According to MA Comis, more and more people are reading online news - but they don't want to pay anythingBy Stefano Monachesi The websites of the major Swiss daily newspapers have increased significantly in terms of users. This is confirmed by the MA Comis 2002 survey conducted by Wemf AG für Werbemedienforschung. However, the financing of online advertising is still on a shaky footing. Paid content is supposed to help - but users' wallets remain closed.
Sending and receiving e-mail messages remains the most important use of the Internet for the German-speaking Swiss. As in the previous year, 97% of respondents stated that they would use the Internet for electronic mail. In contrast, only 59% are interested in up-to-date information - this also corresponds to the previous year's result within the statistical uncertainty.
In general, little has changed in terms of applications. What is most striking, however, is the fact that surfing for fun and without a goal is only mentioned by 54% compared to 64% in the previous year. The result that only 61% instead of 64% of respondents are interested in the homepages of friends and acquaintances is also consistent with this. Downloading programs has also decreased (by 5 to 63%), while going out information is finding slightly more users (+ 3 to 60%).
20min.ch has gained the most users
Although the number of people looking for up-to-date information has not changed, the providers of this information can look forward to impressive growth rates. The websites of the major daily newspapers significantly increased their narrow user base (ENK). First and foremost is blick.ch with 255,000 people (+18%) who visit the website at least once a week. Nzz.ch recorded 18,000 people (+ 33%), tages-anzeiger.ch 155,000 (+ 13%) and 20min.ch 138,000 people (+ 52%). This means that all of them (with the exception of TA) have significantly more new users than the Internet as a whole: the MA Comis database increased by 13.7% to 2.289 million people in 2002.
The situation is less successful for the magazines. Facts, NZZ Folio, Schweizer Familie and Annabelle all suffered losses. Facts.ch, the largest magazine site, lost almost 11% of ENK and now has 59,000 people.
At the top of the user rankings are still bluewin.ch (1.145 million) and
search.ch (601000). No trend can be identified for classified platforms. However, address services are on the rise. Weisseseiten.ch more than tripled its user base (now 17,000 people), while its competitor tel.search.ch grew by 57% to 324,000 people.
It remains to be seen how the growing user base can be translated into financial success. As an advertising medium, the Internet has not yet gained momentum despite its good reach. This is also indicated by the information provided by respondents on how they found the e-commerce services they use. Banner advertising in particular
once 11%. Press (42%) and TV (19%) are more important for publicizing a website. 56% used search engines and web catalogs, 47% followed tips from acquaintances. If even websites hardly operate with banners, there is unlikely to be much to be gained here in the foreseeable future.
Many online providers are therefore experimenting with paid content. However, most users are skeptical about this. Only for music and program downloads and access to databases would a majority of those who already use such services be willing to pay something. On the other hand, 73% of users of stock market information cannot imagine spending money on it. 70% do not want to pay for entertainment, 71% for business information and 81% for weather forecasts. The least popular paid services are daily news (82%) and job advertisements (83%). This means that online media have little prospect of generating revenue. However, there is growing hope that users will become accustomed to paid content. 53% of those surveyed expect that they will have to dig deeper into their pockets for Internet content in the future.

Correlations between reach and circulation can best be determined for similar print titlesBy Wolfgang Koschnick No sooner had the advertising industry obtained reliable data on the paid circulation of print media with a functioning circulation certification than the first doubts arose: What use are circulation figures? What matters is the reach. But these develop very differently depending on the print title. Mathematical models are also of little use when it comes to determining clear correlations between the two values.
Until the 1950s, circulation figures were the only data available on printed media. However, they provided at best indirect information about usage behavior, media contacts and reader characteristics. Circulation figures lost their importance for media planning in Switzerland from the mid-sixties at the latest, after Wemf AG für Werbemedienforschung provided the first readership figures based on sample surveys (Mach Basic).
And now, like every year, the media landscape is buzzing - the same thing happens again and again: a magazine has seen its paid circulation soar, its advertising business is developing splendidly, and then Mach Basic confirms that its reach is declining or is bobbing along. No publisher can or wants to believe this. The figures are lazy and Wemf is manipulating them, they complain. But the truth is that there are quite reasonable explanations for this phenomenon.
The strong differences between circulation figures and reach figures first caught the eye of British media researchers. The pattern is often similar: first, both figures rise sharply. Then the reach figures stagnate or even fall, while the circulation figures continue to rise. To clarify this, the two researchers T. Corlett and D. W. Osborn were commissioned by the British Institute of Practitioners in Advertising (IPA) in 1966 to carry out the world's first study on the sharp differences in reader-per-copy values (LpE) for comparable publications.
They developed the hypothesis that the differences between the titles were due to the different composition of the editorial content and the four-color section of a Sunday newspaper, the Sunday Telegraph. The four-color printing attracted more readers per copy, but not more buyers - a finding that does not explain the general phenomenon at all.
In another study in 1970, John Bermingham, R. Gage and P. Mills were able to show that when newspaper circulation decreases, there is only a relatively small decrease in LpE values, while a significant increase in circulation is expected to lead to a considerable decrease in LpE values.
In an article entitled "Magazine Readers per Copy", Timothy Joyce then emphasized in 1974 that the LpE was only an average value. It is possible, for example, that 20 percent of copies account for 50 percent of readers. According to Joyce, two factors in particular influence the LpE value: the demand for reading and the availability of copies. Availability on public display increases the value, whereas promotional activities to attract subscribers reduce it. Consequently, the LpE will never be a stable figure.
