Business directories This is a Swiss first: a church tower becomes an advertising space During the ongoing renovation of the tower of the Balgrist church in Zurich, LTV Gelbe Seiten AG is advertising its telephone and business directories with two gigantic posters on the scaffolding in February. The campaign also benefits the parish of Zurich-Balgrist, which can use the proceeds to finance part of the facade renovation. The idea was conceived by Paron AG in Zurich, a company specializing in large posters. After a brief consultation, the seven-member church care team decided in favor of the idea, but made the condition that they could reject clients. Parish president Sylvia Stadler: "With LTV Gelbe Seiten AG, we have an ideal advertising client. The posters advertise telephone and business directories, including small and medium-sized companies in our district."

Relocation The Online PC-Zeitung will be produced in Germany instead of Oberengstringen in the future.relocation The Online PC-Zeitung will be produced in Germany instead of Oberengstringen in the future. The publisher Neue Mediengesellschaft Ulm has terminated the contract with Baur Consulting - purely out of
economic reasons, as they say. Baur Consulting concerned
Editing, production and layout of the monthly magazine.

Radio Reach hardly changed in the second half of 2003. In all parts of the country, the picture is roughly the same: whether SRG broadcasters, private broadcasters or foreign broadcasters - all have tended to lose reach. In German-speaking Switzerland, only the group of SRG stations recorded a significant loss, while in French-speaking Switzerland and Ticino it was the foreign radio stations that suffered. In German-speaking and French-speaking Switzerland, the private stations in particular gained market share (1% and 0.6% respectively), while in Ticino all stations lost, although the private stations lost the least.In German-speaking Switzerland, where listening time rose from 121 to 123 minutes, there were generally few significant changes - apart from the fact that two radio stations (NRJ Zurich and Basel 1) were reformatted. The biggest losers in terms of reach include DRS 1, 2 and 3 as well as Radio Regenbogen. The latter has reached its lowest reach to date. Radios Argovia, Basilisk and 105 fared similarly: although their losses are within the confidence range, at least Argovia and Basilisk have fallen down the rankings. Central, on the other hand, reached its previous record level of 13,500 listeners - also without any significant increase.
Tough battle for listenership
The following picture emerges if we look primarily at the competitive situation: In Zurich, Radio 24 currently has much less to fear from NRJ Zurich than before with Hitradio Z. The distances in terms of reach and market share have widened. In Basel, on the other hand, both Regenbogen and Basilisk have lost listeners, while Basel 1 has reached 15,400 more listeners in one fell swoop than its predecessor Edelweiss. In terms of listening time, however, Basel 1 still lags well behind the former Edelweiss and also behind Basilisk.
In Bern, the gap between BE1 and ExtraBern is even wider. Both have lost some reach. However, BE1 was able to increase its listening time by eleven minutes and thus also increase its market share by 0.2 to 1.1 percent, while that of ExtraBern remained the same. Radio Eviva (+ 13 minutes) and Emme (+ 16 minutes) were also listened to considerably more, while the listening time of Radio 105 fell by nine minutes.
Inaccurate on DRS 3 and VirusA note on Virus and DRS 3: Since last May/June, they have been broadcasting the two programs Hitparade and Sounds at the same time. However, this pushes the Radiocontrol system to its limits. In certain cases, for example when listeners only listen in during the respective program and zap away again, the system cannot identify the station beyond doubt. The problem is currently being solved by assigning such cases of doubt to DRS 3. According to Heinrich Anker, Media Officer at Radio DRS, there are plans to broadcast the Virus program with a minimal delay compared to DRS 3 - which would make a clear assignment possible again.
In French-speaking Switzerland, where radio usage fell by one minute to 117 minutes, it is noticeable that private broadcasters have tended to maintain or even increase their previous reach. SRG stations, on the other hand, have seen both increases and decreases. However, only Thollon recorded a significant change - a drop of 5300 listeners. RSR 2 (minus 8 minutes) and One FM (minus 6 minutes) have lost significant listening time. Among the winners, however, are Rhône (up 10 minutes) and RTN 2001 (up 7 minutes). It almost seems as if Radio Nostalgie has recovered and left its low point of the first half of 2003 behind it. In terms of market share, however, it has once again lost ground and is now only 0.1% ahead of Lausanne FM.
In Ticino, where listening time fell from 119 to 118 minutes, the Italian station Studio Star is worth mentioning first and foremost: it is the only station to have suffered a significant loss and is now completely insignificant. At 0.1 percent, its market share is still a quarter of what it was in the first half of 2003.
The two channels Canal 3 and Fribourg/Freiburg, which each broadcast a program in German and French, are operated by Publica
Data is now listed as a "cross-language broadcaster". Their figures now relate to the whole of Switzerland and not just to one language region. The reason: each of these channels also broadcasts into the other language region and is used there relatively often.
"The language border is not a hard border, but a fluid one
transition of languages," says Rolf Müller from Publica Data. The previous practice of only evaluating the radios in the corresponding language areas meant that the performance of these radios was split into two and not fully represented.
This is now changing: all effective listeners are now
and listeners of these programs. On which page
The language border of the watch wearer is no longer relevant. (mk)
Markus Knöpfli

