When Reini Weber, Yvonne Hodel and their WHS celebrate a birthday - their tenth, by the way - you can expect something special. And that's exactly what happened last Sunday at the Blue Balls Night #12 at the In-Treff Kaufleuten.by Beat Fritsch Because in addition to the invited guests, another 250 advertisers enjoyed an aperitif and a fabulous concert thanks to media partner WerbeWoche.
With such events, Reini not only cultivates his commitment to culture, but also his image. At least that's what he said when we photographed him with his two blonde companions for the shortlist photo. However, they were not just any party groupies, but his wife Caroline Dolenc and the art buyer Karin Giger. The latter is occasionally at the beck and call of WHS and was warmly recommended by Reini - with the proviso that she could still find enough time for WHS.
A sweet, but now also obvious secret was revealed to us by the new man at WHS, Managing Director Ralph Hermann. He and Ana Hermann are about to have a baby. We already know: There is no publishing director, but a future agency head. Unfortunately, due to a vow of secrecy, we are not allowed to divulge the name of the girl. Guessers should be told, however, that there is an identical film title (German translation!). No, it is not "Rain Man".
Another new man at WHS is Christian Wick. He left the agency he co-founded, Inhalt & Form, to head the newly created PR unit at WHS. However, we couldn't shake the suspicion that homesickness does grip him from time to time. At any rate, Wick had a long chat with Susanne Haug, consulting assistant at Inhalt & Form, at the Kaufleuten bar.
Further scene gossip: The new Euro-RSCG CEO Frank Bodin has already settled in perfectly in "good old Zurich". According to reports, he has snatched up one of the motorboat moorings near Bellevue, which is highly coveted among advertisers. Still, Bodin plans to continue finishing his concepts in the office. "On the lake, I can at best gather ideas, but I can't really write anything good," says Bodin in an interview.
Already announced: Shortlist regular Jürg "Oetti" Oetterli (yes, who came in tow of IP Multimedia customer consultant Dominik Schrag) actually wants to host his own (birthday) party this year. But if you haven't been invited yet, you're out of luck. Only women will be accepted on the guest list.
With his girlfriend Susanne Stüber from Unit.net came Facts publishing director Christoph Marty. The two have been living together for two years. So everyone finally knows: Handsome Christoph is no longer available! Susanne had a good tip for this: Film clips from the Blue Balls WHS evening can be viewed at Unit.net.
Rare party guests we got in front of the camera with the internet core experts from RØSA. Unfortunately the beautiful companions of Marky Goldstein, Christopher Webster and UD (stage name!) didn't want to be in the picture.
Karin Leonhardt and Bettina Bussey from Primetime also made it to the VIP lounge on the second floor of Kaufleuten. The film studio in Schlieren counts WHS among its customers.
By the way, advertisers seem to be better than their reputation. After the concert ended, it was a difficult task to get any more communications staff in front of the lens. Everyone had really already gone home to make a fresh impression at the Monday morning meeting. As is well known, this is the only irrevocable appointment in an advertising agency besides the Friday afternoon aperitif.
Beat Fritsch

got the Blues. At least last Sunday evening, when WHS celebrated its tenth birthday as part of a Blue Balls concert night with ethno-blues performer Olu Dara. As expected, not only music lovers gathered, but also many representatives of the advertising scene.
Those who otherwise celebrate birthdays or other things are located at the most diverse events of the scene. Do you already have something to report? Pick up the phone (01
296 97 98) or into the keys ([email protected]). Event tips and more shortlist images are available online at www.werbewoche.ch.

Three Swiss entries were awarded bronze at the Clio Awards. AY&R was twice successful with the Kuoni campaign in the Billboard/National Campaign category and with the campaign for the Zurich public transport company in the Poster/Local Campaign category. A bronze Clio in the TV and cinema spots was awarded to McCann-Erickson, Zurich, for "Police Control" on behalf of Alcoholics Anonymous (Public Service category). Thirteen entries from Switzerland made it onto the Clio Awards shortlist.

