Journalistic committees and boards need a clearer positioning in corporate structuresBy Daniel Schifferle Journalistic committees in media companies often suffer from two things: Either they are toothless token committees, or they exert undue influence. Both are harmful. In order for self-regulation to play out properly, media scholars argue for a clear separation of strategic and operational responsibilities.
Constantly reflecting on and monitoring its own journalistic work is one of the central tasks of every media company. However, there are major differences in the form in which companies fulfill this publisher's duty today. In almost all Swiss publishing houses, this task is still performed by the publishing families themselves. For this majority, journalistic quality control is still considered a self-evident duty that is part of the passion of being a publisher. Matthias Hagemann, Chairman of the Board of the Basler Mediengruppe, is quite clear about this. "For our company, we have no need for an advisory board.
The publishing responsibility is assumed by the family itself. This task has always been central for us, and we are happy to fulfill it."
However, this traditional form of journalistic self-regulation quickly reaches its limits with the increasing size of media companies, which have a wide range of products to oversee. For this reason, major publishers in Germany and abroad often set up journalistic committees. Their task is to monitor and coordinate the content of the titles - and sometimes also to intervene.
Mostly, these are bodies with purely advisory functions, but they also run the risk of being mere discussion groups with no effect on day-to-day business. If it weren't for Roger de Weck, Tamedia's new journalistic conference would have to be counted among them. This type of committee clearly plays its role at the strategic level, without exercising any concrete functions in the operational area. The other variant of a journalistic committee, which has more bite, was or is at work at Ringier. However, the greater effectiveness of this version comes at a price. It seems to be possible only if the boundaries between strategic and operational influence are crossed.
Instead of advisory boards, external experts can also do their good
The Borer case has impressively demonstrated that mixing strategic and operational functions carries enormous risks. "One problem at Ringier is that its journalistic committee was also the real power center in the media company," says Zurich sociology professor Kurt Imhof. "This is not, of course, an independent reflective body."
Ironically, however, Ringier, which is currently the subject of much criticism, is the very company where a journalistic advisory board has worked most efficiently to date. Precisely because this committee operated particularly close to day-to-day business. Management consultant and ex-Tamedia strategist Kurt W. Zimmermann agrees. "Journalistic quality control and journalistic discussion must be located close to the daily production of content, otherwise it doesn't work." Unfortunately, however, all these journalistic bodies are usually not permanently available contacts for the editors-in-chief.
Zimmermann doesn't think much of sporadic disputes about journalistic direction, which usually take place in retreats, seminars and, at most, paper reviews. "My experience as editor-in-chief has shown that daily discourse is needed," he says. "With Frank A. Meyer, the editors-in-chief had exactly that, namely a contact person available every day. Despite all the criticism, you have to acknowledge this role. Here, journalistic goals were discussed in concrete terms, regardless of whether one thinks Ringier products are good or bad."
But the mixing of operational and strategic functions practiced there comes at a high price. The Borer case has made the problems of inadequate journalistic management structures and deficits in quality management particularly clear, says Professor Otfried Jarren, Director of the Institute for Journalism and Media Research at the University of Zurich. "The fact that it could have come to this at all casts a bad light on the journalistic committee responsible there and the concept it practiced.
The deficits and grievances have been shown to be so serious that one has to ask whether the existing structure and practice there alone are still suitable for future quality management," he criticizes. Such bodies must be clearly defined, both in terms of their influence and their limits. In order for these bodies to be able to act effectively, he pleads for as much distance as possible from day-to-day business.
This is entirely in line with the business management concepts currently being intensively discussed under the heading of "good governance. Among other things, these call for companies to have a differentiated external perspective. Jarren therefore advises that advice be systematically ensured through the composition of the staff, and that external experts be brought in on a case-by-case and project basis.
Kurt Imhof is also convinced that something has to change at Ringier. Because the Borer case is not over yet. "The damage to Ringier's reputation is a fact. But there is still a great deal of uncertainty within the media company. The employees' sense of belonging and orientation have been damaged." In the meantime, however, something has already been done with Frank A. Meyer's sabbatical. "With this, the media company is demonstrating to the outside world a clarified management structure - and apparently the willingness to establish this internally as well."
