Publisuisse In 2003, TV sales slipped by two percent, but since the beginning of the year there has been a steep upward trend. Publisuisse again recorded a decline in net sales from TV advertising in 2003, namely by CHF 4.4 million to CHF 285.5 million. However, the trend reversal already became apparent during the course of the year: while the decline steadily decreased in the first two quarters, the third and fourth quarters saw impressive growth rates again, which continued to accentuate towards the end of the year, but the sales from January to March 2004, which were 8 percent higher, are particularly promising for the current year. "We have thus achieved the best first quarter of the last three years", explained Publisuisse CEO Martin Schneider at the presentation of the 2003 balance sheet.
This extremely pleasing result can also be interpreted as a positive indicator for the development of overall advertising expenditure. According to Schneider, television advertising is running ahead of the general trend "by around half a year".
Second programs catching up
Despite declining TV sales, Publisuisse was able to increase its net profit by 12 percent to CHF 3.3 million last year, a result that was made possible thanks to additional income from sponsorship and strict cost management.
The second channels in German-speaking and French-speaking Switzerland in particular made up ground in 2003. SF 2 increased by 15 percent to 30.3 million francs, while SF 1 once again
lost 4 percent to CHF 154.6 million. Only television in French-speaking Switzerland escaped without any losses at all: TSR 2 recorded an increase of 7 percent to CHF 5.3 million, while TSR 1 was at least able to maintain its 2002 level (CHF 83.8 million).
TSI fared much less well, with its first channel recording a 1% drop in advertising sales. The second Ticino channel even suffered a 35% drop. However, this is likely to be only a temporary low, as in contrast to advertising revenues, the southern Swiss stations made significant gains in audience market share in 2003, with TSI 1 even achieving an unprecedented jump in market share among 15 to 59-year-olds from 31.5% to 34.4%.
Publisuisse generally expects 2004 to be a promising year for TV (see interview with Martin Schneider). In addition to the brighter economy, major sporting events such as the European Football Championships and the Olympic Games in the summer and fall will contribute to this.
Daniel Schifferle

Social Advertising Agentur01 wants to draw attention to World Red Cross Day with a low-budget spot.
May 8, the birthday of Red Cross founder Henri Dunant, was World Red Cross Day. This year - one year after its 175th anniversary - Switzerland's oldest and largest aid organization has once again used this special day and the current geopolitical situation as an opportunity to launch an awareness-raising campaign. six months ago, the national management decided on the motto "For more humanity" and commissioned Berner Agentur01 to design and implement it. The fact that the SRC campaign fits in with the current discussion about tightening the asylum law as well as the tax bill is coincidental, explains Beat Wagner, Head of Communications at the SRC. "We wanted to show how large the population groups in Switzerland are that are dependent on help," says Wagner.
In an unobtrusive way, the aid organization keeps a record of the weakest members of our society and thus provides proof of its importance: "In Switzerland, there are 50,000 refugees, 100,000 single parents, 250,000 working poor and 300,000 people over the age of eighty."
Attention thanks to silence As the SRC's budget is modest and the aim was to achieve a wide reach in a short space of time, a low-budget spot was chosen. Thanks to special conditions, it was broadcast on SRG stations, sometimes at prime time. CD Urs Bänninger and AD Brigitte Ziehli chose a simple graphic realization without sound. "The silence makes the commercial stand out within the commercial break, which is packed with jingles and soundtracks," says Bänninger. The idea is simple and is intended not only to remind people of the origin of the Red Cross emblem - it is the reverse of our national flag - but also of the humanitarian values of its country of origin.
The spot was flanked by mailings from the cantonal associations and PR campaigns. In addition, public transportation and public places in various Swiss cities have been flagged with Red Cross flags.
Donations flow satisfactorily, but less than in top years The Swiss Red Cross was pleased with the increase in donations received in its anniversary year 2003 despite the difficult economic situation. Compared to the previous year, these rose by nine percent to 19.4 million francs. But appearances can be deceptive, says SRC Head of Communications Beat Wagner. The amount corresponds to a long-term average and not that of the top donation year 2001. 2002 already saw donations fall again by around a third. Factors that cannot be influenced, such as inheritances or natural disasters that trigger great solidarity, have a much greater impact on the annual donation total than an anniversary. (la)
Direct message: The commercial draws attention to the fact that help is also needed in Switzerland.
Luca Aloisi

