Prognos AG and SevenOne Media see advertising expenditure on the rise again in 2003By Daniel Schifferle Unexpectedly good prospects: Prognos AG's augurs are right: advertising expenditure is set to increase by six percent in 2003. However, the rosy prospects are not only fraught with economic risks, they are also diametrically opposed to the assessments of the media.
Many participants rubbed their eyes at the presentation of the latest medium and long-term study on the development of advertising expenditure in Switzerland. The prospects presented by Josef Trappel from Prognos AG last week exceeded even the boldest optimists. Trappel is the project manager of the study, which was commissioned by SevenOne Media for the second time. According to his statements, the slump that has now lasted for two years should come to an abrupt end in the coming year.
And not too tightly. While the Basel Institute is still forecasting a minus of 1.4% for the current year, advertising expenditure is expected to increase again by a whopping 6% or 272 million Swiss francs in 2003 (see tables).
While such forecasts are balm for the beleaguered media, it was not entirely clear where Prognos AG gets its confidence from. Not only were their advertising market forecasts surprising at the presentation, they are also much more optimistic than the rather gloomy outlook that the publishing experts told WerbeWoche in August (WW 28/02). Nobody dared to believe that things could pick up again quickly. The majority opinion was that growth in advertising expenditure would not return until the second half of 2003 at the earliest, or even 2004.
The reasons for the discrepancy are obvious: Prognos AG based its calculations on overly optimistic economic forecasts. The Basel-based augurs continued to assume economic growth of 2.3% for 2003. However, this figure no longer corresponds to reality and has long since been revised downwards. The State Secretariat for Economic Affairs (Seco) is currently forecasting economic growth of only 1.7% for the coming year, while other economic research institutes are even predicting only 1.5%.
"We have dared to perform a forecasting high-wire act in difficult times," said Trappel, qualifying the statements in his extremely optimistic advertising market forecast. "The microeconomic framework data and trends are just as contradictory as the statements made by industry experts." Reservations are therefore appropriate. "Even in view of the impending war in Iraq, economic development remains a key uncertainty factor," said Trappel.
Future high-flyers are TV, outdoor and online advertising
If Prognos AG's optimistic forecasts come true despite all the unanswered questions, the predicted advertising blessing should bring growth rates of 5% or more for all media types. According to Prognos AG, the high-flyers of the coming years will be television, outdoor and online advertising. These media types will succeed in further expanding their share of total advertising expenditure.
Poster advertising, the only media category to increase by more than 3% even in the crisis year 2002, can feel downright euphoric. Trappel calculates an increase in its share of advertising expenditure from 13.8% today to 14.8% in 2006. For television, he predicted an increase from 10.9% to 11.4% in the same period.
Online advertising, which has dramatically lost importance over the past two years, can also expect a strong comeback. Next year, it will more than double from the current CHF 14 million to CHF 29 million. And the climb is set to continue in the years after that with double-digit growth rates. However, Trappel also urged caution here, as Prognos AG had already been far too optimistic about the development of the online market last year. "Online is still very volatile and therefore remains a particular challenge for forecasting," admitted Trappel.
The Basel futurologists were unable to identify any bright spots for newspapers. If developments go their way, their share of advertising expenditure will fall from the current 46.5% to 45.1% in 2006. As a reminder: in 1991, newspapers still collected 54%. "The creeping erosion will continue. Because only a few newspapers are well equipped for the future," diagnosed Trappel. He predicted a comparatively carefree future only for free newspapers and the Sunday press.
A year ago, when Prognos AG presented its first long-term advertising market study on behalf of SevenOne Media, the forecasts were too optimistic, as reality now shows. This has been corrected in the current edition: all of last year's forecasts for advertising expenditure have been weighted downwards by CHF 150 to 250 million per year in the current edition of the study. It is to be expected that Prognos AG will also have to announce downward corrections when the study is presented next year.
Itext links teletext and TV spot

