It is not true what advertisers believe: an ad at the top right of the page works just as well as one at the bottom left. As a result of this and other research, many advertisers have tried to create ads that are as appealing as possible. Ads had to be large, colorful and loud. Such stimuli have a stronger effect on the brain. How? Wolfgang Koschnick has analyzed this in his overview of impact research. page 26

Das Werk, an agency group active in the digital editing of commercials, television and feature films, has opened its first office in Switzerland.Das Werk, an agency group active in the digital editing of commercials, television and feature films, has opened its first office in Switzerland (see also page 30). "The opening in Zurich is the answer to the growing advertising and film business in Switzerland. This has made it interesting for us to offer our services and expertise here too," says Christian Leonhardt, Head of Marketing, explaining the move to Zurich. The Swiss branch will be managed by Roger Koller and Nicole Schweitzer, who most recently worked at McCann-Erickson. One of the creative forces at the company, which consists of twelve employees, is the Austrian Sascha Luderer, who now works as Visual Effects Supervisor and Lead Inferno Artist after eight years in Los Angeles. According to Luderer, the main focus in Zurich will be on post-production. The group's companies cover all areas of film production, from conception to production and post-production to rights exploitation, with the core business consisting of the digital editing of commercials, music videos and feature films. (dz)

Three months after the "fraternization" with Jung von Matt in Hamburg, the agency is now called Jung von Matt/Limmat, and there are also changes in the management team: Alexander Jaggy joined Dominique von Matt, agency co-founder, Daniel Meier, CD, and Carlos Friedrich, head of the consulting unit, from Springer & Jacoby International in London on April 2. Jaggy, who also worked at Jung von Matt in Hamburg, will take over the creative management of Jung von Matt/Limmat together with Meier. The agency has also increased its workforce to a total of 53 employees, including a four-person PR unit headed by René Loner and an interactive unit with three employees. Thanks to growth in existing mandates, new additions and an expanded range of consulting services over the past one and a half years, Jung von Matt/Limmat was able to increase its turnover from CHF 6.3 million (1999 financial year) to CHF 8.5 million (2000). In the course of the summer, the agency will also be moving into a new domicile. The premises are located in the immediate vicinity of the Zurich Schauspielhaus, at Wolfbachstrasse 19 (af).

