Wholesaler Coop is apparently planning a half-hour consumer and quiz show for Swiss television.News Coop soon to have its own TV show?
SonntagsBlick claims this without citing any sources. Coop is forking out 5 to 7 million francs a year for the 12 noon slot before the "Mittagsmagazin". SonntagsBlick names B&B Endemol as the producer of the show, which will be called "Telescoop".
AZ Medien acquires Kromer Medien AG The Lenzburg publishing house Kromer Medien AG is taken over by the AZ Medien Group. Kromer publishes the weekly newspapers Lenzburger Bezirks-Anzeiger, Der Seetaler/Der Lindenberg, Der Unterfreiämter and Die Wyna. Owner and publisher Theo Kromer wanted to arrange his succession and ultimately decided to sell the company to AZ Medien. An "Aargau solution" has thus been found, according to a press release. From March 1, the Kromer titles will be printed at the AZ newspaper printing center in Telli in Aarau. The 20 employees of Kromer Medien will continue to be employed by the AZ Media Group.
City of Bern awards billboard concession to APG again An interdepartmental working group of Bern's municipal council has awarded the contract for billposting on public land to Allgemeine Plakatgesellschaft (APG) for the period 2003 to 2009. APG was already the city's contractual partner. According to Inge Blatter, Secretary General of the Directorate of Finance, Personnel and IT (FPI), a total of four bids were received. The concession covers a total of 1933 poster sites as well as around 30 areas at construction sites and a maximum of 35 cultural pillars. Not included are the streetcar and bus shelters, which are also managed by APG under a separate contract. The city had expected an annual basic fee of at least CHF 1.3 million in the tender.

As is well known, pheromones play a significant role in the realm of sexuality. Incidentally, they also play an equally important role in the perfume industry. However, until now, perfume advertisements have more or less discreetly avoided mentioning the origin of pheromones—also known as social hormones. This is understandable, since many women who wear perfume constantly would certainly think twice before reaching for that little bottle if they knew what they were actually spraying on themselves. For the most important carrier of the most expensive perfumes actually comes from the anal region of the civet cat or the musk deer. This male, bellowing specimen of the magnificent animal kingdom is in such high demand that this species of deer—which is native to the Himalayan region, among other places—has been nearly wiped out to the last hoof. Word of this reached the producers of the Parisian perfume Caron, prompting them to take an extremely innovative and animal-friendly step. They succeeded in extracting a similarly effective substance from the anal region of Homo sapiens, a species that, as is well known, is also busy exterminating itself. And so that Caron customers can be sure, when purchasing a bottle of Caron, that their pheromone does not come from a four-legged animal, the new campaign makes its true origin clear …
Chandra Kurt, who uses men's cologne on principle
Column

Erdings
by Martin Lanz
Every morning, the old lady comes to visit me. Always new. That’s why she’s called the Neue Zürcher Zeitung. It’s silly to read an old Neue Zürcher Zeitung. Then the “new” part isn’t appropriate anymore. That’s what we’re talking about here. How long is a new washing machine new? Or a world record? Or a president? Or a year?
Is “nouvelle cuisine” really new? The “nouveau franc” was new until the euro came along. And the nouveau riche? They used to be ostracized. But their children are now old money. Better to inherit than to make it yourself. In Neu-Glarus in the U.S., people speak a language that the Glarus natives here in Switzerland spoke 200 years ago. And what is a “Ling”? I ask. What does “Erdings” mean? Just put “Neu” in front of it, and suddenly you have something ancient.
Have you ever been to Neuenstadt? Or to Neuenburg? They’re among the oldest clusters of houses in existence. “New” is a magical word. Advertising thrives on it. Now new: Coca-Cola back in the old bottle! Now new: Three-quarter-length pants are making a comeback. Kidney-shaped tables. Wooden kitchens. Hardwood floors. The Nazis. New-fashioned.
Blocher isn’t a neo-Nazi. That wouldn’t suit him. He rejects anything new—even the UN, even though it’s almost as old as he is. Blocher believes Switzerland has proven itself. He has to ignore the fact that one scandal after another is coming to light, because that would be something new to him. And some fancy agency will now create flashy ads for joining the UN—just like they did back then for joining the EU. And then we’ll once again painfully realize that Blocher knows more about advertising than the armchair intellectuals. Yes, this news will spread around the world. Here, we call the news “Nachrichten.” We’re adjusting a few things. Even the clocks. Someone should take a look inside those heads. “Rologen” have been around for a long time. And they’re called “Neu.” So, without holding back: Happy New Year!
[email protected]
Martin Lanz is a freelance copywriter and the director of KRAZ in Zurich.
Business lunch

