The marketing agency 08Eins from Chur has thought about the essence of this statement and has developed Theopenair.ch launched a campaign, which is supported among other things by posters in various cities in Switzerland. "We want to show that there are many festivals, but only one real event - the Openair. And this, of course, in Degen," says Haempa Maissen, owner of 08Eins. With this simple idea, the agency is presenting various typography subjects on poster applications together with the festival.

Responsible at the Open Air Lumnezia: Norbert Cavegn, Catia Tschuor, Sergio Loretz. Responsible at 08Eins: Haempa Maissen, Claudio Candinas, Robin Mark, Sandra Maissen, Renato Casutt.
 

"With this issue, the Basler Zeitung is saying goodbye to the Sunday market." So begins a statement by Baz editor-in-chief Markus Somm that took up a full column on the front page of the Sunday edition of February 24. "Briefly, but intensively and with passion," the editorial team had endeavored to offer an "extraordinary" Sunday edition. Extraordinary in the sense that the Baz Sunday edition, since its first appearance on January 8, 2012, had deliberately refrained from getting involved "in the competition for the latest revelations" - "because we simply lacked the possibilities" and "resources are scarce".

It was an "almost borderline challenge" for the Baz editorial team to produce a Sunday edition in addition to the weekday edition "without too many additional journalists. "To be honest, it brought us to the edge of our strength," admits the Baz editor-in-chief. That was also "the main reason" for the end of the experiment.

Sunday TLP was inflated

What he doesn't say: that the longer the advertising clients showed less and less interest in the Baz Sunday edition. One example: In its last issue, Baz am Sonntag ran just two pages of ads, not counting the job supplement, which appears first during the week anyway. One reason for this is probably the high price: a full-page 4c ad in the Sunday Baz cost 18,700 Swiss francs, the same as on weekdays, although the Sunday circulation was smaller than on weekdays (68'279 copies).

Admittedly, no one knows exactly how high the Sunday circulation was, apparently not even the publisher. In its 2013 media documentation (detailed and short version), there are two different figures - 55'000 and 53'000. But that is too high. As Werbewoche knows from a reliable source, the Baz last distributed around 47,000 Sunday copies, 3'000 of which were on newsstands, the rest went to subscribers. Although there was presumably also a promotional circulation, this certainly did not amount to 8,000 copies per issue in the last two months. In short, the Sunday thousand reader price was about 33 percent too high compared to the weekday price. Assuming the Baz on Sunday also had two readers per copy (LpE) like the Baz during the week.

A large proportion of free subscriptions

But the Sunday LpE value could also be lower. Even Markus Somm seems to suspect this, noting apologetically in his statement that from his point of view it was "not always well advised" to give readers of the Sunday edition of the Baz "a special reading pleasure" every time. Nevertheless, he claims: "Our Sunday Baz has never had to shy away from comparison with other Sunday papers (...)."

The fact is, however, that interest in the Baz am Sonntag was rather small from the start: It only reached about 47'000 copies because a large proportion of Baz subscribers, namely all those whose weekday Baz subscription expires between December and March each year, never had to pay for the Sunday edition at all - and still received it. It went like this: Starting on January 8, 2012, the Baz am Sonntag appeared for three months free of charge to all households in northwestern Switzerland. Only at the end of this campaign did subscribers receive a bill for 65 francs for an additional annual subscription to Baz am Sonntag. Those who did not pay no longer received the Sunday edition. At least for the time being. But apparently there were not enough people paying voluntarily, so the publisher changed its strategy on July 1, 2012: From that date on, all subscribers to the weekday Baz also found the Baz am Sonntag in their mailbox again - without being asked and without an additional bill.

Free subscription hidden and converted into a compulsory subscription

It wasn't until the weekday subscription expired at the end of 2012 that a bill for 426 francs arrived - 37 francs more than the weekday Baz subscription costs. But a weekday-only subscription was not even offered. In other words, the Sunday edition was virtually forced on Baz subscribers from 2013. Those who therefore (unwisely) paid the 426 francs naturally still received the last Sunday edition - and as of next Sunday, Tamedia's Sunday newspaper (Soz) will be delivered to them as a replacement. But this also means that anyone who paid for the seven-day subscription in January or February in principle never paid anything for the Baz am Sonntag, but already for the Soz.

This is also underlined by the following observation: Even people who wrote only 389 francs for the Baz business day subscription on the payment slip continued to receive the Sunday edition - free of charge! Whether and for how long they will also find Tamedia's Soz in their mailbox for free is still open.

Sunday remains expensive for the Baz

This chaos marketing around the Sunday subscription, with the sole aim of selling as many Sunday editions as possible or, as the case may be, to entice Tamedia with as many potential Soz subscribers as possible, is also echoed in Somm's explanation. Somewhat awkwardly, he writes: "Anyone who is currently a subscriber to the 7-day subscription of the Basler Zeitung does not have to do anything or pay anything extra. Nor do those who, as a Baz customer, have already subscribed to the combined subscription including the Sunday newspaper: their subscription to the Sunday newspaper will expire, and any credit balance will be deducted from their next bill. Subsequently, you will receive the normal Baz subscription with the Sunday newspaper as the seventh issue of the Baz."

