There were two special events for the communicators' guild last week. The Zurich Museum of Design hosted the book launch of an indispensable printed work. by Beat Fritsch And TCS invited customers and business partners to the "Werber-Formula" at the Spreitenbach go-kart track.
Jürg Trösch, co-owner of several production technology companies as the main author, and Max Baltis, advertising agency owner, and Jürg Neuenschwander, owner of Laika Grafic Media Factory as co-authors, are the authors of the new print production guide. Formerly known as "Gut zum Druck", the guide from Werd Verlag is now called "Communicating in Print". The work has been completely revised and takes into account the changes brought about by computing and electronic workflows in the print sector.
This means that advertising youngsters will be able to take their marketing communication planner exams in the future after reading this book. In the past, this book was casually referred to as the Assi-Schreck, as it is part of the toolkit for the subject of production. The book is also useful for seasoned production professionals.
As the vernissage was a profession-specific event, for once there wasn't the usual party crowd to be seen. Some of the visitors reacted rather unsettled or irritated when they were approached by our photographer for shortlist pictures. The product people are not necessarily party animals accustomed to cameras. Nevertheless, it was interesting because for once there was no talk about the fashion topics that usually dominate advertising events.
"Full throttle into the bend"
was the order of the day on Friday at the Spreitenbach go-kart track. Under Race Manager and Touring Marketing Manager Reto Kammermann, guests were able to compete on the race track in small and fairly fast mini cars.
Of course, there was also a supporting program in addition to the frenzy. The band, made up of a quartet of different artists, thrilled the crowd. Singers Susan Orus and Miriam Dee, otherwise solo artists, were joined on stage by keyboard artist and recording studio owner Gino Todesco - nicknamed the "living jukebox" - and guitarist Jim Duncombe from the R&R band Jimmy and the Rackets. In between, the go-kart track also hosted show performances by drivers who are masters of their trade, such as Riccardo Gafner, operations manager of the Spreitenbach go-kart track. He took a few seconds off the daredevil advertisers in their electric boxes. And even in karting, seconds are worlds apart. Mariza Trachsel, winner of the Miss Teenie title in 1996, was pretty racy. She is a huge karting fan. As an IC-A driver (international category!), she finished 4th, but has since slipped to 28th place. Not because she suddenly forgot how to drive karts, but because she couldn't find sponsors. We were told that even a single season in Switzerland is expensive. All in all, the fun costs around 100,000 francs if you want to follow in Michael Schumacher's footsteps.
Silvia Steinegger from Factum and David Meyner from the PR agency Karl F. Schneider achieved this on this evening. They stood at the top of the podium at the end of the race because they completed the fastest laps of the evening. It was reported that all visitors who had traveled by car behaved very well on the way home.
Beat Fritsch

reports on two events of a rarer kind this week. The vernissage of the new production manual "Communicating in Print" was a work-related event, while the Touring Club's kart racing event was a winding event.
We find out who else is on the advertising scene or who publishes clever books at various industry events. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys ([email protected]). Event tips as well as further shortlist images are available online at www.werbewoche.ch

Objective: To publicize the pre-season offer "Top Hit Graubünden" and thus generate additional bookings for the vacation region.Graubünden Ferien Advertising material: Banner. Use: November to mid-December.
Client: Graubünden Ferien, Chur; responsibility: Isabelle Denzler. Advertising agency: Compugrafx, Zurich; responsibility: Charles Santl. Placement agency: Publimedia Webadvertising AG, responsibility: Conrad Surber.

What we got back from the market after our expansion was not enough. Instead of being number two in several markets, we want to be number one in the With these words, Robert Gustavsson, the new Managing Director of Metro Switzerland, explains Metropol's withdrawal from Bern, Basel and St. Gallen. He denies that the previous Metro Managing Director Lawrence Kenny parted company in a dispute. Kenny is once again fully active as Director Business Development and will not be leaving Metro International. 20 Minuten is also pressing hard on the spending brake. The B2B and B2C marketing departments are being merged. Head of Marketing Markus Müller and two of his employees are leaving the publishing house. Managing Director Rolf Bollmann, however, denies any cost-cutting exercises. He wants to "make marketing a top priority" and take the lead on sponsorship and event projects together with Editor-in-Chief Markus Eisenhut.
Media planners are following this development with skepticism. Markus Worch (M&M) speaks of a "first retreat" for Metropol and points out that the space for two commuter newspapers is too small. And Urs Renner (The Media Edge) doubts that the calculation for Metropol will now work out any better. The Zürich Express should not be forgotten either, he adds. Both, however, give 20 Minuten a better chance: it has more readers, is positioning itself younger and is pursuing a cross-media strategy. (mk)

