The Publimedia Web Advertising Index (PWA Index) fell by 2.3 points to 98.2 points in September. It had already lost 1.3 points in August.News Publimedia Web Index below 100 points
For the first time since its launch in 1999, the index is below 100 points, i.e. below the level at the turn of the year. The PWA Index is based on monthly surveys of investments in commercial advertising on national and international web platforms.
Book your vacation on Tages-Anzeiger.ch
Vacation apartments can now be booked online on the Tages-Anzeiger web portal. The platform is working together with Interhome Switzerland. The subsidiary of the Hotelplan Group rents out apartments, houses, villas and chalets throughout Europe and in Florida. The offer is integrated into the portal's travel channel.
Immoclick sells works of art Anyone looking for a new home on the Immoclick web real estate platform can now also purchase suitable wall decorations. The platform operator Swissclick is cooperating with the online store Globalart stores.com from Dättwil AG. Elaborately created reproductions can be ordered at the click of a mouse from a selection of over 20,000 works of art.
Publimedia's new media marketplacePublimedia launches the B2B marketplace Admarketplace.ch on October 25, replacing the Beilagen.ch platform. On the new marketplace, advertisers can find out about themed inserts, sales promotions and cross-media offers from Swiss newspapers and magazines and take part in auctions or tenders. The offers on Admarketplace
.ch are updated on an ongoing basis.

PR guru Klaus J. Stöhlker (60) is preparing to step down: After his older son, Fidel, took over management of the Berlin branch of Stöhlker&Partner GmbH a year ago, Fidel and his brother Raoul Stöhlker are now each acquiring a 50 percent stake in the company. Stöhlker&Partner expects fee revenue of about 0.5 million marks this year and counts, among others, Swiss Ambassador Thomas Borer among its clients. It is not yet clear when the two brothers will also take the helm at the parent company, Klaus J. Stöhlker AG, in Zollikon. «Fidel and Raoul are supposed to take over from me someday,» Stöhlker Senior told *WerbeWoche*. «But for now, I still feel relatively fit.» Next year, his agency will celebrate its 20th anniversary. 1999 Advertiser of the Year as a cover girl. It’s probably every girl’s dream: to be a cover girl once in her life. Some actually make it onto the cover of the teen magazine *Mädchen* in their shy teenage years. Others have to wait a little longer. But then they grace the cover of *Bilanz*. Or at least the cover of a special issue of *Bilanz*. Danielle Lanz now smiles elegantly yet warmly from such a cover. «Women in Suits» is the double-entendre title of the accompanying article. The advertising executive’s career detour can be discovered in the magazine *Luxus*. This special issue of *Bilanz* kicks off a lifestyle series that will continue next year with the themes of watches, cars, and interior design, before returning to the topic of luxury in the fall of 2002.
Confusion Surrounding «Das Goldene Ohr.» The team at Lowe Lintas GGK in Zurich was quite surprised: A news email from WerbeWoche reported that the agency had won silver at the «Das Goldene Ohr» radio advertising awards for a commercial created for Radiotele. «We’d like to thank the organizers of the Golden Ear for our new client, Radiotele,» wrote Mark Stahel and Daniel Keller from the agency’s management team with a smug tone. Lowe Lintas neither handles Radiotele’s account nor had it submitted a commercial to the competition, Keller explained to *WerbeWoche*. Did Lowe Lintas win the Silver Ear as unexpectedly as the Virgin Mary gave birth? A call to Leos Gerteis from the «Das Goldene Ohr» association provided clarification: The award-winning spot is part of a genre-based advertising campaign that Swiss private radio stations carried out in the summer of 2000 under Radiotele’s direction. According to Gerteis, 10 to 15 agencies were asked to create radio commercials for the campaign. The entry from Lowe Lintas—which the agency apparently could no longer recall—was produced by Jürg Weber (now with Euro RSCG). It remains unclear who submitted the spot to the competition. Neither Lowe Lintas nor Radiotele claims to have done so.
A Platform for Nolde. Although Zurich-based artist Nolde Banziger lives in Tuscany, his mind is usually somewhere in America. In any case, the land of once-unlimited opportunities has become an integral part of Banziger’s work. This will also be evident in November in his artworks featured in the exhibition «The Revival of Diners.» The focus is on images of American entertainment venues. These iconic diners first appeared in the 1950s and are now experiencing an unexpected resurgence. The opening reception at Plattform22 in Küsnacht will take place on October 31 starting at 6 p.m. Plattform22 is a cultural initiative of TBWA Switzerland.
Wirz IR is partnering with Haubrok. The Zurich-based agency Wirz Investor Relations has formed a strategic alliance with the German company Haubrok AG. Haubrok, an agency specializing in financial market communications, is headquartered in Düsseldorf and has offices in Frankfurt and Munich. It employs 40 people and generated fee revenue of 30 million marks in 2000.
Pipilotti Rist Designs APG Poster. When many people interested in literature weave together the same material, the result is sometimes a colorful tapestry or a book—and very, very rarely, even a poster for the book. Pipilotti Rist, an artist whose fame extends far beyond Switzerland’s borders, has designed a poster—for the first time and free of charge—for the book *swissmade*, published by Klaus Wagenbach in Berlin and edited by literary scholar Reto Sorg in Bern, which brings together texts by young Swiss authors. APG staff applied glue to the back of the poster and affixed it to billboards that had not been booked, says APG Marketing Director Rolf Chiarini. As a result, a total of 500 to 600 locations have been filled with the motif by the artist from the Rhine Valley. «In terms of francs,» Chiarini went on to explain, this outdoor cultural initiative by the poster company cannot be quantified. Nor can the compensation APG received in return: tickets to readings featuring the authors, which it promptly forwarded to copywriters at advertising agencies. These tickets can be redeemed, for example, this coming Saturday at the Schiffbau Theater in Zurich, when the event organized by the Zurich Booksellers« and Publishers» Association, titled «The Long Night of Short Stories,» takes place.
Editorial

