Internet The real estate platform Homegate.ch is to be gradually taken over by Edipresse and Tamedia, with the two publishing houses integrating their own real estate offerings into Homegate in return. In the first step, Zürcher Kantonalbank, the previous sole owner, will sell 14.5 percent to each of the publishers. PubliGroupe, previously a minority shareholder in Swissimo, is acquiring a 4 percent stake in Homegate. In a second phase from 2008, Edipresse and Tamedia are to acquire a majority stake.

Department stores As if the life of advertisers wasn't already suffering enough, a generation of copywriters is now growing up who never lived through the era of mailshots for rheumatism blanket car rides and are taking to the keyboard without restraint. As a result, the texts often skid along the pain threshold of idiocy. No lifestyle world, no matter how grounded, seems to be safe from this verbal barrage of kitsch, trivialities and banalities.
The latest victim of such bold audacity is Coop City - "better by ideas" according to the claim.
The brochure insert with the fashionably polyglot couple is cause for concern. After all, it shows that not every nosey Pulitzer Prize contender can write original advertising copy. From the dozing beau in the hotel bathroom in Milan, we learn in second language that it's 8 pm, the mood is bombastic and that he's not that tired. What a life! I wonder if his mental and physical state is proportional to the number of wrinkles in his underwear. In need of harmony, we take it in our stride and respond with Oscar Wilde: Blessed are those who have nothing to say and keep their mouths shut.
(la)

Sponsorship The Greek authorities spent around 750000 euros on a "clean zone" without ambush marketing in and around Athens. During the Olympics, 10,000 advertising spaces were removed from buildings and roofs, as these were only to be available to official sponsors. Spectators had to adhere to strict rules and were not allowed to bring any textiles with logos other than those of the official sponsors into the stadium. In return, these sponsors had paid the IOC over one billion euros for the exclusive rights.

Sporting goods retail For the new Sport Factory Outlet, Ruf Lanz makes fun of overpayers Celebrities, onlookers and business people stood on each other's feet at the opening of the new Airside Center last weekend. It's not just luxury brands that are scenting big business at the expanded Zurich Airport. Where 44,000 tourists are in a shopping mood every day and 20,000 airport employees respond to stimuli, Peter Wider also recognizes an opportunity for his Sport Factory Outlet and is opening a new store at the end of September. The initial situation for the Ruf Lanz agency is different to that of the Schönenwald headquarters, when it tried to attract customers in a larger area with Uriella radio spots: visitors are within walking distance of the store and are to be reached with posters and postcards in and around the airport. "We are also targeting flight personnel with advertisements in the airport magazine Homebase," says CD Danielle Lanz.
Message to match the environment
The business model of offering sports brands at factory prices has been dramatized for the specific environment. In order to emphasize the USP of the cheaper branded products, Ruf Lanz is making fun of people who buy their sports equipment in expensive stores.
Headgear in which the brim of the hat is significantly larger than the head section reinforces the copy and draws attention to the owner's brain volume. The motifs are used in German and in English, the language of travel. Markus Ruf promises that unconventional mailings and guerrilla campaigns will cause a stir in October, but doesn't want to reveal any more just yet.
For fools: If you buy your sports equipment at normal prices, you get the fool's cap.
Luca Aloisi

Business press Cash wants to win back more readers with a soft relaunch for its 15th birthday The latest figures from Mach Basic do not make the business press happy: the audience is still fleeing in droves (see also page 13). Cash is also affected: with a loss of 51,000 readers or almost 15 percent (currently still 296,000 readers), the newspaper is even bleeding more than average. The need for action is correspondingly great, and new promising recipes have been hatched at Ringier for months. These will become visible for the first time with
of the 15th anniversary edition of the title. It will be published on October 21.
For the sake of the surprise effect, the cat will not be let out of the bag until then. Thomas Trüb, Head of Business Media at Ringier, reveals only this much (see also the interview below): "We are making a few fundamental changes, which also includes a more in-depth treatment of new subject areas. This will enable us to expand our core readership."
Digression into the success story
The anniversary issue will also focus on the years that have passed. In a separate section, the magazine will review the ups and downs of the Swiss economy and Cash since its launch in 1989. The analyses by former editors-in-chief Thomas Trüb, Markus Gisler, Fred David and current editor-in-chief Dirk Schütz, whose experiences will be shared in a roundtable discussion, should prove particularly interesting.
Not only will some of the content take you back in time, but the advertising rates for the anniversary issue will also entice you with prices as they were 15 years ago. This means that advertising customers will receive a discount of 57 percent in this issue
compared to the current tariffs.
It remains to be seen how much added value the business magazine brings to its readership. The fact is that Cash began its success story 15 years ago as a completely innovative medium at the time. The newly launched Ringier paper was the first and only publication where dry economic topics could be consumed with pleasure.
"If we compare ourselves with the international business press, then we believe we are still a very innovative paper today," says Thomas Trüb. And he adds: "But we need to step up our game again in order to actually cover the new topics that appeal to the new generations of readers."
Punch lost: Cash with derivatives.
Daniel Schifferle

