Market research The Swiss population has above-average trust in advertisers, according to the "European Trusted Brands" study conducted by Reader's Digest for the fourth time. Almost one in three respondents stated that they trust advertisers very much or quite a lot. Only in Hungary is the figure even higher; the average of the 14 countries surveyed is 21 percent. Advertisers ranked 11th out of 15 professions surveyed, ahead of financial advisors and football coaches (30%), car salesmen (25%) and politicians (16%).

One day, Roger Baur and his girlfriend Raphaela Höhn thought it was time for a Miss Zurich again and quickly acquired a license from the Miss Switzerland organization to hold a cantonal pageant. And because it takes more than two, the Miss Zurich organization was immediately transformed into a Höhn family business. Brother André Höhn and father Charles Höhn took over the organization and marketing of the event, and Philip Hofmann, whose cousin (and therefore niece of headhunter Hans Hofmann) Vera Tiana Hofmann entered the race for the title as candidate no. 5, also took part in the flesh inspection.
The Swiss Web Award at Kaufleuten was another showcase for prizes. Internet and web? We probably won't know a pig, thought the shortlist team. BSW Managing Director Walter Merz felt the same way. We were the first guests he knew, he said when he saw us - and we were no different. But it wasn't that bad after all. On closer inspection, we saw familiar faces. Our eyes just had to get used to the darkness. That's right: on the most beautiful summer evening so far, "me stupid bastards" actually squatted in the gloomy nightclub for a dog's night out.
In the audience we met Patrick Milo, who after a short stint at Cablecom (original quote: "The company was definitely not for me") is now at Juvena. Patman, on the other hand, had faint hopes of winning the Master of Web Award with his agency Station, as he was one of the illustrious circle of nominees. However, both he and Christian Erni from Futurecom came away empty-handed with the main prizes and had to be content with seal of approval awards (roughly equivalent to ADC bronze). Which proves that there is no hanky-panky at the Web Award, as both Patman and Erni were on the jury.
Martin Cavegn is about to switch platforms. Although the webmaster of the city of Zurich has to work with Windows for his job, he won an Apple Powerbook in the competition. We hope he enjoys familiarizing himself with a really user-friendly environment.
But it was not only worthwhile for Zurich's webmasters. Everyone who is anyone in the web industry came and enjoyed the successful event. The catering was not to be sniffed at. Especially the "line-friendly" dessert, which was not only a hit with the ladies. Because the organizers brought the Sprüngli company on board as a sponsoring partner, there were large silver platters full of all kinds of Luxemburgerli. And there were so many of them that they were spilling out of your ears by the end. Except for the shortlist author - who is currently on a diet.
Beat Fritsch has had a good laugh recently. Because at the Miss
There was one feast for the eyes after the other at the Zurich election - the Maag Event Hall was almost speechless with so much beauty. And the Kaufleuten was also a hive of activity. The Swiss Web Award ceremony was on the agenda there, hosted by the trade magazine Netzwoche. Where the communication, media and publishing industries meet for their parties is where we locate the events of the scene. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys ([email protected]). Event tips and further shortlist images are available online at www.werbewoche.ch.
Beautiful Misses: Miss Zurich Olivia Fischer with former Miss, election organizer and presenter Raphaela Höhn (right) and Roger Baur.
They got the really good seats in the front row: Mirjam Gschank and Andi Hess from the scene magazine Forecast.
Always have something to laugh about together: Alexandra and Matthias Luchsinger with event man Schoscho Rufener (right).
Alf Bättig and Cécile Bretscher from the Koko design and graphics agency were also inspired by so much beauty.
Marc Schürmann (right) promoted the Swiss vodka Xellent - Philip Hofmann was happy to taste a glass.
Looking suspiciously deep into each other's eyes during the Miss Zurich pageant: Energy presenter Shiva Arbabi and author Jürg Zentner.
Patrick Milo (right) from Juvena talked to Andreas Jorgella, Managing Director of Planetactive, in the VIP area.
Dani Fässler (left) from G36 and Martin Radelfinger from Adlink lolled on the sofa on the cozy backyard terrace.
Jury member Christian Erni from Futurecom with Karin Knapp, project manager at Frontend, the Internet division of Jung von Matt.
Cross-agency: Claudio Stefanutti from Futurecom celebrated at Kaufleuten with Marina Stierli from the Bern agency 141 Worldwide.
Nomination for Master title: Prime Communications team with Basil Hangartner, Matthias Städeli and Iskender Akgün (from left).
Seasoned internet gurus: Patman (l.) and Patrick Stoll from Station came to the Swiss Web Awards with Betsi (l.) and Kathy.
Michael Preg and Mike Schwede from Orange 8 Interactive together with Michael Meyer, Account Director at Mailprofiler (from left).
Cheers - Netzwoche publisher Heinrich Meyer, OC President Claudio Dionisio from Namics and attorney Dr. Rolf Auf der Maur (from left).
En Guete - Giancarlo Palmisani (l.), Director of the merged Internet and PC trade fairs Orbit and iExpo, with Markus Kaufmann, Netcetera.
Eligible: Petra Maier and Urs Brunner work at the e-Government staff unit of the State Chancellery of the Canton of Zurich.
Zurich's internet commissioner, Claudio Sparascio (right), with lucky winner Martin Cavegn, webmaster of the city of Zurich.
There were two category wins for Credit Suisse: Peter Lipp (l.), CS-KAL, and Yvan Jost from CS-e-Business.
Stephan Kux (left), Chief Economic Development Officer of the Canton of Zurich, and Michael Ruhe from the Munich-based IT project agency Getitdone.
Netzwoche deputy editor-in-chief (and former Werbewoche editor) Clemens Hörler (right) with the Swissinfo and Zeitgeist teams.
Sylvie Saudan with Bluewin Marketing Manager Marc Werner, who presented the coveted Master of Swiss Web award this year.
There were nails in the coffin for the category winners.