At the hairdresser, the number of readers skyrockets
Further studies show that the relationship between circulation and reach depends on various factors: A "Report on the relationship between circulation and LpA values" stated: "And it is safe to assume that our previous idea of the relationship between reach and circulation will have to be corrected; there is certainly no uniform relationship, the relationship appears to be 'title-related' based on the structure of the readership."
The study was written by Erich Ockelmann for the Technical Commission of the German Arbeitsgemeinschaft Media-Analyse (AG.MA) in 1979. Ockelmann came to the conclusion that the underestimation of circulation occurs when the readership consists of older people, women and people with below-average magazine contacts.
In 1985, Michael Brown developed a mathematical model that reflects the relationships between circulation and reach for different countries, measurement methods, publications and points in time. His analysis showed that these relationships are not linear. He explained this as follows:
- If the circulation is increased, the number of opportunities for second readings increases proportionally.
- But the proportion of these
The number of new opportunities that actually lead to readership is decreasing for two reasons:
Firstly, the probability increases that people who come across a copy by chance are already readers. This means that the number of people who have not yet read the magazine decreases.
Secondly, an increasing circulation could mean that the remaining non-readers have less and less interest in this publication.
Consequently, according to Brown, it is inevitable that each added copy attracts fewer readers than the previous one.
Finally, two studies carried out in 1987 by the British Joint Industry Committee for National Readership Surveys showed that even very high readership figures can be correct.
The first of these two studies was based on the characteristics of three women's hair fashion magazines, with readers per copy varying from 2.5 (for a new title) to 13. This study examined on a smaller scale the number of magazines available in hairdressing salons and the extent to which they were read. It was found that the LpE value for the new title was too small, while the other readership figures were fairly accurate.
It was estimated that a magazine in such a location could easily attract 200 to 300 readers over the course of its "lifetime". As a result, this high number of readers of some copies drives the total LpE figure to a very high level. However, the study also showed that more than half of all reading of these magazines took place at the hairdresser.
A subsequent study on overall reading behavior outside the home found that the
The fact that the hairdressing industry generates 500 million contacts with magazines that are available there.
Program guides and Sunday supplements, on the other hand, are hardly read outside the home according to this study. But for monthly titles, out-of-home reading still accounts for a sixth of the total number of readers in the National Readership Survey (NRS). Reading outside the home is even more important for bi-monthly titles and quarterly magazines; the proportion of out-of-home reading here is no less than 62 percent.
These analyses point to the connection between circulation size and publication interval on the one hand and the importance of out-of-home reading on the other: a bi-monthly or quarterly title can collect readers over a very long period of time. Many of these titles are physically robust, so they have a long life in public places. The editorial content of these magazines is very suitable for reading in such places.
To summarize: Primary reading, i.e. reading by the buyer and their immediate family, is a function of circulation and should largely follow circulation trends. However, this does not apply to secondary reading and certainly not to secondary reading of out-of-circulation magazines.
Price, distribution and circulation
influence the LpE value
Criticism of the LpE value is primarily directed against the
Survey method in user structure analyses. This is based on "hearsay" information: The surveyed reader is asked to provide information on how many people in total read the copy of the magazine or newspaper they use. This value is then used to extrapolate the reach (readers per issue).
However, a sufficiently accurate reach value can only be calculated if it is possible to identify all potential readers of a newspaper or magazine.
to be included in the sample and asked about their use of the specified edition.
The German readership researcher Eva-Maria Hess wrote: "The credibility of reach analyses is often measured by readers-per-copy figures, because these figures represent the bridge to the objectively ascertainable circulation figures. An excessively high or low value for 'readers per copy' always triggers considerations as to the extent to which systematic errors may have occurred in the title in question. There are genre-related
which influence the LpE values and which are
should be taken into account when considering plausibility. Such characteristics include, for example, the forms of distribution, the copy price and the absolute circulation."
Several explanations can be given for the decline in many LpE values:
- The reading circles have lost much of their importance, which means that repeated borrowing
of magazines against payment.
- The average household size has decreased.
- The magazine market has expanded considerably, with a growing number of special interest titles in particular.
In other words, the number of readers in the household is declining and therefore the reach of an average issue, i.e. the number of readers per issue (LpA), is falling, even if circulation increases or remains constant.
In a ten-year comparison from 1979 to 1989 of six national daily newspapers and 25 magazines in German-speaking Switzerland and 14 daily newspapers, two weekly newspapers and ten magazines in French-speaking Switzerland, the LpE values for magazines fell sharply from 2.49 (1979) to 1.79 (1989). The decrease amounted to 0.07 LpE units per year.
In contrast, the national daily newspapers showed a mixed picture: While readership figures held steady on average, circulation figures showed an upward trend. This also resulted in a decrease in LpE values by an average of 0.03 units per year.
The free titles occupied a special position. While they still had 1.2 readers per copy in 1979, only 1.07 LpE remained ten years later. The situation was the same in both German-speaking and French-speaking Switzerland - with the exception of the daily newspapers in French-speaking Switzerland, which even managed to gain readers.
