Publishers With new online offerings, advertisements are losing their passive existence and becoming interactive. This brings movement into the classic publisher-insert-reader triangular relationship. Swisspool customers will soon have the opportunity to place their half-page, full-page and double-page ads online on the websites of Swisspool partners for a week for an additional charge (see WW 39/03). The Tre-Top-Ticino combination in Ticino will also be offering something similar from December. In both cases, however, it is about more than just extending the lifespan of advertisements. The aim is to provide additional benefits for advertisers, readers and publishers alike.
One of the benefits for consumers is that they can still see the advertisements in the same layout as in the newspaper, even after they have already put the paper to waste. Thanks to a search function, they can also compare prices if another provider has advertised the same products. The product can also be added to a shopping list and printed out. Or you can alert colleagues to the promotion by e-mail. It is also possible to contact the supplier or go directly to their homepage. A search subscription can also be set up: Whenever the desired product - regardless of the supplier - appears in an advertisement, the consumer is automatically notified by e-mail.
The advantages for advertisers are therefore obvious: they receive valuable information about the value of their offers and the needs of their customers. For their part, publishers can provide their readers and customers with additional benefits in the commercial sector with interactive online advertisements. At the same time, they receive information on which products or brands are particularly popular with their readers. Data that can in turn be used to acquire advertisements.
The technical side of the new Swisspool and Tre Top Ticino service is managed by the Ticino company TicinOnline (TIO). TIO developed the system and is also responsible for daily processing. This does not involve any additional work for the individual publishers. TIO only requires the PDF version of each advertisement page, after which the advertisement is published within four to six hours.
But why is it not possible to buy directly from the online listings? "Technically, this is possible without any problems," says TIO Director Gianni Giorgetti. But for the time being they have decided against it because the advertisers are not so advanced in terms of logistics. Offers for SMS or MMS have also already been developed. Likewise the possibility of placing and linking not only large advertisements, but all the advertisements of a title online.
Daily e-paper editions
Giorgetti knows what he is talking about. After all, TIO not only places advertisements online, but also entire newspapers - so-called
E-paper. And this on a daily basis. TIO can also link the e-paper advertisements, but does not currently do this to the same extent as with the
Swisspool online advertisements. TIO's e-paper customers include La Regione Ticino, Giornale del Popolo, Corriere del Ticino, 20 Minuten, Cash, Coop-Zeitung, Cooperazione and Azione, the Italian-language bridge-builder edition.
With the award of the Swisspool contract, TIO now seems to have definitely made the breakthrough. Further projects are in the pipeline: TIO is also realizing the Tages-Anzeiger e-paper, which will be launched soon. There is at least an option for SonntagsZeitung and Facts. "We chose the TIO solution because it gives us leeway in various respects, other projects have already been realized with TIO and because the solution is established in the market," says Tamedia spokeswoman Franziska Hügli, explaining the choice. In addition, numerous other publishers have TIO offers on the table.
TIO has been in existence since 1997 and is an independent and self-supporting online business unit of the newspapers La Regione Ticino, Giornale del Popolo and Corriere del Ticino. PubliGroupe and CEO Gianni Giorgetti also hold around a quarter and ten percent respectively. The TIO roots and
Giorgetti sees the composition of the shareholder base as an advantage: "The publishers don't see us as competitors, because from the very beginning we tried to generate additional benefits for them in the online sector. In addition, we know both the publishers' side and - via PubliGroupe - the advertising customers' side. We can therefore tailor our software and offerings precisely to their needs."
Many other providersThe fact that linked online advertisements provide additional benefits or are used by
readers are not believed everywhere. So such
functions at NZZ Global, the e-paper website launched in March.
version of the "Old Aunt", not planned, as project manager
Christoph Bauer explains. Incidentally, the NZZ works with the
Austrian company Comian. There are other providers in the e-paper and online advertising sector, such as the US company Newsstand, with which Blick and Basler Zeitung work together, as well as ADP Promotion in Zurich, which represents the Print2Web system and is in talks with various publishers. Snap and Digital Collection, both based in
Hamburg, Olive Software from Denver and Previon in Zofingen/Zurich are also bidding. The Aargauer Zeitung, for example, has obtained offers for its e-paper project from almost all of these providers. (mk)
"Publishers should step on the gas "Andreas Gedenk, co-owner of the media agency BG Media/
Optimedia AG, welcomes the possibility of placing print advertisements online and linking them to the provider. At the beginning of this year, he also campaigned for this with various publishers - although he promoted a different system to that of TIO. After the negative
He backed out of the Swisspool decision, but stood by his opinion: "The additional benefit of this form of advertising has potential, and the extra charge can be explained to customers. That's why publishers should step on the gas. If they had acted faster, they could have made money this year," he says. (mk)
Stay online longer than the newspaper is current: interactive online ads.
TIO Director Gianni Giorgetti: "Our software can be customized to suit your needs."
Markus Knöpfli

