At the same time as the Neue Thurgauer Zeitung, which will unite six Thurgau newspapers from January 3, the St. Galler Tagblatt is launching a second split edition in the canton of Thurgau (around 10000 copies).Many readers of the traditional papers Thurgauer Volksfreund and Thurgauer Tagblatt "did not want to be served from the bailiwick town of Frauenfeld," said SGT editor-in-chief Gottlieb Höpli. The SGT already has the head paper Bodensee Tagblatt (15000 copies) in Upper Thurgau and an editorial office in Frauenfeld. Further offices are being built in Weinfelden and Kreuzlingen. (mk)

It’s clear that women in German-speaking Switzerland know how to take care of themselves and aren’t afraid to use technical appliances. If their partner isn’t around to help out at home (in the kitchen!), luckily there’s the Adora dishwasher. Thanks to its Aqua, Vario, and OekoFeeling wash cycles, women are experiencing previously undiscovered emotional dimensions. You realize that these can cause a bit of confusion—at the latest—when you read the German copy: «I’ve never had one with so much feeling.» A what, exactly? While the statement might make one think of a vibrator, this is precisely what distinguishes an Adora user from a dildo connoisseur. Question: Is this dishwasher also suitable for a male household, or would that be a wasted effort? According to the identical ad for French-speaking Switzerland, it is—especially since its copy doesn’t even mention the (sublimated?) sexual capabilities of this household appliance. Comparing the two ads side by side leads to the following two conclusions: Either Romands are simply better lovers, or the translation agency believes that north of the Saane, people only “feel” with their eyes. Chandra Kurt
Column

Anyone who's been there …
From Liz Sutter
«Shut up, Fury!» he shouted as the mutt started yapping again outside. And I asked in surprise, «How do you know that line?» Even though I knew full well that it came from the radio commercial «News from King Potbelly,» which aired on SWF 3 about 25 years ago. Similar to the «Dr. Luzi Fehr» campaign, the goal was to use bad examples to encourage people to adopt a healthier lifestyle—only «Dickbauch» was well done. While the portly king, panting and groaning, orders his subjects to eat extra-fatty foods, his horse suddenly begins to neigh. Then, an annoyed squire hisses the aforementioned «Shut up, Fury!».
I’m glad that others still have such sayings at the tip of their tongues even after decades. My own vocabulary is peppered with song lyrics, punchlines, and cabaret one-liners, such as the resigned «Häsch jo nüt i de Hand.» Joachim Rittmeyer’s character Hansruedi Brauchli complains that there’s nothing you can do about people who pee in the water at the indoor pool: «You can see it with your own eyes, but what can you do? You’ve got nothing in your hand!» Quotes like these are like the lubricant that really makes colloquial speech flow. They usually only work among those in the know and often leave speakers of other languages completely in the dark. You can look up an idiom like «ferner liefen» in the dictionary, but a saying like «And it runs and runs and runs…» is only charming if it also reminds you of the cozy old VW Beetle. Similar to «Still going strong,» «Take a break,» «Not always, but more and more often,» «You don’t treat yourself to anything else.» Did you guess the four drinks? Well then: «CinCin!» Here’s to your own distinctive and quirky long-running favorites. As you know: «The next winter is sure to come.»
Language Observer

Incorrect Separations 91 through 100
Incorrect Separation 91kind
first
rich
Incorrect Separation 92einst
to marry
False Separation 93horten
them
Incorrect Separation 94ja
say
he
Incorrect Separation 95solid
Aryan
Wrong Separation 96klo
die
search
Incorrect Separation 97uns
intimate
Incorrect Separation 98equal
do
he
an egg
Wrong Breakup 99kram
path
serious
fuselage
Incorrect Separation 100das
one
fight
Beat Gloor, www.textcontrol.ch

