Cosmetics First things first: this advertisement comes from an American men's lifestyle magazine, and it's not just in Hollywood that the Americans are way ahead of us Europeans in some respects. Women's emancipation also seems to be light years away in its development. As the saying goes: Reduce to the max or A look is worth a thousand words. I'm assuming that the reclining Eve hasn't already had too much wine and that her perception is still 100% functional. If this is the case, I need something more potent than wine to digest the ad, because a man mutilated in this way - and then naked (I wonder what's behind the mini foot?), and then from the USA, is too much of a good thing. Better a naked blonde on the hood. (ck)

Magazines Jean Frey and Edipresse will be publishing their business magazines Bilanz and Bilan fortnightly instead of monthly from 2005 onwards, according to Jean Frey boss Filippo Leutenegger, in order to bring Bilanz closer to readers and make it easier for advertising customers to plan. The industry is skeptical. According to Ueli Eckstein, Head of AZ Print Media, Bilanz and Bilan would now have to significantly increase advertising. Publipresse CEO Otto Meier believes that a fortnightly publication increases the chance of getting into the media plans: "But is it a good idea for the reader market?"
The future balance sheet concept is described as "Minds, careers, capital and how to spend it". However, a higher publication frequency does not appear to be mandatory for these topics. Rolf Bollmann, CEO of 20 Minuten, sees pure cut-throat competition: "The competition between Weltwoche, Facts, Cash and Bilanz will intensify. This could promote the death of one of these titles."
(sm/dse)

Crossmedia "Kassensturz" and "Puls" are turning away from Saldo and towards K-Tipp and Schweizer Familie. In future, the 800,000 weekly "Kassensturz" viewers will be linked to the 1.1 million K-Tipp readers, and the average 32.3 percent market share of the program Puls to the 707,000 readers of Schweizer Familie (SF). However, anyone hoping that sexy sponsorship and advertising packages would beckon in the face of such super figures is way off the mark.
In this respect, these new partnerships must be described as platonic; there are no joint sponsorship or advertising offers. "The products are too different for that," states SF-DRS editor-in-chief Ueli Haldimann clearly. "I'm not a marketing person, but so far I haven't noticed any demand for such offers," adds René Schuhmacher, owner of the publishing house KI Konsumenteninfo AG, which publishes the titles Puls-Tipp, K-Tipp and Saldo, among others. "There are currently no plans for advertising or sponsoring combinations," confirms SF Publishing Director Sari Simola.
Why the super-rich?
wide cumulation as of October 1, 2004? It is hoped that viewers and readers will benefit more, while the editorial teams will gain impetus thanks to the exchange of know-how and contacts. And the references in the programs and magazines to the respective partner magazine should also support their own marketing. No one expects an increase in viewers or readership; Haldimann, for example, merely speaks of "added value and stronger viewer and reader loyalty".
Saldo lost a significant number of readersThe example of Saldo shows that there is hardly much more to it. The advertising-free magazine, which does not report readership figures, saw its certified circulation drop by 16,000 to 148,000 copies from 2002 to 2003. Publisher René Schuhmacher believes he knows why: "Saldo had to consolidate financially after the three-year start-up phase, which is why we dispensed with all advertising."
So far so good. But now Saldo was regularly mentioned in "Kassensturz", the "most successful weekly magazine" on SF DRS (original SF DRS quote) and in "Puls", the "most successful medical program in Switzerland" (original SF DRS quote). And this concentrated advertising is supposed to have achieved nothing? "You could say that," confirms Schuhmacher. "The mention in the program had no direct effect on circulation. Whether a magazine is bought depends primarily on its content."
But why is he now making K-Tipp available as a partner? Schuhmacher: "Because we have learned and changed the partnership concept." Saldo had brought 4 "Kassensturz" pages, 4 "Puls" pages and 24 pages of its own. Often only what had already been shown on television was repeated. K-Tipp, on the other hand, will retain editorial sovereignty in the new partnership. "As in the past, we will concentrate on providing additional information to the 'Kassensturz' reports. We have always been successful with this concept."
Saldo replaced: "Kassensturz" gets a platform at K-Tipp and "Puls" one at Schweizer Familie.
Relaunch of Saldo should bring more serviceEven without the previous partners Kassensturz and Puls, Saldo remains
remains true to its concept. "It's also an advantage that the magazine is no longer divided into eight 'Kassensturz' pages, four 'Puls' pages and a few separate pages. Everything now comes from our own editorial team," says René Schuhmacher.
A relaunch is therefore planned for January 2005, the first since the launch in 1999. "We will improve the editorial content, especially the service section," he says.
Will Saldo subscribers migrate to K-Tipp in droves now that "Kassensturz" has been dropped? Schuhmacher doesn't think so, as he knows from reader surveys that Saldo readers are not necessarily "Kassensturz" viewers. "With Saldo, we have actually found an additional audience that either appreciates the ad-free magazine or the slightly different overall concept," explains the publisher.
In addition, according to a public survey, K-Tipp is still considered the print partner of "Kassensturz". Schuhmacher: "Five long years could not change this." (mk)
Markus Knöpfli

