Business press After just one year, the Eastern Swiss SME magazine Leader is already in the black. Next year, St.Gallen-based Metrocomm wants to export the successful model to other regions as well.He could hardly have imagined an even nastier environment for the launch of a new magazine: When Natal Schnetzer from Eastern Switzerland launched his glossy magazine Leader in September 2002, not only the advertising market but also the image of the business press was at rock bottom. But the gamble is already paying off. "We are already operating in the black," says Schnetzer. Even the start-up costs were covered "within a year".
Leader's recipe for success is its regional niche. The content philosophy is to focus on topics that do not appear in national SME titles such as Bilanz or KMU Manager. "Combining business and political topics from our region in one magazine was a convincing gap in the market," says the publisher.
The development proves him right. Just one year after its launch, around 8,000 copies of the cross-border magazine - which covers the cantons of St.Gallen, Thurgau and Appenzell as well as Liechtenstein - are being sent out. The magazine, which has an average of 68 pages, was launched with 6500 copies. The individual issues are personally addressed to SME managers. In addition to all companies with ten or more employees, all service companies are also served, regardless of the number of employees.
Outbreak in other regions
However, the magazine, which has been registered for Wemf certification for the coming year, is marred by one fly in the ointment: only just under 1000 copies of the entire print run can be sold in the form of paid subscriptions, with all others still being sent to recipients free of charge. This is necessary in order to reach the target group efficiently. "This is the only way to achieve practically complete coverage of SME management in Eastern Switzerland," explains Schnetzer.
The advertiser market is rewarding this largely uninterrupted presence handsomely, as can be seen immediately when leafing through Leader. In the September issue, for example, 27 of a total of 68 pages were taken up by mostly regional advertisements, while a further 2 pages also brought cash into the coffers as publicity reports - an enviable ratio in the ongoing advertising slump.
This success has Schnetzer thinking further into the future. He is already working on expanding the Leader concept to other regions in Switzerland. "A Leader Northwestern Switzerland, a Leader Espace Mittelland or a Leader Central Switzerland are projects that we are currently working on." However, regional partners and investors are needed to realize these projects. Negotiations are already underway with potential partners. The aim is to launch another title in late summer 2004. "If appropriate partnerships can be realized in the near future, it is even conceivable that we will then launch two new editions," says Schnetzer.
Leader is still Eastern Switzerland's record for SMEs, but the title is soon to be extended to the region.
People-oriented content mixIn terms of content, Leader follows a people-oriented approach - very similar to
like the balance sheet, but broken down to a regional level. In addition to
Regular interviews with SME managers on current topics
the magazine sees itself as a platform for company portraits and case studies.
Additional editorial areas include culture and sport as well as a comprehensive service section. The magazine with its expensive glossy look is published eight times a year, with issues in January/February and April/May,
July/August and November/December are double issues. The full-page advertisement is available at the relatively low price of CHF 2,500 (black and white) or CHF 2,900 (four-color). (dse)
Metrocomm: Close to SMEs Metrocomm AG, based in St.Gallen, was founded at the beginning of 2002 by Natal Schnetzer (photo) and Ruedi Frehner, owner of Frehner Consulting. Both partners each hold 50 percent of the company's share capital. However, operational responsibility lies solely in the hands of Schnetzer. With the newly founded Metrocomm, Schnetzer is expanding his focus from trade and industry to SMEs. With his other company, Polygon Media AG, Schnetzer has already been active in the commercial sector for around ten years. In addition to other projects, he manages the customer magazines of the trade associations in the cantons of St.Gallen, Thurgau and Solothurn. (dse)
Daniel Schifferle

Next spring, the examinations for the higher federal certificate "Dipl. Verlagsfachmann/dipl. Verlagsfachfrau" will take place for the 9th time, with the registration deadline being January 20. All examinations will take place at Sawi in Biel. The examination fee is CHF 1950 and must be paid at the time of registration. Interested parties can obtain examination regulations and registration forms from the Media Institute of the Swiss Press Association, Baumackerstrasse 42, 8050 Zurich, tel. 01 318 64 66.

