In the latest volume of the Focus library, ten renowned authors summarize the current state of media research in print, radio and online in a readable style. The highlight is a bilingual essay by Erwin Ephron, the father of "Recency Planning", on the (few) important scientific media principles.> Focus Yearbook 2004 edited by Wolfgang J. Koschnick. Focus-Magazin Verlag, Munich 2004. 240 pages, Fr. 48.50.

Marketing For PubliGroupe, the Cinecom takeover was a first step. With the takeover of Cinecom, PubliGroupe now also has a foothold - albeit a small one - in TV marketing. The lease of Sat 1 Schweiz brings it net sales of around CHF 35 million per year - around one sixth of the volume that flows into private electronic media in Switzerland each year. This is not much for a company that plays first fiddle in the print sector. The big feel-out begins
Consequently, PubliGroup CEO Hanspeter Rohner described the Cinecom purchase as the "first step towards marketing electronic media". And Stefan Staub, Rohner's electronic media project manager, added tellingly to Werbewoche that he hoped "to be able to take the second step this year - whatever that looks like."
It would be possible, for example, to join another TV or radio marketer. A Werbewoche survey shows the following picture: At Cover Media, co-owner Nicole Willinger doesn't want to know anything about exploratory talks with P, similar to Paul Riesen, spokesperson at cross-media company Goldbach Media. "Of course we see each other again and again," is all he says. He denies earlier reports that Goldbach was also considering a stake in P for its own restructuring. "No concrete negotiations have taken place regarding an investment or participation as a financing partner," says Riesen. Stefan Staub, on the other hand, reports that such talks - without him at the time - "ended around two years ago". Be that as it may, according to Riesen, the P at Goldbach would meet with closed doors today. They are well on the way to being able to put Goldbach Media on its feet themselves, he says.
Also a question of price
Spot Promotion and Radiotele, on the other hand, confirm "loose, non-binding" contacts with P. According to Radiotele owner Bruno Oetterli, he has already sat down with Rohner. However, both Oetterli and Spot Promotion boss Hansruedi Koelliker state that they have not heard from P for months. Nevertheless, their doors remain open. "I'm not completely ruling out a cooperation or a joint venture, ultimately it's a matter of discussion and the question of price," says Koelliker.
Oetterli doesn't want to simply wave goodbye either. Is it because the 58-year-old is thinking about a succession plan? "No," he laughs, "I feel too young for that. And the business is running." However, he would consider a cooperation "if it makes sense for the radio genre." This might be the case with P for two reasons: Firstly, because it could put together print-radio-TV packages, from which radio would also benefit. Secondly, because the powerful P would probably bring some stability to the "currently highly distorted" radio market. "A marketer that is active in the market with the professionalism of P and works cleanly would be good for the radio genre," says Oetterli.
See also pages 5 and 24.
Markus Knöpfli

Events On September 1, RadioDay 2004 will take place at the Zurich Kongresshaus from 9.30 a.m. to 6 p.m. Participants can expect a varied program. The event will start with the presentation of Radiocontrol data. This will be followed by alternating presentations, talks and workshops on topics relating to programming, marketing and strategy/politics. In the afternoon, the two stations with the highest relative listener growth will be named "Radio of the Year". The full program can be viewed at www.radioday.ch. The event is open to invited guests only.

Cinema The Lausanne agency Mediapresse is flexible: until the end of 2003 it was still working the Swiss cinema market for the French Mediavision, since January it has been marketing cinemas and Sat 1 Switzerland in French-speaking Switzerland for its former competitor Cinecom - and although the latter is now switching to its even larger rival PubliGroupe, Mediapresse is continuing its cooperation. This is confirmed by both Mediapresse Director Olivier Bloch and Cinecom Managing Director Matthias Luchsinger. This is not a matter of course, as Mediapresse has represented press groups such as L'Agefi, Hachette, Burda, Promoeditions and Hersant for years - and is therefore pulling a different rope in the print sector than PubliGroupe. In addition, Bloch is co-publisher of the free cinema magazines Film demnächst and Avant première, while Cinecom markets Teleclub's Close-up. Neither Bloch nor Luchsinger see a problem in this concentrated competitive situation. "Cinecom continues to make its operational decisions with a high degree of independence," says Luchsinger. And Bloch adds: "For us, PubliGroupe is a customer like any other.
(mk)

