Local TV A total of 460000 people watched the live broadcast and summary of the Street Parade on Tele Züri.The people of Zurich preferred their regional station to SF 2. According to its own figures, Tele Züri achieved a market share of 27.2 percent in the target group 15 to 49 years within its license area during the live broadcast from 2 to 6 p.m.. SF 2's figure was 23.2 percent. TeleZüri also sees itself in the lead in terms of usage per viewer in this target group, with 51.3 minutes compared to SF 2's 33.6 minutes.

Print The Competition Commission (ComCo) is subjecting the joint majority holding of Ringier and Edipresse in the Geneva daily newspaper Le Temps to an in-depth review. The preliminary review has revealed indications that Edipresse's already dominant position in the French-speaking part of Switzerland would be further strengthened by Ringier's equally strong holding in Le Temps, writes the ComCo.

Private radio stations Hitradio Z, which has been renamed Energy Zurich, is turning to a much younger listener base and is bringing Roman Kilchsperger back to the microphone.From August 15, nothing will be the same in the Zurich radio market. After two decades of neck-and-neck competition between the two top dogs for the same audience, Hitradio Z is saying goodbye to the 15 to 34-year-olds - Radio 24 will serve the target audience of 15 to 49-year-olds on its own in future. More importantly, with the name change to Energy Zurich, a new radio philosophy is arriving in the city on the Limmat: the French NRJ Groupe is bringing its radio know-how, tried and tested in nine European countries, to the editorial offices of the former Hitradio Z. NRJ will be able to implement its recipe for success without compromise from day one, as its radio professionals will have sole control of the station in future. A clear division of responsibilities has been established between the two owners: NRJ operates the station, Goldbach Media takes care of marketing and sales.The Swiss local radio landscape is expecting the biggest makeover since its birth 20 years ago, as the station representatives made clear at a customer orientation event. "Together with the opportunities offered by the international NRJ network, we will set ourselves apart from all other private radio stations in Switzerland," explained Board delegate Jörg Bachmann. The message to previous competitor Radio 24 sounded completely unusual: "We want to get past each other," emphasized IPM boss Michi Frank. The days of me-too products were a thing of the past.
At the forefront were the widespread fears that a standard foreign recipe with little connection to the local audience would now be implemented in Zurich. "A station can only be successful if it is geared towards its local audience, as our own experience has shown us time and time again," explained Francis Rivollet, International Management Deputy at NRJ Groupe. "Energy Zurich will be different from all the other 100 NRJ stations." This was obviously not without pressure on Goldbach Media. According to Rivollet, they did not agree to simply rename Hitradio Z "Energy".
The youth-oriented Energy Zurich has a strength that is rather rare here in Switzerland: The radio network cultivates lively relationships with the stars - and lets its audience participate in them: Invitations to private concerts, backstage reports and meet & greets are all part of this. With the concentrated potential of star connections, Radio 24 - until now the only station with a connection to the world of glamor - is now facing stiff competition.
DRS 3 and 105 also in its sightsFor NRJ Groupe, the entry into the Zurich radio market is also a novelty because it represents a departure from its previously strict business model. "This is the first case in which NRJ Groupe is handing over marketing to the local provider," explained Rivollet.
However, the greatest excitement now lies in the audience success at Energy Zurich. One thing is already clear: If the target group segment is shortened by 15 age groups, a number of target group-compliant listeners will have to be gained in return in order to compensate for the departures to some extent. "Many of our existing listeners will stay, some will leave - we have to live with that," said Frank. However, Energy Zurich will work towards appealing to a new audience. "For example, we certainly sound good to people who previously listened to DRS 3 or 105."
Calculating the advertising rates is no simple matter - because the future number of listeners to the converted station is currently written in the stars. And this will remain the case until a few weeks after the launch, when the first Radiocontrol figures are available. Goldbach Media has solved the problem as follows: Hitradio Z's rates will remain valid until the end of the year, but the marketer will grant an introductory discount of 30 percent. From 2004, the actual audience figures will count. However, Frank does not expect a loss of attention anyway. "We believe that Energy Zurich will make a difference from day one," he said.
A fresh breeze over Zurich's radio landscape: With the end of Hitradio Z, the visual appearance of the local station is also changing.
Radio Edelweiss becomes Basel 0neWith a new name, a new format and a new logo, Basel-based Radio Edelweiss is also heading into the future: from August 25, it will be called Basel One. This is because the station wants to expand its core audience "so that Basel One becomes a more successful radio station", says Tanja Schmidt, Head of Audiovisual Media at the owner Basler Mediengruppe.
Internally, there is also the ambitious goal of making Basel One "the number one in the entire region - not primarily in the city of Basel - by two years' time", she says.
But unlike Hitradio Z, it will not break with the past. "Basel One will not be something radically new - but it will definitely be different," says Schmidt. NRJ, which holds a 24 percent stake, has also contributed to the concept of Basel One, but "no NRJ concept has been imposed", emphasizes Schmidt. It is also not yet clear how Basel One will benefit from the international NRJ network. In any case, Schmidt does not want it to simply take over star interviews from German NRJ radios.
Basel One will roughly continue the current music style, but will be more specifically tailored to the target audience of 15 to 40-year-olds. Schmidt would like the news to be more concise - and probably on the hour (or every half hour during prime time). Until now, they have been broadcast five minutes before DRS and Basilisk.
In advertising, Basel One will now offer cross-media packages with the
Basler Zeitung and the Baslerstab. The number of sales staff has already been increased by two. (mk)
Less standardization "Radio has already been invented, but we're going to reinvent it a bit anyway" - this was the tenor of the customer orientation at the launch of Energy Zurich. The recipe: lots of local relevance in the hourly (half-hourly in the morning) news - on a music carpet with the "hits of today's stars". Zurich's best-known morning voice, Roman Kilchsperger, has been signed up as a guaranteed crowd puller. He presents the morning show "Energy - mein Morgen" (Energy - my morning) every day from 5 a.m. to 10 a.m. In terms of music, there will be more variety: New music titles will be played earlier and not just when they have reached the top of the charts. However, they are also replaced more quickly. Energy wants to become a trendsetter - in line with the wishes of a younger target group. (dse)
Daniel Schifferle

