PortraitsCool, how Jean Etienne Aebi was able to photocopy his face and cigarette. Even Hess and Kiss turned pale with awe. And you? Click on www.werbewoche.ch/adratingSwisscom
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Top 12,58%
Flop 87,42%

A book review entitled "PR platitudes with an expired sell-by date" was printed in the January 23 issue of Werbewoche. It claimed that I, Robert Jakob, was a simple editor at the magazine New Management. This is wrong. What is correct is that I am deputy editor-in-chief of the magazines New Management and Schweizer Versicherung. Furthermore, my doctorate was called into question with the remark "this Robert Jakob is a German doctor". It is true that I have a German doctorate and that I am entitled to it. In addition, the book review portrayed me as a nameless narrator. However, it is true that I appear in the book under my own name Robert Jakob and under the pseudonym Robert de Fonteaubert.Robert Jakob

IT market The MA IT Business 2003 shows where IT managers can best be reached: In the SonntagsZeitung and less and less in the Online PC Zeitung.Every year, around 30 billion Swiss francs are invested in information and telecommunications technology in Switzerland, and the products are advertised accordingly. But where is the best place? Wemf now provides an answer with the MA IT Business 2003. The study, which focuses on print, investigated which (large) daily newspapers, weekly titles and trade magazines are read by IT managers. For the second coverage study of this kind (see box), one IT manager each was interviewed in 929 Swiss companies in February and March 2003.Across all 5,8500 Swiss companies, the SonntagsZeitung (SoZ) is the clear leader with its coverage of 35.1 percent, followed by Facts, which however "only" has 25.3 percent. Only in 6th place (17.2 %) appears PCtip, the first IT trade journal. Netzwoche brings up the rear.
If the companies are broken down by number of employees, the picture is somewhat different. In the large companies (more than 200 employees), which however only represent two percent of all Swiss companies, Computerworld is the leader with 40 percent, followed by SoZ with 37.6 percent. Compared to the MA IT Business 2000, Computerworld has increased by 1.1 percent and was able to overtake SoZ somewhat. In third place is the Tages-Anzeiger, which increased significantly in this category by 10.2 percent. The former third-place finisher, Online PC Zeitung, on the other hand, almost halved its reach and now achieves 14.7 percent (rank 13). Facts suffered a similar fate, falling from 26.9 to 14.5 percent.
In medium-sized companies (50-99 employees), which account for nine percent of all companies, the online PC newspaper was the most widely read paper three years ago - here, too, it has lost eleven percent (rank 9). The first place is taken by the SoZ, which gained just under five percent. PCtip and Computerworld are now in second and third place.
In the small companies (10 - 49 employees), with 49 percent the majority of all companies, the SoZ in particular increased its popularity, by 8.8 percent. The only title to lose in this class was again the Online PC Zeitung, which lost 6.9 percent. All other titles made slight gains. Finally, among the smallest companies surveyed for the first time (6 - 9 employees, 40% of all companies), SoZ is also in the lead with 31.8 percent; Tages-Anzeiger and Facts follow behind with 23.1 and 21 percent, respectively.
Newcomers to the print media market such as the NZZ am Sonntag and the new Weltwoche were able to make it into the top ten straight away (5th and 7th place), but the PC Guide, which had changed its name to Infoweek a year and a half ago, did not benefit much from the change of concept.
Reach of Swiss titles by company size (LpA in %)

Range All Micro Small Medium Large
Farms Farms Farms Farms
Computerworld 10.3 4.3 11.1 26.4 40.0
Computerworld Magazine 6.0 2.3 7.4 10.9 24.7
The Swiss Informatics Review 7.0 2.1 9.3 15.9 10.5
InfoWeek.ch 5.8 3.8 5.5 12.7 26.6
IT Business 6.1 2.2 7.8 12.7 11.3
Communication 6.1 2.3 7.2 14.1 18.1
NetWeek 1.8 0.8 2.3 3.4 3.8
Online PC 9.3 3.9 11.7 19.1 14.7
PCtip 17.2 10.8 19.3 31.2 30.1
SysData 5.8 3.5 6.9 8.3 13.1
Basler Zeitung 6.4 5.6 7.1 6.3 5.5
Berner Zeitung GES 12.9 12.1 13.9 10.7 9.8
Balance sheet 20.4 16.0 23.8 20.7 22.6
Cash 23.4 20.0 26.9 19.4 22.6
Die Weltwoche 15.8 10.0 20.0 18.5 16.2
Facts 25.3 21.0 29.1 26.1 14.5
Finance and economy 7.5 5.5 8.8 9.1 7.0
HandelsZeitung 13.2 9.1 16.0 15.0 15.3
Neue Zürcher Zeitung 14.9 13.5 15.6 16.7 17.3
NZZ am Sonntag 19.1 19.7 18.5 19.3 19.1
SonntagsZeitung 35.1 31.8 38.2 32.3 37.6
Tages-Anzeiger 23.4 23.1 25.5 31.7
Wemf investigated the reach of IT titles and supplements among the most important users, computer users in companies.