It can be deduced from this that the experiment with Baz am Sonntag not only cost the Basler Zeitung Medien dearly, but will continue to cost something. Because the Soz has guaranteed that it can fully authenticate the new, additional Basel circulation. And it can only do that if it charges at least 50 percent of the regular subscription price (174 francs) for its Basel subscriptions. So the Soz must receive at least 87 francs per subscription. But since the difference between the Baz 6-day and the Baz 7-day subscription is only 37 francs, Baz would in principle have to transfer another 50 francs to Tamedia for each Soz subscription. The other variant: Baz and Tamedia agree that no money will flow, but Baz will take over the subscription marketing and distribution costs.

Conclusion: Whether its own Sunday edition or Soz - the attempt to satisfy the Sunday information needs of its readers is likely to remain a "sheer borderline challenge" for the Baz - also financially.

Markus Knöpfli
 

Beatrice Zollinger wants to cut back and is reducing her workload to 60 percent. Ringier wrote this in a statement on Wednesday. Zollinger has been with Glückspost since 2000 and has headed the editorial department since June 1, 2005. Prior to that, she gained many years of experience in various management positions at Blick, Sonntagsblick and Schweizer Illustrierte.

Leo Lüthy graduated from the Ringier School of Journalism in 1983, then worked as a journalist at Blick, became chief reporter of Switzerland's biggest daily newspaper in 1993 and moved to Sonntagsblick in the same position in 1995. From 2004 to 2006, Lüthy worked first as an editor and later as a member of the chief editorial staff at the TV magazine TR7 and TV Star, respectively, in the Jean Frey Group. In 2006, he returned to Ringier and was previously deputy editor-in-chief of Glückspost.

 

The 42-year-old economist has been a member of the board since 2007. Andreas Schulthess wants to change his career direction, but will remain associated with Tamedia as a shareholder and member of the founding family. The Board of Directors proposes Claudia Coninx-Kaczynski as Andreas Schulthess' successor. Coninx-Kaczynski is also a member of Tamedia's founding family, as detailed in a press release. The 39-year-old studied law at the University of Zurich and copyright and international financial law at the London School of Economics and Political Sciences. Following research activities at the University of Zurich, Claudia Coninx-Kaczynski managed the business of a real estate company as a member of the Board of Directors. Today she holds various positions at Swisscontent.

Picture: Tamedia
 

Globi is allowed to visit television because he saves an expensive SRF camera from crashing. In the latest book, the Swiss cult bird quickly makes friends in Leutschenbach - including well-known presenters such as Stephan Klapproth, Kurt Aeschbacher and Roger Schawinski. He takes the children into the world of stars and presenters and takes a look behind the scenes. For the stories in the new Globi book and the correct reproduction of the premises, technology and other situations on location, Globi Verlag worked together with SRF, as detailed in a press release on Tuesday. Incidentally, this is the second time since 1961 that Globi has visited television. The first editions of the original of the same name are coveted among collectors today.

No money flowed

SRF is offering the book in its own store and is heavily promoting it in the run-up to publication. The question arises as to what role SRF played in the production of the book. The celebrities are real, company and broadcaster logos are shown. Did SRF co-finance the book in order to be able to advertise in Swiss children's bedrooms in this way? No, says SRF spokesperson Martin Reichlin when asked by Werbewoche.ch. SRF merely provided time and know-how to give the book an authentic insight into the world of television. "No money was involved," says Reichlin. SRF purchased a certain number of books from the Globi publishing house in order to be able to sell them in the SRF store. (hae)

Kurt AeschbacherI think it's amazing that Globi is now even on our show to talk to me about his adventurous life. I've known him for over 60 years. Back then he was much cheekier: he wondered about the customs in Africa in a completely politically incorrect way, visited the Indians and experienced all the adventures on his travels that we children only dreamed of. Unlike us, he has hardly aged at all. He still sticks his beak in everywhere. Even on television. I'm just a little angry that he doesn't talk about his experiences exclusively with me..."

Stephan Klapproth: "When I discovered this incredible red two-seater airplane on the cover of 'Globi's great day', it was all over me. I was a bit envious of Globi - until I had my own pilot's license (and the Alpine briefing in a two-seater red Piper!) in my pocket. Globi's visit to television has now brought everything full circle - I think Globi envied me my place at the presenter's desk."

Roger Schawinski: "As a boy, I got to know exciting world cities like Paris thanks to Globi. The same goes for my children and hopefully one day for my grandchildren too. The fact that I have now become part of the immortal Globi world myself with my show is therefore an unexpected highlight of my career."

Pictures: SRF / Cover picture "Globi on television" (1961): Globi.ch
Quotes from presenters: SRF message
 

Primanet specializes in individual pension solutions for companies, pension funds and bank clients. Komet will be in charge of Primanet's communications with immediate effect. Various projects are planned in a longer-term collaboration, according to a statement.
 

