Hersant's silence keeps the rumor mill churning in French-speaking SwitzerlandBy Anita Vaucher The acquisition of the two regional newspapers L'Express and L'Impartial by the French publisher Hersant is a shot across the bow for the publishing and media industry in French-speaking Switzerland. The strategy of the new player is still unclear.
Fabien Wolfrath, the former owner of the regional newspapers L'Express and L'Impartial, and Philippe Hersant, the new owner of the two papers, have one thing in common: they shun journalists like the devil shuns holy water. A questionable attitude for entrepreneurs who earn their daily bread with print media.
In the course of the sale of the two regional newspapers L'Impartial and L'Express (WW11/02), Fabien Wolfrath announced that questions from journalists would only be answered in writing, if at all. It is said that Philippe Hersant's father advised his son Philippe on his deathbed never to confide in a journalist. That is why Hersant junior has never granted an interview.
The rumors surrounding the publishing group of the family-owned company Hersant are therefore running rampant. And no one has yet been able to really understand why the French company is showing such great interest in the French-speaking Swiss media market. Hersant's anything but transparent communication policy leads financial analysts to assume that the acquisition policy that Hersant has been practicing in French-speaking Switzerland since last summer is intended to shift capital abroad. This could be countered by the fact that Hersant is not just any investor, but an industry specialist with the relevant know-how.
However, French media expert and banker Jean-Clément Téxier believes that the French-speaking Swiss print market, with its variety of newspapers and an interesting advertising market, could be highly desirable for a French company like Hersant. Moreover, the financial results of print products in French-speaking Switzerland are often better than those of French products, says Téxier. Moreover, if you want to be a global player, you have to go beyond borders. This also applies to French companies, which can only be successful in the long term if they operate across borders and regions.
Swiss print market with tempting profit margins
Jean-Paul Corbaz, publisher and editor of La Presse (Riviera-Chablais and Nord vaudois), is surprised that Hersant is interested in small local newspapers and wonders whether the French company is aware of the cantonal and regional characteristics of the Swiss press. Personally, Corbaz is not yet interested in selling either Edipresse or Hersant. However, he had already negotiated with Philippe Hersant three years ago when the Delta project was in the pipeline. Delta was intended to standardize the newspaper mastheads from the Montreux, Yverdon and Nyon regions and tie printing to one location. The Delta project is now history and the newspaper La Côte is in the hands of Hersant.
However, Philippe Hersant's interest in printing plants outside France is demonstrated by the expansion project for the printing plant in Neuchâtel, for which planning permission has already been granted. Hersant wants to print his French titles here.
When his printing center in Thonon was shut down three years ago, he asked Jean-Paul Corbaz about alternatives in Switzerland. Not least to be better prepared for strikes, which are on the agenda every few months in France.
Roger de Diessbach, editor-in-chief of La Liberté, which is published in Fribourg, also appears to be confused by Hersant's latest coup. While last summer he saw the French publisher as the savior of small newspapers, he is now loudly warning against publishers such as Edipresse and Hersant following the coup in Neuchâtel.
According to de Diessbach, these would eventually divide the market among themselves if the small newspapers did not step up their cooperation. The editor-in-chief's fears cannot be dismissed if the next object of Hersant's desire is Le Quotidien Jurassien. La Liberté has a 50 percent stake in it

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Fundamentals of MarketingFor students and practitioners alike, Professor Manfred Bruhn, Professor of Business Administration at the University of Basel, offers a systematic introduction to the principles, instruments and methods of marketing. The fifth edition has been revised in all chapters and brought up to date with the latest research.
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This summer, media marketing company RMB Switzerland is marketing 23 outdoor screens throughout Switzerland in addition to 92 percent of all Swiss cinemas.News RMB markets 23 open-air cinemas
"The higher the temperatures climb in spring, the more media planners become aware of the upcoming open-air cinema season," says RMB, promoting its new offer. The 23 screens are spread across 16 locations.
TSR wants to merge sports and news Télévision Suisse romande (TSR) is thinking out loud about merging the late news program at 11.15 p.m. on the first channel and the sports program at 10.30 p.m. on the second channel. A corresponding feasibility study has been commissioned. TSR considers the time of the last daily news broadcast to be too late. In addition, the second channel is to be strengthened by broadcasting more regular programs. For this reason, the second program is also to be restructured. The new information program, which would be made up of the late news and sports program, should be broadcast on TSR 2.
