Swiss Music Radio submits application in ZurichBased on a technical study and previous practice in awarding temporary licenses, there should be enough free FM frequencies in Zurich to allocate one of them to Swiss Music Radio (SMR) for longer-term use." This was stated in a communiqué on 8 July, in which SMR announced that it had submitted an application to the Federal Office of Communications (Bakom) for the terrestrial broadcasting of its program in Zurich. However, on July 8, a letter from Bakom was also delivered to various mailboxes in Zurich confirming that a new Zurich FM frequency was available (see page 1) Is this coincidence? "Yes", says SMR co-founder George Wismer. In any case, he knew nothing about the letter from Bakom. The decision to submit an application for a Zurich FM frequency was made by SMR last weekend on the basis of indications that something was happening in this regard. This was triggered by the information on www.djradio.ch and its involvement in the approved "FM4" short experiment at the Wettingerfäscht.
SMR plans to broadcast on FM in the greater Zurich area from spring 2003. SMR's aim is to give Swiss music a better hearing. "The big established radio stations in Zurich all broadcast the same standardized mash defined by German consultants, and there is hardly any room for Swiss music any more," said Wismer. Markus Knöpfli

Muse & Musse Kurt Scheuermeier What was the last cultural event you attended?
Kurt Scheuermeier: Art in Basel. Because it is a gigantic museum exhibition, an international art event.
What are you reading right now?
Scheuermeier: "Death of a Critic" by Martin Walser. After the unprecedented feuilleton battle, I want to form my own opinion.
Which CD do you currently prefer to listen to?
Scheuermeier: Alicia Keys "Songs In A Minor". A sensational debut album. The singer is a discovery.
Which movie would you most like to see again?
Scheuermeier: "Elling" by Petter Naess. Overcoming fears and finding your way in life: Witty dialog and situation comedy par excellence.
What TV show did you fall asleep during the other night?
Scheuermeier: No fun: at "Top Spots".
What is your latest discovery on the Internet?
Scheuermeier: The website www.diogenes.ch
What could you never do without?
Scheuermeier: I would miss the view of the unique moraine landscape from the window of my apartment in Menzingen.
What do you do in a free minute?
Scheuermeier: Read or walk.
Love is ...?
Scheuermeier: ... lose the fear and live now.

By Beat FritschWe're not stupid after all - said those responsible at Media Trend Journal (MTJ) and five years ago established a kind of media Oscar with the Media Trend Award - the biggest prize in the media industry. With this award, the industry rewards media providers and media marketers who stand out for the special quality of their service or offering. The winners are determined by a survey in which all media agencies - 25 in number - and 34 of the 50 largest Swiss advertising agencies took part this year.not too much has changed compared to last year's ranking. Among media providers, Tamedia is still in first place, albeit now ex aequo with NZZ. Hans-Jürg Klöti, Tamedia, and Marcel Kohler, NZZ, both Head of Advertising Market at their respective companies, were naturally delighted. Last year's winner Radiotele - Bruno Oetterli was delighted as a snow king - once again took first place among the media marketers, followed by Publisuisse. Their Key Account Manager, Ueli Siegenthaler, was also clearly pleased with the award.
For the third time, the award ceremony was also framed by a cozy party, which was previously rather informal in character. This year, the party at "Moods" was not just a step, but a giant leap forward. While in previous years only insiders attended the event, the award has now blossomed into a full-blown advertising event. Over 400 people from all areas of communication responded to MTJ editor-in-chief Pierre C. Meier's call and celebrated the winners (and themselves) from late afternoon until well into the evening.
The party included Otto Meier, Dani Strobel and Othmar Fischlin from third-placed Publimedia, advertisers Harry Bruppacher, Markus Cavegn, Peter Felser, Beat Frei and Jürg Zentner; also present were Carmela Wittmer and Ca-rine Lins from Wemf, not forgetting the crème de la crème of the Swiss publishing scene, who turned up in such large numbers that it is simply impossible to name them personally at this point.
Heike Findeis, the new head of Bertelsmann-Springer-Fachverlag Schweiz, publisher of the Media Trend Journal and WerbeWoche, made her first appearance before the wider communications public. Although she had originally intended to take part in the Lake Zurich crossing that afternoon as an enthusiastic water rat, she then gave preference to the Media Awards. And it was well worth it, as the German-born player was presented with a Brazil football shirt by Pierre C. Meier coram publico, which she was delighted about - finally someone from the large canton who is not bemoaning the defeat of the national team.
In addition to the charm exuded by presenter Anna Maier Jäggi, the appearance of "Media Minister Leuenberger", alias Walter Andreas Müller, was another highlight. He equated the significance of the Rütli for Switzerland with the significance of the Ruthli for the Federal Council, mocked the western expansion of Tamedia - meaning the purchase of Radio Basilisk - and quipped that the word "medium" actually means "half dure" in meat. Conclusion: an extremely successful event that delighted everyone.
Beat Fritsch