Media Monitoring Switzerland AG (MMS), which distributes newspaper articles by e-mail and fax according to individual customer requests, violates copyright law. This is the ruling of the Bern High Court.News Publishers win against Medienspiegel
MMS has been offering a fully electronic press review since June 1998. The Bern-based company uses a scanner to read the editorial content of around 100 Swiss newspapers into a database every day and sends it to its customers. Seven major publishing houses in Switzerland (Aargauer Zeitung, Berner Zeitung, Edipresse, Le Temps, Neue Zürcher Zeitung, Ringier and Tamedia) filed a lawsuit against this. They claimed that the scanning and commercial exploitation of their products violated applicable law. The High Court essentially found in their favor. The right of use for the disputed articles clearly lies with the publishers, said the presiding senior judge Evelyne Lüthy-Colomb. It is not yet known whether MMS will appeal the decision to the Federal Court.
Press subsidies not targeted enoughThe Finance Committee of the National Council (FK) wants the 2002 budget to include a revision of the legal basis for reducing the cost of newspapers and magazines.
transport taxes. It was not in the spirit of the inventor that the high-circulation member magazines Coop-Zeitung and Brückenbauer should pick up a third of the tax reduction, explained FK President Gerold Bührer (FDP). The goal of promoting smaller newspapers and serving households in rural areas is partially achieved, Bührer said. However, the current regulation is not acceptable, he said.
Graubünden promotes cable supplyThe Graubünden government is supporting the NetCom company in the construction of a broadband communications network with 5.5 million Swiss francs. Over the next six years, 32 Graubünden communities are to gain access to the cable network. While over 95 percent of the population in Switzerland receives television programs via cable network, the corresponding percentage in Graubünden is currently only 40 percent. An investment volume totaling 75 million Swiss francs is expected to eliminate this coverage deficit. Most of the financing is to come from private investors. In addition to the CHF 5.5 million from the Graubünden government, NetCom, a subsidiary of Tele Rätia AG, which is controlled by the canton, can expect a further CHF 15 million from the federal government in the form of investment aid loans.
ZH private radio stations: More of the sameIn a study of the development of the radio market in the greater Zurich area between 1998 and 2000, the media consulting firm Publicom found that in the programming area, all established commercial private providers - Radio 24, Radio Z, Radio Zürisee and Radio Top - have adjusted their music formats. There has been a reduction in polarizing styles in favor of hit mainstream pop, Publicom reported. The use of structural elements such as jingles and trailers has gained in importance, it said. Only Radio Tropic did not follow the trend toward alignment, but it was unable to establish itself in either the listener or advertising market. The Publicom study was financed by the Federal Office of Communications. Radio Zürisee, Radio Top and Radio DRS also participated with substantial contributions.
According to the Federal Offices of Communications (Bakom) and Culture (BAK), Switzerland is facing the threat of a digital divide in society. To prevent it, the offices are launching the "Knights of Communication" competition. This title is awarded to the best projects that enable or facilitate access to the new information and communication technologies for a broader population. Participation is open to people under 30 years of age. The prize is under the patronage of the President of the Swiss Confederation, Moritz Leuenberger, and is endowed with CHF 50,000. This year, the prize is awarded to projects that were launched between September 2000 and the end of August 2001. The deadline for entries is September 14. The website www.com knight.ch provides further information on the project.

St. Gallen's local radio station Herzschlag is still waiting for a decision from the Federal Office of Communications (Bakom) regarding a definitive license for continuous operation.News Radio Herzschlag off the air?
A one-month trial concession expires at the end of May, so the student station is off the air again for the time being. Radio Herzschlag is confident, based on unofficial contacts with Bakom, that it will be granted a license. Bakom had spoken of a "broadcasting pause" for Radio Herzschlag. The definitive start date has now been set as
December 6 set - Bakom approval reserved.
CarWinner to be closed Winner Market AG will discontinue its car platform CarWinner in the summer. The Tamedia subsidiary announced that it had made this decision based on careful market analyses and its experience in operations. Winner also considers the Swiss online car market to be unprofitable in the longer term and wants to concentrate on the attractive category areas of jobs, real estate and partnerships. As part of the closure of CarWinner, the Winner Group will be restructured. Around 15 jobs will be cut in the process. Winner currently employs 45 people.