Eclat at TV station Léman bleu The editor-in-chief of the private local TV station Léman bleu, Michel Chevrolet, has handed in his notice. He criticizes the station's lack of independence from sponsors and speaks of increasing publi reports instead of credible journalism. The remaining employees decided to go on strike following the departure of their boss. All broadcasts were canceled for an entire day. In any case, only three interns and one program manager are still working at Léman bleu after seven employees left the station last year because they felt they were not being treated properly.

The Internet research company Jupiter Media Metrix is running out of money. According to the 2001 annual report, the company's cash reserves still amount to 7.5 million dollars.News Jupiter on the brink of extinction
In its report to the Securities and Exchange Commission, Jupiter warns that if it does not succeed in selling certain divisions and reducing losses, it is doubtful whether it will be able to continue as a going concern. The share, which traded at a minimum price of 28 dollars at the beginning of 2000, is currently worth only 14 cents and is likely to be sold in the middle of the year. In Switzerland, Jupiter is represented by MMXI Switzerland, a joint venture with the IHA-GfK research institute.
Weltwoche.ch expands PDA
Mobile contemporaries can now read the entire Weltwoche on their pocket computer (PDA). For registered Weltwoche users, www .weltwoche.ch now provides the complete content of the weekly newspaper in electronic format instead of a selection of articles. Non-subscribers will still have to make do with an excerpt. The PalmOS operating system is a prerequisite for use. Advertisers can place PDA banners in the electronic format.

In addition, Hansruedi Häusermann has been back as managing director of Wigra Media AG since early April. He most recently oversaw various projects at Affichage Holding; prior to that, he had already worked at Wigra Media for 18 years, including eight years as managing director until 1998.
Verlag Meyer AG is bringing two new regional sales managers on board. Cumi Karagülle, previously Head of Sales Support at the online marketing firm Adlink, will now be responsible for the Zurich and Eastern Switzerland region as well as advertising agencies. Joël Grandjean is in charge of French-speaking Switzerland. He previously worked in advertising sales at the business magazine Bilanz.
Since early April, Ursina Merkt has been joining the consulting team at the Zurich-based advertising agency Sulzer Sutter.
The publishing house Engeli & Partner in Horn has expanded its management and sales team. Konrad Künzler (formerly with Publicitas, St. Gallen) has joined as publishing director, Walter C. Roth (formerly with Ringier) as sales director, and Antonia Roth in SME advertising marketing for the three titles Nebelspalter, Magazin KMU, and MedizinZeitung.
In early August, Daniel Strobel will become the new CEO of the media sales company Publimedia AG. He will succeed Otto Meier, who will assume the position of Managing Director of PubliPresse in early October. To mark this occasion, Publimedia is streamlining its management structure. Account Director Moreno Cavaliere will now be responsible for Publimedia AG’s entire consulting division in German-speaking Switzerland. Markus Ehrle, previously Account Director, will become Publimedia’s new Marketing Director.
Patrik Chabbey has been appointed deputy director of Ringier Romandie, effective immediately. In this role, he will head the Services Department and assist Managing Director Gérard Geiger. Also effective immediately, within the Services Department, Thomas Baumann will head IT Services, Philippe Faehndrich will head the Webdo internet platform, and Pascal Goetz will head Production.
Filippo Leutenegger, CEO of Jean Frey AG, has appointed Balz Hosang as the new editor-in-chief of the Beobachter, effective May 1.
In early May, Caroline Moser will join John Schmid Advertising Agency in Arlesheim as a new consultant. She will replace Tom Glanzmann, who founded his own agency (see article on the left).
Magali Carrecabe joined the team at Publimedia Webadvertising AG on April 1. As an account manager based in Geneva, she serves clients in French-speaking Switzerland.
Bea Gisler joined Ristretto Kommunikation in Stans on March 1 as a marketing and communications consultant. Gisler, who holds a degree in business administration (HWV), previously served as marketing director at Obwaldner Kantonalbank.

The largest Swiss media group achieved record sales in 2001The largest Swiss media group achieved record sales in 2001 By Markus Knöpfli
The family-owned company Ringier increased its turnover by 4.3 percent to CHF 1.062 billion in the 2001 financial year. The resulting profit amounted to CHF 34.8 million (previous year CHF 50.4 million). Publisher Michael Ringier expressed his satisfaction with the result "by and large".
