Moneycab unrealistically estimates online advertising market WW 01/02: "More opportunities at Goldbach".
I would like to comment as follows on Markus Gisler's remarks regarding online advertising sales on Moneycab:
To protect more than 30 jobs at Moneycab, Adlink terminated the marketing contract with the financial platform early. The transfer of the marketing rights to Active Agent was a condition for the takeover of Moneycab by Goldbach Media. It is therefore regrettable that Adlink is portrayed in the above-mentioned article by Markus Gisler as a technical company that "didn't really sell" Moneycab.
With a reported utilization of 70 to 80 percent of the advertising inventory on Moneycab, Adlink has sold the platform excellently in a difficult market. The reason for Markus Gisler's disappointment with the advertising revenues generated is probably more to be found in an unrealistic market assessment. Markus Gisler expects Moneycab to finance 30 to 40 percent of its operating budget of 10 million Swiss francs through online advertising. That is 4 million net and about 6.6 million francs gross. The total online advertising expenditure in Switzerland for the current year is estimated at around 25 million francs. Thus, Moneycab expects about 26 percent of the total online advertising expenditure in Switzerland and this, nota bene, at one million page impressions per month. This expectation is difficult to understand, since Moneycab does not even appear among the top 20 sites in Switzerland in the Nielsen and/or MMXI ratings.
Such statements are therefore not conducive to online advertising, can only be made in complete ignorance of the online advertising market and probably also explain the exit of the previous investors.
Martin Radelfinger
Managing Director
Adlink Internet Media AG

A magazine and two websites claim the name MusenalpBy Bruno Amstutz The label Musenalp is more coveted than ever. As many as three companies use the designation, but not all by mutual agreement.
The Musenalp Express has a varied history: In 1976, the magazine was founded by Othmar Beerli and included a platform where young people published thoughts, poems or travel reports. At the same time, Musenalp functioned as a mail-order business. In 1988, Beerli launched Musenalp magazine in Germany and also tried to expand to Austria. After the fall of the Berlin Wall, however, financial problems arose in Germany, which meant the death knell for the German and Austrian editions.
The Swiss Musenalp Express has been on an odyssey ever since: in 1996, it came into the hands of Musenalp-Express-Medien AG in Hergiswil, a subsidiary of publisher Romeo Maggi's S.A.R.I. AG, which banned mail order from the magazine in the spring of 1998.
In August 1998, Ringier took a 60 percent stake in the magazine and then tried to spice it up with a redesign under the title MEX. This included the launch of a website with the address www.musenalp.ch, which was soon accessible at www.mextown.ch as well.
Ringier ended the MEX experiment in November 2000 and sold the print title to the direct marketing agency Factum, but kept the mextown site. Factum launched its own Internet presence under the name www.mexworld.ch, while Ringier sold the domains mu senalp.ch and mextown.ch to the Zurich-based IT company Athena in the fall of 2001.
The confusion is complete since Musenalp founder Othmar Beerli got back into the action. At the end of December 2001, he launched the www.musenalp.com website. There he wants to realize his original idea anew and offer a multilingual forum for young people from all over the world. He is of the opinion that musenalp.com can run parallel to musenalp.ch without any problems and has also reserved the domain extensions .de, .at and .info. The long-serving musenalp logo is also emblazoned on Berli's site.
Valentino Mauriello of Factum, which manages the magazine's business through the newly founded Mex Verlags AG, is less than pleased: "What Beerli is doing is not correct, and we will take steps against it." Factum bought the naming rights to Musenalp from Ringier and owns the trademark rights. Mauriello therefore also classifies the domain trade between Ringier and Athena as not one hundred percent comprehensible.
Nevertheless, a joint venture between Mex and Athena is planned, in which the now somewhat neglected Mextown site is also to be spruced up. Collaboration with Beerli's site is out of the question for Mauriello, however: "Beerli had a good idea at the time, but we've moved on from that and geared the magazine towards an older target audience."

