Registration is voluntary for the time being, according to a joint announcement by the publishers. According to Tamedia CEO Christoph Tonini, the login will then become mandatory from September 2020.

Users are asked for an e-mail address and a password, but sometimes also for their name, gender, age and place of residence. Registered users can log in to all participating online portals with a personal password.

The digital alliance, which was launched in 2018, includes both the major private media houses Tamedia (Tages-Anzeiger, 20 minutes), Ringier (View, Observer), CH Media (Aargauer newspaper, Lucerne Newspaper) and the NZZ Media Group (New Zurich Newspaper) as well as the public service SRG (Werbewoche.ch reported).

Personalized content and advertising

The login campaign was initially launched in German-speaking Switzerland. French-speaking Switzerland and Ticino are to follow at the beginning of 2020. SRG plans to follow suit in 2020 with a voluntary login.

By registering, the media companies obtain additional data from their users, which enables more targeted advertising. In this way, the publishers want to strengthen their position in competition with the overpowering American technology groups Google and Facebook.

For users, the key benefit of registration, according to the publishers, is greater personalization of journalistic offerings. (SDA)

Karin Bosshard

Text recycling? Isn't it enough if the content is on my website once? Absolutely not! Holistic online marketing requires much more effort than just uploading texts that are optimized for a few keywords! After all, search engine optimization today also includes social signals, backlink building, an interesting media mix, a good internal link structure, and so on and so forth.

Social media portals have also become a source of traffic that no company can do without! So creative marketers are faced with an exciting playground that is just crying out to be fed again and again with particularly successful (older) content - just in constantly changing variations that conquer new portals and generate new leads.

Reinventing the wheel every week to stay in the conversation and have a constant online presence is quite an exhausting story. After all, creating high-quality content costs time, money and sometimes even nerves. But in order to achieve any viral effects at all and to attract the attention of new users, added value is the be-all and end-all on the way to expert status. It is rather counterproductive to publish just "anything" in order to remain visible and not lose reach.

It's much better to take a closer look at the highlights in your own statistics to find out which content has the potential to inspire again and again through a targeted revision. After all, content recycling doesn't just mean sharing last year's most successful article on Facebook over and over again! It means finding unused potential, highlighting new aspects of a topic or creating other formats to get the best out of it for the reader!

What content is suitable for recycling?

Admittedly, not every topic lends itself to successful recycling. Nothing is as old as yesterday's newspaper, and that also applies to the latest news on the Internet. Kate and William have been married for a long time, so even a new infographic is of no use - this content is no longer exciting.

Much more suitable, then, is content that ...

• deal with a comprehensive and complex topic that has not yet been fully exhausted.
• are as timeless as a good recipe from grandma! This includes step-by-step instructions for laying tiles as well as video tutorials for learning an oldie on the guitar. The more timeless the content, the easier it is to recycle.
• have particularly shone in the statistics. All content that had particularly many views, was conspicuously shared, liked and commented on, indicates that there is great interest in the topic!
• have generated a particularly large number of backlinks. Because if other website owners are so enthusiastic that they link content in their own posts, this is an accolade for particularly good content.

A word about the center of content planning: the user always comes first!

Of course, statistics tools are an important tool for determining which items offer the highest potential for successful recycling. But it is almost more important to put yourself in the user's shoes. So it's okay to let your gut instinct have a say.

It's also enormously helpful to take a look at yourself and simply observe your own behavior on the Internet. After all, we have all developed a certain routine for keeping up to date. Some people use Facebook for information, others use search engines specifically, and others feel so at home on YouTube that they first look for the right video for every question that comes up.

Different people have different preferences, and none of us can get everything all the time. The concern that recycled content might seem boring - or even intrusive - is therefore completely unjustified if we use all the diverse possibilities of digital media to distribute content widely and to revise it again and again for different target groups! Only by meeting the preferences of different users can we achieve the reach that good content deserves!

Tips for content recycling in practice

To think of the virtuoso musician again: A great melody does not become worse if we play it on different instruments! Basically, the recycling of content even ties in with the performing arts and thus stands in a great tradition. After all, the ancient Greeks already appreciated theater, and even then the plays remained the same, only the audience changed and experienced the performance over and over again.