Nestlé story "Successful figurative marks are the result of archaically proliferating energies," writes René Lüchinger in the foreword to his book "Figurative Marks". In it, the designated new editor-in-chief of Bilanz
retraces the genesis stories of twelve logos - one of which deals with the life's work of the Swabian chemist Heinrich Nestle.
A bird's nest, a chemist: Nestlé. Perhaps it is intuition, perhaps divine providence, that Heinrich Nestle no longer likes his name when he appears on the shores of Lac Léman in 1843. The pharmacist's assistant, who was not even thirty years old, changed his name to the francophone Henri Nestlé - undoubtedly a melodious neologism for the scion of a family from Württemberg, which had gone by the names "Nästlin," "Nästlen," "Nestlin" or "Nestlen" in the annals. Today, Nestlé is a global brand of a global company, a brand jewel of priceless value, a multilingual name - no other of the officially documented family names could have developed such a potential.The first entrepreneurial attempts of Henri Nestlé are as numerous as the name variations, since he bought the property "En Rouvenaz" in Vevey, Switzerland, for 19,000 francs, an industrial property including a few machines. Henri Nestlé tries his hand at producing mineral water and lemonade, sells oil and vinegar and also makes mustard or liqueur, trades in artificial fertilizer and liquid gas. He does this with great diligence and reasonable commercial success. Admittedly, it is not the big hit.
Infant flour for premature baby
Perhaps it was intuition that Henri Nestlé began using the professional title of "chemist" in addition to "merchant" in 1845, set up a small chemical laboratory and immersed himself in the research of the great German chemist Justus von Liebig, who had, among other things, dealt in detail with nutritional issues for infants. In order to tackle the high infant mortality rate in Europe in the 19th century - depending on the country, up to 25 percent of infants died in their first year of life - Liebig developed a food that was close in composition to mother's milk. When Nestlé married Clementine Therese Ehemant, a native of Frankfurt am Main, on May 23, 1860, he also gained a strong personal motive to continue working on nutritional issues. Clementine's father was a doctor for the poor, and the daughter knew from her own experience about the tragedy of infant mortality.
The newlywed throws himself into work and continues to tinker in his laboratory. It takes years to find a recipe that meets the high standards and can be produced on the company's own machines: Henri Nestlé finally uses sugar, to which he adds top-quality Swiss milk. He condenses this mixture in a vacuum until it is as consistent as honey. In parallel, he makes a rusk-like bread from wheat flour, which is ground into powder and mixed with the milk concentrate. He dries this mixture completely at a constant temperature and adds potassium bicarbonate. The powder is ground and sifted again - and Henri Nestlé's children's flour is ready.
The inventor is well aware that he does not deserve all the credit: "My product is prepared entirely according to Liebig's principles," he confesses, "only I achieve the same end by other means." And he also knows the quality of his invention - but how does he teach this to the mothers who are now to buy his product? It is fate that shows him the answer. It happened one September evening in 1867, when he received a call for help that he could not ignore. "As a result of his mother's serious illness, little Wanner was born a month premature," Nestlé later recalled, "the weak child accepted neither mother's milk nor any other nourishment. All hope had already been given up when my friend, Professor Schnetzler, presented the case to me and asked me to make a trial with my infant cereal." From then on, the 15-day-old premature baby was fed Nestlé's infant cereal, and soon the all-clear was given: "He has never been sick until now and is now a strapping boy of seven months who already stands up in his cradle all by himself."
Word of the little one's rescue spreads among mothers, midwives and doctors in the area. Several people made a pilgrimage to Henri Nestlé's to see for themselves that there really was a "strapping boy" in the factory owner's cradle, and of course the visitors also took the opportunity to buy a few kilos of infant cereal. Sales increased without Nestlé having to advertise - only the local newspaper Journal de Vevey published a thirty-liner on July 16, 1868 about "une découverte utile" made by "un chemiste suisse, Henri Nestlé, de Vevey".
