Internet The cable network operator Cablecom has launched an erotic channel on its internet portal Hispeed.ch, with Beate Uhse Erotic Trends AG as its partner - as is already the case with its competitors Bluewin and Tiscali. It offers free and paid erotic content that is not subject to any legal age restrictions. Links to "harder fare" lead to the Beate Uhse website. The offer is only advertised between 8 pm and 6 am.

Special Interest The Zurich-based publishing house Hello Visitors AG is now called The Guide Company and the new corporate identity was realized by Brandnew in Zurich. The company, which specializes in tourist guides and city guides, is now divided into the divisions Hellovisitors. com with products such as the City Guide Zurich for a tourist audience and In2go.ch with guides for the local market and special topics such as the Annabelle Fashion Guide. In the future, The Guide Company intends to expand its range from print to multimedia and the Internet.

Free newspapers Tamedia subsidiary Express Zeitung AG (EZ) has acquired 49.5 per cent of 20 Minuten (Schweiz) AG, thus completing the first step in the takeover of the commuter newspaper, which was approved by the Competition Commission (ComCo) in September. As the Competition Commission has not yet approved the planned participation of the Berner Zeitung, EZ will remain 100 percent owned by the Zurich-based media group for the time being. "We are optimistic that the Berner will be allowed to participate", Tamedia spokeswoman Franziska Hügli told Werbewoche.

Internet research The number of websites participating in the Wemf Internet usage statistics Net-Audit rose by 14 to 58 in September (see also page 15), with the Ticino press now strongly represented. In August, only the web portal Ticinonline was still participating. Now the newspapers Corriere del Ticino, Giornale del Popolo and La Regione are also included. Other new Net Audit participants are L'Express and L'Impartial from Neuchâtel and La Chaux-de-Fonds, the sites of radio stations One FM and Lausanne FM and the Romandie.com portal.

Advertising bans II The underwear manufacturer Triumph has also sparked fierce protests in France with its butt campaign for Sloggi thongs, and the self-regulatory authority Bureau de la vérification de la publicité (BVP) has called on Triumph to take down the posters as they are sexist. This is the first time that this body has directly and publicly demanded that a campaign be taken down.

Beauty II Exxtra rejuvenates the brand image of the Migros Zoé line with pretty grimaces.advertising for cosmetics usually follows a simple pattern: Happy women in a modern setting promise eternal beauty. In order to assert itself against such campaigns by L'Oréal or Beiersdorf, Migros' own Zoé brand has to differentiate itself. After all, the giants of the cosmetics industry advertise their little powders and waters with almost unlimited media spheres. But how do you get the viewer's attention with a smaller budget given this overwhelming power? Quite simply, says consultant Andrea Heim at Exxtra Kommunikation: "By using a completely different style of advertising." In the new TV commercial for Zoé Ultra Sensitive from the retail giant's range, Exxtra has added a humorous, human side to the usual elements. The topic of care for sensitive skin is dramatized with completely "insensitive" images. A beauty pulls the weirdest faces in front of the mirror as if she is bored. She actually is, because thanks to Zoé Ultra Sensitive she has her beauty care under control and no longer has to spend hours in front of the mirror. Accordingly, after these absurd pictures, the resolution in the text is: "And what do you do in front of the mirror when taking care of your skin becomes really easy?"
Zoé wants to establish itself as a premium Migros brand with such an individual appearance. At the same time, the brand image is to be rejuvenated. Exxtra is striving to achieve this goal with that little bit of courage that is necessary to throw advertising conventions overboard. The commercial runs on the Swiss channels and the advertising windows of Sat1, Pro7 and Vox.
Beauty Those who regularly use the Zoé potty also have time to make faces in the morning: Exxtra advertises Migros' own skincare line with a lot of irony in the new TV commercial >> p. 7

Andreas Panzeri

Promarca In 2000 and 2001, 21 branded products were counterfeited in Switzerland. Switzerland is "one of the countries that has a major problem with counterfeiting", said Promarca spokeswoman Gabi Dischinger in response to an SDA inquiry. The 21 imitations concern eleven members of Pro marca. Although the manufacturers took action against the imitators in twelve cases, only two disputes ended up in court: the copy of Rivella with Apiella and the copy of Merci with Grazie. In the other cases, an amicable settlement was sought.

