Corporate communications The Samnaun-based family business Zegg has developed into a large company with hotels and numerous boutiques for fashion, perfumes, watches, etc. In addition to duty-free Samnaun, Zegg also operates in Monte Carlo. Zegg has now commissioned the Zurich agency TBS Identity to create a uniform corporate identity. The new corporate design is intended to present the company as a whole with a high profile and to integrate the individual company units transparently into the overall appearance

As the new publishing director, Gregory C. Zäch wants to run Werd Verlag like an SME within a company, and he probably asked the most questions of all the candidates at the interview, says Gregory C. Zäch. Since the beginning of October, the founder of the small but excellent Midas Verlag has also been working as Publishing Director at the large Werd Verlag publishing house. He brought a book from his own publishing house entitled "Vom Geschäft mit Büchern" as a small gift for the job interview. It was written by Jason Epstein, one of the most important figures in American publishing, who, among other things, established the paperback as an independent format. Zäch intends to continue to devote around 20 percent of his working time to program management at Midas, while 80 percent will be reserved for Werd Verlag, "although in the end, of course, that will be a commitment of more than 100 percent", according to the new publishing director.
As an outsider, Zäch "saw relatively quickly" where a breath of fresh air was needed after 17 years at Werd Verlag. "With over 200 titles, the program is very large, but also somewhat diffuse," he says. "That's the point where you have to streamline on the one hand, but on the other hand you can also bring in something completely new."
"You have to examine a lot of concepts and manuscripts in order to select the few percent that ultimately make up a coherent program," is the credo of his publishing work. To this end, Zäch attends events ranging from the Frankfurt Book Fair to the London Book Fair and the most important trade fairs in America. This networking provides the necessary contacts and a feel for "what's going on in the industry".
The dual citizen, who was born in New York and grew up in St.Gallen, counts several US authors and publishers among his good friends and is convinced that in the publishing industry, the smaller ones often have the better chances, as they can react more quickly and have more credibility and profile due to their proximity to the target group. "Publishing is by nature a pre-industrially organized industry: decentralized, improvised, personal, most efficient in small groups of like-minded people who love their craft, are concerned about their autonomy and are very sensitive to the needs of writers and the diverse interests of readers," Epstein's "On the Business of Books" also states. Zäch therefore believes that "a small publisher like me can be good for Werd Verlag" because he comes from a different corner in terms of his way of thinking. Book publishers in corporations often have the mindset and structures of corporations, "but are actually small businesses themselves". Zäch is convinced that the flexibility of a small publishing house can be combined with the strength of a company and that good money can be earned in the book industry with such an attitude, provided you have a feel for the right projects.
"Looking Good in Print" was the name of one such book with which Gregory C. Zäch launched his Midas publishing house around 15 years ago. He translated, laid out, edited and published the bestseller on the subject of desktop publishing himself. The specialist book is now in its fifth, revised edition, which is "rather rare for a computer book".
Another bestseller is the "Midas Macintosh Bible", which has already sold over 20,000 copies. This work is also based on the recipe for success that Zäch adopts a good concept idea from the USA, for example, and then "fills it with his own local content". As a specialist book publisher, he works in a very target group-oriented way and knows exactly where the needs are. The "QuarkXPress insider book" he published has sold more than 65,000 copies because it was the first useful book on the subject.
At Werd Verlag, he wants to expand existing core competencies and add new forms. Zäch can also well imagine a new series of non-fiction books in the fields of communication, advertising and media. "A publishing house within the Tamedia company can certainly demonstrate great credibility and expertise in this area."
What Zäch is less interested in are sponsored books without a profile. These would dilute the program and would therefore not be free of charge for the publisher, but would possibly cost a lot. "Do it right or don't do it" has always been Gregory C. Zäch's strategy.
He was already doing this as a 16-year-old with articles for music and film magazines. After a traineeship at Ostschweiz, he joined the founding team of Radio Aktuell as a news editor. He also studied business administration at the HSG and journalism and English studies in Zurich and Cambridge. Together with a colleague who had attended the Ringier School of Journalism with him, he founded the trend magazine Sputnik, which was later joined by Sputnik TV (on Tele Züri). One of the first titles that Zäch was able to present in his new role was "Nahsehen", Hugo Bigi's book to mark the tenth anniversary of TeleZüri.
Believes that "a small publisher like me can do Werd Verlag good": Gregory C. Zäch.
Andreas Panzeri