In 1996, Hans-Erdmann Scheler summarized the previous studies and their findings as follows: "If a title is new on the market and is really attractive for a target group, it first collects readers, i.e. one copy has many readers. If the title remains attractive, buyers (purchasers and, less frequently, subscribers) are recruited from among the readers, with the result that circulation increases. If a title becomes less attractive, the readers turn away from it first - with the result that the reach decreases. Only when the title becomes so unattractive to purchasers that they no longer want to read the magazine does circulation decline."
Media researchers also have to live with a black box
Finally, the Viennese media researcher Karl Steurer developed the hypothesis from earlier studies and more recent Austrian data in 1999 that only titles with an identical publication frequency, identical circulation structure and identical magazine type could - but did not have to - be expected to have a similar readership size. Steurer offered several explanations for this:
- The longer the publication period, the greater the chance of gathering potential readers - the widest readership (WLK) - and the greater the chance of generating readers from it (LpA). If two magazines are certified as having the same circulation and one of them is a weekly magazine and the other a monthly magazine, the readership (WLK and LpA) will rarely be the same.
- The circulation structure has an influence on the readership that can be reached. Newspapers with the same circulation, but with different circulation structures, therefore produce different readerships.
different readership figures. The readership of a newspaper that consists almost exclusively of subscribers will again arrive at different figures than that of a newspaper that is mainly sold individually or free of charge.
- The marketing target group must also be taken into account. As a rule, every publisher will have an idea of who its buyers (readers) should be, more or less confirmed by market studies. If the marketing target groups of two properties are not the same, it cannot be expected that the readerships will be the same under the same circumstances.
Based on this data, Steurer came to the following conclusions:
- Only if the influencing factors for two objects are largely identical can it be expected that the same print runs will generate a similar number of readers. However, even these influencing variables are not sufficient to satisfactorily explain readership figures from a given circulation.
- Circulation alone explains "only" 76 percent of the variance - deviation from the mean - of the LpA figure. Although this is a pretty good value in itself, it is still not good enough. But at least
the circulation is the main influencing variable.
- If, in addition to circulation, the circulation structure is added as an explanatory factor, the explained variance increases to 82 percent. However, even then, 18 percent unexplained variance remains. This means that neither the circulation nor its structure are sufficient to explain or even predict readership figures.
There are more and more overzealous studies and ever greater perplexity in the communications industry, but somehow you still can't shake off the feeling that the connection between circulation and reach has not yet been properly discovered. No matter how you look at it, there is no direct correlation between the reach of a title and the number of copies it sells. At the same time, it seems obvious that the two elements are connected.
Smaller households push the LpE value down
What is certain is that the mathematical-statistical approaches do not represent a solution: Even if you take Michael Brown's logarithm seriously, it says nothing about the content of the relationship between circulation and reach. It merely defines the boundaries within which the relationship takes place.
In any case, examining the relationship only makes sense for similar magazines. There are magazines that have very many readers per copy and those that have very few. As a rule, this is related to the editorial content and lifespan on the one hand and the general living conditions of the recipients on the other.
Magazines whose editorial content is read for months on end and can be read over such long periods of time due to their overall design naturally have more readers per copy than those whose content is outdated after a few days. And if families are getting smaller and smaller and more and more people are living as singles, the number of LpEs will naturally also fall. Mathematizing these correlations excessively is unproductive because the figures are less meaningful than the verbal explanation of the correlations.
In the case of similar publications, such as various automobile magazines or magazines for home and garden, it can be seen with a
The higher LpE values reflect the differing appeal of the various titles as an expression of different editorial concepts. In this respect, higher reach with the same circulation in a comparison of titles can - with considerable reservations - be seen as an indicator of higher editorial quality.
Basic arithmetic operations for reader researchersWhile the reach (LpA - readers per issue) expresses how many people use an average issue of a title, the LpE value indicates how many people on average use a copy of the issues of a title. This figure is not calculated, but is the result of an arithmetic operation.
The credibility of representatively surveyed reach is often measured by LpE values because these figures represent the bridge to the circulation figures determined by secondary statistics. However, there are genre-specific features that influence the LpE values and should be taken into account when considering plausibility. These include the distribution types, the magazine price and the absolute circulation figures.
The number of readers per copy of a newspaper or magazine varies between 1 and 7 readers, depending on the type of magazine or newspaper, and reaches a higher value for only a few titles. The LpE value is therefore the sum of the first and subsequent readers or the primary and secondary readers. For some time, the number of readers per copy calculated from the number of copies distributed or sold and the total number of readers was considered a useful measure of the reach of an advertising medium. (wjk)

Basel-based advertising agency Versus is newly appointed for Mövenpick Gastronomy International and Swisscom.Etat-News Versus wins Mövenpick and Swisscom accounts
Creative Director Filippo Muscara was unable to reveal to WerbeWoche what the two partial mandates were for: "That's still a secret." In any case, the agency is very happy about the two budgets, as both companies had been on the agency's client wish list. Work for Mövenpick is to be seen in the fall, for Swisscom not until next year.
Lammoth advertises Millionenlos The budget of the Intercantonal National Lottery (Swisslos), which is launching the 2002 edition of its Millionenlos lottery in October, was secured by the St.Gallen agency Lammoth Mailkonzept. It will realize mailings, inserts and POS measures for German-speaking Switzerland and Ticino. The campaign will start in September. In addition to TV commercials, advertisements and posters, Swisslos is relying primarily on direct marketing. The classic advertising for Swisslos comes from Zogg Kettiger Gasser, Zurich.