Space model Wemf boss René Schmutz has to go over the books with his new model. The main reason for this is the fierce opposition.WW Not only a number of publishers have vehemently opposed the new space model. Politicians from French-speaking Switzerland and the Impressum journalists' association have also joined the attack. Were you surprised by the extent of the criticism? René Schmutz What surprised me most was how emotional the whole discussion was and how unprofessional some of the criticism came across. It's clear that people can be against our proposal. But we expected arguments and not attacks.
What have you learned from this?
I have at least had a new experience, because I have never experienced such strong opposition to a Wemf project before. What really impressed me, however, were the arguments that were put forward and not the vehement manner in which some voters presented them.
What were the objections that ultimately tipped the scales in favor of the
Revision of the model?
If you want to make statements about the shopping behavior of the population, then you need other data than just the survey of key persons and the inclusion of commuter flows. I have no arguments against this objection
Apparently, however, the expert opinion by Prof. Dr. Peter Gräf has also
model was criticized. So the scientific validity of the proposed spatial model was not beyond all doubt?
We were of the opinion that interviewing key people also works for our spatial model, as this method is common in other areas. But the moment the opposition becomes so strong, you have to react. A population survey, such as the one on which Mach Basic is based, is certainly much less vulnerable than a survey of key persons.
But what did the scientific opinion say on precisely this point?
I don't want to go into detail about who commented and how. Professor Gräf's report is just one individual element of the entire consultation process. The overall result was that purchasing behavior is central to the definition of economic areas. On the other hand, there is nothing new behind this. And the opposition to our proposal only arose after the result had been seen. The fact is that there is no generally recognized method for defining economic areas.
Due to the effort that will now be required, you are also holding out the prospect of further high costs. Do you think it's possible that these could end up definitively overturning the whole project?
We will see. Additional costs will be incurred. It is not yet clear how the whole thing will be financed. But it should be possible. After all, the economic areas are 40 years old, and if you can't do it with the planned costs, then there's no getting around the additional expense. Otherwise the outdated economic areas would remain in force, and that cannot be the solution.
Are the approaches with which the model is to be corrected methodologically sound, or are further obstacles to be expected?
I don't see any reason for this at the moment. But answering this question is the subject of the clarifications that will now follow. Only then will it be possible to answer the question of whether the corrections can be implemented as planned and how much it will cost.
So there is a real risk that no solution will be found and that Wemf will end up in a shambles?
What does shambles mean? The Wemf developed the economic areas itself forty years ago. And they were always criticized, even if it was never quite clear what was actually wrong. In the meantime, there are good reasons to criticize the fact that the world has changed and so have the economic areas. The question now is how to redefine them. Commuter balances are not suitable for defining economic areas that are suitable for media planning. This is because the latter has to do with consumption, which is why consumption data is better than commuter balances. However, this data is not available in the required level of detail, so we have to obtain it first.
The revised model will be put out for consultation again in 2005. Can you assume that the concerns raised will have been resolved by then?
That remains to be seen. We are addressing the two central points of criticism in the new model. However, there were also other objections that I don't want to go into in detail now.
Another question is whether a 40-year-old spatial model, in which the business models of newspapers are also rooted, can be changed at all without provoking numerous outcries.
You can't wash the bear without getting the fur wet. If you have to revise the economic areas, there will inevitably be changes. In plain language, this means that if one area gets a little bigger, another has to get smaller. That's just the way it is.
As a partner of the publishers, however, Wemf is exposed to sensitivities that it cannot simply ignore.
The question is whether the matter is scientifically supported or not. Our umbrella was not strong enough for the storm that came our way with the consultation. But I can live with that because, as I have already said, I have no counter-arguments to the two central objections raised.
In previous years, Wemf was able to launch various new research systems, such as Mach 2 or Internet research, with virtually no accompanying noise or obstacles in the way. In the recent past, however, neither the Advertising Index Switzerland (AIS) nor the new spatial concept have come to fruition as desired.
The AIS is a special case because we were competing with other providers. It was therefore clear that they would fight back and do everything they could to prevent it, using these and other methods. But this is also a completely normal process in other markets.
And the spatial model: would it have received the same fierce criticism in the good economic years?
I can't say. All I know is that the print media are not doing so well at the moment. So it's understandable if the reactions are relatively vehement.
In the crossfire of criticism: Wemf boss René Schmutz.
The accompanying noise surrounding the "New Communication Spaces and Economic Areas in Switzerland" has already foreshadowed this: The new model will not be implemented in the proposed form.
By the end of the consultation period on June 30, Wemf had received a number of objective and fact-based responses as well as an expert opinion from economic geographer Prof. Dr. Peter Gräf from Aachen University of Technology. The method used to simulate shopping behavior by surveying key persons and recording commuter flows was particularly criticized. The Wemf Board of Directors has therefore commissioned the office to
To work together with Publicom to examine how the model can be supplemented by a representative survey and the inclusion of consumption-related data instead of the key person survey.
The result of the review is expected to be submitted for further consultation in 2005. If this concept meets with approval and the necessary financial resources are available, the survey work can begin in 2006, writes Wemf. Results are not expected before 2007. Until then, the "old" WGs will remain in force. (dse)
Interview: Daniel Schifferle

