Insurance professionals are difficult to replace. "Therefore, return to work as soon as possible after an accident," advises Suva in its latest campaign.The good advice is expensive for the accident insurer. Suva pays out around one billion francs in wage compensation every year. In order to reduce the enormous amount of these daily allowances for the benefit of premium payers, Claude Catsky has implemented an idea that clearly demonstrates "why deputies don't usually cut a particularly happy figure", as the advertiser puts it. There is also a TV commercial to accompany the advertisement.

The magazine Cigar, published by Edition Salz & Pfeffer (S&P), is undergoing a relaunch and, according to S&P Managing Director Romeo Brodmann, the content and concept of the magazine will be revised. The working group for the new Cigar includes Sales Manager Stefan Schramm and Kurt W. Zimmermann, who sits on the S&P Board of Directors. Cigar will be published with new content at the end of November and with a new layout in March 2004. At the same time, the selection process for the new editor-in-chief is underway and should be completed by the end of January 2004. The previous editor-in-chief, Erwin Dettling, was dismissed at the end of August. Brodmann has taken over as editor-in-chief on an interim basis.

Gabrielle Blättler runs one of the most innovative suppliers of promotional gifts in German-speaking Switzerland. >> WW Gabrielle Blättler, you state on your homepage that you have 717 promotional gifts in your range. Were you fibbing - or are there really that many? Gabrielle Blättler: In reality, there are even more. Namely 1700 articles. But so far we haven't had the time to put all the items on the Internet.
Your workforce and the size of your range suggest that the business with promotional gifts is worthwhile...
...we can't complain.
Who are your customers?
Mainly banks, insurance companies and smaller advertising agencies.
Which products perform best?
Without a doubt: T-shirts, lighters and umbrellas. But we also have a growing demand for more unusual items.
For example?
Binoculars, weather stations or golf club sets.
How expensive are your products?
The cheapest - a whistle - costs 15 centimes, and a golf set costs 1,500 francs. That is the most expensive product.
Twelve years ago, when you set up your business, did you think it would ever do so well?
No. That's why we started selling promotional gifts on the side. It was mainly my husband who earned the money as a graphic designer. But just one year later, we had so many orders that we opened a print shop, which still prints the promotional gifts today. We experienced a significant boost last year thanks to our website www.werbegeschenke.ch, which we reserved around seven years ago and have been running for around three years now.
Interview: Annelies Friedli

Swiss ReWith SwissRe to the most beautiful risk locations in the world. Creatives who stayed at home assess the campaign from the distance of their warm office chair via www.werbewoche.ch/adrating
Bernhard Theater
The theater campaign made most of the advertising Bernhardins rather sad: Lots of AdRater boo boos for Publicis.
Top 20,43%
Flop 79,57%

Associations The Federal Council has not yet been directly informed by the Swiss Press Association (CHP) about its foundation model for press promotion, which is why Federal Councillor Moritz Leuenberger said in the National Council debate on the media article that the CHP proposal, according to which the Confederation should use CHF 150 million annually for press promotion, had led to "a frenzy of joy in the Federal Council" in view of the current financial situation.

Renting decoration material instead of buying it is doubly useful: it is inexpensive and you can present a new decoration idea at every event. the company Dekoplus in Bülach has a range of rentable objects in stock in addition to used decoration items. Practically any theme can be realized decoratively: Tropical, Orient, Mexico, Western, Hollywood, Agriculture, Italy, Sea, Circus, Pirates, Africa, Asia... Dekoplus also offers aids such as plants, candlesticks, columns, mirrors or grass mats. You can buy everything from candles, torches and paints to fire protection spray for a party. You can take a first look at the range at www.dekoplus.ch. In addition to Bülach, Dekoplus has six other locations in Switzerland.

Career Urs Rohner may continue to pursue TV policy at the top of ProSiebenSat1 Media AG in Germany - until the end of 2006. After Haim Saban's arrival, he remains Chairman of the Executive Board of the television group, as the Supervisory Board has extended his contract prematurely by two years until the end of 2006. The former Zurich lawyer has been in his post in Munich for three years.