Creative, more creative, most creative
On the Meaning of and
The pointlessness of countless creative competitions is highly debatable. For some, they serve as a creative yardstick for their day-to-day work with clients; for other advertisers, they merely encourage self-aggrandizement. For the second time, WerbeWoche is publishing its ranking of the most creative Swiss advertising agencies. Given the flood of awards, it’s clear to us that we don’t want to include every “consolation prize” event that seeks to make big money off the industry’s vanity. Due in part to low participation, a number of international competitions were omitted from the list. We have included the most important national and international events.
The centerpiece of this creative ranking is the ADC Switzerland awards ceremony. This has nothing to do with Blocher’s isolationist policies or even navel-gazing, but simply with the fact that it is the only event where virtually all of Switzerland’s best campaigns compete against one another. And who, if not the ADC, is the universally recognized institution capable of judging creative advertising in Switzerland? The fact that large agencies or networks, thanks to more substantial in-house advertising budgets, participate in more international competitions
The fact that small agencies can participate is something that cannot be ignored.
A certain degree of self-restraint on the part of the agencies could, in this regard,
It won't hurt. We are aware of the challenges involved in evaluation and selection, and we've made the best of it.
You can find the top ten Swiss creative agencies on page 24. Samuel Helbling

TeleNewsCombi sheds superfluous ballast and separates from Schaffhauser TVBy Markus KnöpfliSince October 18, TeleNewsCombi has been on sale as the first TV offer for 2002 - without Tele 24, of course. But what is even more surprising is that Schaffhauser TV is also no longer included. In addition, "Klopfer", the only joint magazine to date, has been canceled without replacement.
How times change, and so do (marketing) views: Just a year ago, the regional-language Tele 24 was described as the locomotive of the TeleNewsCombi (TNC), but now those involved are relieved that the takeover of Tele 24 in particular has finally allowed them to jettison some annoying ballast.
With the new situation, "the previous mixing of Tele 24's regional language advertising offerings with local and regional advertising offerings will be a thing of the past," triumphs Hanspeter Scholl, Head of TV Sales at the Radiotele clearing office. "The TNC will become a clearly recognizable brand - a unique TV advertising pool with local and regional program offerings."
The recent decision to kick out Schaffhauser TV (SHTV) is described as a further element of the "market shakeout". It has scaled back its program for financial reasons and was no longer able to offer as many spot repeats as TNC guarantees its advertising customers.
TNC presents deeper
Spot prices for next year
"The situation with our customers was no longer sustainable," explains Marcel Geissbühler, member of the Tele Bärn management and responsible for the advertising market at TNC. Added to this was the fact that SHTV was not in a position to pay the six-figure share of "Klopfer", the only joint TNC magazine program to date.
However, the latter is only relevant for this year, as "Klopfer" will be discontinued at the end of this year anyway. "It didn't bring in the ratings we had imagined, and we couldn't find a national sponsor or enough advertising in the broadcasting environment," admits Geissbühler frankly. However, there are no regrets about the attempt, but no follow-up product will be launched for the time being, he says.
Specifically, the TNC is now presenting itself with the following dates and prices: The spots will be broadcast daily on eight regional television stations and repeated between 7 a.m. and 9 p.m., depending on the station. For 2002, the TNC members expect an average of three GRPs (previously 3.8) per block
among 15 to 49-year-olds. Prices in the first half of 2002 ranged between 5130 francs (January) and 7290 francs (March) and are therefore between 2000 and 3000 francs lower than in the first half of 2001.
Schaffhausen TV also budgets for 2002
The lower price cannot be justified by the loss of Tele 24 alone, because according to Geissbühler, the TNC is currently still assuming that Tele 24 viewers will consume Tele Züri in the future. The price reduction therefore has strategic marketing reasons. Apparently with success: According to Hanspeter Scholl, interest in the TNC is much greater than last year; 20 customers have already booked or are about to make contracts for next year.
