Manuel Dähler becomes Head of Research at SRG, following in Matthias Steinmann's footsteps.
"We are now on the threshold from Generation 1 to Generation 2," explains Manuel Dähler. And immediately goes into raptures: "The future Radiocontrol clock will be able to measure for longer and be more diligent. For example, it will have a radio receiver." If different locations are equipped with radio transmitters, it will be possible to measure how many people are in a movie theater or listening to the radio in a car. Poster sites can also be detected with a radio signal transmitter. Even newspapers and magazines are to be tracked with the new clock. "When is a medium consumed?" is the question to which Manuel Dähler wants to provide all conceivable answers. Listening to the new head of SRG's research departments in Bern, you immediately sense that he is a researcher with heart and soul. The fact that he now has to manage the entire research service is a challenge he "wasn't really looking for". But the former Head of Radio Research leaves no doubt that he will learn something new.
When Dähler decided to train as a primary school teacher for the first time, there were still too few teachers. After completing the course, there were suddenly too many. Contrary to his plans, the young "Leist" therefore found his first job in the penal system in the canton of Bern. "At an institution that, by law, specializes in rather complicated offences," Dähler explains. And because he did not feel adequately trained in the care team, he began to study psychology. Child and adolescent psychology at first. Then his interests shifted more and more towards social psychology. The question "How do individuals function in their social environment?" aroused the young assistant's interest in research at the University of Bern, and he began to look for answers.
At the same time, Dähler also applied his knowledge at the Swiss Institute for Vocational Education, where he worked as a lecturer and researcher. He later founded a private consulting and training company together with two colleagues. Dähler was looking for work and received a call from Matthias Steinmann in 1995. A study was to be carried out in the field of motive typology: "Why do people consume which media?"
"This work was the initial spark," recalls Dähler. Not only did he get to know SRG's research tools, he also gained Steinmann's trust. In 1997, as Head of Radio Research, he was allowed to set up the tests with the Radiocontrol clock right from the start. A commitment that Dähler would like to continue to fulfill in the future with an adequate qualification. For this reason, he is currently working on a dissertation entitled "The changeover from the interview survey to the Radiocontrol dial gauge". This work compares the results of the dial gauge with a survey of its wearers. The aim is also to find out how well people can remember. For Dähler, this closes the circle to his psychology studies.
Dähler continues to be coached by Matthias Steinmann. Unlike his mentor, he "doesn't relax by piloting an airplane or writing crime novels". He is passionate about golf because it "allows you to do something relaxed and at the same time be focused".
Manuel Dähler makes the leap from (measurement) generation 1 to generation 2 with Radiocontrol.

Andreas Panzeri

Doris Fiala-Goldinger's agency Relations & More is in charge of public relations for the Lighthouse.
WW The Lighthouse is under serious financial threat: Doris Fiala-Goldinger Because the federal government delegates a great deal to the cantons in the healthcare sector today, this financial support has been discontinued. However, we are clearly of the opinion that the Zurich Lighthouse hospice in the canton of Zurich should be on the hospital list. For this reason, we have launched a popular initiative. This has triggered a stunning response from the population. Without the support of the political parties, we single-handedly collected 14,000 signatures before the deadline, 1,500 of which are valid. The popular initiative was therefore a success. We only needed 10,000 signatures. We are now assuming that a vote will take place in the summer and that the electorate in the canton of Zurich will be able to decide on the survival of the Lighthouse.
Various figures are circulating about Aids - many believe that the disease is now curable. Is the Lighthouse still necessary?
Unfortunately, the need for this hospice is still very great. Seriously ill patients can find a dignified farewell at the Lighthouse. And if you do the math, a patient who dies in a hospital would be a much greater burden on the public purse than in the Lighthouse. That is why the political argument about pressure to save money is not correct.
So how significant is the collection campaign with the bears?
The Lighthouse has always financed around a quarter to a third of its costs through fundraising. The Christmas campaign is part of this. But that's not enough. We need official support. It's about the very survival of the Lighthouse. The wave of sympathy is very heart-warming and a great help. But it won't work without a positive referendum.
How do you like the spot with the dead bear?
We need professionals in marketing and advertising who show social commitment. This is a fantastic campaign by Tarkan Özküp from TeleZüri and Markus Cavegn. The commercial is very successful. It really touched me. This chime with the children's song creates a pleasant feeling of warmth - and when you then see the note at the foot of the dead bear, just as you have seen in films or even in reality when a dead person lies there, it is very moving.
What is the symbolic power of the bear?
The bear is a cuddly toy that accompanies the children when they are still sheltered in the family. Now it is also a symbol of warmth and security in the last hours at the Lighthouse. The bear therefore has great symbolic power for this institution. It has been realized with great sensitivity.
Interview: Andreas Panzeri

