introduction to our professional deformation.mbwana, an Italian proverb says: "The mother of idiots is always pregnant." And indeed: her children are everywhere, but especially often in front of microphones. And behind the microphones. Journalism is simply a highly attractive profession for unattractive minds, and being not just an idiot, but a public idiot, doesn't seem to be much of a problem at first glance. Lots of nut heads live with it brightly. Not a trace of self-doubt. Take the outrageously successful giant idiot ... (You know it, I know it, only he doesn't know it.) What speaks against it, however, is that idiots are similar. And you, Mbwana, only exist once, your mother gave birth to you in pain - and not in the hope of producing a dozen pieces.
Idiots are slaves to a method: profit is often the other word for systematic, i.e. system-compliant stupidity. So here is a short checklist of journalistic techniques that may be successful, but are sure to make you stupid (including antidotes).
1. you play the trend idiot. Due to a lack of real news, you proclaim a trend or its death every Sunday or Thursday: the end of the FDP, the new virginity, the return of the beard tie. (Recipe: Okay, your boss wants trends. Limit the trend nonsense to the lead and title. For the rest, deal with topics that really interest you).
2. you fabricate Dr. Oettker headlines. Take a sensible topic, such as the problems of the military department. And ask a universal expert, such as a sect researcher. The result is the title "DDPS organized like a sect?" (Recipe: don't do it.)
3. you start up the big milking machine. As soon as something happens, you make phone calls like the devil after barely informed politicians. You use the muddled answers to create a hefty controversy. ("SVP divided!") Recipe against it: Telephone terror is fun - like any nonsense. But it's better to follow up stories that are almost over. Then you can tell the whole novel with clever quotes. (To hell with primeurs: readers love self-contained novels!)
4. you shine in the celebrity sun. A dozen big names say nothing in passing (enthusiastic Blick headline: "This only happens at the WEF!"), or a big name says nothing to you in detail (see the last CEO interview): Where a moon shines, there is night. (Recipe against this: Never turn meaningless encounters with celebrities into interviews, but into portraits: Here you can explain, edit, add. Even movie stars are only as good as their lighting technician).
5. burn your doctoral thesis. And flee: from your desk to research. Ideally, switch to another department: from the features section to sports or politics. Journalism is the profession where you write smarter about what you don't know. (The two best parliamentary journalists in Switzerland are escaped music critics).
So far some tips. Without guarantee, of course. After all, pimped-out lead stories, expert quotes, telephone statements and name-dropping are all part of our trade - as is, unfortunately, solid knowledge over time. The line to idiocy is thin. And perhaps sooner or later we will all have to go down the same path that so many have gone before us. But not today, not tomorrow. Provided you take one last proverb to heart, Mbwana: "Stupidity is charming, stupidity is not."
Constantin Seibt muses on the borderline between stupidity and sheer stupidity.

> Constantin Seibt is editor of the weekly newspaper (WOZ).

Nonprofit The Zurich-based communications agency Viva is now looking after the humanitarian organization Right To Play (RTP), which is headquartered in Canada and aims to enable around 5 million disadvantaged children and young people to experience sport and play. In order to gain a stronger foothold in Europe, RTP is setting up another branch in Zurich. Together with the Swiss RTP representatives, Viva is currently developing communication principles and measures to be implemented in 2005.

The event week started early. On Monday, the Swiss Film Association (SFA) and the Federal Department of Home Affairs (FDHA) invited guests to the Edi'04 awards ceremony at the Zurich Schauspielhaus, where a top-class jury selects the best Swiss productions of the year from the categories Corporate Films, Commercials and Clip & Trailer. As this is not the first film competition of the year, there are also one or two familiar faces - such as the Blindenheim spot by Markus Ruf and Danielle Lanz, which has now also won national gold after its various international awards.The event was a big get-together for the film and advertising industry, there were huge cheers everywhere, and only the dramaturgy of the awards procedure has not (yet) been fully mastered by those responsible. It's very nice that all the winners are invited on stage in Oscar fashion and that everyone gets to breathe at least one thank-you into the microphone. But after all, this is Zurich-Switzerland and not Hollywood-US-of-A.
