Book publishers are still hesitant about e-books and books on demand, while in the U.S. the range of electronic books is growing rapidlyBy Aline GrafWith his e-book "The Plant," which he sold solely over the Internet, Stephen King blazed a new trail in the book marketing segment. What has already become part of everyday life in the book industry in the U.S., the development of e-books, is still observed with suspicion in German-speaking countries. A foray through the offices of German book publishers.
The Droemer Weltbild publishing group, based in Munich, can record 75,000 "real visits" worldwide every month. Claus-Martin Carlsberg, Head of Press and Public Relations, comments: "We are moving more and more towards user orientation on our homepage. The information is prepared accordingly, with the aim of cooperating more closely with Internet bookshops. Image cultivation is no longer the primary online goal."
According to Carlsberg, there is also another focus: "When we think in terms of e-commerce, the publishing profiles need to be more precisely delineated against each other." Droemer Weltbild sees itself as a classic content provider, making content available via its books. For Carlsberg, the e-book is competition for the book in that it is a formative factor in the media socialization of young people. For example, he emphasizes that the book, with its tactile feel and sensuality, is no longer as experiential for this generation. "It would be naïve to simply explain this away."
The Internet experiment by the American creepy star author Stephen King was also discussed at Scherz Verlag in Bern. Thomas Reisch, assistant to the management, puts the fear of the Web into perspective: "Demand has waned. For example, King's second story, which he put on the Web, sold worse than the first. There were problems with the reading public as a result."
From the first book by Frederick Reuss ("There is no streetcar in Oblivion") Scherz Verlag has bought the German license. The third book by this author is now only offered as an e-book by his American publisher. Frederick Reuss is very close to Scherz's heart, and the question of whether the success of the
e-books is yet to be seen.
But German publishers have long since been outrunning the trend. Amazon.com opened its first e-book store in November and, with partner Microsoft (reader software), sells books that are no longer printed at all, or books whose content is prepared for e-books that can also be loaded onto Palm Pilots. It was not least the good experience with Stephen King that prompted the leading Internet retailer to invest in this business; after all, Amazon. com billed King for the revenue from the sale of "The Plant.
Amazon.de CEO Philipp Humm is convinced that every tenth book will already be sold via the Internet this year, which roughly corresponds to a sales volume of around DM 500 million. And Amazon.de holds a 47 percent share of that market, according to figures from the Society for Consumer Research.
Book on demand is only slowly beginning to gain acceptance
The publishing house Klett-Cotta offers so-called literary fantasy. Klett author J. R. R. Tolkien is the most famous example. With a specific homepage for the author Tad William ("Otherland"), the publisher has managed to maintain interest in the publication of over four volumes. In addition, according to publisher Michael Klett, chat forums have formed in which lively discussions have taken place. Whether the same number of books would have been sold without the Internet is unclear. Klett could imagine the publisher bundling on the Internet and installing a kind of large educational department store.
The Stephen King experiment has not caused concern at the Cologne publishing house Kiepenheuer & Witsch either, as they are not convinced of its future viability. Book on demand is more interesting for the publisher when it comes to very small print runs. Editor Helga Resch is thinking specifically of volumes of poetry that she would otherwise take out of the program.
Books on demand will increasingly dominate the Swiss book trade despite the high costs of the master files, since the Swiss Book Center also offers this service - in cooperation with the German wholesaler
Libri in Hamburg.
Kiepenheuer & Witsch is nevertheless counting on a target group of young men for the e-book. A fact that has already arrived: monthly hits on the publisher's website average around 400,000 visitors, with Germany in first place, followed by the USA, Switzerland and Austria. The publisher itself uses the Internet mainly for reading samples and for advertising purposes.
Europa Verlag, which is now domiciled in Hamburg, is managed by Vito von Eichborn. The managing director feels committed to the tradition of Zurich founder Emil Oprecht and continues the line of books on the "Third Reich". He is not particularly concerned with the King experiment because he is a brand in his own right. But he says it is interesting to note that English authors such as Fay Weldon and Frederick Forsyth are now publishing their latest books on the Internet.
Guerrilla marketing on the web for a Sepp Maier book
With regard to e-books, the CEO has no nightmares at all. Instead, he has the following thoughts: "Over 100 years ago, magazines came onto the market and achieved gigantic circulations. Publishers and booksellers cried out at the time, 'they're taking away our readers.' Then came the radio, which triggered the same uncertainty. The advent of television had a similar effect in the 1950s, and now the same thing is happening with the new media. To me, that's nonsense."
Vito von Eichborn takes the opposite approach. He is concerned with what content he can generate from the Internet and cast in book form, or how he can find employees for content on the Internet. Or how he can use the new medium as an advertising medium. Last spring, for example, von Eichborn did guerrilla marketing on the Net by employing someone to discuss Sepp Maier in chat rooms with the target group in mind. He himself doesn't know to what extent this action contributed to the better success of the book, but he thinks that such possibilities should be considered.
Martin Spieles, responsible for press and public relations at the traditional publishing house S. Fischer in Frankfurt, emphasizes that, contrary to all expectations, the Internet has so far been a support for the book. It has turned out, he says, that in these early days of e-commerce, nothing sells as well as the book. However, Martin Spieles cannot overlook the potential technological developments. "What we call the Internet today, we won't even see it that way in five years."
At the moment, book on demand is not yet a tried and tested method, even for S. Fischer Verlag. Why? The publisher, recently researched by McKinsey, sees a print run of 6,000 copies as the lowest profitability limit for a book.
The managing directors of Berlin Verlag, Arnulf Conradi and Hans Graf von der Goltz, are still skeptical about the new media, but this will change in the near future because the minority owner Bertelsmann is making great efforts to rely on the Internet as a large and important distribution channel. At Berlin Verlag, the main focus is on press relations, says Carsten Sommerfeldt, press officer.
Sommerfeldt regrets that booksellers are relying less and less on their taste. He believes that booksellers and publishers need to restructure and establish niches. It could soon be too late for that. New powerbrands are emerging not only in Switzerland, but also in Germany, as the recent merger of the Thalia and Phönix bookstore chains shows. And Internet guru Seth Godin's idea (see also page 29) that Internet booksellers like Amazon.com will become publishers themselves thanks to their large number of customers is not so far-fetched either.

