Women's magazines Lisa Feldmann will become editor-in-chief of Annabelle at the beginning of May. Since the departure of Christa Löpfe at the end of January, Martina Monti has headed the editorial team ad interim.Lisa Feldmann is currently editor of the trend section of SonntagsZeitung.

Cinema The cinema marketer Cinecom is expanding the information available on its website. Trailers for upcoming films can now be viewed in the "Cinema highlights" section of www.cinecom.ch. There is also an overview with a brief description, images and release date. According to a press release, this service enables detailed planning in a suitable environment. Cinecom is working together with the company Cinergy, which operates the cinema website www.cineman.ch, among others.

The online marketer Publicitas Webservices (PWS) and the advertising service provider Real Media are moving closer together.PWS is a subsidiary of PubliGroupe, which holds a 16 percent stake in the US company 24/7 Real Media. PWS has already been using 24/7 Real Media's "Open AdStream" system for banner delivery. According to a press release, PWS is now working closely with Real Media Technology SA, a Swiss subsidiary of 24/7 Real Media, on technical sales. The aim is to introduce the company's latest software solutions in Switzerland and to further expand their distribution.

Picture agencies 73 works were submitted for the Keystone Cannes Open. The quality was remarkable.
With the Keystone Cannes Open, Switzerland's largest picture agency has been offering a platform for advertising talent up to the age of 30 for four years. The only requirements for participation in the competition are a client and the use of image material from the Keystone archives with over 11 million images. 73 entries exceeded last year's participation. The competition has thus met with a pleasing level of acceptance. The standard was also "very high", as the jury unanimously found. The jury consisted of Denis Schwarz, Mathias Freuler, Simone Fennel and Markus Ruf.
Young recruiters impressed
The winning team was Hanna Zimmermann (28) and Chantal Ehrensperger (21) from the Wirz advertising agency. The two young advertisers were able to convince the experts with their work "Ohr - Extreme Carving": a bloody ear shows how extreme the carving feeling can be with Stöckli skis. The two women will be able to fly to the renowned advertising festival in Cannes in June. Their work will also be entered for the Lions in the "Press & Outdoor Award" category.
In addition to the winning subject, fourteen other works were shortlisted. A striking number of ideas worked with successful humor. "A good gag is no guarantee of an effective advertising message," said the jury, however.
After two elimination rounds, three works were shortlisted. In addition to the winners, another woman came in second place, with Cornelia Wenk almost winning gold. In the jury's final discussion, however, it was particularly important that the carving motif could also be understood internationally in Cannes and therefore has the better chances. However, the jury liked Wenk's optician subject with the short-sighted car driver as "a new approach to an advertisement that has already been used many times." Sebastian Hugelshofer and Daniel Roznovjak were awarded third place for their idea "Stop time" for Nivea Visage.
The winning poster is available from April 5 to 18 at
on Weinbergstrasse am Central in Zurich in B12 format. All submitted works can be viewed until March 25 in the foyer of Keystone at Grubenstrasse 45 in Zurich during office hours or online at www.cannes-open.ch.
In demand from advertising agencies Keystone has so far been positioned in the industry primarily as a "fast agency" for news images. However, demand from advertising agencies is increasing, as CEO Walter Grolimund explains.
Despite the American-sounding name, Keystone is a Swiss company that was founded by a Swiss man in Keystone Colorado and then moved its headquarters to Zurich. The press agency has also been offering general stock images since 1980. Keystone works in a network with "Science", the world's best scientific database. The agency also has access to specialized networks in Korea, Japan and China.
Soon futuristic opportunities In Switzerland, Keystone works with a total of 22 permanently employed photographers. Ten years ago, the agency was a stepping stone for photographers who wanted to join a newspaper. "Today, there is a waiting list of newspaper photographers who would much rather work at Keystone," says Grolimund.
In Zurich, 2000 new images are added to the program every day. 1500 of these are news images, the rest are general subjects. For the database, four people are busy scanning non-stop, ten are indexing. Their most important job at the moment is to separate the database. Previously, if you entered "Davos" in the image search, you got a huge number of current images of the Davos ice hockey club. Now the search criteria have been refined. In future, it will even be possible for advertisers to enter a sketch of an image - the machine will then automatically search for subjects with the same contours. This futuristic service is called "Visual Search" and should be available from the middle of the year. Keystone has invested over a million francs in these database developments and has been one of the leading database providers in Europe for seven years. Scanning is currently also being tested with a specialist Indian company.
The high quality of the entries made the jury's work difficult. The winners were Chantal Ehrensperger (l.) and Hanna Zimmermann.
Tied for third place: Sebastian Hugelshofer and Daniel Roznovjak.
Andreas Panzeri