Whether this hope will be sustained or deceptive remains to be seen. The official wording on Frank A. Meyer's duties and functions after his so-called "vacation" (see box) leaves everything open. A return to all previous roles is also possible. In doing so, he is unlikely to face any significant resistance from the squad. "There are people there who are practically all disciples of Frank A. Meyer," says a Ringier insider.
Future open for Frank a. Meyer
Various versions of Frank A. Meyer's future roles and functions have been circulating in the media. The official version, as communicated internally at Ringier, reads as follows, according to Ringier spokesman Fridolin Luchsinger: "In March 2003, Frank A. Meyer will resume his work. This will then include his work as a columnist, as a TV presenter, collaboration on journalistic projects or strategies, and journalistic training and continuing education." As Luchsinger told WerbeWoche, the internal publisher's communiqué was formulated in this way by Michael Ringier himself. However, the less than concrete wording of the communiqué leaves open all kinds of loopholes regarding Frank A. Meyer's future positioning.

Affinity of ads among supporters in the "Christian camp "Best of Print Advertising The 2002 ad 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".

News Swisscom joins Unit Net
Swisscom Enterprise Solutions has acquired 49.9% of the share capital of Zurich-based Web broadcasting company Unit Net AG. An option allows Swisscom to acquire a majority stake by 2005. The transaction takes place within the framework of a capital increase of Unit Net AG. Other shareholders are the company's founders and several investment companies.
Internet community continues to growThe number of Internet users in Switzerland continues to rise. According to the AG für Werbemedienforschung (Wemf), 2.375 million people are online several times a week. In the previous year, the figure was 2.096 million. 60.7% are men, 39.3% are women. At least once in the last six months, 3.195 (previous year 2.917) million people have surfed. This is 56.8% of the Swiss resident population aged 14 and over.
FuW launches push service Under "MyFuW," Finanz und Wirtschaft delivers articles of the
latest issue. These can be selected according to user-defined themes.
Registration takes place on Finanzinfo.ch, the website of Finanz und Wirtschaft.

The launch of the Saab 9-3 Sport sedan is a model case for dialog marketingBy Andreas Panzeri Following the takeover of Saab by General Motors, the Swedish car company not only wants to turn its dealer network around worldwide. With the new 9-3 model, the brand also wants to break out of its previous niche. In the future, a new model is to be launched once a year. The advertising concept for the new sports sedan is also exemplary.
A few discreet advertisers in Switzerland, successful German chefs, English moose hunters or otherwise gnarly loners have represented the typical clientele for the niche brand Saab up to now. They wanted to be able to rely on a car at the technical forefront in the area of active and passive safety. That is to remain the case in the future.
But since Saab had been driven to the brink of ruin by the dramatic collapse of the global automotive market in the 1990s, not only a new financial backer was needed in Trollhättan, Sweden, but also new marketing with somewhat trendier styling. Financially, Saab has since been 100 percent under the control of General Motors. Stylistically, the Americans want to use Saab to build a premium GM brand for the European market.
"We no longer want to be, and can no longer be, the brand for the total individualist," said Saab Germany boss Johannes Cürten a few days ago at the opening of two new Saab City Centers in Hamburg and Munich. Similar to four German cities now, Saab has also created such showroom centers directly in the city center in London and Paris. San Francisco and Tokyo are to follow soon.
Saab wants to target its advertising media more effectively
In Switzerland, Saab has long held a very high market share, namely the fourth largest in the world. Sales are managed centrally from Glattbrugg via a dealer network of 49 garages. 25 employees, 4 of them in marketing, have so far brought about 3000 cars per year into the niche market. This niche market is now to be expanded in Switzerland, as Bruno Mettler, Project Leader Advertising & Direct Marketing at Saab Automobile Schweiz AG, hopes.
From September, the new Saab 9-3 will offer a 150-210 hp tool for this purpose. The sports sedan with the trendy notchback, which is unusual for Saab, is positioned in the premium five price segment together with Volvo, Audi, BMW and Mercedes. Saab sees the "career-conscious, high-earning individualists around 40" as its desired clientele.
The company aims to reach this new Saab driver with a three-stage campaign across its five different target groups - dealers, employees, media, existing customers and new prospects.
To conclude the positioning a TV spot
The prelaunch phase lasted from May to July and has so far reached around 33000 Internet users after test drives for selected journalists. Of these, more than 300 have registered for the Saab newsletter, 87 have already booked a test drive via the web, and 244 have ordered a brochure.
