The countdown to the relaunch of the Zü-richExpress (ZE) as a commuter newspaper has begun, but the date of the launch, which was announced as a surprise coup, remains a secret. However, the city of Zurich has nothing to prevent the ZE from being relaunched, city clerk Martin Brunner told WerbeWoche. In its capacity as the city's official gazette, the free newspaper is bound until 2005. "However, this contract can also be changed at short notice," he said. Official talks with Tamedia had not taken place, but unofficial ones had. The expansion into a commuter newspaper was one of several options. "Of course, the level has to be right," adds Brunner, "if it were to be called Sex-Express at the back in future, then that would not be compatible with official advertisements." (dse)

Basel media group brings Jean-Frey-Richterich onto the board of directors of the private radio stationBy Markus Knöpfli Barely in new hands, Radio Edelweiss is now aiming to become the market leader in the Basel region. A big goal, because after six years of restructuring, the Basel media group's radio station still lags far behind Tamedia's Basilisk.
The new composition of the Board of Directors (BoD) of Radio Edelweiss AG contains two surprises in the form of Christoph Richterich and Francis Rivollet: Richterich was responsible for the repositioning of Jean Frey shares last spring on behalf of Swissfirst and, as co-owner of a marketing and communications agency, was appointed to the Edelweiss Board of Directors by the Basler Mediengruppe (BM). He will help with the repositioning of the station, he said.
The name Rivollet, on the other hand, is surprising because it is the first time that the French NRJ Group has taken a seat on the Board of Directors. Although NRJ, which operates throughout Europe, has been entitled to one seat since it swallowed up Edelweiss shareholder Radio Nostalgie (24%) two years ago, it has never filled it. Now it seems that the BM entry has also made Baselbieter Radio more attractive for NRJ. In the press release, BM also states that it intends to provide its youngest baby with NRJ know-how in future.
Even though NRJ left the board seat vacant, it fulfilled its other duties as a shareholder. It paid its annual share of the restructuring costs totaling CHF 1.15 million - until 2001, the first year in which no contributions were necessary and the radio station was finally in the black after six years.
But it was a long road to get there. When the restructurers Bernhard Burgener, Chairman of the Board of Highlight Communications AG based in Pfäffikon, and Alois Ehrat, owner of a transport company in Basel, took over the helm of what was then Radio Raurach in 1996, the station was at rock bottom. It had a daily reach of just under 26,000 listeners, an annual turnover of 887,000 francs and a deficit of 837,000 francs. Six years later, turnover amounted to 2.86 million francs, the first profit was 28,000 francs (despite investments in a digital studio) and the daily reach had doubled to 50,700 listeners by the end of the old measurement method. Edelweiss started the radio control era even higher, at 79,000 listeners, in 2001, but has since fallen back to 69,400, while competitor Basilisk has achieved around double that figure.
Although a similarly high profit had been budgeted, the economic situation is likely to result in a deficit of a similar magnitude (see interview). Nevertheless, Radio Edelweiss has undoubtedly taken the right path under Burgener and Ehrat.
The new Edelweiss VR

The Edelweiss main shareholder is BM with 55%, the NRJ Group holds 24%, the Edelweiss Club (sponsoring association) 8% and several small shareholders total 13%. BM CEO Beat Meyer has been Chairman of the Board of Directors since October 28; other members are BM Board member Ruth Ludwig-Hagemann, BM CFO Peter Wyss, Tanja Schmidt, Head of Audiovisual Media at BM, Edelweiss Managing Director Daniel von Wattenwyl, Christoph Richterich (Richterich + Partner, without shares) and Francis Rivollet (NRJ Group). Meyer, Wyss and Ludwig-Hagemann will sit on the Board of Directors of Radio Edelweiss Werbe AG (Rewag, at 100% at BM) (mk).