announces the winners of the Media Trend Awards - but only here in WerbeWoche and not, as the picture would have us believe, from the podium. This was reserved for more important people. For example, "Media Minister Leuenberger" alias Walter Andreas Müller, Bertelsmann-Springer Switzerland boss Heike Findeis, MTJ editor-in-chief Pierre C. Meier and presenter Anna Maier Jäggi.
We find out who meets in the communications scene at award ceremonies and parties at a wide variety of industry events. Do you already have something exciting to report? Pick up the phone (01 296 97 98) or hit the keyboard ([email protected]). For event tips as well as further shortlist images: www.werbewoche.ch

Esther Weber is Managing Director at the new Zurich branch of MRG CommunicationsHead of the week "Diving deep into the subject matter to stand above it hands-free"
What worked in Basel should also work in Zurich. MRG Communications only started in 1999 with five employees. Today, the Basel agency for integrated communications already employs twenty people. MRG sees this as "the momentum needed to get started in Zurich". Esther Weber is the managing director of this branch at Forchstrasse 40.
After graduating from high school and training as an advertising assistant, the Rheintal native began her new life in Zurich and in advertising
at Zogg Kettiger Gasser and Ogilvy & Mather. At Bosch & Butz, she was responsible for the first time as a consultant and managed mandates for Philip Morris and SwissOnline. During this time, she also trained as an advertising manager. After three and a half years at Lowe, Weber worked for Sunrise, then at Guye & Partner - where her budgets included UBS, Campari and Swisscom.
She gained experience on the client side at the Tages-Anzeiger, including managing sponsorship projects such as the Theater Spektakel and the Jazz-no-Jazz festival. "A relaxed job. But in this large company, I lacked independence and a certain freedom to make decisions," she sums up, adding: "At MRG, I have the personal responsibility I'm looking for - if something goes wrong, I have to take myself to task."
Of course, "like everyone in advertising, she occasionally had doubts about the industry", but always finds it "stimulating and inspiring". Weber does not consider it unusual that she is still relatively young as managing director: "A young agency needs a young managing director."
In her work, she wants to "dive deep into the subject matter and then be able to stand freehand above it again".
MRG Basel works for clients such as Coop, Max Havelaar, Webland and Basel City Marketing. The aim of MRG is
to be perceived as a national player for integrated communication. However, the address in Zurich is now not simply to become a supplier of clients from the advertising mecca of Zurich to Basel, but an independent agency. The medium-term goal is to have five employees on the Limmat.
"Our advantage is that we can acquire clients in Zurich with the services of a medium-sized agency without having to finance a water head," says Weber. Three clients have already been acquired for Zurich in this way. She also believes that the new culture of young agencies is certainly a trend: "In times of economic change, the industry is being shaken up. And that is our opportunity." Andreas Panzeri