It all depends on the staging! So in content planning we should always focus on an exciting staging, but vary the cast or the instruments.

• Blog articles on complex topics are ideal for making a series or an eBook out of them. In this way, individual aspects of the topic can be dealt with more intensively, thereby increasing the added value.
• Videos are always popular, and the trend doesn't seem to be going away. At first glance, of course, it seems costly to shoot an "entire film", but once the idea and the content have been created, the rest is not so difficult. Short explanatory videos that, for example, clearly show the handling and advantages of a product, can be easily produced with the right software, but reach a completely different user group than text content!
• Many contents are suitable for graphics that achieve viral effects as real eye-catchers on social media portals. Image content is not only displayed preferentially, it is also the optimal entry point for interested readers to develop curiosity and visit a website.
• Many people like to use audio content - in the car, on the train, while doing housework or simply on the sofa. Publishing extensive blog articles as audio versions, for example in the form of podcasts, reaches another target group and offers a great user experience.
• Life doesn't just happen online. A lot of content from a website can also be prepared for presentations at conferences, trade fairs or similar events. In this way, the expert status is also strengthened "in the real world".
• Tutorials or step-by-step guides are perfect for creating an email course or a small webinar. These content forms can also be used as giveaways to increase conversion rates.
• Social media sites also want to be regularly fed with interesting content. Simply posting links to the website, however, tempts fewer and fewer users to leave their usual timeline and follow the link. For these users, it's worth posting more complex articles in a snappy summary.

Recycling good content is not a one-way street, by the way! All these ways of presenting proven topics in a new way also work the other way around, of course. The best example of this is the descriptive of videos for the website - this also makes video content much more transparent for search engines and thus easier to find.

Content management is also time management

A well-maintained website becomes more and more extensive over the years, but timeless articles remain up-to-date for a long time. It really pays off to use time windows for the "little recycling in between" and to bring older long-running articles up to date! This way, even articles that were created a few years ago and actually only attract visitors via search engines will always look fresh.

Above all, articles that appear later can be included as links, which improves the internal link structure of the page and increases the time readers spend on the site - which in turn improves the ranking on Google.

The current spot of Mobiliar-Dachkampage, realized by Jung von Matt/Limmat, starts with the well-known introduction "Dear Mobiliar...", which marks the beginning of the description of a damage case.

Voice Assistant on the wrong track

The trilingual TVC shows the pitfalls of modern technology. For example, the helpful voice assistant suddenly becomes evil due to a mistaken activation and wreaks havoc on the neighbors. The spot, which will be broadcast throughout Switzerland from October 14, 2019, will also appear in a special edition for the cold season from the end of November. 

New circumstances, tried and tested service

"The voice assistant as a trigger for a claim may seem unusual. But for us, such a claim is quite realistic: new technologies are always a matter of getting used to, and until this habituation is reached, there may be one or two mishaps," says Frédéric Zürcher, Head of Marketing Communications at Mobiliar.

"Working closely with Mobiliar over the past 12 months helps us get as close as possible to the company's DNA and deliver projects that represent Mobiliar and its brand 1:1 - this includes the latest claims challenges," adds Cyrill Hauser, Chief Client Officer at Jung von Matt/Limmat.  

The Swiss homeowners has around 579,000 readers, who form a target group for a wide range of construction, energy and furnishing products. However, this affluent and affluent clientele is also very interesting for advertising managers of consumer and luxury brands.

In order to communicate this accordingly, the agency at the airport was commissioned to develop a long-term brand and B2B communication concept. The first measures will be seen shortly.

The dream of flying man has always fascinated. This was the starting point for the foundation of the indoor skydiving wind tunnel Windwerk by multiple Swiss champions in skydiving Tobias Oertle, Andri Steinmann and Reto Welti. In December 2018, the operation was started. 

Breathtaking: The wind tunnel

On October 9, 2019, the tour of the Windwerk took place as part of Expo Event's Breakfast Club. CEO Tobias Oertle (left in the picture, right Daniel Wyss, organizer Breakfast Club at Expo Event) described the young history of the Windwerk and the fast realization.

With its glazed wind tunnel and high-ceilinged rooms, the Windwerk offers an exceptional backdrop for corporate events. The five-meter high room with the glazed wind tunnel is a breathtaking event location in the best sense of the word. 