Wings gives Salto Natale wings After a pitch, Wings Werbeagentur AG in Baar was commissioned by Rolf Knie to create a TV commercial for his Salto Natale circus project. This will be shown in the fall. Wings has also been in charge of Red Bull Switzerland's budget for five years.

GDI Director David Bosshart on September 11 and the new event cultureBy Annelies Friedli For a long time, business was running smoothly for event managers. But the dotcom crash, terror and recession plunged event organizers into an identity crisis. David Bosshart, trend analyst, philosopher and director of the Migros think tank Gottlieb Duttweiler Institute (GDI), is nevertheless optimistic about the future of events.
On September 4, the GDI hosted the Event Maker seminar. Have any people registered for your event?
David Bosshart: Yes, over a hundred people have registered. And that's rather more than usual.
But event marketing seems to be less in demand today. Budgets are being slashed and customers are tired of events, they complain.
Bosshart: It seems to me that behavior today is driven by fear. But people are looking for new ways of meeting more than ever. The age
native to event marketing is better event marketing. The alternative to the entertainment society is the better entertainment society. I once called it sociotainment - the art of bringing the right people together and creating the right atmosphere. Capitalism and entertainment are inextricably linked. All the measures that have to be taken today to win over customers are not material, but emotional.
Event marketing may have many advantages, but it does not appear to be a miracle cure for sluggish consumption, as current consumer sentiment shows.
Bosshart: That's true: Advertising, PR and the media exaggerated for years and sent out zero messages. They sold people fake stories that nobody could understand. That is now taking its revenge. People need stories again that make the world more understandable to them. I always compare society to a five-year-old child with a teddy bear under his arm. In an increasingly alien world, it provides warmth and understanding. Good events have a teddy bear function: I am among my own kind and can console myself about the problems of this world.
In other words: In your opinion, we live in a rather infantile society?
Bosshart: If you like, yes. The teddy bear gives the child the feeling that it is not alone. This image applies to the situation of adults in the western hemisphere. When I open the newspaper or travel somewhere, I encounter strangeness, incomprehensibility. The fact is: Never before in history have so many people understood so little about what is happening to them. This is not a third-world phenomenon, but a first-world phenomenon - and that is a dangerous situation. That's why we need to develop mechanisms that make the world more understandable. This is a challenge for society and the economy.
Many contemporaries saw the attack on the World Trade Center as a kind of "disruptive advertisement" for more seriousness.
Bosshart: September 11 is and was massively overrated overall - probably simply because we were able to experience live how history is made today. It undoubtedly had a major political dimension, but at the level of everyday trust, what happened with Arthur Andersen/Enron was many times more consequential - for us, it's the Ebner case, the politicians' pension theft, the ABB affair or the Credit Suisse debacle.
Namely?
Bosshart: It doesn't matter if two or three more planes had flown into a skyscraper - the consequences would still have been less fatal than those of greed in management. The events surrounding Arthur Andersen, Worldcom and Enron have shaken society's basic trust to the core. We now know that not only does socialism not work, but capitalism is also sick to the core - but there is no alternative. We only have the option of bull markets or bear markets.
Events are used to make customers believe they are in a dream world, but all they want is their money. Surely Halli Galli is hardly perceived as a "confidence-building measure" in these nasty times?
Bosshart: At best, it's all about Halli Galli at the Eastern Swiss Carnival or with amateurish event agencies. "Stay connected" meets the needs of our society very precisely. This also applies to events. Ultimately, it doesn't matter what happens at an event - what counts is the following: An event has to give me the feeling that I'm with people who understand me and have similar interests to me.
The euphoric self-assessment of party organizers contrasts with the pessimistic expectations of consumers. Illusionary experience marketing no longer seems to match customer behavior; events are perceived as interchangeable. This is why more and more companies are turning to direct marketing and dispensing with marketing bluffs.
Bosshart: Anyone who conceives events as a party and pure fun will certainly not be able to achieve commercial success. It's more about personal contacts and events that are tailored to the target audience.
Porsche, for example, invited its customers to the Swiss mountains to pick a Porsche out of the ice, and in America companies enticed people to try out bulletproof vests for themselves. Hasn't the event industry simply exaggerated?
Bosshart: Why should she? If a Porsche driver goes to the trouble of climbing a mountain to see the new Porsche, that's okay. Anyone who is prepared to spend 200,000 or 300,000 francs on a car wants to be treated differently from someone who buys a VW for 30,000 francs. You won't get very far with a Porsche customer with a barbecue. You need an extraordinary event that challenges the driver's narcissism.
While a VW driver...
Bosshart: ...a better barbecue is all you need. Don't forget: buying a car today means, consciously or unconsciously, marrying into a family. The VW customer is already happy if he can sit in a simulator and race along a road at 230 kilometers per hour. The Porsche freak needs an extra kick. The car business in particular works quite simply according to classic rules: more of the same, but a little different. Too much subtlety would be harmful.
What forms of events do you think have a future?
Bosshart: Mass events such as the Street Parade or the Notting Hill Festival, where individuals can celebrate their immersion in the freedom of anonymity. On the other hand, there are highly specialized events that are tailored to the customer down to the last detail. Events whose access criteria are strictly defined according to the motto "members only" are also gaining in importance. Society needs new forms of belonging - politics can no longer convey a sense of belonging.
But then you are asking a lot of events.
Bosshart: Yes, of course. Once again, the alternative to the event is the better event. Not the marketing chatter of business schools and our boring educational institutions. 08/15 events will no longer stand a chance.
