The Publimedia Forum showed who uses which tools to keep an eye on media plannersBy Markus Knöpfli This year's Publimedia Forum discussed the question "How well is advertising money really invested?". The provocation worked: of the 400 guests, 25% were advertising clients, 36% were publishers and 39% represented media agencies. Three media auditing approaches were presented.
Media auditors only play a minor role in Switzerland. However, the market will grow, said Dietmar Kruse at the Publimedia Forum. Kruse is responsible for German-speaking countries and Eastern Europe at Media Audits Ltd. in Hamburg and London. In England, 60 to 70% of all advertising clients already consult a media auditor, in Germany it is 30 to 40% and in Switzerland 10%, said Kruse. His company currently looks after 6 clients in Switzerland and 40 in Germany.
Save on fees - spend on auditing
Nevertheless, Media Audits Ltd. is not the only provider of media controlling in Switzerland. There are around half a dozen companies in this pond, albeit with very different concepts. In addition to Media Audits, the Konnex agency and Frank Baumann's Wörterseh - Second Opinion presented their auditing approaches at the Publimedia Forum.
Only one point remained undisputed: it is necessary for the work of media agencies (MA) to be reviewed in some way. Konnex co-owner Peter Döbeli used an example to show that in Switzerland, too, various MAs choose their strategies according to standard plans or on the basis of kick-back deals rather than according to individual customer needs. To some extent, however, this is understandable, he conceded. After all, many advertising clients would squeeze the fees of the MAs so much that good work was hardly realistic any more. Döbeli criticized the fact that it makes no sense to call in a media auditor because the client would then simply spend the money saved on fees elsewhere.
Nevertheless, Konnex and Media Audits are primarily looking at the MAs, while Baumann tends to focus more on the advertising agencies. "If the quality of the advertising is not right, even media auditing is useless," said Baumann. Kruse countered that "the value of a creative campaign can be destroyed by the wrong strategy".
Guiding valuable cargo through difficult waters
The different approaches: The heart of Media Audits is a database into which data from every media plan reviewed and, if necessary, optimized by the company flows. The analysis of the target groups is included as well as that of the media mix, budget distribution and success. In this way, it is not only possible to call up empirical values by sector or product group. It is also possible to say which MA can plan which medium particularly efficiently.
However, Kruse conceded that this approach is particularly suitable for electronic media and quickly reaches its limits with print or posters - which is probably one of the reasons why media auditing is (still) underdeveloped in Switzerland as a print country. Kruse therefore sees the media auditor as a "pilot who guides large ships with valuable cargo through difficult waters". Thanks to their "market overview", they can help with the selection of the MA, with the briefing thanks to their "experience" and with the planning review thanks to their "neutrality". And the tedious task of checking invoices can also be delegated to Media Audits.
Döbeli contrasted this quantitative approach with his qualitative one: Konnex limits itself to reviewing the strategy proposed by MA. "In our opinion, monitoring objectives and impact takes priority over technocratic analyses such as efficiency rates or CPM optimizations," said Döbeli.
Baumann dismissed all of this as a "hedging strategy for senior executives". He offers himself to his clients more as a "friend next door", he said. He acts "from the gut" as a lateral thinker and gives his second opinion on the way a campaign is implemented.
Kruse and Döbeli agreed that the relationship between media auditor and MA is often a "difficult" one. However, according to Döbeli, the media auditor should not be the calf-biter, but must play a constructive role in the planning: "Nothing works without working together as partners."
Media Audits Ltd.

According to Dietmar Kruse, the company Media Audits is to 51%
in the hands of its own management, and to 49% in those of Barclay. "But we don't work for Barclay," said Kruse. When Media Audits advises several clients from the same industry at the same time, a separate team is put together for each client. Although the threads still come together at Kruse, he claims to be disciplined enough to be able to carry out his work "neutrally". (mk)