SFA President Andres Brütsch immediately vowed to do better on this point. After all, dramaturgy and building suspense are core competencies of filmmakers, he said, and immediately declared this point to be a top priority. He also felt that the distribution procedure was too long and lacked atmosphere. Nevertheless, the Acapickels did a good job of mixing things up. The best girl group in the world (or was it the oldest girl group?) was a blast. Even the introduction - the ladies performed an a cappella version of the theme tune from "Star Trek" (aka Spaceship Enterprise) - turned out to be a real howler!
Their patience was rewarded with a large buffet on the upper floor of the Schauspielhaus. Unfortunately, none of the speakers had advertised this properly, so that some guests (including the shortlist author) began to complain loudly shortly after the end of the official part that the Edi had descended to the non-catering level of the Golden Ear. However, the good news about the waiting food outlet quickly made the rounds via the bush telephone and everyone was reconciled.
Highly professional topics were on the agenda the following day at the Lakeside Casino Zürichhorn. Publimag hosted the traditional publishing conference for trade and specialty press. The mix of topics ranged from the enforcement of quality in the trade press to a fitness check for trade and specialty publishers and from implementation-oriented readership research to the somewhat long-winded presentation of business ethics as a stumbling block or success factor, before the Q-Award quality prize was presented for the first time. The winners were: La Forêt - Wald und Holz in the quality category, Immobilien-
Business for the market presence, HK Gebäudetechnik for innovation and Schweizer Bauer for the overall impression.
But what ultimately pleased us most at the Media-Daten offices on Kanzleistrasse was the award from Werbewoche in the design category. So you, dear readers, are now holding an award-winning trade magazine in your hands in two senses.
Conference moderator and speaker Karl Lüönd was in good form. The head of the Media Institute of the Swiss Press Association, who is actually known as a rather objective interlocutor in small talk and discussions, is always animated on stage by a sparkling esprit, which is reflected in his sometimes very, very pointed remarks between the lines - to the obvious amusement of the audience, as many a satisfied guest could be heard at the aperitif. In and of itself, one could have
Lakeside for the night. Because the Wirz Cocktail '04 also took place at Lakeside the following day. Moderator Mona Vetsch led a panel discussion on the topic of "Women on the carpet: where have they gone?" with so-called career women, including MGB General Director Gisèle Girgis-Musy and Doris Aebi, Director at Björn Johansson Associates.
This was criticized by some, mainly female, guests: Not one of the successful female executives on stage was caught in the dilemma between family with child(ren) and company. And so an important perspective was not represented in the discussion. Which ultimately also left the impression that the balancing act between a top career and family really does seem to be an almost impossible one. In stark contrast to the balancing act between family and aperitifs, as the guest list showed. Because there were also some working mothers on it.
Last but not least, there was the pure entertainment program at the end of the week. The Conelli Circus tent on Zurich's Bauschänzli is now shining once again, and it's not just children's eyes that are lit up at the sight of it. And just as the doors opened, Zurich saw the first snowflakes of the season. Circus director Herbi Lips must have a direct line to the snow gods responsible for Zurich - or he and city mayor and welcoming speaker Elmar Ledergerber have installed a snow cannon on the Fraumünster that we have not yet discovered.
Beat FritschIn the pre-Christmas hustle and bustle as the festive season approaches - in Zurich, this can be seen every year when Bahnhofstrasse is wrapped in a sea of lights. Or that a circus tent is erected on Zurich's landmark in the Limmat, the Bauschänzli. This is where the shortlisted author experienced the premiere of Circus Conelli. And precisely because the festive season is just around the corner, other communication industry hosts are also quickly squeezing the dates for their events into the advertising agenda; in addition to the circus, the Edi'04 award ceremony, the Publimag-
Publishing conference and the Wirz Cocktail'04 on the weekly program. So no more silent nights.
