Media policy Publishers, private radio stations and private TV stations have reached an agreement ahead of the RTVA hearings in the Council of States At the Council of States hearings on the RTVA on April 29, the Swiss Press Association (CHP) will propose a rewording of Article 55.2 passed by the National Council. Instead of the more independent of several applications for a radio or TV license being awarded the contract, preference should now be given to the one "that best guarantees the diversity of opinion and offerings." Not only the CHP, but also the Association of Swiss Private Radio Stations (VSP) and the private TV association Telesuisse are behind this formula, which can be found in the current law. This was confirmed to Werbewoche by CHP Chairman Hanspeter Lebru- ment, VSP President Günter Heuberger and Telesuisse Vice President Markus Ruoss. The following procedure is planned for the hearings: Telesuisse and VSP will not comment on ownership issues and will therefore not comment on Article 55.2 or the equally controversial Article 54.3 (ownership of a maximum of two radio and two TV licenses). However, when asked by politicians, they support the CHP reformulation. This was introduced by Heuberger.
Thanks to this solution, says Lebrument, Radio Grischa no longer needs to leave the VSP. The publisher radio stations BE1, Basel 1, 32, Argovia and Munot have a similar opinion. This is remarkable, as six other publisher radio stations left the VSP at the beginning of April (see page 19). The publishers' interests were not given enough consideration because the VSP did not want to actively fight the controversial articles. The withdrawal under Belcom leadership has caused head-shaking in many places, including Telesuisse Vice President Markus Ruoss. He wonders why no publisher TVs have left his association, "when we have always taken the same position as the VSP".
Markus Knöpfli

Wine A major advertising campaign by LGK aims to rid local grape juice of its musty image.
Now the wine is finally being poured. For the first time since the introduction of vines by the Romans over 2000 years ago, Helvetia's winegrowers are also engaging in joint marketing communication between the Alps and the Jura, Lake Constance and Lake Geneva. In 2003, when the revised Agriculture Act came into force, the wine industry association launched the Swiss Wine Communication (SWC) in addition to its existing sales promotion, market observation, technology and economics commissions. The SWC, into which the Swiss Wine Exporters Association has been integrated, is responsible for coordinating and implementing the marketing strategy abroad and now also domestically.millions for domestic marketing SWC Director Jürg Bussmann is pursuing ambitious goals: On the one hand, he wants to improve the image and positioning of the niche product Swiss wine in its most important markets, Germany and Belgium, as well as in the growth markets in Asia. On the other hand, the SWC is trying to increase the added value of the entire wine industry. The association's efforts are worth CHF 5 million a year to the Federal Office for Agriculture, seven percent of the total CHF 65 million for the
Promotion of agricultural products. Together with half of the subsidy from the sector, the SWC now has CHF 10 million at its disposal, 80 percent of which will be used for domestic measures from now on.
The strategy group has thus developed a new marketing strategy for the next three years, which has been approved by the interregional communication committees. On this basis, SWC, together with pitch winner LangGysiKnoll (LGK), has developed an image campaign that aims to create new awareness for Swiss quality wine among the various target groups - from retailers to end consumers and restaurants - to break down prejudices and halt the decline in consumption in the medium term.
Philippe Varone, President of the umbrella organization, sees preconceived judgments and hasty assessments as one of the reasons for the decline in sales and market share of Swiss wine. According to the Federal Office for Agriculture, consumption fell again in the 2002/2003 wine year, as in the previous year, to 285.7 million liters, 40 percent of which was Swiss wine. While the upward trend in the consumption of foreign wines continues, the situation has deteriorated further.
especially for domestic white wine. The bottom line is that only one in eight consumers - mostly older and with high purchasing power - now prefer Swiss wine to foreign wine. "If you ask for reasons, the price issue comes up first," says agency co-owner Silvano Spezia.
The problem is homemade. It is true that the strict and voluntary implementation of the yield restriction has had an effect: Domestic production and the yield per square kilometer have been massively reduced and the quality of the wine has improved considerably as a result. Today, top Swiss wines can be counted among the world's elite. However, this has hardly been communicated, which is why consumers have not changed their attitude.
Jürg Bussmann from SWC: "In terms of price, Swiss wines can hardly compete with imported products. A ready-to-drink imported wine often costs less than one franc per liter before crossing the Swiss border. However, mass production, low wages and environmentally damaging cultivation methods are not uncommon, especially with wines from the New World." From this perspective, the low cost price certainly has its price, explains Bussmann. However, Swiss consumers neither pay it nor perceive it negatively. "Nor has it become clear in the past that a fresh wind has been blowing in the Swiss wine industry for a long time. And that producers are now operating at a high to the highest level in terms of varietal care, cultivation, vinification and marketing."
But a trend reversal is in sight, says Spezia. While the average consumer is still enjoying wholesale offerings from the New World, trendsetters among wine lovers are becoming enthusiastic about new wines with a strong character from domestic regions, reports Ulla Schu, head of the advisory group. And because fashion trends also play a role in wine, the communication of Swiss wine is also aimed at these opinion leaders from the private and hospitality sectors.
That's why the LGK creative team led by CD Simone Quast has cut off old habits. "When you think of Swiss wine, many old images come to mind. For example, 'vineyard above Lake Geneva', to name just one," explains Quast. The new overall campaign counters this with something completely new: a world of urban lifestyle in which today's quality Swiss wine takes its place as a matter of course. "We show - admittedly with a slight leap into the future - what happens when more and more Swiss people discover more and more Swiss wines. What is discovered sparks new interest and meets with increased goodwill," the CD is convinced.
Urban world: Swiss drops are positioned as a trend.