"In good times, Ringier does not do as well as its domestic competitors - but in bad times, we do less badly." With these words, publisher Michael Ringier commented on the 4.3 percent increase in his Group's turnover, the significant profit and the new record cash flow of 121.1 million Swiss francs (previous year 119.3). The publisher explained that Ringier does not currently have to starve: "We live more from readers than any other publisher in this country and less from advertising." 53 percent of Ringier's newspaper and magazine revenues come from sales and only 47 percent from advertising. "Readers are more loyal and more stable than advertisers."
Ringier's sales growth of around CHF 44.1 million is largely due to the acquisition of Druckerei Winterthur and ColorServ: Customer Printing Switzerland increased by 35 million francs. In contrast, the publishing divisions in Switzerland suffered a drop in sales due to declining advertising expenditure. Only Betty Bossi was able to increase sales by 8.3 percent or 5.2 million francs. The business media division (Cash) suffered a severe setback, with sales plummeting by 17.9 percent or CHF 7.4 million. Ringier was satisfied with the circulation figures, particularly for Blick and SonntagsBlick (see page 16).
While business in Eastern Europe is flourishing at Verlag Europa (up 3.8%), Ringier ended its activities in Germany last year. Eastern Europe accounts for 12.9 percent of Ringier's total turnover. In contrast, Ringier Asia only accounts for 3.7 percent with 39.2 million.
At CHF 102.2 million, investments in 2001 were massively below the previous year's figure of CHF 157 million. The most important acquisitions were the purchase of the Winterthur printing plant from the Basler Mediengruppe (BM), the takeover of 49 percent of the Hungarian daily newspaper Nepszabadsag (in which Ringer already has prospects of acquiring a majority stake), 49 percent of the Slovakian daily newspaper Novy Cas and the purchase of the Czech daily sports newspaper Ceskoslovensky Sport and the newspaper printing plant Ceska Prague.
In connection with the failed Jean Frey takeover, Ringier once again accused BM of breach of contract. It may be true that Ringier's first offer was too low, but BMG had sold to Swissfirst before a final price negotiation. There, too, Ringier was rebuffed despite an offer that was 25 to 33 percent higher, he said.
The CEO also confirmed that Ringier is currently working on a weekly newspaper à la Weltwoche (WW 13/02) and a consumer magazine. However, a decision on these projects will not be made until the fall at the earliest.
Gentle criticism of SonntagsBlick, but... Michael Ringier also commented on the "Borer case". He had known that a story about ambassador Thomas Borer was in the making, but he had not interfered. But "if I'd had to decide that day, I probably wouldn't have run the story. I was missing a few relevant approaches. In hindsight, however, it was right that Mr. Nolte (SoBli editor-in-chief) brought it up. Everything that came up fully justifies the story. I defend the publication out of conviction." As Thomas Borer always makes himself public, Ringier treats him in the same way, he added.

Jury President Outdoor AdvertisingHow do you rate the level in your category?: Generally high. However, here and there more energy is still put into a pompous appearance than into a good idea.
How is the quality of this advertising vintage in general?
His: The judging was very strict. Whoever wins bronze already has every reason to celebrate.
Your conclusion after 26 years of ADC: Has the standard of the submitted work increased, remained the same, or deteriorated?
His: Massive increase. A cross-comparison of the yearbooks alone shows this. However, the time aspect should not be ignored. Campaigns simply work better in a certain context.
Which works do you give a chance for the Cannes advertising festival?
His: The cock spot and the snowboard ad.
What stood out to you as you evaluated the work?
His: Too many old ideas and too many weak ideas.
Based on the advertising, will you now buy one of the award-winning advertised products?
Seinige: Of course. I already have fifteen birds at home. And a ship from the ZVV I buy next week.
Has there been any work that has achieved art status for you as an art director?
His: Advertising is advertising. Period. I'm getting bored with this art discussion.

ADC Chairman Andreas Prokesch on the 2001 advertising yearA "farewell" as eloquent and fresh as only he can make it: For the last time, ADC Chairman Andreas Prokesch led the ADC Gold Jury as unofficial jury chairman. Prokesch talks about the 26th Cube Award, the art of reconciliation and his thoughts on creative advertising.what is so groundbreaking about this year's Gold campaigns?
Andreas Prokesch: The work of our Managing Director Helen Müller and the whole team behind the scenes was worth its weight in gold for the ADC again this year. Thank you very much!
Were you able to identify any new trends in the works submitted?
