The planned advertising window of the French private broadcaster M6 is causing confusion not only in French-speaking Switzerlandby Anita Vaucher The start date of the M6 advertising window remains uncertain. The Federal Office of Communications is waiting for the copy of the license from France, while the cable network operators have been negotiating with M6 for weeks. TSR Director General Gilles Marchand calls for a march to Bern over coffee and croissants.
For Gilles Marchand, Director of Télévision Suisse Romande (TSR), the planned advertising window of the French channel M6 is a red rag. He estimates the loss of advertising revenue for TSR at 10 to 12 million francs (WW 39/01). However, the spectre was not sighted on November 1, the second announced launch date. And according to the Federal Office of Communications (Bakom), no definitive date has yet been set for the launch of the advertising window. According to Bakom employee Bernhard Bürki, Bakom is still waiting for the paper that the French supervisory authority CSA has issued to broadcaster M6 authorizing it to operate the Swiss advertising window.
Bakom is very confused because, according to Bürki, repeated inquiries to the CSA about the whereabouts of the copy of the license have not yet borne any fruit. However, perhaps the delay is secretly being interpreted at Biel's Zukunftsstrasse as a sign that the CSA may have changed its mind after all, thus creating new room for negotiation.
It is all a question of interpretation, Bürki told WerbeWoche. The European convention on cross-border television broadcasts is under discussion.
In the meantime, there are rumors that at least some of the cable network operators may not show the advertising window at all - out of solidarity or obedience to the private TV stations affiliated with TSR. Although this rumor has not been confirmed anywhere, it is at least worth noting that M6 is still negotiating with the cable network operators.
However, there are certainly no technical problems, as M6 already has a technical coverage of 91% in French-speaking Switzerland. The negotiations are more likely to indicate that M6 has unexpectedly hit a snag with the network operators. As recently as September, it had announced the launch of
October 1 announced.
It is unclear what is being negotiated. Even cable network operators such as TéléGenève do not yet want to commit themselves as to whether they will switch on the M6 window. The Nyon cable network even claims never to have heard of the M6 advertising window. In any case, it is clear that an advertising window without coverage in French-speaking Swiss cities is not of interest to the advertising industry.
TSR Director Gilles Marchand invited guests to coffee and croissants
The marketing company IP Multimedia is therefore at a loss. Press spokeswoman Bettina Singeisen only hopes that the M6 advertising window can be launched "this year".
Meanwhile, TSR Director General Gilles Marchand and the Publisuisse office for French-speaking Switzerland invited guests for coffee and croissants. Representatives of advertising and media agencies in French-speaking Switzerland were literally worked over at breakfast in the TSR tower and asked to lobby in Bern against the M6 advertising window and to swear allegiance to TSR. This is unlikely to be easy, as advertisers and media planners in French-speaking Switzerland have recently complained publicly about the lack of alternatives to TSR.
According to Charly Schwarz, Director of Initiative Media Switzerland, the M6 window should not be overestimated. In Le Temps, he estimates the loss for TSR at a maximum of CHF 6 million. He believes that cinema advertising and youth-specific media would suffer more because M6 tends to target a young audience.

