Radio Espace 2 is losing listeners. With a market share (MA) of three percent in the last six months, the position of the French-speaking Swiss culture station Espace 2 is not as precarious as it might appear at first glance - at least in terms of international comparison. BBC 3, France Culture or SWR 2 are in some cases far removed from such figures. In the domestic market, however, Espace 2 lags far behind the other SRG culture channels. A comparison with DRS 2 (MA of 4.2 percent in the second half of 2003) and RSI 2 (MA of 6.7 percent) shows that the market potential of the French channel has hardly been exhausted. Reasons: Unlike DRS 2, Espace 2 covers the demand for social issues less broadly than RSR 1 (La Première). The latter also has a larger proportion of words, which is closer to the media consumption behavior of francophone radio listeners. And: the average age of Espace 2 listeners increases by one year every year.
Programme director Pascal Crittin and Blaise Duc, Head of Communications at RSR/Espace 2, recognized the situation and modernized the station's concept from its identity to its offerings. The aim is to correct its image as an elitist cultural channel and appeal to a younger audience. Alphonse Garcia, CD of the commissioned Geneva agency Rive Gauche: "Espace 2 was perceived as a monolith that defined what is considered culture." Since the beginning of February, the radio station has been conveying a more modern spirit and a more accessible understanding of culture in new broadcasting formats. In addition, following the example of the German-speaking part of Switzerland, it has greatly unbundled words and music.
The new identity is communicated on three levels - CI, image campaign and tactical measures. "The campaign concept attempts to link culture with life," explains Garcia. This expresses how the station is changing the way we look at everyday life. A TV/cinema spot and five motifs borrowed from it for the advertisements and posters support the station's new self-image. The range of images reflects the broad offering: from Beethoven's Fifth, depicted as a billiard ball, to the "Around Midnight" motif with the name of jazz musician Thelonious Monk, to a window cleaner with the catchphrase Gorbatchev or oil-smeared workers' hands with a cross-reference to Sartre for socio-political topics. The claim is also intended to breathe new life into the station: "La vie côté culture".
The new message of Espace 2: more modern esprit and a true-to-life understanding of culture.
Closer to everyday life: The culture channel Espace 2 also implements its program innovations visually >> page 7
Luca Aloisi

Internet The website of the commuter newspaper 20 Minuten has had a new look since the end of February and has been redesigned from the ground up and enriched with a whole range of additional containers and content, as reported by the Netzwoche ticker. Peter Wälty, Head of Webcenter 20min.ch, explained that the horizontal instead of vertical main navigation is intended to give the user a better overview. New features include the "What's up" agenda section and the "Lifeguide" on the topics of love, life and sexuality. The marketplace is also set to see a massive increase in shopping partners in the coming weeks. The relaunch was realized in-house

Ruedi Baur wants to turn the new Institute of Design at the Zurich University of Art and Design into a mecca for international graphic design.it all began in Zurich - and this is where the cycle should come full circle. "The cycle is somehow complete," muses Ruedi Baur. Born in Paris in 1956, the dual Swiss and French citizen has been the head of the newly founded Institute of Design at the HGKZ, Zurich University of Art and Design, since March 1 of this year. Baur is one of the best-known Swiss graphic designers. His parents emigrated from the Engadin to France. However, it was not Paris, the city of art, but Zurich, the city on the Limmat, where Baur wanted to start his career. "I would have chosen Italy for architecture and Zurich for design," he looks back and begins to enthuse about the fact that graphic design from Switzerland played a leading role worldwide at the time, and Baur wants to build on this past. "That is clearly my goal. I'm not coming to Zurich to solve Zurich's problems, but to make Zurich a global center for design." The HGKZ has the capacity and opportunity to do this. And Baur also believes in himself: "At the moment, I have the strength to pull this off", to give the new design a proper
position in the public
help.
Ruedi Baur's strength is system design. He aims to develop complex visual languages in the areas of identification, orientation and information. Many of these ideas take place at the transition from the two-dimensional to the three-dimensional. One of his calling cards, "which works very well internationally", is the Centre Pompidou in Paris. Baur designed the entire reorganization of the identity there, right down to the detail of the signage for this glass building by Rogers and Piano.
Among the current projects, Baur refers to Bonn-Cologne Airport. This is also about the CD. The appearance is to become "very atypical" for an airport when comprehensive new signage is also installed here soon. "We have developed a font that includes the pictograms," he reveals and says that such a new design is now "far removed from label thinking".
Baur is also currently working on a new image for the Cité International congress center in Lyon, as well as the signage for an entire district. He is doing the same corporate design job for the newly founded School of Marketing and Design in Essen. An "outdoor scenography" is to be designed for the next film festival in Berlin.
How Ruedi Baur works can be studied in concentrated form from March 9 at the "mu.dac" design museum in Lausanne. Baur calls this traveling exhibition with ever new aspects "Work in Progress". So far, it has also been on show in Paris and Leipzig and will then travel to Montreal. These are all locations where various personalities from the Intégral Concept studio network are at work.
This network, founded by Ruedi Baur and Pippo Lionni back in 1989, does not have a predominantly commercial function, but is intended to be a network of ideas. Architects, scenographers, graphic artists and product designers work together to find a new philosophy of design. Today, Lars Müller in Baden, Studio Vinaccia in Milan and Lipsky + Rollet in Paris are all involved in this theoretical and educational exchange. "There is no obligation to work together. Everything is based on desire," explains Ruedi Baur. However, anyone who works with Intégral may also appear in public under this name.
Anyone studying Ruedi Baur's biography will notice that, in addition to his practical work, pedagogy has always played an important role. Of the 18 years that the designer has worked at schools to date, seven have been at the Ecole Nationale des Beaux Arts in Lyon. Since 1995, he has been a professor at the Academy of Visual Arts in Leipzig, where he also served as rector for four years and founded the Institute for Interdisciplinary Design in 1999. A guest professorship in Offenbach was also important to him.
Teaching will no longer be the focus of his work in Zurich. Baur mainly wants to organize new research and supervise dissertations.
"Zurich is not an easy place," he points out. In this place, where the concentration of designers is very high, he felt very much under surveillance. "I was a bit afraid of Zurich. Everything you do here is analyzed by other designers." However, Baur, whose new job in Zurich also means he can spend more time with his family, who have lived here for some time, is convinced that he now has enough self-confidence to tackle these new challenges.
The future head of the institute gets his strength from enjoying various forms of culture. However, he can also "regenerate" very well by climbing mountains. "I'm not an extreme mountaineer. But I can feel the mountain and am therefore very often there in the Alps."
At the new Institute of Design, Ruedi Baur wants to build on the days when Swiss graphics played a leading role worldwide.