Theatermarketing Publicis has put up the first smiling poster for the new Bernhard Theater in Zurich. The dispute over the successor to Zurich's venerable, greying Bernhard Theater has all the ingredients of a Greek tragedy. But such material does not belong on the stage of this comedy theater. Where you would normally be laughing your head off, the sparks flew - ready for the stage: The accountants and the artistic executors of Eynar Grabowsky's estate were at loggerheads. In the end, the bankruptcy office was more interested in the theater than the audience and put an end to the petty war over the venue by putting its foot down. Now everything is set to change again. "Zurich laughs here" is the encouraging slogan for the new management of Peter Kyburz and Daniel Lüscher. The latest era in the tradition-steeped theater will open with the comedy "De nackti Wahnsinn".
Director Dominik Flaschka, who is also responsible for the Theater am Hechtplatz, wants to show "theater within the theater" in this production. It promises a voyeuristic look behind the scenes of a theater ensemble with all its comic entanglements and entanglements on different levels of the stage. If you like Flaschka's witty productions, you can be sure that this show will be quite creative, cheeky and quirky.
Clever media conceptThe new management is clearly no longer interested in playing grandpa's comedian stadium, but is looking to get closer to a younger audience. This is reflected in a new advertising campaign, the dramaturgy of which was commissioned from Publicis. The budget certainly includes a lot of goodwill on the part of the agency on Theaterstrasse, but will be charged as normal, as CD Markus Gut explains. Due to the financial possibilities of the rejuvenated stage, the most efficient media concept possible will be used. Instead of expensive advertisements, the plan is to work with posters only. And if they want to be noticed, they have to be very eye-catching.
Publicis invented the laughing poster as a world premiere for this purpose. "For the cool Zurich
absolutely atypical, you can now hear really loud laughter in the busiest pedestrian areas," says the agency. However, this is not a case of Zurich residents suddenly coming out of their shells, but a new advertising gimmick.
However, the help of "Big Brother is watching you" is needed to activate the laughter muscles: Thanks to the active help of APG, motion detectors connected to a hidden tape recorder have been installed at several poster sites. If someone passes within seven meters of the poster, the typical laughter familiar from TV sitcoms can be heard. The surprised passer-by immediately learns where the laughter is coming from when they read the poster: "Zurich laughs here. Bernhard Theater." The F200 posters can be found at prime pedestrian locations in the city of Zurich in time for the opening premiere.
Advertising correct pick-up line: Laughing poster of the Bernhard Theater.
Andreas Panzeri

Publishers The Edipresse publishing group in French-speaking Switzerland increased its turnover by 12.7 percent to CHF 395.4 million in the first half of 2003, thanks mainly to the acquisition of the Neuchâtel media house Corbaz and the increase in the shareholding in the Portuguese Edimpresa. With the scope of consolidation remaining the same as in 2002, sales fell by 1.5 percent. The operating result (EBITDA) increased by a total of 10.3 percent to CHF 47.6 million.

The Zurich-based advertising agency TBWA is now in charge of the entire account of the Swiss lubricant manufacturer Motorex, having won the pitch against two competitors. Motorex's new international presence is to be launched this year.

The postgraduate course "Communication for SMEs" provides information on how SMEs can most efficiently publicize and position their company and, indirectly, their products, and is offered by the Lucerne Institute for Business Communication. More information can be found at www.hsw.fhz.ch/iwk. The part-time course is held at the Lucerne School of Business and starts on September 19. It comprises 120 lessons over five months.