Cross-media spots in the city pool should help the inserts in the Sunday press to attract more attention. "Newspaper inserts are relatively expensive, but only attract attention if the offer meets the readers' needs at exactly the right time," says Gerry Stadler, buyer at the Mediaplanning agency. Stadler knows what he is talking about: every month he places an Orange supplement in one issue of SonntagsZeitung (SoZ) and one issue of SonntagsBlick (SoBli). He has recently been given the task of giving these inserts more attention by using a new Belcom offer until the end of the year that is specially tailored to inserts in the Sunday press: anyone who subscribes to the City-Pool plus (Radio 24, Basilisk, ExtraBern, Pilatus, Aktuell,
Zürisee, Toxic.fm) books five Sunday morning spots and advertises an insert in one of the three Sunday titles SoZ, SoBli or NZZ am Sonntag for 20 seconds, pays a flat rate of CHF 6,000 including spot production. This corresponds to a discount of 25 percent. The commercials are broadcast every hour between 8 am and 1 pm.
Another offer is available during the week: seven spots on Radio 24 (from 6 a.m.), which advertise supplements in the Tages-Anzeiger. Cost: a lump sum of 4,000 francs (including spot production). "The idea came to us when we were looking for cross-media opportunities within Tamedia," says Belcom Sales Manager Richi Gasser, who also added SoBli and NZZ am Sonntag - without being asked.
Stadler does not yet know whether the commercials support the inserts: "In any case, there have not been more people in the Orange centers on Mondays so far." But this also depends on the attractiveness of the inserts, whose content has not yet been radio-friendly (e.g. by means of a competition). At least the tool has brought something: "Image on Sunday mornings."
Clever combination: radio spots advertise on print inserts.

Markus Knöpfli

Trade fairs The two IT trade fairs Orbit and Internet Expo are being merged. The first Orbit-iEx will take place in Basel from May 24 to 27, 2005. Orbit 2004 and Internet Expo 2005 have been canceled, and Swiss Exhibition and Reed Exhibitions are thus responding to dwindling demand from exhibitors and visitors. Strategic responsibility for Orbit-iEx will be assumed by a committee with equal representation.

Local radio The NZZ Group cannot complain about a lack of interest in its local radio station BE1: Tamedia and the French radio group NRJ are already bidding for the Bernese station, which NZZ would like to part with. According to information from Tele, the Solothurn-based Vogt-Schild Group and the outdoor advertising group Clear Channel are also looking to buy the station. At least in the case of Tamedia, the path is rocky: the Zurich-based company holds a stake in its competitor ExtraBern via the Berner Zeitung.