Does this mean that half of the Swiss event agencies no longer have a future?
Bosshart: They have orders because we have a lack of imagination. Dilettantism at a bland level. I also believe that all the training courses and all the fuss in event marketing are overhyped. History teaches us that if you don't know what to do, you create a new profession and a new name. That has been the case for the last 200 years. Ultimately, it's all about understanding customers, and you certainly can't learn that on a course like this. Instead, you get a nice, illusory English title.

Simko, Geneva, positions the renovated daily newspaper 24 Heures with wordplayThe daily newspaper 24 Heures is to become the favorite paper of Vaudois readers. Since the beginning of September, city dwellers and rural residents have each received a separate edition. The aim is to better meet the information needs of the heterogeneous readership. To draw attention to these advantages, the Geneva-based advertising agency Simko is making use of the canton's diversity of locations and is being generous with the spelling of its slogans. These are intended to strengthen identification with the paper and encourage people to continue playing with words and send them to 24 Heures. WerbeWoche did not want to resist the charm of this invitation. page 5

Nevertheless, many advertisers and the media largely refrain from running commercials and advertisements on September 11th. High viewing figures and circulation are guaranteed. In the USA and Switzerland, the media and advertisers largely want to do without ads and commercials immediately around the September 11th commemorations - also for reasons of piety.
The destruction of the Twin Towers on September 11, 2001 was also a disaster for the United States media. They lost revenues of between 300 and 600 million dollars by replacing the planned program with reporting for days on end and dispensing with advertising during this time.
One week from now will be the first anniversary of the attacks. Media and clients are faced with the question of how they should deal with advertising this time. The trade magazine Advertising Age offered some help in deciding: it surveyed 307 Americans. According to the survey, 51 percent of the population are in favor of not advertising on September 11. 34 percent agree with advertising and 15 percent have no opinion. Although another Ad Age survey three weeks later showed the opposite, the media and advertisers in the USA opted for the cautious route. TV stations ABC, Fox, MSNBC and CNN will broadcast special reports throughout the day to mark the anniversary. Fox News Channel will do without advertising altogether, others at least during the most sensitive moments. However, it is noticeable that the stations are shying away from new losses - estimated at 50 to 60 million dollars.
Public service announcements instead of commercials
New York's A&E Television Networks, for example, will not interrupt the broadcast of the memorial events with commercials, but will broadcast programs related to the events of September 11. "Still, it's quite possible we won't have any big national advertisers at all," A&E Vice President Whitney Goig told the New York Times. "A lot of people have told us, 'Move my advertising out of that day, away from the sensitive programs."
According to the New York Times, Coca-Cola, General Motors, Miller Brewing and Nissan, as well as American Airlines and United Airlines, are among the companies that want to do without advertising altogether. Kraft Foods is only advertising in media that does not deal with the anniversary, and Boeing is limiting itself to sponsoring a commemorative concert.
Companies that produce commercials and advertisements on the subject of the attacks are walking a fine line. Last September, beer brewer Anheuser-Busch was generally praised for a TV commercial in which its symbolic animal, a draught horse, bowed down in front of the New York skyline. General Motors, on the other hand, came under fire because the company called on Americans to look ahead and apparently understood this to mean taking out a financial loan to buy a car.
Many places therefore prefer to rely on so-called public service announcements, political messages that do not name the sender or are supported by charitable organizations. Michael Drexler, CEO of Optimedia's US division, believes that this reflects the general attitude of the population. "People feel that you have to respect this day of remembrance and not commercialize it in any way," he told the New York Times.
Swiss TVs see no reason to stop advertising
The anniversary of the attacks also receives a lot of attention in the Swiss media. Here, however, readers and viewers have to put up with advertising. For example on SF DRS, where reports from New York are broadcast days in advance and several special programs are aired on September 11. "We discussed the issue, of course, but we agreed: we advertise as normal," says Ingrid Deltenre, Director of SRG marketer Publisuisse. She sees no contradiction between advertising and the events of September 11: "Thousands die of hunger every day, there is no reason to celebrate a special Memorial Day here." No client has yet asked that their advertising should not be placed in the context of the special broadcasts.
So why were the commercial breaks on SF DRS canceled a year ago? Deltenre: "We stopped the advertising at the time - also without discussion - because commercials would have been a disruptive factor in the reporting that would have annoyed viewers. That would also have been problematic for the advertisers."
Accordingly, only the documentary "9-11" will not be interrupted by TV commercials on SF DRS from 8 to 10 pm. It shows dramatic images directly from the rescue work at the World Trade Center, filmed by two Frenchmen who actually wanted to accompany a young firefighter on his daily routine that day.
The other TV marketers are also showing no signs of customer restraint. Sales Manager Corinne Blaser from RMB Switzerland explains that both Sat 1 and the cinema sector are recording a good level of bookings. There are also no plans to stop advertising.
Mehmet U. Inan from IP Multimedia. He has not yet heard anything from agencies or advertising clients about advertising being stopped because of this anniversary. "There could be other, more meaningful gestures than stopping advertising to commemorate the tragic events," Inan is convinced.
"Our magazine is not bursting at the seams anyway"
Print magazines take a different approach. Last year, Schweizer Illustrierte ran over 50 extra pages that were not interrupted by advertisements. "I can well imagine that this year's WTC focus will be similar," says editor-in-chief Marc Walder. The September 17 issue was the best-selling of 2001 with almost double the circulation.
