In addition, 48-year-old Hans Stutz succeeded Ursula Dubois as editor-in-chief of the media magazine Klartext on May 1.
At the beginning of June, Thomas Sutter took over responsibility for Communications Switzerland at the Swiss Bankers Association in Basel.
Marcel Tappeiner takes over as publishing director at Spick on September 1. The media professional was previously Unit Director at Micom Carat in Zurich.
The former Eurocard/Mastercard employee Sandra C. Kaspar has moved to Internet Partner AG in Zollikon. There she is responsible for Marketing & Communication.
Jürg Jordi, a 46-year-old journalist, is to become the new head of information and press at the Federal Office for Agriculture (FOAG). He replaces Martin Stoll, who left the Federal Office at the end of 1999.
New CD at Zeitgeist: Beat Wegmann, previously head of marketing and member of the executive board at Nextron in Basel, moved to the Baden-based agency Zeitgeist as of June 1.
The new publishing director of the Ringier paper GesundheitSprechstunde is Martin Tamas. The 26-year-old replaces Thomas Passen, who has taken over as head of Cash Publishing. Tamas had been product sales manager at GesundheitSprechstunde since January 1999.
Daniel Mollet, 44, will become Head of Corporate Communications and a member of the extended Executive Board of Swiss Post on July 1. Mollet has been Head of Corporate Communications at Credit Suisse for the past three years.

KI Publishing Group sends out test number of new investor magazine Geld-UpdateBy Daniel Schifferle Now Switzerland also has its new magazine on the subject of money: Even before the launch of aktienresearch.ch from Handelszeitung, Hans Räz and Urs P. Gasche are launching a test number of their new magazine Geld-Update within the subsidiary Xproductions GmbH. If enough subscribers are found, the magazine will appear regularly every two months from the beginning of September.
Information on the subject of money is booming: since the beginning of the year alone, five new print titles have come onto the market in Germany. They all promise answers to the same question: How do I invest my money most profitably? Now the KI Publishing Group, publisher of K-Tip, Puls-Tip and Bon à Savoir, is trying its luck with its own magazine.
Before the definitive launch of Geld-Update, as the new magazine is called, the KI Publishing Group is releasing a trial balloon: This week, 30000 randomly selected subscribers of K-Tips as well as larger companies and the media agencies received a test edition. "If enough addressees make use of the enclosed payment slip by mid-July and decide to subscribe, we will publish Geld-Update regularly from September 4," says Marketing and Advertising Manager Yvonne Müller, describing the route to market.
Then a big ladle will be used: 600,000 copies will be distributed free of charge to all subscribers of K-Tip and Puls-Tip at the beginning of September. The goal is to generate 45,000 subscriptions by the end of the year.
Unlike the German money titles, which presuppose a certain familiarity with the financial markets, Geld-Update is aimed at people over 35 who still confuse the price tableau with the timetable of the Iltios cogwheel train but would like to get rich. "These are mainly people who were previously content with savings accounts because they lacked confidence in other options," says Müller.
With a broad range of topics, Geld-Update aims to offer a kind of basic course in the various relevant areas on 40 to 64 pages each: Investments, real estate, pensions, taxes, inheritance, giving - these are the sections on which the magazine is based. One topic per issue will be dealt with in depth.
Without fear of contact with advertising and sponsors
In terms of format and appearance, the money update designed by newspaper designer Kurt Schwerzmann is based on the K-Tip, but differs in terms of better paper quality, more color and, last but not least, greater openness to commercial partners.
"In Geld-Update, we don't know any self-restriction on the amount of advertising and have a stock market game with sponsors in every issue," says Müller. The new magazine is also generous with the subscription price: six issues cost 24 Swiss francs, while K-Tip is delivered twenty times for the same price. Good tips have their price.
The Money Update editorial team is headed by Fredy Hämmerli, managing director of the production company Xproductions, which produced "Fohrler live" for TV 3 and also "Räz" until its cancellation. Hämmerli works together with the editorial team of K-Tips, among others, and VZ Vermögenszentrum and the tax consulting firm Tribut AG have been won as professional partners.

