Anyone who is able to read the book "Accountable Advertising. A Handbook for Managers and Analysts" in the original English should definitely do so.The translation has obvious weaknesses. In places it is so disastrous that the meaning of the original is reversed. Large parts of the German text are only understandable at all if you translate them back into English, and only then do you realize what is meant at all.Suddenly there is the sentence in the definition of "adstock": "You can see advertising or not, you can remember it or not, the effect can last for weeks and months or decay after a few days." And you wonder what this nonsense means until you look it up in the original. It says, "Advertising can be recalled after it has been seen and can have effects over subsequent weeks and months." (Those who have seen advertising can remember and the effects can last over weeks and months). Perfectly clear. But why does the translator have to create such confusion?
In the central passages, the German translation is so cranky and incomprehensible that one can really only advise reading the English original - even if you don't feel very confident in English, it's still better to understand everything that's being talked about correctly at the end with some effort than to never get it.
Simon Broadbent, "Accountable Advertising. A Handbook for Managers and Analysts". Admap Publications in association with Incorporated Society of British Advertisers Institute of Practitioners in Advertising. Henley-on-Thames 1997
Simon Broadbent/Kathrin Haarstick: "Accountable Advertising. How advertising pays off. A handbook for budget decisions in the marketing mix. Econ-Verlag Munich 1999.

Tarzis Bono is no stranger to the direct marketing scene, having twice been responsible for the successful implementation of the Swiss Direct Marketing Awards and garnering much praise for his work. Now Bono has integrated his company Bono Consulting into the full-service agency Adim in Hünenberg, bringing all previous mandates into the company. In return, he joins Adim's management team, where he is responsible for the entire event sector.
For the Zug-based company, the new partnership was already beginning to bear fruit. Due to the expansion of competence, the company was able to land the AmericanExpress event budget of Swisscard AECS AG.
With twenty employees, Adim already looks after such well-known and illustrious clients as Mercedes, Novell, Cinécom & Media, Cinéprix Swisscom or events of the gastronomic magazine Salz & Pfeffer, edited by Daniel Eggli. Beat Fritsch

TV 3 will not get a new international partner.Dutch communications group United Pan-Europe Communications (UPC) has withdrawn its takeover offer to SBS Broadcasting, which holds 50 percent of TV 3. The reason was UPC's weak stock market price, the company announced at the beginning of the week. Since the takeover was announced, UPC shares have fallen from 83.32 to 21.40 euros.

The US beverage multinational discovers non-carbonated mineral water as a future marketBy Thérèse Balduzzi Just in time for the start of summer, Pepsi has launched a nationwide TV and print campaign in America for its non-carbonated mineral water called Aquafina. Coca-Cola also wants to enter the market with its own mineral water. Water is becoming the big new battleground for the giants.
The Aquafina advertisement emphasizes the importance of drinking enough water every day and reminds us that the body is made up of a high percentage of H2O. The Pool spot begins with a young man lolling in a deck chair by the pool, who notices a passing beauty in a bathing dress and shortly afterwards jumps into the pool to swim in her direction.
"Her eyes are 95 percent water," he says when he catches sight of her, "her muscles are 75 percent water" as he swims. On closer eye contact with the beauty, the voiceover remarks that her heart is 80 percent water. However, when she picks up her three children, the man dives underwater. "The lungs are also 80 percent water," is the final line.
The spot version Surfer follows a similar pattern, only here a young man gives his attention and affection to his surfboard and the waves, but is disappointed by the excessively cold temperature of the sea. The print campaign follows the same line and shows two women in a fashion store who are after the same shoes ("Eyes, 95 percent water") and at the same time grabbing them ("Muscles, 75 percent water").
The campaign was created by the agency J. Walter Thompson USA in New York and is aimed at the consumer group of 18 to 49-year-olds. Pepsi is said to want to invest around 15 million dollars in the campaign. In America, non-carbonated water is the beverage segment with the greatest growth potential. Last year, sales of branded water rose by 30 percent.
Water sales tripled in 1999
However, brand awareness of mineral water in America is not yet as developed as it is in Europe, which is why the various brands are beginning to carve out a place for themselves. Aquafina, which has been available nationwide in America since 1997, is the Pepsi brand with the highest growth rate. In the retail trade, the brand is already number one among the small bottles bought for on the go.
However, the company is only now investing money in its marketing. Pepsi hopes that Aquafina will become the third best-selling drink in its range. Although the sales volume is still disproportionate to its own brand Pepsi-Cola, the entry into the sector is important as Pepsi is struggling to increase sales of the cola drink.
With this campaign, Pepsi is also overtaking its competitor Coca-Cola, whose campaign for Dasani still water will be launched in the summer. As the single-serve Coke bottles are getting bigger and bigger, the impression is that a limit has been reached. It remains to be seen whether the battle between the giants for supremacy of their mineral waters will take on the same proportions as that for their main brands.