The media pages of the popular press: Prestige objects or mere fads? by Oliver Classen A topic that was otherwise dealt with under the headings of business, politics or culture became a discipline in its own right during the boom years. After the turnaround, however, the media as an interface and zeitgeist department is increasingly coming under pressure to legitimize itself. An interim view with case studies, but without any claim to completeness.
Mirrors are known to have a reverse side - and sometimes blind spots. This also applies to the journalistic navel-gazing known as media journalism. Having started out with the claim to look behind the scenes and on the fingers of the "media" - the fourth power after the judiciary, legislature and executive - the "fifth power" today serves less overriding social interests than publishing self-interests.
Which is hardly surprising, let alone reprehensible. Unfortunately, however, even industry experts tend to forget this realization. Unfortunately, because only against this economic motivational background of cross-media self-promotion (especially for multimedia houses), competitor bashing (such as AZ vs. Tagi vs. NZZ) and increasing attractiveness in the communications scene (by reporting on the same) does it become understandable why this "orchid department" has begun to falter for many newspapers and magazines that previously had their own media pages.
The news from Hamburg in mid-October that Die Zeit was now also shutting down its media site after Wirtschaftswoche did not only trigger "dark forebodings" at Tages-Anzeiger. Meta journalists in other editorial offices are also fearing for their budgets or even their jobs. Where red pencils reign, a department that is always uncomfortable for publishers and at best only moderately respected by the public inevitably comes under particularly strong cost and legitimation pressure.
The media director of the Aargauer Zeitung, Kurt-Emil Merki, responded to the latter at the end of September with a justification article entitled "Media pages are (more than) nice to have", whose embarrassing but also very clever conclusion was a public pat on the back from his own editor-in-chief. "Of course we also have to save money, but we are sticking to this institution": This promise by Hans Fahrländer was recently confirmed by AZ publisher Peter Wanner, according to Merki when asked by WerbeWoche. After all, we want to continue to play in the National Journalistic League A.
The ex-Tagi man admits that the crossword puzzle placed under his daily media half-page probably interests more readers than his people-oriented stories ("it's the only way I can get to the front"). Nevertheless, Merki is convinced that his prime-time or news-oriented concept with as many people in it as possible is a complete success. "We can always switch to other departments for background stories." However, with a total of 120 full-time equivalents, this option naturally remains mostly unused.
At the Tages-Anzeiger, where Merki held the same position until the summer of 2001 (and therefore likes to give his Zurich colleagues a good kicking in the shins), the opposite is not only true in this respect. Christian Rentsch knows how to fill the three pages on Thursdays "without any problems" and "really" appreciates them, as he sees his job primarily as "contextualizing and deepening media topicalities". However, he is still waiting in vain for any binding information about the future of his department.
The upcoming decision will probably depend on a possible repositioning (e.g. à la NZZ as the first half of a weekly, four-page Computerbund). Pondering games also include a redimensioning (possibly to a daily page) of the former trend section Media. Ultimately, Tamedia's Express and the associated costs are also likely to be a decisive factor. If the commuter newspaper project gets the green light from the Board of Directors, the flagship will probably have to make some editorial sacrifices.
As a team assigned to the sixth federal government, the 270-strong media team at the Tages-
Anzeiger still has no departmental status. The only privilege of Rentsch et al. is that they report directly to editor-in-chief Philipp Löpfe. A rather dubious privilege when viewed in the light of day, as Löpfe's interventions on his own behalf are still a bad general memory: in 2000 he removed a critical article about the redesign of the Group's own ZürichExpress from the paper, and in 2001 he stopped a TV review of the TV 3 format "Big Brother".
"Since our CR no longer sits on the management board and therefore no longer has direct commercial responsibility, his attitude towards our work has relaxed noticeably," says Rentsch, putting into perspective any concerns that he is under pressure from above in terms of content. In order to dispel any suspicion of corporate journalism from the outset, he regularly reports on internal disputes, most recently on the occasion of the change of management and direction at Du, Tamedia's cultural fig leaf.
Nevertheless, journalism professor Stephan Russ-Mohl stated three years ago in Weltwoche that "newspapers that do not belong to one of the large corporate conglomerates have a very special responsibility for media journalism". Which, conversely, means as much as: Thank goodness Blick and SonntagsBlick only have lowbrow TV pages.
Weltwoche, on the other hand, tried to prove its independence after the change of ownership with a cheeky portrait of the new Jean Frey major shareholder Tito Tettamanti. A more important indication of the importance of self-reflection, however, is the media column set up with the relaunch; after all, the central organ of trendy non-conformism is otherwise still practising Anglo-Saxon departmental dissolution.
In the media and IT boom of the late nineties, a fixed editorial place to think about oneself and one's peers became a matter of journalistic prestige. Hans-Peter Platz from the honorable Basler Zeitung also admits this. However, "pure cost reasons" have so far prevented Switzerland's longest-serving editor-in-chief from putting this into action. "However, we see the lack of an actual media page as a deficit and are working to remedy it," says Platz. However, in view of the economic uncertainties, he cannot and does not want to be more specific at present.
Last year, the NZZ subsidiaries Bund and St.Galler Tagblatt, which have dedicated one page a week to their industry since June 2000, were even considering doubling the size. Today, Rolf App, science and media editor in St.Gallen, is already happy "if we can maintain the status quo". No wonder, after all, the Zurich parent paper and its Friday supplement "Medien und Informatik" are also flashing stop signals. However, going backwards is taboo for the NZZ, as its boss recently explained to WerbeWoche (WW 39/02). Quote Hugo Bütler: "In contrast to other newspapers, our media pages are not a trend phenomenon, but have been an additional service for decades that is and remains an integral part of our newspaper."
Surprisingly and fortunately, Constantin Seibt from the Anarcho-NZZ is also of this opinion, even though the media page of the dusted-off WochenZeitung, which has been appearing fortnightly for a year now, is "naturally not yet fully institutionalized". However, in the new concept to be implemented by next spring, the media department will play a "key role" as a bridgehead between business and lifestyle. The WoZ could also play such a role in future as the only completely independent quality newspaper that is open to criticism, as the fifth estate in Swiss media journalism. After all, true transparency can only be achieved from a neutral distance and with professional expertise. The WoZ has the former in abundance, the latter can be worked on.

