European Football Championship Radio 105 has engaged none other than "Kaiser" Franz Beckenbauer for its reports on the 2004 European Football Championship, with the president of Bayern Munich and Servette coach Marco Schällibaum commenting daily on the latest European Championship events on the youth cable station. In three- to five-minute segments, the two soccer experts will pick up on the top issues and provide analysis as well as curiosities.

Private TV In Germany, "Anke Late Night" is controversial - in Switzerland, on the other hand, the new Sat1 show apparently has a lot of credit, and the slots in the Swiss advertising window surrounding the show are fully booked. Anyone wanting to advertise alongside Anke Engelke "will have to be patient until at least the beginning of July", Christian Gartmann, head of marketer SevenOne Media, told the Aargauer Zeitung.

Branding A brand symbol is moving into Madame Tussaud's wax museum in London for the first time, but it's not Mr. Proper or Ronald McDonald who is sitting between Queen Elizabeth and Michael Jackson - it's Puppy, a cute little Labrador puppy. Puppy has been advertising the Kimberly-Clark toilet paper brand Andrex in England for 32 years. The puppy is a star. As a soft toy, it is said to live in one in ten households in the UK. In a survey conducted by Madame Tussaud's, Puppy emerged as the nation's favorite fictional TV character. Since 2002, Kimberly-Clark has also been bringing the cute puppy to other countries. In Switzerland, he has recently appeared in television commercials for Hakle. The toilet paper brand's website is also dedicated to the cute four-legged friend. The coloring sheet and quiz are aimed primarily at children.
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As the new publishing director, Roland Oetterli wants to sell the Beobachter as a branded product with utility value.
Plastics or advertising? That was the question when Roland Oetterli had to choose a commercial apprentice. The choices in Lucerne were Viscosuisse and Publicitas. "That somehow sounded like Securitas," recalls the new publishing director of the Beobachter. But when he realized that the P was about newspapers, the youngster found it "extremely exciting". After all, there were Tagblatt, Vaterland and Luzerner Neuste Nachrichten newspapers in Lucerne at the time, and it was in this environment that Oetterli was hooked on advertising, and after his apprenticeship he worked his way up within the branch to media management for advertising agencies and major clients. At the same time, he trained as an advertising assistant, and at the age of 24 he was already teaching at Sawi. "Back then, my students were older than me, today I'm older," he smiles about what is still his favorite side job: "As a teacher, you're always required to be at the forefront of developments."
His own development later led the media man to the milk processor Emmi. He spent four years there gaining experience as an advertising manager on the customer side and at the same time completed his training as an advertising manager.
He was called back into the media world in 1990 as advertising manager of LNN. "I was the successor to Otto Meier, the current director of P," the current publishing director reveals with a hint of pride. When the merger between Vaterland and LNN took place four years later, Oetterli moved to the Berner Zeitung as Head of Advertising "as an advocate of self-direction". "As I have a more entrepreneurial mindset and attitude and am a proud 'self-director', I am convinced by this model because it allows a company to determine and control its most important source of income to a large extent itself."
At Beobachter, too, it is now important to Oetterli that he can work the market in this way. The publishing director finds one of the most rewarding things about his new job is that he can work the advertising market and the reader market at the same time. "But I accept that Publicitas does a lot of good things for the press and other media."
Looking back on his career, Roland Oetterli muses that it would "certainly have been interesting" if he had continued his career in an advertising agency. "I'm a fan of branded products. I learned that at Emmi. Emmi yogurt
are still my favorite today." He is very interested in the positioning of a product: "I learned a lot about that, and that's what I offer today as a publisher."
No desire for staff workBefore joining the Beobachter, Oetterli was briefly head of an institute for management training in Bern and most recently head of media, publishing director and responsible for group marketing at the AZ Medien Group in Baden. After six months in this role, however, Oetterli realized that he was not a staff member. "I'm not a staff member because I want to have my own responsibility in the line." He doesn't like just fulfilling planning tasks and then waiting again. "As soon as I've finished something, I want to implement it." If he has to delegate the task back to the line, it doesn't satisfy him. "I don't like being a think tank without being able to take responsibility for implementing my ideas." Oetterli sees himself as a doer. That's why he terminated his employment contract with AZ.
With the Beobachter, he has found a magazine that is unique - "a super branded article". As a boy, he learned to read with the Beobachter. His grandparents said: "The
You can't look at Beobachter, you have to read it." He now knows why the Beobachter as a medium can be more than just a provider of information and entertainment.
"The Beobachter has strategically occupied a field where no one can dispute its position. The service concept is extremely well developed and Beobachter has participated in the multimedia development at all levels. Oetterli now wants to communicate the benefits provided by the Beobachter more clearly and efficiently. "Many people still don't know enough about everything else that can be used around the Beobachter," he says. In addition to the title as a print article, the non-fiction publisher with around a hundred titles also provides advice with 80,000 pieces of information per year about
Telephone and Internet.
Oetterli is convinced that he is doing meaningful work. His medium has a high level of credibility. The employees fully identify with the product and want quality. Readers appreciate the title. "I am therefore proud that I can now manage all of this as the responsible publishing director."
His most important challenges at Beobachter are to retain the subscriber section during the generational change and to appeal to young reader segments in a new way. In the advertising market, he wants to convince customers of the attractiveness of the title, of which he himself is convinced. Many still have the preconception that the environment in Beobachter is credible, but not sexy. "I counter this with the quality of contact. The magazine is used very intensively.
We should also have every image campaign for Switzerland in our paper," the new publishing director is convinced.
Always on the ball, even in the carRoland Oetterli bought a house in Moosseedorf during his time at the Berner Zeitung and wants to continue living there with his wife and children from two marriages. He doesn't mind the commute himself. He uses the time in the car for intensive phone calls.
His wife has a similarly oriented job as Head of Marketing Service at the Berner Zeitung newspaper and is a qualified mental trainer. In his free time, Oetterli therefore particularly appreciates the stimulating exchange of ideas with his partner. They sometimes discuss the dream of having their own farm with a large family and lots of animals. "That was my wish as a child."
Given the developments in agriculture, he can cope with the fact that it didn't turn out that way. Instead, he now enjoys jogging with wild hares and deer and also finds a substitute for nature when adventurously barbecuing with his boys in the forest.
Roland Oetterli wants to dispel the prejudice that the Observer is "credible, but not sexy".

