From October 2003, Cash Value will focus on a specific topic each month. Even after this realignment, the supplement of the business newspaper Cash will continue to be a wealth magazine with a practical orientation. The topics are funds in February and in the double issue July/August, real estate (March and October), health/wellness (April), inheritance (May), pension provision (June), taxes (September), luxury goods (November) and investment strategy (double issue December/January). The framework around the main topic is formed by fixed sections such as news from the investment world, columns on watches and automobiles and ideas for "elegant spending". With the exception of the two fund issues, there is no integrated fund guide.

Private TV After TV-Munich and TV-Berlin, the launch of the Swiss U1 TV station is imminent. Werbewoche met its start-up manager Peter Kölbel.WW The launch of U1 TV-Station has been postponed again and again. When will you really get started? Peter Kölbel That depends on when the license arrives. But we are already preparing everything so that we can start trial operations on the same day that it becomes legally binding. October is a realistic date for this. In the meantime, we have supplied the missing additions to the concession application. I am optimistic, because we have consulted thoroughly with OFCOM. According to our assessment, everything is now in the green.
So the remaining Swiss partners, who must have a majority stake in the station according to the Radio and Television Act, have now been found? Who is involved?
Yes, the Swiss partners are together. I can only answer the second question to a limited extent. We leave it up to each partner to decide if and when they want to go public. It is already known that Jakob Hlasek is involved.
How many partners are there in total, and from which background do they come? more than five, but fewer than ten. We have managed to find a mixture of partners who contribute knowledge and market expertise - including people from the media sector. During the selection process, we made sure that no partner would end up in a dominant position or mix private interests with those of the broadcaster. That's why the search for partners took a little longer.
Now that the start of the program is within sight, the many months during which your Managing Director Thomas Sadecky prepared the start of broadcasting almost alone in Schlieren should also be over - has the staff been found? the six-strong technical team is already in place. The final phase of the selection process is currently underway for the first tranche of around ten editorial staff. We expect to have recruited the first third of our team by the end of June. Over the summer, they will then complete basic training at our stations in Berlin and Munich. They will return to Schlieren in September, when we will start pre-production. The fact that we don't take on more than ten editorial staff at a time has to do with the training places: We can't train more at the same time. When they are ready, the next tranche will follow.
U1 TV station will only ramp up its program step by step? no, our program will be full from the start. However, it is quite possible that the Swiss connection will initially be somewhat underrepresented in one or two programs. And not all of our programs will be of the quality we want to achieve right from the start. That is why we are planning the first three months as a "test run". During this time, we want to observe how viewers react.
What about cable distribution - have you reached an agreement with Cablecom? This ensures that we will be represented in the cable networks right from the start. I can't yet say whether this will be a leading position, which is what we want.
U1 TV station can't avoid having to be
We have heard you say that you want to tap into other sources of income in addition to spot advertising and sponsorship. What are you thinking about?
In the medium term, we expect to generate one third of our revenue from traditional advertising, one third from special forms and one third from content exploitation. In the initial phase, traditional advertising will play a
have a disproportionately high share.
Telephony is to be an important pillar... We have brought in a Danish company as a partner for this - the country is a leader in these applications. The enormous potential of telephony was demonstrated by a test that our partner carried out together with the Danish lottery company. The public was invited to play the lottery via SMS. After just 17 minutes, one million text messages had been received - and this with only around six million inhabitants in Denmark! We are now thinking about how we can develop telephony so that we can also receive 100,000 calls, for example. And we are discussing what we need to offer viewers.
Has the advertising market crisis made it more difficult to set up?
No, it made us possible in the first place. It was only this crisis that freed up market positions, and only in its wake did the advertising industry develop a willingness to approach new solutions creatively - advertisers are interested in developing new approaches. We want to benefit from this.
You consider a market share of between three and five percent to be realistic. When do you want to achieve this?
That is a two-year forecast. However, our experience in Munich makes me optimistic: in the first year, we counted
an increase in viewership of 30 percent.
What role will you personally play at U1 TV-Station? I am not a shareholder in the operating company Kanal 1 TV AG, but its start-up manager. I will be coming to Switzerland in October and will be here for about six months. After that, I'll be working at our Berlin station again. The headquarters for program development will also remain here - because it's cheaper here and we have more infrastructure.
Invoices with cash via telephone: Peter Kölbel from U1 TV station.

