Tobler, Burkhart, Schädelin AG moves to Zurich's Schiffbaustrasse and simultaneously appears with two new labels.TBS Identity stands for the core competencies of corporate design, corporate identity and corporate communications. With TBS Interactive, the company's own Internet department is expanded. "Corporate design on the Web is a gap in the market," explains Michael Schädelin the WerbeWoche, "there is a state of emergency in this area." With the new label, TBS will ensure uniform company appearances on the Internet as well and communicate the company's multimedia offerings to the outside world. TBS does not want to build up a large web factory, but rather work in the clearly defined area of corporate web design.
The move to the Schiffbauareal on the Escher Wyss site puts TBS in the direct vicinity of the new theater stage of the Zurich Schauspielhaus. "We were looking for proximity to the theater," says Schädelin, "we could already count the Schauspielhaus, the Volksoper Vienna and other theaters among our customers." (ba)

TeleOstschweiz and Schaffhauser TV hope for the TeleCombiBy Markus Knöpfli What is happening in the eastern Switzerland TV sector is also likely to have consequences for the print sector. The new Tele-Leader pool between Tele Top and TeleSüdostschweiz could drive the Schaffhauser Nachrichten, the Thurgauer Zeitung and the Winterthurer Landboten into the arms of the NZZ.
First things first: Tele Top and TeleSüdostschweiz announced last week that they would launch a new TV advertising combo for 750000 households from mid-June under the name Tele-Leader-Pool.
This pool not only covers the entire eastern and southeastern part of Switzerland - and thus also the broadcast area of TeleOstschweiz (220000 households) - but with a secondary tariff of CHF 42.50, it is also relatively cheaper than TeleOstschweiz (CHF 30).
Geographically and in terms of price, TeleOstschweiz is thus isolated. This is all the more explosive because Tele Top and TeleOstschweiz, which is ultimately backed by the NZZ, were still in cooperation talks until recently. But now Heuberger has shown the powerful NZZ the door.
Tele Top's managing director does not deny this and gives the following reasons: The cooperation proposal from the NZZ, which wanted to bring TeleOstschweiz, Tele Top, Schaffhauser TV, Liechtenstein's Tele XML and the publishers Huber & Co. (Thurgauer Zeitung) and Ziegler Druck und Verlag (Winterthurer Landbote), who do not have a stake in any TV, under one roof, was unacceptable to him. Tele Top was only granted a share of 33 percent, which was too little for him in view of the preponderance of publishers, says Heuberger.
He had therefore proposed a project in which NZZ and Tele Top would have had an equal share, and no one else. This, however, was not acceptable to the NZZ. Within a week, Heuberger reached an agreement with Hanspeter Lebrument of TeleSüdostschweiz on the Tele Leader pool.
TeleOstschweiz looks at
TeleCombi as more important
Anton Schaller, commissioned by TeleOstschweiz to try to coordinate TV in eastern Switzerland, explains the rejection of Heuberger's proposal as follows: One had wanted to include all those who wanted to make TV in Eastern Switzerland and not grant 50 percent to any shareholder. Moreover, Schaller does not see TeleOstschweiz in isolation. He says that a programming cooperation has been initiated with TeleSüdostschweiz, and the coordination partners snubbed by Heuberger will discuss this week how they will react. In addition, he said, TeleOstschweiz has submitted an application to join TeleCombi, on which a decision will be made at the end of June. "TeleCombi is much more important than the Tele-Leader pool," says Schaller. This is also confirmed by Christian Stärkle, the driving force behind TeleCombi (WW 17/00). He adds that Schaffhausen TV will probably also be included in TeleCombi at the end of June.
But according to Heuberger, TeleCombi also has a written request from Tele Top. Stärkle, on the other hand, only knows of a verbal request. In addition, sub-pools are prohibited at TeleCombi, which is why Tele Top has now presumably forfeited its membership, says the Tele-M1 boss.
TeleCombi with TeleOstschweiz and Schaffhauser TV, but without Tele Top? Whatever the outcome of this matter, it is likely to have consequences in the print sector: The fact that Heuberger does not want to join an eastern Swiss TV project à la NZZ poses a certain threat to the small publishers in Schaffhausen, Thurgau and Winterthur: Everything that Tele Top rips off from the regional advertising pie will be lost to them. In this situation, the NZZ can now distinguish itself as an advocate for the small ones with its TV proposal. With calculation: In the long term, the small companies are forced to cooperate at least among themselves. But should a joint TV project definitely fail, a joint regional newspaper would also be an alternative. In this case, the NZZ would undoubtedly be happy to stand by - even if Schaller still calls such a scenario "too far-fetched.
A TV project by the four publishers, but without Tele Top, would have two catches: The consequence would be a rift between Heuberger and Huber & Co. The Tele Top boss made this clear to WerbeWoche. And the Thurgau publishing house would not be indifferent to this: it has a stake in Radio Top. A rift could also open the door to the Top Group for TA-Media, which is already involved with Heuberger via Radio Zürisee in the radio leader pool.