According to the Financial Times, French outdoor advertising group JCDecaux is eyeing a listing on the Paris stock exchange at the end of June.News Will JCDecaux go public?
The Group had already made an attempt to go public last year, but cancelled it in October due to the unstable market. Now, 15 to 20 percent of the shares are to be placed with the public. The hoped-for capital flow of around one billion euros is to be used to finance further expansion.
Sports rights at RTL and Canal Plus Bertelsmann subsidiary RTL Group and Canal Plus Group, which belongs to Vivendi, are combining their sports rights businesses. RTL brings UFA Sports into the new group, Canal Plus its subsidiary Sport Plus. Included is Groupe Jean-Claude Darmon, in which RTL holds 28 percent. A name for the new company is still being sought.
Turner places products in reruns The U.S. television group Turner Broadcasting System wants to tap new sources of revenue. In the future, product placement will be sold retrospectively in older TV series that are repeated on TNT. The process, developed by Princeton Video Image, is to be used for the first time when the reruns of the police series "Law & Order" begin in a month's time. Thanks to Princeton's technology, products can be placed on a desk or even in an actor's hand.
Ferrari boss heads publishers' association Luca di Montezemolo, president of carmaker Ferrari, is to become the new chairman of the Italian newspaper publishers' association FIEG. Spurred on by Ferrari's double victory in Monte Carlo the previous day, Montezemolo said in his inaugural speech that he hoped to win "joint races" in the sector as well. In the 1980s, the Agnelli apprentice already headed the publishing house Itedi, publisher of the Turin daily La Stampa.

From August 1 through 30, Radio 105 will be allowed to broadcast on FM. The Federal Office of Communications has granted the youth station—which is otherwise only available via cable—a license to do so. 105 will be broadcast on the 95.9 MHz frequency, primarily in the Zurich metropolitan area. Success for Südostschweiz. The Südostschweiz Media Group increased both revenue and profit across all business segments in fiscal year 2000. Operating revenue rose by 8.2 percent compared to the previous year to 128.9 million Swiss francs, while net income exceeded 5 million Swiss francs. While print media and the printing business performed well, the electronic media sector still faced some difficulties. Tele Südostschweiz posted a modest deficit. A merger has taken place between Druck und Verlag Bieler AG in Bonaduz and Südostschweiz Print AG. Gerhard Brunner, Chairman of the Board of Directors of Bieler AG, has acquired a stake in Südostschweiz Print AG and is expected to be elected to its board of directors. Druck und Verlag Bieler AG is scheduled to be integrated into Südostschweiz Print AG as of the beginning of 2002.
RECORDING STUDIO with plakat. «Small posters are objects we all walk past every day—usually without paying much attention to them,» says Francis Bissat. For the advertising professional and photographer from Adliswil, that was precisely the reason to linger a little longer than necessary in front of these posters. In doing so, he discovered how, upon closer inspection, such posters, in conjunction with their surroundings, transform into «unique and fascinating images.» Bissat’s photographs are on display at Tonstudio Z AG.
3.4 million moviegoers. Attendance figures for Swiss movie theaters, compiled by the Swiss Association for Cinema and Film Distribution (Procinema), show a 6 percent increase in the first quarter of 2001 compared to the same period the previous year. According to a press release from the cinema advertising agency RMB Switzerland, approximately 3.4 million admissions were recorded in Switzerland’s twelve largest cities.
READY FOR TAKE-OFF. How do you take a brand from 0 to 100? That’s the challenge AY&R is facing these days with its campaign for the online travel provider Beyoo. TV commercials, print ads, and radio spots are accompanied by numerous online and offline promotions. For example, Beyoo is also becoming the new main sponsor of the SBB city and regional timetables. Starting in mid-June, a total of twelve million copies will be available at all train stations. The large-scale advertising campaign will also be used for Beyoo’s international rollout. The new travel provider offers comprehensive services at www.beyoo.ch and aims to position itself as «the first web-based travel provider with a global focus.».
Call for more advertising on private TV. Private television stations should be allowed to interrupt their programming with commercials and also advertise alcohol. The relevant Council of States committee supported an initiative by Carlo Schmid-Sutter (CVP) by a vote of 4 to 2. With new advertising rules, Schmid—who is also president of Swiss Advertising (SW)—aims to make it easier for private broadcasters to survive economically, or even to enable their survival in the first place. He is calling for an accelerated, EU-compatible liberalization of commercial breaks and alcohol advertising.
Aebi Becomes ADC Honorary President. The Art Directors Club (ADC) Switzerland has named its outgoing president, Jean Etienne Aebi, as honorary president. At the ADC’s 26th annual meeting, Aebi was awarded the newly created title «in recognition of his outstanding contributions.» Aebi’s successor at the helm of the ADC will be Andreas Prokesch. Martin Fueter, who had served as the association’s treasurer for 17 years, stepped down from the board. Peter Brönnimann (AY&R) and Markus Gut (Publicis) were newly elected.
Farewell, ElviaBerner. As of early 2002, German thoroughness will claim the insurance companies Elvia and Berner—both part of the German insurance giant Allianz—as its victims. The new company will operate under the name Allianz Suisse. An advertising campaign by Wirz Werbung, Zurich, communicates the merger with the campaign headline: «Our name is a little too long. That’s why, starting in 2002, we’ll be called Allianz Suisse.» In double-page spreads, the company name “Elviabernerallianz” extends beyond the space designated for it.
Editorial