The University of Zurich has analyzed corporate publishing in Switzerland for the first timeBy Andreas Panzeri More than half of the 400 largest companies in German-speaking Switzerland regularly publish magazines or newspapers for their customers. 100 of these magazines have a circulation of over 50,000 copies. This and more is revealed by the first study on corporate publishing (CP) in Switzerland. Conclusion: CP is a growth market.
On behalf of the Forum Corporate Publishing (FCP), Europe's largest association of corporate publishing service providers, the Institute of Mass Communication and Media Research at the University of Zurich (IPMZ) examined the instruments, strategies and perspectives in the CP of the top 400 companies in German-speaking Switzerland. Under the direction of Ulrike Roettger and Vinzenz Wyss, the IPMZ wanted to know above all how high the practical relevance of corporate publishing is weighted in the country's strongest companies in terms of number of employees and turnover. The results leave no room for doubt: From the companies' point of view, corporate publishing will become significantly more important in the coming years.
Particularly strong growth is forecast in the internet and intranet sectors. In contrast, growth in the print sector is somewhat slower. Nevertheless, more than two thirds of those surveyed already publish a customer magazine. 42 percent of companies publish customer and employee magazines with a total circulation of up to 50,000 copies. A quarter even publish magazines with a circulation of over 50,000 copies. Around 15 percent publish between two and five customer magazines for different target groups. This shows a clear trend towards greater target group diversification.
Internet and intranet become an important information tool
Viviane Egli, FCP Board Member Switzerland, played a key role in the realization of the study. She is delighted with the positive results: "A large majority ascribe customer magazines a trust- and image-building role in the relationship with the customer, highlighting specialist and advisory expertise. Only secondarily should information about products be conveyed." According to Egli, this is a clear confirmation of the efficiency of corporate publishing. Especially when it comes to values such as credibility, emotional connection and service benefits
most respondents consider corporate publishing to be their medium of choice.
As many as 23% of respondents still consider the task of acquiring new customers with CP to be very important. Topics such as improving customer dialog, generating a better sales environment and a clear positioning vis-à-vis the competition are still considered to be subordinately important goals.
However, the main target group for such journalistic efforts continues to be existing customers. For 63 percent, however, employees are also an important intermediary group. The Internet and intranet are increasingly coming to the fore as an important information tool for internal and external target groups. Communication channels such as e-mail, newsgroups, forums and other interactive applications are used here.
Swiss companies pay a lot for their trust in CP tools: the majority spend up to CHF 250,000 a year. A third of the largest Swiss companies spend over CHF 250,000 a year on their customer magazine. 9% of the study participants even spend over a million francs. Employee media are considerably cheaper. In 2001, 57 percent of companies managed with a budget of less than CHF 250,000. Expenditure depends on the size of the company. Almost 70 percent of customer magazines are self-financed. External advertising plays a subordinate role as a source of financing.
Work on CP titles could be even more professional
The trend in larger companies is towards having their own corporate publishing department instead of commissioning corporate communications, marketing, advertising or - as is often the case with employee magazines - the HR department. To date, around 20 percent of companies with more employees in Switzerland have such a department. In-house productions are the exception rather than the rule. When it comes to corporate publishing, companies rely heavily on cooperation with external editorial companies.
"The study shows that corporate publishing is more than just the publication of customer magazines. However, the fact that only a minority of the largest companies use the services of specialized CP agencies and that only a few carry out effectiveness checks also indicates that there is still great potential for professionalization," explains René Grossenbacher, Chairman of the Board of Directors of Medianovis AG and coordinator of the study for the Forum Corporate Publishing.
However, the résumé of the study, which is very encouraging for CP service providers in Switzerland, also highlights critical points: to date, only one in four companies regularly reviews the success of its customer magazine. Just half of all companies carry out an occasional evaluation. "We have to conclude that the sporadic assessment of CP activities is mainly concentrated on the evaluation of competitions. More elaborate procedures such as focus groups or targeted readership surveys are used surprisingly little," says Wyss.
Companies want to spend more money on CP in future
This fact makes it clear how important the FCP study is, as corporate publishing decisions in companies are based more on faith in the tool than on data and facts. Many company owners still think that other means of communication are better suited to achieving corporate goals. But there are no reliable figures to back this up.
In addition, smaller companies in particular lack the necessary personnel and journalistic capacities for a CP object. Even if most companies currently spend the majority of their expenditure on
CP measures still account for less than 20 percent of all communication measures, the study shows a clear upward trend. The forecast development shows that expenditure on corporate publishing will continue to rise slightly over the next three years.

