As long as there is sufficient demand for printed versions, they will continue to be published. The cantonal government has decided on a total revision of the Publication Act and submitted a corresponding proposal to the cantonal council, as announced on Thursday. With the revision, it is reacting to the social development that media are increasingly being used in digital form. For this reason, official publications such as the Official Gazette, the Official Collection of Laws and the loose-leaf collection are to be published primarily electronically in future. The collections of laws and the Official Gazette are already available online.

The new regulation would mean that the printed version of the official publication would no longer be authoritative in future, but rather the electronic version. Landlords and landladies would no longer be obliged to publish the official gazette. (SDA)

Four jury teams of 40 experts spent a week watching around 290 films and evaluating the works according to the criteria of screenplay, concept, direction, camera, production design, editing, visual effects, sound design and music. The "magic formula" for the jury this year was: "20 percent shortlisted and 20 percent awarded". In this sense, "the nomination for the shortlist is already an outstanding achievement, because the quality of the films is generally high," comments Rita Kovacs, Managing Director of the Swissfilm Association.

It was noticeable that there were a lot of "good stories" this year, which were implemented with impeccable craftsmanship. The trend is also continuing towards the Internet and multimedia applications. This category saw the largest increase in submissions.

From the Shortlist the winners were honored at the Edi.14 awards ceremony on November 6 at the Schiffbau in Zurich. All the winning entries are shown below. As usual, you can find the photos of the event in the print edition of Werbewoche (21/2014). (hae)

Red Card: Special Edi. for Script and Concept to Volker Wienecke

A young man in a pub is looking forward to a beer. As he lifts it: Jeering from the regulars. He chokes. That goes on three times, then it's enough, he wants to know what's going on: four men at the game outdo each other with nasty black cards: bullying, mobbing, vandalism, sexual harassment, racism, brutal violence. The boy courageously intervenes with good, red cards: respect, tolerance, civil courage. The latter is overwhelming, blows the bad cards off the table and the men off their chairs. Link to the film.
 

Jury: "No one is perfect. The viewer is introduced to the topic with visual power. Striking and well combined with a pinch of humor and the courage to question oneself."

Quant e-Sportslimousine: Special Edi. for camera to Pascal Walder

The film describes a visionary invention in metaphors. The protagonist, inventor and designer Nunzio La Vecchia brings the car from the sea to the mainland. Performance and technical specifications are shown in the driving scenes through impressive landscapes. Unusual visual elements are used in scene after scene. In the final scene, it is revealed that this is no ordinary car, but a new technology that you want to find out more about. Link to the film.
 

Jury:  "A visionary invention packaged in an impressive automotive film. It was not the story or the high-quality 3D animations but the overall effect of the beautiful images that convinced the jury."
 

Pink Berrys vs. Fruchtkreis 3000: Special Edi. for Music to Roman Camenzind

Battle of Tastes | Two bands compete against each other in a music video with two musical styles. The audience decides which of the two will emerge as the winner via online voting. The music event is also linked to the brand message: the bands each represent a Migros product. The consumer decides which one stays and which one disappears. Let the battle begin! Link to the film
 

Jury:  

Life needs courage: Special Edi. for direction to Tobias Fueter

The four pillars of Suva: Suva is more than just an insurance company: it combines prevention, insurance and rehabilitation. Suva is managed by the social partners. The balanced composition of the Board of Directors, consisting of employer, employee and federal representatives, enables broad-based, sustainable solutions. Suva returns profits to the insured in the form of lower premiums. Suva is self-supporting and receives no public funding. Link to the film
 

Jury:  

Commercials category: TV and cinema commercials:

Abandoned by luck: Bronze for overall performance

In less than a minute, a successful businessman turns into a washed-up alcoholic. Link to the film
 

Jury: "The simple camera movement and the lack of cuts reduce the film to the essentials. Sound and image complement each other perfectly and dramatize the message in an impressive way. A touching film that impresses with its compactness."

Siren test: Bronze for overall performance

Every year, the siren test takes place throughout Switzerland on the first Wednesday in February. The Federal Office for Civil Protection FOCP has produced this commercial to draw the public's attention to the test. Link to the film
 

Jury: "We've been wondering about that scary sound since we were little. At last, in this independent commercial full of surprising twists and turns, we learn the not entirely serious truth. Thanks to an unexpected deduction, the commercial manages to ensure that we no longer have to be afraid the following Wednesday. In particular, we didn't expect the courage to be absurd and self-ironic from a federal office..."

