Corporate Publishing The HandelsZeitung (HZ) publishing group is withdrawing from corporate publishing (CP); the activities of the CP agency Yukom Medien (Schweiz) AG have been discontinued. This affects Werner Rüedi - who is moving to the HZ Group as Editor-in-Chief of Schweizer Versicherung magazine - and Andrea Cavegn, who is setting up his own business and taking over two Yukom clients.
Yukom Schweiz was a joint venture between HZ and Munich-based Yukom Medien GmbH, which was 51 percent owned by HZ majority shareholder Axel Springer Verlag. HZ publishing director Ralph Büchi explained that the closure of Yukom Switzerland had been prompted by developments in Germany. Springer decided to separate from the publishing company there at the beginning of the year. Although the exit has not yet been officially announced, Yukom Germany already presented a new partner at the beginning of the week. Hubert Burda Media is taking over Springer's shares and intends to merge its own customer magazine subsidiary Burda Com with the Munich-based company.
(sm)

For the second time, the 100 Best Posters association is awarding prizes for outstanding poster art from Germany, Austria and Switzerland.Designers, clients and printers are invited to submit posters of all genres and design media printed in 2002 by February 28, 2003. The 100 best posters and poster series will be selected in March, shown in Berlin in the summer and published in a yearbook. Information and entry forms are available from annett [email protected], tel. 0049 351 8393321 or on the website www.100-beste-plakate.de.

Guest commentary The greater the need for legitimacy, the more massive the propaganda, says Kurt Imhof with a view to the announced war in Iraq The greatest difficulty of war is its need for legitimacy. Anyone who wants to wage a war and forgets this cannot win it. The "arena of combat" is "only" the space of individual or, at best, collective death; the public arena, on the other hand, is the forum that ultimately decides on victory and defeat - even if the military winner has long since been determined. This is why every modern war begins with communication. And that is why beating the marketing drums is decisive for political survival afterwards. Although war marketing was massively intensified by the Bush administration and the British government on the first anniversary of "Nine-eleven", it was never possible to demonstrate a plausible link between a territory-free, globally operating and religiously radicalized terrorist organization and the secular nation state of Iraq. A militarily relevant relationship between two such disparate actors would also be highly surprising. Moreover, neither Bush nor Blair are in a position to substantiate their claims regarding the production and storage of weapons of mass destruction by Iraq. Finally, the inconsistency of US policy towards other countries in the region that systematically violate UN conventions makes it completely impossible to justify this campaign.
The result of the propaganda campaign running on all channels is therefore catastrophic: the pattern of interpretation that links this war directly to regional oil reserves is now gaining ground even in Western center countries. At the beginning of the 21st century, the justification for war of the late 19th century is once again taking effect: the economically motivated expansion of spheres of influence. The difference, of course, is that this antiquated legitimation strategy was then able to draw on the colonial states' race for the best "place in the sun". However, there is hardly any competition left for the last world power. This fact explains the astonishing negligence in the justification for the war. If it comes to a battle in the Gulf, a high price will have to be paid: Unjustifiable wars discredit the attackers and justify terror.
> Kurt Imhof is a professor of sociology and head of the research area
Public and Society at the University of Zurich.

