Noteworthy: It’s only right that, in this age of equality, women, too, should take on roles in fairy tales. Just like in Hans Christian Andersen’s «The Emperor’s New Clothes.» Innocent and unaware of any trickery—that’s how the model presents the new Jil Sander collection, without realizing that it’s either see-through, consists solely of shoes, or hasn’t been sewn together yet. Why the model, however, is clutching her bosom just like her dapper observer, remained unclear at press time. What is certain, however, is that Jil Sander is quite fond of naked women and evidently offers them a fairy-tale career. Chandra Kurt, who until now has worn only opaque Jil Sander suits. [email protected]
Business Lunch: A Truly Secular Paradise
"Paradise by the Lake" is the correct translation of the name of this hotel on Utoquai in Zurich: Eden au Lac. The hotel, owned by three shareholders, features one of the most beautiful (and quirkiest) restaurants in the city. The high-ceilinged room exudes a lovely fin-de-siècle charm; the paintings, tapestries, and draperies are colorful yet understated, complemented by crystal chandeliers. What’s quirky is the building’s structural integrity: built on a lakeside embankment, the building begins to tilt slightly backward. If you were to place a marble on the floor by the inviting window front, it would roll across the room without any push.
The food! It may not be heavenly (we’re still alive, after all!), but it certainly promises earthly delights. They don’t serve a full-fledged three-course business lunch here. Not yet, says the new, friendly director, Dario Fumagalli. Instead, there’s a weekly menu featuring market-fresh offerings. Asparagus was recommended, but it wasn’t to our liking. Instead, we were served a hearty lobster soup and a farm salad with bacon and croutons. Parbleu, the best I’ve ever had: the finest strips of bacon, the most subtle croutons, and an equally well-balanced salad dressing (French dressing).
I really appreciate it when the small appetizers are given as much attention as the Sisteron lamb loin that followed—served with young vegetables. The cooking time was spot-on, and the meat was tender, though the crust could certainly have used a bit more herbs. The vegetables were subtle and crisp—almost unobtrusive.
The drinks! The selection of wines by the glass could be a bit larger. Of course, the wines served by the glass are excellent. And it’s understandable that a restaurant would rather sell seven-deciliter bottles to its guests than have to put opened (and unfinished) bottles in the kitchen, where they’ll end up diluting the Sauerbraten.
All in all, though: This is an excellent spot for business lunches because the tables are spaced far apart, allowing plenty of room for papers and documents—but not for cell phones. Guests are asked to turn them off, and that’s as it should be. After all, you’re here to eat, not to make phone calls. Should a phone happen to beep anyway, the exceptionally well-trained and exquisitely polite staff would discreetly bring it to the guest’s attention. Carlo Bernasconi [email protected]
Hotel Eden au Lac, 45 Utoquai
8023 Zurich
Tel. 01 266 25 25
Fax 01 266 25 00
Parking spaces in the nearby Utoquai parking garage
Column: 3 text messages, 60 characters each
By Carmelo Buffoli
The rapid advancements of recent years have opened up tremendous possibilities in the field of technology. Tasks that used to be extremely time-consuming now require only a fraction of the original effort. This development has not spared even the advertising industry, meaning that we advertisers, too, can benefit from it—or, to put it better, could benefit from it. Time and again, however, I find that these ingenious tools are only being used to a limited extent.
The sheer hectic pace of the industry alone calls for tools that make work easier. Implementing projects in the shortest possible time, developing and submitting concepts at the last minute—such assignments are virtually impossible to handle using conventional methods. I’d like to give an example of this. A few weeks ago, we were commissioned to develop a complex concept. The client needed it, fully finalized, as early as the next day. I had no problem with that and reassured the client, who was under tight deadlines. I then calmly designed, wrote, implemented, and put together the 12-page concept and sent it via text message at the very last minute. Using traditional methods, the assignment would have been a nearly impossible feat, but thanks to the latest cell phone technology, it was a breeze for me.
By the way, many mobile carriers offer 3 free text messages of 60 characters each per day. Thanks to global websites with similar offers, I am now able to send documents of the size mentioned above for free. This allows me to complete time-sensitive assignments without any problems—and at a low cost, too. With this in mind, I urge all my colleagues in the industry to make greater use of today’s technical possibilities. I’d also be happy to provide additional tips.
[email protected] Carmelo Buffoli is the owner of Buffoli und Partner GmbH, ASW.