In the launch phase starting in September, the aim is to send out 6000 personal invitations to existing customers and other interested parties, with a further 500 test drives and at least 1000 detailed brochure orders.
And the model-like thing about it? Compared to other applicants in the car trade, Saab also wants to weight the advertising media somewhat differently in line with its niche audience and use them in a more targeted manner, according to project manager Bruno Mettler. Saab's appearance in the first prelaunch phase should not be as large as the advertising for small cars or as loud as the announcement of new models from major brands. Classic means such as advertisements will only now follow in the launch phase from September to October.
A TV spot to cement the broader image will have to wait until November, when the launch phase is followed by the final positioning phase.
Advertisements, brochures and the commercial were all created identically by Saab headquarters in Sweden for worldwide use. However, Saab Switzerland was given more freedom for local dialog marketing.
The concept for this launch communication, which is weighted very significantly at Saab, is to work the market as a niche market. If someone shows interest, an active dialog starts. This advertising, based primarily on direct marketing, is handled by Fisch Meier Direkt for the special Swiss clientele.
Almost every Saab buyer has long considered the purchase
The DM agency, which belongs to Publicis, has prepared various campaigns on the net and also directly on the sales front. With an exclusive event on September 5 and 6, selected customers will come into contact with the Saab 9-3 Sport Sedan for the first time as part of a "Swiss preview" - and will then hopefully be able to rave enthusiastically about the new styling of the sports racer to their acquaintances as opinion leaders.
A broader, but still personally addressed audience of some 40000 existing customers received an invitation for the subsequent official "Swiss premiere" on the weekend of September 7 and 8 at regional Saab dealers.
Classical campaigns as well as an insert with a circulation of one million in target group-oriented titles should then generate another 150,000 contacts with defined media numbers in late fall to winter, from which finally 1000 test drives would have to be concretized.
Regional advertisements with dealer advertisements are also scheduled in this phase. In all advertising activities, however, "unnecessary pressure should never be created," as marketing manager Arno Gunsch explains, even when personally following up with dealers. People "on the verge of buying a car" should not be introduced to the hitherto exclusive world of Saab with cheap market clamor, in keeping with the brand's noble reputation. In addition, this clientele is not under time pressure. It takes three to nine months on average for someone to decide on a new car in the Saab category of the new 9-3 from at least 39000 for the Linear model to 50000 francs for the Aero.

Peter Frey has been majority owner of cR DDB, Basel, since July 1Head of the week "Clients have noticed: It doesn't always have to be Zurich "Since July, cR DDB, Basel, has been 80 percent owned by its long-time managing director Peter Frey. He has taken over the shares from his business partner Jürg Schaub, who at 67 is slowly thinking of retiring. The remaining 20 percent of the shares are held by the American network DDB.
Peter Frey soon refrained from selling the agency, which had also been discussed. It would have meant that the agency would probably have been moved to Zurich. The majority owner came to this conclusion after initial talks with interested parties "who drove up to us in cars with Zurich license plates.
Frey, who is now 53 years old, feels committed to Basel as a location. The city needs good agencies to continue the tradition that has grown, for example, through the Basel School of Applied Arts and the founding of the former GGK. "Besides, clients based in other larger Swiss cities have long since noticed that it doesn't always have to be Zurich," says Frey.
Born and raised in Therwil near Basel, Frey felt an early desire to work in advertising. He joined creative Realisation (cR), founded by Jürg Schaub and Horst Kepka in 1968, in 1972. before that, following his commercial training, he had worked as an archivist at the Maeght gallery in Paris until the outbreak of the student riots in 1968, after which he was employed in the advertising department of L'Oréal, Geneva.
"Hardly much will change in the spirit of the agency," says Managing Director Frey. He wants to offer existing and "new clients who fit in with us" the same as in the past 30 years: namely, strong creation and a "relationship culture" that strives for tolerant interaction at all levels. To continue the continuity, he has brought Hans Tanner on board as CD and Daniel Bürgi as Head of Customer Consulting and Strategy and into the management team.