Andreas Panzeri

Hardware "Am I in?" asks the orangutan, trying to copy the desperate, joyful facial expressions of his human role model Boris Becker. thanks to the notebook from Maxdata, the hairy forest dweller from Sumatra is finally online and filled with a deep sense of "wireless happiness". Perhaps some viewers of the advertisement will now think that the monkey is amusing them. In fact, the question of the deeper meaning of this advertisement is justified. The creative's drive to dramatize the consumer benefit as exaggeratedly as possible is understandable. But even a homo sapiens would have satisfied this elementary need of the advertising species if it had been released into the wild with a laptop. It is reasonable to assume that a human would have conveyed the message more credibly than his evolutionary brother. Or is Maxdata hardware so easy to use that even an ape can handle it?
At the latest after the appearance of e-mails with the subject "Sniff my banana" or "Save my habitat", this version would be confirmed. Perhaps the advertisement is just trying to
say that we are all monkeys if we still shimmy into the office every day to earn our bananas in the wireless age.
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Column The discussion about the health consultation hour is right. Whether the arguments are fair is another question, and the joke is so cheap that I can't keep it to myself. Dr. Samuel Stutz is the most honest doctor in Switzerland. Even his name says what it's really all about ... Haha ... Colleagues from competing companies - always the most reliable PR helpers and image carriers for players in the media environment - have had ample opportunity in recent weeks to discuss the links between the popular TV doctor and the pharmaceutical industry and the techniques used to cross-subsidize TV programmes. What the "Beobachter" brought to light - after all, it belongs to a company that also profits from press TV - should lead to a fundamental clarification of the issues surrounding product naming, sponsorship, media partnerships and other mixed forms in a tiny and therefore fixed-cost-prone television market like Switzerland.
From my own experience, I would like to contribute just two aspects: Firstly, it is a journalistic duty to name the smallest possible unit accurately, i.e. to name product names if they are essential to the message of the story. (The alternatives would be countless queries and frustrated users). However, this is then independent of production contributions or sponsoring contributions. Secondly, most of the hygiene problems surrounding "content for content" are solved through transparency. If it is clearly and completely stated who is financially supporting a media presentation, users accustomed to the realities of life can make up their own minds.
In the background of the current Stutz discussion, however, is a phenomenon that most Ringier critics have simply missed. In the 1970s, it was still almost impossible to publish a picture of a doctor making a statement (carefully proofread, of course) to a popular magazine: Code of professional conduct! Today, I am no longer even amazed when I learn that not only medical associations, but even individual practice groups employ advertising agencies and PR consultants.
The healthcare sector and the media industry have learned from each other. Both sides have not only become more aware of their interdependence, but have also become more competent. The new generation of doctors, most of whom have been influenced by their experiences in America, know that they need the key currency of public life, attention, to achieve their goals. And the media, for their part, have realized that they can no longer credibly maintain their claim to provide information and their watchdog role with irresponsible stories about obscure cancer healers, but only with increased professional expertise.
Samuel Stutz is the first person to fill this huge gap in the publishing market with the backing of Ringier.
I have personal experience of his way of working, as I have been a patient on his program twice and am happy to testify that I have always been treated well by this doctor. I experienced Samuel Stutz as a sensitive, extremely conscientious and tactful professional. Every written and verbal statement was agreed and proofread. There were no leading questions and no ambush situations. It was clear to everyone - interviewees and viewers alike - that although he knows more, he takes back this advantage because he is genuinely interested in what the other person, the person concerned, has to say. His interviews are designed to gain knowledge, not to confront.
Two journalistic techniques prevail in our media world that bore me: firstly, "Schawinskization" - fundamental aggression at the limits of decency with inadequate preparation. Secondly, "Sommarugization" - protection of the consumer, if necessary against his will, through rebellious ignorance, combined with the Jacobin demand for state control.
To prevent this nonsense from setting the style, we need calm, competent journalists like Samuel Stutz, who ask direct but fair questions. Who insist on essential answers, but don't think they know them in advance.
Dr. Samuel Stutz plans his broadcasts and publications with a precision that I have previously only observed in Wysel Gyr. For all his business acumen, he clearly knows that he is dealing with fragile goods: the vulnerability of sick people - and his own credibility. Only with this mixture of competence and respect is it possible to find hundreds of people over the years who are willing to talk publicly about their obesity, alcoholism and cancer.
Karl Lüönd considers Samuel Stutz to be conscientious and tactful.