Fundraising campaign For Dr. Beat Richner's children's hospital in Phnom Penh, Cambodia, Ruf Lanz has designed a free ad with a surprising twist.Because time is pressing, construction work has already begun, although they are still dependent on donations. Ruf Lanz illustrates this with a construction helmet, which becomes a donation hat when the ad is turned around. Schweizer Illustrierte, which supports the project, placed the ad for free, on the costly third cover page.

Oliver Classen on possible next steps in PubliGroupe's consolidation.The drumbeat with which PubliGroupe acquired NZZ and Cinecom at the beginning of July has not yet died down, and the industry is already murmuring "Who's next?". Depending on the sender, this question sounds either hopeful or fearful.
Both votes are understandable and entirely justified.
One such takeover candidate is National-Zeitung und Basler Nachrichten AG, which is still listed in the commercial register as "National-Zeitung und Basler Nachrichten AG".
Editor of the Basler Zeitung.
In this scenario, however, it would not be P but rather Tamedia that would get the long-awaited handshake. However, the Zurich-based company would "only" have its fingers in the pie, as P holds a minority stake of 37 percent in the traditional publishing house. In return, the advertising agency would receive the advertising management of the Tages-Anzeiger that it has been striving for for so long, along the lines of the NZZ deal.
Both would benefit equally from such a trade-off. Tamedia could break out of its isolation, which has recently become even more acute, and close the golden triangle ZH-BS-BE - after 20 Minuten - in the newsstand newspaper market as well. (Coninx & Co already hold a 49% stake in the Berner Zeitung.) And the advertising agency, which is striving to consolidate the Swiss press landscape as quickly and radically as possible, would be a big step closer to its actual strategic goal. This is to prevent foreign competition from entering the market by creating a maximum of four major newspaper publishers in German-speaking Switzerland.
Of course, the P(ressekönigin's) homeland security bill comes at the expense of regional princes such as BaZ publisher Matthias Hagemann, who is known to shy away from Zurich board members like the devil shuns holy water. Should P boss Hanspeter Rohner actually hand over his Basel board mandate to Tamedia CEO Martin Kall, Hagemann would still have one consolation: namely that the unloved Werdsträssler did not ultimately harm the development of the Berner Zeitung.
> Oliver Classen, Editor

Chemie The agencies Stier Communications in Weiningen and GFS Communications in St. Gallen have landed new clients: Stier Communications is to give Basler Lacke AG a new market and communications presence. SKS Rehab AG, on the other hand, has opted for GFS Communications to provide the client with a positioning and communication concept. SKS Rehab AG manufactures wheelchairs and other aids for the elderly and disabled.

