Cinema research Cinecom is having its cinema ratings surveyed by Wemf for a further two years. This was stated by Cinecom Marketing Manager Jean-Claude Bruhin on request. This means that in the fall, Wemf will also publish the reach of all Swiss cinemas as usual with the readership figures of Mach Basic. This is possible because Wemf continued to survey cinema attendance as part of its 23,500 annual Mach Basic interviews, even though the contract was terminated last year. Cinecom had been evaluating new survey methods that would also make it possible to record seasonal reach, as more and more cinema advertising customers wanted this. The fact that Cinecom, which was previously prepared to pull out, is now resorting to Wemf after all has to do with the fact that other survey methods such as Radiocontrol or Mediawatch are not yet available or have not yet been tested. In addition, Wemf has offered to additionally depict the seasonality of cinema use in the future - as far as possible - as part of the existing sample.
(mk)

For once, the Tages-Anzeiger chose a rather unusual time for an advertising event to announce the very soft, content-related redesign of the newspaper and magazine, meeting at the newly opened Mascotte am Bellevue for a presentation and brunch at the crack of dawn, 9 a.m. to be precise. The Tagi management team led by editor-in-chief Peter Hartmeier and publishing director Maili Wolf revealed what will be new for readers and advertisers from the end of March, and advertising manager Fridolin Holdener had to apologize for his slightly damaged voice - two days earlier he had been outside at a 120-minute football match in the freezing cold, had had to shout "Goal" six times and had also held the same Tages-Anzeiger presentation in Bern the evening before. The Bernese had probably not yet come home, said the Tagi advertising manager with a wink. The voice of magazine editor-in-chief Res Strehle also sounded slightly strained. However, he only had five goals to cheer about. For those unfamiliar with football: they were alluding to the football thriller GC (6) against FCZ (5).
Strehle scored points with the transfer of Martin Suter from Weltwoche to the magazine. Suter was one of his favorite authors who had been at the top of his list for a very long time. Strehle's statements are also likely to be seen as a commitment to the magazine, as he was seen in certain circles as a possible successor to Roger Köppel at Weltwoche - although the fact that Strehle was already Köppel's successor at the magazine is more likely to have been the father of this myth.
Strehle's new acquisition was also invited as a guest of honor. Martin Suter read pearls of storytelling from his Business Class series and then signed his new book "Lila, lila", so that guests could proudly take it with them to the business lunch that followed seamlessly.
Presenting news from the Tagi: Head of Advertising Fridolin Holdener, Publishing Director Maili Wolf and Magazine Editor-in-Chief Res Strehle (from left).
Editor-in-chief Peter Hartmeier with marketing manager Gabi Wettstein, who will soon be taking a baby break.
Discussing the Tagi changes: Jean-Marie Egger from Publicis, Peter Frank from Publicon and Christoph Meier, Carat (from left).
Just back from the motor show, the Tagi presentation followed: advertising manager Fabian Rauber (l.) and PR director Edi Dätwyler from Volvo.
Didn't miss the opportunity to congratulate his ADC companion for the new book: Ruedi Wyler (l.) and Martin Suter.
Outed as big fans of Martin Suter: Rafael Müller (left) from Werbehaus Zürich with Eric Baumgartner from Lowe.
For them, it was a stone's throw from their office in Seefeld to the Mascotte brunch: Caroline Nünlist and Thomas Rüttimann, Zip-Media.
Curious - also about the new Mascotte: Marc Zbinden from Schmid Annoncen and Pick-Pay advertising manager Sandra Ulrich.
Here, too, a copy of the book signed by old master Suter was requested: Peter Leutenegger (left) and Dominique von Matt.
The Tagi wants to do the same as the Mascotte shark and show more teeth again.
Beat Fritsch