SevenOne Media (Switzerland) is now offering a worldwide advertising innovation in Switzerland under the name iText: The linking of TV commercials and teletext. It works like this: During the iText spot, viewers are prompted to switch to teletext. There, a special form of advertising is automatically broadcast alongside the commercial, providing viewers with additional information and contact options. iText was launched by SevenOne Media (Germany) last August as a world premiere at the Telemesse. "The response from the industry was impressive. Experts spoke of the first step towards genuine, interactive television services," said Christian Gartmann, Managing Director of SevenOne Media (Switzerland) AG. The cost of the new advertising tool is 15 percent of the net price of the commercial in question (dse).
Forecast net advertising sales

by media type
Net in CHF million 2001 2002 2003 2004 2005 2006
Newspapers 2 150 2 098 2 207 2 279 2 348 2 399
Consumer magazines 346 344 361 372 384 393
Trade press 390 377 396 409 423 432
Television (incl. sponsorship) 494 489 522 543 577 605
Radio (incl. sponsorship) 129 129 137 142 150 156
Outdoor advertising 603 623 678 716 757 785
Cinema advertising 40 36 39 40 43 45
Other advertising media 404 396 410 420 429 435
Total excl. online advertising 4 555 4 493 4 750 4 922 5 112 5 250
Online advertising 15 14 29 45 59 67
Total incl. online advertising 4,570 4,507 4,779 4,967 5,171 5,317
Source: 2001 Wemf, Prognos AG
Forecast until 2012

2006 2012 Change 2006/2012
GDP nominal in CHF bn 487 590 Ø growth 3.2% p.a.
Inflation rate Ø 1.5% p.a.
Net advertising sales in CHF bn 5.3 6.5 Ø growth 3.5% p.a.
Advertising intensity in % of GDP nominal 1.09 1.11 + 0.02% points
Newspapers in million CHF 2399 2864 Ø growth 3.0% p.a.
Market share in % 45.1 43.8 - 1.3% points
Television advertising (incl. sponsorship) in million CHF 605 757 Ø growth 3.8% p.a.
Market share in % 11.4 11.6 + 0.2% points
Online advertising in CHF million 67 147 Ø growth 14.0% p.a.
Market share in % 1.3 2.2 + 0.9% points
Source: Prognos AG

Igeho, the international hospitality trade fair in Basel, rebrands itself with a fresh look by Lang Gysi KnollDeclining sales are causing the Swiss restaurant and hotel industry a stomach ache. As one of the leading trade fairs for the hospitality industry in Europe, Igeho still provides a welcome service to the sector and its gradually fading reputation. With a successful trade fair - around 80,000 trade visitors and a new record for the number of exhibitors - Igeho 01 was able to draw a positive balance. In order to communicate the positioning of the high-profile trade event convincingly and clearly, the organizers entrusted pitch winner Lang Gysi Knoll (LGK) with the task of designing the appearance of the top event with a contemporary look. After all, the international trade fair for communal catering, hotels and restaurants in Basel wants to present itself in a new designer dress for its 20th anniversary in 2003.
"We were not looking for an image that was purely for publicity purposes, but rather to communicate the self-image of a leading product that relies on its own values," says agency co-owner Nicole Huber, explaining the initial situation. The result was a profile that was integrated into the central theme "Home to European Hospitality" and is intended to increase awareness of Igeho, particularly abroad.
In line with the strategic realignment - increased internationalization and shortened trade fair duration - LGK developed a CI that is limited to the modern lettering and dispenses with the knife-fork-glass symbol. The brand was placed center stage in the no-frills motifs by engraving, embossing or printing it on various objects in the industry, such as a simple arming board, a handmade soap or a fine cloche. At first glance, the harmonious arrangements reveal photographer Martina Meier's affinity for the subject and still life. CD Simone Quast on the approach: "The visual language is sensual and light-footed at the same time." After all, it's the little things that make a stay in a restaurant or hotel an experience. The posters, advertisements and brochures are used in Switzerland and neighboring countries. Luca Aloisi
The health insurance companies are being bullied by the FSIO

33/02: Marketing communication - A smile at the wrong time
Since the new KVG came into force in 1996, health insurance companies have become an important advertising client. But advertising in the healthcare sector is tricky because the health insurance market is a political issue. Your article hits the nail right on the head.
I would just like to add one more reason for the arbitrariness, lack of imagination and lack of courage in health insurance advertising: The health insurance companies live in a so-called semi-regulated market, i.e., controlled by a "second board of directors" (Federal Social Insurance Office FSIO), they have only limited possibilities to behave in line with the market. This positioning in the sense of half a market economy is disastrous. It is obvious that this additional level of bureaucracy paralyzes speed, dynamism and personal responsibility.
Please stay on the ball with this important topic, because the development of marketing and communication is in full swing at the health insurance companies.
Lahor Jakrlin, co-owner of Fruitcake advertising agencies