Print Two thirds of the cantonal councillors in the canton of Graubünden signed a petition by FDP councillor Urs Marti against the parliamentary reports of Südostschweiz (SO) and Bündner Tagblatt (BT).Print Two thirds of the cantonal councillors in the canton of Graubünden signed a petition by FDP councillor Urs Marti against the parliamentary reports of Südostschweiz (SO) and Bündner Tagblatt (BT). An SO journalist used the term "concrete heads" in a commentary on a savings decision by the Council. At the same time, the editor-in-chief of the BT commented in favor of the new model for elections to the Grand Council, which was put to the vote.

The Association of Swiss Free Newspapers (VSGZ) writes in a communiqué that free newspapers should not be left out of a new concept for press promotion, adding that the Swiss Press Association (VSP) primarily wants to protect titles from its own circle and has therefore protested against the National Council's media article, which would allow direct press promotion for a broader circle and, above all, for new projects.

ZoéNo, the next ad rating is not about Zoë Jenny's new novel, but about the Migros cosmetics line. Please post unctuous opinions on the TV commercial at www.werbewoche.ch/adratingGRA
Wirz advertising polarizes. And that's a good thing. Only cultivated discourse can keep the advertising landscape alive. Keep up the good work.

Public Relations The range of courses and seminars on offer is growing out of all proportion. Newcomers and career changers are spoiled for choice. Werbewoche offers an overview of the most important training opportunities.The professional field of institutional communications - also known by terms such as public relations (PR), corporate communications or corporate communications - has grown "at an above-average rate" in recent years, says Cyril Meier, director of the Swiss PR Institute (SPRI), which has been offering PR training courses for over 30 years. With SPRI's recent affiliation with the Zurich School of Business and Administration (HWZ), a department of the Zurich University of Applied Sciences, the institute has now entered into a "public-private partnership." The merger came into effect on March 1.fruit of this cooperation is the part-time "Diplomstudiengang Kommunikation FH". It combines communication knowledge, business administration, psychology, computer science and craft subjects. The course starts on October 20 and lasts eight semesters.
For Cyril Meier, there is a good reason why participants go to school after work. And it is to be found in professional practice: "If you take a closer look at the job advertisements for PR jobs, it is not primarily specific courses that are required, but key qualifications and professional experience," he explains. This reflects the state of PR education in Switzerland. No generally binding training standards have yet been established in the industry, he says. However, SPRI, in cooperation with other educational institutions, is committed to continuously improving the range and quality of PR education and training.
SPRI: Federal PR Diploma and special courses
SPRI is the only institute to offer training for a federal diploma as a PR consultant. The demanding part-time course lasts 20 months, comprises around 600 lessons and requires the same amount of time for self-study. The course starts every year in August. In addition, SPRI offers various special courses, such as the "Postgraduate Course in Corporate Communications". This advanced training in corporate communications comprises 20 course days between fall 2003 and summer 2004 and concludes with the official NDK certificate (postgraduate course). Short courses include the three-day intensive seminar in "PR Conceptual Training" in mid-November in Diessenhofen or the two-day course in Product PR in Zurich.
MAZ and SPRI: Development of new courses
SPRI has also concluded a partnership agreement with the Media Training Center (MAZ) in Lucerne. The two institutes intend to develop new courses together and jointly advertise proven seminars and courses. As a result, the institutes are offering a greatly expanded range of continuing education courses for communications professionals: the MAZ in its core competency of media relations and journalism, the SPRI in PR management and in special communications fields. The agreement does not affect the MAZ's main activities in the field of training and continuing education for journalists.
For MAZ Director Sylvia Egli von Matt, "this partnership agreement creates meaningful added value at the level of continuing education by networking MAZ's journalistic expertise and SPRI's know-how in institutional communication." However, he said it is important to clearly separate the different perspectives of journalistic and commercial communication in basic training. "With the MAZ and the SPRI, two leading institutes in this field are cooperating, which will thus make an increased contribution to the quality of media work of companies, nonprofit organizations and public administration," SPRI Director Cyril Meier is pleased to say.
The postgraduate course "Professional Media Relations" is already scheduled for this fall and marks the beginning of this cooperation. The systematic and compact course offers graduates from universities or with a comparable background a practice-oriented overview of internal and external relationship management. It is completed with a recognized university of applied sciences certificate. Contents include: Media landscape, media law, organization of a media office, informing in crisis situations, media work on the Internet and appearance competence. Starting next year, parts of this 21-day course will be offered not only in Lucerne, but also in Zurich and Bern.