PrintOnline lowers rates - also to pre-empt an alternative projectBy Markus Knöpfli PrintOnline (PO) is lowering its prices for digital ad transmission as of 2002 by over
15 percent - this discount is justified by the increased volume. However, the free newspaper publishers, who were planning a cheaper PO alternative, are also likely to have played a certain role.
Finally some good news for newspaper publishers, who have been hit by falling advertising revenues: they will have more money in their own coffers next year from the proceeds of all advertisements that they receive digitally via PrintOnline (PO). The reason for this good news: PO, the "digital bike courier", is lowering its prices for next year.
In concrete terms, this means that the price per transmission order will be reduced from CHF 13 to CHF 11 for the larger publishers that pay an annual connection fee of CHF 15,000 to PO. This corresponds to a cost reduction of 15.4 percent. For the smaller and medium-sized publishers without a connection fee, the price will fall from the current CHF 50 to CHF 36 (minus 28 percent) per order.
In both cases, however, the price per megabyte of data will remain at CHF 2. This is not the first time PO has lowered its tariffs: the price per order was already reduced by 17 percent at the beginning of this year.
PO Managing Director Kurt Obrist justifies the lower tariffs with the increased volume: while PO forwarded 58,971 individual advertisements via dedicated lines in 2000, this year it will already be around 80,000 (up 35.7 percent). "PO wants to offer an industry solution and is not profit-oriented. We have said from the outset that the price for the individual publisher will become more favorable as the volume increases," says Obrist.
Free newspapers threatened with a complaint to the Competition Commission
Nevertheless, there are doubts about the selflessness of PO, in which Ringier, NZZ, Tamedia and Publicitas each hold a quarter of the shares. With the massive reduction in rates, PO probably primarily wanted to take the wind out of the sails of the announced competition from smaller publishers. The Association of Swiss Free Newspapers (VSGZ) wanted to set up an alternative project that would have transmitted advertisements for 25 to 30 francs. VSGZ President Willy Grüninger criticized the fact that the PO costs were too high and that publishers were left with "practically nothing left over" after deducting the consultancy and VSW commissions and the PO fee, especially for smaller advertisements.
The VSGZ project progressed relatively well, but when it came to harmonizing the technical standards with PO in order to avoid creating any new hurdles for advertising clients, PO and Publicitas blocked it. When the VSGZ then threatened PO with a complaint to the Competition Commission at the end of October, the aforementioned price reduction came immediately. Ernst Grab, Director General of Publicitas and member of the PO Board of Directors, is convinced that "this substantial reduction in rates will calm the discussion about our prices".
He also assumes that the price will fall again as volumes continue to grow. "In view of the current market situation, however, not at the same pace," he adds. But you have to ask yourself "whether the VSGZ's investment is still worthwhile". So is the announced tariff reduction primarily for tactical reasons, at least in terms of its extent? Grab is evasive: "We also want to take the concerns of the smaller partners seriously," he says.
Free newspapers are now burying their own project
Be that as it may, Willy Grüninger also sees the end of the VSGZ project coming. "It's getting very tight for our project," he says. But he is not sad about it. "Our goal was a reasonable price - and we've come closer to that," he says. In addition, PO has also signaled concessions with regard to the problem of small advertisements, says Grüninger.
This is confirmed by Obrist. "We are thinking about other pricing models," he says. He also wants to "channel" the advertisements so that only those are sent via PO "that are useful to both the client and the publisher."

Muse & Musse Jürg Moosmann What was the last cultural event you attended?
Jürg Moosmann: The Basler Herbschtmäss, a must in Basel!
What are you reading right now?
Moosmann: Nick Hornby "Ball Fever". This book is a wonderful illustration of what true fan love for a football club means. Highly recommended for non-fans and beleaguered girlfriends and wives of football lovers!
Which CD do you currently prefer to listen to?
Moosmann: Diana Krall "The look of love". One of today's most gifted jazz interpreters.
Which movie would you most like to see again?
Moosmann: "Billy Elliot". A movie as a convincing milieu study, with excellent dance scenes and a positively touching story.
What TV show did you fall asleep during the other night?
Moosmann: I never sleep in front of the TV.
What is your latest discovery on the Internet?
Moosmann: www.balfolio.com
What could you never do without?
Moosmann: To my family.
What do you do in a free minute?
Moosmann: Doing things with my son, playing sport, listening to music, reading and rooting for FCB.
Love is...?
Moosmann:...a personal dream recipe with individual ingredients, depending on your taste!