On the occasion of the photographer's 80th birthday, the Neue Nationalgalerie is showing his worksBy Chandra KurtFor some he is one of the greatest photographers of the century, for others an absolute sexist. What is certain is that Helmut Newton's images leave no one untouched. Until January 7, an exhibition in Berlin shows a cross-section of his work.
"I have always been accused of decadence. And I'm very happy about it," says a delighted Helmut Newton, who celebrated his 80th birthday on October 31. On the same day, a comprehensive exhibition of his work to date opened in Berlin at the Neue Nationalgalerie. It presents around 350 exhibits created between 1960 and 2000, with women as the dominant main subjects.
The photographer says: "I used to think that women and cars have the same eroticism. Today I have changed my view. A woman is more erotic than a car." Well, who says? But Newton's love for the female sex is unmistakable. After all, no other photographer of this decade so consistently depicts strong, androgynous and unassailable women. "Anyone who understands my pictures realizes that I love women, otherwise I wouldn't portray them the way I do: confident and in control. I'm a feminist in my own way."
Soon to be 40 years Newton snaps for Vogue
Newton was born in Berlin in 1920. He attended the Werner-von-Treitschke Gymnasium until the Nuremberg Laws required the separation of Jewish from Aryan students. His father, appalled by his son's desire to become a photographer, then sent him to the American School in Berlin. But as a hopelessly lazy student whose interests were girls and photography, he was kicked out of school shortly thereafter.
In 1936, he apprenticed with Yva, a photographer who was later murdered by the Nazis in Auschwitz. Two years later he worked as a photo reporter for the Singapore Straits Times. A few years in Australia followed. In 1948 he married the actress June Brunell, who made a name for herself as a photographer from 1970 under the name Alice Springs and had a lasting influence on his work. From 1961 Newton worked mainly for French Vogue, which published his most important fashion photographs for 25 years.
The exhibition in Berlin shows a selection of them. Also on display are erotic photographs, the Big Nudes and other nudes of strong women: Shots from the personal environment and photomontages. The special thing about it is that his work is presented as a whole. No distinctions are made between commissioned works, personal snapshots and his own creations. Certainly one reason why the exhibition initially gives an uneasy impression. The unity of the color and black-and-white photographs only becomes perceptible with time.

A study by the University of St. Gallen examined the motives of Swiss web usersBy Clemens HörlerWomen use the Internet differently than men. One reason for this is that, on average, they have less experience than men. Apart from that, communication is much more important for women than for men.
For women, communication with other people is a main motive for Internet use. For men, obtaining product information is of greatest importance. Female and male Internet users also differ considerably in other applications: continuing education, research, reading the news, the Web as a daily work tool and e-commerce are significantly more important for Internet users than for female Internet users.
This is the conclusion of the 2001 Internet Usage Switzerland study conducted by the Gottlieb Duttweiler Chair of International Trade Management at the Institute of Marketing and Retailing at the University of St. Gallen. The study not only compared the different Internet usage of men and women, but also young and older users as well as fun and professional users.
Men are more diligent online shoppers
The divergent results can partly be explained by the unequally longer Internet experience. On average, women have been online for 2.33 years, while men have been online for 2.91 years. Several studies have also shown that it is mainly experienced users who shop online. It is therefore not surprising that men spend more money online than women.
But trying to explain all the differences between men and women with this argument is certainly wrong. It is precisely the importance of communication that the Internet has, especially for female users, that cannot simply be dismissed as a beginner's characteristic.
One example of the different ways in which men and women use the Internet is the brands they use. When asked about two websites they visit regularly, women named mail providers much more frequently than men:
10.3 percent of all women surveyed cited Hotmail, compared to only 3.3 percent of men.
There were also major differences between the sexes for GMX (women: 5.4 percent, men 2.7 percent) and Caramail (women 4.2 percent, men 1.7 percent). The fact that 2.3 percent of women named Swisstalk as a frequently visited website is a further indication of the importance of the Internet as a communication medium for women. For men, the chat platform was named by only 0.9 percent of respondents.
Men attach much greater importance to financial platforms than women do: 2.4 percent named UBS and 1.8 percent Swissquote as frequently clicked on sites, compared with only 1.3 percent and 0.4 percent respectively among women.
The top seven regularly visited sites among men are Yahoo, Altavista, Bluewin, Hotmail, GMX, UBS and Swiss" among women are Yahoo, Hotmail, Altavista, Bluewin, GMX, Caramail and Search.ch. The rankings are not representative of actual traffic to the sites. Thomas Rudolph, professor at the Gottlieb Duttweiler Chair, emphasized that the results are more a subjective statement that primarily provides information about brand awareness and the personal relevance of the website in question.
Despite the need for communication: Women appreciate remaining anonymous on the web more than men and would be less willing to sell their profiles to companies. Men are not yet surfing inhibitionists either: The majority of male users appreciate remaining anonymous on the Internet. The majority of men and women reject passing on profiles to interested companies, even if this would allow the companies in question to serve them more specifically and improve their offerings.
Structure of the study