With premium services and content, T-Online & Co. are launching another attack on private walletsBy Clemens HörlerThe example of Yahoo is not the only one that shows this: Very few Internet companies have succeeded in financing their websites with advertising alone. This is why there is a renewed discussion about financing models in which private users also pay for certain services.
For years, website operators spoiled their visitors with free offers. This enabled them to quickly increase their customer base, which they hoped would win them the goodwill of investors and the advertising industry. The Internet boom in industrialized countries was probably only made possible in this form, but the website operators built a cage for themselves with the free offers.
Although they grew extremely quickly, they can no longer simply slip between the cracks despite the crisis-related slimming down. In the USA, Forrester Research is predicting growth rates in online advertising for the current year to be around three times lower than in 2000, namely "only" 25 percent.
New business ideas for investors
New business ideas are therefore needed, not least to reassure investors: entry into the B2B sector, investments in e-commerce, but also new pay models for private users. This applies to services and the content sector. In the latter, financial and porn platforms have been particularly successful with fee-based offers. Recently, however, T-Online, Yahoo, the online encyclopaedia Britannica.com and the online magazine Salon.com have also announced paid content.
However, caution is advised with the new pay strategies: After all, even the New York Times has already fallen flat on its face when it wanted to charge for its online offering. For this reason, paid premium services and content are now to be added to the basic offering, which is to remain free. After all, the hard-won customers should not be chased away in droves just for the sake of advertising customers. Another problem is the payment of individual offers worth one or two francs. Payment models suitable for the masses have not yet established themselves on a broad basis.
T-Online.ch will soon be using
Pay offers
In Switzerland, T-Online plans to offer fee-based content as early as this fall, which will be paid for both by subscription and in the form of so-called micropayments by credit card. "Financing a horizontal portal solely through advertising and e-commerce investments does not work," explains Günther Nierlich, CEO of T-Online Switzerland. Many customers are prepared to pay for special quality and convenience. Nierlich sees potential areas such as finance or entertainment. Yellowworld, for example, has already launched a paid premium service with Ymail secure, which can be used to encrypt emails.
Other portal operators are also currently thinking about paid content. Strategists see a new opportunity in the broadband sector in particular. According to Melanie Schneider, Media Relations Bluewin, paid content could be considered in the broadband sector in the medium to long term. "In the medium term, paid content must become a basis for us," also emphasizes Eric W. Zeller from SwissOnline.
Large Swiss media companies are still reluctant to pay for content. This is due to the fact that their websites - probably because of their traditionally good relationships with the advertising industry - generate relatively high advertising revenues compared to similarly highly frequented websites. Publishers also use the medium to retain print customers.
According to Urs Frei, Project Manager New Media, the Basel media group, for example, is planning prime value content or services, such as an advisory service on beobachter.ch or special dossiers that will only be accessible to subscribers. For most online newspapers, archive use will be subject to a charge or linked to print subscriptions. According to Marcel Sennhauser, Head of Interactive Media at Tamedia, no free content strategy will be pursued in the area of new technologies such as WAP or GPRS as long as no direct sources of income for content providers are apparent.
To earn money online,
clear USP is needed
Kurt Isler, Manager of MSN Switzerland, is building on paid premium services on the MSN service portal. Isler is rather skeptical when it comes to paid content: in Switzerland, there are currently still too few offerings with a USP and relevant content for which money can be charged. "The current online news offering in Switzerland is still pretty standardized." Isler also does not yet see any major opportunities to charge money in the broadband sector due to the current transmission quality.
More potential with
Targeted online advertising
Instead, he sees great potential in the currently disappointing online advertising sector, "not necessarily in classic banner advertising, but with genuine online marketing campaigns that are developed in close cooperation with advertising partners."
Reto Hartinger, Head of Marketing at Search.ch, also believes that the possibilities of online advertising are far from exhausted: "You just have to get it right. It's mainly people looking for new forms of advertising on the Internet who haven't understood the old ones. Banners without a message have no effect. Banners need to be used for more targeted communication, then they work extremely well."
Particularly in the area of targeting - via e-mail, banners or other forms of advertising - Internet companies could recommend themselves to advertising customers even more than before. The introduction of new and larger advertising formats may also attract more attention to online advertising, at least in the short term. Jim Sterne, an online marketer from the very beginning, believes that online advertising simply needs time to find the right place in the marketing mix. "The light has not burned out, but will continue to shine in the future."

Muse & MusseAndreas Hornung
What was the last cultural event you attended?
Andreas Hornung: The Robert Capa exhibition in Lausanne. Because I was able to make a detour to the Musée de l'Art Brut.
What are you reading right now?
Hornung: "Recognizing dangerous marine animals". Looking forward to a diving vacation.
Which CD do you currently prefer to listen to?
Hornung: Everlast, "Eat at Whitey's".
Which movie would you most like to see again?
Hornung: "Magnolia". Because the role of macho seminar leader Frank T. J. Mackey is so perfectly cast with puke Tom Cruise.
What TV show did you fall asleep during the other night?
Hornung: Thanks to my sophisticated zapping technique, I never fall asleep in front of the TV.
What is your latest discovery on the Internet?
Hornung: www.perlentaucher.de - the most important feuilletons in a nutshell. Ideal for the lazy person with cultural aspirations.
What could you never do without?
Hornung: On the blue eyes of D.
What do you do in a free minute?
Hornung: Free.
Love is ...?
Hornung: ... a powerful invention.

