However, Ralph Büchi, publisher of the HandelsZeitung Group, does not believe in a major exodus from the shaken stock market. When will the economic upswing return?
Ralph Büchi: Nobody knows. And anyone who claims to know is a fraud. Uncertainty about the timing of the economic upswing is omnipresent. That's why there is so much volatility on the financial markets.
But the stock market has lost confidence in the long term. It is now assumed that many of the shaken investors will keep their hands off the stock market for the next five to ten years.
Büchi: That's humbug. All those sayings that private investors have said goodbye to the stock market and now want nothing more to do with shares for the next ten years are, as experience shows, not true. Even a bear market cannot permanently change human nature. As soon as things go up for a few weeks, the vast majority of people are back in. If investors see an opportunity to make money on the stock market again, they will seize it.
Where do you get this conviction from?
Büchi: The stock market offers the only realistic chance of recovering at least some of the lost investments. Savings accounts and the entire fixed-interest investment market do not offer this opportunity. The returns on the real estate market are not outstanding either, but the risks are just as high as on the stock market.
Does this mean that people will soon be dealing with the stock market as before?
Büchi: Not that. People will invest with more experience and be more risk-aware. They will be much more disciplined than before, for example with stop-loss orders. We all had to learn that even Swiss blue chips can fall not by five or ten percent, but by 50 or 70 percent - nobody expected that.
At the moment, however, all indicators are still pointing downwards. Do you see any positive signals?
Büchi: There are some bright spots, for example in the corporate financial statements. These will benefit from the base effect in the third and fourth quarters. Last year, these quarterly results were already in the basement. This year's results will therefore be measured against the poor results of 2001. As a result, the 2002 financial statements will automatically appear in a better light. This fact alone can contribute to a more positive mood.
What is your best-case scenario?
Büchi: If the economic recovery trends are confirmed, there will be a substantial upturn on the financial and advertising markets relatively quickly.
What happens when the economy dives into a second hole?
Büchi: Then things will get uncomfortable. If the negative trend doesn't end soon, we won't be able to avoid painful adjustments. But that applies to the entire economy, not just the media industry. Nevertheless, even in the worst-case scenario of a double dip, I still see no signs of a long-lasting depression. It would then be a question of perhaps an additional year before the belt would have to be tightened again. Interview: Daniel Schifferle

Muse & Musse Mark Zumbühl What was the last cultural event you attended?
Mark Zumbühl: I visited Expo.02 and was pleasantly surprised at how sensual and playful it was. I was less convinced by the accessibility of the national exhibition for the disabled.
What are you reading right now?
Zumbühl: "Butterfly and diving bell" by Jean-Claude Bauby (editor-in-chief of the French magazine Elle, paralyzed by a stroke).
What CD are you currently listening to?
Zumbühl: Vivaldi arias by Cecilia Bartoli.
Which movie would you most like to see again?
Zumbühl: "Paris, Texas" by Wim Wenders, because its sadness doesn't seem trivial.
What TV show did you fall asleep during the other night?
Zumbühl: I switch off beforehand.
What is your latest discovery on the Internet?
Zumbühl: www.sWISH.ch.
What could you never do without?
Zumbühl: Music and love.
What do you do in a free minute?
Zumbühl: Everything.
Love is...?
Zumbühl: ...which I can't do without.

In addition, Markus Tellenbach of Switzerland is the new CEO of the Luxembourg-based media group SBS Broadcasting. SBS had already announced in August 2001 that he was to replace the previous CEO, Michael Finkelstein, in the medium term. Until now, Tellenbach had served as COO and President of the group. Tellenbach joined SBS in late 2000, when the company still held a 50% stake in the Tamedia-owned TV 3 channel.
Starting in early September, Dominik Imseng will head the creative department at McCann-Erickson Zurich. The new Creative Director previously worked as a copywriter at WHS and JvM/Limmat and replaces Daniel Comte, who moved to AY&R in July.
Paolo Lococo, the former Director of Broadcasting at the media marketing company IP Multimedia Switzerland (IPM), left the company at the end of July.
Since August 5, Jeannette Morath has been serving as project manager for the Basel Vacation Fair at Wigra Expo AG in Bern. She previously worked for the event agency MCI Group SA for four years. The direct marketing service provider SPDS is expanding its key account management team: Kristina Kuchen will handle client needs in Central Switzerland and the Mittelland, while Stefano Cibien will advise clients in Eastern Switzerland.
Alexander Carisch has been the new Sponsorship Project Manager at SF DRS since early August. He succeeds Peter Nieuwenhout, who has moved to the merchandising department within the company. Carisch previously served as Sponsorship and Events Project Manager at Amag.
Effective immediately, Nadine Borter and Ursula Käser Aebi will join the executive board of the Bern-based agency Contexta as Client Service Directors. Both previously served as consulting group leaders. At the same time, executive board member Marco Mesot is leaving the agency at his own request.
After several years of freelance work for various agencies and companies, Tanya Barlogis joined the consulting team at Fisch Meier Direkt in early August. Riesgo Horacio has also joined the dialog marketing agency and has been working as an art director since July.
Canon (Switzerland) AG is expanding its Corporate Communications team. Yvonne Baumgartner is in charge of event management and is supported by Pascal Schäublin. Alex Nossack has recently taken over responsibility for communications management; he is assisted by Sarah Wirz.