Merger Frenzy on Bahnhofstrasse
It’s Monday, the world is tinged with gray, Bahnhofstrasse stripped of its post-Christmas glow, and the gloom seems to say «Bonjour!» at nearly every street corner. The footsteps of the hungry lead to the Carlton Restaurant & Bar, where Ueli Prager once began his career. After yet another renovation, the Carlton now has a Provençal vibe—and it’s quite inviting. At lunchtime, the restaurant is packed to the last seat, and it’s also nice that you can be served in a separate area if you’d rather not sit in the drab, gray-toned bar and thus avoid the chatter of young, flashy bankers.
The extensive lunch menu is correctly called “Business Lunch.” The complete three-course meal is available for 50 francs, which is a fair price. Even though the wild mushroom terrine—which was served quickly as the entrée—could have had a bit more flavor. The stuffed rabbit loin had a good texture (a little more sauce, please!), and the vegetable couscous would have been well received had it not been missing something substantial—the vegetables…The grilled zucchini, artfully arranged beneath the rabbit pieces, were wonderful. But they had taken on a strange quality: dried out in the grill pan, they had soaked up the sauce that should have accompanied the rabbit. Meanwhile, my tablemate was enjoying potato gnocchi with olives, pine nuts, peppers, and tomato ragout. Wonderful. To finish, the menu included a bread-and-butter pudding with vanilla sauce: delicious, delicious—but also quite heavy.
Reasonable prices, indeed. And the guest has a choice: they can swap items from the business lunch menu for items from Lunches 1 through 3—which, by the way, is almost classic fusion cuisine—a bit of Asian and a bit of Mediterranean. The menu even explicitly encourages this. That’s what you call guest service—it’s top-notch—because it ensures that expense budgets aren’t blown right at the start of the year. Unless, of course, you find yourself lost in the best wine list in District 1. No matter how loudly the wine bars surrounding this oasis may protest, even the U.S. magazine *Wine Spectator* praised what Daniela and Markus Segmüller-Reuss have stockpiled in their cellar. Of the roughly 400 wines in the cellar, about 15—mostly top crus—are available by the glass.
It’s fun when you know that the tables are beautifully set with white linens, the napkins are made of cloth, and no one wrinkles their nose when you want to light a cigar, because there’s plenty of space between the tables, and even if you strain your ears, you can’t hear what your neighbor is mumbling because the room has high ceilings. The Carlton is filled with the typical business-lunch crowd—lots of dark blue suits—and scattered among them are a few secretaries who may be discussing different topics than the guys in ties, some of whom are already showing gray at the temples…It’s okay to let your cell phone ring; no problem. Carlo Bernasconi
Carlton Restaurant & Bar, Bahnhofstrasse 40
8001 Zurich
Tel. 01 227 19 19
Fax 01 227 19 27
www.carlton-zuerich.ch
There are practically no parking spaces.

Best of Print Advertising 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 five times a year with an excerpt from the
Results from the Advertising Index (AX Print). 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
in the entire sample, i.e., all four target groups in total, performed best in the 3rd quarter of 2001 are shown under the heading "Top Three.
Watches/Jewelry Zenith Chronomaster 1.3

Computer Science Microsoft Office XP (McCann-Erickson) 1.4
Banks/credit cards/post Postfinance Penguin (Publicis) 1.8
Tourism BeYou London (Advico) 1.5
Car Toyota Yaris (Wirz) 1.4
Advertising Index

For the Advertising Index ad tests, a representative sample of around 800 people is surveyed in 8 survey waves. The respondent first completes a psychological test (50-item test) and then leafs through a booklet containing 45 advertisements. As when reading a magazine, they are free to linger over each advertisement for as long as they wish. Before turning the page, she rates the ad on a scale from 5 ("appeals to me a lot") to 1 ("doesn't appeal to me at all"). Supporters" are people who are "very" or "fairly" attracted 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. Planning support with the Advertising Index, the Radar and new
with the Print Advertising Monitor (PAM), Publimedia.