Solothurn University of Applied Sciences: A course that builds bridges
With its postgraduate course in Corporate Communication, the University of Applied Sciences Solothurn Northwestern Switzerland (FHSO) offers a federal diploma in Corporate Communication Management. The target audience for this course is middle to senior management working in SMEs, large companies, associations, non-profit organizations or public authorities. The integrated communication approach is designed to bridge the gap between marketing communication and public relations. The part-time intensive program requires 72 days of classroom instruction and 30 days of self-study. It consists of 22 compulsory modules and 20 freely selectable modules. The next course starts in April 2004 and lasts until December 2005.
University of Lugano: Studies for the Elite
The high point so far in terms of institutionalized PR education is the "Master of Public Relations" at the Università della Svizzera Italiana in Lugano. Introduced in 1999, this course was the
first PR postgraduate program in Switzerland at university level. It has since been renamed "Executive Master of Science in Communications Management" (Mscom). The application period for the next season ends on October 31, and the next training course starts on January 5, 2004. With fees of 4,500 Swiss francs for a study period of 21 months - excluding accommodation - this postgraduate program, which is conducted in English, is one of the most expensive, but also one of the most elite, with an additional session at the Anderson School in Los
Angeles.
Winterthur and Lucerne Universities of Applied Sciences and Arts: full-time degree programs
A broad-based, full-time course of study is the "Business Communication" program at the Lucerne School of Business. It lasts three years and allows students to choose between different specializations in the final year: journalism and media, corporate communications or multimedia communications. Admission requirements are a baccalaureate degree, a professional baccalaureate or a comparable degree, and at least one year of professional experience in this field of study. The next course starts on October 20.
The Zurich University of Applied Sciences Winterthur (ZHW) also offers a three-year full course of study in "Specialist Journalism and Corporate Communications" at the Institute of Applied Media Studies (IAM). The training for aspiring media professionals or PR people concludes with a federally recognized university diploma and is subject to the same admission requirements as in Lucerne. It is designed "for professional security and mobility in a networked world" and is modular. It begins in October.
The one-year part-time "Postgraduate Business Communication" program at the ZHW is aimed at working professionals. It is aimed at communication practitioners who want to qualify for a management position. The course consists of three postgraduate courses with 600 lessons and a diploma semester of three months. The next course begins on January 9, 2004.
Postgraduate courses: Communication for SMEs
The postgraduate course "Communication for SMEs" of the Institute for Business Communication (IWK) in Lucerne, a department of the Lucerne School of Business (HSW), is aimed specifically at senior communication specialists in small and medium-sized enterprises (SMEs). The five-month part-time course is based on the results of a study conducted in the fall of 2002 in Central Switzerland, in which the communication needs of SMEs were analyzed and the corresponding deficits were brought to light. The course includes PR and marketing topics and comprises 120 lessons. The course starts in March 2004.
SAL: Modular system for individual needs
The modular course "Communication in Business" at the School of Applied Linguistics (SAL) in Zurich offers great flexibility in terms of study design. The number of lessons to be taken and the sequence of subjects are arranged each semester according to the student's personal needs. There is a choice between a full-day, half-day or part-time school with 8 to 20 lessons per week. The duration of study also varies accordingly. The subjects cover a broad spectrum and range from PR basics to psychology and law to oral communication and the Internet. A practical record of at least four weeks of full-time employment is required.
Sawi: Courses for sponsoring and event marketing
The Sawi does not offer its own PR courses, but arranges them through
organize the SPRI. However, the School of Advertising is active with a practice-oriented further training course on the subject of sponsoring. This is offered by Sawi in cooperation with the Swiss Sponsoring Association (Saspo). After eight years, the course was completed for the first time in 2003 with an optional Sawi certificate "Sponsoring Manager". In addition, the concerns of SMEs are now also taken into account, and event marketing has also been integrated into the course. The next training course will take place between October 21 and December 6 in Dübendorf. It comprises twelve days and is spread over four course blocks.
Media School Northwestern Switzerland: Course for career changers
A special course for communications newcomers is the part-time course "Marketing and Communications Practitioner" at the Media School of Northwestern Switzerland in Stein AG, with course location in Magden/Rheinfelden. The six-month continuing education course with 48 course days is aimed at career changers in the marketing and PR field. The associated seminars can also be booked individually.
Print and multimedia products from PR agencies: A broad field of activity for budding communications professionals.