Breakfast market Obwalden-based Bio-Familia won the 2004 Marketing Trophy in the 50 to 299 employees category. The muesli producer owes its success to constant innovation and clever communication. 100 years ago, it was laughed at and punished with expulsion from the medical association. And has since been copied hundreds of times. With just a few ingredients, Maximilian Bircher-Benner has created a success story that is second to none. And this was only because he went against the trend of soft-boiled food at the time and served his patients raw food: rolled oats, grated apples, nuts, lemon juice and condensed milk. Over time, "D'Spys", as Bircher-Benner called his invention, not only won over all Swiss mothers, but also enticed millions of Germans to do some unusual oral gymnastics: "Müesli" is probably one of the most commonly used Swiss words in Germany after "Tschüss". Unfortunately for Bircher-Benner, branding was still unknown in his day: today, his healing porridge is served on breakfast tables around the world by the ton.
According to Demoscope's "Market Radar Breakfast Habits", four percent of Swiss people eat breakfast cereals every day, five percent are enthusiastic about muesli mixes and four percent about cornflakes. In Switzerland alone, according to a study by market research company ACNielsen, between December 2002 and November 2003, flakes with a total value of
of 145.2 million francs.
But muesli is hardly Bircher muesli these days. Limiting it to the bare essentials may be appropriate for those recovering from illness. Grating, shredding and mixing are a thing of the past: classic Bircher muesli now only accounts for 14% of total muesli sales. 60 percent goes to so-called ready-to-eat cereals (RETC). However, these and the equally popular crunchy muesli have one major disadvantage: with their high sugar and fat content, they pack a hefty calorie punch. Unfortunately, as is so often the case in the kitchen, the same applies to cereals: if it tastes good, it probably tastes good.
Success thanks to pioneering products Low in fat, reduced in sugar and still crispy? The Familia Fit Crisp, which has been awarded the Trophy, achieves this. Bio-Familia has developed a new baking process that allows the production of crunchy muesli with a significantly lower fat and sugar content. The family-owned company is thus consistently pursuing its strategy of maintaining a niche position with pioneering products. It was founded fifty years ago by Ann and Georg Hipp - from the German baby food producer of the same name - with the intention of being the first company to produce Birchermüesli on an industrial scale. Another pioneer was Bio-Familia in 1997, when it became the first Swiss manufacturer to launch a müesli on the market that followed the functional food trend launched in the dairy sector: Familia c.m. Plus, enriched with calcium, magnesium and vitamin D, aims to strengthen bone mass. Two years later came Familia a.c.e. Balance, which aims to boost the body's defenses with antioxidants A, C and E. The fact that their health benefits are difficult to prove is a difficulty that all functional food products share. Familia Fit Crisp, however, does not have this problem. At a time when doctors around the world are sounding the alarm and warning of the fatal consequences of increasing obesity, low
The fat and sugar content of an otherwise tasty convenience product can hardly be beaten as a selling point.
It is therefore not surprising that the success of Familia Fit Crisp did not require any special persuasion. "The concept impresses with its practical relevance," was the verdict of the 2004 Marketing Trophy jury. Crispy Light" has been well received by the target consumer group - health-conscious women aged between 20 and 35. According to Marketing Manager Daniela Reichlin, the third product in the functional food line has already exceeded sales expectations in its first year.
"As a niche player, we also see an opportunity in the future - thanks to well thought-out concepts and innovation with quality," says the marketing manager with conviction. Although the cereal market is undergoing major changes and the boundaries between product groups are becoming increasingly blurred, the Familia brand is currently in a good position: In the retail trade (excluding Migros and Coop), it is the leader in both the crunchy muesli and Bircher muesli markets. With 95 employees, the company produces 9100 tons of müesli annually, two thirds of which remain in Switzerland. The company now exports to 43 countries. Turnover amounts to 44 million Swiss francs.
Little effort for a lot of knowledge
The marketing budget is comparatively small: around CHF 600,000 is spent on traditional advertising tools. True to its mission statement "close to the market and innovative", Bio-Familia conducts its own market research. "This promises proximity to consumers and their needs," explains marketing assistant Petra Feierabend. "In the IHA studio, we interview people ourselves. We are convinced that with our method, 20 to 40 qualified surveys can already point the way forward."
The company also relies on widespread product sampling in connection with the sponsorship of sporting events, cooperation with Presenter Service and targeted distribution, for example in swimming pools. Pull strategies are the main focus for advertising campaigns. Studies in fitness centers, group discussions and surveys in school classes have already been conducted in collaboration with the Lucerne University of Applied Sciences and Arts.
For the packaging, Bio-Familia is obviously relying on the tried and tested: the outlined dancer against a white, green and blue background also adorns Nestlé's fitness muesli. Significantly, however, the multinational's figure appears considerably stiffer than the high-spirited dancer of its agile, small competitor.
Family anniversaryBio-Familia AG was founded in 1954, at that time still under the name Somalon AG and specializing in the distribution of baby food. Just four years later, the young company put its idea of industrially producing Bircher muesli into practice. The company, based in Sachseln, recognized the trend towards plant-based nutrition as early as the beginning of the 1970s. Bio-Familia continuously expanded its range and was able to successfully establish its products - from wholefood nutrition for athletes to the "Pickers" muesli snack - in various other countries, helping the dialect term "müesli" to achieve worldwide fame. (la)
Pretty fit: With trendy products and a fresh appearance, Bio-Familia is holding its own against food multinationals.
Katrin Piazza