Budget News: Switzerland Tourism Favors the Small Ones The Zurich-based communications agency Effact won the pitch. It prevailed over Publicis and will succeed Weber Hodel Schmid. According to a press release from Switzerland Tourism, the agency maintains a close network with the German firm Schölzel Möhring GmbH and will implement the new design platform in collaboration with the marketing organization. Particular emphasis will be placed on brand management. The new brand identity will be unveiled in early December. «We are aiming for an open, modern, and Swiss-style brand identity,» Switzerland Tourism spokesperson Daniela Bär is quoted as saying in the press release.
Zermatt Goes with DDB Zurich DDB Zurich is giving the tourist destination Zermatt a new look. The agency won the account in a pitch. Under the umbrella brand “Zermatt,” all local service providers will be more closely integrated in the future, thereby positioning the Zermatt brand more clearly. With the Zermatt Tourism budget, DDB Zurich has won its eighth consecutive pitch.
MitLinks for the Forchbahn The Zurich-based web service provider MitLinks was commissioned by the Zurich-based Forchbahn to develop its first website. According to a report by Netzticker, MitLinks won the contract in a pitch. As part of the S-Bahn network, the Forchbahn connects the communities in the Pfannenstil area on the right bank of Lake Zurich. The site will feature the schedule, regional excursion ideas, and an online store with international travel offers. MitLinks has already designed the online ticketing platform for Zurich Public Transportation.

By Heart leads the way back to nature via butterThe idea comes from Jean-Jacques Rousseau, the implementation from By Heart. For Swiss milk producers, the new main agency positions butter as a harmonious unity of man and nature, in the spirit of the Geneva philosopher: Goodbye, you ghastly fast food and convenience food world. By Heart lets Helvetia's most beautiful Alpine bride, top model Sarina Arnold, step into the role of the butter woman. With a fashionable folklore dress, Uri dialect and a dose of dreamy romance, she positions butter as an inimitable, pure natural product. Those responsible are thus placing their bets fully on emotions. With Rousseau's postulated "Retour à la nature," the advertising idyll awakens the longing for naturalness, the USP of butter. Page 6

Daniel Strobel has been the new CEO of Publimedia since September 2Head of the week "I'm the kind of person you can take for a ride"
Daniel Strobel, a man with extensive knowledge of the industry and the company, is taking over the management of PubliGroupe subsidiary Publimedia. His entire career has been spent within PubliGroupe.
After completing his commercial training at the Publicitas branch in his home town, the Olten native transferred to "P" Fribourg to improve his French. He stayed for two years and then returned to the former training branch. His next stop was a position at what was then Publimedia on Signaustrasse in Zurich. He then managed the "P" branch in Biel for four years. While working, the now 42-year-old trained as an advertising manager and publishing specialist.
Daniel Strobel joined today's Publimedia shortly before the Bern and Basel branches were founded in January 1999. Until his promotion to CEO, he was responsible for the newly opened branches and for a consulting group in the Zurich company as Account Director. "I'm fascinated by the industry, and there are also career opportunities at PubliGroupe," he says, explaining why a move to another company has never been an issue for him.
Strobel is taking over the management of Publimedia at a difficult time. The broker of commercial advertisements, which "is not at the mercy of the sharply declining job market, which has seen a major slump", is currently experiencing a drop in turnover of "a figure in the double-digit percentage range". Because many companies and advertising agencies work with Zurich Publimedia, it has been hit harder by losses in the city on the Limmat than in Bern and Basel, for example. "Banks and insurance companies in particular have been reluctant to advertise, while the automotive industry has recovered somewhat and sales in the retail sector continue to develop positively," says Strobel.
Under these market conditions, he considers it his "most important task" to intensify and expand contacts with advertisers and agencies and to demonstrate the advantages of print advertising. A commitment that he demands from himself as well as from his 150 or so employees. "People should feel that I'm a person you can get along with," he says.
Strobel is married and the father of two sons, with whom he enjoys playing table football. To relax, he enjoys "music in all its forms" or playing the flute. Unfortunately, he doesn't have enough free time to do his favorite sport, shooting, properly. "You should be able to train and take part in a shooting competition from time to time," he says. Ernst Weber

