Despite budget constraints, exceptional car advertising is not a luxuryby luca aloisiLast year, gross investment in the car industry fell by 4.6 percent to around 336 million francs (Mediafocus 2000). Nevertheless, the car industry remains the second largest advertiser in Switzerland. However, its advertising has a reputation for being rather simple-minded. This has recently been confirmed by campaigns that are as identical as one another.
A considerable number of entries are submitted to international competitions in the car category. However, the yield is usually meagre. Swiss advertising agencies are not to blame for this, as hardly any campaigns of their own are designed for cars in this country. Swiss creative agencies mainly limit themselves to adapting campaigns created for the global village by lead agencies abroad. Special national campaigns are frowned upon.
Only rarely do exceptional ads, let alone TV commercials, stand out from the crowd. The knitting pattern remains the same: the car comes into play as an important visual element. To create the brand's own identity profile, it is best to add an attitude to life, beautiful landscapes and people as well as a few euphonious phrases such as "Realization of ambitions" (Lexus) or "The power of discretion" (Jaguar). The identification models for buyers are finished.
After the majority of brands had already said goodbye to rational reasons such as value for money or durability a good three years ago, the emotional elements of design and art predominated in the advertising formula for cars.
If you leaf through the supplements to the 71st International Motor Show in Geneva, you realize that car design has become the most important sales vehicle. Stories are hardly told any more. Reduction to the product instead of decorating the label with distracting codes. This seems to be the motto for market launches in particular, as the example of the Mini from the Sulzer Sutter agency demonstrates strikingly and conspicuously, even if it had to adapt to the given corporate design of an international campaign that had not yet been launched.
Co-owner Roland Sutter refuses to generalize: "We always try to use additional elements to create themed advertising for BMW in order to get away from pure sheet metal eroticism." However, he admits that the car as an object of desire will continue to play a major role in the narrow image spaces in the future. In addition, other consumer goods appearances rarely win prizes in creative competitions.
Many are similar in form to the mini ad, as is the appearance for the Alfa 147. In this, as in almost all car campaigns, the Cuore sportivo only seems to beat for the spot realization. Here, a "die-hard" Alfa driver takes on the elemental forces of nature and wins the bet against a hurricane. After passing the test of courage, a whirled-up tractor burrows into the ground next to the spared 147.
Only a few Swiss agencies that serve car customers also tell stories in their advertisements. And the number of agencies that can do this well despite internationally prescribed CDs is even smaller. One of these is Studer & Wohlgemuth, which has been delivering a high proportion of its own creative work for Mercedes-Benz (Switzerland) since 1992.
"We benefit from decentralized communication with a common branding strategy and a CD concept," says Guido Studer. The decentralized communication consistently follows Mercedes' branding strategy, which is based on the three trend themes of lifestyle, multifunctionality and individuality. The Zurich agency also works according to this strategy, whether it adapts, tops, tailors or designs campaigns for the Swiss market itself.
At Lowe Lintas GGK, Zurich, CD Mark Stahel can also live well with the international editions, because "thanks to the large amount of free space, more than half of all VW ads are his own creations". Among other things, he created the Golf motif without a car, but with a retractable metal duck, "because people already know the Golf anyway". Stahel's conclusion: without a stopper and resolution with a good punchline, no original campaign can be created, even in car advertising.

Bakom and advertising clients determine whether there will soon be a free directory assistance serviceBy Markus KnöpfliFrom May at the latest, Pearsoft will launch a directory assistance service. Compared to Swisscom's "Fräulein vom Amt", however, the Pearsoft service will be much cheaper. Perhaps even free, as it is financed by advertising. If Pearsoft finds enough "sponsors".
Hans Schweizer wants to call his grandmother, but he has misplaced the number. Should he call directory enquiries? Oh no, the call is not urgent enough to be worth 1.60 francs. Swisscom collects this amount even if it can't find a number. But wait, there's the new free 1811 option from Pear... Pearcing? - no, Pearsite?...it doesn't matter, the main thing is free. Swiss dials. Then he hears: "Hello, have you got your Ovi yet? No? Then let's go, there's a promotion at the Coop...". Schweizer is flabbergasted. But a friendly voice answers: "Pearsoft free information, would you like some?" "A hot Ovi, please," stammers Schweizer in confusion. Then he remembers: "Uh, no, my grandfather's phone number."
