Swiss Post's Internet portal is feeling the dotcom crisis. In an interview with the Tages-Anzeiger, Swiss Post CEO Ulrich Gygi explained that the warning signs from the online business had not been overlooked.NewsYellowworld must make savings
"In the past, people thought a portal would finance itself, but today we know this is an illusion." Now, he said, a more cost-effective solution must be found. Where savings are to be made, he did not say.
Diax Webfactory to be closedThe Webfactory of telecom provider Diax will not be taken over by Pixelpark after all. In an interview with the NZZ, Pixelpark Chairman Rolf Brugger justified the withdrawal from the deal announced in mid-January with a "fundamental error". In particular, the skills of the employees as well as the status of customer projects had not met expectations. Now the Webfactory will be dissolved, since the merged Sunrise/Diax no longer provides for web publishing.
NLZ acquires stake in Swissclick The Neue Luzerner Zeitung has joined the shareholder base of the operator of the online advertising platforms Swissclick. Swissclick announced that the shareholding was completed with a capital increase. Previously, Swissclick was owned in equal parts by Edipresse, Publicitas, Basler Medien Gruppe and Neue Zürcher Zeitung.

Simone Quast has switched back to the agency side after two years as a freelancer / Simone Quast has been Head of Creation at Lang Gysi Knoll since the beginning of March. However, she had already made contact with the Bern-based communications agency as a freelancer. After two years of self-employment, the concept developer and copywriter needed a platform again where she could discuss her ideas within the group.
It was already clear to her as a schoolgirl that she wanted to do something to do with language. If she had listened to her inner voice, she would probably have become a translator, says Quast, who speaks five languages. But she wanted to write herself, not epic texts, but in the concise form that advertising demands.
Simone Quast was repotted at primary school age. This is how she describes the move from Vevey to St.Gallen. The city did nothing to encourage her secret desire to get into advertising. That's probably why her path into the advertising industry took a detour. Simone Quast traveled from St.Gallen to Zurich on the first train after graduating from high school, so to speak, and majored in Japanese at university.
Three years later, she dropped her studies to work in a Japanese bank. During a two-month stay in Japan, the idea of a job in advertising, which had been at the back of her mind for some time, came back.
Simone Quast experienced her first major challenge when she joined the Zurich agency Impuls as a copywriter for a campaign. "I had to overcome my inadequacy and lack of experience very quickly there," she says looking back today. After all, Quast was then significantly involved in the development of the Coop Naturaplan print campaign and TV commercials at the same agency for over four years. These many years of brand management have shaped her work.
Another experience was the step into self-employment to take care of her clients' websites. In an effort to bring a certain text culture to the Internet portals, she turned her back on traditional advertising to a certain extent. In the process, Simone Quast has internalized the consumer's point of view and regained a critical distance from advertising.
She would also like to bring this detachment to her team at Lang Gysi Knoll and, together with her people, gain a few more horsepower when developing strategies in the future. Quast describes herself as a rather uncomfortable and hurried person, but finds the proverbial Bernese coziness soothing.
She currently still commutes between Zurich and Bern. At the weekends, she refuels, or sometimes Quast gets creative in front of the stove by cooking with her husband, often for hours on end. Anita Vaucher

Lesch + Frei translates the Zurich Zoo's self-image into new advertisingThe Zurich Zoo continues to take species-appropriate animal husbandry seriously: on March 13, 2001, the virtual ground-breaking ceremony for the construction of a 10,000 square meter tropical forest facility took place in the zoo restaurant Siesta: the Masoala Hall. The facility, named after the Madagascan peninsula of Masoala, will recreate the lowland rainforest that prevails there, which is home to one of the most species-rich flora and fauna on earth.The ecosystem hall, which is around 100 meters long and up to 30 meters high, is set to cost 46 million Swiss francs and will be the new home of exotic animal species such as lemurs, makis, geckos, chameleons and various bird species from the end of June 2003. The gigantic biotope will then be Zurich's largest building. With the Madagascar Hall, Zurich Zoo, which runs a tree nursery in Madagascar, wants to encourage people to save the rainforests.
The zoo takes its great responsibility for animals seriously
As with the bear enclosure and participation in breeding and reintroduction programs, this ambitious large-scale project also follows the guiding principle "We care today for the lives of animals in the world of tomorrow." The same idea is now also being isolated in a new presentation by the agency Lesch + Frei, Zurich, which has been providing the zoo with advertising support since 1993. "Zurich Zoo has taken such a big step that it became necessary to adapt the communication to this development," says Creative Director Thomas Lüber.
The Zoo 2020 plan envisages a 200 percent expansion of the facility. More and more animals will be kept in species-appropriate conditions instead of being locked in cages that are far too small and put on display.
While the previous advertising promoted Zurich Zoo as a destination for excursions and recreation, the new campaign presents it as a place where visitors can learn a lot about the behavior of various animals because they can now observe them in their natural environment, so to speak.
The poster motifs are sealed by the claim: "Those who know animals will protect animals."
Ernst Weber

