A Gold Midas Award, which McCann-Erickson Switzerland won at the New York Festivals for the XL Capital campaign, was forgotten in the creative ranking of Werbewoche No. 43; this previously unconsidered award puts McCann-Erickson Switzerland in 10th place with 79 points.

Media Eight months after the launch of the nightlife and trend magazine Week of the commuter newspaper 20 Minuten, official Wemf readership figures are available for the first time. 218 000
From May to October, these were surveyed using 8812 interviews. The result: 218,000 readers per issue, 60 percent of whom are between 14 and 34 years old, 87.6 percent of readers are 18 years and older. With a weekly circulation of 50,000 copies, Week reaches 4.4 readers per issue.

Specialist retailers Leder-Locher AG wants to attract new customers with witty advertisements from FCBLK.
Even though Santa Claus and Knecht Ruprecht are currently busy in the advertising columns and on billboards, not all clients welcome them as advertising ambassadors. One of these is the specialist leather goods store Leder-Locher, which wants to freshen up its image in keeping with the season. So far, the company has mainly been active in communications for special projects, says Kathrin Leder, consultant at FCB Leutenegger Krüll (FCBLK), the agency responsible for the concept. For example, for the opening of the new store in Basel, when a puppy with an Andy Warhol hairstyle demonstrated the benefits of a new bag creation. The Wallisell agency's creative team designed four advertisements for the current appearance. Although they were launched at the end of November, only one of them refers to the upcoming Christmas celebrations. And even this one is completely devoid of winter magic: "Women are for sale, especially at Christmas", claims the headline next to an elegant ladies' bag, striking a completely new note in the leather specialist's advertising.
Outlet store for small budgets
The three image visuals also flirt with polarizing statements such as "Finally get rid of your old bag" or "Do you still think that status symbols need 4 wheels?". The ambiguous headlines are deliberately intended to provoke, says Leder. In addition to a fresher image, the specialist leather goods store is also seeking access to new customer segments. The aim is to show shoppers the advantages - advice, services - over department stores such as Globus or Jelmoli.
Despite the broad appeal, the target group, according to Kathrin Leder, is in the 30 plus range. After all, Leder
Locher's range includes branded products from luxury labels such as Lagerfeld & Co. If your (Christmas) budget is a little too low, you can still treat your loved ones to a leather accessory: Leder-Locher recently opened its first outlet store in Wallisellen, which offers branded items at reduced prices.
A brief history of Leder-Locher AGToday's Leder-Locher AG dates back to 1822 at Münsterhof 19 in
Zurich saddler's workshop. Under the brothers Heinrich and Gottlieb Locher, the second generation of owners, the
Saddler's store in 1861 became a leather goods store with its own production facilities
expanded. At the beginning of the twenties, Hans Locher takes over the
business, which henceforth trades as Hans Locher & Co. 1964 the
The company is transformed into the family-owned Leder-Locher AG.
Today, the leather goods specialist has branches in
Zurich, Wallisellen, Winterthur, Schaffhausen, Basel and Lucerne.
In addition to its own production of handbags, small leather goods and umbrellas, Leder-Locher's range also includes products from brand manufacturers such as Bogner, Burberry and Lagerfeld(sk).
"Ambiguous headlines deliberately designed to provoke": ad campaign for leather perforators.
Simone Keller

Editor-in-chief Peter Hartmeier on the pressure to grow and quality assurance for the Tages-Anzeiger Does the placement of domestic politics before foreign politics and the cutbacks in the culture section mean that the Tages-Anzeiger is being downgraded to a Zurich regional newspaper?
On the contrary! Our package of measures does not devalue Switzerland's largest subscription newspaper, but rather enhances it, both in the market and internally. The editorial team and publisher are much more unsettled by years of circulation losses than by broad-based strategic decisions. This trend is gnawing away at self-confidence just as much as at turnover.
The communiqué on the structural reform talks about "further development" and "growth" instead of savings.
Such whitewashing only costs further goodwill, both internally and externally.
Why? The budget was drawn up in line with the new concept and not the other way around. The new prioritization should and must be in line with the
Tagi must bring growth. There is no other way to finance the kind of quality journalism that we want and that Zurich needs in the long term. Even after the recession, advertising money alone will not be enough...
...which is why you are focusing entirely on regional expansion, which in addition to
income from the sale of the shell should also generate new subscriptions.
That's right. With its exclusive network of foreign correspondents, the largest editorial team in the Swiss parliament and the only daily science page, the Tagi produces the best Swiss newspaper. We can and must capitalize on this more in future - financially and journalistically.
Does this mean that the editorial team, which has been cut by 1,400 full-time equivalents, not only has to produce the same number of pages as before, but also better content? However, it seems almost more important to me that daily journalism can no longer avoid increasing efficiency. Other sectors are showing us how to achieve more with less.
Interview:
Oliver Classen