Lesch+Frei appeals to smokers' common sense for B.A.T. GermanyBy Ernst Weber British American Tobacco (B.A.T.) Germany relied on Zurich-based advertising agency Lesch+Frei to create its latest opinion campaign. The German offshoot of the Hamburg-based tobacco giant currently holds around 15 percent of the market with brands such as Lucky Strike, HB, Pall Mall, Lord Extra, Dunhill and Gauloises Blondes.
Shaping opinion through advertising has a long tradition at B.A.T. Germany: Until about ten years ago, the company cultivated a public discussion about criticisms of smoking. "In Praise of Tobacco" was the name of the campaign back then.
An advertising relaunch, which took place at the end of 1997, was already no longer exclusively full of praise, but also contained the current educational slogan "Every cigarette you don't consciously enjoy is one too many". Under the slogan "Our opinion on smoking has remained unchanged for 20 years," this campaign featured subjects from the old appearance.
"The new advertising, sensitively conceived by Lesch+Frei Zurich, captures in motifs the opinion that British American Tobacco Germany has today about cigarettes as a product," says Rainer Stubenvoll, press spokesman for B.A.T. Germany. The campaign doesn't pretend to be clueless about the harmful effects of smoking on health, but instead faces up to the onslaught of criticism by having the ads advocate "moderate smoking."
The pollutants filtered from the criticism
The subjects deal with the not always relaxed relationship between smokers and non-smokers, position cigarette smoking as a legal means of enjoyment for adults with due regard for the protection of minors, and deal with the "sword of Damocles" advertising ban.
In terms of the generic layout, this is actually a presentation that an association would have to commission. But as a result of many years of shaping public opinion, the field of opinion leader is now occupied by B.A.T. Germany. "No one will have the impression that we only speak up when the house is on fire," says Rainer Stubenvoll.
"The performance consists of 14 subjects excellently texted by Joni Müller," says Peter Lesch, "and Roland Jäggi has once again confirmed himself as an outstanding, subtle layout artist with the perhaps somewhat English-influenced performance." Even the subjects on the subject of the advertising ban do not resort to the arguments of fear. It would correspond neither to the information policy of B.A.T. Germany nor to the style of the agency, these motives would paint for instance an unemployment on the wall, which should concern primarily printers, publishing houses and suppliers. "We far prefer factual information to the sledgehammer method," says the agency owner.

A SW panel compares the communication of the SP and SVPBy Andreas Panzeri What is political advertising allowed to do, where does it have its limits and what is its effect? In Bern, a number of popular politicians together with illustrious advertisers sought professional solutions to this complex of issues.
"The winner on points was the SVP, which was attested professional, if not necessarily stylish, communication," was Piero Schäfer's retrospective assessment of the discussion. The communications manager of Swiss Advertising moderated this panel at the "Casino" in Bern to kick off the summer session. It was attended by around 70 politicians and advertisers. Among the panelists, Schäfer was able to welcome Hans Rudolf Abächerli and Hermann Strittmatter as his most important opponents. Abächerli, with his agency Goal, is responsible for the advertising of the SVP Canton of Zurich - and thus also for the controversial "knifeman" ads. Strittmater was introduced as an SP member who "occasionally advises" that party. Other panelists were Urs Beer of Advico Young & Rubicam and Dominique Brunner of Farner PR.
Abächerli earned a lot of praise from within the industry "for the professionalism of his public relations work. All panelists agreed: The SVP is the party with the most efficient communication. Compared to other parties, the SVP is the only one with a clear strategy.
Abächerli explained this success with the historical development of the SVP. As a formerly small party, it had only been able to attract attention "thanks to provocative advertising". "In the 1970s, we only experienced electoral mumbo-jumbo instead of election campaigns. With a nodding people to ready-made lists," Abächerli opined. "So a small party had to compete in the election campaign. Because when you fight, you find an audience, just like in sports, and you also get into the media," Abächerli said.
PR man Dominique Brunner praised the SVP's advertising for systematically pursuing topics that were on the minds of various people. He described the style of the ads as "artillery", which, however, would have to be followed later by much more subtle PR work.
Abächerli himself considered the design of his "knifeman" ads a necessary evil. "With the style, we make a political issue the subject. We would never be able to do that with a normal ad.
"Anyone who thinks people will fall for a superficial Brunz is mistaken," Christoph Blocher defended his ads. He always calls for messages with a hand and a foot that can separate the unessential from the essential, he said. He would be happy if the SP could stand up and say the opposite was true. Hermann Strittmatter contrasted this with the fact that the SVP "actually no longer has any opponents" if the SP does not even react to statements that massively accuse the left-wing party.
But the noble red Strittmatter was still enraged: "If the SP people had a real program, they could count on the media and do without a big budget." - "If the advertiser gets a clear message from the party, then he can read something from it," Strittmatter continued.
Urs Beer also likes the fact that SVP advertising can reduce messages to core statements. In addition, it makes integrated campaigns: "The Puurezmorge is modern event marketing, where people are picked up on the spot.
Abächerli sees a highly concentrated party committee as the reason for such ideas of success. "If other parties also want to do more attacking advertising, then they have to drastically reduce their committees."