(4th quarter 2000)Affinity of advertisements among supporters in the "Christian camp "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., all four target groups in total, performed best in the 4th quarter of 2000 are shown under the heading "Top three".

The MA Leader 2001 shows print reach and various media uses of the LeaderBy Markus KnöpfliLike the Mach Basic 2000, the MA Leader 2001 is no longer comparable with its predecessor study due to the survey method based on readers per issue (LpA). No trends can therefore be derived. Nevertheless, the study is informative, for example with regard to the Sunday newspaper market.
For the first time, the MA Leader 2001 also uses the tougher LpA range determined according to the European standard. For the MA Leader, the AG für Werbemedienforschung (Wemf) had a total of 2992 interviews conducted between September 7 and December 13, 2000.
The title that is read by far the most is the Sonntagszeitung (SoZ) from Tamedia, with 77,000 readers among the leaders and 43,000 readers among the top leaders. The Tages-Anzeiger, a product from the same media group, is also the leader among the daily newspapers (55,000), closely followed by the NZZ, which has 54,000 readers. Among the top leaders, on the other hand, the NZZ is at the top with 36,000 readers, while the Tagi still reaches 30,000 readers in this target group.
In Bern, the Bund and Berner Zeitung (BZ) are very close to each other, but the BZ is ahead in terms of leaders: it has 21,000 leaders, the Bund has 18,000, while both have 10,000 top leaders. At first glance, this is a weak result for the Bund - the "Berner NZZ". However, if you consider that it achieved this result with a circulation that was more than 50 percent smaller, the Bund is not in a bad position.
Among the weekly newspapers, Cash, which is published by the Ringier Group, is read the most by executives (59,000 leaders), followed by Weltwoche (43,000), HandelsZeitung (41,000) and Finanz und Wirtschaft (30,000). Among the top leaders, Weltwoche has to swap places with HandelsZeitung.
A comparison with the magazines shows that Cash is in a better position than Facts and comes close to the NZZ, while Facts achieves the same figures as the Tages-Anzeiger.
The magazine remains
Circulation far behind
Because the Sunday market could be more competitive in future, it is worth comparing SonntagsBlick (SoBli), SoZ and Weltwoche: SoZ is unchallenged with a lead of 44,000 readers over Weltwoche, but the latter and SoBli are separated by just 1,000 readers. Among the top leaders, however, Weltwoche is able to distance itself from SoBli by 5000 readers. In this context, Das Magazin also gives food for thought: even though it reaches the leaders with the same circulation as the Tagi, it still attracts less interest from them.
In French-speaking Switzerland, the top position of Le Matin (dimanche) stands out - 29,000 leaders. With a leader reach of 58 percent, it also achieves a value that no other title in German-speaking Switzerland even comes close to.
Leaders consider advertising in newspapers to be very credible
In addition to reach and contact quality, the MA Leader also provides information on the use of the Internet and other media by the target group surveyed. For example, 89% of leaders use the Internet for e-mails,
79 percent use search engines. 74 percent consult timetables, 65 percent call up daily news and 57 percent surf for entertainment.
Leaders obtain 53 percent of their information first from newspapers, but only 19 percent via television and 12 percent via the Internet or WAP. They find advertising most credible in newspapers (35%) and most appealing on TV (39%). Advertising on TV is also perceived as the most annoying (64%).
by definition: Leader and top leader