Reel and virtual

Windwerk took just 14 months to build and today employs 15 permanent staff. A flight in the wind tunnel lasts one minute and corresponds to the freefall duration of a parachute jump from over 4,000 meters. Windwerk offers an additional flight experience with the virtual reality "Birdy". Thanks to the cyber glasses, users can immerse themselves in virtual worlds and fly through a prehistoric dinosaur landscape or over New York. 

Experience location

At the indoor skydiving Windwerk in Winterthur, the indescribable feeling of the dream of flying, the excitement before the jump and the indescribable feeling of free fall become reality. Windwerk made it to the top twenty locations in the category "Experience Locations" for experiences and team events at the Swiss Location Award. Windwerk is an event location for private individuals, families and companies. 

Whether online or offline, advertising is part of our everyday lives. Many people may be aware that the advertising world does not always reflect reality. However, representation, especially in the advertising world, is an important step towards inclusion in society for minorities. With the campaign "Unhindered Disabled", Pro Infirmis has decided to take on a special kind: Swiss advertising subjects are interpreted in a new and inclusive way.

On October 14, 2019, the awareness campaign "Unhindered Disabled" was launched. The vision of Pro Infirmis is an inclusive society. The aim of the campaign is accordingly to get one step closer to the inclusion of people with disabilities. In cooperation with Migros, Appenzeller cheese, Coop, Digitec/Galaxus and Mobiliar, well-known advertising subjects are re-enacted. The protagonists are exclusively people with a disability.

Advertisers like the idea

The idea was also well received by the advertising customers involved. "When Pro Infirmis approached us with their campaign idea, we were immediately enthusiastic. For us, this joint campaign is another chance to show that we are there for everyone with 'Für mich und dich'," says Vanessa Finzer, Head of Advertising and Culinary at Coop, for example. Martin Walthert, Chief Marketing Officer of Digitec Galaxus, is also convinced by the approach: "We liked the idea of the campaign right away. Since we show everyday, ordinary situations in our current Galaxus advertising, we found it particularly suitable for involvement: people with disabilities are naturally included in everyday life."

For Christoph Holenstein, Director of the Variety Organization Appenzeller Käse, the participation was a matter of the heart: "I am privately close to someone with trisomy 21 and know what this disability means. It is important to me that all people can also participate equally in the joys of social life - with or without a disability." 

The campaign will be seen on posters, online banners, and on Pro Infirmis' own channels in three languages. Until now, people with disabilities have rarely or never been visible in Swiss advertisements. Thus, 1.8 million people with disabilities in Switzerland find no identification figure in advertising. CRK wants to draw attention to this with the campaign "Unhindered disabled". (pd/hae)

Together, the two stars are to represent Lindt's core values - quality and passion - and open up the world of Swiss chocolates to Chinese consumers. The first video released reached 12 million viewers in less than an hour. Together with the Chinese actress, the Swiss tennis player is expected to increase Lindt's brand awareness among Chinese consumers. Roger Federer has been Lindt's global brand ambassador since 2009. (pd/hae)

• The first Internet connection on October 29, 1969, flopped: The computer hung up as soon as the "o" in "login" was entered. A few hours later, it worked: a computer at the University of California in Los Angeles communicated with a computer at Stanford University near San Francisco.
• The Queen was the first head of state to send an e-mail. On March 26, 1976, she sent an electronic message from Malvern in Worcestershire via Arpanet, the not-yet-mass-market precursor to the Internet. Her e-mail address was "HME2" - "Her Majesty, Elizabeth II."
• One of the first computer viruses was "Creeper", which circulated on the Arpanet in 1971 and identified itself with the message "I'M THE CREEPER: CATCH ME IF YOU CAN". Its counterpart, "The Reaper", is considered the first antivirus in history.
• The first Facebook logo from 2004 featured a portrait of Al Pacino.
• The "Like" button was originally called the "Awesome Button".
• "Gmail" was originally a free mail service for Garfield fans.
• One of the U.S. Army's worst friendly fires was caused by the Internet. A soldier was programming a GPS for a B-52 bomber on a Taliban position when he realized the battery was weakening. After he replaced it, the GPS rebooted undetected and went back to the initial coordinates - the soldier's position. He and 7 comrades died.
• 20 years ago, the Internet required 0 electricity. Today, the digital economy needs 10 percent of the energy, more than was needed to light the entire globe in 1985. Today, transporting data consumes 50 percent more energy than global air traffic.
• Virtually all companies list the privacy policies they follow. According to Techdirt.com, it would take an average user 181 to 304 hours per year, or 22-38 business days, to read these policies. No one does, everyone acknowledges.
• A modern smartphone has a million more RAM than the AGC on-board computer that took Apollo 11 to the moon. The 512 gigabytes of fixed memory of a smartphone are around seven million times more than the 72 kibibytes (1 kibibyte = 1024 bytes) of the AGC. The iPhone 6 is already said to have been 120 million times faster than the AGC.
• Google hired a woman named Bonnie Brown as a part-time physotherapist in 1999 for $450 a week in wages and options on employee stock. When she quit after five years, her stock options were worth $12 million. (SDA)

