Audience research It was not only the SRG channels that enjoyed a favorable first half of 2003, various regional programs were also eagerly consumed - something never seen before in the history of TV market research: All three SRG channels were in good shape in all national languages - with the Italian and French-language channels in particular becoming even more popular. With one exception in Ticino, where the Berlusconi-owned channels have gained in popularity. One thing at a time: the Swiss remained loyal to their TV channels in the first half of 2003. This is not a matter of course in view of the already large surplus of good weather days in May and June, when the screen usually remains black.
In French-speaking Switzerland, the audience researchers calculated that TSR 2's market share (MA) only fell by a wafer-thin 0.2 points. Conversely, TSR 1 increased by 0.8%, which more than compensated for the loss.
The SRG stations in Ticino made considerable audience gains. There, TSI 1 really climbed with an increase of 2.5 points. And the second channel TSI 2 was also on the upswing with a gain of 1.1 MA percent.
Even in the German-speaking part of Switzerland, where growth was lowest for the public broadcasters, there was still a minimal increase: SF 1 gained 0.2 points, while SF 2 was at least able to maintain the previous year's level.
RTL continues to gain ground
However, the German channels registered significantly more movement. The RTL Group recorded the strongest upward momentum in the first half of this year. Its first channel was able to increase its market share by 0.4 market share points, while RTL 2 recorded an increase of 0.3. By contrast, developments at the other German station family, ProSiebenSat 1, were ambivalent: While the feature film channel Pro 7 was able to increase its MA by 0.2 points, Sat 1 suffered a two percent drop in viewers. The second notable loss concerned Kabel 1, whose market share fell by 0.5 percent.
Apart from the aforementioned rise of TSR 1, there are no other success stories to report from French-speaking Switzerland. On the contrary: all French channels stagnated or fell into the defensive. TF 1 - the station most popular with the French-speaking population - fared best.
the second most-watched channel, remained at the previous year's level. The biggest loss was suffered by M6, which was down 1.2 MA percent. Despite this, the private TV provider, which is also the only French channel with a Swiss advertising window, remains number three in audience favorability - with a large gap to the next-placed F 2.
There was a small surprise in Ticino. Not only were the SRG channels on the rise there, but Berlusconi's Mediaset channels were also in top form. Canale 5 gained a respectable 1.5 market share points, and Italia 1 also made up quite a bit of ground with an additional 1.3 percent. However, the audience growth of the aforementioned channels was consistently
at the expense of the Italian state channels. RAI 1 was hit the hardest, falling by a full 3.6 percentage points. But RAI 2 and RAI 3 were also clearly in the red, with declines of 0.6 and 0.4 percentage points respectively. There is no question that the people of Ticino also like the Italian prime minister's bikini TV.
The success story of local TV continuesThe audience growth of local TV stations has not yet reached the end of the line. Audience figures continued to rise in the first half of 2003. However, the good news is limited to the German-speaking Swiss channels, although not all of them benefited equally. Two of the younger stations registered almost leaps and bounds in the audience market: Tele Top increased its net reach by 29.3 percent or 24,000 to 106,000 viewers. The gains made by TeleTell are also outstanding, with an increase of 23.5 percent or 27,000 to 14,000 viewers. The result of TeleBasel is also remarkable; it gained four percent more viewers and now has 105,000 people tuning in to this program every day.
TeleZüri retains momentum
TeleZüri also continued its market expansion. Switzerland's most successful local channel once again recorded growth of 4.1 percent or 19,000 viewers. This gives the Tamedia station a net reach of 478,000 - almost twice as many as second-placed TeleBärn. After a loss of 9.6 percent or 26,000 viewers, Espace Media TV has a new reach of 246,000 people.
In contrast to the positive trend in German-speaking Switzerland
However, the local stations in French-speaking Switzerland and Ticino suffered. Filippo Lombardi's TeleTicino suffered the smallest losses, down 3.5% or 2,000 viewers. LemanBleu, on the other hand, experienced a steep drop, with its reach plummeting by 25.9% to a new figure of 23,000 viewers. Its neighbor TV Région Lausanne also felt the negative trend. With a loss of 9 percent to 23,000 viewers, the two stations are now on a par. (dse)
All market shares of the most important TV channels at a glance. There is still a lot of untapped viewer potential for private broadcasters.
Daniel Schifferle