The Amazon founder advertises the Tex-Mex fast food chain Taco BellBy Thérèse Balduzzi In its new advertising campaign, the Tex-Mex fast food chain Taco Bell in America promotes a quesadilla as if it were a new digital device: Both the dialog and the tagline are borrowed from the slang of young computer nerds. In one commercial, even Amazon.com founder Jeff Bezos plays himself.
In the "Bezos Boardroom" spot, a fictitious meeting takes place at Amazon.com. Jeff Bezos, founder and CEO of Amazon.com, wants to know from his employees what's new on the market that Amazon could distribute. "Handhelds. I've seen these," he says dismissively, holding a Palm Pilot. "What do you have that's new?" One of the employees slides a chicken quesadilla from Taco Bell onto the conference table. Another describes the ingredients. The quesadilla is melted cheese and chicken meat in a folded tortilla, making it easy to hold in one hand. A third adds they call these "the hot new hand-held." Bezos asks for a demonstration. An employee bites into the quesadilla and makes loud sounds of delight. This is followed by a brief product description with pricing and the tagline "Think outside the Bun," an allusion to the managerial jargon "Think outside the Box" and the hamburger buns "Buns."
Another commercial uses computer language to describe the new quesadilla: The addition of three different types of cheese is called an "upgrade," the sloppy mass of melted cheese is called an "interface." And the "ergonomic design that helps make downloading easy" must be understood quite simply as "eating". In the third spot, two teenagers share their knowledge about the product by using loud abbreviations like TBCQ for Taco Bell Chicken Quesadilla.
The fast food chain engages in brand repositioning
Taco Bell, a subsidiary of Tricon Global Restaurant Inc. and the nation's leading Tex-Mex fast food chain, operates 6700 stores in America, serving food to 35 million consumers each week.
The spots were created by San Francisco agency Foote Cone & Belding Worldwide. With the new $200 million campaign, the fast-food chain headquartered in Irvine, California, is launching a new marketing strategy. It wants to strengthen the loyalty of its regular customers and increase the number of occasional visitors.
The idea for the computer and manager language came from the fact that Taco Bell has discovered a large number of techies - young computer nerds - among its customers. The tagline "Think outside the Bun" is meant to challenge potential customers to see their own fast food habits and Taco Bell in a different light.
"'Think outside the Bun' is not just another advertising campaign," says Taco Bell President Emil Brolick, "it's a repositioning of the Taco Bell brand. Everything we do, from marketing to product quality, will follow the new theme." Taco Bell hopes this will help it stand out from the gigantic array of fast-food products. The Chicken Quesadilla is to be followed by other product innovations.

Contexta lets the traces speak for Bâloise-Holding "Bâloise will continue its success story of the last six years", according to the annual report. Measures to this end have already been initiated. As part of the communication mix, this includes the new advertising presence of the Bern agency Contexta. In it, Baloise leaves a visible mark as the invisible companion of its customers. It skillfully achieves a balancing act in terms of customer expectations: On the one hand, they want to have as little to do with insurance and banking as possible, but on the other hand, customers expect it to always be there when they need it. With the new brand claim "in good company", the campaign forms the platform for the strategic repositioning, which aims for greater customer proximity and dynamism. page 10

In addition, Franziska Schmid has been appointed the new head of Wunderman's Direct Marketing Unit. Over the past seven years, she has developed dialogue campaigns for various clients at Wunderman's New York and Zurich offices.
The communications agency Burson-Marsteller is expanding its team. In early November, Hans-Martin Müller joined the executive board as head of the Life Sciences practice. Amr Huber has been focusing on expanding online communications since October. With the addition of Jan-Jesse Müller, formerly an editor at the Zürcher Oberländer, Burson-Marsteller is strengthening its public affairs team.
The Swiss Federal Banking Commission (EBK) has established its own communications office. Journalist Tanja Kocher will head the office.
Guido Käppeli is the new publishing director and key account manager of the trade journal *Schweizer Touristik*. He previously served as the magazine's advertising director. Beatrice Leuenberger will succeed him in that role.
AD Jürg Aemmer is leaving the Wirz Werbung agency at the end of October. He had moved from Weber Hodel Schmid to Wirz in early November 2000.
Gregor Eschle will succeed Kilian Gasser as advertising director of the news magazine Facts in early 2002.
Former SP spokesperson Ursula Dubois will become the new head of communications at the Federal Office of Culture (BAK). She succeeds Regula Schatzmann, who retired at the end of August.