This or similar confusion could arise in two months at the latest. This is when the Internet service provider Pearsoft launches its own directory assistance service. According to Pearsoft owner Daniel Neuweiler, it remains to be seen whether this will actually be preceded by an advertising spot and thus the call will be free or whether it will cost something - even if only around half as much as with Swisscom.
Neuweiler is making the launch of the ad-financed version dependent on whether he can find enough clients to place an ad before the launch. This should be a maximum of ten seconds long, because "callers must not be annoyed too much".
As the caller can be geographically located in many cases by means of call identification, it is also possible to activate regional spots. Neuweiler does not want to comment on rates, but admits that he needs at least 80 centimes per call to cover his costs. The spots are currently being acquired via an advertising agency, which Neuweiler does not yet wish to name.
But who wants to listen to a commercial before getting address information? Basically everyone, Neuweiler is convinced. After all, Swisscom information is expensive, especially for cell phone users, which is why even well-heeled people will sit through a ten-second commercial.
Four-digit service numbers with difficult conditions
"It only drives consumers crazy, because they can't avoid it," says Karin Wietlisbach, advertising coordinator for VW at AMAG. "I can't imagine a product that can be advertised like that." Christina Hertig, Head of Communications at the Bon Appétit Group, also does not believe that "the Swiss, with their large proportion of stop stickers on letterboxes" want to hear advertising voluntarily. "There will certainly be SWA members who will cheer," says Fredy Schwab, Director of the Swiss Advertisers Association.
Be that as it may, like Pearsoft, Xentel and Tele 2 are not entirely averse to an advertising-financed free directory enquiries service. The three are among the 20 or so companies that were allocated a four-digit telephone number for a directory assistance service by the Federal Office of Communications (OFCOM) at the end of January.
However, the conditions for the concession were difficult to fulfill and, above all, were only announced after the fact. For the time being, Swisscom can continue to use the well-known number 111, which allows it to remain in pole position when it comes to directory assistance services.
In addition, anyone who wants to keep the license must record at least five million calls per year - around a tenth of Swisscom's volume. Pearsoft had previously assumed that it would initially have to handle around 6,000 calls per day with 20 people. However, this amounts to just over two million calls per year. This puts Pearsoft and other providers in a tight spot. They have to go over the books again. Swisscom's competitors are therefore examining joint steps against Bakom.

Ringier is merging its two tabloid newspapers Blikk and Mai Nap in Hungary. The new newspaper is called Mai Blikk and will be published on February 19 with an initial circulation of around 250,000 copies.NewsRingier Hungary is turning two newspapers into one.
The two Sunday editions of Blikk and Mai Nap will also be merged. In the fall of 2000, Ringier Hungary acquired the publishing house Magyar Hirlap from Jürg Marquard, which also published Mai Nap.
Radio 105 delivers FM petitionYouth radio station 105 submits a petition to the Federal Council demanding an FM frequency. Until now, the station has only been broadcast via cable. Over 60,000 people have signed the petition, according to Radio 105. The signatures will be handed over to the authorities in Bern on February 21.
Viva-Swizz with sinalco's "S Club 7"
The teen TV series "S Club 7" will be broadcast on the music channel Viva-Swizz from February 21. It is sponsored by the soft drink Sinalco. The pseudo-documentary series about a seven-piece pop band from the UK has been running on Viva in Germany since the beginning of 2000. S Club 7" is about to start its second season on Viva-Swizz. Spice Girls creator Simon Fuller is behind "S Club 7" - according to Viva-Swizz "the most successful teen TV series worldwide last year".
PubliGroupe with sales growth
Publigroupe increased its sales by 17 percent to CHF 2.7 billion in the 2000 financial year. All areas of the group achieved double-digit growth. Advertising sales in Switzerland (Publipresse) increased by 12 percent to 1.98 billion. In the international markets (Publicitas Promotion Network), the Group grew by 21 percent to CHF 510 million. The Publionline division, which consists of the online marketer Real Media and the web service provider Namics, grew by a full 253 percent to CHF 107 million. It thus overtook Publidirect, which grew by 29 percent to CHF 97 million. Publigroupe expects good, albeit weaker growth for the current year. The consolidated profit figures for 2000 will be published on April 5; the Group is expecting a profit of around CHF 130 million.
no interstitial advertising on tv 3TV 3 may no longer interrupt programs lasting less than 90 minutes with advertising. The Federal Supreme Court has ruled in favor of OFCOM and dismissed an appeal by TV 3. OFCOM was of the opinion that one-hour formats such as "Fohrler live" or "Emergency Room" constitute continuous programs, even if TV 3 interrupts them with weather and game shows. The Radio and Television Act only permits interstitial advertising from a broadcast duration of 90 minutes. The Department of the Environment, Transport, Energy and Communications (DETEC) confirmed Bakom's view last June. At the time, TV 3 complained that the Department was interpreting the law, which did not correspond to the reality of the media, excessively strictly. The Federal Supreme Court has yet to give its reasons.