Advertising statistics After January 1, 2004, it will mainly be a question of faith as to who will be more inclined towards the Advertising Index Switzerland or more towards Media Focus.
When Wemf's youngest child, the Advertising Index Switzerland (AIS), is launched on January 1, the world of advertising investment statistics users will be heading for a split. This is the conclusion of an Igem event at which exponents from Media Focus and AIS crossed swords: We will have two statistics that serve two different target groups. This is because the two data sources satisfy different needs. The media themselves are primarily interested in the advertising clients' wallets. They can find the relevant information in the AIS, which measures the gross advertising investment invoiced. Clients who are interested in the advertising pressure with which a competitor is on the market are quite different. This information is available from Media Focus, which provides an account of the advertising actually placed.
More work for media agencies
Media agencies are unlikely to be happy about the system change. After all, the switch to a dual track system means more work for them - and financial losses. On the one hand, they will not be able to do without the more client-friendly Media Focus. On the other hand, the new AIS, for which they will incur additional acquisition costs, will be taken for granted.
But that's not all. In future, it could also become more difficult to charge clients for evaluations with Media Focus. This increases the risk that media agencies will be increasingly left with their Media Focus costs in the future. "Customers will point out that the same thing is also available with the much cheaper AIS," said Andy Lehmann (Aegis Group) on the sidelines of the presentation.
Does AIS herald the start of the discount hunt?
AIS creates another controversial possibility. The additional transparency also provides unwanted insights. For the first time, the two statistics together bring transparency to the jungle of discounts and freespace, which was previously shrouded in secrecy. This works very simply: Media Focus tells us how much advertising was placed by a client in a particular medium. And AIS provides us with the invoice that the client received for this. In other words, it will be child's play for anyone to work out to the nearest decimal point how much discount and freespace a competitor received - or granted. It is obvious that such calculations, which are possible thanks to AIS, will not be avoided. And it is just as certain that one or two advertising departments will receive nasty phone calls in response.
"Merged!" was the conclusion not only of Pierre C. Meier, chair of the Igem discussion panel. However, there is still a long way to go. The talks held so far between AIS and Media Focus have not produced any starting points for cooperation. But that was to be expected. After all, where should the two work together if the main work, the creation of the databases, follows different criteria? Nevertheless, both Jens Windel, Media Focus board delegate, and Wemf CEO René Schmutz assured that they were still open to talking to each other.
However, the dual track that will apply from January is not a new phenomenon. Back in the 1980s, the industry was already spoiled for choice between two statistics on advertising investments. Those of S+P (Schmidt & Pohlmann) and, from 1988, also those of the IHA. The result of the dual track was that the two merged two years later to form Media Focus.
Strengths and weaknessesAdvertising Index Switzerland - Measures gross billed advertising investments.
- Medium cinema is not shown. There are two figures for TV: gross billed by station group (SRG, CH advertising windows, private) and gross including freespace and free advertising by individual stations.
- Significantly cheaper than Media Focus.
- Comparability only up to 2003.
- Uncomplicated evaluation tool based on the layout of the other Wemf studies.
Media Focus
- Measures the advertising placed, i.e. the advertising pressure.
- All media are
shown.
- Significantly more expensive than AIS.
- Data and thus comparability go back to 1993.
- Flexible evaluation options with correspondingly complex
Evaluation tool.
Hans-Jürg Gränicher (AIS) and Lukas Zihlmann (Media Focus, right).
Daniel Schifferle

51 candidates took the specialist examination for communication managers this fall. 37 passed the exam and will receive their diploma in mid-December, the second time the graduates have been examined according to the new regulations. The list of new communication managers can be found at www.werbewoche.ch

The Basel-based advertising agency Ranz has become the lead agency for Corporate Language Services AG (CLS). CLS is a multilingual language service provider with headquarters in Basel and offices in New York and London. Ranz's initial work includes the development of the corporate image and corporate design, the creation of key visuals, sales material, advertising campaigns and customer newsletters as well as the redesign of the website.