Wirz mobilizes the community against violenceTo get one step closer to the vision of a society with little violence, the Foundation against Racism and Violence (GRA), initiated by Sigi Feigel, launched the "Together against Violence" campaign at the end of 2001. The campaign, designed by Wirz, Zurich, calls on individuals not to look the other way but to intervene when violence is used. The campaign aims to trigger a discourse and cause everyone to think about their own behavior. "The slightest thing someone does against violence is better than doing nothing at all," says John Leuppi, copywriter at Wirz. pages 5 and 10

WerbeWoche readers vote for the best ideas for rear window campaigns via www.You-AD.chThe You-AD Creativity Award 2001 is a success. With over 150 works, Swiss advertising agencies competed to win a You-AD campaign worth 55000 Swiss francs. A prominent jury has now defined the top 4 list. Now it's up to you, the readers of WerbeWoche, to cast your vote for the campaign of your choice at www.you-AD.ch. The winning campaign will be presented at the "Advertiser of the Year" on January 17. You-AD has been on the market in Switzerland and Germany since the spring of 2001: private cars become moving advertising media. Together with agencies and direct customers (including Credit Suisse, more4u, Autogrill), the team has already carried out a total of 12 campaigns in the two countries, including a national campaign with Skoda.
You-AD is satisfied with the market launch: "Although we are feeling the depressed mood of the advertising market in Switzerland as well, on the other hand, advertisers and customers are just now seeing the value of a medium that gets the most out of advertising dollars through innovation and attention," says Robert Wernli, Sales Manager Switzerland at You-AD. A number of projects with high attention potential are already in the pipeline for the coming months.
"You-AD works best when advertisers are inspired by the extraordinary, moving location of their statement to come up with a special creative solution. We announced the You-AD Creativity Award 2001 based on Michael Conrad's idea to see how advertisers handle this novel medium - and to circulate inspiring examples of how You-AD is used," says Wernli, explaining the award's objective.
The prizes are complete free campaigns worth 55,000 Swiss francs (Switzerland) and 50,000 euros (Germany). The Swiss prize is equivalent to - for example - a month-long campaign with 100 private frequent drivers, production included.
Even at its first edition, the You-AD Creativity Award 2001 generated a great response. Robert Wernli: "A total of 330 entries in Switzerland and Germany far exceeded our expectations. And not only in terms of quantity and the mix of participating agencies - from small to very large: we were also delighted with the quality."
The fact that the campaign was so successful was probably due in large part to the prominent jury. In addition to the initiator and jury chairman Michael Conrad, who lives and works in Zurich, Chief Creative Officer Leo Burnett Worldwide and former Cannes-Lion jury president, the jury included Frank Bodin (Chairman and CEO Euro RSCG Zurich), Hanspeter Heckel (Editor-in-Chief Werben & Verkaufen Munich), Maru?sa Fasano (Founder You-AD Zurich), Claudia Langer (Founder .start Werbeagentur Munich), Jürgen Knauss (Chairman Heye & Partner Munich) and Sebastian Turner (Creative Director Scholz & Friends Berlin, ADC President Germany) were set as jury members.
You-AD founder and jury member Maru?sa Fasano fondly remembers the selection of the best motifs in mid-December in Berlin: "We were impressed by the inventiveness of the works. We were able to get to know the possibilities of our medium even better. As a non-advertiser, it was also very interesting for me to see the differentiation, accuracy and efficiency with which the advertising professionals on the jury judged the works."
The result of the judging was a top four list of the best motifs on the Swiss side, from which the readers of WerbeWoche can now vote for their favorite via the Internet (www.you-AD.ch). The winner will be presented at the "Advertiser of the Year" election on January 17, 2002, where he will receive the voucher for the You-AD campaign as a gift to his customer.
From the German entries, the jury has defined a top 10 list, which can be viewed at www.you-AD.de. The German winning campaign has also already been selected by the jury. It will be published in the trade publication Werben & Verkaufen as soon as the modalities of the campaign implementation have been clarified with the agency and the customer.
But that's not all, as far as the impact of the You-AD Creativity Award is concerned. Robert Wernli adds: "Of course, there were a large number of creative, original, cheeky, eye-catching motifs. We're going to make a little inspiration booklet out of them, which we'll make available to all advertisers who want to find out more about the creative potential of You-AD."

