Swiss time-budget studies only exist for print and TV, but not for all mediaIn 1995, the pilot study Must (Media User Study) was conducted in German-speaking and French-speaking Switzerland using the time-budget method. A total of 4900 people were surveyed. The study was financed by Wemf AG für Werbemedienforschung and Publicitas. The survey asked whether media were used simultaneously for each activity. If so, the individual medium was identified. Channel or title lists were only read out if necessary, if the respondent could not remember the medium. For each media use, the respondent was asked whether it was more for information or entertainment.
In the case of electronic media, attention was also surveyed; in the case of print media, the topicality of the edition used, the number of contacts with the edition used and the amount of reading. In the analysis, titles and channels could only be counted as aggregated group values. The Must study attempted to take a new approach to intermedia comparison by making the relevant advertising environment comparable. It should:
- differentiate the strengths of traditional mass media,
- compare all media included on a fair basis,
- provide media planners with strategically useful information,
- do not enable any questionable arithmetic tricks and
- Check usefulness and application possibilities in the market and in daily planning practice with real data.
The study wanted to offer users the opportunity to use facts and figures to assess whether their target group is more likely to respond to print or electronic media. It was also intended to make it possible to compare the communication performance of print and electronic media. The benchmark used was not the reach, but the "media-specific, advertising-relevant environment", a rating value that measures the proportion of material actually used across all media. Combined with the daily schedule, it was possible to determine which broadcast media and which print groups the target audience responded to particularly well.
The respondents described the past 24 hours and chose from a list of 60 activities. Several simultaneous activities, such as cooking and listening to the radio, were also recorded.
Must covered a wide range of media, from the press to the cinema, from outdoor advertising to teletext, but also new media such as audiotex or online computer services. Its main benefit was that it measured not only the quantity, but above all the quality of media use. However, Must did not examine how much an individual title was used, but rather which type of media was used by which people on a particular day.
With this study, Wemf and Publicitas wanted to counter the SRG-Intermedia study because it neglects the print media. According to original plans, the pilot study was to be converted into a regularly published planning instrument around 1999 and then repeated every three to five years. These plans came to nothing.
While the SRG study is based on a fixed time grid in quarter-hour increments, respondents to the Must study were able to specify the start and end of the activities they mentioned to the minute. According to Must, this can be particularly important for short activities such as reading the newspaper. SRG idée suisse and Wemf/Publicitas were never able to agree to merge their two studies. Wolfgang Koschnick

In addition, as of mid-September, Renato Profico has taken over as CEO of Jobpilot Switzerland AG. He succeeds Daniel Witschi. Furthermore, the position in the Key Accounting department has been filled by Ruedi Erzinger (formerly of Jobs.ch).
Spillmann Felser Leo Burnett (SFLB) is gaining further reinforcement from former employees. Dana Wirz, a multi-award-winning art director, is joining the SFLB creative team. While at Advico Young & Rubicam, Wirz won multiple ADC Gold awards and a Eurobest Award for clients such as Flims Laax Falera, Ovomaltine, and VBZ.
The Federal Council has elected Jean-Bernard Münch as the new president of the SRG Central Council. The 59-year-old from Geneva will take office on
On October 1, he will succeed Eric Lehmann, who is set to become commander of the Vaud Cantonal Police. The Central Council is the highest governing body of the SRG, a company organized under private law.
In early 2003, Walter A. Stoffel, previously vice president, assumed the presidency of the Competition Commission (Weko). On Wednesday, the Federal Council appointed him to succeed Roland von Büren, who is stepping down at the end of the year. Stoffel has been a professor of commercial law, private international law, and debt collection and bankruptcy law at the University of Fribourg since 1987.
Werner Rüedi (photo) will become the new editor-in-chief of the trade magazine *Schweizer Versicherung*, published by the HandelsZeitung publishing group, effective early December. Rüedi will succeed Andreas Luig, who is set to become head of communications at the Zug Police Department. Since June 2001, Rüedi has served as managing director of the communications agency Yukom Medien AG, a joint venture between HandelsZeitung and the German company Yukom Medien GmbH.
The printing and multimedia company Neidhart+Schön Group is expanding its executive team with the addition of Siegfried Alder.
He will be responsible for sales at the Zurich-based group of companies going forward. Previously, Alder was head of financial publications at NZZ Fretz AG.
Jan Schlosser is taking over as head of marketing communications at the networking technology company Cisco Systems (Switzerland) GmbH. In this role, he will also serve as the company’s press spokesperson. Schlosser succeeds Thomas Winter, who will now be responsible for the SME segment.