DM agencies Since August 1, the DM landscape has been enriched by an agency: Euro RSCG Dialog is the name of the direct marketing unit of the Zurich agency branch. It has already acquired Swiss Post International, SBB's regular customer marketing and the long-standing "classic" customer Peugeot as clients. Euro RSCG also manages dialog DM mandates for existing customers. With a podium place at the Swiss DM Award 2003 and a silver Cannes Lion in its pocket, the unit is aiming high: its goal is to be in the premier league of DM agencies, says Euro CEO Frank Bodin. He expects success with the "Power of One" agency model. This includes central strategic planning and creation for all communication measures. Bodin: "It makes no sense to differentiate between creative double-page designers and uncreative mailing writers". (sk)

Energy ZurichFrank Bodin has all cardboard cut-outs lined up for Energy Zurich. Daring? Tune into the station (100.9) and casually click on the mouse. Where? As always at www.werbewoche.ch/adratingOrangeCinema
It just wasn't cool enough this summer, the open-air orange advertising for the cinema cushion on the lakeshore.

Media agencies The expanded agency concept of the Aegis Group has now also been launched in Switzerland: In addition to Carat, two other units - Vizeum and Aegis Media Central Services - are now under the same roof.Aegis Group (London), previously represented in Switzerland by Carat, has expanded its structure - the new organizational form is a reflection of the new model with which the Group intends to operate in the same way throughout Europe in the future. In line with this successful model, three independent companies will be active on the market under the umbrella of Aegis Media Group Switzerland:
The media consulting agencies Carat and Vizeum - the latter will be founded in the next few weeks by changing its name from Mediahaus Seefeld - advise clients from the corresponding network agencies as well as local clients as client service organizations.
The third company comprises Aegis Media Central Services, which carries out media buying centrally and also provides joint services (finance, personnel, market research).
Furthermore, Car Communications Competence AG (CCC) was founded as a Swiss subsidiary of CCC Deutschland, which specializes in the automotive market - it has already acquired its first new customer, Saab Automobile Schweiz AG.
Growing advertising market
The two Aegis Media consulting agencies have also grown: Dell Computer and Fromageries Bel (Suisse) are now being advised by Carat, while JT International Switzerland is being advised by Vizeum for its Camel, Winston and Mild Seven brands.
Agency head Andy Lehmann himself is taking on two tasks: In addition to overall responsibility for the Aegis Media Group Switzerland, he is also in charge of Aegis Media Central Services. This department handles media buying for all clients of the two consulting agencies Carat and Vizeum as well as for CCC and also provides the joint services.
The previous head of Carat Switzerland, Jane Borgstrøm, will retain her position as Managing Director of Carat Switzerland.
As of January 2004, Sekan Kee will take over the helm as Managing Director of Vizeum Switzerland, which consists of the existing Mediahaus Seefeld team. Sekan Kee has been part of Andy Lehmann's team for around four years.
In total, Aegis Media Group Switzerland will employ around 35 people - 15 of whom will work at Carat, 10 at Vizeum and 10 at Aegis Media Central Services.
Lehmann is already tending towards optimism again with regard to the future development of advertising expenditure. "It will pick up from the fall - this is only because of the base effect, as investments will not go any lower than in the previous year". Lehmann expects advertising expenditure to grow by "between three and five percent" in 2004.
Optimistic: Andy Lehmann, CEO of Aegis Media Group Switzerland.
Daniel Schifferle

The Japanese camera manufacturer Nikon is consolidating its advertising budgets for Germany, France and the UK with McCann-Erickson in Düsseldorf.McCann prevailed in a pitch against the three other Nikon regular agencies BMP DDB, Red Cell and Asatsu-Dentsu, as Werben & Verkaufen reported. The budget is estimated at twelve million euros.

