Spring is coming! Joy reigns! Easter is just around the corner! This is the high time for small-scale culture in the Zurich advertising scene.party(s)hopping before Easter By Beat Fritsch
Agencies that are not called Publicis, Euro, Advico Young & Rubicam or Osterei are attracting attention. And a closer look reveals that they are also backed by long-serving advertising bunnies.
At Felber Kristofori & Pinzon (FK&P), where the party hopping began, Rudy Felber is the F and thus one of the three co-founders.
owner. Felber has also worked as Creative Director at the Zurich branch of the Ogilvy Group. Rudy's wife is Tina Felber and was Managing Director at the now closed advertising agency Bosch & Butz. She is now in charge of communications at Siemens. So you can't deny that the family has a certain influence on the Zurich advertising scene. Serge Riedener from Inhalt & Form turned up with offspring - or his kids Louis and Lea with him? You really got the impression that the little ones had their father under control instead of the other way around. It happens, even in the best advertising families.
Very close to FK&P, Michi Gerber and Marco Rosenberg's Basel agency MRG has pitched its new tents. MRG Zurich is now located on Forchstrasse (near Kreuzplatz or Restaurant-Bar Bohemia) under the management of Esther Weber. Prior to this engagement, she was a consultant at Guye & Partner and responsible for sponsoring at the Tages-Anzeiger. Many guests wished the new agency all the best as it took off.
Photographer Patrick Stumm also seems to be flying high lately. In any case, his name was emblazoned on the invitation to Moritz Richter's furniture exhibition in Seefeld. Guests included Mathias Schröder from Schroeder Partners Corporate Design Agency and the artist Garda Alexander.
The last stop of the evening was the opening of the Osoba restaurant on Kasernenstrasse. According to the press release, the first lo
kal with fusion cuisine, which is said to be the latest gastronomic trend. In other words: The man gets an entrecôte (even rare) with "Café de Paris" sauce, while his companion gets a low-calorie chop suey. It's pretty old hat, and you'll have to wait and see what's on offer. Jana Nyvltova also has a new offer. Mediador is the name of the popular shortlist guest's new company, and "Mobilizing People" is the claim. So anyone who has promotional work to do could contact Jana for a quote. After all, it is a noble duty to support young female entrepreneurs on their way to the top!
Some bunny gangs also promoted their own cause - it's Easter soon, after all. First and foremost two named Angela and Claudia.
The shortlist team will probably not forget this shoot that quickly! Nor the way home! A group of young rabbits from the black chocolate block actually hopped across our path and got rowdy. After a brief discussion, however, they turned out to be harmless. We heard that they were just as happy as we were when Easter was over and they could get away without being eaten!
Beat Fritsch hops through the advertiser sale just before Easter. That's what a party week is called when all the invitations are sent out on the same day, which is usually
the Thursday. At least this time the starting times and locations were well chosen. It started at five o'clock in the upper Seefeld on Minervastrasse at FK&P, then you could go down to MRG on Forchstrasse at six o'clock, before ending up at Päde Stumm on Seefeldstrasse at seven o'clock. From there, it was a pilgrimage to the newly opened Osoba restaurant, where all hell broke loose for the whole evening.
Who from the communications scene attends which parties, or even organizes them themselves, can be found at a wide variety of events in the scene. Do you already have something to report? Pick up the phone (01 296 97 98) or get in touch (info@werbewo che.ch). Event tips and further shortlist images are available online at www.werbewoche.ch

Affinity of advertisements with supporters in "Yuppieland "Best of Print Advertising 2001 The 2001 advertising hits from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche 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).

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).

