Magazines The political monthly magazine Cicero will be distributed directly by Ringier in Switzerland in future. Previously, ASV Auslandsvertrieb from Springer was responsible for this.Ringier launched Cicero in Germany in March. "We sell a surprising proportion of the entire Cicero circulation in Switzerland," explains publishing director Martin Paff. With Ringier taking over distribution, the company is aiming for a further increase.

Advertising The TV commercial "Stevie Wonder" for the Mühlehalde home for the blind by Ruf Lanz has won a Cresta Award. The official award ceremony will not take place until November in New York, and according to Ruf Lanz, less than one percent of the entries will be honored this year. Lesch + Frei and Publicis also made it onto the shortlist.

Sponsoring Athleticum becomes the new sponsor of the Swiss Tennis Association. For three years, the Manor subsidiary will take over the patronage of the junior championships, which will be held as a winter and summer championship under the name Athleticum Junior Champion Trophy. The sporting goods retailer is also the official sponsor of the association.

In our issue of August 26, 2004, Reinhold Weber had a guest commentary entitled "PR-Pflotsch statt Songs" published, in which he complained about the level of Swiss radio stations broadcasting underground music, and in Werbewoche of September 2, 2004, Peter Brun, program director of Radio 24, defended himself against his accusations. Reinhold Weber feels offended by Mr. Brun's choice of words and in particular by the title - an excerpt from the commentary. Werbewoche takes the view that the duel was conducted with pithy words on both sides and that there was no violation of legal norms. In particular, it emphasizes that there was no intention to offend Reinhold Weber in his professional honour and regrets that Reinhold Weber nevertheless feels hurt. The editors-in-chief

Circulation 71 print products voluntarily report updated figures. Weltwoche is also following suit.
Wemf's interim accreditation presents some surprise guests: Jean Frey AG took part after all with its Beobachter, Bilanz, TR 7 and Weltwoche titles. In August, executive Peter Kümmerli explained to Werbewoche that Jean Frey had decided against interim accreditation because no dynamic development was expected. The publishing house preferred to invest its resources in marketing. However, CEO Filippo Leutenegger explains the change of heart at Förrlibuckstrasse: "We have nothing to hide!"Bilanz is the big loser - not even the slump of the business magazine Bilanz. Its circulation fell by 17.75 percent to 34,841 copies. Jean Frey is trying to escape from the fiasco by switching to semi-monthly publication at the beginning of 2005. The competition fared much better: Finanz und Wirtschaft lost 2.04 percent, Cash stagnated (+0.11 %) and Stocks - after switching from a weekly to a semi-monthly rhythm - increased by a full 31.69 percent. HandelsZeitung did not take part in the interim certification.
Facts shines at the newsstandThe Jean Frey titles TR 7 (+0.70%) and Beobachter (-0.74%) actually showed little momentum. TR 7 narrowed the gap to its rival Tele slightly, as the latter lost 4.50 percent in circulation. With a loss of 2.83 percent, Weltwoche fell back to roughly the same level as in 2002. The publisher speaks of stabilization at a high level. Above all, the number of subscriptions has stabilized. It fell by only 0.14 percent. Single copy sales, on the other hand, fell by 14.25 percent. The situation was different for competitor Facts: The news magazine from Tamedia increased single copy sales by a remarkable 8.56 percent, while subscriptions fell by 7.17 percent. Overall, Facts sold 4.56 percent less.
Other magazines have also gone into reverse. Among women's magazines, Annabelle lost 8.21 percent and Bolero 1.35 percent (compared to a provisional certification of the first quarter of 2004). Glückspost sold 6.31 percent fewer copies. By contrast, its monthly special Glückspost Super-Rätsel increased by 0.43 percent. Schweizer Familie (+1.54%) and Schweizer Illustrierte, which grew by 0.25 percent, also reported gains.
The daily newspapers only participated sparingly in the interim certification. Mittelland Zeitung, Berner Zeitung/Bund, Südostschweiz and St. Galler Tagblatt, among others, were conspicuous by their absence. Blick also refrained from participating because its tabloid experiment from the spring would have distorted the figures. The winners were 20 Minuten (+3.20%) and Neue Luzerner Zeitung (+0.29%). The Tages-Anzeiger (-0.14%) and the Basler Zeitung (-1.19%) suffered slight losses. The Neue Zürcher Zeitung even lost 2.51 percent.
Combat zone Sunday
Its younger sister fared better: NZZ am Sonntag grew significantly thanks to the conversion of free subscriptions from the launch phase. Total circulation rose by a remarkable 19.80 percent to 1,08011 copies. Single copy sales also contributed to the growth. It increased by 4.50 percent - obviously at the expense of the competition. The SonntagsZeitung lost 0.57 percent at the newsstand, the SonntagsBlick even 3.13 percent. In contrast, these two titles recorded an upward trend in subscriptions. Overall, the circulation of SonntagsZeitung increased by 0.41 percent, while the Ringier product SonntagsBlick fell by 1.67 percent.
The duel between the orange giants will only continue in the next regular certification: Migros-Presse decided not to take part in the interim certification, meaning that only the Coop-Zeitung has the latest figures. It grew in all parts of the country and increased its circulation across Switzerland by 2.27 percent to 2.278 million (free) copies.
One for in betweenDue to a system change, the next regular certification will not take place until fall 2005. The figures from the spring of this year will therefore be valid for 18 months. With the interim certification, Wemf wanted to accommodate those titles that have undergone significant changes in the meantime.
This message does not seem to have reached everyone. Take the Luzerner Kantonsblatt, for example, which had a decline from 4,778 to 4,757 copies (-0.44%) certified. The Schweizer Holz-Zeitung took the cake:
It increased from 1738 to 1739 copies.
There was no interest at all in the intermediate certification in French-speaking Switzerland. Only a few titles whose German-speaking Swiss counterparts took part can be found on the list, for example Automobil Revue/Revue Automobile.
The interim certification covers a total of 71 titles. It relates to the period from July 1, 2003 to June 30, 2004 (sm).
Stefano Monachesi