LiveEvil streams monthly shows about stars and current affairs exclusively on the InternetBy Alessandro Monachesi The Zurich-based film production company Evil Productions Ltd Liab. Co. wants to realize the convergence of Internet and TV and offers LiveEvil netTV, a television program via the Internet.
LiveEvil has already been online since the fall of 1999, but the Internet station is to be properly launched after a test phase lasting several months. LiveEvil.ch offers users ten shows: "Models," "Music," "Sports," "Erotic," "Animals," "Talk," "Real Estate," "Glamour," "Showtime" and "Lifestyle.
There is one new contribution per month per section. But this frequency is to be increased soon, LiveEvil moderator Simone Zikmund announced. A separate news section is planned for the fall. From August, LiveEvil will even report live from top events. The news section is already supplemented more often than once a month with previews of upcoming shows.
The content of the shows revolves around topics such as dog breeding, model careers, the hit parade, Nubya's plans for the future, or the new in-quarter Zurich West. In the Trends advertising slot, LiveEvil shows trendy products and services in the form of commercials.
Under Specials, visitors will find broadcasts for external clients, such as the Uto Kulm restaurant on the Uetliberg. To watch the broadcasts, you need Microsoft Mediaplayer 6.4 for Windows or Microsoft Mediaplayer 6.3 for Macintosh.
Apart from the streamed contributions, you can also participate in contests or chat with local cervelat celebrities via the LiveEvil website.
Internet television LiveEvil is financed primarily through sponsorship of individual broadcast subjects or programs. In addition, there are banner ads and the commercials in the "Trends" section. Media partners are the Online PC Zeitung and the ZürichExpress. Both media advertise the Internet broadcaster with half- and full-page ads.
Behind LiveEvil.ch is the film production company Evil Productions Ltd Liab. Co., which emerged from the model agency Live Model Agency and has produced numerous shows for StarTV, among others.
The first German-language
Internet television at all
Zikmund did not want to reveal how many visitors the LiveEvil website has. Although the shows are only updated once a month, she is satisfied with the number of visitors so far. In any case, she is not afraid of competition from the web. As a former employee at StarTV and Tele24, she has plenty of experience in the TV business, just like the other employees at LiveEvil. "Besides," says Zikmund, "LiveEvil is the first German-language Internet TV ever and therefore the original."

The Publicitas index of advertising spending in the daily press showed the worst result in the past six months in April:The index rose by 0.6 points, and this only thanks to still above-average growth in job ads. A look at the advertising statistics of the Swiss Press Association makes it clear that the print media caught the sniffles in commercial advertising in April. Magazines suffered the heaviest losses, down 11.8 percent compared to the same month last year. Newspapers also saw their results worsen by minus 3.3 percent. An exception to the downward trend was the 10.5 percent increase in advertising space in the weeklies and the 23.3 percent increase in French-speaking Switzerland - thanks to an additional Sunday in April.
Cumulatively for the first four months of this year, most print media are showing good growth. The exceptions are the agricultural press (down 10 percent) and the magazines in French-speaking Switzerland (down 2.4 percent). However, the individual titles contribute differently to the overall development. Trends in the advertising statistics of the Swiss Press Association are often the result of individual striking outliers and are therefore only a limited expression of a general trend.
Daniel Schifferle