Mobility Wyler Werbung is promoting this year's car-free Sunday in the city of Zurich with four new motifs: a Ferrari logo with the obligatory little horse - during its feeding break -, two converted motorists who are not relying on the spare wheel on this day, but a spare shoe that they have carefully mounted on the back, and for all motorcycle freaks the leather jacket with the ironic airbrush "No Motorhead".

Media policy The switch-off of TV stations in cable networks cannot be prevented in the future either, according to the Federal Council's response to an interpellation concerning the fate of the local station ZüriPlus. Cablecom replaced ZüriPlus with U-1 TV at the end of 2003 due to a lack of frequencies. As the new RTVA no longer prescribes a license for broadcasters without terrestrial distribution or a fee share, a general obligation for network operators to switch on would be disproportionate, according to the Federal Council.

Political advertising In view of the referendum on September 26, the women's magazine Annabelle asked four agencies to create an advertisement for a "yes" vote on maternity insurance.Jung von Matt/Limmat created one of the most impressive appeals for the introduction of regulated continued payment of wages during the work ban with the subject "Swiss mothers have screamed enough".

Magazine Matter & Partner shows how the Beobachter can help to master difficult situations. "Take the reins." This is the slogan for the new Beobachter campaign. The agency Matter & Partner wants to use it to "directly promote the Beobachter". This is achieved by drawing direct and emotional attention to problems "that can affect any of us", as the campaign concept puts it. People who suffer from a noisy neighbor or parents who have to deal with a naughty daughter are addressed. Observer subscription as a solution
The campaign also mentions bullying and mobbing as other social issues that could perhaps be tackled thanks to the Beobachter. For all of these problems, a story is told in the ad or on the poster that is intended to get people involved immediately. In the case of bullying, this short story consists of just three words: "Promoted, celebrated, fired." The noise nuisance is quietly expressed in the short sentence: "My neighbor plays the drums." The family quarrel is brought to the point with the question: "Is the daughter too stoned to think about the pill?"
The observer offers an ambiguous solution to all everyday challenges: "Take charge". The request is followed by a telephone number for ordering a
Subscriptions subsequently delivered.
Loyal partnership with agency
The campaign will be launched at the beginning of September with posters throughout Switzerland and advertisements in most of the major Swiss print titles.
This campaign marks Matter & Partner's tenth year of advertising for the Beobachter. In today's advertising world, it is very often a case of "promoted, celebrated, fired", so Daniel Matter's agency in Zurich has been able to build on an above-average level of loyal cooperation. The observer is not alone on the reference list of these long-standing client relationships (see "Clients through the ages" on this page).
Today The Observer gets to the heart of the matter.
Yesterday The Observer brings it to the people.
Andreas Panzeri

Retail trade The new Publicis campaign shows Migros' social and ecological commitment. 42 years ago, Gottlieb Duttweiler, the founder of Migros, died. His legacy and guiding principles are more modern than ever. Migros CEO Anton Scherrer even sees them as a relief for the management of the orange giant. The mission statement of the "pacesetter in the market" not only aims to expand its leading position. "We remain exemplary in our cultural, social and ecological commitment," it also states. In fact, Migros performs better than its competitor Coop in the "social" image dimension, according to AY&R's Brand Asset Valuator brand study. Measured against other brand characteristics such as dynamism, authenticity and courage, the perception of social commitment and promotional projects falls significantly. On the one hand, this can be explained by the interest structure of the average consumer, but on the other hand also by the fact that this topic is difficult to communicate and only increases sympathy and thus trust in the long term. "In the new campaign, we are promoting various projects that demonstrate Migros' broad social and environmental commitment. This commitment covers many areas and is not just about individual organic products," says Fausta Borsani, Ethics Project Manager. For the general public, Migros should not only stand for its commitment to consumers and fair prices, but also for the social and ecological commitment of its manufacturers.
This year, the two Publicis CDs Jean Etienne Aebi and Ralf Kostgeld and their team are implementing the "Engagement" umbrella label introduced in 2003 with a portrait campaign even more concretely and with even more facts.
Irritation and entertainment
With the motto "Actions not words", the appearance is given a pro-
active, magazine-like tone that motivates rather than instructs and comes across as independent rather than hackneyed. "Small stories with an exciting, unexpected hook explain the content of the individual engagement labels with a lot of charm," says Aebi. While the series of advertisements, initially with eight subjects from the original locations, depicts Migros' global commitment, the five teaser posters refer viewers to the Internet link with further information.
Small stories, big pictures: The new engagement campaign is designed to strengthen Migros' social image.
Let the world know how Migros is committed to environmental and social issues: Publicis' new campaign. >> Page 7
Luca Aloisi