Guye Benker positions the readers of the new Weltwoche as more interesting peopleBy Andreas Panzeri Three months after the launch of the new Weltwoche, Guye Benker is launching another campaign with the aim of anchoring Weltwoche as a cult and status object. The subjects play with the otherwise frowned upon argument of comparative advertising in a humorous way.
The relaunch of Weltwoche as a magazine with "style, class and substance" was successfully completed on May 8. The previous subscribers have remained loyal to the magazine, reports the publisher Jean Frey. At the same time, thanks to
The introductory campaign attracted numerous new subscribers. Weltwoche also continues to sell at least 50 percent more at newsstands than in the same period last year.
Three months after the launch of the print subjects with the expectations of various personalities from culture and business for the new Weltwoche, the advertising agency Guye Benker is now launching another campaign with the aim of "anchoring Weltwoche as a cult and status object", as CD André Benker explains.
The new campaign is based on the idea that the new Weltwoche, with its "interesting mix of topicality and surprise", regularly provides exciting and intelligent reading for just such readers. "This fact is taken up in the new campaign and demonstrated with a simple juxtaposition," says Christophe Guye. Six juxtaposition motifs are intended to make it clear to the viewer of the posters and advertisements that Weltwoche readers are the more interesting contemporaries.
The advertising identity should match the visual identity
The subtle "comparative advertising" became very concretely comparative in the opening subject, in that a Facts reader is shown next to a Weltwoche reader in response to the provocative question: "Who would you rather invite to your home?".
"Of course, this was agreed with the Facts publishing management," reveals Guye and confirms that this advertisement was also intended to convey a bit of humor within the industry. However, Christophe Guye does not consider comparative advertising to be frowned upon or even prohibited, "as long as it is not disparaging". However, the subtle approach required for this is very rare. In addition, customers shy away from the risk of having to deal with a potentially unpleasant change in their situation if the competition suddenly starts to fight back.
This is exactly what is currently happening in Germany. Under threat of a fine of a quarter of a million euros, Burger King is no longer allowed to show the commercials developed by Start Advertising in Munich, in which Ronald McDonald "eats out" with relish and humor at the competitor Burger King.
Such cases have not yet occurred in Switzerland because people here are probably "overly decent". When dealing with competitors, people in Switzerland tend to get along well and there is no sporting battle, says Guye.
The new Weltwoche campaign in relation to the current SonntagsZeitung campaign is also not a sporting replica and is therefore purely coincidentally similar. This campaign also uses subtly comparative advertising, for example by comparing heads that are too big and too small with the ideal head of the SonntagsZeitung readership in a three-way comparison. It is clear to everyone what is meant when an egg in an eggcup symbolizes the correct content of the SonntagsZeitung, while a potato in an eggcup stands for the SonntagsBlick or caviar for the NZZ am Sonntag, which is thus classified as elitist.
Under no circumstances should the fact that the person on the right-hand edge of the picture is armed with a Weltwoche be interpreted politically in the new campaign. "It's all to do with the eye movement," laughs Guye. Logos are also placed on the right in correctly designed advertisements.
As far as the styling of the new Weltwoche as a cult object is concerned, the advertisers at Guye Benker want to express that the Weltwoche is to be seen under the arm as a branded article like a watch or the suit of a particular brand.
It was also important for the campaign that the motifs were realized by different photographers who have worked with Weltwoche in the editorial field to date and will continue to do so in the future. In the advertising, the product should be recognizable because the style of the font and the photos is the same as in the advertised magazine. Or to put it more technically: the advertising identity should be derived from the visual identity.