Media economics What applies to sport also applies to the media business: the narrower the margin, the more important the tactics. A study compares common business models and is thus doing pioneering work: there can never be enough guidance for company captains, especially when the economic winds are dying down and the competition, which is always sailing along within sight, immediately exploits the slightest maneuvering error. For the course strategists of the bobbing media ships, there have so far only been glaring but unreliable buoys, which have been exhausted in market-screaming copycat appeals (à la "The Bertelsmann Method"). In comparison, Insa Sjurts' study, updated against the backdrop of the gloomy mood in the industry, looks like a lighthouse built on a solid scientific foundation. On the one hand, because the Flensburg professor of media management covers all major German and global publishing, radio, TV and Internet companies with her high beam. On the other hand, because she lays a solid conceptual foundation for her beacon.
"Coopetition" on the riseDon't worry: this comparative presentation of "strategies in the media industry" - currently under the microscope due to the recession - is also readable and worth reading for all those who are not (yet) familiar with the "structure-conduct-performance approach". This is because Sjurts plunders the fund of her concept-heavy university prose, but illustrates it throughout with illuminating tables and diagrams.
At the heart of the study are the ten-page portraits of German print and broadcasting companies with market power. The selection of publishing houses sorted according to newspapers (including FAZ, SZ, taz) and magazines (Bauer, Burda, Gruner+Jahr, Milchstrasse et al.) does seem somewhat arbitrary at times. Springer, for example, is present in both categories, while the more experimental Holtzbrinck Group is not mentioned at all.
Overall, however, the overview, first published in 1996, is convincing due to the creation of valid benchmarks in the central areas of strategy (cost leadership or differentiation, core or niche market), behaviour (reactive or innovative, mixed form "coopetition") and internationalization (from regional to global). The corporate policy of private and public radio and TV broadcasters is also analyzed and critically assessed from these perspectives.
It is striking how fundamentally different media companies are from the old economy: While the old economy predominantly relies on unbundling, the new economy is increasingly focusing on diversification. This is a reaction to the blurring of boundaries between media, telecoms and information technology that comes with digitalization. This cross-media trend becomes particularly clear in the second part of the study, which is dedicated to the global players (from AOL Time Warner to Bertelsmann and Disney to Murdoch's News Corp.) in the media market.
Sjurts, who is much quoted in Germany but hardly known here, is not only a serious researcher but also an instinctive educator. There is no other way to explain the numerous bon mots about culture and the founders of individual media companies with which she loosens up her tightly-knit information package. For example, the Bauer publishing group is described as an "icon of the cost squeezer" and Hubert Burda as a patron "who everyone who doesn't want to fall out of favor calls Dr. Burda". Germany's flagship company Bertelsmann, on the other hand, is merely said to be returning to its core business of content packaging and distribution "not entirely without internal resistance". It is a prankster who associates these moderate tones with the fact that Gabler Verlag was still part of the Bertelsmann-Springer specialist publishing group when it went to press.
Which media house will be on the move tomorrow: Insa Sjurts provides the first clues.
Oliver Classen

The Parsenn, Jakobshorn, Gotschna, Madrisa, Pischa and Rinerhorn mountain railroads and the vacation service provider Fun Mountain Holidays are merging to form Davos-Klosters Bergbahnen AG, creating one of the largest mountain railway companies in Switzerland. Department is responsible for the company's communications. The Zurich-based advertising agency prevailed against two competitors in a two-stage competition. The contract also includes naming, positioning and corporate design. The first works will be on display this fall.