The episode with little Wanner is the initial spark for a rapid development of his business, and Henri Nestlé, the merchant, chemist and entrepreneur, now develops into a gifted marketing expert. He switches the company's production to infant cereals and relies - in new German terms - on a single-product strategy. He marries product and family names to create a brand name: "Nestlé's infant cereal." In 1868, when he launches the product in Switzerland in Vevey and Lausanne and in Germany in Frankfurt and immediately starts exporting it, he creates a figurative trademark - long before the term even exists. The ingredients are of captivating simplicity: the Nestlés' family crest consists of a bird sitting in a nest. Henri Nestlé took this pictorial idea a step further: one bird becomes four, one of which is the mother bird feeding her three little ones in the nest on an oak branch. A strong visual symbol for a company that produces baby food.
Criticism of the modern age
Nestlé puts the packaging of its 500-gram cans of children's flour - initially made of cardboard, later of tinplate - entirely at the service of marketing. The product and family names are clearly visible, as is his signature as a personal promise of quality, and Nestlé's bird's nest is emblazoned in the visual center. He also endeavored to imbue his invention with the higher consecrations of "scientificity": he had his preferred professional title of "chemist in Vevey" printed on every can, as well as easy-to-understand instructions for use written by the respected French chemist G. A. Barral; and he was not above doing some public persuasion work himself. On June 6, 1868, an article "on the feeding of children" by "Henri Nestlé in Vevey (Switzerland)" appears in the Frankfurter Familienblätter, which reads like a critique of the modern age: "Mother's milk will always remain the most natural and best food in the first months, and every dutiful mother must breastfeed her child herself if she is in a position to do so. Unfortunately, it has become fashionable for city women to be replaced by wet nurses from the countryside, but they do not consider that two mothers thereby violate their duty," writes Nestlé, "to entrust one's child to a stranger whose way of life one does not know is always a daring thing." And further, "There will never be woman's milk enough for all newborn children; the effeminacy of our customs is to blame for this; we must therefore have a substitute for the missing mother's milk."
"Against dirty banknotes"
"Nestlé's infant cereal" is intended to remedy this shortcoming, and the inventor thinks on a large, even global scale. In Paris, he engaged a capable pharmacist as an agent for distribution, opened a representative office in London and began exporting overseas. He puts the contract partners at the service of his marketing strategy. Whether the agents placed ads in the Neue Badische Zeitung for "Nestlés Kindermehl," in the London Sun for "Nestlés Milk Food," or in La Bandera Española for "La Harina Lacteada Nestlé," the uniformly designed bird's nest was always emblazoned next to the company and product names.
"Like avalanches," says Nestlé, orders poured in after the Franco-Prussian War (1870/71), and he had production in his 30-man operation running at full speed. While in 1868 he had only produced 8,600 cans, by 1874 the figure had risen to 6,700,000, and a year later production exceeded the million mark. The bird's nest has become a global brand; Nestlé's infant cereal is now sold on all five continents. Major markets are Germany (601660 tins), Switzerland (140929) and France (118437); the product from Vevey can now also be bought in the USA, Canada, Brazil, Russia, Australia, Dutch India (now Indonesia) or the then still existing Ottoman Empire. The company flourished, and its net profit climbed from 3500 francs (1868) to around ten times that amount in 1875.
In this year, Henri Nestlé, who is almost sixty years old and childless, makes a momentous decision: he wants to sell his life's work. The pioneer knows that the upcoming factory expansion would overtax his financial strength, and he decides to exchange "his beautiful business, which had brought him so much honor and money, for dirty banknotes," as Nestlé likes to self-deprecatingly mock.
There are many who are willing to put some banknotes on the table. A certain Isaac Demole from Montreux, for example, who has already agreed with Nestlé on a purchase sum of one million francs. But this Demole is careless. On the train to Geneva, where he intends to settle the financial details, he lets a passenger in on his intentions. Unfortunately, the passenger is the brother of Jules Monnerat, the mayor of Vevey. And the latter, together with Nestlé's long-time flour supplier, Pierre-Samuel Roussy, has long had his eye on the company. It comes as it must: While the former chugs comfortably to Geneva, the latter negotiates with Henri Nestlé on site. And after some hesitation, he agrees. Perhaps because the mayor and the miller offered him not only an identical purchase price but also a splendid two-horse carriage, which even the principled Henri Nestlé was tempted to buy. On January 12, 1875, the Feuille d'Avis de Vevey reported: "Through a sensational sale for our town, the kin-dermeal factory founded by Mr. Henri Nestlé, chemist, has passed into the possession of a group of financiers from our region."