Euro RSCG and Markus Cavegn advertisements wish homosexuals the officially approved happinessBy Andreas PanzeriTwo different campaigns are currently promoting a Yes to the partnership law. The bill, which will be put to the voters in Zurich on September 22, aims to legally anchor the equality of homosexuals in the canton of Zurich.
On September 22, a vote will be held in the canton of Zurich on allowing registered partnerships for homosexual couples. This is intended to eliminate some of the legal and social disadvantages that same-sex couples still have to put up with. Above all, the law does away with fiscal discrimination against same-sex couples who share table and bed.
To ensure that the message "Yes to the partnership law" reaches the entire canton and "on both banks", the advertising agency Euro RSCG Switzerland has "forged a close partnership with the letters J and A" for the voting campaign, as CD Jürg Aemmer explains.
The campaign idea takes the main message "YES to the Partnership Act" and combines the two letters J and A from the message on two related advertising media. "J and A thus symbolically stand for two individuals joining in a partnership," says Aemmer.
This message "We belong together: Yes to the partnership law on September 22." will be implemented in all conceivable advertising materials. "The idea with the two letters forming a pair is easy to decline, quickly recognizable and forms the visual bracket for the voting campaign," says AD Anita Lussmann-Aragão.
In classic advertising media such as ads or posters, however, the two letters are above all people, couples and partners who say "yes". "Gay couples, lesbian couples, heterosexual couples, friends, fathers and daughters, mothers and sons, well-known people - simply everyone who belongs together and says yes to the Partnership Act, fills the campaign with life" says Euro RSCG. The subjects were shown for the first time on Christopher Street Day on June 29, where many couples with T-shirts, caps, balloons, pins and flyers proclaimed the message through Zurich's streets. In the meantime, there are also TV spots, which Patrick Senn conceived and realized together with Blood Sweat & Tears Ltd, Zurich.
The ironic look into a "gay" bedroom
With the planned amendment to the law, the canton of Zurich is once again to take a pioneering role for a corresponding federal law on the way to a society with free rights.
In order to work towards a positive outcome of the vote with strong integrated communication, the PR agencies PiAr and Relations & More, which were entrusted with the campaign management, approached the advertising agency Euro RSCG Switzerland. The latter tackled the work as part of a goodwill campaign.
The campaign of Euro RSCG is carried by the non-partisan committee "Yes to the Partnership Law". Bettina Volland, Hans-Peter Portmann, Pierre André Rosselet, Lars Baumgartner, Rolf Trechsel and Gioia Hofmann are responsible for the campaign.
Independently of these personalities, some creative people from the circle of CD Markus Cavegn have also created a motif for the vote on the partnership law. Also in Fronarbeit, although "nobody is gay", as Cavegn notes, a poster was created, which was finally adopted by the association "Network. Für schwule Führungskräfte" (Network. For Gay Leaders) and will be displayed from September 9 to 22 at around 100 B12 poster sites throughout the canton of Zurich, as well as on an additional 12 square meters on Zurich's Weinbergstrasse.
This billboard ultimately provided the impetus for Cavegn to create the campaign "Equal love. Equal rights." gave. The self-employed CD had already booked the 12-square-meter space in the spring because he "used to get upset that there were no good poster sites left in the fall." Then, when Cavegn discovered that the vote on the Partnership Act was coming up on September 22, he found the virgin space on Weinbergstrasse tailor-made for the issue.
Tarkan Özküp ultimately took overall responsibility, Chris Burkhard designed the graphics, and Julien Vonier photographed the homosexual couple in bed. "We intentionally didn't take crunchy young men fucking, but everyday people who, after thirty years of living together, aren't so wild anymore either, but look at their photo album in a completely normal way," Cavegn explains the ironic look into the bedroom. Since everyone involved in the studio, including the two male models, were "hetis," a "pretty weird atmosphere" prevailed during the photo shoot. With an attention to detail that is otherwise almost only found among gays, the shooting went off without a hitch.
Vonier and Cavegn, who have already realized countless such "monumental shots" together, once again wanted to go all out and had the entire bedroom artificially designed from scratch. A real wallpaper was put up. Stylist Marlise Isler sewed a matching bedspread by her own hand.
Breaking down stereotypes with the portrayal of normality
According to Cavegn, the aim was to achieve an "English style with a touch of Manfred Deix. One should be able to linger in the subtle humor picture and discover something new again and again. Mention should also be made of the free work of Reproscan, which "has optimally brought out all the subtleties of this design.
The reactions that Markus Cavegn and Julien Vonier have received so far for their front contribution "to a very important cause" are very positive and come "from young lesbians to mature heteros". Understood is the intention that this poster "breaks down stereotypes by being completely normal". The advertisers wanted to "show class to the middle class" as well as "create an affinity with the perhaps more conservative viewer," motto: "Look, it looks the same with the gays as it does with you in the bedroom."

Nestlé has reallocated the global advertising budgets for its pet food division.Nestlé allocates pet food budgets According to US media, Publicis Groupe, led by Fallon Worldwide, Minneapolis, will manage the Purina Pet Care umbrella brand, as well as the Dog Chow, Puppy Chow, Pro Plan and O.N.E. brands. DDB Worldwide will be responsible for Cat Chow, Kitten Chow, Friskies and Gourmet in Europe. Avrett Free & Ginsberg is working with McCann-Erickson World Group to promote Fancy Feast, Friskies, Caht Chow and Kitten Chow in America and Japan. Nestlé had only significantly expanded its existing market position in the pet food sector in December 2001.
Silversite for Carrefour Switzerland The Basel-based e-business solution provider Silversite is designing and implementing the Swiss website of the French retail giant Carrefour. Once the eleven Jumbo supermarkets have been converted into Carrefour stores, the website will be launched in September.
The Müller family supports soda
After a break, the zeitgeist magazine Soda is back at the end of August with issue number 18. To ensure that the magazine can appear regularly three times a year in future, the Müller family advertising agency is lending a helping hand: anyone who places a full-page advertisement in Soda 18 will receive the creation of this advertisement from the Müller family free of charge.