According to the latest Wemf figures, Weltwoche's circulation has fallen from 92,337 to 84,206 copies; this corresponds to a loss of over 8,000 copies within a year, but this latest drop is "only" the second lowest in the history of the weekly newspaper; in 1996, circulation fell by almost 10,000 copies. Publishing director Uli Rubner explains the dip with the higher positioning of the title, which was not initially taken into account in reader marketing. "On the one hand, we aimed the editorial content at an elite audience, but on the other hand, we were still targeting the same broad audience in our marketing as before the upgrade," says Rubner. This had a negative impact on the durability of the newly acquired readers. Last year saw a departure from the previous mass marketing strategy. Despite the huge dip, Weltwoche intends to stick to its advertising rates. Rubner: "The advertising rates are not based on circulation, but on the current reach, and we won't know that until the fall." (dse)

A working group bundled possible media strategies for the futureIf Swiss media want to meet the rapidly changing needs of media users and advertising clients, they must overcome their inertia, form alliances and invest a lot of money in the training and further education of their employees. This is the recommendation of a 26-member think tank working group made up of representatives from leading Swiss media companies, advertising clients, advertisers, technology and media law experts and media consumers.
workshop of the Management Center St. Gallen (MZSG) with "Future strategies for the Swiss media" (see WW 40/00). Multi-channel publishing (MCP, i.e. the networking of print, Internet, TV/radio, SMS and posters) was highlighted as the media model of the future. This would enable consumers to access the news mix they want at any time of day via their preferred medium, even across different titles.
Advertisers want sales organizations that are tailored to MCP and online tools for one-to-one marketing.
New ways of financing their projects are also being recommended to media companies. The reason for this is the increasing spread of free content and the advance of competitors from outside the industry. For this reason, more lateral entrants from outside the industry should be integrated into management and benchmarking studies should be carried out with companies from other sectors.
What is striking about the results of the workshop is that nothing is new, everything has already been recommended or tried before. This was also stated several times during the presentation of the final report. What is interesting, however, is that the recommended strategies for the future do not appear to be separated according to media genre, but were partially refined in the workshop process and adapted to other media. Markus Knöpfli

In addition, the publishing division of Neue Zürcher Zeitung AG is expanding its team: Christoph Bauer will take over as head of marketing at the Falkenstrasse office on a date yet to be announced. Bauer was previously a member of the executive board at BertelsmannSpringer (Switzerland) AG.
Tamedia AG has appointed Peter Hartmeier as Head of Corporate Communications. The former managing director of the Swiss Press Association will assume the newly created position this summer.
Liliane Lerch is expanding her agency in the U.S. The new branch in New York will be headed by Rainer Kunst, formerly managing director at Weber Hodel Schmid in Berlin.
Peter Krebs, who works as a consultant at Sulzer Sutter, has been appointed to the executive board and will serve as Client Service Director, responsible for client consulting. Roland Sutter is the agency’s new Managing Director and Strategic Planner. Francis Sulzer remains Creative Director.
Jean-Philippe Ceppi is stepping down immediately as editor-in-chief of Ringier's Sunday newspaper, dimanche.ch. According to Ringier, his departure is by mutual agreement. Jacques Pilet will take over as interim editor-in-chief of dimanche.ch.
With the departure of David Hanselmann and Isabelle Linsi, Guye & Partner is losing two associate directors. Hanselmann is moving to JvM/Limmat, while Linsi will be starting her own practice.
Cumi Karagülle has been serving as Head of Sales Support and International Sales at the online marketing company Adlink (Switzerland) since April. Previously, Karagülle worked as a media planner for Optimedia.