Newspapers With its entry into the tabloid age, the Aargauer Zeitung is also reinventing local journalism and advertising.While other daily newspapers are still thinking hard about new concepts with or without tabloids, the Aargauer Zeitung (AZ) is already launching its new concept on May 1. The new mix of broadsheet in the jacket section and tabloid for the local splits serves up an innovative menu for readers and advertisers alike. The basic idea behind the new "AZ04" concept was to upgrade the regional splits and give them a higher profile and more independence with the tabloid format. "In future, we will deliver two newspapers in one at the same price as before," says Ueli Eckstein, Head of Publishing at AZ.
"We want to ensure that we are perceived as both a primary and secondary newspaper". This should also be achieved with a new definition of the range of topics.
More pictures, more service
Formally, the previous ten split issues will be reduced to four. The highlight: in future, they will all be published in the successful tabloid format. And there will be one version for each of the four regions of Aarau, Baden, Frick and Freiamt. The full-color "newspaper within a newspaper" designed by Kurt Schwerzmann aims to distinguish itself with short texts, an increased proportion of images and more service.
"We need to redefine regional journalism," explains Peter Buri, Editor-in-Chief Aargau/Regions at AZ and also head of the "AZ04" project. A sustainable change is necessary in order to better meet the needs of the readership. "Because we are currently not only facing an economic problem, but also a structural one. And we have to respond to this with innovations," says Buri.
The new slogan is: "At eye level with the audience". This means that in future, the topics of the regional splits should be less governmental (classic public service), but instead focus more on the lives and everyday world of the readership.
Strengthened advertising platform
But the new split philosophy not only provides solutions for the changing needs of readers. The tabloid format also provides the conditions for the Aargauer Zeitung to position itself more strongly in the regional and local advertising markets. The improved visibility of an advertisement in tabloid format, however small it may be, contributes to this.
The key point, however, is the liberation from the previous millimeter corset. In its place, the page is now divided into 32 advertising spaces of equal size (see box). "This not only improves the aesthetics of the page, but also greatly simplifies things for local advertising customers. "Two pages of documentation are more than enough," explains Ueli Eckstein. He expects hardly any complications for advertisers due to the tabloid. "As a rule, there are only minor adjustments to the ad formats." To reduce any fears of thresholds, advertising customers receive an introductory discount that is 10 to 15 percent below the broadsheet millimeter rate.
The new split concept also changes the structure of the local and regional editorial offices. The aim is to reduce these from the current six to four. This means that the branch offices in Brugg and Klingnau, whose editorial offices, unlike the other four locations, were already only responsible for one of the ten splits each, will probably be eliminated.
Attracting young readers
AZ is also hoping that the tabloid will have a salutary effect in view of the creeping ageing of the newspaper audience. "We want to broaden the target group downwards. That means attracting young people and at the same time retaining the core readership," says Eckstein. The favourite format of a young readership socialized by 20 Minuten also offers exactly the right recipe for this. "The regional tabloid combines modernity, conciseness and the requirement for concise journalism with the credibility and familiarity of the existing daily newspaper."
However, reader marketing does not stop at the closer and more attractively prepared topics. Subscribers will also benefit from an exclusive service in future. The new "Gratulations" advertising vehicle will be set up just for them and will be available to them free of charge. This is in addition to the AZplus benefit program for subscribers that has been running for years.
Motivational boost for the team
Eckstein is almost certain that the new AZ concept will find imitators. "With this step, we are the first un
The first Swiss daily newspapers, but will not be the last," he explains.
Could the tabloidization of the regional sections perhaps also be just the big test run for the AZ to later transform the entire newspaper into a handy small format? At least for the time being, broadsheet is still the more suitable format for the news section. Both in terms of the presentation options and the emotional world conveyed. "But that could look different in five years' time. We have to learn to constantly think about ourselves," explains Eckstein.
"Two newspapers in one": AZ publishing director Ueli Eckstein.
"Responding with innovations": project manager Peter Buri.
After the AZ, the regional splits: The redesign bears the signature of Kurt Schwerzmann.
Small-scale: Ten local splits have been created at six locations so far.
Concentration: Four splits - and soon only four local editorial offices.
Content at eye levelAll four regional splits in tabloid format generally comprise 36 pages and are structured according to an identical pattern. The front page, with all the lead-ins and tear-off elements, goes straight to the municipalities. The following four pages are reserved for overarching regional and news elements. On pages 2 and 3, this is done with a large-scale story and a survey.
The following double-page spread features a broad mix of news, soft topics, portraits and columns on the respective catchment area.
The following "neighborhood pages" are dedicated to the individual municipalities. The reporting is rounded off with two supra-regional pages, which are taken from other regional splits.
The "Forum", the two following O-Ton pages, is reserved for associations and political parties. An alphabetical "Agenda" on the next double page provides information about events in the municipalities.
Finally, the fourth cover page is all about entertainment - with a crossword puzzle, comic and a daily competition in which readers can take part via SMS or www.azonline.ch. (dse)
Goodbye millimetresThe AZ regional tabloid is saying goodbye to millimetres and millimetre prices. Instead, the page is now divided into 32 equally sized advertising spaces that can be booked as desired. On the one hand, the consistent structure provides local advertising customers with a greatly simplified set of tools. On the other hand, the aesthetics of the advertising pages generally benefit from the new page layout: columns, crosses and triangles are possible - there are no longer any limits to the creativity of advertisers. (dse)
Communication tour de forceThe launch of the new concept for the regional splits brings innovations and thus a need for information for everyone: for the reader market, the advertising market, but also for the internal organization. To master this complex task, the Aargauer Zeitung (AZ) has developed an integrated communication concept.
Internal communication: The format change and the implementation of the associated new management and organizational structures entail a cultural and paradigm shift. In order to manage this well, AZ is holding intensive internal information and training seminars in March and April.
Reader market: The launch campaign will start in April. The rough concept with the slogan "The regions show format and show their colors" has already been finalized.
Advertising market: The launch of the regional tabloid is accompanied by a massive effort on the sales front in the advertising market. The focus is on personal discussions with local businesses. By the end of May alone, around 1200 customer contacts are expected to have been made. (dse)
Daniel Schifferle

