The leading European online marketer Adlink Internet Media AG is taking over Qualiclick, the largest Swiss company in the sector (market share of around 35%). "With the takeover of Qualiclick's activities, our company will immediately become profitable," said Martin Radelfinger, Managing Director of the Swiss Adlink subsidiary. As part of an asset deal, Adlink (Switzerland) will receive Qualiclick's customer base, 80,000 e-mail profiles and three-person sales team. According to Radelfinger, the company can expect an additional sales volume in the seven-digit euro range. Adlink, which achieved a market share (MA) of around 20% in Switzerland last year, will thus become the largest provider of digital communication and marketing solutions in this country (with around 55% MA), leaving Publimedia Webadvertising AG in second place in the industry with around 35%, followed by Goldbach Media (Active Agent and Media Agent) with around 10%.
In return, Qualiclick shareholders will receive shares in Adlink Internet Media AG worth around 700,000 euros. Whether further payments will be made was left open on request. "Both sides are satisfied with the transaction," said Qualiclick founder and CEO Roger Lienhard. He confirmed that a total of around 18 million Swiss francs had been invested in Qualiclick. He even described the deal as "fantastic", also for the customers, who would gain more security. Lienhard will continue to oversee the handover and then reorient himself.
Tamedia, which holds a 33% stake in Adlink (Switzerland), is also satisfied. René Gehrig, who represents Tamedia on the Adlink Board of Directors, described the takeover as a "huge step forward". "There is a very good chance that Adlink will now be in the black," he said (mk).

In addition, Roman Zenoni, President of the Swiss Marketing Club (SMC), has founded a consulting firm. Roman Zenoni Management Services offers consulting, strategy development, and implementation for leadership, marketing, sales, and communications functions.
The Bern-based communications and advertising agency Stoll Traber & Partner (ST&P) has a new co-owner. Since the beginning of the year, Deputy Managing Director Peter Matthys has held a stake in the agency. The Bern-based firm has also strengthened its consulting team: In early April, Rosemarie Rotzetter (pictured), formerly head of communications at the Swiss computer company Digital-Logic, joined the ST&P team.
Effective immediately, Knuth Hackbarth, Director of Media Research at IHA-GfK, will be joining the advertising research firm Media Focus. In addition, Jens Windel, Delegate of the Shareholders' Meeting, will be responsible for optimizing the collaboration between Media Focus and AC Nielsen in Hamburg regarding data collection and processing.
Martin Bettler is joining the advertising agency DDB Zurich. Bettler began his career as an advertising professional at Aebi Strebel and most recently served as art director (AD) at McCann-Erickson in Zurich. At DDB, he will take on additional leadership roles in the creative department as a senior AD.
Dani Weber has joined the Zurich-based communications agency FKP Identity. He will be strengthening the agency’s consulting, concept development, client acquisition, and client management teams.
As part of its February relaunch, the TV guide TR7 is expanding its advertising operations. Effective May 1, Patrick M. Knecht (pictured) will assume the role of Product Manager.
Heike Faller has been appointed Senior Public Relations Specialist at Symantec Switzerland. Based in Bassersdorf, she will be responsible for driving the IT security solutions provider’s overall communications activities.
Berthold Krumeich has been the new Technical Director of the Swiss web agency Die Argonauten since early April.
Graphic designer Severin Gehring will be moving from the Küsnacht-based advertising agency Bunt to Frontwork in Winterthur at the end of April.