Member press From the New Year, the Coop press will be presented in a new layout and will also provide a better overview of the promotional advertisements and make reading more fun.
53 percent of all Coop customers in German-speaking Switzerland consult the Coop newspaper (CoopZ) before making their purchases. In Ticino, the figure is as high as 68 percent. And the trend is rising. The main reason is the (weekly) promotions published in it. This means that the newspaper brings more customers into Coop stores than Coop advertising on billboards, on TV, on the Internet and in other newspapers. It is therefore no wonder that Switzerland's second-largest retail chain treats its most important marketing and advertising tool with care. A relaunch is scheduled every three to five years. "We always want to adapt the newspaper to the spirit of the times, but we never want to offend our readers," says Karl Vögeli, Head of Coop Press.
Less static cover images
The current facelift takes this principle into account. In the first week of January, CoopZ, or its French counterpart Coopération and the Italian-language Cooperazione, will appear in a different look, but not with a completely new outfit. On the front page, the white lettering "zeitung" under the Coop logo has been dropped, and instead the word "Coopzeitung" now appears in the upper right-hand corner. The front image concept continues to feature portraits, but these are intended to show people in action and appear less static. And the title font will also be finer and more dynamic.
For the first time, CoopZ can be produced in four colors throughout. Newspaper designer Clemens Barmettler, who has been responsible for the layout of the Coop press for almost 20 years, took advantage of this new opportunity not for graphic frills, but for a more generous picture language. The revised CoopZ starts off with a six-page reportage that is both strong and appealing thanks to the large-format photos: The first double-page spread belongs entirely to the picture, while on the second double-page spread the text is given a little space in just one column, before taking up more and more of the remaining two pages. Another two- to three-page reportage, an interview on a current topic and a two-page celebrity interview at the end of the page form the basic editorial structure of the newspaper, which has an average length of 100 pages.
The paper is breaking completely new ground in communicating about Coop itself: The regional pages, news from the company, product news, recalls and the Betty Bossi recipe are contained in a 24-page center section - a booklet in the newspaper to take out and collect. It also bundles the Coop weekly promotions on five double pages: Each discounted product is pictured here individually and arranged by category. This should make it easier for customers to find the discounts, as previously they had to search for them throughout the newspaper. In addition, all Coop's own promotional advertisements are now paginated and also listed in the more clearly arranged table of contents.
CoopZ is now also introducing a form of public reportage about suppliers. The fact that the SonntagsZeitung recently wrote about "free PR pieces for good suppliers" annoys Vögeli. "We don't print any texts from our suppliers; all texts are written by the editorial team," he says. It is true, he says, that the marketing department always suggests the topic for the three-page report. For example, underwear. The editors look for a hook - they portray the current model of the supplier, they write a factory report or document how basic materials are obtained, flanked by tips, trends and the corresponding product range of Coop.
Studio Achermann relaunches BrückenbauerThe members' newspaper of the Migros Cooperative Federation is also planning a relaunch in the spring, and even more: it will burn bridges with tradition and then be called Migros Magazine. Studio Achermann will be responsible for the redesign. The Zurich-based advertising agency
contract in a pitch. In French-speaking Switzerland, the paper
Magazine Migros, the Ticinese will stick to Azione and its somewhat larger format compared to the current Brückenbauer. Conceptually, the relaunch is part of a new communications strategy, for which Marius Hagger, who has been head of Migros Press since December 1, will also be responsible. He
knows something about journalism as well as business management, Internet strategies and communication, praises Monica Glisenti, Head of Corporate Communications at Migros. "That's exactly what we need, because in the future we want overarching communications for bridge builders, seasonal cuisine and the Internet." (mk)
Coop pays for its own adsCoop Press operates with an annual budget of 120 million Swiss francs. This is made up of 66 percent advertising income and one third subscription income. Subscription income? Karl Vögeli nods: "For every subscriber, I provide the Coop cooperative with
bill, even if he gets the paper for free. I mean, the paper has to be worth something to the company." Vögeli also sells the advertisements to Coop under the usual conditions. These will change from 2004: the four-color rate will now form the basis, and black-and-white ads will receive a reduction.
From the beginning of the year, a full color page of the German-language edition will cost a gross 34160 Swiss francs (plus four percent). Coop's own advertisements, advertisements from suppliers and purely third-party advertisements would each contribute about one third to the
volume, says Vögeli. This year, however, third-party advertisements have decreased by about 13 percent. (mk)
More and larger photos will be shown by the Coop press from 2004.
Markus Knöpfli