Do you know what an ass bomb is? According to the German advertising agency ForSale, it's anything but a lucrative pastime.Nevertheless, the "for sale" creatives aren't afraid to use the preliminary stage of such an ass bombshell as an eye-catcher in their ad for the Euro in the SonntagsZeitung. Apart from the fact that all the attention is focused on the gap between the naked buttocks, not much of an advertising achievement. At most in their own cause, since the copy "This is how you make money" probably refers to the agency bill.Completely fixated on his Prada shoes (are also relatively expensive) is the German Sonnyboy Andreas Elsholz. In the Görtz ad, he drops all his clothes, except for his shoes. The aging Aborigines seems to have a similar attitude. He proudly presents his white beard, his leathery skin and his long iguana. Or is it a monitor lizard? It doesn't matter, because this creation is paid for by the sneaker producer Reebok.
So, is it now clear what these three ads have in common? They trigger an alienating feeling. Because the naked man as an advertising jock - seems even sillier than the naked woman. On the one hand, because misplaced nudity is hard-hitting, and on the other hand, because we're not used to seeing men in Adam's costumes. For advertising, at least for the last 100 years, it's been pretty clear who's responsible for this job. I'm still trying to understand to this day. Chandra Kurt
Column

Anna is my sweetheart
By Martin Lanz
How does it feel to be on this bump of misery when you're made for paradise? Anna is a bird of paradise. Anna asked as a child, "What is the meaning of life?" "Maybe the meaning you give it," I said. "Impossible," Anna said, "no living thing lives to give meaning to its life." "Maybe the meaning of life is to be happy." "Is a worm happy?" Anna asks. "Is a starving child happy?" Asks Anna. Asks Anna. Asks Anna.
Anna was an excellent student. IQ over 130. Until she started looking. And not finding. Now Anna wants to catch up on her Matura. She has earned a lot of money. She doesn't want to invest it. Banks are pigs. Anna won't go along with that. Maybe at the Alternative Bank. Maybe she will. I say, "Anna, without the bank, Grendene & Lanz would never have existed. If you hadn't grown up in a house with a garden. The economy wouldn't work." "I won't be a part of that." Says Anna. And I say: "When it's hot, the fan sellers earn. When it's cold, the stove salesmen earn. When there's a fight, the lawyers earn. When there's war, the arms manufacturers earn. When you're sick, the doctor earns." Anna is silent. "The world works like this," I say. "And you?" Anna asks. I feel sick to my stomach. "I do advertising, I crank up the economy. Without advertising, nothing works." I've lost. What is she going to study? Anna is a bird of paradise. Twenty years ago, Anna said, "Daddy's my sweetheart." Now I belong to the others. Anna. Annaaaa! Yes, we don't study enough. Advertising alone can't be it! Anna asks. Questions. Pre-questions. Secondary questions. Under-questioned. This has a name: Creativity. Creativity is the treasure of mankind. And creativity always starts with questions. Misery is the one who accepts misery without question. Are there still questions? No question: Anna is my treasure.
Language Observer