Consumer magazines and a lot of hot air
Now that Schuhmacher, Räz, and Gasche—the three titans of Swiss consumer advocacy—have gone their separate ways, they can let their highly individual personalities shine through more freely. Fewer squabbles are good for the magazines. There are plenty of opportunities for growth for everyone, as consumer and health topics are booming. Even with fewer arguments, none of the three “Profitesters” will get bored—especially not Schuhmacher. After all, with K-Tipp, he’s not only brought his “baby”—and Switzerland’s highest-circulation magazine—back into the fold, but he’s also inherited a whole host of problems. He must pull off the feat of meaningfully differentiating the virtually identical K-Tipp and Saldo and marketing them as an indispensable duo in the reader market. Not an easy legacy to shoulder. And yet, the dispute that led to the launch of Saldo two years ago has more than paid off. At least in the reader market. In just two years, Saldo gained over 140,000 new subscribers. Instead of just under 380,000—the circulation of K-Tipp—Schuhmacher now has over 520,000 subscribers on his books. Thanks to Saldo, the market for consumer topics in German-speaking Switzerland has expanded dramatically in just two years. This would never have been possible with K-Tipp alone.
Even if SF DRS is now grumbling and threatening to drop *Saldo* as its partner magazine, that can hardly jeopardize this comfortable starting position. A program like «Kassensturz,» with its service segments, needs an accompanying booklet; doing without it would also mean a loss of quality. Once the dust has settled over Leutschenbach, things will likely be back to normal between SF DRS and Saldo. Daniel Schifferle

