"I care!"I care very much about the future of our media! Their task and impact are too important to allow them to be treated or allowed to act like Masonic lodges. If, for example, Ingrid Deltenre's blood group had an influence on her understanding of her job, even such intimate information would be relevant for the interested public.
Tek Berhe, initiator and operator of the website faires-rtvg.ch, on the commentary "Who cares?" in WW 06/03
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More creativity
The "Attractive advertising" conference you discussed did indeed offer more questions than answers. And yet it gave me a lot: proof that apportioning blame only polarizes and makes the creative search for alternatives more difficult. Next year, Script wants to tackle this important topic in a non-polemical and goal-oriented way. We want to look for new answers rather than raise familiar questions. With the help of other associations, which we hereby invite to participate, this could also succeed.
Stephanie Hugentobler, board member of the copywriters' association Script, on the article "Professionals instead of pin-ups" in WW 04/03
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Ignorant review
I am not, as the reviewer claims, a "simple" editor of a single publication, but deputy editor-in-chief of the trade journals New Management and Schweizer Versicherung and was previously editor-in-chief of io management. Francis Müller's slam, garnished with many false assertions, does not defend the honor of the PR guild - to which the reviewer himself seems to belong - but only shows that he has not understood my picaresque novel one bit. For example, he has not understood that the (ironically meant) industry wisdom and sayings he criticizes are original quotes from writers of his ilk. There is no better proof of Müller's ignorance and the topicality of "The Bluff".
Robert Jakob, journalist and author of "The Bluff", on the review of his book in WW 03/03

Education In Davos, JuniorCom, the first Swiss conference for young talent in communication and marketing, aims to follow on from the famous Davos university courses The climatic health resort in the Landwasser Valley has an eventful past as the starting point for a new way of thinking. In 1921, the sculptor Philipp Modrow wanted to establish a women's college in Davos with Esperanto as the language of instruction. The project failed. Likewise, a plan in 1926 for a university for students suffering from tuberculosis, a widespread disease at the time. However, the Davos university courses became famous. Albert Einstein opened the first conference of an international scientific elite with his speech on March 18, 1928. The meeting of high-ranking scientists petered out during the war years. 75 years after the first Davos University Course, JuniorCom wants to pick up on this communicative tradition again. On the weekend of March 14-16, numerous personalities from the fields of communication and marketing will pass on their knowledge and experience. Just like back then, students and young professionals will meet with lecturers not only in course rooms, but also in ski huts and on the slopes of Davos, as well as at the opening of the MTV Winter Jam, the "biggest open-air concert in the Alps".
Over 130 young people from the media and communications sector have registered for the first JuniorCom. They will be joined by around 30 speakers, sponsors and representatives from the authorities. "That's very encouraging for a start," says Jürg C. Meyer from the Medianovis agency in Kilchberg. Meyer is part of the organizing committee together with Germaine Hiltbrunner, Kathrin Feigel and Franco Item, the initiator of both JuniorCom and the Swiss Text Academy.
The team has invited experts from various areas of communication to speak at the Davos event. Mike Brodbeck, Head of Marketing at Rivella, will talk about his brand strategy. Viviane Egli from Forum Corporate Publishing and René Grossenbacher from Publicom will talk about the communication mix of corporate publishing. Ivo Hajnal, Schweizerische Textakademie, will give tips on "Professional advertising" to the next generation. Other speakers include management consultant Betty Zucker, Cyril Meier, the new Director of the Swiss Public Relations Institute, and Jörn Wagenbach, Head of Corporate Communications at Unique Airport.
The highlight of the conference is the JuniorCom Night with various award ceremonies. The Swiss Text Award is a Swiss prize for young talents to promote a modern German business language. The award is presented in four categories: Company Portrait, Customer Magazine, Mailing, Website. The prizes are sponsored by the Swiss Text Academy and Alpha-Kadermarkt/Tamedia.
Quality instead of quotas
The Davos Media Prize, also being held for the first time, is a competition that recognizes outstanding achievements in journalism. An important evaluation criterion for this prize is the socio-political relevance of a report or interview. The new Davos Media Prize supports the media in their role as servants of democracy. "A role that will once again demand greater independence from journalists in the future", according to the announcement. This focus on topics that are important for a functioning democracy should be at odds with the pure pursuit of circulation figures and ratings.
The jury for this international prize includes German writer Sibylle Mulot, former radio director Andreas Blum, philosophy professor Annemarie Pieper and author and former National Councillor Helmut Hubacher. The prize money amounts to 15,000 Swiss francs and will be donated by Davos Tourism in the first year, after which a new sponsor will be found.
Germaine Hiltbrunner (Vetropack): Co-organizer of JuniorCom in snow-covered Davos.
Jürg C. Meyer from Medianovis.
Andreas Panzeri