Matteo Cheda launches third consumer title in Ticino in six yearsBy Daniel Schifferle Without much ado, Matteo Cheda has built up two consumer titles in Ticino since 1996. Now, with Scelgo Io, the third magazine has already been published. Amazingly, despite the small market in southern Switzerland and the lack of advertising revenues, the magazine conglomerate is in the black.
Matteo Cheda shows that it is possible to successfully establish new print titles even in the small Ticino market. Even when they are free of advertising and have to make do only with subscription and retail sales revenues. In early 1996, he founded Spendere Meglio, followed by L'Inchiesta as early as 1999. Now, two years later, the third southern Swiss consumer title is rolling off the printing press. Its title: Scelgo Io. In the next few days, the new title will be launched with an initial print run of 150,000 copies, which will be distributed to all households in Ticino. Cheda expects to sell 10,000 copies of Scelgo Io within three years.
The thinking behind Ticino's latest magazine baby: "Consumers' need for even more independent consumer information is constantly growing," explains Cheda. But why another issue and not expand the periodicity or page numbers of the existing two titles, as is the case with other print media? The reason, he says, lies in subscribers' willingness to pay. "With an expansion of the existing issues, their subscription prices would also have had to be increased," says Cheda. But this would not have been accepted by some of the subscribers. "That's why we decided to launch another title."
Complementary booklets bring many double subscribers
Cheda has the same philosophy that René Schuhmacher follows with his Swiss-German consumer titles: several issues, but covering different topics and therefore complementing each other. But the magazines are also like each other in terms of appearance and size. Cheda's titles also have a tabloid format and are limited to 32 pages per issue, just like K-Tipp or Saldo. And the printing company is also the same (Ziegler Druck, Winterthur).
The differences are most evident in the lower periodicity. Each issue of Cheda is published only six times a year. But this is staggered. This means that subscribers to all three titles receive a new and independent consumer magazine around every 20 days.
To enable the complementary role, the three titles are positioned slightly differently. Scelgo Io, for example, focuses on quality of life and puts consumer choice at the center. Health, nutrition and environmental issues are the central themes. But testing also has a prominent place in Scelgo Io, with 10 to 12 pages per issue. Spendere Meglio, on the other hand, is the classic consumer title. Its claim: to help consumers so that they spend their money on the "right products" and can better exercise their rights as consumers. At the heart of Spendere Meglio are comparisons of products and services. L'Inchiesta additionally broadens the focus to include arbitrariness on the part of authorities and officials, exposing abuses in Ticino in particular.
The fact that the positioning as complementary magazines has worked well so far is reflected in the number of double subscribers. According to Cheda, "more than a third of L'Inchiesta's subscribers also subscribe to Spendere Meglio." He expects a similar development for Scelgo Io.
In the black from the start
The most amazing thing about the Ticino consumer stocks: Cheda not only built them up with a minimum of equity, they were also in the black right from the start. "Even in the year Spendere Meglio was launched, which was 1996, I earned more than 68,000 Swiss francs as a self-employed journalist and publisher," recalls Cheda.
But how do you do that in a market that has around 17 times fewer inhabitants than German-speaking Switzerland? This is made possible above all by the cooperation with Schuhmacher's KI Konsumenteninfo AG, from which a large part of the content is purchased. Spendere Meglio, for example, takes over two-thirds of the magazine content of K-Tipp, Saldo and Puls-Tipp. And at L'Inchiesta and Scelgo Io, the articles and tests taken over also account for almost half of the magazine content. Only thanks to these synergies is it possible for Cheda to get by with just five journalist positions plus three administrative staff for all three magazines.
Since 1997, the publisher of the three Ticino consumer titles has been Consumedia GmbH, which is wholly owned by Cheda. This means that Schuhmacher does not have a stake in it. Conversely, however, Cheda holds a 20 percent stake in Saldo. "However, the shares and thus the voting rights have remained with Schuhmacher," Cheda qualifies.
One of Consumedia's specialties that is surprising is its place of business. It is not in Bellinzona, where the publishing and editorial offices are located, but in Zurich. According to Cheda, however, this only has to do with the place of jurisdiction. This plays an important role with consumer titles, which often have lawsuits on their hands. "It is therefore better if an independent court outside Ticino has jurisdiction," explains Cheda.
Consumer title: Matteo Cheda's small empire