Fire department: Silver for overall performance

Idea: Fast as a fire engine. - The phrase perfectly dramatizes the new cross-city link and the fastest way through the city. Story: Fire brigade headquarters, relaxed calm. The alarm sounds. Firefighters jump up, put on their boots, grab their equipment and sprint off. - Past the waiting fire engines, out of the garage, down the stairs. And then they relax and get on the S-Bahn for the fastest ride to the call-out. Link to the film
 

Jury: "In this day and age where traffic jams and traffic chaos are the order of the day, even in large Swiss cities, this commercial is an almost visionary way of promoting a solution to all traffic problems. With epic and fast-cut images, the film captivates with its dramatic staging and pointed resolution."

Football stadium: gold for overall performance

Every year, 45,000 footballers in Switzerland are forced to sit out due to injury. The Suva commercial dramatizes this fact in a grandiose way. There are whole armies of injured people limping up the stairs of a football stadium, squeezing through turnstiles that are far too narrow with crutches and casts and looking for their seats with disabilities. In the end, the whole stadium is full of injured people. Conclusion: Reduce the risk of injury - with the football test on Suva.ch. Link to the film
 

Jury: "There's hardly a game in which a player doesn't limp off the pitch or even has to be carried off. But once the substituted player has been carried off to the catacombs, he has already been forgotten. And with him, the ever-increasing number of injured athletes. A number that could fill an entire stadium. The film illustrates this in the truest sense of the word. Excellently made and with great attention to countless details, we are shown in an impressive way what is even worse for footballers than sitting on the bench."

TV self-promotion for TV stations & programs:

A cab driver surprises his passengers with knowledge about current cultural and social issues that he has heard on Radio SRF 2 Kultur. Shortcuts was commissioned by SRF's G&M department to create and produce a campaign for the new early evening program on Radio SRF 2 Kultur. Radio SRF 2 Kultur is often associated with high culture. With the new positioning of the early evening program, a broad, younger audience interested in culture is addressed with topics such as film, art, music, etc. Link to the film

Jury: "Humorous stories, well acted, simple but efficiently staged. Two variations on a situation from classic narrative cinema. The clips are likeable and get their message across."

Corporate: Image films

We emphasize the world: Silver for overall performance

The Müller-Steinag Group "emphasizes" Switzerland. In the truest sense of the word, here word for word. The film shows how the Swiss market leader for concrete products, natural building materials, prefabrication, recycling, disposal and water technology shapes our environment and our lives. From concrete. The animation is just as much a tribute to the gray building material as the impressive, compact presentation of all company divisions, the history, products, services and competencies of the concrete producer. Link to the film
 

Jury: "The innovative concept creates a new perspective on something that is rarely consciously perceived. The rhythmic film combines image, text, language and music in a unique, convincing way and thus manages to convey a wide range of information in a short space of time. The strict graphic realization underlines the character of the product."

Corporate: Marketing films

A journey through Bucherer's art and watch atelier reveals the secret of Bucherer's craftsmanship. As one of the most traditional watch and jewelry stores in Europe, Bucherer stands for craftsmanship, precision, attention to detail and creativity at the highest level. A look behind the scenes. Link to the film
 

Jury: "The attention to detail that characterizes this brand is reflected in the way the film is made. The interplay of camerawork, lighting, subtle sound design and carefully selected instrumentation works as precisely as Swiss clockwork. A film realized at the highest level of craftsmanship."

Corporate: IK and training films

Jury: "The film is highly emotional, very well crafted and communicates the message on all cinematic levels. The screenplay is exceptional and the story takes several surprising turns."

Online & Multimedia: Internet Virals & Clips

Putzwägeli: Silver for overall performance

Zurich offers a fascinating variety of experiences in a compact space: Nature and urbanity, culture and nightlife, history and modernity, water and mountains, Swissness and internationality. We show this in a film in which we accompany a real cleaning cradle driver at work through his city. The film was written to fit its protagonist, even his wife is in it. The film was shot as a documentary according to a loose script. Beautiful pictures, but deliberately not just postcards. Link to the film
 

Jury: "The title sounds unspectacular at first. But even on first viewing, the combination of the charmingly witty leading actor, the correctly used music, the precise editing and the image composition is captivating. It quickly becomes clear that there is a lot of enthusiasm and love for the city behind the title: from the perspective of a profession that is not often portrayed, our economic metropolis is shown in all its facets from early in the morning until late at night."