Curator Christian Voyame on the exhibition "Happy, the promise of advertising "The "Happy" exhibition at the Museum of Communication in Bern has triggered mostly negative reactions in the media. The exhibition concept tends to confuse rather than arouse curiosity. An accusation that curator Christian Voyame refuses to accept.what is the aim of the exhibition and who is it aimed at?
Christian Voyame: It should be an assessment of the situation and deal with the question: Is there a connection between the sender and the receiver of an advertising message? The exhibition is aimed at a lay audience, who are also consumers.
How did the idea for this exhibition come about?
Voyame: The Museum of Communication wanted to dedicate an exhibition to the subject of advertising, because advertising is a communication tool. We opted for the poster as an advertising medium.
How many visitors have you counted so far?
Voyame: There have been around 9000 visitors since the opening at the beginning of September.
Were advertising experts consulted for the development of the exhibition concept?
Voyame: The person who developed the exhibition concept is a former advertiser. Various experts from the advertising industry were also involved in the preparations for the exhibition.
The exhibition has received a lot of criticism in the media so far. How do you deal with this?
Voyame: "A lot" is an exaggeration. Let's put it this way: the exhibition has triggered many reactions, both positive and negative. I would like to emphasize one important element: The poster for the exhibition suggests that it takes a critical stance towards advertising. The public's expectations may therefore be disappointed in one case or another. There were further reactions to the concept, which provided for an initial approach without any help, apart from the flyer at the entrance. Here we have corrected the one-sided approach of the exhibition by setting up an information stand with comprehensive documentation. We also offer guided tours with commentary. And on Sunday there is even a so-called "Happy" guide as an animator who leads visitors through the exhibition.
What conclusions do you draw from the criticism?
Voyame: When an exhibition is entrusted to an external specialist, it should come as no surprise if the exhibition style changes. The curator and person responsible for the exhibition, Christoph Doswald, specializes in art exhibitions. This type of exhibition focuses on an autodidactic approach to the subject without much explanation. For the "Happy" exhibition, however, information is available. It simply takes a certain amount of effort on the part of the visitor to find it.
The exhibition concept in particular is criticized. Are you going to change anything?
Voyame: No, apart from the changes I mentioned.
Although the exhibition is relatively small, it will run for almost a year until July 28, 2002. Wouldn't that be an opportunity to revise the concept?
Voyame: The complete reorganization of the museum over the next three years (from 2003 to 2006) does not currently allow us to put on two large temporary exhibitions within one year. Hence the long duration of the current exhibition. In addition, our financial resources do not allow us to carry out a readaptation.
Why is the exhibition catalog not being published until January?
Voyame: The search for sponsors took longer than we thought.
What additional information does the book offer the visitor?
Voyame: It will include a scientific study by the opinion research institute LINK, which is being produced in connection with the exhibition. It will record the current state of happiness in Switzerland in the form of an inventory.
What is your personal relationship with advertising?
Voyame: As the curator of a graphics collection of 15,000 engravings and 5,000 posters, I am particularly interested in visual communication.
What does happiness mean to you?
Voyame: I appreciate interesting encounters.
Does the Museum of Communication already have a project for the next exhibition on the subject of communication?
Voyame: Not at the moment. Interview: Anita Vaucher

