The Internet advertising industry is already prepared for the fusion of TV and the InternetBy Clemens Hörler When the Internet and television merge, completely new opportunities open up for online advertisers. The advertising industry is not short of ideas here - what is missing is the necessary broadband connections to the Internet.
Internet advertising today consists largely of banners, buttons and e-mails. But the convergence of TV and the Internet already has the advertising industry dreaming of the fusion of content, advertising and e-commerce.
The Internet advertising company Adtech GmbH, Neu-Isenburg, and IntelliVisionTV AG, Munich, want to make this dream come true and presented a solution for interactive marketing: AdFusion is designed to turn streamed content into an advertising medium at the same time, explains Dirk Freytag, press spokesman for Adtech.
Book a vacation at the click of a mouse while watching TV
And this is how it is supposed to work: People or objects are marked. For example, if a user is interested in the news anchor's tie, he or she clicks on it and is connected directly to an online store.
If the viewer is inspired by a Caribbean port of call in the cruise soap, he or she can go straight to a travel agent to find out about the corresponding vacation offers. An advertising banner above the program window draws attention to the various information and ordering options.
"The interest in this from the advertising industry and content providers is huge," Freytag enthuses.
Still little legal
Restrictions
However, the low density of broadband connections to the Internet is an obstacle to rapid use of the new forms of advertising. According to Freytag's estimates, the new forms of advertising cannot be deployed on a broad basis before the end of the year.
It remains to be seen whether the merging of content and advertising will be legally curbed in the future, as is the case with radio and television. In Switzerland, the Internet does not fall within the scope of the Radio and Television Act (RTVA).
According to Alfred Hostettler of Bakom's Radio and Television Division, there is no reason yet to apply the RTVA to Internet TV: "With its so far small mass impact and low transmission quality, it does not yet fall within the scope of the RTVA." This could soon change thanks to broadband offensives by Swisscom and Cablecom.
Without merging content and advertising, Europe Online Networks S.A., Luxembourg, is already taking advantage of the Internet for interactive advertising: The operator of a satellite-based and terrestrial broadband Internet network offers advertisers the opportunity to run spots during which viewers can click a mouse to request more detailed information about the advertised product.
In the future, Europe Online, which streams programs from CNBC and Eurosport, among others, wants to develop solutions for online advertising in broadband Internet networks together with the Internet marketer AdLink Internet Medien AG, Montabaur. Europe Online currently serves around 55,000 customers throughout Europe.
Interactive advertising becomes
still little used
In Switzerland, advertising spots on the Internet are usually seen only in very simple forms. The possibilities for targeting and interactivity are only little used by advertisers. TV stations that broadcast their full program live on the Internet show the same commercials as on TV, although the Internet - especially with larger audiences - would also offer the opportunity to address different target groups with different commercials.
Even on the websites of the companies that make their commercials available online, one hardly finds any Internet-specific applications or further developments. "Internet-specific" is still mostly synonymous with: small and blurry.

Which cultural event did you visit last and why this one in particular?Muse & Musse Lilo Killer
Lilo Killer: A dinner with five artists who disagreed on the topic "When men paint too much". A cultural treat.
What are you reading right now and why?
Killer: "O.M.O. - Hard Years". The cult book of the 90s.
Which CD do you currently prefer to listen to?
Killer: The one by Bolle, the illustrator.
Which movie would you most like to see again and why?
Killer: "Casablanca". Because it is unique.
What TV show did you fall asleep during the other night?
Killer: After 10 p.m., I always fall asleep in front of the TV. With every program.
What is your latest discovery on the Internet?
Killer: www.grueter.com
Love is ...?
Killer:...shrill, but necessary.

With the campaign for Apple, the Californian advertising agency TBWA Chiat Day has won the Grand Effie of the United States for the second time in a row.Fax Grand Effie for Apple
The New York American Marketing Association awarded the campaign with the slogan Think different as the most efficient advertising of the year. In 1999, the agency had won the award for Yo quiero Taco Bell.