Best of Print Advertising The advertising hits 2002 from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche five times a year with an excerpt from the
Results from the Advertising Index (AX Print). This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. The top two rows contain the subjects that achieved the greatest acceptance among the relevant psychographic target group (see compass rose). The three subjects that performed best among the entire sample, i.e. all four target groups, in the third quarter of 2002 are shown under the title "Top Three".

Affinity of advertisements with supporters in the "middle-class corner "Best of Print Advertising The advertising hits 2002 from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche five times a year with an excerpt from the
Results from the Advertising Index (AX Print). This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. The top two rows contain the subjects that achieved the greatest acceptance among the relevant psychographic target group (see compass rose). The three subjects that performed best among the entire sample, i.e. all four target groups, in the third quarter of 2002 are shown under the title "Top Three".

By Beat FritschThe saying has long since established itself as a running gag on TV: Boring series and feature films fill the gaps between the exciting commercial breaks. The same applies more and more to private radio stations. An analysis of the award-winning spots in the Golden Ear competition at Miller's Studio in Zurich Seefeld, but also of morning radio consumption, supports this unpleasant assumption. Even if spot copywriter is not yet the advertising dream job, the quality of commercials has improved significantly.
On the other hand, the supporting program around the commercials is becoming increasingly dull, not to mention the even more dull moderation. However: According to reports, it is no longer just the average listeners among the advertisers who are fed up with the musical mishmash of morning joke-phone terror and other sucky lattisms, as an almost representative survey of guests at the Golden Ear revealed.
Bruno Oetterli, for example, head of Radiotele and thus the top marketer of Swiss private radio stations, prefers to listen to DRS 1 early in the morning, according to a reliable but very discreet source. The shortlist tip for better listening enjoyment is to switch to stations with a 3 at the end, regardless of whether they have the prefix Couleur, SWF, Ö or B in their name. Listening to DRS 2 in the morning has almost achieved cult status.
The winners of this year's Stocks Awards ceremony, which took place at the Lake Side Casino Zürichhorn, could have been showered with gloating in advance. The stock, the analyst and the research bank of the year were chosen there. "The best stock will be the one with the lowest price decline within a year, and the best analyst will be the one whose predictions were wrong only 50 percent of the time," was the prediction of the regular financial prophets. Far from it: those "stock market professionals" among the "cleaning lady investors" should actually be beaten up. They are still under the mistaken impression that the stock market is primarily a one-way street to the top since their savings are tied up in shares and funds.
As on the global financial markets, the mood at the Stocks Awards has also been better. In the past, it was still possible to splash out on the dream profits realized the day before instead of dwelling on problems such as dwindling confidence or declining economic figures. But it wasn't quite so bad after all: as champagne consumption increased - and there was still enough money for that - the mood also improved.
Once again, the evening's highlight was the presentation by event manager Bettina Möhr and Stocks editor-in-chief Reto Lipp. They led brilliantly through the program and will probably soon have to be lured with higher salaries. Otherwise they will move to a TV station or into show business. In any case, some people who call themselves professional presenters could take a leaf out of their book.
At the Edi.02 awards ceremony in the old streetcar depot in Oerlikon, the jury's motto was probably "awards to the usual suspects". The winners were those who can also be found on other podiums, be it on the Cannes shortlist, at the ADC or other creative competitions. Among the names of the agencies responsible are Ruf Lanz, Advico Young & Rubicam and Spillmann Felser Leo Burnett, while the production and post-production companies include Condor, Pumpkin, Frame Eleven, Absolutturnus and Das Werk.
The Edi party actually went quite well. However, the hall emptied indecently early for a promotional event and long before midnight, which could have something to do with the fact that people had to pay for their own drinks. The party was better than the last Edi award ceremony, where the gala seating stifled broad-based communication from the outset. But it still didn't come close to the first edition two years ago. The Schiffbau venue at that time simply exuded more urban charm than a mundane streetcar workshop.
Fast laps were the order of the day in Spreitenbach at the end of the week. Under the direction of Touring-Magazin and its marketing manager Reto Kammermann, you could feel like a little Schumi on mini-bolides. The 2nd Rock 'n' Race Night was announced, which was almost crying out for a repeat after last year's success. However, the roar was kept to a minimum, as the electrically powered go-karts in Spreitenbach purred more like slightly aged house cats - not a trace of tiger in the tank anywhere. More like a tomcat in the battery...and a worm in the computer system, to further appreciate the animal kingdom: After the first elimination heats, all lap times were lost due to a PC glitch. The system had to be restarted, and the kart drivers who were already exhausted from the training and qualifying runs were called up again. Go-karting may look so relaxed and easy from the outside - but for untrained contemporaries, the whole thing really works the muscles!
Beat Fritsch

