Tourism Who is flying up there through the night and wind? It's only your breakfast, sleep peacefully, cheetah child. Every economy class traveler knows that planes are flying cans, so it's no wonder that everyone only wants one thing after the stresses and strains of flying: a vacation. For travelers to South Africa, holidays are a thing of the past: The bus drums announce that South Africa Airways is flying in a daily load of fresh tourist meat from Zurich. And according to the mega poster at Zurich airport - for which the animal-loving Lowe's crew is responsible - the African kittens spare no effort to get their hands on the contents of the canned food that flies in. Goodbye sex tourism, long live meat tourism.

At the beginning of October, Jürg Dinner will take over as Head of Corporate Communications at the airline Swiss. He replaces Peter Marthaler, who has held this position since September 2002. Jürg Dinner has been Head of Corporate Communications for Coca-Cola Switzerland for two years.
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Consultants Clemens Gähwiler, Simone Lisa Ramser and Claudia Rheinboldt have joined the Corporate & Financial Communications department of PR agency Burson-Marsteller Switzerland (B-M). Gähwiler previously worked as PR Editor for Balanx Corporate Counsel & Communications in Zurich. Ramser previously worked as a PR consultant and translator at the Zurich-based Grey subsidiary Musqueteers, and Rheinboldt previously worked as a
PR specialist at Clariden Bank.
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Jean-Michel Bonvin is the new Head of Outdoor Media at Mediaedge CIA in Zurich. He is moving from Aegis Media Central Services to his new employer at the beginning of December.
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Peter Röthlisberger is taking over as head of the business department at Schweizer Illustrierte (SI). He replaces Susanne Rohmund, who is moving to the German trade union IG Metall.
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Weltwoche has signed up three new writers. Daniel
Amman replaces Alain Zucker as Head of the Economics department. Amman currently holds the same position at Facts. Zucker is going to America as a correspondent. The new Germany correspondent will be Richard Herzinger, who writes for Die Zeit. Constantin Seibt has been hired as a columnist.
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Alain Egli joins the business department of the news magazine Facts. Egli previously worked for the industry service Persoenlich.com.

Guest commentary Unlike you, we're successful today, says Peter Brun in response to Reinhold Weber's radio rant in the last issue of Werbewoche. We love Beyoncé, Söhne Mannheims, Anastacia and Maroon 5. Great music by great people. Music that millions enjoy listening to on the radio. But in the eyes of advertiser Reinhold Weber, we love junk. Worthless stuff that "cloned bores" present to us as "music industry PR" with the help of "ratings computers instead of music editors". This is what I read here last week: "Wake up, Mr. Weber! You ask yourself what has happened to you. And you answer yourself: "probably listened to the radio too much". You seem to listen to the radio, but you don't listen and, above all, you don't look behind it. Otherwise you'd know that the music industry at Switzerland's biggest private radio station is always on the phone, because we don't just play the "super CD by the new megastar" to our listeners.
We play what people like. They call it "unfiltered PR from the music industry". And I ask myself: it's probably been a long time since you received an order from the "major labels", hasn't it? If you listened, you would also know that no other Swiss private radio station invests more money in a professional newsroom than Radio 24. We broadcast another hour of information from Zurich from 11 p.m. to midnight, while fee-paying state radio listeners are already dozing off to "little night music".
Some private radio stations also invest a lot of money in elaborate comedy productions. Should we do without that and rather have your Scott Henderson, Buddy Guy or Jeff Beck blasting through the airwaves? Radio presenters who entertain and make people laugh are ridiculed by you. But beware: we don't make the program for you or for us. The people listen on the radio!
What's wrong with an industry that has professionalized in recent years and takes its majority listeners seriously? What are radio stations doing wrong that are suddenly operating in the black and attracting more listeners, who are also sticking around for longer? Take a closer look and you will see why stations such as Radio Basel 1, Radio BE1, DRS 3, Radio Energy, Radio Pilatus, Radio 32 and the 25-year-old Radio 24 are successful.
Yes, success. You should know this word. In the nineties you were still a celebrated advertiser, today you are looking for a new start with "creative mailings". Or as you yourself recently said about the failure of your agency WHS: "And suddenly you're out, and you don't know why any more than you knew why you were in before." Well Mr. Weber, it seems to be time to be in again. Let's listen together over a cup of coffee. You see, you've made a friend anyway. But the music plays tomorrow; let's forget yesterday.
> Peter Brun is program director of Radio 24.