Prokesch: The trend continues unabated: Everything will be fine - with a good client, a good briefing, a good strategy, a good idea, a good culture of debate and good implementation.
How is the quality of this advertising vintage in general?
Prokesch: We will ferment the award-winning works for the ADC yearbook and let them rest in the rack for 10 years, and then at the latest we will be delighted with this vintage.
Your conclusion after 26 years of ADC: Has the standard of the submitted work increased, remained the same, or deteriorated?
Prokesch: Some of the things that are being swept under the carpet today would have been gold-plated 26 years ago. Which once again means that not everything shines.
Can you spot any newcomers?
Prokesch: Yes! The three youngsters from Publicis who are responsible for illustrating the agency's Christmas mailing: Nadine Geissbühler, Flo Wacker and Markus Wyss. They won gold with their memory game and deserved it. Or, for example, non-ADC member Lars Müller, whose "Freitag" book won gold. Or the young agencies Guye Benker, Hesskiss, Korolnik and RufLanz. Or the old agency Wirz.
Guye Benker, Hesskiss and RufLanz are among the usual suspects rather than new discoveries. So will the dice be distributed mainly among the existing club members after all?
Prokesch: Benker, Hess, Lanz and Ruf are working under new auspices - as an agency instead of as individual masks. The music plays differently. Lars Müller is not an ADC member and won gold. Lang Gysi Knoll is not an ADC member and won silver in the film category. DDB Zurich, Netvertising and New Identity also have no members and each won silver. And Rainer Kuhn. And if I were to list all the bronze winners/non-ADC members, you would have to fill half a page in this issue with their names instead of an advertisement.
What importance do you attach to lobbying in such competitions?
Prokesch: The ADC sees itself as a lobby for good advertising - and less for the advertisers who create it.
Which works do you think have a chance at this year's advertising festival in Cannes?
Prokesch: All gold-plated and some silver-plated works have a good chance - and perhaps even some that have been awarded bronze or have fallen by the wayside. Because every jury judges the same work a little differently.
What did you pay particular attention to during the evaluation?
Prokesch: That the written laws of the ADC, such as "You shall resign without being asked to do so", and the unwritten laws of the ADC, such as "You shall make good advertising yourself before you make others look bad", are observed.
Has advertising become bolder thanks to the ADC?
Prokesch: Bad advertising takes more courage than good advertising. Surprisingly, however, there is no more good advertising. ADC Honorary President Jean Etienne Aebi has said this time and again. But it still needs to be said again and again.
Has it become easier or more difficult in the past year to win clients for a bold, ADC-worthy idea?
Prokesch: The trend is that there are more and more agencies and agency doors, but fewer and fewer clients or at least fewer and fewer budgets. The distribution battle is correspondingly greater. And this sometimes leads to almost abstruse dealings between some clients and their agencies. One example: a briefing from Swisscom. It didn't just contain the task, but the entire solution - including an image idea and a huge number of words that should have been packed into a "smooth" headline. All I could really say afterwards was: "Deeper than you think."
Based on the advertising, will you now buy one of the award-winning advertised products?
Prokesch: I already used Hakle moist for every bowel movement, but now I will recommend this residue-free feeling even to my best friend. I go on vacation without a tour operator. Nevertheless, I always forget everything afterwards.
Has this competition raised your professional pride as an advertiser to a new high?
Prokesch: We have the best job, and the ADC hands out the most coveted awards. Nevertheless, there are a few things that are at least as exciting and important as a 2-for-1 campaign or the line extension of a deodorant. Claude Martin comes to mind, for example, who made unforgettable campaigns and now hopes at the Lighthouse that he won't be completely forgotten.
Has there been any work that has achieved art status for you as an art director?
Prokesch: It's an art that the ADC members can argue so much year after year and still be "almost a family" again after the end of the gold judging.
Why were the ADC family members at loggerheads this year?
Prokesch: We always argue about the same thing: what is really good - very, very good advertising? Fortunately, everyone has a slightly different idea.
What advice would you give your jury chairman successor Daniel Matter?
