Affinity of ads among supporters in the "alternative culture "Best of Print AdvertisingThe Advertising Hits 2000 from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche five times a year with an excerpt from the
Results from the Advertising Index (AX Print). This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are those subjects that achieved the greatest acceptance in the relevant psychographic target group (see wind rose). The three subjects that
in the entire sample, i.e. in all four target groups, performed best in the past year are shown under the heading "Top three".

NewsStar-TV launches SMS program
From April 23, the private TV station Star-TV will be presenting the new show "SMS Star Chat", accompanied by music from Radio 105. The screen becomes a cell phone display where everyone can read and chat along. A presenter animates the digital chat in the background and at the same time ensures that the usual rules of etiquette are observed. The technology for this comes from Distefora-Mobile.
PubliGroupe acquires Hong Kong-based Emphasis Custom Media (ECM) from Time Warner. ECM specializes in customer magazines for airlines as well as audiovisual and interactive in-flight entertainment. It has 65 employees and achieved gross sales of around 20 million dollars in 2000. ECM will be integrated into the Publicitas Promotion Network.
Decline in revenues at ProSiebenSat.1
The slump in the German television advertising market has caused the ProSiebenSat.1 Group's revenues to fall by 2 percent to EUR 513.7 million. The Group anticipates an increase in television advertising bookings for the second half of the year.

Affinity of ads among supporters in the "middle-class corner "Best of Print AdvertisingThe advertising hits 2000 from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche five times a year with an excerpt from the
Results from the Advertising Index (AX Print). This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are those subjects that achieved the greatest acceptance in the relevant psychographic target group (see wind rose). The three subjects that
in the entire sample, i.e. in all four target groups, performed best in the past year are shown under the heading "Top three".

Commercial advertising was caught on the wrong footIn March, the Publicitas index of advertising expenditure in the Swiss daily press rose by just 0.1 points. According to the latest statistics from the Swiss Advertising Federation (VSWI), all print media categories even slipped into negative territory in the commercial advertising sector, with the trend in advertising volumes deteriorating again in March compared to February, which was also not an exhilarating month. The newspaper category was down 6.3% in terms of commercial advertising, with all three parts of the country posting similarly negative results. However, thanks to job advertisements, which also grew at a slower rate of 16.8 percent, the overall result for newspapers was cushioned to minus 1.3 percent. Weekly newspapers, which have usually achieved excellent results in the past, also fell by 4.1 percent in German-speaking Switzerland due to an almost 25 percent drop in job advertisements.
Advertisers (minus 3.4 percent) and the agricultural press (minus 9.6 percent) also saw a decline in commercial advertising. And even magazines lagged behind with a drop of 3.4 percent, although the decline was mainly attributable to German-speaking Switzerland.
The Publicitas index of advertising expenditure in the daily press grew by just 0.1 points in March. According to Publicitas, there was a lack of income from political campaigns, but advertisements from the real estate sector also fell significantly once again. However, in view of the only slight increase, Publicitas rightly points out that the base from which the increase is calculated has already reached a very high level due to the previous climbs. Daniel Schifferle

Zurich-based commercial filmmaker Michael Fueter has been signed as a director by Frankfurt-based Neue Sentimental Film AG, where he studied under directors such as Willy Bogner and cameramen such as Robby Müller. He has been working internationally as a commercial filmmaker since 1996. For the German market, he shot the BMW commercial "Skihotel" for Jung von Matt and the Renault Kangoo commercials "Bankraub" and "Super-Extras" for Publicis. Neue Sentimental, which also has offices in L.A., is one of the leading German film production companies.

WHS, Zurich, demonstrates for Riodata what data flow meansConsiderate tongues need more time to transmit information than loose mouths. When it comes to data transmission on the Internet, an ISDN connection is equivalent to Smetana's tone poem "The Moldau", while a DSL connection is equivalent to the overture to Rossini's "William Tell". Almost all providers of DSL broadband technology operate with the argument of speed. A campaign designed by WHS, Zurich, for Riodata Switzerland also demonstrates this benefit. However, because an abstract subject of this complexity cannot be communicated effectively in the few moments in which an advertisement is seen, the campaign speaks more in pictures than with tongues. page 10