The news magazine launches the longest advertising section on its front pageBy Daniel Schifferle Compared to the new special advertising format, the altar fold is just a small prelude: The new fold-out front page of Facts offers no less than eleven pages of advertising space. However, if you want to advertise with this banger, you have to dig deep into your pockets: the prominent appearance, which Saab is affording for the first time, costs 1,200,000 francs.
Readers of this week's issue of Facts have their work cut out for them. Because on the front page they are presented with a defoliation game that they will hardly be able to resist: This time, the cover is a thick bundle of six layers of paper.
No fewer than eleven entire pages of advertisements are waiting to be viewed by subscribers and newsstand buyers once the rather elaborate unfolding process has been completed. The previously known altar fold with its one or two fold-out pages looks rather thin-skinned in comparison.
An expensive affair and a technical challenge
The new prominent advertising space in the Tamedia news magazine is occupied by the launch campaign for the Saab 9-3 Sport Sedan, which has been widely launched in recent weeks. However, Fisch Meier Direkt had to revise the concept of the Saab supplement so that the campaign idea could be accommodated appropriately on the eleven pages.
Facts publishing director Christoph Marty copied the idea for the advertising hit from Stern magazine. The latter had published the advertising flyer with the multiplied front page in the issue of
May 8, 2002 for the first time.
The unusual advertising schedule poses a particular challenge for production and editorial staff. "Instead of on Wednesday morning, as is normally the case, the front page has to be delivered on Monday morning," explains Marty. The editorial team had therefore expressed some concern because the timeliness could suffer as a result. A lot of persuasion was necessary.
However, there is still a certain risk for the respective customer. "If the Pope dies or if the USA attacks Iraq, we would have to be able to adjust the front page at very short notice - and the advertising package would then also disappear. But we have to take this risk, because we can't restrict the editorial team to such an extent that it is no longer possible to react to current events," says Marty.
It was also very difficult to find a print shop capable of printing the unusually long advertising campaign. However, the Kyburz print shop in Dielsdorf was finally found. However, the elaborate product has its price: the production costs amount to a hefty 35,000 francs. This includes a slightly thicker paper than is usually used for the cover page. This is to prevent tearing during the complicated unfolding process.
The advertising space package should be used sparingly
However, Marty is convinced that the offer, which is not exactly cheap, will sell despite the advertising market crisis. "For an exceptional service that stands out so clearly from the mainstream, people are still prepared to pay a little more today," he explains. In any case, those customers who have been presented with the new form of advertising have reacted positively across the board.
Nevertheless, it should be used sparingly - so as not to put too much strain on readers and the editorial team: Marty would like to have his latest advertising child in the magazine around three times a year. After all, you don't book such an offer for just any product. "Customers use this banger for really big stories, such as the launch of the new Saab 9-3 Sport Sedan."
Subscriber advertising with link

Because the front page and back cover consist of a single sheet, it is essential that the back cover pages are also produced during production. In the case of Facts' new special advertising format, there are therefore three further full pages - in addition to the fourth cover page - which can also be used for advertising. However, these three pages are not part of the package. They are normally used for the publisher's own activities (subscriber advertising). However, links are not excluded, as the current example shows: Subscriber advertising is linked to a competition in which there is a brand new Saab to be won. (dse)