Affinity of ads among supporters in the "middle-class corner "Best of Print Advertising 2001 The advertising hits 2001 from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche with an excerpt of the results from the Advertising Index (AX Print) five times a year. This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are those subjects that achieved the greatest acceptance in the relevant psychographic target group (see wind rose). The three subjects that performed best in the entire sample, i.e. in all four target groups, in the past year are shown under the heading "Top three".
Advertising Index For the Advertising Index ad tests, a representative sample of around 800 people is surveyed in 8 waves. The respondent first completes a psychological test (50-item test) and then leafs through a magazine with 45 advertisements. As with reading a magazine, the respondent is free to spend as much time as he or she likes on each ad in the test. Before turning the page, she rates the ad on a scale of 5 ("appeals to me a lot") to 1 ("doesn't appeal to me at all"). Supporters" are people who are "very" or "fairly" appealed to by an ad. The acceptance of advertising determined in this way correlates strongly with other functions of advertising impact and is therefore suitable for benchmarking.
For the segmentation of the sample according to target groups, Market Radar uses a psychographic test, the so-called 50-item test. With the help of this test, the value orientations of the respondent are determined and assigned to one of the psychogram fields (see wind rose). The value orientations range from South (conservative) to North (progressive) and from West (outward-looking, materialistic) to East (inward-looking, idealistic).
Further information on the Advertising Index and the Market Radar is available from Demoscope. Publimedia provides planning support with the Advertising Index, the Radar and now the Print Advertising Monitor (PAM).

Budget news DDB Zurich advertises World Cup 2002 on Sat 1
In a pitch, DDB Zurich won the budget for Sat 1 Switzerland's 2002 World Cup bid. Sat 1 will be the only German-language free TV channel to broadcast all 64 World Cup matches live. The campaign will be shown on various communication channels from the end of April and is intended to position the station as the most Swiss of all German channels.
Mccann lights up Romande Energie Following an agency evaluation, Romande Energie commissioned McCann-Erickson, Geneva, to handle its entire corporate communications. The campaign, which includes both B2B activities and B2C measures, will be launched this month. Romande Energie is one of the five largest Swiss energy suppliers.
Balena AG showers with GFSThe St.Gallen agency GFS Communications (formerly Giordano Felder) is now advertising for the Geberit Group subsidiary Balena AG. According to agency co-owner Andreas Felder, the Toggenburg-based company, which sells shower toilets in Switzerland, commissioned GFS with the realization of classic advertisements, advertising material for specialist retailers, trade fair appearances and product documentation following a pitch. The media budget was awarded to Mediahaus Seefeld.
Sony invites tenders for media in EuropeThe electronics and entertainment group Sony is inviting tenders for its European media budget. According to Adweek, the bidders are OMD, Starcom MediaVest and Zenith Media (all already working for Sony in Europe) as well as Mindshare. These four agencies had already applied for the consolidated North American budget, but had to give way to Universal McCann. The decision on the European budget, estimated at 300 million dollars, will be made in April.

Advertising statistics show massive slump in FebruaryBruno Amstutz Even though the year is still young, the advertising market has not yet managed to recover. The print media in particular are continuing to record huge losses. The main area affected is job advertisements.
However, the specific percentage changes reported in the current Swiss press advertising statistics should be treated with caution. Since the beginning of the year, the data has been collected according to new rules and partially modified definitions. Comparisons with the previous year are only possible to a limited extent.
Newspapers can now also report the advertising volume of their local editions, which should increase the representativeness of the statistics. In addition, daily newspapers are differentiated according to a new circulation key: The smallest category is now daily newspapers with a circulation of up to 20,000 copies. Previously, the limit was 10,000 copies.
In future, commercial advertisements will be differentiated according to the criteria of black and white or four-color, while classified advertisements will be subdivided more than before into the categories of jobs, real estate and other. On this basis, Swiss newspapers are reporting a 17.7 percent decline in the total volume of advertisements. Job advertisements even lost 41.1 percent of their volume.
Once again, the biggest daily newspapers in German-speaking Switzerland suffered the most: They lost a total of 25.4 percent in advertising volume compared to the same month last year, while job advertisements fell by as much as 49.6 percent.
The weekly newspapers only lost 17.8 percent of their advertising volume overall. However, they plunged to sad depths in the job advertisements segment. Overall, they posted a new record loss and reported a 67.2 percent drop in advertising.