Wearing fur is in. There is hardly a fashion label that is not currently advertising fur fashion. However, the focus is not on the classic fur coat, but on what's underneath and what's around it, with Gucci presenting a true evolution in fur. A pretty little bag that bears a certain resemblance to the remains of the deceased domestic cat. At the very least, the handy extension is reminiscent of a cat's tail. Given the current models, it is unlikely that a cell phone will be stowed inside. The handy travel vibrator is more likely. The warm-blooded Casadei wearer is traveling. Looking at her, the question arises as to whether or not she is also wearing a fur hat. Well, the main thing is that she survives the winter well and the animal rights activist is distracted.
(ck)

Food marketing The collaboration between the dairy in Bever and the upscale spa town of St. Moritz is unconventional - but it's already proving successful.The high-mountain Swiss Brown Swiss cow looks confidently into the camera. In the background greets the Upper Engadine lake landscape, which has engraved itself in the collective subconscious of the Swiss thanks to Ferdinand Hodler's paintings and the brand management of the legendary St. Moritz spa director, Hanspeter Danuser. The combination has a cheerful effect with a touch of unintentional irony. The campaign came about through a contact between the managing director of Lataria Engiadinaisa in Bever, Hans Feller, and tourism professional Hanspeter Danuser. "He was immediately enthusiastic when we presented him with the idea of a collaboration," also remembers the dairy's head of marketing, Renato Bacchini. The cooperation is actually obvious, because St. Moritz calls itself "Top of the World" without false modesty and Lataria, located at 1700 meters above sea level, is the highest dairy in Europe, which offers the best conditions for an image transfer. Since St. Moritz, as is well known, hardly ever advertises with its apartment castles and gorges of houses, but predominantly with the blue chain of lakes, the lush green meadows and the snow-covered mountains, the cow does not seem out of place as an image carrier. At most, one could criticize the advertising slogan: "Allegra in the land where milk, yogurt and cheese flow. The high-alpine dairy produces only hard cheese ...
Tongue twisterThe Rhaeto-Romanic name Lataria Engiadinaisa SA is quite a tongue twister for most Swiss, which is why the dairy advertises with the abbreviation LESA framed by two stylized Engadine flowers. The plant processes milk from around seventy Upper Engadine farms and is located at the Bever train station just a few kilometers east of St. Moritz.
Lataria Engiadinaisa SA is a public limited company with a share capital of CHF 1.5 million; the main shareholder is the Emmi Group with 55 percent. The farmers' cooperative, Chascharia Engiadinaisa, holds 20 percent, Volg owns a further 20 percent of the shares, and the remainder belongs to the company Nutritec in Hochdorf, which also purchases the surplus milk.
The modernly equipped alpine dairy and storage building is owned by the agricultural cooperative, to which the joint stock company pays rent. However, the complex ownership situation did not prevent those responsible from taking the future in hand and positioning their products innovatively, even without the collapsed marketing organization Käseunion.
Economic factor
Lataria Engiadinaisa is important for the Upper Engadine, as it utilizes the raw material of all the dairy farmers in the high valley locally and employs fourteen people in production and administration. The company boasts annual sales of around 8.5 million Swiss francs and is in the black. "We don't want to shout anything down, because the cooperation with the St. Moritz spa association has only been running since May," says Bacchini, "but the response to our new advertising presence and marketing strategy has been very good."
Lataria is now changing its entire image, the cow now also adorns the letterheads, next to it are the LESA label and the Engadin and Graubünden logos. In order to use the Engadin logo, LESA had to pay a copyright, as well as for the photographer's rights to the cow's likeness. "That wasn't cheap for a company that has to count on small margins," Bacchini explains, "but it was worth it." The poster was created by the Äxplosiv agency in Chur, run by Mike Wielath as a one-man operation. The motif appears in combination with the various products as a poster, as an advertisement or also as a placemat in Engadine restaurants.
National distribution thanks to CoopThe Lataria Engiadinaisa product range includes eight types of mountain cheese from Engiadina full-fat to the quarter-fat Bündner Bergkäse and Bio Engadin. 350 tons of cheese are produced in Bever per year, of which considerable quantities are sold in the canton of Graubünden. The Bündner Bergkäse varietal organization is establishing contact with major distributors in order to open up further sales channels.
Networks are also useful in connecting Top of the World and Europe's highest dairy. Spa director Danuser helped establish contact with Coop, the main sponsor of the Engadine Marathon. The trend toward food with a local profile is also benefiting the major distributors, whose relevant product ranges are growing at an above-average rate. Coop has recently included Engadin organic mountain cheese in its range throughout the country and labels it with an Engadin house and the Engadin label.
With St. Moritz Tourism to the Basel Autumn Fair
Lataria would have preferred to see the cow and the lake landscape as the label, but Coop wants a uniform look for its national label products from the various regions of the country. The major distributor is combining the promotion of Engadine cheese with a competition where winter vacations in St. Moritz can be won.
Various types of yogurt, also in large containers for the hotel industry, as well as Graubünden whole milk and cream round off the versatile range. They bear the protected Rhaeto-Romanic brand names Ladina and Seraina.
Thanks to the cooperation with the St. Moritz Tourist Office, the level of awareness of the products from the Lataria Engiadinaisa could be significantly increased despite great competition. New types of synergies have been created. For example, the Engadine cheesemakers will be present together with St. Moritz Tourism at the Basel Autumn Fair; the tourist operators sell hotel beds, the Lataria Engiadinaisa its cheese. For St. Moritz, which is also increasingly putting its ecological deeds - such as the increasing use of solar energy - in the spotlight, the association with the natural products from the Lataria Engiadinaisa is very welcome.
LESA Managing Director Hans Feller emphasizes that the high-alpine dairy cannot gain market share through price, but only through quality and a good image. Despite smaller transport distances, the products from Bever tend to be more expensive than the imported competing products, even in the Engadine. The reason for this is the smaller quantities compared to the mass suppliers and the production conditions at this altitude. For distribution throughout Switzerland, LESA uses Emmi's infrastructure and logistics.
Not least thanks to the support of the Kurverein, more and more hotels in the Upper Engadin could be won over for the products from Bever. Jürg Degiacomi, director of the noble Hotel Chesa Salis in Bever, gets the products delivered fresh from LESA every day. "Some guests expect the regional specialties in good hotels and restaurants," says chef Toni Huser, "that can be Gämspfeffer, herbal tea or just alpine cheese." Whether it's Hotel Waldhaus in St. Moritz or Cresta Palace in Celerina, guests appreciate Engiadina Natura full-fat or a fruity Seraina Grisons yogurt on the breakfast buffet. And the self-confident Upper Engadine cow greets them from the placemat.
A successful team: Hans Feller, Managing Director of Lataria Engiadinaisa (LESA), and Hanspeter Danuser, St. Moritz Spa Director. Europe's highest dairy in Bever in the Upper Engadine is a state-of-the-art operation.