Micro scooters and kickboards are a global success story from Küsnacht on Zurich's Gold Coast. Even in car-crazy Los Angeles, kids big and small are into the scooters and kickboards, according to a press release. Micro is opening a "flagship store" in Küsnacht on March 1, 2013 so that people can also get a better overview of the popular vehicles at home base. To this end, TBWA has developed a small poster campaign that challenges Micro's major competitors. Owners of large cars, popular on the Gold Coast, are encouraged to rethink their mobility concept and stop by Micro.

The posters can be seen on the Gold Coast - the new Micro customers may soon be on Zurich's Bahnhofstrasse.

Responsible at Micro Mobility Systems Ltd International: Hans-Peter Bolliger (CEO), Bettina Hurter (Head of Marketing). Responsible at TBWA\ZÜRICH: Thomas Ammann, Marcus Josty (Creative Direction), Natasa Maricic (Text), Barney Rees (Art Direction), Remo Christen (Group Account Director), Sharon Nehrenheim (Account Executive).

 

TBWA\Raad from the United Arab Emirates (UAE) placed an interactive banner for the Khaleej Times newspaper on its website, inviting visitors to upload their own images. A few moments later, a matching - but made-up - statement appeared as the title. Opinions of the kind that are spread every day in blogs, on Twitter and other social media channels, but would never be published on serious sites like Khaleej Times Online. Four journalists were on duty around the clock for this.

That's all well and good. However, the whole thing leaves a somewhat stale aftertaste: In countries where freedom of the press and freedom of expression are severely restricted and people are too Sentenced to prison and heavy fines because they disseminate critical views on the Internet, social media serves to form unfiltered opinions. The media are subject Self-censorship and the state wants the Internet as far as possible regulate. Apart from that: The idea of the interactive banner is nevertheless successful. (hae)

 

The Goldbach Mobile Network enables advertisers to efficiently present their products and services on renowned Swiss platforms with wide reach, according to a statement. With more than 35 million ad impressions, the offering of the Swiss network with the widest reach for mobile advertising on mobile sites and apps is being continuously expanded in line with customer needs.

Different use of the devices

Smartphones and tablets are used in different situations. According to the IAB Mobile Study 2012, smartphones are largely used for personal use, for example, for Internet-based communication applications such as social media, while tablets are mainly used collaboratively and for entertainment-oriented online offerings such as streaming or gaming. To take account of this, advertisers can now place their offers not only jointly on both devices, but also specifically on either smartphones or tablets. The advantage of a targeted tablet campaign, for example, is the larger space available to place interactive ads and in-page videos.

Bookable interaction

As an additional innovation, Goldbach Audience is integrating a "Click to Action" offer into the Goldbach Mobile Network. This enables customers to book interaction in addition to classic branding. Depending on their wishes or needs, they can benefit from various features such as "Click to Call", SMS, Maps, Mail, Youtube or Passbook.
 

My Audi 3.0 is the online marketing system that accompanies customers on all their journeys with their car. In collaboration with Razorfish, Unic has realized the entire My Audi 3.0 presence on the web and has integrated numerous applications that connect the vehicles with the Internet and the owner. According to the press release, state-of-the-art web technology was used, such as the CQ5.4 content management system from Adobe, HTML5 and various widgets. The project was closely synchronized with vehicle development in Ingolstadt.

The owners of a new A3 register on My.audi.com with the chassis number and find all the information about your car there. Here you can activate, configure and personalize various vehicle services for intelligent driving: They determine their route via Google Maps and send it to their vehicle via the Internet, including addresses of interest to them. Current travel information such as the weather or news feeds can be configured via My.audi.com and connecting the car to Facebook and Twitter becomes a reality with My Audi 3.0. This means that A3 owners are well supplied with the information they need when they arrive at their destination.

 

With the "Welcome to Print 3.0" campaign, Brother wants to break new ground in the field of printing technology, as detailed in a press release. The cross-media campaign will be launched this spring.

Responsible at Glaswerk: Tobias Gläser (Consulting & Conception), Jakob Schiratzki (Art Direction), Melanie Müller (Junior Consulting & Text), Daniel de Souza (Web Design & Publishing), Anja Grob (Junior Art Direction).
 

The images show a PB Swiss Tools worker doing his job in ever-changing, spectacular situations. According to the press release, the aim is to make it clear that this worker can only do his job "with the best tools in the world". Alexander Magerl took the photographs in front of the Alpine panorama under the direction of Creative Director Gabriel Peisker and his team. The key visual, which is used in advertisements, is also the cover for the product catalog. In addition, the introduction to the chapters is introduced by images from the shoot. In addition, the photos from the campaign will be published via Internet up to the POS.

Responsible at PB Swiss Tools: Thomas Schlapbach. Responsible at Erdmannpeisker: Gabriel Peisker (CD), Christina Weisser (AD), Rainer Neusius (consulting).