Slump in growth in the PR sector - Farner PR now tops the BPRA rankingsBy Andreas Panzeri Net fee income for PR agencies rose by 4.6% to CHF 107.8 million last year. This is according to the figures published annually by the Association of Swiss PR Agencies (BPRA). Farner PR has overtaken Trimedia and is now at the top of the agency rankings.
In October 2001, many agencies had already revised their expectations downwards and were still forecasting business growth of just 1.3%. In the golden year of 2000, effective growth was still around 25%. The official market statistics for 2001 now confirm the flattening of growth at 4.6%, although not to the extent originally feared.
In 2001, the 21 current BPRA members generated CHF 91 million with a market share of 77% in Switzerland with 383 employees. Per capita turnover fell from CHF 250,000 to CHF 237,000 compared to the previous year.
Commenting on the ranking, BPRA President Ulrich Bollmann noted that BPRA agencies are growing faster than the agency market as a whole. Farner PR took the top spot for the first time in 2001 with a turnover of 14.9 million Swiss francs, well above the market average 21% and thus overtaking the previous leader Trimedia, which achieved 14.5 million Swiss francs. In next place were Wirz PR with 11.6 million francs, Burson-Marsteller with 10.8 million francs and non-BPRA member Bütikofer, which lost around 11% in volume with 10.1 million francs. Overall, these Big Five increased by almost 4% compared to 2000 and had a share of 68% in the agency market surveyed.
What is new in the statistical development is the stronger growth of the midfield. The C-Matrix Group, Mediapolis, cR Kommunikation, Frei Kirchgessner and PiAr, ranked 5th to 10th among BPRA members, increased their fee income by 15% to CHF 20.5 million. This growth represents a trend reversal, whereas in recent years it was always the large agencies that recorded above-average growth.
The breakdown of turnover by service shows no changes compared to the previous year. At 48%, Corporate Communications continues to occupy the top spot, followed by Product PR/Marketing Communications with
17 and Investor Relations with 13 and Public Affairs with 12%.
The trend towards more short-term client decisions continued in the reporting year. "This makes it difficult for all agencies to manage their own resources optimally and occasionally leads to unprofessional briefings on the client side," said
Bollmann.
In 2001, various international networks expressed an interest in stronger links in the Swiss market. However, Burson-Marsteller remained the only fully integrated network agency.
Following the general meeting, the BPRA now has 21 members. New members are DBCOM in Lausanne and Vector Communications, Zurich. Wenger and Pielken have dropped out.
The members' meeting in Zug confirmed Ulrich Bollmann, Burson-Marsteller, as President and the current Board members Christian König, Farner PR, and Peter Felber, Int/Ext Group, in their functions. Hugo Schmidt, Schmidt PR, did not stand for re-election. Alfred Köcher, C-Matrix Group, was elected in his place.
On the day of its general meeting, the BPRA launched a freshly spruced-up website. Further details on the new agency ranking can also be found at www.bpra.ch.

It’s striking: The new IKEA catalog makes it clear even to amateur neurologists what can happen if you’ve been kissed by a moose for too long… or if you’ve botched your own moose test. Men—and especially women—develop a surprising aversion to anything naked. Not toward their own bodies, though, but toward their own living spaces. «The way the hardwood floor just lies there naked is just weird,» or «Of course I use a bedspread. I’m not some weirdo.» Such phrases form the core messages of the promotional material just distributed by this ridiculous furniture store: «Fight nudity.» Aside from the linguistic missteps—which are likely the result of a translation from Swedish or simply excessive vodka consumption—it’s been a long time since such a telling document on the nature of Nordic humor has been distributed. You don’t have to find any of this actually funny… well, luckily there are no moose in Switzerland.
Chandra Kurt [email protected]
Column

Weak
From Liz Sutter
1 meter 62, 55 kilos. Okay, I’m no Claudia Schiffer, but I’m no Nella Martinetti either. Full of anticipation, I walk into the store and ask the saleswoman if I can try on the black tube dress. The woman narrows her already small eyes, juts out her chin, and exclaims in horror: «For you?!!! Impossible! You need to be slim to wear that dress!» Scene change. A well-known café in Zurich. I order Bircher muesli with cream and a peppermint tea. They bring me a bottle of mineral water and a peppermint tea. I’m puzzled by the strange combination, and it turns out that the waitress misunderstood «with cream» as «mineral.» She takes the water back to the buffet and says to her colleague, «She has such a funny accent!»
The boutique and café have seen the last of me for now. Too bad. People there design great clothes, set up beautiful spaces, make delicious Bircher muesli, and do good advertising. And then it all falls apart at the last link in the chain. No wonder, given the wages. But is that the only reason for this weak spot? I don’t know. But as a manufacturer, I wouldn’t be indifferent if annoyed customers started digging their old clothes out of the donation bag again. As a restaurant owner, it would give me pause if offended guests started brewing their own coffee from now on. As a journalist, I can at least turn my experiences into stories. And I find it amusing to discover that others feel the same way. In the NZZ Ticket, Urs Bühler reports on a new restaurant that advertises its first-class service.
Small consolation.
[email protected]
Liz Sutter is a journalist.
Business lunch