TA-Media achieves best result in history and aims for top position among Swiss media housesBy Daniel SchifferleOn the eve of its planned IPO, the TA-Media Group has achieved a historic record result: The publishing house on Zurich's Werdstrasse increased profits by 29 percent to CHF 130.4 million in 1999, while sales improved by 13 percent to CHF 769.7 million. The high investments in TV 3 and Winner Market have already been deducted.
"We are a healthy company" was the most frequently heard phrase at the presentation of TA-Media AG's 1999 business development. Indeed, since the low of 1996, when the company had been "cold-showered," things had only been going up at the Zurich publishing house, and with giant strides. As early as 1998, TA-Media was able to report "the best result in the company's 107-year history".
Now, the then record result has again been clearly exceeded. In 1999, profit rose by 29.5 million to 130.4 million Swiss francs, which corresponds to a return on sales of an excellent 17 percent. Sales climbed by 90.7 million to 769.7 million Swiss francs. And this despite immense start-up costs for TV 3 or Winner Market, for example. Contrary to general practice, these expenses were charged directly to the current account.
According to TA-Media's head of finance Patrick Eberle, the record result on the eve of the planned IPO is rooted in the "outstanding development of publishing revenues. This improved by twelve percent to CHF 649 million in 1999, with the increase in advertising revenues by 14.5 percent to CHF 477.6 million being the reason for the top result.
Annabelle and Swiss family satisfactory
The younger titles in particular benefited. According to Eberle, the biggest absolute sales growth was achieved by the Sonntags-Zeitung. It increased by 12 percent or 8.9 million Swiss francs. It was followed by Facts, which generated CHF 6.2 million or 16 percent more than in 1998.
But titles such as the women's magazine Annabelle and Schweizer Familie, both of which lost quite a massive amount of circulation in 1999, also performed satisfactorily overall. In absolute terms, Annabelle generated additional revenues of CHF 5.2 million, or 19 percent.
And even the Swiss Family, despite a marked circulation loss of ten percent, only recorded a one percent drop in sales. The reason: the twelve percent growth in advertising space sold almost made up for the steep losses from subscriptions and single-unit sales. ZürichExpress was also one of last year's winners with an increase in revenue of 5.2 million Swiss francs or 13 percent.
Such good news does not apply to two titles: The flagship Tages-Anzeiger fell short of the previous year's result by 1.1 million Swiss francs, a loss of not quite one percentage point. And for Du, which was also in decline in terms of circulation, revenues deteriorated by 0.4 million Swiss francs.
Share capital to be increased to 100 million
But such small bumps cannot cloud the view of the future. The signs are good. Eberle: "In the first quarter of 2000, we were already able to exceed the record result of the previous year by about one million francs." Whether this will continue until the end of the year, however, is questionable. According to Michel M. Favre, Chairman of the TA Media Management Board, 2000 will be a "year of investment". Around 130 million will go into expanding the core competence of content providing, 30 million of which will go into TV 3 and 20 million into Winner Market. Favre: "It won't be quite so easy to maintain the top result of 1999."
Nevertheless, in the run-up to the decided IPO next fall - the first ever by a Swiss publishing house - TA-Media AG presents itself in historic top form. According to the will of the now widely ramified Coninx family of owners, a total of 33 percent of the share capital is to be made available to the public, 23 percent from a date not yet more precisely determined in the fall of this year and a further 10 percent in 2001. Details of the going public have also not yet been determined.
According to Hans Heinrich Coninx, Chairman of the Board of TA-Media, the resulting inflow of funds will be used to "pay off those family shareholders who want to make other commitments. On the other hand, the window to the capital market should enable us "to take advantage of opportunities at any time that support our path to the top of the Swiss publishing houses," says Coninx.
TA-Media in figures(monetary values in CHF million)
1999 1998 1997 1996
Sales 769.7 (+13%) 679.0 (+14%) 595.6 (+3%) 578.1
Cash flow from
Business activity 200.0 (+40%) 142.7 (+27%) 112.1 (+84%) 61.1
(cash flow)
Net profit 130.4 (+29%) 100.9 (+119%) 46.0 (+268%) 12.5
Headcount 1755 (+1.3%) 1732 (+0.3%) 1727 (-3.4%) 1787
TA-Media titles: Development CirculationTitles 1998 1999 +/- in%
Tages-Anzeiger 281 792 279 912 -0.7
Sunday newspaper 218 518 220 102 +0.7
Facts 104 462 104 598 +0.1
Annabelle 107,969 101,773 -5.8
Swiss family 172 625 155 324 -10
You 25 499 25 179 -1.3
Spick not begl. 54 687 ---