When the fashion and lifestyle magazine Bolero calls for the annual competition of young Swiss designers, all of fashion and advertising Zurich makes a pilgrimage to the main train station.BY BEAT FRITSCH The women because of the fashion on display, the men because of the women who wear it on the catwalk. The fact is that in its 10th year, the Credit Suisse Prix Bolero has become the navel show of the Swiss fashion scene. It's an event that also attracts attention abroad and doesn't need to shy away from comparisons with London or Milan. The almost 2,500 seats were sold out well in advance, and the numerous photographers and cameramen present from Switzerland and abroad also spoke a clear language.
As always before the big Defilée, Bolero editor-in-chief Sithara Atasoy, publishing director Martina Allenspach and PR manager Nicole Schweizer invited guests to a VIP aperitif at the Stars restaurant. Francesco Rossi, designer of the noble ladies' handbags of the same name, was also present. He was seen in the company of Jennifer Reaves, co-organizer of the Blickfang fashion event.
Oliver Burger asked for a little help. The former Bonaparte copywriter has been freelancing for quite some time and is now founding an agency with his partner, AD Turan Öznalci. Until now, the two have been working as a creative team for various agencies and recently won a partial budget from the broadband communications provider Riodata with Rio Home and thus their first own budget, which spurred them on to found their own business. It is clear that they are now on the lookout for further clients. At the moment, the newly minted young entrepreneurs are thinking of Otilien advertising as their agency name, since the offices will be located on Otilienstrasse (end of commercial 1).
Unbelievable from Michi Frank! It's possible that in the future he will suddenly appear at an event without pants. At the Prix Bolero, we introduced the IPM managing director to Sandra Kuratle from Amok, designer of the men's skirts that are in fashion for the summer. Such a piece of fabric was already part of the preferred wardrobe of Seiler-DBB-CD Markus Cavegn at last year's Cannes Advertising Film Festival, where he caused quite a stir on the Croisette. Therefore the hot insider tip for Swiss advertisers who want to stand out this year (not only on the beach promenade): Mann trägt Rock - by Amok (end of commercial 2).
Dieter Meier also paid a flying visit to Zurich, reporting on his two companies in California, while wife Monique Meier is enjoying success in Zurich with her boutique En Soie. En Soie is the second shopping destination, alongside Andy Stutz's Fabric Frontline, for the finest cloth. Meiers came accompanied by costume designer Rudolf Jost and Jacqueline Greenspan, who handles press relations for En Soie. And also for Heiner Wiedemann, who won the Prix Bolero in 1999 with the pseudonym Heinrich Brambilla and now draws beautiful fabric patterns for En Soie (end of commercial 3).
As civilized and noble as the Zurich advertisers were last week, things got wild and lively on Friday in Rubigen near Bern. For the third time, the capital's advertising scene met at the invitation of Bund publishing director J. Pepe Wiss and marketing director Raoul Wanger for the now legendary Bund-
Fete. Once again, there was no limit to the feasting and drinking - the best restaurants in Bern provided the catering, and drinks of all kinds flowed down thirsty throats. And because it was to be a celebration and not a sales event, as Wiss briefly announced, he dispensed with long speeches. He left it at that, to thank those present for coming and above all the Mühli-Pesche, civically Peter Burkhart, for the hospitality in the mill Hunziken.
With a lot of collector's passion and love, Pesche turned the old mill in Rubigen into a unique panopticon of scurrilities that cannot be described with words alone. Normally, concerts or exhibitions are held there. This work over many years earned Mühli-Pesche the great cultural prize of the canton of Bern last year, endowed with 25,000 Swiss francs. A real one-off, this man! Speaking of unique. This is also the name of the creative workshop that, according to its own declaration, is currently the hottest in Bern. At least that is what the ADs Silvia Ringgenberg and
Barbara Flückiger and lyricist Denis Jeitziner from - guess what - Unikum.
Also present at the big party were advertising assistant Claudia Jordi and PR assistant Fabienne Engel from Burson-Marsteller (BM). They were accompanied by BM management member Jean-Blaise Defago...exactly the same Defago who two years ago as SVP press officer caused quite a stir with his dyed yellow hair, and not only in his own ranks (actually, it's amazing what kind of trivial occasions can drive our well-behaved politicians up the wall). Today Defago acts for BM without the yellow hair as Postfinance press spokesman.
Speaking of colors: Orange advertising manager Simon Stauber, who finally introduced us to his new flame, is familiar with them. Rumors have been circulating for some time that the coveted industry sonnyboy has fallen in love across the pond. It's true - her name is Jennifer London, she's not from there, and she's currently doing her doctorate at the Middle East Faculty of the University of Chicago.
Incidentally, Stauber was one of the few visitors from Zurich, along with media specialist Robert C. Baier and advertiser Verena Joos. The last two years there were a few more. But that didn't bother him too much. After all, as Pia Banderini Corti of Freiburghaus and Banderini commented, the Bernese advertising industry had definitely broken away from Zurich and emancipated itself. She is right! The Bernese are always more relaxed, and they are just as good at fixing things as the hedonistic loudmouths in Zurich.
Beat Fritsch

is "bullish" about the forecasts for the Bernese advertising scene. In stock market jargon, that means things will be going strongly upwards in the near future. At least, if you put headache intensity, alcohol flow and time home after the third Bund party in relation to each other as the basis for calculating the trend parameters.
However: The morning after the party, the event chronicler felt like the above contemporary on the wall of the mill Hunziken. Therefore, the readers have to do without a current photo of the writer this week. All portraits of our author taken in the mill are indisputable, compromising or blurred due to unsteady gait.
We research who else meets in Zurich, Bern or elsewhere at a wide variety of events in the scene. Do you already have something to report? Pick up the phone (01
296 97 98) or into the keys ([email protected]). Event tips and further shortlist images are available online at www.werbewoche.ch.

The AZ Medien Group achieved a record result in the 2000 financial year. Operating income rose by more than 5 percent over the previous year to 180.3 million Swiss francs.The AZ Medien Group achieved a record result in the 2000 financial year. Operating revenues rose by more than 5 percent over the previous year to 180.3 million Swiss francs. Net income grew by 93 percent to 8.7 million francs. This increase was based on higher revenues, the AZ Medien Group announced. In addition, improvements in business processes had enabled substantial cost savings. All divisions reported increases in revenues. (sm)

Muse & Musse Peter Shields
What was the last cultural event you attended?
Peter Schilde: The Blushin-Pink Party. Was as always exceptionally good.
What are you reading right now?
Shields: "Farewell, my darling" by Raymond Chandler (thanks to Dominique Oberwiler) and as a football lover "Fever Pitch" (thanks to Lukas Baumgartner).
Which CD do you currently prefer to listen to?
Shields: "Pink Note". You have to have it!
Which movie would you most like to see again?
Shields: "Il Postino", it was so beautiful.
What TV show did you fall asleep during the other night?
Shields: At the "Saturday Jass".
What is your latest discovery on the Internet?
Shields: www.fcz.ch (be sure to look inside).
What could you never do without?
Shields: Here's to my Monday soccer games, the Thursday Jass round at Hornegg, and Rosetta Caovilla's lasagna.
What do you do in a free minute?
Shields: No idea.
Love is...?
Shields: ...being an FCZ fan for 20 years.