43 consumer goods brands have a global presence and each generates annual sales of over 1 billion dollars. This is the result of a brand study conducted by the market research firm ACNielsen. Over 200 brands were included in the study. The category with the most representatives (13) is beverages, with Coca-Cola and Pepsi Cola ranking first and third, respectively. Marlboro took second place as one of four global tobacco brands. The 43 brands come from 23 manufacturers. The Swiss conglomerate Nestlé is represented by Nescafé and Friskies (pet food). The study is available for download at www.acnielsen.com. A fitting occasion. On November 9, the 2001 Balzan Prizes will be awarded in Bern in the presence of Federal Councilor Ruth Dreifuss. Four scholars will each receive one million Swiss francs for their scientific work. As a result, the prize—funded by the estate of Eugenio Balzan, who worked as a journalist and co-owner of the *Corriere della Sera* and later lived in Switzerland—has taken on a stature similar to that of the Nobel Prize. For the first time, this distinction will be symbolized by a fitting sculpture. The work was created by the English artist Anthony Cragg, who has lived in Wuppertal since 1977 and teaches at the Düsseldorf Academy.
WHO Opposes Self-Regulation of Tobacco Advertising. The World Health Organization (WHO) has criticized a new initiative by tobacco companies to impose self-restrictions on advertising. The WHO says the plans are ineffective and undermine efforts to implement an anti-tobacco convention. According to the WHO, British American Tobacco, Philip Morris, and Japan Tobacco intend to voluntarily implement measures to ensure that tobacco advertising no longer reaches nonsmokers in the future. In particular, young people are to be shielded from cigarette advertising.
Boosting shopping. With the rather embarrassing «I love shopping – I hate terrorism» campaign, McCann-Erickson aims to boost private consumption again. According to the «Pulse» global consumer panel, which is conducted regularly, consumers in Switzerland will also spend less money on durable goods in the future following September 11. Fifty percent say they have no plans to invest in cars, PCs, or home furnishings, compared to just 19 percent of thrifty consumers in 2000.
Lovers of fine leather. The Schuhcafé is something of a cultural institution in Zurich. With locations on Münsterhof and Badenerstrasse, the store—which features an integrated café—enjoys a reputation as an absolute insider’s tip. To introduce the philosophy behind this gathering place for lovers of unique shoes to a wider audience, Lowe Lintas GGK was commissioned to develop a communication concept that was as simple and cost-effective as possible. The result is a key visual that perfectly conveys the name “Schuhcafé.” The ad will initially be shown as a slide in movie theaters with a discerning clientele. It was designed by CD Mark Stahel, Pete Watman, with text and concept by Marc Koller, and art direction by Flo Bachofen.
Three Swiss Winners in the «Ad» and «Poster» Categories Two Swiss entries were honored in the «Die Anzeige» creative competition organized by the Bavarian Communications Association. The «Finger» campaign, created by Advico Young & Rubicam for Hakle Deluxe, received a silver award. Bronze went to
McCann-Erickson, Geneva, for «Agility 2001» (Microsoft). No gold awards were given; silver was awarded a total of nine times and bronze eleven times. Springer & Jacoby took home the most awards (eight), followed by Jung von Matt (three). In the «Poster» competition, which was held concurrently, Jung von Matt/Limmat was the only Swiss agency to be honored with a bronze award for a advertising column. Here, Springer & Jacoby and Scholz & Friends each won two gold awards.
A comeback for headlines. A brand without substance has a hard time. A newspaper without substance has an even harder time. And since the Tages-Anzeiger probably doesn’t fall into that category, the advertising for the Tagi’s branding has now returned to the old headline campaign. The wordless—and therefore, for many, meaningless—images from the «black fingers» series have now been enriched with text. The headlines read, for example, «At least when it comes to health insurance premiums, things are looking up in our country. I’ll stay on top of it.» or «Will the new airline now get stuck in Basel’s Daig instead of Zurich’s Filz?» – “People just don’t like to give up on an idea that works so well,” says Reinhold Weber of WHS about the promising comeback of this old Tagi ad campaign.
Editorial