The study Internet usage Switzerland 2001 (download as pdf-file at gd-lehrstuhl. imh.unisg.ch) is based on 1358 passer-by surveys conducted in 13 Swiss cities in mid to late September. The study, which only takes Internet users into account, is based on a balanced ratio of students and employees and a balanced age structure. The central element of the study is Internet usage motives and e-commerce.
Main use of the Internet Comparison of mean values: Gender

I use the Internet, average to...

More and more magazines know the color-independent rateBy Markus KnöpfliFrom 2001, six more magazines are introducing the uniform rate for black-and-white and color ads. Since Facts made the switch, at least 14 more titles have taken this step. However, there is no longer much pressure from the media side.
When Facts unexpectedly introduced the uniform rate in 1997 as the most renowned magazine to date, this triggered discussions. However, the majority of the media welcomed the move. And Ueli Wyler, then head of the magazine division at Publimag, predicted: "In two to three years, everyone will be doing it.
Three years later, we are still a long way from Wyler's forecast. But as far as WerbeWoche is aware, twelve titles are now using the standard rate, and six more will be added next year (see table). With the exception of Pro, the procedure is identical: the black-and-white rate will be raised to the level of the four-color rate and the latter will remain at the previous level.
This results in increases of between 63.9 percent (Meyers) and 35.1 percent (KI Media titles) for the black-and-white rate. Pro, on the other hand, is lowering its four-color rate from the previous 25000 Swiss francs to 19500 Swiss francs (minus 22 percent) and at the same time increasing the black-and-white rate by 2500 Swiss francs (plus 14.7 percent). The justification for the standard rate is the same everywhere: from a printing point of view, the cost of an advertisement - whether black-and-white or color - is identical today. In addition, only a few customers still place black-and-white ads.
Unit tariffs should be made object-oriented
Meanwhile, the twelve existing titles with a uniform rate include almost all Tamedia magazines. "According to our philosophy, magazines are a means of transport to reach a specific target group. That's why we charge a uniform transport price," says René Gehrig, Head of Publishing Marketing, who initiated the changeover at Facts at the time. Customers have accepted it very well, he notes. But why isn't there a standard rate for the program guide TVtäglich? Gehrig: "Because customers there mainly want to place black-and-white ads."
As of this year, Bilanz is also one of the standard rate titles. This is because, according to Peter Urs Naef, Chairman of the Management Board at Jean Frey AG, two years of research have shown that the advertising impact of an ad in Bilanz does not depend on whether it is in black and white or color.
At the Beobachter, on the other hand, where the customer and advertising structure is quite different, he has so far refrained from a uniform tariff. "Such a decision must always be made with the object and customer in mind and should be accompanied by research," says Naef.
Pressure from media planners has eased
Ringier magazines do not have a standard rate at all. "There are still enough customers who want to optimize their media plan through color," explains Duke Seidmann, Head of Advertising Market Magazines. Another obstacle: classified ads. However, Ringier abandoned the system of color surcharges two years ago. The basic rate everywhere is the four-color rate with a 6 percent discount on each scalar color that is not used. And yet, there is one exception at Ringier: dimanche.ch. The Sunday newspaper in French-speaking Switzerland is four-color throughout and has therefore known the standard rate since its launch - as the only newspaper in Switzerland. Ringier Group spokesman Fridolin Luchsinger: "This was considered an experiment - our conclusion is positive."
One reason why the move towards a uniform rate is proceeding more slowly than hoped is that the pressure from media planners has eased. Urs Renner, Managing Director of The Media Edge, cites the new discount system introduced a year ago based on franc volume instead of page volume as the reason. "Unlike in the past, the higher price of multicolor ads is now taken into account in the franc deal. This eliminates the unfairness and removes an important argument for the uniform rate," says Renner.
"We don't have any voices at all that want a uniform tariff in the long term," Publimag deputy director Ru-dolf Schwenkfelder also states calmly. And Publimag does not make any recommendations to publishers in this regard. "We stay out of it." But when asked for advice, the product, publisher and market are assessed individually.
Is the trend now moving further in the direction of a uniform tariff? Schwenkfelder points above all to the additional investment and costs that color printing causes, especially for small print shops. Publishers who come from the printing trade would therefore be less quick to change over than others with managers from outside the industry: "The increase therefore depends on how many publishers/printers still join forces to produce together."
Title with uniform tariff