Aperitif in the Schauspielhaus foyer: From IPM Siri Fischer (l.) and Head of Communications Bettina Singeisen with Erwin Schnee from Adim.
Felix Courvoisier, Member of the Condor Management Board, with Barbara Biesuz and Völkl Marketing Manager Philipp Schnell (from left).
Wim Kolb (l.), editor at Frame Eleven, with Anka Refghi, consultant at the identity agency twfe, and Stefan Halter from IP Multimedia.
Graphic designer Tanya Weiss (l.) and Corinne Annaheim, project coordinator at Condor, with 3D and compositing artist Dany Bittel.
Reviewing the wild Ultra party in Cannes: Martin Fueter from Condor and Markus Gyhr (l.) from Ultra Images.
New company founded, Part 1: Nadia Rosasco and Henriette Scherer (l.) from Rosas'n'Co with occasional director Yves Spink.
New company Part 2: Andrew Katumba (l.) and Luzius C. Rüedi, new with Bossa Films, and Isabelle Plieninger.
Ray McCormack (l.), producer of Soho@Topic Film, with director Beat Rebmann and stylist Ezgi Cina.
From JvM: Copywriter Dave Hanselmann (l.) with consultant Christina and CD Alexander Jaggy.
Good colleagues over a cozy beer: Marc Haas (l.) from Frame Eleven with composer Alex Kirschner.
Would easily pass for brothers: Jürg Steudler (l.) from Regardez and Mike Helmy from Allcom Productions.
Advico-CD Daniel Comte and Barbara Strahm were also quick to pose for a photo.
Bigwigs: Swiss Press President Hanspeter Lebrument (left) with Publimag advertising manager and conference organizer Christian Rufener.
Winner! Thomas Stuckert, Samuel Helbling and Pierre C. Meier (from left) are delighted with the Quality Award for Werbewoche.
Also present at Lakeside for the aperitif: Viviane Rauch-Lyoth and Dani Truttmann from NZZ am Sonntag.
Moderator Karl Lüönd with Ulrich Utiger from Schweizer Bauer and Daniel Kaczynski, Managing Director of the Swiss Press Association (from left).
Barbara Dohner (l.), Zürichsee-Zeitung, Guido Eberhard from Automobil Revue and Michèle Meissner from Compress.
Darko Panic (l.), Publimag, with Corinne Blaser, cross-media specialist at Publimedia, and Jean-Christophe Francet, also Publimedia.
Hosts of the successful Wirz Cocktail'04: Wirz Managing Director Geri Aebi (l.) and Vice Chairman Jost Wirz.
Daniel Matter (l.) from Matter & Partner,
Barbara Brugger, Wirz Brugger Lüthi Direkt, and Consultant Peter Urs Naef, UBGnetwork.
Two CEOs among themselves in front of the Lakeside Bar: Christof Kaufmann (l.), OMD Switzerland, and Martin Knoll, McDonald's Switzerland.
Looking after the guests: Urs Binggeli from Wirz Corporate with Leta Filli (l.) from Telekurs and Petra Rüegg, Fidelity Investments.
Intensive discussions: Wirz CD and Management Board member Hanspeter Schweizer (right) with Ivan J. Wagner, Executive Director Ernst & Young.
Women for the carpet of the future: Sandra Ulrich (l.) from Pickpay and Daniela Schönholzer, Sunrise, with Michel Ganouchi.
Now a real Zurich circus dynasty: Katharina, Herbi, Christine and Chantal Lips (above, from left) with their baby Kristina.
Best company: Touring Marketing Manager Reto Kammermann with singer Marianne Cathomen (l.) and the racy Yolanda Tavoli.
Traveled to Zurich especially for the Conelli premiere: Hassania and Jan Tanner from the Basel agency Tanner Communications.
Drinking Cüpli together and having a great time: PR specialist Klaus J. Stöhlker and entertainer Monika Kälin.