Incidentally, one example of how the "relationship culture" works is the business partnership between Peter Frey and Jürg Schaub. "We haven't fought each other once in all these years and have made the transition without consultants or lawyers," says Frey. He is convinced that this corporate culture has not remained without influence on the employees, some of whom have been with the company for many years.
Peter Frey also likes to keep the reins in his hands in his spare time. He owns two horses with which he participates in military competitions. A second hobby is jazz, which he not only listens to but also actively supports: The agency designs the monthly programs of the Basel live club "The Bird's Eye".
Ernst Weber

With Jung von Matt, GKB wants to reduce its customers' fear of online bankingHeadlines such as "A new bank is being created here" teased the introduction of Internet banking at Graubündner Kantonalbank (GKB) throughout the canton of Graubünden in 1999. The posters, designed by the Honegger von Matt agency at the time, advertised the new location- and time-independent service at UBS branches or garage sheds. Today, online banking accounts for a good third of the payment volume, but overall the service is only used by just under 10 percent of all GKB customers - in absolute figures that is around 15,000 users. Although many are aware that online banking exists, some of them are very skeptical about using it. The in-house agency Jung von Matt/Limmat is now aiming to break down these inhibitions with a new teaser campaign.
Every technical innovation is initially met with resistance, said the Zurich creative team around CD Alexander Jaggy and visualized four examples. For the past two weeks, the inhabitants of the canton of Graubünden have been confronted with contemporaries in the look of the 1980s and 1990s, who claim from posters that neither the CD nor the snowboard or the 50 km/h speed limit will ever catch on. And certainly not the cell phone. The headline of the resolution, "Neither will Internet banking", winkingly exposes any online banking skeptics as people from the day before yesterday. On the other hand, the agency did not need to do any convincing to implement the rather unusual campaign tenor for a bank. After all, humor was already used at the launch three years ago - with success. Simone Keller

In addition, Roselien Huisman will take over the management of the Automobil-Revue Group at Espace Media as of October 1, 2002. Ulrich Utiger, who previously managed this division in a dual mandate, will concentrate on managing the agricultural media division of Espace Media.
Personnel changes for Trimarca in Chur: Consultant Karin Waltenspühl will take over as advertising manager at Südostschweiz (Publicitas, Chur) from October. She will be succeeded at Trimarca by Marco Balestra. Marketing planner Yvonne Scarpatetti leaves the team at the end of September and is replaced by Olivia Coray, who joins the agency in mid-September.
At the end of August, the advertising agency Dorland Zurich and the PR agency GCI, a member of the Grey Group, merged to form Friday. The new agency for networked communication is led by the two Managing Partners Mark Sommerhalder and Philipp Welti and is part of the Grey Global Group.
René Kamm replaces Jürg Böhni as Chairman at the beginning of 2003.
of the Group Management of Messe Schweiz AG (MCH). Böhni and his deputy Hanspeter Meyer are retiring early. He will be succeeded by Kurt Frischknecht, who will head the European Exhibitions Division. Markus Haering (previously), René Kamm and Kurt Frischknecht will also join the Board of Directors (BoD) of Messe Zürich. The trio will also form the Board of Directors of the subsidiary Messe Basel AG.
Following his surprise departure from Beobachter at the end of his trial period, Tarkan Özküp (photo) is to become the new Head of Sales and Marketing at TeleZüri. Özküp will report directly to Andreas Meili, Head of Electronic Media at Tamedia. He will be responsible for all sales of advertising time for the local broadcaster.
Together with Patrick Stoll, Patrick Spahr, alias Patman, founds Station AG in Zurich. The new agency develops digital and traditional communication measures.
Thomas Ziegler has been the new Head of Marketing at magazine publisher Edipub SA in Zurich since the beginning of August. He succeeds Fabiana De Cassan, who has taken on the role of COO at the Edipresse subsidiary. Jean-Claude Raemy also joined the sales team for the women's magazine Femina at Edipub Zurich at the beginning of August.

ColumnThere you go. Hardly any other ad has ever better illustrated what women and men actually think of their kind deep down inside. Men apparently love their kind so much that they immediately have to go for the cloth, and women fight each other (after they have undressed, but not quite naked) for Adam's attention. What the dear Evas unfortunately have not understood until today: It's not the body that counts for him, but the right beer. If I had to choose between a Miller Lite or a Peroncino, I would order a Carlsberg and write a letter to the Olympic Committee, enclosing the ad for the Peroncino. Contents: top secret. Chandra Kurt [email protected] Do you have a light?