Because Homo sapiens only believe what they see with their own eyes, advertising messages require action—not just promises. That’s exactly what Danielle Lanz and Markus Ruf told themselves when they were tasked with designing a brochure for VBZ TrafficMedia, the company that markets advertising space on Züri-Linie vehicles. “Show, don’t tell” was the creative duo’s motto. So it might just be that, all of a sudden, the red-haired grandma or the boss with an unusual head of curls smiles back at you from the tram. Don’t worry—the old lady doesn’t need new glasses, nor is the boss singing with the Vienna Boys’ Choir. The transparent film on the window is simply meant to draw the attention of Figaro’s advertising managers to the diverse possibilities offered by VBZ advertising spaces. Edipresse Increases Profits. The Western Swiss publishing group Edipresse achieved satisfactory results in the first half of 2002 despite the advertising slump. Net income rose by 3.3% compared to the same period last year, reaching 10.6 million francs. Total revenue fell by 4% to 350.7 million francs, while advertising revenue dropped by 7%. Operating profit before interest, taxes, and amortization (EBITDA) declined by 8%.
WHS is relaunching Denner. The advertising agency Weber Hodel Schmid (WHS) is providing communications support for the discount retailer Denner’s rebranding. It won the pitch against Scotti and Glamour Engineering. With the «New Denner» project, launched in early March, the retail chain aims to present a fresher and more reputable image. Over the next two years, all 300-plus stores are to be adapted to the new concept. WHS is supporting the project with promotions, events, direct mail campaigns, and «unconventional» traditional advertising. In addition, WHS is taking on tasks in the area of corporate identity (CI). As Denner’s Head of Communications, Stefan Mägli, explained to WerbeWoche, Denner will still spend the most money on promotional advertising—so-called «pig belly advertising.».
Trendy brand. Reemtsma has launched a new trendy cigarette brand in Germany: West Presso is a short, thick, and particularly strong cigarette. «Short, thick, strong—for a night out and clubbing,» says the Hamburg-based agency Scholz&Friends, which is promoting the brand with appropriately offbeat imagery. In addition to a classic poster and print campaign, a series of T-shirts stands out in particular, allowing scene-goers to show their allegiance.
WHEN ADVERTISING LAYS EGGS. It started with an original idea for *Weltwoche* and has since become almost a cult classic. «Who would you rather have as a neighbor?» Guye Benker once wrote. The theme—featuring the ultimate question for the friends of the lovely *Weltwoche* readers—has since been picked up by the in-house copywriters at Hotelplan. «Who would you rather travel with?» is the character test here. Hotelplan has also reinforced the quoted ad with a comparative one. The grandmother with the more subdued personality is ambiguously depicted holding a Kuoni brochure instead of a Hotelplan one. On a third level, the text also makes a cross-reference to a Railposter. «Hopefully you’ll travel with a Weltwoche reader,» reads the tagline there. To keep the fun going, the adverts at STA Travel have now topped it all off with a hat trick. «If you’re not 60 yet, there’s an alternative,» the former student travel service creatively picked up on the grandmas from the Hotelplan ad and took a jab at them. And here, too, they’ve gone one better with a comparison: «Everyone without Alzheimer’s knows our address,» says STA Travel. That leaves only one final question: «Which copywriter would you rather have as a neighbor while traveling—or would you rather read *Weltwoche*?» Or, to put it another way: «Which copywriter is actually a true *Weltwoche* reader?»
Spillmann Felser works for IKEA. The furniture retailer IKEA has commissioned the Zurich-based advertising agency Spillmann Felser Leo Burnett (SFLB) to develop a nationwide radio campaign in Switzerland. According to the agency, the specific goal is to develop a radio concept based on the international product concept «Create more space» that highlights IKEA’s innovative solutions. The campaign will air starting in early October. IKEA approached SFLB without a pitch, Head of Strategy Rolf Zimmermann explained to WerbeWoche. In July, IKEA Switzerland parted ways with its previous advertising agency, Jung von Matt/Limmat, because the furniture retailer opted for a joint TV campaign with the Finnish account holder Hasan & Partners in the smaller European markets.
Betty Bossi in China. Ringier Publishing is launching a cooking magazine in China modeled after Betty Bossi. Betty’s Kitchen will debut in September with a print run of 200,000 copies and will feature a mix of Chinese and Western recipes provided by Betty Bossi. Ringier Pacific is partnering with the Chinese magazine Global Food Industry Information for the new publication. Nestlé China has been secured as the first major advertising client and will conduct joint marketing campaigns with Betty’s Kitchen.
DreamBook. Swedes are avid readers. The country is currently experiencing a boom in book sales—not least thanks to authors such as Liza Marklund and Henning Mankell, whose latest crime novel launched with a print run of 200,000 copies—in a country with a population of just under nine million. To keep the love of reading alive, the advertising class at Beckmans College of Design in Stockholm designed a series of posters that were displayed at 350 locations throughout the Swedish capital. Sara Hernandez packed her poster with no words but plenty of emotion: A reader’s dream is already the next book.
Glückliche Post. «It’s hard to believe that *Glückliche Post* is only 25 years old,» marvels Helmut-Maria Glogger, who joined *Glückliche Post* as editor-in-chief in 1999. What comes across as a quintessentially Swiss institution in the media landscape was in fact founded in 1977 by publisher Hans Ringier «in a bold stroke of genius as a Swiss entertainment magazine to counter the invasion of German trashy magazines,» as Glogger went on to say in his commemorative speech. Today, the illustrated newsletter from the united royal houses ranks second among all Ringier magazines, with a readership of 451,000. And since *Glückspost* has grown by a whopping five percent according to the latest Mach study, Helmut-Maria Glogger naturally has ambitious expansion plans. Entertainment and services are set to become even more attractive and diverse. After all, at 25, one is at an age when one is slowly taken seriously and can also present oneself as competent.
Assface. At first glance, the latest campaign from Advico Young & Rubicam shows a normal woman’s face. Upon closer inspection, the viewer is utterly astonished to discover that the portrait is made up of countless little butts. What connects this “ass face” to the advertiser, Hakle-Kimberly Switzerland? It’s simple, say the creatives led by Creative Director Hansjörg Zürcher: Hakle is launching a new toilet paper with aloe vera balm. And if the plant extract successfully moisturizes the face, it shouldn’t be withheld from the sensitive skin of the stressed-out, hidden face. The ad will appear nationwide in various print media starting in late September.

