Private TV The Swiss Urs Rohner will step down as CEO of ProSieben Sat 1 at the end of April. According to a report in Cash, he is to take over the legal division of Credit Suisse Group from June.Moneycab, on the other hand, assumes that Rohner will become the new CEO of Swiss. He will be succeeded by the Belgian Guillaume de Posch.

Martin Paff, publishing director of Cicero, on advertising lines and (missing) Swiss customers.WW Mr. Paff, there are a whopping 46 advertising pages in the 148-page first issue.Martin Paff, publishing director of Cicero, on advertising lines and (missing) Swiss customers.WW Mr. Paff, there are a whopping 46 advertising pages in the 148-page first issue. How many are paid for?
Martin Paff Around 40, with an introductory discount of 20 percent on the regular price of 9900 euros until June.
A total of eight of them come from Subaru, a car brand that is unlikely to have the same target group as Cicero.
Why? Our monthly magazine is not just a luxury publication, but intellectual black bread that normal earners can also afford - and hopefully want. The fact that our first customer, Subaru, has already booked an entire advertising space gave us a special boost. Especially as Maybach unfortunately does not yet run eight-page ads.
However, Swiss advertisers are sought in vain. Was there no support from the parent company Ringier?
Only indirectly. As we are positioned completely differently to Schweizer Illustrierte or Glückspost, synergy effects are limited. In addition, we have only been on the market for three months. So there is certainly still a lot of potential in Switzerland.
What proportion of the 120,000-copy initial print run goes to newsstands south of the Rhine?
A further 7000 titles are sent to Ringier's target mailing list and from there directly to the letterboxes of political, economic and intellectual opinion leaders as well as to selected Swiss hotels.
Interview:
Oliver Classen

Wemf A new regulation postpones the publication of circulation figures until the fall. The new circulation figures, which will be published on April 1, will exceptionally be valid for one and a half years instead of one year. This is because Wemf is now definitively adopting new circulation regulations that will come into force on July 1, 2004. This provides for a postponement of the publication date to October 1, which will be the case for the first time in 2005, and circulation will no longer be calculated according to the calendar year as before, but from July 1 to June 30 (for the first time from July 1, 2004 to June 30, 2005). "This means that readership and circulation figures will be published almost simultaneously. This has the advantage that publishers have up-to-date data for their rate documentation," explains Christel Plöger, Wemf's chief circulation certifier.
More importantly, however, the "copies actually distributed" will be certified in future. These are calculated (as before) from "paid circulation" plus free circulation. The latter must now also be published. In addition, the "paid circulation" will be calculated in a different way, which is why it will not be comparable with the current figure: It now includes subscriptions, compulsory subscriptions, single copy sales, e-papers, all discounted copies and a maximum of five percent of regularly distributed free copies.
As free circulation and "paid circulation" must be stated in the masthead, in offers or advertising, the circulation figures will become somewhat more transparent. However, there can no longer be any question of genuine transparency, as was envisaged in the first draft of the regulations (WW 41/03).
Markus Knöpfli

Posters Around 1970, posters in a new visual language appeared on the streets of Geneva. They told short stories in the style of enlarged comic strip drawings, using imagination and a twinkle in the eye to authentically express the spirit of the political and cultural protest movement of the time. The Geneva comic poster is part of the long-standing tradition of illustrated posters in French-speaking Switzerland and has received little attention beyond the borders of French-speaking Switzerland. An exhibition aims to change this. From March 16, the Museum für Gestaltung Zürich will be showing comic posters such as the one on the right in the display cases of the National Bank on Fraumünsterstrasse.