Annabelle
Animan
Balance
Bon à Savoir
Cuisine de Saison (since start)
The magazine
D'Chuchi (from 2001)
dimanche.ch (since start)
Druggist star (since start)
Facts
K-Tip (from 2001)
K-Special (since start)
K-Money (since launch)
Meyers (as of 2001)
Pro (from 2001)
PulsTip (from 2001)
Seasonal cuisine (since start)
Swiss family
Higher ad rates almost everywhere

The ten most widely read Swiss-German newspapers (excluding Berner Zeitung and Swisspool) are increasing their black-and-white rates by an average of 1.57 percent per full page of advertising and the four-color rate by 1.17 percent. The Berner Zeitung was not included in this calculation because it is massively increasing its circulation with the new cooperation in the Bernese Oberland as of 2001 and for this reason alone is increasing its rates, namely by 14.4 and 13.4 percent, which also affects the Swisspool prices (see WW 42/00). The Aargauer Zeitung is the only newspaper to retain its previous rates.
According to Media Trend Journal, the price increases for weekly newspapers are higher than for newspapers, at 2.9 percent for black-and-white, but lower at 0.7 percent for four-color. Because five magazine titles are introducing the uniform rate and generally aligning the black-and-white rate with the four-color rate (see above), the black-and-white rate will increase by an average of 9.6 percent, while the color rate will increase by only
2 percent.
Newspapers in French-speaking Switzerland will be 1.5 and 0.7 percent more expensive, while magazines will rise by 3.8 and 2.3 percent. Newspapers in Ticino will see average increases of 3.8 and 2 percent, while magazines will rise by 1.8 and
1.9 percent. (mk)