Concession for Aktuell zwo
Eastern Switzerland's private radio station Aktuell can plan a second program. The Federal Council has granted Radio Ostschweiz AG, the operator of Radio Aktuell, a license for a second radio station distributed via cable. The launch of Aktuell zwo - the working title - is planned for the summer.
Metropol in St. Gallen
Since February 19, the commuter newspaper Metropol has also been distributed in St. Gallen using newspaper boxes. The boxes are located at 21 public transport hubs, and further locations are to be added. At the same time, the free newspaper is now also available at 23 kiosks in St. Gallen, Abtwil, Gossau, Flawil, Herisau and Teufen.

Publicis advertises a Mobiliar that distributes 105 million francs Gifts keep customers happy: In its 175th year of existence, Mobiliar is playing up a USP that it claims to be the only major insurance company in Switzerland. It results from the company's legal form: as a company organized as a cooperative, Mobiliar is obliged to give its policyholders a share in its economic success. While a good CHF 350 million was paid back to Mobiliar members between 1939 and 2000, the insurance company is drawing from its surplus fund with a big spoon in its anniversary year: around CHF 105 million is to flow back to the majority of the approximately 1.3 million customers in Switzerland this year in the form of premium reductions. The Zurich agency Publicis has made this enormous sum the subject of an ironic anniversary campaign, which is intended to create goodwill for the company founded in Berne in 1826 and, according to Art Director Uwe Schlupp, to take a small swipe at all large insurance companies that are not organized as cooperatives, where the shareholders alone are the beneficiaries of success. page 10

Stocks from the HandelsZeitung publishing group has survived its first hundred days wellby daniel schifferleA good hundred days after its launch, the investor magazine Stocks is already enjoying the trust of many hardened stock market players. And this despite the never-ending cat's meow on the stock markets. But the dry spell is not over yet: There is still a lot to be done in terms of advertising to make the magazine profitable.
It almost makes you shudder: only negative news from the stock market for months now, the party definitely seems to be over. Not good news for a new investor magazine that has to find an audience under these conditions. You can't seduce an audience with nothing but horror news. This is now also evident in Germany: of the more than half a dozen new financial titles that have been flushed onto the market by the stock market boom in the last two years, the most recent ones are now having a very hard time. Saving and resizing are the order of the day. For example, the weekly title Aktienresearch, published by Axel Springer, the parent company of the HandelsZeitung publishing group, has been hit hard.
However, Stocks, which was first published on November 3, is the first investor magazine ever to be published in Switzerland, and even a slump on the stock market has apparently not spoiled its start. Publisher Ralph Büchi is "extremely satisfied" with how demand has developed in the first three months. "Our goal was to sell 20,000 copies in the first year. Today we have already sold over 25,000 copies." (see box) "We wouldn't have expected this so quickly," says Büchi.
Personally, he is even glad that he did not get caught up in a stock market boom with the launch of Stocks. "There would have been a great risk of creating a bubble," Büchi points out, "and if the hype was over after six months, we would have had to report declining sales figures again."
Even the old hands on the stock market rely on stocks
But who are the more than 25,000 regular subscribers to Stocks? The HandelsZeitung publishing group has commissioned a reader survey from the Zurich-based market research company Publitest, the results of which will be published at the beginning of March and sent to customers and agencies. Büchi already has some of the results today.
And they make you sit up and take notice, as the new stock market magazine has already positioned itself well ahead of the titles read by investors. "In terms of stock market expertise, Stocks ranks directly behind Finanz und Wirtschaft among those surveyed, even ahead of the established traditional business titles."
An indication that Stocks has already found his audience among the old stock market hands. This is also indicated by the statements about the professional position of the audience and its enormous power in the investment market. "Over half of our readers are managers, 44% make a stock market transaction at least once a week," Büchi quotes from the survey results, "and particularly attractive: 21% declare personal investment assets of over half a million francs."