The new rules of the Swiss Commission for Fair TradingBy Andreas PanzeriThe Swiss Advertising Commission for Fair Trading has issued guidelines for tests. The main aim is to improve the transparency and comparability of product tests.
The new guidelines are the result of a "unique collaboration between the industry, consumer associations and advertisers", explained Doris Leuthard at the press conference in Zurich (see also page 5). The new President of the Commission on Fair Trading held out the prospect that her working group would be making even greater contact with the public. She is pleased that Piero Schäfer will be taking over this educational work in future.
The German Stiftung Warentest foundation was also involved in the broad-based consultation process for the test guidelines.
The need for new guidelines arose as a result of the development that, for some years now, the very costly testing activities have increasingly been taken over by commercial and profit-oriented publishing companies. As a result, non-profit organizations bound by international and national guidelines, such as the Consumer Forum, have been increasingly squeezed out of the market.
The Fairness Commission's test guidelines now also provide guidance for such commercial test providers. They also facilitate the work of the Commission for Fair Trading when dealing with any complaints. The guidelines and other principles on fairness in commercial communication are contained in new brochures that can be obtained from the Swiss Commission for Fair Trading via the homepage www.lauter keit.ch and by calling 01
211 79 22 are available.
Tests abroad are
gladly doubted
In summary, it can be stated that advertising with tests is not permitted if the results have not been expressly released for this purpose. The source of the tests must be named. Furthermore, a clear distinction must be made between editorial test reporting and advertising.
The tester must arrive at his results without being influenced by third parties. In particular, he must not allow himself to be influenced by the assurance of the purchase of large quantities of test publications or the placement of advertisements.
The rule that the publication of the test institute is voluntary proved to be a controversial point in the consultation process. Many institutes in Switzerland make a living from research work for companies whose products they might now have to present in a negative light.
Due to this possible bias, publications such as Saldo or K-Tipp occasionally go abroad for their tests. On the other hand, such results from foreign laboratories are not unwelcome in Switzerland. The Commission therefore declared itself "open to further ideas and suggestions".
Corrigendum

The monthly magazine NZZ Folio is at the top of the top leaders and not behind the SonntagsZeitung. On page 25 of WerbeWoche number 12 of March 29, a commentary on the MA Leader 2001 stated that the SonntagsZeitung was the most widely read title among the leaders with 77,000 readers. This is probably true for the leaders. Among the top leaders, however, according to the current
the NZZ Folio according to the Wemf study. The magazine reaches 44,000 top leaders. The SonntagsZeitung, however, has 1000 top leaders less, namely 43,000.

