Customer cards The transparent consumer has become a reality: 85% of Swiss households have a Migros Cumulus card, 92% have a Coop Supercard. A good half of all households have a loyalty card from other retail outlets. So the question remains: should cumulative loyalty be described as infidelity again? After all, Supercard holders spend 36 percent more money at Coop than customers without a card. At Cumulus, the figure is 33 percent.

Advertising expenditure Directory publishers and direct advertisers are bucking the trend: in a shrinking advertising market, they took in significantly more advertising money last year: Although net advertising expenditure shrank by 4.8 percent in 2002, there were also winners in this trend, and not too few. The latest survey by the Advertising Statistics Foundation, which measures net advertising sales (excluding production costs), found that direct advertising sales increased by CHF 31 million or
2.7 percent. This follows on from the brilliant result in 2001. At that time, direct advertising recorded by far the strongest growth of all media (+48 million francs). Address books (directories) grew strongly in 2002 with an increase of CHF 26 million (+16.8 %). The organizers of trade fairs and exhibitions also experienced an upswing: they increased by eight million francs (+3.4 %).
Among the advertising media that got off scot-free,
also include teletext (+1.9 %) and radio advertising (+0.5 %). Out-of-home advertising, on the other hand, which was still one of the growth candidates in 2001, lost CHF 32 million last year (-5.3 %). For cinema operators, the decline amounted to three million francs or 6.3 percent.
Sunshine only on SundayThe bad news once again hits the press the hardest. With a loss of 339 million francs (-11.8 %), the slump has more than doubled compared to the previous year (-146 million francs). With the lowest dip in the last twelve years, the printed media have fallen back to the level of 1998.
However, there is also encouraging news in the beleaguered Swiss press landscape: The market for weekly and Sunday newspapers has continued to grow: up 12 percent (23 million). The expansion of the Sunday advertising market in German-speaking Switzerland is primarily attributable to the NZZaS. The market for weekly and Sunday newspapers in French-speaking Switzerland and Ticino was also in good shape, with growth of four million francs (7.8 %).
And there is another ray of hope in the gloomy newspaper landscape: The local newspapers (circulation under 10,000 copies) in German-speaking Switzerland were able to collect three million francs (+5.6 %) more advertising money.
Job advertisements were the main reason for the slump in advertising in the larger newspapers last year: More than two thirds of the loss of 339 million francs is attributable to them (-232 million). In the last ten years, this advertising market had never slumped as much as in 2002, namely by a whopping 42.1 percent. The bloodletting mainly affected the large newspapers in urban agglomerations, which did big business in the boom years with large job advertisements. According to advertising statistics, these are primarily newspapers with a circulation of more than 50,000 copies: They lost a total of 238 million advertising francs in 2002 (-19.6 %).
The business and women's press were also hit hard: of the total loss of CHF 42 million (-12 %) in the magazine market, they alone lost CHF 35 million. The business titles felt the effects of the frosty climate - they lost a hefty CHF 20 million (around CHF 20 %).
The trend is similarly dramatic for the
Women's titles, whose advertising revenues fell by CHF 15 million (-21.1 %). However, this result also reflects the discontinuation of the former traditional title Meyers in late summer 2001. Among the magazines, only the general interest titles held up comparatively well, losing "only" four million francs (-3.2 %) compared to 2001.
Daniel Schifferle
Cheap but efficient: direct advertisers increased sales in 2002 with their direct mailings.
Back at the 1998 level: Net advertising sales in the print media fell by a total of 11.8 percent in 2002.
Net advertising sales in Switzerland (excluding production costs) in CHF million rounded Difference
01/02
Press 1997 1998 1999 2000 2001 2002 in %
- Newspapers sold/free newspapers 1850 1926 2118 2250 2150 1863 - 13.3
- Consumer magazines 229 243 337 379 346 304 - 12.0
- Trade press 365 397 380 404 390 379 - 2.7
Total press 2444 2566 2835 3032 2886 2547 - 11.8
Television (incl. sponsorship) 370 402 486 520 494 527 1)
Radio (incl. sponsorship) 107 114 120 139 129 129 0.5
Cinema 39 40 42 45 40 38 - 6.3
Teletext 13 14 13 14 14 14 14 1.9
Outdoor advertising 447 468 502 592 603 571 - 5.3
Address books 121 118 128 150 155 181 16.8
Trade fairs and exhibitions 207 218 220 227 235 243 3.4
Total values collected 3747 3940 4346 4720 4555 4250 - 6.7
Direct advertising 976 1061 1109 1140 2.7
Total 5322 5781 5665 5390 - 4.8
1) Not comparable with the previous year, as the advisory commission is not included in the turnover of the public broadcasters until 2001. Source: Stiftung Werbestatistik/Wemf
Incorrect figures: No TV comparison