Nestlé draws a line under his life as an entrepreneur: He cedes the Nestlé brand to the buyers, along with the bird's nest, his name and the signature with which he used to sign every single tin of children's flour. He even has to commit himself to signing "Nestlé-Ehemant" in the future, and he takes this with his characteristic humor: "Since I sold my name," he says, "my wife had to help me get a new one."
First merger 1905
By parting with everything, Henri Nestlé makes his name, his company logo immortal. Under the radiance of the Nestlé bird's nest, an 89 billion franc corporation develops with an armada of 250,000 Nestlé employees worldwide (2002), which, through mergers and innovations, continues to add new branded products to its nest. 1905 saw the first major merger with the Cham-based Anglo-Swiss Condensed Milk Company; 1929 saw the second major merger, through which the Swiss chocolate pioneers found their way into the Nestlé empire: François Cailler, Switzerland's oldest chocolate maker, Daniel Peter, inventor of milk chocolate, and Charles-Amédée Kohler, inventor of hazelnut chocolate. Diversification into chocolate production is accompanied by the acquisition of exquisite chocolate brands such as Cailler.
"Marketing is a matter for the boss"
There is a system to this approach: through mergers, Nestlé comes into possession of the Maggi brand (1947); through acquisitions, it acquires brands such as Libby's (1970), Buitoni, KitKat and Smarties (1988), Perrier (1992), San Pellegrino (1998), Häagen-Dazs, Purina (2001) and Mövenpick Ice Cream (2003). And Nestlé also develops numerous own-brand products that do not deny their origins: Nescafé, for example (1938), Nestea (1940), or Nespresso (1985).
The global corporation has remained true to its Vivis roots, which were once laid by the quality-conscious tinkerer and intuitive brand founder Henri Nestlé. It is no coincidence that Helmut Maucher, long-time Group CEO and Chairman of Nestlé S.A., published a book in 1992 entitled: "Marketing is a matter for the boss." If this word had existed in the mid-19th century - the phrase could have come from Henri Nestlé.
You can't replace my nest with the Swiss cross. The nest is not only my trademark, it is also my family crest. Everyone has the right to use a cross, but no one can use my coat of arms.
Anglo-Swiss relied on its milkmaid, while Nescafé refers to its origin in the logo.
The original Nestlé logo, dating back to 1868, has only been slightly revised a few times in over 150 years: in 1938, 1966, 1988 and most recently in 1995.
Cailler and Maggi came into Nestlé's "brand nest" as a result of mergers.
Figurative marks - Milestones in brand historyThis article on Nestlé's brand history is taken from the book "Figurative marks - Milestones in brand history".
In it, René Lüchinger presents twelve successful figurative marks: Apple, Globi, Lacoste, Mary Long (BAT), Meissen, Michelin, Mövenpick, Nestlé, Shell, St. Moritz, UBS, WWF. The book is published simultaneously in German, French and English. The publisher is Thomas Hermann, Managing Director, Ogilvy Public Relations Worldwide, Zurich. It is published by Orell Füssli, Zurich, ISBN 3-280-05077-4, Fr. 39.90 (WW).
Book vernissageOn October 20, René Lüchinger's book "Bildmarken - Meilensteine der Markengeschichte" will be presented at 11:30 a.m. at Haus Konstruktiv in the ewz substation Selnau in Zurich. In addition to the author, contemporary witnesses and direct descendants of creators of the advertising icons of our consumer society will be present, including Warja Lavater (90), who designed the Bankverein key (now the UBS logo), and Archie Dickens (95), to whom Mary Long (BAT) owes the woman's head. Registration at thomas. [email protected] or by fax 01 252 79 42. (WW)
René Lüchinger

Every year, professional press photographers compete in the Fujifilm European Press Photo Awards (EPPA).The national winners of the preliminary round are invited to the international final in Italy. Fujifilm Switzerland has just launched the call for entries for the Swiss elimination. The submitted works will be judged in the categories features, sports, nature and technology. The expert jury consists of Felix Aeberli (Schweizer Illustrierte), Hansueli Blöchliger (Keystone Press), Michael Gilgen (Fujifilm Switzerland), Remo Lötscher (Tages-Anzeiger), Thomas Seelig (Fotomuseum Winterthur), Jacques A. Stähli (Fujifilm Switzerland) and Urs Tillmanns (Fotointern). The deadline for entries is January 13, 2004. For applications and information, contact Anne-Marie Allemann at Fujifilm Switzerland, [email protected] or tel. 01 855 51 01.