Following the takeover by Peter Gmür Beteiligungen AG, the media marketing company RMB Switzerland AG is being restructured.News RMB Switzerland with a new structure Under the overall management of CEO Matthias Luchsinger, sales activities are now divided into the main areas of Cinema National, Cinema Local (RMB Perdiag) and TV. The Cinema divisions will be managed by Management Board members Corinne Blaser (National) and Marcus Schumacher (Local). Matthias Luchsinger will manage the TV division on an interim basis. The other areas remain unchanged.
TSR wants more local news Television in French-speaking Switzerland (TSR) wants to expand regional information. The regional editorial teams are to be strengthened with additional journalists. Because the studio in Lausanne is bursting at the seams, TSR is planning to move the production center for regional information to its headquarters in Geneva.
Ringier Romandie takes over Kids Ringier Romandie has taken over all rights to Kids, the French-speaking Swiss guide to family and leisure, and the Kids.ch website from MediaMind. Kids was published by MediaMind together with the Ringier program guide TV8 in May for the fifth time with a circulation of 20,000 copies. With this takeover, Ringier Romandie intends to expand its expertise in the youth and leisure sectors to the benefit of all its titles.
Pro 7 becomes a partner of Mystery Park The private television channel Pro 7 becomes the main sponsoring partner of Mystery Park Interlaken. Pro 7 supports Erich von Däniken's theme park in marketing through electronic media and in providing information in the park. The aim of the cooperation is for Pro 7 to provide marketing support for its knowledge magazines and mystery series and films. The contract guarantees the park media services on the channels, Internet sites and teletext of the Pro 7 Sat 1 Group in Switzerland.

Radio Ostschweiz AG, operator of the St.Gallen radio station Aktuell, has returned the license for the regional cable radio station Aktuell Zwo to the Federal Office of Communications (Bakom) unused.News Aktuell Zwo is not coming for the time being This was confirmed by Aktuell Managing Director André Moesch, who described the return as an "act of caution due to the tense situation in the advertising market". The FM station Radio Aktuell is currently "slightly under budget" in terms of advertising income, which is why no additional money is to be spent on the cable radio station Aktuell Zwo, which "only costs and brings nothing". Bakom has also assured that a new license could easily be applied for if necessary.
Advertising in beauty salons thanks to Face The Frauenfeld-based agency Face has made a name for itself with its "toilet communication" in toilets and urinals. Now it is launching a new service: 600 hairdressing salons, beauty salons, cosmetics and nail studios are being marketed as advertising locations. The target group is beauty- and body-conscious men and women. In addition to counter displays, mirror foils and
Samplings of original products are also distributed in addition to information brochures. According to Sales Manager Thomas Back, the network covers the whole of Switzerland, with a focus on urban areas.
M6 keeps Swiss window open The French TV chain M6 has won a victory against the French-speaking Swiss television station TSR. The temporary closure of M6's Swiss advertising window demanded by TSR was rejected by a Fribourg judge at first instance on Wednesday. TSR had sued the French channel because it broadcasts series on its Swiss signal for which TSR has exclusive rights in Switzerland. The judge has not yet commented on this lawsuit, but has rejected the precautionary measures that TSR had requested. TSR intends to appeal against this.

The relaunch in February saved TR7 from worseBy Markus Knöpfli According to the VSW advertising statistics, the TV guide TR7 has seen a strong increase in advertising since its relaunch on February 27 - unlike Tele or TVtäglich. But the figures are deceptive. That is why the advertising area is being expanded.
While TR7 suffered losses of 44.4% and 80% in January and February compared to the same months of the previous year, the situation reversed after the relaunch was completed: March plus 45.5%, April plus 90.9%, for May plus 107.1%. However, the VSW statistics have two catches: Firstly, they are at a low level for TR7, as the magazine only had a total of 16 advertising pages in the four March issues, 21 in April (four issues) and 29 in May (five issues). Secondly, the VSW statistics also include free advertisements and advertisements from the magazine's own publishing house.
And that's what counts here: in the last May issue, TR7 had 5.1 advertising pages, one of which was from its own publishing house (Beobachter) and two others were free (generic marketing for print advertising), so apparently only 2.1 pages were paid for. TR7 publishing director Sandro Rüegger arrives at a similar result: since March, he has counted an average of 2.5 pages per issue - despite the relaunch campaign.
"In the advertising sector, we are not yet where we want to be," says Rüegger. At least TR7 has not yet had to cope with a slump, as is the case with TVtäglich and Tele. "The positioning of the product is working, and the relaunch has brought in new customers and interested parties," he adds. TR7 was also able to hold its own in retail and subscription sales. According to Rüegger, TR7's annual accounts were also positive at the end of June.
Nevertheless, Rüegger wants to "clearly give more importance to the advertising sector": at the beginning of May, he hired Patrick Knecht (formerly of ZürichExpress and TV 3) as an additional advertising salesman for TR7, which is leased by Publimag. In addition, the search for a new editor-in-chief will soon begin because Frank Hubrath is moving to 3sat. But one thing is certain, according to Rüegger: "TR7 is staying on course."
Tele before relaunch