The joy of satisfying a longing for Provence right here in Zurich
True, the Romantikhotel Florhof is tucked away a bit on the edge of the Old Town, but within walking distance of the Conservatory, the Kunsthaus, and the Pfauenbühne. That’s no problem. Because here—in the subtly blue restaurant—the cuisine on offer is second to none. Head Chef Eric Denéchau remains loyal to the owner couple, Brigitte and Beat Schiesser, and that pays off especially for the guests. At last, one might exclaim, you can savor French Mediterranean cuisine in Zurich and then sing its praises. And if summer were finally here and you could find a spot on the newly redesigned terrace, the joy of satisfying your wanderlust right on your doorstep would be complete.
At lunchtime, the attentive staff serves a three-course lunch for 41 francs under the watchful eye of restaurant manager Maurizio Davini. Those who prefer just two courses pay 34 francs. With all due respect, that’s outrageously cheap for Zurich
Value—or, to use marketing jargon: excellent value for the money. The baby shrimp on a green asparagus salad with orange vinaigrette—mais oui, Monsieur Denéchau: superb and exceptionally well-balanced, as the citrus acidity complemented the asparagus and shrimp perfectly. Instead of the organic beef tenderloin Stroganoff, the table was served pan-seared fish with boiled artichokes Provençal-style in an olive oil emulsion, fried artichoke spaghettini, and blue potatoes. That’s a lot of words for a wonderful dish—though I’ll gladly admit I can’t tell the difference between a blue and a «yellow» potato. For dessert: zuccotto with fruit, garnished with strawberry coulis. Now, one could argue endlessly about what a “real” zuccotto is supposed to be, and so on and so forth… this one was served on a bed of chocolate and confirmed that nothing is as certain as the evolution of recipes. But who cares? It tasted delicious, too.
Be sure to set aside plenty of time to dine in this lovely setting. No one wants to hear cell phones ringing, but there’s a worthy glass alternative: the wine list curated by Davini (what a name!) leaves almost nothing to be desired. You’ll feel right at home in this restaurant, with plenty of space for conversation and to stretch your legs, and a good distance from the neighboring table. Allez-y! But be sure to make a reservation first.
Carlo Bernasconi [email protected]
Romantikhotel Florhof, Florhofgasse 4
8001 Zurich
Tel. 01 261 44 70
Fax 01 261 46 11
www.florhof.ch

Gregor Eschle has been Head of Advertising at the news magazine Facts since FebruaryHead of the week "Before you can sell on a grand scale, you have to know the basis"
Gregor Eschle has been commuting from Lucerne to Zurich for over six years. And because he recently moved to Meggen, the commute is now taking a little longer. Nevertheless, moving to the city on the Limmat was never an issue for the 31-year-old. Apart from the hustle and bustle that he associates with Zurich, the new Facts advertising manager would miss the Lucerne carnival in particular.
Eschle entered the industry almost ten years ago by chance. After a language study trip to London, the trained salesman did not know exactly what his professional future would look like. Because working with small children would have appealed to him, Eschle even toyed with the idea of becoming a nursery school teacher. However, he rejected this option when he was offered a job as a sales representative. Looking back, he describes the first few years as a valuable time in which he learned the business from the ground up: "Before you can sell on a large scale, you have to know the basics."
Peter Urs Naef, former head of the Weltwoche publishing house, played a key role in shaping his career by employing him at his paper in 1996. Until recently, the Lucerne native remained loyal to the crisis-hit newspaper, most recently as regional sales manager and deputy advertising manager. Was his departure at the end of January related to the turbulence of the last few months? "No, it was simply time for me to move on," he says.
In addition to his new job, Eschle is currently training to become a sales manager at Sawi. Due to this commitment, he originally planned to look for a new job next year. Facts publishing director Christoph Marty convinced Eschle before the start of the year not to miss out on the opportunity and make the switch.
After a good two months, Eschle has not only become accustomed to the cramped conditions of the Tamedia Glass Palace, but is also already pursuing ambitious goals. "The plant, which has grown enormously in the last seven years, must now put down deep and stable roots." To ensure that the paper can continue to sell advertisements successfully, Eschle wants to anchor it in the minds of customers as a high-quality, established product. He is therefore also convinced that Facts must move away from the image of a tabloid magazine. After the last few crisis-intensive months, the Sawi graduate is relieved to have sailed from the rocking barge Weltwoche into the safe harbor of Facts.
In addition to carnival, which is the festival par excellence for him, Eschle describes cooking, good food and fine wines as his great passions. Daniela Zivadinovic