Synergy effects Like lifestyle journalism, so-called "service journalism" is not an invention of investigative editorial offices, but of journalistically minded advertising departments. The fact that this genre, which is alarmingly close to the market, feeds almost exclusively on more or less clumsy PR is also "no news" - with the exception of consumer-protectionist veterans à la Beobachter. What is new, however, is the advertising exploitation of these two
The current Cablecom campaign is a prime example of this.
"New standards" (Aargauer Zeitung) are being set less by Switzerland's largest cable network operator than by its agency. After all, McCann-Erickson consistently and coquettishly crowns a communicative exploitation chain whose starting point is none other than the client itself. The only question is to whom this circular reasoning
The creative industry should be more embarrassed than the newspapers quoted or a creative company that only offers its customers (and therefore also their potential customers) a stale PR infusion instead of spicy advertising.
(oc)

Fashion For the first time in 13 years, the fashion competition organized by the women's magazine Bolero is not taking place, with editor-in-chief Sithara Atasoy explaining the reason for the break as a new event concept to be implemented for the first time in 2005. In the course of this reorientation, new ideas are to be generated with the partners - the main sponsor is Credit Suisse - and representatives of the fashion scene. The Prix Bolero is regarded as the most important prize for young Swiss fashion talents.

Market research With the "TV Radar", media marketer Cinecom offers a new, interactive evaluation and control system.it is based on the official figures from Telecontrol and replaces the Radar published weekly in tabular form. The tool enables station comparisons of CPM, GRP and CPP for all planning target groups and is available at www.cinecom.ch.

Associations The industry association Schweizer Werbe- und Kommunikationsagenturen (BSW) has revised the contractual conditions for cooperation with film production companies, which it felt compelled to do under the increasing dictates of legal requirements from large advertising clients. The aim is to reach a clear agreement on the rights and obligations of the contracting parties, such as the transfer of copyright. The "General Terms and Conditions of the BSW for the Production of an Audiovisual Work" and the corresponding basic contract are available to members free of charge from the BSW office (tel. 01 361 37 60 or [email protected]). Non-members pay a nominal fee of CHF 40.