Marketing still openU1 TV-Station, based in Schlieren, is the third of three channels of Kanal 1 GmbH, based in Vienna. TV.München was launched in June 2002, followed two months later by TV.Berlin. The launch of the Swiss station has been announced for October.
U1 will broadcast a mix of entertainment, news and documentaries every day between 4 p.m. and midnight. The station is hoping to generate a lot of interest with its own new reality formats, which will be broadcast in
Germany have already achieved "considerable viewer numbers and media resonance", according to Thomas Sadecky, CEO of Kanal 1 TV AG. Each of the three channels will produce three hours of regional content per day, which will not be shared with the other two channels. The form of advertising time marketing is still open. "We are currently discussing whether to outsource this to an agency, run it ourselves or implement a hybrid form," says Sadecky. The operating company of U1 is Kanal 1 TV AG. In addition to the Swiss partners, Kanal 1 GmbH, based in Vienna, is the largest minority shareholder. The latter, for its part, is the largest shareholder in TV.München and TV.Berlin. In addition to Thomas Sadecky, Marcel Nauer (former publisher of Ars Edition, Zug) and trustee Bruno Frey (Wil, SG) were elected to the Board of Directors of Kanal 1 TV AG. (dse)
Interview: Daniel Schifferle

Internet Beat Curtis' e-marketing company goes bankrupt Following the recent sale of his Bon Appétit Group, Net-Promotions AG, based in Sursee, has now filed for bankruptcy. Curtis BC Medien and Hans Ulrich Keller from Zug are among the main shareholders. Curti, currently on vacation, could not be reached. Keller, however, Chairman of the Board of Net-Promotions, confirmed the information, citing the following reasons for the bankruptcy: For three years and with four rounds of financing, attempts had been made to pull up Net-Promotions AG. The company was active in e-marketing and realized competitions, promotions and direct marketing campaigns on the web. However, after a "super" second half of 2002, orders collapsed at the beginning of this year and then failed to materialize. One of the last orders was a CRM solution for Kawasaki. Keller emphasized that the company is now "illiquid, but not in debt". Five employees and the managing director and co-shareholder Roland Berger were made redundant.
Net-Promotions was a partner company of Goldbach Media until the end of 2002. Although there were no financial ties, there were strong personal ties: Keller is also Chairman of the Board at Goldbach (but will leave the company at the AGM on June 19), Curti is Vice Chairman of the Board at Goldbach. Goldbach CEO Klaus Kappeler was also a board delegate at Net-Promotions, but left the sinking ship in March 2003. "We thought that Net-Promotions and Goldbach were a better fit than was actually the case," says Keller. However, it was then realized that Net-Promotions was actually an agency business.
(mk)

Nightlife magazines Guye Benker developed a "homesickness" campaign for the new Züritipp with its cool big city look. With the exception of 20 Minuten Week, which still has to prove itself in the (newspaper) market for the time being, the continuing decline in advertising has taken its toll on nightlife magazines. While some have reduced their size, others have had to fold completely, such as Ansager - the joint publication of the Bernese publishers Espace Media Groupe and Der Bund. Others, like the NZZ Ticket, saw a way out in concessions to cyclically resistant classified segments, i.e. advertisements for milieu venues. The soon-to-be 21-year-old Züritipp, on the other hand, is embarking on an anti-cyclical expansion trip.nothing for vacation organizers This clear commitment was not only followed by changes in the architecture, layout and content of the paper, but also by an introductory campaign. This is intended to position the previous Kulturagenda as a dedicated city magazine. The advertising idea has its origins in the new content (WW 23/03): According to CD André Benker, since the updated event magazine contains even more tips on going out, events, leisure, culture and shopping, the magazine concept has been reduced to a single denominator: even more Zurich. Which in turn means: "In no other nightlife magazine than the new Züritipp can you now find out more about what you're missing out on if you're not in Zurich," says the creative. In keeping with the time of year, the GuyeBenker team is therefore showing people in popular vacation destinations who, when leafing through the city magazine, are frustrated to discover what leisure activities they are missing out on far from home.
The campaign started with teaser classified ads in the publisher's own titles, while the actual campaign on posters, advertisements, streetcar and bus posters only began during the current launch week.
has. "We are also running radio ads, using the e-board in the main station and publishing filler ads," says Christophe Guye, who has overall responsibility, listing the means by which readers' attention is to be drawn to the redesigned product.
In order to draw additional attention to the Tages-Anzeiger supplement, the circulation will be temporarily increased for distribution campaigns at Zurich train stations and at selected events. Despite the effort and the focus on the Limmat metropolis, its lifestyle and nightlife, "the Züritipp will remain a supplement to the Tages-Anzeiger and will not be available separately," says Head of Marketing Gabi Wettstein.
Spoiling the vacations of Zurich travelers: Guye-Benker campaign for the redesigned Züritipp.