Happiness is also good business. It doesn’t take much insight into human nature to understand that people’s value judgments are guided by their feelings of happiness—that is, they are an attempt to support their illusions with arguments. So it’s no surprise that sociologists today can convincingly show us that the pursuit of «happiness» has replaced «know thyself» as the guiding principle of a meaningful and fulfilling life. Happiness is now considered the ultimate goal. “Happy—The Promise of Advertising” is the title of an exhibition at the Museum of Communication in Bern (see interview on page 5). The starting point is the question of how much today’s values are shaped by images from advertising. With their collection of images of happy people from advertisements, the exhibition organizers have made things a bit too easy for themselves and ultimately failed to do justice to the topic. The issue is not quite that trivial after all.
The power of advertising likely lies precisely in the fact that it takes seriously the existential things that move people time and time again: friendship, love, a sense of belonging, identity, and dreams. While people cannot buy what they truly desire, a product can at least give their desires recognition. We may no longer believe in the resurrection, but we do believe in products that make us feel better when we have them. In our enlightened and secularized world, we gladly let ourselves be enchanted once again, even though we know that happiness exists only in fairy tales. Modern marketing thrives on the fact that it can still be conjured up time and again. You can’t sell anything to someone who is perfectly happy. Samuel Helbling

After nine months of Internet measurement by MMXI Switzerland, the first winners and losers can be identifiedBy Clemens Hörler It has been three quarters of a year since MMXI Switzerland first published figures on the website usage of home surfers. Time for a look back.
If you study the monthly top 20 domains of the Swiss MMXI home panel and compare them with those of the previous month, the aha moment is usually limited. Major shifts are rare. Much more interesting, however, is a review of the past nine months. This is the only way to identify longer-term trends.
In the use of the individual website categories, medium-term trends can be discerned, but selective movements can also be noted. These can often be explained by specific international and national events and are not simply a child of chance.
News sites sometimes suffered from large fluctuations
September 11 is just one example. In the ninth month, the number of visitors to online news offerings rose from 727000 to 833000 users, according to MMXI Switzerland. If a work panel had already been available in Switzerland, the effects of the terrorist attacks would probably have been even more visible. Especially in offices without a TV set or radio, the Internet became the number one information medium on September 11.
Not only in September, but also in March, the news sites had a considerable influx of visitors. At that time, access to the news/information category increased by 20 percent. MMXI explains this increase, among other things, with the then current discussion about BSE and foot-and-mouth disease. The continuing slump in the stock markets in the spring of 2001 also left its mark on the Web. The Business/Finance website category lost significant reach among home users. Its market share fell from 31.5 percent in January to 27.1 percent in April.
From January to September, the websites in the Business/Finance categories have both
gained 1.4 percent more unique visitors. However, this was below the growth of the overall market, which increased by an average of 2.5 percent. The same applies to news sites. Of 27 categories, only seven grew faster than the overall market. The strongest growth was recorded by the hobbies/lifestyle and networks sites.
According to MMXI Switzerland, four categories recorded real losses in September compared with January, i.e. were visited by fewer home users than at the beginning of the year. The Technology, Real Estate and Careers categories suffered the greatest loss of visitors. The ranking of the top categories thus hardly changed. This is still led by ISP, Portals and Services.
Urs Wolfensberger, head of MMXI Switzerland, on the shifts in user preferences: "People's behavior on the Internet is increasingly in line with the usual or traditional media usage behavior and is becoming, if you like, ." On the other hand, Wolfensberger said, there hasn't exactly been a lot of spectacular news in the technology sector, for example, which has suffered the most losses.
Among search engines, Google is rapidly gaining terrain
The fact that Internet use is becoming more and more "normal" has a lot to do with the demographic composition of the Internet community. Whereas at the very beginning it was mainly young, well-educated male techies who used the Internet, other demographic groups are now steadily gaining share. For example, the number of male home users grew by 16.1 percent from January to September, while women and even children grew by over 28 percent.
In addition to these general observations, the development of individual websites can also be observed. Among the leading domains and porperties, the search engine market in particular has changed significantly over the past nine months: The big winner here is Google.
Google's various country sites increased their reach among home users from 13.1 percent in February to 19.6 percent in June. The reach of its main competitor Altavista fell from 16.1 to 11.6 percent in the same period.
In September, Google sites were the fifth most popular global domain with a reach of 25.1 percent among active home users. Google, which has also operated a Swiss site for several months, thus overtook Search.ch (20.7 percent) as the most popular search service.
However, Google's appeal to Internet users at home is not reflected in the site's appeal to Swiss advertisers. While Search.ch remains one of the top sites for online advertising, there is little advertising on the banner-free site Google.ch, and it mostly comes from companies abroad.

Goal: Overview of all services offered by Peikert Contract AG.www.peikert.ch Advertising medium: Internet site. Deployment: Since October until further notice.
Client: Peikert Contract AG, Zug; Responsibility: Elisabeth Arm, Head of Marketing; Nicole Klar-Rimmel, Marketing Assistant. Advertising agency: Weber Harbeke Alborghetti, Zurich; CD: Thomas Harbeke, Max Weber; Design: Thomas Schicker, Christina De la Rosa; Text: Christian Sidow; Consulting: Reto Alborghetti, Judith Gallus. Internet agency: Carat Interactive AG, Dietikon; Head of Implementation: Michael Hüppi; Implementation: Dominique Adler, Christian Jäckli, Renato Soldenhoff; Consulting: Pascal Urscheler.

Process to reduce digital data so that it requires less memory and is transported faster.Online ABC Data Compression
Data protection In order to prevent the misuse of personal data, the Federal Data Protection Act (BDSG) was passed in 1977 and fundamentally revised in 1990.
DHTML Dynamic HTML. A free object moves across the web page, at the edge of the content or over it. For the user, Dynamic HTML is characterized by greater interactivity and shorter download times.
Dial-up In contrast to a leased line, a connection to the Internet is established via a telephone line by dialing up.
Digital signature Electronic signature. It makes documents sent over the Internet forgery-proof. It is applied for at a trust center and can be verified there.
DNS Domain Name System: hierarchically structured system that assigns an Internet host its own name.