Media planning A new method of target group identification is celebrating its premiere in Switzerland: the Sinus-Milieus. The segmentation is based on soft factors such as social environment and personal values. Last year, on the initiative of Publisuisse, SRG Forschungsdienst, Publica Data AG and Credit Suisse, the Sinus-Milieus were surveyed for the first time in Switzerland to determine target groups. The ten identified Swiss milieus are now available to marketing and communications managers for planning purposes (see WW 24/03, WW 25/03 and WW 26/03). Particularly relevant information for media planners and advertising clients results from linking the Sinus-Milieus with existing data, for example with Telecontrol data for audience measurement. One key finding in advance: media use varies considerably depending on the milieu. Differences are particularly evident in the type of television use, the average viewing time per day and the thematic interests (preferred genres and individual programs). Even zapping behavior can be differentiated according to milieu.
Regional differences in television usage can also be identified, for example in terms of the average viewing time per day or the favorite programs of the various milieus in the three language regions of Switzerland. By combining the Sinus-Milieus with the Telecontrol data, it is possible to track the TV usage of the individual milieus throughout the day and depending on the day of the week, as well as to position individual programs and broadcasts on the strategic map of the Sinus-Milieus. The following article provides an overview of the milieu-specific differences in TV usage behavior (for Swiss channels) and the favorite genres of the individual milieus.
The established
The self-confident social elite (9%) cultivates a distinguished lifestyle at the highest level and combines modern economic thinking with an enjoyable lifestyle.
With an average daily viewing time of just over two and a half hours (157 minutes), this segment is just below the milieu average (163 minutes across all language regions). There are clear differences between the three language regions of Switzerland: In Ticino, people watch an average of 208 minutes of television a day - almost an hour longer than in German-speaking Switzerland (154 minutes).
The established viewers are clearly primetime viewers and choose their programs consciously. It is only on Saturdays and Sundays that this milieu can also be found watching television in the afternoon. In a weekly comparison, television use is lowest on Friday and Saturday evenings - it is reasonable to assume that the social life of the Arrived primarily takes place outside their own homes on these evenings. At the top of the popularity scale for the established are sports programs and feature films from the crime genre. However, classic films such as "Breakfast at Tiffany's", consumer magazines and entertainment programs are also perennial favorites.
Popular programs:
Entertainment: "Aeschbacher" (SF 1);
"Cadences" (TSR 2)
Sport: "Formula 1" (SF 2); "Sport
aktuell" (SF 2); "Tennis" (TSI 2);
"Automobilismo F1 (TSI 2)
Magazine: "Kassensturz" (SF 1);
"ch: kino aktuell" (SF 1); "C'est mon
choix" (TSR 2)
Documentaries: "Dok" (SF 1)
The post-materialistsThe critical intellectuals
(11%) have a pronounced awareness of social justice and sustainability, live
a tolerant and cosmopolitan attitude and have diverse cultural interests.
Post-materialists spend relatively little time in front of the television. With an average of 140 minutes a day spent in front of the screen across Switzerland, this segment watches the least television in a comparison of milieus. From a regional perspective, post-materialists in German-speaking Switzerland and Ticino watch even less television: in both language regions, the daily viewing time is 132 minutes, compared to 168 minutes in French-speaking Switzerland.
As expected, critical intellectuals are very selective in their choice of programs and mainly watch television in the early evening and during prime time. Only on Sundays is the television switched on around midday. Sunday is also the day with the highest usage. Preferred genres are news magazines, documentaries and entertainment programs, but also feature films from the heart & pain and thriller categories.