Magazine The magazine project "Parzival" by Ringier and former Welt editor-in-chief Wolfgang Weimer is to be launched next year.Magazine The magazine project "Parzival" by Ringier and former Welt editor-in-chief Wolfgang Weimer is to be launched next year. Weimer told the industry service Kress.de that the title will be on newsstands "in a few months" - under a different, as yet undisclosed name. Ringier officially states that "Parzival" is still in the project phase.

Target groups Reaching the young audience with targeted advertising is becoming more and more of a masterstroke for media planners. Wemf's Mach studies serve as a guide in the confusing reading menu of young people. How do you appeal to young people today who have a reputation for not reading free newspapers at all or only reading them? Simple answers to these questions are hard to find. The days are long gone when advertisers could rely on a few youth titles to comfortably cover their target group. Today, young people browse through a wide range of print titles. Their reading consists of eagerly consumed lifestyle and leisure-oriented titles such as Seventh Sky, Film imnächst or Kult. But they also stick their noses into 20 Minuten, the NZZ-Folio or Die Weltwoche.
But how do advertisers place their messages in the right place in the face of this increasingly complex user reality? Tools such as Mach Basic and Mach Consumer can help. These Wemf studies not only show who reads what, they also provide information about consumer behavior and readers' interests.
The youth pool of the Zurich-based marketing company Mediabox put it to the test. It took part in Mach for the first time this year and examined how its three basic titles Seventh Sky, Forecast and Kult fared against a competitive environment consisting of twelve titles: Annabelle, Bilanz, Bolero, Cosmopolitan, Das Magazin, Die Weltwoche, Facts, Film demnächst, Good News Magazin, Hochparterre, NZZ-Folio and Schöner Wohnen.
However, this comparison must take into account that
Mediabox focuses on a minority of 18- to 34-year-olds with a fixed high household income of over CHF 8,000 per month. This is also reflected in the small number of cases: There are only a few tens of thousands of people who can be assigned to this "affluent" youth segment.
Lifestyle titles closer to consumption
The most important statement in brief: The more one approaches consumer topics, the better the newer print products positioned explicitly as youth titles perform. However, if the focus is more on political attitudes and other intangible values, the reach of classic titles such as NZZ-Folio, Die Weltwoche, Facts or Das Magazin is all the greater.
This is confirmed, for example, when the age group of 18 to 34-year-olds is combined with the characteristic "strongly interested in national and international politics". In terms of reach, the NZZ-Folio is clearly ahead, followed by Facts and Weltwoche. The more leisure and lifestyle-oriented titles in the youth pool, on the other hand, can only be found in the bottom half of the ranking. The picture is different, however, if the focus is on consumer behavior rather than political interest. When it comes to the characteristic "strongly interested in consumer electronics", the youth pool moves up to third place - only Facts and Film soon perform even better. A very similar picture emerges for the characteristic "strongly interested in clothing and fashion". Contrary to expectations, it is not the classic fashion titles that come out on top. In front of them posi-
Facts, NZZ-Folio, Film demnächst and the youth pool Basic.
These titles also have the highest reach when searching for the characteristic "strongly interested in cars". Only with
In the category "strongly interested in cosmetics, body care and beauty", women's magazines such as Cosmopolitan and Annabelle are at the top of the list. The same applies to "strong interest in living, furnishing and furniture". However, it is also interesting to note that NZZ-Folio or Facts are better able to reach the target group in question than publications that focus specifically on these topics, such as Schöner Wohnen or Hochparterre, which even came last in the ranking. The ranking of the titles is quite different again if affinity is taken as the measure of all things. In this case, the Mediabox magazines consistently perform best.