The cow's likeness is part of the new appearance of the Lataria in Bever.
The dairy advertises its products with Engadine village idylls.
Werner Catrina

Trade journals The AZ Media Group (AZM) is taking over the industry trade journal Precision from the publishing house Vogt-Schild/Habegger, which will be integrated into the industry magazine MegaLink, which covers the fields of electronics and automation, from December. Under the new name MegaLink Precision, it will assume a market-leading position in future.

Award From next year, the radio spot competition The Golden Ear will also be open to participants from Germany and Austria. In future, the jury will consist of seven representatives from each country, and initiator Frank Bienenfeld confirms that there is great demand for an international comparison. Kolle Rebbe from Hamburg was the first German agency to take part in this year's competition.

Growing profits in the USA are giving the stock market hope. The operating profits of 500 major companies rose to a record high on a twelve-month basis. Compared to the previous year, they climbed by 14.1 percent, according to a study by rating agency Standard & Poor's. For the coming year, S&P expects profit growth of 10.1 percent at operating level. However, according to S&P, profits in the US economy are no longer growing as fast as they were a few months ago. In the previous quarter, profit growth still amounted to 31.4 percent.

Internet P-Webservices enables companies to place targeted regional advertising on national platforms.anyone who advertises white socks in Blick makes a mockery of Zurich readers. Those who advertise on Blick.ch will no longer: thanks to the new geo-targeting of the marketer Publicitas-Webservices, the banner will only be seen in Aargau. Geo-targeting enables advertisers to target specific regions on national online platforms. The user's location is identified using the IP address of their computer and they receive a suitable advertising subject. On the one hand, this makes P-Webservices' high-reach direction platforms interesting for regionally active companies. On the other hand, various regionally adapted subjects can also be placed within a campaign. For example, national corporations can advertise the respective offers of their local branches in a targeted manner.
Theoretically, there are no limits when it comes to defining target areas. However, if the area is too small, both the number of surfers that can be reached and the accuracy of the search are reduced. According to P-Webservices, the accuracy within a radius of 30 kilometers around a target point is around 90 percent; at 20 kilometers it drops to 80 percent. "Cantons, zip code groups, economic areas and large cities are best suited for geo-targeting," explains Managing Director Ueli Weber.
Weber cannot give specific figures for the remaining wastage. "We haven't broken this down in detail yet," he says, but in any case, media spending could be used in a more targeted way. However, the prices have not yet been finalized. "It will of course be more expensive than a run of site", says Weber, as you also pay more for keyword targeting on search engines. The original idea of a fixed CPM surcharge of 10 francs is apparently off the table; negotiations are now being held with each individual director site.
Been there before
P-Webservices works together with the US company Quova to localize website visitors. According to Quova, its GeoProfile database contains around 99 percent of all IP addresses worldwide at any given time, including information on the location of the corresponding computer. As Switzerland and its server network are very structured, the Swiss data is among the most reliable in Europe, emphasizes P-Webservices.
In principle, IP-based geo-targeting is nothing new. The marketer Active Agent, which has since merged with Adlink, launched such a service at the beginning of 2003, also with Quova and the German ad management service provider Falk AG as partners. Only since the middle of this year has Quova also been working with Real Media in Europe, whose ad server software Open AdStream is also used by P-Webservices.
"That's right, geo-targeting has been around for a long time," admits Ueli Weber. "But this is the first time it has been available to the quality standard that Quova now offers." Previously, the hit rate was less accurate. This summer, Quova also achieved this precision through a
The audit by management consultants PricewaterhouseCoopers confirms this.
If the target areas are too small, the hit rate drops.