Objective: Branding, copy test, support for the print campaign.Rentenanstalt/Swiss Life Advertising material: Full banner. Use: November.
Client: Rentenanstalt/ Swiss Life, Zurich; Responsibility: Michel Gicot, Market Management Private Individuals; Corinne Pellerin, Advertising and Sponsoring. Agency: Fametrain Switzerland; responsibility: Jürg Thomann, Concept/Media; Peter Holzer, Art. Agency: Qualiclick, Zollikon; responsibility: Tamara Bua.

Beda Achermann expands the Migros Annual Report 2000 into an art publicationUntil four years ago, the Migros Annual Report looked like an annual report from afar. The booklet had the typical characteristics of this genre of corporate publications: It lacked an overarching communication idea, and the content was essentially limited to describing the course of business in words and figures. This changed in 1998 when Maja Amrein became Head of Corporate Communications at the Federation of Migros Cooperatives. As Migros is part of everyday life in Switzerland, Amrein envisioned an annual report to cultivate the company's image.
The publication was intended to express Migros' status as a provider to the people and reflect the efforts that the orange giant makes for the good of society. Since then, the Migros Annual Report has been published in two volumes, one containing facts and figures, while the other takes a photographic approach to a topic of social relevance.
"I tried to counter the quality of the pragmatic reporting with something visual that would make the viewer aware of Migros' commitment in a non-verbal way," says Maja Amrein.
53 artists show their understanding of family
The family is an important value for Migros. This is why the illustrated book accompanying the Annual Report 2000 is dedicated to this theme. Migros is "there every day for (almost) all Swiss people and people living in Switzerland, for the different generations and cultures..." it says in the introduction.
In "M Family", the title of the brochure, 53 artists living in Switzerland, such as Pipilotti Rist, Fischli/Weiss and Yoki van de Cream, show what they understand by the term family.
The annual report was once again designed by Beda Achermann's studio in Zurich. The volume, which can be purchased in bookshops for CHF 18, has been published in an edition of 40,000 copies in German, French, Italian and English. Ernst Weber

The Swiss advertising window on Pro 7 is to be supplemented in teletext. SevenOne Media Switzerland is now marketing the Swiss teletext pages on Pro 7.News Swiss advertising in Pro 7 teletext
The Pro 7 Text Schweiz signal is fed into the cable networks in German-speaking Switzerland together with the Swiss advertising window. According to the company, the technical reach is over 1.7 million households. Over 70,000 Pro 7 viewers in Switzerland use Pro 7 Text every day.
13 publishers set up Eastern Switzerland Combi 13 independent publishers have set up the Eastern Switzerland Piccolo advertising combo. The 13 newspapers have a combined circulation of 45,000 copies and around 124,000 readers. The aim of the combination is to make the titles attractive for national and supra-regional advertising campaigns. The members of the Eastern Switzerland Piccolo are Alttoggenburger/Toggenburger Volksblatt, Andelfinger Zeitung, Anzeiger am Rhein, Appenzeller Volksfreund, Bote vom Untersee, Der Tösstaler, Elgger Zeitung, Schaffhauser AZ, Klettgauer Zeitung/Schaffhauserland, Schleitheimer Bote/Anzeiger vom Oberklettgau, Stadtblatt Winterthur, Toggenburger Nachrichten and Weinländer Zeitung.
TSR must save CHF 28 million Télévision Suisse Romande (TSR) must save CHF 28 million over the next four years. To this end, programs will be cut or reduced. TSR will also do without translations of the Swiss-German programs "Arena", "Motorshow" and "NZZ Format". The savings plan is the result of declining advertising revenue and concession money. Because recipients of a supplementary AHV pension are now exempt from paying television license fees, SRG will lose CHF 50 million in license fee income. The savings will not result in any redundancies. However, there will be early retirements. TSR's annual budget amounts to CHF 300 million.
Webadvertising moves to Geneva On November 1, Publimedia Webadvertising moves from Lausanne to Geneva. In future, the online advertising agency will be based in the same premises as its parent company Publimedia SA Geneva. This will bring the company even closer to the customer market, as the majority of its agencies and customers are based in the Geneva region, the company announced.
Radio 24 plus ceases operations The cable radio station 24 Plus has ceased operations. The Radio 24 offshoot had been broadcasting an oldies program in German-speaking Switzerland since the beginning of April 2000. 24 Plus was excluded from the sale of the Radio 24 holding company Belcom to Tamedia. Belcom announced that one employee was affected by the closure.
TV 3 focuses on entertainment From January 2002, the private channel TV 3 will structure its main program uniformly: series in the evening before, in-house productions at 8 pm, quiz shows at 9 pm and feature films from 10 pm. Reality formats will only be shown on a weekly basis: A new, thirteen-part season will start on Sunday, January 6
of the adventure series "Expedition Robinson". Robinson" will be followed by "Klassenfest" with Dani Fohrler from April. TV 3 presents a scoop before the end of the year: former competitor Roger Schawinski takes part in the celebrity millionaire show on the evenings of December 2 and 3. Together with Kurt Aeschbacher, Tonja Maria Zindel, Marco Rima and the duo Flügzüg, he will play René Rindlisbacher for the million in aid of a charitable foundation.
Bakom with a modern website Anyone looking for information about the Federal Office of Communications (OFCOM) previously had to fight a navigation jungle on its website. Now the Office has completely redesigned its website and made it much more user-friendly. In addition to a clear design, the new features include a search function by document type. It will also soon be possible to subscribe to a Bakom newsletter.