takes over as Head of Corporate Communications at Clariant. He replaces Peter Brandenberg, Head of Human Resources, who has held the position on an interim basis since May 2003.Walter Vaterlaus ...
Lisa Feldmann will succeed Annabelle editor-in-chief Christa Löpfe. Feldmann was editor-in-chief of Elle and Cosmopolitan, among others. She has been editor of the SonntagsZeitung trend section since March 2002. Until she takes up her post, Martina Monti, Deputy Editor-in-Chief, will be in charge of the magazine.
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The new director of the Giornale del Popolo is Claudio Mésoniat. The former TV journalist is currently still on the payroll of the Ticino television station TSI. He will take over from editor-in-chief Cesare Chiericati, who is leaving the paper, at the beginning of May.
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The Geneva daily newspaper Le Temps is strengthening its team with Emmanuel
Garessus and Pierre Veya. Until recently, the two journalists worked as editorial director and editor-in-chief of the business daily L'Agefi.
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Stratos Prodromakis has been the new Sales Manager of the trade magazine InfoWeek, published by Compress, since the beginning of March. He most recently worked for the competitor IDG. At the same time as Prodromakis joined the company, Markus Stotz has taken over overall sales management for the three Compress specialist titles InfoWeek, IT Reseller and IT Report. Stotz has been working for Thalwiler Verlag for over seven years, most recently as Sales Manager of IT Reseller.
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Daniele Müller (photo) recently joined the communications agency Karl F. Schneider AG (PR-KFS) in Schlieren. He replaces Benno Schmid,
who has accepted a new professional challenge.
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The Biel-based web service provider Aseantic has appointed René Maeder as its new Account Director. Maeder was most recently a member of the management team at Assai Interactive, the Internet subsidiary of the Wirz advertising group.

Online marketing Blue Eyes Marketing has psychographically examined the websites of three newspapers: Blick.ch, Cash.ch and 20min.ch.
In some readership studies, the majority of Blick readers have a low income and a similar level of education only because respondents with a higher education do not want to come out as Blick readers for image reasons. This thesis is now receiving additional impetus from a Bluemind study by the market research agency Blue Eyes Marketing. "We know from this that the entry age of Blick.ch visitors is even lower than previously assumed - namely at 16. It also confirms the MA-Comis results, according to which many are very affluent, well-educated and also highly positioned professionally," says Bernhard Wüthrich, head of Blick-Online. In fact, according to Bluemind, 38 percent of Blick.ch users have an income of more than 8,000 francs, and 48 percent hold middle or high management positions. Wüthrich: "That's an indication that these people are more likely to be loyal to Blick online than to Blick newspaper." The fact that 19 percent of online users count themselves as Blick readers and 49 percent buy an issue if they are interested in a topic is interpreted by Wüthrich as follows: "Our website is not taking readers away from the print product, but could even encourage them to buy more.
More know-how about users
André Michel, Head of Cash-Online, comes to the same conclusion, although the situation at Cash.ch is different: "Cash.ch users and Cash readers are not
same people, but they have similar psychographic characteristics." Both readers and users have a good education and a high income. Of the users, Michel now also knows that 90 percent invest in securities. This interest in the stock market explains why
80 percent of Cash.ch users still log in via Borsalino.ch, although this channel has long since ceased to be advertised. "For us, growth potential opens up thanks to the study, namely when we succeed,
Turning readers into users and users into readers," Michel is convinced.
The most important findings from the Bluemind studies are quite different at 20Min.ch: It is now clear that the five entry-level sites studied (Home, News, Community, Entertainment, Supermarket) are found close together in the progressive field. However, Stephan Obwegeser, who is responsible for marketing, primarily used the affinity values of the study, specifically for the recent website redesign.
Young and eager to expandData on Blick.ch, Cash.ch and 20 Min.ch were each collected online for four weeks at the end of 2003: Anyone visiting one of these websites was asked to participate once by means of a pop-up. In addition to standard questions, the questionnaire also contained images that had to be evaluated. According to Markus Britschgi, owner of Blue Eyes Marketing, at least 600 completed questionnaires were required per website.
However, offline product studies are becoming an increasingly important mainstay for Blue Eyes Marketing. "Already today we have more
offline than online orders. We will therefore place even more emphasis on this area," says Britschgi.
In addition, an expansion to Germany and Austria is in the offing. Britschgi is in talks with institutes that would like to work with the Bluemind typology in this region. (mk)
Markus Britschgi, owner of Blue Eyes Marketing.
Users under the magnifying glass: the websites of 20 Minuten, Blick and Cash.
Markus Knöpfli

