Museum marketing "That's me!" one or two ADC members will be surprised to discover when they arrive at the opening of the club book on the evening of June 5, because there are posters with well-known likenesses in and around the halls of Haus Konstruktiv, where the ADC will be a guest. But not quite as we know them in real life. But the way the Wirz creatives imagine their professional colleagues "constructively". The encounter between commerce and art is reason enough for CD Matthias Freuler and his team to drum up support for the museum once again. A continuation of the campaign with people from the worlds of culture and politics is planned, the CD reveals, and a Bodin becomes an early Graeser at Wirz.

Press Blick is largely no longer sold on the tabloids. The paper's retail circulation has fallen by around 41,000 copies since 1996. This decline has been mitigated by a simultaneous increase in subscription circulation of 12,000 copies. As a result, the share of single-copy sales has fallen from just over 50 percent to 41.5 percent since 1996.

In your pleasing report on the new Publicis advertising campaign and cultural marketing at the Schauspielhaus, two important partners of our theater were unfortunately not mentioned:Thanks also to the WoZ and APG We also maintain a very good and intensive media partnership with the WoZ, which in addition to advertising also manifests itself in joint events, such as the speech by Ignacio Ramonet, the director of "Le Monde diplomatique" in the Schiffbau. APG should also be mentioned, thanks to whose great commitment the Schauspielhaus achieves a strong visual presence in Zurich and the surrounding area. In good times and in difficult times, the Schauspielhaus Zürich has always been able to count on its partners. Un grand merci!
Barbara Higgs, Schauspielhaus Zürich, on the article "Theater hilft bei Pickel" in WW 20/21, 2003.
Industry-standard schizophreniaI read your comment with some irritation, as most of the publishers mentioned have the option of enclosing all kinds of brochures with their newspapers. Although this form of direct mailing is hardly used today, it would be interesting for publishers in several ways. Firstly, these inserts could be tailored to specific target groups (from regions to
to neighborhoods) can be distributed. Secondly, the newspaper can be used to elegantly transport advertising messages past the "stop" sticker to readers and customers. Thirdly, the loss of advertisements can be compensated for in this way. Fourthly, as in other countries, this type of advertising will soon be considered desirable by the majority of readers. It is therefore reasonable to assume that these people are deliberately shutting themselves off from traditional direct mailing so that they can soon offer advertising customers a new vehicle with the advertising messages enclosed with the newspaper. So it's not schizophrenia, but tactics? Advertising sales and profits would be grateful.
Nicolas Böhmer, Frauenfeld, on the commentary "Industry-standard schizophrenia" in WW 16, 2003.
No subsidiesBravo - I fully agree with you, Mr. Seifert! And what do you think of the proven state subsidization of Blick to the tune of five million francs a year? Incidentally, the state coffers also give a little less each year to the Coop and Migros newspapers mentioned in the same WW... Great, eh? Before Finance Minister Villiger definitely wants to introduce the inheritance tax again to partially cover our now hefty 230 billion national, cantonal and communal debts, we should definitely remember this in advance, shouldn't we?
Jean-Pierre E. Reinle, Managing Director of Communication Executive AG, Zurich, on the column "Mediale Ruheräume" in WW 20/21, 2003.

SuvaCatsky & Partner dug into the black humor box and produced a TV spot for the federal insurer. Laugh and click on: www.werbewoche.ch/adratingFeldschlösschen
When it comes to beer, the AdRater runs riot without restraint: Feldschlösschen got a lot of slaps and compliments.
Top 52,20%
Flop 47.8%

Baumgartner Papier is expanding its range of creative papers with the Evanescent Velvety tracing paper, a collection from the Parisian paper workshop Thibierge & Comar. The Evanescent range now comprises three types of paper with 26 color nuances. The Velvety product family is available in six shades. The enlarged range offers designers countless combination possibilities.