Condé Nast is paying a high price for the launch of the shopping magazine LuckyBy Thérèse BalduzziWith an unusual campaign, Condé Nast is launching the unusual magazine Lucky in America. It is a shopping-only guide. The name of the magazine refers to the expression "to get lucky," which undoubtedly refers to finding the right wardrobe item.
The new shopping magazine is wooing potential female readers with TV and cinema commercials, radio ads and posters. The campaign tagline is "Shopping. We understand completely." However, to stand out from the more homespun guides for brides-to-be and interior decorators, this message is delivered with plenty of humor. In the TV spot, a young shopper rummages through a row of tops hanging on a rack. But for a long time, she only unearths unsatisfactory things. Her negative associations with the finds - too sexy, silly, cowboy - are hinted at with appropriate songs. When she takes a liking to a blouse, an angelic choir sounds.
In the longer cinema spot (90 seconds), a young woman goes shopping with her best friend Cheryl. They try on clothes together, get advice at the cosmetics stand, and in the evening the woman happily tells her husband about it. However, there is a catch, which her husband tries to point out to her: Cheryl is not a human being, but a mannequin. But his wife doesn't want to hear about it, runs away and wanders sadly through the streets. When she returns home later, she discovers that her husband has meanwhile started a relationship with Cheryl. Happy ending in a nutshell: At the kiosk, the wife discovers Lucky.
Posters show alternately a reincarnated edition of Lucky: once she hangs as a transparent plastic bag on a coat hanger, or she stands as a shopping bag with carrying handles on the street.
The campaign was created by the Black Rocket agency in San Francisco. It is also accompanied by campaigns in trade magazines aimed at advertisers. The campaign cost Condé Nast eight million dollars.
Happy is the one who reads where best to buy
Usually, new magazines are not launched with such big campaigns and certainly not with TV commercials. But this is different with Lucky. The magazine, which is aimed at women between the ages of 18 and 34, is all about shopping and gives tips on how to do it. While other women's magazines woo women with sex headlines and cover pictures of stars at the newsstand and in the supermarket, this option is omitted for Lucky. Instead, the magazine's benefits must be brought home to the audience.