It’s striking—they just can’t help themselves, those dear—male!—advertisers. Although I’ve always believed that a BMW is a classic “women’s car,” the latest campaign from Bayerische Motorenwerke proves the exact opposite. Just as IWC watches have already demonstrated that they’re designed for the right gender, BMW is showing exactly which kind of driver it would most like to see behind the wheel. The kind who, from early childhood, has literally viewed a woman’s breast as a practice model for a navigation system. Both can presumably be pressed and fiddled with, and a woman’s voice constantly guides the actions of this extremely intuitive male contemporary. So intuitive, in fact, that he simply can’t do without a navigation system anymore. It probably won’t be long before BMW designs its airbags in the shape of giant women’s breasts, into which the BMW driver can plunge his intuitive head…just like back then, when he was on his way to his first destination. A destination that continues to shape his everyday life and work to this day. Chandra Kurt
Column

Advertisement 2002
By Thomas Lüber
Dear Sir or Madam,
Despite the uncertain economic situation in the bakery supply industry and the troubling fact that the recession everyone has been talking about is not over yet—in fact, it hasn't even begun.
Despite the introduction of the euro, the slump in CS's quarterly earnings to less than one billion, and Zurich's umpteenth profit warning.
Despite the closure of TV 3 and Tele 24, the sale of key parts of the Basel Media Group, and the plunge in Tamedia's stock price.
Despite the assassination in Zug, the fire disaster in the Gotthard Tunnel, the collapse of Swissair—along with billions in government subsidies—and the co-pilot incident involving Moritz Suter, which pains us Basel residents so much.
Despite the war in Afghanistan, the turmoil surrounding Kashmir, the hyperinflation caused by the president in Argentina, and despite the terrible events of September 11.
Despite all these negative factors and the associated uncertainty in both the global and domestic environments, we are delighted to announce today that our executive board has unanimously approved my proposal and, in line with our corporate philosophy, has decided to proactively and dynamically increase our market share through countercyclical advertising. We have therefore reduced our marketing budget for the new year by a mere 745 percent to CHF 25,312.35 all-in.
Well then: let’s tackle this new challenge with enthusiasm! We’re looking forward to your annual presentation (as you know: TV, radio, posters, the big DM campaign—will you be here the day after tomorrow at 8:30 a.m.?) and wish your agency a successful 2002.
Yours sincerely
Hansheiri Hunziker, Rosinenpickerei AG; Erwin Stirnimann, Head of Marketing
P.S.: Thank you for your creative New Year's card. Keep up the good work!
[email protected]
Thomas Lüber is Managing Director Creation at Lesch+Frei Zurich.

Die-Agentur.ch is now operating under the name Allenspach PR. Marcel Allenspach, owner of the communications consultancy, wants to demonstrate the positioning as a classic PR agency with a strategic focus on clients from the old economy. "A company name that is also a URL is not ideal for this," he says. In addition, a branch office has been operational in Munich since December 1, 2001. "In Germany, we don't want to operate through a Swiss bonus, but through quality." The Swiss abbreviation is dropped in the process. (ba)