Christoph Bürge, Head of Strategy and Consulting at Matter & Partner, on the path to long-term customer loyalty.WW How do you get customers not to put their budget out to tender in a pitch every few years?Christoph Bürge Customer relationships are like romantic relationships - nothing works without trust, respect and a common goal. And if things get dicey, you don't let go straight away, but get back on your feet and motivate each other to do new things together.
What makes the working style at Matter & Partner special?
There are no paralyzing hierarchies at Matter & Partner. All customers, employees and business partners appreciate this. In addition, the managing partners work directly on every project.
What characterizes good advertising in your eyes?
Good advertising firstly surprises with an unusual idea and secondly is relevant and meaningful for the advertised brand. If one or the other is missing, the advertising is not good.
What is bad advice for you personally?
First and foremost, a good consultant must love advertising - otherwise they can do their job in another office chair. Anyone who then presents their opinion in a professional manner, is not afraid of new approaches and is committed to putting ideas into practice will be perceived as a good consultant.
You have installed a live cam that allows both customers and competitors to observe what is happening in the agency around the clock. Does this constantly present observer motivate or disrupt the creative process?
No, it no longer bothers us. It motivates us to make good ideas even better around the clock.
What would be a dream budget for Matter & Partner, not in terms of size, but in terms of the creative challenge?
Appenzeller cheese, Eichhof beer, Camille Bloch and PKZ.
Clients changing with the timesThis is rare in the fast-moving agency business: the Zurich agency
Matter & Partner, which has been in existence for 13 years, is celebrating its 10th anniversary with four clients.
Daniel Matter's agency employs around 20 people at Sophienstrasse in Zurich. The company, with a BSW ranking of 25, has worked its way up from 29th place among the top ten to 7th place in the ADC ranking.
Today, the limits of the poster have been broken (right). Yesterday First works for the Theater Spektakel (above).
Today health promotion with tips for everyday life (above).
Yesterday show correlations between addiction and social status (1996).
Today The St. Galler Tagblatt has become indispensable (above).
Yesterday Eastern Switzerland learns the categorical imperative of the Enlightenment (left).

Guest commentator Jürg Siegrist warns publishers that if job advertisement prices do not fall soon, clients could switch to other media The Swiss Advertisers' Association (SWA) works well and constructively with the media, because without good advertising media there is no good advertising. Of course, this has its price, the only question is what it is. On this point, the SWA lacks any understanding of the situation of the advertising companies, which already pay the highest production and switching costs in Europe, especially in the case of the most advertising-intensive partner - the newspaper publishers. The new generation of printing presses will bring the newspaper publishers major savings. There is no reasonable explanation for the fact that the economy pays around CHF 26 million too much per year due to the price difference between advertisements and job advertisements. The fact that this is "historical" is of interest to industry historians at best.
On May 11, the SWA wrote to the Swiss Press Association and its individual members asking them to comment on the 2005 tariffs. In their reply, several publishers referred to the recommendations of their association. In September, a working group of the Swiss Press Association was to inform publishers about a new calculation model for job advertisements. However, the publishers' association informed the SWA on August 25: "As far as the actual pricing of job advertisements is concerned, we already stated in our letter of March 22, 2004 that the pricing of all advertisements, including job advertisements, is the sole responsibility of the individual publishing houses. The new pricing system will not change this. We cannot and do not want to influence this independent pricing of our members in any way."
In plain language: the price recommendation to which the publishers refer to the SWA still does not exist. This policy of deception and procrastination is only possible thanks to the concentration process in the media scene.
And this is not only taking place at a national level. Local publishers are also developing into multimedia providers and establishing regional monopolies. However, it is important not to overstep the mark, otherwise clients will no longer play along in view of the economic situation.
It remains to be hoped, also in the interests of publishers, that the opportunity for a sensible solution to the 2005 tariffs will not be wasted again. After all, there are certainly alternatives to the print media when it comes to recruitment advertising.
> Jürg Siegrist is Director of the Swiss Advertising Client Association.