Which cultural event did you visit last and why this one in particular?Muse & Musse Adrian Huwyler
Adrian Huwyler: "La Beauté in Fabula" at the Palace of the Popes in Avignon. Because we happened to be in Provence last week.
What are you reading right now and why?
Huwyler: "The Master and Margarita" by Mikhail Bulgakov. The devilishly good book just won't let me go.
Which CD do you currently prefer to listen to?
Huwyler: "Tourist" from St. Germain.
Which movie would you most like to see again and why?
Huwyler: "American Beauty." Because I don't share Remy's view of the ending.
What TV show did you fall asleep during the other night?
Huwyler: With many. I regularly fall asleep while watching television.
What is your latest discovery on the Internet?
Huwyler: Every month I discover the new CD selection on www.heineken.ch.
Love is...?
Huwyler:...something very personal.

The Edipresse Group of Western Switzerland could soon be the new owner of advertising company Senger Media, as WerbeWoche has learned from well-informed sources.According to other information, the takeover of the advertising company has in fact already taken place.Edipresse publisher Pierre Lamunière confirmed to WerbeWoche: "It is true that talks are underway. We are Senger's most important customer. Edipresse cannot be indifferent to what is going on at Senger." However, nothing has been decided. A takeover is only one of several options. In addition, the negotiations are not entirely simple because Senger has several shareholders. The majority of the company belongs to the heirs of the company's founder. A minority of shares is held by Havas.
Senger Media AG has its headquarters on Mühlebachstrasse in Zurich (around 30 employees) and a branch office in Lausanne. It offers advertising marketing for general-interest and trade magazines. Among other things, it handles the advertising section of the Edipresse publications Animan, Femina and Bilan, as well as the real estate section of Cash. In addition, it handles the Swiss business for publications from Germany.
Senger also used to work for Bilanz, but this contract was lost. Rumors were also heard at times about the Bilan budget. In insider circles in French-speaking Switzerland, the word has been circulating for some time that Edipresse was not very satisfied with Senger's services and was planning changes. (cb)

Affinity of ads among supporters in the "alternative culture "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.