To be considered by Wemf, leaders must be at least 20 years old, live in German-speaking or French-speaking Switzerland and be employed at least 50 percent of the time. They must be self-employed and run a business with four or more employees, have a higher education if they are self-employed and have a managerial role with decision-making powers if they are employed. The personal annual income of a leader is CHF 90000 or more. The basic population of leaders comprises 215,000 leaders, 165,000 in German-speaking Switzerland and 50,000 in French-speaking Switzerland.
As freelancers, top leaders are also
Employer of at least one employee, as an employee you are responsible for at least one employee. Their annual income is CHF 120000 plus. The top leaders include 106,000 people, 84,000 in German-speaking Switzerland and 22,000 in French-speaking Switzerland.
It is also interesting to see who is not there

Brückenbauer and CoopZeitung, the two largest Swiss titles, were not included in the MA Leader. What is understandable here is more surprising in the case of the largest daily newspaper, Blick. After all, leaders are often also (Cervelat) celebrities and appear frequently in Blick.
The Aargauer Zeitung and Neue Mittelland Zeitung, which are currently never tired of emphasizing how economically relevant their region is, are also not on the list.
You will also search in vain for the commuter newspapers 20 Minuten and Metropol. What is far more surprising, however, is that all women's magazines are conspicuous by their absence, even those that are supposed to appeal to aspiring, well-educated and high-earning women. TV guides have also missed an opportunity, as according to MA Leader, 38 percent of leaders seek relaxation first on television. Finally, the TCS magazine Touring and all car magazines are conspicuous by their absence. As if leaders only walked.
In contrast to the last MA Leader, however, newspapers and magazines from French-speaking Switzerland are once again taking part. Their decision to stay away at the time was obviously not too palatable.
Leader - Top Leader

The reach of the print media
Leader Top leader
LpA Projection LpA %1 LpA Projection LpA %2
German-language newspapers
Basler Zeitung 16 000 9.7 8 000 9.9
Berner Zeitung GES 21 000 12.7 10 000 11.8
Federal government 18,000 11.0 10,000 11.7
Cash 59,000 35.8 32,000 38.3
Die Südostschweiz GES 14 000 8.5 7 000 7.7
Finance and business 30,000 18.2 19,000 22.8
HandelsZeitung 41,000 24.8 26,000 31.0
Neue Luzerner Zeitung GES 18 000 10.7 8 000 9.6
Neue Zürcher Zeitung 54,000 32.6 36,000 42.3
SonntagsBlick 42 000 25.6 19 000 23.1
SonntagsZeitung 77 000 46.4 43 000 50.6
St.Galler Tagblatt GES 14 000 8.5 6 000 7.5
Tages-Anzeiger 55 000 33.2 30 000 36.0
Die Weltwoche 43,000 26.0 24,000 28.1
German-language magazines
Balance sheet 69 000 41.8 42 000 50.0
Facts 56 000 33.8 30 000 35.0
The magazine 44,000 26.9 25,000 29.7
NZZ-Folio 74 000 44.6 44 000 52.5
Der Spiegel 24,000 14.4 12,000 14.2
Vinum 20,000 12.1 11,000 12.7
LpA Projection LpA %3 LpA Projection LpA %4
Newspapers in French-speaking Switzerland
24 hours 14 000 28.9 7 000 30.2
Agefi 6,000 11.7 4,000 19.6
dimanche.ch 13 000 25.7 6 000 27.1
Le Temps 17,000 34.5 10,000 44.7
Le Matin (dimanche) 29 000 58.0 12 000 56.9
Le Matin (lu-sa) 16 000 32.2 7 000 30.6
Tribune de Genève 11 000 21.6 6 000 26.5
Magazines in French-speaking Switzerland
Bilan 23,000 46.7 12,000 53.8
L'Hebdo 22 000 43.7 10 000 46.4
1 = based on 165,000 leaders in German-speaking Switzerland 3 = based on 50,000 leaders in French-speaking Switzerland2 = based on 84,000 top leaders in German-speaking Switzerland 4 = based on 22,000 top leaders in French-speaking Switzerland