Noxana vs. Blanche: Gold for overall performance

Battle of Tastes | Hard Rock vs. Chanson: Two musical genres meet for an epic battle in this action-packed music video. The viewer decides which of the two will emerge victorious via online voting. The music event is also linked to a brand message, as the bands each represent a Migros product. The consumer decides which one stays and which one disappears. Let the battle begin! Link to the film
 

Jury: "No other work in this category combined strategy, concept and implementation so effectively for the Internet medium. The exemplary seamless integration of product development and marketing deserves top marks: Crowdsourcing with entertainment value. Genre clichés are quoted with relish and collide with each other in the truest sense of the word. The web viral poses the question with or without nuts. It does so with humor and irony, from storytelling to acting, cinematography and music, entertaining and captivating at the same time."

Transmedia & Entertainment

World of Swiss: Silver for overall performance

We show the whole world of Swiss in eight short films. A documentary look behind the scenes. A day with the cabin crew, in the chocolate factory or at dawn on the farm - we show how much work employees and suppliers do, their love for every detail and how much Switzerland there is in Swiss. The elaborate, high-quality films correspond to the brand values of Swiss and are embedded in the online platform World of Swiss. Link to the film
 

Jury: "High-quality and technologically advanced online platform for brand building and multimedia background information. Clever navigation through rational and playful access to content. Intelligent solution for communicating and linking information and services."

"I believe very strongly that the future lies in below-the-line communication. They are all dialog disciplines. Public relations is in dialog with journalists and customers. In promotion, you give something to potential customers. At an event, you quickly get feedback on whether the guests liked it or not. It's lively and interactive."

This assessment by Andreas Schelbert on the subject of "Below the Line" is optimistic, but probably correct. Current trends in Swiss advertising budgets also show this. "We sense a need among customers. They want a sparring partner with whom they can take a new approach to their marketing communication. This new approach embodies the idea of entering into a direct exchange with the relevant community. Terms such as scene marketing, community management or below the line pick up on these approaches. Here, a campaign is tackled more comprehensively. The briefing is perceived from a different perspective. The choice of communication channel always remains open for us in a first step - we often even reverse the original briefing. After all, today it is the relevant community that demands which channel it wants to use to communicate, and not the client or the agency," Andreas Schelbert has found.

For more than four years, the versatile and experienced marketing specialist has been managing the Compresso event division with great commitment. Andreas Schelbert is now handing over this task to Eveline Hofstetter. Schelbert himself is taking over the operational management of the entire Compresso company from the previous Managing Director Fridolin Stauffacher. He co-founded Compresso and successfully built it up. Stauffacher will continue to act as a member of the Executive Board and Board of Directors and will continue to manage Compresso-Promotion.

Since the founding of the Compresso agency network in 2004 and the merger of the individual sub-agencies to form Compresso AG in 2010, the well-known below-the-line agency has enjoyed steady corporate growth. With a broad portfolio of well-known clients and a wide variety of projects, the five divisions - Compresso Promotion, Compresso PR, Compresso Online, Compresso Event and Compresso Scene Marketing - continue to operate as independent and competitive agency divisions. On the other hand, it is precisely the interaction between the individual agency divisions and the understanding of 360° communication that makes this below-the-line agency so special: "The development of Compresso shows that we are a strong partner for our clients and their communication projects," Schelbert is convinced.

Following the repositioning that has now taken place, the Compresso Executive Board is now made up of Karin Gut, Eveline Hofstetter, Suzanne Nievergelt, Sabine Spengler, Andreas Schelbert and Fridolin Stauffacher.

The mix makes it

If you were to assemble the newly appointed CEO in a virtual reality as a candidate of your choice, the result would probably be no different to Andreas Schelbert's real appearance. He started out with a commercial apprenticeship at a major bank. He soon made it into sports sponsorship at UBS. "I realized then that I was more interested in the marketing world - and less in counting money or selling banking products," he recalls. He "always enjoyed calculating" at school and is still glad that he "knows a lot about finance".

For three years after his apprenticeship, Schelbert continued to take advantage of the opportunity to gain experience in an attractive training program for young talent at UBS. During this time, Radio Z was looking for new sports reporters. Andreas Schelbert applied with a cassette. Mike Gut and Adrian Fetscherin found the audio samples funny and took the young talent under their wing. In addition to his job at the bank, Andreas Schelbert regularly commentated on the matches of football clubs GC and FCZ or ice hockey with ZSC or Kloten. At the same time, he also found time to study for his vocational baccalaureate. When this exam was also in the bag, the young reporter, who had become quite fixated with the media, decided he only wanted to do radio. Schelbert resigned from the bank and became an editor, reporter and newsreader at Radio Z. "During this phase, I also experienced the relaunch of Hitradio Z. A professional phase that wasn't always easy." Andreas Schelbert was able to switch off from this everyday life with sport. Athletics is his sport. He has also achieved success in the 400 meter hurdles. However, not as far as his current partner. She competed with the Swiss 4×100 m relay team at the Olympic Games in London.