Prokesch: Dani doesn't need any advice from me to do a good job. Interview: Luca Aloisi

About 250 agencies from Germany, Austria, Switzerland, and South Tyrol entered the competition for the 2001 Econ Awards with approximately 1,000 campaigns. This competition is organized by the *Jahrbuch der Werbung* (Advertising Yearbook), which has been published by Econ Verlag for 39 years. The jury selected the best campaign in each of 37 industries. Four prizes also went to Switzerland, three of them to the Bern-based agency Freiburghaus and Banderini. In the «Clothing» category, their Botty campaign was honored. The campaign for Swiss beef received awards in both the «Society/Social Marketing» and «Association and Community Advertising» categories. The fourth Swiss award goes to the Zurich-based agency Transformer for its SBB advertising in the «Tourism/Transportation» category. Jazz and more. From February 20 to March 24, an exhibition at the Design Center Stuttgart will showcase well over a hundred posters by Niklaus Troxler. The title «Jazz and more» refers to Troxler’s posters for the Willisau Jazz Festival. However, the exhibition also features posters for the theater, image campaigns, and work for individual companies. Troxler, who also teaches at the State Academy of Fine Arts in Stuttgart, will be honored on March 15 at the Design Center during a soirée held as part of the international graphic design conference.
A keen eye. Martin Suter, once an advertising executive and now a successful author, has written for the advertising industry once again. In an ad for NZZ Folio in the ADC festival magazine *Der Beachter*, he has his iconic character Geri Weibel make an appearance at the ADC festival. With lines like «Geri Weibel feels most at ease when he’s dressed like everyone else» or «The advertising industry surely has trade journals similar to those in the hairdressing industry» (which we at WerbeWoche don’t take personally), Suter pokes fun at the advertising world with subtle irony. His insider knowledge comes as no surprise: he served as ADC president until 1993. The idea for the ad came from the NZZ Folio advertising agency RufLanz.
Wirz Completes Restructuring of Its PR Division. The PR firms Wirz Public Relations, Wirz Investor Relations, Frontpage, Wirz Interactive, and Zahner & Partner—all of which are part of Wirz Corporate Communications—generated fee revenue of 11.3 million Swiss francs (down 3 percent) in 2001. The decline in revenue is attributable to the transfer of Swissair accounts to Target Publishing AG, which took place in early 2001. In 2001, the realignment of Wirz Corporate Communications was completed, with a focus on the core businesses of financial communications, crisis communications, public relations, and corporate publishing within the three subsidiaries Wirz Public Relations, Wirz Investor Relations, and Frontpage. Following the merger of Wirz Interactive with Endeed to form Assai Interactive AG in early 2002, E-Communications now constitutes an independent division within the Wirz Group.
ProSieben sponsors the Swiss Museum of Transport. As a new sponsor, ProSieben is supporting the IMAX theater at the Swiss Museum of Transport in Lucerne. Through this commitment, ProSieben is highlighting its successful programming in the field of science magazines and reaffirming its strategy to act not only as a provider of television advertising in the Swiss TV market, but also as a partner for event organizers and cultural institutions, according to a press release from ProSieben’s marketing arm, SevenOne Media.
No words needed. Communication through images becomes particularly important when, for example, large numbers of people gather, need to move quickly and safely through confined spaces, and must reach unfamiliar destinations in train stations, airports, or hospitals. Pictograms are the most efficient means of communication in such situations. The Designalltag Zurich agency has been designing them for years. The creative core led by Ruedi Rüegg and Bruno Margreth includes four designers; freelance copywriters, photographers, and illustrators are brought in as needed. In the areas of web design and video production, the agency collaborates with Future Connection AG. Designalltag’s work is impossible to overlook at many points of contact in everyday life in Switzerland. With a visually appealing publication, the pictogram designers now wish to thank their clients and, of course, attract new ones.
Remy Fabrikant on the Cannes Jury. Swiss creatives will be represented by Remy Fabrikant at the Cannes Lions International Festival of Creativity. The Creative Director of the Zurich-based advertising agency JWT + Hostettler + Fabrikant will serve on the «Press & Poster» jury. Fabrikant’s predecessors as Swiss jury representatives were Frank Bodin (2000) and Martin Spillmann (2001). The advertising festival will take place from June 16 to 22.
Super Bowl: Bud Beats Britney. At the 2002 Super Bowl, Budweiser’s TV commercials were once again the viewers’ favorites. In a USA Today poll, the beer brand took the top three spots. Pepsi had little success, languishing in the middle of the pack despite featuring Britney Spears. Budweiser’s dominance can also be explained by the fact that the company had booked about one-fifth of the ad inventory with ten commercials. The Super Bowl is the biggest TV event in the U.S. and the most expensive advertising platform in the world. This year, however, the average price for a 30-second spot dropped from $2.3 million to $1.9 million.