The name Wirzandfriends should not be taken the wrong way: Claudius Wirz does not run an advertising agency, but an agency for books, media and culture.The focus of his business activities is the book, its staging - and its marketing. Since February 2001, Wirz has been operating an interface between sponsors and authors, publishers, the press and bookstores. Wirz works together with an employee, the Friends form a wide network of personal contacts, which he can flexibly call on for projects and
that reach all the way to the Elbe River.
The trained bookseller gained his expertise at various publishing houses and bookstores in Switzerland and at a marketing agency in Hamburg. Among other things, he was also responsible for communications at Orell Füssli Buchhandels AG.
The Wirzandfriends agency mainly wants to put books at the center of events. The spectrum ranges from readings and press conferences for publishers to next year's big project, the first Zurich Literature Festival. This is to take place from March 1 to 3, 2002, and run for three days and four nights. National and international authors will meet at the main venue, Unterwek Selnau, and in other locations such as a courtroom or the rehearsal stage of the Schauspielhaus.
For both the literature festival and other events, Wirz makes a point of ridding literary events of their dusty image. "For example, the festival will consist of 80 percent literature and 20 percent music," Wirz reveals. That makes for interesting combinations, such as reading and rapping or crime stories and jazz.
"Books are on the rise again," says the agency founder. Reading consumption in Germany, for example, has been on the rise again for a long time, and trendy young people can certainly be recruited as an audience for literary events. Wirz also senses a growing interest on the part of large companies, such as insurance and telecommunications firms, to get involved in the book sector.
He doesn't want to draw the book's boundaries too tightly. In the coming weeks, the agency will also be promoting the film "The Lord Of The Rings" on behalf of Go-Between Communications - albeit in bookstores. (ba)

The Swiss Nestlé Group is reorganizing its agency relationships. It is dividing its brands into five categories, each of which will be the responsibility of one of Nestlé's core agencies worldwide.News Nestlé redistributes budgets
McCann-Erickson gets the coffee brands, Publicis the culinary products. Ogilvy & Mather becomes responsible for dairy products. Lowe Lintas will promote the sweets - excluding chocolate, which will move to J. Walter Thompson. The new lead agencies will mainly develop strategies, but not necessarily be involved in their implementation.
Zenith Optimedia wins Infineon The merger of Zenith Media and Optimedia into a joint holding company is bearing its first fruit. Zenith and Optimedia's German subsidiary More Media prevailed in the pitch for the global budget of semiconductor group Infineon. Zenith Optimedia Group was founded in July and is 75 percent owned by French advertising group Publicis, with 25 percent owned by UK-based Cordiant Communications.
Springer cuts one in ten jobs The German publishing house Axel Springer Verlag plans to cut around 1400 jobs by the end of 2003. The media company announced that the workforce is to be reduced by 10 percent. Springer is thus continuing its consistent cost-cutting program. All areas of the company will be affected.
Premiere no longer sells decoders Digital TV provider Premiere World is pulling out of the development and sale of decoders. The heavily loss-making Kirch subsidiary hopes the turnaround will save it half a billion marks a year in the long term. Premiere World is thus saying goodbye to its earlier strategy of using the proprietary D-Box standard to bind customers to its own offerings. Instead, interactive services such as games, e-mail and teleshopping are to attract users and generate revenues.

Since September 11, they have enjoyed a presence on all channels: the Talibans. It's no surprise that the business world also wants to profit from their fame. The Filippa K fashion label shows what a well-washed and neatly dressed Taliban could look like if he dressed in a Western style. It goes without saying that only male models are copied for this look, especially since there are no women in Afghanistan. Visible ones, at any rate, do not. Their job is to produce lots of little Talibans and to remain masked in the background. Although trend guru Matthias Horx is convinced that in the future the family will be in again, women will hardly be willing to cover their faces with fabric - even if it is tailored by Armani. Chandra Kurt
Column

The last dining car
From Mike Müller
There are still reliable transport companies in the country. The SBB, for example. The validity of train tickets is clearly defined, there is no Sunday rule, but there are smoking compartments, and the tables in the dining car are much larger than in the air. Anyway, the airline uniforms always remind me a bit of James Bond movies, I prefer the splatter movies that the youngsters in the second-class smokers tell each other late at night. But my favorite part is the dining car, especially the last one. There's an exciting smorgasbord of overtired vacation homecomers (the over-excited mood they were in on the six o'clock train on the way there has finally faded), theater and concertgoers, stressed-out overstayers, and a few journalists comparing tomorrow's newspapers and getting heartily excited or terribly upset.
The huge importance of a national transport company is completely clear to me as far as the last dining car is concerned. Nowhere else are first and second class more mixed, alcohol flows in reasonable quantities, local salsiz soothes the stomachs of dinner forgetters, and
The politics are conducted as if one had just come from a heated community meeting. The microcosm is also trend-setting in terms of economics: the car is pulled by a state-owned locomotive, the drinks are served privately. The conductor and waiter greet each other with a jovial "Sali," and the former sometimes gets a free coffee - the grassroots set the example. And both have international experience, as the top business associations have always demanded: one is from the Baden train station, the other from the Belgrade sausage stand. This creates a feeling of home that I've never experienced in an airport lounge, washed down with a warm Feldschlösschen.
[email protected]
Mike Müller is a performer.
Language Observer