Last week was a big party at Miller's Studio in the Mühle Tiefenbrunnen. Once again, it was the anniversary of the introduction of the Swiss advertising window on the feature film and series channel Kabel 1.By Beat Fritsch And since this window still exists, it can be assumed that Dominik Schrag and his customer consultant colleagues at IP Multimedia (IPM) have done their job right.
Understandably, they also celebrated themselves a bit in a presentation, presented charts and patted each other on the back with the achieved ranges. Unfortunately, the space in Miller's Studio is always a bit tight, so that some guests felt slightly cramped at the aperitif and soon made their way home. But that was not a tragedy, because the atmosphere quickly turned into a pleasant family atmosphere. By the way, IP Multimedia's motto is "Let's party" again in May. The company has moved from the beautiful Seefeld to the even more beautiful lakeside in Küsnacht, and the big inauguration party will take place on the 10th day of the merry month of May.
Barbara Egloff, who was responsible for the event on behalf of IPM, had a long evening. Of course, she had to stay on the bridge, or rather at the bar, until the very end. Tarkan Özküp, the competitor RMB Switzerland (Cinecom), also visited the event. But since both Sat 1, the station marketed by RMB, and Kabel 1 (IPM) belong to ProSiebenSat-1-Media, owned by daddy Leo Kirch, they are one big family anyway, Özküp said.
Michi Frank's commitment as the new head of IPM is already bearing fruit. To mark his debut, he is organizing a small indoor soccer tournament for customers and friends of the company tomorrow in the Saalsporthalle. Just in case anyone doesn't have any plans yet: Fans are very welcome.
Bettina Moehr from HandelsZeitung also seemed to be pretty much on top of things. She was in the middle of preparations for the advertising trend study presentation, for which over 600 people had registered. But Ms. Moehr is not so easily ruffled. Vesna Despot from Stocks, who was able to point out the first readership study of the investor magazine, and Christian Gartmann, who recently launched a new portal with SevenOne Media under sport.ch, also took the opportunity for a bit of PR on their own behalf.
Of course, there were plenty of gadgets from the Kabel 1 merchandising range to say goodbye. There were even a few useful ones, such as a decorative Kabel 1 film reel box or the cute piggy bank from "Was bin ich?
The guys from Facts presented something completely new. Editor-in-chief Hannes Britschgi, head of marketing Christoph Marty - or rather publishing director now that his title finally corresponds to his job - and head of advertising Kilian Gasser invited to a bingo evening with comedian Beat Schlatter. Anyone who missed the spectacle at the Zürcher Brockenhaus had only themselves to blame. The event was a great success, and the bingo evening probably earned itself cult status even after it was held for the first time. The visitors eagerly discussed whether this event should be held every three months, every six months or every year.
The big fun already started with the prizes. Here is a small selection of the coveted gems: a bow tie by Hans Heinrich Coninx with a certificate of authenticity, 50 milligrams of Viagra to be swallowed immediately, a designer porn video (interestingly enough, it went to Ueli Gertsch, who used to sell penthouse ads), a supporting role in the Swiss soap "Lüthi & Blanc", a bag of the finest Bucheli weed (because Bucheli, as a weatherman, knows best where the most suitable climate for Swiss hemp crops is), a Facts journalist pass for the next match of the soccer team, a meal in the Facts canteen (for women with Hannes Britschgi, for men with the dominatrix present), a video of Markus Imboden's film "Die Komiker" (Schlatter included), a combined annual subscription to Weltwoche and Cash (this, according to Schlatter, was a slow seller that no one had wanted to win for several bingo evenings), a perky blonde who, however, you had to marry right away, and as the main prize, a city flight of your choice.
In bingo, anyone who gets a full row of numbers on their playing field has to shout "bingo" out loud. At least in normal cases. Not so with the Facts game. The victory cry for this evening in particular was: "Dä Britschgi isch de Neui! Whoever falsely announced a win, if he was a man, was taken on a leash by a dominatrix and presented to the other players in the passing gait. To the chagrin of all the spectators, however, this was only the case once. The mishap happened to Raoul Stöhlker, the son of a famous PR entrepreneur, who, in case of an announcement, also threatened legal consequences. What
in turn leaves us, as holders of a legal protection insurance policy, completely cold.
Much more often women gave false winning signals anyway. As a punishment for this, the entire auditorium had to listen to a little story from Guggi, recognized Swiss master in telling the worst jokes ever.
Corrigendum

In the shortlist of the last WerbeWoche (12/01), we mistakenly attributed an employment relationship with 20 Minuten to Jörg Kuhn. Kuhn works for the commuter newspaper Metropol, and that is not expected to change anytime soon, according to reports. We apologize for the misinformation.
Beat Fritsch

among movie stars, which had to serve as decoration for the birthday of the Kabel 1 advertising window in Miller's Studio. In the middle of the week, there was an invitation to an aperitif and a CD christening by ZürichExpress, before the Facts Bingo event with Beat Schlatter. The game evening turned out to be a lot of fun.
Those who are otherwise to be found in the communications industry at aperitifs or games will be located at a wide variety of events on the scene. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys ([email protected]). Event tips as well as further shortlist pictures are available online at www.werbewoche.ch.