SRG and Presse-TV extend cooperation agreementBy Markus Knöpfli SRG and the publisher television station Presse-TV (PTV) are serious: before the seventh year of marriage, they have quietly extended their partnership agreement by six years.
The previous agreement expires at the end of the year, but the new contract has already been signed and, according to PTV Managing Director Hans Jürg Deutsch, differs only in the details. Essentially, things have been agreed that were already clear before: PTV has license sovereignty on SF 2 on Saturdays and Sundays from 6pm to 11pm and is contractually obliged to provide at least 14,000 minutes of in-house productions. In addition, there are second broadcasts and - separately regulated - repeats on SF info. PTV may also broadcast programs on SF 2 on weekdays, but always requires the consent of the SRG.
PTV receives an annual payment of CHF 4.5 million (plus inflation) from SRG for the broadcasts it delivers. However, as PTV produces some of its broadcasts at the SRG production center TPC - which costs around CHF 3 million a year - a large part of the compensation amount flows back to SRG.
Publisuisse will continue to be responsible for acquiring advertising for PTV broadcasts, with the revenue going to the SRG, which pays PTV an annual lump sum of CHF 7 million. Sponsorship remains the responsibility of the producers of the individual programs. The flat rate and sponsorship are currently just enough for PTV's shareholders to make ends meet, says Deutsch.
The new Jean Frey AG is still on the sidelines PTV currently broadcasts twelve programs, with "GesundheitSprechstunde" with TV doctor Samuel Stutz leading the way in terms of ratings. PTV, which was initially treated somewhat neglected by SRG, has now developed into an important partner for SRG. Most PTV programs enhance the SF 2 sports channel, give it an additional profile and have been achieving the highest market shares alongside sports broadcasts for some time.
Publishers, on the other hand, have a kind of TV playground in PTV. While SRG spokesperson Josefa Haas describes PTV as "cooperative competition", Deutsch puts it this way: "Publishers can make programs without having to operate a station themselves, while SRG can make good programs at a good rate."
Ringier and NZZ each hold 30% in PTV, while the German publishing group DCTP and the Basler Mediengruppe (BM) each hold 20%. Jean Frey AG was supposed to become the fifth shareholder and buy half of BM's stake, but this has not yet been legally finalized. The Jean Frey title Bilanz produces the "Bilanz-Talk" on PTV.
Hit parade of PTV programs

Program* Viewers by market share** Producer
Telecontrol** in %
GesundheitSprechstunde 333 000 16 RingierTV
al dente 271 000 15 RingierTV
konsum.tv 198 000 9 RingierTV
Café Bâle 165 000 8 BM
CASH-TV 86 000 7 RingierTV
NZZ Format 82 000 5 NZZ
100 minutes 82 000 5 DTCP/mirror
MotorShow tcs 82 000 4 RingierTV
NZZ Swiss made 67 000 4 NZZ
Viewpoints 43 000 3 NZZ/BM/RingierTV/Bilanz
CASH-Talk 41 000 5 RingierTV
Announcement 13 000 2 Alexander Kluge
* always first broadcasts without repeats
** Annual average 2001 Source: Press TV

