SW castigates lack of transparency in the media business

 Carlo Schmid, President of Swiss Advertising, was critical of media agencies on Advertising Day: There are non-transparent conditions and cash flows in the media business, he said. And customers are not always given the discounts to which they are entitled. Neutral and objective advice from media agencies is no longer guaranteed, Schmid continued at Friday's industry meeting in the Lucerne Casino. A working group has been formed to remedy this situation. The Swiss Advertising Association (SWA), Swiss Advertising, Publisuisse, Publicitas, APG and the Publishers Association are represented in this group. According to Schmid, measures must be taken to create transparency in the media business. Otherwise there is a risk that the criminal authorities will deal with the matter - as is the case in Germany, where trials are being held in connection with controversial media transactions.
Schmid explained that there were now three goals: Firstly, the aim was to provide information about grievances and thus create publicity, which could perhaps already remedy the situation. Secondly, contact with the responsible working group of the publishers' association should be arranged. And thirdly, he sees the long-term goal of introducing a seal of quality for those media agencies that undergo an audit.