Pause - Tribune Talks about Money and the World In football, it becomes obvious what is true in our society anyway: every person has his or her price. Dirk Schümer ("God is round", Berlin Verlag)
The Basler plays like a parking meter. He stands around and the Bavarians stuff money in. Max Merkel (coach)
The job description of a football star includes the tasks of a model, a representative, a social worker and a showmaster. The individual athlete has to credibly stir up emotions and, depending on the situation, unrestrainedly cheer or portray sadness. But if he were paid more, he would do the same for the opponent tomorrow. And every fan knows that. Dirk Schümer
It is important that the clubs are built up into global brands and open up new markets. Ilja Kaenzig (Overall Football Coordination at Bayer Leverkusen)
The defenders are the accountants who prevent the company from going into the red. In the midfield, the managers develop the strategy, and in the forward line, the marketing people ensure that the deals have a high experience value. That's the distribution of competencies in a market economy, and that's all a modern community needs, which is why the club president is also the ideal candidate for the highest government office. Fabio Capello (then coach at AC Milan)
A good player is an exemplary employee. Silvio Berlusconi (candidate for the highest government office)
Yes, I thought, my God, I'm finally getting a return on the 5 million I get here every year. Michael Büskens (after scoring a goal)
There is no more conformist contemporary than the soccer fan. Everywhere else, people have freed themselves from the role pattern of the corporative state. The last group that displays strictly ritualized behavior, dresses in color-coded costumes, cultivates coats of arms and anthems, uses its own codes and is committed to typical chants with a simple, regionally differentiated custom, are the soccer fans. Dirk Schümer
In the latest Sunday Times ranking of the thousand richest Englishmen, there are no footballers - but thirty club presidents. Ernst Kindhauser (Weltwoche 23/00)
The stock market in Frankfurt or on Wall Street does not conceal the fact that it is all about returns. In football, however, greed for money is cloaked in loyalties and traditions that cannot be harmed by the fact that they are constantly being broken. Football is one of the most mendacious manifestations of capitalism. Dirk Schümer
The new season will see the first Indian playing in the English Premier League. This will open up a market of one billion people. An enormous source of money has been tapped. The goal of every club must be to capture a share of the Asian market potential. Ilja Kaenzig
Beat Gloor, www.textcontrol.ch

On July 1, the Swiss branch of Internet marketer AdLINK begins operationsBy Patrick Hediger The market positions within Swiss online advertising marketing are becoming increasingly fiercely contested. With AdLINK, another player is entering the arena. And with Martin Radelfinger, an industry expert will act as managing director.
AdLINK Internet Media AG, headquartered in Montabaur, Germany, is pursuing an aggressive course of European expansion. Listed on the Neuer Markt in Frankfurt since May 2000, the company's aim is to establish itself as a leading European marketer. The Swiss branch will be AdLINK's eleventh subsidiary, commencing operations on July 1. For Michael Kleindl, CEO of AdLINK Holding, Switzerland is an attractive market: "The country has the fifth highest Internet penetration in Europe and the highest per capita advertising volume in the world."
Martin Radelfinger has been appointed Managing Director of AdLINK Internet Media AG, a Swiss company based in Zurich. As one of the key figures in the establishment of Publigroupe subsidiary Real Media AG in the USA and as President
of the Internet Advertising Bureau (IAB) Switzerland and Member of the Board of IAB Europe, he has good knowledge of online advertising marketing.
Exclusive marketing also in Switzerland
In addition to Martin Radelfinger, the team at the Swiss subsidiary also includes Marco Stettler and Dominic Furlong. Marco Stettler will be responsible for Marketing and Product Development. He was previously Managing Director of the Publicitas company Swiss Press, among others. The new AdLINK team is expected to grow to 10 to 15 people by the end of the year.
In Europe, AdLINK specializes in the exclusive and partnership marketing of high-quality websites. The same is to apply to AdLINK Switzerland, although only a few websites have been marketed exclusively so far. Radelfinger does not yet want to name any exclusive customers in Switzerland, but by the end of the year there should be between eight and ten.
"With our full-service approach, we offer website operators efficient and professional organization of their sales," explains Radelfinger. "In this way, we are clearly distancing ourselves from the business model that has been customary in the Swiss market to date. The trend toward exclusive marketing of websites, having become established on a broad scale in Europe, is now clearly emerging in Switzerland as well."
Media and advertising agencies are important partners
AdLINK sees Switzerland above all as a market with great potential in terms of internationally operating companies, which it would like to win over for advertising placements in the European network. The strategic goal of all AdLINK national companies is to generate 40 percent of their total sales from international banner campaigns.
Media and advertising agencies are particularly important partners for AdLINK: 85 percent of business is generated via this distribution channel.