The program guide Tele (Ringier) is planning a relaunch in October. This was confirmed by Editor-in-Chief Klaus Kriesel. However, the relaunch has nothing to do with the fortnightly program guide announced by Vierwaldtstätter Verlags GmbH. After 1996, it was simply time for a refresh, said Kriesel.

The Competition Commission will soon decide on the billboard dispute in the central Swiss metropolisBy Markus Knöpfli The city of Lucerne wants to continue awarding the billboard concession to Allgemeine Plakatgesellschaft. This is why competitor Clear Channel Plakanda has filed a complaint against the city with the Competition Commission. Their recommendation is as good as certain: submission. However, the Federal Court does not consider this to be mandatory.
For over 90 years, the Allgemeine Plakatgesellschaft (APG) has exclusively managed the poster sites on public land in the city of Lucerne. Every year, it pays around 600,000 Swiss francs in fees, depending on turnover. Lucerne has now terminated the contract between the city and APG at the end of 2001 in order to put it on a new financial and conceptual footing. It has therefore conducted initial contract negotiations with APG regarding a new concession.
However, the second out-of-home advertiser, Clear Channel Plakanda (CCP), opposed the continuation of the previous cooperation, proposing a consortium agreement (agreement with both competitors for a shared concession). The Lucerne executive did not want this because a consortium agreement would require providers with a similarly large share of poster sites - and this was not even the case on private land in Lucerne.
Conversely, the city of Lucerne is also seeking cooperation with CCP, as it wants to put a stop to the proliferation of billboards on private land and introduce a billboard concept developed with APG. The City of Lucerne's Building Department, which is in charge of this matter, has therefore made CCP the following offer: APG will receive the Lucerne concession, but the poster sites on private land will be divided between APG and CCP. In return, both out-of-home advertisers will submit to the new billposting concept and each will also reduce a number of sites.
Submissions are not mandatory according to the Federal Supreme Court
However, this was not enough for the CCP. The negotiations dragged on. In order to prevent a situation without a contract, the city and APG had to extend their previous contract by one year until the end of 2002. On March 27, the CCP then sued the city of Lucerne at the Competition Commission (Weko), which is why the negotiations were even put on ice. Neither CCP CEO Beat Roeschlin nor Daniel Bernet, an employee of the legal service of the city's building department, wanted to comment on the content of the complaint. The Weko decision is expected in the next few days.
But the decision is as good as certain: the Competition Commission is likely to recommend a submission. At least this is what emerges from a decision of May 14, 2001 (in the JCDecaux/Affichage case). At that time, the Competition Commission criticized, almost in passing and on the basis of its own survey, "that larger municipalities sometimes restrict competition for billboard advertising space". It also stated: "These municipalities either refrain from inviting tenders or conclude so-called consortium agreements that integrate all potential providers into an overall concept. This weakens competition."
These are clear words in themselves. The big unknown, however, is whether the ComCo can also make a legally binding decision - i.e. do more than just "recommend". After all, its view is contradicted by a Federal Supreme Court ruling from April 1999. At that time, Switzerland's highest court ruled that a submission was not mandatory in the billposting sector.
Concession decision in Basel

After years of delay, a jury appointed by the Basel Building Department decided on July 9 who will receive the new Basel billboard concession. However, the decision still has to be formally approved by the Director of Buildings. APG and CCP have applied, and APG is the current concession holder. However, the new concession is severely restricted: 254 City Light areas in prime locations and other locations on streetcar shelters are excluded. They were previously transferred to APG for 15 years.