Stefano Monachesi

Pierre C. Meier on the opportunities to earn money with broadband Internet One of the topics at the Biel Communication Days, which ended last week, was - how could it be otherwise - the impact of broadband Internet access on media consumption. Hansuk Kim from Korean Telecom used the example of Korea to show that an attractive broadband offering has resulted in considerable shifts in the consumption of various media. In recent years, traditional TV consumption in Korea has almost halved. The average Internet usage is 20 hours per week. A third of users use the internet for computer games, movies or news. Video and movies on demand are widely accepted. No wonder, then, that Korea has the world's highest demand for video and movies on demand. According to Kim, the Internet will become the most important source of revenue for film producers and TV stations in the future.
The broadband market in Switzerland is also predicted to have great growth potential. According to the consulting firm Booz Allen Hamilton, every second Swiss household will have broadband Internet access via ADSL or cable in a maximum of five years. Today, this figure is around 30 percent.
No wonder, then, that Armin Walpen expects lucrative additional business for SRG in the future. Content is crucial to the success of Swisscom and Cablecom's triple-play strategy (Internet, telephony and TV from a single source). And to be successful in the highly competitive Swiss TV market, Swiss content is needed above all. Only such content guarantees providers additional income through response options. Be it through chargeable numbers or SMS - in other words, triple play.
Although Media Minister Leuenberger remarked in Biel in his usual witty manner that the Communication Days were not really about the content, but about the fact that they were being held at all.
> Pierre C. Meier, Editor-in-Chief

Tourism The Kuoni travel group has entrusted Wirz Werbung with its account. Wirz came out on top in a two-stage competition, winning over the agency with a surprising reinterpretation of the multi-award-winning "Holidays where you forget everything" campaign. Wirz Managing Director Geri Aebi already worked for the vacation provider in the 1970s and 1980s. Advico Young & Rubicam created the "Forgetting" slogan in 1999. At the beginning of 2003, the agency had to relinquish the long-standing client to Spillmann Felser Leo Burnett, which lost it again after just one year to Fisch Meier Direkt.

Event The industrial group ABB presents the winners of its event competition, which was held under the slogan "Plenty of space to win" - namely the ABB Event Hall 550 in Zurich-Oerlikon - to find the strongest event idea of the year. The jury was ultimately won over by the four-day "Beauté Classique" trade fair, which brings together classic cars, haute cuisine and lifestyle. The concept was submitted by the Zurich agencies Fancy Art Company and FAF AG. Second place went to CAT Medien in Baden with the "Media 05" concept for a Swiss media trade fair. Third place went to the "Hochzyt" trade fair concept, which Ristex GmbH from Neuenkirch in Lucerne is already implementing and would like to export to Zurich.

Daily newspapers With the Burgdorfer Tagblatt, founded in 1831, the oldest newspaper in the Canton of Berne disappears as an independent publication. It will be merged with the Aemme-Zytig at the beginning of 2005.Daily newspapers With the Burgdorfer Tagblatt, founded in 1831, the oldest newspaper in the Canton of Berne disappears as an independent publication. It will be merged with the Aemme-Zytig at the beginning of 2005. The operating company, in which the Berner Zeitung holds a 30 percent stake, is liquidated. In Burgdorf and Oberburg, the merged newspaper will be called Burgdorfer Tagblatt with the subtitle Aemme-Zytig, and vice versa in the rest of the region. Aemme-Zytig's current circulation of 31300 copies will not be increased.