Instead, Schelbert became a crack behind the scenes. His next job was administrative manager at Leichtathletikclub Zürich. Together with the head of sport, he managed the club's fortunes. This inevitably brought Andreas Schelbert into contact with the big "Weltklasse Zürich" meeting. He was elected to the organizing committee and was responsible for event presentation. He also worked for a few years as a stadium speaker at this "best meeting in the world" and international gathering of superstars. Through this involvement, the new Managing Director of Compresso also got to know Fridolin Stauffacher, who had been organizing the opening and closing ceremonies with his former agency for many years. It was through this contact that Schelbert finally joined Compresso seven years ago. He has been Head of Events since 2010. During the transition phase from LCZ to Compresso, Schelbert also completed a part-time degree in business administration, majoring in corporate communications, as well as a CAS in sports management. In terms of radio, Schelbert was later appointed to the SRF sports reporter team. He now wanted to reduce this commitment due to time constraints. "But the doors at Swiss radio are still open."

With all this experience, the new Managing Director really does have the ideal backpack for his new responsibilities: Economics, media, sport, events, communication. "I have the feeling that I have arrived at the right place with all the topics that we deal with at Compresso," states Andreas Schelbert and is delighted: "I am proud to be able to accompany the highly competent and committed Compresso team into the future in my new role."

Everything from one source

Compresso is a below-the-line agency with five divisions, all of which also function in their own right. The special thing about it: "If a client wishes, we can also provide them with the entire range for a campaign." After all, it has long since ceased to be the case that an event is simply an event. The customer needs to know: How does an event work on social media? What needs to be considered when journalists attend? Are there online components to the registration process? What happens in the area of promotion? "Everything plays together in communication. There are many advantages when everything comes from a single source so that the common thread can be pulled through." Current PR projects include a major mandate for Samsung in the consumer electronics sector. Online, Andreas Schelbert always likes to look at "the Cailler chocolate site". In addition to the design, Compresso also developed the technology for a web store for this portal. In the area of scene marketing, a nationwide campaign is underway with Knorrli. Compresso-Promotion is causing a stir with an innovative presentation for Candida.

When it comes to events, the new Managing Director's heart still beats for athletics. Compresso was also responsible for and staged the opening ceremony for the European Championships this August, together with the "Three Friends" Simon Ackermann, TV director Max Sieber and Nadine Imboden. Schelbert also appeared as a public speaker at the European Championships. A total of 30 people currently work at Compresso. Quantitative growth is not primarily planned. "Even as someone who has studied economics, I think the idea that everything is based on growth is a widespread misconception in our society," philosophizes Schelbert. "Growth is always at the expense of something, resources, others. That's why society needs to invent a new principle. I don't know it. Broken down to Compresso, for me this means that we don't have to grow first and foremost so that we can join forces with others in ten years' time and say: We are the biggest. We have to be big enough to be able to provide customers with the services they need. So that in the end it is interesting for both the customer and the end consumer. Quantitative growth can be a side effect of this," says Andreas Schelbert with a clear view of the future path. And he is also convinced that "in future, clients will need a below-the-line specialist who orchestrates all communication measures in-house and who is in direct dialog with the agency".

Andreas Panzeri

In addition, cable telephony increased by 31,500 (plus 5 percent) to 660,700 customers. The trend towards cable internet continues unabated. This is shown by Swisscable's industry figures for the third quarter of 2014, which show that Swiss cable networks gained 112,700 Internet customers compared to the previous year, corresponding to growth of 10.9%. At the end of September 2014, a total of 1,145,300 customers were using internet access via cable socket. This means that cable internet has grown by around 34% (+288,200 subscribers) in the last three years.

More and more people are using streaming services

One reason for this growth is the fact that more and more people in Switzerland are using the internet for streaming activities such as watching videos and listening to the radio. While there were 3 million streaming users in 2011, this user group already numbered 3.8 million in 2014.

112,400 new subscribers

The latest figures from Swisscable also show growth in cable telephony. At the end of September, 660,700 customers were using fixed-line telephony via the cable network, which corresponds to growth of 30,900 (+5%) compared to the previous year. The number of cable television customers declined slightly (-1.2%). Overall, the cable networks were able to acquire 112,400 new subscribers for their services (+2.6%).

Customer figures for the third quarter:

Four times a week, millions are lured to Switzerland when the Euromillions are played on Tuesday and Friday and the Swiss Number Lotto on Wednesday and Saturday. A bit in the background, but 7 days a week, luck is waiting with the scratch cards. Both the number lotteries and the scratch cards are marketed and communicated under the Swisslos umbrella.