Michael Schai, Head of Marketing at Hiestand, on cookie brandingMichael Schai heads a marketing department with 15 employees at Hiestand in Schlieren. This crew is also responsible for advertising the famous croissants. Nevertheless, Hiestand's ideas are anything but homemade.You can place a croissant in such a way that it is either bent to the left or to the right. But what distinguishes a croissant from a croissant when it comes to branding?
Michael Schai: The pleasure. The way to a brand is through the stomach. At trade shows or other promotional events, we don't even try to explain our products rationally; instead, we ask visitors to "Take a bite!" That's the emotional thing. Then, on the production side, certain claims are communicated, such as our raw material philosophy. We want to produce our products as naturally as possible. That means integrated production IP-Swiss, eggs from floor and free-range husbandry, no E-numbers. In addition, the processing must be carried out according to traditional artisan criteria as far as possible. We really leave the dough in the Zwirbelbrot for 18 hours until the dough has risen nicely. This allows it to develop volume and flavor. Only then is it baked. It is the rational things that also make a good croissant.
But how can you communicate that when a summit is known to have no logo?
Shay: In most channels, our products are sold virtually no name. The hotelier bakes our croissants, and the guests think he baked them himself. In the convenience sector, we have the opportunity to appear as a brand by branding the oven. Certain products can also be branded with the packaging, such as the bread bag. We now want to slowly push this, for example at gas stations, with our bakery stores, and in retail.
In Switzerland, an entry into the retail trade under the company name Hiestand is not an issue, said Wolfgang Werlé - the new CEO of Hiestand, who came from the SAir Group this year. What does that mean for marketing?
Schai: Our customers are restaurateurs, hoteliers, are everywhere fresh baked goods are sold: at the point of sale in convenience stores, gas stations, bakeries. At such points, we will do our best to make it clear to consumers that they are buying a product from Hiestand. No one denies the baker's ability to make good peaks. At a gas station, on the other hand, the customer still has in the back of his mind that the peaks smell of gasoline. There, it is a need of our resellers to be able to increasingly appear and advertise with a baker's brand that inspires confidence: "Our croissants are so good because we have all the baker's know-how of Hiestand." In the B2B sector, we have many customers who have this wish themselves because they lack baking expertise.
In other words, your advertising is aimed primarily at B2B customers?
Schai: In the B2B channel, there are many business partners who want to communicate that they have not baked their own products, but are working with the market leader. We have been working on this new philosophy for about two years.
You have 700 products that are to be streamlined to 500. How do you reconcile that in terms of advertising?
Shay: We are a manufacturer brand. But there are very special products in our range, such as the "Cailler summit". Fredy Hiestand invented the Schoggi-Gipfel over 20 years ago...
Doesn't it come from Paris as "pain au chocolat"?
Schai: I think Hiestand invented the chocolate summit. A little more than two years ago, we thought about how we could make this product unique again. We said to ourselves: Why don't we take the best summit and the best branchli? In Switzerland, that's Cailler and Hiestand. So we marketed the combination under the name "Cailler summit". In less than three years, this has now become our fourth best-selling product. But you can't put a label on the product. That's why we developed a bag printed with the Cailler and Hiestand logos. In addition, there are rotairs in the store and other sales material. This and a new roll of Gerber fondue are the few products we are promoting individually so far. Everything else we sell under an umbrella brand.
Hiestand has entered into a new joint venture with Coop under the name Hicopain. Doesn't that lead to a dispersal of the brand?
Schai: The end consumers will never see the logo. Coop lacked additional know-how for baking, and instead of founding a new company itself, Coop realized its expansion plans in the form of a joint venture with us. Hicopain is a purely imaginary name, in which the play on words Copain also resonates as a partner.
Your croissants are also in great demand in Germany, Poland, Austria, and especially in Asia. How do you promote the foreign market?
Schai: In Asia, the "Made in Switzerland" concept is very important for us. The "Swiss made" seal of quality is also one of the reasons why we went to Asia. We have nine stores in Singapore and are very much in the process of setting up in Japan. There, the Japanese enjoy a croissant in the same way that we Swiss eat sushi here. They are very conscious of our croissants and pay six francs a piece for them. That's why we work very strongly in our advertising with the subjects of Swiss mountains and Swiss landscapes. This visual image with beautiful landscapes conveys naturalness.
As a consequence of September 11, Hiestand withdrew from its American business. Hiestand's shares also suffered as a result. What have you been doing in investor relations since then?
Shay: We don't run any special image campaigns. But we are always happy to invite investors. And then, as always, communication for us goes through the stomach. Even at our annual press conference, we appear with an oven and stage a beautiful bakery world. Our image goes through the nose and then through the mouth. Scent marketing and in-store baking works for everyone as a positively charged world.
Do you work with an outside professional for your advertising, or are your campaigns homespun?
Shay: We do most of our advertising ourselves. We have a professional in-house advertising agency with three graphic designers. This ranges from image brochures to annual reports and packaging ideas. But we do selectively bring in external expertise, for example for DM in the B2B area. We have about 6000 different customers, from the small Beck to the large food corporation. They have different needs, everything happens very quickly, so we have to be able to react in-house. In the future, however, we will also get more external know-how in the B2C area.
Interview: Andreas Panzeri