Retail Famous claims from other brands should also make the Migros Créa d'Or biscuit line better known.
The positioning of Migros' own brand Créa d'Or, which was launched last year, promises "A little bit of luxury". This year, the premium biscuits are to be made better known to connoisseurs and their profile strengthened. To this end, the creatives at Migros' in-house agency Exxtra Kommunikation are showing what luxury really means: when a product is "so good" that "even others advertise for us". At least that's what the claim in the current TV campaign promises. The plot is simple: A young man sits on the sofa in his apartment and eats Créa d'Or biscuits. However, he comments on his indulgence with statements that could trigger déjà-entendues among TV viewers. "Discover the possibilities", "More pleasure for sure" or "Not always, but more and more often" are all "borrowed" claims from established brands such as Ikea, Peugeot or Clausthaler. In addition to these, the Migros protagonist also uses slogans from Nike, Heineken and Esso.
Brand manufacturers are pleased
Adorned with the foreign feathers, the commercial is intended to reflect the brand's aspirations, as consultant Michael Broglin explains: "Advantages such as self-confidence and success, which apply to major global brands, should also be attributed to Créa d'Or." So after the Exxtra team advised the brand manufacturers to "Discover the possibilities", they said to themselves "Just do it" and realized: "Sounds good" - after all, the Créa d'Or claim "So good that even others advertise for us" applies perfectly to the brands mentioned. And in times of budget cuts, who doesn't enjoy a bit of free advertising?
Claims baked: Exxtra breaks new ground for Créa d'Or.
Simone Keller

Events What not so long ago was not considered very socially acceptable is currently back in vogue, and the Bernese event agency 141 Worldwide has even managed to clear the ring at the posh Bern Casino and organize a boxing event. As part of the Boxing Kings Tour 04, four martial artists from Switzerland will meet internationally renowned opponents on May 29. For this premiere, the Bernese advertising agency Contexta has created a "small but fine campaign", according to CD Jürg Brechbühl. The advertising impressively shows how close the casino audience will experience the hopefully exciting fights.

Anlegermagazine The Nebenwerte-Journal has been published under the new name Swiss Equity Magazin since May, and the monthly magazine has also been given a new layout and its content has been expanded. The new "Private Equity" section presents companies that have just completed an important financing round or are preparing for an IPO.

Anzeiger The two Anzeiger newspapers for Solothurn-Lebern and Bucheggberg-Wasseramt are being merged, and the free weekly newspapers were previously combined in the Anzeiger-Kombi Solothurn. Now the publishers Vogt-Schild/Habegger and Anzeigerverband Bucheggberg-Wasseramt are working more closely together. The two papers are now published as a single issue in tabloid format. Thanks to savings in production, the price per millimeter for advertisements will fall by 5 centimes.

Press Diego Quintarelli becomes the new advertising manager of SonntagsZeitung (SoZ), taking over from Daniel Pauletto in mid-July, who is moving to Cinecom in August. Quintarelli already worked for SoZ as deputy sales manager from 1997 to 1999. He then moved to the AZ Media Group, where he was most recently in charge of the advertising market for Aargauer Zeitung and Mittelland Zeitung.

Web marketing In the USA, almost 2.3 billion dollars were spent on Internet advertising in the first quarter of 2004, 38.9 percent more than in the same quarter of the previous year and the highest figure since the Interactive Advertising Bureau (IAB) began measuring this in 1996.