But what happens to Schaffhausen TV without a commercial connection to the TNC? For one thing, the broadcaster will no longer receive any viewer data. This is because the small SHTV could previously also be surveyed as part of the TNC, but this is no longer possible on its own due to insufficient case numbers. However, SHTV Managing Director Walter Studer is aware that his regional television station could now be forgotten more often in media planning, especially as its broadcasting area is overlapped by Tele Top.
"We're fighting," says Studer. But for how much longer? "We're planning for next year in any case," he replies, not wanting to talk about his sales figures. Just this much: in the last five years, advertising revenue has risen steadily and has even "massively improved" compared to before, only stagnating this year.
Denials from Tele Top and Schaffhauser TV
There have been several reports in the industry that SHTV has knocked on the door of Günter Heuberger, head of Tele Top, for cooperation. This in itself is surprising, as SHTV had been working with Tele Ostschweiz for the last two years and had chosen a strategy against Tele Top by applying for a license extension to Winterthur. However, Studer will neither confirm nor deny the alleged knock on Top's door. All that can be heard from Heuberger is a curt "No comment".

Swiss press advertising statistics and Publicitas index fall ever more drasticallyBruno Amstutz The Swiss advertising statistics for September hold no surprises and present themselves as was to be feared: the curves are pointing steeply downwards and losses are reaching new highs.
Positive figures are most likely to be found in French-speaking Switzerland: Magazines in French-speaking Switzerland increased their advertising volume by 7.4 percent, albeit with one more issue than in the same month last year.
Four-color advertisements are also on the upswing in French-speaking Switzerland. In the weekly newspapers, they increased by 17.4 percent, and across all newspapers in French-speaking Switzerland there was an increase of 4.8 percent. Inserts also showed a clear upward trend in some cases. In German-speaking Switzerland, they increased significantly in almost all newspaper categories as well as in magazines. And this is where the positive news ends.
The downward slide in advertising figures is accelerating and becoming a nosedive. Swiss newspapers lost a total of 17.1 percent of their advertising volume. Commercial advertisements plummeted by 13.8 percent and job advertisements by 28 percent.
Once again, the decline in job advertisements hit the weekly newspapers the hardest: the volume fell by a whopping 49.1 percent compared to the same month last year. The weekly newspapers in German-speaking Switzerland delivered the highest figure with a drop of 52.3 percent.
German-speaking Switzerland also performed worst in other areas compared to other parts of the country, reinforcing the picture of the past two months. Swiss-German newspapers lost a total of 15.7 percent in commercial advertising volume and 30.6 percent in job advertisements. In addition to the weekly newspapers, the large Swiss-German daily newspapers with a circulation of over 50,000 copies lost the most ground in the area of job advertisements with a decline of 33.4 percent. In contrast, Swiss-German daily newspapers with a circulation of less than 10,000 copies recorded the most massive loss of 42.3 percent in commercial advertising.
Only telecoms and car companies made gains in September
After nine months, the volume of newspaper advertisements is 6.3% below the previous year's figure. Despite the drastic drop in job advertisements in recent months, the cumulative figure is only 1.6% down on the previous year. The loss in commercial newspaper advertising amounted to 7.7 percent. After the first three quarters, newspapers with circulations of less than 10,000 copies are flying the lowest with a 19.7 percent loss in the commercial sector. The weekly newspapers bring up the rear in the job advertisements segment with a cumulative loss of 21.4 percent.
The Publicitas index of advertising expenditure in the daily press fell by 2.3 points to 130.7 points in September. Hopes for an upward trend in the fall have so far been disappointed. Only the automotive and telecommunications industries invested additional money in advertising campaigns this September.
Publicitas identifies the decline in the activity of recruitment agencies as the main reason for the fall in the job advertisement index. This fell by 9.1 points to 319.3 points. This corresponds to the lowest level since November 2000.