The fact that Stocks is already attracting a great deal of attention from the German-speaking Swiss public was also recently demonstrated elsewhere. The Swiss Press Association recently ran a trial subscription campaign for the titles Stocks, Cash, HandelsZeitung, SonntagsZeitung, Weltwoche, Boom, Bilanz and Facts, with an order card enclosed with each of these papers several times for ticking off the featured titles.
"Of all the trial subscriptions generated, Stocks achieved the highest share," says Büchi happily, "which shows me that Stocks is being followed very closely." Of course, such messages are only initial indications; the acid test will not take place until the middle of the year. Stocks will then reveal its first LpA values in a special survey by Mach Basic, and a provisional certification of conditions has also been announced for the middle of the year. At the latest when such hard figures are available, the advertisements should also be more plentiful.
A larger volume of advertisements is expected
At present, the volume of advertisements in Stocks is not exactly exhilarating. Up to now, there have been 10 to a maximum of 17 pages per issue. With a magazine size of 84 pages, this results in an advertising share of just 10 to 20 percent - clearly still too little to make money.
However, Büchi is convinced that things will pick up after the slump in January and February. "We will already see a significant increase in March," he says, looking at the current booking list. This is particularly pleasing: Banks and financial service providers, Stocks' core target group among advertisers, are already regularly featured in the magazine. And according to Büchi, luxury brands from the watch and automotive sectors, which are traditionally less well represented in January and February, will also return in the spring.
In terms of advertising volume, Büchi is convinced that the target is not that far away. "With a 25 percent share of advertising, we are at the break-even point," he says. A figure that will probably be reached this year. However, the fact that the company will not yet be in the black in 2001 has to do with the high investments that are still being made in building up the reader market. "But we want to break even by 2003 at the latest," says Büchi.
But there is still a lot to do before then. One goal Büchi wants to achieve by the end of the year is to sell 30,000 copies. To achieve this, various campaigns are planned. One of these is the online investment game aktienrally.ch, which has just been launched together with the CS Group. "I expect Stocks to gain 10,000 new readers from this campaign," estimates Büchi. But the new investor magazine is also increasing its presence in other ways: a Zurich streetcar will soon be spreading the Stocks advertising message.
Over 25,000 copies soldCurrently, Stocks already sells over 25,000 copies per issue. According to Stocks publisher Ralph Büchi, around 20000 of these are subscriptions and around 3500 are trading customers of the financial portal Swissquote, with which Stocks entered into a co-marketing agreement at the start. Around 60 percent of the subscriptions are already annual subscriptions, the rest are three-month trial subscriptions. According to Büchi, an average of 500 subscriptions are added every week. Stocks sells around 5,000 copies per issue, a figure that has remained more or less stable since the launch. "When the stock market returns to positive times, however, we will increase our newsstand sales even further," Büchi is convinced.
The print run of the magazine was already increased from the initially announced 55,000 copies to an average of 70,000 at the launch. Of these, between 15,000 and 20,000 are distributed to newsstands in German-speaking and French-speaking Switzerland, with selected sales outlets in Germany also receiving copies. Not quite half of the print run, around 30,000 copies, are reserved for promotions and cross-selling campaigns. Between 5,000 and 10,000 of these are sent out each week as sample issues.

In additionViktor Schlumpf, Head of Public Relations at the Federal Department of Justice and Police (FDJP), is taking early retirement on November 30.
Nicole Huber has been a new partner and co-owner of the Bern-based advertising agency Lang Gysi Knoll since the beginning of February. Huber has been with the agency as a consultant since it was founded in 1994 and has been a member of the management board for two years.
The Basel-based PR agency int/ext Communications is now also represented in Bern. Independent PR consultant Beat von Burg has represented the agency since the beginning of the year. In addition, int/ext has been a Swiss partner of Public Relations Organization International since the end of January.
The Zurich advertising and PR agency Inhalt & Form is strengthening its team for new tasks. Martin Perini, former co-owner of the Zurich advertising production company Quarteco, has joined the team as a new consultant. Eva Niederöst has been hired as creative director.
The Zurich branch of the Swedish B-to-B communications agency Wybo Haas & Tomczak has strengthened its team. Katja Zubler has joined the team as Account Director. Zubler has spent the last five years working in the communications department at ABB.
