Affinity of advertisements with supporters in the "bourgeois corner "Gold (162) Weinkellerei Aarau
Champagne Bollinger
(Photo: Wolf, Olten/Keller Druck, Aarau)
Silver (149)Akris
Punto
Bronze (144) Nescafé
Intenso (Publicis)

TV program guides Vierwaldstätter Verlag, the publisher of TVvier, has been in debt-restructuring moratorium since 18 March. Rüdiger Hahn, the sole owner of the publishing house based in Kastanienbaum in the canton of Lucerne, is playing it cool. "I won't say anything until the matter is closed," he told Werbewoche. The four-weekly "Programmie" TVvier, launched by German national Hahn in spring 2001, is still available at newsstands. Hahn is optimistic that this will remain the case. "There will always be a TVvier - the Vierwaldstätter Verlag publishing house will survive the debt restructuring moratorium by 99.9 percent." According to the publisher, the paper will be printed by German publisher Bauer Verlag. Last summer, Hahn was still talking about 45,000 copies sold per issue - 20,000 of which were subscriptions plus 25,000 in single copy sales.
A year ago, he also announced two to three further new launches in the lifestyle and automotive sectors in Advertising Week. Even in view of the current situation, he sees no reason to bury these projects at the moment, explains Hahn.
(dse)

The Rapperswil-based Internet service provider Hostpoint has awarded its marketing budget to the visual communications agency Malstube and freelance communications consultant Adrian Erni, who are developing a new corporate identity for Hostpoint. A print campaign in the trade press, a cinema slide campaign and national media work are also planned.

Zurich University of Applied Sciences Winterthur (ZHW) launches the Center for Professional Writing (ZPS). The ZPS's continuing education program is geared towards different target groups. It teaches scientists efficient text production (also in English) and the generally understandable presentation of specialist knowledge. In addition to continuing education, the center also offers writing coaching. Further information can be found on the website www.zps.zhwin.ch.

"Guerrilla action" When two people are happy, the third gets annoyed: in this spirit, Sunrise and Triumph International have made a pact in a cloak-and-dagger operation: since Saturday, the women's poses of the current Sloggi posters have been covered with Sunrise stickers. "The Sunrise cover is getting better and better. Sorry," proclaims the headline on the censor bars. The instigator of the unusual mariage was Sunrise's in-house agency Wirz. Only people without cell phones can do nothing with the coverage.

Markus Hollenstein is the new Head of Marketing at TV marketer Publisuisse. "It can't go on like this! Where do you live?" the Managing Director at Wunderman Cato Johnson asked himself in horror as his 40th birthday approached. Markus Hollenstein had to get out of his rut and "gave himself" a sabbatical. Together with his wife, he "gave up everything" and stored his personal belongings in a warehouse. They flew to Singapore on a one-way ticket. This turned into a three-and-a-half-year journey: Australia, New Zealand, South East Asia Japan, China and India were the stops. "I like the Asian mentality and philosophy of life," says Markus Hollenstein.
It was not his first trip to Asia.
Hollenstein's career began in Zurich. After completing his C-levels, he studied German, journalism and film studies for three semesters. Together with colleagues, he made a few films and flirted with the profession of journalist. However, the careers advisor advised him to complete his studies properly. However, he was more interested in a job advertisement from Advico than university. He ended up in the market research department there in 1979. Hollenstein carried out market analyses, became an "advertising ace" and was appointed consulting group leader.
Then he had had enough and set off for Asia.
Back in Zurich, Hollenstein realized that in most traditional agencies he would probably have "done the same as at Advico, just with different clients". Jörg Rindlisbacher's promotion agency promised a new challenge. As Head of Consulting, he experienced the various stages of development from Promovico to Wunderman and later to Impiric.
But Hollenstein soon turned 40.
Because "being on the road all the time can also become monotonous", Hollenstein and his wife returned to Switzerland after their second trip to the Far East in 2000. He actually wanted to work on the customer side now. At the time, however, Impiric was looking for curious people around the Vontobel account for the electronic bank. He found working with the Internet fascinating. But when the You-Bank thing didn't "take off", he switched to Publisuisse.
As Head of Communications, he has now spent two years "steering the department towards new shores". He would have liked to optimize this project even further. However, when the future TV Director Ingrid Deltenre and the Head of Marketing Barbara Kohler decided to leave Publisuisse, Hollenstein was discovered as the new man for the future and the Head of the Marketing department. "An ideal appointment," was the internal comment on the choice.
Of his future ideas, he wants to focus primarily on proving the impact of the qualitative elements of TV advertising. "Viewership figures are taken too much as a measure
of all things," he says and is convinced "that we can not only promise performance with numbers, but also prove and guarantee it." But within the medium, quality also plays a role alongside quantity. "The program environment of a show and the advertising block design are also important," says Hollenstein.
On the future of the new forms of television, he says: "Too much advertising in a program is totally counterproductive." However, the right amount of well-made advertising between two interesting programs would certainly not be zapped by the audience.
Since traveling through Asia, Hollenstein also knows how to use the Kyudo bow. This Japanese sport is called "the way of the bow" and aims to achieve perfection in lifestyle. Performance counts as a gain in knowledge, but not as physical exercise. The ultimate goal of this meditation with bow and arrow is therefore not to hit the target, but "the pure being of the arrow in the target".
Meditates with bow and arrow and climbs new levels of knowledge: Martin Hollenstein.