SBB offers precisely targeted online advertising opportunities according to Wemf criteriaBy Patrick Hediger The Swiss Federal Railways (SBB) are proving that they are also at the cutting edge on the Internet. The new advertising options for the timetable information service at sbb.ch offer advertisers targeted advertising.
If you don't have 240000 francs to spare for advertising on an SBB Re 460 locomotive, the SBB timetable information pages on the Internet offer an interesting alternative. According to SBB, over 200,000 timetable inquiries are made online every day. So it may well be worth running a branding campaign. Especially because it is clear which means of transportation should be used: The smart ones travel by train.
But that's not all. Swiss Federal Railways is now offering targeted online advertising by Wemf area. Thanks to the connection queries, SBB now has detailed geographical information at its disposal to further boost online advertising.
Internet advertising on the sbb.ch timetable information website was launched in September 2000, and there was a real surge at the beginning. However, after a decline in online advertising in February and March of this year, things are steadily improving.
Nevertheless, it can happen that users currently see SBB's own banners instead of paid banners. According to Daniel Fässler, SBB Online Advertising Project Manager, this is due to the fact that web advertising is not running at full capacity and SBB's own banners are therefore also being displayed due to the high traffic. The high popularity of the timetable query at sbb.ch is confirmed by MMXI, as www.sbb.ch is regularly one of the top Swiss sites. According to MA Comis 2001 by Wemf, access to timetables and flight schedules is the fourth most popular web content among Swiss Internet users at 74%.
Targeted online advertising also possible by time of day
SBB has not failed to notice that online advertising is in the doldrums, but with the new advertising opportunities it hopes to be able to slice off a slice of the still existing Swiss online advertising pie. By targeting online advertising according to Wemf areas, SBB wants to offer advertisers the opportunity to integrate their online advertising into traditional advertising campaigns and thus achieve an accelerated advertising impact.
Users of sbb.ch can be targeted not only according to Wemf areas, but also according to other geographical and demographic criteria. For example, the advertising banners are only displayed in the online timetable information if a timetable query is related to the predefined geographical and/or demographic criteria.
For regional campaigns, criteria can be booked down to station or town level. It is also possible to select predefined packages such as city, agglomeration, canton, Wemf economic region and economic area as well as packages such as tourism and commuters. In addition, further targeting criteria such as language, date, time of day and the like can be taken into account for an extra charge. Daniel Fässler on the importance of the new advertising options: "Advertisers are given another tool and can also use a tried and tested means of advertising through the Wemf areas."
Additional income from hotel bookings
SBB not only earns money online with advertising, but also thanks to hotel bookings. Since August of this year, users have been able to book a hotel online at their chosen travel destination in addition to checking the timetable. By working together with Switzerland Destination Management, SBB can offer its customers direct added value. SBB receives a commission for every booking made. Very pleasing booking rates have been achieved so far, with initial expectations being massively exceeded.