Online shopping, info sites and electronic mail support everyday lifeBy Markus KnöpfliIn March, 173,000 more Swiss people used the Internet than in February (plus 9 percent). Of these new users, more than half were women. This had hardly any influence on the ranking of the top 20 domains.
In March 2001, a total of 2.195 (February: 2.012) million people used the Internet from home on an average of 10.5 (9.5) days. On an average day, 738,000 (68,000,000) visitors spent 33 (33) minutes online and accessed an average of 27 (27) pages.
The ranking of the top 20 domains (Switzerland as a whole) remained broadly stable, at least in the top seven places. Google.com, which jumped from nowhere to 11th place in February, has now moved up to 8th place, probably at the expense of Altavista.com, which dropped from 9th to 13th place. Net scape.com also had to give up its place and dropped out, replaced by Microsoft.de, which occupied 14th place in January and dropped out in February.
So while the total number of home Internet users increased by just under 9 percent in March compared to February, the proportion of female surfers aged 15 and over rose from 35.8 to 38 percent (from 724000 to 834000 women).
The fact that women use the Internet primarily for practical everyday things is shown by the hit list of the site with the highest proportion of women. In first place is the online offering of the mail-order company Quelle, which is also the e-commerce site with the strongest sales in Germany after Amazon.de, Otto and Ebay (88.8 million deutschmarks).
But the real estate site Immopool.ch and the travel site Kuoni.ch also attract more women than men. In 4th to 7th place are electronic greetings (bluemountain. com) and e-commerce offerings such as the supermarket le-shop.ch. Internationally, too, female surfers are specifically looking for information on the Net: the British woman obtains information about health from nhs.uk, the website with a female share of just under 70 percent, while the French woman browses for the latest fashions at Redoute.fr.
Internet usage: different values from Wemf and MMXI

According to Wemf's MA Comis (August 2000), the surfing Swiss spend two hours a day on the Net, 70 minutes of which are spent at home. According to the MMXI Switzerland Internet panel, however, the Swiss surf for only about 33 minutes on their home PCs.
Which is true now? Possibly both. Both Wemf marketing manager Gabriela Eggstein and Public Data managing director Rolf Müller (PD markets the MMXI data) confirm this: The difference is essentially due to different survey methods and definitions: MMXI measures electronically, while MA Comis interviews people. In addition, MA Comis also counts writing and reading an e-mail as Internet use, even if this is often done offline at home for reasons of economy. MMXI, on the other hand, only reports time actually spent online as Internet usage.
Where women prefer to surf (all of Switzerland)

Rank Domain Share Women
from 15 years
 1 Source.ch 58.5
 2 immopool.ch 57.0
 3 kuoni.ch 54.0
 4 bluemountain.com 52.8
 5 bol.com 51.8
 6 infowing.ch 51.8
 7 yahoo.ch 51.4
 8 excite.de 51.3
 9 le-shop.ch 51.0
10 swissclick.ch 49.4
Source: MMXI Europe Switzerland, Zurich, March Report