Advertising time marketer Good news from TeleNewsCombi: it is making progress in every respect - but less than hoped for in terms of sales.The departure of TeleSüdostschweiz from TeleNewsCombi (TNC) at the end of 2002 has not harmed the advertising pool of regional TVs. On the contrary: TNC was able to increase its numbers further. Over the past year and with eight members, the TNC achieved a net reach of 1.2 million people (23.9 percent) in the 3+ target group. In the first half of 2003 and with only seven members (TeleZüri, TeleBärn, TeleBasel, TeleOstschweiz, TeleTop, TeleM1 and TeleTell), the combination increased to 1.3 million viewers (25.3 percent). The market share is now 2.9 percent, with usage at 16 minutes per person.TNC also gained viewers in the advertising-relevant target groups of 15 to 49-year-olds. While it only just managed to exceed the 600,000 viewer mark in this target group last year in November and December, the average for the first half of 2003 is now 6,100,000 (24 percent). The market share is 2.7 percent.
A sideways glance at the other TV channels is allowed: Not least because of its hourly loops, TNC only just achieves the same market share as Vox and Kabel 1, but it is still well ahead of VivaSwizz.
However, hourly loops also have certain advantages, as TNC Managing Director Marcel Geissbühler emphasizes: persistently hot weather such as in June, July and August hardly leads to a drop in reach. "People simply watch the regional news later," he says. This is one of the reasons why the TNC is easy to plan. Even the GRPs and contact totals predicted by Radiotele for the highlights "Mister Schweiz" and "Prix Walo" (see box) were achieved exactly.
To make TNC even more attractive for its advertising customers, handling will be improved from 2004. TNC-Net is the name of the project that digitally networks the stations. Spots, but also image material (e.g. for news) can be exchanged more easily and quickly. Today, video copies are still sent by courier. "In future, we will be more flexible, which should also bring us new customers," says Geissbühler. He also wants to strengthen the combination with regional texts. "Regional language customers will be able to tailor their offers even more closely to the individual regions," he says.
Slightly under budget
But how did advertising revenues develop in the first half of 2003? Geissbühler does not disclose any sales figures. Just this much: "In terms of figures, we are up on the previous year, but slightly under budget." The integration of the TNC with Publiplan and Mediaoptimizer contributed to the increase - despite the adverse environment. Geissbühler is also vague about the Info Pool, the combination of the TNC advertising blocks before the news and the SF-1 block before the "Tagesschau": 66 percent of total TNC income to date has been generated via the Info Pool, he says.
There is also little more to learn from SRG's advertising time marketer. Head of Sales and designated Publisuisse Director Martin Schneider merely points out that both sides are busy "examining various possibilities for intensifying the cooperation". However, it is too early for more concrete statements.
Consumed later on hot nights: News in the hourly loop.
News programs are the undisputed ratings hit for private local television providers.

Two highlights for 2004 under one roofTwo live broadcasts on all seven TNC stations also contributed to the increase in TNC's reach: The "Mister Switzerland" election on May 17 generated a rating of 275,000 people, and the "Prix Walo" on May 25 generated a rating of 110,000 people. Even if they are only occasional highlights, they are very good at opening doors to advertising customers, says Marcel Geissbühler. This is why Marc Friedli, head of the TNC program commission, has made every effort to ensure that the two highlights can also be broadcast in 2004. With success: both contracts are already in place.
Because the fortnightly series "Joya rennt" had to be ceded to Sat 1, Friedli has set his sights on new programs "with interesting affinities". From September 1, the programs "Lifestyle" and "Tierisch" will be broadcast on almost all TNC stations (except TeleBasel) - and from 2004, the program "SwissDate" will run on all seven TNC stations. (mk)
Markus Knöpfli

Air traffic Wherever tinny and other birds fly around, vultures are not far away - especially in the concrete jungles around the Balsberg. They wait voraciously for bad news from the boardroom, including KLM. In a new advertisement by the Zurich agency By Heart, Royal Dutch Airlines boldly places the white cross of Swiss at the very top of the royal Dutch crown. The ad is flattering with the text: "Switzerland has always been at the top of KLM's list." In fact, KLM first landed in Switzerland over 75 years ago, when no Swiss could spell the word Swissair. (pan)