The internationally active internet agency Die Argonauten, headquartered in Munich, has appointed a new boss for its Swiss branch: Kai Hannwacker (35) is based in Langnau am Albis but is also responsible for the international offices as Director International Offices. He previously built up the Frankfurt office of Die Argonauten.

Rank Agency/Group Location Gross operating revenue BBE in million francs 2000 1999 1998
1 Young & Rubicam Group Switzerland 1* 50,812 42,295 39,110
Advico Young & Rubicam AG Zurich 31,317 26,630 25,820
Burson-Marsteller Berne 9,870 8,465 6,370
The Media Edge 2* Zurich 1,617
Young & Rubicam BC Genève 8,008 7,200 6,920
2 Publicis Group Switzerland 3* 42,981 37,076 34,206
Publicis Zurich Zurich 33,108 32,097 30,233
Publicis Lausanne Lausanne 4,513 4,979 3,973
X Saatchi & Saatchi Nyon 5,360 5,055 4,270
Optimedia Schweiz AG 4* Zurich n.a.
3 McCann-Erickson Group Switzerland 5* 41,274
McCann-Erickson SA/AG Genève/Zurich 39,014 40,223 29,534
Target-Group AG 2* Zurich 2,260
4 Wirz Werbung AG Zurich 24.850 23.100 25.135
5 Lowe Lintas GGK 6* Zurich 20,338 14,300 11,200
6 EURO RSCG SWITZERLAND Group 18,376 17,784 17,342
EURO RSCG SWITZERLAND Zurich/Geneva 14.862 14.314 14.597
Catapult AG Zurich 3,514 3,470 2,745
7 IMPULS@TBWA AG Küsnacht 15,550 14,400 13,100
8 Grey Worldwide AG/SA Zurich/Genève 14,800 11,300 10,100
9 Fisch.Meier.Direkt AG 2* Zurich 14,251
10 FCB Leutenegger Krüll AG 7* Wallisellen 10,546 6,420 6,300
11 Contexta AG Berne 10,350 7,300 6,120
12 Alex Schmid AG 2* Zollikon 10.300
13 Honegger/von Matt Zurich 8,484 6,321 5,278
14 JWT + Hostettler + Fabrikant Zurich 8,341 7,971 6,450
15 Grendene, Ogilvy & Mather AG 8* Zurich 7,586 8,037 10,209
16 FAVO Basel 7,279 5,610 5,460
17 Lang Gysi Knoll Bern 7,150 6,750 5,480
18 Metzger Lehner Briccola AG Zollikon 5,900 6,000 5,800
19 GGK Zurich Zurich 5,400 5,200 5,600
20 Lesch + Frei 9* Zurich 5.061
21 COSMIC Zurich 4,900 4,500 7,100
22 Zogg.Kettiger.Gasser. / Trigon Zurich 4,600 4,880 5,505
23 GUYE & PARTNER Zurich 4,438 3,711 2,716
24 fkp & partner AG Dietikon/Abtwil 4,300 4,250 3,800
25 Erat, Thoma & Herzog Rorschach 4,120 3,543 3,160
26 OMD Switzerland 2* Zollikerberg 4,050
27 cR Seiler DDB Basel 3,860 3,217 2,820
28 John Schmid | TMP Arlesheim 3,400 4,160 5,034
29 Matter & Partner 10* Zurich 3,300 2,960 4,300
30 Sulzer, Sutter AG Zurich 3,362 3,082 3,165
31 Scotti Zurich 3,200 2,595 1,750
32 Bonaparte Zurich 3,100 3,560 3,367
33 Schneider, Berthoud Basel 2.942 3.024 2.871
34 Ottiger & Partner AG 9* Reussbühl 2,650
35 Polyconsult Bern AG / Polyconsult Basel AG Bern/Basel 2,600 3,665 2,927
36 Wyss & Partner AG Zurich 2,308 2,315 2,351
37 x HEADS Corporate Communication AG Zurich 2,230 1,521
38 S&W Werbeagentur BSW Baden-Dättwil 2,200 2,115 1,850
39 x ABC Publi Conseil SA Genève 2,000 1,889 1,531
40 TRIO Agence Conseil en Marketing et Publicité Lausanne 1,980 2,253 2,445
41 Synthèse SA Ecublens 1,400 1,200 1,240
42 Knaus & Knaus AG 9* Volketswil 1,200
43 Korolnik_Horak Werbeagentur AG Zurich 0.646 0.495
44 Cousin Thomas Zurich 0.500 0.570 0.500
x Means that the respective agencies did not have the figures reported for 1999 checked by a neutral auditor
1* Not comparable with previous year, The Media Edge new to the Group
2* No previous year's figure, as BSW member since 2000
3* Not comparable with previous year, Saatchi & Saatchi new in the group
4* Optimedia included in Publicis Zurich
5* Not comparable with previous year, Target Group new to the Group
6* Name change as of 1.1.01, formerly Lowe|GGK AG
7* Name change as of 1.4.00, formerly Bozell Leutenegger Krüll AG
8* Not comparable with previous year, as this time without WBO OgilvyOne (Fr. 3,370)
9* Prior-year figure not published
10* Start Matter & Partner as of 1.1.2000, formerly Benker, Steiner, Matter AG

ServiceSevenOne says how advertising works
Sevenone Media is committed to educating its customers: A reference work on the subject of advertising effectiveness research is now available free of charge from the marketer of Kirch TV stations. The 32-page compendium provides an overview of basic theories and methods in the research field. In addition, application examples provide an insight into practice