TV reception The Federal Supreme Court does not consider the reception of television programs via satellite to be an equivalent alternative to transmission via the cable network. But not for the average consumer, who wants TV reception that is as uncomplicated and reliable as possible. It thus confirmed the dominant market position of the Jura cable network operator Antennes Collectives de Télévision. Antenne Collectives will therefore now have to comply with the price supervisor's decree and reduce its fees.

Trade fairs Züspa wants to reposition itself. A blue Golf is parked at the side of the road, the driver gets out and operates the door lock. Immediately, an extended spraying robot gets to work and neatly marks a parking space around the car. Fade-in: "Practicalities at Züspa." The 22-second strip ends with the pack shot and a samba quote that underscores the punchline. A single shot, some background noise and a trick ingeniously implemented by Regardez turn the production, which cost only 40,000 Swiss francs, into a small masterpiece of Swiss trade show communication. CD Ruedi Wyler, as always modest: "The film seems to me to be quite successful. Despite the unchanged budget, the client Vanessa Flack had some of the advertising package renewed. After all, the aim was to publicize the new Züspa concept introduced with guest country Hungary and to attract more visitors with the fresh wind. Hanspeter Egli, President of the Association of Swiss Trade Fairs VMS, reads a pleasing trend on the barometer of Swiss public sales fairs: unlike Olma, which has been on the upswing for several years, admission figures at Muba, Bea and Comptoir Suisse are finally rising again after years of stagnation.
Apart from influencing factors such as weather and other events, the marketing tool trade fair has lost its appeal due to the folk festival and fairground image and has come under additional pressure from live promotions at the POS. "Only a clear differentiation from the local trade fairs through topical and attractive special shows and supporting programs can strengthen the response of the big players," explains Egli. To keep the audience in line and attract new ones, the mix of tradition and new entertainment elements is not enough. These must also be conveyed in a modern way. "Züspa wants to be an excursion experience for all segments," says communications manager Flack.
Newspaper insert waived
Since the budget is based on the utilization of the halls, their goal was to introduce the changed orientation as impactfully as possible with the same high budget. "Unlike in the past, this time we have dispensed with the widely distributed newspaper insert, where a large proportion of advertising expenditure used to go, in favor of three new radio spots and, for the first time, a TV spot," she says. The media types of posters, advertisements, flyers and brochures were retained.
Even more ironic than the TV commercial, the radio spots reveal Züspa's USP: three original instructions for use are presented with all their stylistic flourishes. The advice that it would be better to have the products demonstrated at Züspa is revealing.
As practical as Züspa itself: The spot by Wyler Werbung implements the idea of the trade fair one-to-one.
Luca Aloisi

Crossmedia Radio Top and the online marketplace operator Swissclick have entered into a partnership to launch the cross-media service Topclick for job, real estate and vehicle advertisements. In future, Swissclick customers will also be able to publish their advertisements on the Toponline.ch portal and have them broadcast twice a week on the "Topclick" program of the Eastern Swiss broadcaster.

Daily press The Neue Zürcher Zeitung has founded a company for the services it wants to offer Swiss regional newspapers. Former Bund publishing director J. Pepe Wiss will take over the management of FPH Services AG. The offer includes the online article exchange system Pressenetz, which is currently being tested. In addition to the Bund, St. Galler Tagblatt, Neue Luzerner Zeitung and Werdenberger & Obertoggenburger from the NZZ Group, the Berner Zeitung, Thurgauer Zeitung, Schaffhauser Nachrichten and Zürcher Oberländer are also participating.