Print media SBB is advertising box locations for commuter newspapers in Central Switzerland, offering over 100 box locations at around 60 stations in the Central Switzerland S-Bahn area, including the Brünig Railway and the Lucerne-Stans-Engelberg line. This is what SBB spokesperson Ruedi Estermann said on request. SBB also made clear specifications regarding the press products that will one day be available in its stations. "We don't want a free newspaper, but a daily newspaper with mostly editorially prepared information," says Estermann. The Anzeiger Luzern, for example, would not meet the requirements. SBB has invited 20 Minuten and LZ Medien to submit bids; the deadline is March 12. A decision will be made this month, but the contract does not necessarily have to be awarded to just one party, says Estermann. Erwin Bachmann, board delegate of LZ Medien, is "only interested in an exclusive concession." In contrast, Rolf Bollmann, publishing director of 20 Minuten, "can also live with a competitor." Incidentally, none of the publishers had given the final "go" by the editorial deadline. The reason: SBB surprised both Bachmann and Bollmann with the timing of the tender, as both openly admit. Although projects had long been in the drawers in Zurich and Lucerne, they now had to be updated at short notice.
Markus Knöpfli

Combining special interests is cult: Mediabox unites three lifestyle magazines in a luxury combination. "The pool concept is on the rise," believes Sandro Proietto. As co-owner of the Mediabox marketing agency, he has his finger on the pulse of the media industry and is looking for answers to its current needs. His latest offering is called Luxury Pool. The youth pool with the scene magazines Kult, 7th Sky and Forecast, which Mediabox has been marketing since the beginning of 2002, was the birthplace of this service. When 7th Sky publisher Bernard Tâche presented the first issue of his new magazine Open last December, the idea for an advertising combination with Kult was born, explains Sandro Proietto. The third issue in the series was then entitled
Lounge, whose creators Nicole Steffen and Christian Monnard had already worked with Bernard Tâche in other areas.
For Sandro Proietto, the three pool titles complement each other perfectly. Open brings news and lifestyle and is primarily sent to VIPs from the 7th Sky customer list. Kult, a free photo and literary magazine, offers something for the brain and the eye. Lounge covers the areas of design, architecture and furnishings, where it is well established thanks to distribution agreements with Ligne Roset and Ikea as well as partnerships with relevant trade fairs.
"The three magazines have different target groups, but each is of interest to customers from the luxury segment," says Proietto, explaining the benefits of the combination, with which he hopes to fill a gap in the market. In Switzerland, there are only a few titles that really cover this segment.
Recently, however, various consumer and business publications have also been vying for advertisements from luxury goods manufacturers. Bilanz, Schweizer Illustrierte, Cash and NZZ am Sonntag have launched specials and supplements. For Proietto, these initiatives are easy to explain: "These titles are reacting to the slump in sales and advertising expenditure for mid-range products. The luxury segment is feeling the recession far less."
Thoroughly tested newcomer
With Open, the luxury pool itself has a new launch in the Port-
folio. Mediabox is thus taking a certain risk. It is not yet clear whether the magazine will find its place in the reader and advertising market. But Proietto is confident: "To make a difference in the market, you have to take risks from time to time." Before the pool was founded, Open was looked at closely and the addressees of the target mailing list were asked for their opinion. The first issue was already in the black.
A combination of luxury pool and youth pool is not planned for the time being. "These are separate worlds in terms of the age of the target group," says Proietto, "although we are building a bridge with Kult."
Pool concept prevails
Is Kult still in the right place in the youth pool after its transformation from scene magazine to culture magazine? He is often asked this question, says Proietto. "What is youth anyway? If it's just homies and party people, then perhaps the new Kult doesn't fit." But if you also want to cover the well-read part of the youth with your advertising messages, the magazine will serve you well. Ultimately, the customer decides whether they want this heterogeneity. The fact that the youth pool has developed into a success story in recent years is confirmed for Pro-
ietto: The pool concept is catching on.
Luxury pool: The bilingual Lounge and Open also reach French-speaking Switzerland.
Lifestyle trioThe luxury pool consists of three magazines covering the whole of Switzerland. The pool discount is 15 percent. Kult is published ten times a year with a circulation of 35,000 copies. It was launched in 1997 and is distributed free of charge in "hotspots of urban consumerism" throughout German-speaking Switzerland. Lounge has been published five times a year since fall 2002. The magazine is bilingual throughout (German/French) and is also distributed in Ticino. It is available at newsstands and is also available in furniture stores and at design and art fairs. It has a print run of 35,000 copies. Open was launched at the end of 2003. Five issues are planned per year. 15,000 copies are printed in German and 10,000 in French. 21,000 copies are sent to VIPs from the address lists of sister magazine 7th Sky and Tribuevents, the company behind Lounge.
Stefano Monachesi