Newspapers The bosses of the Tages-Anzeiger newspaper overturned an apparently overly critical off-roader commentary.
At the end of October, a commentary on sports utility vehicles (SUVs) was to appear in the local section of the Tages-Anzeiger newspaper. As Werbewoche learned, the smug text about the paradox of urban SUVs, entitled "Safari to the crèche", was pulled from circulation by Tagesleiter Hanspeter Bürgin shortly before going to press. The internal reason for the red light: this article was not worth the foreseeable disputes with the Swiss importers of SUVs.Peter Hartmeier, who approved Bürgin's delicate intervention, does not want to know anything (anymore) about anticipatory obedience to the advertising-intensive car industry. Apart from admitting that "such interventions are part and parcel of editorial management", the Tagi editor-in-chief had no comment to make on this case of self-censorship. Hartmeier also refused to comment on rumors that a 30 percent cost cut was imminent for both the Blue Bund and the culture editorial team. In an internal e-mail, he only confirmed that the Tamedia Board of Directors - following the postponed decision last Friday - will communicate the major Tagi reform "in any case in the fourth quarter".
(oc)

Publishers As of January 2004, Ringier has an additional call center for subscriber acquisition. Ringier Telemarketing Wallisellen is affiliated to the Zofingen customer contact center.publishers As of January 2004, Ringier has an additional call center for subscriber acquisition. Ringier Telemarketing Wallisellen is affiliated to the Zofingen Customer Contact Center. It processes orders that were previously placed with external telemarketing companies. Around 15 part-time positions are planned, which will be managed by a team leader and a team coach.
be supervised. The activities should focus on the acquisition of
focus on new subscribers.

For the eighth time, the Association of Photographic Designers (VfG) has awarded young photographers the Young Photographer Award, with Reto Albertalli taking first place, followed by Daniel Bolliger and Zoë Meyer. The prize-winning works will be exhibited in the Image House gallery at Hafnerstrasse 24 in Zurich, together with pictures by eight other participants. The vernissage is on December 6. The exhibition will run from December 9 to January 10 and can then also be seen in Vevey, Lucerne and Basel.

Sunrise's corporate website is getting a new look. The telecom group commissioned Meta Design in Zurich with the relaunch, and the specialists for branding and corporate identity prevailed over various advertising agencies and web service providers. The usability consultant Stimmt AG is also involved in the redesign. The technical implementation was carried out by the web agency Namics. The new site has been online since November 26.

Sparkling wine marketing Pucci Sulzer has defended the Freixenet account. With the successful communication concept - and even more eroticism.
Proximity to the country of origin and high per capita income characterize the Swiss sparkling wine market: after the French, the Swiss drink the most champagne in the world. However, the weak economy has dampened the spirits of the expensive branded drops. According to the IHA-GfK, sales in the Swiss sparkling wine market rose by almost six percent to CHF 173.4 million between October 2002 and September 2003 compared to the same period in the previous year. More revealing, however, is the average price paid per liter, which has fallen by a good seven percent over the past two years, while consumption in terms of volume has increased by a good 13 percent to 10.5 million liters. The bottom line: the Swiss are drinking more, especially more cheap sparkling wine. The Association of Swiss Wine Merchants also reports import figures for the last calculation period that have not been this high since 1998/1999, and Freixenet was one of the main beneficiaries of this development. Thanks to its relatively low price, the cava from the heart of Catalonia was able to further expand its market share - to 20.5 percent in terms of value. Equally impressive is the development in the huge German sparkling wine market. Freixenet's market share there has more than doubled in terms of sales in just six years - to an impressive 15.3%.
percent.
That's how long the Zurich agency Pucci Sulzer has been handling the advertising for the sparkling Spaniard throughout Northern Europe - since 1996.
At that time, the sparkling wine appeared on the market for the first time with the statement "The Magic of Freixenet" with a communication concept that emphasized the seductive role of the fermented and carbonated grape juice. So much eroticism was an absolute novelty per se for the drink of social crowning moments, recalls CD Däni Sulzer. "We wanted to steer Freixenet towards a completely different climax," says Sulzer with a grin. A Freixenet drop caressed and seduced a woman and led the viewer through its exciting fantasy world - right up to the tattooed rose that blossomed when touched. "This put Freixenet years ahead of the competition." By positioning itself in a sensual-erotic environment, the cava left the mousse of a niche product and developed into a market leader.
Expansion of the image zone
However, the spirited performance now aims to bring more than just the imagination to life. New growth impulses are just as
The brand needed to be updated in order to emphasize its uniqueness and defend its image. In short, a more imaginative staging was required.
Not an easy task given the successful brief. The challenge was to work on Freixenet's genetic codes - origin, frosted bottle, eroticism and rose - in such a way that the brand receives new impulses without leaving the familiar world. And so the new commercial once again walks a tightrope between fantasy and reality, with the difference that now the associations are even more targeted and unbridled as they head towards the climax. The creative team speaks of the drop, "which triggers magical moments in the sensual interplay between man and woman, subtly seducing the unspoken". It remains to be seen how big an impact this little drop will have on the market.
Luca Aloisi

Media use Germans are spending more and more time with media.8 hours of media use Germans are spending more and more time with media. According to the "Time Budget" survey conducted by Forsa on behalf of advertising time marketer Seven-One Media, every German between the ages of 14 and 49 spends eight hours a day on media, one and a half hours more than in 1999. The lion's share is spent on radio (160 minutes, 1999: 143) and television (156 minutes, 1999: 146). The Internet is now used for an average of 49 minutes a day, leaving daily newspapers (22 minutes, 1999: 24) and magazines (15 minutes, 1999: 15) far behind.