Clothing and fashionStrongly interested in clothing and fashion, 18- to 34-year-olds, HHE 8000+
Affinity to range within projection
Population Target group (in %) '000
Facts 151 19.4 54
NZZ Folio 114 17.8 50
Film coming soon 249 17.0 47
Basic youth pool 389 15.7 44
Annabelle 161 14.2 40
Cosmopolitan 279 13.7 38
Balance sheet 122 13.7 38
Schöner Wohnen 111 12.8 36
The magazine 101 12.3 34
Die Weltwoche 104 11.1 31
Good News Magazine 229 6.8 19
Bolero 231 5.6 16
Mezzanine floor 102 1,3 4
Source: Mach 2003
Cosmetics, body care and beauty Strongly interested in cosmetics, body care and beauty, 18- to 34-year-olds, HHE 8000+
Affinity to range within projection
Population Target group (in %) '000
Facts 136 17.4 39
Cosmopolitan 321 15.7 35
Annabelle 173 15.3 34
Movie coming soon 220 15.0 34
NZZ-Folio 93 14.5 33
Youth Pool Basic 330 13.3 30
Schöner Wohnen 114 13.2 30
Balance sheet 100 11.2 25
The magazine 84 10.2 23
Die Weltwoche 91 9.7 22
Bolero 234 5.6 13
Good News Magazine 181 5.3 12
Mezzanine floor 69 0.8 2
Source: Mach 2003
Daniel Schifferle

GRA, the Foundation Against Racism and Anti-Semitism, is launching its second wave of campaigns against discrimination with the help of Wirz. Please send your comments to www.werbewoche.ch/adrating «Graubünden.»
The Graubünden campaign wasn't quite the ultimate eye-catcher yet, but the ad raters thought it was pretty good.
Top 52,97%
Flop 47.03%

Private radio With the publication of Radiocontrol data, Radio 24 has responded to a survey by competitor Energy Zurich, according to which Energy is said to be ahead among 15 to 34-year-olds in the Zurich area. Since its launch on August 15, Radiocontrol has reported 58,000 listeners between the ages of 15 and 35 in the greater Zurich area (market share 9.3%). Radio 24, on the other hand, has 83200 listeners (20.9%). Energy is also well behind Radio 24 in the 15-49 advertising-relevant target group and in the overall population, both in the Zurich area and in German-speaking Switzerland as a whole. The Isopublic survey, commissioned by Energy, found that Energy Zurich has a 28.9% share of the 15-34 age group, while Radio 24 and DRS 3 only have 24% each.

The youth pool of the Zurich-based marketing company Mediabox is growing with two more trendy titles, this time from the music sector. The new addition for the German-speaking Swiss market is called Word. In addition to the musical focus - hip hop and black music - the monthly magazine also integrates related topics such as urban lifestyle, street sports and fashion. The 50,000 (free) copies per issue are distributed via the same channels as the other Jugendpool titles: city disc stores, skateboard and snowboard stores, boutiques, bars and trendy meeting places as well as events. One exception is
Vibrations, which has strengthened the youth pool in French-speaking Switzerland. Unlike all the other magazines in Mediabox's portfolio, this is a paid-for title. Around half of its 15,000-copy circulation is distributed to readers by subscription or via newsstand sales. Together with the two newcomers, the youth pool launched in January 2002 has now grown to eight members: the three basic titles Kult, Forecast and Seventh Sky, which must be subscribed to in order to benefit from the 10 percent pool discount. Plus the modules Vibrations/Word (music), Re.Set (Ticino), 20 Minuten Week (commuter/weekend) and Pong (gaming culture).
Exclusive prize drawWerbewoche is giving away exclusive prizes to its readers
in cooperation with Mediabox Print, a youth pool basic module
Double page (Kult, Forecast, Seventh Sky) worth over 40,000 francs.
Answer the following question: According to Mach 2003, how high is the affinity of the youth pool titles in the clothing and fashion sector?
Please send the answer with your coordinates by e-mail to:
[email protected], note: Youth pool raffle.
The closing date for entries is October 23, 2003.
No correspondence will be entered into. Anyone is eligible to participate, with the exception of employees of Media-Daten AG, Mediabox AG and Mediabox Print GmbH.