> Karl Lüönd is a publicist and head of the Media Institute of the Association

Social Advertising Publicis is helping Amnesty International in the fight for human rights with a series of advertisements. The images of torture from Abu Ghraib prison in Iraq once again document that human rights are usually only valid on paper - and not only in the so-called rogue states. In its 2004 annual report, Amnesty International (AI) accuses 155 countries of violating human rights. It also criticizes the "mistreatment of foreigners by the Swiss police" and the "excessive use of force against demonstrators" in Switzerland. Since 1961, the organization founded by British lawyer Peter Beneson has been campaigning worldwide for compliance with the human rights enshrined in law 56 years ago. Despite its successful commitment, AI draws a devastating balance in its current annual report: "At international level, human rights and international law have never been so disregarded in more than a century as in the past year. "Struggle for donationsAI obtains the financial means for its commitment mainly from donations from members and donors. In 2003, these funds accounted for 76 percent or around seven million Swiss francs of all income for the Swiss section.
AI Switzerland is competing with many other organizations for a share of the shrinking volume of donations. The Swiss section, which was founded in the 1970s, has received creative support from the Zurich agency Publicis. Last December, the team led by CD Markus Gut used shocking commercials and a submarine ad to draw attention to the abuses in the observance of human rights.
Under the motto "Get him out of there", AI Switzerland and Publicis are once again launching a series of advertisements this month. The subjects show scenes of torture and abuse, with the victim always framed by a dotted line enclosing an address field. Gut comments: "Freeing the victims from the hands of their tormentors is a matter of seconds by cutting out the coupon". As this actually takes longer, anyone who sends the coupon to AI Switzerland becomes a member and supports the organization with 75 francs a year.
According to AI Switzerland, around 30 percent of this amount is invested in public relations work. This includes a campaign that was recently launched: Based on last year's advertisement subject, which symbolizes a torture cellar, cards with the inscription "Stop torture by the occupying forces in Iraq!" are being distributed. The flyers are addressed to the American ambassador in Switzerland and demand an immediate investigation into all allegations of torture. The subject is, appropriately enough, a press photo of an Iraqi courtroom, whose original exemplary purpose is thus given a concrete reference.
Get active: AI posters encourage membership.

Simone Keller

Mediaplanung Cinecom launches a forecasting and post-control tool that, for the first time, enables precise statements to be made about the visitor situation in Swiss cinemas.the "Cinema Admission Monitor" (CAM) is based on the Mach Basic figures and a weekly audience average for the past three years, which is calculated from the reports submitted by cinema operators. This means that seasonal differences are taken into account for the first time.

Dating platforms cR Kommunikation has won Parship.ch as a new client. It advises the online dating agency on all aspects of media relations, focusing on communicating the seriousness and professionalism of Parship.ch and differentiating it from other flirting and dating platforms and online personals markets.