Markus Knöpfli

The Baden-based communications agency Mach AG has been awarded a public relations mandate by the H. Müller brewery to strengthen the positioning and awareness of Müller-Bräu and its brands in the coming years. The independent family business produces around 3.3 million liters of beer every year. In order to meet future challenges, the facilities at the Baden site are being modernized at a cost of eight million Swiss francs.

The four-volume overview also provides practitioners with inspiring insights into current scientific analyses of the media industry, with the first two books, which can be purchased separately, focusing on micro- and macroeconomic considerations of the information society. Their usefulness lies not least in opening the view for the close, sometimes disastrous coupling of the media system with the other social subsystems such as the (recessive) economy.> Media and Economy. Volume 1 + 2: Economic, cultural and political science perspectives, edited by Klaus-Dieter Altmeppen and Matthias Karmasin. Westdeutscher Verlag, Wiesbaden 2003. 300 pages each and CHF 42.-.

Encyclopaedia From the motherland of advertising comes the most comprehensive reference work in the history of the industry. Even in the days of Diderot's enlightened "Encyclopédie ou Dictionnaire raisonné des arts et métiers" (1751), there was something absurd, even presumptuous, in the attempt to capture the entire world's knowledge between two book covers. How absurd or arrogant must a three-volume encyclopaedia appear today that purports to summarize the global development of the advertising industry, which is probably still comparatively young but all the more fast-moving for it, on almost 2,000 densely printed and lavishly illustrated pages? As an old European, only the inventors of commercial communication are credited with so much self-confidence and verve. And rightly so, since only the USA has the sources and resources required for such a bold undertaking.refreshingly investigativeWhen the industry's central organ Advertising Age, founded in 1930, joined forces with the Chicago Museum of Broadcast Communications five years ago, it was foreseeable that this "ground-breaking instrument of orientation and convenience" (New York Times) would attempt the balancing act between academic thoroughness and journalistic entertainment. But it is not only the unorthodox mix of styles that seems very American; the perspective from which the 600 individual entries were researched and written is also "Anglo-centric". (The only Swiss representative in the illustrious index is Nestlé).
However, since almost everything that has shaped and advanced the world of advertising over the past 75 years - even the Ad Age archive doesn't go back any further - comes from the other side of the Atlantic or the English Channel, this doesn't really detract from the book. What's more, many of the articles are so well researched and refreshingly written that only Anglo-Saxon business journalists and historians seem to be able to do this anymore.
It is not for nothing that the notorious secrecy and lack of transparency of the agency scene is compared to the "secrecy of law firms" in the foreword. Like law firms, according to the editors, the advertisers, who saw themselves as "service slaves" from the outset, hid behind the broad shoulders of their main clients (who were also considered in detail). This was made more difficult by the fact that advertising has always been the people business par excellence. Not only did the "hot shots" and "big brains" in the industry keep a low profile; regular changes of name and ownership do not make a complete reconstruction of agency history(ies) any easier.
On the Internet from 2004Another exciting feature of this encyclopaedia, the online edition of which will be available for a fee at the beginning of 2004, is the 70 or so contextual essays that trace the manifold interactions between society and advertising. The topics range from "Feminism in Commercials" to "Subliminal Advertising" and "The Impact of War", thus underlining in the best anti-cyclical manner the often underestimated function of advertising for progress and democracy in times of crisis. In this respect, the mammoth work comes at just the right time, even if its purchase price may seem prohibitive for some potential buyers.
Master Propper also originally came from America.

Oliver Classen

Roger Grossmann has joined Publisuisse as Account Manager in the French-speaking Switzerland sales team. The former regional sales manager at Ringier Romandie is responsible for advertising opportunities on SRG's six television channels.
responsible.
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Following the merger with the online agency Connector AG, the Bern-based cross-media and dialog marketing agency 141 Worldwide is leading the way with a change in management.
Management Board continues the strategic realignment towards integrated communication. Amr Huber, most recently responsible for the online division at Burson-Marsteller, is the new head of the Interactive division.
...
The current Head of Marketing at Baumgartner Papier, Denis Kaser, is leaving the company in the summer to take up a new position in marketing. Hannes Zaugg will take over Baumgartner Papier's press relations on an interim basis until his successor takes over.
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The General Assembly of the Association of the Swiss Printing Industry (VSD) has elected Christophe Muth as its new President. He replaces Angelo Eberle, Chairman of the Board of Directors of the Regia Group, who led the association's activities for ten years. Muth is a founding member and partner at the business consultancy Consulting & Management Team SA in Montreux.
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Rainer Menning is leaving his position as Head of Backoffice Online at the SDA news agency at the end of July. He intends to work as a journalist again in future. Roderick von Kauffungen, Head of Customer Relation Services, will be responsible for contract-related matters on an interim basis. Grazia Siliberti is the contact person for questions relating to the back office.
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Laika Grafic Media Factory AG is starting the second half of 2003 with new partners: Jonas Schudel and Danny Rafaniello, who previously worked at Grotesque Mediengrafik, are joining the company as co-owners.
Laika crew. Phil Fürst, who has been with the company since its launch in 2001, will take over the operational management of day-to-day business as a representative of the management and as a partner involved in the company.