went in search of particularly noteworthy top performances at the countless events held last week. These were awarded by the Golden Ear Association for the best radio spots, by the investor magazine Stocks for the share and analyst of the year, by the Swissfilm Association for the best Swiss advertising and commissioned films and by Touring magazine for the best go-kart drivers.
We find out who meets in the communications scene at parties and aperitifs at various events in the industry. Do you already have something exciting to report? Pick up the phone (01 296 97 98) or hit the keyboard (info@werbewo che.ch). For event tips and occasional shortlist images: www .werbewoche.ch

Bernhard Burgener on his six years at Radio EdelweissFor six years, you, Bernhard Burgener, and Alois Ehrat reorganized Radio Edelweiss. Now you have retired from the Board of Directors. Did you feel like the Moor, who has to leave after doing his duty? Bernhard Burgener: No. When we joined what was then Radio Raurach six years ago, we did so with the intention of selling our share at some point - but only when the station was in the black for the first time. Now this opportunity arose after we had already been approached by interested parties not only from the Basel region. However, we wanted the radio station to remain in Basel, which is why we took up the offer from the Basler Mediengruppe (BM).
BM was already a shareholder once - back then at Raurach, but got out when you joined. How did that come about?
Burgener: BM and other groups were heavily involved with the station at the time. When the radio station was facing bankruptcy for the third time, the then BM CEO Peter Sigrist asked us for help. BM had already helped out with money several times before, but didn't want to lean out the window any further.
What motivated you to spend six long years revamping this often ridiculed and almost bankrupt radio station?
Burgener (laughs): In the beginning, we just wanted to do a favor, but it turned out that the patient was in greater need of care. In the first restructuring plan, we still assumed that we could turn the station around within three to four years. However, we had underestimated the disappointment of listeners and customers: It took us three years just to regain their trust to some extent. But once I say yes to something, I don't just let it go. The same also applies to Alois Ehrat.
How did you proceed with the renovation?
Burgener: First we changed the concept and the name. Surveys showed that people listen to local radio 65% for the music and 35% for local news. We therefore concentrated on these two factors, which had a positive effect on the number of listeners. At the same time, we began to slowly raise the price per second, which was set too low, from six francs at the time to a good ten francs today, which required patience and strength. We also found a shareholder in Radio Nostalgie, which now belongs to the French NRJ Group, who, alongside Alois Ehrat and our Group, agreed to provide a third of the annual restructuring contributions.
These contributions have totaled CHF 1.15 million since 1996. Did you get your shares back through the sale price?
Burgener: We have agreed not to disclose the price. However, it was not based on the investment, but on the success achieved and the future. Overall, however, we received about as much as we had invested. However, the time we spent on the station was not paid for. But we are happy that we were able to secure a large number of jobs for many young people. Radio Edelweiss is a springboard for young journalists.
Isn't the budgeted turnover of CHF 2.83 million for 2002 too optimistic?
Burgener: Like other radios, Edelweiss is also experiencing a decline in advertising revenue. We will be around 10 to 12% below the budget figures. It won't hit us as hard as others because Edelweiss relies heavily on local advertising. We also had the costs under control. So there will be a small loss again this year, but now it's the turn of new forces who are striving for market leadership in the region. There will certainly be some changes.
Interview: Markus Knöpfli