Luca Aloisi

Hotel industry Swiss hostel fathers are already picking up their German guests at home so that they can continue to stay in their "Jugis" Despite the current weather high, dark storm clouds are brewing over the Swiss hotel industry this summer. After last year's slump of five percent, the industry association expects a further decline this year - and not only in the high-price segment. The absence of many tourists from Germany (2002: -12 %), who, with a share of more than 18 percent, most often take a rest in local guesthouses, is the most painful factor. The 61 hostels run by the non-profit Swiss Youth Hostels (SJH) association showed a more encouraging trend, bucking the trend. With an increase of 1.1 percent in overnight stays, 3 percent in operating income (for the 46 independently managed hostels) and 23 percent more members, the SJHs remain the exception that proves the rule. SJH marketing manager Barbara Rutschi commissioned pitch winner Id, Zurich, to develop and implement a campaign to ensure that this remains the case in the year after Expo.02, with even more local and German guests coming and, if possible, booking online.
24 hours openThe campaign is intended to refresh the organization's still slightly dusty image. With the core message that Switzerland does not have to be expensive, the target groups - families, teenagers and students - are also told facts that are often hardly known. For example, the fact that there are no age limits and double rooms have long been available, or that the hostels are open 24 hours a day - "not like in Bavaria, where it's lights out at ten o'clock in the evening," explains concept developer and consultant Reto Dürrenberger.
In line with the concept, the media use is divided up: 70 percent is placed in Germany, the rest in Switzerland. In line with the SJH-CI and the
business philosophy - "Performance comes before advertising" - the campaign was implemented in black and white. "We wanted to depict the target groups in an unpretentious way and with a touch of Swissness, the apple," says consultant Daniel Izquierdo. Will this be recognized? "Definitely," he is convinced. In any case, it's less ingratiating than kids waving flags.
Also suitable for families: Youth hostel campaign by Id.

Luca Aloisi

Copywriters' Association At the 21st General Assembly of the Swiss Copywriters' Association Script, Stephanie Hugentobler was elected as the new president, replacing Odile Nerfin from Zurich, who had been president of the professional association for three years.

Private radio station Radio 32 is expanding its editorial team by 120 full-time positions, with the aim of reporting more on regional topics. From June 23, the news will also be broadcast every hour on weekdays from 6 a.m. to 8 p.m. instead of eight times as before. The early evening hour from 5 p.m. to 6 p.m. will be enhanced with current topics from the Mittelland region in particular. The weekend news program will remain as before.

Media marketer Cinecom is now offering a network of plasma TV screens in cinema foyers under the name "PlasMedia" to enable advertisers to distribute their messages across the board in cinemas and other suitable locations. "PlasMedia" will be combined with the existing cross-media and below-the-line offerings to form the new "Special forms of advertising" profit center. Roger Baur, previously Head of Sales at the online marketer Adlink, will take over the management of this center from August.