On the road for cult VIP TV and "on air again" on TeleZüri: presenter Simone Zikmund and producer Peter Wyss.
Once again, Schoscho Rufener (left) and Frank Bodin were delighted with the Conelli Circus Christmas program.

Media-Tools Publicitas has reissued its print media planner. The updated reference work for advertising planning has been available since November 22 and for the first time lists all the titles included in Mach Basic 2004 with the most important information. The 80-page paperback also contains basic information on the Swiss population, media types and their importance, information on Internet use and important technical terms from the world of advertising. It is available from any Publicitas branch or from Silvia Gantner ([email protected]) for CHF 30.

Outdoor advertising V The PubliGroup subsidiary Cinecom equips cinemas with F12 and F200 illuminated posters and also markets them itself.
In 1999, PubliGroupe sold its 25 percent stake in the out-of-home advertiser Affichage to the French poster company JCDecaux and exited the poster business completely. Now Switzerland's largest advertising intermediary is returning to the poster medium via its wholly owned subsidiary Cinecom. In October, the cinema marketer installed F12 and F200 illuminated posters (City Light Posters) in the Flon multiplex in Lausanne, the first cinema to do so. Specifically, one F12 and three F200 posters were installed in the cinema foyer. Cinecom also worked on the exterior façade of the building: It has placed four F12 posters on the north wall along the street.The Flon is only the first cinema to be equipped with posters; a second poster site is already being planned, at the Balexert multiplex in Geneva. There, an F12 is planned for the entrance area and four F200s in the foyer.
This is only a tentative entry into the poster medium. In addition, not all cinemas can be equipped with poster displays inside and even fewer outside. But with a total of 484 cinemas throughout Switzerland, the potential is huge. However, Roger Baur, who heads the Plasmedia (Screens) division at Cinecom and is also responsible for the expansion of the poster network, cannot say when Cinecom will have a (Switzerland-wide) poster network. "How quickly we make progress depends on the agreement of the cinema owners and the official building permits," he says.
The posters can be booked as a complete package or individually from Cinecom in Zurich. One day, however, the marketer wants to offer them primarily cross-media - in combination with cinema spots, advertising on tickets, popcorn bags or screens. And, of course, in addition to Sat 1 or the cinema magazine Close-up, which Cinecom also markets. "The posters are simply the next step in the well-rounded marketing of cinema as a medium," says Baur.
What Cinecom still lacks with posters - a nationwide network - it now has with screens (excluding Ticino). Three to 24 screens are currently installed in 36 cinemas, each of which can be fed with advertising. As each screen can be controlled individually, they can also be booked separately. A 30-second spot for one week on the entire network costs CHF 16250, with a weekly reach of 14.8 percent in the 14 to 34 age group. Unlike the poster sites, which Cinecom is promoting and financing, the individual cinema owners have to invest in screens themselves. Cinecom only markets them.
IP Multimedia has screens in nine casinosThe marketer IP Multimedia (IPM) is also launching a new screen offering in the Swiss advertising market: In addition to its existing networks at Tamoil petrol stations, in Swisscom and Manor stores, on buses and in bars, it will now have screens in nine Swiss casinos.
Eighteen 37- to 42-inch screens broadcast advertising there for 12 to 18 hours a day. "Your message reaches more per month
more than 26,000 people throughout Switzerland," writes IPM. A 20-second spot on the entire casino network costs CHF 13015 per month. (mk)
Cross-media in the cinema - with posters, screens, commercials and perhaps soon also popcorn bag advertising.