Daniel Schifferle on publishers' desire to reinvent their newspapers.
The Basler Zeitung's (BaZ) new concept has received the best compliment from the cantonal government of its city canton. But not because they are full of praise for the bold relaunch (see page 14). No, the authorities have expressed their concern to the newspaper makers about the tougher course that the previously well-behaved paper will be taking from September 4. The BaZ wants to move away from journalism that makes announcements and is underlining this by setting up a research team that will not use kid gloves in future. The fact that the government sees this as a threat is just confirmation of the serious manner in which the Basel media group has tackled the relaunch.
Other Swiss print media have already embarked on a similarly uncompromising path with new concepts. This week the Blick, just a short time before that the Berner Zeitung and - also this spring - the Aargauer Zeitung and Facts. They too are going far beyond what print media had previously understood by a relaunch. Bolder and more creative newspapers, but above all more user-friendly papers are emerging.
However, these commendable steps do not mark the end of the urgently needed search for a newspaper that better meets the needs and reading habits of today's media users. The Tages-Anzeiger, whose most recent relaunch was only two and a half months ago, has already heralded the next and even more radical round. As early as 2005, when the new printing presses enable continuous four-color printing, it intends to surprise its audience.
This is about much more than just a further visual upgrade. The Tages-Anzeiger is setting out to reinvent the newspaper. Content is being fundamentally put to the test. Radical new thinking is required from the unorthodox concept groups. The question is what kind of newspaper the public will still be prepared to pay for in the future. We are eagerly awaiting the new ideas.
> Daniel Schifferle, Head of Media & Media

Guest commentary by Urs Renner on the National Council's ideas to protect minors from targeted advertising with the RTVA: "Unsuitable" is his verdict. When discussing the RTVA, the National Council passed a number of problematic resolutions which, on the one hand, clearly contradict the European advertising regulations (EÜGF) and, on the other, cannot be implemented in practice. This is particularly evident in the protection of minors. The new Article 15 formulated by the National Council now reads: "Advertising, sales promotion and sponsorship aimed at minors are prohibited." At first glance, this wording seems simple. However, simple does not mean clear. This is because it is practically impossible to transpose this article into a corresponding ordinance. The article leaves the main question unanswered: What are the criteria that determine whether an advertisement, sales promotion or sponsorship is aimed at minors?Is the advertised product or service the decisive factor? In this case, this wording leads to a de facto ban on the advertising of products that are used by both minors and adults. This includes, for example, practically all foodstuffs, public transport, bicycles, motorcycles and many other products and services. It is unlikely to be the intention of the National Council to ban all advertising for these products on radio and television.
It is more likely that the content of an advertisement has been on the minds of the ladies and gentlemen of parliament. In this case, an expert commission in the style of a censorship authority would have to be set up to assess every commercial, every sales promotion and every sponsorship before it is broadcast to determine whether it is aimed at minors. A minefield for everyone involved and, above all, an unaffordable expense.
One could also take the view that the audience of the channel in which the commercial is broadcast is decisive. However, this again raises more questions than answers: What percentage of viewers under the age of 18 is a program aimed at minors? Is the audience of the program before or after the advertisement is broadcast the decisive factor? Or is it the target audience that is addressed by a program? In this case, it would be nonsense to award a license for a Zurich youth radio station now. This would simply no longer be financially viable once the new law came into force. Furthermore, this approach would lead to blatant discrimination against certain programs.
The only thing that is actually clear is that the simply worded article cannot be implemented in practice. The Interessengemeinschaft elektronische Medien IGEM has therefore proposed to the members of the Council of States Committee that the protection of minors be regulated in the EÜGF in line with European regulations. After all, Swiss children also consume foreign programs on a daily basis - including advertising.
> Urs Renner, Mediaedge:cia, President of the Interessengemeinschaft Elektronische Medien IGEM.

Social marketingSince 1997, the street magazine Surprise has been offering jobs to people who have lost their jobs, the working poor, addicts and other people who want to work themselves back into society. Today, around 200 street vendors distribute a circulation of 27,000 copies. To ensure that this success continues, the Publicis agency has now launched a campaign for Surprise. Without being a tear-jerker, but "with self-confidence and respect to do justice to the Surprise employees", an advertising and poster campaign has been created that is as surprising for its idea as it is for its visual implementation. It features job advertisements typographed in the style of the street, looking for people who don't get a chance at any company - except Surprise. This not only gets to the heart of the street magazine project. It also makes it impressively clear who you see working on the street every day and who you can support directly.