Pla netbasel.ch, the new community website of the Basler Zeitung (BaZ), was launched on Thursday.News BAZ launches planetbasel.ch
It is intended to make everyday life easier for residents of the Rhine city and the border triangle, the Basel media group announced. The service is part of BaZ Online and is intended to complement the news portal and the events database Bluebanana.ch. An important component is the Basel-Stadt neighbourhood information system (QuiBS), where users can find information on organizations, associations, social institutions, schools and other services in the various districts.
IAB with glossary of online advertising The Interactive Advertising Bureau (IAB) has published a directory of important terms used in the online advertising industry. It is intended to provide newcomers and web professionals with standard definitions to facilitate understanding between the various partners involved in buying and selling interactive media. The glossary was written by IAB President Robin Webster. The "IAB Glossary of Interactive Advertising Terms" is available at www.iab.net and will be updated periodically by experts.

Last week it was that time again: the hearts of the tennis fans among the advertisers rejoiced.by Beat Fritsch The world's best tennis players came together at the Swisscom Challenge in Kloten. This in turn meant a lot of work for the tournament sponsor Tages-Anzeiger, as around 50 customers were expected every day for aperitifs, match attendance and a multi-course dinner with exquisite wines. And that for a whole week.
The fact that, despite the tennis event, the office tendencies did not take care of themselves did not make the work of Tagi sales manager Fridolin Holdener and his assistants Gabi Wettstein and Esther Weber any easier. Rushing to the office in the morning and staying in the tennis hall from midday until late at night saps your strength.
We chose Thursday evening for the WerbeWoche match telegram, which promised plenty of excitement with the round of 16 match between Switzerland's new discovery Marie-Gaïané Mikaelian. To the delight of those present, including Publimedia CEO Otto Meier, TA advertising market director Hansjürg Klöti, ZKB advertising manager Bernadette Grossenbacher and her husband Hans-Peter, marketing manager at Büro Fürrer, Ford advertising manager Sandy Grau and Beat Hunger from the Winterthur Group, Mikaelian won the match.
The IP Multimedia crew, who had also booked a spectator box for their clients, were also seen at the dinner. When IPM CEO Michi Frank spotted Peter Lesch from Lesch+Frei among the Tamedia guests, he quickly changed the subject from tennis to football. More precisely, to 1. FC Frischauf Seefeld, where Lesch is the player-coach. Frank grumbled about the coach's qualities because he hadn't used him in the last game. The result: a 7:2 victory over FC Gemeinderat. This was the visible result of Frank's absence, said Lesch dryly. Conclusion: even those who shine in the fast lane in terms of TV advertising are far from guaranteed a regular place...

Content providers on the Internet such as publishers, agencies, companies, organizations, individuals.Online-ABC Content provider Content management system Anyone who wants to put a lot of content online needs a system that manages the content. The systems manage digital data of all kinds, e.g. web content, SMS, teletext and videos. Media companies use content management systems to create content only once, but to be able to output it on several media. Often on the basis of XML.
Content syndication Multiple use of Internet content. Possible source of revenue for site operators alongside online advertising, e-commerce and payment for content by users.
Cookie cookie. A browser-specific file on the surfer's hard disk that identifies repeated visits to a specific page. The data can only be read by the website (server) that wrote the cookie.
Cost per click (CPC) Billing unit for online advertising. This involves calculating how often an advertiser's banner was actually clicked on.

Goal: Increase awareness of Zurich Invest Bank, especially the savings account, and generate prospective customers through competition.Zurich Invest Bank Advertising media: banners, popups, direct marketing. Deployment: October.
Client: Zurich Invest Bank, Zurich. Agency: MM+B Media Agentur AG. Marketing partner: Qualiclick AG, Zollikon.