By Dominik Imseng
Happiness is a warm weapon, sings John Lennon, but many of my friends say: Happiness is a burning cigarette. A friend from Hamburg, for example, said: "Cigarettes are important for me, they give my life peace and concentration, but they also give it death. But: Is that even a contradiction?"
I don't know, I said, and all I could hear was my friend taking a drag on his cigarette, a sound I like a lot because it's such a slightly smacking sound, and whenever I hear it I wish I smoked myself just for the sake of that sound, then I called a few people.
A. stated that he smoked so that he could casually light up after an accident.
B. explained that smoking helps her to put things in the right order, because, strictly speaking, doesn't the world have a place in a pack of cigarettes?
C. claimed to have quit smoking just yesterday.
D. spoke of the sudden-
The first thing you have to do is to lightly click your tongue in front of you.
E., who is an artist, said none of his work reveals as much about him as the brand he smokes and the way he holds a cigarette.
So smoking, I thought, can be an invitation to think, and thinking is basically not so bad. Then I went down to the street and stopped in front of a cigarette machine. I gave it a kick, a pack of Marlboro Light flew out, and I remembered that a few years ago an acquaintance had left his girlfriend because she smoked a brand that had just been introduced at great expense.
Sadly, I thought, tired from thinking so much, I went to bed.
During the night the rain came.
[email protected]
Dominik Imseng is Creative Director at McCann-Erickson, Zurich.
Business Lunch What casual cheerfulness in the green courtyard
The people of Geneva are truly to be envied - no other region has such a high density of excellent business lunch venues - except Zurich, of course. But while rip-offs are rampant on the Limmat (not everywhere, to be sure), one gets
in the metropolis of western Switzerland, veritably well-prepared food that costs little.
So the paths led to the Boulevard Helvétique in the heart of the Rhone city, to the house number 19, "Le Patio". This means something like inner courtyard. And indeed, the interior exudes a touch of Mediterranean courtyard culture: green-painted lattices for imaginary climbing plants, a view of natural stones (but I didn't check whether they were real or just painted on), and finally a "parasol" in the middle of the restaurant, which made the illusion of outdoor pleasure perfect - because it sticks inconspicuously to the ceiling ... The yellow tablecloths and the green chairs completed the interior.
What was it? "Papillote croustillante de gambas et Julienne de légumes au miel, gingembre et champignons chinois". Tastes exactly like it reads: Yum. In truth, it is a huge spring roll that was filled with shrimp. Okay. And the sauce was just as described: Honey and ginger. But all not dominant.
Second course: "Aiguillettes de filet de canard rôties à l'ecorce d'orange, jardinière de légumes, haricots verts, timbale de riz sauvage". Bref: The duck breast was perfectly roasted, a light, pleasant fragrance rose to the nose from the grated orange skin - vegetables and rice went well together.
Chapeau! For 42 francs, you're served a menu cooked with love by a pleasantly attentive waitress and can concentrate undisturbed on the conversation. Well, the tables are a bit close together, so let's leave the trade secrets alone.
No wonder, a rather "middle" cadre meets here for lunch. Not because of the prices, mind you, but also because you can taste a bottle of good wine in peace, which also (watch out, the joke is coming again) costs no money in the world. The open wine selection is spirited and lists some nice French.
They can do it better, more pleasantly, the French: Because Michel Prato and his team are not there to raise the blood sugar level, but because they understand a lot about what is in danger of being lost elsewhere: simply being a host.
Carlo Bernasconi
[email protected]
Bar Restaurant Le Patio19, Boulevard Helvétique
1207 Genève
Tel. 021 736 66 75
Reservation appropriate
RatingEssen .......................4
Drinks ..................3
Operation ................4
Business Factor ..........2
5=top, 4=very good, 3=o.k., 2=naja, 1=flop

The cooperation between Publisuisse and TeleNewsCombi is (almost)By Markus Knöpfli TeleNewsCombi (TNC) has to hurry: The offer for 2003 has not yet been finalized. It is uncertain whether all broadcasters will remain loyal to the TNC. However, the cooperation with Publisuisse seems to be perfect.