The media world eagerly awaited the Tages-Anzeiger magazine last Saturday, as it had been designed by the creators of the satirical magazine Titanic. Naturally, a few Swiss clichés such as Sepp Blatter "naked", Thomas Borer, Schumi as a Swiss by choice or Cool Man were given a good kicking. "Half-and-half", from brightly enthusiastic to deeply outraged, were the 40 or so reactions from readers that the magazine received, said editor-in-chief Res Strehle on request. As his editorial team had great fun working with the guest workers from Titanic, he could well imagine that the journalistic experiment would become an annual fixture in the magazine's program. It is also possible that the magazine from Werdstrasse will soon produce a retort for Titanic magazine. An invitation has been received. Strehle could imagine a "totally serious Titanic" as "revenge", for example. We don't. Aesthetic reasons. A big step for the tabloids or a small step for more reader service? In any case, people in the streetcars of Zurich's public transportation system were astonished when the readers of the ZürichExpress, who are otherwise considered to be very respectable, waved a newspaper with a close-up of two bare breasts in the morning. Anyone who wanted to furtively pick up a copy of the new SexExpress from Tamedia in the next newspaper box could breathe a sigh of relief: no vote for the most beautiful pair of breasts was launched in the ZürichExpress. The corpus delicti of a certain Sophie Mader, 23 (name changed), served as an illustration for a discussion about cosmetic surgery. Sophie is very happy with the result, as the sex story photos show.
ADVERTISEMENT AS ART. Despite the advertising slump, the third issue of Gruntz has already been published in Bern. The "somewhat different magazine" is almost book-sized with its 184 pages. The content of the trendy lifestyle magazine is similar to that of Kult, Faces or Forecast. However, Gruntz is not available free of charge in the scene, but is offered as an annual subscription with three issues for a total of 18 francs. In return, Gruntz points to numerous "advances in content" and is convinced: "The editorial team has found its place." Texts on new music trends, various short stories and articles on the theme of the Garden of Eden or stylish picture streets with fashion and hip art are mixed almost seamlessly with the advertisements. These are managed by Publimag. Advertising manager Daniel Stolina believes that Gruntz magazine is already fulfilling its role as a "high-end" product after just three issues.
More content than form? It's not very pleasant to have your own weaknesses rubbed in your face with relish: "More ass than crack?", "More dream than figure?" or "More hangover than muscle?". The Zurich fitness center David Gym uses these perfidious headlines to lure repentant overeaters and notorious couch potatoes to Letzigraben 165. The center with Michelangelo's David in its logo has been supporting its paying customers in the fight against beer bellies and cellulite for a good 20 years. These existential questions were devised by the creative team at Inhalt&Form, who dispensed with visual support for the headlines - our sincere thanks! Susanne Haug (text/consulting), Serge Riedener (CD), Sebastian Rundy (AD).
Blick replaces Cash at Zurich main station. Anyone arriving in Zurich by train will in future be courted by all three of the city's major daily newspapers. The Neue Zürcher Zeitung with a large poster to the right of the station concourse and the Tages-Anzeiger on the e-board were already present. From mid-October, Blick will take over the large poster to the left of the concourse, where the business newspaper Cash previously advertised. In better times, Cash used the space for eye-catching campaigns and often had a slogan duel with the NZZ. At around the same time as the change of agency from Lowe to Seiler DDB at the end of 2001, Cash abandoned this elaborate strategy. Publishing director Bruno Blaser was not yet able to say whether Blick intends to manage the prominent advertising space more intensively again: "It is still unclear what will go up there, we are still in the planning stage."
Anticyclical. A recent supplement in the Frankfurter Allgemeine and Süddeutsche Zeitung was almost thicker than the real newspaper. The car manufacturer Audi had itself celebrated as a successful car brand over a full 20 pages. The supplement was formally impressive with nine double-page photographs from Audi's 100-year history. "Innovations since 1899 - The new Audi A8 is coming" was one of the sparse but all the more striking lines of text. Such anti-cyclical behavior with such a generously styled supplement could also serve as a model for other industries, and not just in terms of form.
Edi in the streetcar depot. The Edi.02 commissioned and advertising film prize is awarded under the patronage of the Federal Department of Home Affairs for above-average achievements and is highly valued by the prizewinners. The award ceremony party will take place on November 7 at the Tramdepot Oerlikon. In addition to a panel discussion, many interesting information tools are also planned this year. The best Swiss production companies will be presenting their showreels.
A feast for the eyes. According to the creatives at Publicis, the latest edition of Gault Millau is so good that hungry buyers of the "travel guide for gourmets" will want to bite into the 560-page book block before reading it. "Makes you hungry. The new Gault Millau", writes copywriter Rolando Baron. Of course it does, because he (not Baron) describes "the culinary state of the nation". And what is it like? No idea! Neither the graphic designer (Anka Wessely) nor the creative director (Markus Gut) say anything about it in their ad. They shouldn't. Because this competence is left unchallenged to that special specimen of Homo gastronomicus, who once nosily announced that he had discovered the blessed gift of being able to distinguish frozen from fresh frogs' legs as a small child. Bon app!

When do products or companies become a brand, how do you maintain and protect them, how does successful brand communication work? "Achtung Marke" Klaus Brandmeyer, co-founder of the Geneva Institute for Brand Technology, addresses these questions in his new book "Achtung Marke", which has been published by Stern Bibliothek. The book contains essays, lectures and analyses by Brandmeyer from recent years. It comprises 336 pages and can be ordered for 28 euros from Anne Cordes in the advertising department of Stern magazine (cordes.anne@ stern.de).
DDC Yearbook 2002 The German Designer Club DDC was founded in 1989 and has been "taking up the cudgels" for quality and interdisciplinary work ever since. The club's members come from the fields of architecture, product design, CI, digital design, interior design, photography, illustration, art and advertising. The DDC aims to create a serious platform for design communication among these specialists. Every year, the DDC therefore honors the best work in a competition with the categories "Kommunikation vernetzt" and "Das gute Stück". In the volume "Kommunikation vernetzt. 2002" (ISBN 3-87439-604-5) contains many illustrations as well as the briefings and a brief description of the creative concepts from the perspective of the award winners.
Mediaforum now has a forum The publishing industry portal Mediaforum.ch is expanding its services with the new "Forum" section. Around 30 topics from the areas of prepress, web, programming, operating systems, miscellaneous and jobs are available for discussion. As part of a partnership, Mediaforum is taking over the Hilfdirselbst.ch service, which will be integrated into the layout of the industry portal. Behind Hilfdirselbst.ch is Gamper Internetauftritte und Schulung, in cooperation with the other partners Verband Schweizer Druckindustrie, Ulrich Media GmbH, MD-Systems and the trade journal Publisher.