Exclusive Direct Marketing. A valuable «Denzyclopedia» is designed to introduce the services of Bern-based Denz Lith-Art AG to a select professional audience. The publication, designed on high-quality cardstock with elaborate graphics, was printed in a limited edition of only 50 copies. The «Denzyklopädie» contains all the necessary technical jargon, ranging from an overview of terms, products, and results in the lithography and printing sectors to color scales and packaging ideas. This promotional publication was created by Burson-Marsteller, Bern; Creative Director: René Walker; Text: Olaf Pilleri; Art Buying: Claudia Jordi.
Editorial

«Gilded Efficiency» «The crisis is here. Finally, everything in business and advertising is being called into question.» With these pithy words, the Art Directors Club Germany (ADC) introduced its manifesto for creativity in early January in the news magazine *Der Spiegel*. Business leaders should ask themselves whether their campaigns are still relevant and whether their messages still resonate. Now is a good time for honest answers. With a touch of optimistic realism, the ADC advises marketers: «If everyone is cutting back on advertising spending, then it’s never been easier to get attention.» And further: “(…) when consumers are confused, now is the best time to give them new direction.” After all, a competitive edge is built during a crisis and is not a matter of money. Successful campaigns aren’t the most expensive ones, but rather the creative and bold ones: they thrive on ideas that inspire and move people.
ADC Switzerland has also announced its decisions and awarded its prizes: Last Sunday, it honored nine groundbreaking works with gold awards. The annual ADC judging is the only event where virtually all Swiss ads and campaigns compete against one another. Over 1,100 entries were submitted to this year’s Swiss Advertising Championship. We’ve already featured all of the gold-winning entries in one form or another here in WW, most of them as “Campaign of the Week.” Read more on pages 5 and 12 through 16.
The fact that ADC-award-winning work not only appeals to the advertising community but is also more successful in the market is demonstrated by the efficiency awards that these “Würfel” campaigns regularly win: 12 out of 14 campaigns that recently won an Effie had previously been awarded gold by the ADC. If that isn’t an incentive. Samuel Helbling, Editor-in-Chief

Swiss RMB gets caught up in the turmoil in BelgiumBy Markus Knöpfli There is no doubt that the debt of RMB International has consequences for the Swiss subsidiary RMB Switzerland. A sale is imminent. Rumor has it that there is talk of a management buyout, but competitors are also said to be lurking around.
Although Belgian newspapers had already reported in detail on the changes at the top of RMB International (RMBI) on January 28 (see page 1), RMB Switzerland only submitted a thin communiqué on the evening of February 1. However, there was no mention of the background of RMBI CEO Pierre-Paul Vander Sande's departure, nor of the high debts of the Belgian parent company, let alone of the fact that the European RMBI network is in the process of being dissolved.
Rather, the impact of Vander Sande's departure on the Swiss RMBI subsidiary was "put into perspective". RMBI Area Central Europe, which until recently included RMB Germany in addition to RMB Switzerland and RMB Austria, would function "autonomously and independently of the network" thanks to its own shareholder structure and direct management by local management, wrote Matthias Luchsinger, CEO of RMB Switzerland and also Manager Area Central Europe. He therefore does not expect any change for the day-to-day business. "We already made our adjustments in the areas of organization and media portfolio last fall," he wrote.
With a market share of around 90 percent, RMB Switzerland is the market leader in the Swiss cinema market and markets the advertising and program window of Sat 1 (Switzerland), the music channel MTV, the Swiss cinema magazine Close-up and the Lucerne adventure cinema IMAX.
Luchsinger confirmed the Belgian media reports only upon request. However, he corrects the impression that RMBI is bankrupt. "RMBI is not illiquid, the Group is doing well so far. This also applies to the Central Europe area, whose financing was always carried out independently of the group," he says. But it is true, he adds, that existing shareholders RTBF (33 percent) and UGC (67 percent) want to sell the entire RMBI network or even parts of it. Talks are currently being held to that effect.
As far as RMB Area Central Europe is concerned, RMB Switzerland and RMB Austria could possibly be "treated in a special way"; negotiations on this are currently underway. The shares in RMB Germany, on the other hand, had already been sold at the end of 2001.