A new layout should help to get back into the black in 2004By Markus Knöpfli After various failures, the newspaper Der Bund is concentrating on an urban strategy. On the one hand, it will appear in a new outfit from October 21, and on the other, new partnerships are being forged, including with the Mittelland Zeitung.
"The Board of Directors (and therefore also the shareholders of the NZZ Group and Publicitas) is holding on to the Bund even in these difficult economic times." This sentence, which can be found in the Bund's press documents, should show that the Bernese boat, which is currently floundering, is well anchored despite the high waves. Nevertheless, work is underway to moor the ship even better. One of the ropes is the new layout, which extends to the group sister St.Galler Tagblatt (SGT). Not only has the same newspaper designer Katja Hösli been brought in as for the St.Galler Tagblatt, but the two layouts and newspaper concepts have also been closely aligned - to make it easier to exchange articles in future. A joint correspondent post for the business section is also being considered.
A first rope has also been thrown out to the Neue Luzerner Zeitung, which recently also became a regional newspaper in the NZZ Group. "But we only have a loose connection there," says Publishing Director J. Pepe Wiss. In contrast, the rope that has been attached to the Mittelland Zeitung is already tighter. "We are currently discussing editorial cooperation or a follow-up combination," explains Wiss. A kind of Mittelland-Plus, a supplement to the only rope connection that already provides support: the NZZ Plus and NZZ Grandplus combination (with Le Temps).
Wiss formulates the aim of these efforts as follows:
"We want to be in the black again in 2004." The deficit is to be significantly reduced as early as next year. After the baskets in the Oberland and Fribourg and the split failure in Biel, this is now to be achieved with a focus on the urban areas of Berne, Thun, Biel and Burgdorf. However, new splits are ruled out, says Wiss.
Back to the layout: although the first color images can be seen on the front and on some other pages, the paper concept remains black and white for technical reasons (old printing press in Bümpliz). It is still possible that the Bund will be printed by competitor Espace Media from 2006. Wiss is still keeping this option open.