Real Media to be sold off to competitor 24/7The Publi-Groupe balance sheet will show a "substantial loss" for the 2001 financial year. This was announced by the Lausanne-based advertising group PubliGroupe. It has thus corrected its forecasts from the beginning of September, when a profit of 25 million francs was still expected. By way of comparison, PubliGroupe closed last year with a consolidated profit of CHF 140 million, citing the deterioration in the advertising markets following the terrorist attacks in the USA as the main reason for the loss. This mainly affected the US activities, above all the companies operating in the online sector and the American agency group Panoramic.
PubliGroupe is selling its international online advertising service provider Real Media to its competitor 24/7 Media in order to cope better with the online slump. The two companies will merge to form the new 24/7 Real Media, in which PubliGroupe will hold a 15.6 percent stake. The financially ailing 24/7 Media is paying for the purchase exclusively with shares and will also receive a one-off cash injection of a maximum of 7.5 million dollars from PubliGroupe.
The Swiss companies Real Media AG and Publimedia Webadvertising AG will remain with PubliGroupe. The merger of Real Media and 24/7 Media will enable many savings to be made, and they will also complement each other "very well" in terms of their respective products and expertise, it was said.
Online losses rise from CHF 50 million to CHF 80 million
The amount of 7.5 million dollars represents the Group's final commitment in the online sector, the Lausanne-based company reassures its shareholders. It will be charged to the current accounts for 2001 and is in addition to the losses incurred in the first ten months of the year and the full amortization costs of Real Media. This brings the total amount charged to the annual accounts to CHF 63 million, i.e. around CHF 30 million more than expected. The loss incurred in the online business increases accordingly from the CHF 50 million forecast on September 4, 2001 to around CHF 80 million.
PubliGroupe is optimistic in its press release that these extraordinary costs will not be repeated in the 2002 financial year, so that the 2002 accounts should again show a profit thanks to the healthy state of the traditional business. Markus Knöpfli

Advertising Art & Ideas (AA&I) has founded the subsidiary Witchcraft, Relationship Marketing and Events, a new company that offers communication measures that enable direct and individual contact with target groups. "We had been planning to set up a subsidiary agency for some time," says Gabi Küng, partner and member of the AA&I management team. After the agency won Camel's promotion budget in a pitch involving top-class agencies, the time was right for Witchcraft. The company is based in the same building as the parent company on Nidelbadstrasse in Zurich's Kreis 2 district. It currently consists of CEO Peter Dvorak and consultant Melanie Rüegg as well as several freelancers. In addition to Camel Promotions, the client portfolio also includes the Biel-based IT company Rolotec. (dz)