René Schuhmacher wants to position Saldo and K-Tipp as a power duoThe disentanglement between the three squabblers Urs P. Gasche, Hans Räz and René Schuhmacher breaks a long-standing deadlock. But the morning air does not yet promise a sunny outlook. Schuhmacher has a tricky task ahead of him: with Saldo and K-Tipp, he not only has two very successful magazines, but also two magazines with practically identical positions, which he now has to bring together to form an attractive duo, each with its own unique character (see also page 20).With the agreement between you, Hans Räz and Urs P. Gasche, the seemingly impossible has become reality. However, if you know the profound conflicts that preceded the separation, it seems clear that a relationship of trust between you and the other two is hardly conceivable.
René Schuhmacher: We looked for a way to unbundle and found it. In future, each of us will be responsible for one area. That's why everyone will be able to work as they please in future. A relationship of trust is therefore no longer necessary.
However, Räz and Gasche each still hold a one-third stake in KI Konsumenteninfo AG. So there is still potential for conflict.
Schuhmacher: No, because I now have 100 percent of the votes. That is part of the agreements we have now concluded with each other. Räz and Gasche no longer have any say at KI Konsumenteninfo AG.
However, Puls-Tipp and Bon à Savoir are subsidiaries of KI Konsumenteninfo AG.
Schuhmacher: They were. Räz and Gasche have separated the two companies. They are now completely autonomous and independent of KI Konsumenteninfo. Bon à Savoir belongs to Räz, Puls-Tipp to Gasche. Because K-Tipp is the largest company, the two still have their shareholdings there, but they no longer have any voting rights. I can therefore do as I please in future.
However, the new situation is not easy either: with Saldo and K-Tipp, you have two magazines with practically identical positioning. That doesn't make sense.
Schuhmacher: At the moment, the two magazines are still very close to each other, that's true. But if you create a clear positioning for each of the two titles, I am convinced that there will be an audience for both. Experience in French-speaking Switzerland and Ticino has also shown us this. When new consumer magazines appeared there in recent years, they didn't steal the thunder from the old ones in any way. In French-speaking Switzerland, for example, the circulation of J'achète mieux did not fall after Bon à Savoir was launched in 1997. Nota bene, the Beobachter did not lose anything either when Saldo was launched in February 1999. There is enormous interest in consumer issues.
Can you explain the recipe for how the two titles could be positioned away from each other?
Schuhmacher: I don't want to give the impression that we already have a finished concept on the table. We will be discussing and developing this together with the editorial teams over the coming weeks. Just this much: we want to provide more consumer information in future and avoid duplication in both magazines. We already have a lot of practice in this in the cooperation between Saldo and "Kassensturz". There, too, the rule is that the two editorial teams do not work on the same topic, have the same guides and do the same tests. That works very well. This model is now also being extended to K-Tipp. One thing is certain: the two editorial teams will remain separate. This is important because a competitive situation promotes quality.
How will you go about acquiring subscribers for the two titles in future? Who do you want to attract to which magazine? Or do you expect people to subscribe to both magazines at the same time?
Schuhmacher: It is quite conceivable that we will offer a combined subscription for both titles. Both magazines are published fortnightly and are very slim in terms of content. Reading a consumer title once a week would certainly be an attractive service for people who are interested in such topics.
But there is one major difference between the magazines: K-Tipp has advertising, Saldo has none. Will it stay that way?
Schuhmacher: Saldo will certainly remain ad-free, that's part of the concept of this title.
And the K-Tipp, which sometimes has advertising that is not always beyond reproach? For example, products such as wines are offered by mail order. You can't quite avoid the impression that the magazine occasionally advertises things,
which could also be a topic in the editorial section of the magazine. Are you going to change anything?
Schuhmacher: When I was still there, we had advertising guidelines for K-Tipp that excluded advertising for alcohol, for example. You can certainly discuss whether it makes sense to advertise alcohol in a consumer title. But before any definitive decisions are made, I want to analyze the situation thoroughly.
However, it is also a fact that the costs of KI Konsumenteninfo have risen significantly. Do you know the reasons for this cost increase?
Schuhmacher: At the moment, I only know this much: costs have risen sharply. I can only assess the exact reasons once I have analyzed the situation in detail. One reason was certainly the new competition Saldo, which caused the circulation of K-Tipp to stagnate and increased its mailing costs accordingly.
Where do you think you will be able to exploit savings potential in the future?
Schuhmacher: Especially in logistics. For example, we only need a guidebook mailing service. We only need a subscription management system for Saldo and K-Tipp. In the medium term, we will probably only need one print shop. There are certainly various areas where we can save money without having a negative impact on the service. Interview: Daniel Schifferle