The ADC/BSW Creative School has juried the young talents for CannesBy Andreas Panzeri The ADC/BSW Creative School has chosen the "Rubik's Cube" ad by Fabian Esslinger and Regula Fecker as the best work. They are aiming for international recognition in Cannes.
Together with the Art Directors Club (ADC), the industry association of Swiss advertising and communication agencies (BSW) has been running a creative school for the professional development of young talent since 1990. In around 150 theoretical lessons in the areas of copywriting and artwork as well as practical exercises, young creatives can learn the craft of advertising from their role models over a period of two years.
As part of the training, the course participants each design their own print advertisement as part of an annual competition. The task is to advertise the ADC/BSW creative school and show why you should attend the courses at this school!
Among the 20 or so entries, a prominent jury comprising André Benker, Simone Fennel, Daniel Matter and Hans Tanner, with the participation of Patricia Meneghin from the school management and BSW Managing Director Walter Merz, awarded prizes to three subjects.
The ADC jury frowns nervously...
"It was a very good year," says André Benker about this year's competition entries. The panel discussed all the entries in detail and then quickly came to a consensus: the winning entry, "Rubik's Cube" by AD Fabian Esslinger and copywriter Regula Fecker, will represent Switzerland at the international final of the major competition in Cannes, which provides an annual showcase for young talent.
The jury was given food for thought by the curious fact that three of the 20 or so teams had played with the theme of "cocaine" in their solutions. "That seemed quite strange to us," says André Benker, who has been working as a coach at the creative school for three years and speaks of a very positive and constructive spirit at this school. "There is a stimulating mix of creative people here."
The next course at the ADC/BSW creative school starts this fall. You should apply for a place at the window as soon as possible, as the courses are in high demand.

Josef Jungo, K-Group, on criticism from publishers and the free edition of 20 Minutenby Markus Knöpfli Last year, K-Group increased its turnover and investments in Switzerland. Nevertheless, it is repeatedly criticized by publishers. However, the experiment with 20 Minuten at the kiosk is only one point of criticism that Josef Jungo, Managing Director of K-Group Switzerland, addresses.
Last year, the K-Group invested 33 million Swiss francs in Switzerland alone. For what?
Josef Jungo: We invested a good 40 percent in maintaining the sales outlet network, in new buildings and conversions. Around 30 percent went into technical equipment, such as the new order picking system or the data warehouse.
30 percent of the investments are spent on new concepts such as convenience or new press display units.
What proportion of K-Group Switzerland's turnover was accounted for by the press in 2001?
Jungo: Around 33 percent, or just over half a billion francs.
Valora's 2001 half-year report mentioned a "slight decline in sales" in the press division. What is the picture for 2001 as a whole?
Jungo: This segment has been in decline for around five years and once stood at 35%. Last year, newspapers continued to lose ground (free newspaper effect), but the decline leveled off significantly and magazines have even almost stabilized.
The decline in the press sector comes as no surprise to publishers. They say that the variety of products on newsstands has increased to such an extent that there is less and less space for print titles.
Jungo: The opposite is the case. As I said, we invest up to 15 million francs a year in our kiosks, which are also being enlarged. The press always gets more than 50 percent of the space, and this proportion is getting bigger and bigger. We are also investing in new press offices and walls that offer more opportunities.
The publishers also criticize the fact that promotions are not fully implemented. What the K-Group offers cannot be checked down to the last depositor.
Jungo: We primarily carry out promotions at our own points of sale and only with retailers who work closely with us. What is also important is that when we make a nationwide promotional offer, we only ever talk about 1000 of our 1350 sales outlets. The reason: not all kiosks are equipped in the same way.
So can this problem be solved with better communication on your part?
Jungo: That's one part of the solution. Other parts are quality management and close cooperation with the media companies. Both have been intensified and are producing good results.
How much does K-Group Switzerland earn through promotions?
Jungo: Last year it wasn't four million francs.
However, the K-Group is increasingly being criticized for offering sales promotions to publishers and other companies instead of selling newspapers.
Jungo: The fact that this is completely untrue can be seen from the press sales revenue of half a billion francs, which bears no relation to the modest promotional revenue. Our investment in kiosks alone is four times higher. The only thing that is true is that we want to make even better use of the potential of one million paying customers per day and present the opportunities to our partners - including advertising agencies - more effectively. After all, when a new product is advertised, this can be supported very specifically at the POS. But our main interests are clearly a good offer and good sales.
Some publishers also criticize the fact that promotions are too expensive. They say it is more worthwhile to invest money in subscription advertising than in individual sales.
Jungo: I can't generalize like that. I think you need both, because retail sales are usually the stapes for subscription customers.
What is the K-Group doing to drive up press sales again?
Jungo: We've already talked about our investments. We will also soon be opening the first of our newly designed press centers in Bern, where we will be able to present even better by title category. The dual presentation of press titles is also an issue. We have also succeeded in convincing department stores that sales increase with larger press walls. And finally, we want to intensify our contacts with publishers so that together we can react even better to events such as the death of Queen Mum or Simon Ammann's medals.
What was the real reason you stopped the attempt to give away 20 minutes for free at the kiosks?
Jungo: The decision was based on normal business considerations, although there was no unanimity internally. Our primary focus is on selling press products, not giving them away. The distribution of free newspapers, on the other hand, is a service in the area of fine logistics, but it destroys one of our core businesses - on the one hand at the POS itself, and on the other hand it disrupts our relationship with the publishers.
This last point was probably the main reason for the stop, wasn't it? Your own study said that neither press sales nor sales of other products suffered as a result of the trial.
Jungo: Logically, the relationship with our strategic partners also plays an important role, but ultimately business considerations were paramount. All the more so as several publishers were bidding for the distribution and print jobs of their competitors, the commuter newspapers. It was also strange that those who wanted to ban us from the test were particularly interested in the test results.