In contrast, the declines in free newspapers were downright modest: At minus 2.9 percent overall volume and minus 37.8 percent job advertisements, they are practically the winners of the month.
The Publicitas index for the development of advertising expenditure in the daily press also continued to plummet. In February, it fell by 2.3 points to 121.4 points. The index of job advertisements lost a drastic 14.8 points and now stands at 261.3 points.

The exhibition "Happy - The Promise in Advertising" is running at the Bern Museum of Communication until July 28.Service "Happy" - the book accompanying the exhibition
Chronos Verlag has now published the exhibition catalog of the same name, which takes an in-depth look at the topic of images of happiness in advertising. Among other things, it contains an article on the study by the Link Research Institute on which the exhibition is based. The book is available in bookshops for 49 francs (ISBN 3-0340-0549-0).
The 28th Baby Index
The Baby Index from Present-Service Ullrich & Co. has been published for the 28th time. The brochure compiles statistics on birth and population trends in Switzerland and supplements them with data on advertising expenditure and retail trade. The Baby Index can be ordered free of charge at [email protected] or by calling 041
740 01 40. Present-Service sends gift packages with promotional material to (expectant) parents before and after the birth on behalf of doctors.
Publimag launches new web tool With Mag-Index, an online media selection tool, Publimag now offers access to basic data on Swiss magazines and specialist publications. The free service (www.mag
index.ch) is based on the media database of the Association of Swiss Advertising Companies. It supplements the existing Mag-Calc calculation tool; the Mag-Dispo scheduling tool will also be available in April.
Radio Lac launches advertising program The private radio station Radio Lac in western Switzerland has been broadcasting "Point.Com" once a month since the beginning of March. The new program provides information about what is happening in the communications industry in French-speaking Switzerland and is hosted by Charly Schwarz, Initiative Media Western. In the live broadcast, representatives from advertising, marketing and the media comment on current topics.

The former Burma is cautiously opening up - advertising is still colorful and anarchicBy Werner Catrina In Yangon, the capital of Myanmar, colorful and dazzling posters enchant the eyes of the Western observer: gold and blue are the predominant colors, offering products that are unaffordable for Burmese. Advertising here still has the anarchic features of a grab bag.
"Mac Burger" seems somehow familiar and yet very sharp
off the mark. The blending of two globally known labels would be mercilessly prosecuted and fined by copyright protection agencies in western industrialized countries. In Myanmar, the former Burma, however, such creations are omnipresent. In this long-isolated country, the market economy is experiencing its tentative dawn. But the romantic picture is mixed with countless shades of gray. The capital Yangon - formerly known as Rangoon - presents itself as a colorful picture book of true advertising anarchy. Here, a men's hairdresser's store is unabashedly adorned with the Boss logo, as if it were a shed for fine clothing; there, a tailor's shop open to the street is adorned with a large Pierre Cardin sign. Two examples of many.
The Berne Declaration has expelled Triumph from Burma
The Burmese traditionally have a flair for intense colors and gold. Both characterize the advertising scene, even if it is mainly the color yellow instead of gold. Striking contrasts can be seen at every turn: next to the Sule Pagoda, a gold-packed building in the center of Yangon, Cindy Crawford smiles with an Omega: "Cindy's choice!" No fake this time, because the Swatch Group has set its sights on the Southeast Asian country as one of its last bastions. However, only the top 10,000 of the 47 million inhabitants, the generals and their clans and the narrow business elite, perhaps also tourists with high purchasing power, are eligible customers.
Whether it's Beach Road, Inya Road or Maha Bandoola Road - Yangon is certainly a grab bag for anyone interested in advertising. But somehow it's all just a market economy backdrop. Myanmar is still an agricultural country in which 44 percent of the gross domestic product (GDP) is generated in agriculture, forestry and fishing. Almost two thirds of all employees work in these sectors. Services, including tourism, account for around 40 percent of GDP.
Industrial production plays a subordinate role, which is why the military government is doing everything it can to attract foreign investors and production companies. However, for textile companies - such as the corsetry company Triumph - Myanmar as a production location has become a gauntlet.
On the initiative of the Berne Declaration development organization, the company was pilloried by the international media for indirectly supporting the military regime through its involvement: there is no doubt that the image of the barbed wire brassiere on velvet cushions has stirred up public opinion (see WW 46/01). It is obvious that the generals are economically incompetent and have run the country into the ground. Investment from abroad is urgently needed; the faster the political situation normalizes, the faster it will come.