On July 16, Basel's building director Barbara Schneider made a decision: after a delay of several years, she awarded the city of Basel's billboard concession to Allgemeine Plakatgesellschaft (APG). Competitor Clear Channel Plakanda (CCP) has lodged an appeal against the decision.Unlike other cities, Basel does not (yet) award a poster concession for the entire city, but three in total. Two of these were awarded to APG some time ago. The first covers the streetcar and bus shelters of the Basler Verkehrsbetriebe (BVB). It is governed by several contracts with different terms. The second applies to 254 City Light areas throughout the city.
The city of Basel loses "a lot of money" every day with the appeal
The third concession - and this is currently at issue - relates to all other poster sites. In future, it will also include the spaces on the bus shelters when their contracts expire. When this concession was put out to tender, the bidders were required to submit a billposting concept and a price offer.
Only APG and CCP applied. In a very detailed decision, the Basel jury came to the conclusion that APG's billposting concept was "more precise, more realistic and more flexible" than that of CCP. In addition, APG's price offer was "more advantageous". The jury's verdict was fully supported by the Director of Construction and the Director of BVB.
However, CCP has lodged an appeal against this. CCP CEO Beat Roeschlin did not wish to comment on the reasons for this and merely stated via the Basel lawyer and LDP member of parliament Donald Stückelberger that CCP was of the opinion that it had submitted "the conceptually and financially better offer".
This means that the Basel poster submission is now entering another round of delays. It will take at least until the end of the year for the administrative court to reach a decision. After that, a further appeal to the Federal Supreme Court is still possible. As long as there is no legally binding decision, the existing contract with APG, which has actually already expired, will be extended. The Basel building department is annoyed about this. "We are losing a lot of money every day as a result," says department secretary Thomas Frauchiger (mk).

SFLB launched a double advertising offensive in the summer slump for the yogurt brandBy Luca Aloisi Milk marketer and processor Swiss Dairy Food (SDF) wants to reinvigorate the Toni brand and boost sales of the yogurt with its drawing card, "das im Glas". For the customer of the first hour, Spillmann Felser Leo Burnett (SFLB) recalls the cult Aebi & Partner era in two TV commercials and bucolic images for the new Toni yogurt à la maison.
The alpine dairyman, to put it bluntly, has long since stopped carrying his milk cans to the milk center. The once famous logo gave way to a gentian about two years ago, and the cult act of bringing back the jars of clay has also been abandoned. The repeated change of agency was symptomatic of the frequent personnel changes at the top of the company, which merged with Säntis in 1998. This time it was not a pitch, but personal relationships and good experience that recently led Toni to the young agency FSLB with its 16 employees.
"In Switzerland, a Toni is spooned out in a glass every second," says Martin Stefani, head of retail at SDF. Nevertheless, in SDF's strained economic situation, it is questionable whether advertisers will succeed in taking Toni back to where the brand once was in terms of popularity with consumers. This is because the Swiss premium brand has been living for some time without a recognizable brand philosophy and brand message. This will be implemented as soon as the core strategy has been developed, said Sarah Lüthi, then Head of Marketing Branded Products, a good two years ago, who also tried to position the Toni quality brand as an innovation brand.
Companies live and die - brands are immortal
"Finally," Jean Etienne Aebi let himself be heard amused when he saw the 'new and surprising campaign', according to the SFLB press release, for Toni. Aebi is the creator of the cult campaign from the early eighties. After the long agency odyssey, which found its low point in the in-house testimonial with Tatana as a yogurt-spooning she-DJ, the brand seems to be heading for a safer harbor again. Thomas Otte, consultant for strategic brand management, also recognizes the success factor of self-similarity in the connection made by SFLB to the former appearance.
Otte is convinced that this is the first step towards moving away from the "diffuse and watered-down brand personality. The discontinuation of the specifically French-speaking Swiss campaign, with which the Geneva agency Simko successfully followed up the good old second-use campaign in 2001, also points to a concise and concise thrust. The timing of the launch of the two TV spots for the yogurt in a jar and the two ad subjects for the range extension Toni à la maison was linked by SDF to the reintroduction of its yogurts into the Coop range.
In yogurts - the yogurt/sour milk market is stable at the high level of around 600 million Swiss francs in sales - the private labels of Migros and Coop share two-thirds of the market. According to the IHA (rolling up to and including June), Toni and the two Nestlé/Hirz brands each have a 9 percent share of the remaining third. Emmi has a market share of 8 percent. Stefani emphasizes that the expected market share gain from the recent Coop listing is not yet included in the figures.
To increase this share, the team led by Martin Spillmann and Peter Brönnimann shows in various scenes what the empty Toni jars can be used for. In doing so, they want to revive the consumer's claim that Toni is not only the most popular yogurt, but also gives pleasure to many Swiss people after consumption. Thus, it can be used as a jam jar as well as an unusually funny pot for a hemp plant or container of the third teeth. "With the two spots shot by English director Julia Jason, we show a cross-section of Switzerland - on a micro scale," says Brönnimann, summing up the atmospheric panopticon.