However, in addition to the annual Christmas hustle and bustle and the many business dinners, there are also events at Chlaus time that one can really look forward to.
The Idée Jazz Bar, for example, which was held for the second time this year. People met again in the Gessnerallee, more precisely in the former staff canteen. Since the last Idée Jazz, this has been transformed into the sophisticated restaurant El Lokal and therefore provided the absolutely authentic backdrop for the jazz event.
This was also the opinion of the students of the Winterthur/Zurich School of Music, who provided three different combos and put in the work. Soon the gallery and the upper bar, reserved exclusively for Idée guests, were filled to capacity. The atmosphere was correspondingly jazzy and smoky. After last year's revival, the Idée-Jazz seems to have already secured its place in the agendas again, which was not only shown by the attendance, but also by the support of the various donors.
Two tables were booked for managers and guests of sponsoring partner Stocks. Together with publishing director Patrizia Serra, client advisor Renato Oliva, marketing woman Vesna Despot, Rebekka Fässler, Stephanie Deuber, Urs Äberli and Reto Riesch from the new investor magazine as well as their guests Silvana Serra Zehnder from Bank Julius Bär, Eveline Engeli, event manager at Swiss Exchange SWX, and Ursi Gysin from Art & Ideas were carried away by the groovy jazz sounds.
From Publimedia, Communications Manager Sabina Cadalbert, Web Manager Remo Fehr and Logistics Manager Walter Hug enjoyed prosecco and fine appetizers from the aperitif buffet. The representatives of sponsor Raverta/Marquard Medien, Ruth Mummenthaler, Christina Iten and Rolf Ruch, were also well looked after by Idée board member Thomas Stuckert. The generously distributed Marquard magazines Joy and Shape were well received by the female visitors and were packed away as reading matter.
Markus Marchel from the Beobachter, who also supported the event, was seen engrossed in an intense bar conversation with publishing consultant Yvonne Philipp. Veronika Landek was not bored, however, even without Marchel, alongside the Beobachter ladies Cornelia Brunschwiler and Susanne von Arx.
Natalie Schneider, who organized the event together with Monika Ducry and Roli Hofer from Idée, also thanked the sponsors Facts, Plakanda, Schweizer Werbeagenda, Gruner + Jahr and Druckladen. By the way, the three bands gathered for a jam session at the end of the successful evening, and everyone would have liked to go on a bit longer if the police hour hadn't put time limits on the event.
The next day showed that the life of a shortlist author is not just about going to parties and sleeping in. At an ungodly early hour in the morning, it was time to set off on the IP Multimedia customer trip. The marketers of the RTL, Pro7 and Kabel 1 advertising windows invite business partners on a concert tour to RTL 2's The Dome events. Along with those pictured, Isabelle Vetter, whose likeness is already well known to eager shortlist consumers, was also on the trip. The coveted trip was held for the fourth time, the destination was Berlin, and generously WerbeWoche was also allowed to be part of the party.
There was brief confusion before takeoff. The Bye-Bye Bar in Terminal A was indicated as the meeting point. But since this is located in Terminal B, the relief was written all over the faces of the IP Multimedia tour guides Dominik Schrag and Marzio Frei when, after diligent use of their cell phones, all the little sheep were gathered in the right place.
But then it was quick succession, because the program was tight. Flight to Berlin and immediate transfer to the hotel in the former eastern part, instant sightseeing tour included. While after lunch some paid tribute to the full stomach and took a horizontal breather, others undertook a sightseeing tour in the surrounding area; and two participants who did not want to be named stayed right at the lunch table to devote themselves to an extended grappa tasting.
Then it was off to the concert at the Velodrom in a large cab, where, in addition to the A-teens, it was above all the high-flyer Anastacia who caused storms of enthusiasm. And the various tickets, neckbands and arm bands in all possible colors not only ensured that the long queues could be avoided, they also allowed access to the VIP lounge and of course to the coveted after-show party, which lasted well into the early hours of the morning.
Dominik Schrag was very happy about the IP Multimedia Lounge. The TV customer consultant from Kreuzstrasse felt right at home because of the familiar logos. And the Swiss delegation was immediately generously provided with champagne and delicious appetizers.
That not only the concert, but also the after-show party provided general satisfaction, is well clear. So at the joint breakfast there were not very well rested, but nevertheless only satisfied faces to see. The short trip should remain in the memory of all participants for a long time.
Beat Fritsch

on the occasion of the Idée Jazz Bar in a duet with Idée board member Natalie Schneider. Cheese, of course - the two don't sing to each other, but Natalie Schneider has to answer the WerbeWoche shortlist writer's questions in a live interview. The next day, they had to arrive at Kloten Airport early in the morning. Under the auspices of IP Multimedia, there was a short cultural trip to Berlin.
Where advertisers otherwise develop musical ear, make nice trips or in some way the post goes off, is located at the most diverse events of the scene. Do you already have something to report? Reach for the receiver (01 296 97 98) or into the keys ([email protected]). Event tips as well as more shortlist pictures are available online at www.werbewoche.ch/shortlist.