Newspapers Shareholders of Jean Frey Verlag (JF) are thinking aloud about an alternative to the unpopular Blick. rumors of an imminent conservative challenge to the mass-circulation newspaper monopolist Ringier are intensifying. At the request of Werbewoche, SVP National Councillor and Jean Frey shareholder Hans Kaufmann confirmed that "corresponding plans exist". However, these are "still in their infancy" and, in view of an investment volume in the three-digit million range, can probably only be financed with foreign help, which would most likely come from Springer Verlag, whose spokeswoman Edda Fels does not want to comment on "such market speculation". JF CEO Filippo Leutenegger echoes similar sentiments. And main shareholder Tito Tettamanti could not be reached for comment.
Kaufmann's council colleague Peter Weigelt (FDP), however, believes that this "commercially highly interesting project in the longer term" should be tackled before someone else does it. For political reasons, however, Weigelt, who is also involved in the Weltwoche publishing house, would personally "rather hold back". Weigelt considers Michael Ringier's warning that any competitors would "encounter rocky reader and advertiser terrain" (WW 17/04) with hard-hitting, classic tabloids in Switzerland to be "a purely protective assertion" that would be refuted in no time.
Ex-20-Minuten man Markus Eisenhut is being touted in industry circles as a possible editor-in-chief of such a newspaper, which according to Kaufmann is also positioned below the Blick level in terms of price. He signaled his interest when asked, but does not want to know anything about a concrete project.
Weltwoche columnist Kurt W. Zimmermann is more energetic in his dismissal: He is not available either conceptually or operationally. Former Blick editor-in-chief Peter Uebersax, on the other hand, would support "the courageous creators of a new tabloid title", but only in an advisory capacity because he is 79 years old.
>> page 5
(oc)

Trade journals They are expanding, looking for niches, entering into partnerships and relying on the Wemf: the SME magazines are gearing up Spectacular plans by Leader from Metrocomm in St. Gallen: Until now, the magazine, which is published eight times a year, was only present in Eastern Switzerland (WG 26, 28, 44 and 61), but now it wants to conquer the whole of German-speaking Switzerland within just two months. As announced at the beginning of May (WW 9/04), the SVP-affiliated magazine has already launched the leader edition for north-western Switzerland (6000 copies). This week it will open up the next region, Zurich (17,000 copies). This will be followed in June by Bern/Solothurn (13,000 copies) and - around three months earlier than announced - Central Switzerland (8,000 copies).interesting advertising rates
This will increase the circulation of Leader to a total of 52,000 free copies. It is still unclear whether Graubünden and Glarus will also receive an edition one day, says publishing director Natal Schnetzer. However, the advertising rates are clear: a four-color full-page ad in the Eastern and Central Switzerland editions costs CHF 2,900 each, CHF 4,400 in Zurich, CHF 3,900 in Bern/Solothurn and CHF 2,700 in Basel. The five issues can be combined as desired, and a 30 percent discount is available for all of them.
However, it remains to be seen whether Leader will actually succeed in gaining a foothold outside of Eastern Switzerland. In any case, the Basel edition did not stand out in terms of content, which is also due to Leader's mission: According to Schnetzer, it also wants to show that there are not only rip-off artists among managers, but above all those who put "their heart and soul, all their time and energy and not least often enough their money into the business".
The SME manager, who was brought into the new company KMU-Medien at the beginning of the year, is pursuing the opposite strategy to the leader. He now wants to strengthen the regional basis of his linguistic distribution. He has increased his free and Wemf-certified circulation of 116,143 copies in total to 136,000 in recent months, and now the 40,000 copies in the greater Zurich area (WG 41, 43, 44, 24) are to receive a regional split from September. The 16-page supplement with its own front page will contain an introductory interview as well as paid PR texts and around eight pages of classified advertisements, explains Remo Kuhn, the delegate of the Board of Directors of KMU-Medien.
The idea came from the sales representatives, who realized that the advertising rate of CHF 9,000 was too high for many regional companies. With the regional edition and a page price of 4800 francs, the magazine, which is published eleven times a year, wants to accommodate these potential customers. "If the split is successful, we will consider doing the same in other regions," says Kuhn. The SME manager is also expanding on another level: He is planning a relaunch for 2005.
Associations bring circulation
Expansion also at the organizer, which distributes 11400 copies, 4300 of which are Wemf-certified. A further 1500 copies go to associations, and the rest of the print run consists of the target mailing to SME managers and senior executives as well as to associations with a circulation of 1500 copies. Its circulation is constantly increasing, not least because it enters into partnerships with various associations or offers itself as an association organ. Around 1500 copies per issue are currently sent to members of four associations.
Another partnership is about to be concluded, which will bring 900 additional copies. Despite its function as an organ, the organizer, which is published ten times a year, is holding back on association news. "We do things differently: the associations provide us with specialist content that is not only of interest to their members, but also to a broader SME audience," says Publishing Director Patric Preite.
Standing in line at the Wemf
In October, Preite is also planning to launch a Business Software
Guide, a yearbook in which companies that produce software solutions are profiled. The yearbook, which is financed by company portraits and advertisements, is being realized thanks to a partnership with Top Soft, the trade fair for business software in Brugg. Unlike Netzmedien's trade fair guide for the same trade fair (see box below), the organizer's yearbook uses a language that is understandable for SME managers.
Incidentally, it seems that some SME titles have recognized their lack of official data. In any case, both KMU-Manager and KMU-Magazin (certified paid circulation 6639, certified print run 13500 copies) are having their readership figures reported by Wemf for the first time this autumn. And the organizer is at least discussing this.
Competitive market: SME magazines have ambitious expansion plans.
Relaunch of SME title in French-speaking SwitzerlandThe French-language SME magazine PME Magazine from the
HandelsZeitung Fachverlag is planning a relaunch as of August 31. Advertising manager Claudia Köpfli informed her customers of this last week. PME is the French abbreviation for SMEs (Petites et Moyennes Entreprises). The monthly magazine was founded in 1989 and has 63,000 readers. The occasion for the relaunch is its 15th anniversary. Köpfli promises that the September issue will be published "with a completely new look" and a new concept, but does not want to reveal any more. (mk)
Netzwoche: New trade fairs on the netThe fact that the Orbit and Internet Expo trade fairs will merge to form Orbit-iEX in 2005 is neither surprising nor momentous for Netzmedien, publisher of Netzwoche. "As advertising has fallen sharply, the two trade fairs have not been as important to us in the last two years as they used to be," says publishing director Heinrich Meyer. He is now also targeting other events, such as Top Soft, a trade fair for business software, which was held for the ninth time in April by the Aarau University of Applied Sciences. Netzwoche published the official trade fair guide for this event. A new IT security trade fair, the security-zone, will also be held in Zurich in the fall. Netzwoche will also be publishing the official trade fair guide for this event. (mk)
Markus Knöpfli