Coca-Cola wants to correct poor sales in 2000 with harmonious commercialsBy Thérèse BalduzziCoca-Cola has launched a new international advertising campaign. The Atlanta-based soft drinks company wants to use it to correct last year's unsatisfactory sales. 31 commercials show emotional life situations accentuated with Coca-Cola and introduce the new tagline "Life tastes good".
With the new commercials, Coke is returning to its old style of life-affirming, sentimental stories. Last year, the company ran a humorous campaign in America in which family gatherings ended badly due to a lack of Cokes. The black humor of the "Moments" campaign was not appreciated by the broad, apparently harmony-addicted public.
Having previously discontinued the "Enjoy" campaign, the company handed over global marketing to the Interpublic Group (IPG) in December. The new campaign is a mix of the "Think local, act local" strategy introduced last year by new CEO Douglas N. Daft and Coca-Cola's previous approach of managing everything from its headquarters in Atlanta. Company representatives from international markets were given flexibility in the design of the spots, but had to adhere to the plots from Atlanta.
We are all so nice and prefer to drink only Coke
The campaign was created by the IPG agency McCann Erickson Worldwide and its subsidiary Amster Yard in New York. McCann-Erickson was involved in the USA, Japan, Brazil, Mexico, South Africa, China, Australia, Germany, England, France, Spain, Poland, the Philippines and Bahrain. The commercials are running in 200 countries.
In one of the first three commercials for the American market, Jakob Dylan, son of Bob and member of the band "The Wallflowers", enjoys a Coke backstage before returning to the stage for an encore. Instead of the "Life tastes good" jingle, he plays one of his own songs. In the China version, Chinese pop star Nicholas Tse takes a Coke break backstage while the audience in the concert stadium roars for an encore. Back on stage, Tse plays the jingle.
The spot "L.I.R.R." was adapted in different ways. (Long Island Rail Road). In the US version, two young couples run onto the last suburban train to Long Island after a concert. While the other passengers fall asleep on the train, one young man grabs a can of Coke from the other's pocket and thinks aloud about how they are only six weeks away from graduating from school and how this is the best night of his life.
In the German version, the young man thinks in purely visual flashbacks and only about the fun they had at the concert. He also drinks Coke, but from a pet bottle. He puts a drop on the lips of his dozing girlfriend - this would probably be too erotic an act for America.
In the "Wedding" commercial, which will be shown internationally, various relatives swarm around the bride for the final preparations. A flower girl holding a Coke bottle makes eye contact with the bride through all the confusion and offers her a sip. The family scene is a far cry from a similar situation in one of last year's commercials. In that spot, a grandmother went on a rampage through the buffet in her wheelchair due to a lack of Cokes.