Only in Ticino does the number of radio listeners remain constant according to the latest Radiocontrol surveysBy Markus Knöpfli Whether SRG radio stations, private stations or foreign radio programs: Since the introduction of the Radiocontrol measurement system, radio has become less and less popular in Switzerland. In the first half of 2002, too, fewer people tuned in to the radio in all parts of the country. Overall, private radio stations lost more listeners than SRG stations.
The picture is the same in all parts of the country: radio consumption is falling, but most sharply in French-speaking Switzerland. In the first half of this year alone, radio stations there lost 2.4% of their net reach. Since the introduction of Radiocontrol, the radio audience in French-speaking Switzerland has thus decreased by a total of 3.3%. In German-speaking Switzerland, it fell by 2.1% in the same period, and by 1.1% in Ticino.
All radio groups are affected by the decline, with Swiss private radio stations and foreign stations suffering greater losses than SRG radio stations. Looking at the individual stations, however, it is particularly noticeable that the second SRG station chain in German-speaking Switzerland and French-speaking Switzerland is one of the main losers with minus 37.9% and minus 21.3% respectively, even though it was able to increase its listening time.
Only a few stations were able to improve their audience figures
However, the private radio stations also suffered massive losses: ten of the 31 reported private radio stations in German-speaking Switzerland lost between 10% and 24% of their listeners compared to the end of 2001 (including the two major Zurich radio stations), while five of 16 stations in French-speaking Switzerland reported similar losses. In Zurich, the gap in reach between Radio 24 and Hitradio Z has narrowed further, but in terms of listening time, Z is clearly the number two in its broadcasting area.
The losses are also having an impact on the pools. In terms of image, the current figures are particularly embarrassing for the new One pool, which was still advertising with the slogan "Your direct route to over 1 million radio listeners" at the beginning of July. In fact, it has now started with a "mere" 98,44,400 listeners.
The stations that were able to improve their reach can almost be counted on one hand: RSR 3, for example, was the only SRG station to increase both its reach and market share. Among the private radio stations in French-speaking Switzerland, only NRJ, One FM and RTN were able to improve slightly compared to the first half of 2001.
The situation is more dramatic in German-speaking Switzerland: There, only the cable channel Eviva is showing a gentle but reasonably steady upward trend.
Many radio directors frown at the figures
Although ExtraBern seems to have recovered somewhat after the dip in the second half of 2001 (thanks to a relaunch?), it still has almost 7000 fewer listeners than a year ago. This and a significant loss at BE1 (minus 9000 listeners since the end of 2001) mean that the Bernese now have two stations of almost equal strength,
with BE1 still being listened to slightly longer. This and three other stations (Basilisk, L, Tropic) are in a worse position than at the end of 2001, but still better than a year ago.
Eastern Switzerland comes off surprisingly well, as there are only big losers and no winners (the exception is Toxic FM, which has 27,000 listeners straight away). The fact that Aktuell lost 22.2% of its listeners despite its relaunch in March can still be explained by the newcomer Toxic FM and last year's launch of Top in St.Gallen. However, the people responsible for the other stations are rubbing their eyes. Doubts about Radiocontrol are expressed here and there. Ri Managing Director Max Müller, for example, says he is "struggling to swallow these figures". He doesn't understand why his radio is showing a greater decline in listeners than the St.Gallen station after the decoupling from Aktuell in February, although Ri has not relaunched and has not received any new competition, on the contrary: at the end of last year it was even able to increase its technical reach (Walensee).
Steinmann speaks of "statistical phenomena"
But there are also questions elsewhere, as Martin Muerner, who sits on the PublicaData user commission as a representative of the Swiss Private Radio Association, confirms. He cites sudden daily or weekly outliers, sometimes by several 10,000 listeners, or uncertainties about the listener narrative when one station takes over parts of another's program at the same time, as the industry's most pressing problems with Radiocontrol at the moment. Muerner will soon be raising these problems in the Usercommission. However, he does not fundamentally doubt Radiocontrol itself, if anything, then rather the experience of the many number interpreters.
Matthias Steinmann, Head of the SRG Research Service, takes a similar view. Radiocontrol is constantly monitored and improved, he says. However, fluctuations are inherent in electronic measurements and require interpretation. He is therefore convinced that many of the current question marks will one day turn out to be "statistical phenomena" that will disappear over time.
RADIOS GERMAN SWITZERLAND