Court allows blocking of commercialsDevices that spare TV viewers commercial breaks are not anti-competitive in Germany. The Frankfurt Higher Regional Court (OLG) has allowed the sale of so-called TV ad blockers. These switch to another channel at the start of a commercial break and then back again. In a ruling that has now been published, it says that the manufacturer of the devices is not violating any legal provisions. There is no obligation for viewers to watch the commercials on TV.
WHS Vienna promotes online newspaperIn a presentation, Weber Hodel Schmid, Vienna, won the budget of Standard.at, the Internet edition of the Austrian daily newspaper Der Standard. An "unusual image campaign" will start in July, explained consulting manager Josef Koinig, followed by a daily info campaign. For online advertising, WHS is working with the web agency Røsa, Vienna.
Free Newspapers Win AgainThe lawsuit filed by the publisher DuMont Schauberg against the free daily newspaper 20 Minuten Köln has also been rejected in the second instance. The Cologne Higher Regional Court ruled that "no concrete threat to the institution of the free press guaranteed by the German constitution" could be established. DuMont has announced that it will take the case all the way to the Federal Court of Justice if necessary.

Kendro Communication becomes the Swiss offshoot of the US multinationalOne of the largest online marketing companies in the world, 24/7 Media Inc., has taken over Lausanne-based Kendro Communication and is now also operating on the Swiss market. Kendro Communication is now called 24/7 Media Switzerland. Jean-Pierre Meister and Stéphane Schoch remain managing directors. In addition to the branch office in Lausanne, an office in Zurich is to be opened soon. Gordon Simpson, CEO of 24/7 Europe, explained that the company wanted to take into account the fact that Switzerland is one of the leading countries in Europe in terms of Internet penetration. Although Real Media still strongly dominates the Swiss market, 24/7 Switzerland CEO Jean-Pierre Meister is confident: 24/7 Europe wants to make its mark not least by offering new and superior technologies.
To the top with new technologies for Internet advertising
"At the moment, Internet advertising consists mainly of banners, but soon technologies for mobile and broadband will gain in importance. With the world's biggest online sales company behind us, we hope to become number 1 in Switzerland in a short time."
Unlike AdLink, the largest online marketer in the German-speaking world, 24/7 can at least rely on an established, albeit small, player.
Swiss market leader Real Media is watching 24/7's market entry with interest. Urs Wolfensberger, Managing Director of Real Media Switzerland, emphasizes that the company is ideally equipped to defend its leading position in the field of new online advertising technologies.
In addition to Real Media, AdLink and 24/7, AdMaster Switzerland, Ad Pepper Media, ActiveAgent, Internet Partner and Banner.ch are also vying for the small Swiss market. The latter two are currently not yet firmly integrated into an international network. Internet Partner wants to build one on its own. Banner.ch is in negotiations with a European company. An international network is increasingly becoming a must for marketers who want to play in the premier league nationally.
Clemens Hörler
24/7 Media and Kendro24/7 Media, headquartered in New York, has 51 offices in 28 countries worldwide. The Swiss online communications agency Kendro Communication (new: 24/7 Media Switzerland) has so far marketed over 100 websites throughout Switzerland and created online media plans for numerous companies such as Knorr, GTN, Xerox, Apple and Multilink.
www.247media.com, www. kendro-communication.ch

Jungfrau Zeitung preempts BTM cooperation with Thuner Tagblatt and Berner OberländerMovement in the Bernese Oberland newspaper market: Gossweiler Media launches the Jungfrau Zeitung on October 6, thus taking advantage of its opportunity on the eve of the expanded BTM commitment.Because from November 1, the cooperation of the Berner Zeitung BZ with the Thuner Tagblatt and the Berner Oberländer is to become reality. Urs Gossweiler, publisher of the two local papers Hasli Zeitung and Brienzer, wants to pre-empt this advance into his own hunting grounds by launching another local title for the municipality of Interlaken.