Heat generation Elcotherm's overall budget is now being managed by Advertising Art & Ideas, a company based in Vilters SG that operates in the heating technology sector. The Zurich-based advertising agency has already created an incentive program, an image brochure, launch events and various mailings for Elcotherm. Further communication solutions are now to follow.

Automobile A retro-style poster series by the Zurich agency Lowe is intended to boost sales at the USA-Autos company in Schlieren.Loud, arrogant and aggressive: What is unpopular with people is appreciated in cars. At least with Amish sleds, as a poster campaign by USA cars proclaims. Ruedy Brawand, owner of the store in Schlieren, turned his hobby into a profession more than 20 years ago and sells almost everything from classics to new cars that come from the U.S. car market. His clientele is correspondingly diverse, as Brawand says. Whether young or old, new or returning, the fans of "Americans" cannot be segmented. The idea for a new brand identity for USA cars came from Keith Loell, CD at the Zurich agency Lowe and himself an exiled American. He and his team designed four poster sujets that play with the clichés of American cars with pithy slogans and striking design. The eye-catcher is the retro-style printing technique, which was created by the Nashville-based print shop Hatch Print Show. This company still produces posters with the look of the turn of the century - using hand-carved printing templates and original machines. The four game posters are currently hanging around gas stations, garages, parking garages and target-group-relevant pubs.
Brawand in Schlieren feels nothing of the rather negative mood regarding America and U.S. products. True fans don't let politics spoil their pleasure, or as he puts it himself: "What can an old Mustang do about the fact that there's a Mr. Bush?
Like the poster, like the cars.
Simone Keller

Market research Product launches usually fail. Jerry Zaltman has developed a recipe to combat this: four out of five products disappear from the shelves no later than six months after their launch. This is despite the fact that companies spend millions on market and consumer research. Gerald "Jerry" Zaltman believes that this money is being thrown out of the window. The professor at Harvard Business School doesn't think much of conventional "mafo". For him, neither questionnaires, focus group discussions nor individual interviews provide the answer to the question that is on the minds of all companies: "What are our customers willing to spend money on? According to Zaltman, who is one of the most quoted marketing gurus in the USA, we make 95 percent of our decisions unconsciously. This is why consumer and market researchers can ask who they want, how they want and as often as they want - they rarely get answers that really help them and, above all, their clients.
The power of images ...Jerry Zaltman has developed a complex formula to combat this industry disease. His "Zaltman Metaphor Elicitation Technique" (ZMET), the first patented market research method in the USA, combines findings from anthropology, art, linguistics, neurobiology, psychoanalysis and sociology. With this method, metaphors are first produced and then analyzed; it therefore relies entirely on the power of images.
At home, the test subjects collect pictures from newspapers and magazines that illustrate their thoughts and feelings about the object of study. They take these pictures with them to the interview, which is so productive for Zaltman because the test subjects have consciously and unconsciously dealt with the product. In the interview, which lasts two hours, Zaltman tries to make the test subjects aware of their thoughts and feelings. Why did they choose these particular images? What do they mean in relation to the object of study?
In order to uncover this treasure trove of knowledge, Zaltman digs into the soul of his counterpart layer by layer. He uses methods and exercises that leave enough room to uncover things that remain hidden with a narrow focus of questions. Finally, an assistant who has followed the whole process creates a digital collage. This collage should say more than 1000 words because it gets to the heart of what really moved the test person.
... follows the powerlessness of words
According to Zaltman, this technology captures the entire emotional and cognitive cosmos that feeds our purchasing decisions. Which is why products that are developed on this basis can influence these decision-making processes. At least in theory. In practice, the author and his company Olson Zaltman Associates have conducted more than 200 such studies for clients such as Coca-Cola, General Motors, IBM, Nestlé and Procter & Gamble.
With "How Customers Think", Zaltman is following a trend: write a book about your business, make a business out of your book - or ideally both. However, his current oeuvre is not light fare. The professor writes precise and comprehensible, but - surprisingly - not particularly pictorial scientific English. With him, the power of images often turns into the powerlessness of words. A pity, because his theses and findings are quite exciting. So exciting, in fact, that sooner or later they are likely to influence consumer and market research in our part of the world.
> How Customers Think. Essential Insights into the Mind of the Market by Gerald Zaltman. Harvard Business School Press, Boston 2004. 323 pages, Fr. 58.50
Roger Hausmann