The Ringier media group acquires the Hungarian publishing house Magyar Hirlap Rt., a subsidiary of Marquard-Media AG.News Ringier expands in Hungary
He thus becomes the new publisher of Hungary's second-largest tabloid newspaper, Mai Nap, and the quality newspaper Magyar Hirlap, as well as the owner of a printing plant. Ringier was already the market leader in Hungary in the tabloid sector with the daily Blikk and its Sunday edition Vasarnapi Blikk. The total circulation of Ringier newspapers in Hungary after the latest acquisition is over 300000 copies. In the future, Swiss publisher Jürg Marquard wants to concentrate on the magazine business in Hungary.
La Quotidiana withdraws notices of terminationThe Engadine editorial staff of the Rhaeto-Romanic daily La Quotidiana will not be laid off. The Südostschweiz media group withdrew the layoffs it had announced in early November. The reason for the planned dismissal was that the federal government was opposed to subsidizing La Quotidiana. The canton of Graubünden then set up a working group with the aim of drawing up proposals for improving the distribution of the Romansh press. As a first result, two of the three Engadin editors can stay with La Quotidiana, the third will be taken over by the Rhaeto-Romanic news agency Agentura da novitads rumantscha.
The Bund expands local section The Bund starts on Saturday with an expanded local section focusing on urban centers. Instead, the regional edition Biel/Seeland will be abandoned, as reported by the Bieler Tagblatt. The editorial office in Biel, however, will remain. For reporting on Thun and Bern, the local editorial staff has been increased by 4.4 positions. Project manager Marc Lettau explained that the Bund wants to offer more reading material for the entire urban-minded public in the canton. The intention is to position itself more strongly on the Aare axis Biel-Bern-Thun. This is a reaction to the concentration in the Bernese Oberland and the commuter newspapers.
AZ Medien invests in printingAZ Grafische Betriebe AG has begun construction of a new, CHF 10 million distribution center in Aarau. AZ Newspaper Printing says the investment will allow it to increase its mailing capacity to over 35,000 newspapers per hour. Performance and flexibility in the inserting area will also be increased. The equipment, supplied by Muller Martini, Zofingen, is scheduled for installation in May 2001.

One year after founding its PR unit, Zurich-based Honegger von Matt (HvM) is taking another step toward becoming a full-service agency by launching a web unit.It succeeded in attracting a team that is "compatible with the agency culture and functions in a complementary way," explains co-owner David Honegger. Taking a stake in an existing web agency was not up for discussion for HvM, because the tool should function organically and in an integrated way, not as another service point, but as a tool for brand management. Like a permeable membrane, both sides - the classic offline and the new online disciplines - should benefit from the exchange of knowledge and thus develop and implement rethinking concepts for special customer needs more efficiently already in the development phase of campaigns.
HvM sees fruitful potential in the interdisciplinary embedding of integrated communication and marketing concepts and in the interactions between the units. Dominique von Matt can imagine playing the think tank agency card better.
With Stefan Schäfer and Oliver Fennel, HvM secured a duo that was already among the creative minds among surfers in the pioneering years of the Internet. The team, which trades as HvM Interactive, offers comprehensive services for solutions on the Internet and on complementary digital platforms and sees its work in the context of comprehensive communication concepts.
After completing his apprenticeship, Stefan Schäfer (28) went on a trip around the world and launched the Internet agency Limited Infinity in New York. Back in Zurich, he used his knowledge advantage to set up Elab Production & Consulting. Three years later, he moved to R.Ø.S.A., where he worked as a project developer. Shortly thereafter, his and Fennel's paths crossed.
The ex-professional snowboarder came to advertising via graphic design (boards and sportswear) and in his last year at Guye & Partner worked on the online layout of tour operator SSR Reisen, among others, before joining HvM for the first time. After two years as a freelancer for web projects, he returned to HvM, where agency clients such as Keystone and Toni increasingly suggested the need for agency-owned web support.
Keystone had the HvM team design the website for its new creative competition "Cannes Open". The winners will not only win fame but also a trip to the IAF Cannes 2001. More about the competition in the next WerbeWoche (la).