While "Heini Sutter" has become a nationally known personality for the number lottery, only the tickets for "Happy Day" and the "Million Ticket" have been advertised with a major campaign in the scratch-off area in the last three years. In contrast to the well-known number lottery, the scratch card area consists of a large number of changing products. Although this change creates curiosity and a constant breath of fresh air, a clear profile in the scratch-off ticket sector has been lost over the years and the ATL communication of the individual tickets has become very costly. With the campaign that has just been launched, however, these small tickets should now also come into their well-deserved fortune.

"We felt the image of scratch cards was a bit stale, although they don't deserve that at all. We have very many and varied products. These tickets are exciting and quick to play. We now want to emphasize that more," explains Bettina Dürrenberger, Head of Product Management Tickets at Swisslos, Intercantonal National Lottery. She sees one of the product's strengths in its very broad target audience. "The scratch tickets are bought by people from all walks of life and age groups." This is now also to be incorporated into the campaign.

Finding the right momentum

Swisslos deliberately did not want to entrust a large agency with this task and therefore did not launch a pitch. "We were looking for an agency with more personal contact to creation and consulting. Here we get the necessary attention even for a smaller product," says Bettina Dürrenberger. So after an agency evaluation, Erdmannpeisker was commissioned with an overarching image campaign for scratch cards. The briefing: "All scratch cards should be positioned in a more appealing way with a higher quality and thus also be opened up to new target groups." Creative Director Gabriel Peisker says about the assignment: "We don't have to pick up the experienced buyers in a big way. We simply must not scare them away. With new buyers, it's about finding a momentum for buying lots that everyone can relate to."

In the positioning, the most important customer insight and strongest driver for the purchase of the product was sought together with the customer on the one hand, and on the other hand, a differentiation from the number lottery. Because the prize there is often several million, Swisslos works with the lottery by staging the prize. The moment of purchase is not an issue for advertising - in contrast to scratch cards.

To get to the bottom of this momentum, the first thing Sybille Erdmann did was to buy all kinds of lottery tickets at the kiosk and distribute them at the agency in Biel. And lo and behold: whether experienced scratcher or beginner, at the moment of scratching, no one can escape the excitement of a possible win. "As soon as you start scratching, you get the feeling that it could be possible. For a brief moment, everything suddenly seems open. The dream of a new motorcycle or a trip around the world." And at the latest when the word "win" appears twice in the "Win for Life" scratch-off, even the biggest pessimist believes it could be possible that a third "win" will come this time after all. Then it would pay 4000 francs every month for 20 years. This kick cumulates in the new claim: "Is today your lucky day?" For the implementation of this insight, it was decided together with the customer to stay close to the product and to stage the scratching in a sympathetic and witty way.

Happiness is a fleeting commodity. When it comes to happiness, almost everyone has their own way of dealing with it, and quite a few people want to help it along. Whether with classic lucky charms or special fads - the methods are as varied as the people. But one thing is the same for all of them: Scratching your luck is always a little thriller, a kick in the everyday - and when it hits, the moment is unforgettable.

Quirks and rituals

As a result, Erdmannpeisker looked for the most catchy form of storytelling possible for the implementation around the approach: "What am I doing to support happiness?" Television was set as the lead medium. With two commercials, they wanted to "showcase the most diverse quirks and minor superstitions of the target group in an entertaining way." In addition, each commercial was to be "a real feel-good spot that people would want to see a second and third time." The Erdmannpeisker agency therefore sought collaboration with Swiss hit producer Roman Camenzind. Together with his Hitmill, the result was a "catchy song with drive that has a dangerously addictive potential after the first listen," as Swisslos is convinced. This song was staged together with Markenfilm Schweiz and the successful young director Rogier Hesp from Holland.

The films were shot in Berlin. "The great choice of cast and locations spoke in favor of this location," Heinrich Reinacher reveals. For the Zurich producer, these were ideal conditions for staging the commercials "with a wry wit and a lot of warmth. In addition to the TV spots, four poster motifs were also created. "These also show the players scratching the tickets. The subjects are meant to surprise with the different characters and their slightly quirky quirks, which we address in the headline," Peisker specifies. The posters were photographed in Berlin in sync with the filming by Jonathan Heyer. In addition to the two commercials, a music video was cut with the footage to push the song. This phase is planned for 2015, when the soon-to-be-launched major advertising offensive for the "Million Lottery" around Christmas has subsided. With the broader running of the scratch card campaign, the song should then also be available as a download on iTunes.