To mark the first anniversary, SI portrays a Swiss family in New York whose father was able to escape from the Twin Towers at the last minute, and prints a retrospective by photographer James Nachtwey, whose pictures were shown exclusively in the magazine in 2001.
Facts also dispenses with advertising in its anniversary reports. The foreign section of the news magazine features a 35-page special, including an interview with former mayor Rudolph Giuliani and an article by American political scientist Francis Fukuyama.
According to editor-in-chief Hannes Britschgi, Facts agreed that no advertisements should be placed within this section. The advertisers were also not interested in such a placement. However, Britschgi does not expect a loss of sales as a result: "Our booking status is not such that the magazine is bursting at the seams."
Business as usual for media agencies
And what do the media specialists say? Is the anniversary of the attacks suitable as an advertising environment, or is silence appropriate? "I wouldn't recommend my clients to stop advertising, nor would I recommend advertising specifically geared towards this day," says Christof Kaufmann from OMD Switzerland. "That is also the attitude I sense from customers." He has never heard a client say: "Out of reverence, we will not communicate with our customers on September 11."
Frank Woday from Universal McCann has also not received any signals from advertisers that this date should be treated more respectfully. He believes that for Europeans, this catastrophe is already quite far away. Consumers have become somewhat numb to the bad news, while advertisers have gone back to business as usual.
Creative advertiser Frank Bodin has nothing to do with the discussion from overseas. "I would never say to my clients: don't advertise on this day," emphasizes the CEO of Euro RSCG. "Advertising is increasingly being portrayed as inappropriate or immoral. That's strange!" Many other commercial activities would continue without hesitation on September 11.
Bodin is against turning this date into a worldwide day of mourning. "But we should force ourselves to remember it," he qualifies. In this country, it should be less about the victims and more about the feeling of powerlessness of the population in the face of the attacks. And about the powerlessness today in the face of the policy with which the USA reacted and wants to react to the attacks.
The CEO wants to contribute to this remembrance himself: "A year ago, after the attacks, we created a small picture that will now be shown on a very large scale and is intended to make people think," he announced to WerbeWoche. It will bear neither Bodin's name nor that of the agency.

Bonaparte uses commercials and advertisements to whet the appetite for the major distributor's infotainment showBy Luca Aloisi Coop has created the biggest PR box ever placed on Swiss television. Since last Monday, the Basel-based wholesaler has been broadcasting daily
the infotainment magazine "Telescoop". Bonaparte is promoting the format.
Due to unsatisfactory ratings, SF 1 dropped the two problem children of the former SF editor-in-chief - "MittagsMagazin" and "Trend" - from the program at the beginning of the summer schedule. Now Coop is adding a 22-minute infotainment program to the lunchtime schedule. Since September 2, the long-running commercial produced by B&B Endemol in the TPC studios has been broadcast on weekdays - at 12.30 p.m. on SF 1 and at 4.30 p.m. on SF 2. The two TSR channels will broadcast the French-language counterpart at different times.
In terms of content, "Telescoop" covers the product range of the Coop Group and its business partners in 220 broadcast minutes per week. As the programme is seen as an advertising investment and a tool "to optimize quantitative values", it does not necessarily have to be self-supporting, says project manager Didier Peier. "Ultimately, the price-performance ratio must always be set in relation to the overall effect." He remains silent about the budget of the new instrument in the communication mix.
Coop is increasing its TV presence because it wants to live up to its claim of being "the closest wholesaler to the customer in Switzerland". Coop is focusing on the long-term trends of freshness, joie de vivre, health, convenience and dynamism at business and communication level.
Head of Marketing Heino Peier did not want to say whether "Telescoop" has led to a reallocation or even an increase in the advertising budget. Absolute discretion is also maintained when it comes to business partners. Coop is still in negotiations with some of them. The new type of advertising window should also attract branded articles that would otherwise forego the most emotional medium for cost reasons.
For the "Mittwochsstudio", the big sister does not mean a break, but a slight repositioning towards more customer service. The race for reach and ratings can now begin. Project manager Didier Peier: "In connection with the integration of the business partners, we relied on the total reach - all stations combined - and came up with an initial capital of around 1,500,000 on average."
Migros does not yet know how it will react to Telescoop
Based on the broadcast concept, the makers are convinced that they can gain market share. To keep the program entertaining, six sections are planned, all of which - from the super tip to the cooking block to the viewer competition - have a strong connection to Coop's product range. The motto is: being well informed means better shopping, as Marketing Manager Heino Peier is quoted as saying in Coop's customer magazine.
For the time being, the new advertising format must appeal to viewers' tastes. The fact that this is not exactly demanding at the given broadcasting time should help to overcome the staid image that infomercials have. The Basel first mover does not fear a TV magazine from the competition. Is he right? When asked, Urs P. Naef, Deputy Head of Corporate Communication at the Federation of Migros Cooperatives, said sibylline: "To date, no decision has been made as to whether or how Migros will react to the new lunchtime magazine 'Telescoop'."
The Zurich agency Bonaparte, which was commissioned to promote the programme, implemented a broad campaign comprising four TV commercials, testimonial ads, POS measures as well as program and small ads. For the implementation, the team led by CD Guillaume Borel focused "on proximity to the consumer". Borel: "We show people from all age groups and social classes who tell the viewer why they watch 'Telescoop'." A television serves as the key visual, which runs like a common thread through the entire campaign.