Cablecom is considering multimedia Internet and interactive TVBy Clemens HörlerCablecom not only wants to make its Internet portal Swissonline.ch more multimedia-based, it is also planning interactive elements in the area of digital TV. For example, SwissFun users will soon be able to send e-mails via the television. E-commerce solutions are also in the pipeline.
On April 9, Cablecom (www.cablecom.ch) announced the launch of its digital pay TV offering. In addition to the more than 30 open TV channels available to date, owners of a SwissFun set-top box 16 can now receive further offers. However, after a short introductory phase, these will be subject to a charge. The pay channels are the program bouquets SwissFun Familiy and SwissFun Discovery as well as the two individual programs "SIC Internacional" from Portugal and "Pink Plus" from Serbia. The SwissFun offering includes Sport 1 and MTV Base, for example. SwissDiscovery comprises eight channels, such as the travel channel Marcopolo and the design and culture channel Leonardo.
While Cablecom was previously only able to benefit financially from the SwissFun offer indirectly through the sale or rental of set-top boxes via consumer electronics retailers, money from pay broadcasters for the distribution of their programs will now also flow into Cablecom's coffers: "Customers pay us or the broadcasters monthly fees. They in turn pay us a certain percentage of their revenue," explains Ingo Buse, Head of Corporate Communications at Cablecom.
For the time being, Cablecom is limiting the launch of its digital pay-TV to German-speaking Switzerland, with offers for French-speaking Switzerland and Ticino to follow in summer 2001 and 2002 respectively.
Quickly send an e-mail via the TV
However, the development of SwissFun is far from over with the introduction of paid services. From June or July 2001, owners of a newer SwissFun set-top box will also be able to receive e-mails thanks to a built-in modem and later even send them. This will be via a Swissonline account.
However, e-mail traffic is not to remain the only interactive element in the offering. Cablecom is planning a massive expansion of the store area, which has so far been rather poor. So far, it is only possible to view Rediffusion products and then order what you want via a hotline. Buse: "In the course of next year, when the third generation of set-top boxes with integrated cable modem is on the market, we want to offer interactive store solutions with direct ordering options. Cablecom is already in negotiations with potential e-commerce partners. Here, too, Cablecom can look forward to further income in the form of intermediary fees.
First step towards the convergence of Internet and television
"We are taking our first steps into the convergent world," says Buse. However, Cablecom is not only tackling the merging of Internet and television via the home television set. Multimedia content is also to find its way onto the Swissonline Internet portal and bring moving images to the Web. For example, there are plans to broadcast the stock market and finance channel Money24, which is currently still in preparation, via Swissonline.ch.
Since the launch of Cablecom's digital television offering, 30,000 households have already purchased a SwissFun set-top box, according to Buse. In addition to access to the various television offerings, the basic menu previously also included an electronic program guide as well as games and current news prepared and delivered by Swiss TXT. It was also possible to access the fee-based Music Choice radio service, which included a total of 44 stations.
The SwissFun offer should
find customers quickly
To date, the SwissFun customer base has largely been made up of foreigners who do not want to miss out on programs from their home country. With Swiss customers spoiled by free TV, it will probably not be easy to expand the customer base quickly, as the range of German and French-language channels is extremely dense, even without digital television.
Thanks to the expansion of SwissFun's offering outside the television program range, Cablecom hopes to be able to extend the distribution of the SwissFun set-top box to 80,000 households in Switzerland by the end of the year. This is based on an expected total market of around 100,000 boxes throughout Switzerland.