Thanks to the booming advertising market, revenues increased for almost all mediaBy Daniel SchifferleRecords rained down on the Ringier media house last year: At CHF 1,018.8 million, sales exceeded the billion mark for the first time. The profit of 50.4 million francs was also higher than ever before.
Ringier's excellent performance last year is also reflected in its cash flow, which at CHF 119.3 million or 11.7 percent of sales was the best in the company's history. Switzerland accounted for CHF 629 million of total sales, an increase of 5.4 percent. This positive development is primarily due to the good economic situation, which has resulted in a sharp increase in advertising sales for both newspapers and magazines.
In the advertising market, newspapers grew by more than twelve percent to CHF 132.4 million, mainly thanks to the Blick titles. Despite the excellent result in the advertising market, the overall result in the Newspapers division was slightly down on the previous year.
On the one hand, this is due to the sale of the Good News concert agency and the resulting loss of revenue. On the other hand, sales revenues were also lost under the pressure of the new commuter newspapers operating in the market. They fell by CHF 2.2 million to CHF 119.2 million, with Blick suffering the most with a circulation loss of 1.5 percent.
Magazines also performed excellently, however, increasing their advertising revenue by almost 13% to CHF 102.1 million. The TV program guide Tele and, above all, Schweizer Illustrierte, which intends to make itself even fitter for the future with a redesign and content adjustments, did particularly well. By contrast, Betty Bossi's result was unsatisfactory, falling by 5.1 percent. Customer printing in Switzerland also performed 1.2 percent worse than in the previous year due to capacity reductions.
Ringier is not thinking about a new Sunday newspaper
The international business made strong progress. The Publishing Europe division grew by 19.4 percent to CHF 139.7 million, while Ringier Asia increased its turnover by a whopping 87.7 percent to CHF 45.6 million.
The Television division also improved significantly, with sales climbing 42.1% to CHF 24.3 million. However, the 50 percent stake in the private channel Sat 1 (Switzerland) was the main contributor to this growth. According to Michael Ringier, only the football show "täglich ran", which is only developing very slowly in the viewer market, is causing some concern. He intends to decide on the future of the show in May.
The general economic climate has deteriorated significantly for the current year. "The frontline economic data is not particularly encouraging at the moment, and advertising volumes have not been outstanding in the first few months either," said Martin Werfeli, Ringier CFO, dampening the outlook for the current year.
Nevertheless, Ringier has a lot going on this year. The Group CEO announced expansion plans with cash. Fibo Deutsch will be able to move into a new building in Leutschenbach for its television division in the fall. In addition, a decision on the purchase of the Winterthur printing plant is to be made in the next few weeks. However, it is already clear that Ringier will not be launching a second Sonntagsblatt. Michael Ringier: "We are thinking about many things, but certainly not about a new Sunday newspaper."
Ringier AG in figures

in mil. sFr. 2000 1999 +/- %
Total sales 1018.8 947.0 + 7.6
Newspapers 263.1 266.7 - 1.3
Magazines 231.4 217.4 + 6.4
Customer pressure Switzerland 208.5 211.1 - 1.2
Television 24.3 17.1 + 42.1
Betty Bossi 62.9 66.3 - 5.1
New media 5.3 4.7 + 12.8
Verlag Europa 139.7 117.0 + 19.4
Ringier Asia 45.6 24.3 + 87.7
Miscellaneous 38.0 22.4 + 69.6
Cash flow 119.3 102.8 + 16.1
Profit for the year after taxes 50.4 40.4 + 24.8
Investments 157.0 74.6 + 110.5
Employees 4928 4477

Following the departure of Creative Director Frank Bodin, who has moved to Euro RSCG, Pierre André Bonjour, the long-standing Managing Director of McCann-Erickson, Geneva, is now also leaving the agency, to be replaced by a management team made up of four responsible employees who will take over the helm of the international agency: The new Managing Director will be Curdin Janett. The 31-year-old from Graubünden came from Wirz, Zurich, to McCann-Erickson, Geneva, where he became Bonjour's deputy. His deputy will be Stéphanie Rupp. Before the 32-year-old Frenchwoman joined the Geneva agency as unit head of French-speaking clients, she worked at McCann-Erickson, Frankfurt. The third member of the team is John Myers. He was brought in two years ago from Ogilvy & Mather in New York. The 34-year-old is to further develop the international business. The new Executive CD will be Timo Kirez. The 32-year-old native Turk, who has held the position of CD Text in Geneva for two years, moved to Geneva from JvM, Hamburg.
According to the management committee, the aim is not only to build on the success of the last four years, but to expand on it. (ew)