Fashion advertising September 11 and its aftermath also left its mark on the fashion scene, with military clothing and shoes being included in new collections by practically every fashion house. This is probably unavoidable. But where should models pose in advertisements for clothes and shoes? Logically in front of ruins. They have to be real ones. Recreating "natural-looking" ones doesn't work, because there's always a war going on somewhere. And if that doesn't work, you just put a model in high heels on a demolition site outside Shanghai, like the Fornarina shoe factory. The main thing remains: The show must go on. (ck)

In August, the Medienschule Nordwestschweiz in Stein AG launches the part-time specialist course "Marketing and Communication Practitioner", an intensive six-month course consisting of 13 seminars lasting one or more days. The journalism course has been expanded to include six modules, which can also be attended individually. In addition to these courses, the Media School Northwestern Switzerland is also launching so-called further education and wellness weeks such as "Communication and Wellness for Women" and "Bathing in Words". More information can be found on the website www.medienkurse.ch.

DRS Heidi Ungerer, until recently company spokeswoman for Radio DRS, returned to the editorial team of DRS 1 on May 4 after six months of maternity leave, where she will take over the daily journalistic management together with Esther Schneider. Ursula Kottmann has now taken over the role of company spokeswoman.

Outdoor advertising With the takeover of Alma Quattro in Serbia and Montenegro, Europlakat has become the market leader in almost all the successor states of the former Federal Republic of Yugoslavia. Market leadership in Central European countries through internal growth and acquisitions" is the strategic goal of Europlakat (EPI), the joint venture between the Swiss poster company Affichage and the French outdoor advertising company JCDecaux. The purchase of Alma Quattro (see WW 17/03) in Serbia and Montenegro brings EPI a big step closer to achieving this goal. The takeover has also consolidated the market in Serbia and Montenegro to a Western European level: From now on, there are three instead of four well-known providers operating there - and EPI is number 1. This was already the case in 2001. At that time, EPI had a market share (MA) of 40 percent in the large-area segment. Last year, however, the company fell back to second place with just over 20 percent, while its MA for city light posters (CLP) was only around five percent. EPI now has over 60 percent for both formats.
This means that EPI is now at the top of the podium in three former Yugoslav republics: The joint subsidiary of Affichage and JCDecaux also achieved similarly high MAs in Croatia and Bosnia-Herzegovina. However, as previously in Serbia and Montenegro, the MA in Croatia and Bosnia, as well as those in Slovenia and Hungary, are trending downwards.
Segmented marketsFor two reasons: Firstly, the markets continue to segment themselves. Last year, for example, the number of billposters in Croatia rose from seven to eight, in Hungary from 15 to 18 and even in economically underdeveloped Bulgaria from 12 to 14. Only in Bosnia did the number of providers fall from eight to four, and in Slovenia it remained constant at nine billposters.
In addition, all of these providers are setting up their own poster sites, which is constantly changing the MA. Affichage CEO Christian Kauter describes Hungary and Bulgaria in particular as "atomized markets" in which he expects a trend reversal within the next two years. EPI is also hoping for a nibble of consolidation here and there - and a corresponding increase in MA. It is quite possible that something will change in the CLP segment in Hungary as early as this year. In any case, talks are being held with potential takeover candidates, said Affichage CFO Ulrich von Bassewitz. Hungary is the EPI country that achieved the highest growth in sales in 2002 with an increase of 42 percent (totaling 16.8 million Swiss francs).
Croatia is also doing well, with EPI achieving sales of CHF 12.4 million (+30%). In Slovenia, however, the MA could be larger than it currently is. This is because EPI was awarded the concession for the capital city of Ljubljana last year, but after a change of government and an appeal against the decision, it is once again in limbo. Kauter, however, is confident. After all, sales in Slovenia also rose by 12 percent to CHF 5.5 million last year. In Bosnia-Herzegovina, on the other hand, sales are still weak (CHF 4.3 million) despite a high MA, but the country is catching up, with an EPI growth rate of 21 percent. Kauter expects EPI sales growth of 15 to 20 percent in Eastern Europe this year. The forthcoming eastward expansion of the EU makes countries such as Hungary, Croatia and Slovenia in particular markets with great potential for out-of-home advertising.
Breaking promises in WarsawEPI has also cut back in Eastern Europe in recent months: The company withdrew from Poland, the Czech Republic and Slovakia and contributed to the consolidation of the markets there (see box). From Poland because of "suboptimal management" (Kauter), because of a ban on tobacco advertising and because the concession for Warsaw is not being adhered to by the city authorities.
The German out-of-home advertiser Ströer benefited from EPI's withdrawal. The situation was different in Slovakia and the Czech Republic, where it would have been possible to integrate existing JCDecaux subsidiaries into EPI (JCDecaux has a 25-year concession for Prague, among others), but this exceeded the financial possibilities of Affichage, which only wants to finance its acquisitions with its own funds. EPI therefore withdrew from the two countries and sold its previous shares to JCDecaux, which remains active there independently of EPI. However, it would be possible for EPI to re-enter the market. EPI is not active in Albania and Macedonia, but has started to set up a billboard network in Kosovo.
Affichage CEO Christian Kauter expects sales growth of 15 to 20 percent for Europlakat in Eastern Europe.

