Since Ticino got its own university five years ago, more young people have been staying in the Swiss sunshine region, which in turn has led to a wider range of entertainment and leisure activities. The recently founded Lugano-based publishing house Mediatik is now taking advantage of this new situation: On October 3, it plans to launch Re.set, a nightlife magazine for 18 to 35-year-olds. The 48- to 56-page magazine will be published ten times a year and distributed free of charge throughout Ticino and northern Italy in trendy bars, clubs, restaurants, boutiques, cinemas, music stores, schools, universities and cultural centers as well as at events. The initial print run is 16,000 copies, and the content of the magazine is a mix of music, cinema, lifestyle, games and sport, including news and event information - just like similar magazines in German- and French-speaking Switzerland. This is no coincidence, as Re.set is marketed by Mediabox in Zurich and has been integrated into the youth pool consisting of Kult, Forecast and Seventh Sky since the beginning of this year. Individually, the advertising page will cost 4950 francs, with an introductory discount of 33% until the end of the year. The pool discount is 5%.
Behind Re.set and Mediatik are the Ticino couple Jolanda and Renato Cassis. Jolanda Cassis worked on youth topics for various Ticino newspapers, Renato Cassis was responsible for advertising sales and publishing at the Ticino publishing house Pubblicità Sacchi. (mk)

Affinity of advertisements with supporters in the "middle-class corner "Best of Print Advertising The advertising hits 2002 from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche five times a year with an excerpt from the
Results from the Advertising Index (AX Print). This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. 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".

Affinity of advertisements with supporters in the "alternative culture "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".

Due to the current fall in the share price, PubliGroupe is again threatened with a value adjustmentBy Anita Vaucher The Lausanne-based media and advertising group PubliGroupe returned to profit in the first half of 2002 after a miserable financial year in 2001. Net profit amounted to CHF 11.4 million. The operating result rose by 160.8 percent to 26.6 million francs.
Hans-Peter Rohner, the new CEO of PubliGroupe, was extremely cautious when presenting the half-year figures. He does not expect any recovery before the end of 2002 and continues to anticipate unfavorable general conditions. These also had an impact on total sales in the first half of 2002, which fell by 18.5% to 1.134 billion francs. Gross profit fell by 29.4% to 253.7 million francs.
According to Rohner, these results require further measures to adjust costs. For example, the administrative processes at the Swiss branches will be simplified, synergies will be exploited and more IT will be used. Vacant positions will not be filled. In the longer term, Rohner also does not rule out a reduction in staff.
Sales of press advertising in Switzerland (PubliPresse division) fell by 13.2% due to the economic situation. The decline in international business (Publicitas Promotion Network, PPN) was even more pronounced, namely minus 18.8%. In the USA, PPN suffered a drop in sales of 34.4%, in Europe -15.5% and in Asia sales fell by 2.2%.
On the other hand, the PubliDirect division, once again the only area to buck the trend and improve its results, is looking very positive. Rohner emphasized that the sales organization for telephone directory listings is by far the most successful marketer in the whole of Switzerland, especially in the online sector (see also pages 41/42). And because business directories are vital for SMEs in particular, this market will continue to develop in the coming years, both in Switzerland and abroad.
Unlike a year ago, there was no loss in the value of treasury shares in the first half of 2002, as their price was slightly higher than in 2001. In the meantime, however, it has fallen below last year's low of CHF 335. Therefore, the risk of a new value adjustment as of December 31, 2002 cannot be ruled out, it was said in Lausanne. Last year, the drop in share value alone tore a 23 million Swiss franc hole in the PubliGroupe balance sheet.
publigroupe in figures (in CHF million)
1st half-year 1st half-year Change
2002 2001 in %
Turnover 1 134.8 1 392.5 - 18.5
Gross profit 253.7 359.1 - 29.4
Operating result 26.6 10.2 + 160.8
Consolidated net income 11.4 8.1 + 40.7

Affinity of ads among supporters in "Yuppieland "Best of Print Advertising The 2002 advertising hits 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".