As part of its competition for the Advertising Yearbook, German publisher Econ Verlag is once again looking for the Newcomer Agency of the Year.service Newcomer Agency of the Year wanted
Agencies from German-speaking countries that were founded after January 1, 2000 are eligible to participate. The winner will be determined on the basis of creative achievement, commercial success and the quality of the agency's own advertising. Participation is free of charge and entries must be submitted by October 10. Last year, Lucky Lack from Basel took 2nd place. For further information, please contact Susanne Kronester from Econ Verlag, s.kronester@ullstein-heyne-list
.de or phone 0049 8951 48 22 84.
Design competition On 1 September 2003, the four departments of the Allgemeine Berufsschule Zürich (ABZ) will be reorganized into four independent schools. For this step into the future, the former Department of Printing, Design and Painting (DGM) is holding a design competition for its new graphic image. For further information, please contact the school secretariat on 01 466 97 78 or www.abzdgm.ch
Media-Daten 2/2002 "Media-Daten", the only complete reference work on all Swiss advertising media, has been published. The Swiss Media Handbook contains rates and data for all domestic media and also provides information on important foreign print titles. With extensive additions, the "Media Data" media handbook has been expanded into a useful working tool. The handbook lists, among other things: Index of titles,
Data and rates for newspapers, official gazettes, advertisers and consumer magazines. All the important information can also be found on audiovisual advertising media, the Internet, outdoor advertising, direct marketing and market research. The handbook with over 3000 tariff entries comprises 464 pages and costs CHF 305 for a single copy or CHF 395 for an annual subscription with two issues. Publisher Media-Daten, Zurich, telephone 01 296 97 98.

Best of Print Advertising The advertising hits 2002 from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche five times a year with an excerpt from the
Results from the Advertising Index (AX Print). This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are those subjects that achieved the greatest acceptance in the relevant psychographic target group (see wind rose). The three subjects that performed best among the entire sample, i.e. among all four target groups in total, in the 2nd quarter of 2002 are shown under the heading "Top Three".

Simko rewrites the spelling for 24 HeuresBy Anita Vaucher From the beginning of September, the French-speaking Swiss daily newspaper 24 Heures will be published in two separate editions, one for the urban population and one for the rural population. The Geneva agency Simko came up with word games for the positioning campaign.
Over the next few weeks, Vaud residents will learn to spell places like Luins, Bex and Bottens, as well as neighborhood names such as La Sallaz, Palud and Vennes, and will be amazed at what Simko has come up with for these names. Wordplay, which requires a generous interpretation of spelling, points out the many advantages of 24 Heures - and cleverly incorporates the Vaudois place names.
This print and poster campaign, which will be visible throughout the canton of Vaud from September 7, is intended to promote the daily newspaper
24 Heures, published by Edipresse, will position itself as the newspaper of choice for the people of Vaud. This is because 24 Heures will now be published with a separate edition for the urban and rural population. A study has shown that city dwellers do not necessarily have the same interests and preferences as the rural population.
The 1999 relaunch was well received by readers, but sales figures fell short of expectations. Over the past ten years, circulation has fallen by six percent - time for action.
City readers in particular, who account for 45% of the total circulation, have become increasingly disloyal to the paper because they want more local information. The free newspaper Lausanne Cité, with its positioning as the local paper of the French-speaking Swiss newspaper, has poached a lot of readers in this segment.
The Geneva agency Simko sums up the advantages of 24 Heures with amusing puns and in connection with the diversity of the canton. It was ultimately the humorous approach that convinced those responsible on the publishing side of the Geneva agency's work, says Christian Aeppli, Product Manager and Marketing Manager at 24 Heures. And Pedro Simko himself is convinced that a humorous and amusing realization is only possible in the canton of Vaud, because the Vaudois have a pronounced penchant for self-irony. In Geneva, he adds, this concept would certainly not have been successful.
New word creations from the population welcome
The proposal he had submitted at the rival presentation was adopted virtually unchanged. A fortunate circumstance, as time was pressing. The agency benefited from the size of the canton, with over 340 municipalities. The Pays de Vaud also stands out for its wealth of lakes and forests. Simko enthuses that this makes for wonderful stories.
The positioning campaign is intended to stage the encounter between 24 Heures and its readers. The campaign starts with a variety of subjects that can be further developed with new images in the longer term. The campaign is also designed in such a way that it can react to current events at short notice, explains Simko. Simko also hopes that the word games created in her workshop will encourage the people of Vaud to come up with their own word creations. The marketing department of 24 Heures is planning a competition and will award prizes to the best suggestions from the population. The hope is that this will strengthen readers' loyalty to the newspaper. Cinema and TV commercials will be used at a later date.
The newspaper, which previously consisted of four bundles, will have two in future. The first bundle will be the same for both urban and rural areas, while the second will focus specifically on the needs of city dwellers and the rest of the population of the canton of Vaud. At the same time, some sections have been revised and the paper has been given a gentle facelift. However, a new logo has been deliberately omitted.
Simko couldn't resist a little dig at rival paper Le Matin from the same publishing house. Le Matin adopted the claim "Vite vu, bien lu" for its relaunch a year ago - in the 24 Heures campaign, the play on words is "Palud, pas su!".

