If you search, you can now find almost everything
Mediasearch.ch aims to make life easier for media planners
Mediasearch.ch aims to make life easier for media plannersBy Markus Knöpfli The new Mediasearch.ch portal saves media planners time and helps to free up more storage space on their own PC. Mediasearch.ch is an industry-specific collection of links that every media planner has already created to some extent. However, Mediasearch.ch is more comprehensive, clearer and more targeted.
If you want to view the rates of a particular radio pool, consult the VSW statistics, find out the current number of Swiss households or book ads directly online - the links provided on Mediasearch.ch take the media planner directly to what they are looking for as far as possible. There are no detours via company and provider websites.
If a password is required or information is subject to a charge, you will be taken to the log-in site. A search tree catalog, a full-text search and a search by keyword list simplify access to the desired information. "Comprehensive, independent", as it says on the media documents.
In fact, the portal entry page already offers a clearly structured overview of three main areas: advertising media of all media categories, then market data and studies, and finally law, training and associations. In short: Mediasearch.ch makes your own industry-specific link collection superfluous. In any case, you can confidently clear them out, because all industry links are now offered free of charge, up-to-date and clearly arranged from a single source. Everything from a single source? Not quite yet. Media search.ch will only be launched on
March 31 and has been continuously supported since then.
January 7, a - still incomplete - demo version is already available.
French and Italian will be added later
The initiative for Mediasearch.ch comes from the Swiss Press Association. In terms of "independence", this raises a few eyebrows. However, with Mediasearch.ch, the association does not want to create a print marketing tool, but a media-neutral industry solution.
Three measures are intended to guarantee this: Firstly, partners were sought whose diversity speaks for itself: from APG to Cinecom and Radiotele to Ringier. They committed to working on the "Partner Council" for three years and pay between CHF 6500 and 9500 per year. Others offered themselves as patrons, such as Media Focus and Publicom. They pay CHF 2000 per year.
The second confidence-building measure provides for all editorial content on Media search.ch to be managed by the editorial team of the Media Trend Journal (which, like WerbeWoche, is published by Media-Daten AG). This includes the selection of links, their description and regular review, their placement and the decision as to which site exactly should be targeted by a link.
However, the latter is determined together with the respective site providers in extensive discussions, as Toni Vetterli, Head of Marketing at the Swiss Press Association, explains on request. No wonder: when it comes to precise targeting, there can be conflicts of interest between the providers and Mediasearch.ch. While Mediasearch.ch wants to forward its users as precisely as possible, the providers want to generate as many contacts as possible on their own sites, depending on their intentions.
Finally, an ad hoc user council made up of advertising and media agencies, providers and intermediaries is convened from time to time to contribute ideas for improvement from the users' perspective.
Advertising opportunities for
the site is still being checked
Mediasearch.ch aims to be a tool primarily for media planners, advertisers and media providers. However, the portal is also indispensable for media journalists. And finally, it also aims to facilitate access to the Swiss media and advertising market for interested parties from abroad. For the time being, however, Mediasearch.ch is available
only in German. "Other languages will be added in twelve months at the latest," says Vetterli. An offer for advertising opportunities is also currently being developed. In future, Mediasearch.ch should become self-supporting.
If you want to view the rates of a particular radio pool, consult the VSW statistics, find out the current number of Swiss households or book ads directly online - the links provided on Mediasearch.ch take the media planner directly to what they are looking for as far as possible. There are no detours via company and provider websites.
If a password is required or information is subject to a charge, you will be taken to the log-in site. A search tree catalog, a full-text search and a search by keyword list simplify access to the desired information. "Comprehensive, independent", as it says on the media documents.
In fact, the portal entry page already offers a clearly structured overview of three main areas: advertising media of all media categories, then market data and studies, and finally law, training and associations. In short: Mediasearch.ch makes your own industry-specific link collection superfluous. In any case, you can confidently clear them out, because all industry links are now offered free of charge, up-to-date and clearly arranged from a single source. Everything from a single source? Not quite yet. Media search.ch will only be launched on
March 31 and has been continuously supported since then.
January 7, a - still incomplete - demo version is already available.
French and Italian will be added later
The initiative for Mediasearch.ch comes from the Swiss Press Association. In terms of "independence", this raises a few eyebrows. However, with Mediasearch.ch, the association does not want to create a print marketing tool, but a media-neutral industry solution.
Three measures are intended to guarantee this: Firstly, partners were sought whose diversity speaks for itself: from APG to Cinecom and Radiotele to Ringier. They committed to working on the "Partner Council" for three years and pay between CHF 6500 and 9500 per year. Others offered themselves as patrons, such as Media Focus and Publicom. They pay CHF 2000 per year.
The second confidence-building measure provides for all editorial content on Media search.ch to be managed by the editorial team of the Media Trend Journal (which, like WerbeWoche, is published by Media-Daten AG). This includes the selection of links, their description and regular review, their placement and the decision as to which site exactly should be targeted by a link.
However, the latter is determined together with the respective site providers in extensive discussions, as Toni Vetterli, Head of Marketing at the Swiss Press Association, explains on request. No wonder: when it comes to precise targeting, there can be conflicts of interest between the providers and Mediasearch.ch. While Mediasearch.ch wants to forward its users as precisely as possible, the providers want to generate as many contacts as possible on their own sites, depending on their intentions.
Finally, an ad hoc user council made up of advertising and media agencies, providers and intermediaries is convened from time to time to contribute ideas for improvement from the users' perspective.
Advertising opportunities for
the site is still being checked
Mediasearch.ch aims to be a tool primarily for media planners, advertisers and media providers. However, the portal is also indispensable for media journalists. And finally, it also aims to facilitate access to the Swiss media and advertising market for interested parties from abroad. For the time being, however, Mediasearch.ch is available
only in German. "Other languages will be added in twelve months at the latest," says Vetterli. An offer for advertising opportunities is also currently being developed. In future, Mediasearch.ch should become self-supporting.