Frei&Glaus woos young cell phone owners for Swisscom Directories with an SF parodyBy Andreas Panzeri With a science fiction-style cinema spot, flyers and B4 posters, the Zurich agency Frei&Glaus has been commissioned by Swisscom Directories to motivate young cell phone owners to enter their number in the phone book.
What happens to the man who is threatened by aliens in space and urgently needs to contact Mr. Scott on Earth, but unfortunately does not have his cell phone number? He is shot into astral dust. If he was clever, he had his number entered in a Swisscom directory free of charge beforehand - and is rescued. Cell phone owners will be encouraged to do so with an eye-catching "Star Trek"-style movie spot that will be flickering across the screens of Swiss cinemas this summer.
The Zurich advertising agency Frei&Glaus was commissioned by Swisscom Directories to realize the "Mobile entries" campaign. The Zurich-based media design agency Frame Eleven was commissioned to produce the cinema spot, which will be shown in 15 open-air cinemas in addition to all cinemas in Switzerland from July to mid-September.
Shooting the movie in two days
"The idea for the realization of the commercial was an ironic, but by no means instructive story, in which the target group should be encouraged to enter a number," explains Beat Frei from Frei&Glaus. The entertaining idea with the SF parody was "met with great enthusiasm" at Frame Eleven. Christoph Müller, co-owner of the studio, saw the implementation as a rewarding challenge, because "the realization of a sci-fi parody obliges us to do justice to this genre. A task whose realization is not entirely without difficulties when compared with international budgets."
Together with director Omar Siegenthaler, the story was developed into a detailed shooting board. Thanks to the precise preparation, the spot was shot in just two days in a specialized film studio in Munich. The entire planetary world was built there in its original playable size. The spaceship and the planet for the opening shot were generated completely three-dimensionally. The Los Angeles-based Swiss composer Manuel Stagars, who usually composes for feature films, was hired for the sound design.
The entry in the directory is made via SMS
The cinema spot is flanked by B4 posters in cinema foyers, advertisements in the Sunday press and in youth, trend and cinema magazines.
magazines and in the total circulation of Directories telephone directories (over 5 million copies). In addition, 400,000 drinks leaflets were produced and used in 500 trendy restaurants. The campaign is also present on the Internet with banners and at www.lucky mobile.ch.
The campaign is also linked to a competition. Anyone who enters their cell phone number in the phone book free of charge will be entered into a prize draw to win two Opel Speedsters and 393 Samsung cell phones.
A unique feature of the campaign is the response medium: the entry in the telephone directory is made by sending the address via SMS. Newinternet AG, as the provider of the SMS solution, prepares the data and delivers it to Swisscom Directories for further electronic processing.

Bread and games advertises the Glarner Kantonalbank with authenticityBy Luca Aloisi Local color, a sense of home and togetherness are the components with which the Glarner Kantonalbank presents itself credibly to its customers. And it has been doing this long before Swissnes was on everyone's lips.
The young all-round agency Brot und Spiele developed a testimonial campaign for the client Glarner Kantonalbank (GLKB). Another one? The question may be justified. However, unlike most of the testimonials currently plastered across advertising space, this campaign stands out thanks to its authenticity and the proud claim "I am a Glarner".
This is the first integrated communication presence for the small universal bank. The reference to a Glarus theme is self-evident, after all it has 12 branches and agencies for a population of around 40,000 inhabitants. And, no wonder, it has a dominant market share in the Alpine canton.
The fact that Esther Feldmann, Head of Marketing Communication, chose a Zurich agency for this has to do with personal relationships, as she freely explains. First, however, Brot und Spiele was commissioned with the concept for the design of the new two-part annual report. This has given the cantonal bank a platform on which it can explore a typical or atypical Glarus topic in magazine style.
St. Fridolin achieves cult status - on T-shirts
"This already turns the annual report into an image carrier," says consultant Urs Schwander. However, concept designer and AD Markus Läubli and copywriter Anna Esposito had not expected that the simple but versatile design approach would really open up the range of communication media. As the identity-creating statement fits perfectly with the current anniversary year "650 years of Glarus in the Swiss Confederation", the portrait series from the annual report was used for an advertising campaign.
This will be used with text changes for all events of the anniversary contribution. Läubli never expected that even St. Fridolin would achieve such cult status as an ambassador in the form of a T-shirt print. After all, he has long been over the Swissnes hype. He says, not without good reason, that hardly any other canton could afford a similarly patriotic slogan without appearing arrogant or ridiculous.
This is supported by a headline campaign "Please spread the word: I am a Glarner". Following this image campaign, which is primarily aimed at private customers, the next campaign will focus on corporate customers.