Title Start Subscription price CirculationSpendere Meglio Febr. 1996 28 Fr. 20 900
L'Inchiesta Nov. 1999 29 Fr. 14 200
Scelgo Io Jan. 2002 34 Fr. -

Allgemeine Plakatgesellschaft (APG) once again increased its net sales in the Swiss out-of-home advertising business in 2001.News APG increased sales again in 2001
Compared with the previous record year 2000, sales rose by 2.2 percent to 254.4 million Swiss francs. The increase was achieved internally and at identical prices to the previous year, APG announced. APG was satisfied with the level of bookings for the first half of the year, given the circumstances. However, the trend towards short-term bookings continues, according to a statement.
NZZ internet archive subject to a charge The Neue Zürcher Zeitung (NZZ) archive, which has been digitized since 1993 and contains almost 700,000 articles, is now accessible via the NZZ website (www.nzz. ch/gbiarchiv). Search and hit list display are free of charge, the display of documents in full text costs 2 euros per article, the minimum invoice amount 4 euros. Payment is by credit card. Discounts for NZZ subscribers are planned for a later date. For professional users, in addition to a more detailed search function, other benefits such as discounts, push service or payment by invoice will be offered.
Larger broadcast area for Tele Tell The private television station Tele Tell in Central Switzerland is allowed to expand its broadcast area: The Federal Department of Environment, Transport, Energy and Communications (Uvek) has approved a corresponding application and added the regions of Wiggertal, Entlebuch, Willisau/Wolhusen, Einsiedeln, Ausserschwyz and Andermatt as well as parts of the districts of Zofingen and Reinach to Tele Tell's license area. With the exception of a few municipalities, the station can now broadcast throughout central Switzerland, Tele Tell announced. The potential increases by about 100000 to 620000 viewers.
Jvm founds event and PR agency The German advertising agency Jung von Matt has founded a new offshoot in Cologne. Jung von Matt/Momentum is a specialist agency for PR, events, sponsorship and promotion. It will operate as an independent company under the umbrella of Jung von Matt AG. Jung von Matt/Momentum will start with eight employees and sees its core competencies in the areas of PR and events, as Horizont.net reported. The agency network of Holger Jung and Swiss Jean Rémy von Matt thus already comprises twelve members. These include Jung von Matt/ Frontend, an Internet agency, and Jung von Matt/1:1, a subsidiary for dialog marketing.
Tobacco companies at loggerheads with Canada In Canada, tobacco companies are fighting back against restrictions on cigarette marketing. As Adage Global reports, Imperial Tobacco, JTI-Macdonald and Rothmans, Benson & Hedges have filed suit in the Supreme Court against tobacco laws. These excessively interfered with the corporations' freedom of speech and prevented them from marketing a legal product. Among the most controversial measures was the requirement that cigarette packages carry 50 percent warnings. Tobacco companies have repeatedly questioned the effectiveness of these warnings, while a study by the Canadian Cancer Society came to the opposite conclusion: 43 percent of smokers were more concerned about the health effects of tobacco, and 44 percent were motivated to quit by the photo warnings.
Kofler new head of Premiere World Georg Kofler, the long-time CEO of ProSieben, is the new head of management at Kirch broadcaster Premiere World. Kofler, who surprisingly left ProSieben at the beginning of 2000, will take over the orphaned post at the head of the loss-making pay TV station on February 1. Kofler is currently still Chairman of the Board of the European transaction TV group Hot Networks AG. Following his move to Premiere, he will remain at Hot in the role of Chairman of the Supervisory Board.