At awards ceremonies in New York, Swiss agencies won numerous prizesBy Thérèse Balduzzi At the New York Festival for TV commercials and print advertising, Swiss agencies won one gold, four silver and one bronze medal. The ADC New York awards ceremony took place at the same time, with six Swiss agencies winning Merit and one Distinctive Merit.
At the New York Festival of Print Ads, Posters and Design, McCann-Erickson won Geneva, Gold and Bronze. McCann-Erickson Zurich and Advico Young &Rubicam Zurich each won two silver medals (see box). Advico Young &Rubicam won one of these for its Sunday newspaper ad featuring Venus Williams, which was later stopped in Switzerland for privacy reasons but had already been submitted to the festival.
The New York Festival takes place in two parts. At the awards ceremony for cinema and TV commercials, the Swica commercial "Forever Young" by the agency Studer & Wohlgemuth and the production company Pumpkin Film AG already won gold in January.
Main winners of the New York Festival for Print: DDB with six and BBDO with five gold awards. Other winners were Dentsu Young & Rubicam and TBWA with three Golds each. Grand Awards went to DM9 DDB Sao Paulo for a ketchup ad, BBDO Toronto for Pepsi, Lowe Lintas of Sydney, DeVito Verdi of New York and Dentsu Young & Rubicam of Kuala Lumpur. The winners were selected from 5618 entries from 64 countries.
ADC New York distributed merits for the Swiss
At ADC New York, the poster "Fat Men in Skirts" for the Stadttheater Bern by Atelier Bundi was awarded a Distinctive Merit in Photography. In addition to Gold and Silver, ADC awards Distinctive Merits and Merits instead of Bronze. Merits were awarded to the Swica spot, Wyler Werbung Zurich, Jeanmaire & Michel from Bern, Thomas S. Schaer from Zurich and McCann-Erickson Geneva (see box).
The top winner in the advertising category was Fallon McElligott New York with her TV campaign for the Fox/Liberty Networks television station. Leagas Delaney San Francisco took home two golds for her Cnet.com spot. Also winning multiple awards was a public service print campaign by Martin Agency in Bethesda for the Virginia Holocaust Museum.
Gold winners in graphic design include Stefan Sagmeister for trade books for Amilus USA, Naomi Hirabayashi of Japan for a poster series for Axe Co. and Brahman Agency for a self-promotion poster series. In photography, ads for fashion house Nordstrom by Fallon McElligott Minneapolis, and for DaimlerChrysler by Springer & Jacoby advertising were honored with gold. The only gold for illustration went to Rolling Stone magazine. In the New Media category, the websites and CD-ROMs for the Santa Barbara Museum of Art by agency White Noise Production and for the Design Museum in London by Fred Flade were honored with Gold.
Instead of a boring presentation of each award-winning work, ADC New York has been organizing an exhibition since 1999, where the print entries are hung, the TV spots are played on video and computers are available for the websites. Live music plays, drinks are served, and a relaxed party atmosphere is created.
Swiss winners at the New York Festival Print
(Awards: Gold, Silver, Bronze)
McCann-Erickson Geneva: Martini: Shaken Ad: GoldMcCann-Erickson Geneva: Condomeria: Stop AIDS: Bronze
McCann-Erickson Zurich: Nico Yearbook: Silver
McCann-Erickson Zurich: Suva: The Gear: Silver
Advico Young & Rubicam Zurich: Sonntags Zeitung: Woman's Tennis/Church/ Youth Crime: Silver
Advico Young & Rubicam Zurich: SMP-PSL: Rhino: Silver
Swiss winner at ADC New York
(Awards: Gold, Silver, Distinctive Merit, Merit)
Stephan Bundi, Atelier Bundi, Bern: Stadttheater Bern: Fette Männer im Rock, Poster: Distinctive MeritPumpkin Film AG, Studer & Wohlgemuth Zürich: Swica: Forever Young, Spot: Merit
Wyler Werbung, Zurich: Tages-Anzeiger magazine: Reader, print campaign: Merit
Jeanmaire & Michel, Bern: Compaq Computer: Compaq Passport: Merit
Thomas S. Schaer, Zurich: Nemesis Verlag: Negligent, Book: Merit
McCann-Erickson Geneva: Saab: Crash test, print ad: Merit

Radio DRS renounces to broadcast its youth radio Virus on the frequency of the local station Radio X in Basel. A corresponding cooperation agreement for three hours of daily Virus programming on Radio X was terminated.Fax No Virus on X
The agreement had sparked outrage among private radio stations, since Virus does not have an FM license. Radio DRS distanced itself from the cooperation because it does not correspond to the ideas of Federal Councilor Moritz Leuenberger about the future relationship between SRG and private broadcasters.
alternative at the end The alternative in Uri is on the brink of extinction. There is a lack of 50000 francs per year to cover wage and production costs. The number of subscriptions has been declining in recent years. It is currently at 1200; for a secure future, the paper needs at least 1800.