Chocolate Nestlé Suisse has developed a new marketing strategy and brand architecture for Cailler Three clichéd Swiss characteristics can be found in the Fribourg municipality of Broc: The small town lies at the foot of the Alps, in the middle of the Gruyère region, and is home to the Cailler chocolate factory. Founded in 1819 by François-Louis Cailler, the brand is the oldest of the Swiss chocolate brands. Cailler has been the only Swiss chocolate factory to belong to the Nestlé Group since 1929. In addition to chocolate bars and Stängeli-Branches, the Cailler range also includes the Ambassador, Femina and Frigor products. These were previously positioned as independent brands and advertised accordingly. Nestlé Suisse has now
The Cailler brand as a whole has developed a new marketing strategy and brand architecture. In doing so, the company is aiming for a distinctive profile compared to the competition. As part of this realignment, Nestlé has adapted its communication strategy with the in-house agency JWT+Hostettler+Fabrikant. This also includes the new brand hierarchy: Cailler is now the umbrella brand for the other brands.
A broad public campaign is intended to implement the new architecture with the target audience. To this end, the team led by CD Remy Fabrikant traveled back in time and resurrected Monsieur Cailler, the father of the brand. In three TV commercials, the chocolatier is summoned to Vienna, Venice and London to spread inspiration, passion and reconciliation with his sweet creations. According to the JWT creatives, the world has Monsieur Cailler to thank for Beethoven composing his Ninth, Casanova learning to love again and the British royal family having an heir to the throne. The three films form the image pillar of the new communication strategy and serve to create a new brand world. In addition, the newly developed positioning "Cailler, Source de Bonheur depuis 1819" is to be anchored in the minds of consumers.
Three further commercials dramatize the brand's manufacturing expertise. Accordingly, the product and its development are the focus of the filmic realization. Posters and advertisements are also used, which also follow the principle "the product is the hero".
Whether in Vienna, London or Venice: Monsieur Cailler spreads inspiration, reconciliation and passion with his sweet creations.

Sweet nostalgia: JWT+Hostettler+Fabrikant create a new Cailler world with stories from the past >> page 7
Simone Keller