By Beat FritschVisiting the old aunt was the party order last week. At the NZZ-Fest you see all the celebrities from media and advertising agencies, because who can afford not to advertise for their clients in the NZZ? as always when the industry meets, there was a lot to talk about and report. At her table, Monica Jäggi from Konnex described the telephone problems that the Winterthur media agency recently had. Due to really serious technical difficulties, the agency could not be reached by landline for a few days. As a result, the management had to send their cell phone numbers to customers, market partners and suppliers by e-mail. And added the charming note in the PS that the telephone bill had been paid "in the event" and that the agency still existed. Wouldn't actually be a bad advertising trick to remind potential customers.
Fredy Collioud was deep in discussion with his "new competitor" Peter Felser from Spillmann Felser Leo Burnett when the shortlist team turned up. Faced with the camera, the Publicis big boss said that he couldn't possibly refuse a photo with someone from the same agency group. To which someone asked if Publicis had already bought SFLB. The solution, of course, lies in networking. On an international level, the Publicis and Leo Burnett agencies belong to the same advertising holding company.
Sandra Ulrich and Beat Stähli told a neighbor at their table that they were already dreaming of skiing down the slopes of Davos again in view of the almost winter-like conditions. Patience, patience - it won't be long before the mountain slopes are covered in snow!
The conversation was great and the atmosphere was excellent. This was due in no small part to the superb food from Segantini Catering. Segantini, who learned his trade with high-end caterer Gamma, was the new discovery at last year's NZZ Festival and can now call himself purveyor to the Old Aunt. Five different starters, four main courses, five cheese and dessert variations. And all served on plates without having to queue. A mature achievement!
There was also a lot more on offer. The audience always eagerly awaits the pointed statements by publishing director Tobias Trevisan. He prefers to speak three or four times in an evening, but doesn't get bogged down in boring speeches. "What's in the newspaper is the truth," he said when announcing the first block of the show. However, Trevisan went on to say that he had lost this illusion in recent days. He was alluding to the reporting in the Swiss press, which had kept him in discussion as the successor to television director Schellenberg for a week despite several denials. The following show block was also about illusions, Trevisan led on to sound illusionist Eli.
The question of what a sound illusionist is was quickly answered. A man with a mouth like a machine gun and a built-in synthesizer! Armed only with a microphone, the artist simulated the acoustics of a car breakdown, a visit to the dentist and finally the obligatory drum solo - the latter accompanied by a hip-hop combo. The whole thing in unprecedented quality and tempo. If you closed your eyes, you thought there were at least three people behind the microphone. Grosso modo - a pleasant event without unnecessary crowds and therefore a thoroughly successful evening.
Beat Fritsch

visited the Alte Tante from Falkenstrasse this week. More precisely: the NZZ customer party, which took place in the company's own bistro with an adjoining marquee. It goes without saying that a quality newspaper also knows how to organize high-quality events. The guests' expectations were met in full.
We can find out who else meets up at the various events in the advertising scene. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys ([email protected]). Event tips and further shortlist images are available online at www.werbewoche.ch

Service Festival Honors "Ghost" Advertising Lisbon is becoming a hub for unusual advertising festivals: Following the Leaf Award for erotic advertising, the Ghost Festival is now being launched. It aims to recognize creative advertising that was produced without a client’s commission. Submitted works must never have been published. The Ghost Festival is intended to showcase new creative trends and also serve as a talent showcase. It was founded by Creative Director Rubens Portella of the agency CP Proximity and James Lanham, editor of the Portuguese advertising magazine Prisma, which is also behind the Leaf Award. Entries can be submitted until September 30. Further information is available on the festival’s website (www.ghostfes
tival.com).
ADC Seeks New Members On October 17, the Admissions Committee of the Art Directors Club Switzerland (ADC) will decide who will be welcomed as a new member. Interested parties may apply by October 14 at the latest. Applications must be accompanied by an A4-format portfolio and/or VHS tapes of award-winning or award-worthy published work, as well as two letters of recommendation from ADC members. Applications and questions should be directed to the ADC office (Oberdorfstrasse 15, 8001 Zurich, Tel. 01 262 00 33).
Toxic.fm offers an introduction to radio journalism
Young adults interested in radio journalism can take free courses at the St. Gallen student radio station Toxic.fm, taught by experienced instructors such as Felix Mätzler (formerly of DRS 3) and Hans-Jörg Enz (formerly of «Tagesschau» SF DRS) and put what they’ve learned into practice. Applicants must be comfortable on the microphone, have a flair for radio, and generally have a high school diploma. The application deadline for the next course is October 1. Detailed information is available on the website or from Flavia Fischbacher (Tel. 071 245 02 20, [email protected]).