Hotel business One year before the total renovation of the Grand Hotel, Dolder Hotel AG wants to show with a campaign by Spillmann Felser Leo Burnett that everything is still the same.Illustrious guests, gigantic views, exquisite gastronomy and exclusive prices. These are the most common attributes associated with Zurich's Grand Hotel Dolder. A few months ago, a new one was added: the "big" renovation. After Zurich daily newspapers informed about the planned refurbishment of the renowned five-star hotel, there was talk that it had already closed its doors. Wrong, corrects Beat Sigg, CEO and Chairman of the Executive Board of Dolder Hotel AG: "Until the renovation in 2004, the house is open as normal and continues to offer a wide range of culinary and other delicacies." It is only in a year's time that the hotel is to be closed for 18 months and renovated according to the plans of the English star architect Norman Foster - creator of the Chesa Futura in St.Moritz. The majority shareholders of Dolder Hotel AG, Urs Schwarzenbach and Martin Candrian, want to lift the 104-year-old Zurich landmark for around ten million francs. Despite a frosty economic breeze blowing around the towers on Zürichberg. To dispel doubts about the Grand Hotel's operation, Beat Sigg has entrusted the Spillmann Felser Leo Burnett (SFLB) agency with the conception of a publicity campaign. This is intended to tell all residents in and around Zurich that the Dolder has a lot to offer in the current year. The local market plays an important role for the Grand Hotel, explains Christian Dangel, Director of Sales & Marketing at the hotel. After all, the Swiss - after the USA and Germany - occupy third place in the guest ranking list. In contrast to the local audience, however, there is no question for the foreign guests that paying customers are still welcome at the Zürichberg.
However, the ad is not only intended to appeal to businessmen looking for accommodation for foreign partners. Every Zurich resident should be informed about the Dolder's annual program. On the one hand, the SFLB team visualized this message with a plate flanked by 16 forks and knives each. Under each piece of cutlery is a date and a description of the contents of a culinary highlight. A second subject presents a puffy cushion on which 18 "Schöggeli" are arranged, providing an insight into the hotel's annual program. The chocolate carrels will also be distributed as giveaways to guests and mailed to customers. The ads have been running in Zurich's daily newspapers since January 23 and will be present throughout the year.
Representing the two core competencies - culinary and lodging - Spillmann Felser Leo Burnett shows the place setting of a

16-course menus as well as the classic hotel bedtime snack in multiple versions.
Simone Keller

At the beginning of 2003, Brunner AG Druck und Medien in Kriens acquired Luzerner Druckerei Blättler AG as well as Rex Verlag and Rex Buch Versand, also in Lucerne,At the beginning of 2003, Brunner AG Druck und Medien in Kriens acquired Luzerner Druckerei Blättler AG as well as Rex Verlag and Rex Buch Versand, also in Lucerne.
Versand, also in Lucerne, was taken over. Blättler now trades as
Blättler Druck und Verlag GmbH, Rex as Rex Verlag AG.