Jürg Brauchli, the number two on Tamedia's management board, on 20 MinutenBy Markus Knöpfli The rumor mill is churning: There is speculation everywhere about the possibility of Tamedia acquiring a stake in 20 Minuten. WerbeWoche therefore spoke to Jürg Brauchli, Deputy Chairman of the Management Board and Head of Newspapers at Tamedia, about the situation on the free newspaper market.
Bilanz recently spread the rumor that Tamedia is "eagerly" courting the commuter newspaper 20 Minuten and wants to buy it. What is the actual situation?
Jürg Brauchli: We said that we wanted to take a closer look at both the regional newspaper market and the commuter newspaper market.
This is tantamount to a change in philosophy compared to 20 Minuten, given the defensive stance taken two years ago. Does this have anything to do with the new CEO?
Brauchli: This is only a limited change in philosophy, which is not primarily due to Martin Kall. We have to follow the changing market, which is why we have been in constant contact with 20 Minuten and, a year and a half ago, with its parent company Schibsted.
It was observed that Martin Kall had a long, animated conversation with Rolf Bollmann, publishing director of 20 Minuten, at the Zürcher Theater Spektakel.
Brauchli: Of course, why wouldn't he do that?
In addition, people from 20 Minuten are said to have been seen in the Tamedia boardrooms.
Brauchli: Mr. Bollmann visited me recently and we talked about transport and printing. We take care of the distribution for 20 Minuten. 20 Minuten is also restricted because AZ Medien can print the Bern and Basel editions with a maximum of 32 pages. So I spoke with Mr. Bollmann as I would with any customer. However, the possibility of joining 20 Minuten was never a topic of discussion with him.
But perhaps with the Board of Directors of 20 Minuten Holding or with Schibsted?
Brauchli: We were already in contact with Schibsted before the launch of 20 Minuten - the last time was a year and a half ago.
Will Tamedia now print 20 Minuten?
Brauchli: No, I think they have longer-term contracts with AZ Medien.
But will Tamedia step into the breach if 20 Minuten ever wants to print more than 32 pages?
Brauchli: Tamedia does not currently have the necessary post-production capacity.
What is your answer to the following thesis: A participation in 20 Minuten Holding could make sense for Tamedia for two reasons: Firstly, in view of the erosion of subscriptions and readership at the Tages-Anzeiger, the young readership group could at least be kept under
be brought (back) under the Group umbrella - which would open up a number of synergy opportunities. Secondly, Tamedia would finally gain a foothold abroad, which would also help it to step out of Ringier's shadow in terms of image.
Brauchli: Our CEO has clearly stated that we are focusing on Switzerland. Foreign countries are not an issue at the moment. I agree with you about readership figures, all commuter newspapers generate a lot of readers quickly. But who can guarantee that they will be successful in the market as a whole? It is said, for example, that Metro Stockholm is a success. But if you look at Metro's official figures, doubts arise. And Schibsted is also doing relatively badly, at least in Oslo and Stockholm.
However, 20 Minuten Switzerland continues to grow in the advertising sector.
Brauchli: We are in the process of taking a close look at this market. And if we come to the conclusion that it is lucrative, we will certainly not stand on the sidelines.
Tamedia holds 60 percent of ZürichExpress (ZE), NZZ 40 percent. Is there no non-compete clause in the contract?
Brauchli: A clause in the agreement states that the shareholders may not participate in or launch a competing product to the ZE.
The 20 Minuten HoldingThe 20 Minuten Holding holds stakes in commuter newspaper publishers in Switzerland (100%), France (16%) and Spain (67%). Various changes are at least possible from 2004 (WW 25/02): An IPO, a (partial) exit by investors or even the separation and sale of individual holding parts - such as 20 Minuten Schweiz AG. In any case, the Norwegian publishing house Schibsted can exercise a right of first refusal.