Say it with a hit

Roman Camenzind had already composed and produced the music before the shoot. However, he had "very precise storyboards at his disposal". For Hitmill, this job was a very complex musical assignment. It was not just a short mood music, but a complete song in full length. In that sense, the images were "added as if after the fact, just like a music clip," Peisker says. Roman Camenzind thought it would be interesting to have the song sung from the winners' point of view. "It gives the film an extra layer." "The message is, 'I succeeded, so you can succeed, too.'" With the musical style, Camenzind deliberately wants to go broad. That has worked for Hitmill several times. "Welcome Home" for SBB became a hit. The song "Love" for Coop Naturaplan this spring made it to No. 2 in the charts and reached gold status. When the campaign was run again in a second wave in the fall, it immediately catapulted the song back into the top ten as well. "This also shows how important television still is, despite all the social media," Camenzind analyzes. Nevertheless, he can be pleased that the "Bio Song" already has over 2 million views on YouTube.

It will be interesting to see which lucky numbers will soon be announced by the audio branding of the scratch cards.

Andreas Panzeri

The emotional differentiation of websites from the competition is missing, the offer is lost in the masses. There is another way without changing the process: User-centered and interaction design shape the content and messages of websites; templates, flat design and the responsive grid influence the look. Rational thinking in website development uncovers the customer's needs in order to lead them directly to the information they are looking for and thus to a point of interaction. All the work is aimed at getting the visitor to send an inquiry, register with a network, order a product or download a brochure. With so much ratio, the emotional differentiation points are often forgotten and the websites and applications lack that certain something. Kevin Hale documents how easy it is to elicit a smile from website visitors during interactions in a worthwhile episode of Standford University's Start-up Lectures: Startupclass. samaltman.com/courses/lec07/.

Winning sympathy

Kevin Hale shows how visitors' sympathy can be won with simple means without overturning the requirements of substantial user-centered and interaction design: Tool tips surprise the visitor, witty additional information fades the boredom of completing a form, or asking about the customer's state of mind takes the wind out of the sails of frustration in a support request. This chapter also includes an examination of the Magic Moment: when developing websites and applications, the following questions are rarely asked: What does the visitor experience when they start a software or app for the first time, have placed an order or join a network? Boredom or a magic moment? Take Amazon, for example, where a book excerpt is made available to me online after completing a book order so that I can bridge the time until the book arrives.

Kevin Hale's examples show, among other things, how simple means can create points of sympathy that also support the relationship between the company and the visitor on an emotional level. In order to create a differentiated brand image, the development of websites and applications should not focus solely on rationality and technology. Emotions, which build on the rational foundation, become points of differentiation that help shape the brand image.

Imre Sinka
 

At the Media Research Day on September 24, 2014, the WEMF announced that it would supplement the existing print-only currency with the use of electronic devices. However, it is not the case that nothing has happened so far. For three years now, the WEMF, in collaboration with NET-Metrix, has been publishing the Total Audience study. It is still considered a pilot study and shows the combined reach of a printed media brand and the corresponding website. It thus provides information about the total user base of media brands. However, the current Total Audience study has two disadvantages. First, there is no differentiation by channel within electronic media usage. It is therefore not possible to distinguish whether users come from websites, mobile offerings or e-paper. And secondly, not even 10 percent of the titles included in MACH Basic participate in the Total Audience study.

Thanks to the WEMF announcement, print media that lost readers in the last MACH surveys have justified hopes of at least partially compensating for the losses incurred by recording digital usage (e-paper). The fact that many readers are probably falling through the cracks due to print-only recording is shown by the example of the NZZ and the NZZ am Sonntag. The publisher recently presented its certified print and e-paper circulation figures. Not only the print circulation can be certified, but also the digital subscriptions. However, these are only the so-called replicas. A replica is a digital one-to-one copy of the printed newspaper. The layout and content correspond to the print product. This means that all advertisements are also included. The total circulation therefore corresponds to the effective advertising value of the medium. A look at the circulation structure shows that the NZZ now has more than 18,000 e-paper copies. That is around 16 percent of the total circulation or 19 percent of the print circulation. Since MACH only records readers of the print edition to date, readers of the EPaper offering are missing. If no system change is made, the title runs the risk of losing more readers due to research, because more and more are turning to the digital offering. Compared to the previous year, the distributed replica circulation of NZZ and NZZ am Sonntag together has doubled to 34 002. The 34 000 digital subscriptions generate readers who are not covered by the current MACH Basic. However, it can be assumed that fewer readers are generated from e-paper circulations than from printed copies. Printed copies of subscription newspapers generate two to three readers per copy.