Gastronomy The "Barfüsser" in Zurich's Niederdorf district is no longer just a meeting place for gays and night owls of the exotic kind; the tastefully designed bar is now home to a heterogeneous party crowd who enjoy the establishment's culinary specialty: sushi. Zahnzimmermannfankhauser has now developed an advertisement for the bar that lives up to its name and the Japanese specialty. The motif can be enjoyed at the multimedia festival Volts & Visions in Zurich as a cinema slide and as an advertisement in trend and party magazines.

Guest commentary If private radio and TV stations advertise for free and national churches, the SRG would soon also be allowed to broadcast spots with religious content. From mid-2005, Tom Cruise and John Travolta will be allowed to advertise Scientology in TV spots on TeleZüri and ProSieben. The loudly proselytizing lifestyle company ICF (International Christian Fellowship) will invite listeners to its party services on private radio stations from Aktuell to Zürisee and mock the uncool offerings of the churches. And other religious groups and organizations with enough money and the necessary pizzazz will follow suit. In short, the loudest on the market for religious beliefs and world views will set the tone, which is likely to be the case after the National Council has dealt with the new Radio and Television Act (RTVA). According to its plans, the ban on religious advertising - together with the restrictions on alcohol and political advertising - is to be lifted for private broadcasters. During the debate, the issue of alcohol advertising was discussed at length, that of political advertising briefly and that of religious advertising not at all. Apparently they were considered insignificant. The council members were probably still surprised.
To see how aggressive religion can be, you only need to look around the world or take a look at our own history. Switzerland's state order and everyday culture have tamed this potential danger over the past century and a half. The mainstream churches are democratically structured and controlled by public law, the denominations usually work together without any problems and non-Christian communities are also included.
This has become so normal that it is hardly noticed any more. But it is not a matter of course. Rather, it is the result of continuous efforts on many fronts. These were supported by the ban on religious advertising in the electronic media. But now it is coming. One can hope that destructive-aggressive appearances will take care of themselves because they go down badly with the public. But a risk remains, especially if religious identities become charged with political or ethnic tensions.
So now the churches are being maneuvered into a new freedom that they did not seek. Initially, they will be surprised at how quickly and with how much power small groups are making inroads into the public sphere. Free churches and similar communities are expansive; they are no strangers to advertising. Sooner or later, however, the national churches will also learn to take advantage of the opportunities offered by radio and television advertising. This will not be easy for them. The decentralized organization makes a joint presence more difficult. There is a danger that small-scale jekami advertising will waste energy and resources.
But perhaps the Council of States will set other priorities. There is a particular need for improvement in the advertising regulations. Why strive for an asymmetrical order to promote domestic private broadcasters by such means? The desired effect will fail to materialize, as the lion's share of the media money is likely to flow to the Swiss advertising windows of foreign TV stations. It will not be possible to enforce their exclusion from the privileged treatment. In addition, the SRG will seek (and achieve) a correction of the RTVA in its favor. They will argue that it makes no sense to maintain the restrictions solely for them and to give preference to foreign broadcasters in particular.
The Swiss market for religious advertising will eventually be completely liberalized. By then at the latest, the big churches will also be running campaigns. This will make religion more present in society, but also more aggressive. The supermarket of meaningful offers will no longer be a harmless metaphor, but a tangible reality.
At best, this makes religion more interesting and brings it closer to people today. At worst, the churches stumble into a new intolerance.
> Urs Meier is Managing Director of Reformed Media, the communications company of the Protestant Reformed Churches in German-speaking Switzerland.