The truce between Schuhmacher, Räz and Gasche is currently causing nothing but mistrust at SF DRSBy Daniel SchifferleWith the division of the print media empire of the three consumer advocates Hans Räz, Urs P. Gasche and René Schuhmacher, the latter has caused himself the most problems. In addition to a sensible positioning of the two practically identical magazines Saldo and
K-Tipp must help him save the collaboration with SF DRS
succeed. They are fed up with the back and forth with the partner magazines (see also page 5).
An era has come to an end: the three consumer advocates Schuhmacher, Räz and Gasche are splitting up their print media empire and disentangling their activities. This means that the three squabblers, whose conflicts were not conducive to the further development of the publications, will hardly have any reason to argue in future. Only marketing and subscription services will remain the same for all titles.
With K-Tipp and the equally successful Saldo, Schuhmacher now has a power duo with a combined circulation of over 520000 copies, but this poses plenty of problems. This is because the two magazines are positioned practically identically. The task will be to create sufficient living space for them side by side. How will be the task of the coming weeks and months.
But one thing is already clear to Schuhmacher: he wants to keep both magazines, and merging them is not an issue. He is optimistic that both titles have a place in the market. Schuhmacher: "Both magazines are only published fortnightly and are relatively small at 32 pages each. Compared to the Coop and Migros press, which have circulations of over two million copies, the consumer press still has little to offer."
SF DRS grumbles and dares to
Moment no more
By contrast, the new structure for Hans Räz and Urs P. Gasche, who are continuing two successful magazines, is far simpler. Gasche now owns 100 percent of Puls Media AG, publisher of Puls-Tipp. Räz will become the sole owner of Edition Plus GmbH, publisher of Bon à Savoir. As consumer and health topics are currently booming, there are still sufficient development opportunities for both magazines. However, Räz and Gasche will be seen less and less at the headquarters of KI Konsumenteninfo, but all the more frequently at their joint TV production company Xproductions, which is just a stone's throw away from KI Konsumenteninfo.
While Puls-Tipp and Bon à Savoir can look to the future with peace of mind, dark clouds have been gathering over Saldo. Nothing less than the cooperation with SF DRS, which is so important for its success, is under threat.
The truce now reached by the three consumer advocates has not calmed the situation, but on the contrary has increased mistrust.
You feel like a pawn, at the mercy of the whims of the three. SF-DRS editor-in-chief Filippo Leutenegger grumbles: "K-Tipp, still under Räz and Gasche, has just sued us because we allegedly helped Saldo and thus Schuhmacher. And now it's all back to Schuhmacher. It makes you feel strange when the cards are constantly being reshuffled."
For this reason, the collaboration with Saldo will now be fundamentally reconsidered. Leutenegger: "Although the three have now reallocated the field, they can also change this again, as all three are still shareholders in KI Konsumenteninfo AG. The problem therefore remains that two of them can overrule the third in the future and turn everything upside down again if they feel like it."
SF DRS could do quite well
live without a balance
For him, the fact that Schuhmacher now holds 100 percent of the voting rights in KI Konsumenteninfo is no guarantee at all of a trouble-free future. "What we urgently need are reliable partners," emphasizes Leutenegger.
But doesn't "Kassensturz" also benefit enormously from the partner magazine? Leutenegger waves it off: "So far, 'Kassensturz' hasn't had any more viewers because of Saldo or K-Tipp. If anything, the opposite is true: the magazines need us."
Leutenegger also appreciates the opportunity to offer viewers of "Kassensturz" additional services in print form. Nevertheless, he does not rule out the possibility of ending the collaboration. Leutenegger: "We could certainly live without a partner magazine."
Chronology of a quarrel with subsequent truce

1991: The Zurich lawyer René Schuhmacher founds the
K-Tipp as an accompanying booklet to the
television program "Kassensturz". It is published by KI Konsumenteninfo AG, which is wholly owned by Schuhmacher.
1994: Schuhmacher launches the Puls-Tipp as an accompanying booklet to the program "Puls" in the same publishing house.
1995: The K-Tipp appears with advertising for the first time.
1997: SF DRS terminates the cooperation agreement with K-Tipp and Puls-Tipp due to serious publishing and journalistic differences of opinion.
1997: KI Konsumenteninfo AG launches Bon à Savoir, a French-speaking Swiss version of the
K-Tip.
1998: Räz and Gasche replace Schuhmacher as journalistic director of K-Tipp. Gasche takes over the journalistic management of K-Tipp as well as Puls-Tipp.
1999: Schuhmacher reaches an agreement with SF DRS on a new publication to accompany the programs "Kassensturz" and "Puls". The new magazine is called Saldo and is published for the first time in January.
2001: In May, Schuhmacher, Räz and Gasche announce the separation of their activities. Hans Räz subsequently becomes the sole owner of Edition Plus GmbH, publisher of Bon à Savoir. Urs P. Gasche acquires 100 percent of Puls Media AG, which publishes Puls-Tipp. In addition to Saldo, Schuhmacher now also owns K-Tipp and the associated special editions. Although Räz and Gasche will each retain their one-third share in the publisher KI Konsumentinfo AG, according to the contractual agreement they will hand over their votes to Schuhmacher, who will now have sole control of KI Konsumenteninfo AG.
Publications by Räz, Gasche, SchuhmacherTitle Edition 2000
K-Tip 378982
Balance 141275
Pulse tip 148187
Bon à Savoir 100204
K-Special 79125