Advertising rates Various print media are increasing their advertising rates for 2005 despite declining readership figures The Publimedia Forum 2004 provided an initial overview of the trends in advertising rates for 2005, revealing that the adjustments made by the majority of titles are in line with developments in the readership market, but not only: the Neue Zürcher Zeitung, for example, is increasing its black-and-white advertising rates by 2.6 percent despite declining readership figures, while at the same time reducing its four-color rates by 6.5 percent. The Tages-Anzeiger is adding 1 percent, while the Bieler Tagblatt is increasing its rates by 2.4 percent. The St. Galler Nachrichten, which has gained over a fifth of its readers, will be 3 percent more expensive. The other increases: Le Matin semaine 2.5 percent, Basellandschaftliche Zeitung 1.6 percent, 24 Heures 1.5 percent, Le Matin dimanche 1.5 percent, Le Temps 1.3 percent, Neue Luzerner Zeitung 1 percent, Walliser Bote
1 percent, Berner Zeitung 0.9 percent, St. Galler Tagblatt 0.8 percent, Basler Zeitung 0.7 percent.
More readers, higher tariffs
Those magazines that have made upward adjustments have mostly done so as a result of increased readership figures. This applies to Edelweiss, which added 7.6%, but also to Bolero and Cosmopolitan, which charged 2.9% and 5% more respectively. Bon à Savoir and TV 8 are also reflecting the high gains in readership with increases of 6% and 5.9% respectively in their advertising rates.
Price reductions, on the other hand, are rather rare. Blick, for example, is cutting its black-and-white ads to zero, but is reducing its four-color ads by 5 percent. There is a massive 10 percent reduction at Facts, which according to Mach Basic lost readers to exactly the same extent in 2004.
On the other hand, business newspapers such as Cash and Finanz und Wirtschaft are refraining from cutting prices, even though they have been significantly weakened in the readership market. Bilan, which is also declining in terms of readership figures, has even increased by 2 percent.
Daniel Schifferle

Associations The admission committee of the Art Directors Club Switzerland (ADC) meets on October 21 to decide who will be admitted to the club. The criteria are the same as in previous years: Membership is only granted to those who have made a substantial creative contribution to several award-winning works or have otherwise achieved outstanding results in the field of advertising or design. Please send applications with a portfolio of work to the ADC office in Zurich.

Trend gifts Which item suits us best, where does the logo come into its own? Advertising Week took a look around some retailers with just under three months until the festive season. There is still just enough time for a special thank you to business partners, customers and employees. Given the order situation at most suppliers of such gifts, the good mood seems to have returned. But what should it be? It's not the "what" but the "how" that counts, says Beat Nolze, consultant at HvS Trading. "Whether a promotional item is 'received' by the target audience depends to a large extent on how it is presented and handed over. Even some unspectacular consumer goods are well received if they are handed out in an appealing way," he says. He also recommends precise dosing, i.e. targeting the target group as precisely as possible, rather than using a watering can. This is why originality and trend accuracy are also particularly important in this communication discipline, so that the identification effect of the objects corresponds to the image of the company. Seen in this light, the usual key ring, ballpoint pen or another calendar can be just as appropriate for some occasions as the ever-popular Swiss brand products from Victorinox, Caran d'Ache and Hallwag Kümmerly + Frey for others. Depending on the area of application and requirements, whether for a company anniversary, as a trade fair gift, mailing booster or at the end of the year, the requirements profile for the promotional item can vary greatly. Talking to a promotional product professional often leads to solutions such as high-profile and affordable unique items that you hadn't even thought of before.