As the new editor-in-chief, Sibylle Berg wants to turn the lifestyle magazine Kult into a literary magazine.she is "a very lazy dog", says Sibylle Berg. She likes to lie on the floor of her Zurich apartment, look up at the ceiling and think. What the lazy dog thinks, however, seems quite industrious. Six novels and six plays are already part of the young author's oeuvre. Her latest book "Ende gut" - about cynicism, cruelty and melancholy in today's world - is soon to be supplemented with a musical CD as a kind of "opera to the book". In addition, the seventh play is almost finished. It will be staged this summer in Bochum - in the house of Alexander Hartmann, who will succeed Christoph Marthaler in Zurich in the coming season. As is usually the case with her plays, Berg wants to be present at the rehearsals in Bochum. Her schedule also includes a commission for a modern opera libretto.With all these activities, it came as a surprise to many that Sibylle Berg has also taken over as editor-in-chief of the zeitgeist magazine Kult in recent weeks.
"Quietly in the background", she has been involved in Rainer Kuhn's successful scene magazine for more than a year. She selected texts and looked for authors. This consultancy has now developed into a real editorial office.
"Working for Kult is one of many things that make up my income," explains the author, who "hasn't been able to live off her books for long". And is pleased: "Kult is also a great way to feed friends, to support and promote writers a little."
With such objectives, it is clear that cult will change a little. The socially critical author has "no connection" to the party and love style scene. She does find it admirable how Rainer Kuhn's initial fun idea has developed into a successful self-runner in this environment. Kult became thicker, better and more widely read. "Kult has become a real magazine that I would read myself," says Berg, promoting her new mouthpiece.
Instead of partygoers, this is now increasingly finding resonance in intellectual circles. "We've noticed that people who read books are now also reading Kult. I think that's great," says Berg happily. With its new direction, Kult also wants to cooperate with Orell Füssli. The magazine will be distributed free of charge in bookshops. A new addition is a collaboration with the theater in Zurich, "where the main readership is now located".
Kult wants to engage as many well-known German-speaking authors as possible as new writers. She has always wanted a magazine in which all her favorite authors write. Because that didn't exist, Sibylle Berg is now making such a magazine herself. She has already been able to win over colleagues such as Elfride Jelinek, Wim Wenders and Henrik Broder for Kult.
With Berg's editor-in-chief, publisher Rainer Kuhn wants to withdraw more into the publishing functions. For the design of the magazine, the editor-in-chief sees "four people with equal rights in the creative core". Shamir Yanay is responsible for image direction. The advertiser Frank Bodin - also co-editor of Kult - "probably makes the big intellectual connection". Rainer Kuhn "networks and swirls around".
And the editorial concept? It was once said: "Photographers and authors describe the world." However, this concept, which is still valid today, is not intended to comment on current world politics. But through the stories, a world view does come together - with the interplay of photos and texts as well as "a bit of art that we want to bring into the magazine". The only bracket is always the big topics. Everyone does what they think is important in their own area. "In the end, we're surprised ourselves at what comes out," Berg reveals.
The author, who grew up in East Germany and lives in Zurich in a shared house with the singer Sina, reveals that she used to work as a copywriter. However, she wouldn't have been able to cope nervously for long. "They all took it far too seriously. It didn't work for me."
Today, of course, she feels more reconciled about the industry. "For a long time, advertisers were a bit of a bogeyman or the black sheep of left-wing, intellectual circles. Fortunately, that has stopped. Today, it's the journalists who get up to a lot more nonsense than the advertisers."
But that doesn't have to be printed in the cult.
Sibylle Berg, the new head of Kult, sees her job as "a way of feeding friends and promoting writers".
Andreas Panzeri