To feel good: A campaign by LangGysiKnoll aims to improve the less than intoxicating image of Swiss wine >> page 7
Luca Aloisi

The Zug-based marketing agency Unimark AG has been operating as Unimark Mediahouse AG since the beginning of April. Christian Grass has also been appointed to the management board. Grass has been responsible for cross-media as Head of Communication since 2001....
Creative Director Mark Stahel is leaving the Zurich advertising agency Lowe. After 13 years at Lowe and its predecessor agency GGK Basel, Stahel is taking an extended break.
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The new Editor-in-Chief of Weltwoche will be Simon Heusser (photo), former Head of the Foreign and Knowledge section. He will take over from Roger Köppel at the beginning of May. Heusser's deputy will be Markus Somm, the current head of the Domestic and Business sections.
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Roland Huber has been appointed Head of Marketing and Business Development at market research company Demoscope. He will take up his position at the beginning of May. Huber has held various management positions at the IHA-GfK Group over the past 15 years.
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Publicom, the specialist for media research and consulting, is expanding its qualitative research division. The psychologist
Richard Furrer joins the team as Senior Consultant. Furrer will primarily be responsible for research projects in the context of concept reviews, repositioning and product relaunches.
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Niels Stokholm (photo) takes over as editor-in-chief at the beginning of May
of the local station Radio Fribourg. He replaces Regula Saner and Pia Käser, who have shared the position since spring 2002. At present
Stokholm is responsible for PR at the Blue Cross. Pia Käser will continue to work for Radio Fribourg as deputy editor-in-chief after the end of her current maternity leave. Regula Saner is leaving the station at her own request.

Associations The President of the industry association Swiss Advertising and Communication Agencies (BSW) is Peter Leutenegger until 2006.the BSW General Assembly has elected the Managing Director of FCB Leutenegger Krüll to the office and at the same time amended the Articles of Association. Instead of changing annually as before, the president will in future be appointed for two years and can also be re-elected for a further term of office. The new Vice President of the BSW is Kurt Schmid (Lowe). Diana Strebel, Cornelia Harder and Cary Steinmann have stepped down from the Board. Geri Aebi (Wirz Werbung) and Frank Bodin (Euro RSCG Switzerland) were elected as new members.