Barbara Haas-Schöttli teaches the right way to deal with dissatisfied customers in her coursesBy Anita Vaucher For more than 16 years, Barbara Haas-Schöttli and her one-woman business BHS have dedicated themselves to the dark chapter of complaints, an area of corporate communication that is still criminally neglected by the majority of companies.
The core task of customer loyalty begins with the correct handling of complaints. 91 percent of disappointed customers never come back. Worse still, every lost customer tells ten other people, according to the experience of the complaints specialist.
Barbara Haas-Schöttli does not preach theory. She gained her first practical experience at a young age at the Comptoir in Lausanne, when she had to answer rebellious female customers at a sales stand.
Later, when she was in charge of customer service at a company and had to endure the most outlandish tirades, to which she was more or less helpless and without a valid counterargument, she realized how important it was to deal properly with dissatisfied customers. There she understood that customer service is not a cost center, but a profit center.
After intensive further training and the acquisition of a PR consultant diploma, it was clear to the former Miss Switzerland and one-time soldier in the Swiss army that she would start her own business.
Aggressive behavior has tended to increase in recent years, she is convinced. Stress has penetrated all areas of life. And yet we have never really learned how to deal with aggressive behavior, says Haas-Schöttli, who devours at least one reference book a week. After all, no one is naturally gifted at mastering stressful situations, she adds. The result, she says, is a leisure-oriented, "easy-going" attitude and complete demotivation at work.
Nobody likes to be plagued by customers
In order to no longer be helplessly exposed to this powerlessness, BHS Training, in addition to standard courses, mainly offers tailor-made solutions for companies that have recognized the importance of dealing with dissatisfied customers in the right way. Every year, approximately 1000 participants enroll in the BHS training. This is aimed at both the telephone operator and secretary as well as the management. Haas-Schöttli insists that the entire department attend the course in order to create understanding at all levels for the neglected area of customer service.
When she always asks the course participants about the most difficult situation in daily customer contact, the answer comes out of the blue, says Barbara Haas-Schöttli. It's the complaints that give customer service employees sleepless nights. And if you haven't learned any other way, you counter the customer's pressure with counterpressure and the conflict is already pre-programmed and the mood is highly charged, Haas-Schöttli reports.
However, she also points out in her courses that it always takes two to argue and that it's not just the customer who's in the dock. Answers from customer service such as "I'm sorry, there's nothing I can do" or "It won't break on its own, you must have dropped it" would annoy the customer. Working together with the customer to find the best solution so that both sides emerge as winners is Haas-Schöttli's credo.
Involve customers in problem solving
For example, in the case of delivery delays, she advises not to wait until the customer asks about the whereabouts of the goods. The company must take the initiative by contacting the customer and proposing various solutions. This way, the customer has to deal with the proposed options and has no time or opportunity to complain at all. And because he has been involved in solving the problem, he does not feel like a customer left in the lurch, but a partner of the company.
And when Haas-Schöttli passes on puns like "Customer service means serving the customer" or "I like complaints because they give me an opportunity to advertise," to her course participants, they must get the feeling that customer service is absolutely the most interesting and important department of a company.