The twice-weekly paper with the sensuous title Jungfrau Zeitung rolls off the press for the first time on October 6. It is being produced in collaboration with the Echo von Grindelwald, which will become a Jungfrau Zeitung head paper. Background: the long-established Echo von Grindelwald, which has been printed as a head paper of the Oberländer Volksblatt since 1978, is losing its previous partner. This will be the case from November 1, when the publishing houses Schaer Thun (in which BTM holds 49 percent) and G Maurer in Spiez publish the Berner Oberland Zeitung with the regional editions Thuner Tagblatt and Berner Oberländer under the company name Berner Oberland Medien (BOM), thereby discontinuing the previous Oberländer Volksblatt.
Disappearance of the Oberländer Volksblatt as an opportunity
According to Urs Gossweiler, the concept for the Jungfrau Zeitung has already existed since 1993. "It is only the disappearance of the Oberländer Volksblatt, however, that now opens up opportunities for us to really succeed with the project," says Gossweiler, "because it is one of the most difficult things to position a micro-newspaper in relation to existing titles."
The Jungfrau Zeitung is also expected to take a step forward in the advertising market. It is true that the paper only expects a circulation of 2500 copies in the first year. But together with Hasli Zeitung, Brienzer and Echo von Grindelwald, it will have a total circulation of over 10,000 copies, which will cover the valley basin. "This makes us interesting for major distributors such as Coop and Migros," says Gossweiler.
With the Jungfrau Zeitung, Gossweiler Media intends to further refine its online strategy, in which it is a pioneer: the editorial team immediately puts the permanently generated articles online, and a selection of the most important stories is then printed in the twice-weekly newspaper.
In time for the Swiss Press Congress
Although the website does not promise any financial benefits, such as banner advertising, Gossweiler relies on the cooperation with the homepages of hotels and tourism businesses in the region: for a fee, they can integrate the online news into their own websites.
The Jungfrau Zeitung could not have chosen a better launch date than October 6, because the Swiss Press Association is meeting in Interlaken that very week. The new newspaper is sure to attract a lot of attention. And Gossweiler admits: "The timing couldn't be better. But the coincidence is nevertheless a pure coincidence. The strategy of the Jungfrau Zeitung was to enter the market before the BOM. Because the launch of the BOM was now scheduled for November 1, the beginning of October automatically imposed itself as the launch date for the Jungfrau Zeitung.
Daniel Schifferle

The Albanifest in Winterthur attracts thousands of visitors every year. For its twenty-ninth edition, the festival committee organized a competition among graphic design apprentices to develop a design concept. The winner was Selina Bütler, a second-year graphic design apprentice at the Bonaparte advertising agency. Bütler’s design now features on a B200 poster as well as in the festival guide. This marks the second design competition the young graphic designer has won in a short period of time: during her first year of apprenticeship, her proposal for a logo for «zürilinks,» the umbrella organization of left-wing parties in Zurich, had already won an award. LÄKEROL is «slightly frivolous.» According to SF-DRS Ombudsman Otto Schoch, the latest Läkerol commercial does not offend religious sensibilities. A retired pastor had complained about the commercial. In it, a young woman sits in a confessional, struggling to find her voice. The pastor offers her a Läkerol, whereupon she cheerfully begins to confess. Otto Schoch describes the subsequent visual—showing the woman’s crossed legs and a church window featuring a built-in Läkerol advertisement—as «slightly frivolous.» However, he notes that it violates neither legal provisions nor the terms of the broadcast license.
HISTORY OF PHOTOGRAPHY. Under the title “Zeit Blicke,” the Association of Freelance Photo Designers in Stuttgart is presenting an exhibition on the last 30 years of photographic history. 500 photos by professional photographers document lifestyles, fashions, aesthetic concepts, and social events from three decades. The opening reception is on Saturday, June 17, at 7 p.m. The exhibition at the City of Stuttgart Gallery (on Schlossplatz) runs through September 3. For more information, visit www.swo.de/GalerieStuttgart.de
«Robinson II» gained market share. The second season of "Expedition Robinson" on TV 3 achieved higher average market shares (MA) than last year's first season. In the 3+ age group, the show averaged 354,100 viewers, or a 17.5 percent market share (1999: 297,600 viewers, 13.9 percent MA) and, among 15- to 49-year-olds, 236,900 viewers, or 25.5 percent MA (1999: 203,200 viewers, or 20.3 percent MA). At this year’s finale on June 4, the absolute viewership figures were not quite as high as last year’s due to the nice weather. In the 3+ age group, 354,100 viewers (1999: 549,300) tuned in to watch the island adventure. And among 15- to
For the 49-year-olds, the viewership figure was lower at 260,300 (1999: 375,700). In terms of market share, however, there was little difference between the finals of the first and second seasons: In the 3+ age group, both achieved 22.6 percent; among 15- to 49-year-olds, this year’s finale drew 32.6 percent, compared to 33.2 percent for the first season’s finale.