(dse)

Cars How do you dramatize the rather ordinary fact that a turbo version of a car model is now also available? "The best way is with a loud bang," says Creative Director Philipp Skrabal at Matter & Partner. There was a "bang" for the Chrysler PT Cruiser. This speedy vehicle accelerates so fast, at least in the ad, that cute accessories such as the wobbly Elvis or suction-cup Garfield can no longer cling to the rear window and are thrown through the safety glass because "unlike the vehicle, they obey the law of inertia", as the agency explains. The campaign will be launched this week with advertisements and posters throughout Switzerland.

Social Advertising The Foundation against Racism and Anti-Semitism is entering the second round of its campaign against discrimination with a new Wirz campaign. 16 cases of verbal racism, just as many right-wing extremist marches and 22 refusals of naturalization: The Foundation against Racism and Anti-Semitism (GRA) is not running out of work. It records all racially motivated incidents in Switzerland and publishes them in a yearbook. A total of 78 incidents have already been recorded this year. There were 118 in 2002 and 120 in the previous year. "The incidents may have become fewer, but the corresponding ideas are still there," says Susanne Alb, Managing Director of the GRA, with conviction. Exclusion, racism and anti-Semitism are on the rise again in our society. At the end of 2001, the foundation launched a campaign designed by Wirz free of charge under the title Together against violence. It aimed to shake up the Swiss population with shocking images and raise awareness of the issue of violence.
In part two of the three-year project, the creatives have completely reinterpreted the visual language. Instead of smashed faces, the Wirz team led by CD Hanspeter Schweizer opted for colorful motifs. Next to the smiling face of a person of color is the question: "What does a black man do with his wife over lunch?" Instead of a funny answer, the sober answer is: "He eats something, just like other people."
Suitable for young people
The unexpected "punchline" is intended to make the viewer aware that racism and anti-Semitism begin in everyday life, according to Schweizer. Just like last year
the campaign just launched to reach the silent majority. Schweizer: "We are not targeting the tellers of Jewish jokes, but those who laugh at them." Within this group, it is mainly young people who are targeted because they still have a certain willingness to rethink their own behavior.
The fact that the campaign, which includes cinema and TV commercials, posters and advertisements, is being launched in the final spurt of the election campaign for seats in the National Council and Council of States is not part of the media strategy: Susanne Alb explains that various adjustments have postponed the launch, which was originally planned for the summer, until the fall. However, the Managing Director is not at all unhappy about the timing.
The GRA campaign is supported by APG, Plakanda, Cinecom and the Swiss Press Association - but also by the Federal Department of Home Affairs. Schweizer confirms that the Department for Racism Issues spontaneously awarded the project a contribution.
Following the topics of violence, racism and anti-Semitism, universal human rights are to be dramatized in the third phase. However, according to Alb, the corresponding implementation is still in its infancy.
Simone Keller

Living, furnishing and furnitureStrongly interested in consumer electronics, 18- to 34-year-old, HHE 8000+ affinity towards range within projection
Population Target group (in %) '000
Facts 168 21.5 49
Film coming soon 304 20.8 47
Basic youth pool 442 17.9 40
NZZ-Folio 113 17.7 40
Balance sheet 126 14.2 32
Die Weltwoche 120 12.8 29
The magazine 89 10.8 24
Cosmopolitan 180 8.8 20
Schöner Wohnen 72 8.4 19
Annabelle 84 7.4 17
Good News Magazine 247 7.3 17
Bolero 113 2.7 6
Mezzanine floor 84 1.0 2
Source: Mach 2003
Living, furnishing and furniture Strongly interested in living, furnishing and furniture, 18- to 34-year-olds, HHE 8000+
Affinity to range within projection
Population Target group (in %) '000
NZZ-Folio 133 20.9 53
Facts 157 20.1 51
Schöner Wohnen 163 18.9 48
Movie coming soon 247 16.9 43
Annabelle 176 15.5 39
The magazine 121 14.7 37
Balance sheet 127 14.3 36
Die Weltwoche 131 14.0 35
Basic youth pool 314 12.7 32
Cosmopolitan 254 12.4 31
Good News Magazine 224 6.6 17
Bolero 212 5.1 13
Mezzanine floor 228 2.8 7
Source: Mach 2003
When it comes to meeting the specific needs of young readers, Facts is always one step ahead in almost all areas (of life).