Automobile Read the following GPS instructions without looking at the picture on the right: "Please leave the road after 100 meters - Please park after 50 meters - Please take the jet ski out of the trunk." Can't you just see in your mind's eye a fine-grained sandy beach on which a silver off-roader sparkles in the first rays of the sun? The tires of the body - let's assume it's a Toyota RAV4 - are caressed by the gentle surf. And out in front of the reddened horizon, a figure on a jet ski breaks through the spray. Can you see it? If so, you're probably not an advertiser. Because the synapses of these professionals produce a short circuit with attributes such as freedom and spontaneity and spit out an image like the one on the right. Or have you long dreamed of that indescribably liberating feeling of doing laps in a fountain with a 140 hp machine? Seen in this light, the young Green Party's push to ban off-roaders from the city can be seen as a lesson for advertisers: Off-road is English and means off-road.
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Market research Nielsen, Publica Data and Adlink are testing a method that measures access to websites Since spring 2003, Wemf has been the sole provider in Switzerland to publish the data from its site-centered measurement method Net Audit once a month. It counts all accesses to a specific Internet site and also indicates how often and from how many computers these were made. However, Wemf's Net Audit may soon have a competitor: Nielsen Netratings, Publica Data (PDAG) and Adlink are testing a measurement method called RedSheriff, which belongs to Nielsen Netratings and is already established in Australia and Italy, in September and October. As there are unlikely to be any particular problems in Switzerland, RedSheriff data should soon be offered in the same way as Net Audit data. Cheaper data promised
"We are thus launching a second currency in Switzerland in terms of site-centric measurement," says Vanessa Meister, Head of Internet Research at PDAG. "However, the RedSheriff data will be considerably cheaper than that of Net Audit today," she adds, without being more specific.
New survey options
What's more, RedSheriff not only measures access, but can also carry out online surveys (e.g. according to socio-demographic characteristics) using pop-ups. This means that, for the first time in Switzerland, part of the surfing behavior at the workplace can be recorded online.
Nielsen Netratings is also testing in Switzerland and Australia whether the access and socio-demographic data collected by RedSheriff can be reconciled with that of the user-centered MMXI panel (at-home measurement) and what conclusions can be drawn from it. "It may be possible to mutually validate the two methods," says Martin Radelfinger, Managing Director of Adlink.
If this is indeed the case, it is planned that both data will be incorporated into the planning system Planad launched by Goldbach Media and thus serve as a basis for refined online media planning.
Markus Knöpfli

Internet The Bluewin.ch online portal is being restructured. From September 1, it will be divided into the thematic worlds of News, Entertainment, Marketplace, Services, Internet Access, Mobile and Customer Center, with a clearer separation of content and services. Navigation is to be simplified. Customer surveys and analyses have revealed a need for clear structures, according to a press release.

Radio The "Golden Ear" radio spot awards will take place this year on November 4 at the Mascotte club in Zurich. Creative people can send in their spots until October 19, and Frank Bienenfeld, initiator of the event launched in 1998, wants to completely reorganize this year's award: "More celebration instead of a Cüpli event" is the motto, "more jeans instead of creases". Bienenfeld is also doing without a sponsor this time; he has uninvited the previous main sponsor Radiotele "despite a good offer". "I am very grateful to Radiotele for their support so far. But their contacts meant that many more media people came than creative people. But we're not doing a second Radio Day," says Bienenfeld. His motto is therefore "young, creative, independent". However, the radio industry feels offended and is launching its own spot award. (see p. 19)
(mk)

Supplements Das Magazin, the Saturday supplement of the Tages-Anzeiger (TA), will in future also be published in the Basler Zeitung (BaZ), the Berner Zeitung (BZ) and its headline newspaper Solothurner Tagblatt.supplements Das Magazin, the Saturday supplement of the Tages-Anzeiger (TA), will in future also be published in the Basler Zeitung (BaZ), the Berner Zeitung (BZ) and its headline newspaper Solothurner Tagblatt. From January 8, 2005, it will be added to the subscribed circulation of these three titles. This will increase the total print run from around 280000 to over 530000 copies. In future, an editorial advisory board will oversee the basic journalistic and visual orientation of the magazine.

Tourism The Irish tourism marketing organization has invited four agencies to make a competitive presentation. Budget holder McCann Erickson, Young & Rubicam, Euro RSCG and J.Walter Thompson are competing for the global advertising and media budget, which is expected to be €50 million. According to a report by the British industry service Brand Republic, Tourism Ireland is focusing its advertising campaigns on the markets of Great Britain, the USA, France and Germany.

TV advertising A TV commercial has high recall value. The print campaign for Publisuisse aims to prove this. "A picture is worth a thousand words", as the saying goes. But a few words can certainly evoke images. They just have to refer to something very familiar. Anyone who reads "Marilyn Monroe on the ventilation shaft" immediately sees the blonde lady with the puffy skirt in front of them. The brain reacts even more quickly to keywords relating to current TV commercials. For example, you only need to read something about a "tapping or dribbling cow" and the virtuoso Lovely is already dancing in front of your inner eye.amusing multiple choice
The new Publisuisse campaign, developed by Publicis, works according to this principle and thus provides "much more than just an argument for TV commercials, namely a demonstration for TV commercials", as CD Markus Gut is convinced. With each subject, the viewer experiences for himself how well TV advertising sticks in the mind. "It creates measurably higher recall values because it appeals to multiple senses and develops more emotionality," the specialist books teach us.
With the TV screen look and the amusing multiple choice, the campaign is close to the advertised product and immediately catches the eye. The campaign with four advertisements has been running since mid-August and can be seen in the Swiss trade press until the end of October. Further measures are planned, and a start has already been made with a banner on the Werbewoche website.
If the Publicis thesis is correct, you know the answer too!
Andreas Panzeri