"Blick has been close to the people since it was founded. With the watch Swatch X view everyone can now wear a piece of Swiss newspaper history on their wrist," says Christian Dorer, editor-in-chief of the View-Group, according to a statement. Since Monday, the clock has been on for a week Swatch.ch/view available. With the online configurator, an individual design background for the entire watch can be selected from around 80 Blick headlines and symbols from the last 60 years. Each watch is therefore unique and is produced using Swatch's globally unique digital printing technology. The "Swatch X Blick" watch is one of many anniversary campaigns that have been running since the beginning of the year.

This is the finding of the authors of the latest "Quality of the Media" yearbook. According to the study, not only the "news-deprived" are undersupplied with relevant hard news, but also the "global surfers. While the "news-deprived" generally consume little news, the "global surfers" are considered to be news-savvy, but because of their media menu they are insufficiently confronted with regional and national reporting.

However, the supply of offers from within the country is necessary in order to be able to exercise basic democratic rights on an informed basis or to participate in the public sphere of a country in which one lives, the study states.

News deprivation is problematic in several respects. It goes hand in hand with lower political knowledge and less participation in the political-democratic process. News deprivation also correlates with lower trust in government institutions.

Last but not least, the social image of the "news-deprived" is more emotionally and threateningly charged: Scandals and crises, accidents, catastrophes and attacks find their way into the news feeds of such user groups to a greater extent. And: The priority use of social media promotes news deprivation.

Decrease in old-world news repertoires and increase in new-world news repertoires: The plot shows the share trends of the six repertoire types in the period from 2009 to 2019 (n = 37,623). The dotted line represents the trend if no update of the repertoires had occurred. Legend: The share of "news deprived" increases from 21 percent in 2009 to 36 percent in 2019.

The problem of news deprivation is by no means limited to Switzerland, the report continues. This is shown by international research on news avoidance. The proportion of "news avoiders" who actively and consciously refuse to read the news is between 15 and 41 percent in Western democracies.

Frequency of use of media categories for news purposes: Shown are the proportions of respondents who indicated "often" or "very often" as frequency of use (n = 37,623; source: data based on the annual GfK/fög media usage survey). Legend: In 2019, 70% of respondents use social media often or very often for news purposes.

Trust in traditional media

Despite the growing importance of platforms such as Facebook, Google, WhatsApp, Snapchat and Instagram: In 38 countries surveyed, including Switzerland, classic information media are trusted significantly more (47 percent) than search engines (29 percent) or social media (17 percent) as sources of information.

Media trust in international comparison: The chart shows for Switzerland and the reference countries the proportion of respondents who say they trust the information media, search engines and social media predominantly or strongly (source: Reuters Institute 2019). Legend: In Switzerland, 47% of respondents say they trust the media predominantly or strongly.

The most intensive social media users, i.e., the youngest respondents, distrust the news on social media the most (62 percent). Overall, there is the remarkable finding that the increasing use of social media goes hand in hand with falling trust ratings in these platforms.

This is an important finding for Swiss information journalism, according to the yearbook: Despite the high and growing importance of social media as sources, users tend to be skeptical about social platforms and are obviously aware of the important function of professional information media as guarantors of an enlightened social discourse.

Willingness to pay for online news remains low in Switzerland and many other countries. Only 11 percent of Swiss media users say they will pay for digitally available news in 2019.