Market position of Europlakat in Eastern EuropeHungary
GF < 20% (No. 2) CLP < 10% (No. 4)
Slovenia
GF < 40% (No. 2) CLP < 20% (No. 2
Croatia
GF > 40% (No. 1) CLP > 60% (No. 1)
Bosnia-Herzegovina
GF > 60% (No. 1) CLP > 60% (No. 1)
Serbia/Montenegro
GF > 60% (No. 1) CLP > 60% (No. 1)
Bulgaria
GF > 20% (No. 2) CLP -
GF = Large format; CLP = City Light Poster Source: Affichage
Last yearEPI generated total sales of CHF 72.3 million (+8.3%). Of which
17.9 million francs (around a quarter) were generated in Poland, the Czech Republic and Slovakia, which have since been discontinued. In 2002, EPI generated a small
Profit realized.
The exit from the Czech Republic and Slovakia in the second half of 2002 also had an impact on Affichage's total sales revenue: These fell last year by 18.7 million francs to 301.6 million francs (-5.8%), with the EPI exit from the Czech Republic and Slovakia contributing around three million francs. (mk)
Markus Knöpfli

Editor-in-chief Werner De Schepper is doing away with nudity in the new Blick, but the sensuality should not suffer as a result.WW The new Blick wants to open up - how will readers feel this? Werner De Schepper We will bring a greater diversity of viewpoints and opinions into the editorial columns. In other words, we no longer want to proclaim that everything we write is the last word in wisdom. There are also other truths and opinions - and in future this diversity should be increasingly visible in the articles themselves and not just in the letters to the editor columns
However, one could also expect the theologian De Schepper to moralize even more than he already did.
Precisely because I do theology
I am cured of moralizing. Of course, morals and ethics are very important. But they must be demonstrated in responsible, ethical actions in everyday life. And not in the form of moralizing or know-it-all attitude.
For example, the new Blick is doing away with a long-standing institution: the naked girl. Will there be less naked skin in the Blick in future?
No, not at all. Because sexuality and the stories surrounding it are part of life. And we depict that with all the sensuality that goes with it. But if we show exposed or partially exposed bodies in future, then there has to be a story behind it. Just a picture of a naked woman - without words - we're definitely not going to do that now.
The realignment of Blick is aimed at 20 Minuten, which will probably become even stronger in the hands of Tamedia. In this year's certification, your newspaper lost more than 17,000 copies - measures in reader marketing are almost a must.
Readership figures are not our main concern - they have been stable at Blick for years and will also look good next fall. Secondly, we have suffered much less under 20 Minuten than other newspapers, which is certainly due to the fact that we set our own topics - you can't simply replace Blick. However, one problem in the wake of the economic crisis is that more and more people are borrowing Blick from work colleagues or neighbors instead of buying one themselves. Our aim must be to continue to encourage as many people as possible to buy one. We are doing this, for example, by moving closer to the public with new distribution channels. Blick is already available in many Coop stores. We will continue to drive forward the development of supermarkets.
Blick has also already had to lay off employees - does the implementation of the new concept even allow another cut in the number of employees?
The current size of the editorial team is needed to produce the newspaper I want to make. Cutting back any further would be painful. However, I can't rule anything out - for example, if the advertising market continues to erode.
Interview: Daniel Schifferle

Free newspapers The free weekly newspaper Genève Home Informations (GHI) has agreed a cooperation with the public transport company of the canton of Geneva (TPG).GHI will be available every Wednesday in newspaper boxes in the 46 TPG streetcars. In return, the transport companies will receive space in the newspaper to report on their activities. The
Cooperation is exclusive. GHI will continue to be distributed free of charge to all letterboxes in the region and will also be available in stationary newspaper boxes.

Special Interest Magazine The publishing house Flash Media in Au SG has launched Wellness live, a new magazine on health and fitness topics, which is distributed to doctors, hotels, golf clubs, fitness centers, travel agencies and other target groups and is also available at newsstands. Wellness live is published twice a year with a print run of 30,000 copies. The first issue is 88 pages long.
For the content, which consists mainly of service and PR articles,
is Nicole Caloz Schnyder.