Internet marketing MMXI fills a gap in the market with a new planning tool for the Internet - but its price is not worth it, even for large media agencies. Planning campaigns on the Internet used to be like a lottery - advertisers had to consult self-developed systems if they wanted to know which sites were most suitable for placing their advertising messages. They also had to decide for themselves which research results they should use to assess a site. The reason for this shortcoming is that there was a lack of reliable data on the efficiency of advertising on the Internet and no useful planning tool - a situation that hardly encouraged the use of the Internet as an advertising platform.
MMXI Switzerland and Nielsen Netratings have now taken a step in the right direction. The two cooperating companies presented a new approach in Zurich. The online planning tool developed by Nielsen Netratings under the name WebRF (Web Reach and Frequency) promises "unprecedented transparency" for the Internet.
For example, the tool allows campaigns to be planned for freely definable target markets - with a specified budget. After entering these parameters, the tool spits out the pages and sites that have the highest share within the searched target group.
Wide-ranging analysesAmong other things, WebRF provides target group analyses according to user demographics, but selections according to affinities are also available. Also possible: analyses within a selection of pre-selected domain, site or page lists.
The key to the new tool
lies in combining the data collected by MMXI and Nielsen Netratings on Internet user behavior with a new software solution. This makes it possible to carry out various analyses based on reach and contact frequency.
If you want to implement this tool, you have to dig deep into your pockets. As Stefan Raum, Senior Director Sales & Marketing at Nielsen Netratings, explained, WebRF costs users between 13,000 and 22,000 euros per year - depending on whether an agency purchases the entire service package or only parts of it. Far too much, according to the media agency representatives present at the presentation.
Urs Rueb, Director of Media Edge|CIA, told Werbewoche that the tool would not pay off - measured against the comparatively low booking volumes for the Internet. "Only the big web agencies can afford it," he emphasized. The media agency he manages - the largest in Switzerland - would certainly not purchase the tool. Nevertheless, he was satisfied with the approach and said: "The thrust is right." After all, added Urs Wolfensberger, Managing Director of MMXI Switzerland, there are also ways to be part of WebRF with smaller amounts.
Today, North America still accounts for the largest share of global Internet users - but Europe will be ahead in 2005.

Daniel Schifferle

Freelance copywriter Helen Lagger from Ittigen advertises her text store with photos showing her at work in various situations. There is also a business card. Every (potential) customer receives an original as a mailing, so to speak. This originality is intended to communicate a "somewhat personal touch" as well as trust and courage. The series of cards was designed by Ibrahim Zbat from the Vim agency in Zurich. Helen Lagger provides texts for advertising, PR and online media as well as translations.

Brand competition 15 Swiss brands were nominated for the final round of the newly created Swiss brand award B.E.S.T. (Brand Excellence Swiss Trophy), which is sponsored by Accenture, Interbrand Zintzmeyer & Lux and Cash and recognizes brands that cultivate Swiss values and thus contribute to Switzerland's image at home and abroad. Over 100 brands were submitted to the competition. The following were nominated in the "Reputation" category for high national or global appeal: ETH Zurich, Herzog & de Meuron, Kambly, Neue Zürcher Zeitung and Patek Philippe. In the "Tradition" category for decades of helping to shape Switzerland's image: Caran d'Ache, Kaba, Migros, Rega and USM Haller. In the "Evolution" category for young brands with convincing potential: DT Swiss, Freitag, Navyboot, Nespresso and Phonak. The winners will be announced on June 26.

Advertising Festival Five percent fewer entries (16,392), but six percent more Swiss entries than in 2002 are competing for the Lions of the International Advertising Festival in Cannes this year According to the Swiss Cannes representative Cinecom, the direct marketing competition in particular saw a massive increase (from 23 to 55 entries). In contrast, participation in the Film Competition fell from 83 to 74, in the Cyber Lions from 12 to 7 and in the Media Lions from 13 to 8. In the Press & Outdoor category, on the other hand, a small increase of five to 204 entries was reported. With a total of 348 entries, Switzerland ranks 13th internationally. The Germans were not at all deterred by the economic situation: According to Werben & Verkaufen magazine, they submitted 1485 competition entries, 18.5 percent more than in the previous year.