The Internet platform www.go4media.ch, which Ringier uses to market its media, is given a new design in July, and Go4media.ch is also relaunched as part of the consolidation of Ringier's Internet presence onto a common technical platform. All information is revised or supplemented and presented in a completely new layout.

SRG Swiss Radio DRS is responding to the impending sponsorship ban in the revised Radio and TV Act (RTVA) with new guidelines According to the magazine Link, the DRS management agrees that sponsorship needs more specific, restrictive guidelines. Over the past few months, SR DRS has therefore drawn up sponsorship principles with which it is imposing a new self-image and restrictions. These include the fact that SR DRS wants to limit itself to regional/national partners and leave local sponsorship to the private sector.

Magazines Under the name "Click", Schweizer Familie (SF) is planning a supplement on the subject of multimedia, which will explain the entire range of home electronics from computers and games consoles to cell phones and networks and help with purchasing decisions. For publishing director Roland Wahrenberger, there is a gap in the market for IT magazines aimed at families. Click will be published for the first time on September 18 with around 48 pages. The Framepool agency in Bubikon ZH is responsible for the editorial content.

In view of the weekly planning that came into force in week 19, Allgemeine Plakatgesellschaft (AG) (AG) has completely revised and expanded its tool for the indicative calculation of poster campaigns in SwitzerlandIn view of the weekly planning that came into force in week 19, Allgemeine Plakatgesellschaft (AG) has completely revised and expanded its tool for the indicative calculation of poster campaigns in Switzerland. The tool for media planners, which is based on the Swiss poster study, will continue to be made available to all customers free of charge until the results of the new basic study are available. The tool is structured as an Excel file and enables simple calculation of the most important quantitative media performance values. It can be downloaded at www.apg.ch/forschung/planungstool.

Associations The Alliance of Swiss Advertising Agencies (ASW) is celebrating a milestone birthday and sees good opportunities for its "small" agency members. Even in renowned agencies, long-serving executives are becoming noticeably nervous and are seeking new security in setting up their own stores. Indeed, the slogan "Small is beautiful", the trademark of ASW agencies, so to speak, seems to be taking on a new meaning. It is true that even at ASW, which is celebrating its 40th anniversary this weekend, there are some agencies that have come under pressure in the current economic situation and have even had to give up their businesses. "This is leading to a certain shakeout on the market, which certainly has its positive sides. Not in terms of the fate of the individual agencies, of course, but from the perspective of the industry as a whole," says ASW President Diego Bally (see also interview on this page).
In such a crisis, quality can grow because, alongside luck and the necessary relationships, this is the most important criterion in an association in which the agencies are predominantly dependent on individuals.
There is no ranking among the 90 or so agencies currently organized in the ASW, which together generate around half a billion in sales per year. A ranking at the bottom of the BSW, among agencies with a turnover of just under three million francs, is also ultimately uninteresting. "However, it would be more interesting to list how long customers remain loyal to an ASW agency," says Bally.
After all, customer loyalty is said to be "much better" with the small companies than with the big ones. But the ASW members do not want to see this as an argument for them being the better advertisers. "We simply work more individually with our customers and this also creates more personal relationships."
"Fortunately, it is becoming apparent that small, owner-managed agencies are increasingly finding legitimate opportunities again in the broadly diversified commercial communications market, although for a long time many a strong brand has confused trustworthiness with agency size," it is not without reason that the 2002/2003 activity report to the ASW General Assembly on June 27 states.
The industry association is to take a more individual approach to fees. In 1983, an industry-valid fee structure was adopted together with the BSW. However, this has since been renewed by the ASW with the more recent advertising service agreement, the new industry work "for a comprehensive and fair regulation of cooperation between advertising clients and advertising agencies".
Confusion about job titlesHowever, the aim is still to work closely with other organizations when it comes to training. "It seems important to me that we standardize the courses and diplomas on offer. It makes no sense for each organization or university of applied sciences to offer its own courses with its own titles," says the outgoing ASW President. The entire industry should be more harmonized when it comes to such diplomas, otherwise personnel managers will lose track when an advertising manager is suddenly called a communications manager, which is commonly understood to mean PR consultant.
The 40th General Assembly of the ASW takes place in Fürigen on the Bürgenstock. A "social party" is to follow at the end of the year. No other notable activities are planned for the anniversary year. After all, we are only 40 years young and have not yet turned 50.
Andreas Panzeri