"Graphic designers need a kind of intellectual leadership that they deeply detest", quotes the copywriters' association Script from the wealth of experience of PR expert Klaus J. Stöhlker.The ScriptTalk event, entitled "On dealing with graphic designers", is intended to provide solutions on how cooperation between writers and designers can be improved. It will take place on Monday, March 10, from 7 p.m. in the Zurich restaurant "Au premier" in the main station. You can register at www.scriptweb.ch.

Danja Koth has been Client Service Director at OgilvyOne since the beginning of the yearFear is a foreign word for her: "I have learned to face pressure situations with courage and self-confidence," says Danja Koth. She sees the current climate in the industry as an incentive to find solutions and make the impossible possible. The 36-year-old wants to maintain this attitude in her new role as Client Service Director at OgilvyOne AG, but she is still concerned that the advertising industry is currently making any kind of planning more difficult: "Only those companies that demonstrate creativity, agility and foresight, but at the same time radiate perseverance and confidence, will emerge as winners," emphasizes Koth. To achieve this, she wants to "give everything" at OgilvyOne.
Danja Koth trained her fighting spirit in tennis at a young age. As a professional player, she learned how to deal with mental pressure. Koth later discovered one of her passions while traveling. Today, she still looks to foreign cultures for inspiration and to broaden her horizons.
His entry into the communications industry was made possible by a sports sponsorship job at Eurocard/Mastercard. Koth later completed a Sawi advertising manager course. Inspired by the diversity of the industry, she continued her career as a consultant/unit manager at agencies such as Advico Young & Rubicam, Wirz Werbeberatung and Jung von Matt/ Limmat.
Her drive for new challenges led to the founding of Danja Koth Communication in 1998. The one-woman company offered project management in marketing and communication and also managed mandates for Expo.01/02. This brought her into contact with the "brilliant thinker" Guido Wietlisbach. When the CCO of OgilvyOne approached Koth last fall to bring her on board as a sparring partner, she couldn't resist the lure: "The vision of striving for high-quality customer service by strengthening the link between branding and relationship marketing convinced me." Nevertheless, it was not easy for her to part with her own company. "Because I come from a traditional advertising background, I can continue my personal development and make an important contribution to OgilvyOne." Ultimately, common sense prevails in the project process, regardless of the respective discipline and strategic orientation of an agency.
Koth is confident about the future of the industry: "I am convinced that things will calm down. We must all not allow ourselves to be totally irritated by the current fear."
Carole Koch