Advertising statistics The Advertising Index Switzerland (AIS) of the AG für Werbemedienforschung (Wemf) will be launched in August after a delay of several months. All media categories have now agreed to participate," explained Hans-Jürg Gränicher, who is responsible for the AIS at Wemf. The competing product to Media Focus' advertising expenditure statistics will be presented in Zurich on June 24. It is based on invoiced gross advertising revenues. For all media categories, the AIS will contain the figures retroactively as of January 1, 2003. In July, the agencies will receive the data for testing, and from August it will be published monthly. Originally, a weekly publication was considered, but this did not meet any need, Gränicher said.

The newly founded Swiss Dental Center AG has chosen cR Kommunikation in Küsnacht as its agency.Swiss Dental Center is opening a center for dental services in Zurich at the beginning of July. The concept will later be implemented in other cities. cR Kommunikation was commissioned to develop a brand and integrated communication for the Zurich center and is implementing the project with its partner agency Unikat.

Publishers The Espace Media Groupe is cutting jobs, but wants to maintain all its activities - and continue to expand. "Yes, we are negotiating with the NZZ Group about a cooperation between the Berner Zeitung (BZ) and the Bund. We are interested in having a second voice in Bern. This is a piece of quality of life for us," said Charles von Graffenried, Chairman of the Board of Directors of Espace Media Groupe (EM) last week at the annual press conference. The next day, however, he outlined his vision of the future Swiss press landscape in the Berner Zeitung: the national papers NZZ and Blick are the bread and butter of a sandwich, so to speak, whose filling consists of seven large regional newspapers alongside smaller titles - one in Ticino, one in Switzerland and one in Switzerland.
French-speaking Switzerland, Zurich, Espace Mittelland, Eastern Switzerland, Northwestern Switzerland and Central Switzerland.
This makes it clear what the Bernese are aiming for in the negotiations with NZZ: The Stuttgart model - two separate editorial teams in two titles with a joint advertising jacket. If the mixed double is also printed in the new EM printing center, all the better. However, the NZZ is unlikely to have much say in this model.
EM is in the strongest position in Bern. Economically, it is doing far better than the Confederation and the entire NZZ Group. Even if this year's profit increase was only possible thanks to job cuts of almost ten percent. And further cuts are imminent. After all, EM's shareholders are not the main beneficiaries, as they leave 90 percent of the profits in the company - for investments and expansion.
No comment on the NordringBoth are happening at the Group headquarters on Bern's Nordring: According to Albert P. Stäheli, Chairman of the Executive Board, around CHF 40 million will be invested this year, primarily in the CHF 100 million printing center. The Solothurner Tagblatt (ST), a split of the Berner Zeitung (BZ), is also incurring costs. This currently has a certified circulation of 2,350 copies, which is set to grow to 4,000 copies by the end of the year.
The expansion of the Solothurner Blatt in the Mittelland region looks like this: Grenchen will get its own page, early delivery and the usual ST promo subscription offer - initially five months free and then half price for a year. BZ Managing Director Franziska von Weissenfluh is unconcerned by the fact that the competition there describes the Bernese advertising for Grenchen readers as unfair (see interview). She did not want to comment on Vogt-Schild's accusations.
The ongoing investments, which are paid for from the Espace treasury, also include the 17.5 percent stake in 20 Minuten Schweiz. With this, the Bern-based company aims to compensate for advertising losses and participate in national advertising revenue - as with the 15 percent stake in SonntagsZeitung and with radio, TV and Internet activities. Von Graffenried does not rule out the possibility of EM taking on further replacement commitments. Jean Frey AG, with its national titles, would be an option. The newspaper patron sits on the board there and could sound out the right time for EM. "I don't see that at the moment. If something comes along, it won't come from me," says Banquier von Graffenried.
A combative Espace Media Groupe will also be competing with the Solothurner Zeitung in Grenchen from August.

Espace Media Groupe in figures (in CHF million)

2001 2002 Change in %
Group sales 259.9 233.3 -10.3
Consolidated profit 18.2 22.6 +24.2
Cash flow 37.9 37.0 -2.4
Net revenue Berner Zeitung1 28.4 112.9 -12.1
Net income Conradio AG (radio/TV) 9.0 8.2 -8.9
Full-time positions 1070 965 -9.8
Markus Knöpfli