Since August 30, the private TV network has had a new managing director in Marcel Geissbühler. The new appointment had become necessary following Christian Stärkle's departure. Geissbühler was proposed by none other than Andreas Meili, Head of Electronic Media at Tamedia and now also Head of Belcom. This comes as no surprise as Geissbühler is not only an "old hand" who wants to set a brisker pace in the sluggish TNC - Meili can also use him to secure Tamedia's influence in the TNC. After all, the Zurich-based media company also holds stakes in Conradio and Tele Bärn via its 49-% stake in the Berner Zeitung. The election proposal therefore initially gave rise to discussions.
Otherwise, however, the TNC is still a little shaky. The TNC contract expires at the end of the year and a new one has not yet been signed. Although further cooperation is hardly in dispute, Tele Südostschweiz at least is considering whether it wants to continue to participate at all. Although Silvio Lebrument, who is responsible for the joint platform, does not question its purpose, he is dissatisfied with his share of the advertising revenue. "We haven't yet received what we hoped for from the TNC," he says. Despite the hesitation in Chur, Geissbühler assumes that the TNC "can be continued in the current constellation" in 2003.
The marketing cooperation with Publisuisse proposed in the spring is not yet finalized, but appears to be on the right track. Under discussion are the connection of the TNC to the Publisuisse booking and planning tools - Publiplan and Mediaoptimizer, which would be a huge handling advantage for the TNC - as well as an advertising combination between TNC and SF 1. An SF 1 advertising block before the "Tagesschau" would be combined with the TNC block before or after the regional news. Publisuisse also offers the marketing of this combination as well as invoicing and money distribution.
Publisuisse's Director Ingrid Deltenre is not convinced by this
cooperation confidently. "The plan is for the contract to be signed by mid-September," she says. Geissbühler, who describes himself as a "clear supporter of a partnership with Publisuisse", is nevertheless more cautious. "IP Multimedia has also submitted cooperation offers to us. We still have to decide. But we already have a preference for Publisuisse," he says.
It is clear to all TNC members that a decision in favour of IP would also be a decision against Radiotele and Publisuisse - and therefore also against Mediaoptimizer and Publiplan. In addition, Publisuisse has announced that it would make a combination with private broadcasters in any case - and it obviously has the larger stations behind it.
However, the planned cooperation with Publisuisse has one catch for marketer Radiotele: it will have to relinquish some of its previous tasks. And to put it mildly, the company is not all smiles.

News Radio Fribourg cooperates with Biel
German-language Radio Fribourg has been broadcasting more news since September 2. Thanks to a cooperation with Radio Canal 3 from Biel, which provides the international and national bulletins, the editorial team will be able to focus even more on regional topics in future. Listeners will once again be informed in High German in the hourly news and in dialect in the regional news.
No 20 Minuten in Basel tramsFrom Monday, the free newspaper 20 Minuten will no longer be published in the streetcars of the Basel public transport company (BVB). According to the publisher, there have been "inconsistencies in the handling of the contract". The contract with BVB was terminated at the end of August. "BVB did not implement the contract as it was defined", said Rolf Bollmann from 20 Minuten Schweiz AG on request. The free newspaper will continue to be distributed in the boxes and on the BLT and SBB network.
Social plan for Dimanche.ch
The trade unions and the publishing house Ringier agreed on Friday on a social plan for the ten Dimanche.ch employees made redundant at the beginning of July. Arbitration proceedings that had already been initiated were halted.

The billposting group no longer expects a trend reversal in Switzerland this yearBy Markus Knöpfli The consolidated sales of the billposting company Affichage fell by 1.4% in the first half of 2002 compared to the same period last year. The operating result fell by 6.6%. The consolidated result fell by 11.5% to CHF 12.5 million.
While Affichage's sales revenue in Switzerland fell by 5% to CHF 138.5 million in the first half of 2002 due to the economic situation, the Eastern European subsidiary Europlakat International (EPI) was able to increase its sales by 35.3% to CHF 19.1 million. This means that EPI not only contributed CHF 13.8% to total group sales, EPI also ensured that the decline of minus CHF 1.4% to CHF 157.6 million compared to the first half of 2001 was moderate.