The Advertising Day, which is attended by the Swiss Advertising Association (SW) and other industry associations for their general meetings, was held in Zurich again after an absence of two years.Elections were held at all the associations. Ueli Moser was elected as a new member of the Sawi school board, and there were also resignations and new elections at Idée-VfW. Christian Staub and Monika Schneider were elected to the board to replace the departing Sara Meier, Christian Rufener, Thomas Stuckert and Kilian Gasser. The other vacancies are to be filled in the course of the year.At SW, Martin Schneider, Peter Leutenegger and Jakob Nef are new members of the board. President Carlo Schmid (Appenzell) announced that the next Advertising Day and the eightieth SW General Meeting will be held on Säntis. After all, since the election of Jakob Nef (Appenzell) as SDV president, three out of four presidents have come from the same canton (guess what).
So Beat Fritsch will consider accepting this citizenship to round off the picture next to SW and SDV chairman and Sawi president Hans-Peter Rohner (Appenzell). An undertaking that could fail only because of the body size - to give a credible inhabitant of the most beautiful Swiss canton, the author has grown a little tall. Nevertheless: All participants and visitors can look back on a successful day of advertising (www.sw-ps.ch).
Subito was followed by the second day of advertising with the Swiss Dialog Marketing Award 2004. In Zurich's Kongresshaus and therefore at a proven address, with equally proven charming moderation by Sandra Studer, no risks were taken at the fifth staging of the DM Award Night. In contrast to last year, the dramaturgy was even tightened up once again - after all, there were
28 prizes to be awarded in ten categories.
The result was right - there was not a second of boredom, because the stage appearances worked perfectly thanks to well thought-out organization and, after last year's failure, no speeches were made. After all, direct advertisers also prefer to occupy themselves with themselves, and the more time there is available for chatting and gossiping at such events, the better the marks are in the end.
These were so good this year that it is fair to say that the DM Awards could only be marginally improved. Perhaps in the selection of the
Showblocks, this year consisting of a motley crew of musical friends. What was fascinating about their performance was above all the range offered from the Musicstar-"Lieber-Nicht"-level up to a level that was quite appealing for amateurs. Perhaps the expenses for the catering consumed the entire show budget of the Award Night: André Jaeger of the Schaffhausen Fishermen's Guild, a master chef, was at the stove.
ter of the gastronomic show biz. Lukewarm smoked Orkney salmon, asparagus terrine with potato tree cake, vegetable paella with poached egg, feuilleté of veal fillet and duck liver with potato satay (as well as an enormous truffle jus!) together with a sophisticated dessert variation left nothing to be desired.
There was joy not only because of the fine hospitality, but also because of the awards won. Since the DM Awards are the ADC dice of direct advertisers, classic advertisers such as Euro-RSCG CEO Frank Bodin and Philipp Skrabal of Matter & Partner were also pleased with the prizes awarded. However, Lowe-Direct CEO Christian Hansen showed the best track with two gold and two bronze prizes. Actually, an additional efficiency prize could have been awarded for Hansen's haul. Lowe Direct simply won three awards in three different categories with one and the same mailing - a VIP invitation to a sailing trip for customer Orange. The fact that this was a hand-sewn piece of canvas elicited a slightly resentful contemporary to say that he would now certainly "lism" an agency self-advertisement for next year in order to increase his chance of winning an award. We wish you a lot of dexterity, luck and patience!
Beat Fritsch lined up on the Uetliberg himself in the presidential
The day of advertising began with a round of events. In addition to the communications associations SW, Sawi and SDV held there also the Idée-VfW,
which is chaired by the shortlist author, held its general meeting. Also last week, the Dialog Marketing Awards 2004 were presented at the Zurich Kongresshaus under the auspices of the Swiss Direct Marketing Association.