The gross figures from Mediafocus are too inaccurate for Jürg WildbergerBy Markus KnöpfliLast November, Jürg Wildberger, TV-3 Managing Director, approached the larger private TVs, SF DRS and TV advertising marketers with a request: Since the gross advertising figures collected monthly by Mediafocus (MF) are inaccurate, the broadcasters should jointly set up a net service.
In concrete terms, each station is to report its net advertising income to a specific trust company on a monthly basis. This company calculates the total net advertising volume of Swiss TVs and passes this - and only this - back to the individual stations.
According to information officer Andrea Hemmi, "all major providers have reacted positively". In addition to TV 3, these are Publisuisse, Belcom, Cinecom and IP Multimedia. According to research, Radiotele and the private TV association Telesuisse (18 members) will not react. The latter was not asked.
And the TeleNewsCombi (TNC) - which, it should be noted, also includes the Belcom stations Tele 24 and Tele Züri - waved it off. "MF is enough for us," explains TNC managing director Christian Stärkle. In addition, it would first have to be defined how the net figures would be collected. It is unclear, for example, how sponsorship or countertrade will be included.
The devil in the details:
The definition of the net figures
According to Hemmi, this task has meanwhile been completed by TV-3's own lawyer. The definition catalog will be presented around the end of May. However, it remains to be seen whether it will be possible to agree on a uniform definition.
And why did the initiative for the net survey come from TV 3 of all places? The following reason is circulating in the industry: TV 3's board of directors also saw that TV 3 did worse than the average station based on the MF figures. Now Wildberger, who has come under pressure, hopes to be able to show in the future with "more representative" net figures that TV 3 is not doing so badly compared to other stations.
"Wrong," says Hemmi, "this has nothing to do with the situation between us and our shareholders." Net figures are, after all, "more representative. The fact that the major suppliers have also agreed to participate shows the general need for net figures.

AlsoJean Lazega is moving to Télévision Suisse romande TSR after nine years as Managing Director of Publisuisse in western Switzerland. He will take over as head of sponsorship for TSR as of July 1, 2001. Publisuisse has chosen François Besençon as his successor. He is currently still in charge of sponsorship at Radio Suisse romande.
The Internet research company MMXI has recruited Urs Wolfensberger as Managing Director Switzerland. He replaces Max Müller, who built up the MMXI Internet panel within three months last year and wants to take on new tasks. He was most recently head of online marketer Real Media.
The former press officer of the CVP, Paul Felber, is leaving his post at the end of July. He is moving to the communications consultancy Akomag in Stansstad NW. Felber took up his post with the CVP in 1999. He will be succeeded ad interim by his deputy Sandra Lo Curto.
On May 1, Max Frei succeeded Niklaus Stuber as director of Schweizerische Teletext AG. Stuber had led the company ad interim since the departure of Daniel Kramer in February 2000. Frei had been publishing director at Hallwag AG in Bern since 1998.
The editor-in-chief of Work, the public newspaper planned by the Smuv and GBI unions, will be Hanns Fuchs, who is still working as a federal house correspondent for Radio DRS. Peter Zehnder will be in charge of publishing. Work is to be launched in the fall.
Thorsten Huneke has taken over the management of the outdoor advertising company BlowUp Media Switzerland. He worked for BlowUp Aussenwerbung GmbH in Düsseldorf since 1994.

WHS Zurich announces the Science et Cité festival with witty experimentsThe good of society is the object of science, but the layman has mixed feelings. Instead of trusting science, they criticize certain of its goals and deny the power of its knowledge. Now, at the first Science et Cité festival, at which science will be seeking an encounter with the population in Switzerland from May 4 to 11, a change in this latently tense relationship is in the offing. The festival, organized by the Science et Cité Foundation, is being heralded by a campaign from WHS Zurich, which is already beginning to harmonize the dissonant situation with humour. page 14

As part of a partnership, UBS offers various financial services on the German Internet portal t-online.de.NewsT-Online.de with UBS
The site provides information on the big bank's local private banking services and enables access to the UBS Quotes financial information page.
Namics with DayThe web service provider Namics and the content management provider Day Interactive have agreed a strategic partnership. The Publigroupe subsidiary Namics will work with Day's Communique software in future. The partners have already completed their first joint project with the redesign of the Expo.02 website. The aim of the cooperation is to penetrate the Swiss market even more strongly, according to a press release.
Qualiclick collects addressesThe online marketer Qualiclick launches the competition platform Mywinsite. On Mywinsite. com and on Qualiclick's customer websites, competitions are organized on an ongoing basis. Anyone wishing to take part in a competition must agree that Qualiclick may use their e-mail address for advertising purposes. The names and data of the winners will also be passed on to the initiators of the competition and to third parties.
swissOnline discontinues NetlifeThe Internet provider SwissOnline is discontinuing its customer magazine Netlife after six issues. SwissOnline has decided to reorient itself as a publisher and to discontinue the project, at least the print version. One of the reasons given for the decision was increased postage costs.