New ownership structure at Südostschweiz MediengruppeThe Chur-based Südostschweiz Mediengruppe (SMG) has reorganized its ownership structure. Werner Gasser, the last representative of the Gasser publishing family, has sold his shares and left the company. The position has been strengthened by publisher Hanspeter Lebrument. For the first time, SMG also presented figures.The share package of Werner Gasser, the brother of the late Chur publisher Rudolf Gasser, has taken over the SMG management. To this end, publisher Hanspeter Lebrument, who has been with the group for 29 years, founded Südostschweiz Kader AG together with directors Alois Bearth, Andrea Götz, Andrea Masüger and Jürg Räber. The company holds 59 percent of the capital and 40 percent of the voting rights in SMG. Lebrument, in turn, is the majority shareholder in Südostschweiz Kader AG.
As a result, the shares of SMG, which among other things publishes the association title Südostschweiz with a circulation of 140,000 copies, have been bundled in a stock corporation and two foundations since June 1. The Gebrüder Gasser Foundation holds 52 percent of the voting rights and 3 percent of the capital, the Betty and Rudolf Gasser Foundation holds 38 percent of the capital and 8 percent of the voting rights.
In fact, however, these relationships play a subordinate role, because identical management bodies were appointed for the two foundations, the management company and the entire holding company: Lebrument exercises all presidential functions, Bearth and the Chur lawyer Andrea von Rechenberg are members of the foundation boards and the boards of directors.
For the first time, SMG has also published corporate figures. Last year, it generated sales of around 118 million Swiss francs. Cash flow amounted to 9.75 million francs. The two SMG advertising acquisition companies have also changed their names. Grischa-Annoncen, which is responsible for newspaper and Internet advertising, is now called Südostschweiz Publicitas AG, and the company responsible for TV and radio advertising is now called Südostschweiz Grischa Com AG.
Lebrument explained to Werbewoche that SMG is working towards combining all its commitments in the electronic media in a separate division. For licensing reasons, however, discussions with the Federal Office of Communications would still have to be held. Markus Knöpfli

Baromedia 2000 by Ringier Romandie: Internet and cell phone unstoppable at the topBy Anita Vaucher The qualitative media study Baromedia by Ringier Romandie surprises this year with detailed results on the medium Internet. The study also pays special attention to the cell phone, which is now owned by every second Swiss citizen.
"Nothing new in the West," one is tempted to say at first glance in the qualitative media study Baromedia 2000 from Ringier Romandie - if the Internet had not thoroughly shaken up the media use of the Swiss. For there are hardly any surprises to be found in the other results, and it is probably of little consequence if Mr. and Mrs. Swiss love the political authorities a little more than they already do. Apart from that, television advertising is still annoying, radio is still the most important source of information, and teletext has lost none of its credibility when it comes to the truthfulness of information.
But the topic of the Internet is exciting. Gilles Marchand, Director of Ringier Romandie, asks the question in the editorial: What if the Internet were to permanently change the relationship between consumers and the other media? And what if expectations of an information medium were to turn into impatience and people no longer placed great value on the truth content?
The importance of the Internet is increasing rapidly
The study, which was conducted in collaboration with the Geneva-based opinion research institute Erasm, is not yet as dramatic, but the importance of the Internet is rising rapidly. While only 30 percent of the Swiss population regularly surfed the web in last year's study, this year the figure is already 44 percent.
While new additions to the Internet in the professional sector have increased only slightly, Baromedia 2000 now notes an all the greater rush of private connections. 70 percent of Internet users now also surf from home, while 68 percent access the Web from the workplace and 27 percent from schools, universities and cybercafés. E-mail is the most frequently used function, while e-commerce has not yet really gained a foothold in Switzerland.
Baromedia 2000 also looks at the cell phone, which, like the Internet, is experiencing a huge boom. According to the study, one in two Swiss people now owns a cell phone, and 54 percent use it every day. There is a clear trend that more and more young people are using the mobile phone. 58 percent of users regularly send information via SMS, while WAP is used by six percent so far. At the moment, only 13 percent of users can imagine interruptive advertising in favor of cheaper rates.
The detailed Baromedia 2000 study can be obtained from: Ringier Romandie, Lausanne, tel. 021 331 70 00, or from Ringier Romandie in Zofingen, tel. 062 746 31 11.