Media research Prognos anticipates more than CHF 140 million in additional revenue for the Swiss TV advertising market following the revision of the RTVA If the total revision of the Radio and Television Act (RTVA) does not have to lose any hair in the debate in the National Council, the Swiss TV advertising market can rejoice. At least that is the view of the latest Prognos study entitled "Data and facts on the Swiss advertising market - a contribution to the discussion on the new RTVA", authored by Josef Trappel and Daniel Hürst (project manager). The study, commissioned by IP Multimedia (Switzerland), Sat 1 (Switzerland) and SevenOne Media (Switzerland), offers a precise overview of the history of the Swiss TV advertising market from 1993 to 2002 as well as a worthwhile outlook. Prognos has calculated how many additional millions of Swiss francs could be flushed into the Swiss TV advertising market for some sub-sectors - as soon as interruption and alcohol advertising are permitted for private TV providers.
The additional revenue that advertising for light alcoholic beverages could generate is difficult to predict. Although Prognos does not provide any concrete figures, it compares the situation with neighboring countries, where up to five percent of TV revenue comes from alcohol advertising. However, these amounts are unlikely to be excessive in Switzerland, especially as the high-reach SRG channels are not included.
Eliminated spill effects
More interesting are the scenarios that could result from the disappearance of the "in-spill" effect. This is the advertising that runs on foreign channels and is also seen by the Swiss public. The liberalization of interstitial advertising will enable advertising windows to reduce such inspill effects by allowing further advertising islands to be overlaid with Swiss advertising. Due to the restrictive regulation of interstitial advertising in our country - to which advertising windows must also adhere - this has not been permitted to date.
As Prognos has calculated, the value of advertising entering our country via Inspill adds up to an impressive gross amount of around CHF 1.5 billion. However, this is a purely theoretical figure, of which only a fraction is really relevant. This is because, among other things, the target groups in Switzerland are not reached on a one-to-one basis and because viewer behavior and usage intensity in Switzerland differ from neighboring countries. In addition, the majority of advertising in foreign programs relates to products that are not available in Switzerland. And last but not least, the existing partial overlay of original advertising with Swiss advertising windows has already eliminated part of the potential advertising spill.
Indispensable SRG channels
After deducting all these restrictions, Prognos still calculates a relevant advertising pressure of around CHF 140 million resulting from the Inspill effects. This is the amount that the economy would have to spend on additional TV advertising in Switzerland if the loss of inspill were to be compensated for by additional advertising pressure. However, it has to be assumed that not all of the resulting inspill effects will be replaced by additional advertising investments by the affected companies in Switzerland, Prognos assumes. This is simply because companies' marketing budgets cannot be expanded at will in view of the general cost pressure. The study also points to a major imponderable, because SRG and private broadcasters will have to live with different advertising rules. For example, alcohol advertising is to remain prohibited on SRG stations, while at the same time the previously permitted interstitial advertising for long feature films is to be abolished. This asymmetry is a double-edged sword. After all, TV advertising is only attractive to the economy if it has a wide reach and sufficient booking and combination options in media planning. The futurologists suspect that companies could therefore do without TV advertising if they lack the reach of SRG programs.
Another problem mentioned by the authors of the study is the dispute over the "level playing field" between domestic and foreign private TV broadcasters. This discussion is unlikely to end even after the revision of the RTVA. According to Trappel and Hürst, there is a risk that the new RTVA will already be outdated by the time it comes into force. The result would be that the Swiss private television scene would once again be worse off than providers in neighboring countries. This is because the complete abolition of quantitative advertising restrictions and a further relaxation of the provisions for interstitial advertising are already being discussed there.
Narrow Swiss TV share of the advertising pie.
158 percent moreThe introduction of the RTL advertising window in 1993 brought movement to the Swiss TV advertising market. The effect was more lasting than that of the domestic private stations, which entered the TV market from 1994 in the regional area and from 1998 with regional language offerings (Tele 24 and TV 3).
In the last ten years, gross expenditure on Swiss TV advertising has grown by 158%. During this time, television has increased its share of total gross advertising expenditure from 10% to 17%. The number of companies advertising on TV and the number of products advertised has almost doubled since 1993. The growth in TV advertising expenditure has mainly benefited advertising windows, which currently account for almost 42% of TV spending in German-speaking Switzerland. (dse)
Country comparison of advertising markets 2001Basis: Gross advertising expenditure
Shares in % Switzerland Germany Austria
Daily newspapers* 43.0 21.1 38.1
Consumer magazines 18.4 24.2 18.7
Trade journals 6.1 2.3 2.9
Television 18.1 44.2 24.8
Radio 3,4 5,5 8,7
Poster 10.9 2.7 6.7
* in Austria incl. regional weekly newspapers
Conversion rate: 1 EUR = 1.51 CHF Sources: Media Focus, ACNielsen, Focus Media Reserach
Daniel Schifferle

Market research The German market research group GfK wants to establish the Radiocontrol measurement system in the UK. Tests are currently underway with Rajar, the research institute of British broadcasters, which had previously tested the competing US product Arbitron PPM. TalkSport, a Newscorp radio station, is already convinced by Radiocontrol. It has commissioned GfK to measure its national reach. Radiocontrol was developed by SRG Head of Research Matthias Steinemann and sold to GfK in August 2001.