HORX IDENTIFIES NINE NEW CONSUMER TYPES. The Zukunftsinstitut, led by trend researcher Matthias Horx, has released a new study. «Consumer 2010» aims to highlight the most important trends and target groups of the coming decade and facilitate tailored marketing. The study is full of trendy categories such as “Urban Villagers,” “Business Nomads,” “Hypersmart Shoppers,” and “Lessness Priests.” Anyone who wants to look beyond these labels can order the study online (www.zukunftsinstitut.de) for 250 DM.
A colorful calling card. Migros« 1999 annual report continues to stand out with its unusual design. For the third year in a row, the report was designed by Beda Achermann. Instead of dry facts and figures, it opens with a 135-page photo section. Studio Achermann collected around 10,000 artifacts from the world of Migros—ranging from receipts to Cumulus cards—and compiled these finds into a colorful series of photos and illustrations. »Migros is everywhere” is the message. Everyday objects are shown in a new light. The result is an image feature in both senses of the word: both a colorful visual journey and a showcase of Migros’s cultural commitment.
GRAUBÜNDEN GUERRILLA ADVERTISING ANGERS ZURICH. Huge, colorful stickers flooded downtown Zurich overnight on Wednesday. With slogans like «Sniff some weed in Graubünden,» they were meant to generate goodwill for the mountain canton. Instead, they caused quite a stir: According to a report in the Tages-Anzeiger, annoyed shop owners had to remove the stickers from their storefront windows. The guerrilla campaign was conceived at Weber Hodel Schmid. Martina Fäh, a consultant for Graubünden Ferien, explained to WerbeWoche that clear rules had been defined in collaboration with the event agency Spool regarding where stickers were not allowed to be placed. It is unclear why these rules were violated. Ultimately, responsibility for such actions lies with the client, who had been made aware of these issues.
PLACE ADS ONLINE WITH PUBLICITAS. Since June 6, ads can be placed online with Publicitas. The Publicitas website offers a sophisticated tool that allows users to write and design ads directly online and book them in 300 newspapers. The system takes discount entitlements into account and provides information on special offers for individual publications. Payment can be made by invoice or via CommerceMaker, Swisscom’s online payment program. http://www.publicitas.ch
NEW BRAND LOGO FOR SAAB. Saab Automobile is introducing a new brand logo. The design is intended to more clearly reflect the values of the Saab brand and is an evolution of the previous logo, which was introduced in the mid-1980s. Saab is an abbreviation for Svenska Aeroplan Aktienbolaget, which means Swedish Aircraft Company. The company has also been manufacturing cars since 1947. The new symbol will be introduced with the 2001 model year.
Editorial: On Gut-Feeling Advocates and Nitpickers
"Marketing is worship of the customer" was the slogan at one of the first German trend conferences in Hamburg. Although many people today have long declared God dead, it is no blasphemy to say that customers are still very much alive. This opens up a market niche for new prophets and trend researchers.
In 1992, Peter Wippermann and Matthias Horx founded Trendbüro Hamburg as a «monitoring firm» and have been organizing the German Trend Days on a regular basis ever since (see also WW 21/00). While the trend researchers initially struggled with issues of acceptance and legitimacy, they are now established as a think tank in the field of future consulting and count among their clients companies such as Beiersdorf, Sony, and Lufthansa, who seek the Trendbüro’s advice on style development and forecasting (see «In Conversation» with Peter Wippermann on page 41).