Wirz anchors SI's positioning as a celebrity mirrorThe Schweizer Illustrierte (SI) is on such good terms with Swiss celebrities that for the second year in a row it has consistently relied on this fact in its advertising. In an initial campaign designed by Wirz, Zurich, SI distanced itself from the paparazzi's hunting scenes. The Swiss celebrity magazine has moved away from this. A new appearance designed by Wirz transposes the same positioning as authentic self-portrayal: the new poster and advertisement motifs show SI reporters moving in sync with the person they are portraying. The new image is also a departure from the "old" slogan "Closer to the stars". page 12

Jürg Schaffhuser on his wanderingsEvery year from the beginning to the end of October, Lucerne-based graphic artist Jürg Schaffhuser jumps off the running board of the pace of time. In the counter-world in which he lands, there is only one means of transportation: his own feet. Why is hiking your passion?
Jürg Schaffhuser: I've been hiking for 12 years and cover between 500 and 1000 kilometers a year. For me, hiking is a counterbalance to the pace of my advertising job, which I need for balance.
What do you get out of hiking apart from blisters on your feet?
Schaffhuser: The appeal of hiking is that you can think better while walking and that all your senses are open. It's only when I'm hiking that I realize what smelling or the texture of the ground means. Hiking makes me happy.
How did you fare on the trip to Spain?
Schaffhuser: What was fascinating about this project was the fact that I was together with a complete stranger day and night for a week. In an environment where you can't withdraw. Hiking is almost about existential things. As you are also pushed to your physical limits, you are constantly dependent on each other. After a week, you really have a friendly relationship with each other. When you're out and about together for longer, many things from your childhood come to mind. These memories are triggered by a smell you suddenly catch in your nose or a movement you make unexpectedly.
No one will come to your aid if you break a leg or a poisonous snake bites you.
Schaffhuser: The real danger I got into had to do with a lack of water. At the height of summer in the Cévennes, I really experienced two or three rather tricky situations because I didn't have enough water with me.
Are you a loner?
Schaffhuser: In life, I'm actually a team-oriented person. On hikes, I'm more of a loner.
Where will your next hike take you?
Schaffhuser: I'm planning a really big hike, but I don't want to say anything about it yet. You can't talk up plans of this kind, otherwise you might end up not actually carrying them out. Interview: Ernst Weber

Muse & leisure Harry Zogg
What was the last cultural event you attended?
Harry Zogg: The kitsch party at the Volkshaus. Because it was so colorful and I could finally go out as a walking disco ball.
What are you reading right now?
Zogg: The really complicated operating instructions for my latest hi-fi device. I couldn't operate it without it. Unfortunately, I had to realize that it doesn't work with it either...
Which CD do you currently prefer to listen to?
Zogg: "4 Seasons - 4 Loves" by Red Fish. Flowers on Mars" makes me want to take off.
Which movie would you most like to see again?
Zogg: "Strange Days". Because it is always so fascinating and comes frighteningly close to reality despite being science fiction.
What TV show did you fall asleep during the other night?
Zogg: It happens again and again. Why is that?
What is your latest discovery on the Internet?
Zogg: www.igros.ch. And if it doesn't work, it's because the "M" is at the Expo.
What could you never do without?
Zogg: To my really lovely friends.
What do you do in a free minute?
Zogg: Enjoy. No matter what. Exciting, isn't it?
Love is...?
Zogg: ...the best starting point for uncompromising joie de vivre.

Comeback of programs from the legacy of TV 3 and Tele 24By Bruno Amstutz With the end of the national private television channels, popular formats also disappeared from the screens. Some of them will soon rise from the ashes: "Expedition Robinson", "Joya rennt" and the "Mister Switzerland contest" will be broadcast by TeleNewsCombi (TNC) stations.
After the closure of Tele 24 and TV 3, many programs were left without broadcasting opportunities, even though they had appealing viewer numbers. Under the aegis of Christian Stärkle, the TNC cherry-picked some of these programs.
As early as December 2001, it was clear that the youth-produced program "Videogang" and Patty Boser's "Lifestyle" would be broadcast on other channels, namely Tele Top, Tele Bärn and Tele Ostschweiz. Swissdate" and "Tierisch" have also made the leap to other channels.
This year, "Expedition Robinson" will be sent back to the desert island, Joya will be allowed to run again and Mister Switzerland will be showcased on regional stations. These formats will be shown on all TNC stations.
Stärkle is still interested in affordable ratings boosters that do not jeopardize the stations' hourly schedules. "There will be a test phase for most programs," he says, "if they don't generate enough response, we'll take them off the air again." Only the island fun "Robinson" will be carried out completely at risk.
Stärkle is not afraid of a negative image transfer from the failed channel TV 3. The decisive factor for him is the success of the individual formats: "If all TV 3 shows had performed as well as 'Joya rennt', for example, as a percentage of the target group, the channel would have survived."
The survival aids are gradually finding a new port. However, even the TNC cannot cherry-pick. The desired takeover of the "Millionaire Show" failed because the prices were too high.