Crossmedia The company a-tension, founded by three cracks, wants to combine marketing and entertainment. three cracks in the industry are joining forces: Bruno Oetterli, Mehmet Inan and Jörg Rindlisbacher are launching the new media service company a-tension, Media & Entertainment Marketing, based in Zurich. "Establishing brand communication in the electronic media as a strategic value" is the focus of the newly founded company. "We create and manage media events," says Inan, summing up a-tension's range of services. "With us, brands have conversations in the markets and brands produce entertainment," adds Rindlisbacher. The background: top brands are increasingly pushing their way into the entertainment industry. Young target groups in particular are demanding more and more exciting brand experiences from the media. "A lot more can be done here with regard to electronic media," explains Rindlisbacher. Especially as the young generation, which a-tension primarily wants to address, is characterized by cross-media communication behavior. "You can reach young people less and less with advertisements, but all the more via direct marketing, the Internet, cell phones and TV," says Rindlisbacher.
Wide-ranging core competence
This is where a-tension wants to start. The core competence is correspondingly broad: Media strategies, broadcast sponsoring, permanent advertising programs, programs for TV stations, cross-media marketing and promotion programs with all media types, advertising time marketing, digital entertainment sponsor marketing, mobile marketing, club systems, merchandising and event marketing - this is the broad spectrum of services offered. In order to provide all these services in high quality, a-tension works together with a network of specialized companies (see box below).
Bruno Oetterli, a long-time friend of Jörg Rindlisbacher both privately and professionally, will remain in the background as Chairman of the Board of Directors. However, the benefits for Radiotele, which is responsible for research and planning at a-tension, are great. "We are opening the door to cross-media and sponsorship," says Oetterli. And he adds: "Until now, these activities were practically closed to us. This is because you have to enter into an intensive dialog with customers, which Radiotele lacked due to its orientation as a pure marketer."
The new company is managed operationally by Mehmet Inan, who is supported by Jörg Rindlisbacher, who lives just a stone's throw away from the company headquarters. Orders have already been received. "We are starting with four projects. That shows me that there is demand for our approach," says Inan.
A top networkThree well-known names in the advertising and media industry are behind a-tension: Radiotele boss Bruno Oetterli is Chairman of the Board of Directors. Jörg Rindlisbacher, former CEO of Wunderman Cato Johnson, is returning to the marketing and entertainment scene after a sabbatical. He will become a Board Delegate of a-tension. Mehmet Inan, most recently Managing Director of IP Productions ("Ahead", "Amped Champ"), is a Managing Partner in the team of three.
Each of the three brings specific expertise to the new company: Inan, who previously worked as sales manager at IP Multimedia, is equally at home in marketing and entertainment production. He gained his experience in the latter in the music industry, at Radio 24, TeleZüri and Tele 24. a-tension has an experienced marketing expert on board in the person of Jörg Rindlisbacher. Bruno Oetterli contributes the marketing know-how with his Radiotele.
The three partners do not disclose the shares that each holds in the new company.
A-tension works with a network whose members belong to the top
providers. For the "TV Productions" segment, it is eqal visual productions, which is owned by Lea Rindlisbacher, the wife of Jörg Rindlisbacher, and Christian Breitschmid. They have already produced the cross-media formats "Ahead" and "Amped Champ" with IP Productions and
are currently working on the "6 Pack" format for MTV. Netvertising is the partner in the "Internet & Club Solutions" sector. The "agency for contemporary communication", as it calls itself, has been realizing projects with digital media since 1995.
For the area of "visual design", the Zurich-based graphic design studio
Atelier Raffinerie (produces, among other things, Swiss Magazine and
currently Wordless). Domenico Ferrari (Ferrari Music) and the music label StraightAheadrec contribute to the "Music Production" division. For "International TV Distribution", a-tension works together with Quattro Media in Munich.
The registered office of a-tension is located at Carmenstrasse 28, 8032 Zurich, Tel. 043 322 00 04 (dse).
Bruno OetterliJörg Rindlisbacher
Mehmet Inan
Daniel Schifferle

Online/ Companies with smaller advertising budgets spend more in percentage terms on online advertising than companies with large advertising budgets.online Companies with smaller advertising budgets spend more in percentage terms on online advertising than companies with large advertising budgets. Nevertheless, the large advertising clients have also recognized the effectiveness of online advertising and are forecasting strong growth in the corresponding budgets within the next three years. This is one of the findings of the study "What advertisers think of online advertising", which the web portal Search.ch recently conducted together with market researcher Dr. Pascal Sieber & Partner.