The development of television advertising revenue can only be measured in the realm of speculation. Although growth of CHF 33 million to CHF 527 million is reported for 2002, this amount is not comparable with the previous year. This is because up to and including 2001, the advisory commission was not included in the turnover of the public broadcasters: This is only included from 2002 onwards.
As the Advertising Statistics Foundation does not make retrospective corrections for errors in previous years, a comparison is not possible.
A similar problem arose with free newspapers in 2002. According to Rolf Blum, Head of Advertising Statistics, one of the major players in this category had overstated its advertising turnover by CHF 20 million in the previous year. This at least partially explains the current calculated loss of CHF 27 million (-21.8 %) for the free newspapers.
(dse)

The fun-oriented non-conformists reject the conventions of meritocracy and plan their lives for the short term, always in search of strong experiences and the next kick.bourgeois values and conventions are rejected in the target group of escapists. Escapists have no interest in conforming to the performance ideals of the middle class. Instead, they seek intense emotional experiences, including extreme borderline experiences. Bourgeois society is perceived as stuffy; people want to distance themselves from it, break away and live as freely and unbound as possible. Nevertheless, there is also a kind of "underdog" consciousness, which can also manifest itself in resentment towards other social groups and foreigners. Life planning is not an issue for escapists. There is no need for long-term security, nor are people prepared to commit themselves to a career in order to secure their material circumstances. Money management tends to be uncontrolled, people live spontaneously and even consumer goals are formulated in advance on a short-term basis. Leisure time is spent playing video games, going to discos or doing sports.
The escapists include around 670000 people or eleven percent of Switzerland's customer potential*; a small focus can be seen in French-speaking Switzerland. The average age is under 40 and the proportion of men is 60 percent. Many escapists still live at home, 29% are pupils or students. Intermediate educational qualifications dominate, and they often do not yet have their own income. This milieu includes many blue and white-collar workers, but also an above-average number of unemployed people.

The women's magazine Bolero is offering special conditions to attract advertising customers who previously advertised in Annabelle Wohnen and Annabelle Business, and now that Tamedia has announced the discontinuation of the two titles, Bolero is presenting an offer with various discount levels, especially in combination with the special issue Sign. Bolero is realizing the special on the subject of design in November together with the living magazine Ideales Heim. More information is available from Bolero on 01 454 82 24.

Travelers using public transport in Graubünden can find out about offers, routes and places of interest in a new magazine, Reisen in Graubünden, which is published twice a year with a circulation of 50,000 copies. The publication is financed by contributions from the transport companies, the canton of Graubünden and advertisements. It is produced by a newly founded publishing company in Chur. Behind it are Stefan Bühler and his printing company Casanova, which also acquires the advertisements, and journalist Karin Huber, who creates the editorial content.

The intensive professional commitment of the upwardly mobile, status-conscious middle class serves above all to achieve prestigious social positions.The lives of the status-oriented are shaped by clear material goals. They pursue these goals very confidently - they know that they are responsible for their own success. Daily actions are driven by the desire for a respected social position; in return, they are happy to adapt to social changes. New developments are followed with interest. What is striking in this segment is the almost demonstrative status symbolism: Of course, people want to lead a comfortable and convenient life, but the wealth they have earned through hard work should above all be visible to the outside world. People want to show what they have, even if they may have to put other needs on hold to do so. The striving for social recognition and visibility is also evident in leisure activities: people let themselves be seen in the gym or on the tennis court, and in winter they show off their skills (and their new equipment) on the ski slopes. In addition, the status-oriented like to attend sporting events, search the Internet for online offers or continue their education.
The status-oriented milieu accounts for around ten percent of the customer potential* in Switzerland, i.e. around 6,100,000 people. This segment is particularly prevalent in German-speaking Switzerland, where the status-oriented make up twelve percent of the population aged 15 and over, compared with just five percent each in French-speaking Switzerland and Ticino. The segment includes all age groups between 30 and 70, and the proportion of men is particularly high at 66 percent. The status-oriented are predominantly married, have children and live in three- to four-person households.
Medium to high educational qualifications predominate in this target group, and status-oriented people have often also completed higher technical and vocational training. Professionally, they work primarily as craftsmen, tradespeople or as employees in managerial positions. High and highest incomes are found with above-average frequency in this segment; almost one-third of the status-oriented can dispose of at least CHF 7800 net per month.