Willingness to pay for online news in international comparison The chart shows for Switzerland and the reference countries the proportion of respondents who say they have paid for online news in the last year (source: Reuters Institute 2019). Legend: In Switzerland, 11% of respondents say they have paid for online news in the past year.

For more media patriotism

The authors of the study write that platformization is weakening professional Swiss information journalism, which can be seen, among other things, in the increasing concentration of media in Switzerland. However, professional information media and editorially produced news remain indispensable for a democratic society.

What is needed, therefore, is a new media patriotism. This must be guided by the insight that local journalistic information media are indispensable for a democratic nation-state like Switzerland, but that they are primarily under pressure from outside, i.e. from global tech platforms.

The support of the national system of professional information media would have to include both state measures and measures beyond that. In the area of government measures, proposals for taxing advertising revenues generated on journalistic content by tech platforms were already made in last year's "Quality of the Media" yearbook, as was the proposal to expand direct media subsidies.

In the non-governmental sector, cooperation between media organizations should be intensified. There is a vision of a Swiss digital omnium for professional information journalism, which relies on cooperation wherever journalistic competition is not diminished as a prerequisite for an enlightened, diverse discourse.

Published for the tenth time

The yearbook "Quality of the Media" is published for the tenth time. It is written by the Research Institute Public and Society (FÖG) of the University of Zurich. It is financed by the Kurt Imhof Foundation for Media Quality and the University of Zurich.

Around 2,000 Internet users in German-speaking and French-speaking Switzerland were surveyed. In addition, survey data from an annual media usage study conducted by fög in collaboration with GfK Switzerland was included in the analyses. As part of this study, around 3400 online interviews have been conducted at the beginning of each year since 2009. (SDA)

In the latest 28-page issue, 60 celebrities have their say. They include former SVP Federal Councilor Adolf Ogi ("Switzerland owes a great deal to the View a lot!") or cyclist Fabian Cancellara ("How excited I got sometimes!"). In addition, readers recall their first encounter with the Zurich daily newspaper in short anecdotes. The special edition also features the very first front page ("The servant is not the murderer").

Six pages at the start

The View appeared for the first time on October 14, 1959, and comprised just six pages. In 60 years, the title has worked its way up from the despised "Revolverblatt" to one of the biggest Swiss daily newspapers.
With the launch of Switzerland's first tabloid newspaper, the Ringier publishing house responded to the social changes of the 1950s - the keywords being prosperity, consumer society, and electronic mass media. The model was the German "Bild" newspaper, founded in 1952.

Once the most read newspaper

The paper focused on misfortunes, crime, sports, entertainment - and sex. For the first time in Switzerland, it transferred the visual language of the new medium of television to print. For this View ostracized in political circles and in the traditional press, boycotted, occasionally even publicly burned (as with the premature news of the death of Pope John XXIII in 1963) - but read by more and more people.

With no competition in the tabloid sector, the View to Switzerland's most widely read newspaper with a circulation of 380,000 copies in the mid-1980s. The change in the media landscape in the 1990s, with Internet and free newspapers, is also increasingly causing problems for what was once Switzerland's strongest daily newspaper. Its circulation has been falling continuously ever since. At the end of March this year, the circulation was still around 107,000 copies, according to Wemf.

View TV before the start

In 1969 the SonntagsBlick was launched. Regional editions in Zurich and Basel, on the other hand, failed. In the Internet age, Blick.ch was added as an online portal, and starting next year, the publisher also plans to offer Blick TV, a digital TV channel. (SDA)
 

Dear colleagues and colleagues ...

These are the opening words of the online video created by Publicis. The film draws attention to the fact that the proportion of women in the National Council is too low. It is just under a third. In the Council of States, it is only 13 percent. And there is a great danger that the under-representation of women will become even more glaring if the seats of retiring female politicians go to men in the upcoming elections.

The Zurich Women's Center has been campaigning for more women in the Swiss parliament since the introduction of women's suffrage in 1971. This time with an almost sarcastic online video that plays with the blatant male dominance in parliament.

The video refers to the landing page Clever-frauen-waehlen.ch, which explains how voters can actually increase the proportion of women. If you want more women in Bern, it is not enough to vote for women at random. You have to do this cleverly so that the vote does not go to a man after all due to the list voting system.