Retail Migros and Exxtra Kommunikation are launching a spread without granulated sugar Last year, the Swiss spent around 638 million francs on their daily jam indulgence. No matter which retailer they shop at, they are spoiled for choice when it comes to the spread shelf. For Migros customers, this has become even greater: With Pure Fruit, the retail giant, which accounts for around 48 percent of the jam market in terms of volume, has introduced a new own brand. The spread, which is sweetened with fruit juice concentrate instead of granulated sugar, is aimed at "small households that value a healthy diet". According to Migros media spokesperson Urs Peter Naef, the introduction of the 185-gram jars is also intended to satisfy customer demand for small jars. The fact that a jar of Pure Fruit costs about the same as a 500-gram jar, namely CHF 2.50, is justified by the fact that an equivalent product from the health food store costs even more. For the launch of the new own brand, Migros' in-house agency Exxtra Kommunikation decided against presenting pack shots and models. Instead, the creative team led by CD Dieter Hofmann focused on dramatizing the USP - 100 percent fruit, 0 percent granulated sugar - and showing the only fruit not contained in Pure Fruit: the stone of the apricot and the herb of the strawberry. "The rest", says the ad copy, "we have filled a glass for you". The new creation is available in other flavors in addition to the varieties shown on the two images.
Pure Fruit contains fruit - and only fruit.

Simone Keller

Newspapers What are the benefits of tabloid and broadsheet ads? one thing is clear: prices are coming under pressure.
After the Aargauer Zeitung (AZ), the Basler Zeitung (BaZ) will also have a tabloid bundle from September 4. However, it will not halve the size of the Regio-Bund, but will create a new culture and leisure bundle. The first three fascicles will remain in large format (broadsheet). At least for the time being. "The mixed format leaves all our options open," says BaZ publishing director Daniel Sommer, adding: "As a reader, I could well imagine further sections in tabloid format." As publishing director, however, Sommer also has to ensure that BaZ remains compatible with the other Swisspool partners, as the smaller format could result in a drop in sales. According to Sommer, a full-page tabloid advertisement in the BaZ will be cheaper than a full-page broadsheet advertisement - it is still unclear by how much. The normal BaZ millimeter rate will apply to smaller ads.
The Kulturbund offered itself as a guinea pig: It contains hardly any Swisspool advertisements and generally few full-page ads, which is why the Tabloid decision will hardly affect the advertising market and sales.
But this raises a question that is of interest beyond the BaZ: Does a full-page ad have less "value" in tabloid format than one in broadsheet format. "The opinions of the agencies differ on this," Sommer has learned. While some emphasize that tabloid only covers around 50 percent of the broadsheet area and therefore the subjects have to be shown smaller, others emphasize the better manageability and overview. Smaller advertisements are also more likely to be enhanced on a tabloid page.
Massive tariff reductions
However, those who attribute a reduced advertising impact to tabloid seem to be in the majority. In any case, Le Matin already reduced its rate by 25 percent when it switched to tabloid in 2001. And AZ will reduce its rates in the new regional bundles by as much as 28 to 33 percent. This does not correspond to a linear reduction - relative to the reduction in area. "Nor is it necessary," says AZ publishing director Ueli Eckstein, adding: "A study on the advantages or disadvantages of these formats would probably come up with roughly the same attention and advertising impact values for both."
Ringier has experience with two formats at Blick and SonntagsBlick (SoBli). According to publishing director Bruno Blaser, no customer has ever had a problem with the advertising impact of one format or the other. However, he also charges a 33 percent lower CPM for the smaller SoBli than for Blick. "However, it was not the format that was the decisive factor, but the rates charged by competitors in the Sunday and daily newspaper market," says Blaser.
And how is Ringier tackling this issue in view of the possible trial with the tabloid-Blick? Has Blaser proposed the same rate as for the Broadsheet-Blick? He only says: "Several tariff variants are being discussed." So it will be interesting to see what Ringier's philosophy will be.
Markus Knöpfli

Magazines Jean-Claude Plüss takes over as head of advertising for the Swiss family, replacing Christina von Hahn, who is deputy head of the Facts advertising market.