Berner Tagblatt Medien considers reactions to the basket from SolothurnBerner Zeitung had come up with four possible strategies to grow in the Solothurn/ Oberaargau region ("Espace Nord"). The "cooperation with the Solothurner Zeitung" option has now been dropped from the agenda due to the Mitteland Zeitung. A Solothurn split edition, on the other hand, is more tangible than ever before.
"Of course, we would have liked to cooperate with the Solothurners, and possibly also with the Olteners and Zofingers, but now the matter has been settled for five years," says Albert P. Stäheli, Chairman of the Berner Tagblatt Medien Group Management (BTM), soberly. However, as the Berner Zeitung does not have to fear any loss of market share as a result of the new project, Stäheli is relaxed despite the basket from Solothurn.
For him, it is clear that Solothurn belongs to the "Espace Mittelland" in terms of commuter flows, but also in terms of mentality, and does not tend towards Aargau. The reactions from Solothurn and Oberaargau also show him this: since the announcement of the Mittelland Zeitung project (WW 11/01), several opinion leaders have contacted him. "They asked: Now you have to do something," says Stäheli.
Even though Stäheli emphasizes that BTM has already done "its homework" (strategic planning) in advance, he is cautious: "It has to work out for us too." After all, BTM has long been on the ground with the free newspaper Solothurner Woche and knows the regional advertising market very well.
In Aarau, Olten, Zofingen and Solothurn, it is assumed that BTM will react, as it has declared its intention to grow in this area. But how? Stäheli is tight-lipped. He talks about four strategy options for BZ in "Espace Nord", as the area around Olten is known in BTM jargon. One is called cooperation and is now obsolete. And the other three would be "feasible at any time".
Is the Solothurn BZ split edition coming?
In response to an inquiry, he confirms that another variant envisages the launch of a BZ split edition for Solothurn. So far, this has not been implemented in order not to scare off the Solothurner Zeitung (SZ). However, even without knowing the two other variants, this one is probably the most likely.
One thing is certain: The BZ strategy options do not explicitly include what Stäheli told the BZ in response: the current editorial expansion of existing split editions, including those in the north (Langenthal). "We're working on that anyway," says Stäheli.
Why did SZ turn down BZ? SZ publishing director Christian Müller: "It wouldn't have paid off for us." If the SZ circulation was added to that of the BZ, the price would have to be increased by half in percentage terms. Even if the SZ received this share, "we would have less than today", says Müller. In Solothurn, he also disliked the way in which BTM was taking on its partners in the Oberland region, for example. In addition, BTM had clearly told SZ that it would not become independent and would not enter into a reversible contract.
Bund: Open for everything

No comment was available from the NZZ, which had also asked for the hand of the Solothurner Zeitung (SZ). However, J. Pepe Wiss (photo), publishing director of the Bund, which belongs to the NZZ Group, said that the cooperation between the Neue Mittelland Zeitung and the Aargauer Zeitung had been foreseeable. "In our opinion, the new circumstances do not rule out future cooperation or a merger or collaboration in any form between Mittelland Zeitung or its individual partners and the Bund," added Wiss. The Federation is open to a continuation of the editorial cooperation with the SZ head papers Langenthaler Tagblatt and Berner Rundschau. SZ publishing director Müller does not rule this out either.

(4th quarter 2000)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
The best results for the entire sample, i.e. for all four target groups as a whole, in the 4th quarter of 2000 are shown under the heading "".

The commuter newspaper Metropol is now published on Wednesdays with an IT job market.NewsMetropol launches IT job market
The next step will be to supplement the IT job market with further training opportunities. Managing Director Urs Zeier explained that Metropol is already successfully positioned in the IT environment with its daily computer site.
new formats on TV 3Almost simultaneously with the end of "Fohrler live", the
TV 3 has announced four new in-house productions that will be broadcast from April. Dani Fohrler will be back in the talk and game show "Klassenfest". In it, two celebrities meet up with their school classes. However, the talk show is not produced by the "Fohrler-
live" producer Xproductions, but by Lava TV. The dating voyeur show "Hot Flirt" with Reto Peritz also comes from Lava. In "Wohnduell" with Corinne Waldmeier, two couples redesign each other's homes. Another new show is "Libero", hosted by René Rindlisbacher, who "uses hidden telephones and eavesdropping to deceive the unsuspecting".
Huber's comeback on regional TVThe legendary newsreader Léon Huber is making a comeback. He will present trends in news form in the new trend magazine "Klopfer". "Klopfer" is a joint project of the TeleCombi partners Tele M1, Tele Basel, Tele Tell, Tele Ostschweiz, Tele Südostschweiz, Tele Top, Schaffhauser Fernsehen and Tele Bärn.

