cR Kommunikation Küsnacht AG has won the contract from TerminalCompany AG to launch an interactive terminal network. The AllMediaTowers contain information, entertainment tools and a targeted customer approach with specific content. On the one hand, they serve as an information "filling station" and, on the other, as an interactive "advertising platform". 100 AllMediaTowers will be put into operation from January - with a focus on Basel. The project has already won over Euroairport Basel, BaZ am Aeschenplatz, St. Jakob Stadium, Kiosk AG, City-Disc and Mobilezone. TerminalCompany AG, based in Zumikon, was founded in 2002.

Since the mid-1950s, the Hamburg-based Hans Bredow Institute has been offering the most reliable overview of broadcasting developments around the world with its "Handbook". 26th edition of this practical reference work now also covers all print and online media for the first time. The differentiated country reports are supplemented by a comprehensive appendix with addresses, bibliography and links.> International Media Handbook 2002/2003 of the Hans Bredow Institute. Nomos Verlag, Baden-Baden 2002. 1056 pages, Fr. 166.-.

The Italian press group L'Espresso is now represented in Switzerland by Leadermedia, whose titles include the weekly news magazine L'Espresso (circulation 405,000 copies) and the national daily newspaper La Repubblica (circulation 632,000 copies) with supplements such as the business service Affari & Finanza and the nightlife magazine Il Venerdì. Leadermedia is a wholly owned subsidiary of the German FAZ Group and is represented in Switzerland with branches in Lausanne and Zurich.

Ringier-TV's advice program "Konsum.tv" has extended its cooperation with the Beobachter. According to editor-in-chief Marco Castellaneta, money topics will be featured more frequently in future, and Beobachter money expert Giuseppe Botti will appear on screen more often, Castellaneta told WerbeWoche. Negotiations to extend the contract are also underway with sponsors Money-net.ch and Elmer Citro. "Konsum.tv" has increased its market share by 22 % in its second year of broadcasting.

The table for the article "Gerangel am stillen Örtchen" (WW 1/03) unfortunately contains an error: Face AG does not have 3000, but 30000 advertising spaces in the toilets of restaurants, bars and service stations throughout Switzerland. (ww)

Webuser Net-Audit, a new tool from AG für Werbemedienforschung (Wemf), electronically measures the number of visitors to individual websites - but without extrapolation.In terms of its layout, the Net-Audit idea is simple: after registering at www.wemf.ch and paying an admission fee (see box), a portal or website operator receives from Wemf the so-called SZM tag, a kind of electronic stamp. With this, the operators mark each individual site and subsite whose visitor frequency they want to have measured in the future. Wemf then uses control software to check whether the tags have been set correctly or whether no marked individual site has been equipped with more than one tag (which would result in multiple counts). As soon as a marked site is called up by a visitor, the set tag (a Java script) sends a signal to the Wemf server. This is counted as a page impression (PI). If the user changes to a second tagged site, the Wemf server receives another signal (second PI). Important: Net-Audit also counts accesses via proxy servers. Invalid accesses are excluded by the system. For example, automatic reloads do not count as PI. Several PIs on a URL are combined into one visit, provided that the PIs measured are not too far apart in time. If it takes longer than 30 minutes from one signal to another, the system counts a new visit.
First values in FebruarySince the beginning of the year, about a dozen measurement orders have been running, the progress of which can be viewed and evaluated by the clients at any time by means of a password. Wemf shows the values in three time units: hourly, daily and monthly. At the beginning of each month, Wemf publishes the previous month's averages of the current measurement orders on its website. The first values, those from January, are published at the beginning of February.
For the time being, Wemf is only reporting the units PI and visit. From the middle of the year, Wemf also wants to indicate the visit time and the number of PCs from which the URLs were visited. Tests are currently still underway. The information about the number of PCs involved (number of users) is possible thanks to multi-level identification by means of cookies, browser properties, IP addresses or referrer information.
However, Net Audit also has its limitations: The time between two PIs is counted as dwell time. However, if a user leaves the marked area of a URL while surfing or switches to a URL not participating in Net-Audit, no more signals follow. As a result, the dwell time on the last marked site cannot be determined. The measurement system solves the problem by calculating an average dwell time for the previous PIs of the same URL and assigning this (inaccurate) value to the last PI.
Net-Audit is not a Swiss invention, it is already used in Germany, Austria and Hungary. The values are comparable and correspond to internationally valid standards.
What you pay for Net-AuditWhoever wants to use the Net-Audit instrument for their homepage, portal or even just individual sites, pays both a one-time admission fee of 600 euros and an annual monitoring rate, which depends on the number of page impressions (PI). For Web offers with maximally 49999 PI per month this tariff amounts to 150 euro per year, up to 99999 PI costs the observation 300 euro, up to 149999 PI strikes with 450 euro at the expense. (mk)
Net-Audit compared with MA Net, MA Comis, MMXINet-Audit differs from other Internet studies such as MA Net, MA Comis, MMXI in that it takes a different perspective and uses a different survey method: MA Net and MA Comis from Wemf are based on user surveys. MA Net shows who uses the Internet for which purposes (writing e-mails, surfing, shopping...), MA Comis indicates who targets which domain and how often. MMXI, on the other hand, electronically tracks the surfing behavior of panelists whose (home) PC is running a
software is installed. All three studies are extrapolated to a population and also contain socio-demographic data on the participants. Net-Audit, on the other hand, is not user-centric, but site-centric. The actual number of visitors to each site registered with Net-Audit is measured electronically. It is possible to find out which site was visited when and for how long, but not by whom (mk).
Net Audit measures visitor numbers