8ung dummy text Of course, this is not yet the real text of this ad. The definitive text will make the concept of our integrated marketing measures much more visible - to the point of being tangible. With clarity, wit and persuasiveness. Because we know what copy has to do: lead the reader through two or three short, clear, sympathetic thoughts - and entertain them in the process.
We present the arguments with irresistible charm. And dramaturgically so that everyone reads on. With every word, people have the feeling that they are about to hear the decisive thought that will change their lives. At least for the next ten minutes.
At the end of the text, there is a nice feeling that someone takes us seriously. That someone has understood us. That there is a company with our level. No matter what this company sells - whoever has finished reading this text knows: There's somebody out there.
Thus, our ad fulfills its task and brings you your deserved return on investment. Your competitors, who of course also read this text, will wish they had placed this ad themselves!
Agreed, there are too many long copies. As a marketer, you may not even believe in the copy...And yet, God gave us those blue pens. And those little boxes with the screens. So let's use them after all. So for you, too, the sky will be blue, the birds will whistle very pleasing quarterly figures from the trees, and you will believe in the future of your company - and in your own.
Unfortunately, this is not yet the correct text of this ad. The definitive text will make the agreed concept much more visible...
Beat Gloor, www.textcontrol.ch

In Germany, multi-week low-cost TV programs are the trendBy Markus Knöpfli Rüdiger Hahn has now been on the market for eight months with his four-week program guide TV 4 - and is already talking about success. Tele, TR 7 and TV täglich, on the other hand, don't (yet) think they are. However: In Germany, the trend in program guides is clearly going in the direction of cheap products lasting several weeks.
Since March, the publishing house Vierwaldstätter Verlag in Horw LU has been publishing its TV 4 every four weeks with a print run of 300,000 copies, and distributes 240,000 copies free of charge by promo mail. By his own account, sole owner Rüdiger Hahn has already spent a good one million Swiss francs on this - just for printing and mailing. But soon Hahn will be taking off his spending pants: From issue 1/2002, the TV-4 circulation will be "only" 8,000 copies. Of these, 35000 copies will be delivered to newsstands, 20000 will be distributed free of charge and another 20000 to 25000 will be sent to subscribers.
At present, TV 4 has only 14,000 subscriptions, but according to Hahn, 19,000 copies are sold at newsstands per issue. He is therefore convinced that TV 4 will "easily" gain another 6000 subscribers by the end of February. By the end of his third business year (February 2004), he even expects at least 40,000 subscriptions. But even before that, at the end of next year, Hahn believes he will break even.
But the four-week concept also has its limits: Because of the many program changes, Hahn has recently had to provide his readers with updates via teletext. Hahn has also been limited elsewhere: TV täglich, the free magazine from Ringier and Tamedia, was unable to outdo him as a supplement to six newspapers and magazines each. Some of the titles associated with TVtäglich discussed a switch to a kind of slimmed-down TV4. But Hahn's offer was rebuffed. The price was not attractive, says Roland Wahrenberger, head of publishing at TVtäglich. The titles were contractually tied to TV täglich for too long, Hahn contradicts him.
Nevertheless, Hahn sums up his first eight months as a "success. However, it is difficult to believe this. After all, how does he expect to recoup his expenses when he describes three full-page advertisements per future issue as "completely sufficient"? Because of the reduced circulation from 1/2002, he is also cutting rates by around half.
Hahn also leaves open where he got the money for the multi-million investments. In any case, it cannot have come from his company, which was only founded in September with a share capital of 40,000 francs. And Hahn rejects the assumption that the Vierwaldstätter Verlag is a subsidiary of his brother in Germany, who publishes the magazine Nur TV with the same concept.
Both Wahrenberger and his colleagues at Tele and TR 7 claim that TV 4 has not affected their magazines so far, neither in the advertising market, nor in retail sales, nor in subscriptions. It is true that retail sales are declining, but this is generally the case and not just since TV 4 has been on the market, says TR 7 publishing director Sandro Rüegger. And Duke Seidmann, Head of Magazine Advertising Market at Ringier, adds that Tele is more likely to feel the impact of competitors at the newsstand, such as the German magazines TV Spielfilm or TV today.
This addresses what is definitely a problem for the Swiss titles: the dozen or so German TV program guides that are pushing onto the Swiss market. While the weekly titles are likely to sell a total of just around 10,000 copies, WerbeWoche estimates the paid circulation of the fortnightly titles at 60,000 copies.
According to Mach Basic 01, the three established Swiss titles also lost readers. The loss remained within the confidence range for TR 7 and Tele, but at the time of the K1 value, the two titles had still gained. And the extent to which German titles could pose a threat to Swiss magazines is shown by the example of TV Spielfilm, which is shown for the first time in Mach Basic 01: It is as strong as the pure subscription magazines Radiomagazin and Teleclub together and already comes very close to the value of TR 7.
Program sheets in Germany lost readers
But at TR 7, Sandro Rüegger has completely different concerns.
He suspects that a trend that can be observed in the German TV guide market could also gain a foothold in Switzerland: Weekly titles there are losing massively in circulation, while multi-week low-cost products have been gaining, in some cases strongly, since their appearance in 1997. Specifically, of ten program guides that were still selling over a million copies (in some cases as many as 2.7 million) at the beginning of 1998, all have lost at least 300,000 copies. TV klar, TV neu, TV Spielfilm and TV Movie recorded particularly high losses. In contrast, TV 14 increased by 1.2 million to 2.01 million copies (plus 67.5 percent) since mid-1999 alone. Rüegger's concern is confirmed by André Kolb.
At Gong Verlag in Nuremberg, he is responsible for four program guides, both high-priced weekly titles such as (Bild+Funk, Gong) and lower-priced products (TV direkt, Die Zwei). Kolb also sees the trend in the German market confirmed in his own publishing house. Not only that: "The trend is similar in the German-speaking foreign territories," knows Kolb, who is also present in Switzerland with the Gong products.
So could Rüdiger Hahn's calculation somehow work out after all? It's quite possible, perhaps even in two respects: First, his TV 4 will probably make life difficult for its German counterparts in Switzerland. In contrast to the German counterparts, Rüdiger Hahn's TV 4 will carry all the regional German-language TV programs in Switzerland. It remains to be seen whether Tele and TR 7 will then also go to the cleaners in a second phase. "We're keeping a close eye on TV 4," says Duke Seidmann.
Relaunch at TV täglich and TR 7