Where PR professionals are trainedThe Swiss PR Institute SPRI also offers an in-service course in Zurich and in Berne to become a PR professional
(formerly PR Assistant). It lasts one year and serves as preparation for the corresponding professional examination with a federal certificate.
Information: SPRI, tel. 01 299 40 40; www.spri.ch. Other providers for this degree are:
- Wirtschafts- und Kaderschule KV Bern (WKS), Tel. 031 380 30 50; www.wksbern.ch
- KV Zurich Business School,
Tel. 01 444 66 14; www.kvz-schule.ch
- Commercial School KV Basel, Tel.
061 295 63 63; www.hkvbs.ch
- Institute for Management Training IFKS, Zurich: Tel. 01 245 82 92; Bern:
Tel. 031 971 04 00; www.ifks.ch
Public affairs course to be repeated The University of Applied Sciences Solothurn Northwestern Switzerland (FHSO) and the cR Kommunikation Bern agency are holding a specialist course in public affairs for the second time. It will begin on November 13, 2003. cR Kommunikation reports that the first edition, which was launched in May, received positive feedback. The introductory course is aimed at managers and communication officers of associations, public authorities and SMEs.
It consists of ten course days scheduled between November 13, 2003 and April 12, 2004. Participants will receive a systematic and practical introduction to political relationship management with topics such as monitoring, lobbying, campaigning and media relations.
For information, please contact Markus Schneider at markus.schneider @crbern.ch or phone 031 313 33 34. www.fhso.ch, www.crbern.ch
Internal communication is becoming more importantAccording to a study by the brand agency Opcon, internationally active corporations in Switzerland are increasingly focusing on internal communication. Despite the economic downturn, 40 percent of the companies surveyed said they had a higher budget for internal communications in 2003 than three years ago. The number of employees working on internal communications has increased at 60 percent of the 28 companies surveyed. It is therefore hardly surprising that further training courses are now being offered for these special tasks. For example, on November 20, the SPRI in Zurich will launch the first ever
17-day "Postgraduate Course in Internal Communication". It comprises seven training blocks up to April 16, 2004, and is under the patronage of the Swiss Association for Internal Communication (SVIK). Two-day courses on internal communications are also offered by the Solothurn University of Applied Sciences.
SPRI Short Course for IR Assistants The Swiss Public Relations Institute (SPRI) is launching the short course "Investor Relations Assistant" on November 18. It is part of a two-stage training concept that the Society of Investor
Relations Agencies of Switzerland (GIRAS) and the Swiss
Investor Relations Association (SIRV) and is implemented by SPRI. The second Investor Relations Officer course is planned for next year. The new short course is aimed at
Employees of IR and finance managers in companies
or IR consultants in agencies. Also addressed are people who deal with IR as designers, event managers or web producers. In 45 lessons of classroom instruction, supplemented by self-study and group work, the following are taught over five days
between November 18, 2003, and January 21, 2004, will provide basic IR knowledge on the one hand and a fundamental understanding of the workings and needs of the capital market's relationship groups on the other. For more information, call 01 299 40 40 or visit the SPRI website.
www.spri.ch, www.giras.ch, www.sirv.ch
The providers of studies and courses at a glanceSwiss Public Relations Institute (SPRI)
Ankerstrasse 53
8026 Zurich
01 299 40 40
www.spri.ch
Zurich School of Business and Administration (HWZ)Lagerstrasse 5
8021 Zurich
043 322 26 00
www.fhhwz.ch
(the SPRI now belongs to the HWZ)
Media Training Center (MAZ)Murbacherstrasse 3
6003 Lucerne
041 340 36 36
www.maz.ch
(The MAZ runs a partnership with the SPRI).
Zurich University of Applied Sciences WinterthurInstitute for Applied
Media Science (IAM)
PO Box 805
8401 Winterthur
052 267 77 61
www.zhwin.ch
University of Applied Sciences of Central SwitzerlandInstitute for
Business Communication (IWK)
Central street 9
6002 Lucerne
041 228 99 54 or 041 228 99 50
www.hsw.fhz.ch/iwk
College of Business Diploma Program
Business Communication
Central street 9
6002 Lucerne
041 228 42 00
www.hsw.fhz.ch
Università della Svizzera ItalianaExecutive Mscom
Via Giuseppe Buffi 13
6900 Lugano
091 912 46 02
www.mscom.unisi.ch
University of Applied Sciences Solothurn Northwestern Switzerland
Riggenbachstrasse 16
4600 Olten
0848 82 10 11
www.fhso.ch
School of Applied Linguistics (SAL)Sonneggstr. 82
8006 Zurich
01 361 75 55
www.sal.ch
Media School Northwestern Switzerland (MNS)Im Breitenloh 6
4332 Stein AG
062 873 54 74
www.medienkurse.ch
Andreas Panzeri, Collaboration: Cornelia Sidler