The new press officer of the FDP is Barbara Perriard. The 31-year-old lawyer succeeds Guido Schommer, who becomes secretary general of the party. Publicitas Bern loses its advertising manager for the Bund and Stadtanzeiger Bern to the customer: As of January 1, Raoul Wanger will take over the new position of head of marketing at the Bund and at the same time head of publishing at the Stadtanzeiger. Wanger's successor at Publicitas will be Andreas Spycher.
Daniel Dunkel moves up from deputy to editor-in-chief at Schweizer Familie. On January 1, 2001, he takes over from René Bortolani, who, after three years as Editor-in-Chief, is taking on a new task: Bortolani is taking on the newly created post of Head of Training and Further Education for Journalists at Tamedia.
Recently, the B-to-B communications agency Wybo Haas & Tomczak, which has been represented in Switzerland since the end of 1998, opened its own web department. The head of the department will be Interactive Mediamanager Adam Hagman.
Dominique Rutishauser joined Eugster Kommunikation, Rorschacherberg, as the new Art Director at the beginning of November. He previously worked for Erat, Thoma & Herzog in Rorschach. Also new at Eugster Kommunikation is Sandra Rohr as marketing/advertising assistant.
Jost Bühlmann has left Migrosbank after working in the advertising and PR department for over 12 years. He is succeeded by Cinzia Sartorio, who has worked in this department for several years. Marlies Keck is a new addition to the team.

St. Galler Tagblatt launches a new golf magazine in the springBy Daniel SchifferleGolf magazines are in turmoil: another new launch for this trendy sport from the St. Galler Tagblatt is looking for readers and advertisers from the spring. But in the small-scale Swiss market, there is only room for another golf title if one of the existing ones is ousted, the competitors agree.
The market for golf titles is not coming to rest. The coexistence of Urs Dillier's Golf & Country and Ursula Meier's association magazine Golf Suisse has barely settled down, when a new competing product is already on the way. This time, it's the NZZ subsidiary St. Galler Tagblatt, which plans to launch a monthly magazine all about golf in the spring. This was confirmed to WerbeWoche by Hans-Peter Klauser, Managing Director of the St.Galler Tagblatt. Klauser did not want to reveal any details, however, as the new magazine is still being planned.
One thing, however, is already clear: the new magazine will once again shake up the market for golf titles - and provide for bloody heads - the opponents agree on that. "The market is fully covered," Urs Dillier is convinced. Ursula Meier also believes: "A new magazine can only establish itself at the expense of existing titles."
At present, these are primarily the two market leaders Golf & Country and Golf Suisse, both of which serve both the German-speaking and French-speaking Swiss markets. On the other hand, Golf & Sports Events, which is only published in French-speaking Switzerland, and Golf & Life, which is published four times a year and also covers the Ticino market with its bilingual edition, have less to fear from the announced new competition.
Seasonal constraints prevail in the golf title market
But for the two market leaders, it is likely to be tight with another competitor. Piero Schäfer sees bottlenecks in the advertising market in particular. With his office for journalism, he provides editorial services and desktop publishing for Golf Suisse. "Today, we produce six issues a year and make ends meet," says Schäfer, "but the advertising market would hardly finance additional issues."
Another pitfall that Piero Schäfer has encountered in the three years since Golf Suisse was founded is the enormous seasonal dependency: "In the spring, the advertiser market is always booming, because at the start of the season, everyone who has anything to do with golf wants to advertise. But in the fall and winter, it then becomes very difficult." And competitor Dillier is also convinced that the target group of golfers is vastly overestimated.
And he should know, because when Ursula Meier launched her Golf Suisse a little more than three years ago, a painful bloodletting was in the offing for Golf & Country. Between 1998 and 1999 alone, the number of copies sold shrank from 8239 to 5420. And Dillier himself had provoked the new issue.
He had only just bought back Golf & Country, founded by his father around 50 years ago, from Berner Tagblatt Medien and merged it with his golf magazine when he fell out with Piero Schäfer, who had provided editorial services and desktop publishing for the merged magazine. The dismissed Schäfer then founded the magazine Golf Suisse together with the Volketswil-based media publisher Meier.
Golf Suisse became the member magazine of the Association Suisse de Golf (ASG), while Golf & Country lost its previous function as the association's publication. With the aforementioned fatal consequences for the development of circulation.
A golf magazine to replace the weakened Smash?
The importance of cooperation with the Golf Association for the success of a magazine was already clearly demonstrated three years ago. According to Golf Suisse publisher Ursula Meier, this cooperation will not change for the time being. "We have an exclusive contract with ASG that runs for several years," says Meier.
But why does the St. Galler Tagblatt still want to take a chance with a new golfer's magazine? One important reason could be the impending bloodletting for the tennis magazine Smash, alongside which they would like to establish another mainstay in the sports magazine sector in good time.
Golfers play the tennis cracks to the wall
Because as of January 2002, the Swiss Tennis Federation has terminated the compulsory subscription contract with Smash. The reason for this action: In the future, the tennis federation will rely on the Internet for the information of its members and is therefore no longer dependent on a partner magazine to the same extent as before. This means that Smash must succeed in making the transition to a completely normal, marketable magazine.
And that's not so easy in view of current developments. As has been evident for some years now, tennis is increasingly being replaced by golf. So it makes perfect sense to focus on the new trend from a journalistic point of view, too.