Ringier's Cicero magazine is supposed to be a printed salon. Anyone who has ever attended one of his rare lectures knows that he speaks (even) better than he writes. It is therefore only logical that the "Magazin für politische Kultur", which finally appeared this Thursday after months of announcements, bears the name of the forefather of all state-supporting chief rhetoricians and publicists. Frank A. Meyer was nothing less in Zurich and Bern - and is now in Berlin. FAM, the spiritus rector behind Cicero, not only has this talent in common with his Roman guarantor, but also with his friend in the Federal Chancellery, which is why the first matt-gloss issue, stylishly front-decorated by the iconic painter Jörg Immendorf, opens with the current whipping boy of the German press. And rehabilitates, even ennobles him in places. FAM's cover interview with Gerhard Schröder "on the impositions of office" and - of course others - "failures in politics" as well as Jim Rakete's photo essay on the lonely chancellor are contrasted by a biting contribution from former SPD leader Rudolf Scharping with the unambiguous headline "My party is threatening to freeze to death".
However, this explicit counter-position would not have been necessary to make it clear that Cicero is not just a self-fulfilment organ for FAM. The spectrum of opinions is too broad for that, the team of authors too colorful. Even Meyer's aristocratic Tamedia antagonist Roger de Weck was invited to pontificate on "The accidents of the know-it-all Generation Golf".
Editor-in-chief Wolfram Weimer and his crew, who conceive rather than write, seem to have a good instinct for topics and even better contacts. In the history of the German press, you have to look all the way back to the "Weltbühne", not coincidentally declared to be a role model, before you come across a similarly dense network of intellectual greats (Umberto Eco, Arthur Miller, Milton Friedman et al).
Weltbühne is also the name of the first of the five main sections, followed by Berliner Republik, Medienmacht, Kapital - including "Mensch Meyer", the obligatory FAM column - and finally Salon. Weimer writes the question "Is there a beyond of irony?" on the wallpaper door. The visuals, designed by art director Katharina Glaser, are also unagitated and serious: solid, full-page photos leave room for ciceronian flights of thought, but also for original cartoons from the New Yorker and other illustrative sprinklings.
With a paid circulation of 50,000, he can already "live well and in the long term", said publisher Michael Ringier in the run-up to the launch. Following the launch, publishing director Martin Paff added: "If we can maintain this level of bookings, we will break even much faster than we actually have to."
If Cicero really does become a success story, this would also be thanks to the US company Conde Nast, which is not developing a German equivalent to the New Yorker or Vanity Fair after all. And of course FAM, who could have said the Schröder quote that gave the magazine its title himself: "Nobody should hope that I get tired". We prefer to hope and wait for the next Cicero.
Oliver Classen

Competitions For the second edition of the German-language Best of Corporate Publishing, 515 entries were submitted - 60 percent more than in 2003. The high number shows a further development of corporate publishing, commented Manfred Hasenbeck, Chairman of the Board of the organizer Forum Corporate Publishing (FCP). 205 entries were submitted in the three new categories of employee publications, newsletters and specials. 205 entries made it onto the shortlist for the main judging, including 127 magazines in the main B2B and B2C categories, 88 employee publications, 41 newsletters and 45 specials and corporate books. The jury will meet at the end of March and the winners will be announced in Cologne on July 16.

Peter Döbeli, co-owner of the Konnex media agency, on the sense and nonsense of four different typologies.WW Do four typologies make sense in Switzerland?Peter Döbeli The market will show. In principle, you can only use Sinus-Milieu for TV planning. That's a pity. It would have been better if Publisuisse had adapted the market radar to TV, as they have done.
first intended. The market radar can be used to cover everything from market analysis to media planning, even intermedia comparisons. The transfer of this huge advantage to TV failed because Demoscope and Publisuisse did not reach an agreement.
What are the advantages of the other typologies?
Sinus-Milieu is widespread in the German-speaking world. Customers who work with this typology there also want it in Switzerland. The main advantage of Bluemind is the openness of this platform. There is not much data available yet, but any licensed research institute can use this typology in all kinds of studies. That's why I think Bluemind is the solution of the future. Finally, Mach Consumer is a standard tool that anyone can work with and whose typologies can be used in MA Strategy.
Which typology is good for whom?
Sinus-Milieu is particularly suitable for TV planning and for customers who are already working with it abroad. Mach Consumer makes sense for print-heavy planning. If you are already working with the market radar, it makes sense to continue using it. But where nothing is available yet, I recommend Bluemind.
Four studies ultimately result in four currencies. One problem?
Only if you make one of them. It's also an advantage if you can choose.
Bluemind is considering expanding its business activities abroad. Would a serious low-budget alternative to the Sinus-Milieus emerge? In my view, yes.
Interview: Markus Knöpfli