Swissquote, provider of financial services on the Internet, wants to establish itself as an innovative brandBy Anita VaucherSwissquote was founded in 1997 and has since gradually expanded its services on the Internet. The next big coup is the first one hundred percent virtual bank in Switzerland. The need for communication is correspondingly great.
Until about a year and a half ago, only a few insiders were familiar with the name Swissquote. This has changed abruptly and at the latest since the IPO of the leading provider of web-based financial services in spring 2000. Swissquote is number one in Switzerland
for real-time stock market information and number three in online brokerage with a 15% market share. The financial portal of the company in Gland, Vaud, is the most visited financial portal in Switzerland with 70,000 views per month.
Last year, the company also ventured into France. It was the French stock exchange that approached the two entrepreneurs a few years ago because there was nothing comparable in France. Swissquote has set its sights on Germany as another foreign market. And in May of this year, Swissquote plans to launch the first fully virtual bank in Switzerland.
Founding a financial portal - but hardly any money for advertising
Before the electronic stock exchange was founded in Switzerland, Telekurs had a monopoly on all stock exchange information. The electronic stock exchange ultimately enabled other companies to become active in this area. With Swissquote, the two managing directors Marc Bürki and Paolo Buzzi have broken this monopoly.
Word of mouth did not take long to spread among insiders. One reason why marketing and the corresponding advertising measures were initially left to one side. The money was needed more urgently elsewhere.
The founders of Swissquote actually acted anti-cyclically with regard to their marketing strategy. It was only when they suddenly became known to a wide audience as a result of the IPO that they decided to launch a large-scale advertising campaign and to work with an external advertising agency. Prior to this, every franc spent on advertising was turned over twice. Incidentally, the advertising was limited to tiny black and white advertisements in the financial section of the daily newspapers.
In general, the two founders of Swissquote do not behave like the golden boys of the industry. Although they were on the road to success from the very beginning, they never made a big splash and always expanded their company in small, well-considered steps. Today, in addition to online stock exchange trading, the Swissquote Group offers Marvel Communications, a leading company for the development of integrated web design solutions for Internet communication and e-business. At the beginning of this year, Swissquotemedia was created as an in-house acquisition office for advertising and sponsoring on the Swissquote homepage. Since last January, Swissquotemedia has been able to increase its customer volume to three million Swiss francs.
Recently, the two founders of Swissquote brought the financial specialist Tito Tettamanti, who made both positive and negative headlines in the early 1990s, onto the Board of Directors. This move was also carefully considered. "Tito Tettamanti is a member of the Board of Directors who performs his supervisory function one hundred percent and brings us valuable expertise with his experience," says Marc Bürki, explaining his choice and adding with a laugh that this is not necessarily a given on other Boards of Directors at the moment.
The brand is still too little known
However, the Swissquote brand had one flaw: it was barely established in the market. This was the result of a survey conducted after the IPO. Swissquote therefore decided to launch a broad-based image campaign. The communications agency Alibi in Commugny was commissioned to do this. They wanted an agency that was not too large and geographically close by. It was tasked with using modest financial resources to develop an intelligent and unobtrusive communication strategy for a company competing with rivals such as Credit Suisse Youtrade and Consors, which pursue a much more aggressive communication strategy.
The focus of the image campaign with TV commercials and full-page ads is the bridge. Derived from the Swissquote logo, Alibi has further developed this symbol. The bridge stands for a connection between the financial information and the customers. It is also a symbol of space and freedom, but is also intended to convey security and stability. The appearance is rock solid and fully in line with the philosophy of the two company founders. The bridge and the associated message can also be developed further.
The Alibi agency is in charge of the entire communication mandate for Swissquote and is also responsible for the design of the annual report and various brochures. The next big challenge for the agency is already just around the corner:
the development of a communication strategy for the first virtual bank in Switzerland from Swissquote.
Swissquote Group

1990: Foundation of Marvel Communications SA. The company transmits stock market data and develops financial databases.
1997: Foundation of Swissquote. First Internet portal for the transmission of real-time share prices on the stock exchange.
1999: Launch of the Swissquote Trade online platform
and foundation of the umbrella organization Swissquote Group Holding SA.
2000: IPO of the company
Ownership structure of the AG: 32% Audience
 6% Private investors, primarily banks
52% Management and personnel