Lars Müller receives the 6th Jan Tschichold Prize The Federal Office of Culture (FOC) has awarded the Jan Tschichold Prize to the designer and publisher Lars Müller.Lars Müller receives the 6th Jan Tschichold Prize The Federal Office of Culture (FOC) has awarded the Jan Tschichold Prize to the designer and publisher Lars Müller. For the first time in its six-year history, the award from the Federal Department of Home Affairs (FDHA), which is endowed with CHF 15,000, has not been awarded to a young designer.
"The award honors him as a book designer, publisher and teacher who promotes Swiss design and book design," says Miriam Fischer from the Arts and Culture section at the BAK.
The winner was chosen by the same jury that judges the "Most Beautiful Swiss Books" competition, which the BAK has been organizing for over 50 years. To give the competition more weight, it was decided in 1997 to award the Jan Tschichold Prize. The jury was made up of a publisher, four designers and two experts from the technical fields.
"I'm very happy about this award. Also because it's the first one that comes with money, in addition to the many other awards I've already won," says Lars Müller.
The award ceremony will take place on May 4 as part of the vernissage of the catalog "The Most Beautiful Swiss Books" in the foyer of the Museum für Gestaltung in Zurich. Ernst Weber

The commuter newspaper *20 Minuten* is taking over the 400 distribution box locations within the Zurich S-Bahn network (172 stations) that became available following the closure of its competitor, *Metropol*. In the bidding process for the exclusive contract, 20 Minuten prevailed over the ZürichExpress and the planned TV guide U 1 from the Austrian television project Kanal 1. In Bern and Basel, the SBB has been leasing its display spaces to 20 Minuten since October 2000. The SBB stated that the 20 Minuten Group’s experience as the publisher of a commuter newspaper, as well as its actual proposal, were the deciding factors. New packaging. In light of the Fendant overproduction, the Valais-based company Provins has decided to take a revolutionary step. Following a market analysis and with the support of the Swiss supplier Tetra Pak, Provins has developed the «Barille du Saint-Bernard» («a bouquet of beautiful complexity»). This elegant description for wine in a cardboard pouch is currently hitting the shelves in «barrels» containing 25 and 100 centiliters at all major Jumbo and Carrefour stores. To ensure that Dionysus, the god of wine, does not take offense, during the introductory phase, a contribution will be made with every «Barille du Saint-Bernard» sold toward the urgently needed renovation of the 17th-century chapel at the hospice on the Great St. Bernard Pass.
SWA appeal upheld. The Swiss Association of Advertising Clients (SWA) must convene an extraordinary general meeting to discuss the separation from its former managing director, Fredi Schwab. An appeal against the Executive Board’s decisions was filed by member companies Baer, Swiss Life, Eichhof, SMP, Epa, Basler Versicherungen, and SBB (see also page 20). According to the SWA bylaws, 10 percent of the current 130 members must sign an appeal for it to be valid. According to the new SWA Managing Director, Jürg Siegrist, this threshold was met. According to research by WerbeWoche, the appeal was supported by 25 members, who account for over 50 percent of the billings represented within the SWA. The appellants are demanding a full and transparent explanation of the decisions surrounding the change in management from all parties involved and affected.