Measurement over 7 days - 148 511 page impressions - 25 072 visits
09 Jan 2003 09:03:11 GMT - 16 Jan 2003 09:02:14 GMT
Red stands for visitsThe bar height indicates the average number of visits per second.
Yellow stands for page impressions (PI)The height of the bar signals the average PI number per second.
Blue stands for maximumThe blue bar always indicates the PI maximum value of a certain time period (in the example one week).
Markus Knöpfli

Furniture stores - Publicis launches a new TV campaign for Möbel Pfister's clearance sale and polishes up the furniture retailer's image Not only bargain hunters have been on the prowl all year round since the liberalization of the clearance sale. Promotional advertising is also increasingly popular with advertising agencies. The repeal of the regulation on time-limited sales has changed the way price promotions are communicated. Advertisers have filled the gap left by the obsolete addition of "officially approved" in the advertising space, spicing up the formerly "cheap" form of communication, which was only aimed at instant sales, with visual differentiation elements. While some made their pig-belly ads the focal point of the brand claim - for example the Media-Markt chain with "Pay too much? I'm not stupid!" -others, such as the retail giant Migros, introduced a discount brand such as M-Budget with correspondingly extensive marketing resources.
As the turnover franc also requires high customer frequency in the furniture sector - by November 2002, the cumulative turnover of furniture retailers had fallen by two percent compared to the previous year - the concise sale presentation has also become the mainstay of turnover in the furnishing sector.
A red pen with emotionThe furniture store Möbel Pfister in Suhr recognized the signs of the times around seven years ago. Shortly after Christmas 1995, the market leader responded to the growing competitive pressure by introducing the sale red pen. This was a successful trick for the broad target group, as the integrated communication tool of the then in-house agency GGK Basel was well established thanks to continuous declination - later by Lowe.
Following a pitch, Möbel Pfister entrusted the advertising agency Publicis and its Factory with the overall budget. The agency, which also knows how to use blue pencils successfully, created a new red pencil campaign to kick things off, which is likely to cause a stir in today's permanent sale culture thanks to its irony. "Now we're letting the red pencil loose in everyday life too, and it's not just cutting prices as usual - the short stories take an amazing turn," explains CD Markus Gut.
In a coffee commercial parody, the pen takes on a life of its own and quickly deletes the "50" on the birthday cake, loudly replacing it with a lower franc amount. At a ski race, Möbel Pfister cheekily transforms third place into a 1.95 franc ranking. Even tough diets are downgraded by Pfister's savings pen - 90 kilos shrink down to 65 francs. "We wanted to communicate our offers less directly, but bring more excitement and entertainment to these appearances," explains Thomas Jaeggli, member of the management board and head of marketing at Möbel Pfister.
Turned positiveThe three commercials not only play with the numbers, but also have a positive surprise at the end. "We use a red pencil to turn events that tend to be coded negatively into positives, with which we want to increase the goodwill for Möbel Pfister," says Gut. To accompany this, five new billboards in front of the "Tagesschau" highlight the core competencies - from the breadth of the product range to the typical services offered by Switzerland's largest furniture retailer.
Everything negative is turned into a positive by the Publicis eyes for Möbel Pfister's new TV commercials.