Trade journals A new magazine for visual communication in French-speaking Switzerland is targeting professionals and amateurs. "The established titles for the creative target group in French-speaking Switzerland are no competition for Creative People Magazine. In their
documentation, the new trade journal for design and communication is self-confident. It will know how to distinguish itself through originality.
Creative People Magazine (CPM) was launched at the end of April by Thierry Hausermann (Editor) and Stephan Rauer (Marketing). Hausermann runs the advertising agency AliasGraphix in Morges, while Rauer was formerly commercial director of the magazine Nautisme Romand. With CPM, they have fulfilled a dream, they write in a press release. A magazine of this kind had previously been lacking on the market in French-speaking Switzerland. According to the vision of its founders, CPM will deal with creativity and communication in all its forms, from graphics and photography to design and multimedia, advertising and mass media, with a focus on French-speaking Switzerland. It is aimed not only at professionals in the relevant sectors, but also at a wide audience interested in visual design.
Stephan Rauer is aware that this balancing act will not be easy. There is a danger of treating topics too superficially for the professional or too technical for the layperson. "That's why we always try to extract the creative core in communication and marketing. CPM will focus less on technical details than the established industry magazines." The portfolio section, which presents the work of a graphic artist or designer in each issue, should be particularly attractive for lovers of the visual arts.
Rauer wants to make the heterogeneous audience palatable to advertising clients as "people who are receptive to the visual environment". CPM focuses primarily on product advertising, be it consumer goods in the graphics industry or luxury goods. In the first edition, watches and real estate are represented as well as graphic software and paper. Rauer expects fewer advertisements from media and agencies, although they are just as welcome.
In view of the double target group, CPM has an initial print run of 10,000 copies. Rauer is convinced that there is enough interest in CPM in French-speaking Switzerland. They have around 4,000 addresses from the graphics and communications industry. They are also hoping for newsstand sales, especially to readers from outside the industry. 2500 copies of the first issue went to newsstands. According to initial information, they are probably already sold out, at least in Geneva, Lausanne and Neuchâtel, says Rauer.
Rauer and Hausermann are paying for their dream out of their own pockets. There are no investors or publishers in the background. However, they want to enter into partnerships with production companies and creative stores. One such partnership already exists with the Imprimeries Réunies Lausanne print shop. CPM is the first company to use the high-resolution Optiprint process for a magazine. The quality of the photos and graphics printed in this way should tempt newsstand customers to reach into their wallets.
Vision of the visual magazine: Thierry Hausermann (r.), Stephan Rauer.

10 creative francsCreative People Magazine is published six times a year, with an additional special issue dedicated exclusively to the portfolio of a particular designer. The first issue was launched at the end of April with 64 pages. Graphic designer and co-founder Thierry Hausermann is responsible for the content. Around 15 journalists and creatives contributed articles for the launch issue.
The magazine for creation and communication is available at Naville SA newsstands, is distributed by subscription and is sent to companies and professionals. CPM is also available at training institutes in the design industry. A single issue costs 10 francs. (sm)
Stefano Monachesi

Private TV In the past, Sat 1 Switzerland's teletext pages have repeatedly featured advertisements in which paedophiles sought contact with minors, as reported by the Beobachter in its latest issue. The company Voice Publishing, which has been managed by former TV 3 boss Jürg Wildberger since February, is responsible for the content of the teletext advertising pages. Wildberger told the SDA news agency that the company deeply regrets the incidents. In the meantime, the illegal advertisements have been removed from the station.

Beer marketing Life is short and thirsty. Contexta's creative team had already come to this conclusion: with claims such as "15 steps to Feldschlösschen", the Bern-based agency dramatized the refreshingly tingling moment when the ice-cold beer finally gurgles down the throat. The Geneva-based "beer" agency Simko piously let four exciting advertising years pass in order to place this delightful moment at the center of its current Carlsberg campaign. Under the slogan "Wish I where elsewhere", the creative team led by CD Olivier Girard show people listening stiffly and formally to an opera on one side of the poster, while on the other they celebrate the "Carlsberg moment" - that palate-tingling moment when the Danish brew runs down their throats and they are freed from the commentary. And what does the "beer" agency want to tell us? Exactly: "oazapft is", whether stiff or loose, Carlsberg, I'll treat myself.

From 1 May, private radio station Radio Extra Bern will offer more information and service in the morningFrom 1 May, private radio station Radio Extra Bern will offer more information and service in the morning. The weather forecast, the sports bulletin and the press review will be broadcast twice between 7 and 9 am. The half-hour
The "Kurzinfo" program on the hour will now be broadcast until 8.30 a.m. instead of 7.30 a.m. There will be no change to the "Info" program on the hour.
Immediately before "Info" and "Brief info", there is a view of Bern's roads with current traffic and radar information.

The Bern-based advertising agency Polyconsult is now in charge of all below-the-line measures for Natel Skyline. It won the budget for Swisscom Mobile's youth program in a competitive presentation and was also able to convince the municipal utility "Energie Wasser Bern" in an agency evaluation. The first product campaign will be presented at the end of May.