Business press Martin Spieler takes over from Kurt Speck as Editor-in-Chief of HandelsZeitung in 2004. After 16 years as Editor-in-Chief of HandelsZeitung (SHZ), Kurt Speck (58) is handing over the reins to business journalist Martin Spieler (39, photo) on January 1, 2004. Over the past two years, Spieler has worked as a financial journalist and columnist for the SonntagsZeitung and Radio 24, among others, and as a lecturer at universities of applied sciences. From 1995 to 1997, he was already a member of the editorial board at HandelsZeitung.Speck will take on new tasks within the SHZ publishing group, becoming editor and journalistic director of the six trade journals published by SHZ Fachverlag. His position
As co-publisher of HandelsZeitung, he is relinquishing his role as publisher, and Büchi is the only new publisher. However, Speck remains on the Board of Directors of HandelsZeitung und Finanzrundschau AG. The latter has been a wholly-owned subsidiary of Axel Springer Verlag since mid-2002, after Speck and Büchi sold a majority of the group to the Hamburg-based company in 1999, followed by further tranches.
Shortly before the change of editor-in-chief, SHZ undergoes the facelift originally planned for May. It will appear in a new layout from September 17. Wolf Dammann (Stocks, SonntagsZeitung, Schweizer Illustrierte) from Hamburg has once again been chosen as the newspaper designer. However, the format, structure and layout of SHZ will remain the same, said Büchi. The Zurich agency Jung von Matt was awarded the contract for the planned reader campaign.
(mk)

TV Sat 1 Schweiz is making four shows out of its two new formats "People" and "Joya rennt".A quarter-hour of "People" is followed by "People Style," and "Joya rennt" is joined by "Joya sucht," as program consultant Marc Görtz explained. "Everyone can figure out for themselves why we're doing this," Görtz said. "The interruption creates space for advertising."

Market research The AG für Werbemedienforschung (Wemf) has commissioned the media consulting agency Publicom to review its economic regions (WG).Wemf's WGs have been among the standards of the Swiss communications industry since the 1960s, but it is questionable whether the territorial boundaries still correspond to reality. As early as 1993, Publicom developed a spatial model for Switzerland on behalf of the Federal Office of Communications (Bakom). From then on, the resulting "communication and economic areas" were used as an important reference for territorial decisions in the context of licensing radio and TV stations. This spatial concept is also being reviewed and adapted by Publicom.

Private TV The regional language television project "U1 TV Station" will probably not be able to start in October, although planning is progressing with the appointment of Beni Leoni as editor-in-chief and the cooperation with the marketing agency Unimark for the sales program "Industrie-TV". But the license from the federal government is still pending. As Bakom employee Alfons Birrer explained to Werbewoche, the dossiers are now being prepared and will be submitted to the Federal Council in due course. The Federal Chancellery will decide when it will discuss the matter. Birrer cited the end of November as a realistic date. He assessed the chances of a positive decision by the Federal Council as "intact".