(2nd semester 2001 + 1st semester 2002) Net reach in 1000 listeners and market share in % in German-speaking Switzerland, 24 h, persons 15+
2nd half-year 2001 1st half-year 2002
NR-T MA-% NR-T MA-%
Total radio 3955.5 100 3883.8 100
Radio groups
Total SRG 2910.7 62.9 2879.4 62.8
Private CH 2506.9 27.8 2296.8 27.9
Abroad 1899.6 9.3 1765.2 9.3
SRG
Total DRS 2720.5 59.2 2669.6 59.0
DRS 1 2007.5 40.6 1951.2 40.9
DRS 2 611.6 4.5 379.7 4.2
DRS 3 923.9 10.9 876.3 10.6
MW 531 409.3 3.0 292.2 3.2
Virus 32.6 0.1 28.1 0.1
Pools
Pool 2000** 701.8 7.9
City Pool 359.9 3.6 346.5 3.9
One Pool 984.4 11.7
Powerpool 386.6 4.7
Tourism Pool 356.6 4.1
 1 Radio 24 294.8 3.1 261.0 3.1
 2 Hitradio Z 250.9 2.9 221.4 2.6
 3 Radio Top 209.4 1.6 178.2 1.5
 4 Argovia 176.0 1.9 172.9 1.9
 5 Zürisee 165.5 1.6 158.2 1.6
 6 Grischa/Piz 157.8 1.4 156.1 1.4
 7 Pilatus 148.9 1.7 140.7 1.8
 8 Radio 32 146.5 1.8 133.0 1.6
 9 Basilisk 137.0 1.4 128.8 1.5
10 Sunshine 119.7 1.0 116.2 1.2
11 Central 112.8 1.2 107.9 1.3
12 Eviva 95.0 0.9 96.2 1.1
13 BE1 90.2 0.9 81.0 0.9
14 (17) Extra BE 78.3 0.6 80.5 0.7
15 (14) Rainbow (D) 87.2 0.6 78.4 0.6
16 (18) BeO 75.7 0.9 72.3 0.8
17 (21) Radio 7 (D) 71.6 0.5 70.8 0.5
18 (19) Rottu 75.1 0.7 68.6 0.7
19 (16) Current 81.5 0.7 63.4 0.6
20 Edelweiss 74.9 0.6 69.4 0.5
21 (15) Canal 3 (net) 82.0 0.5 66.1 0.4
22 (24) Freiburg (net) 55.4 0.2 59.7 0.2
23 Radio 105 66.5 0.5 58.5 0.5
24 (22) Ri 71.0 0.3 54.1 0.4
25 Emme 52.0 0.3 48.1 0.3
26 Radio L (FL) 39.0 0.2 34.9 0.2
27 Radio Tropic 32.2 0.1 30.5 0.1
28 Antenne Vorarlberg* 28.9 0.1
29 Toxic FM* 27.0 0.1
30 32 Goldies* 26.6 0.1
31 Top Two* 11.9 0.0
In brackets: Position in 2nd semester 01. Radio Munot is missing. Because the station takes over programming from SR DRS, no figures for this radio station can yet be published outside the Munot reception area for methodological reasons.
* collected for the first time
** in the composition since 1.7.02, without Plus variant Source Publica Data
Loss ranking list

Radio loss in %
German-speaking Switzerland
DRS 2 -37.9
MW 531 -28.6
Ri -23.8
Current -22.2
Canal 3 (net) -19.4
Top -14.9
Virus - 13.8
Radio 105 -12.0
Hitradio Z -11.8
Radio 24 -11.5
Radio L (FL) -10.5
BE1 -10.2
Rainbow -10.1
Western SwitzerlandWRG -24.7
RSR 2 -21.3
Option Musique -14.5
Framboise -14.0
Nostalgia -13.6
Fréquence Jura -10.5
Lac -10.3
*Change from H2 01 to H1 02
Radios Romandie

(2nd semester 2001 + 1st semester 2002)
Net reach in 1000 listeners and market share in % in French-speaking Switzerland, 24 h, persons 15+
2nd half-year 2001 1st half-year 2002
NR-T MA-% NR-T MA-%
Total radio 1276.2 100 1245.1 100
Radio groups
Total RSR 906.6 60.2 889.1 61.7
Private CH 771.5 23.7 706.6 23.0
Abroad 680.6 16.1 649.8 15.3
SRG SSR
Total RSR 792.6 53.0 771.7 54.9
RSR 1 578.0 35.8 543.0 36.9
RSR 2 127.0 3.8 99.9 4.0
RSR 3 139.7 4.9 149.6 5.3
Option Musique 230.3 8.5 196.9 8.6
Pools
Top French-speaking Switzerland 270.4 8.9
Top French-speaking Switzerland I 377.4 14.6 363.1 14.1
Geneva pool 207.4 6.4
Vaud-Pool 231.9 7.3
Jura-Plateau-Alpes 329.6 12.0 301.4 11.3
LausanneFM/OneFM 159.1 5.3
1 Nostalgia (F) 120.0 3.9 103.7 3.1
2 (3) Lausanne FM 85.7 2.6 90.2 2.9
3 (2) Framboise 92.9 2.8 79.9 2.5
4 (6) NRJ (F) 67.3 1.5 73.9 1.8
5 One FM 67.8 2.3 72.2 2.4
6 (9) RTN*** 62.8 1.7 63.4 2.1
7 (4) Rhône 68.5 2.5 63.2 2.4
8 (7) Lac 63.4 1.6 56.9 1.5
9 (8) Fréquence Jura 62.9 2.7 56.3 2.2
10 Fribourg (net) 57.5 1.6 56.0 1.6
11 Jura Bernois 56.2 1.7 52.4 1.8
12 Chablais 50.5 1.7 47.0 1.8
13 Europe 2 (F) 43.1 0.9 44.6 0.9
14 Thollon 31.3 0.5 28.3 0.4
15 Canal 3 (net) 25.6 0.4 23.7 0.4
16 WRG FM 21.9 0.3 16.5 0.3
In brackets: Position in 2nd semester 01
***Measurement only from 21.3. - 30.6.02 (due to interference transmitter)
Source Publica Data
Radios Ticino