Special Interest A relaunch is intended to strengthen the loyalty of PCtipp readers. The tabloid format remains.PCtipp gained 42,000 new readers last year. According to Mach Basic 2003, readership rose by 15.5 percent to 313,000. This puts the computer magazine comfortably between Neuer Zürcher Zeitung and Neuer Luzerner Zeitung. However, the publisher IDG Communications is not resting on its laurels. With the October issue, PCtipp underwent a redesign. The title was given the second "p" required by the new spelling. The layout was made more airy. Above all, however, PCtipp has broadened its range of topics. Security, communication and operating systems now have their own sections.
Head of Marketing Jacqueline Ort sees the secret of the trade journal's success in its content. "We don't have a highly complicated marketing recipe," she laughs. The editorial team senses what the market and subscribers want. The aim is to design PCtipp in such a way that buyers are happy to pass it on. Promotional activities at newsstands, in computer stores and schools also increase awareness.
Topics from the grievance box
To keep its finger on the pulse of its readers, PCtipp conducts a detailed survey every month. "We keep in close contact with our readers," says Hansjörg Honegger, Production Manager and Deputy Editor-in-Chief. This also includes the "Kummerkasten" section, in which practical advice is given in response to readers' questions. According to Honegger, it provides suggestions for setting topics. For example, information on digital cameras and image processing has become more important.
A need that IDG has met with a special supplement. The "Shopping Guide Digital Cameras" in June was so successful that it will be repeated in November with the theme "Digital Photography". With ideas like this, IDG is countering the advertising slump that PCtipp is also experiencing, says Ort.
The shopping guide was published as a glossy magazine - in contrast to the PCtipp, which is printed as a tabloid on newsprint. Ort sees this format as another trump card. The newspaper flair conveys topicality and sets PCtipp apart from its competitors. In addition, the slim magazine fits well on the desk next to the screen. A clear product advantage if the reader wants to follow the tips from the magazine on the PC, says Ort. Honegger recognizes another plus: "The tabloid format is unrivalled in terms of price." This is often cited as a reason for buying, in addition to the Swiss connection.
The 90-page PCtipp goes on newsstands for 3.80 francs. Of the 60,600 copies sold, around 11,400 are sold individually. "In view of the strong competition, we are quite satisfied with this - incidentally very stable - figure," explains Marketing Manager Ort.
IDG had less success at the time with its sister product, Internet Standard. The magazine had to be discontinued after only eleven months in July 2001 when the Internet bubble burst. For the time being, the publisher intends to continue to limit itself to PCtipp and the weekly Computerworld.
"Not a highly complicated marketing concept": PCtipp.
Stefano Monachesi