Heinz Schwegler: The senior AD joined the management team of FCB Leutenegger KrüllHead of the week "Even everyday advertising has an artistic claim".
The month of April saw the birth of FCB Leutenegger Krüll from the Bozell Leutenegger Krüll agency in Wallisellen. In addition to CEO Peter Leutenegger and CD Mike Krüll, Toni Hänggi for finance and consultants Marc Ziegler and Christoph Bögli have since joined the extended management team. Senior AD Heinz Schwegler is the new member of the creative team.
The latter contacted Mike Krüll six years ago in response to an ad and was immediately hired as an AD. Before that, the Lucerne native had a rather free and multi-layered career as an artist. Schwegler received his training at various art schools. After a few assistantships, he soon worked independently as a fashion photographer in Paris.
"It was this awakening period in the late '70s," Schwegler recalls of the era when he felt stylistically associated primarily with the punk scene with his paintings, videos, poems, collages and photographs. Schwegler worked for various punk magazines. "Because I noticed there that you can still do a lot with a text via typography, I also wanted to master this art even better," he explains his next development step. He learned to work with typography at Peter Zimmermann's art book publisher Unikate - until the business of books finally became too dry for him.
Since then, the artist, photographer and performance artist has felt "perfectly at home" in advertising, because he can combine all his artistic skills in this profession. For example, with a music CD he designed for the Krismer metalworking shop. He remixed original sounds from the locksmith's shop as a heavy metal composition. The booklet to the CD serves as the company brochure requested by the customer. He can also combine art with the useful with his advertising for the Zurich Theater am Neumarkt.
However, Schwegler is just as tempted to make advertising with an artistic claim for everyday products as well. The AD therefore hopes that Compaq's budget, which his agency has just received, will include not only international adaptations, but also his own creations.
Since he also has a wife and two small children "in addition" to all these new tasks, Schwegler's own art, which he still cultivates, will probably be somewhat neglected in the near future. But since his motto used to be "The true artist lives underground," this first passion will surely reappear somewhere one day. Andreas Panzeri

The Polyconsult Group, with agencies in Bern and Basel, is being brought together under the umbrella of a holding company.The group consists of four companies: Polyconsult Bern AG, the independent Polyconsult Basel AG, the event agency Eventicum AG and the pre-press company Schnittstelle. "On the one hand, the shareholding relationships became quite complex," explains René Maeder, Managing Director at Polyconsult Bern, "on the other hand, we want to offer employees the opportunity to participate in the agencies in the medium term." The holding company will create structures that will facilitate the smooth continuation of the agencies if the management trio of René Maeder, Kurt Mürset and Jürg Tscharner should ever step down. There is no acute danger of this happening, but there is no harm in taking precautions. "We are all between 49 and 51 years old," says Maeder, "and ten years go by quickly."
Maeder, Mürset and Tscharner merge their previous shares in the companies into the holding company. Polyconsult Bern is a wholly owned subsidiary. The holding company holds 70 percent of the Basel agency, 60 percent of Eventicum and 50 percent of Schnittstelle. The umbrella company is to allow a uniform appearance, but otherwise wants to remain in the background. (ba)

In a readership survey conducted by Ringier Romandie, 59 percent of dimanche.ch readers said they were generally not buyers of Le Matin Dimanche.Fax dimanche.ch expands reader market
This means that more than half of dimanche.ch, the Sunday newspaper launched last fall for French-speaking Switzerland, is read by people who were not previously part of the Sunday press audience. Another significant result of the readership study is the high affinity of readers to the Internet: While on average only 31 percent of French-speaking Swiss use the web, the figure for dimanche.ch readers is 49 percent.
Affichage Holding adds to BoD At its Annual General Meeting in Geneva, Affichage Holding appointed Jean-Philippe Maitre, a former member of the Board of Directors, as Chairman of the Board. Maitre takes over from Jean-Pierre Bonny, who has been a member of the Board of Directors for 15 years, the last five as its Chairman. Affichage Holding has confirmed the two current Board members Max Fischer and Christian Brückner for a further three years.