Popular programs:
Entertainment: "Aeschbacher" (SF 1)
Magazine: "Sternstunde Philosophie"
(SF 1); "Quer" (SF 1); "einfachluxuriös" (simply luxurious)
(SF 1), "ch: kino aktuell" (SF 1); "Les
grands entretiens" (TSR 2)
Documentaries: "100 minutes"
(SF 1); "Le doc" (TSR 2); "Histoire
vivante" (TSR 2); "Le grandi storie
d'amore del XX secolo" (TSI 1)
The modern performers
The young experience and performance-oriented (10%) strive for autonomy and self-realization, combine professional success with an intense life and are among the early adopters of new technological developments.
In terms of average daily viewing time, the modern performers are close to the established viewers: they spend around 156 minutes a day in front of the television, slightly less in German-speaking Switzerland (149 minutes) and slightly more in French-speaking Switzerland (177 minutes) and Ticino (178 minutes).
At weekends, the television is on for longer than on weekdays, and on Sundays in particular it is switched on early. Modern performers often start watching TV around midday and also stay in front of the screen much longer in the evening, especially on Saturdays, than other milieus - a fact that can perhaps be explained by the high proportion of single men in this milieu. This means that this segment is very strongly represented from pre to post time.
The preferred genres in this segment are series, youth programs and sports in the afternoon and early evening. Later, modern performers switch back on when action & adventure or comedy is shown in the main evening program.
Popular programs:
Sports: "Sailing" (SF 2); "Formula 1" (SF 2)
Series: "Sabrina - totally bewitched" (SF 2);
"King of the Hill" (SF 2); "Stargate"
(TSR 1); "Les feux de l'amour" (TSR 1)
Youth/animated films: "La Lupoteca"
(TSI 2)
Crime thriller: "Undercover" (TSR 1)
The Traditional-Bourgeois
Christian values and morals as well as the desire for security, order and social recognition play a major role in the traditional (petty) middle classes (9%).
The traditional middle-class segment spends the most time in front of the screen every day. Across Switzerland as a whole, they spend 216 minutes, i.e. over three and a half hours a day, in front of the television. There are considerable fluctuations between the language regions. The range extends from 204 minutes in German-speaking Switzerland to 286 minutes (i.e. almost five hours) in French-speaking Switzerland.
This means that the traditional middle-class milieu is clearly one of the "long-term viewers" and makes up the most loyal TV audience. This segment switches on at lunchtime and stays in front of the screen until around 10 p.m. - every day. There are hardly any fluctuations over the course of the week; only on Sundays does television consumption start even earlier than usual, at around nine o'clock.
This milieu attaches great importance to always being up to date and informed. For this reason
news programs such as "Tagesschau" and "10 vor 10" or "NZZ Format" are among the preferred formats. Moreover, the traditional middle classes tend to prefer light entertainment and enjoy series, movie classics or entertainment shows such as "Wetten, dass...?".
Popular programs:
Topicality: "Tagesschau" (SF 1+2);
"Meteo" (SF 1+2); "Schweiz aktuell" (SF 1)
Sport: "Sailing" (SF 2);
"Motociclismo" (TSI 2)
Entertainment: "Wetten, dass...?" (SF 1);
"Quiz Today" (SF 1); "Zig zag café"
(TSR 1); "Musikantenstadl" (TSR 2);
"Cadences" (TSR 2)
Series: "Der Landarzt" (SF 1); "Lüthi
& Blanc" (SF 1); "Le renard" (TSR 1);
"Bonanza" (TSI 1); "Terra Nostra" (TSI 1)
Magazine: "Puls" (SF 1)
Crime thriller: "The Investigator" (SF 1);
"Rex" (TSR 1)
The frugal traditional
The partly rural
traditional working class (10%), family, church and community serve as a frame of reference. Their everyday lives are characterized by modesty and simplicity and the desire to maintain the status quo.
At an average of 168 minutes, the daily viewing time in the frugal traditional segment is slightly above the milieu average. In this group too, television usage in French-speaking Switzerland (191 minutes) and Ticino (182 minutes) is significantly higher than in German-speaking Switzerland (142 minutes).