Simon Hubacher has a rucksack full of know-how. He hopes to be able to use as much of it as possible at the PR agency Peter Bütikofer Company.quite a few people were surprised when the long-standing journalist and employee of Federal Councillor Micheline Calmy-Rey joined a PR agency on September 1. For Simon Hubacher, joining Peter Bütikofer and his company in Zurich is a logical development: "The combination of experience as a journalist and in administration in the Federal Palace is an ideal prerequisite for working in public affairs. I'm looking for a good mix of everything I've done so far. I can bring that to bear here and try to let clients benefit from it." Exercising power is not a goal
The new Head of Public Affairs at Bütikofer can contribute a good network and has in-depth knowledge of political mechanisms. "Let's see what comes of it," he says. However, he is not interested in exercising political power in the background or having great influence in the economy. "Even as a journalist, that wasn't my intention," he says - although Hubacher has repeatedly written trenchant commentaries in the SonntagsZeitung and Blick newspapers. It was also not his goal as a PR consultant to do something for which he should actually have become a politician himself. However, this has never been an option for the son of political veteran Helmut Hubacher. "I don't have the patience it takes. I can also fly off the handle."
Hubacher's move to Bütikofer is already his second entry into the PR industry. He started his own business in 2002. At the time, he felt he was at a crossroads with the newspapers. "I had exhausted it and wanted a change." However, it was to be a change in which the family man with two school-age children would not have to go back to school himself for years, but could "start something new with existing skills".
As the journalist had already been asked for PR advice from time to time during his time at SonntagsBlick, Blick, Facts and SonntagsZeitung, but was never able to take on these jobs as an employee, his move into communications consulting finally forced itself upon him. Ironically, his goal of one day having an office with three partners was thwarted by his success with one of his first clients.
Two months before her election to the Federal Council, Micheline Calmy-Rey hired Simon Hubacher as a media consultant. "The aim was to make her name better known in German-speaking Switzerland." The politician needed someone who "knew the market and the scenes and could act as a door opener". The future Federal Councillor knew exactly what she wanted. Hubacher's idea was to present the media with a mix of political statements and private matters. The advisor knew: "If she only comes across as a rational figure, then it will be difficult." And he is a little proud that this mix "still makes up Calmy-Rey's strong personality today".
As a thank you, Simon Hubacher was appointed as a personal assistant to the Head of the Information Service at the FDFA after the election. His own PR office was closed again, although he knew that he only wanted to spend a certain amount of time commuting between his family in Bonstetten and Bern.
Cab driver in Basel, chef at the alternative Engel Kulturbeiz in Ottenbach and finally trainee at the now defunct Basler AZ were the "important years of searching instead of apprenticeship" before Simon Hubacher passed the entrance exam to the Ringier journalism school at the young age of 21. "Then I realized: this was my path."
Halifax book as a milestone
Hubacher first completed the Ringier carousel and then moved to Tamedia. He considers the Halifax report, where his department at Facts "took the lead" in the critical analysis of the causes of the accident, to be one of his journalistic milestones. Together with Tim van Beveren, Hubacher also wrote a book on these sensitive issues, which was "not only met with joy" at Swissair. However, the investigation report ultimately proved the journalists right.
With this kind of experience, Hubacher will also be deployed in disciplines such as crisis communication in his new role. "I'm open to everything," he says, although he naturally "brings more to the table in public affairs than in other areas".
What makes Hubacher excited about all this work is that the Peter Bütikofer Company is "in an exciting phase". Interesting mandates, lots of orders, number three in the ranking and "a good drive with lots of young talent".
An expert on political mechanisms: Simon Hubacher, the new Head of Public Affairs at the Peter Bütikofer Company.
Andreas Panzeri

Oliver Classen on the (ulterior) motive behind Tamedia's local offensive Roland Schlumpf and Daniela Decurtins had also registered for the Frankfurt tabloid workshop on "The big impact of a small change" (see page 18). However, the two Tages-Anzeiger executives were represented by one of their consultants. At home, the first and decisive step towards regionalization had just been decided.
The Tagi is making this move to the left bank of Lake Zurich of all places, the area where it already has a much stronger presence than in Winterthur or Baden, for example. In contrast to the Pfnüsel coast, it could and would have to make significant gains there - as well as in the Zurich Oberland and Unterland - in order to satisfy the growth fantasies of Tamedia shareholders. The question remains as to why the war-experienced Coninx and Kall are only targeting the obvious secondary location of Horgen and the surrounding area.
The simplest, but by no means most unlikely explanation:
By putting pressure on the (supposedly) weakest link in the recalcitrant regional publishing chain, Tamedia is hoping for a second, rural "20 Minuten/Express effect" - despite all declarations of determination. (After all, they still prefer to sell the Tagi mantle.) But something like this takes time. Which would explain why the Tagi split is not due to be launched for another five months.
But perhaps the Werdsträssler are just looking for a laboratory space that is as low-risk as possible, where they can tinker with a local tabloid that can be exported to more important regions in relative privacy. The aforementioned consultant has certainly brought back some ideas from Frankfurt. And if not, we recommend taking a long look at the small-format local supplements of the Aargauer Zeitung. We are curious to see if and what the Tagi development editorial team can or wants to learn from this "first mover".
> Oliver Classen, Editor

Communication with the authorities In the canton of Zurich, the collection of hazardous waste will be reorganized next year, and the Office for Waste, Water, Energy and Air was looking for an agency to redesign its image and communication measures in this context. Vizner Borel in Zurich came out on top in a multi-stage competition. Until now, hazardous waste had been treated rather neglected in terms of communication, the agency wrote in a press release. Now it is to be given an independent identity. With a surprising logo, a strong claim and measures such as brochures, flyers, community posters and the exterior design, the public will be informed about what hazardous waste is and where and when it can be returned.