A pair of jeans costs almost a month's wages
Some things seem surreal here. A few female tourists in Diesel jeans stroll into the sophisticated beach hotel from the colonial era with black designer rucksacks. This contrasts with a few young locals in their longyis, a kind of wrap-around jumper. A crowd of passing monks in their red and rust-colored cloaks complete the exotic picture.
To this day, the Burmese resist international fashion trends with astonishing tenacity. This is certainly also due to their purchasing power, as a pair of branded jeans costs almost a month's wages, which on average is a lot less than 50 dollars. Kyat is the Burmese currency; according to the - purely fictitious - official exchange rate, one US dollar is exchanged for 8 kyat.
Nevertheless, Western consumerism and beauty ideals are increasingly infiltrating the country. Almost omnipresent is the - always purple - advertising for Lux soaps, reminiscent of Europe in the 1950s. For the poorer classes, this soap represents the myth of cultivated beauty; secretly, people still emulate the beauty ideals of the former colonial rulers.
Silk Air, a subsidiary of Singapore Airlines, which flies daily from Singapore to Yangon, advertises with large posters in the center of the capital. Many European and Asian tourists fly into the country via the Singapore hub. Around 150,000,000 foreign tourists travel to Myanmar every year, which is considered an insider tip due to its scenic beauty and the splendor of its cultural treasures.
Colorful markets as a still intact original cell of advertising
On average, visitors spend eight days in the country, too little for the enormous cultural and scenic potential. But anyone planning a trip here inevitably asks themselves the question of conscience: is it even allowed to come to Myanmar? Some opposition intellectuals are in prison and there is no free press. However, because the country was sealed off from the outside world for a long time, much has been preserved in its original form.
Around 100,000 direct and countless indirect jobs depend on tourism, an extremely important source of income for Myanmar, which the government wants to increase as much as possible.
One of the many tourist attractions here are the colorful markets overflowing with goods. The largest market in the capital was called Scott Market during the British colonial era and was later renamed Bogykoke Aung San Market. It now bears the name of the independence fighter Aung San. The goods on display speak for themselves; advertising is not necessary at these markets, whether you are looking for longyis and the assorted Mandalay slippers or want to buy fruit. Bargaining is obligatory here. If you don't, it's your own fault. The situation is different in the supermarkets opposite, where fixed prices apply. But that doesn't have to stop you from bargaining.
The Chinese market is colorful and lively, offering everything from ornamental fish to gold rings and ladles. In the Thain Gyi market on Konzaydan Street, formerly known as the "Indian market", the aroma of spices is beguiling. Chinese and Burmese people now also offer a wide range of goods here. Advertising is also kept to a minimum here; the names of the stall owners are usually enough.
Infiltration by the consumer world is progressing
The military junta had many traces of European influence destroyed, razed buildings and destroyed works of art, for example hand-painted Dutch tiles on the magnificent Schedagon Pagoda in Yangon. Companies from
Europe are very welcome here. However, many countries and companies continue to boycott the country. And some tourists who would actually like to see the country are changing their minds.
In a comprehensive, critical report on Myanmar, the renowned magazine Asiaweek quotes a dissident who spent six years in prison: "This boycott is bad for the country. The generals are getting richer and the poor are getting poorer. We need contact with the outside world, we need investment and new industries. Foreigners bring ideas and new skills. That's what we need, that's the only way forward." Our well-informed tour guide Benno also implores us that boycotting tourism won't help: "We need tourists, the reforms will come later. Much sooner with than without tourists!"
On the drive back to the Inya Lake Hotel in Yangon, we pass huge billboards advertising the achievements of the city.
of the military government are glorified. But the large-scale state propaganda increasingly gives way to commercial posters. A little later, cheerful dolphins leap out of blue waves on a billboard, an advertisement for toilet paper...

The new airline Swiss launches with an in-house designed in-flight magazineBy Markus Knöpfli When Swiss takes off on April 1, the Swiss Magazine will also be on board. It was designed by the same crew that produced Crossair's in-flight magazines. Zürcher Raffinerie AG was involved as the designer. Swiss designer Tyler Brûlé, on the other hand, had nothing to say.
"Swiss Magazine - Travel in style" is the full title of the Swiss in-flight magazine. However, it is uncertain whether the style of the magazine corresponds to that of Swiss logo designer Tyler Brûlé. In fact, Brûlé only got to see the magazine in the last two days, i.e. after it went to press. This was decided by Swiss Magazine publishing director Regina Maréchal.