Best of Print Advertising The advertising hits 2002 from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche five times a year with an excerpt from the
Results from the Advertising Index (AX Print). This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. The top two rows contain the subjects that achieved the greatest acceptance among the relevant psychographic target group (see compass rose). The three subjects that performed best among the entire sample, i.e. all four target groups, in the third quarter of 2002 are shown under the title "Top Three".

Following an agency evaluation, Heineken Switzerland has commissioned Zurich-based advertising agency Ruf Lanz to launch its new Calanda Viva beer brand.Etat-NewsRuf Lanz brews a new beer The draft beer, which is aimed at a young target group (according to the agency), will be launched in Graubünden in an initial phase. The advertising campaign consists of promotions, posters and two cinema spots and will be launched in December.
Lowe Direct promotes Sofi The Zurich-based dialogue agency Lowe Direct has been awarded a mandate by the Swiss Organization for Facilitating Investments (Sofi). Sofi was founded in 1997 by the State Secretariat for Economic Affairs (Seco) in cooperation with the auditors KPMG. Lowe Direct is designing new PR brochures for the organization.
Bossard wins Bieri account Bieri Blachen AG in Grosswangen LU has chosen Bossard Kommunikation as its new lead agency. The Lucerne-based ASW agency came out on top in a pitch. According to a press release, the decisive factor was the creative implementation that combined the existing image with a new one. Bieri is also active in the field of advertising printing for billboards and giant posters and achieves an annual turnover of 40 million Swiss francs.
Wirz gives Habasit a new face The Zurich agency Wirz Identity has won Habasit AG in Reinach BL as a new client. Habasit claims to be the world's leading company in the market for conveyor belts and power transmission belts. Wirz was commissioned with the new development of the brand identity.

Guye Benker and Tamedia launch the new image campaign for the Tages-AnzeigerBy Simone Keller "The Tages-Anzeiger wants to be more necessary than ever" and supports its new claim with stock images of grim faces of people of public interest. The new image campaign for the Tamedia flagship is being implemented by Guye Benker following an in-depth analysis of the daily newspaper.
Last spring, Tamedia said goodbye to its in-house agency Weber Hodel Schmid (WHS) and its "Wir bleiben dran" campaigns. For eight years, this claim stood for the journalistic performance of the Tages-Anzeiger.
After that, there was radio silence. But the Tagi marketing experts did not remain inactive. They called in the expertise of the Zurich agency Guye Benker (GB) and their BrandEquitizer tool and examined the paper's image. The findings were sobering. The Tagi had lost its profile and positioning.
After jointly developing the new branding strategy, the collaboration with the creative team from GB was only a logical conclusion for Tagi advertising manager Gabi Wettstein: "Thanks to the BrandEquitizer study, Guye Benker was already close to the product and therefore had the best prerequisites for communicating the positioning visually."
The long-standing success of WHS's "Wir bleiben dran" campaigns has raised the bar for future Tagi appearances. Not least for this reason, the one-year advertising absence of the Tamedia flagship also raised high expectations for the subsequent communication appearance.
Not afraid of controversial opinions
Images from the new image campaign first appeared in the Tagi on November 9: Pictures of rather grumpy to annoyed looking public figures. Headlines such as "Our opinion doesn't suit everyone" or "We don't just make friends with our views" are intended to position the Tages-Anzeiger as an independent, politically committed newspaper that expresses its opinion on socially relevant topics.
According to CD André Benker, the "More necessary than ever" cover reinforces the message: "In these increasingly difficult political times, we need an organ that is independent, well-researched, skeptical and uncomfortable." And one that represents its own opinion, adds the CD.
Portraits are not only taken of personalities from national and international politics, but also of well-known figures from the world of sport and culture. The people are representative of opinions and views on certain topics that do not (always) coincide with those of the Tages-Anzeiger. These are personalities from all political camps, explains copywriter Dani Müller. For example, Elmar Ledergerber is also shown, who tends to be on the same (political) wavelength as the Tages-Anzeiger, but takes a contrary view to the editorial team in the discussion about the Schauspielhaus.
The print campaign will focus on Tamedia titles. It is the prelude to a series of different appearances that are intended to emphasize further aspects and benefits of Tagi. According to Wettstein, the brand promise is at the heart of the new communication strategy, and thus of all upcoming advertising activities: "As a high-quality, committed to uncomfortable (political) daily newspaper, we provide information and inspiration for a more complex and exciting life in and around Zurich."
One of the reasons why the WHS claim was jettisoned was the fact that it was increasingly being copied by other print media and the appearances were losing their uniqueness. In conceptual terms, however, the new creative strategy is not entirely new: celebrity endorsement campaigns have been seen before in media advertising - just think of Facts and Blick. Or the FAZ campaign "Dahinter steckt immer ein kluger Kopf" and Le Temps' "Un jour ou l'autre".
Ad Rating