Agencies The merger of Saatchi & Saatchi and Simko creates the largest advertising agency in French-speaking Switzerland in Geneva. CEO Pedro Simko provides information.
WW In the 2002 BSW ranking, Saatchi&Saatchi was in 17th place with a BBE of around six million francs. How many places would the merged agency move up? Pedro Simko: Due to the Oxley Act, I am unfortunately not allowed to say more than that we will become a large agency and that we achieved a cumulative BBE of around ten million francs in 2002. (Editor's note: this would have put the agency in 11th place).
What is the ownership structure of the new agency?
I am also not allowed to comment on this topic at the moment. The important thing is not the ownership structure of the new agency, but that the management of the agency will consist of the best minds from Saatchi & Saatchi and Simko.2003 was a difficult year for the industry - so a merger like this makes sense.Our merger has nothing to do with the economy, but solely with strategic considerations. Moreover, initial talks had already taken place before 2002. The idea for the merger came about through a long acquaintance between the CEO Worldwide of Saatchi & Saatchi, Kevin Roberts, and myself. We knew each other from our time at Procter & Gamble in Geneva.
So Procter & Gamble (P&G) is the reason for the merger?
On the one hand, Saatchi & Saatchi is one of P&G's main agencies worldwide, and on the other, P&G's European headquarters are right on our doorstep. It is very obvious that this new proximity will lead to closer cooperation. If you like, P&G is the cherry on the cake. However, the basic idea behind the merger is clearly the complementarity of the agencies. Saatchi & Saatchi is strong in the B-to-B sector and internationally, Simko in the B-to-C sector and locally. Bringing them together should create a powerhouse, because the merger is more than the sum of the individual agencies. That way we can keep the number of redundancies to a minimum.
Saatchi & Saatchi, Nyon, and Simko, Geneva, are a stone's throw away from each other. Are the agencies moving under one roof?
The Nyon office will soon be moving in with us, where - despite new offices on the second floor - it will be a little cramped with 35 new employees. We have a better solution for 2005: we have already found beautiful premises.
With the merger, Simko is now also part of the largest network in Switzerland, Publicis. Isn't there a danger that you will mutate into a satellite agency?
Absolutely not. All the agencies in the Publicis network work very independently and have different cultures. Throughout the negotiations, I had no contact with Publicis Switzerland; only with the people in the group in Paris. Saatchi & Saatchi Simko positions itself as 'The Ideas Company', which corresponds to the positioning of both Simko and Saatchi & Saatchi Worldwide.
What will the internal division of tasks look like in the future?
The key positions are shared by Olivier Girard as CD, Tony Shone as Client Service Director in the international business, Nina Hugentobler in the national business as Client Service Director and myself as CEO. Interview:
"The Ideas Company": Pedro Simko (46) from Saatchi & Saatchi Simko.
Luca Aloisi

Strike day The "International Design Action Day" is to be celebrated on June 21 in future, as decided by the participants of the fourth St. Moritz Design Summit. Design is in danger of degenerating into a "pseudo-innovation machine" under the prevailing conditions of the market economy, the 30 prominent designers state in a declaration. The world is being flooded with offers that nobody has been waiting for. A design strike is to be held on June 21 to protest against this. All signatories have pledged to put their day-to-day business to one side on this day and instead evaluate old projects, observe people, organize a demonstration for better design or turn blue. At the end of March, the proposal manual will be published on Raymondloe wyfoundation.com.

Logistics The new communications agency of Swiss Post GLS is called Festland. The agency, based in St. Gallen and Zurich, came out on top in a competitive presentation.Swiss Post GLS is a subsidiary of Swiss Post and network partner of the European parcel carrier General Logistics Systems (GLS). It previously operated under the name General Parcel. Festland was entrusted with the redesign of the company and service documentation. The first measures will be seen in the spring.

Media The magazine marketer Publimag took over advertising responsibility for Work at the beginning of the year.Media The magazine marketer Publimag took over advertising responsibility for Work at the beginning of the year. "The newspaper for
Arbeit" is published by the GBI and SMUV trade unions and appears 22 times a year with a circulation of 10,304,44 copies. They
reports on the world of work, trade union and economic policy
and about Switzerland as a workplace

Secrecy The future of the BSW ranking is still uncertain. A meeting of the industry association Swiss Advertising and Communication Agencies (BSW) on the subject was canceled at short notice.the ranking of Swiss agencies by turnover can no longer be published as before because the US networks prohibit their subsidiaries from disclosing business figures. This is a consequence of the new Sarbanes-Oxley Act, which provides for drastic penalties for false information. The German agency association GWA has already found a solution: It compiles a turnover ranking list, but keeps the business figures secret. These are known to the GWA anyway, as membership fees are calculated according to turnover. According to Managing Director Walter Merz, the BSW is aiming for a comparable ranking. The figures, which the association also needs for its structural analyses, should remain "under lock and key" at the BSW. However, individual agencies are not sure whether they are permitted to pass on the business data confidentially, according to Merz. BSW is therefore planning a meeting at the end of January with the financial managers of all 25 member agencies whose parent companies are listed on US stock exchanges.