The Cannes Star 2001 is a coveted prize among Swiss creativesSwiss creatives have pounced on the special Cannes 2001 Star magazine, which was published on October 8, with a lion's appetite: Eva Straumann from the Marketing and Media Service at Gruner+Jahr, Zurich, requested 250 copies at the Hamburg headquarters on Baumwall, and has distributed around 800 to date. The Art Directors Club Switzerland (ADC) alone ordered 300 copies for its members. The agencies Lowe Lintas GGK, Zurich, McCann-Erickson, Geneva, and Advico Young&Rubicam, Zurich, also ordered a larger number, providing their creative departments with 75, 20 and 50 copies respectively.
illustrated for bronze. In a twelve-page introduction, industry luminaries get the reader in the mood for reading. Fred Baader, CCO of Young&Rubicam (Y&R), Germany, and Managing Partner of Baader Hermes Y&R, speaks in the editorial of the "jewels of advertising" that will outlast the day. A "travelogue" by Peter Goldammer, Executive Director of the Scholz & Friends Group, eloquently recounts the joys and sorrows of a Cannes juror. Delle Krause, Chief Creative Officer of Ogilvy&Mather, Frankfurt, reports on the 7th Young Creatives Competition in Cannes. Furthermore, all members of the Press & Poster jury are presented in short portraits.
To avoid having to reprint 4,000 copies as in the first year of publication, the circulation of Stern Spezial Cannes 2001, which is published in Germany, Austria and Switzerland, was increased from 1,500 to 20,000 copies right from the start. Anyone who wants to get their hands on the 2001 advertising stars can still do so at guj.schweiz @guj.de. Ernst Weber

September data from the AC Nielsen and MMXI Internet panelsAccording to MMXI, 2.4 million people surfed the Internet from home for an average of 317 minutes in September, visiting 263 pages. According to the AC Nielsen figures, on the other hand, 2 million surfers visited 480 pages during 302 minutes.The ranking of the top 10 domains remains similar in both panels, with one exception: MSN.ch, stable in 10th place in AC Nielsen, slipped from 6th to 4th place in MMXI, thus widening the difference between the panels for this domain.
The sensation of the month is the appearance of both panels. The domain reached rank 16 at AC Nielsen and rank 19 at MMXI. The reason for this might be related to the events on September 11. It remains to be seen whether the demand will continue.
It is also interesting to note that Bluewin.ch, the leader among the domains, has increased its reach by 1.6 percent according to MMXI comparisons with the August data. According to AC Nielsen, however, Bluewin.ch has lost 1.2 percent (mk).
Top 20 domains september 2001

Nielsen/Netratings MMXI
Rank Domain Number Reach Domain Visitors Reach
Visitors in % in 1000 in %
 1 bluewin.ch 902 764 44.92 bluewin.ch 1 294 52.7
 2 msn.com 708 986 35.27 microsoft.com 668 27.2
 3 microsoft.com 704 185 35.04 msn.com 666 27.1
 4 passport.com 488 219 24.29 msn.ch 640 26.1
 5 search.ch 437 793 21.78 passport.com 587 23.9
 6 yahoo.com 339 178 16.88 yahoo.com 569 23.1
 7 sunrise.ch 329 203 16.38 search.ch 510 20.7
 8 google.ch 329 060 16.37 sbb.ch 441 17.9
 9 sbb.ch 298 267 14.84 google.ch 440 17.9
10 msn.ch 284 547 14.16 sunrise.ch 417 17.0
11 netscape.com 226 535 11.27 yahoo.com 347 14.1
12 yahoo.com 225 821 11.24 gmx.com 316 12.9
13 gmx.net 195 712 9.74 msn.de 297 12.1
14 google.com 189 895 9.45 google.com 293 11.9
15 geocities.com 179 107 8.91 ubs.com 253 10.3
16 blick.ch 173 271 8.62 bluemail.ch 253 10.3
17 ubs.com 170 723 8.49 microsoft.com 222 9.0
18 gmx.ch 160 153 7.97 swissonline.ch 217 8.8
19 altavista.com 151 985 7.56 blick.ch 211 8.6
20 bluemail.ch 150 009 7.46 yahoo.fr 195 7.9
Source: AC Nielsen/MMXI

Objective: To publicize the online competition with cash prizes and provide product information.Sunrise advertising media: Full banner, animated gif. Usage: End of October to mid-November.
Client: Sunrise, Rümlang; responsibility: Corinne Lüscher, Monika Nievergelt. Banner creation/programming: Sign4U. Placement agency: Publimedia Webadvertising AG; responsibility: Thobias Fehrlin.