Weekly press The lifestyle supplement "Look" of the SonntagsZeitung (SoZ) is being discontinued: the June issue entitled "Summer Festival" was the last, and the September and November issues on the topics of living and Christmas shopping will no longer be published. "Look" appeared for the first time last November. Six issues were planned for this year. According to SoZ publishing director Sandra Geiger, the magazine sold too poorly on the advertising market.

Since the Federal Supreme Court ruled that the canton of Geneva's ban on advertising tobacco products and certain alcoholic beverages was legal, numerous other cantons have been seeking similar measures, and no fewer than 19 motions or postulates have been submitted to 15 cantonal parliaments. In its Monitor newsletter, Schweizer Werbung (SW) publishes for the first time an overview of the current situation in the fight against drug advertising. Monitor can be ordered from SW on 01 211 40 11 or [email protected].

Sponsoring VII In terms of marketing, the world football association Fifa is the clear number one worldwide with the staging of the World Cup. Paul Ruschetti, Head of Marketing Communication of the Fifa Business Division, on the future of the billion-euro event.
WW: Some marketing experts believe that the last World Cup in Korea and Japan reached the upper limit in terms of marketing. Paul Ruschetti: The concrete figures published by Fifa this spring prove that such speculation is based neither on facts nor on expertise. Based on the existing contracts, marketing revenue totaling just over CHF 800 million is budgeted for the 2006 FIFA World Cup. This exceeds the marketing income from the 2002 FIFA World Cup by a good CHF 150 million. Income from the sale of TV rights is also significantly higher than in 2002. A guaranteed sum of CHF 1.3 billion was paid for the World Cup tournament in Korea and Japan, and CHF 1.5 billion for the 2006 FIFA World Cup. There are also signs of higher income in the licensing and hospitality areas for 2006.
Such results are astonishing. Other events are struggling to find sponsors in the face of the economic crisis.
This is easy to explain: Companies only make higher investments if this is associated with corresponding added value. If this cannot be offered, new or higher-paying sponsorship contracts will not be signed.
But the World Cup doesn't seem to have such problems.
Our figures speak for themselves: twelve of the 15 Fifa partners of the Fifa World Cup Korea/Japan will be back at the Fifa World Cup 2006 in Germany. This is a remarkable success when you consider that the three Asian partners who dropped out were not planning to renew their contracts due to their continental business policy. By spring 2003, the three open main sponsor packages had already been filled again. Never before had the sponsorship program of a FIFA World Cup been completed at such an early stage.
Is it possible to make any more money from the World Cup?
get a profit?
The fact is that the days when successful sports marketing was primarily understood as the acquisition of sponsors with the highest possible returns are definitely over. What is needed is the ongoing development and effective implementation of innovative marketing platforms that are as individualized and emotive as possible and can be used to address a wide variety of target groups in a tailored manner.
Many sponsors currently see the title rights to an event as a tailor-made solution. Have you ever had any requests to sell the title rights to the FIFA World Cup to a sponsor?
Title sponsorship in this sense is out of the question for the FIFA World Cup and has never been up for discussion. An event brand as strong and extremely popular worldwide as the Fifa World Cup would lose a great deal of its value through such commercial use. Less prestigious events, such as the Fifa Women's World Cup, which will be held in the USA this fall, have a presenting sponsor (presented by MasterCard).
How can you satisfy the interest of sponsors without the World Cup losing value?
A certain degree of innovative spirit and creative freedom is always necessary for the development and implementation of new, individualized platforms and profiling options. On the other hand, clear standards and rules must also be established and adhered to in order to protect and maintain the integrity of football and the exclusivity of valuable marketing rights. Striking the right balance between these requirements is one of the major challenges in modern sponsorship. Ensuring this is a top priority for FIFA.
Clearly visible in front of the stadiums at the 2002 World Cup: Fifa's main sponsors.
Interview: Annelies Friedli

Zurich-based advertising agency Ruf Lanz has launched its new website. Previously, the creative agency only had a single page online with brief contact details, but now it has its "only free presentation": designed as a ring binder on a desk top, it provides information about the team, philosophy, clients, prices and more. The new site was designed by Ruf Lanz himself and implemented by Station, the cross-media agency of Patrick Stoll and Patman.

Market research The National Council's Committee for Transport and Telecommunications no longer wants to leave audience research to the SRG, and in a landmark decision in the consultation on the new RTVA, it has spoken out in favor of establishing an expanded sponsorship body. According to committee president Peter Vollmer, private broadcasters should be involved on an equal footing.