Markus Knöpfli

Poster research Germany is now also keeping an eye on the GPS-based Swiss Poster Research The Swiss Poster Research (SPR) project, which uses GPS (Global Positioning System) to determine the contact opportunities of poster sites, is attracting growing interest in Germany. The Arbeitsgemeinschaft Media-Analyse (AGMA) in Frankfurt am Main, a kind of counterpart to Wemf, recently ordered around 200 SPR Mobilitymeters. The mobility meter, a device the size of a cell phone, is worn by the test person for a week and stores signals from at least four satellites, allowing the test person's routes to be traced. AGMA plans to collect such data in the first half of 2005 in two as yet undetermined conurbations, says Christiane Korch, responsible for radio, TV and billboards at AGMA. Around 800 to 1000 test persons are to be used in the field tests. For comparison: 1800 test weeks and 325 mobility meters are required for the current SPR data collection in Zurich.
Korch says that no definitive system decision has yet been made with the order for the devices. However, AGMA had already carried out tests with 25 SPR mobility meters at the beginning of the year. Korch: "The SPR system works."
In Switzerland, a pilot project in Winterthur came to the same conclusion back in May 2003. Half of the city was surveyed in 321 test weeks, followed by the second tranche at the beginning of 2004. Zurich was then tackled. According to Felix Mende from the SPR office, a good 50 percent of the Limmat city has been surveyed and the evaluation of the Winterthur data is "nearing completion". It is unclear when they will be presented, especially as no planning tool is yet available. According to Mende, such a tool is still being "conceptually developed". At least one thing is certain: Geneva will be the next agglomeration to be measured using the SPR system.
Markus Knöpfli

Awards Jens Kull, CD of the Basel advertising agency TeleBest, has received the audience award of the international media art prize for his short film "Makromorphosis", which is awarded by Südwestrundfunk and the Center for Art and Media Karlsruhe in co-production with Swiss Television and Arte. From over 540 submissions, 50 were nominated. The jury awarded four prizes to artists in Germany, the USA and Denmark.

Out-of-home advertising IV Affichage's foreign plans are taking shape. At the beginning of the year, Affichage CEO Christian Kauter announced that the Swiss out-of-home advertiser wanted to break out of its narrow domestic corset and become active in three ways in Germany and generally in other countries close to the border. Firstly, by acquiring stakes in larger out-of-home advertising companies, secondly through poster concessions for cities and thirdly by entering small poster companies near the border. It is true that the year that is drawing to a close has not made either option the clear favorite. But the doors have opened wider, and it seems that going to Italy is at least the most predictable option for Affichage in terms of time and money. In any case, Kauter has his eye on Lombardy: "This region is increasingly becoming an economic area in terms of shopping behavior, traffic and commuter flows. We therefore conducted a study to find out what kind of concept we could use to enter this market," he says. Affichage now has "a project in the pipeline for Lombardy", but it is not yet at the implementation stage, he emphasizes.
German market on the move
In Germany, on the other hand, much is in flux when it comes to outdoor advertising, but with few concrete prospects. Affichage is already involved on a small scale in the outdoor advertising market, which is divided between several large and countless small and micro companies: In Stuttgart, the company holds a 25 percent stake in the JCDecaux subsidiary Klett-Decaux, which manages the local bus shelters. But Kauter puts this into perspective: "This is a better financial investment, we are neither operationally nor strategically involved there." In any case, the investment is not suitable for advancing further into Germany from there.
Entry via poster concessions is currently not possible because the first ones will expire in two to four years at the earliest. For a year now, a large proportion of these concessions have also been in the hands of the large billboard provider Ströer. Last December, Ströer bought out the municipalities' joint poster company Deutsche Städte-Medien GmbH (DSM), the previous number 1, and has now moved up to number 1.
The takeover of DSM by Ströer has shaken up the entire outdoor advertising market in Germany - with market consolidation consequences. Hellweg Werbe GmbH, for example, recently transferred the marketing of its posters to the medium-sized provider akw, with the aim of being able to jointly offer more poster space than Ströer/DSM in Dortmund, for example, where Hellweg is relatively strong. In September, several smaller providers also joined forces to form the Plakatunion marketing company (see box), also in order to be better able to stand up to Ströer/DSM. Further such mergers are likely to follow. However, Affichage and JCDecaux have so far remained on the sidelines.