Press Waiting a year and a half for new circulation figures is too long for some publishers. That's why Wemf has them certified in the meantime. Who benefits? Those who were able to have good circulation figures certified in April can rejoice: For once, they are valid for 18 months instead of 12. With the introduction of new regulations for the certification procedure, Wemf is postponing publication of the results to October from 2005 onwards, but as 2004 was not a brilliant year for the Swiss press, the joy of the six bonus months is likely to be limited. At the suggestion of publishers, Wemf is now making it possible to present updated figures as early as this October in an interim certification.
Around 60 titles are taking part in the intermediate round, as Wemf project manager Christel Plöger explains. In view of the 2,200 regular participants, that seems like a small number. However, this high number is due to small titles such as club magazines, which are not certified for advertising purposes, but as a prerequisite for reduced postal rates. Nevertheless, the question remains: have only those titles that have something to gain opted for current figures?
"Of course we're taking part," says Rolf Bollmann, CEO of 20 Minuten. With the launch of the Lucerne edition at the beginning of June, the commuter newspaper is guaranteed to be one of the winners. But Bollmann would also take part if circulation were to fall: "It's important to proceed correctly when it comes to certification."
Tobias Trevisan, Publishing Director of NZZ and NZZ am Sonntag, is having both titles certified. This is despite the fact that the NZZ will report lower figures. "It's all about credibility," emphasizes Tobias Trevisan: "We are committed to providing the advertising industry with up-to-date figures - in good times and bad." Tamedia has also registered all titles. This decision was taken because a year and a half without new figures was simply too long, according to Jürg Brauchli, Head of Newspapers: "Actually, the usual one-year cycle is already long." Whether the Tamedia newspapers have gained or lost ground is irrelevant.
The same fundamental decision was also made at Ringier. "Our market partners demand figures that are as new as possible," says newspaper boss Bernhard Weissberg. However, Blick is making an exception: Because the "Doppio" trial phase with two different formats would distort the results, the tabloid is dispensing with interim certification. The Blick circulation is also stable, assures Weissberg.
The circulation of HandelsZeitung has also hardly changed. This is why the original registration was canceled, explains publisher Ralph Büchi. In doing so, he is acting in the interests of Wemf: the interim certification is intended to give the publishers the opportunity to present significantly changed figures for this year's collective bargaining round, states Christel Plöger. Some participants had obviously not fully understood this. According to Plöger, the Wemf would point this out, but would not prevent anyone from taking part.
Espace Media Groupe has understood this. It has neither Berner Zeitung nor Bund certified. This is despite the fact that both titles are on target, explains publishing director Franziska von Weissenfluh. But because the circulations would not change drastically, the costs would be too high.
Media observers will also have to do without current figures for Weltwoche from the Post-Köppel era next fall. According to Peter Kümmerli, Jean Frey AG has decided against an interim certification of its titles because it does not expect any dynamic development. In addition, participation ties up funds and resources: "We prefer to invest this energy in real forward marketing."
Interim certification is worthwhile for securities with rising figures.
Stefano Monachesi