While trend research attempts to identify patterns and define reliable concepts in the seemingly vast jungle of everyday culture, market research, on the other hand, deals with more tangible phenomena. It can only detect changes in attitudes and behavior once something new has already become a mass phenomenon.
Market research is playing an increasingly important role in the communications industry, even though “gut-feel” marketers—who rely entirely on their intuition—and “number-crunchers”—who want to scientifically validate every step of their communications efforts—remain irreconcilably at odds. Amid this tension, we at WerbeWoche will be publishing a series of articles—at irregular intervals—on the methods and findings of advertising effectiveness and media research. The articles will be written by trade journalist Wolfgang J. Koschnick, who has already published several specialized books on this subject and maintains an extensive research archive. In the first part, he examines the common methods of advertising tracking—specifically, recall tests that focus on the development of a brand’s awareness and image. The series begins on page 24.
Samuel Helbling

Advertising tracking is the miracle cure that can put lurching campaigns back on the right track, or at least that's the promise of market researchers who believe in tracking. Some equally vehement opponents believe that tracking is like repairing a racing car while the engine is still running, and that this can be done without a pit stop. The discussion is being conducted under the promising title of advertising impact research. Was it really the advertising campaign that triggered the market success? Couldn't an even greater market success have been achieved with a differently conceived campaign? The answer is not in the wind, but in the article on page 24.

Reinhold Weber on WHS Zurich and InternationalThe Zurich office of the international agency group Weber Hodel Schmid is facing budget losses of considerable proportions. After the departure of Zurich Insurance, the whereabouts of the Smart budget are now also seriously in question. Just at this time, the head of the agency group, Reinhold Weber, takes the helm of his Berlin branch.Mr. Weber, since the beginning of May you have been living in Berlin, where you head the WHS Group and the Berlin branch as creative director. Are you on the run from WHS's problems in Switzerland?
Reinhold Weber: No, no, I haven't fled to Berlin. Maybe once in a while I don't sleep quite as peacefully as usual. But as soon as I switch on the shareholder's head and the creative's gut, I know that it's basically no problem to master this situation.
And how are you going to manage this situation?
Weber: That's quite simple: First, we drive down costs. To do this, we may use the Smart Factory predetermined breaking point. And secondly, we are stepping on the new business gas pedal. Of course, the situation as it is at the moment is new. But we don't feel that much different in the current situation than when we founded WHS ten years ago or when we installed and removed our digital computers about five years ago. Both times, as you know, stepping on the gas worked pretty well.
That sounds like badass business power.
Weber: We simply said to ourselves: 'We're not making a loss, so we're already restructuring preventively.' It follows that the two agencies are being merged, that we are cutting staff, infrastructure and costs. Basically, it would have been necessary a long time ago to bring Switzerland back to a size that is fun, harmonious and normal. WHS am See and the Smart Factory could have been merged earlier. After all, the Smart jobs no longer required the same amount of manpower as they had at the beginning of the campaign. Some time ago, we wanted to open up the Smart Factory to other customers. Now we are doing so.
How many people will you have to lay off?
Weber: I don't know exactly yet. Not exactly any jobs will be lost, but it certainly won't be a mass story. We'll probably cut about ten jobs. A few people will move to Berlin. After that, we'll have about 55 employees in Switzerland.
What did it look like before the crisis?
Weber: At Smart, there were about 35 employees in the old days, and at the lake we employed another 40 or so people. Of course, the whole thing plagues me. But on the other hand, I'm also rid of a "lump. What do I want with two half infrastructures where the mood is half good? Two or three weeks ago, I really didn't find the situation very funny, but in the meantime I'm relatively confident. WHS am See will still be able to play a dominant role in the Swiss market.
Are there capacity bottlenecks?
Weber: We even have to artificially destroy work and income in Switzerland. Mandates such as the leisure time database Viviti, Media-Markt and Derendinger Autoersatzteile, which we previously managed from Switzerland, we are now taking with us to Berlin.
How are the management tasks distributed?