The Theater Spektakel will be spectacular again this year, and the traditional Tages-Anzeiger preview was correspondingly popular.the event has the format of a grab bag - you never know in advance what to expect apart from food and drink. It was clear from reading the program that it would be about music. They have usually had good experiences with this and even scored a hit last year. Even host Hans Heinrich Coninx allowed himself to be surprised by the program and did not exert any influence, he freely admitted to Werbewoche. Long after dark, the Tamedia Chairman of the Board was still to be found on the Landiwiese. Together with his wife Christine Gerber, daughter Claudia and son-in-law Daniel Kaczynski, Managing Director of the Swiss Press Association, he visibly enjoyed the evening.
Well, you can hardly offend anyone with music - at most their ears or their understanding of music. And this is quite relative. Free jazz and atonal music also find listeners. Or music from Anatolia with the singer Sema and her band Taksim. Opinions were ultimately divided; some enjoyed the excursion into ethnically unfamiliar realms, others complained at the end that they hadn't understood anything. Doing justice to all guests is an art that even the Tagi cannot (yet) do!
Or was it? There was unanimous praise for the good choice of venue. On Saffa Island,
where a light breeze kept the air cool, even properly dressed guests in suits and ties got through the concert without suffering heatstroke. If the visitors had been forced into the Werfthalle this year, a crowd revolt could not have been ruled out. And the cuisine on the Landiwiese was also convincing for the time being. The roast veal with fun side dishes and Greek salad has already received the (somewhat overly) effusive praise of other communication reporters - we won't go into it any further! If the culinary level of the Theater Spektakel remains at last year's level, the event will once again become a food event. Especially as the weather forecast continues to promise no major disruptions to outdoor activities and continues to entice people outdoors.
Although - outdoor activities are almost out! Because of the ozone levels! Blessed are those who have a subscription to an air-conditioned fitness club with its own oxygen tank. Or those who live by Churchill's no-sports maxim. But one outdoor activity is still very popular - the movie theater by the lake. According to scientific findings, there is no harm in enjoying an evening in a state of near-rest. And so the movie theater on the Zürichhorn continued to enjoy unbroken popularity in the last days of its operation this year.
On Friday, the Orange Night with the surprise film was on the program, which was attended by the entire management team as well as guests from the business world, market partners and key clients. Somehow Orange continues to enjoy
the image of the most
sexy telephone provider in Switzerland. However, there were no advertisers present, so to speak. They had stayed at home because it was almost impossible to get hold of tickets for real film or premiere events, such as the European release of the pirate film with Johnny Depp or the Orange Night. According to reports, the sponsored tickets for these events were also distributed more widely - not to mention other free cinema-by-the-sea events for guests from the advertising scene. The sponsors were still there, but had been more generous in other years. In any case, the hundreds of advertisers and media planners invited in the past did not show up this year.
Or they were at the extremely wild house party of DM agency Lowe Direct last Friday. The party was "more than tremendous"! There's not much more to say. Except that the police were not of the same opinion and could only be persuaded to leave with very good arguments presented by Sandra Genge (after all, the party was allowed to continue with the windows closed!). And that the Orange communications department would also have liked to come, but unfortunately had to hold out on Orange Night. But even there, there was still a great lakeside party, as could be heard far into the city.
What happened on the final Sunday at the Kino am See was something the organizers would never have wished for. The big rain came on the very last evening of the Zurich summer event. Apart from another screening in July, this was the only evening that really fell through. Otherwise it was tropical and humid throughout the entire season. At the last performance, however, the weather did not cooperate. Too bad, because the Orange communications department under Giuseppe Bonina had also invited everyone again that evening. All the contacts from the advertising, direct marketing and other communications agencies that work with Orange had carte blanche to enjoy the movie. In addition to a delegation from Lowe, Bluespirit and other agencies, there were also a few survivors of Friday night's wild Lowe Direct party. But the pleasure was short-lived, as the screen was brought down again shortly after the movie started due to gale-force winds.
Be that as it may. We can still look back on an absolutely unsurpassable season. And every sunny day that still comes is both a bonus and free space. It's been a long time since we've had a summer like this here in Germany!
Beat Fritscham Zürcher Theater Spektakel with a far-reaching view over Saffa Island and the beautiful Lake Zurich to the Zürichhorn opposite, where the Kino am See is located. Last week's event route was just like the shortlist author's view. From the Landiwiese to the Zürichhorn, there were premieres, parties and finale days. And the summer of events shows no sign of ending!
Where the communication, media and publishing scene meets for its events, we will be attending a wide variety of events. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys ([email protected]). Event tips and further shortlist images from Cannes are available online at www.werbewoche.ch
Tagi premiere at the Zürcher Theater SpektakelOnce again, publisher Hans Heinrich Coninx (right) and his family host the cultural event, which is supported by their own company.
Every year at the Landiwiese: Christof Kaufmann (l.), Inge Willmann and Tagi advertising manager Fridolin Holdener.
Tamedia CEO Martin Kall (left) was seen receiving guests, here with David Honecker, after which he was called back to work.
Having a good laugh in the great weather: Jürg Brauchli (l.), Head of Newspapers, with Christa Löpfe-Feldmann and Peter Hartmeier.
Swiss Re Head of Sponsoring Anne Keller (l.), Werner Dubach and Tages-Anzeiger Publishing Director Maili Wolf.
Magazine editor-in-chief Res Strehle (l.) with Sylvia Reichmuth from SAP and Jano Berni from Tages-Anzeiger.
Meinrad Fleischmann, co-owner of the Schild fashion house after an MBO, with his head designer Ursula Hersperger.
Wirz consultant Gerda Schroeck (left) with Metser and Axel Beckmann, head of Mediacom's Zurich branch.
Christophe Guye sent spontaneous invitations for their own garden party to Sabine Pfyffer, Claudia Bally and Manuela Weber (from left).
Orange Night and finissage Kino am SeeGiuseppe Bonina, Therese Wenger, Philip Kramer and Andreas Wetter (from left) on the terrace of the Orange VIP Lounge.
For once as a private individual at an event: IP Multimedia CEO Michi Frank with his wife Carole.
A visit from Zurich's media cake: Jean Frey CEO Filippo Leutenegger with partner Michèle Sauvain (l.) and Suzanne Speich.
Zurich police scare: Sandra Genge (with Felix Oesch) stood up to the law enforcement officers at the Lowe Direct party.
Orange advertising manager Marcel Benz with Susanna Goertz and Sabine Furrer (right) from the trade marketing agency Bluespirit.
Leads the DM projects at Orange: Isabella Büeler with Kurt Schmid, CEO of Orange lead agency Lowe.
Dani Höltschi from Cinerent with his wife Sabine Mouscardes and Marine Castel (r.), both soloists in the Opera House Ballet.
Finissage visitors: author Domenico Blass (l.) with Claudia Bally from Orange and Bluespirit co-owner Gerry Flückiger.
Created Orange MMS Game: Jos Faber and Christian Harris from Satama Interactive, with Dani Frischknecht (from left), Orange event team.
Had to brave the rain during the evening: Andreas Jorgella with Martin Zehnder and Lowe consultant Remo Christen (from left).
The last curtain, the last exit: open-air moviegoers will have to wait until next year!