IPM boss Michi Frank continues to fight cable network operators on the M6 advertising windowIn the matter of the M6 advertising window, the front of the naysayers among the cable network operators in western Switzerland is still large. There is still a lot of convincing to be done. Nevertheless, IPM boss Michi Frank is convinced that the image of the advertising window has not been damaged in the months of tug-of-war.Without the Geneva and Lausanne conurbations, the advertising window on M6 makes little sense. Why did you start anyway?
Michi Frank: It was about our credibility. The most important thing that customers wanted to know from us was: Are you launching or not? Originally, we wanted to launch in October, but we couldn't wait any longer. We did the right thing, because customers are coming and showing interest, despite our distribution problems in Geneva and Lausanne.
Why are Geneva and Lausanne so hard to crack ?
Frank: There are several reasons for that. One very important one is that both cities have local TV stations, Léman Bleu in Geneva and TVRL in Lausanne. They fear they will lose advertising revenue. Which is not true, of course. But the fear is there. Add to that the fact that the president of the Geneva cable network is also the vice president of Léman Bleu. So the owners of the Geneva network are also pursuing other interests.
How much coverage does the M6 advertising window achieve at the moment?
Frank: Our calculation is based on 40 percent. Today we are at 33 percent. The goal is to reach 50 percent coverage by the end of February. We are very confident that we will achieve this together with Swisscable. No advertising window achieves 100 percent coverage; we have the maximum in German-speaking Switzerland with RTL, which has 84 percent. In French-speaking Switzerland, subtracting the 23 percent share of satellite reception, 77 percent coverage is the absolute maximum. If we subtract Geneva and Lausanne, which together make up 25 percent of the population of French-speaking Switzerland, we reach 53 percent.
However, the cities of Lausanne and Geneva in western Switzerland are extremely important areas for advertisers.
Frank: We will offer an alternative for this. In Lausanne and Geneva, there are the aforementioned local TV broadcasters that could be used to bridge the gap. Customers who are not satisfied with our coverage could use the stations as a way to cover the two centers in a targeted way anyway. We are in negotiations with Léman Bleu and TVRL in this regard. I know it's a paradox. On the one hand, we are blocked by these broadcasters, and on the other hand, we bring them advertising revenue with such an offer.
But Léman Bleu and TVRL are not the definitive solution for covering Geneva and Lausanne?
Frank: No, but we have to dispel the fear that we are ripping off. In concrete terms, that means we have to prove to the cable network operators in Geneva and Lausanne that we are not taking money away from the Swiss TV stations in French-speaking Switzerland, but enriching the market. It's easy to show that. For example, TSR's advertising revenues have just doubled since the launch of the RTL advertising window in 1993. The reason: When the target group offering becomes broader and more specialized, creatives make TV commercials more often.
But is there sufficient interest from clients for M6 advertising window spaces at all?
Frank: There is a lot of interest. The reason is clear: TSR is fully booked and has also just opened at
8 percent on top. We wouldn't have a chance with M6 if advertisers didn't find the station attractive. It fills a gap in the younger target groups, as a supplement to TSR. We see ourselves only as a supplement, as is the case with our Swiss-German advertising windows. There is also no reason to worry about the much feared dumping prices. At M6, we're only about twenty percent below TSR.
How much have the associations helped to allay the cable operators' concerns? After all, you called on them to help. Has it helped?
Frank: SWA and IGEM have written letters to the network operators to promote our cause. This has probably had some success with one or two small cable networks, but nothing yet with the big ones in Lausanne and Geneva. However, the associations have certainly succeeded in scaring away some of the fear that is being stirred up against the advertising window.
How many customers have already booked with M6?
Frank: In the first phase, we had three or four customers. Now the offers are out and the detailed negotiations are underway. I reckon that we should currently have between 12 and 15 customers.
But you mustn't lose sight of the window's image either. Aren't you worried that the advertising window might also be rejected by viewers, since half of French-speaking Switzerland seems to be against it?
Frank: The image doesn't give me sleepless nights. In German-speaking Switzerland, a similar situation prevailed nine years ago when the first advertising windows were launched. There was an uproar. That is not the opinion of the population. People tried to produce a fear syndrome. It's the other way around: the viewers benefit from the advertising window, because the commercial breaks are enhanced if Swiss products can be seen there. It's clear: if Swiss cheese is in the commercial break, it's more attractive to the French-speaking Swiss audience than if French cheese is in it.
What about the next advertising window project in French-speaking Switzerland? Is that conceivable after the turbulence you've experienced?
Frank: It would be infamous to think about something like that now. One of the central arguments of the opponents of the advertising window was: If M6 comes, then all the other French stations will also come with an advertising window. That's not our goal. We don't have another project, no business case, we don't even have a thought.
How much time do you give yourself to get cable coverage where you want it?
Frank: We have to prove that more advertising money is flowing into TV in French-speaking Switzerland overall. Only when this hurdle has been overcome will we see in French-speaking Switzerland that additional TV platforms dynamize the TV advertising market as a whole and that there are no losers. Interview: Daniel Schifferle

Affinity of ads among supporters in the "alternative culture "Best of Print Advertising 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 five times a year with an excerpt from the
Results from the Advertising Index (AX Print). 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
in the entire sample, i.e., all four target groups in total, performed best in the 3rd quarter of 2001 are shown under the heading "Top Three.