Femina recognized the importance of the women's movement early onby Anita Vaucher The success story of the women's magazine Femina began exactly forty years ago. Today, the Zurich-based publication is the most widely read women's magazine in French-speaking Switzerland.
What is now a free supplement to the Sunday newspaper Le Matin Dimanche has its roots in the 1930s. In 1934, Zurich publisher Verena Conzett launched the magazine La semaine de la femme, the actual forerunner of today's free newspaper. However, the history of today's leading magazine in the French-speaking Swiss women's market did not begin until 1962, when La semaine de la femme was renamed Femina. Since then, the women's magazine has had an eventful history. When its publisher Conzett & Huber AG was taken over by the then Tages-Anzeiger Group in 1981, it initially became the women's magazine Annabelle Femina.
But this was only a brief episode, as Tamedia sold the women's magazine to 24 Heures Société S.A. - today's Edipresse - in 1985. At the time, Femina was unrivaled on the French-speaking Swiss market, apart from the women's magazines from France. However, the women's magazine had another special feature that has been retained to this day: Femina is not available at newsstands and reaches readers exclusively as a supplement to Le Matin Dimanche. The aim was to enhance Le Matin Dimanche's overall offering. This has been successful, says Anne Jan, Product Manager at Femina. "Many readers buy Le Matin Dimanche because they also receive Femina." The high readership figures - 544,000 according to Mach Basic 2002 - also speak for the success.
Unrivaled leader among the women's titles in French-speaking Switzerland
A look at its history reveals Femina's pioneering role. In 1978, the magazine was one of the first women's magazines in Switzerland to include political topics. In general, the women's magazine always had its finger on the pulse of the times. Even in its early years, Femina reflected on the image of women at the time with recipes and instructions for knitting, embroidery and sewing. In the 1960s, the magazine expanded its range of topics and became a mirror of a rapidly changing society. As early as 1968, a dossier entitled "L'amour physique, son rôle et son importance" was published.
Four years ago, Femina faced competition from two new women's magazines: Edelweiss from Ringier Romandie and Profil Femme from the small publishing house Audace Publishing have also been plowing into the women's market ever since. However, these two were hardly able to take readers away from the highly active grandmother among the women's titles in French-speaking Switzerland.

Eye-catching fashion advertising follows the principle of packing as much of the emotional world as possible into a single ad. That’s right, because what people are buying isn’t the product itself, but the illusion that, by purchasing the garment, they’ve also acquired a piece of that world. Most of the time, however, emotions are confused with the sex drive. The September issue of the lifestyle magazine i-D offers a veritable treasure trove of such confusion in the world of advertising.
For once, the cover isn’t just a teaser for secret desires—it’s just plain stupid: Who would even think of seducing a woman pictured on the cover? By stroking the glossy paper? As you flip through the magazine, you see so much skin and pubic hair that every inclination is satisfied—no matter how risqué. I especially liked the ad for the new Versace sneakers. As model Ricky demonstrates, you can actually tie these without even glancing at the laces. Seduction in its purest form? In any case, the curly-haired model seems to have been caught off guard by the photographer. So are we, but not as annoyed as Ricky-Boy: what the curly-haired model is showing is, after all, rather rare—at least in pictures.
Chandra Kurt [email protected]
Column