News Ticino portal to be redesigned
Almost two years after its last redesign, TicinOnline (Tio.ch) is getting a new look. According to its marketer Publicitas Webservices (PWS), the aim is for Ticino's largest portal to better meet the needs of users. New categories, a clear structure and the technology used allow innovative forms of advertising such as streaming videos and over-pages for the first time in the Ticino online market.
Bolero launches a series of special issues In 2003, the lifestyle magazine Bolero publishes four special issues. The first issue in February will focus on aesthetics; in March and September the focus will be on men, and in November a design issue will be published. The specials are intended as reference works containing news, entertainment and detailed service. They are sent to subscribers in a print run of 35,000 to 45,000 copies and sold at newsstands. Bolero works together with the living magazine Ideales Heim on the topic of design.
Music battle for FM frequency The youth cable station Radio 105 has had its own anthem produced for the battle for an FM frequency. Zurich producer Pablo Rodriguez has had the disco-soul track "Rhythm of the Night" re-recorded by Matthew Tasa. The song is released on DJ Tatana's label Sirup and can be heard prominently in the 105 program.

Of course, it's not as if the entire advertising scene is only to be found on the fairway and green as of late - even if the number of advertiser golf tournaments has virtually exploded in recent times.Shortlist "Nurgolfimkopf?"
By Beat Fritsch
More on that later, because going to the swimming pool once more before summer definitely retreats to the Mediterranean was the motto of a new ADC event. Andreas Prokesch, primus inter pares on the board of the creative club, has set himself the goal of activating club life to a greater extent. Whereupon the idea of the ADC-Baditag was born. The "Barfussbar" in Zurich's Frauenbadi near Bauschänzli was the venue for the event, where the elite of Swiss creative work gathered the Tuesday evening before last, despite the incompatible temperatures.
Manager "in charge" for the bathing story was ADC board member Valentina Herrmann. She managed to please all guests - almost all. The location was beautifully dressed up, the food fine and the drinks of the kind that flowed down the throat as if by themselves. Only the absence of hard drinks made certain (male!) guests give up their vodka mixes and grumble a bit about it. In the end, however, the absence of high spirits had its good side, since the guests were quite close to the rushing waters of the Limmat.
The illustrious crowd of guests included many couples, among them Donatella and René Rüegg, he co-owner of Rüegg Fontana Heiderich and former backgammon sparring partner of the shortlist author, Claudia and Daniel Matter, agency Matter und Partner, internet artist and web-AD Patrick Spahr alias "Patman" with wife Betsy Spahr, designer Irène Hiltpold and filmmaker Ernst Wirz as well as Rita and Martin Spillmann. "Martin is then Rita's husband in the case, and not the other way around," Irène Hiltpold dictated to WerbeWoche in her notebook, drawing attention to the fact that behind every successful man is a strong...but that's another story. Rita Spillmann, at any rate, stated that she had more time for herself since Martin owned his own agency, SFLB. Also on hand: marketing specialist Patrizia Haller, creatives Barbara Strahm, Roland Scotoni, Mark Stahel and Markus Rottmann.
From the creative to the media and consulting corner, people moved on Thursday. Peter Hofstetter from the media consulting company Mediaxis invited to the Rioja-y-Tapas-Fiesta, and Hitradio Z inaugurated the new studio in Seefeld. Many old acquaintances were seen at Mediaxis, with Thomas Städeli having news to report. He left Frame Eleven as co-owner and can now be found at AY&R as consulting group leader. By the way, Peter helped a lot in planning the visit of the event doublet on Thursday. Half past eight, the heavens opened their floodgates, Hofstetter's guests rushed inside and the shortlist team to Hitradio Z.
The number of guests at Z-Marketing Manager Mike Gut was also impressive, and here, too, the wine was not in short supply. The large number of young ladies was striking. The staff of editors and presenters seemed to have been massively rejuvenated. Presumably because young people are simply better at dealing with modern technology.
"Fun mountain hike with WBO" would have been a possible name for last week's event. Only, it was a golf tournament to which the dialog marketing agency had invited. However, the course in Sörenberg-Flühli has quite a lot to offer, not only
The difficulty of the course was not the main reason, but above all the meters of altitude that had to be covered. Golf here became a sweaty slog. But that didn't faze the guests any further: Noblesse oblige!
More than forty players with a handicap or course maturity arrived - these are the good ones who are already allowed on the course. And almost as many rookies, who were rushed around the practice area and could be recognized in the evening by the fact that their hands had blisters. However: A license to play or a handicap are no guarantee of a mature game. Golf is tricky, and the balls sometimes fly erratically across the fairway, so that even experienced players have to search for them in the ankle- to knee-high rough - like Hélène Müller, who was the best-ranked participant with a handicap of 12. After a lousy first round, however, she improved considerably and, although she didn't win the tournament, she did at least win the "Longest Drive Contest". Which was worth it anyway, since the prize was a color printer.
Host Daniel Brüngger was also seen walking around in the grass at times. Fortunately, golf balls are not green, otherwise Brüngger would have hammered the splendid specimen of tree frog, which cheekily croaked out from under a bush while searching for the ball, across the fairway. With Daniela and Piero Schäfer, you could see who wore the golf pants in this pairing. According to the editors of Golf Suisse magazine, Daniela's handicap is 6.1 points better than that of her husband.
One last announcement: As of this week, WBO is officially called Ogilvy One. Which is why, following the sumptuous Entlebuch farmer's buffet, the old WBO logo was definitely eaten in the form of a cake.