Regional TV While the audience figures for local television are rising and rising, the breakthrough in the advertising market is still a long time coming. So is the audience of local TV stations slowly growing? In fact, this perception corresponds to the trend in 2002: without exception, all seven TeleNewsCombi (TNC) stations showed more muscle in the audience market than ever before, with no offering not gaining at least ten percent viewers compared to 2001. In absolute figures, most stations can enjoy several tens of thousands of additional viewers every day. The same surprising picture emerges when looking at the average viewing time. With just one exception, all channels have made considerable progress here too. These are strong performances across the board, not least in the two most important viewing figures.
Accidental and home-grownBut what factors have brought about the marked upward trend in local TV in German-speaking Switzerland? We have to assume that there is one home-made and one or more accidental components. The home-grown factor concerns the improvement in program quality, in which all stations have worked hard over the past year. But coincidental factors such as the rainy, cool summer of 2002 also played a role. In the third quarter of last year in particular, Mr. and Mrs. Swiss sat in front of the TV more often - which also benefited the regional channels.
At least the departure of Roger Schawinski may have helped a little. "The loss of Tele 24 has accelerated our upward trend," suspects Marcel Geissbühler, Managing Director of TNC and Tele-Bärn and ExtraBern marketer ConRadio. However, the station managers primarily attribute the improved audience attention to the further professionalization of content as well as the streamlining of broadcasting processes and the elimination of bouncers.
Audience development has been particularly positive for channels that were only launched on cable three or four years ago and are therefore not yet as well established among the public. Awareness of these channels is now increasing rapidly, which is reflected in an accelerated audience build-up. This is exactly what happened with Tele Top and Tele Ostschweiz, both of which were launched in 1999. Last year, their viewer numbers soared by half or more - Tele Top up 49.7 percent, Tele Ostschweiz up 55.8 percent.
Tele Top misses cross-media The impressive, albeit somewhat belated, advance of his station is mainly due to the lack of low-cost promotion opportunities, according to Tele Top boss Günter Heuberger. "What all other TNC stations can rely on, namely ample support with print media and free advertisements from our own company, we don't have here." However, it also seems to pay off to seek proximity to the audience in other ways. Tele Ostschweiz, for example, attributes much of its recent success with the public to opening its studios to the public. With campaigns such as open days and regular studio tours, the company has met a need of the public. "Several thousand people have visited us - all people who now feel more connected to us," Peter Schwager, Managing Director of Tele Ostschweiz, is convinced.
However, something else should give the station boss a stomach ache: Although the station has gained almost 30,000 daily viewers, the average viewing time has dropped from 15 to 10.8 minutes. A sobering indication that many new viewers can probably be attracted with marketing power acts. But these apparently only stayed with the station for a short time.
Channels cleaned outHowever, there are also some very happy examples where reach and average usage have soared. In addition to Tele Top, even stations that are among the oldest children of the Swiss local TV landscape were good for surprises: Tele M1 and Tele Tell. With growth rates of 41.7 and
42 percent in daily viewing time, the two channels achieved values that no other TNC channel came close to.
Particularly pleasing is the fact that the corrections that led to the welcome upward trend at Tele M1 and Tele Tell did not even cost much. According to Managing Director Florenz Schaffner, regional reporting has been strengthened and audience flow improved at both stations. And: Less can apparently also be more in the program offering: Tele M1 and Tele Tell removed programs such as "TeleMed", "Job-TV" or the video clip show with Tanja Gutmann from the program without replacement in the first half of 2002. Despite this - or precisely because of this - they attracted more viewers.
Whether the pleasing growth rates of all TNC members will also bring the longed-for jump in advertising revenue is by no means certain. Great hopes are pinned on the Infopool, the advertising combination with the public broadcaster SF DRS, which has been integrated into Publisuisse's planning tools since the beginning of the year. "Many offers have been sent out - the client side is reacting positively and praises our offer as a
a sensible one," explains TNC Managing Director Geissbühler. Some bookings - both TNC-Mono and Infopool - have already been received. "But the mood in the advertising market is still tense," he adds.
Daniel Schifferle
Although marketing efforts are bringing private TV broadcasters many new viewers, the length of time they stay with the station is steadily decreasing.

Development of net reach (in 1000 viewers)Station NR-T 2001 NR-T 2002 +/- in %
Tele Züri 424.6 447.4 +11.4
Tele Bärn 225.3 251.8 +11.8
Tele M1 146.0 163.8 +12.2
Tele Tell 84.2 97.3 +15.5
Tele Top 62.6 93.7 +49.7
Tele Ostschweiz 52.2 81.3 +55.8
Tele Basel 84.4 93.2 +10.4
Source: Tele Züri/Publica Data AG
Development of average usage Usage (in min. per viewer)
Transmitter NS 2001 NS 2002 +/- in %
Tele Züri 21.0 22.1 +5.3
Tele Bärn 8.7 9.6 +11.0
Tele M1 7.6 10.7 +41.7
Tele Tell 6.0 8.5 +42.0
Tele Top 4.7 5.8 +23.4
Tele Ostschweiz 15.0 10.8 -28.3
Tele Basel 9.1 9.5 +4.4
Source: Tele Züri/Publica Data AG