Publicis sends the head of the Migros brand to Expo.02In a campaign designed by Publicis, the retail giant advertises its own pavilion at Expo.02 with a linguistic fraternization between the sender and the viewer. Translated into language, the campaign loses Migros' signet, its bright orange M. This "is at Expo.02", as the slogan promises. The play with the missing consonant incidentally makes it clear how broadly Migros is now anchored in consumers' consciousness. page 6

It’s worth noting that back when the world was still in order, Snow White was taking her post-meal nap, waiting for the prince’s kiss. But he took off, and Snow White awoke after several years of rejuvenating sleep—and with her, the seven dwarfs, who had also benefited from the apple serum. Inspired by the elixir’s effects, Snow White is now on her way to Laboratoires Garnier to bring this miraculous remedy to market. Fortunately, her handy Louis Vuitton luggage allows her to carry both the witch and her supply of apples along with her. But then again: endings like that only happen in fairy tales. Because in reality, Snow White is still asleep today—if she hasn’t already died. Chandra Kurt [email protected]
Column

The Garden Shovel
By Martin Lanz
A man wants to die. That’s what this is about. And about what advertising is. And about the right to be disappointed. And about love. First, because it’s appropriate here: What does advertising want? Are we selling cooking oil, plane tickets, or garden shovels? No. Advertising sells emotions. Crispy rösti, erotic beach life, blooming flower beds. Not a barbecue, but a cheerful summer party. Not lingerie, but seduction.
And what if the seduction is successful? What if it lasts beyond the night, through the day, and throughout the year? What if E can no longer break away from A? And what if, one day, A no longer wants E? Realizes the deception and is therefore disappointed? Love is hard to praise. Because it comes in different colors and shapes. Holds very different promises. Awakens a thousand hopes. Can bring two thousand disappointments.
No product is exchanged as often as love. Nothing involves as much suffering as love. E is suffering. He would rather die than part from A. He, the historian, wants to add yet another chapter to the many love dramas. He refuses to believe in love with an expiration date. But whoever threatens is blackmailing. Meanwhile, love can only love out of its own essence. E refuses to believe that love can only be love if at least two people love each other.
Jesus, on the other hand, might have something to say about that. The teacher of love. The idealist who overwhelms us, who are unwilling to love our enemies. «One of you will betray me.» One? He let himself be killed out of love. Meanwhile, anyone who wants to kill themselves over unrequited love might as well do it because the flowers in the garden aren’t blooming. We accept no liability for improper use. What’s meant to bloom needs love. Available for free everywhere.
Love is resurrection. Happy Easter!
[email protected]
Martin Lanz is a freelance copywriter and the director of KRAZ in Zurich.
Business lunch