Column Politicians should not and cannot boycott journalists. But if they try, they do themselves and their office a disservice.
A disservice, says Peter Glotz.
The German chancellor's entourage is angry, and he is probably angry himself. The tabloids, above all Bild, are lambasting him. But the left-liberal organs of the "Hamburger Kumpanei", Spiegel and Stern, are also inciting and mocking the government. The news magazine published a caricature of Schröder's Germany as a madhouse for the carnival. And in Stern, Schröder's Berlin governor writes one total red-green slating after another. After all, Schröder is the first to dare to make overdue corrections to the welfare state. It is understandable that the reform chancellor is "not amused".
However, the reaction of his apparatus is unprofessional, to say the least. The Federal Press Office imposed a boycott on journalists: the bad boys are no longer given interviews or are not allowed on the Chancellor's plane on foreign visits. That is a gross mistake. Because you get better media coverage by communicating, not by refusing to communicate. "Punishment" is a means of educating minors; opinion leaders cannot be punished.
This faux pas is reinforced by the government spokesperson's gossip, although as a former Bild editor he should know better. He does not exercise his office through subtle pressure, but by being offended. The result is demarches from the Federal Press Conference, the German Journalists' Association and letters of protest from chief editors.
Schröder can refer to his predecessor Kohl. He did not grant Der Spiegel a single interview during his 16 years in office. Nevertheless, such a strategy is not expedient. At best, a writer or a bishop can boycott the mass media. If they take morality more seriously than effectiveness, this even contributes to their reputation among those minorities to whom they feel committed. But the chancellor is neither Günter Grass nor Cardinal Ratzinger; he has to explain his policies to the whole nation. How can he do this if he does not use the most important channels out of misguided pride?
Of course there are limits. Anyone can avoid media that violate their personal integrity. But criticism, even harsh and unfair criticism, is never a legitimate reason for ducking out. It's true: no one gives an interview to everyone at all times. But a government is ill-advised if it divides its own people's spokespeople into sheep and goats.
> Peter Glotz is Professor of Media and Communication Management at the University of St. Gallen.

Advertising statistics What's going on with Media Focus (MF), some people may have asked themselves as they wait in vain for the advertising trends for January and February - even MF Managing Director Lukas Zihlmann does not know the next publication date. The reason for the delay in publication is that there are still uncertainties regarding the January and February data for one media category.
However, MF's customers did not experience any delays as a result of the publication waiver. They were able to access both the January and February data on time.
(dse)

Catalogs An official trade fair catalog will be published for the first time for the Topsoft trade fair for business software; it will be published by Netzwoche in collaboration with the trade fair management; it will be enclosed with Netzwoche on April 14 and distributed to trade fair visitors. The 9th edition of Topsoft will take place on April 20/21 in Windisch.

Private TV U1's initial viewer figures are significantly lower than those of the largest Swiss regional TV stations. 39,7,500 people (net reach) tuned in to the new private TV station in the first and second weeks of March. "There was an average of 12,3800 viewers per day," says Sandra Tuttlies, Head of Marketing and Sales at the station. Additional meaningful data, such as the average viewing time, is not yet available. The reason: "The figures still fluctuate too much, which is always the case with new TV stations." For comparison: TeleZüri reaches an average of 520000 viewers per day, TeleBärn has 252000, and Tele M1, with 170000 daily viewers, is still doing better than the station launched on March 1. U1 intends to wait until July to publish detailed viewer figures.
(dse)