Silent Killer. After cocaine and heroin, the World Health Organization (WHO) ranks alcohol as the seventh most addictive and silent killer. Yet not only in Switzerland is alcoholism still viewed as falling somewhere between a minor offense and the joy of a beer. Yet alcoholism is already the most common disease among men in Switzerland aged 30 to 44. Despite this, alcohol abuse is downplayed—a fact that Alcoholics Anonymous is trying to change with a new campaign created by Claude Catsky. The striking ad and poster design stylizes a bottle neck as a dangerous weapon used to kill oneself. A TV commercial accompanies this symbolic image. It was produced by Catsky in collaboration with the Swiss film production company Blood, Sweat & Tears.
Fisch Meier Sweeps the Board. Last Friday evening, the Swiss direct marketing industry celebrated with the presentation of the 4th DM Award. Out of more than 280 entries, 13 gold, 10 silver, and 16 bronze awards were presented. 65 finalists received a Letter of Distinction. The most successful agency was Fisch Meier Direkt, with one gold, four silver, and three bronze awards. Lowe Direct followed in second place (2 gold, 2 silver, 2 bronze). Third place went to Matter & Partner, a traditional advertising agency (2 gold, 1 silver, 1 bronze). Gold awards also went to Alex Schmid (2), Futurecom Interactive, WBO OgilvyOne, Gaiser & Partner, Bachmann und Partner, Baumer AG, and BBDO Inter-One (see also the shortlist on page 21).
ESPO News. Tons of newsprint are currently being delivered to Gassmann in Biel-Bienne. From May 15 to October 20, the printing and media company will produce a daily Expo.02 Journal in German and French, as well as in Italian, Romansh, and English on special occasions. Printed by the publisher of the Bieler Tagblatt and the Journal du Jura, the Expo newspaper has a circulation of 30,000, rising to 60,000 copies on weekends. Printed in four colors, the newspaper features Expo news as well as information for Expo visitors and a «People» section. With 16 to 24 pages in a handy tabloid format, the Journal is distributed free of charge at official Expo parking lots, in hotels, at tourist offices in the individual Expo.02 host cities, at the Arteplages, and, presumably, on the main trains heading to Expo.02. The journal is financed by advertising revenue and is produced in Biel by a team of 15 bilingual editorial staff members.
Editorial

Rising Circulation and Recognition Good news on our own behalf: *WerbeWoche* has continued to grow. The Working Group for Advertising Media Research (Wemf) has certified WerbeWoche’s circulation for 2001 at 3,869 copies. This represents a 1.7 percent increase over the previous year—and this in a year that was difficult for media outlets and agencies.
Subscriptions and newsstand sales of Switzerland’s leading weekly newspaper for marketing communications and media have shown positive growth. By the way: WerbeWoche is available for purchase at over 80 select (train station) newsstands throughout Switzerland. You can find a list of these sales locations on our website (www.werbewoche.ch) under the «Subscription» link.
And here's some more good news: About 7,000 people have subscribed to WerbeWoche's daily newsletter, in which we provide concise coverage of the most important events in the communications industry.
We would also like to take this opportunity to inform you that WerbeWoche has once again been awarded the title «Swiss Quality Trade Journal (QFZ)» by the Swiss Press Association. This designation of quality reaffirms our commitment to providing well-founded, carefully researched information, analyses, and commentary.
The editorial staff and the publisher would like to thank all readers for their trust. Samuel Helbling, Editor-in-Chief