A personalized emergency coffee supply is good for the heart and soul - and thanks to the mug, the corporate gift has a longer half-life (Siegrist promotional products).
Everyday gift writing instrument? If the quality is right and it can be used to write without tiring, it often accompanies the customer for months. With Racol's pens, photos, graphics or text can be placed well protected behind the transparent clip cover.
Original, three-dimensional advertising magnets not only fix the shopping list to the fridge, but also serve as a daily reminder of the product and the brand (Lacoray AG Promotion).
The fashionable shoulder bags Stripes (Pandinavia) made of nylon with multi-colored stripes offer a new kind of finishing option and were a favorite at the X trade fair; minimum order quantity 250 pieces.
The rear-view mirror for the wrist of sporty and modern consumers comes from Walter Berger GmbH and should provide the hoped-for surprise effect.
Perceive with all your senses: Lip balms with sun protection factor 20 are not only intended for the cold season, but communicate for the sender all year round. Supplier Wipex uses vanillin of plant origin as a flavoring and six frosted colors as packaging.
The fluorescent AM/FM radio "Moodlight" surprises with its flowing color changes and is distributed by Hes Idea, Pandinavia and Siegrist.
Lacoray created a decorative Christmas gift for the brokerage firm GWP Insurance Brokers of the DaimlerChrysler Group: a storm lantern, elegantly packaged in a printed wooden sliding box lined with straw.
Motto: "Trust creates security".
The Stamps clock can be stuck to any object several times without leaving any residue. The entire clock can be freely designed with Medic Créatif.
For calendars and timetable systems in all cover variants, formats and special concepts, specialist Aumann-Primex is recommended, among other things, with the exclusively distributed Brunnen brand from Baier & Schneider. Here: an aluminum companion.
Practical for connoisseurs: The double-walled thermo mug made of steel, with a rubberized surface on the outside, non-slip base and lid with drinking slot, is beautifully designed. Pandinavia offers it for orders of 300 or more.
Lounging-Mood can be branded for customers. The idea came from Oliver Lawson, who sells the weatherproof and easy-care, oversized party cushions in three sizes and nine colors at Loungepillow.ch. Up to five people can make themselves comfortable on the large Lounge Pillow both indoors and outdoors.
Art print cards in gift sets and calendars made in Switzerland, such as this one from Spogart, are particularly popular with global companies, as they convey a precious, original elegance that is often associated with Switzerland.
Daily surprises from the reusable Advent calendar turn anticipation into the greatest joy. If you turn the 24 boxes over, you have a neutral collection container, white
Dealer Hes Idea about "Saint Nick".
For the office chic: the Troika racing car awakens the play instinct and keeps the office desk tidy (Medic Créatif).
Wipex, the Swiss general representative of Schwan Stabilo, is now having the Spotlight ballpoint pen fitted with a leak-proof large-capacity refill made in Switzerland.
"Darling, I've shrunk your Stabilo!" Racol Partner's shiny mini sympathy carrier is available in four colors and in cases of two or four.
Sports equipment as a gift would generally be popular, but often has the problem of bulkiness. The new trend item from Hes Idea therefore arrives just in time for the sledging slopes: the Body-Board H1
in two sizes, for adults and for children.