The scramble for the M6 advertising window is turning into a farce.The rollout in the cable networks is progressing only slowly. One week after the launch on January 14, coverage was just 33 percent. M6 and IPM are fighting for every additional percent.The gap in the Geneva and Lausanne conurbations will remain open for longer. The two cable operators have set tough conditions. The M6 advertising window must first prove that the promised increase in TV advertising in western Switzerland will actually materialize. But how is the M6 advertising window supposed to provide the proof if it is denied distribution?
The cable lords in Geneva and Lausanne are flexing their muscles. They sense an opportunity to upgrade the local stations Léman Bleu and TVRL with advertising and offer them as a fallback platform for the refused takeover of the advertising window. Whether this calculation will work out for the clients remains to be seen. The audiences of the two local stations cannot outweigh M6 in terms of numbers and socio-demographics. Léman Bleu reaches just 27930 viewers per day, TVRL even only 20700 viewers.
At least the clients who take both local stations into account receive a special treat: There is a discount of between 30 and 40 percent for the variants that can be booked by the week. (dse) Pages 5 and 13

By mid-January, Kiosk AG wanted to decide whether it would continue to offer the commuter newspaper 20 Minuten free of charge at kiosks - and possibly other free papers as well.News Free newspapers: Kiosk AG hesitates
But the decision has been postponed again and the current 20-minute test extended until the end of February, as Edi Perret, Head of Press/Logistics, explained when asked. Kiosk AG also wants to discuss the test results with the Swiss Press Association.
P-Index closes just above 1999 In the last month of 2001, the Publicitas index once again dropped significantly. The index, which measures the development of advertising expenditure in the daily press, fell by 1.7 points to the year-end level of 125.5 points. In March 2001, it had reached a record level of 136.1 points. The overall decline compared to the previous year is 6.9 percent, which corresponds to approximately 160 million Swiss francs, according to Publicitas.

Ramona Meisser has been advertising manager at Meyer's and Chuchi since December 1Ramona Meisser, the new advertising manager at Meyer's and Chuchi, looks back on an intense and exhausting end to the year. However, this is no reason for the lively 39-year-old to hang her head, but rather a reason to roll up her sleeves: "There's a lot to do. Let's do it!" Until the bitter end, on November 30, she was in charge of Swissair's onboard magazine as Sales Manager and helped to produce the last issue, a Special Edition, in a night-and-day operation: "The whole affair was emotionally very stressful for everyone involved," she recalls. Since it had already become clear by mid-October that all employees would be laid off, Meisser initially flirted with self-employment: "After I had checked out various offers, none of which really managed to inspire me, I had in fact already decided to go it alone." It was clear to Meisser that a large corporation was no longer an option for her. And: "I'm neither a newspaper nor a TV person, so these areas didn't interest me at all." But when she learned that Meyer's was looking for a new advertising manager, she decided to knock on their door without any obligation.
After that, everything happened very quickly: within just two weeks, she was hired. So it was practically a flying change, but the lack of a breather doesn't seem to have affected Meisser's drive at all. After all, she is very familiar with the industry: At Tamedia, she recorded her first successes in national advertising sales as Annabelle area sales manager. Meisser describes this period as her entry into the Zurich media landscape.
After two years, she felt the need for a career change. Meisser, whose second native language is English, moved to Target Publishing, where she was Sales Manager for the Swissair Gazette. There, she particularly appreciated the cooperation with foreign companies and the international target audience.
The new advertising manager is convinced that both Meyer's and Chuchi lack brand presence: "The new identity of the two products is still too weak and definitely needs to be strengthened so that customers know exactly which target groups they are reaching with their advertising in these titles." The mother of two has therefore made increased communication a particular priority.
In her free time, Ramona Meisser spends time in nature or relaxes and enjoys a good meal, which she also likes to cook herself. Daniela Zivadinovic

St.Gallen-based communications agency Giordano Felder ASW has changed its name from GFS Communications to AG. In addition to agency founder Bruno Giordano and his partner Andreas Felder, Roman Spiess, who has been a partner in the agency since last year, is now also represented in the company name.The name change is also to be accompanied by a new positioning. "Originally, classic communication was the focus of the agency's offering, but today Internet projects have taken a large share," Roman Spiess comments on the agency's development. Full service is to be on the flags of GFS Communications in the future.
The three partners have occupied their special fields within the broad spectrum: Giordano is mainly responsible for Internet solutions and
e-commerce, Felder around service and consumer goods communications, and Spiess around corporate identity and business-to-business communications.
Spiess sees GFS Communications as having strong roots in the region of eastern Switzerland. In this area, the agency serves various clients in the tourism sector as well as the major companies Swisscom, Migros, Leica Geosystems and others. (ba)