Advico Young & Rubicam is advertising for the Japanese motorcycle brand Suzuki.AY&R rides Suzuki In the two-stage competition presentation, the agency prevailed against three competitors. The campaign will be shown at the beginning of 2003.
Code wins X-Tra The Zurich music club X-Tra has commissioned the graphic design studio Code with an image campaign. Various advertising materials are being developed for a six-figure sum and will be used from November.
Vibrio supports Iona The German PR agency Vibrio is working for the Irish software company Iona in Switzerland. Iona produces integration solutions for web services. Vibrio opened a representative office in Zurich in August. It is managed by Oliver Wimmer, who previously worked for Wirz Werbeberatung, among others.

A new business magazine called Market Magazine is to be launched in French-speaking Switzerland at the end of the year.News Market Magazine for French-speaking Switzerland The publishers of the monthly magazine with a circulation of 15,000 copies are Patrick Sikias and Raphael Dana, who founded the Internet company Netarchitects in 1996 and sold it to the French Altran Group two years later. The editorial team of around 6 full-time employees and around 20 freelance journalists is headed by Clément Dubois.
PubliPresse plans to cut 150 jobs PubliPresse, the largest division of the Lausanne-based advertising group PubliGroupe with its subsidiaries Publicitas, Publimedia, Publimag and Mosse Media, is launching a large-scale cost-cutting project. Under the motto "Fit for the Future", around 150 of the 1500 jobs throughout Switzerland are to be cut by the end of 2003. According to a press release, PubliPresse will critically analyze structures and processes in all companies.
Edipresse buys Infotec The French-speaking Swiss media group Edipresse buys the Geneva-based financial information service Infotec SA. It is acquiring the shares of the founder as well as a majority of the shares of the previous main owner, Compagnie Financière Tradition (CFT). In future, Edipresse will hold 70% of Infotec, while CFT will remain a minority partner. Edipresse intends to use the acquisition to expand its expertise in the distribution of electronic content.

BRYON PAUL MCCARTNEY has been Head of Brandbakery at Advertising Art & Ideas in Zurich since SeptemberHead of the Week Brayon McCartney has been Head of Brandbakery at Advertising Art & Ideas in Zurich since September
"I would like to focus more on corporate behavior"
He is now sitting in an office in Zurich-Wollishofen, looking out over the Swiss Alps instead of the skyline of Chicago's Loop Aera. Bryon Paul McCartney has been head of Brandbakery, a business unit for corporate identity at the Zurich agency Advertising Art & Ideas, since the beginning of September. "The concept of Brandbakery is to be able to cultivate a somewhat more progressive clientele than is usually possible at Advertising Art & Ideas, where we tend to serve more conservative clients such as financial institutions," he explains.
The designer from Chicago previously worked as a CD at Wirz Interactive for two years. The job now consists of profiling the Brandbakery as a branding unit. "People here talk a lot about branding in connection with outward appearances such as logos and visuals. I want to focus more on corporate behavior," says McCartney, explaining his aim of creating an "internal attitude" for a company.
"We are interested in younger brands that we want to make known within the next two years," says the "baker" of new brands. He is also interested in "dormant brands where we need to bring about a radical change". For Brandbakery, these customers can come from a wide variety of sectors.
McCartney began his career in Chicago, where he worked in-house at Helene Curtis in the Corporate Design Department for the then major brand for personal care products. "That's where I learned a lot of the basics of brand building, because we constantly had to launch new products on the market in a very target group-oriented way." He later worked at Bridge for major brands in the healthcare and high-tech sectors. Once again at Helene Curtis, he worked as Creative Director for online branding and online marketing communications.
He developed campaigns for Calvin Klein, Elisabeth Arden and Lipton Foods - until his girlfriend at the time called him once and asked: "Do you want to move to Switzerland with me?" She had taken a job in Zurich as director of a PR office representing the interests of Dow Chemical in Europe.
He still doesn't regret saying yes over the phone. "I like the alps," he says. The mountains wouldn't replace the skyscrapers of Chicago for him. But there is now a lake very close to his office - just like back then in Cleveland, where he grew up before continuing his unconventional life path by studying graphic design at the University of Athens, Ohio.
Andreas Panzeri