Youth media A new party magazine conquers Eastern Switzerland. Thanks to Radio Top, Winterthur is also set to fall.
St.Gallen is the secret trend mecca of Switzerland. Don't you think so? Here's the proof: in 1995, a magazine called Trend Magazin was published for the first time in the capital of Eastern Switzerland. Kult followed in 1997. And in 2003, the Lautundspitz booklet began its triumphal march. "I always enjoyed reading the old Kult," says graphic designer Ronny Spitzli, who launched the booklet together with Thomas Lautenschlager. The two started out as party organizers in Schwarzenbach SG under the programmatic name Lautundspitz. That was three years ago. The parties' website soon developed into a nightlife and photo site. In July, the two young entrepreneurs gave their activities the form of a limited company and decided to try their hand at the print market as well.
Lautenschlager and Spitzli chose the small A6 format for their booklet. "So you can put it in your trouser pocket or handbag when you go out," says Ronny Spitzli. Around 30 percent of the monthly free print run is sold in clubs, the rest in stores or bars. The booklet was launched in September with 10,000 copies. "They were all gone within two weeks," says Spitzli happily. And is responding to the demand: the print run will be doubled from January. In addition to the regions of Wil, St.Gallen, Toggenburg, Lake Constance and Winterthur, the booklet will then also be available in the Rhine and Linthal regions and in Vorarlberg.
Hands off Zurich
Unlike its predecessors Kult and Trend Magazin, Lautundspitz does not want to make the move to Zurich. "This market is oversaturated," says Spitzli. The booklet is to concentrate on Eastern Switzerland - which includes Winterthur. "We are now going full throttle in Winterthur," says Spitzli. He receives support from Radio Top.
The Lautundspitz booklet will be the official media partner of the local station from January. It replaces the local "Ausgehagenda Ruhestörung". Radio Top has been available in St.Gallen since the end of 2001; however, according to Spitzli, the frequency is not sufficiently well known among the population. Both media want to increase their audience by advertising with their respective partners.
Not only new readers, but also new advertising customers are being sought. "The first customers were mainly party organizers or partners of our website," says Spitzli. "With the increased circulation, we now have to attract national customers and conclude annual contracts." So far, the booklet has been in the black - thanks to low costs. The authors write for free and Spitzli does the layout himself in his graphics office. The duo also acquire advertising on their own: "We haven't thought about cooperating with a media marketer yet." But the two young entrepreneurs know exactly where they want to go: "In a year's time, we'll be a must for all young people in Eastern Switzerland!"
Stefano Monachesi

The electronics division of Migros will now be managed by Euro RSCG Zurich, which won a pitch against three competitors and was commissioned to realign the M-Electronics brand and support sales. According to a report in the Tages-Anzeiger newspaper on August 30, the budget amounts to
20 million francs. Migros spokesman Urs Peter Naef did not wish to comment on this figure to Werbewoche at the time. Competitor Media
market spends 28 million advertising francs according to Media Focus.

AnzeigerFestland supplies Anzeigerland with tabloid-sized pizzas for the free newspaper. Delicious ads—especially for ad raters. Please send additional menu ideas to www.werbewoche.ch/adrating
SonntagsBlick
What FCBLK served up to the ad reviewers wasn't exactly the cream of the crop. Too much yawning, groaning, and déjà vu.
Top 35,94%Flop 65,06%