WEMF test study aims for the whole truth

The innovations presented on the part of WEMF during the Media Research Day meet the requirements of digital use - as far as possible today. Harald Amschler, head of research at WEMF, speaks of "good enough" and means that the research concepts can of course always be improved. But ultimately it's a matter of having the bird in the hand for the time being! The industry is pleased.

The test study shows users by media brand. Within the media brand, a distinction can be made between the following user groups: Print product, PC, smartphone, tablet and e-paper. Both gross and net reach can be derived from this. Publication of the test study is scheduled for November 2014. If the test study produces plausible results, its elements will be incorporated into the MACH Basic and Total Audience studies.

Otto Meier
 

The media themselves, with a few laudable exceptions like the Neue Zürcher Zeitung, react cautiously, not at all or defensively. Publishers like Pietro Supino travel the world and declare, as recently at the Congress of German Newspaper Publishers in Berlin, that the quality of media offerings has never been as good and diverse as it is today - and his journalists, like Christian Lüscher in his blog in the Tages-Anzeiger, join in this paean against empirical evidence. The same procedure as every year.

However, it is an undeniable fact not only in Switzerland, but also in large parts of the world, that low-cost and free offerings are taking a heavy toll on paid, high-quality news offerings and gradually pushing them out of the market. It is equally undeniable that media concentration in our country has taken on dangerous proportions and that, in addition to the top dogs Tamedia and Ringier, media entrepreneurs who are pursuing clear political goals are now also pushing their way into the market.

Kurt Imhof and his team of researchers are not telling fairy tales. This is borne out not least by the state of international research. Year after year, similar analyses of the decline of journalism reach us from the Pew Center in the United States. In Italy, Gianpietro Mazzoleni has long observed how "pop politics" and "pop media" play into each other's hands: The majority populist media, and not just Berlusconi's, help populist politicians like Berlusconi and Renzi gain popularity - and even those like Grillo, whom they initially hushed up. For Germany, Wolfgang Donsbach has just shown in a brilliant synopsis of recent scientific studies for the Stiftervereinigung der Presse how, on the one hand, media offerings are becoming journalistically "deprofessionalized," i.e., more and more PR, hidden advertising, but also non-commercial shenanigans are displacing the serious information offerings. Combined with the changed media usage behavior of a growing "digitally socialized generation" that only uses professional news sources by chance instead of regularly in order to inform themselves about current events and social processes, the "knowledge of the world" in the population is demonstrably declining more and more. But it is not only political ignorance and political disinterest that are spreading and becoming a danger to democracy. Citizens are also losing the ability to distinguish themselves: They can no longer distinguish between professional journalistic and non-professional media offerings and consequently no longer appreciate this difference. In a representative survey conducted by Donsbach, four out of ten Germans counted press spokespersons, reader reporters and editors of customer magazines as journalists.

And how does public broadcasting come into play? Is it a "discontinued model," as the SRG itself just boldly suggested in the SRF Media Club? Or could more publicly funded journalistic offerings possibly stop the decline after all? At least the staging of this boring and confusing talk show, in which only SRG Director General Roger de Weck shone with concise, TV-like arguments, did not promise any change in this regard. Ultimately, it is the schools - and the quality media themselves - that are called upon. Distinctiveness is generated through education and upbringing, and without it, there will hardly be any demand for high-quality journalism among the public. Not even if this were to be increasingly financed by taxes or fees.

Stephan Russ-Mohl directs the European Journalism Observatory at the University of Lugano.
 

At this year's Higher Professional Examination for Communication Managers at Digicomp's premises in Zurich, candidates once again had the opportunity to take the written exam either on a PC or by hand. While 9 out of 21 candidates took advantage of this modern option in 2013, only 2 out of 14 did so this year. This is all the more surprising given that there are repeated calls for a more practical examination design.

Of the total of 14 candidates, 12 passed the examination. Women were clearly in the majority with 9 candidates. In addition, they clearly achieved the best results and were the three best candidates of the year with an average of 4.9 each. With this "rough headwind", the communication men will probably have to start "dressing warmly", according to the umbrella organization Schweizer Werbung SW.

The successful

Melanie Bachofner (Glattbrugg), Alexandra Cathrin Fitzi (St. Gallen), Tonino D'Agati (Fahrweid), Corinne Hert (Gerlafingen), Agnes Immersi (Hergiswil), Bernd Marte (Dornbirn), Nadine Meier (Therwil), Dimitrija Mitrovic (Wettingen), Melanie Nolte (Allschwil), Manuel Schmid (Kriens),
Christoph Welti (Kaiseraugst), Jasmin Wendt (Bern).
 

The first impression is the lasting impression. Especially in advertising, where a message has to be understood or not understood in seconds, it is fatal if it leaves the wrong impression.