It's S Wyss!! By Liz Sutter
Eye-catching hair colors aren’t a Polycolor invention. Even the ancient Egyptian women knew how to mix a paste that dyed their hair blue. And they surely also realized that dyeing wasn’t limited to the hair on one’s head. In 1989, I saw a woman in a magazine with her pubic hair dyed in bleu-blanc-rouge. “That’s one way to celebrate the 200th anniversary of the French Revolution,” I thought, and once again noticed how casually the French treat their national colors—quite unlike us.
By now, the Swiss coat of arms has taken over bags, T-shirts, and soccer fans’ faces in what feels almost like a crusade. You could call this new trend casual or playful, but to me it seems more patriotic, and instead of enthusiasm, I feel a sense of unease. There are no parallels to France. Is it the cobalt blue and signal red that make the tricolor seem so much more attractive and decorative? Is it the generous width of the stripes, which simply offer more possibilities than this narrow cross?
When it comes to the limited range of motion of the cross, designers—not just physical therapists—can certainly tell you a thing or two. Some people claim that the Swiss cross isn’t actually a cross, but a plus sign. Wouldn’t this idea have made for a more original economic recovery campaign than that hackneyed «Love is…» couple? But back to the color red.
«Now the mountains are all red,» Joachim gushed over the phone. «When the Alpine snow turns red, the free Swiss are in trouble, in trouble,» I joked, and added, «That song always used to make me think of fear of communists, and I’d wonder if all that red in their own coat of arms didn’t seem eerie to the frightened ones.» – «Yeah, but the red isn’t what’s important at all,» Joachim objected, «what’s important is the white! It’s the white!!» – «The white? Oh, that’s where the name »Swiss’ comes from!”
[email protected]
Liz Sutter is a journalist.
Business lunch

Culinary Memories of a No Man’s Land The Erlkönig restaurant in Basel has been open for nearly two years and remains a top spot for down-to-earth cuisine, 1950s design, and an unforgettable, eerie location. First, a word of warning: If you manage to get your taxi to pull up right in front of the restaurant’s entrance, consider yourself lucky—most taxi drivers refuse to go to Erlenstrasse 21. Admittedly, this address is a bit unusual, but you should definitely not walk there. After all, Norman Bates’s family home in Hitchcock’s thriller *Psycho* seems less eerie than the Erlkönig restaurant. It’s located right in the middle of the abandoned Deutsche Bundesbahn complex—also known as the DB Areal.
But as soon as you step inside, you know the excitement was worth it. What’s happening here in the former workers« cafeteria at the German Freight Yard is reminiscent of restaurants you’d find in port cities—such as the »Bica do Sapato” in Lisbon.
It’s as if time has stood still: the food here is cooked the old-fashioned way, guests dine at old wooden tables, and only «natural» cuisine is served. This includes a small pot of lard, which is served with freshly baked bread instead of butter.
The guests at the «Erlkönig» are a diverse bunch. A tie is just as fashionable as ripped jeans. Some appreciate the quality of the food, while others feel right at home in this «no man’s land» atmosphere. Creativity is what they have in common, as artists, journalists, gallery owners, and advertisers are among the regulars. They appreciate the relaxed and uncomplicated service and enjoy browsing the wine list. It’s not overly extensive, but the value for money is spot-on. All in all, you can easily get by on 100 francs for two people. But how?, you might wonder after the adventurous trip there. That’s where the final tip comes in handy: As soon as you arrive, just order a taxi for the return trip—it’s that simple.
Chandra Kurt [email protected]
Erlkönig Erlenstrasse 21
4058 Basel
Tel. 061 683 33 22
Wed–Sun, 7–11 p.m.
Evaluation

Food .......................4
Drinks ..................3
Operation ................3
Business Factor ……..3
5=top, 4=very good, 3=o.k., 2=naja, 1=flop