Cigarettes In the toilets of Mediterranean hostels, it has always been part of the basic equipment, the seat that moustachioed Teutons often misinterpret as a woman's urinal, while cultured northerners know that the bidet is not for urinating, but for hygiene. In the same way, you should know that if you take a pee break in the position presented by Jung von Matt/Elbe, everything has to go down the drain, but not only the broadly grinning model, but also the advertisers obviously got their panties wet during the shoot. The otherwise smart Hamburg copywriters' borderline stupid claim can hardly be explained otherwise. As if it is the law and not the female physique that prevents women from misunderstanding - and abusing - every green space and house corner as a public bathroom. But it's not just feminists who should be "not amused" by the visual link between urination and nicotine consumption.
(oc)

Television TV Productioncenter Zürich (TPC) increased sales by 4.3 percent to 138.8 million Swiss francs in 2003, but the problems with the business in Germany meant that the bottom line was lower: value adjustments on the investment and a loan to TPC International reduced the result by 10 percent to 3.6 million Swiss francs. Profit after tax amounted to CHF 1.5 million (minus 29 percent). Swiss Television DRS's share of sales remained unchanged at 71 percent.

Radio In April 2004, the IHA-GfK research institute launches the Sounds.fm study in the German-speaking market. A representative panel is played weekly excerpts from current music titles via the Internet. The panel members rate whether they like the song and whether it should be played more or less often on the radio. Music editors and program makers can call up the current ratings of their target audience and compare them with the chart positions in important music markets. The panel currently comprises over 600 people from Germany, Austria and Switzerland.

Training The Migros Club School is launching a diploma course for marketing assistants. It starts for the first time in September 2004 and costs CHF 3333. 80 percent of the lessons are completed and the final exams passed, and the participants receive a diploma from the Club School. This opens the way to the marketing planner training course with a federal certificate, which the Club School also offers.

Internet The Neue Zürcher Zeitung (NZZ) is planning to launch its own online platform for real estate listings in the second half of the year, in cooperation with advertising agency Publicitas.

TV commercials "Ask your doctor or pharmacist about risks and side effects": every drug commercial must contain this text - four seconds of advertising time. German drug manufacturers spend 60 million euros a year on this. The pharmaceutical companies have now reached an agreement with ARD, ZDF and RTL 2 to broadcast the information free of charge from April 1. The other broadcasters will waive at least half of the advertising rate.

Eye-catching posters guaranteed! Since February 23, "Downtown Switzerland" can be advertised in a mega format: Lufthansa is advertising with a 400 m2 mega poster and L'Oréal with 225 m2 on the scaffolding of the Manor building on Zurich's Bahnhofstrasse. During the eight-month renovation period, megaposters in an impressive format will be created every four weeks. Clients from all sectors want to benefit from the exclusive location of these advertising spaces. "There are practically no more central locations of comparable size," says the management of Felice Display. It is hardly surprising that the spaces for the first construction phase were fully booked within days.