HvM and Meyer Schianchi give the job ad for executives a top imageWhen TA-Media launched the Alpha job ad for executives and specialists in 1996, 30 to 40 pages were enough. Four years later, the volume of the salmon-colored supplement of the Tages-Anzeiger and SonntagsZeitung has doubled and has awakened the competition. No one was surprised when the NZZ, HandelsZeitung and Weltwoche launched Executive Plus, the counterpart to Alpha. TA-Media didn't wait long to make a countermove: starting June 24, Alpha will be organized into sections that will help advertisers find their way through the offerings. The Zurich agency Meyer Schianchi supplied an information brochure and advertisements for this purpose. And the accompanying image campaign by Honegger von Matt speaks a clear language: Alpha is still the alpha of the industry. Page 12

Radiotele combines radio advertising and telephony on a trial basis: advertised products can be orderedby Markus Knöpfli The TV and radio marketer Radiotele is launching the three-month pilot project Radioshop in the fall: Items advertised on the radio are to be orderable via cell phone. However, providers are still needed for this.
The idea of combining radio and cell phone is not new: the Mobilesound project, launched by Internet CD distributor CeDe and SMS specialist Minick together with around a dozen private radio stations, has been doing this since the beginning of the year. And this is how Mobilesound works: anyone who likes a piece of music that has been broadcast can request its title via SMS or order the CD straight away. "Including shipping costs, we are in the middle of the pack in terms of price," says Minick Managing Director Thomas Brändle.
In the first four months, the six stations involved at the time recorded a total of 100,000 queries; orders, on the other hand, were much sparser: at the beginning of June, Brändle gave the figure as "around 50 per day", and the trend was upwards.
Unclear trailer blocked order requests
Brändle explains the large gap between queries and orders this way: There was still a lack of trust in the completely new virtual CD store. "In addition, communication was poor," admits Brändle. Up to now, this has been done almost exclusively via trailers, which each participating station broadcasts at least forty times a month. Brändle: "The trailers are not clear enough."
The experience of Mobilesound is now being taken up by Radiotele's radio store: Virtually any product offered via radio spot can be ordered via cell phone or telephone. For the time being, however, Radiotele will only open its store on a trial basis from October to December. During this time, the stations ExtraBern, Argovia, Basilisk, Aktuell, Top, Sunshine and Zürisee will run four exclusive commercials a day featuring products that can be ordered directly.
Trial to help clarify readiness for m-commerce
According to Radiotele managing director Bruno Oetterli, the trial is intended to show "whether our society is ready for such purchasing options." In any case, a market research study at the end of March came up with positive results, says Oetterli.
Oetterli is currently still looking for advertising customers for the pilot project. Originally, a surcharge for the additional service was to be charged for the respective advertising campaign. But now the principle is "pay per order": the customer only pays the surcharge according to the number of orders actually received. In addition, Oetterli wants to broaden its communication.
The Radiotele boss describes the difference between the two projects as follows: While Mobilesound is primarily an information service for listeners, with the purchase option being secondary, Radioshop primarily offers listeners an uncomplicated shopping service.
TV program via SMS

The TV magazine TR7 offers a new SMS service. Cell phone users can receive program tips directly to their cell phones the day before they are broadcast. The tips from around 50 stations can be subscribed to according to categories (such as crime, boxing, jazz) or keywords (e.g. volcano, crime scene, Chaplin). It is also possible to restrict the choice of stations.

The TV and film production company Frame by Frame and the Internet agency Eleven1 merged to form Frame Eleven on June 1, with Thomas Städeli from Eleven1 and Christoph Müller and Marc Haas from Frame by Frame taking over the management. "In film production, content must become increasingly interactive and, conversely, the web is becoming more and more dynamic," Städeli explains the reasons for the merger. Frame Eleven will employ more than thirty people in the initial phase. The partner companies of Frame by Frame and Eleven1, based in New York, will also merge under the new name. (ba)