Potential buyers first wave off
Now there are rumors that Luchsinger itself is seeking to acquire the rest of the Central Europe area and is planning a management buyout. What's the story? "There are various plans and possibilities for the branches in Switzerland and Austria," he says only, but then adds: "As an area manager, I am involved in the front line of negotiations on the RMBI side and am very committed to making myself available to help shape the further development of RMB Switzerland and Austria." Further information is expected in the spring.
Regardless of whether Luchsinger has intentions to buy, there seems to be no lack of interested parties. This is evidenced by the sale of shares in RMB Germany to the two other previous shareholders Apax and Pricoa. It cannot be assumed that these investors will also buy into RMB Switzerland. But rumor has it that Goldbach Media or SevenOneMedia are also interested in RMB Switzerland's portfolio - if not in the whole package, they might at least want to carve out the marketing of Sat 1 (Switzerland).
At both places, they wave it off: Both Christian Gartmann, Managing Director of SevenOneMedia (Switzerland), and Goldbach spokesman Paul Riesen say they have no contacts with Belgium, nor do they intend to enter into negotiations.
As an aside: According to RMB Germany, RMBI concluded a strategic cooperation agreement with Apax and Pricoa when changing hands in Germany. This includes, among other things, that RMB Germany can not only keep the name, but also remains part of the RMB network. In addition, RMBI received a buyback option...in case better times come again.
This also raises questions about Luchsinger's communiqué: How "autonomous and independent of the network" do the companies in the Central Europe area actually function? Is it justified to assume a courant normal in Switzerland after the turbulences in Belgium? Is RMBI looking for a similar solution for RMB Switzerland and Austria as it did for RMB Germany: The shares are sold, the name and thus also the international network remain, as well as a buy-back option? One thing is certain: Luchsinger, as Manager Area Central Europe, does not like to talk about the change of hands in Germany. And neither he nor RMBI have published anything about it yet.

Radio Central goes pool-hunting with the newly acquired EvivaBy Markus Knöpfli Goldbach Media exits cable radio station Eviva, Radio Central becomes the new main shareholder. Together, the FM radio station and the cable station have 207,000 listeners.
Goldbach Media's reason for leaving Radio Eviva is that the folk music station no longer fits in with the Group's cross-media offering in terms of affinities. However, Goldbach spokesman Paul Riesen does not hide the fact that marketing the station is "difficult" due to the lack of young listeners: Around half of the 95,000 listeners belong to the 60-plus target group. "Radio Eviva is not making a loss, but it has hardly developed at all." The new owner, Central Managing Director Alfons Spirig, gives more precise figures: Eviva made a turnover of around one million francs last year and "is self-supporting, so to speak". Too little for Goldbach Media to continue.
As Radio Central recently received a license for a second cable channel with popular music, the two companies began talking to each other. If the Federal Council now gives its approval, Goldbach Media will sell its 60 percent majority stake in Radio Central. The latter will relinquish its own station Central 2 and can instead take over Eviva, a program that has been established for ten years, including nationwide distribution via cable and satellite. According to Spirig, Eviva is to remain independent and not become a second station to Central. On the other hand, he sees great synergy potential. And with reference to the SRG cable radio station Musig-Wälle 531, which is similar to Eviva and reaches 409,000 listeners, Spirig describes his latest achievement as definitely expandable.
For the time being, however, he no longer wants to offer the two radios individually, but also in two packages: on the one hand Eviva/Central Deutschschweiz with 207,000 listeners (which corresponds to third place among private radio stations), and on the other hand Eviva/Central, in relation to Central's broadcasting area: Spirig expects around 30,000 additional Eviva listeners there. Above all, however, he now wants to get involved in the ongoing pool discussions with renewed self-confidence. "Our main goal is to find pool partners," he says. Central is "only" in the target group-specific tourism pool - but only since January.

The European network of the cinema and TV marketer Régie Média Belge International (RMBI) with a total of 17 national directing companies is in liquidation. RMB Germany was already sold at the end of 2001, and RMB Switzerland and RMB Austria could soon be sold as well. The reason: RMBI was already over three billion Belgian francs or 74.3 million euros in debt in mid-2001. Last week, Pierre-Paul Vander Sande, CEO and founder of the European RMB network, also stepped down. Apparently not entirely voluntarily. According to the newspaper La Libre Belgique, Vander Sande had pursued an expansion strategy that was too brash, according to sources close to the state-owned TV company RTBF. RTBF holds a 33 percent stake in RMBI, while the main shareholder with 67 percent is the French cinema owner UGC. More about RMB Switzerland on page 21