Welt publisher Jan-Eric Peters on its small-format but large-scale sister paper.WW The listed Springer publishing house is hoping that testing a new, national quality newspaper will give it a more innovative image. What do you expect from the small world? Jan-Eric Peters We are not interested in abstract reputation, but in the concrete market opportunities of a small-format German intelligentsia paper. Contrary to public perception, England is by no means leading the way here. In Scandinavia, corresponding experiments have long since turned into successful products.
Like Ringier, you also conduct live market research instead of the usual pre-tests. Why do you do this?
We have good experience with the "the proof of the pudding is in the eating" approach. Our Polish tabloid Fakt, for example, should have flopped mercilessly according to all the experts - and then developed into the country's biggest newspaper in no time at all.
The test market for "Welt Kompakt" is the greater Düsseldorf area ...
... because it is a representative metropolitan area for the world, so we can extrapolate the test result quite well after eight weeks.
What role did commuter flows play in this choice?
A very subordinate one. Welt Kompakt" will not be a commuter paper filled with agency reports, but the first full-length newspaper with a profound news and opinion section that can be read comfortably on the go.
At 50 cents, the tabloid is only half the price and is likely to cannibalize the parent paper. If you are alluding to British trends: In contrast to the Independent and Times, we are also bringing new content with the new format. While the strength of the Welt lies in reflection and a lot of background, the Welt Kompakt will be news-oriented
and use the late editorial deadline of midnight to ensure that we are as up-to-date as possible. In this way, we want to reach completely new readers.
Shortly after the launch of "Welt Kompakt" on May 24, your new editor-in-chief Roger Köppel, who has a proven track record of changing formats, takes up his post. Is that a coincidence?
Yes, we will also discuss this topic, but Roger is coming to deal with the world. I've put together an independent team of ten for Welt Kompakt.
Interview:
"Vollzeitung":Jan-Eric PetersOliver Classen

Automobil Wirz is bringing Walter Eggenberger back to television for Toyota. There he plays his old role again.
Local celebrities advertising Japanese cars in Switzerland is a tradition. The commercials with Bernhard Russi for Subaru or Walter Roderer for Mitsubishi are legendary. However, the idea of confidence-inspiring testimonials has now reached a new dimension with Walter Eggenberger's commercials for Toyota: the films with the former presenter of "10 vor 10" are styled in a confusingly similar way to the news magazine and are shown on Swiss television as closely as possible to the original model for the commercials. According to the briefing, Wirz Werbung had to communicate the fact that breakdown statistics, studies on customer satisfaction and reports in the trade press about innovations at Toyota show that this brand can rightly adorn itself with the statement: "Toyota builds the best cars in the world." This realization gave rise to a broad-based national campaign and the idea that there is no more suitable broadcasting medium for so many facts than a news program. And who better to do this than Walter Eggenberger, one of the first people to appear on "10 to 10" and a convinced Toyota driver himself? As an encore, it is of course the intention that viewers, and especially female viewers, will be amazed when they hear the voice of "sexy Walti" (as Blick called him in the 1980s) again.
Information instead of advertising slogans
For Wirz Werbung, the news man is the ideal communicator of the facts surrounding this true Toyota success story. "In keeping with this, the text has also been deliberately designed to be non-promotional and fits in with the environment of the news format," explains CD Hanspeter Schweizer.
The long spot is stylistically designed in exactly the same way as "10 to 10". Eggenberger introduces the topic by presenting a report according to which "the most satisfied drivers in Germany" drive a Toyota. Eggenberger continues: "This was the result of an independent survey of 1,6800 German drivers." According to the same
Muster is a report on statistics from the Touring Club of Switzerland. The club examined the frequency of breakdowns. The publication showed that Toyota was honored four times in the places with the highest reliability. "What's in it for Toyota drivers?" asks Eggenberger. The effective advertising answer in the commercial is: low maintenance costs and a guaranteed high resale value.
Just like the real "10 to 10", the spot alternates between several interim moderations and film clips. As with a news program, the content is made credible using journalistic methods. For example, Eggenberger asks: "How European is Toyota?" - The answer is: "According to the Frankfurter Allgemeine Zeitung, Toyota invested 4.5 billion euros in Europe last year, creating 56,000 jobs." A report in the Neue Zürcher Zeitung is quoted on the subject of "exhaust emissions". On the subject of "exemplary ecology", the news persiflage refers to real reports in the business and trade press.
In the French-speaking part of Switzerland, the commercials were also realized according to the same principle with a similarly popular former news presenter and in Ticino with a former female presenter.
"10 vor 10" reacts promptly The unconventional idea even provoked a journalistic contribution on the real "10 vor 10". With little expertise, but a lot of malice for former colleague Walti, an attempt was made to produce a report on celebrities in advertising. Despite the lack of professional analysis on the actually interesting topic, the advertisers were delighted with the report. The report on "10 to 10" was 4 minutes and 47 seconds long. Three minutes of this were devoted to Toyota. A 60-second spot on the news magazine costs 27,000 francs. "If we now extrapolate that, we get an additional advertising value of 81,000 francs," calculated consultant Roman Jud at Wirz Werbung.
The television campaign, which consists of a three-minute long spot and several shorter spots, is flanked by advertisements that use a whole series of examples to impressively demonstrate Toyota's great expertise in car manufacturing: Quality, technology, ecology, innovation and corporate management.
Facts, facts, facts: Former "10 to 10" man Walter Eggenberger doesn't do PR slogans.