Luca Aloisi

Privat-TV Cavegn Werbung designs a new B2B presence for TeleNewsCombiWith a cheekier logo and the precise claim "ideal regional" instead of the non-committal "Swiss Power", TeleNewsCombi (TNC) wants to resell its booking options for TV commercials. "With today's sensory overload, we need an eye-catcher," Markus Cavegn was convinced and gave the "C" in TNC's new lettering a fresh background. With the yellow splash of color, the joint booking option of the seven private TV stations now has a real logo for the first time. Thanks to TNC, the seven regional stations Tele Züri, Tele Bärn, Tele M1, Tele Ostschweiz, Tele Basel, Tele Top and Tele Tell can be booked in a joint pool for spots with the marketer Radiotele AG or via the Media Optimizer at Publisuisse.
Markus Cavegn launched the core value "Seven at a stroke" as a convincing idea for a cross-regional campaign for the seven private TV stations. The line from the fairy tale "The Brave Little Tailor" was the first thing that came to Cavegn's mind. So far, he has implemented the idea with three different subjects. "Intoxicate seven regions with one fill" is the seductive headline next to the picture of a water pipe with seven tubes. "Leave your mark in seven regions with one hit", amuses as a slightly frivolous argument next to a seven-tailed whip. "Catching customers in seven regions with one cast", wrote Cavegn's copywriter Markus Rottmann next to a fishing rod with seven enticing lures. The tailor's fly swatter, however, remained locked away in the creative cupboard.
The design advantage of these seven-part subjects is that all the logos of the participating TV stations can be incorporated into the graphics in a meaningful way. In addition, the responsible clients, Marcel Geissbühler in Bern and Tarkan Özküp at Tele Züri, also liked a mailing with a fold-out Snow White. The sexy pin-up figure in the style of the 1950s is also to be used on a poster for customers and "friends of the house" to entice advertisers to book spots with the seven TV dwarfs. Because "Swiss Power" is too undifferentiated, the claim "ideal regional" will be used for these new TNC advertising materials in future.
The aim of the entire campaign, which will be placed in the trade journals, is to raise awareness of the booking tool, which now also works with Publisuisse's Media Optimizer. As a special refinement of the likewise newly created TNC homepage, short trailers from the respective programs can be called up by clicking on the seven channels. "What other media planner in Zurich knows what is being broadcast on Tele Basel or in Lucerne?" says Cavegn, who worked with X-vantic on the web design. Snow White was created by Zurich pin-up painter Christian Kitzmüller, who has also designed the plump chef for the Back & Brau restaurant chain.
Becoming an agencyWith such external specialists, Markus Cavegn can now offer a full service. That's why he now also calls himself an agency, although there was never an official announcement that it had been founded. "It came about gradually," says the CD and explains that he currently has three teams, each with a copywriter and an AD, working on a free leash. The brainstorming sessions with copywriter Markus Rottmann are particularly creative. He is currently spending a few months in India. "When exchanging ideas over the phone via the usually poor lines, misunderstandings often arise from which something completely new can emerge," says Markus Cavegn, describing the rather unconventional genesis of his latest campaign.
Specialist ads for the advertising time marketer: Media people intoxicate all viewers of the TNC local TV stations with a shisha.

Encouraging people to book in the pin-up style of the fifties: New figurehead of the TeleNewsCombi.

Andreas Panzeri

The Swiss press again suffered a decline in advertising volume in December, with newspapers losing 13.1% overall, with all parts of the country affected. Once again, only the small daily newspapers in German-speaking Switzerland recorded a significant increase (17.9 percent). The French and Italian weeklies as well as the free titles also saw a slight increase. The volume of job advertisements fell in all categories, on average by 33.8 percent. Magazines also suffered losses. Consumer magazines, women's magazines and TV guides lost over 20 percent. Business papers and special interest titles, on the other hand, increased.

The PR agency Photopress, a subsidiary of the photo agency Keystone, is setting up a digital image database for the State Secretariat for Economic Affairs (Seco). 1500 images of development projects abroad from the holdings of the Department of Economic Affairs will be selected in a first step. Each individual photo will be processed and labeled and then stored in the online database so that in future all interested parties will be able to access the Seco image archive quickly and easily. It is expected to go online at Photopress.ch at the end of February 2003.

The Berlitz Method, discovered in 1878 by a certain Maximilian D. Berlitz, is based on the idea that languages are best learned in the context of realistic real-life situations, combining personal interests and language goals with an individualized teaching approach. And since it is a fact that quite a few people in an unstable relationship first cast their nets at a language course to catch a new partner, the idea of content & form is of course the right one. "Go abroad" is the slogan that CD Christian Jost uses on his posters to encourage those interested in foreign languages to attend a Berlitz language school.

In his latest declaration of bankruptcy for the industry, the ex-chief marketer of Coca-Cola uses original examples and terms to plead for the familiar, namely more efficiency and less showmanship. Zyman's main warning: "Success can be deadly." The End of Advertising as We Know It by Sergio Zyman. Wiley & Sons, New Jersey 2002. 256 pages, approx. Fr. 49.-.