Miserable third quarter 2001: The largest advertising clients cut their budgets, in some cases massivelyby Hans-jürg Gränicher The ten largest advertising clients cut their budgets by 2.6 percent in the third quarter of 2001. The main causes of the downward trend were telecom companies and banks, while the media and retail sectors behaved in a markedly anti-cyclical manner.
After nine months analyzed by Media Focus, it is clear that advertising expenditure is stalling, clients are exercising restraint and budget cuts are a reality.
The good news first: of the 50 largest advertising clients in Switzerland, no fewer than 32 invested more in their commercial advertising. Only 16 reduced their budgets. However, what is decisive for the overall result is how the big spenders behave. Here the picture is far less positive. Of the top ten, only four showed positive results - six companies reduced their advertising efforts, in some cases massively. The bottom line is that the ten largest clients in Switzerland invested 2.6% less in commercial advertising.
However, a breakdown by sector shows that despite the stuttering economy, the majority still increased their commitment. As many as ten of the 18 sectors reported
higher advertising expenditure in the third quarter of 2000. The media themselves increased the most, investing an additional 18.3 million (plus 4.8 percent) in advertising. Here it is above all the newspaper publishers who - when the advertising business is no longer running so smoothly - are increasingly producing their own advertising and filler ads. The increase compared to the previous year was 10.1%.
The upward trend in retail was also pleasing, with an increase of CHF 17.1 million or 10%. The high increase in advertising investments in the hypermarket/cash & carry sub-segment of no less than 19.6% is striking. Frimago, Interdiscount and Aldi Markt also massively increased their advertising expenditure.
Services slumped by a whole quarter
On the negative side, the services sector recorded a decline in advertising investments of CHF 57.6 million, which corresponds to a fall of 25.6%. The IT/office sector is also well down on the previous year with a fall of CHF 51.2 million or 18.3%. The main reason for the slump is the massive budget cuts by telecom companies, which reduced their advertising expenditure by a total of 29.2%. The biggest slumpers are Orange with a drop of 43.8%, but TDC (formerly Sunrise and Diax) also significantly reduced its advertising expenditure. Swisscom, on the other hand, has massively made up for this year's shortfall in advertising expenditure. In the third quarter, it was only 7.2% below the previous year's level.
There were slight shifts in rankings among the top 50 in the third quarter. At the top, the previous "eternal runner-up", Coop, was able to further extend its lead over Migros and is now the largest advertising client in Switzerland for the first time. This was made possible by Migros' cost-cutting measures, with gross advertising expenditure down CHF 19 million on the previous year. There was also an exchange of places between Amag and Swisscom, which drove the car seller out of third place.
The companies with the highest percentage growth are Interdiscount with an increase of 127.1 percent and Zürcher Kantonalbank, which invested 124.2 percent more in its advertising than in 2000. However, this was an exception, as the advertising franc is no longer as loose as it used to be for the banks.
Manor (up 39.3 percent), Frimago (up 26.1 percent), Henkel (up 46.7 percent) and Epa (up 54.5 percent) also made big leaps in terms of advertising power. Not to be forgotten, however, is Möbel Pfister, whose advertising expenditure is no less than 83.8% higher than last year's result. The positive advertising growth of Toyota, Honda and Bluewin stands out in the lower ranks.
TOP-50-ADVERTISERS:

RESULTS JANUARY TO SEPTEMBER 2001 AND 2000
Company Gross advertising expenditure in CHF million +/- in %
01 - 09 2001 01 - 09 2000 2001/2000
 1. Coop Switzerland, Basel 140.4 128.5 + 9.2
 2 Migros, Zurich 126.3 145.3 - 13.0
 3. Swisscom, Berne 51.1 55.0 - 7.2
 4th Amag, Schinznach 33.1 30.2 + 9.7
 5. Nestlé Suisse SA, Vevey 26.1 26.8 - 2.9
 6. Procter + Gamble SA, Geneva 25.8 23.5 + 9.4
 7. UBS Zurich/Basel 24.6 28.2 - 12.7
 8. Effems AG, Zug 22.8 26.1 - 12.5
 9. Philip Morris SA, Lausanne 21.9 21.0 + 4.1
10. Fust AG, Oberbüren 21.0 21.4 - 1.8
11. Unilever Schweiz AG, Zug 20.8 18.0 + 15.3
12. TDC Switzerland AG, Zurich 20.5 no comparison possible
13th Manor, Basel 19.7 14.1 + 39.3
14 Frimago AG, Volketswil 19.2 15.3 + 26.1
15. Media Markt AG, Geroldswil 19.2 18.4 + 4.4
16. CS Group, Zurich 19.3 23.5 - 17.7
17th Renault, Regensdorf 18.2 16.1 + 12.8
18 Opel (Suisse) SA, Biel 17.6 20.5 - 13.9
19. Orange Communicat. SA, Lausanne 17.4 30.9 - 43.8
20th BAT, Les Acacias 17.1 21.7 - 21.4
21 Denner AG, Zurich 17.0 17.8 - 4.5
22nd Ch. Vögele, Pfäffikon 15.5 13.5 + 14.1
23rd Peugeot (Suisse) SA, Berne 15.3 15.1 + 1.7
24 Beiersdorf AG, Münchenstein 14.4 11.9 + 20.4
25 L'Oréal Suisse SA, Geneva 14.1 no comparison possible
26. Henkel + Cie AG, Pratteln 13.3 9.1 + 46.7
27th EPO/UNIP, Zurich 13.1 8.5 + 54.5
28 Mercuri Urval AG, Zollikon 13.0 15.6 - 16.9
29th Ford Motor Comp., Zurich 12.8 11.0 + 16.2
30 Swiss Post, Berne 12.6 17.6 + 17.3
31st Möbel Pfister, Suhr 12.3 6.7 + 83.8
32nd Toyota, Safenwil 12.1 8.8 + 38.6
33rd Fiat Auto (Suisse) SA, Geneva 11.3 9.7 + 16.4
34 Coca-Cola AG, Zurich 11.2 10.2 + 9.7
35. Zürcher Kantonalbank, Zurich 10.8 4.9 + 124.2
36. McDonald's, Crissier 10.8 10.2 + 6.2
37th JT International, Dagmersellen 10.5 10.8 - 2.2
38 MMC Automobile AG, Winterthur 10.4 10.6 - 2.4
39th Interdiscount, Jegenstorf 10.2 4.5 + 127.1
40th Chrysler Jeep Import, Zurich 10.0 8.8 + 14.0
41st Mercedes Benz, Schlieren 9.8 9.2 + 6.8
42 Citroën (Suisse) SA, Geneva 9.8 8.2 + 19.0
43rd Feldschlösschen, Rheinfelden 9.7 8.8 + 10.3
44th BMW (Switzerland) AG, Dielsdorf 9.3 8.3 + 11.8
45th Corcar Automobile, Winterthur 9.1 9.0 + 1.0
46. Honda (Suisse) SA, Satigny 8.7 6.4 + 34.7
47 Feldschl. Getränke AG, Rheinfelden 8.5 7.9 + 7.9
48 TSC Assurances, Geneva 8.2 8.3 - 0.8
49 Compaq Comp. AG, Bassersdorf 8.1 8.7 - 6.8
50. Bluewin AG, Zurich 8.0 5.3 + 42.3
Source: Media Focus
GROSS EXPENDITURE ON COMMERCIAL ADVERTISING BY SECTOR - JANUARY TO SEPTEMBER 2001 AND 2000

Sector Gross advertising expenditure in CHF million +/- in %
01 - 09 2001 01 - 09 2000 2001/2000
 1. media* 401.4 383.1 + 4.8
 2. traffic 325.8 316.2 + 3.0
 3. food 255.3 253.5 + 0.7
 4. finance/insurance 236.6 231.6 + 2.2
 5. IT/office 228.2 279.4 - 18.3
 6. trade** 188.0 170.9 + 10.0
 7. services 167.4 225.0 - 25.6
 8. house/garden 153.0 152.0 + 0.7
 9. cosmetics/body care 143.0 132.6 + 7.8
10. clothing/personal 128.8 123.3 + 4.4
11. leisure/tourism 111.2 115.1 - 3.4
12. beverages 110.4 105.3 + 4.8
13. investments/industry 101.7 113.5 - 10.4
14. pharma/health 58.1 59.6 - 2.6
15. tobacco products 52.2 56.1 - 7.0
16. household, cleaning and care products 41.7 38.0 + 9.9
17. consumer electronics/photography 41.7 46.0 - 9.3
18. household goods/appliances 37.2 39.4 - 5.5
* incl. filler and self-promotion of the publishers
** without individual product advertising from Coop/Denner/Migros Source: Media Focus