Hiestand is world-famous for its croissants - but only very few people know thatBy Andreas Panzeri When it comes to croissants, the baked goods manufacturer Hiestand from Schlieren is a world leader. However, very few Swiss people know that they don't just buy croissants from Hiestand at their local petrol station or five-star hotel in Singapore. The Hiestand brand is also usually hidden in the oven at the bakery around the corner. This is about to change.
A logoed biscuit would probably be the pinnacle of all measures to be able to brand a product without a brand. Of course, this is not up for discussion at Hiestand. Now that the wider public is becoming increasingly aware that the Hiestand bakery in Schlieren is the largest croissant producer on the planet, people in Schlieren are thinking about branding a little more loudly than before. Namely, how this exceptional reputation could be exploited with appropriate advertising communication. Until now, the company - which has 465 employees in Switzerland and over 1700 employees worldwide - has concentrated its marketing activities primarily in the B2B sector.
"Every second Swiss Beck is a Hiestand customer," says Michael Schai, who has been Head of Marketing at Alfred Hiestand's company for two years. The baked goods wholesaler can provide these B2B customers with more than 500 products. Most of these are deep-frozen specialties ranging from Berliners and Zwirbelbrot to pretzels and Danish pastries. These delicacies are then "more or less secretly" baked à la minute by the local bakery according to its current range.
B2B customers should sell Hiestand croissants with pride
The reason for this "external baking": "It's very difficult to bake our own bread because the requirements of the food inspectorate have become so strict, similar to the requirements for fat baked goods," says Schai. So Beck said to himself: "I buy such elaborate products in super quality, so I can concentrate on my specialties, such as regional bread."
The breakthrough for this business at Hiestand came with the pre-proofed dough piece. This means that the dough is left to ferment until it is ready to go into the oven. Instead, it is now put to sleep. Later, more and more bakeries, petrol station stores, hotels, supermarkets and canteens bake these dough pieces fresh at exactly the right time. Half-baked products are another focus of Hiestand's range. These are mainly delivered to places where time is of the essence and the infrastructure for the entire production process is not available. The product is ready baked, it just needs a little oven heat for the color.
Hiestand has so far done almost no advertising for these products. However, in order to position its quality products more strongly in future, the large bakery is already working with shop-in-shop concepts. At petrol stations and in similar convenience stores, uniformly recognizable self-service counters for Hiestand products are set up or the baked goods are sold in specially marked bags. The aim of these branding measures: Retailers should proudly show their customers that they offer their baked goods with the help of Hiestand's proven expertise.

Muse & Musse Jeannine Spozio What was the last cultural event you attended?
Jeannine Spozio: Expo.02, because it turned out that way.
What are you reading right now?
Spozio: "Apology" by Ian McEwan. Because of a book review in a newspaper.
Which CD do you currently prefer to listen to?
Spozio: The soundtrack from "Out of Sight" is currently playing in the office.
Which movie would you most like to see again?
Spozio: "Sexy Beast", but only the scene with the rock falling into the pool.
What TV show did you fall asleep during the other night?
Spozio: "Arena".
What is your latest discovery on the Internet?
Spozio: www.lomography.com.
What could you never do without?
Spozio: To weekends and vacations.
What do you do in a free minute?
Spozio: chatting with friends, thinking, planning the upcoming vacation.
Love is...?
Spozio: ...an eternal mystery.