of advertising effectiveness research. The brochure can be requested from info @sevenonemedia.de or downloaded as a PDF file from the website (www.sevenonemedia.de).
Publicitas with new advertising lexicon
Publicitas has compiled the most common expressions and definitions of the advertising industry, media and production into a 114-page advertising lexicon. The lexicon in wine guide format is available in German and French at a price of 20 francs plus VAT. Orders should be sent to [email protected] or can be placed directly on the website: www.publicitas. ch
SW brochure on training in new edition
With its brochure "What is Advertising?", Swiss Advertising (SW) introduces young people to commercial communications professions. With success: Launched less than a year ago, the first German edition is already out of print. SW has therefore revised and republished the brochure. The production costs for this unplanned edition were covered by the sponsors. "What is Advertising?" can be ordered at [email protected] or fax 01 211 80 18. Single copies are free of charge, larger quantities are charged one franc each plus postage.

Corinne Stadelmann worked as an AD assistant on Mobiliar's anniversary campaign.Muse & MusseCorinne Stadelmann
Which cultural event did you attend last and why this one in particular?
Corinne Stadelmann: The boardercross in Scuol. The view of the finish slope from the mountain terrace was simply fantastic.
What are you reading right now and why?
Stadelmann: "Dreamcatcher" by Morgan Marlo. Out of sheer curiosity!
Which CD do you currently prefer to listen to?
Stadelmann: DJ Pub Creation.
Which movie would you most like to see again and why?
Stadelmann: "La vida es silbar". What you see is what you get!
What TV show did you fall asleep during the other night?
Stadelmann: I don't know... but "The Simpsons" woke me up again.
What is your latest discovery on the Internet?
Stadelmann: www.mycity.com.br
Love is ...?
Stadelmann: ... love is big!

The new banner format Messaging Plus promises online advertising more attention againBy MaTthias Zehnder and Clemens HörlerAdvertising banners are vying for attention with ever new forms and formats. The Messaging Plus, which can already be seen on American sites, catches the eye primarily because of its size and dominant placement.
Anyone who has visited the American news service CNET or ZDNet in recent weeks must have stumbled across it: huge rich media banners with a whopping 360 by 300 pixels, which do not eke out a marginal existence but are placed in the middle of the text as if they were illustrating it. This distinguishes the Messaging Plus banner from the vertical Skyskraper banner, which takes up a similarly large area but is more clearly separated from the editorial content.
The reasons for the new banner formats are obvious: Many experienced Internet users no longer even pay attention to the top half of the screen, where full and half banners are normally placed. New forms and placements outside this blind zone are intended to bring more attention back to online advertising and help platform operators win the favor of advertisers in the fiercely competitive online market.
However, reactions to the new banner in the U.S. so far have not been entirely positive: users complain that the banners appear too dominant. Many web publishers are afraid of annoying visitors in this way and want to continue to clearly separate advertising and editorial content. The format-related weight apparently does not play a major role in the discussion.
Swiss website operators show openness to new things
The Messaging Plus banner is not yet to be found on Swiss websites, but many website operators are open to the new format. "Such an advertising space could certainly sell well," says André Amsler, Product Manager and Customer Advisor at eBund. "However, such a placement would have to be clarified with the editorial team."