Column:Dear women! Until now I always thought that only men advertise with our charms. Because it's just easier to believe that the image of a wet bodice on a perky chest has been a fixed and ergo ineradicable part of male thinking ever since Bo Derek's appearance in "Traumfrau". But in view of the current advertising for the Zurich women's hotel, I guess I have to correct my assumption. But how was to be read nevertheless recently in the newspaper: The Frauenhotel is now supposed to be open to men as well, except of course for the wellness area. Which probably also explains the two bells: one for her and one for him. By the way, one species of men will still not be admitted: insurance representatives from Insure XL. Chandra Kurt [email protected]
: Fasting
From Mike Müller
Ramadan already took place in December, and the fasting period has not yet begun: The fallow month of January seems to be the ideal hole to indulge in ritual purification even as a non-religious contemporary. But what is available to the secularized citizen as a ritual? Most purification techniques are quite Old Testament limited to the meal, which represents straight in the winter months anyway one of the few remaining pleasure factors. Comes to the fact that the traditional nourishing pyramid fell into the suspicion of a fundamental error, the separation diet almost does not let itself enforce with eating out and the blood group diet for the duration of a measly month also nothing brings. It is best to stick straight to sauerkraut and saucisson, dried beans and green bacon. It is anyway questionable whether a mental change can be brought about over a culture foreign stomach therapy. If the mental is already to be cleaned, one drives rather directly a sporty course. Bobsleds, skis or sleds would be up for discussion, but with the snow conditions here, one quickly ends up with the green waste.
The only thing left for the willing Lenten candidate in January is the sale, which is exemplary for a ritual purification of personal consumer behavior. Desire and temptation swing each other up here in a deceitful game and beat the mind many a tasteless bargain. Stuffed Italian pigs' feet that can no longer be sold after New Year's Day guarantee a cholesterol depot that will last until June, and a pretty stationery remnant soothes the guilty conscience over the private office chaos. The hangover then comes slightly later in February, when the creditors insist on their faith. Of all people, they know no concept of mercy. [email protected] Mike Müller is a performer.
Business Lunch:Lunch in Switzerland, evening in Morocco
You don't know James Blunt? He's probably holed up in a corner of the Tea Room at Gasometerstrasse 5 in Zurich. And if he's not there? Never mind. Just sit down at one of the wooden tables in the converted garage, order an excellent Moroccan tea with fresh mint, choose some mezzes, and when your stomach stops growling, treat yourself to a shisha on the sofas covered in original Moroccan fabrics. Then you won't be wondering for long why the white-painted walls aren't studded with kitsch photos. Because you are now completely relaxed. Completely. Alexandra Moosbauer and Bruno Hiltebrand want it that way. And they want it to stay that way, please.
The two had the garage next to their hemp store remodeled in the summer - a Moroccan craftsman plastered the buffet area in an ancient craft: a finely textured "spread" that retains and radiates a lot of warmth. The floor was covered with handmade cement tiles from Morocco. "After all, the guest should feel that he is in Zurich," Moosbauer says.
However, he can leave the city again with the order: Tagine or couscous are prepared by a Moroccan woman, as are mezze. Couscous and tagine are also available in an equally delicious veggie version - at a price of 26 francs, nota bene. At the end, oriental desserts tempt you - but this time it was the shisha: If you like, you can choose from ten different spiced tobaccos. At lunchtime, Swiss menus are served: at 22.50 (with meat) and 19.50 (veggie), and Moroccan dishes are also available by advance order (from 6 people) - mezze can be had for lunch and dinner. The kitchen, however, was not prepared for the rush that the Tea Room is currently experiencing: "We really wanted to be a café, because the customers of our hemp store liked to sit in a corner, drink and chat," says Moosbauer.
Wines? Hats Moroccan, for example. Of course, the concept doesn't offer a huge selection. And James Blunt won't come and smoke his joint here or put "da weed" in the shisha, the two newcomers to the restaurant won't allow that. Blunt, says Moosbauer, is a slang name for joint. And James? They invented the first name for it. Carlo Bernasconi [email protected]
Tea RoomGasometerstrasse 5
8005 Zurich
Tel. 043 211 00 33
Closed on Mondays!
RatingEssen .......................4
Drinks ..................3
Operation ................4
Business Factor ..........3
5=top, 4=very good, 3=o.k., 2=naja, 1=flop