The reason: according to Maréchal, Brûlé, who had been rejected by Swiss management as editor of the new in-flight magazine, wanted to get involved again and again as a consultant and design corrector. But she stood in front of her team of seven and the young Zurich graphic and design agency Raffinerie AG and refused to allow Brûlé to intervene in any way. "We wanted to finish the magazine. Too many cooks would only have spoiled the broth. In addition, the time in which we had to get the new magazine up and running was tight anyway."
The Swiss management seems to see it the same way. Maréchal's backing is also a sign of recognition. She has already created the in-flight magazines Crosstalk (for business travelers) and CrossTravel (for vacation travelers and families) for Crossair. Both magazines broke even after just two years. Maréchal is pursuing a similar goal with Swiss Magazine. "Swiss doesn't need a stylish design magazine, but one that appeals to a broad audience," she is convinced. As part of Swiss Corporate Communication, Swiss Corporate Publishing deliberately has its offices in the new Swiss headquarters at Basel Euro-Airport. "We want to convey the Swiss spirit to the world," she says.
Swiss Magazine is bilingual throughout (German and English) - an important cornerstone of Maréchal's concept. "After all, we expect one million readers per month, around half of whom are native German speakers," she says. In terms of content, the magazine focuses on travel.
The travel magazine takes off with 120000 copies
The cover story, which presents a Swiss destination in a kind of short film over 20 pages, is intended to show the internationality of the new airline. The lead story includes a detailed service section with a city map and addresses. On the other hand, Switzerland as the root of Swiss is also honored - with thematic photo series from each language region as well as reports on design, gastronomy or architecture. Swiss Magazine also features portraits of frequent flyers and emigrants as well as a short story by a Swiss writer, adventure trips and golf tips.
The magazine, which is published ten times a year (including two double issues), has a circulation of 120,000 copies; the double issues have a circulation of 160,000 copies. It accompanies passengers in their seat pockets on 600 flights a day to 126 destinations in 59 countries. It is also available in hotels and lounges and can be subscribed to. It is marketed by the new Swiss Inflight Media (see box). A full-page advertisement costs 23,000 francs, double issues 26,000 francs.
ALERT AG inherits from Target PublishingTarget Publishing, a publishing house specializing in in-flight magazines, has gone bankrupt. The reason: its customers included too many crisis airlines (Swissair, LTU, Sabena, Balair), of which Swissair and Sabena had not paid their bills since last fall. Target had published the customer magazine Swissair Gazette and most recently its slimmed-down successor The Guide for Swissair, which held a 45 percent stake in the publishing house. Target co-owner Erich Hirschi now looks after those customers who wish to continue working with him (including Orange) via Alert AG in Zurich Seefeld. Alert AG, founded in 1997 as a consultancy firm, has been kept on a low flame by Hirschi in recent years. After the Target bankruptcy, however, he expanded it and focused on customer magazines and Internet applications. Hirschi was able to re-employ eight of the 35 Target employees.
Swiss Inflight Media markets SwissWith the expansion of Crossair to Swiss and the associated expansion in the area of on-board entertainment, the marketing of the Swiss advertising platforms was transferred to the specially founded Swiss Inflight Media (SIM) in Basel. This company was founded by the former Crossair advertising manager Roger D. Müller. According to Müller, Swiss does not have a stake in SIM, but there is a partnership agreement in place. This agreement guarantees SIM the exclusive marketing of Swiss Magazine as well as Swiss refreshment packs, ticket cases, flight schedules, lounges and in-flight videos. On the other hand, SIM only markets Swiss advertising platforms. If necessary, Swiss Magazine can also be integrated into a combination with the in-flight magazines of Lufthansa and Austrian Airlines.

Affinity of advertisements with supporters in the "alternative culture "Best of Print Advertising 2001 The 2001 advertising hits from the advertising index of the Demoscope market research institute
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche with an excerpt of the results from the Advertising Index (AX Print) five times a year. This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are those subjects that achieved the greatest acceptance in the relevant psychographic target group (see wind rose). The three subjects that performed best in the entire sample, i.e. in all four target groups, in the past year are shown under the heading "Top three".