In the struggle for the 40% share package of the insolvent KirchMedia in Axel Springer Verlag (ASV), the chances of Ringier getting involved have apparently increased.News Springer-VR for Ringier The Süddeutsche Zeitung reported, based on "industry circles", that a "clearly positive direction" had emerged in the ASV Board of Directors. The supervisory body had discussed a possible Ringier entry very constructively, but had rejected Kirch's proposal to sell the shares to the WAZ Group. A second proposal by Kirch to sell his shares to Ringier was postponed, it was also reported.
Advertising volume continues to decline The advertising business of the Swiss press continued to decline in August. Newspapers recorded 13.2% fewer advertisements than in the same month last year. This is mainly due to job advertisements, which fell by 30.5%. The small newspapers in German-speaking Switzerland (+20.6%), which also recorded an increase of 13.5% in job advertisements, recorded an increase. All other categories suffered losses, although the daily newspapers in French-speaking Switzerland recorded only minimal losses (-0.3%). Magazines recorded a 14% drop in advertising volume. Only the special interest titles in German-speaking Switzerland were able to increase (+8.3%). The Publicitas index for advertising expenditure in the Swiss daily press fell by 1.1 points to 111.6 points in August.
The online advertising sales statistics announced by the AG für Werbemedienforschung (Wemf) in July will be called Advertising Index Switzerland. The individual data - invoiced gross advertising expenditure - is to be obtained directly from the media via the Internet. Wemf plans to organize technical and content-related test runs in the autumn.

Annual congress of the Swiss Press Association reached agreement in St. Moritz on the topic of press fundingBy Daniel Schifferle The members of the Swiss Press Association (VSP) were almost divided by the dispute over the basic position on the reorganization of state press funding. At this year's publishers' summit in St. Moritz, however, there was agreement on the depth and sustainability of the current economic downturn. President Kaspar Villiger explained that intensive work was needed to overcome the current crisis of confidence.
Disputes over current hot topics repeatedly bring the VSP to the brink of division. Two years ago, it was the new CLA, where the interests of the large and small publishing houses could not be reconciled - the dispute ultimately led to more than a dozen members leaving the association. This year, another secession was on the cards: press subsidies were the subject of the impending rift.
And once again, it was the small publishers whose interests were diametrically opposed to those of the large ones. As is well known, the question of press subsidies is how the current CHF 100 million from the state - which will now be less - should be used in future. Should these contributions continue to be made indirectly, as has been the case to date with the reduction in postal taxes, or should direct support in the form of direct payments to publishers whose newspapers perform public service tasks also be possible?
As the heated debate revealed, a majority of the association's members reject direct press subsidies: On the one hand, they are aware of the dangers and the fundamental harmfulness of structure-preserving measures. On the other hand, the fear was expressed that state-supported media could be curtailed in their independence.
Although small publishers also see these dangers, they did not want to rule out direct funding measures in principle. They therefore urged that the text containing the basic position on press subsidies be qualified accordingly (see box). After intensive discussions and counter-proposals, the relevant relativizations were finally included in the text. If they had been left out, as demanded by Peter Wanner, publisher of the Aargauer Zeitung, for example, the association would have been threatened with a split between large and small publishers. This was made particularly clear by certain exponents of small publishers.
But even among the small publishers, not everyone was blowing the same horn. One of the smallest of the small publishers, Urs Gossweiler, of all people, advocated the abolition of state subsidies. "The state should limit itself to improving the framework conditions for the entire economy," demanded the publisher from Brienz. There is no need for special favors for the media. The main reason for Gossweiler's stance: he is worried about the image of subsidized titles. "What will advertising think of such newspapers," he said. However, Gossweiler ultimately withdrew his proposal in favor of Wanner's motion, which nevertheless failed to gain a majority in the vote. So at the end of the long debate, the world between the large and small publishers was more or less back in order, even if it was only accepted with gritted teeth here and there.
What united everyone at the congress was the economic crisis and its impact on the advertising markets. The reasons for this and possible remedies were the central theme. Federal President Kaspar Villiger also devoted himself entirely to the search for causes. He identified the profound current crisis of confidence as one of the main reasons and a major threat to the sluggish economy. "Without trust, no society and no economy can function," he said.
The reasons that Villiger cited for the general loss of trust are well known: Many top managers seemed to have lost their sense of proportion and responsibility. Doubts about the competence, goodwill and honesty of large sections of the so-called elite had spread. "The failures of a relatively small number of people are massively damaging the overall climate of trust," said Villiger.
These fallible elites have also done a disservice to the idea of community and solidarity. Their lack of solidarity with the common good also led to a lack of solidarity among the public. "Entrepreneurs and managers now face the difficult task of rebuilding the trust that has been damaged," said the magistrate. "After all, the trust of voters, customers and readers determines the acceptance of our products in the long term. But it also determines the long-term stability of society and the economy."
Coninx stays - Werfeli is new