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".
(Values = index "Supporters" of the advertisement compared to the average of all advertisements in the sector; 1.00 = average = 100%)Getränke Valser Mineralquellen AG (Contexta Bern) Höhle und Berge 1.40
Banks/credit cards/Post Zurich Penalty by Kevin (DDB Zurich) 1.70
Car Lexus Lexus SC430 (Zahnzimmermannfankhauser) 1.50
Watches/Jewelry Maurice Lacroix Leguan (Jung von Matt/Limmat) 1.20

Which cultural event did you visit last?Muse und Musse Christian Aeppli
Christian Aeppli: The World Music Festiv'alp in Château- d'Œx, because the ambiance is cozy.
What are you reading right now?
Aeppli: From Charles Schaar "Vie et légende de Jimmy Hendrix", which I admire.
What CD are you currently listening to?
Aeppli: The complete works of Robert Johnson, a pioneer of acoustic blues.
Which movie would you most like to see again?
Aeppli: "Hatari" by Howard Haws.
What TV show did you fall asleep during the other night?
Aeppli: None of them, because from June to the end of August I don't watch TV at all.
What is your latest discovery on the Internet?
Aeppli: www.24heures.ch
What could you never do without?
Aeppli: To freedom.
What do you do in a free minute?
Aeppli: I spend my time as a drummer in a jazz band or go fishing.
Love is ...?
Aeppli: ... sharing, a benevolent attitude toward fellow human beings and moving forward.

Change at the top at Edipresse. Paul Miskiewicz, General Manager of Edipresse Switzerland, will retire at the end of the year.His current deputy Tibère Adler will succeed him on January 1, 2003, the Lausanne-based media company announced on Tuesday. Miskiewicz will remain on the Board of Edipresse.Dominik Kaiser must go at viva plus. Music TV group Viva Media AG is repositioning its Viva Plus channel. The stronger commitment of AOL Time Warner to Viva Media makes it possible to optimize the station group, is the official reading. Above all, this means that the editorial and management teams of Viva and Viva Plus will be merged. According to the Kölner Stadt-Anzeiger, most of the 70 employees of Viva Plus could be laid off, although the group would not confirm this. In any case, Dominik Kaiser from Basel, who took over the management of Viva Plus in November 2001, has lost his job. Viva Plus was only launched at the beginning of the year as a joint venture between Viva Media and AOL and was planned as "Europe's first fully integrated music TV" with interactive content and online services. Now the concept is to be adapted to that of Viva's Dutch subsidiary The Box, which mainly plays request clips.
Don't slam the food. DDB Zurich's advertisers said to themselves: "Rosaly's" restaurant cannot be allowed to live a shadowy existence behind the legendary "Vorderen Sternen". That's why they have made a communicative strike in the truest sense of the word. GF posters in the vicinity of the Stadelhofen train station in Zurich were once again intended to drastically demonstrate to passers-by, and especially to the younger public, the qualities of the "Rosaly's" cuisine. The subject shows a boxing glove lying ready to hand between knife and plate. Just in case... because "Rosaly's" serves menus "that no one likes to share," according to CD Patrick Lienert.
The most beautiful return trip. Belair, Hotelplan's new vacation airline, distinguishes itself from the competition primarily by its comfort offerings such as seat pitch, free choice of menu, and free drinks. "That's a great way to start your vacation," says Publicis and promotes new customer Belair with a corresponding double ad. For the claim "The most beautiful vacation", a Belair aircraft is shown high above the clouds on the outbound flight to the vacation paradise. For the text "The second most beautiful", the plane flies back to work. Only advertising is more beautiful, could be said in addition in a third picture. But the creative team around CD Markus Gut probably forgot that in their high-flying furor.