SAH collects crumbs for Switzerland's poor with JvM/LimmatThis year's fundraising campaign of the Swiss Workers' Relief Agency (SAH) was launched in mid-April. It consists of a motif designed by Jung von Matt/Limmat, whose visual shows a payment slip wedged between two slices of bread. With this eye-catching motif, SAH calls on the population to help remedy poverty in their own country. To underscore the urgency of the mission, the headline "One in eleven Swiss is poor" confronts the viewer with an unexpected fact.
Those affected are those who are on the margins of society
When the aid agency elevated poverty in Switzerland to a campaign theme, there were still no findings of the dramatic magnitude substantiated by studies. Only when the agency was briefed did it come across figures that confirmed what had been established in the projects: namely, that there are more poor people in wealthy Switzerland than in Germany, for example. It is estimated that 9.3 percent live in poverty and around another 30 percent are threatened by it.
"The two-thirds society, which accepts one-third poor people as a given, has practically become a reality in Switzerland," announces SAH, which is mainly active in the field of unemployment in Switzerland and has noticed a drastic change in this "market" since the economic upturn. "While in the nineties a cross-section of the entire population was affected by unemployment, today it is again the people who are at the bottom of society," says Marianne Roth, head of communications at SAH.
Those affected are mainly unemployed women and men, pensioners, more single mothers than single fathers, among the divorced mainly women, furthermore men who have to pay alimony as well as about 530000 so-called workingpoor, employed persons whose earnings are below the subsistence minimum of 2100 francs per month.
"There are always changes in society, something is always moving. We have to respond to supply and demand," says Marianne Roth about the work of the internationally active aid organization, which is currently expanding domestically in migration and considers, for example, development cooperation as a field of action in which the commitment can be expanded at any time. Ernst Weber

Muse & MusseNorbert Brunner
What was the last cultural event you attended?
Norbert Brunner: "The Blue Period" by Leonardo di Caprio at the National Museum. Because everything was so beautifully blue.
What are you reading right now?
Brunner: "Der blaue Heinrich" by Hermann Hesse.
Which CD do you currently prefer to listen to?
Brunner: Polo Hofer. "Blue-blue-blue blooms the gentian."
Which movie would you most like to see again?
Brunner: "The Blue Lagoon 3". Because "The Blue Lagoon 2" was so good.
What TV show did you fall asleep during the other night?
Brunner: "Girlscamp". Because of Eva Wannenmacher. She was not dressed in blue.
What is your latest discovery on the Internet?
Brunner: www.bluegame.ch
What could you never do without?
Brunner: To the bruises from karting.
What do you do in a free minute?
Brunner: Red! That's logical.
Love is...?
Brunner:...if you are also blue a dear.

SF DRS cancels Frank Baumann's quiz show "Doppelmoppel" from the program.news "Doppelmoppel"
has moulted
After a six-month run, the last edition will be broadcast on June 29. After the summer break, bought-in series will be programmed instead. "Doppelmoppel" has been broadcast daily at 6.45 p.m. since January 1. Even after the relaunch in March, the show had not found its audience, program director Adrian Marthaler explained the decision. They will remain in contact with Frank Baumann.
Trade unions launch newspaperThe trade unions Smuv and GBI are launching the new consumer newspaper Work in the fall. According to the two unions, the paper will be produced by an independent editorial team. Topics on work and social security will be covered every two weeks. Work will replace the traditional member newspapers and will also be available at an annual subscription price of 28 francs.
Swiss Music Radio postpones launchThe planned cable station Swiss Music Radio has postponed its launch date to the end of 2001. The reason for this is a lack of frequencies on the Swiss cable networks, particularly at Cablecom. Cablecom had conducted a survey among its subscribers, the results of which should be available soon. The results will determine whether stations are switched on or off. Swiss Music Radio is a nationwide program of Interradio AG from Zug, which wants to concentrate on Swiss pop and rock music.

The international print campaign for Swiss Radio International's Internet service swissinfo. org is aimed at the Swiss abroad.They can access the latest information about current events in Switzerland on the website. What was exciting about this campaign for Anita Kopp was that, for the first time, she was able to handle everything from the concept to the graphics on her own.The mouse mats show typical elements of countries where Swiss citizens tend to stay. The click mouse as the central element has quickly mutated into a Swiss cross. Although quite some time has passed since the creation of this campaign, Anita Kopp still likes it.
And that's what gives her the great satisfaction in her job. To create something creative that is also timeless. The concept is still right, and the campaign could be run again at any time, she says, not without pride.
Anita Kopp was fascinated by the mandate for the Swiss Lung League because the appearance was allowed to be unusual for this nonprofit organization. The appeal for donations does not press the tear glands and is also not chumming up, she says with satisfaction. The campaign was also created under great time pressure, an additional challenge for Anita Kopp and her team, she says in retrospect.
At www.froehliche-weih nachten.ch, one could open a window every day in a virtual Advent calendar. Gateways displayed 24 cards that could be forwarded as Cards for free. In addition, a CD-ROM was produced and sent as a mailing to 85000 Swiss companies. On it, there is a new subject as a screen saver for every 24 days of Advent.