TSR crams textbook knowledge with teachers for Klett and BalmerIt is difficult to prove a direct link between the results of the Pisa study and the teaching materials used in Switzerland for the lower grades. However, the sobering results of the OECD study have poured water on the mills of private teaching materials publishers. They have been demanding for years that they should not be at a disadvantage in the evaluation of primary school textbooks compared to state-run teaching material publishers. Klett und Balmer (KB), for example, one of the most important players in the textbook market, is taking advantage of the opportunity to convince teachers to use its teaching materials with an appearance at the TSR campaign office in Zurich. page 6

The official Expo.02 newspaper can also be filled with advertisementsBy Anita Vaucher The official Expo.02 newspaper is distributed free of charge every day in the trains on the way to the national exhibition and on the exhibition grounds. In terms of content, it informs visitors about upcoming events - the newspaper is not interested in what happened yesterday. The journal is also an interesting advertising platform for advertisers.
The newspaper, which is only published every 40 years or so in Switzerland, has been distributed free of charge to rail passengers traveling to the four Arteplages every morning since the opening of the Expo.02 national exhibition. The Journal, as the Expo.02 newspaper is officially called, aims to be a newspaper without a memory.
In contrast to daily newspapers, the Journal therefore does not report on events from the previous day, but on the current events of the day at Expo.02 itself, explains Dominik Slappnig, Head of Journalism, the concept of memorylessness. There is also no subscription to the Expo newspaper.
Although the Journal is the newspaper for the exhibition of the Swiss Confederation, it is limited to French and German. After all, very few visitors are expected from Ticino and Romansh-speaking Switzerland, because experience shows that sixty percent of the population comes from German-speaking Switzerland and thirty percent from French-speaking Switzerland. The population from the other parts of the country will be addressed using other media, such as the Internet. Expo.02 is also the first national exhibition to include the Rhaeto-Romanic language at all, explains Dominik Slappnig.
Useful Expo companion still looking for advertisers
The journal is primarily of a service nature and also focuses on topics such as architecture, news and events. For example, the reader learns that there should have been a national exhibition in 1991 to mark the 700th anniversary of the Swiss Confederation, but that this was rejected by the voters of the organizing cantons of Uri, Schwyz, Obwalden and Nidwalden. This was the first time since l914 that the 25-year rhythm of the Swiss National Exhibition had been interrupted. And in an interview, SVP President Ueli Maurer can unchallengedly cast doubt on the sense of identity of the Swiss gathered in a damp cloud on the Arteplage Yverdon.
The bilingual editorial team is made up of professional journalists who have taken time out for the duration of the exhibition.
The Journal offers Expo.02 partners and sponsors a unique opportunity to raise their profile. With a circulation of 30,000 or 60,000 copies at the weekend, the Journal in handy tabloid format offers an interesting advertising platform. It is not only eagerly studied by Expo visitors during the train journey, the Journal accompanies visitors throughout the day with useful orientation aids. Expo.02 sponsors have the opportunity to take an exclusive issue and distribute it to their customers and other relevant target groups. Advertisements for other advertisers are acquired via Publicitas. However, the newspaper without memory is not fully booked until the last day of the exhibition in October.