Local TV Northwestern Switzerland may soon have a second TV station The Basel TV station Nordwest 5 (NW5), which broadcasts to 25 Basel municipalities via the Reinach and Muttenz/Münchenstein cable networks (130000 potential viewers), has submitted an application to the Federal Office of Communications (Bakom) to extend its broadcasting area to cover the whole of northwestern Switzerland. This was confirmed by Beat Alder, Managing Director of the production and operating company Nordwest Medien AG in Allschwil BL. Bakom also confirms receipt of the application, but has requested improvements. No statement was yet available from TeleBasel. However, in June 2002, the company was already unhappy about the additional competition. At that time, Alder began to breathe new life into the virtually defunct NW5 with his own production company. Currently, a team of seven produces a ninety-minute program every week, which is repeated several times a day. Alder has no audience figures. But his company has recorded advertising income of CHF 640000 this year. "We're in the gray," he says.
(mk)

Underwear Will anyone in Bern be left without pants after the Federal Council elections? No, says ISA Bodywear, Switzerland's second-largest underwear manufacturer, which has sent its "personal concordance underwear" to all members of parliament in Bern in time for the start of the winter session. The underwear is black and features a color stripe in the respective party color and a Swiss cross. An accompanying letter briefly explains the reasons for the campaign: "Women and men in their ISA trousers!". ISA Bodywear in Amriswil did not yet want to reveal whether Federal Councillor Samuel Schmid will be able to swap his trousers for a model without party colors after election day.

Last year, Liechtenstein marketing agency Wagner Communications won a pitch from Graubünden-based power tool manufacturer Trumpf Grüsch AG.Last year, Liechtenstein marketing agency Wagner Communications won a pitch from Graubünden-based power tool manufacturer Trumpf Grüsch AG. The new corporate design was so convincing that the German parent company commissioned them with a campaign for Trumpf slitting shears.