Andreas Panzeri

Outdoor advertising A pilot project by APG and Clear Channel Plakanda shows: Thanks to satellite and electronics, the contact opportunities of poster sites can be determined. The fact that half of advertising investments are thrown out the window was already known to car king Henry Ford - it was (and still is) only unclear which half. However, this problem has now also been clarified - but only for billboard advertising and, for the time being, only for Winterthur. There, 30 percent of the B12 and B200 poster sites (PS) are positioned in such a way that they generate 50 percent of the contact opportunities of all Winterthur PS. What's more, it is possible to specify exactly which PSs are among the top sites.321 test persons on the roadThis information is possible thanks to Swiss Poster Research (SPR), a poster research project developed by Lausanne professor Martial Pasquier on behalf of and in collaboration with the outdoor advertising companies Allgemeine Plakatgesellschaft (APG) and Clear Channel Plakanda (CCP). It uses satellite technology to measure PS contact opportunities. A pilot project in Winterthur showed that the method works, with a total of 321 people each carrying a device for a week that stored their locations every second using GPS (Geographical Positioning System). These were then transferred to a map that also contained the positions of the Winterthur PS. This made it possible to determine when each of these people living in the Winterthur conurbation passed which PS and at what angle - or how high the chances of contact are for each individual PS. As a result, it can now be precisely determined that only the data from 268 of the 321 test subjects could be used - due to device defects or incorrect behavior on the part of some test subjects. A total of 93122 contact opportunities were counted, of which 24633 were from pedestrians and 68489 from motorists. 35 percent of the contact opportunities took place between 10 a.m. and 2 p.m. 8.9 percent of all PS passages took place at night with unlit billboards and were therefore not counted as contact opportunities. And 20 percent of the test subjects accounted for half of all contact opportunities.
The SPR does not show how many posters were actually seen. However, the term media contact was defined so narrowly in this project that CCP CEO Beat Roeschlin and APG CEO Christian Kauter spoke of the "hardest media currency in Switzerland" when presenting the results. Just how hard it is can be seen from the criteria that are taken into account: If a person approaches at an angle of 45 degrees, this counts as frontal contact and is weighted more heavily than an angle between 45 and 150 degrees (parallel contact). At more than 150 degrees, the person moves away from the poster, which is not counted as contact. A passage at a distance of more than 80 meters also does not count as contact. In addition, a passage in unlit PS only counts as a contact between 6 a.m. and 8 p.m., and contacts made by people moving faster than at
The weighting of the posters of people traveling at ten kilometers per hour is only half as high as that of people traveling more slowly. In addition, a PS with more than one surface is weighted less heavily than a stand-alone billboard.
What happens next with the SPR is only partially clear: because the pilot project does not yet provide a large enough sample for Winterthur, it will be extended by 300 test weeks in the summer. The city of Zurich will then follow. However, this will require more than 1200 test weeks, additional GPS devices and a correspondingly larger budget. While APG has already pledged its share, CCP CEO Roeschlin still has to apply for his in London. He even spoke of "going to Canossa". If necessary, however, Kauter hinted that APG would go it alone with the SPR. The costs to date have amounted to a total of two million Swiss francs, but several times that amount will have to be raised to collect the data in Zurich and eight other Swiss conurbations (by the end of 2006).
At the presentation, Stephan Küng (Initiative Media) and specialist journalist Ueli Custer praised the fact that out-of-home advertisers had managed to find an industry solution for poster research. This is not a matter of course: the project almost failed a year ago due to a dispute between the competitors had it not been for the mediation of the Swiss Advertisers Association.
The working group (see box) wants to set up a standardized database and a planning tool that takes into account the different marketing approaches of APG and CCP (network vs. individual point philosophy).
Only at night did the GPS not provide any data on the satellite: Poster sites in Winterthur were recorded electronically 50 percent of the time.