Flash is a trend in web design and also offers many application possibilities for the back-end areaBy Clemens HörlerFlash has initiated a small revolution in web design. But the potential of Flash is far from exhausted.
Flash is a tool that can be used to produce animation sequences from graphics and sound. Thanks to vector graphics, films are also compact enough to be played quickly over the Internet.
The history of Flash began in 1996, when the Californian company FutureWave launched the technology FutureSplash. In 1997, FutureWave was acquired by Macromedia and skillfully marketed (www.macromedia.com/ software/flash). Around 95 percent of the Internet community now has the plug-in required to display Flash content.
Flash not only offers websites such as www.nosepoint.com, brand sites such as lego.com or trend stores, but also commercial platforms completely new possibilities that go far beyond the annoying advertising intro films, for example when it comes to integrating dynamic processes with interfaces to databases into the websites or integrating demonstrations into e-commerce sites.
However, one handicap of 100% Flash sites for commercial operators is the fact that it is much more difficult to track visitors than on HTML sites.
The best flash sites in the shop window
The hippest Flash sites are presented on their own Internet directories. One internationally known Flash showcase, for example, is the Top Flash Gallery at www.greg.ch/flash gallery. In the style of Yahoo, www.flahoo.com offers an international directory of Flash sites organized by category.
At www.silverspheres.com, particularly well-designed sites are honored with gold and silver awards. Other competitions include Flashforward 2001 and the Flash Film Festival (www.flashfilmfestival.com).

H.R. Giger illustrates an advertising campaign for craftsmen "with hand and foot "The world of Swiss artist H.R. Giger haunts a new poster campaign by Zurich recruitment agency Berufspersonal AG. The motifs show biomechanoids of the "monster maker" and Oscar-winner H.R. Giger, trimmed to look like professions, consisting of just a lower leg and an arm connected by a knee joint. The aim of the appearance is to generate attention and acceptance for skilled trades. The intention is expressed in the campaign headline "What we do has hands and feet", which fits very well with Giger's illustrations.
"Tradespeople are in a good position on the job market. Apart from that, you can also complete a commercial college after an apprenticeship," says Patrick Zufferey, Managing Director of Berufspersonal AG, who regrets the lack of young talent, but is not surprised.
Bad times for the image of the skilled trades
The cause of this shortcoming is to be found in the "completely wrong development", according to which the skilled trade in Switzerland has fallen into disrepute as something for stupid people. In addition, many young people no longer want to get their hands dirty.
The collaboration with H.R. Giger came about by chance: at first, he thought that the city's careers advice service was asking for goodwill work. He later realized that it was an advertising campaign. "I still think it's good, and I can always use money," says H.R. Giger.
The master of fantastic art was recruited by Patrick Zufferey, who was looking for a well-known Swiss artist with professional experience for his advertising campaign. H.R. Giger, who completed a two-year traineeship with an architect in Chur and graduated from the Zurich School of Arts and Crafts with a degree in interior construction and design, was at the top of the wish list. Ernst Weber