This milieu is among the conscious primetime viewers. The majority of this group switches the TV on at around 7.30 p.m. and switches it off again at 10 p.m. after the main movie. On Saturdays, this milieu also likes to watch TV at lunchtime, while on Sundays the TV is generally on a little longer and sometimes in the morning.
The preferred genres of the frugal traditionals are quiz shows or magazines, but also movie classics such as "The Magnificent Seven" and crime thrillers; "Derrick" and "The Old Man" are particularly popular.
Popular programs:
Sport: "Cycling" (SF 2); "Tennis" (SF 2);
"Alpine skiing" (TSR 2)
Entertainment: "Eiger, Mönch and
Kunz" (SF 1); "Quiz Today" (SF 1);
"Lo show dell'orso Yoghi" (TSI 2);
"Uno, nessuno, centomila" (TSI 1)
Magazines: "Puls" (SF 1); "Les grands
entretiens" (TSR 2); "Serata Domino"
(TSI 2); "Santa Messa" (TSI 1)
Crime thriller: "Derrick" (SF 1); "The Old Man"
(SF 1); "Une femme d'honneur" (TSR 1)
The status oriented
For the upwardly mobile, status-conscious middle class (10%), their intensive professional commitment serves above all to achieve prestigious social positions; great value is placed on social conventions.
These status-oriented people watch an average of 157 minutes of television per day, putting them in the middle of the field. Nevertheless, the regional differences in this segment are also remarkable: in French-speaking Switzerland (199 minutes) and Ticino (196 minutes), this milieu watches almost an hour more television per day than in German-speaking Switzerland (148 minutes).
Almost half of viewers in this segment switch on the TV from 5.45 p.m., with the rest following in time for the "Tagesschau" at 7.30 p.m. Very few status-oriented viewers can be found in front of the screen on Friday evenings, while television consumption increases again on Saturdays and reaches its weekly peak on Sunday evenings at prime time. News programs and current affairs are preferred in this milieu, but magazines and sports programs are also popular content.
Popular programs:
Topicality: "Tagesschau" (SF 1+2),
"Meteo" (SF 1+2); "10 to 10" (SF 1)
Entertainment: "Samschtigsjass" (SF 1);
"Musikantenstadl" (SF 1); "Zig zag
café" (TSR 1); "Mr. Jackpot" (TSI 1)
Sport: "Formula 1" (SF 2); "Cycling" (SF 2)
Magazines: "Rundschau" (SF 2); "Mise
en point" (TSR 2); "Signes" (TSR 2);
"La parola nel mondo" (TSI 1)
Series: "Effets spéciaux" (TSR 2);
"Tutta la verità" (TSI 1); "Quando
bionda aurora" (TSI 2)
Crime thriller: "The Old Man" (SF 1)
The middle class
In the status quo-oriented milieu (16%), the desire for a harmonious family life in secure material circumstances and for integration into the social environment is dominant.
The middle-class segment watches 166 minutes of television a day, which is slightly above the milieu average. In this segment too, the difference in daily viewing time is almost an hour between German-speaking Switzerland (155 minutes) and French-speaking Switzerland (210 minutes).
During the week, a large proportion of status quo-oriented viewers sit in front of the screen between 7.30 and 10 p.m., and significantly longer on Friday and Saturday evenings. They mainly watch typical Swiss entertainment programs. However, magazine programs and crime dramas also play an important role in this segment.
Popular programs:
Entertainment: "Café Bâle" (SF 1);
"Fascht e Familie" (SF 1)
Sport: "Atletica leggera" (TSI 2)
Magazines: "Rundschau" (SF 1); "Puls"
(SF 2); "Santé" (TSR 2); "Signes" (TSR 2)
Crime thriller: "Derrick" (SF 1); "Un detective
in corsia" (TSI 1)
The consumerist workers
The materialistic modern lower class (8 %) is oriented towards the consumption standards of the middle class and often feels a sense of social declassification.
After the traditional middle class, the consumer-oriented workers are the milieu with the second-highest total viewing time per day: on average, this amounts to over three hours (186 minutes). In a regional comparison, Ticino leads the way with an average of 220 minutes of viewing time. In French-speaking and German-speaking Switzerland, television viewing is less intensive at 186 and 182 minutes respectively. What is striking about this milieu is the fact that evening television consumption constantly decreases over the course of the week, reaching its weekly low on Friday evening. From Saturday morning, however, there is a clear increase again. TV is watched particularly intensively on Sundays: from 12.30 p.m. and until well after 10 p.m., a large proportion of consumption-oriented workers can be found in front of the screen. In terms of content, sports programs are the most popular among this segment. Consumer magazines and series are also popular, and comedy (in the style of "Die nackte Kanone") is preferred for feature films.