(2nd semester 2001 + 1st semester 2002) Net reach in 1000 listeners and market share in % in Ticino, 24 h, persons 15+
2nd half-year 2001 1st half-year 2002
NR-T MA-% NR-T MA-%
Total radio 245.0 100 244.2 100
Radio groups
Total SSR 203.7 79.7 202.5 79.4
Private CH 86.9 6.4 82.1 6.2
Abroad 133.0 14.0 129.8 14.4
SRG SSR
Total RSI 181.4 68.3 180.7 67.6
RSI 1 149.7 51.6 148.6 51.0
RSI 2 29.6 6.9 28.7 7.3
RSI 3 50.8 9.5 49.2 9.3
Pools
Ticino 15.3 9.0
Ticino Svizzero 7.8 4.0
1 Fiume Ticino* 17.3 2.5
2 3iii* 14.5 2.1 3 Studio Star* 5.5 0.6
*first surveyed Source Publica Data

The Midas Award is the only award in the world that honors campaigns in the financial services sector. From over 500 entries from 31 countries, one Grand Midas and 20 Midas Awards were selected this year. McCann-Erickson, Zurich, won one of these awards for the XL Winterthur International campaign.
Qualiclick Quarter. Following the sale of all its operations to competitor Adlink, the former online marketing company Qualiclick is being liquidated. Last week, the company’s creditors received a letter from the management consulting firm CC Financial Consult announcing the payment of a dividend from the estate. Creditors were asked to accept payment of one-quarter of their claims and to waive any further claims. The letter went on to state that, in order to prevent the company’s bankruptcy, all creditors would have to agree to this arrangement.
Artistic (Migros) Everyday Life. «Migros is the Swiss company that is passionately committed to improving the quality of life for its customers.» The Zurich-based Achermann Studio and internationally renowned photographer Horst Diekgerdes have brought this statement to life with many evocative scenes from everyday life for
implemented in the Migros 2001 Annual Report. These are now also
immortalized in an artfully designed book. «This work, featuring over 60 photographs, demonstrates how deeply Migros is embedded in all of our daily lives,» says Monica Glisenti, Head of Corporate Communications at the Migros Cooperative Federation. «The photographer captured something in all of his images: That’s life,» writes Roger de Weck in the introduction to the photo book. It has been published in a limited edition of 1,800 numbered copies.
World Champions in Recycling. With a recycling rate of 91 percent for aluminum cans and 70 percent for all aluminum packaging, the Swiss are the most diligent aluminum recyclers. «Where are all the world champions in aluminum collection?» is the question that IGORA, the responsible recycling organization, is addressing in its latest PR campaign. Through early August, 540 large-scale mirrored walls in over 170 train stations will welcome travelers. A quick glance in the mirror brings a surprise. Thanks to the striking mirrored slogan «This is what a world champion looks like,» all viewers recognize and feel like world champions themselves. Starting this fall, this mirror installation at APG billboard locations in the train stations will be complemented by portraits of «world champions» in the Swiss press. The campaign was created by the Zurich-based communications agency Bonaparte.
World Champion in Advertising. Thousands danced the samba on Zurich’s Langstrasse when Brazil’s soccer team became world champions. Inspired by this success, André Engert Morales also felt a surge of energy. The creative consultant from Brazil, who works in Switzerland as General Manager and Creative Director at AdZürich Werbung (Zürcher Kantonalbank, Les Ambassadeurs, Wüste Bar, Fogal), sent out a soccer jersey in the World Cup-winning green of the Brazilian team as a form of self-promotion. But Morales had a yellow Swiss cross printed on the chest. The creative idea was accompanied by a flyer proudly displaying the slogan: «Brazilians can do much more than just play soccer well.”
»Play soccer."
Pizza with new toppings. At the 2002 World Cup, Senegal’s «Indomitable Lions» were eliminated by Turkey in the quarterfinals. Not so in Switzerland: Here, thanks to Mediabox’s innovative advertising medium PizzAd—produced for the first time using offset printing—the West Africans may no longer have appeared on TV screens, but—from a marketing perspective—they landed directly on the dining table, unrivaled in their impact. Sportswear manufacturer Puma had its advertising message reinforced with high-impact advertising on approximately 161,000 pizza boxes. Puma’s animated film was condensed into a comic strip consisting of seven still images and distributed by 80 pizza delivery drivers throughout Switzerland. Given the target audience—young, urban consumers with a high propensity to spend, consisting mainly of single-person and DINK (Dual Income, No Kids) households—Sandro Proietto and Florian Biafori from the Zurich-based agency see good prospects for this advertising medium.
Strebel Remains on the BSW Board. The Swiss Association of Advertising and Communication Agencies (BSW) has admitted the advertising agency Bunt GmbH in Küsnacht and the marketing agency Wunderman AG in Zurich as members. Because Wunderman is a member of the BSW, its CEO, Diana Strebel, once again meets the necessary criteria to remain on the BSW board.
Austrian advertising agency expands to Geneva. The advertising agency Reichl und Partner, based in Linz and Vienna, is expanding abroad. Following the opening of a branch in Cologne in early July, the agency plans to enter the Swiss market in September. To this end, Reichl und Partner is acquiring a 50% stake in a Geneva-based advertising agency. Agency spokesperson Michael Obermeyr did not yet want to reveal the name of the agency to *WerbeWoche*. However, he confirmed that the contracts have already been finalized. From Switzerland, the Austrian firm plans to focus primarily on managing international advertising campaigns in the fields of cosmetics, luxury products, and medical technology.
FCBLK is among the best at the Red Dot Award. At the Red Dot Award for Communication Design, FCB Leutenegger Krüll (FCBLK) received the «Best of the Best» award. The advertising agency from Wallisellen was honored in the Culture and Sports category for the Neumarkt Theater’s 2001/2002 season brochure.
Editorial