Last week, Swiss Advertising SW, the umbrella organization of the Swiss communications industry, was honored at the Zunfthaus zur Meisen in Zurich.By Beat Fritsch Given its age of 75, one would almost be tempted to speak of a venerable jubilarian. However, SW has lost none of its bite, which is what the apple that SW made the symbol of its birthday was meant to express. The mother of all communications associations has teeth and is more agile than ever. Carlo Schmid-Sutter, the busy president of the Council of States and SW, eagerly lobbies for the cause of advertising in federal Bern.
The importance that politicians attach to the communications industry can be seen from their legations. After last year's Advertising Day saw a flying visit from the Minister of Economics, Pascal Couchepin, this year Federal Councillor Ruth Metzler-Arnold did the honors and spent more than half a day with all the big names in advertising. With Zurich's city president Josef Estermann, another magistrate paid his respects to the concerns of advertising. SW Managing Director Monika Luck and SW Press Officer Piero Schäfer seemed very pleased, but also rather nervous, about the visit of these bigwigs. Their relief was written all over their faces when they sank into their chairs in the porcelain hall of the beautiful guild house after the event.
Of course, everything went off without a hitch, as one would expect from the SW's seasoned professionals - even though space sometimes proved to be tight. At various aperitifs, people often stood on each other's feet, and during Ruth Metzler's speech, even the last chair in the hall was occupied. Unfortunately, the speech of the likeable government representative turned out to be a bit political and - who could blame her - was permeated by subtle propaganda for her own cause. Of course, this did not go unnoticed by those present, as they are usually the specialists for hidden and open purchasing and election slogans.
Completely different gun drove up the Nachredner, which from Viktors late program admits
Satirist Mike Müller. "The comedian, dressed as a priest and alluding to the SW apple, addressed the audience as "Dear advertising sinners. What followed was a brilliant mix of corny jokes about the church, communication and consumer behavior that triggered gales of laughter among the advertising sinners. Fortunately, Müller gave absolution at the very end.
Among the guests were, in addition to various member representatives, the presidents and delegates of friendly associations. Thus IAA President Urs Beer, Idée President Heinz Egli, BSW President Cornelia Harder and BSW Managing Director Walter Merz, the ASW Board with President Stefan Hofmann, Past-President and SW Board Member Diego Bally and Peter Grob. From the Sawi training center came Director Jürg Engi, the newly elected Hans-Peter Rohner, President, and René Hürlimann, Honorary President, Robert C. Baier in his capacity as IGMA Managing Director, and Rudolf Waldburger represented the Swiss Direct Marketing Association.
The commemorative publication was praised by all those present, even if there was a small scathing review in the Tages-Anzeiger. In addition to Swiss advertising history, it contains highly readable contributions from a wide range of well-known industry experts and a collection of visual delicacies, such as the PKZ poster series with such important authors as Carigiet and Leupin.
On the day of advertising, Beat Fritsch did not miss the opportunity to engage the Federal Minister of Justice, Ruth Metzler-Arnold, in a magisterial small talk.

Who else in the advertising scene deserves the honor of shaking hands with the Federal Council will be spotted at the scene's various events. However, the editorial team decides who will definitely make it onto the coveted shortlist. Do you actually already have something to report? Then you seize times fast to the listener (01 296 97 98) or mailen you to [email protected]. Online, there are event tips at www.werbewoche.ch.