At the end of the year, the cable station Radio 105 could find itself without a marketer because the three-year guarantee contract with Cinecom expires at the end of the year and will probably not be renewed.
And because hardly any other marketer wants to fill the gap.
"In the medium term, we want to withdraw from the radio sector," announced Cinecom CEO Matthias Luchsinger recently. He did not explicitly say whether this would affect the marketing contract with Radio 105. However, there are many indications that this is the case, not least the strategy of cinema and TV marketer RMB, of which Cinecom recently became a subsidiary. Jean-Claude Bruhin, responsible for marketing at Cinecom, puts this into perspective: There are currently discussions at RMB about the radio strategy in general and 105 in particular. In principle, the station fits well into the Cinecom portfolio.
105 boss Giuseppe Scaglione is considering knocking on the door of Cover Media or Spot Promotion if necessary. Hans-Ueli Zürcher and Hansruedi Kölliker wave it off. According to Felix Kilchsperger, Radiotele, which had helped 105 to set up and was then left behind by Scaglione, does not want to do more than mediate for 105. That leaves IP Multimedia. They haven't even considered this question yet, says Mehmet Inan, Sales Manager Radio Z and Eviva (mk).

What are the consequences of Swissair's economic crash landing for the advertising agency? and anyway: Martin Spillmann
Martin Spillmann: It is possible that we will move away from the previous expansive strategy in favor of a new orientation that is more in line with "small is beautiful". However, it is not up to us to define the new strategy.
Is Swissair losing its reputation as well as its money?
Spillmann: What is said about Swissair in Switzerland is far from the view that people abroad have of the company.
you have. In all Airtax studies and similar investigations
Swissair is still one of the top airlines in terms of quality
worldwide. We make them much worse in our own country than they are in the
abroad. Will there also be irreparable damage to Swissair's image?
Spillmann: Swissair is a national monument that enjoys enormous goodwill. This is reflected in the commitment of the many
People for whom Swissair is currently a key issue.
Swissair's image is not irreparable; rather, it is important to repair the damage that has been done.
to repair damage.
Are you already working on a new image campaign?
Spillmann: We are working on a new campaign, but it would hardly make sense to design an image campaign before a strategy has been defined.
What contribution can advertising make to prevent the
negligence of the management transferred to the product?
Spillmann: Advertising cannot correct the product. The truth always comes to light on an airplane.
Interview: Ernst Weber

In addition, the Board of Directors of the Neue Zürcher Zeitung (NZZ) has appointed Martin Breitenstein as editor-in-chief of NZZ Online. Since October, Breitenstein had been sharing the role with Martin Hitz, who had led the development of NZZ Online since its launch in 1997.
Theodor Eckert will become the new editor-in-chief of the Solothurner Zeitung. The former news director and deputy editor-in-chief will succeed Andreas Netzle. Netzle will take over as editor-in-chief of the Thurgauer Zeitung. At the same time, Urs Lüthi was appointed the new publishing director of the newspaper and the Anzeiger at the
Vogt-Schild has been appointed publisher of Habegger Medien AG.
The free newspaper Lausanne-Cités is getting a new director. Effective April 2, Jean-Marc Velleman will hand over the position to Pascal Fleury. After six years with the company, Velleman was appointed by the board of directors as general manager of Lausanne-Cités and its sister publication, Genève Home Informations (GHI).
The Swiss Sponsorship Association (Saspo) has expanded its board of directors to include Jean-Baptiste Felten of Felten & Compagnie AG, Adrian Steinmann of Active Trading GmbH, and Christoph Schmocker of Terres des hommes.
Daniel Kaiser, former managing director of Tele M1, will take over as CEO of Wigra Media AG effective June 1.
Effective April 1, Yves Seydoux will become the Public Affairs Representative for the Concordat of Swiss Health Insurers. Previously, he served as Head of Communications and Information at Vaudoise Insurance.

For many years, the experienced direct marketers Tobie Witzig, Jacqueline Berger and Guido Rota were friends.When the trio was looking for a new challenge, the dream of their own company took concrete shape: On February 22, they founded direktmarketing.ch. "We decided to develop a web-enabled database solution in the field of direct marketing and customer relation management," Guido Rota explains the concept of the new direct marketing company.
This Internet capability gives customers controlled access to prospect and customer data at any time and from any location. "This makes processes more transparent and efficient," adds Rota. The main focus of direktmarketing.ch's services is also consulting, project management, address management and production. Together with Tobie Witzig, Guido Rota will be responsible for IT, consulting and project management, while Jacqueline Berger will be in charge of advertising material production and lettershop. (ko)