We locate where the communications, media and publishing industries meet for their parties at the scene's events.
Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys ([email protected]). Event tips and more shortlist pictures are available online at www.werbewoche.ch.
Advertising summit meeting - the undaunted even ventured up the tower.
Abstracted telephone receiver: symbol of DM specialists.
Zurich's city president Elmar Ledergerber (l.), Monika Luck and comedian Mike Müller, who came up with a new program.
SW President Carlo Schmid, Federal Councillor Micheline Calmy-Rey, Deputy Federal Judge Alexander Brunner and Piero Schäfer (from left).
Dialog marketing specialists Walter Hasler (l.) and Marcus Michelotti congratulated the new SDV President Jakob Nef (m.).
Ueli Moser of Lever-Fabergé, new to the Sawi School Board, at the Terrace Lunch with Cyril Meier, SPRI, and Sawi Director Jürg Engi (from left).
Script Managing Director and President Christoph Fuchs (l.) and Stephanie Hugentobler with SDV Managing Director Christian Altenburger.
SW honorary member René Hürlimann, retiring SDV President Guido Wietlisbach and Simon Walter (from left) of Wirz Werbung.
Apéro of the Idée-VfW with board members Natalie Schneider, Ursi Grob, Christian Staub and Monika Schneider (from left).
Enjoying the drink of the Idée on the sun terrace of the Uto-Kulm: Ruth Mumenthaler, Hugo Engeler and Elisabeth Hug (from left).
Resigned Idée VfW board member Christian Rufener (l.) of Publimag with Guido Bertuzzi of Rheintal Druck und Verlag AG.
Ex-Idée President Romaine Marti (l.) and Idée Auditor Eva van Looy (r.), both from Red Cell, with Erika Jud from Mosse Annoncen.
Retired Mosse man Pius Hauser with Werbewoche advertising manager Thomas Stuckert, former board member of Idée-VfW.
Sun-seekers on Advertising Day: Christoph Vogler of Grey, Gebi Bischoff, Webdirekt, and Kilian Gasser (from left), Advertising Manager of WOZ.
Were not exactly impressed by the Federal Council's presentation: Daniela Bemberg, BG Media, and Renato Schena, Star Plakat.
Rolf Münch, Managing Director at Henkel & Cie AG, with SW honorary member Dieter Jäggi and SWA Managing Director Jürg Siegrist (from left).
Red Bull sponsor Armando Corti of Wings, Radiotele sales manager Felix Kilchsperger, Jana Nyvltova, Mediador, and J. Pepe Wiss, NZZ (from left).
Dominique Rutishauser and René Eugster (r.) from Eugster Kommunikation won two silver medals and two bronze medals.
Winner Christian Hansen (2 gold, 2 bronze) with customer Giuseppe Bonina (l.) from Orange and Gabriella Crepaz, Swiss Travel Club.
Three silver medals were awarded to Frank Bodin's Euro RSCG, all three for Facts, as Sari Simola, Head of Reader Market, noted with satisfaction.
Philipp Skrabal from Matter & Partner won bronze with Claudia Saxer from the St. Galler Tagblatt.
Kira McElrath (l.) and Beat Baumgartner of Orange with Sandra Genge of Lowe Direct were also present at the awards ceremony.
Daniel Brüngger (l.) of OgilvyOne laughed with Oliver Rodau of the newly founded
St. Gallen advertising agency Kraftwerk.
GL member Claudio Piazza (l.) and Key Account Manager Stefano Cibien from SPDS with customer Irene Frei from Haufe Business Media.
Category sponsor Oliver Künzler (l.) from Trendcommerce with Alex Schmid, who exceptionally came away empty-handed at the DM Awards.
Taking care of the customers: Sonja Hürlimann from Euro RSCG with Peter Marthaler (l.) and Max Leuenberger from Postmail.
Won bronze with self-advertising: Futurecom team with CD Christian Erni, CD text Roger Rüegger (r.) and copywriter Michael Hänni (l.).
Stefan Frey of Freyart was visibly at ease with Marsha Lehmann (l.) and Rachel Wicki of MRM Partners.
Filippo Zanchi of Trendcommerce with Brigitte and Christian Huldi, sponsor on behalf of the RBC Group.
Apéro discussions: Romeo Bucceroni, Wirz Werbung, Hanspeter Nägelin, Multicolor Print and Gilbert Fisch (from left), Fisch Meier Direkt.
Beat Germann (r.) and Falk Kreuger were seen with Manuela Gerber (2nd from left),Publisuisse and Sandra Paradiso, Hapimag, at the Award Night.
Claudia Inderbitzin, Mara Bovo and Isabelle Frei (from left) from Fisch Meier Promotion distributed the hot-off-the-press Direct-News.