Wanner and Rentsch react calmly to possible BZ split in Solothurn "We are discussing a headline version of the Solothurner Tagblatt and have a detailed concept," Albert Stäheli, Delegate of the Board of Directors of Berner Tagblatt Medien (BTM), told the industry service Persönlich last week. What is new about this statement is above all the name of the possible seventh BZ split. After the Solothurner Zeitung was integrated into the new Mittelland Zeitung, dominated by AZ Medien AG, in March, the Solothurner split was to be expected (WW 12/01). However, the name had already been registered for some time in the masthead of the BTM-owned free newspaper Solothurner Woche, although Stäheli also made it clear to Persönlich that the BTM Board of Directors had not yet decided on the actual launch. In theory, Stäheli's statement could therefore be nothing more than a defiant wave of the fence post in the direction of Solothurn.
This is apparently the assumption of Peter Wanner, delegate of the AZ Medien Group's board of directors. "A BZ split for Solothurn would surprise me, in my eyes it doesn't pay off. It would also be counterproductive from Solothurn's point of view," he said.
However, the Mittelland association will not react to this. "Our concept is to strengthen the editorial teams at cantonal and local level anyway. This is possible because the AZ supplies the cover, freeing up resources in Olten, Zofingen and Solothurn." Rudolf Rentsch, Director of Vogt-Schild, takes a similar view: "The BTM planning figures for an attack on Solothurn show massive losses for the first few years," he says. In addition, the Solothurner Zeitung (SZ) is strong enough to fend off an attack.
The first quarter of 2001 was "excellent" in terms of advertising volume, and the SZ splits Berner Rundschau and Langenthaler Tagblatt each gained two percent more subscriptions last year. Rentsch also refers to the editorial cooperation between the two splits and the Bund.
Nevertheless, the BZ seems to be serious: "What Mr. Stäheli said is not just defiant rebellion," clarifies BZ editor-in-chief Andreas Z'Graggen when asked. And how quickly could the split be launched? "Very quickly," says Z'Graggen. Markus Knöpfli

The head of the SRG Research Service (FD), Matthias Steinmann, is surprised that Wemf has allowed itself to be used as a reseller of ACNielsen's Internet panel data.The head of the SRG Research Service (FD), Matthias Steinmann, is surprised that Wemf has allowed itself to be used as a reseller of ACNielsen's Internet panel data (WW 16/01). For its part, the FD is involved in the panel of ACNielsen's competitor MMXI. Steinmann is therefore considering freezing talks with Wemf about a joint intermedia study and conducting a rival study to Wemf-MA-Strategy. This would be possible: The Radiocontrol watch could collect radio and TV usage, and for MMXI the FD utilizes data from 43000 interviews annually. Adding a few more questions à la Mach Basic would no longer be a problem. page 30

The BPRA increases fee income by a quarter, also at the expense of BSW agenciesBy Andreas PanzeriIn 2000, the 21 members of the Swiss Federation of Public Relations Agencies (BPRA) increased their net fee volume by 25.1 percent to CHF 84.8 million.
The communications industry in Switzerland continues to record above-average growth. This is particularly positive in the public relations sector. BPRA members are growing "faster than the market", stated BPRA President Ulrich Bollmann from Burson-Marsteller at a media conference.
The statistics for the year 2000 also show that the large members are growing faster than the average. The gap between the "big five" - which also includes non-BPRA member Peter Bütikofer - is widening towards the bottom.
The statistics are considered to be extremely reliable thanks to a sophisticated system. All known non-BPRA members were also asked about their turnover figures. The sales of agencies that did not wish to participate were nevertheless included in the ranking in an estimated correction item. Hardly recordable "individual masks" are not included. As in the past, no figures were provided by Klaus J. Stöhlker's office.
Three new agencies admitted to the association
If these factors are taken into account, in addition to the growth of 25.1% for BPRA members, the increase for the industry as a whole must be corrected to 18%. Nevertheless, spending on PR is growing faster than budgets for traditional advertising.
By comparison, the 21 members of the BSW were able to report an increase of "only" eleven percent last year. PR is therefore growing "significantly faster than the advertising industry", said the PR people, promoting their own cause. However, it must be taken into account that today "a lot of things are seen as integrated communication", explained BPRA board member Christian König from Farner PR.
The association has welcomed three new agencies as new members.
Mediapolis AG, St. Gallen, with a net fee of CHF 4.25 million in 2000 and 20 employees (PR department only). Mach Communications AG, Baden, with a net fee of CHF 1.6 million and six employees. Loepfe & Partner AG, Zug, with CHF 0.9 million and five employees.
Lauffer, Hensch & Partner was dropped from the list because this agency was integrated into Farner PR. The number of BPRA members thus rose to 21 in 2000. Anyone who has been active in the market for at least five years and has at least five employees can be accepted.
The increase in turnover among BPRA members has grown from an average of CHF 227,000 to CHF 249,000 per head. Extrapolated to the industry as a whole, a turnover of CHF 234,000 per employee can be assumed today with around 32 mandates per agency.
Name Member Head office Net fee income Diff. employees