Publishers Tamedia is setting its flagship on the Pfnüsel coast on a collision course with the Zürichsee-Zeitung Following its experiments with local newspapers at the end of the 1990s, the newspaper landscape on the left bank of Lake Zurich is once again in turmoil. Last week, the publisher of the Tages-Anzeiger announced that it would operate its own local editorial office in the district of Horgen - in other words, in the middle of the home territory of the dominant Zürichsee-Zeitung - from next March and produce a separate regional section for the area from Kilchberg to Richterswil as well as for the Sihl Valley. There is talk of six pages a day with journalistic articles, regionally acquired advertisements and official publications, which will appear either as an additional newspaper bundle or as a tabloid supplement. "We want to go in-depth locally," says Daniela Decurtins, who as deputy editor-in-chief of the Tages-Anzeiger will later also be responsible for regionalization in other areas.
The Tagi really does need a local presence, because the paper can only grow at present by establishing itself more firmly in the agglomerations of "downtown Switzerland". After the failure of the national growth strategy with the target circulation of 300,000 copies that was never reached, Tamedia's attempt to integrate the four Zurich regional newspapers Unterländer, Oberländer, Zürichsee-Zeitung and Landbote in one way or another also failed.
NZZ shoulder strengthenedThe project is a direct attack on the Zürichsee-Zeitung and the declared attempt to trim the inclined readership in the Horgen district towards the Tagi in the medium to long term. Tamedia has good cards: "We already have more than 32,000 readers in the Horgen district," says Decurtins. The intruder could initially be successful with the so-called double readers, who read the Zürichsee-Zeitung for its local reporting but turn to the Tages-Anzeiger for everything else.
The Zurich offensive is being taken seriously at the headquarters of the Zürichsee-Zeitung in Stäfa. "Until now we have been neutrally positioned, but that is now over. If Tamedia really gains a foothold, we will move closer to the NZZ and certainly not lean towards the Tagi," explains Theodor Gut, Chairman of the Board of Directors of Zürichsee Presse AG, which publishes the Zürichsee-Zeitung. Gut believes that Tamedia, unlike NZZ, has no interest in strong and independent regional newspapers that directly compete with its flagship. Gut wants to counter the attack with as yet undefined alternative offers to readers and advertisers and, if necessary, also selectively strengthen the left-bank editorial team.
Tagi poaches journalistsMeanwhile, the tug-of-war for journalists and editors with local experience has also flared up. The newcomer in the region is dependent on writers with a broad network of contacts. Attempts to poach staff from its competitor show that Tamedia is prepared to dig deep into its pockets. So deep, in fact, that the Zürichsee-Zeitung can only hope for the loyalty of its staff. The new editorial office is to be staffed similarly to that of the Zürichsee-Zeitung, which covers the district with around 900 full-time equivalents.
"We are serious. We have made long-term and serious plans," says Decurtins. The regionalization project should therefore not fall asleep again like previous expansion attempts. Specifically, they want to give themselves between five and ten years to win over the Tagi's audience and outdo the Zürichsee-Zeitung.
The looming war of position is therefore likely to last much longer than the one between Stäfa and the former Baublatt publisher Ueli Schück from Rüschlikon at the end of the 1990s. After the Zürichsee-Zeitung consolidated the left bank of the lake and swallowed up four local papers, Schück cleverly exploited the public's resentment at the loss of local press identity. He launched the revolt from below with four new local newspapers, which were discontinued after a year and a half. A former editor believes that the experiment might have had a better chance with Publicitas as an advertising agency.
Weak point Thalwil
But where the Zürichsee-Zeitung used to be Goliath, it is now David. Nevertheless, its editor-in-chief Benjamin Geiger trusts in the conceptual advantages of his paper, which deliberately focuses on what the future Tages-Anzeiger in the district can only offer as a supplement. And he is counting on a well-connected editorial team, with whom he intends to continue working as a first priority.
However, there is a blind spot on the strategic map of the Zürichsee-Zeitung. In the Thalwil constituency, the newspaper of the same name has around 6000 subscriptions. The Zürichsee-Zeitung recently seconded an editor to carry out preliminary journalistic work with a view to a takeover. Stäfa has a right of first refusal on the loss-making paper. However, as long as its ageing owner does not want to part with his life's work, the Zürichsee-Zeitung cannot convert the Thalwiler subscriptions and has to defend an area in which it has hardly any presence. The Tages-Anzeiger will certainly exploit this weakness.
Necessity as a virtue: As the Tages-Anzeiger can only grow in the region, it attacks the Zürichsee-Zeitung.
Equalizing pressure with the NZZThe NZZ succeeded in doing what the Tages-Anzeiger did for a long time.
The increased cooperation with PubliGroupe, which is expected to contribute 22.5 percent of Zürichsee Presse AG (Zürichsee-Zeitung) and 40 percent of Ackeret AG in Bassersdorf (Zürcher Unterländer) to the NZZ subsidiary Neue Presse Holding and take over the NZZ's advertising business in return, will bring the two regional newspapers closer to the NZZ while remaining independent.
However, the deal has not yet been finalized. Theodor Gut, Chairman of the Board of Directors of Zürichsee Presse AG, does not intend to exercise his pre-emptive right to buy PubliGroupe's stake in his company.
Rumors recently circulated that he might give in to pressure from the left bank of the lake at the last moment and pass it on to Tamedia.
If the pressure continues to increase, "we will support the existing structures", says Beat Lauber, Head of Regional Newspapers at NZZ. (rw)
René Worni

Magazines Tamedia has been looking for a buyer for the children's magazine Spick since June 2003 and has now found one in Künzler-Bachmann in St. Gallen. From the beginning of 2005, Spick will complement the publisher's portfolio in the children and family sector, which includes titles such as Kidy, Unser Baby and Werdendes Leben. The cooperation with Sailer-Verlag in Nuremberg, where Tamedia outsourced the Spick editorial team in the fall of 2003, will be continued.