A Few Questions for the Irreplaceable One «The advertising profession requires qualities that should actually make it impossible to pursue: You have to have a need to express yourself, but you mustn’t express yourself. You have to be artistically gifted, but you mustn’t demand artistic freedom. (…) Of course, advertising isn’t the only profession that thrives on the self-denial of those who practice it. But it is certainly the only one in which anonymity must coexist with so much public exposure.»
The man who observed this was Martin Suter. He knew inside and out what he described in his 1991 essay «Schunkeln im Dunkeln» («Swaying in the Dark»), as he was president of the Art Directors Club Switzerland at the time and a gifted copywriter. With his “Socio-Psychogram of Advertising People,” he bid farewell to his colleagues. Shortly after the publication of this text, he made his debut as a writer and found peace of mind…
One person who is no less critical of the communications industry and its «advertising groupies dressed in black» is Hermann Strittmatter, who manages the legacy of what was once Switzerland’s largest and most famous agency. He counters the dilemma of self-denial diagnosed by Suter with high-profile media appearances and provocative statements. The combative «Stritti» has never made a secret of his—to put it mildly—ambivalent attitude toward his job and his colleagues. «They’re all title-hungry philistines,» he said of the creatives and consultants, for example. And the doyen of GGK Zurich once described Advertising Day to this magazine as a «folkloric dog’s-ear,» an event to which one only delegates employees so that, at least on that day, they wouldn’t cause any damage at the agency.
Despite this love-hate relationship, Strittmatter has remained in the advertising industry beyond the legal retirement age. We took this as an opportunity to grill him once again. When asked about the succession plan at his agency,
He replied curtly that there were none, and that he considered himself irreplaceable. When we gave him the transcript of the interview to
After having the text proofread, he suddenly brought up the name of his longtime assistant, Fredy Weisser, who apparently had also been allowed to proofread the text.
Strittmatter is said to be a difficult person to deal with and still capable of springing surprises, according to industry insiders. So we were warned. You can read the interview with this aging enfant terrible on pages 29 and 30.
Samuel Helbling, Editor-in-Chief

The dialog agency Alex Schmid AG welcomes the electronics group Canon and SBB Cargo as new clients.account news Canon and SBB at Alex Schmid Alex Schmid is supporting the opening of a new call center in a multi-stage campaign, which SBB Cargo intends to use to simplify order placement in the future. The agency is also running a multi-stage roadshow and other events for Canon. Alex Schmid won the SBB contract in a pitch against two competitors;
She came to Canon on the basis of an evaluation.
Pi Ar pushes Seemeile in SwitzerlandThe Zurich PR agency Pi Ar is to give the trade magazine Seemeile a breath of fresh air. Although the magazine for motorboat sports enthusiasts, offshore and inland waterway sailors is produced in Herrliberg ZH, it has a growing readership in Germany in particular. Pi Ar is now developing a marketing concept for the Swiss market. This will combine various conventional and innovative measures. In particular, it aims to find synergies with representatives of other sectors. The highlight will be a rendezvous between Swiss and German sailors on Lake Constance.
Soldini Bienenfeld for Echinaforce The Zurich agency Soldini Bienenfeld has won the pitch for the OTC fresh plant preparation Echinaforce against Jung von Matt/Limmat and Advico Young & Rubicam, Gockhausen. The advertising budget for the Rogg-
wiler phytopharmaceutical manufacturer Bioforce (A. Vogel) is now being managed by Soldini Bienenfeld. The new campaign for Echinaforce will be launched in the fall. TV commercials, advertisements and a package of measures for the POS are planned.

Marc Furrer, Director of the Federal Office of Communications (Bakom), informed the Zurich city government and the Association of Swiss Private Radios on July 3 that a new FM frequency could be made available for a youth radio station in the city of Zurich. Furrer is asking interested parties to let him know by August 9 "whether a youth radio station should be licensed in the city of Zurich". If the response is positive and the Federal Council also agrees, the license will be put out to tender.
Due to commercial constraints, many radios, including Radio 24 and Z, are geared towards the majority taste, so that their music profiles are "hardly distinguishable", Furrer explains. "The result is that many young people hardly listen to the radio anymore", as their music is rarely represented on FM. Youth representatives from Zurich have therefore "repeatedly campaigned for the licensing of corresponding offerings", wrote Furrer. In Zurich radio circles, Egon Blatter, founder of DJRadio, is believed to be the initiator. According to www.dj radio.ch, Blatter has "a vision of a new FM radio station in Zurich" and is holding "important talks with the authorities" (see also p. 20). (mk)
AdvertisingWeek takes a summer break

Dear readers, with this issue, WerbeWoche is taking its leave for the summer vacations. The next issue will be published on August 15. We wish you all a wonderful summer. During the summer break, our newsmail at www.werbewoche.ch/newsmail will keep you up to date with the latest news.