Projekt advertises with ironed shirts. Appenzell-based marketer of special advertising formats, Projekt GmbH, is launching a new offer: shirt advertising. Laundries place cardboard boxes inside freshly ironed shirts to keep them in shape. These cartons are now printed with advertising messages by Projekt. The idea is not entirely new: Frank Bodin used it as a one-shot two years ago and won a direct marketing award for it. Projekt has developed this further and commercialized it. In the first phase, a laundry in Zurich and one in Basel were won over as partners, each of which will bring 7,000 shirts per month into crease-free shape. The network is to be extended to the whole of Switzerland. Project identifies men in upper positions with high incomes and an interest in products that are somewhat more expensive as the target group. The magazine Bilanz and the underwear manufacturer Schiesser have been acquired as the first customers.
Pfister discovers Africa. "Mysterious, passionate and original" is how the stylists at Möbel Pfister see the black continent. With these attributes, Africa has now become a theme at the Swiss furniture retailer, following the international fashion world. This fall, Pfister is showing a wealth of inspirations, ideas and furnishing tips around the trend design Africa. The catalog has been structured under the motto "Pfister moves you for a lifetime" and ranges from flexible youth furniture to Trendline and Italian design to
to timelessly elegant living ideas. In addition, there is a variety of accessories with which the theme of Africa is playfully easy to implement. To set the mood for this ethno ambience, a CD with "Sounds of Africa" is also included in the catalog. The catalog with the Africa idea was designed in-house at Möbel Pfister in co-production with Thomas De Monaco.
Werbepauke.de shows international TV spots. Since Thursday the advertising kettledrum is beaten in the Internet: Under www.werbepauke.de a Website starts, which makes possible for its visitors the playing, evaluating and dispatching of current or classical commercials from all world. The first highlight is the spot from Dentsu Tokyo for the soft drink Pocari, the first advertisement to be realized in space. In addition to new spots every week, the commercial timpani also offers making-ofs, outtakes and previews. Showrooms for individual brands and agencies are to be set up by the end of the year. The website is not just aimed at the industry, but above all at advertising fans among consumers. It is supported by cinema marketer WerbeWeischer and Springer & Jacoby International, among others.
First Flush in the graphic. Spring marks the beginning of a season in Darjeeling, northern India, that tea connoisseurs eagerly await: it is the time of the first flush - the first plucking of the tea year, when only the first two leaves and the bud are carefully picked by hand and processed into a tea famous for its flowery aroma. "First Flush" is now also the name of an exhibition with the hand-picked "harvest" of posters by young Swiss graphic studios, which in a fun, provocative and also virtuoso way set themselves apart from what has made the rule-ridden "Swiss graphic" world-famous. In recent years, the strong interpenetration of music, club and visual culture has encouraged many young graphic designers to try out new forms of expression and to find a light-hearted approach to the heritage of Swiss design. The exhibition is "guest of the Swiss National Bank" at Fraumünstergasse in Zurich.
MTV collects cell phone numbers. The music channel MTV plans to market the mobile phone numbers of its viewers in the future. As Werben&Verkaufen reports, the station will be collecting the numbers of participants in sweepstakes and other interactive show formats in the coming months. Assuming the viewers' permission, MTV plans to later provide them with self-promotion via SMS. This channel will also be available to advertisers for direct targeting. As marketer and technical service provider, the broadcaster is cooperating with mobile marketing specialist 12snap. The German head of 12snap, Ingo Griebel, does not want to start marketing until 50,000 recipients have registered. This number should be reached by the first quarter of 2003 at the latest.

Guye Benker promotes aperitif maker's premix drinkBy Ernst Weber Campari Switzerland launches its alcoholic drink Campari Mixx with an aesthetically clean campaign by Guye Benker (GB), Zurich. The target group in the booming alcopops market is nocturnal, adult lounge and bar goers.
Alcopops, as the mixed drinks made from spirits and fruit juices are called, are a big hit in the beverage market: within two years, from the beginning of 2000 to the end of 2001, consumption rose from 1.7 million to 28 million bottles. Alcopops now account for four percent of the spirits market, according to the latest statistics from the Swiss Alcohol Board (SAB).
The end of the boom is far from in sight. Dieter Tosoni, head of trade and advertising coordination at the SAB, estimates that 35 to 40 million 2.75 deciliter bottles of alcopops will be consumed this year, either over the counter or at discos and other trendy venues.
The relatively low-alcohol drinks (Bacardi Breezer, for example, has 5.6, Campari Mixx 6.5 percent alcohol) are drunk mainly by teenagers and young adults - but there is a lack of studies on the alcopops consumption behavior of Swiss young people.
In order to be able to compete in this lucrative business, the Monaco-based spirits producer Campari International is therefore planning to launch the premix drink Campari Mixx globally. In Japan, it has already been consumed for three years under the name Spumoni - and is already an integral part of hot party nights there, as Chris Nietlispach, General Manager Campari Switzerland, explains.
Campari Mixx is launched in Switzerland - after Italy the second European country where the trendy drink is launched - with an appearance by Guye Benker. The graphic ties in with Campari's tradition of portraying the brand's identity through aesthetically high quality advertising.
Positioning bypasses ban on alcohol for teenagers
Christophe Guye is aware of concerns that Campari Mixx could tempt those under 18 to abuse alcohol - because the SAB has counted alcopops as spirits since February 1, 1997, thus banning advertising that is specifically aimed at young people under 18.
The mixed drink (Campari, grapefruit, soda) is sweeter than the classic Campari Bitter, but still bitter enough not to appeal to young people. Research has shown that bitter drinks are only appreciated by people over 25, explains agency owner Guye.
The advertising implementation circumvents this problem by positioning the product with an older target audience in mind as a drink to be consumed at night when all under-18s are (supposed to be) long asleep: To the viewer of the advertisements and posters, the characteristic features of the packaging - they were adopted from Japan - light the way to the product like a light in the night.