In fact, a lot has happened in Affichage's entire Eastern European business in the first half of the year: EPI has increased its stake in the small Czech outdoor advertising company Usti from 16 to 84%. And in Slovenia's capital Ljubljana, EPI was awarded the contract for street furniture. However, the contract has not yet been signed, said Affichage CEO Christian Kauter.
Conversely, Affichage transferred its holdings in the Czech Republic and Slovakia, which were not integrated into EPI, to EPI partner JCDecaux (JCD), although this only became legally effective on July 1. New companies in Hungary and Bulgaria also only joined EPI after July 1. In Hungary, this involves the large-scale provider Avenir, which JCD has now integrated into EPI.
In Switzerland, the APGplus reorganization project launched last autumn resulted in the reduction of 20 jobs and thus lower expenditure on personnel (down EUR 5.61TP3 thousand) and administrative costs (down EUR 1.41TP3 thousand). Affichage does not expect a turnaround in its domestic market this year, but hopes to roughly maintain its share of the Swiss advertising pie, according to the letter to shareholders.
Affichage in figures (in 1000 CHF) 1st half-year 1st half-year Change
2002 2001 in %
Sales proceeds 157 631 159 911 - 1.4
Operating result 17 453 18 689 - 6.6
Consolidated net income 12 479 14 102 - 11.5

Publicis advertises for Publisuisse with unflattering celebrities for more TV spot customersBy Simone Keller The Swiss advertising market is a stepmotherly one when it comes to TV advertising: its share of the advertising pie was just 18 percent in 2001. In order to gradually increase this share, advertising time marketer Publisuisse is enlisting the support of the creative minds at Publicis.
Despite poor conditions, TV advertising was able to increase its market share by 1.4% in 2001 compared to the previous year. However, print products still hold the lion's share of 66%, as figures from Media-Focus show. While TV accounts for between 25 and 45 percent of the total advertising volume in neighboring countries, it only accounts for 18 percent in the Swiss market.
The advertising time marketer Publisuisse is therefore convinced that the potential of television advertising is not being used optimally. Barbara Kohler, Head of Marketing, explains the current "malaise" in part by the fact that TV advertising time is limited by law, namely to 8 percent of total broadcasting time and 12 minutes per hour.
In addition, there is a general ban on TV advertising for alcohol, tobacco, politics, religion and prescription medicines. In contrast, there are no comparable regulations for print media. Despite or precisely because of these restrictions, Publisuisse wants to "make the advantages of the TV medium better known" with targeted market activities and continuously expand its own market share.
Publicis gave Publisuisse a new look
Part of these activities is a print campaign that was launched in the trade press at the end of August. As part of the realignment of the company - from SRG SSR's advertising time broker to a more independent and flexible marketer - and the change in communication strategy, Publisuisse has parted company with its long-standing account holder Lang Gysi Knoll in Bern following an agency evaluation.
Its successor is the Zurich agency Publicis, which immediately knocked on the door of TV celebrities for the new campaign. To visualize the campaign claim "Everything looks better on TV", the team led by CD Markus Gut shows well-known faces as they are not known: without make-up, looking in the mirror in the morning. With disheveled hair and puffy eyes, talk show host Kurt Aeschbacher and weatherman Thomas Bucheli show their "true" faces to advertising clients in German-speaking Switzerland. For French-speaking Switzerland, a sleepy Lolita Morena and an unshaven Massimo Lorenzi demonstrate what can be retouched or emphasized on TV.
"Everything looks better on television because the images can be moved and accompanied by sound, which is not possible in print," says Markus Gut, explaining the claim and adding that the task was not just to develop a campaign. The aim was also "to create a motto, an attitude that can be communicated further".
The Zurich-based creative team has given Publisuisse a new graphic look: An orange background with the claim in black letters runs through all advertising material. An ingenious detail: the font bar is modeled on the shape of a TV screen. The print campaign is just the beginning, the CD reveals, with various other measures planned. One of these was already used during the AZ Cup last Friday: guerrilla stickers placed in the showers informed football-loving advertisers that even athlete's foot and orange peel skin would look better on TV.
The advertising campaign starts just in time for the beginning of fall, the time when media planning for the coming year takes place. September 11 is also approaching (see also page 18). This is a completely normal working day for Publisuisse, as Barbara Kohler explains. "However, when putting together the advertising blocks, we took special care not to schedule any 'sensitive' products such as airlines or commercials with 'critical' content."