Hans Heinrich Coninx will - against his will - remain in office as President of the VSP for another year. When he was re-elected last year, the Tamedia publisher announced that he would step down before the end of his four-year term of office. This search is obviously proving difficult: in St. Moritz, where he was elected VSP President exactly ten years ago, Coninx was not yet able to present any proposals for a successor. However, he made it clear that 2003 would be his last year as president. He will give his farewell speech at the next congress, which will take place in Interlaken from September 18 to 20, said Coninx. Beat Lauber has already left the VSP presidency. Due to his move from Ringier to NZZ, the latter would have been represented twice (with Marco de Stoppani). Ringier COO Martin Werfeli was elected to replace Lauber on the board.
Press promotion compromise

The main point of contention in the VSP's position on the future form of state press funding was the question of whether or not the door should also be left open for direct press funding. At the insistence of small publishers, the demand for indirect support measures supported by the vast majority of association members was qualified with the word "preferably". The wording of the basic position finally adopted by a large majority: "The Swiss Press Association considers comprehensive press promotion to be an integral part of the framework conditions to be created by the state. Support should preferably be achieved by means of so-called indirect support measures. The association is actively involved in finding a practicable solution which, as in the past, should take disproportionate account of the concerns of locally and regionally active, predominantly smaller publishers. It is developing concrete models and is seeking cooperation with the administration, politicians and the postal service."

Publicis shows which clothes AlFerano also makes for young peopleby Andreas Panzeri "A fine fabric can spare your elbows," reads an irritating advertising text from Publicis for the tailor AlFerano. Clothes make the man. Fitting clothes can therefore actually be easy on the elbows when it comes to career advancement in a somewhat finer style.
AlFerano Mode AG was founded in 1992 by Stephan Hägeli, shortly after he had completed his studies in economics at the University of Zurich. His brilliant business idea: exclusive fashion made to measure, combined with a top service for the demanding businessman. Today, he employs 20 people in Switzerland and Germany and generates a turnover of around 10 million Swiss francs.
The AlFerano personal shopper guarantees that his customers are always dressed appropriately, wherever they are, by visiting them in the office or at home by appointment, advising on style, presenting the latest fabrics, taking measurements, returning a few days later for a fitting, and supervising the manufacture and delivery of the fine garment.
You can choose from a variety of basic cuts, plus over 500 fabrics, from Dormeuil to Nino Cerruti. Ties by Armani, Trussardi and Montana as well as custom-made shirts with embroidered monograms complete the range. "Of course, AlFerano pays the utmost attention to maximum wearing comfort and quality down to the last detail," Hägeli says. These details also include the unfixed horsehair insert. "The latter may not be visible at first glance - but it can already be felt during the first fitting," knows Dani Krieg, who as CD of the AlFerano campaign naturally wanted to put on a corresponding jacket.
So it's high time to go beyond word-of-mouth advertising and address a broader public and familiarize them with the service brand. Important side points for the brave little tailors at Publicis: "Tapping into younger customer segments, breaking down price prejudices against made-to-measure fashion, and awakening emotional desire beyond the rational desire to buy."
For the time being, four subjects are drawing attention to AlFerano in general and the new fall collection in particular. Three of the four subjects will appear as full-page advertisements in the NZZ and in Cash from the end of September. In addition, posters of all four subjects will be displayed and a customer mailing and a new customer mailing will be sent out.

Muse & Musse Mark Glutz
What was the last cultural event you attended?
Mark Glutz: "Lo Sfizio" - food culture at its finest, naturally in the land of our southern neighbor.
What are you reading right now?
Glutz: A book about Egypt - I've always been fascinated by this culture.
Which CD do you currently prefer to listen to?
Glutz: Thalia - luckily she still sings in Spanish.
Which movie would you most like to see again?
Glutz: "Il Ciclone" - Italian lightness that pleases.
What TV show did you fall asleep during the other night?
Glutz: I prefer to switch off beforehand, which often happens.
What is your latest discovery on the Internet?
Glutz: Of course www.concor dia.ch
What could you never do without?
Glutz: Sun, water & air.
What do you do in a free minute?
Glutz: Think, feel, discover, laugh, breathe.
Love is...?
Glutz: ...the source of life.