Philipp Skrabal, the new CD at Publicis, wants to fully exploit the creative possibilities, even with large clients. "For me, the challenge is to go from being the hunter to the hunted - in the leading and so-called most creative agency in Switzerland," says Philipp Skrabal. Following the partial departure of Chief Creative Officer Jean-Etienne Aebi, Publicis has restructured the Creation department and set up a Creative Board. Skrabal is to strengthen the team of Executive Creative Director Markus Gut as Creative Director. Philipp Skrabal has made a name for himself at Matter & Partner for almost seven years, most recently as CD and member of the management board. "I didn't actually think about changing", muses the new man at Zurich's Theaterstrasse. "I had a great time at Matter & Partner." But when Markus Gut presented his board plans to him over a friendly beer, Skrabal realized that Publicis "was a great opportunity". He had always followed this agency closely in the sense of appreciating how truly great and sustainable campaigns were made here - "ones that the public remembers".
It was also creatively eye-catching posters and advertisements that inspired Philipp Skrabal to pursue a career in advertising at a young age. At the age of 15, he therefore attended the preliminary course at the Zurich School of Arts and Crafts. "That was the only thing I wanted to do." He then trained as a graphic designer at Seiler DDB. From 1992 to 1996, he gained his first concept experience at Euro RSCG and became an AD at the age of 23. Finally, he was allowed to move to Australia for six months as part of a job swap within the network. "That was exactly the right time, because I was going through a motivational crisis at the time and had the feeling that I couldn't assert myself with my ideas."
In Sidney, the young Swiss "got to know a completely different way of working, the Anglo-Saxon way". Here, the distribution of tasks is much more structured, which allows an AD, for example, to focus much more on the conceptual aspects. "Here, in medium-sized agencies, everyone has to do everything. That can also be exciting, but you can become much better in a discipline more quickly if you can concentrate fully," says Skrabal.
He now hopes to find a bit of this culture at Publicis, Switzerland's largest agency. Skrabal's personal goal is to be able to do "on these great brands" such as Nestlé, UBS, Renault or Bilanz at Publicis "on a grand scale", which he previously achieved at Matter & Partner "on a medium scale".
With this previous work, ADC member Skrabal is proud of his last five years for Theater Spektakel, for example. "The current campaign shows how you can advertise such an event in a surprising way." His Aproz trucks, which drive into Vals or Rhäzüns with Migros mineral water, have also attracted attention in a cunning way. One idea that has also been successful in international competitions is Skrabal's jeep with wild geese. Instead of their leading goose, the birds follow a Chrysler jeep with an innovative navigation system.
Skrabal and his team have won over 75 awards for Matter & Partner in the last six years, half of them international. The agency has thus risen from 21st to 20th place in the creative ranking.
moved up to 6th place. The new CD in what is now the first and largest Swiss agency has two children and rides a racing bike in his spare time.
Wants to contribute his Anglo-Saxon experience: Philipp Skrabal, the new CD at Publicis.
Andreas Panzeri

There is a simple reason why the second book by the co-founder of the London cult agency St. Luke, published at the beginning of 2002, has already been declared a classic:There is a simple reason why the second book by the co-founder of the London cult agency St. Luke, published at the beginning of 2002, has already been declared a classic: at that time, Werbewoche did not yet carry a book page. Otherwise we would have strongly recommended this firework of ideas grounded in cognitive and cultural studies back then.
John Grant's vision of the future of branding does not lie in building virtual images, but in creating real worlds of knowledge. Whether coffee, computers, furniture or organic cosmetics: avant-gardists such as Starbucks, Apple, Ikea and Body Shop are showing how and where things will be done in the future. Brands as image carriers can symbolize this collective educational process and even initiate it. They cannot control it on their own. This requires a new meta-marketing, the mental prerequisites and communicative implementation of which Grant describes so vividly and inspiringly in "After Image".
> After Image. Mind-Altering Marketing by John Grant. Harper Collins Business, London 2002. 288 pages, 58 francs.
(oc)

Public transport Ruf Lanz has designed the future advertising for VBZ. The people had the final say in the choice of motif.
Ruf Lanz also takes the term "public transport" literally when it comes to advertising. In July, the agency used the popularity of its last VBZ campaign for a somewhat different kind of referendum. Six outlined proposals were presented to the people on double-page spreads. The election promise was: the three proposals that receive the most votes on www.vbz.ch by 25 July will be implemented this year. The campaign generated a great deal of press coverage. Almost 7000 people concerned about good publicity cast their votes on the website. The course has now been set. The perky traffic wardens with the text "Many young Zurich residents meet the wrong women when they go out" were chosen with 22% of the votes.
The second most popular subject was the toddler in the playmobile, which received 19% of the votes. This idea is accompanied by the text: "You learn early on that you can't get anywhere in the city by car." The Harry Hasler version with the elbow in the lowered low-floor car was voted the third poster with 18%.
"Ruf Lanz and VBZ are delighted with the election result," say those responsible. The motifs will be on display this year.
Selected: These three subjects will be realized by VBZ.
Andreas Panzeri