Andi Maerz, Head of E-Content at Ringier, also emphasizes that Ringier is basically open to new forms of advertising, unless they would influence the overallspeed of the site. However, Maerz also points out the need to clearly distinguish between advertising and editorial content.
Martin Radelfinger, CEO of AdLink Switzerland and President of the Swiss Internet Advertising Bureau (IAB), defends the dominance of the new format: "An Internet service that finances itself with advertising has no reason to be ashamed of placing banners that are also noticed." Peter Strassmann, managing director of ActiveAgent Switzerland, emphasizes that while any new advertising format brings massively higher attention ratings, such a dominant format should only be used selectively so as not to annoy users.

20 Minuten makes bait-and-switch offer and Metropol home deliveryThe commuter newspaper 20 Minuten is apparently having trouble getting up to full speed in the acquisition of classified advertising in Bern and Basel. In any case, the paper is baiting new classified customers with a free offer throughout February. Conversely, at least in Basel, Metropol is trying to reach other, albeit less mobile, reader segments by distributing its newspaper in mailboxes. "One-time offer for new customers - free ads in 20 Minuten," reads an e-mail sent out by 20 Minuten Bern and Basel at the beginning of February. The text specifies that the offer is only valid in February, only "for new customers from the real estate and job industry" and for a single advertisement.
But the time of introductory promotions and discounts is over for commuter newspapers. But why doesn't 20 Minuten stick to it? "The introductory period from October to December 2000 was a bit short, the classified section needs another chance," says advertising manager Hans-Peter Thoma, explaining the campaign. He does not want to rule out further such offers, but nothing is planned, he says.
Metropol distributes "surplus copies" to mailboxes
Metropol has apparently taken a completely different route: since the beginning of February at the latest, at least in the half-canton of Basel-Stadt, part of the circulation of this commuter paper has been placed in mailboxes by the car, which is likely to lead to a dilution of the target group. WerbeWoche was able to ascertain for itself that the paper is being systematically distributed in three Basel neighborhoods from about eight o'clock in the morning into all mailboxes without stop stickers. "This has recently been done throughout the city," explains a distributor in a metropolitan jacket.
"Mistake, this does not correspond to our ideas. I will look into it," says Metropol managing director Urs Zeier. Metropol's goal is to reach the mobile people on the street. However, Zeier also admits that the colporteurs are instructed to "distribute excess copies to individual households.
Markus Knöpfli
Caption:20 Minuten Basel on February 19: No Immbolien and only two job ads - despite free offer for new customers.

. The advertising agency for the Expo.02 national exhibition is Publicis, Lausanne. The agency prevailed in a three-stage bidding process. McCann-Erickson, Geneva, Weber Hodel Schmid and Wirz also made it into the final pitch round. A budget of 5 million Swiss francs is available for Expo.02's public advertising. "What will start when and how, I can't reveal yet," Cornelia Harder, managing director of Publicis, told WerbeWoche. NEW FRONT. "Newspaper boxes and colporteurs with a new look!" is the headline leaked to us by Diagonal advertising agency. Starting in mid-February, the new blue-and-red styled boxes of the commuter newspaper ZürichExpress are to attract readers as magically as blossoms attract bees. The newspaper will no longer have to be choked out with a lever pull. Together with the equally new look of the colporteurs, this appearance is, according to Marco Gloor, Managing Director of Diagonal, "a perfect form of communication.
HOLD Flavia ON COOKING. It is not yet certain that Flavia Schlittler's recipes in the cult magazine Kult will one day be made into a bound cookbook. Bound sauces, however, are guaranteed, because according to page 27 of the February issue of the "hippest magazine in the hippest city in the world" (self-advertisement), Flavia, as the "hottest cook in Switzerland," will write a recipe every month for "the hottest 100,000 readers in the world" (self-advertisement). Cheers!
Interbrand Zintzmeyer & Lux gains. The brand consulting agency Interbrand Zintzmeyer & Lux (IBZ&L) is benefiting from the boom in mergers and renaming: In the past fiscal year, fee revenues increased by about 20 percent to 39.1 million Swiss francs. The number of employees rose from 135 to 178, of which 123 work in Zurich and 55 in the German branches. In the last five years, IBZ&L doubled its sales. The renaming of Oerlikon Bührle to Unaxis and the slogan "Zurich Downtown Switzerland" are among the agency's achievements.