Weber: Yvonne Hodel is responsible for Switzerland, Vienna is going so well that it's best we don't get involved at all, and I'm just fishing in the big pond now instead of the small one, that's the story. Apart from that, there is 43 percent economic development in Berlin. I see Berlin as the future headquarters of the WHS Group.
What happens to the smart factory?
Weber: If I want, we can get out of the Smart Factory by the end of the year. There is a contract that guarantees us any closure costs. But it's unlikely to come to that. First, the central Smart pitch won't be decided until August, and if all else fails, our media agency Bemberg und Gedenk will move into the Smart Factory. The agency is totally hot and is looking for offices for 25 people.
Is the alliance with RØSA at risk?
Weber: The press release clearly states that WHS and RØSA will be moving even closer together in the future. And it goes without saying that we have to make common cause, especially in Berlin. Berlin is teeming with multimedia companies. The awareness for integrated communication is much more pronounced here than in any other city.
When did you decide to go to Berlin?
Weber: At the beginning of the year, but I should have moved to Berlin a year ago. In the meantime, I would have to run naked with Mr. Hayek across Bellevue to even be worth a note on the "mixed news" page of the Swiss media. If I did that in Berlin with Ambassador Borer, there would be a front page in Blick. And Borer would probably be out of a job.
Interview: Ernst Weber

Best of Print Advertising The Advertising Hits 2000 from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche with an excerpt of the results from the Advertising Index (AX Print) five times a year. This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are those subjects that achieved the greatest acceptance in the relevant psychographic target group (see wind rose). The three subjects that performed best among the entire sample, i.e. among all four target groups in total, in the 1st quarter 2000 are shown under the heading "Top three".
Industry hits (1st quarter 2000)
(Values = index "Supporters" of the advertisement compared to the average of all advertisers in the sector; 1.00 = average = 100%)
Watches Longines Longines DolceVita watch 1.27
Auto Jaguar Schweiz AG Jaguar XJR 1.51
Drinks Mövenpick Mövenpick Swiss Premium 1.33
Coffee Cream
Body Care Paco Rabanne Paco Rabanne Ultraviolet 1.51
Advertising IndexFor the Advertising Index ad tests, a representative sample of around 800 people is surveyed in eight waves. The respondent first completes a psychological test (50-item test) and then flips through a magazine with 45 ads. As with reading a magazine, the respondent is free to spend as much time as he or she likes on each ad in the test. Before turning the page, she rates the ad on a scale of 5 ("appeals to me a lot") to 1 ("doesn't appeal to me at all"). Supporters are people who are "very" or "fairly" appealed to by an ad. The acceptance of advertising determined in this way correlates strongly with other functions of advertising impact and is therefore suitable for benchmarking.
For the segmentation of the sample according to target groups, Market Radar uses a psychographic test, the so-called 50-item test. With the help of this test, the value orientations of the respondent are determined and assigned to one of the psychogram fields (see wind rose). The value orientations range from South (conservative) to North (progressive) and from West (outward-looking, materialistic) to East (inward-looking, idealistic).
Further information on the Advertising Index and the Market Radar is available from Demoscope. Planning support with the Advertising Index, the Radar and new
with the Print Advertising Monitor (PAM), Publimedia.

Urs Renner of The Media Edge is the new president of the electronic media interest group IGEMHead of the week
"The ideal partnership between providers and agents"
Everyone is really sitting at the same table here. That's why I've been very involved with IGEM right from the start," says Urs Renner, newly elected president of the electronic media interest group. And he adds: "I've never been in an association that has achieved so much in two years.
With the managing director of The Media Edge, the internationally active media subsidiary of Advico Young & Rubicam, a representative of an agency was elected to the top of this new organization for the first time at the last IGEM general meeting. The association, which was founded in 1998 around IP-Multimedia and Cinecom, now has 27 members and has also welcomed Publisuisse as its most important member. "For me, IGEM is exemplary in Switzerland because it represents a partnership between all relevant providers and many media agencies. In this way, you can illuminate the problems from both sides," says Renner and hopes that this advantage could motivate even more "big players" to join in the near future.