Dow Jones' Phil Revzin on the dynamics of the international business pressDow Jones is the publisher of the Wall Street Journal (WSJ), the Far Eastern Economic Review (FEER) and other business publications. The U.S. media and publishing group is also behind the Dow Jones stock market indexes, among others. Phil Revzin is former editor-in-chief of WSJ-Europe and now heads Dow Jones' Asia business. He is also publisher and editor-in-chief of FEER. Revzin presented the new concept and design of FEER in Zurich. Would you describe the past few years as boom years for the international business press?
Phil Revzin: Everyone is fascinated by business, the stock market and money. This is, of course, very attractive for providers of business information. The Wall Street Journal in America is booming in an incredible way, it's more successful than ever before. In Europe, the relaunch of the WSJ in February was very successful. Circulation is growing towards 100000 copies. The alliance with Handelsblatt is working great for both sides. But demand for business information is booming not only in print; the Internet and television are also benefiting from the public's unbridled appetite.
You've recently been giving greater weight to the topic of money in your publications. FEER, for example, has a new "Money" section. Is the topic of money the current growth engine par excellence for the business press?
Revzin: Partly. The other important driver is technology.
Does Dow Jones have plans for its own German-language publications, after competitor Financial Times already took this step a few months ago with its German edition?
Revzin: We don't have any concrete plans.
How does Dow Jones plan to grow its publications in the future?
Revzin: The strategy is to continue investing in our brands. We will also invest in Internet projects and electronic channels, because the market is far from saturated.
Where do you see potential in the European market?
Revzin: New launches and major expansions depend heavily on the stability of the respective economy. Most pan-European publications are in English, and this market will continue to grow. We have invested heavily in WSJ-Europe because we believe in Europe. Whether we can approach the Financial Times on its own territory we will see, but we have very ambitious growth targets and are also prepared to invest.
In Germany, new stock exchange and financial publications are currently springing up all over the place. Is this a flash in the pan?
Revzin: To be honest, I don't know either. As a newspaper with liberal and capitalist views, we naturally think that competition is good. Information pluralism is important, and we will do our best to stay in competition. Take, for example, on any given day, the news on the front pages of the English-language Financial Times and WSJ-Europe: they are totally different. Two European newspapers, but they are totally different. There's enough to write about. If you compare Handelsblatt and Financial Times Deutschland, you find a lot of different stories. If there is a market for all that and people trust a new product as a reliable source of information, that's great. But I don't know if the market will remain as receptive to new launches as it is at the moment.
The market is also booming because private investors in Europe are now also focusing more and more on the stock market and need well-founded information to do so. What will happen to the business press if the bull market comes to an end?
Revzin: Whether the stock market is booming or ailing is not that important: investors need sound information in both cases.
But the audience for business newspapers has become broader in recent years?
Revzin: That's right, especially in Europe, the audience has grown beyond the segment of wealthy business people in recent years. I think in Europe, people increasingly have to worry about things like private retirement planning. And there's no getting around the stock market. In the United States and to some extent in Asia, everyone knows what's going on in the stock markets. From cab drivers to supermarket clerks. Everyone is interested in the stock market, even my mother.
Will new structures in the labor market, such as flexible networks instead of fixed ties, have an impact on the demand for business publications?
Revzin: I think they will have an impact in a positive sense. The more an information economy develops, and the more information flows internationally between these networks, the more decisions have to be made on a global scale. Modern companies have back offices in India, production facilities in Eastern Europe, offices in New Jersey. The more you get into it, the more everyone in such an international company relies on information about all these markets. In addition, people who work with information are also consumers of information, and that plays into our hands as well. In an Internet company, more employees will read business newspapers than in traditional companies.
Is a concentration process taking place in the business press?
Revzin: There are more alliances, but you can't really talk about a concentration process in the business press. In the U.S., most of the media mergers in the recent past have taken place in the entertainment industry and television.
Interview: Bruno Amstutz