Radio Ri and Radio Aktuell, which have been working together in the programming area since last April, will merge their programs as of April 2 of next year and will appear uniformly in the future.However, there will be no company merger. The sponsoring company of Radio Ri will remain the owner of the Rhine Valley broadcasting license. This is what Radio Ri managing director Max Müller told WerbeWoche. The name under which the new program will be broadcast is still open. In addition, a change to Radio Ostschweiz, for example, is within the realm of possibility. Kafera, the company responsible for Radio Aktuell, was renamed Radio Ostschweiz AG several years ago. With the program merger, the eastern pool between Ri and Aktuell will become obsolete; on the other hand, there will be a separate local rate for the Rhine Valley.
In response to the program merger, Radio Top is considering submitting an application to Bakom for a license extension for the Rhine Valley, Radio Top managing director Günter Heuberger told WerbeWoche. Since December 1999, St. Galler Tagblatt AG (SGT), which is a shareholder in Radio Aktuell, has also held 35 percent of Radio Ri. Other Radio Ri shareholders are Medien Z Holding (35 percent) and regional publishers (30 percent), including BuchsMedien. The Neue Zürcher Zeitung also has an important say in this concert of different shareholders: It holds 58 percent of BuchsMedien and 70 percent of SGT. (mk)

British beer brewer Guinness has invited two of its six advertising agencies, Abbott Mead Vickers BBDO (AMV) and Saatchi & Saatchi, to pitch for its global budget.News Guinness seeks global agency
AMV supervised so far
in the UK, while Saatchi was responsible for Africa and the Caribbean.
Interpublic buys DeutschThe advertising holding company Interpublic Group of Companies (IPG) acquires the US advertising agency Deutsch. The purchase price is estimated at $250 million to $350 million. With gross revenues of $133 million and billings of $1.2 billion in 1999, Deutsch was one of the largest independent U.S. agencies. Deutsch is listed as the third IPG network, along with McCann-Erickson and Lowe Lintas.
Mindshare wins media from UnileverUnilever concentrates its media planning and also broadcast buying (with the exception of the Slimfast and Ben & Jerry's brands) at Mindshare. The agency beat Initiative Media in the pitch for the budget, estimated at 1.2 billion Swiss francs. Prior to the consolidation, Unilever had nine agencies under contract in the U.S., with Mindshare handling most of the brand planning and Initiative Media handling national and local TV buying.
Coca-Cola and Interpublic form allianceThe Coca-Cola Company manages the advertising holding company Interpublic with its main brand Coca-Cola. Interpublic is to help Coke - the strongest brand in the world, according to the Y&R brand study - achieve a consistent strategy worldwide. To this end, Interpublic and Coca-Cola are establishing a Marketing Communication Advisory Council. The council's guidelines will then be adapted by Coca-Cola's local marketing departments to their markets. Coke is advertised in over 200 countries and 125 languages. The global budget is expected to be around one billion dollars.