Advertising market After two and a half years of decline, the media are now expecting an upturn in the advertising market.
The longest dry spell of the past 30 years is coming to an end. This is the unanimous view of the media marketers surveyed by Werbewoche. However, uncertainty about the extent of the recovery remains high. No one doubts that growth will return next year. But whether this will be in the region of one percent or even around five percent is still written in the stars. What is also clear, however, is that the expected upturn will be a far cry from the upswing that the media experienced before sinking into the crisis. "September, October, November, December - every month looks a little less bad," explains Publicitas CEO Otto Meier. And this trend is set to continue. Nevertheless, he expects only modest advertising growth of "one to two percent" for the press at the end of 2004.
The titles that have suffered the most, the major newspapers as well as the financial and business press, will be at the forefront of the recovery. "However, there will be a slight delay before the upturn spreads to the entire press," says Meier.
Mortgage job market
Nevertheless, the drought is not yet over, especially for the major newspapers. They are likely to benefit more than average from the upturn in commercial advertising. At the same time, however, the recovery of the job market, an important revenue item, will take some time. Experience shows that the job market reacts to the economic recovery with a delay of "six to nine months" (Meier). In other words, the profits from commercial advertisements are likely to be eaten away initially by the continuing decline in job advertisements. Meier does not expect "a slight increase" in this advertising category until the end of 2004. For this reason, magazines that do not have to wait for the comeback of job advertisements are likely to benefit most from the upturn next year.
The marketers of TV advertising assess the development differently. Publisuisse CEO Martin Schneider expects growth of around three percent in 2004. "Medium-sized and small companies in particular, which had cut advertising expenditure disproportionately, will come back with the upswing," says Schneider.
IPM CEO Michi Frank, on the other hand, is more pessimistic about the near future of total TV spending. "If they can remain at the 2003 level, then that will be good." He is only really confident about the advertising windows, where he expects growth in 2004.
The forecasts for radio are also pointing upwards. "After the loss-making summer months, the pendulum has been swinging in the other direction since September", explains Radiotele boss Bruno Oetterli. And Frank is also convinced "that the radio market will grow in 2004". For this to happen, however, it must be possible to attract new customers to the radio. "For example, with branding campaigns that have hardly been represented in this medium to date." Poster advertising is also looking to next year with confidence. "I hope that we can grow by between two and five percent," explains Christian Kauter, CEO of Affichage.
Growth in cinema advertising could be even more pronounced next year, with double-digit percentage growth in the first three quarters of 2003. The reason: in the second half of 2004, expensive cinema prints will be replaced by much cheaper digital production. "As a result, we will be able to win new customers for whom cinema advertising was previously too expensive," explains Jean-Claude Bruhin. Thanks to the introduction of digital production, he expects an increase of "between 10 and 20 percent".
And if the promised economic upturn does not materialize to the extent expected, will the advertising market face another year of depression? Publicitas CEO Otto Meier waves it off. "In the overall marketing process, advertising is on such a weak footing at the moment that things can only go up."
The economy is picking up againNever since the slump almost three years ago have so many
There have never been more indicators of a broad economic recovery than now. The Swiss economy grew by one percent in the third quarter. In the same period, the USA experienced record-breaking growth of over eight percent. It can be assumed that the global upturn will continue, writes Seco. This is already noticeable in Switzerland. For example, exports of goods have increased again after three quarters of declining growth. Another sign of the imminent turnaround: Equipment investments in the
Companies expanded again for the first time after two and a half years of contraction. (dse)
Since September, advertising bookings have been increasing across all media types. Together with the emerging global economic recovery, there is growing certainty that the longest
advertising market crisis of the post-war period will soon be a thing of the past. The extent to which the sales curves will point in a positive direction next year remains to be seen in view of the rapidly changing economic data.
is nevertheless difficult to predict at present.
Daniel Schifferle

Agencies I The Lucerne advertising agency Kobalt has taken over Bolzern Kommunikation AG in Kriens and will continue to run it as an independent company under its current name.Agencies I The Lucerne advertising agency Kobalt has taken over Bolzern Kommunikation AG in Kriens and will continue to run it as an independent company under its current name. This brings Kobalt one step closer to its vision of becoming one of the leading full-service agencies in Central Switzerland, explains management board member Julio Malo. The consultancy and design-oriented Kobalt will be supplemented in the areas of text/PR as well as data management, specialist photography, pre-press and 3D presentation graphics.