We can hardly budget for next year," was a complaint that was heard several times at the Publimedia Forum on Tuesday. In order not to put any more obstacles in the way of this, many publishers have decided to reduce the rates of their titles to zero - a "real" zero increase, as Publimedia CEO Otto Meier emphasized. However, a question mark should be placed behind this, as "no" price increase can actually be a price increase due to reader losses. Moreover, at least among the major titles, there are even more that are increasing their rates in absolute terms than those that are leaving them at this year's level, including Tages-Anzeiger, Basler Zeitung, Mittelland Zeitung, HandelsZeitung, Facts, Brigitte, Geo and Le Temps. Berner Zeitung, St.Galler Tagblatt, Südostschweiz, Nouvelliste and Schweizer Illustrierte have added up to 0.9%. Swisspool is also in this league, as almost all members are raising their prices (see page 22). Blick, Bund, Neue Luzerner Zeitung, Walliser Bote, SonntagsZeitung, NZZ, 24 Heures, La Liberté, Tribune de Genève and Le Matin semaine are charging one to two percent more. NZZ am Sonntag (+5 to 6%), Il Caffè (+4%) due to 12,000 new readers, SonntagsBlick (+3 to 4% only for SW advertisements), Landbote, Winterthur (+3.2%), Thurgauer Zeitung (+3%) and Le Matin dimanche (+2.2%) dare to post even higher increases. NZZ am Sonntag attributes the increase to the positive Wemf interim evaluation, Il Caffè and Le Matin to newly acquired readers, Landbote and Thurgauer Zeitung to larger circulations (mk).

The Federal Competition Commission (ComCo) is conducting a preliminary investigation into whether the Bern-based Espace Media Group (EMG) is pursuing an unlawful predatory strategy with the launch of the Solothurner Tagblatt (SoT).News ComCo investigates Sot marketing In a submission to the ComCo, Tagblatt competitor Solothurner Zeitung claims that EMG is resorting to unlawful, competition-distorting means. In addition to a discount of CHF 74, the Tagblatt is luring new subscribers with a free flight to Berlin, which according to research by the Mittelland Zeitung is worth at least CHF 200.
20 Minuten with Propaganda The free newspaper 20 Minuten and the cultural advertising company Propaganda Zürich AG are launching a cross-media cooperation at the beginning of October. Customers from the cultural and events sector who commission Propaganda to put up posters or distribute flyers will be able to place event advertisements in 20 Minuten at special rates.
Minus in August The month of August brought the biggest minus for Swiss advertising so far this year. According to Media Focus, gross advertising expenditure fell by 6.2% compared to the same month last year. The online sector can celebrate: banner advertising increased by 90.8% and achieved by far the best result of the year at CHF 2.15 million.

Despite erosion in the readership market, the largest advertising combined newspaper is increasing its ratesBy Markus Knöpfli The advertising combined newspaper Swisspool is increasing its rates at the beginning of 2003 - and is taking action against the Sunday competition with a new Saturday/Monday combined newspaper. With the new advertising agency Freiburghaus&Partner, the pool is also launching a campaign with several subjects. This is also necessary, as Swisspool titles are losing more and more readers.
Rumor has it that the fact that the seven Swisspool partners were able to get together again is anything but a matter of course. The alleged (main) conflicts are: The NZZ Group, which now has two new titles in the pool with NLZ and SGT, the combination between Tages-Anzeiger and SonntagsZeitung (called Fullhouse) and the decline in readership at all titles (with the exception of 24 Heures), but primarily at Tages-Anzeiger and BZ.
However, neither official nor confidential discussions with insiders have confirmed that this would actually have caused problems that would have jeopardized the pool. Hansjürg Klöti, Chairman of the Swisspool Management Committee and Head of Newspaper Advertising at Tamedia, freely admits that the Tages-Anzeiger, BaZ and BZ did indeed consider moving on when the NZZ joined the NLZ. However, due to the good cooperation to date and the successful product, this was quickly put aside. The full house was not a problem either. On the contrary, he is even facing new competition from Swisspool I (only Swiss-German titles): From 2003, anyone who books an advertisement with Swisspool I on Saturday and a second, identical advertisement on the following Monday (subject change possible) will receive a 50 percent discount on the Monday advertisement. Klöti makes light of the fact that the Tages-Anzeiger is dancing at two different weddings. The Swisspool must now be strengthened against its main competitor, the Sonntagspresse, he says. Moreover, the two weddings are taking place at two completely different tariff levels.
The bold print in the medium is the message
That leaves the erosion of readership for the Swisspool titles. It is not possible to say whether the new distribution formula has caused red heads. This time, however, the rates were available earlier than before. One thing is certain: Swisspool will be more expensive. Prices will rise by 0.5 to 0.8 percent, the price per thousand readers by as much as 4.2 to 5.75 percent.
Swisspool commissioned the Bern-based agency Freiburghaus & Partner to create a new campaign for the fall tariff period, initially with four themes. Each is intended to appeal to a different sector. What all the subjects have in common is an advertisement that at first glance is only recognizable as a wasteland of text with many redundant sentences. However, a few bold letters in the ad reveal an object or symbol to which the texts by Pascal Ochsenbein and Sabine Wittwer refer.
The texts stand for the sophisticated content of the seven titles, while the claim "We put 1875000... in the picture" refers to the readership that takes a look at this content. This in turn is intended to inform advertisers about the quality of the readership.
Swisspool sheets