Advertising Index For the Advertising Index ad tests, a representative sample of around 800 people is surveyed in 8 waves. The respondent first completes a psychological test (50-item test) and then leafs through a magazine with 45 advertisements. As with reading a magazine, the respondent is free to spend as much time as he or she likes on each ad in the test. Before turning the page, she rates the ad on a scale of 5 ("appeals to me a lot") to 1 ("doesn't appeal to me at all"). Supporters" are people who are "very" or "fairly" appealed to by an ad. The acceptance of advertising determined in this way correlates strongly with other functions of advertising impact and is therefore suitable for benchmarking.
For the segmentation of the sample according to target groups, Market Radar uses a psychographic test, the so-called 50-item test. With the help of this test, the value orientations of the respondent are determined and assigned to one of the psychogram fields (see wind rose). The value orientations range from South (conservative) to North (progressive) and from West (outward-looking, materialistic) to East (inward-looking, idealistic).
Further information on the Advertising Index and the Market Radar is available from Demoscope. Publimedia provides planning support with the Advertising Index, the Radar and now the Print Advertising Monitor (PAM).

Holger Jung and Jean-Remy von Matt have written a book about advertisingBy Andreas Panzeri "Momentum" is the title of the book. And the subtitle specifies: "The power that advertising needs today". This insight is explained by the author duo Holger Jung and Jean-Remy von Matt on over 350 pages.
"After ten years at Jung von Matt, we decided to write down what we had learned and pass it on," write the agency bosses in the foreword to their "Momentum". It wasn't easy, because "our profession, with its balancing act between emotion and calculation, requires undivided attention". Many weekends and vacation days had to be sacrificed. "But what can you do? We hate bad publicity. Especially when it comes from us."
Spread over 14 chapters, Jung and von Matt analyze the recipe for good advertising and thus also the secret of "momentum".
According to their estimates, a person has to decide every day which of 4500 advertising messages to take in and which to ignore. In a future increasingly overloaded with information, media consumption will become more and more voluntary for the individual. That's why advertisers face a major challenge: "How do I seduce a prima donna? How do I win over the enlightened, emancipated and self-confident consumer? How do I win over someone who sees through me?"
The average viewing time of an ad is 1.7 seconds. That may seem shocking. "But the time span from Oliver Bierhoff receiving the ball to the first golden goal in football history was also only 1.7 seconds. Nevertheless, millions can still remember it," write Jung and von Matt. In other words, they identify the "momentum" that turns these 1.7 seconds into a lasting "aha" experience.
Momentum - in physics we speak of "targeted force" - is created when persuasion and enthusiasm are concentrated in a single moment in advertising. "Communication with momentum is like a toy car with a flywheel." Momentum could also be "the interface between entertainment and persuasion". The moment in which an advertising idea transforms attention into didactic success.
Only on the battle line
it goes forward
The book shows how this can be achieved using the example of numerous works from the authors' agency life. Chatting from the studio table, they analyze advertisements, posters and TV commercials from Jung von Matt's first decade. The book is therefore also an anniversary present from the agency founders to themselves. What they have learned in all these years: "Only those who deviate from the ideal path can overtake others." It is true that there is also an ideal line in advertising, which is the safest and quickest way around a course. But this ideal line has only one disadvantage: "Because everyone uses it, you can't overtake on it." If you want to overtake, you have to switch to the racing line, which is dirtier and riskier. "But it's the only chance to get to the front."
"Momentum" begins beyond the familiar and everyday. After countless books about advertising, it also takes the risk of writing another book about the momentum of the moment, which is difficult to capture in words.
Lardon Media AG, BerlinISBN 3-89769-013-4, CHF 76,60

Adonis' best piece and Pamela's breasts have one thing in common: Both body parts are eye-catchers. As a result, some ads do not show the "wearer's" face at all. The most recent example comes from the French-speaking part of Switzerland and does not advertise spring or Easter egg hunts, but a weekend newspaper. Isn't that confusing? Especially since at Calvin Klein we know what's in our underpants. Whether the dimanche.ch stand does not have a rolled-up Sunday newspaper in the loincloth remains a mystery. We will probably never know the answer to this riddle, not even after reading page 14, and just as little will we know why the headless erection is holding a towel in his hand.
Chandra Kurt [email protected]
Business Lunch Little scramble with a cold lemon tart
The restaurant is ancient and still a guild house. There is talk of the Rôtisserie zum Storchen. And of the hope that the interior will be listed as a historic monument. It's gorgeous: wood paneling, a view of the Limmat, dark upholstery with pear motifs, comfortable chairs with armrests, high windows - Zurich's most discreet gastronomic charm with plenty of space for business talks.