The silk coat at Erststockbeiz is top-notch
It’s too bad for Notker the Stammerer, but good news for future generations in Gallus that the «Alte Post»—a veritable tavern—is now in the hands of Conny and Alexander Zimmermann. «The owner, the kitchen, and the staff are young and fresh,» promises the business card, which features a slightly mischievous-looking little kid. He’s the one cooking? We’ll see about that.
The «Alte Post» is a first-floor pub. A term that had been foreign to me, a native of Zurich (sic!). Until a knowledgeable sponsorship expert sent out an enticing email inviting me to take the train from Platform 17, confidently make my way through Mostindien, and take a seat at Gallusstrasse 4.
I hope the kind *WerbeWoche* reader from St. Gallen will forgive me for giving preference to a bookseller who had also suggested having the business lunch there. The menu, an A4 sheet, advertised a four-course business lunch for 49 francs. Prices just like in St. Gallen!
We chose a starter and a main course. The salad with asparagus tips and shrimp was tender, and the asparagus was cooked to a nice al dente texture; it was served on a square glass plate. It’s nice that the meal is a feast for the eyes as well. However, the seasoning still isn’t quite right. A generous drizzle of extra-virgin olive oil would have really elevated the starter. The main course: ham from the leg served with mashed potatoes and vegetables—all perfectly textured—and the truffle oil was a pleasant touch in the mashed potatoes. While the bookseller was already full from a pikeperch from Lake Constance and red wine risotto (the risotto—a mushy mess boiled down to rice porridge), the attentive and very friendly server recommended a dessert called
«Sidemänteli.» Give in to temptation! The dessert turned out to be a perfectly balanced caramel pudding with a sugar crust—the creation of a female apprentice.
What I like: No frills on the table. The rustic interior makes up for the lack of a tablecloth; the napkin is also paper, and there’s no need to comment on the loud conversations at the next table. Cell phones, without a doubt, should be set to silent in a place like this. The excellent wine list, featuring fine Austrian crus (and here, too, the prices are reasonable!), could stand to include two or three more wines by the glass.
Carlo Bernasconi [email protected]
Business at the Old Post Office, Gallusstrasse 4
9000 St. Gallen
Tel. 071 222 66 81
Fax 071 222 66 94
There are few parking spaces around the cathedral

Publicom: St.Galler Tagblatt systematically marginalizes top mediaBy Markus Knöpfli St.Galler Tagblatt Medien AG uses its market power to keep Radio and Tele Top down. This is shown by a Publicom study. According to the study, the top media are often editorially excluded and disadvantaged by the St.Galler Tagblatt (SGT). In addition, Radio Aktuell and Tele Ostschweiz generate disproportionate advertising pressure thanks to cross-media.
The authors of the new Publicom study (see box) state that "journalistic competition requires recipients to be able to perceive a new offering", but criticize the fact that this is not the case in the St.Gallen area. The reason: St.Galler Tagblatt Medien AG, the Eastern Swiss multimedia company belonging to the NZZ Group, is making full use of its market power and systematically trying to reduce or prevent the perception of the top media. Overall, SGT is thus hindering the journalistic competition desired by the authorities.
In an analysis of the SGT, the study identified three obstruction strategies of the Tagblatt Group. Firstly, the SGT reported three times more frequently and mostly in larger articles on its own electronic media Radio Aktuell and Tele Ostschweiz (TVO) than on radio and Tele Top. A current example: Even the launch of Radio Top in St.Gallen on November 26, 2001, an event that should have been reported according to journalistic criteria, was not mentioned. Although Radio and Tele Top were not simply maligned, they were "subtly treated worse", according to the study. In the case of TVO, the SGT editorial team also "clearly put itself at the service of station marketing".
The study identified a "massive preference for own stations" in the SGT program listings: In the period examined, 265 references were found for TVO, 109 for Radio Aktuell, one for Radio Top and none for Tele Top. However, this could not be justified by journalistic criteria or viewer favorability, but "solely by entrepreneurial considerations", write the authors. "The exclusion of an important competitor is obviously intended to rule out undesirable advertising effects." What is not mentioned in the study: The SGT probably grants TVO, but not Tele Top, a daily program column. There is one for Radio Top, but it is half the size of that of Radio Aktuell.
SGT denies obstruction of Tele and Radio Top
The study speaks of a "clear distortion of competition" with regard to the advertising pressure of Radio Aktuell and TVO via the SGT. The total value of the advertisements placed by both media in the period examined was estimated at CHF 900,000 gross and CHF 1.67 million with the program references. Only Migros and Coop advertised for more money in the Tagblatt. The value of the advertisements for TVO even exceeded its advertising income in the period in question.
The study emphasizes that it makes little sense to use the concessions to enable journalistic competition that cannot develop. It must be expected that dominant media houses will put their editorial offices at the service of media marketing. In future, new providers should therefore be granted a temporary increase in their marketing budget during the start-up phase. In addition, independent broadcasters should be given preference when it comes to licensing and the distribution of fee money.
Hanspeter Klauser, Managing Director of the Tagblatt Group, emphasized that he had not yet seen the study. However, it shows that top boss Günter Heuberger is trying to malign SGT through all possible channels. "It's a shame that he's not fighting with us over content." He said that advertising for the company's own media was not a hindrance to competition. And he does not interfere in editorial matters in any way.
2073 Program notes analyzed