Andreas Panzeri

Bread for All and Fastenopfer have had their new campaign launched by AY&R. Every year, the two church partner organizations carry out a donation campaign during Lent. They use the proceeds to support projects to safeguard livelihoods and human rights. However, the healthy financial situation of the aid organizations does not hide the fact that their key figures have deteriorated over the last three years due to the sluggish economy. Medium-term budget adjustments have become unavoidable. Not an easy realization for an organization that sets its goals far higher than the UN's Millennium Development Goals, which aim to halve poverty in the world by 2015, which is why those responsible at the aid organizations have now decided to rely on the professional expertise of an advertising agency and are no longer content with the bold implementation of a graphic design studio. With its strategic concept, Advico
Young & Rubicam won the contract. The result is a campaign that manages without images of suffering people in the Third World. Copywriter Peter Rettinghausen: "We focused on the power of the word." The result is a campaign that brings the themes of God, faith, charity and donations to a common denominator in a contemporary tone and skillfully plays with biblical quotations: "We believe. In you too", the copy addresses the viewer directly. On another poster, God himself calls for direct help. Yet another motif reminds us that you can't take money with you to heaven.
Luca Aloisi

Ambient Media The Appenzell-based specialist for special forms of advertising, Projekt GmbH, now also markets unfolded shirts.Since 2002, Projekt has been able to book the boxes that laundries place in freshly ironed shirts as advertising space. From now on, shirts that are delivered on hangers can also be booked. An A5-sized advertising medium with up to six pages is used, which can be attached to the hanger thanks to the perforations. Product samples can also be integrated into this variant.

Brands The association of the Swiss tobacco industry - Philip Morris, British American Tobacco Switzerland and JT International - has changed its name from CISC (Communauté de l'industrie suisse de la cigarette) to Swiss Cigarette. In order to take account of the social, political and economic changes in the cigarette industry, it has been decided to adapt the structure of the association, according to a press release. At the same time, the resignation of Edgar Oehler as President of the association was announced.

SRG Representatives of Swiss music creators and the SRG have signed a joint charter.SRG Representatives of Swiss music creators and the SRG have signed a joint charter. The contractual partners
confirm their intention to promote Swiss music and its reputation at home and abroad. To this end, they will
The aim is to create a platform for dialog in order to sustainably improve collaboration between SRG and Swiss musicians. To this end, SRG guarantees the broadcasting of an appropriate proportion of Swiss music productions in all radio programs and information about music events in Switzerland. It participates in activities and productions that are suitable for the promotion of Swiss music.

Conference Another JuniorCom will be held in Davos on the weekend of March 14-16.Conference Another JuniorCom will be held in Davos on the weekend of March 14-16. The Swiss Junior Conference for Communication and Marketing is considered a "summit meeting" in the truest sense of the word. Twelve presentations will deal with topics ranging from brand strategies to corporate publishing or "professional advertising".
There will also be two panel discussions and the presentation of a media award. Despite the extensive program, there will also be time to talk shop and make contacts in the sociable setting of a ski weekend. JuniorCom can be booked from CHF 190. Registrations are still possible, information at www.juniorcom.ch.

Rockstar magazine is published on March 10 for people between 18 and 35. 30000 copies will be sold at newsstands and distributed in clubs, at concerts and parties.Rockstar magazine is published on March 10 for people between 18 and 35. 30000 copies will be sold at newsstands and distributed in clubs, at concerts and parties. In addition to guitar music, Rockstar deals with lifestyle. It is published by All 4 Music & Lifestyle, which already publishes the techno magazine Raveline. The editor-in-chief is Lukas Rüttimann, former head of entertainment at 20 Minuten. Authors include Nick Joyce, Gion-Mathias Cavelty and Rainer Kuhn.

Law The Bern-based Espace Media Groupe (EM) is lodging an appeal with the Competition Appeals Commission against the Competition Commission's (ComCo) decision at the end of January that it may not acquire a stake in 20 Minuten. EM wanted to acquire 17.5 percent of the commuter newspaper via its subsidiary Berner Zeitung AG. EM accuses the Competition Commission of incomplete investigation of the facts and violation of the right to be heard and of antitrust regulations. It also criticizes the way in which the ComCo has defined the relevant market. The authority had misjudged the disciplining of the regional market by the national advertising market.

Internet The PWA index rose by 4.3 points to 104.3 points in January, raising hopes of a significant recovery in Swiss online advertising. The level at the end of 2003 was indexed at 100 points for the new year. At 104.3 points, the index closed January clearly better than in the same month last year, when 100.2 points were achieved.

Espace 2Is the campaign for the cultural channel blowing hot air into the ether, or can it get to the heart of Espace 2's transformation? Cultivated comments on www.werbewoche.ch/adrating
Balance
Not a clear-cut result: although many people liked the magazine's new campaign, there were also many negative voices.