* BPRA in CHF million in %
  2000 1999 2000 1999
 1 Trimedia Communications Suisse * GE / ZH 14,321 11,109 +28.9 60 49
 2 Farner PR und Consulting AG * Zurich 12,300 9,163 +34.2 53 42
 3 Wirz Corporate Communications * Zurich 11,800 8,864 +33.1 48 45
 4 Peter Bütikofer & Company AG Zurich 11,351 10,654 +6.5 40 39
 5 Burson-Marsteller AG * Zurich 9,870 6,983 +41,3 40 33
 6 Mediapolis AG * St. Gallen 4,250 3,600 +18.1 20 15
 7 c-matrix group ag * Baar 4,013 3,153 +27.3 18 13
 8 F&P Frei & Partner Communication * Zurich 3,220 3,086 +4,3 11 10
 9 apr AG für Public Relations * Zurich 3,160 2,080 +51.9 8 6
10 cr Kommunikation AG * Zurich 3,129 2,658 +17.7 11 10
11 pi.ar. AG für Öffentlichkeitsarbeit * Zurich 2,799 1,819 +53,9 16 8
12 Dr. Peter P. Knobel AG * Zug 2,594 1,999 +29.8 12 9
13 Hugo Schmidt AG * Lucerne 2,367 2,404 -1,5 18 13
14 Wenger Kommunikations AG * Berne 2.265 2.274 -0.4 12 11
15 Rochat & Partners SA Geneva 2,117 1,387 +52.6 10 7
16 L&W MarCom AG Zurich 1,955 1,382 +41,5 6 5
17 MACH AG COMMUNICATIONS * Baden 1.642 1.465 +12.1 6 6
18 BPR Communications AG * St. Gallen 1.575 1.871 -15.8 10 10
19 Senarclens, Leu + Partner AG Zurich 1,479 1,282 +15.4 5 5
20 GCI Switzerland Zurich 1.400 0.880 +59.1 6 4
21 PRW Public Relations + Werbe AG * Zurich 1,274 1,201 +6,1 5 5
22 Jenni Kommunikation Zurich 1,180 0,931 +26,7 5 4
23 INT/TEX Communications AG * Basel 1.157 0.902 +28.3 5 5
24 Marcel Bernet Public Relations Zurich 1,100 1,048 +5,0 5 5
25 Pielken & Partner SA * Gland 1,096 1,095 +0,1 5 5
26 Loepfe & Partner AG * Zug 0.950 0.720 +31.9 5 4
27 Linder Kommunikation AG Zurich 0.890 0.780 +14.1 4 4
28 vector communications Zurich 0.835 0.820 +1.8 4 4
29 Zoebeli Communications AG Berne 0.800 0.687 +16.4 4 4
30 pr-kfs Karl F. Schneider AG * Schlieren 0.660 0.774 -14.7 4 5
31 KLK Public Relations Basel 0.615 0.489 +25.8 3 2
32 Toby E. Rodes Consultants AG * Basel 0.400 0.594 -32.7 3 5
   Various agencies 0.115 3.658 1 12
   TOTAL 108,679 91,812 +18.4 463 404
   Total BPRA 84,842 67,814 +25.1 370 309
   BPRA share 78.1% 73.9% 79.9% 76.5%