Stored the locations of the test persons and calculated the chances of contact: Mobility Meter.
These people work in the Swiss Poster Research working group:
Chair: Martial Pasquier, Professor in Lausanne;
APG: Rolf Chiarini, Marketing Director; Christof Hotz, Marketing;
CCP: Beat Roeschlin, CEO; Urs Zeier, Zeier Consultants;
Project management and office: Patrick Pfäffli, Felix Mende, Input Zurich
User CommissionThe SPR project is being pursued by a User Commission whose members include Stephan Küng (Initiative Media), Ueli Custer (specialist journalist), SWA Director Jürg Siegrist and various representatives of out-of-home advertising clients. (mk)
Markus Knöpfli

The winners within all four target groupsGold 58%Sölden
Ski pass (Lowe GGK)
Silver 55%Orange
570 minutes of daylight
(Lowe)
Bronze 53%Michel fruit juices
Beauty Colada
(Sulzer Sutter)

There are three types of advertising: "Loud advertising, louder advertising and unfair advertising." At least that was the opinion of Werner Mitsch, German aphorist. "I would die if I didn't die", Hermann Strittmatter once said. These and other quotes, not only on the subject of advertising, can be found in the "Quotations Dictionary of the 20th Century". With this reference work, Markus M. Ronner presents the result of his 40-year collection of witty and pointed contemporary sentences. The collection of witty aphorisms is published by Orell Füssli Verlag, 864 pages, Fr. 59.-, ISBN 3-280-05050-2.

Paid online content will not win a flower pot in the foreseeable future, according to Swiss experts surveyed by the media research company Publicom. The majority rated the prospects of media groups being able to generate at least 10 percent of their revenue from paid content on the Internet within the next five years as "poor" or "very poor". The mere secondary use of existing content is not enough: the panel rates the probability that online users will pay money for news as low.

Outdoor advertising The documents for the poster tender in Lucerne will hardly be available before August, and for good reason: Lucerne wants to avoid the experience of Basel - or at least prepare for it. "We are therefore preparing the tender thoroughly," says Daniel Bernet, the lawyer responsible at the Lucerne Building Department. In Basel, the unsuccessful outdoor advertiser challenged the concession specifications in court. There, the bidding companies were also required to submit an overall concept. In Lucerne, on the other hand, the concept will be specified down to individual sites according to format and location.

Column Quality newspapers only thrive in independence. Public funding undermines this. A plea against the rampant subsidy-itis: if you're up to your neck in water, you obviously can't think straight. How else can one understand why one of Germany's national daily newspapers, in its financial difficulties, is asking the state government for a million-euro guarantee? The Frankfurter Rundschau of all newspapers, the guardian of political correctness in the red-green milieu, is letting the cabinet of its hated Minister President Roland Koch stuff money into its holey pockets. And many a journalist who is committed to the trade unions and follows the current horror stories about the decline in advertising revenue in their own company is now half-considering whether public-law forms of organization should not also be established for the print sector. If newspapers fail on the market, which is based on the principle of economic competition, despite their journalistic success, then the media public sphere, which is indispensable for democracies, is in danger. So why not support the leading printed media for opinion-forming from the tax pot? when companies are in crisis, in Germany and apparently also in Switzerland, the state has to fix it. Accepting the decision on the markets is considered nefarious by many here. If, for example in Berlin, a halfway reputable newspaper really had to close down, then you could already formulate the culturally critical editorials that would get upset with bitter words about the destruction of political culture by the profit calculations of soulless managers.
These old popular tunes don't get any better by being whistled over and over again. Everyone knows that good newspapers only existed and still exist if they are run by private companies with the greatest possible independence from the state. Loans, even guarantees and even more so subsidies from public funds undermine this independence. This freedom cannot be separated from the risk of failure. As a rule, there are clearly identifiable reasons for this failure: Errors in management, failure to adapt editorial offerings to changing reception habits and interests or inability to innovatively tap into new markets. None of these are reasons to call for state aid. If there are no publishers willing to invest and no readers willing to buy a newspaper, then it should not be kept alive artificially.
This is also true because the model of public service broadcasting shows what happens when an entire sector of the media system is decoupled from market influences: a cumbersome apparatus, an inscrutable land grab by political parties and interest groups in the committees and the development of a journalistic milieu that above all considers its own certainties to be fit for broadcasting. Just compare, for example, the clattering rhetoric about program quality that can be heard in Germany on the occasion of the new and outrageous demand for a fee increase with the ARD and ZDF coverage of the Iraq war: there was hardly any other commercial channel with so much disinformation. And as far as efficiency is concerned, the disproportion between the number of foreign correspondents and their program output is grotesque. The winds of change do not blow through this warming room of a medium financed by secure fees. We certainly don't need any more of these media quiet rooms.
Heribert Seifert is media and culture correspondent for the Neue Zürcher Zeitung.