Market research Marketing and social research stagnated in 2002 after several boom years, according to the Association of Swiss Marketing and Social Researchers (SMS), with turnover in the sector growing by 0.3 percent to CHF 207.86 million. 2.67 million interviews were conducted in 2002. This is six percent less than in the previous year. For SMS, the fact that the industry was able to maintain its turnover despite the weak economy is proof of its importance. In uncertain times, nobody can afford to misjudge the mood on the markets. The industry is optimistic for the current year. It is expecting growth of eight percent.

Agencies With Euro RSCG Life, the pharmaceutical industry has one of the world's most important communications agencies right on its doorstep.Since 1998, Euro RSCG Healthcare, the communications agency for pharmaceutical marketing that emerged from Euro RSCG Switzerland, has been successfully represented in the market. Since April 2003, the agency has been operating under the new name Euro RSCG Life. The reason for this is that under the umbrella of the Havas Group, the competencies of the 44 healthcare agencies operating worldwide have now been uniformly combined into a global agency network under one name. Budgets from global playersWith Robert Schaffer as the new head at the helm and with a
With a newly structured, globally operating network behind it, the mood at Euro RSCG Life, located at the Rhine bend in Basel, is one of optimism. In addition to the market-leading agencies in the USA, Canada, Europe and other offshoots in Latin America and Asia, the Swiss agency has a special role to play: The Basel-based agency is right on the pharmaceutical industry's doorstep and handles budgets for global players such as Bayer, Novartis, Pharmacia, Pfizer, Sanofi-Synthélabo and UCB-Pharma.
The Basel-based agency supports the pharmaceutical industry and other companies in the healthcare sector in the implementation of national and global advertising campaigns. In doing so, it offers above all
scientific support, conducts workshops for physicians and opinion leaders, and prepares the communication materials necessary for the launch and support of pharmaceutical products.
Robert Schaffer worked in France for ten years
on French, pan-European and international communication projects for the pharmaceutical industry. In New York, he spent five years working on US and global pharmaceutical marketing. A biology graduate, he worked at Lowe McAdams Healthcare in New York before joining Euro RSCG Life.
Andreas Panzeri

The Interessengemeinschaft elektronische Medien (Igem) announced new services at its general meeting: summaries of important advertising impact studies are to be made exclusively available to members, and the feasibility of an annual special study in the field of communication technology is being clarified. The Internet research working group is planning a study on the branding impact of online advertising. Igem also wants to strengthen its relationships with relevant decision-makers. To this end, it has given itself a new corporate identity.