Shortlist: By no means an upswing
By Beat Fritsch
As surely as the hangover follows the New Year's Eve rush, the Epiphany Conference of the Swiss Press Association follows right on time at the beginning of the year. A welcome opportunity for top, senior and middle management from Swiss publishing houses to wish each other a Happy New Year. It is also an opportunity to take stock of the current situation, be it of a personal or general nature.
In terms of personnel, because the guest list is an excellent way of finding out who has changed jobs since the last conference or is currently available. These exponents are often well-known former executives and now appear on the list as freelance consultants - that's what unemployed, self-respecting publishing specialists call themselves these days. Which in turn attracts recruitment agencies: The recruitment consultants Hélène Müller and Hans Hofmann were very busy. The Dreikönigstagung is a first-class bazaar for both of them.
Hans Heinrich Coninx is still looking for a successor. Not for his parent company Tamedia, mind you, but in his role as President of the association. He is in discussion with very valid candidates and hopes that this will really be his last welcoming speech at an Epiphany conference, he told WerbeWoche. Coninx actually wanted to hand over his office at the Publishers' Congress last September, but has not yet found a replacement.
The succession plan for the operational part of the association proceeded more quickly. Announced in the program as a surprise guest, the designated new Managing Director of the association, Daniel Kaczynski, gave his inaugural speech. Incidentally, the spelling shown here is correct, but he is hardened when it comes to the spelling of his name, according to Kaczynski. No problem, by the way, as long as
he is not confused with the creative Kazcy (Katzky? Cazzki? or even: Catsky?).
Presenter Karl Lüönd solved the riddle of why the new CEO should now be a surprise guest: Because the media industry is fast-moving, he said, this section keeps speaking time open for unforeseen or hot topics. "However, I didn't think it would affect my own store," joked Lüönd. After all, Eva Keller only remained in the post of Managing Director for just under one and a half years; as is well known, she is the designated successor to Ringier Group spokesperson Fridolin Luchsinger. When the conference program went to press, however, her successor was still a well-kept secret, which is why Kaczynski was given the honour of surprise guest.
The general part of the conference, i.e. the presentations, was not exactly brimming with optimism. Everywhere the admonishing finger was raised or salt was poured into open wounds. As a result, none of the speakers wanted to give any more upswing forecasts. Quality, credibility, reputation and value management were the core topics of the presentations. After all, the closest number currently being mentioned in connection with the word "upturn" is 2004, and so far it has only been whispered very quietly. Bruno Widmer, Chairman of the Board of Advico Young & Rubicam, put it positively at the beginning of his presentation: "I am confident that things will continue to be difficult in 2003."
Beat Fritsch with an Epiphany crown plagiarism on his head. Once again, someone else bit into the only plastic king that is hidden in over three hundred pieces of king cake at the Epiphany Conference of the Swiss Press Association. This year's prize was a Treo organizer. But a visit to the conference at the WTC in Zurich-Oerlikon is also worthwhile in other respects. It's an opportunity to send out New Year's wishes to all those who were missing from the Christmas card mailing list.
In 2003, we will be attending a wide variety of events in the communications, media and publishing industries to find out where meetings, parties and royal dinners will be held. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys (info@werbewo che.ch). Event tips and occasional shortlist pictures are available online at www.werbewoche.ch

Jürg Wildberger is back in business. At the end of October, the former head of the failed Tamedia channel TV 3 founded the company Media W GmbH, whose purpose, according to the entry in the commercial register, is to provide "services, trade in goods of all kinds and hold investments, mainly in the media and communications sector and the like". Wildberger confirmed to WerbeWoche that he works as a consultant under the name Media W. He will be able to announce some major contracts in February (sm).

News: New York seeks best print and radio advertising
The New York Festivals have announced their international creative competition for design, print and radio advertising. Also included are direct marketing and outdoor advertising. Deadline for entries is March 1. Winners will be announced in June. Entry forms are available from Peter Strahlendorf, e-mail: [email protected], tel. 0049 40 609 00910.
TextToolsHow do I make my message stand out from the flood of texts? Helga Zimmer-Pietz provides tips for clever writing, from letters to advertising copy to product descriptions, in her guide with many examples. In eight chapters, she presents the tools needed to learn the craft of professional copywriting on the fly.
Helga Zimmer-Pietz: "Professionelles Texten", Wirtschaftsverlag Ueberreuter, ISBN
3-7064-0172-X, Fri. 19.30.
Fundamentals of AdvertisingWolfgang J. Nalepka takes you on the fastest route to the secrets of the advertising world. In 120 pages, he explains terms ranging from cross-media to corporate identity, and he illuminates the basic concepts of advertising. The second edition has been expanded to include the Internet and also covers electronic DM and advertising on the Net.
Wolfgang J. Nalepka: "Grundlagen der Werbung", 2nd updated and expanded edition, Wirtschaftsverlag Ueberreuter, ISBN 3-7064-0735-3, Fr. 19.30.
Art from BytesJohn Maeda is director of the Media Lab at the Massachusetts Institute of Technology. But for him, the computer is also a means to artistic ends. Maeda creates mathematically calculated creations that have also found favor in the art world and earned him a gold medal from the New York Art Directors Club in 1999. Bangert Verlag presents his work in book form.
John Maeda: "Maeda@ Media", Bangert Verlag, ISBN
3-925560-99-8, Fr. 82.-.