Since January 3, the Mittelland Zeitung has been on the market, a cooperation product of the titles Aargauer Zeitung, Solothurner Zeitung, Oltner Tagblatt and Zofinger Tagblatt.News Mittelland Zeitung is launched
The four papers and their header and regional editions are now published as a unified five-circulation newspaper, with the fifth covenant containing the respective regional section. A circulation of just under 200,000 copies with 366,000 readers makes the Mittelland Zeitung the third-largest daily newspaper in Switzerland.
Uvek gives baskets to Zurich radios The Federal Council has approved area expansion requests in central Switzerland and rejected corresponding applications from Zurich and Aargau. The Zurich broadcasters all requested significant expansion into areas of neighboring stations, according to the Department of Environment, Transport, Energy and Communications (Uvek). The applications submitted by the Central Switzerland broadcasters would have corresponded to a model that the radios had been seeking for years, with joint coverage of the core zone around the cities of Lucerne, Zug and Schwyz.
Radio Aktuell sells itselfThe St. Gallen-based private radio station Radio Aktuell is opening its own sales department at the beginning of January. Until now, Publicitas was responsible for selling advertising time. The radio station announced that selling its own advertising time is intended to bring it closer to its customers.
Jean Frey Romandie also markets Beobachter itselfAfter 20 years of being handled by Inter Annonces SA in French-speaking Switzerland, Jean Frey Romandie (JFR) is taking over advertising sales itself from the beginning of 2002. Regional Sales Manager Anne-Marie de Jong is moving from Inter Annonces to JFR, where the titles Bilanz, Weltwoche and Detail were already marketed. Servais Micolot was appointed as the new Managing Director of JFR.

Peter Rothenbühler to become Editor-in-Chief of Le Matin in Western Switzerland on March 1, 2002 / For about a week, Peter Rothenbühler had to think about whether he wanted to become the new Editor-in-Chief of Le Matin. After all, Le Matin is the largest daily newspaper in French-speaking Switzerland, and even the experienced journalist Rothenbühler has a great deal of respect for it. What's more, the former editor-in-chief of SonntagsBlick and Schweizer Illustrierte has never worked for a daily newspaper before.
In his decision-making process, however, he is convinced that he was helped by the fact that Le Matin had recently undergone a relaunch and thus had a valid editorial concept that was already sixty percent implemented.
Peter Rothenbühler, a trained journalist, sees his first priority as realizing the remaining forty percent and leading the newspaper in the direction of Quality Tabloid, i.e. turning Le Matin into a popular major newspaper. His credo: the same journalistic ethics apply to the makers of a tabloid as to any other serious press product. As Editor-in-Chief, whom Edipresse brought in from outside, Peter Rothenbühler also wants to put a definitive end to the internal squabbles and power struggles that have plagued the editorial team in the past.
As of March 1, 2002, the perfectly bilingual Editor-in-Chief will not only be in charge of the daily newspaper Le Matin, but will also put his know-how to creative use for the Sunday newspaper Le Matin Dimanche. In this dual role, he sees himself primarily as an animator who wants to spur his staff on to journalistic excellence. He himself will probably take up less writing, which he personally regrets, because writing remains his great passion. He has fond memories of the beginning of his journalistic career in Biel and Lausanne. As a Jura correspondent, Rothenbühler reported on the Jura conflict at the time. This was one of the most beautiful and exciting periods in his career, he says looking back.
The pastor's son spent some youthful years in Frutigen and then attended the bilingual high school in Biel. This gave him an early insight into the two cultures on either side of the language border. When Peter Rothenbühler soon leaves German-speaking Switzerland to look for a new place to live in Lausanne, much to the chagrin of his two sons but to the great joy of his French-born wife, he will be returning to a region that is very familiar to him. Anita Vaucher

The Swiss advertising window has been on M6 since last Monday, but the offer is limited to primetime; clients will not be able to book all advertising islands until February. The most important restriction is the lack of full coverage of the cable networks in western Switzerland. Commitments are still outstanding, among others from the network operators of Geneva and Lausanne, as IPM Managing Director Michi Frank confirmed to WerbeWoche. This means that the M6 advertising window has not yet reached the audience in the two most populous conurbations in French-speaking Switzerland. Frank hopes to fill the gaps quickly: "We are signing new contracts with network operators every day," he said.
The reasons for the recalcitrance are well known: The strong solidarity of politics with TSR comes into play. In Geneva and in Lausanne, the political communities themselves have a stake in the cable networks. (dse/av)