One example: If a dairyman can talk to the natives through a Hawaiian shell because he has attended Berlitz language school, that is prima vista a funny implementation idea. However, a superficial look at this tramp poster makes the whole thing seem rather rural, i.e. Berlitz equals bünzlig.

The secret recipe for Tilsiter, or Appenzeller after all, has taken a back seat in my cheese rankings. The campaign with these stubborn boys in traditional costume has at least been carried through consistently. But at the end of the day, this country boy image sticks. Ramseier apple juice causes the same problem for me. The two Alp-Öhis who advertise for Switzerland Tourism are very popular and famous, but secretly they also give Switzerland a cowpat image. I don't even know why the commercials are broadcast on SRF. They should be shown in China or Japan. Maybe they do. But I wouldn't get this cowpat impression there.

My theory: If an old company articulates its age or tradition too often, then even 50-year-old companies are old. And old is not considered modern in advertising, not even chic can be old. Let's take a closer look at the family business Hermès Paris. Hermès (founded in 1837) is one of the top modern labels in the fashion business today. You should definitely take a look at www.hermes.com. It's fresh, cheeky and young, not at all dusty. Back to my theory: as you call into the forest, so it sounds back. We know how easy it is to develop an original idea. But the difficulty of finding out whether it hits the right note is an art. That's why the Senn with the Hawaiian scallop is an original idea, but hits the wrong note. Nespresso is a good product idea, but would not be so successful without the bold and over-styled distribution idea and the ingenious, unimportant advertising figure George, who hits exactly the right tonality.

What do we learn from this? There is a very fine line between falling off or being misunderstood and the goal of reaching the summit if possible. 90 percent of the advertising I come across will never reach this summit. Several readers of my column want me to grumble much harder against advertising dilettantism. Motz. Motz. Motz.

The "Performer of the Week" had not yet taken place by the editorial deadline.

Theophil Butz, graphic designer, advertising agency owner, inspirer and, for more than three years now, also mothballs for Werbewoche readers. Please send any relevant information to [email protected].
 

All winning projects will be honored at the big awards night on March 26, 2015, at the Zurich Kongresshaus in front of more than 700 guests. Awards will be presented in eleven categories.

The categories

The 100-member expert jury of "Best of Swiss Web" awards prizes in eleven "classic" categories as well as other special categories. The categories for the 2015 competition are:

1. business
2. public affairs
3. technology
4. creation
5. usability
6. marketing
7. digital performance campaigns
8. digital branding campaigns
9. innovation
10. mobile
11. video

Annual theme e-commerce

Award Night 2015 is all about e- and m-commerce. (Electronic Commerce, Mobile Commerce). Experts will take a look at current e-commerce in Switzerland based on the projects submitted in all categories.

E-commerce, the exchange of values and countervalues on the Web, is a term that describes more than simply "trade on the Internet. Goods, content, information and data on the Web are both traded and analytical tools with which one tries to understand and serve the behavior of the clientele. E-commerce therefore describes all the goals, actions and digital tools that an entrepreneur needs to be effective and efficient in the market. And m-commerce would then not simply be e-commerce on the smartphone, but the development of highly interesting customer behavior in everyday life: people between places, between actions. Seen in this light, the topic of e-commerce and m-commerce concerns almost all areas of the Internet - and is therefore also relevant for almost all categories of "Best of Swiss Web".  

AZ Medien has completed its Digital division in terms of personnel: From January 1, 2015, Marco Beccarelli will be responsible for the sale of digital advertising, cooperation with the internal sales divisions and marketing partners and the development of new marketing models and products. Julia Dressler, Head of Development and Web Publishing, has also been on board at AZ Medien since October 15. Together with her team, she is responsible for operations, further development, system architecture, supplier relationships and thus the technical quality of the portals.

Marco Beccarrelli has been working in the advertising market since 1999. He was most recently Head of Sales Newsnet at Tamedia. His previous positions include Key Account Manager Online and Crossmedia at 20 Minuten, Area Sales Manager National at Punkt ch and Account Manager at Publicitas. He lives in Zurich, is married and has three children.

Julia Dressler holds a Bachelor of Science degree from the Faculty of Business Informatics at HFU Furtwangen and a Master of Advanced Studies in Human Computer Interaction from the University of Basel. Over the past seven years, she has held various positions at Unic, most recently as a requirements engineer in Bern.

"With Marco Beccarelli and Julia Dressler, we are delighted to have two absolute digital professionals with years of experience in our newly created digital division. With these two new colleagues, we can now further accelerate the expansion of our digital offerings," says Peter Neumann, Chief Digital Officer.