For its high investment volumes for Winner Market and TV 3, TA-Media AG does not need the injection of the stock market, explains Michel M. Favre, Chief Executive Officer.Mr. Favre, TV 3 and Winner Market will consume huge investments in the coming years, both with still uncertain success. Is TA-Media creating a financial cushion for all eventualities with the IPO? Michel M. Favre: Quite clearly, no. This is a decision by the extensive Coninx family, which wants to streamline its shareholder structure. The IPO makes it possible to compensate family shareholders who want to leave the company. We don't need an injection at all for our investments. We are healthy as a rock. We finance all our start-ups from the current year's budget. I'm happy about the decision to go public for another reason: It brings stimulation and a new dynamic to the company.
And it needs them, too. In the core business of newspapers and magazines, circulation stagnated last year at Facts and Tagi. Schweizer Familie and Annabelle suffered heavy losses. Can you live with that?
Favre: Keyword Annabelle: It's not interesting to lose money on a circulation of 120000 copies. But now we're at a good 100,000 - and have an attractive return. Every magazine has its life cycle; Annabelle has now initiated a clear forward strategy. I am optimistic that we are on the right track with this.
And the problem child Swiss family?
Favre: Even 150,000 copies are a top performance in the Swiss market. We invest large sums in all our titles on an ongoing basis for further development. The Swiss Family is no exception. Because we believe in them. Their reorientation took a little more time, but I'm convinced that we've found a good basis with the current recipe.
The same cannot be said of TV 3. Will TV 3 concentrate its resources in a few high-viewership but expensive formats in the future and make the rest of its programming leaner?
Favre: No, we have a station concept according to which each day of the week has its own profile. We are constantly expanding this concept, step by step.
Interview: Daniel Schifferle

Ad Master Schweiz AG launches an Internet platform for banner auctions.Fax Ad Master auctions banners
At addore.ch, advertisers will be able to bid for banner spaces every Wednesday on a last-minute basis and make follow-up bookings for campaign optimization, said Benjamin Aebischer, deputy managing director at Ad Master Switzerland. The launch is to take place in a few weeks.
Blue Window with SportChannelThe Internet portal Blue Window launches a platform for sports fans. In addition to news and results, www.sport.bluewin.ch also offers a store for sports merchandising and chats with athletes. In discussion forums, fans can voice their opinions on sporting events. They can prepare for the Olympic Games in September in Sidney on the website www.goforgold.ch, which Blue Window launched on
May 22.
The Most Expensive Web Broadcast About two million watched the Victoria's Secret lingerie fashion show on Thursday, which was produced just for the Internet. According to a spokesperson for the production company Intimate Brands, it was the most watched and most expensive web broadcast in history. Top models such as Laetitia Casta, Heidi Klum, Stephanie Seymour and Tyra Banks performed tops, stockings and other lingerie pieces in 25 minutes.
Domain ruling goes to appealThe German Federal Court of Justice will review the ruling on the anti-competitive nature of descriptive domain names. A Hamburg court had ruled that there was a general interest in keeping domains free for general designations such as mitwohnerzentrale.de. As a result of the ruling, the Swiss language course organizer Boa Lingua was also warned by German competitors to give up the address sprachen.ch. A ruling by the Federal Court of Justice is not expected until early next year at the earliest.

Which cultural event did you visit last and why this one in particular?Muse & Musse Harry Zogg
Harry Zogg: The "Peter Lavelle" set in the Labyrinth. Because that's where the action really was.
What are you reading right now and why?
Zogg: "Schlafes Bruder" by Robert Schneider. Because I want to know if the book is actually better than the movie.
Which CD do you currently prefer to listen to?Zogg: The one with the A-HA effect. And Seal again and again.
Which movie would you most like to see again and why?
Zogg: "House of Spirits" and "The English Patient". I'm a drama queen!
What TV show did you fall asleep during the other night?
Zogg: None of them. Before my face falls asleep, I zap on.
What is your latest discovery on the Internet?
Zogg: www.joop.com/hecticcuisine. Great site, and in addition, I find it pretty shrill to serve my guests a "Joop menu".
Love is ...?
Zogg: Limitless, and impossible to put into words.