Markus Gabriel celebrates five years of Angelink and is two years ahead of his time.it all started with Socks. It was in 1995, when US President Bill Clinton's cat received the first virtual visit from surfers from all over the world at the White House in Washington. The purring of Socks on a website became a media topic. The advertiser Markus Gabriel also read about Socks at the time and wanted to know: "What does 'Internet' mean and what new opportunities would it open up, perhaps for our industry?" Permission marketing, viral marketing or search engine marketing and keyword advertising have since become terms that Gabriel recently tried to explain to the younger of his two girls on Swiss Schools Daughter's Day, when she spent a day at the agency on Zurich's Bolleystrasse.
Today, the ten-year-old already understands more than veteran advertising bosses from various major clients did back then, when Gabriel invited people to an information day at his former agency Schminke und Gabriel at the start of the Internet euphoria. The lack of knowledge in the advertising industry gave Gabriel the niche idea for his crossover agency. "Angelink", as his new agency is called in reference to "Angel" for angel Gabriel, "Ink" for ink and texts and "Link" for the valuable connections, offers "the orchestration of online and offline communication across all areas".
To make sure his daughter understood, father Gabriel explained the search engine marketing method using a simple example. According to him, it hardly brings in any customers if someone who wants to sell books enters the word "book" into Google. However, it would bring a lot if the bookseller defined "order book" as a keyword. Such entries are recorded by Angelink and Co. for potential customers, whether through technical interventions in the website or by placing keyword-supported ads that direct surfers to the relevant pages and thus entice them to buy.
In the USA, keyword advertising of this kind is the form of advertising "with the biggest boost, and there is no let-up," says Gabriel. It is the fastest growing sector in online marketing, with growth of 100 percent last year. Advertising with search terms already generates half as much revenue as banner advertising. The figures in Germany are also pointing upwards. The company is still two years behind the trend here. "But time is working for us," the Angelink pioneer is convinced. The number of employees at the agency has grown from two to six in the five years of its existence. The agency also works with freelancers, such as programmers in Siberia.
In search engine marketing, a specialty of Angelink for years, the agency has now also joined forces with its "toughest and at the same time most valued competitors". Search engine marketing, the latest form of direct marketing, has been outsourced by the full-service agency. Together with the web specialists Insign and Envia, Angelink Yourposition GmbH was founded. The search engine marketing agency Angelink Yourposition has already been entrusted with six accounts in the first month after its foundation. In addition to the online socks distributor Blacksocks .ch and the cement group Holcim, for example, for the Student Travel School and the online computer retailer ARP Datacon.
Angelink's most important clients in the classic advertising disciplines that it still cultivates include the Helsana Group, Rivella, Swarovski and Henkel, for whom Angelink was even able to export a concept to Germany. However, many of these projects are not pure classic advertising, but crossover concepts. "This merging of the real and virtual worlds is where we can play to our key strengths," says Gabriel.
The crossover specialist started working as a copywriter straight after graduating from high school. He worked at Wirz and Advico before becoming a CD at McCann at the age of 30. As he is "fundamentally more attracted to the new than to what already existed", the Internet came at just the right time for Gabriel. He was fascinated by multimedia because he had to "master and harmonize more instruments" than in traditional advertising.
But Gabriel has not only mastered the instruments of the World Wide Web. In his spare time, the advertising man also plays meditative cassettes on the didgeridoo and is one of the top five Swiss harmonica blues players. "If all else fails, I could make a living from the string band," says the unknown studio musician, who has already performed on stage with Eddie Harris, Super Charge and Louisianna Red and can be heard on a Nena record.
Plays virtuously with the possibilities of the web and with those of the "Schnurregiige": Angelink owner Markus Gabriel.
Andreas Panzeri

SonntagsBlick: "Be like the millionaires," says FCBLK, urging lucky strikers to scratch off tickets through SoBli ads. Click here to view the insert at www.werbewoche.ch/adratingHaglöfs
This campaign is as down-to-earth as a game of Jass in a ski lodge, according to a
Ad-Rater. The numbers prove him right.
Top 18,75%Flop 81,25%