Agencies The Zurich advertising agency Boxx has had a cookbook printed to mark its fifth anniversary.
When they started five years ago, they had no clients. Today, former AD Christoph Stähli and copywriter/concept developer Gaudenz Zemp generate an income of CHF 1.75 million with their Boxx advertising agency in Zurich. With seven employees, Boxx counts itself among the "small top group" of over 800 advertising agencies in Switzerland. It looks after "a whole range of market leaders". The client list includes case studies from Forbo (linoleum), Piatti (kitchens), Intertime (upholstered furniture), Home (furniture fair), Karl Bucher (interior design), Création Baumann (upholstery fabrics) and Mobitare (trend furniture). Daily.Job (recruitment agency) and Boday-Bulloni (eyewear fashion) also demonstrate that the young agency is becoming increasingly diversified in terms of clients. Part of Boxx's concept is direct collaboration between clients and owners. "We like to run our company without a global parent company and multicontinental sisters", say Zemp and Stähli, because "international chains are for fast food but not for creative agencies".
The recipes that Gaudenz Zemp and Christoph Stähli have collected in their recipe book published around the anniversary year should have nothing in common with fast food. The culinary guide is called "Agenda for busy connoisseurs". In the book, each recipe is presented on a double-page spread, complete with a picture and drink tip. The "five ideal recipes for every day of the week" are said to already be in great demand in bookshops. Much to the delight of the hobby cookbook writers, because "publishing a book was a bigger risk for us".
(pan)

Market research 37,000 Swiss francs is the gross turnover of the online industry in January 2003, 66.4 percent less than in January 2002, according to Media Focus. Behind the scenes, sources of error are now being sought. One thing is certain: Bluewin.ch and Search.ch are still not declaring their online sales. According to Head of Marketing Reto Hartinger, Search.ch generated more than 37,000 francs in January. (mk)

Magazines The monthly magazine Violet, announced for December 2002, is not due to appear until September and will then be called UltraViolet.The initiators of the English-language magazine with Swiss themes, Pierre Grosjean and Gabriel Sigrist, founders of the Internet platform Largeur.com, can only show investors and advertisers a zero number. The decision to change the name to UltraViolet (originally intended for the lifestyle section) was made because it is young, dynamic and surprising, explained editor-in-chief Christina Ferrari.

The Swiss Press Association (VSP) presents the 4th edition of its "Best Practice Atlas", which offers a planning aid for marketing practitioners and also serves as a teaching aid for professional training in marketing and communication.

Local Radio: Radio Pilatus, a local station in Central Switzerland, is the official communications partner for the ZDF live show «Wetten dass…?», which will be broadcast from Lucerne on March 22.Pilatus will present the city bet as well as the show’s pre- and post-show segments in collaboration with DRS 1. The station says its goal is to get the audience excited about the bet and to welcome them with its own programming. Radio Pilatus will be on site with a stage, screen, hosts, a DJ, and reporters.

Print For the sharpest cuts—or simply the thrill of sharpness (Zwilling knife ad)—head to the kitchen—but not to the spice rack with the paprika and chili, but to the cutlery drawer with the forks and kitchen knives. Lately, people have been using Zwilling knives not only to prep fresh vegetables but also to trim their own clothes. Charming, isn’t it—provided a woman has the spare change to constantly replace the wardrobe she’s “prepped” this way. It’s different in the Brust-Ring ad. There, the headless lady seems to have run out of cash. To get her hands on some new bling, the scissors must be clearly visible and slightly menacing (to the man?) as they
Release the ring holder. What Adelio Rossini can do, surrealists like Magritte or de Chirico would probably have staged more cleverly—and bought the lady a new ring…
(ck)