Popular programs:
Topicality: "Euronews" (TSI 2)
Sport: "Sport aktuell" (SF 2);
"Fussball" (SF 2); "Rad" (SF 2);
"Tennis" (SF 2); "Passion foot" (TSR 2);
"La partita" (TSI 2)
Magazine: "Kassensturz" (SF 1)
Series: "Star Trek" (TSR 2); "Dawson
Creek" (TSI 1)
Crime thriller: "Il commissario Kress" (TSI 1)
The experimentalists
The creative, individualistic youth milieu (6%), the so-called experimentalists, are spontaneous and open to a wide range of cultural influences and new experiences. They are always on the lookout for intense experiences and unhindered self-development.
At 145 minutes a day, this milieu watches less television on average than many other milieus. However, the Experimentalists sit down in front of the screen at lunchtime and use television at a much earlier time of day in the comparison of milieus. Here, too, there are differences between the language regions: In Ticino, Experimentalists watch much more television (202 minutes) than in French-speaking Switzerland (158 minutes), and German-speaking Switzerland falls even further behind with 138 minutes.
The TV program is used particularly intensively on Sundays - half of the primetime average has already switched on the TV by 12 noon. This is also due to the typical broadcasting times of the genres preferred by this youth milieu: Series, youth programs and cartoons. In the evening, films from the action & adventure genre are preferred, especially on Saturdays, until late into the night.
Popular programs:
Sport: "Dimanche Sport" (TSR 1)
Magazine: "Passe-moi les jumelles"
(TSR 2)
Series: "Hey Arnold" (SF 2); "Kenan
& Kel" (SF 2); "Spin City" (TSR 1);
"Sopranos" (TSR 1); "PSI Factor" (TSI 1)
Youth/animated films: "The Beavers
Brothers" (SF 2); "AAAhh!!! Monsters"
(SF 2)
The escapists
The fun-oriented non-conformists (11%) reject the conventions of meritocracy and plan their lives for the short term, always on the lookout for strong experiences and the next kick.
On average, escapists spend less than two and a half hours (142 minutes) a day in front of the screen. Alongside post-materialists, they are therefore among the more reserved TV users. However, this segment can be found in front of the TV for a very long time at the weekend - often until well after midnight on Friday and Saturday evenings. A regional analysis also shows a clear focus in this milieu in Ticino (209 minutes), while the daily TV viewing time already drops significantly in French-speaking Switzerland at 157 minutes; in German-speaking Switzerland it is only 134 minutes.
Escapists particularly prefer action and adventure films such as "The Beach" or films from the crime genre, for example "Psycho". They also like to watch series in the early evening and late-night program as well as cinema magazines. As a rule, escapists are only interested in sport if it is as fast-paced as action films - for example, sports such as ice hockey, Formula 1 or football.
Popular programs:
Sport: "Formula 1" (SF 2); "Passion foot" (TSR 2)
Magazine: "ch: kino aktuell" (SF 1);
Series: "Kenan & Kel" (SF 2); "Hey
Arnold" (SF 2); "Tucker" (TSR 2);
"Malcolm" (TSR 2); "Ally McBeal" (TSI 1)
Youth/animated films: "Tom & Jerry" (TSR 2); "Billy the cat" (TSI 1);
Documentaries: "Natura amica" (TSI 1)
* The author of the Sinus-Milieu study is project manager at the HTP St.Gallen Management AG Institute

"Schweiz aktuell" for traditional middle-class people.
"Aeschbacher", almost a must for the established.
"Chili Factor" heats up performers.
For post-materialists: "Histoire vivante."
Middle-class center: "Fascht e Familie."
"Derrick" delights the conservative milieu.
"Stargate": a hit with the performers.
Post-material "Sternstunde Philosophie".
The "Friends" of the Experimental.
"Top models" for escapists.
Kerstin Schoegel*