Column The recent referendum Sunday showed that foreign (religious) communities are being met with increasing mistrust. Are our formerly inclusive media now stoking fear of parallel societies? The guardians of the times have a new scare word: it's called "parallel society" and supposedly threatens the internal security of Western European and North American countries. The British Home Secretary mumbles it into the microphones when Pakistani youths riot in central England, and his Parisian colleague uses the French equivalent to explain anti-Jewish resentment among young North Africans. German constitutional protectors and police experts, on the other hand, worry about Turkish ghettos in which the spirit of the Basic Law is being replaced by the message of an intolerantly interpreted Koran. In short: bridgeheads of a coming civil war are forming in our neighborhood - at least that's what they want us to believe.
It is astonishing how little resistance the mass media is putting up to this alarmism. After all, the press, radio and television were just some of the most naive propagandists of a multicultural society. A visit to China Town in San Francisco and a stroll through the New York neighborhood of orthodox Jews were a must for cosmopolitan tourists. And the orientalization of Berlin's Kreuzberg district was virtually celebrated as the neighborhood's redemption from German provincialism. It couldn't be exotic and different enough for such folklore fans.
Now everything is suddenly different. "Nine Eleven" has changed the public perception and assessment of the stranger. Mistrust and suspicion have taken the place of harmless hedonistic pleasure. Even those who recently vehemently opposed the demand to impose a "dominant culture" for everyone are now talking about the threat posed by parallel societies. Where
integration seems to be the panacea against social fragmentation, what was thought to be true yesterday is quickly forgotten.
Against such volte-face of the zeitgeist, it should be noted that Western societies have long since turned into collections of parallel societies. Part of modernity is the pluralization of lifestyles, which are also lived out in corresponding milieus. Neighborhoods are chosen according to whether the environment is right. Milieu-specific norms, behaviors and fashions have long been commonplace. Anyone who only perceives the headscarves of Islamic women as a sign of conscious differentiation and allows themselves to be provoked by them,
overlooks the fact that there are similarly large differences within the domestic population.
A glance at a well-stocked newsstand is enough to recognize the extent to which society today is a construction in which many subsystems establish a balance through demarcation rather than through submission to some guiding culture (to be defined by whom?). In any case, the media industry profits from the fragmentation into ever new, parallel reader societies. And the advertising industry also thrives on the creation of distinctly different living environments. Only those heavy-blooded editorialists who still like to stylize themselves as generalists for the common good articulate their anger about this.
So let's stop moaning about a development that has led to the gains in freedom of modern bourgeois societies. Instead of getting tangled up in endless debates about integration obligations, it would be better to define a few (limited) boundaries that inhabitants of parallel worlds are not allowed to cross, because otherwise they will affect the well-being of their neighbors. An efficient police force and a functioning judiciary are quite sufficient.
> Heribert Seifert is media and culture correspondent for the NZZ
in Germany.

Verlage Festland accompanies the changeover of the Anzeiger to tabloid format.
Constricting at first glance, more concentrated at second glance thanks to the new format. This is how the Festland agency in Zurich visualizes the relaunch of the weekly newspaper Anzeiger in Eastern Switzerland in a handy tabloid format. The free newspaper is published with a circulation of over 200,000 copies in the Thurgau, St. Gallen, Appenzell and Liechtenstein regions - and from January in the new format (WW 43/03). The new gazette is printed in full color. The paper aims to "report on people from Eastern Switzerland, critically scrutinize topics and offer more tips and services." Campaign in two phases
The relaunch communication of Festland is taking place in two phases: The teaser campaign, which conveys the core content using symbolic images in the compressed size of the new advertiser, announces the new format and the optimized content concept with immediate effect. "People in the new format", for example, shows a newly folded shirt. "Culture in the new format" shows a bag of popcorn in the exact size of the new ad. "Cars in the new format" advertises corresponding advertisements with a scrap car compressed to the size of the ad.
Phase two, the actual launch campaign, which will focus on the product, will start with the first issue of the new-format advertiser.
A tabloid pizza advertises the newspaper's new format.
Free newspaper The Ostschweizer Anzeiger becomes a tabloid and advertises the format change with shredded cars.
Andreas Panzeri

Advertising bans The Aargau Grand Council has passed a postulate calling for a ban on advertising alcoholic beverages and tobacco on public property and in public buildings, which the SVP and parts of the FDP opposed as "a further curtailment of commercial freedom". The government backed the postulate.

Product testing In marketing, the handling of data from tests of goods and services plays an important role.
legal questions arise: How is it to be assessed if product P is proclaimed the winner of a test in which the main competitor K was not tested at all? Andreas Gersbach's new book provides answers to questions of this kind. "Der Produkttest im schweizerischen Recht" is published by Schulthess and costs CHF 55, ISBN 3-7255-4634-7.

Art Zurich artist Max Grüter has received a rare honor: the designer of the Egon sculpture for Werbewoche's Advertiser of the Year has been given a creative "carte blanche" by the cultural magazine Lettre International to present his work on the cover and on seven pages. The designer, who has also designed covers for NZZ Folio since its launch thirteen years ago, chose "My private space program" as his subject. It shows, for example, a space disco. Max Grüter was inspired by research conducted in various Russian discos in Berlin. Issue 63 of Lettre International is currently on sale at newsstands.

Street magazine Surprise will be published twice a month instead of once a month from December. The magazine, which is sold on the street, will also be given a new layout.Strassenmagazine Surprise will be published twice a month instead of once a month from December. The magazine, which is sold on the street, will also be given a new layout.
Layout. Surprise was launched in 1997 as a measure against unemployment and is now sold in several Swiss cities with a circulation of 27,000 copies.