DERG - a big fishThis could change, however, if Deutsche Bahn - as has been repeatedly rumored in the past - does indeed sell off its Deutsche Eisenbahn Reklame GmbH (DERG), the number 3 outdoor advertising company. It is unclear whether this will actually happen in 2005. Initial inquiries to potential interested parties have already been passed around via banks, says Kauter.
However, nothing is concrete yet. "We don't know how serious the matter is, but no due diligence has yet been carried out," says the Affichage CEO. But one thing is certain for him: "We would consider a tender." And in order to land a fish of this size, he would also consider another joint venture with JCDecaux, similar to the one with Europlakat International (EPI) in Eastern Europe (see page 22). However, he emphasizes: "Such a merger has not been an issue to date, and we are under no obligation to JCDecaux outside the EPI region." Incidentally, it cannot be ruled out that JCDecaux will further increase the 35 percent stake it has held in Wall since the beginning of the year.
Twelve outdoor advertisers have joined PlakatunionFirst eleven medium-sized outdoor advertising companies joined forces to form Plakatunion, now there are already twelve - and more have registered their interest. Ilg Aussenwerbung, the tenth-largest poster company in Germany to date (turnover: 10.2 million euros), is also a member. This means that from 2005, more than 30,000 advertising media will be offered nationwide under one marketing umbrella.
The offer is still not very homogeneous in terms of coverage. Nevertheless, the homepage
plakatunion.de cheers: "We are the third-largest national provider of poster advertising in Germany." The marketing and sales company is based in Hagen. Last weekend, the election of Claudius von Soos, previously Media Coordinator at RTL, as Managing Director of Marketing and Sales was announced. The aim of Plakatunion is to achieve synergy effects, attract new customers to the large advertising space and conduct active marketing. (mk)
Germany's top-selling out-of-home advertisersThe Cologne-based company Ströer has catapulted itself from second place among the top-selling companies to first place by taking over the market leader, Deutsche Städte-Medien (DSM). The cumulative total turnover of the new company amounted to just under 480 million euros in 2003. The Freund Group followed in 2nd and 3rd place with 167.2 million euros and Deutsche Eisenbahn Reklame (DERG) with 166.4 million euros. In 4th place is the French
JCDecaux with 152.8 million euros, followed in 5th place by the Wall Group with
82.9 million euros. Incidentally, Ströer/DSM ranks third in Europe behind JCDecaux and Clear Channel. (mk)
Entry opportunity? Deutsche Eisenbahn Reklame GmbH may soon be up for sale.
In the DERG portfolio: Bus advertising.
Markus Knöpfli

Retail Recently, Coop lowered the prices of 50 branded products, but despite price reductions, a comparison by the SF-DRS consumer magazine Kassensturz showed that almost all products are still cheaper at the competition. Denner and its agency ViznerBorel have taken advantage of this fact and placed an occasional advertisement. In addition to a side blow in the headline, the discounter listed the price comparison with 44 products.

Market research Heinz-Ketchup, Mövenpick and Triumph were the most popular advertisements in the Swiss media in the third quarter of this year. In collaboration with the market research institute Demoscope, Publimedia presents readers of Werbewoche with an extract of the results from the Advertising Index (AX-Print) five times a year. This index (see below) is a module of the Market Radar and measures the popularity of advertisements. The boxes on the left and right show the ads that were most popular with the relevant psychographic target group. The three subjects that performed best with the entire sample, i.e. with all four target groups in total, are shown under the title "Top Three". (ww)
Best of NorthwestAffinity of the ads with the supporters in "Yuppieland"
Gold (170) Startklar Reisen AGCompare us exactly ...
(Grafo-Litho GmbH, D-Fellheim)
Silver (146) Eichhof
Lemon (Masciadri)
Bronze (143) Natuzzi (Switzerland) AG
English word/model EGO (J. Walter Thompson, Milan, and JWT+H+F, Zurich)