Media houses The Bern-based Espace Media Groupe increased its profit to 23.2 million Swiss francs in the 2003 financial year - with falling sales.Espace Media Groupe repeated the feat of the previous year in the 2003 financial year. Once again, profits were increased - by 2.7 percent to 23.2 million francs. This above-average result was achieved despite a further decline in total revenues, which fell by just under 6 percent to 219.2 million. The fact that it was nevertheless possible to increase profits is due to a reduction in expenses of roughly the same magnitude. the "Bern model" launched on January 1 got off to a very good start. The cooperation with a joint advertising offer catapulted the previously heavily loss-making federal government close to break-even, after a loss of CHF 8.3 million in the previous year. However, the remaining minus of 1.5 million is not attributable to the daily newspaper, but to the Anzeiger Region Bern (see interview below).
In general, Espace Media Groupe can look back on a stable year. Most of the changes in the business areas are in the small percentage range. One success is the development at TeleBärn, which reduced its loss to CHF 738,000 (2002: loss of CHF 1 million).
Success in the Espace Mittelland
Espace Media Groupe can also be very satisfied with the development of the struggling Solothurner Tagblatt. The BZ-Split, which has been fighting for market share in the Mittelland Zeitung region since 2001, increased its circulation to 4,527 copies sold in 2003 and gained significant market share compared to the Solothurner Zeitung. While the combined circulation of the BZ split editions Oberaargau and Solothurn has grown strongly from 30235 to 34100 since 2001, the Mittelland Zeitung split has clearly been on the defensive. During this time, circulation fell by almost 1900 to 42794 copies. And by the end of the year, the Tagblatt aims to sell 5000 copies in subscription and single copy sales.
The spring air that Espace Media Groupe is feeling will soon also be visible in the newspaper: On June 12, the Berner Zeitung BZ will be published with a new concept in a new look.
A strong trio: thanks to an advertising combination, Der Bund is back on track and the Berner Zeitung is poaching successfully in Solothurn.
Daniel Schifferle

Newspapers The all-clear for Peter Wanner: Mittelland Zeitung (MZ) remains firmly in local hands and Zurich-based asset management firm Albin Kistler Partner has called off an attempt to acquire shares in the publishing houses of Aargauer Zeitung (AZ), Oltner Tagblatt and Zofinger Tagblatt. According to Radio DRS, the success of purchase offers in the NZZ remained minimal: only two shareholders came forward. AZ publisher Wanner had expressed concern that the shares in the MZ titles could migrate out of the region and later end up in the possession of a competitor.