Market research Those who thought of target group identification in terms of income, education or consumer behavior have to retrain: "Soft" criteria such as social environment or aesthetic preferences allow fine target group segmentations. A corresponding method will be introduced in Switzerland this fall on the initiative of Publisuisse.Imagine: Two men, both born in 1948 and raised in Great Britain, both married with children who are almost grown up by now, both professionally successful and very wealthy, both no longer living with their wives and preferring to spend their vacations in the Alpine region - and their faces are world-famous: They are the hard rocker Ozzy Osbourne and the blue blood Prince Charles. They are so-called "socio-demographic twins" and, as consumers, should behave in the same way. However, the chances of Ozzy Osbourne and Prince Charles doing so are more than slim. They have lifestyles and preferences that could hardly be more different.The example shows that defining target groups according to conventional characteristics can have its pitfalls. Even though there are now many segmentation options: Markets can be divided according to geographic, demographic, sociodemographic or psychographic criteria. Newer approaches also use behavioral or usage-based criteria, such as customers' consumption or information behavior. And the combination of sociodemographic and psychographic criteria to form various lifestyle typologies is also common.
To be practical, the segmentation criteria have to meet various requirements. First of all, they must be measurable. Furthermore, the criteria used for measurement must have qualitative explanatory power with regard to purchasing behavior. In addition, the identified segments should be clearly addressable and exhibit a certain stability over time. Finally, the way a company segments its target market influences the allocation of resources and thus the future development of the company. It therefore makes sense to always keep the development of the next three to five years in mind when segmenting. And ultimately, the segments found must be large enough to allow economically profitable processing.
Limited informative value Many segmentation methods do not adequately meet the above requirements. This is because the sociodemographic characteristics used are rarely sufficient to accurately describe the diversity and individuality of consumers, their preferences and needs.
When it comes to purchasing behavior relevance, sociodemographics reaches its limits. In fact, even so-called "sociodemographic twins" - as mentioned in the example - can sometimes differ greatly from each other.
Formal similarities and even a comparable social situation can be associated with very different lifestyles and values. Consumption and brand preference are determined by things other than sociodemographics. All too often, selective considerations of individual characteristics such as school education, age or salary bracket lead to erroneous conclusions and thus to misinvestment of the marketing budget. In order to arrive at a realistic segmentation that is also relevant to actual purchasing behavior, the consumer's everyday life and social environment must also be included in the analysis. After all, these factors determine his or her lifestyle.
While the informative value of conventional target group definitions is very limited, the prognostic horizon of a segmentation can be considerably expanded by including consumers' lifestyles and aesthetic preferences. This is where the Sinus Milieus segmentation method from Sinus Sociovision comes in.
Everyday life-related target groupsTarget group determination using this method is based on the lifeworld analysis of modern societies. The term "lifeworld" includes various areas of experience in a consumer's everyday life. It includes the areas of work, family, leisure, consumption and media. The method assumes that each individual area makes a significant contribution to the development and change of attitudes, behavior patterns and values. Everyday perceptions, wishes, fears and expectations for the future are also recorded.
The Sinus Milieus summarize groups of like-minded people who agree on their outlook on life and their way of life. The result of Sinus Lifeworld research is the delineation and description of social milieus and their respective market potentials. This segmentation can be applied to a wide variety of markets. The Sinus Milieus are lifelike target groups with relatively high descriptive and predictive power, because they are derived directly from the everyday lives of the people surveyed. Regular model updates also guarantee that long-term changes in everyday reality are reflected in the milieu structure.
The milieus identified after extensive qualitative interviews and representative quantitative surveys are plotted on a "strategic map" determined by the two dimensions "social situation" (y-axis) and "basic orientation" (x-axis). For better orientation, each axis is again divided into three sections.
For the classification of the milieus, the following applies in principle: The higher the
milieu is arranged on the y-axis (social position), the more upscale its education, income and occupational group. For the classification on the x-axis, the further to the right it extends, the more modern the milieu is in its basic orientation. It is in the nature of things that the boundaries between the milieus are fluid. Lifeworlds cannot be separated from one another as precisely and without overlap as groups formed on the basis of purely sociodemographic criteria.
The Sinus Milieus become even more tangible than on the strategic map in the visualization through the "living worlds" of the individual milieus - because a person's attitude to life and aesthetic sensibilities are usually expressed quite directly in the design of their immediate surroundings. In contrast to clothing, jewelry, make-up or hairstyle, the design of the home is also hardly subject to short-term trends. The different lifestyles of the various milieus can therefore be underpinned and clarified by (authentic) visual material of the respective living environments.
Using the mechanism "Show me how you live, and I'll tell you who you are," this visualization based on the living worlds gives product managers, and above all creative people, valuable information for the marketing instruments and the advertising approach. The living environment allows you to put yourself in the shoes of the target group by standing in their living room, so to speak.