Tages-Anzeiger, Berner Zeitung (BZ), Basler
Zeitung (BaZ), Neue Luzerner Zeitung (NLZ), St.Galler Tagblatt (SGT), 24 Heures and Tribune de Genève
Tariffs 2003 (in CHF)Swisspool I Swisspool II
Base price/mm 13.43 16.94
1/1 page, b/w (gross) 59 092 74 536
1/1 page, 4-color 86 959 115 133

SFH and Publicis make an urgent appeal to Switzerland's humanitarian traditionBy Simone Keller In just under two months, Swiss voters will decide on an SVP initiative calling for a massive tightening of the asylum law. To ensure that persecuted people in this country can continue to count on help and asylum, Swiss Refugee Aid is campaigning for a clear "no" on voting Sunday with a Publicis campaign.
When the Swiss electorate casts its vote on the SVP's asylum initiative in the ballot box on November 24, there will be far more at stake for Switzerland than just stricter regulations on refugee policy. A Yes to the SVP's demands would break with the tradition of Swiss humanity and sharpen the image of an island surrounded by barbed wire.
In view of Switzerland's tarnished image abroad, a positive vote would be tantamount to self-mortification. And this only two months after Switzerland succeeded in repairing most of the damage by officially joining the UN.
No wonder, then, that the Federal Council and parliament are urging voters to reject the initiative. They argue that the third-country regulation called for in the initiative text is not feasible in this form and that most of the financial requirements have already been applied in practice or in the revised Asylum Act.
The Swiss Refugee Council's (SFH) opposition is not primarily motivated by the image aspect: as the umbrella organization operates on behalf of its members Caritas, Heks, Swiss Workers' Relief Association, Swiss Red Cross and Swiss Jewish Welfare Association as an "advocate for refugees vis-à-vis the federal government and the public", its focus is on the impact on the people affected. And in the organization's view, these would worsen massively.
Campaign content circumvents TV ban on political advertising
Although it is unlikely that the SVP initiative will be accepted, the SFH wants to raise awareness of the issue of refugees among the Swiss population in the run-up to the vote. In doing so, it was particularly important to reduce the complex topic to one key message.
The delicate implementation was entrusted to Publicis, Zurich, which was venturing into unfamiliar territory. The agency has not yet done any political advertising at national level and is unlikely to do so again, according to CD Daniel Krieg. After all, an agency is politically and denominationally neutral. "But in this particular case, we told ourselves that this was for a good cause," Krieg continues. And basically, the content is also neutral.
The team developed
five subjects for advertisements and posters that use different approaches to address the various core target groups. On the one hand, the external view is illuminated: How will Switzerland present itself if the initiative is accepted? The Swiss cross, once on a brown background, once barricaded with wood, provides the answer: right-wing and boarded up.
These two visuals will be used in an initial phase in October and are primarily aimed at institutional and political circles. By contrast, the "I'm staying out" subjects address the internal aspect, as the CD explains. "It's about what you and I would be like if we accepted these demands," he continues, summarizing the image in one word: "Contemptuous of humanity". This is primarily intended to appeal to the general electorate and encourage them to reject the initiative. In addition to the advertisements in all Sunday titles, a TV spot is also being used.
However, since political messages are prohibited by law on television, the focus is on the organization's image and the communication of its basic attitude.
"Those who exclude others lock themselves in" is the headline, impressively illustrating the SFH's concerns with a bunker Switzerland. The advertisement will run alongside the ads on all SRG stations and is intended to support the referendum campaign.
AD Rating

Refugee aid campaign
Was the Concordia campaign just an interchangeable testimonial story? Not if you look at the ad rating. This week it's all about refugees and how Publicis is promoting their cause. For serious contributions and clicks, please visit www. werbewo che.ch/adrating
Concordia campaign
Top: 48,13%
Flop: 51,87%
Praise and criticism of ad-raters summarized at www.werbewoche .ch/adrating/comments