Orange
Yes, yes, Reini Weber's advertisement for the SonntagsZeitung divided opinion - narrowly to the disadvantage of WHS. The Orange campaign is being put to the test this week and is asking all ad raters for a fair assessment at www.werbewoche.ch/adrating
Sunday newspaper
Top: 42,66%
Flop: 57,34%
Praise and criticism of ad-raters summarized at www.werbewoche .ch/adrating/comments

In addition, business editor Sandra Wilmeroth will be moving from the Tages-Anzeiger to Annabelle Business in February 2003. She will take over as head of the business section for the new line extension of the women’s magazine Annabelle. Until now, the section has been overseen by features editor Haia Müller.
Christoph Hafner is the new Media Relations Manager at the chemical company Clariant. In this role, he is responsible for media relations within the corporate communications department. Hafner most recently headed external communications at ABB Switzerland.
Melanie Giger joined the Zurich-based PR agency Marengo as an agency assistant in early November. After completing her business training, Giger previously worked at EMI Records.
The Chur-based newspaper *Die Südostschweiz* is getting a new advertising director. Georg Binker, who previously held the position at Südostschweiz Publicitas AG, is moving to Gambia in West Africa after 30 years of service to the media landscape of southeastern Switzerland. Karin Waltenspühl will take over his position in early December.
The current managing director of the Swiss Press Association (VSP), Eva Keller (pictured), is moving to the Ringier media group. She is set to take on her new position as head of corporate communications sometime during the first half of 2003. Keller will thus succeed Fridolin Luchsinger, whose duties as press spokesperson and secretary general of the Group Executive Board will be consolidated into the newly created position. Myrta Bugini, who has been serving as interim press spokesperson in place of Luchsinger since the end of September, will become deputy head of corporate communications. The VSP will therefore have to fill not only the executive management position but also the office of president in 2003. Incumbent Hans Heinrich Coninx made his intention to resign clear at the Publishers’ Congress in September.
Starting in early December, Sandra Millius will be joining the sales and marketing team at the Berner Zeitung. The new marketing assistant is replacing Thomas Wenger, who is leaving the sales department at the end of January. Millius worked as a kindergarten teacher for eight years before joining Swissair as a flight attendant and most recently served as a project assistant at Swisscom Fixnet. She is currently pursuing further training at Sawi to become an expo and event manager.

Guye Benker corrects the positioning of the Tages-AnzeigerThe perseverance has paid off: last week saw the launch of the first Tagi image campaign after the WHS era. Together with the Zurich agency Guye Benker, those responsible at Werdstrasse have developed a new branding strategy to get the Tamedia flagship back on track. The current appearance positions the Tagi as an independent daily newspaper that represents its own, even uncomfortable, opinion on relevant topics. This message is reinforced by the claim "More important than ever" and alludes to the timeless necessity of having one's own opinion and expressing it - despite contrary views. page 5