Publimag, PubliGroupe's magazine marketing company, has taken over advertising responsibility for the student newspaper Polykum.Polykum is published by the Student Association at ETH (VSETH) and appears together with ETH Life Print, the official monthly newspaper of ETH Zurich. In addition to association information, it covers scientific topics, economic issues and cultural events. The Wemf-approved circulation is 12,404 copies.

Beer marketing The new Carlsberg campaign "Wish I were elsewhere" by the Geneva-based agency Simko is set to make the leap onto the international advertising stage. Even the hot summer has not brought about a turnaround in declining beer consumption in Switzerland. Consumer behavior, which has remained unchanged for years, also seems to be resistant to capricious weather conditions. Those who felt thirsty switched to other thirst-quenchers even in record heat, but the Swiss Beer Brewers' Association is unconcerned about this. It continues to confidently proclaim that beer is the "most popular drink of the people". The Danish group Carlsberg also advertises its eponymous brand just as confidently and claims to produce "probably the best beer in the world". If you look at its sales performance since its launch on the domestic market almost two years ago, the English claim doesn't seem so boastful: demand for the Danish barley juice has grown by almost 40 percent this year. "To be fair, I have to emphasize that we are rebuilding the brand," admits Senior Brand Manager Massimo Di Dia. In other words, the revitalization is linked to an aggressive acquisition policy, primarily in the catering sector and then also in retail, which has been planned since the takeover of Feldschlösschen Getränke AG but has not yet been implemented. This has only changed this year, explains Di Dia. Carlsberg is to become the strategic premium brand among the company's own ten beer brands. The aim is to stand up to the other two competitors with comparable volumes - Heineken and 1664.
At an international level, Carlsberg has been working on a repositioning that aims to bring the brand closer to consumers without losing its cosmopolitan, urban character. In addition, the beer should appear more contemporary and humorous. The new brand essence is "Drink with a world of friends" and is based on the social aspect of drinking beer.
While the Group is sticking with the Subway commercials in markets where alcohol advertising on TV is permitted, it has abandoned the visually strong but emotionless truck campaign for all other markets. Instead, after a few months of strategic reflection, the new international campaigns and country-specific creations were tested.
Simko's realization "Wish I were elsewhere" showed the highest potential. Pedro Simko proudly explains: "We visualize the 'Carlsberg moment' in which the consumer is himself, relaxed and natural. To do this, we juxtaposed a stiff situation with the same people in a relaxed atmosphere." There is no question in which beer-soaked world the viewer feels more comfortable.
And just as this imaginary viewer prefers a beer with friends to an opera or other exclusive event, the preference for this campaign also seems to be crystallizing on a global basis. "This fall, we will present the campaign to the other countries, which will certainly make use of their buy-out rights," Di Dia believes. And that would be a good two dozen markets.
Has a good chance of going around the world as a beer advertisement: Simko's campaign shows the Carlsberg drinker as a friend of beer-soaked rounds.
Luca Aloisi