Ladies and gentlemen, sometimes already heavily graying, gather for lunch. They sit at round, lovingly decorated tables (orchids float in a square vase on a banana tree leaf), dine on cream-colored tablecloths with cloth napkins, and enjoy charming service discreetly directed by chef Peer Kublank. And, oh, I forgot to mention: In the rôtisserie there is a small row of benches reserved for single gourmets with a view of the river.
If the three-course meal is too much for you, you can make do with two plates (55 instead of 65 francs). The service staff kindly notes that you would prefer dessert instead of an appetizer. So it's straight to the point: ox cheek with red wine and onion confit, carrots and celery steamed in butter, topped with a crispy coppa slice and decorated with a sprig of rosemary. The ox cheek, cooked to perfection, was fanned out with plenty of sauce, the vegetables just about crisp, and two pear-shaped potato croquettes nicely cited the corporate identity of the upholstery. But this frying stuff - it's not necessary, because it doesn't teach the taste buds anything new. The onion confit is also unnecessary, because the ox cheek does not need any reinforcement.
For dessert the thick surprise. Warm lemon tart with kumquat confit. Would have been perfect, the harmony of the sugary sweet tart with the bitter note of the smallish exotic citrus fruit. But the tart was cold, eh! And the confit stuck to the plate in a sugar-tough way. So a little scuffle developed on the plate. Presumably, in the hurry, it was forgotten to microwave the plate.
Three open red and white wines, good quality. That's enough. You don't hear cell phones ringing here. Parking in the city is - as always - a matter of luck.
Carlo Bernasconi
[email protected]
Rôtisserie zum StorchenAm Weinplatz 2
8001 Zurich
Tel. 01 227 27 27
Fax 01 227 27 00
RatingEssen .......................3
Drinks ..................3
Operation ................4
Business Factor ..........4
5=top, 4=very good, 3=o.k., 2=naja, 1=flop
Column ADSL/ISDN/
Bluetooth
from Mike Müller
Who doesn't appreciate a fast line to the network of networks? The problem, as with all technical innovations, is people. And I now also know where the most problematic of all people are located: at the help desks.
We used to smile quietly at our schoolmates who wanted to become nurses. Yes, the helper syndrome was clear to all of us, and somehow it was okay as long as the health care system worked that way. The quiet smile is lost today, because the helpdesks of our major telephone providers are staffed by people who are as far removed from the helper syndrome as Microsoft is from customer needs. "Actually, this modem should work for you." - "It does, it's just that your Apple support is telling me right now that this modem doesn't work." - "That's not true." - "Then I get to tell your Apple support that now, and they refer me back to you?" - "Uh-huh." If you could fax a letter bomb, I would have. Anyway, the IT people's favorite word is "actually, it should be running." Just like the garage owner says about my stuttering car: "Funny, with me it does
it doesn't." The dentist affirms, "You shouldn't have any more pain now." If this sets a precedent, cabaret artists will soon be saying from the stage, "You could have laughed now."
Unattainable for stage artists, however, are the innocent looks and tones of these helpdesk people. No matter how much shit hits the fan, on the phone, with a full diaper, they make an early childhood conviction resonate in a way that no actor can. But I practice: When reading online supplements, I pretend that I don't give a damn about the stuff. It's just a shame that I can't charge some goofball Fr. 4.23 a minute for my newspaper studies.
[email protected]
Mike Müller is a performer.

Best of Print Advertising 2001 The advertising hits 2001 from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche with an excerpt of the results from the Advertising Index (AX Print) five times a year. This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are those subjects that achieved the greatest acceptance in the relevant psychographic target group (see wind rose). The three subjects that performed best in the entire sample, i.e. in all four target groups, in the past year are shown under the heading "Top three".
Advertising Index For the Advertising Index ad tests, a representative sample of around 800 people is surveyed in 8 waves. The respondent first completes a psychological test (50-item test) and then leafs through a magazine with 45 advertisements. As with reading a magazine, the respondent is free to spend as much time as he or she likes on each ad in the test. Before turning the page, she rates the ad on a scale of 5 ("appeals to me a lot") to 1 ("doesn't appeal to me at all"). Supporters" are people who are "very" or "fairly" appealed to by an ad. The acceptance of advertising determined in this way correlates strongly with other functions of advertising impact and is therefore suitable for benchmarking.