November data from the AC Nielsen and MMXI Internet panelsAccording to the MMXI Internet panel, 2.55 million people surfed the Internet from home for an average of 303 minutes in October, visiting 262 pages. According to the panel data from AC Nielsen, on the other hand, just over two million people surfed for 337 minutes each and visited 506 pages.Despite these usual differences between the two panels, they have never agreed so strongly on one point: A full seven domains are ranked in the same place within the respective top 20 lists, with as many as five of them among the top ten. Another striking aspect is that surfers in the French-speaking part of Switzerland are catching up, with Yahoo.fr reaching 17th place in both panels in one fell swoop.
As expected, Comparis.ch has disappeared from the top 20, and Blick.ch has also left the AC Nielsen list. This is less surprising, since Blick.ch was apparently primarily in demand as a bearer of bad news in September and October (September 11, attack in Zug, Swissair grounding and Crossair crash near Bassersdorf). Markus Knöpfli
Top 20 domains november 2001 Nielsen/Netratings MMXI
Rank Domain Number Reach Domain Visitors Reach
Visitors in % in 1000 in %
 1 bluewin.ch 941 155 46.90 bluewin.ch 1 314 51.50
 2 microsoft.com 701 663 34.97 msn.com 700 27.50
 3 msn.com 699 601 34.87 microsoft.com 692 27.10
 4 passport.com 514 693 25.65 passport.com 615 24.10
 5 google.ch 434 937 21.68 msn.ch 602 23.60
 6 yahoo.com 416 939 20.78 yahoo.com 532 20.90
 7 search.ch 406 353 20.25 google.com 505 19.80
 8 msn.ch 312 891 15.59 search.ch 483 18.90
 9 sunrise.ch 296 039 14.75 sunrise.ch 458 18.00
10 sbb.ch 268 755 13.39 sbb.ch 432 16.90
11 yahoo.com 228 673 11.40 yahoo.com 321 12.60
12 gmx.net 222 101 11.07 google.com 320 12.50
13 google.com 213 267 10.63 msn.com 318 12.50
14 netscape.com 200 284 9.98 gmx.de 296 11.60
15 geocities.com 190 474 9.49 ubs.com 267 10.50
16 gmx.net 174 305 8.69 microsoft.com 239 9.40
17 yahoo.fr 155 685 7.76 yahoo.fr 216 8.50
18 yellownet.ch 155 668 7.76 microsoft.fr 204 8.00
19 ubs.com 155 022 7.73 swissonline.ch 202 7.90
20 altavista.com 154 118 7.68 blick.ch 201 7.90
Source: AC Nielsen/MMXI

This year, it didn't set any new trends, but the fourth edition of the Epiphany Conference of the Swiss Press Association in Zurich-Oerlikon was nevertheless a resounding success.By Beat Fritsch That pleased those responsible, above all Karl Lüond, head of the association's Media Institute, and Managing Director Eva Keller. Around 280 topshots were on the list of participants; among them top Swiss publishers such as Hans Heinrich Coninx, Michael Ringier, Marco de Stoppani and Peter Wanner.
Names from Basel, Bern and the French-speaking part of Switzerland were missed, as neither Hagemann, Lamunière, Stäheli nor von Weissenfluh were to be found among the guests. The employees of Jean Frey AG, on the other hand, made their presence felt and were sought-after conversation partners during the coffee breaks.
In speeches and discussion rounds - just two years ago there was great trepidation about the Internet - the fears of congress visitors following the waning of this euphoria (including the collapse of the two language-regional private TV stations) were evident elsewhere. Under the conference motto "What really counts now: Navigation, a sense of proportion, personality, quality," the foresters and nursery teachers in the Swiss leaf forest wanted to get back to their roots: Production and professional marketing of print products. The electronic media would never be able to replace the written word, Swiss Press President Coninx also noted in his opening speech. The afternoon discussion with Weltwoche Editor-in-Chief Roger Köppel and NZZ-am-Sonntag Editorial Director Felix E. Müller, as well as Michael Ringier's presentation, also revolved around the services provided by printing ink and paper. The conference thus turned into a navel-gazing event for the scene, which seems to be looking to the future with hope, even though, like others, it was badly shaken last year.
In addition to the official points and the presentations, there are always unofficial topics at the Epiphany Conference, which were a great subject for gossip during the various coffee breaks and during the lunch break. Mostly they concern personnel matters, because the phenomenon of job changes and their possible manifestations are an inexhaustible source of conversation.
A rough count of our own has revealed that five known cadre people are currently still vacant. However, former Glückspost publishing manager Brigitte Schatzmann, who has taken time out, will soon start in the marketing department of Kiosk AG. Furthermore, ten conference participants changed employers compared to last year, and another good ten top executives put Michael Ringier in their own gift basket during the festive season. Incidentally, he was seen throughout the
Meeting good-humored and mostly laughing involved in always new conversations.
As is otherwise rumored, such large events tend not to be his cup of tea. This year, however, as the closing speaker who put the icing on the publishing cake shortly before the end of last year, he didn't miss out on the appearance. And finally, it was also vividly demonstrated at the Epiphany Conference that Michael Ringier is definitely the greatest in the Swiss publishing scene. He towers over other attendees almost by head length. To round things off visually, all that was needed was to place the Epiphany crown on his head.
Beat Fritsch