Last week, the two associations Idée-VfW (Association for Advertising Communication) and the Alliance of Swiss Advertising Agencies (ASW) enjoyed glorious imperial weather for their events: Idée invited guests to play boules on the Zürichberg, while the ASW celebrated its 40th anniversary with a jubilee AGM on the Bürgenstock. "Let the balls fly" was the motto of Idée's first pétanque evening. A cozy spot was found right next to Jacky Donatz's gourmet arbor on the Sonnenberg. WoZ advertising manager Kilian Gasser and Claudia Wilden from Cinecom, responsible for the new event in the Idée program, did a great job. They were rewarded with a picture book evening.
Over 30 guests accepted the invitation and enjoyed an informal soirée à la française complete with chanteuse. Clara Moreau provided the background music with her singing and accordion. The teams were constantly forming new pairings - there was no excessive ambition or even disputes, as this was not a tournament. Rather, the aim was to establish an event where Idée members and guests could sit together in a relaxed atmosphere. They did just that: the game was played until the balls could no longer be seen due to the darkness; and the cozy get-together lasted even longer. The event was made possible by Pernod-Ricard, who generously sponsored aniseed liqueur and the cheese buffet, the internet service provider Adlink and Facts-Verlag, from whom the Idée was able to borrow enough pétanque sets for unlimited fun. Not forgetting Jacky Donatz from the Sonnenberg restaurant, who easily provided one of his power sockets along with free electricity and a free view of the night sky.
Zurich for the first time.
The ASW also welcomed its guests to its anniversary AGM in glorious sunshine. The association of owner-managed advertising agencies celebrated the fortieth anniversary of its foundation this year (see also WW 25/03). The advertisers chose the Fürigen conference hotel above Stansstad on the Bürgenstock as the meeting place. A well-chosen location, even if the last leg of the journey by public transport was rather adventurous. After a more or less long walk (depending on your knowledge of maps), you reach the Fürigen funicular in Harissenbucht from Stansstad railroad station. It was put into operation in 1925 and has not changed since then. A real old-timer funicular. With a gradient of over 50 percent at times, you were never quite sure whether it was about to jump off the rails. However, you were rewarded for your exertions with an absolutely breathtaking view during the ride and even more so when you arrived on the mountain.
The ASW also took advantage of this and held a welcome aperitif and anniversary drink under the shady chestnut trees right next to the ancient cable car mountain station. White wine and Prosecco tasted twice as good thanks to the panoramic view. The actual AGM was whipped through at breakneck speed. The members followed the recommendations of the Board of Directors in all votes. Worth mentioning: as the ASW's presidency rotates, Diego Bally handed over his presidency to Carmelo Buffoli to become past president next year. Andy Ruf was elected as Future President. The new assessor, who can be elected to the Board at the next AGM, is Patrick Lack from Basel-based Lucky Lack Communications.
There was something for everyone at the evening gala. Fans of rather crude comedy were able to laugh along with the festive greeting from Prof. Dr. Dr. Rüdiger Knuse from Nüdlingen. During the main course - Tournedos Rossini was served - goose liver lovers got their money's worth. Because the fat-laden offal is not everyone's cup of tea, and especially not everyone's wife's, there was plenty of room to inherit from those sitting next to us. Fans of subtle and subtle humor were satisfied with a performance by Werner Widmer alias Blues Max. The highlight, because nobody - not even the best copywriter - can describe the Swiss sausage meat as poetically beautiful as the artist with the Zürischnurre chansons: "So well-formed, so seamlessly brown, and not a wrinkle wherever you look - oh you beautiful Cervelat." The Dada-Anarcho mixture of Blues Max is actually the ideal advertising program.
On the way home, clever excursion planners could visit the Lucerne Old Town Festival or the Museum of Transport again. At the moment, the Imax cinema is showing the ideal forget-the-heat program - a documentary about Alaska. However, we can only recommend a trip to the Fürigen conference hotel to a limited extent. Go there with your better half for a cuddly weekend and enjoy the view as well as the good cuisine - but avoid the hotel bar at all costs (!). They charge a steep 15 francs for a 2cl Bacardi and Coke. That's a whopping 25 francs per drink for the usual 4cl portion - the norm even in Zurich's more upmarket spots. This really irritated the gastro-experienced shortlist author, as this is the rate that applies on the "Martinez" terrace during the advertising festival in Cannes. And the Croisette on the Mediterranean or the Bürgenstock on Lake Lucerne, there is perhaps a small difference - albeit apparently not a monetary one!
Could not be missing: ASW birthday cake.