The title of the study is "Competitive conditions in areas with dominant multimedia providers - the example of the St. Gallen radio and TV market". On behalf of Radio Top, Publicom analyzed 309 editorial SGT articles (including split editions) and 2073 program listings published between October 1, 2000 and September 20, 2001. During the same period, Publicom commissioned Mediafocus to determine the gross value of all Radio Aktuell and Tele Ostschweiz advertisements published in the SGT and the Wiler Zeitung split editions. No analysis of other Tagblatt media was carried out. However, additional expert discussions were held with St. Gallen politicians, Professor Roger Blum from the University of Bern, Bakom Deputy Director Martin Dumermuth and SGT Editor-in-Chief Gottfried F. Höpli. The author of the study is René Grossenbacher (head).

The Swiss Direct Marketing Association (SDV) elected Guido Wietlisbach from Ogilvyone, the dialog marketing arm of the Ogilvy Group, which is part of WPP, as its new president at its general meeting, while the previous president Heinz Rohrer and SDV managing director Rudolf Waldburger were appointed honorary members. As management tasks will once again be increasingly performed by the members of the Executive Committee, the office will only be occupied 50 percent of the time, and Daniela Reinhard will be its new head.Peter Stössel, Chairman of the Training Committee, was also elected to the Board of Directors in order to upgrade training issues. The pilot course for direct marketing managers will take place in the fall, after the direct marketing planner has been running successfully for years.
As Wemf's efforts to find an amicable solution with Swiss Post for the collection and reporting of a basic database have not led to the desired result and no relevant figures have been collected in the advertising statistics in the direct advertising sector for the fifth time, the SDV will no longer support the foundation. "The SDV Commission will no longer make any contributions to research that no longer includes direct advertising," says Waldburger (pan).

News: 20 Minuten Loses Basel-Based Marketing Agency
The Basel edition of the commuter newspaper *20 Minuten* is no longer published by GTS
Verlag AG. GTS Verlag announced that the cooperation agreement had been terminated effective immediately due to «differing interpretations of the publishing contract and the resulting loss of mutual trust.» Until now, the company had been responsible for local acquisitions in the northwestern Switzerland region.
Radio 24 Becomes Zurich’s City Radio Station The Zurich-based local station Radio 24 is getting a new on-air design. Starting March 21, the station will feature a modernized layout and programming. «Switzerland’s largest private radio station is becoming the urban city radio station for Zurich and the surrounding region,» according to a press release. In the 1990s, the station’s on-air branding was only slightly updated. Among the programming changes are the «Morgenshow» as well as the expansion of the «1+1 Datingshow,» the hit parade, and the news coverage.
Edipresse Acquires the Journal de Morges The Edipresse Group is further strengthening its position in the local press in the canton of Vaud. The Western Swiss publishing house is acquiring the Journal de Morges, in which it previously held a 45.3 percent stake. The Journal de Morges, which is published twice a week, was previously owned by publisher Fernand Trabaud in Morges. Trabaud stepped down from the publishing house’s management at the beginning of the year for health reasons. He transferred his stake to the Edipresse Group once approval was granted by the Competition Commission.