Budget News Winning streak at Lang Gysi Knoll
Bern-based advertising agency Lang Gysi Knoll (LGK) won four competitive presentations in July and August. According to the agency, the first three clients do not want to be named until the campaign launch. Mandate number four is a communications package for a new service of the Institute of Intellectual Property. A fifth new client, SRG, chose LGK based on an agency presentation.
Alex Schmid makes up Margy's
Alex Schmid AG, a dialog marketing agency based in Zollikon ZH, now manages the cosmetics brand Margy's Monte Carlo. It offers skin cosmetics products in the upper price segment worldwide, combined with spa treatments. Alex Schmid is subjecting the brand to a gentle redesign and developing further brand building measures. Margy's is distributed from Monte Carlo, but the laboratories are located in Switzerland.
Ranz looks after the Basel Liberals
The Basel advertising agency Ranz has won the budget of the Liberal Democratic Party (LDP) Basel-Stadt. Ranz prevailed in a pitch. Ranz realizes the overall appearance of the LDP Basel-Stadt for the election year 2003. The Liberal-Democratic Party Basel-Stadt (Association of Liberals and Trade) is the third largest party in Basel and provides one National Councilor and two government councilors.

Zurich-based Comet Photoshopping has launched a super-fast online picture archiveBy Andreas Panzeri Zurich-based Comet Photoshopping GmbH has joined the Internet portal of Munich-based Global Pictures. Comet is the first Swiss photo agency on this B2B portal with its more than 50000 pictures.
Since 1999, Munich-based Global Pictures has been offering a platform-independent B2B Internet portal for the automatic marketing of digital image material. The portal has one of the fastest search engines, so that the often time-consuming image research "can be reduced to just a few seconds," as Dieter Enz and Ueli Meier explain. With their Comet Photoshopping, the two Zurich photographers were the first Swiss photo agency to hook up to the Global Pictures system. Behind this is a complex database that enables virtual server hosting. Here, the search is carried out via all connected picture agencies and archives. Comet Photoshopping is thus in company with German agencies such as Deutscher Fernsehdienst, Transglobe Agency, Silvestris, Telepress-Pandis, FotoMedia, Sperber and IFA Bilderteam.
Particularly attractive is the fact that you can search this online archive at any time. Searches and downloads for layout purposes are free of charge. For HiRes downloads via e-mail, a fee of 5 euros is charged, and for automatic sending via Leonardo, a surcharge of 3 euros per image.
If the picture is finally used, the customer does not pay an anonymous fixed price by credit card, but negotiates the rights individually with the photographer on the phone on the tariff basis SAB. For this fee, an advertising agency is still sent an invoice according to old fathers' custom, despite lightning-fast delivery of the picture.
Anyone who, despite an "extremely user-friendly interface," is not confident enough to conduct research via the Internet, can still get advice from Comet over the phone, as Ueli Meier promises as the person responsible for data handling.
Comet Photoshopping, as a new partner of Global Pictures, is a universal agency with a special competence in aerial photography. "We have the most up-to-date archive of aerial photographs," says Enz. Likewise, Comet Photoshopping offers a comprehensive collection on the subject of country and people, as well as current images of Expo.02 or landscape shots from around the world. Represented are various domestic and foreign photographers as well as international picture agencies in Switzerland, among them Picture Press, the picture agency of Gruner + Jahr from Hamburg with its picture catalogs People, Animals as well as Elements and Concept.