Critical intellectuals have a strong awareness of justice and sustainability. They have a cosmopolitan attitude and diverse cultural interests, while post-materialists belong to the left-liberal upper middle class. They are socially and ecologically committed global citizens with a keen interest in different (multi-)cultural trends. Their concerns are social justice and sustainability. They read Weltwoche, distance themselves from the overemphasis on material values and criticize the negative excesses of the consumer and fun society - but always against the background of their own social situation and a secure financial situation. Individuality and self-realization are highly valued, as is a certain artistic or musical commitment. A pronounced awareness of wellness and health is also characteristic. In terms of leisure activities, mental training, yoga and meditation come first, followed by cultural (theater, opera, museum, cinema) and artistic activities (painting, drawing, photography). They also surf the internet, tailor their own clothes or play with their children.
Post-materialists represent around eleven percent of Switzerland's customer potential* (approx. 670000 people), with an even distribution across the language regions. However, smaller regional nuances are discernible: in French-speaking Switzerland, the aspect of enjoyment of life is somewhat more pronounced, while in German-speaking Switzerland the attitude towards technical progress is somewhat more positive. The age focus of the segment is between 30 and 60 years, with the highest proportion of women in this milieu (68 %). Post-materialists are typically married or divorced; they are self-employed or work as managers or qualified employees. Higher and very high incomes predominate, but post-materialists earn less on average than the established: the majority here earn more than a monthly net income of CHF 4,500.

Kulturmarketing From the abyss to seventh heaven: after a rather gloomy program, the Neumarkt Theatre will be back on a brighter note from 25 September, when the director duo, Crescentia Dünsser and Otto Kukla, dedicate themselves to the search for happiness. The booklet for this year's program was once again produced by the Wallisell creative store FCB Leutenegger Krüll. For the illustrations in the booklet, the dramaturge, box office manager and other members of the theater crew have dug out their own personal lucky charms. The illustrated objects can be detached from the respective program page and hung around the neck like a large amulet.

Market research AG für Werbemedienforschung (Wemf) achieved a turnover of 8.5 million francs and a net profit of 292000 francs in 2002, with Mach Basic contributing 42 percent to total turnover and Mach Consumer 24 percent. A further 25 percent came from statistics and nine percent from third-party studies.

Magazines Although it is not written in the old German "Esszett", it nevertheless sees itself as the magazine successor to the venerable Voßische Zeitung, which was discontinued by the Nazis in 1934. Voss, which has been available at well-stocked newsstands throughout Germany since last Saturday (initial print run 10,000 copies), is subtitled Berliner Zeitschrift, is published quarterly and, according to its initiator Andreas Bock, aims to become the "New Yorker for Germany". The first issue, which costs five euros, is certainly not able to live up to this not entirely unimportant claim, despite appealing essays (including one by Jakob Augstein, son of the late Spiegel founder). Nevertheless, one can only wish so many curious readers and open-minded advertisers for such anti-cyclical publishing courage. Bonne chance!

Print /At Tamedia's third annual general meeting, Martin Kall, head of operations, told shareholders at the Kongresshaus in Zurich that he saw "no indication that the recession will end soon".Print At Tamedia's third annual general meeting, Martin Kall, head of operations, told shareholders at the Kongresshaus in Zurich that he saw "no indication that the recession will end soon". The company, which has been listed on the stock exchange since October 2000, must therefore continue to work "hard" on optimizing its cost structures. In the third quarter of 2003, Kall wants to take a close look at the magazine business in working groups.

In traditional (lower) middle-class circles, Christian values and morals, as well as the desire for security, play an extremely important role.The lives of the traditional middle class are characterized by an unwavering adherence to traditions and conventions: They live according to strict moral standards and uphold Christian values. Daily life is governed by a strict, traditional division of roles between the sexes and revolves around the triad of duty, discipline, and order. People in the traditional middle-class milieu feel a strong need for security, both materially and emotionally. Adherence to traditional values and the familiar circumstances of life in a familiar environment provide this sense of security. Changes, such as those brought about by technological progress, are perceived as a threat. Members of this milieu often fear they will not be able to keep pace with societal developments and consequently isolate themselves. This traditional lifestyle extends into leisure time as well. «Meaningful» activities are preferred: knitting, sewing, cooking, baking, reading, crafts, and home improvement. When venturing into nature, they go hiking.
The Traditional-Middle Class accounts for about nine percent of the potential customer base* in Switzerland, totaling 550,000 people. They are concentrated primarily in German-speaking Switzerland and Ticino. The Traditional-Middle-Class segment is the oldest in Switzerland: three-quarters are already over 60; due to their age, the proportion of women (61 %) and widowed individuals (28 %) is correspondingly high. The Traditional-Middle Class are mostly retirees or housewives, but also include ordinary employees and blue-collar workers. Low educational attainment predominates, and nearly 40 percent of respondents in this demographic have less than 3,850 francs available per month.

Print The western Swiss publishing group Edipresse is acquiring 52 percent of the Russian magazine publisher ID Kone-Liga Press ZAO. The company, which will be renamed Edipresse Kone-Liga ZAO, was founded in 1993 and publishes around 20 titles, most of which appear monthly. ID Kone-Liga Press is active in the magazine market for handicrafts, fashion business, gardening and interior design.

Business press Stocks editors also have to write for other HandelsZeitungs newspapers With the changeover at Stocks from weekly to fortnightly publication from July, overcapacity has to be reduced. In addition to redundancies, a practice that has a long tradition in the HandelsZeitung publishing group is also being applied: They are looking for opportunities to share editors with other titles from the same company (Schweizer Bank, Schweizer Versicherung, New Management). "For a specialized group in the business press sector - with titles that complement each other in terms of content - this approach makes sense," said Ralph Büchi, head of the HandelsZeitung publishing group. (dse)

Bossard Kommunikation has gained a new international client in the International Maitland Teachers' Association (IMTA), which commissioned the Lucerne-based advertising agency to develop a new corporate identity and corporate design. IMTA offers specialist courses for the physiotherapeutic treatment of neuro-musculo-skeletal problems according to the concept of the Australian therapist Geoffrey D. Maitland.

The Internet platform Swissflirt.ch and Now Production are jointly realizing a new flirt TV show.Internet The half-hour show called "Swissflirt-TV" will be shown weekly on Tele Top from mid-August. According to Regula Künzler of the Thurgau production company Now, a life coach will lay cards for the candidates and give them general tips. Anyone interested in the candidates can contact them via Swissflirt.ch.

The singles and travel show "Joya rennt" is moving from the TeleNewsCombi channels to Sat 1 Switzerland, and the format will be further developed for the relaunch on September 12. In particular, the dating and travel section is to be better integrated and implemented. Sat 1 will broadcast the program weekly instead of fortnightly. Björn Hering will remain the presenter. "We opted for the show because the fast-paced and interactive show appeals to a young, urban and mobile audience," explained Marc Görtz, program consultant at Sat 1 Switzerland.

Internet The online platform MSN Switzerland is reducing its content offering and cutting four of its eight jobs as part of a previously announced focus on paid services. three of the employees affected can continue working at Microsoft Switzerland. However, Marketing Manager Michael Seiler will be leaving the company, as reported by NetzwocheTicker. The marketing of the online platform will now be outsourced entirely to Active Agent.