Andreas Panzeri

Ranking NZZ editor-in-chief Hugo Bütler is the leading Swiss media maker: this is the conclusion reached by Bilanz in its May issue, which also named SVP president Ueli Maurer as the "most influential politician" - ahead of Christoph Blocher. And Novartis boss Daniel Vasella is said to be our most powerful business leader.

Commuter newspapers So it did: 20 Minuten had insisted on a quick tender for commuter newspaper boxes in Lucerne from the SBB. "Contrary to what I thought, the advertisement in February didn't surprise me at all," laughs Managing Director Rolf Bollmann today, and on Tuesday the SBB awarded him the concession for 60 stations in Central Switzerland. On June 1, the commuter paper will be launched with 40,000 copies, which will be printed by AZ Medien. It will also be distributed via restaurants, post offices and petrol stations. A three-person editorial team is in place and with Robert Marti (previously Luzerner Rundschau) also an acquirer who knows the local market. LZ Medien, which had hoped for an exclusive concession for its Zisch News, is disappointed. According to CEO Erwin Bachmann, it is now open whether "we will accept the SBB offer and at some point place our own boxes next to those of 20 Minuten" or launch an alternative project.
(mk)

Beer Brewer Carlsberg Switzerland has entrusted the Zurich-based web marketing agency with the management of its website as well as the conception and implementation of the European Championship campaign and other online campaigns. Carlsberg is sponsoring the Swiss national team for the fifth time at this summer's European Football Championship in Portugal. Over 1000 tickets will be raffled off on the Internet.

Riposa: Is Hochspannung's ad for the bedding manufacturer Riposa a yawn-inducer, or can it wake you right up? We'd love to hear your lively opinions at www.werbewoche.ch/adratingHaldengut
For the ad raters, the case is clear: Viewed objectively, the Unikat campaign for Haldengut is more of a crazy idea.
Top 42,87%Flop 57,13%

Budgets The Zurich-based online marketing agency Planetactive has acquired a number of new clients: the wholesaler Coop, Postfinance and the vacation provider Reisebaumeister.Budgets The Zurich-based online marketing agency Planetactive has acquired a number of new clients: the wholesaler Coop, Postfinance and the vacation provider Reisebaumeister.

Publishers The Vogt-Schild Group suffered a loss of 2.5 million francs in 2003. Although the loss was reduced by 14.9 percent compared to the previous year, the turnover of the printing and publishing company (Solothurner Zeitung) fell by 6 percent to 81.8 million francs. CEO Christian Müller interprets the annual results as a "turnaround".
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