Bettina Jaques-Bosch, PR consultant and election campaign expert, delivers with her guide "Wahlerfolg! Examples and trends 2001 to 2003" book service tips for election success, a follow-up to her 1997 study "How to win elections". Jaques-Bosch traces four selected election campaigns of National Councillors and examines their structure, advertising media and PR strategies. These are supplemented by a survey of all elected National Councillors from 1999 and a chapter on the instruments of media work.
Bettina Jaques-Bosch: "Wahlerfolg - Beispiele und Trends", Kranich-Verlag, ISBN 3-909194-07-9, 79 francs.
PR gags make history The author Claudia Cornelsen assumes that not only Stefan Raab and Verona Feldbusch are PR specialists, but that this profession already had its exponents in the four evangelists of the New Testament. She spans an arc from the early Christian era to the present day, peppered with bizarre ideas and striking personalities who put the laws of outstanding PR gimmicks into practice. In an essayistic manner, she uncovers the tricks and ploys of media professionals.
Claudia Cornelsen: "Lila Kühe leben länger - PR-Gags, die Geschichte machten", Wirtschaftsverlag Carl Ueberreuter, ISBN 3-7064-0811-2, 45.60 francs.
The self-employed CD and director Albert Heiser provides a step-by-step introduction to the conception and production of good commercials. His handbook provides beginners with insights into the tasks, presentation styles and realization of TV commercials and uses numerous examples to explain the tricks and patterns of successful productions.
Albert Heiser: "Stay tuned! - Konzeption, Produktion und Rezeption von Werbefilmen - ein Blick hinter die Kulissen", Verlag Bastei Lübbe, ISBN 3-404-94012-1, 26.90 francs.

Freiburghaus & Partner awakens the new love of meat for ProviandeIn the past, meat dishes were not at the top of Mr. and Mrs. Swiss people's menus. Mad cow disease, foot-and-mouth disease and scandals surrounding the misuse of antibiotics in animal husbandry have spoiled the appetite of many a carnivore. The industry organization Proviande wants to counterbalance the horror scenarios, which are mainly presented in the media, with a national image campaign. Swiss meat is to be repositioned as a quality brand. The Bern-based agency Freiburghaus & Partner is therefore showing the unspectacular everyday (meat) life on posters and advertisements throughout Switzerland. page 12

The new Jean Frey AG wants a 10 percent share in publisher televisionBy Markus Knöpfli In order for Bilanz to continue its business talk on Press TV, its now independent mother Jean Frey AG would actually have to become a shareholder in publisher television on SF 2. Whether it will be allowed to do so has not yet been decided. Ringier could get in the way.
The proposal has been on the table since March 15, when the Presse-TV Board of Directors met for the last time: The Basler Mediengruppe (BM) will cede half of its 20 percent share in Verlegerfernsehen to its former subsidiary Jean Frey AG, which would enable the latter to also become a shareholder and contribute its programs. However, this in turn would be the long-term prerequisite for Jean Frey AG to continue the business talk program Bilanz within the framework of Presse-TV and, if necessary, to launch other projects.
Under normal circumstances, the inclusion of Jean Frey AG would probably be a formality, as none of the other Presse-TV shareholders (Ringier 30%, NZZ 30%, the German publishing group DCTP 20%) have anything against an additional shareholder - all the more so as its Business Talk already achieves decent ratings. BM CEO Beat Meyer agrees: "Kicking them out would not be in the interests of Press TV, because Bilanz-Business-Talk is a good show."
Is the Beobachter canceling its Ringier TV sponsorship?
But the current circumstances are not "normal", as the row between BM and Ringier over the aborted Jean Frey deal has cast its shadow all the way to the Press TV Board of Directors. Among others, two people who have preferred to avoid each other for several months now sit on the board: Beat Meyer and - more recently - Ringier COO Martin Werfeli.
The latter says openly that he sees the cooperation between BM and Ringier "handicapped at Presse-TV", because "of course we have a different view of the characteristics of those responsible at BM". He adds meaningfully: "The development at Presse-TV remains to be seen." But this much is certain: if BM really wants to sell 10 percent, the other shareholders have a right of first refusal. It has not yet been decided whether Ringier will exercise this right, but Werfeli says he will examine it in detail.
But what will happen to Bilanz-Business-Talk if Ringier actually exercises its right of first refusal - or if BM withdraws its offer under such circumstances? "This program can still be made on Presse-TV, even without Jean Frey AG as a shareholder. A form of cooperation will be found," says Werfeli with a shrug, referring to the interim arrangement that has been in place since Jean Frey AG became independent. However, the distribution of advertising revenue around the talk has not yet been negotiated.
If Ringier Jean Frey AG does indeed put a spanner in the works, this would also have a (small) barb for Switzerland's largest media group: Presumably, the observer from Jean Frey would discontinue its sponsorship of Ringier's Konsum-TV - as part of Presse-TV - especially as Ringier is working on its own consumer magazine. A statement from Jean Frey CEO Filippo Leutenegger was not available.