After seven years as Managing Director of Initiative Media Western AG, Pierre C. Meier will be leaving the company on October 1 to set up his own business as a media consultant, providing training and consulting services to direct clients and the media. Meier founded the Swiss branch of Initiative Media Western AG in 1993. In order to ensure continuity, the outgoing managing director will continue to be available to the company as a consultant. 33-year-old Oliver Blecken has been selected as Meier's successor. He has been with Mindshare for the past six years. He spent the first four years at Mindshare Frankfurt and then worked as Media Director at Mindshare Moscow. Most recently, Blecken headed Unilever's business in Eastern Europe as Regional Media Director (ba).

With retroactive effect from April 1, the Basel-based web agency Nextron Internet Team GmbH is taking over the Prattler-based competitor Mediaventure GmbH, thereby consolidating Nextron's market position as a platform operator. "The purchase of Mediaventure is of great strategic importance to us," comments Nextron Managing Director Martin Häfliger. However, the fields of activity of the two companies are clearly separated from each other: "This allows us to make optimal use of synergies," adds Häfliger. Nextron's focus will thus be exclusively on web design, while Mediaventure will concentrate on platforms, portals and content providing. (ko)

The Allschwil-based RM&P Agency for Advertising and Multimedia Communication launches a children's portalBy Clemens Hörler The rotund family man Papa Moll is the godfather of a new website that offers young surfers age-appropriate content and also provides their parents with tips. The Allschwil-based RM&P Agency for Advertising and Multimedia Communication is behind the new children's portal.
More and more children are growing up with the Internet and using it as a matter of course. Nevertheless, special websites for children are rare. One possible reason for this is that the Internet unsettles many parents. According to the NOP Research Group, 67 percent of German parents are against their children surfing the Internet without supervision. They are afraid that their children will be confronted with pornographic content or content that glorifies violence.
Some providers are now trying to win the trust of parents and offer assistance. For example, the website Disney.de: The German children's portal not only aims to ensure safe surfing for children, but also offers parents all kinds of tips, for example on how to block sites with problematic content.
Refrain from depiction of violence
In Switzerland, too, a portal for children was launched a few days ago under the name PapaMoll.com. On PapaMoll.com, non-violent computer games are reviewed by children for children. According to Gilbert Mayer, managing director of RM&P and himself a father of three children, only games without depictions of violence are presented and offered for sale on PapaMoll.com.
The site also includes an interactive story, tips for keeping pets, chats and forums, a basic HTML course with the option of creating your own website, and a virtual coloring book where the youngest Internet users can color in Papa Moll drawings. The Comics section is also dedicated to the rotund family man, with an animated picture story published every week. RM&P benefits from the fact that it has reserved the electronic rights for the clumsy Papa Moll, who is best known from the children's magazine Junior.
To ensure that parents also get their money's worth at PapaMoll.com, the website offers them suggestions for excursions and vacations, parenting, TV and book tips, and recipes. In a store, parents can buy Papa Moll books from the Globi publishing house or products for individual categories (computer games, for example) for their children.
Unlike the German children's portal 4Kidz.de, PapaMoll.com is not ad-free. "Advertising is not intended to be banned from PapaMoll .com, but to be used with the necessary control as useful advice for children," explains Mayer, who does not want to create an artificial advertising-free world with his portal. After all, he says, the platform has to be financed, and that is possible primarily through advertising and sponsorship.
Papa Moll also comes to television
Moreover, the platform is not only commercial, but also offers a lot of valuable content for the children. AdMaster Switzerland is responsible for marketing PapaMoll.com. Companies that target parents or children or even the whole family, depending on the category, would come into question as sponsors and advertisers, explains Gabrielle Anderegg, Product Manager at AdMaster Switzerland.
Following the print appearances and the launch on the Internet, Papa Moll is soon to make its debut on television as well. "Papa Moll is a cross-media product," Mayer explains. Actually, television was planned first, but the Internet presence was the quickest to realize. Broadcasts on SF 2 and TSR 2 are planned for October, according to Mayer.
RM&P - Who is it? RM&P, Allschwil, is an agency for advertising and multimedia communication, focusing on the creation of virtual worlds and animation for film, television and multimedia. The roots of the company go back to classical advertising and animation. RM&P's work in this area includes "Michi im Milchland", an animated film produced in 1996 on behalf of Swiss milk producers, and "Mummi", an animated spot for Coop and Gesal, a mixture of animated and real film.