left the Epiphany meeting of the Swiss Press Association again this year without the much-loved paper crown on his head. Epiphany cake is served during the first coffee break at the conference. With exactly one king on about 300 pieces. This year, the plastic man was found by media journalist Markus Knöpfli, who was also on assignment for WerbeWoche.
Those who hold royal meetings or hold court at advertising fetes are located at a wide variety of events on the scene. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys (info@werbewo che.ch). Event tips as well as further shortlist pictures are available online at www.werbewoche.ch.

This year's Marketing Gala in Freiburg evoked the power of visionsBy Anita Vaucher The projects submitted by this year's Marketing Trophy winners stood out for their high quality. However, it was not only the award winners who had visions, but also the speakers at the Marketing Gala.
For the fifth time, the Swiss Marketing Day took place in Fribourg with the presentation of the Marketing Trophy 2002. With this award, the Swiss Marketing Club (SMC) honors companies that create customer benefits with marketing activities, contribute to success and also still take into account the interests of the public.
The idea for the conference originated in 1995, and because this year's event was themed "The Power of Vision," SMC President Roman Zenoni quoted Antoine de St-Exupéry to recall the founding of Marketing Day, which also needed vision at the time: "If you want to build a ship, don't drum up men to build the ship, but try to inspire people to go far."
National Councilor Walter Bosshard confirmed that politics also needs visions. Actually, a society that does not attach any importance to tradition should be a society of visionaries. But this is not the case. It is also difficult to develop visions in an increasingly hectic environment, Bosshard noted. In addition, it takes courage to position oneself with one's own and perhaps also unconventional opinion.
Paola Ghillani, Managing Director of the Max Havelaar Foundation, expressed the vision that one day the Max Havelaar nonprofit organization would no longer be needed. Consumers should one day take it for granted that they will only buy products that have been produced under humane conditions. Founded in 1992, the company first gained a high profile by selling coffee and then numerous other products that guarantee a fair income for producers in the Third World through fair trade.
Johannes Matyassy, head of Presence Switzerland for a year and former press spokesman for the FDP, spoke of the Borer-Fielding syndrome when he thought of the discrepancy between the Swiss view of their country and the impression that
the small alpine country abroad. As a recent example, he cited the Swissair grounding, which was "hyped up" to a national catastrophe in this country, while abroad Switzerland's image had not suffered at all as a result.
The winners of the Marketing Trophy

In category 1 (companies with 1 to 49 employees): International Sport Agency AG, Buchs SG, with the market launch of Aqua Nova.
In category 2 (companies with 50 to 299 employees): Kuhn Rikon AG,
Rikon, for the concept "Heiss gerichtet".
In category 3 (companies with over 300 employees): Südostschweiz Presse AG, Chur, for the launch of the member club "high5".