The media planner considers the introduction of the MediaOptimizer to improve TV planning tools to be one of the most significant IGEM successes to date. "Now the usefulness of this tool is being optimized in close cooperation with Publisuisse." His overriding goal, meanwhile, is to "take an overarching approach to the research activities of all the individual providers."
Urs Renner is convinced that you can get more substantial performance out of the medium of television with the same money through professional purchasing. For him, this performance is clearly measurable, since daily checks of all desired audience figures are delivered. "Today, it no longer means taking a risk to place advertising on new channels," he says. And promotes his association's products with commitment: "TV is quite blatantly a numbers medium, because there is complete transparency here."
That working with media can be very exciting was already clear to Renner shortly after his commercial diploma. "His career has been "quite atypical for advertisers. And also atypical, he says, is the fact that he stayed at the same workplace, Advico Young & Rubicam, for 30 years. "As long as there is so much going on around me and I can still influence certain movements myself, I don't necessarily have to keep moving myself," he says. And finally, his short commute to work (Dübendorf-Gockhausen) also has something to do with quality of life, says the father of two teenagers.
Andreas Panzeri

He is alleged to have used the service center, which he headed, for his own publishing projects. In addition, following his departures from Ringier and TA-Media, publisher Anton Wagner has now also had to leave Jean-Frey-Verlag.
After eleven years in public office in the canton of Schwyz, Richard Wyrsch is returning to the field of communications. The former journalist will take on the role of PR consultant at Hugo Schmidt AG.
Publicom’s Corporate Publishing division has a new project manager. Daniel Steim is taking over from Renata Tschudi, who has moved to the PR department of an insurance group. The 49-year-old worked as a journalist for twelve years and has spent the last ten years as a PR consultant at various agencies and in his own PR firm.
New faces at Freiburghaus and Banderini: The team has been joined by graphic designer Philippe Katalu, web project manager Christian Leu, and advertising assistant Mary Aegerter.
Starting in mid-June, Christian Spichtig, previously Head of Marketing Services at Publisuisse, will take over the new Business Development division on an interim basis. The 30-year-old will also oversee all long-term strategic initiatives and prepare any necessary decision-making documentation for entering new business areas.
Effective immediately, Susanne Gassmann is in charge of the Marketing Communications department at Computer 2000 in Rotkreuz. The 37-year-old most recently worked in the newspaper sales department at the Neue Zürcher Zeitung publishing house.

Affinity of ads among supporters in the "Christian camp "Best of Print AdvertisingThe Advertising Hits 2000 from the Advertising Index of the market research institute Demoscope
In cooperation with the market research institute Demoscope, Publimedia presents the readers of WerbeWoche with an excerpt of the results from the Advertising Index (AX Print) five times a year. This index (see box) is a module of the Market Radar and measures the popularity of advertising subjects. In the top two rows are those subjects that achieved the greatest acceptance in the relevant psychographic target group (see wind rose). The three subjects that performed best among the entire sample, i.e. among all four target groups in total, in the 1st quarter 2000 are shown under the heading "Top three".
Advertising IndexFor the Advertising Index ad tests, a representative sample of around 800 people is surveyed in eight waves. The respondent first completes a psychological test (50-item test) and then flips through a magazine with 45 ads. As with reading a magazine, the respondent is free to spend as much time as he or she likes on each ad in the test. Before turning the page, she rates the ad on a scale of 5 ("appeals to me a lot") to 1 ("doesn't appeal to me at all"). Supporters are people who are "very" or "fairly" appealed to by an ad. The acceptance of advertising determined in this way correlates strongly with other functions of advertising impact and is therefore suitable for benchmarking.
For the segmentation of the sample according to target groups, Market Radar uses a psychographic test, the so-called 50-item test. With the help of this test, the value orientations of the respondent are determined and assigned to one of the psychogram fields (see wind rose). The value orientations range from South (conservative) to North (progressive) and from West (outward-looking, materialistic) to East (inward-looking, idealistic).
Further information on the Advertising Index and the Market Radar is available from Demoscope. Planning support with the Advertising Index, the Radar and new
with the Print Advertising Monitor (PAM), Publimedia.