TRANSLATE DOES NOT MEAN SURPLANTER. With the literal translation of advertising texts, it has its affair. It gets even worse when images are shifted into a higher gear, or translated. "Der Foifer und sWeggli" is a proverb in German-speaking Switzerland. In French-speaking Switzerland, however, the egalized folk wisdom is called "le beurre et l'argent du beurre" - translated, it should therefore read: "The butter and the silver of the butter". Voices in the ad, to which Constant Pochen of Publicitas Léman drew our attention, therefore do above all the headline: "Difficile de faire mieux." Broke this charge for Amag the agency Moritzi.
Radio Top advertises bread. The Eastern Switzerland Top Group (Radio Top, Radio Top Two and Tele Top) is launching Top Bread together with the Eastern Switzerland Association of Master Bakers and Confectioners. The 400-gram multigrain bread is to be offered in bakeries in the cantons of Thurgau, St. Gallen, Appenzell and Schaffhausen.
KORNHAUSFORUM SHOWS POSTERS. An exhibition of the most beautiful posters by Stephan Bundi and Claude Kuhn will open this Thursday at the Kornhaus in Bern. The vernissage is also for a book of works by the two graphic designers (Stämpfli Verlag, ISBN 3-7272-1020-6). Kuhn works freelance and as an exhibition designer at the Natural History Museum in Bern. Bundi works in Niederwangen in all areas of graphic design.
Y&R Switzerland grows by 27 percent. The Swiss companies of the Young & Rubicam advertising group increased their fee income by 27 percent to CHF 73.9 million in fiscal 2000. The advertising agency Advico Young & Rubicam accounted for the lion's share of revenues (CHF 31.3 million). The Web agency Futurecom Interactive grew the most, by 58 percent to 12.5 million francs. The media agency The Media Edge increased its fees by 45 percent to 1.6 million francs, and its billings by as much as around 65 percent. The number of employees in the Group rose from 264 to 338.
STRANGE POSTERS. In 1961, "strange-worthy" posters, which contained no commercial message, were hung at various official poster sites in Zurich. Karl Gerstner, organizer of the quietly planned action, wanted to present "art in the garb of the working day". Since then, this happening of the Zurich Concrete movement has experienced various new editions under the heading of "artistic poster interventions in public space". The Zurich Museum of Design is now presenting the results in a striking chronicle. The vernissage in the poster room at Limmatstrasse 55 will take place on February 26, 6 pm.

Advertising partnership between Blick and "täglich ran". Sat 1 (Switzerland) and Blick have entered into an advertising partnership. Blick will be the new co-sponsor of the soccer show "täglich ran" on Sat 1's Swiss programming window (alongside Feldschlösschen Schlossgold). Blick has a billboard presence on the show; in addition, the daily Blick TV spot will now also run on Sat 1. In return, "täglich ran" will receive advertising space in Blick.
Editorial

Trust is good, control is better
The image of a company is shaped by many factors, by products and services, employees, advertising ... There are people responsible for each area: for research and development, human resources, marketing. Each job requires a certain profile of requirements. This is not necessarily the case with public relations, which is still taken far too little seriously by many companies. Often, management is not even aware of the direct or indirect damage that dilettantism in communication can cause. Good products and good service alone are no longer enough for a company's image. Many public companies have recognized the importance of efficient PR work and have created the necessary structures. Many small and medium-sized companies still have a lot of catching up to do.
Nevertheless, the PR industry is doing business on golden ground. There are many reasons for this: Internet start-ups are striving to become known quickly, IPOs have to be accompanied by publicity, and company acquisitions and mergers have to be explained. In addition, there is a growing awareness of crisis PR: When problems arise, professional PR support is sought more quickly today.
PR in its own right is also becoming an issue for advertising agencies themselves.
Increasingly, they are using this communication tool for their own purposes and are beginning to understand PR in terms of issue management. Setting issues helps to be perceived publicly as a brand.
The 50th anniversary of Public Relations + Werbe AG PRW shows how PR and advertising can be successfully reconciled (p. 12). Klaus J. Stöhlker also expects fat years for the communications industry, and this spring he is coming up with a new publication: "Wer richtig kommuniziert, wird reich.
In the interview on page 37
the PR professional about the
area of tension between advertising and corporate communications. He advises all clients to build up communications competence so that they can control their own consultants and agencies.
Samuel Helbling