The contract between Unique, the operator of Zurich Airport, and the outdoor advertising company Clear Channel Plakanda (CCP) expires at the end of 2004. Intensive negotiations are currently underway between the two companies. According to Urs Brütsch, Head of Marketing Communication at Unique, three options are being discussed: further cooperation with CCP, a tender and an in-house solution. "We have not yet decided on a new tender this year," he says, but emphasizes: "The partnership with CCP has proven its worth. "Four years ago, CCP was awarded the contract for the exclusive marketing of the airport poster sites following a short-notice tender. At that time, Unique was forecasting an increase in passenger numbers (35 million in 2006). However, this fell in Zurich from 21 to 17 million (2001/03). It was only thanks to a branding concept that allows advertising customers to rent and exclusively design entire airport halls and corridors on a long-term basis that a drop in sales was avoided.
(mk)

Agencies The Zurich-based advertising group Wirz again posted a decline in sales in the 2003 financial year, with gross operating income falling from CHF 27.3 million to CHF 25.4 million. However, while 2002 had resulted in a high loss, the company was able to almost break even in 2003. Wirz owes its "turnaround" to far-reaching downsizing: the number of employees was reduced by around a quarter to 147.

Pharma Merfen DesinfectPlast from Novartis is the "first, complete, disinfecting plaster line" that not only protects wounds from the outside but also offers antibacterial protection, significantly reducing the risk of infection. "Treat small wounds like the professionals", says the advertisement. The message is visualized with a flying carpet. On it, 15 medieval warriors have taken up position and are waiting for the bacteria. Somehow the viewer is reminded of a never-before-seen scene from the movie "Star Wars". This idea is supported by countless holes in the flying carpet, which probably come from relevant meteorites or other space debris. Or is it perhaps advertising junk? Or is the CD of this ad already massively infested with bacteria that have caused his imagination to take off into completely hyper-creative spheres with a virus-like effect? Whatever the case, the advertisement is striking. And when you look at it, you clearly learn that you should always stick DesinfectPlast to your skin with the fighting force facing upwards and not the other way round. Otherwise the nasty bacteria can't fly away with the flying carpet. (pan)

Construction industry The timber construction company Renggli AG - a specialist for houses that meet the Minergie standard - has entrusted the cross-media agency Angelink with its online marketing budget.

Gerhart Isler is stepping down as publisher of the newspaper Finanz und Wirtschaft (FuW) at the end of 2004. In May, Tamedia Group CEO Martin Kall and CFO Daniel Manser will join the FuW Board of Directors. At the beginning of 2005, Kall takes over from Isler as Chairman of the Board. Martin Coninx, currently Marketing Director for Publicitas China...., will become the new Publishing Director as of January 1.
Publishing director Peter Kümmerli
is leaving the Observer. He has been working for the Zurich
Medienhaus Jean Frey AG, the last five of which as publishing director of the consumer magazine Der Beobachter.
...
Le Courrier editor-in-chief Manuel Grandjean and publishing director Marc Seinet have announced their resignations. Grandjean has been editor-in-chief for five years, while Seinet joined the Geneva daily in 2000.
...
After twelve years as Editor-in-Chief, Thomas Dähler is leaving the Bieler Tagblatt at the end of May. Until a successor is elected
Dähler's deputy Theo Martin took over as head of the editorial team.
...
Claudia Bossert will take over as head of the newly created "Communications and Marketing" department at SRG Deutschschweiz on June 1. The department is currently being managed on an interim basis by Marianne Schneebeli, who is responsible for the "Advertising and Public Relations" department.
...
Graphic designer Janine Fuchs joined the Zurich agency Laika Grafic Media Factory at the beginning of May.
...
Elmar Wohlgensinger stepped down as Chairman of the Board of Directors of IHA-GfK at the end of April. He will be succeeded by Managing Director Peter Hofer.

Sponsoring The Pope is coming to Switzerland - a major event. But the sponsors are completely unconcerned. "Stand up!" is the motto of the first Catholic youth meeting in Switzerland. Even the Pope, and with him 60,000 young and not-so-young people, respond to the call to come to reformed Bern. After the last contract deadline at the end of April, the organizers still lacked 200,000 francs - half of the sponsorship budget. "A tough search," is how sponsorship manager Angela Kreis-Muzzulini describes her job. She received a brutal 68 rejections from the more than 80 companies she approached.
Religious and political events would be just as unsupportive as individual events with a short-term character, was the most common argument put forward by companies. However, the event has received commitments from well-known youth-oriented brands such as Coca-Cola, Nestlé, Switcher and other sponsors with whom Perex Communications is still in negotiations. The financing of sanitary facilities and three items on the menu are still open: 1.5 tons of rice, 1.5 tons of meat and 1 ton of apples.
(la)