For the segmentation of the sample according to target groups, Market Radar uses a psychographic test, the so-called 50-item test. With the help of this test, the value orientations of the respondent are determined and assigned to one of the psychogram fields (see wind rose). The value orientations range from South (conservative) to North (progressive) and from West (outward-looking, materialistic) to East (inward-looking, idealistic).
Further information on the Advertising Index and the Market Radar is available from Demoscope. Publimedia provides planning support with the Advertising Index, the Radar and now the Print Advertising Monitor (PAM).
(Values = "Supporters" index of the ad compared to the average of all ads in the sector; 1.00 = average = 100%)Banks/Credit cards/Post Postfinance Penguin 1.9
Car Toyota Yaris (Wirz) 1.5
Beverages Carlsberg Eisberg (Simko, Geneva) 2.0
Cigarettes Gauloises Blondes 1,4

IP Multimedia wants to open up M6's advertising window furtherBy Andreas Panzeri After TSR and TF1, the French channel M6 ranks third in terms of popularity among TV viewers in French-speaking Switzerland. However, only 39.9 percent of all wired households also watch the M6 advertising window. In Geneva and Lausanne, a potential 24.1 percent do not yet have the Swiss window. However, IP Multimedia intends to continue its fight here.
Purposeful optimism - but also substantiated facts: "Despite prophecies of doom that have been made in the industry, M6's Swiss advertising window is going well. We have made progress with distribution," explained Michi Frank, CEO of IP Multimedia, at a presentation by the French private broadcaster M6 at the premises of its Swiss marketer IPM in Küsnacht.
The M6 program is available on around 51% of all cable network receivers in French-speaking Switzerland. However, the major network operators in Lausanne and Geneva, in which the political municipalities have a financial stake, are still refusing to switch on the advertising window of the French "intruder" out of solidarity with TSR.
TSR has taken legal action against M6's advertising window both in Switzerland and in Paris. Michel Rey, Secrétaire Général of M6 in Paris, showed little understanding for this stance in Küsnacht. "For many young people in French-speaking Switzerland, our station is one of their preferred programs. So it is only legitimate that we can also generate advertising revenue for it."
M6 therefore currently has two appeals pending. The next court hearing will take place in Fribourg in April. Rey, who has commissioned a legal study, is confident "that we are sufficiently protected to be able to survive this legal dispute".
At the same time, Michi Frank wants to make progress in personal negotiations with the individual network operators. The advertising man points out that the SRG in French-speaking Switzerland is unable to cope with the Swiss advertising pushing onto the screens itself, as the advertising blocks on TSR are usually fully booked during prime time. "However, M6 with its young audience is not only a supplement here, but also an alternative," says Frank. He is also "clearly of the opinion that M6 makes television in French-speaking Switzerland more attractive because TSR cannot broadcast the very popular M6 formats itself".
As shown in a demo tape with programs from M6, the station has its most loyal fans primarily among a young and strikingly strong female audience up to the age of 25. "M6 is the youngest station in French-speaking Switzerland," Frank can prove. But even in the extended target group of 14 to 49-year-olds, M6 still ranks second in French-speaking Switzerland, ahead of TF1.
April 11, when M6 shows its second season of "Loft Story", the French equivalent of "Big Brother".
Other hits include the cult series "Black Angel" on Saturday evenings as an alternative to the entertainment shows. On Sunday, M6 broadcasts the knowledge magazine "e=m6". And the most ingenious crossover: while competing stations run advertising around the daily political magazines, M6 cheekily draws the zapping audience to its alternative frequency with its own information program of around 6 minutes.
A channel with potential, which can explain many fears in French-speaking Switzerland. "The delay really did cause us problems," admits Michi Frank. However, since the advertising window was postponed several times on 14 January, sales of Swiss advertising on M6 have "developed positively".
However, IP Multimedia's aim is "not to bring a dumping offer to the market, but rather a price-performance ratio that is right, as a complement to TSR". Nevertheless, in order to promote the fact that M6 can now cover 50 percent of all households in French-speaking Switzerland, IPM intends to continue offering advertising time on M6 until the end of June with a 2 for 1 promotional offer. Expressed in figures, we are talking about a CPM of around CHF 60 to 70 on M6 compared to CHF 120 to 150 for TSR. "Which is comparable to the costs in the advertising windows in German-speaking Switzerland."
In mid-June, Frank will present a study to prove that the total sales volume for TV advertising has grown thanks to the windows in German-speaking Switzerland, "and this will also develop in the same way in French-speaking Switzerland".