Performers and escapistsTen different milieus have been identified for Switzerland, each characterized by very different combinations of individual values, attitudes, leisure activities and everyday aesthetics. In order to achieve a certain strategic concentration for marketing and media planning, these ten individual milieus can be grouped into four larger lifeworld segments. Specifically, these are: the leading social milieus (which include the arrivist, the post-materialist and the modern performer), the mainstream milieus (the status-oriented, the middle-class and the consumption-oriented workers), the traditional milieus (with the subgroups of the traditional middle-class milieu and the frugal traditionalists) and finally the unconventional, young milieus (with the experimentalist and the escapist milieus).
Differences can be seen not only between the milieus, but also between the three language regions of Switzerland. While values such as performance awareness and self-confidence, a certain technological optimism and an orientation toward material status dominate in German-speaking Switzerland, regional identity is emphasized in French-speaking Switzerland. Here, general openness to the world goes hand in hand with an orientation toward experience, enjoyment of life and lower material demands. There are also clear differences between German-speaking Switzerland and Ticino: In the Italian-speaking part of Switzerland, striving for status and prestige is only of secondary importance. Here, traditional values predominate (for example, in terms of work ethic and gender role distribution), with a pronounced family orientation and need for harmony meeting with a certain fear of the future.
The Sinus Milieus are used for a wide variety of objectives: They are used for the differentiated description of customer and buyer groups, they can be used for the early detection and localization of changes in attitudes, for the definition of new market segments when introducing new products to the market or for relaunches. They can also be used to position products and services, to identify market niches, or to efficiently address buyer groups and avoid wastage in advertising communications.
In the media sector, target-group-specific perception, evaluation and use of the various media can be investigated in parallel with quantitative reach research as part of various qualitative studies. The milieu-specific motives for use, preferences, affinities and barriers of the milieus to various advertising media can thus be used to derive valuable information for target-group-specific communication. Above all, linking the Sinus Milieus with existing data, for example in audience measurement, offers media planners and advertising clients as well as program planners and broadcast designers practical information.
This approach has already been tested in neighboring countries: In Germany, the milieu approach has been used since the mid-1990s to determine the milieu-specific reach of important print advertising media. Compared with conventional target group approaches, the differentiation of the Sinus milieus is very good, especially in the special interest sector. Milieu-specific evaluations are also used successfully in the TV sector: In Germany, the Sinus milieus have been integrated into the AGF/GfK television panel, the TV ratings measurement of the German TV stations, since the beginning of 2000. In Austria, evaluation by Sinus milieus has been available since early 2002 as part of TV research with Teletest.
In addition to previous target group analyses, which are mainly based on sociodemographic characteristics, TV use in Germany and Austria can also be analyzed by milieu. It turns out that media choice and media use vary according to milieu. Differences can also be seen, above all, in the type of television use, the average viewing time per day, the preferred programs, and the respective affinity for online use and the use of teletext services. Comparable evaluations will be available from September 2003 by linking the Swiss Sinus Milieus with the
Telecontrol data also available for the Swiss market
stand.
Personal values shape consumers' lifestylesThe generic term "lifestyle" covers selected combinations of a person's typical behavior. On the one hand, lifestyle comprises external behavioral characteristics (for example, leisure behavior, habits, etc.), and on the other hand, psychological variables
of a person such as general values, attitudes or opinions. The lifestyle of a person or a group is captured via a system of relationships between situational factors and observable factors (activities), emotionally conditioned behavior (interests), and cognitive orientations and values (orientations) of the person in question (AIO approach).
Personal values, in particular, are increasingly being used to capture and typify consumers' lifestyles. The Heidelberg-based Sinus Sociovision Institute assumes that the fundamental values that shape a consumer are relatively independent of situational changes and short-term trends.
The higher the temporal stability of the criteria used, the more
Their prognostic significance and relevance for purchasing behavior is also greater.
Ad person

Kerstin Schoegel is a project manager at the HTP St.Gallen Management AG Institute, which works closely with Professor Torsten Tomczak, Director of the Institute for Marketing and Commerce at the University of St.Gallen. Schoegel's main areas of work are strategic marketing, market research, customer satisfaction and market-oriented corporate management.
Sinus Milieus in Switzerland, too

Successful communication requires comprehensive knowledge of consumers, their preferences and habits - incorrect target group definitions lead to scattering and efficiency losses. The
The more precisely one wants to capture the individual preferences of consumers, the more necessary it proves to describe target groups beyond socio-demographic characteristics. For this reason, numerous companies and agencies in Germany have been using
the Sinus Milieus of the Heidelberg-based Sinus Sociovision to determine target groups. The model is now also used in numerous other EU countries as well as in most Eastern European countries and in North America.
Starting in the fall of 2003, this methodology, which is based on consumers' lifestyles and lifeworlds, will also be available to Swiss marketing and communications managers. The initiator and client of the Swiss study is Publisuisse, with the following partners: SRG-Forschungsdienst, PDAG, Credit Suisse and Sinus Sociovision GmbH. In three episodes, Werbewoche will present the Sinus Milieus of Switzerland. (sh)
Kerstin Schoegel