What was the last cultural event you attended? Thomas Ammann: The Christmas concert by "Frankie & Tony" at "Bananen & Frucht". Tony's Miranda is really sexy and what are you reading right now?
Ammann: Nothing. Reading break until January 27.
Which CD do you currently prefer to listen to?
Ammann: "Finisterre" from St. Etienne.
Which movie would you most like to see again?
Ammann: "On any Sunday". Because I thought the scene "Desert racers are good people" was pretty funny.
What TV show did you fall asleep during the other night?
Ammann: Good question.
What is your latest discovery on the Internet?
Ammann: Unfortunately, I haven't found anything exciting for a long time. Please send me any tips via www.whs.ch, thank you.
What could you never do without?
Ammann: Well, you know what I mean.
What do you do in a free minute?
Ammann: I'm pretty bored.
Love is...?
Ammann: ...cook someone you love their favorite dish.

SI's cooking and lifestyle special Al dente is already expanding into French-speaking SwitzerlandBy Markus Knöpfli Al dente, the quarterly special from Schweizer Illustrierte, has barely been served up yet - and the French-speaking part of Switzerland is already jumping on it. From March 19, Al dente will therefore also be published in French.
The second issue of Al dente, the quarterly cooking and lifestyle special of Schweizer Illustrierte (SI), was published on August 19, 2002. One week later, the results of a Blue Eyes reader survey of 1200 SI subscribers followed: 46 percent of all respondents knew Al dente (unaided), 83 percent particularly liked the link between cooking and lifestyle,
73 percent of readers keep Al dente or pass the magazine on, 56 percent pick it up several times. A brilliant start.
Of course, the SI Special benefits from free delivery to all SI households, as well as from the program of the same name on SF 2, which was launched just under a year earlier. The 100-page booklet exclusively contains all the recipes from the program. But the rest of the concept stands on its own two feet. While the TV show is a pure Betty Bossi production (50 percent Ringier, 50 percent Coop), Al dente is a joint venture between Betty Bossi, Gault Millau and SI. The actual USP is the symbiosis between kitchen guide and restaurant guide, coupled with the large SI reader community. "We have obviously hit the right nerve," states SI publishing director Urs Heller. Hundreds of copies are reordered every year.
Sponsors are still missing for the French TV realization
However, "the magazine for gourmets", as Al dente is subtitled, received the most praise from the region where gourmets are known to be at home. "Ringier Romandie plans to include the magazine with Illustré for the first time on March 19," says Heller proudly. Al dente in French-speaking Switzerland will be conceptually identical and contain the same recipes, but will have its own editorial identity. In the advertising area, there is a combined discount of
10 percent off the SI and Illustré rates if you book both issues together.
Despite the Al-dente magazine and Betty Bossi's high profile, the French-speaking part of Switzerland will not be able to enjoy a corresponding TV show. At least not in the medium term. "That's not ready to be decided yet," says Heller. Hans Jürg Deutsch, Managing Director of Presse-TV, explains why: "Al dente is a studio production and would have to be produced one-to-one in French. But we don't have the sponsors for that."
Al dente - the TV programAl dente is usually broadcast every second Tuesday on SF 2 - outside of the usual press TV schedule. Due to important sporting events, the program is always postponed. Nevertheless, it achieves an average audience of 310000 viewers. The record is 39,000 viewers or 20.4 percent market share. "Whenever the magazine show Al dente appears, the subsequent TV program is always a hit in terms of ratings," Heller has noticed (mk).