TV täglich has been refreshed for just under a month (WW 35/01). The relaunch had nothing to do with TV 4; it had been planned for some time, assures publishing director Wahrenberger. TR 7, on the other hand, has yet to relaunch. The magazine is to be "more modern" from spring 2002, but this is also not a reaction to TV 4, says publishing director Rüegger.
A good dozen program guides on Swiss newsstands

Magazines Publisher Interval Price Readers sold
Single edition CH
sale CH
Bild + Funk Gong Verlag, Nuremberg 7 days Fr. 2.60 1100*
Die Zwei Gong Verlag, Nuremberg 7 days Fr. 1.80 11 000*
Gong Gong Verlag, Nuremberg 7 days Fr. 2.60 1000*
Hören u. Sehen Bauer Group, Hamburg 7 days Fr. 2.80 k. A.
Listen to Axel Springer Verlag, Hamburg 7 days Fr. 2.70 k. A.
Tele Ringier, Zurich 7 days Fr. 3.60 227 539 712 000
TR 7 Basler Mediengruppe 7 days Fr. 3.-- 173 038 407 000
TV daily Tamedia/Ringier 7 days free supplement 1 360 000* 939 000
TV 14 Bauer Group, Hamburg 14 days Fr. 2.-- k. A.
TV direkt Gong Verlag, Nuremberg 14 days Fr. 1.80 4000*
TV Movie Bauer Group, Hamburg 14 days Fr. 3.-- k. A.
TV Spielfilm TV Spielfilm Verlag, Hamburg 14 days Fr. 3.-- 28 863* 326 000
TV today Verlagsgruppe Fleet, Hamburg 14 days Fr. 2.60 k. A.
TVpur Bauer Group, Hamburg 4 weeks Fr. 2.40 k. A.
TV 4 Vierwaldstätter Verlag, Horw 4 weeks Fr. 4.-- previously
300 000*
from 1/2002
approx. 80 000*
Radiomagazin AG for radio publications weekly subscriptions only 31 272 109 000Teleclub Teleclub AG monthly club-only 89 770 226 000
Magazine
largely distributed free of charge
* Publisher's statement, not certified
k. A. No data Survey WerbeWoche