Telecom marketing How to thank customers and win new ones? The festive campaigns of telecom providers.
As the days get shorter, people seem to be moving closer together. But that doesn't mean they become more communicative. Although telephone networks generally achieve higher call duration in the winter months, there is still no peak in December. Especially not on landline networks. The Federal Office of Communications (OFCOM) also notes a trend towards substitution by mobile networks. It is true that the total duration of all calls has increased by around 20 percent since the liberalization of the Swiss telecom market in 1998. However, the fixed networks have only contributed a third of this development.popular childhood memories
The opposite is true for cell phone connections: In just three years, mobile phone providers have turned the one-million deficit to fixed-line networks in 1999 into a lead of almost two million. And this despite a significant price reduction in fixed-line telephony of a good 31 index points in the same period and the strong growth in Internet services. Nevertheless, according to Demoscope, the leader Swisscom Fixnet (around 62%) and the other two heavyweights Sunrise (17%) and Tele2 (10%) have succeeded in increasing their shares of the stagnating market. Thanks to continuous advertising pressure, among other things.
Patrizio Pivirotto, project manager at Swisscom Fixnet, is using the "Christmas magic" campaign from the in-house agency Contexta to defend these shares and not so much to boost the market as in the summer free promotion. The comprehensive Christmas promotion is all about an "image-boosting thank you from which private customers can benefit". In addition to free calls on Christmas Day and a discount in Swisscom stores, there is also a lot to be won this year - if you sign up.
Contexta wants to top the success of last year's Christmas campaign - which won an Edi Award - with a heart-warming commercial, at least on a creative level. To achieve this, the agency once again drew on its full resources. No image was too kitschy, no animal too cute and no starry sky too sparkling to appear in the story about the Christmas fairy and her magic wand, according to Rolf Hunziker from Contexta.
"
No US advertising figure
"An advertising world overloaded with emotion that only achieves its goal at Christmas time, as exemplified by Coca-Cola with its truck and Santa Claus," continues Hunziker. With the slight difference that it is not an Americanized advertising figure who plops down the chimneys, but a Christmas apparition, also strange for advertising purposes, who enchants house after house in a snow-covered village in "fairytale Switzerland" with wondrous Swisscom Christmas sparkle.
With similarly traditional motifs, the Orange agency Lowe sends its Santa Claus on his way to promote the Christmas campaign of the limited-time "super price plans".
Wirz did not want to tread in the same snowy tracks with its fourth Sunrise campaign for 2003. CD Thomas Kurzmeyer describes the advertising idea as "refreshingly un-Christmasy": "Sunrise Festnetz is not making a name for itself with cherubs or Santas, but with a hard-hitting discount." The second-largest telecom provider, which announced impressive sales growth in the third quarter, automatically grants all landline customers a discount on the country with which they have made the most calls in the past month - up to 60 percent depending on the destination.
More abroad at home
The campaign alludes to the price reduction on several levels: From mid-December, the reduced message "more abroad" will be staged with eleven different poster subjects using people on the phone. In a cliché-like manner and wearing oversized T-shirts, they reveal themselves as ardent supporters of a specific country. The media tactics are more creative: Small-format advertisements were booked in the newspapers of foreigners living in Switzerland, such as Hürriyet, Tachles or Corriere degli Italiani, Kurzmeyer lists some of the otherwise rarely used media for Swiss campaigns.
Price rounds for advertising campaignsThe latest telecommunications statistics from OFCOM show that since market liberalization, price reductions for mobile (-25%) and national calls (-30%) have been significantly lower than for international calls (-75%).
Although, according to the study, the price war for market share in the
As the fixed-line network is slowly on the wane, all changes, no matter how small, are strategically distributed throughout the year in order to keep visibility high. (la)
No picture too kitschy, no animal too cute, no starry sky too sparkling: Contexta for Swisscom Fixnet.
"Refreshingly un-Christmasy": Wirz for Sunrise.
Santa Claus brings it: Lowe for Orange.
Luca Aloisi

Sponsoring The Zurich shopping center ShopVille has a program produced for TeleZüri Almost every week, TeleZüri is offered TV programs sponsored by various companies such as car dealers or fashion chains. Now Tamedia Television has taken on a new project from the ideas kitchen of Zogg Kettiger Gasser. The Zurich advertising agency was "looking for a particularly effective advertising event" for its client, the ShopVille shopping center in Zurich, as Oskar Gasser explains. A TV magazine "The Experts" financed by ShopVille is now being realized. Inspired by a BBC Prime program that has been running for twenty years, this show allows viewers to come to ShopVille with antiques or curiosities. There, the items are valued on camera by experts from Galerie Koller. Two hours are filmed and the best 25 minutes are edited together. Ten episodes are planned. The project is being realized by Condor Communications. The first recordings will take place on Saturday, January 31, between 3 and 5 pm.
(pan)

Advertising bans SRG does not consider the broadcasting of TV commercials for the Alliance against Advertising Bans to be illegal.advertising bans SRG does not consider the broadcasting of TV commercials for the Alliance against Advertising Bans to be illegal. SRG spokeswoman Josefa Haas told the news agency SDA that the ban on political advertising was restricted by a ruling of the European Court of Human Rights in 2001. Marc Schwenninger, legal advisor to the Swiss Advertising Association (SW), explained that following a decision by the Federal Office of Communications in March of this year, only campaigns aimed directly at referendums and elections were still subject to the ban.