What was the most important reason for relaunching Tele? Klaus Kriesel: If you are the market leader, you have to offer more than just a facelift. With the relaunch, we want to remain very strong in the younger target groups. We have set the bar quite high because the magazine should set a European standard. That was important when choosing the agency. did you also look in Switzerland?
Kriesel: We made a pitch with one Swiss and two German agencies. In the end, we opted for Media Group Berlin. It is managed by the Austrian Lukas Kircher. His agency has also worked for the Frankfurter Allgemeine Sonntagszeitung and Financial Times Deutschland.
Is the relaunch of the Tele a reaction to the new TR7?
Kriesel: No. Our direct competitor is TV Spielfilm, which already has 300,000 readers in Switzerland.
Does Tele feel threatened by low-cost TV channels?
Kriesel: No. We have to stay ahead of the competition so that people don't buy a cheaper magazine.
There are more and more TV channels. Which ones do you focus on?
Kriesel: The list covers exactly what can be found in most cable networks. The often-announced future with 300 or more channels is unlikely to come any time soon. Our weighting is a combination of viewing habits and market share. Our core target group is 20 to 45-year-olds and even younger people who read the magazine very intensively. Nevertheless, we don't want to turn it into a youth magazine.
So you are squaring the circle thanks to new media? Kriesel: All interesting programs are presented. Our readership also makes very active use of the new media. The 15-year-old who is interested in DVDs or music CDs will find just as much information in the new Tele as the 60-year-old film connoisseur looking for classics (pan).

Heinrich Reinacher What was the last cultural event you attended?
Heinrich Reinacher: Shooting the new ZVV image film "Schiff/Strasse". Rifferswil, at 5.45 in the morning! And then the "Pöstli", right next door.
What are you reading right now?
Reinacher: "The human flaw", Philip Roth. Because otherwise I'm socially delivered.
Which CD are you currently listening to ?
Reinacher: Everything by Lucio Dalla and Jimmy Hendrix.
Which movie would you most like to see again?
Reinacher: "Vaghe Stelle dell'Orsa" by Lucchino Visconti. To find out if he still impresses me.
What TV show did you fall asleep during the other night?
Reinacher: 1966, at the "Sandman".
What is your latest discovery on the Internet?
Reinacher: Beam.tv
What could you never do without?
Reinacher: FFF - Family, Film, Television.
What do you do in a free minute?
Reinacher: FFF.
Love is...?
Reinacher: ...a secret.

Last week, the women's magazine Femina celebrated its 40th anniversary on beautiful Lake Geneva, or more precisely in Lausanne, under the motto "La nuit de femina - un voyage temporel". At "Amnesia", one of the hottest nightclubs in French-speaking Switzerland at the moment, no effort or expense was spared to offer the five hundred or so guests, at least a hundred of whom had traveled from German-speaking Switzerland, the absolute non-plus-ultra: the various bars and rooms of "Amnesia" were completely restyled to make the promised journey through time a reality. The disco's decor has been trimmed to reflect one decade from each of the last four decades, from the 1960s to the millennium. The Yeah Yeah Bar represented the sixties with the heyday of The Beatles and Rolling Stones, while the Baba Bar - undisputedly the most popular drinking spot of the evening - stood for the seventies. The casino and slot machines were set up for the roaring eighties, and the futuristically styled dance floor and bar brought the techno boom of the nineties back to life.
Everyone who is anyone was there. From the advertising mecca of Zurich, the guest list included media expert Röbi Baier, Karin Baatsch and Jean-Robert Kvaternik from Carat, Gabriela Böcker-Flamm, Astrid Koller, Kornelia Kleveta, Caroline Mohr, Pascale Nusskern and Séverine Hörler from Mediacom, Michèle Böckmann, Sabrina Süsstrunk and Markus Holenstein from the agency Fünf Freunde, Frank Woday from Universal McCann and Petra Bosshard, Carla Fuhlrott and Cordula Müller from Mediaschneider.
It goes without saying that they were not the only ones to miss out on the opportunity, along with the festive but not necessarily advertising party-accustomed Romands. For many guests, the event lasted until "petit déjeuner", at least that's what they heard in Zurich.