Retail The largest Swiss advertising client is once again Migros, ahead of Coop.Coop and Migros remained the two largest advertising clients in Switzerland in the first five months - with Migros narrowly taking the lead. In contrast to the same period last year, both major distributors increased their advertising expenditure enormously. Migros placed 21.9 percent more advertising, as calculated by Media Focus. Coop increased its advertising spending by 13.1 percent, and part of this advertising money is certainly also responsible for the fact that Migros has "the best corporate image in Switzerland". This was the result of a representative survey in western and German-speaking Switzerland. The image study has been conducted by the market research institute IHA-GfK since 1983. In an advertisement on the subject of advertising expenditure, Migros explains its first place with the fact that it is "passionately committed to the quality of life of its customers". This includes quality products at reasonable prices, working and production conditions in Switzerland and abroad that are based on ecological and social standards, as well as the cultural percentage. In the IHA-GfK image barometer, Coop is ranked third, overtaken for the first time by Rivella, the "climber of the year", which is celebrating its 50th anniversary this year.
Andreas Panzeri

Contrary to earlier announcements, the Board of Directors of Publisuisse, the advertising time marketer of SRG SSR idée suisse, will no longer decide on the successor to Publisuisse Director Ingrid Deltenre before the summer holidays. Only at its next meeting, scheduled for July 27, will the BoD receive the search committee's proposal - and then decide, as Markus Hollenstein, Head of Marketing at Publisuisse, explained on request. The search committee, together with Zurich headhunter Egon Zehnder, has been evaluating potential candidates for months. (dse)

Private radio Pool 2000 is breaking new ground in maintaining contact with agencies. www.pool2000.ch went online in March and now the next step has been taken: the radio pool is launching a pool letter. Martin Muerner, Managing Director of Pool 2000, explains that the newsletter will report regularly on "news and innovations in the radio market." To ensure that as many people as possible sign up for the newsletter, ten free flights to New York will be raffled off among those who register - one every month from July. "This is a marketing campaign not just for Pool 2000, but for radio as a genre," says Muerner. Pool 2000 is the oldest radio pool in Switzerland. Christian Stärkle founded it back in 1993, but it only became active on the market after 1995.

The General Assembly of the Swiss News Agency (SDA) has elected Hans Heinrich Coninx as the new Chairman of the Board of Directors (BoD).People Tamedia publisher succeeds Fritz Latscha from the Basler Mediengruppe, who has held the position for twelve years. Newly elected to the BoD were Martin Breitenstein, who succeeds Kenneth Angst as representative of the Neue Zürcher Zeitung, Matthias Hagemann for the Basler Mediengruppe and Antoine Exchaquet, who replaces Jacques Demont as representative of the Edipresse publishing group in French-speaking Switzerland.

Sponsoring Lowe dipped into Hollywood imagery to visualize Orange's sponsorship of open-air cinemas Swisscom is banking on the reputation of the Locarno International Film Festival - and competitor Orange has its eye on open-air cinemas: The mariage of telecom providers with cinéphiles seems to promise success in terms of image and sales. For the second time, Orange is the main sponsor of Peter Hürlimann's Cinerent, when the motto on these balmy summer nights is: "Film ab! Orange has commissioned Lowe to design the appropriate posters and advertisements for the cinematic enjoyment under the open sky in Zurich, Basel, Berne, Lausanne and Geneva. The Zurich agency, which will soon also be launching an international campaign for Orange, has reached into its bag of tricks with opulent film images from the best Hollywood movies.
The cinema chairs in the blowing cornfield look like "Gone with the Wind". In a second scene, you can put your feet so close to the water that you almost have to be afraid of being bitten by a "great white shark". The cinema chairs in untouched nature dramatize the open-air cinema experience almost one-to-one with such camera angles. Nevertheless
the subjects with such directorial ideas leave plenty of room for cinematic fantasies. All communication measures for OrangeCinema are also adapted and used by the co-sponsors Migros and Postfinance. In addition to the posters and advertisements, the subjects also invite you to collect them on Cards for Free.
Open-air cinemas Telecom providers appreciate moviegoers. Swisscom sponsors the International Film Festival in Locarno, Lowe focuses on the cinematic fresh air experience for Orange.

Andreas Panzeri