Media rarity of the year

It was not a good year for Edelweiss.

It was not a good year for Edelweiss: two examples of this rare species disappeared from the market forever in 2003, namely Baselbieter Radio Edelweiss and the Swiss-German women's magazine Edelweiss. A bitter loss when you consider that, according to the electronic telephone directory, there are only 88 entries under this flowery name anyway. The majority of these are restaurants, sports stores or boutiques, but it makes sense that a florist, a laundry, a lighting company and an airline also have the floral rarity in their name. The media and advertising sector is only weakly represented: What remains is the Zurich advertising agency Edelweiss, a Ticino CD publisher and the French-speaking Swiss sister paper of the faded Ringier-Postille. The latter, however, cannot be found in the electronic telephone directory. At least not under "Edelweiss". An indication that this little plant is also threatened with death? Hardly. It's more likely that someone at Ringier was overzealous when they cleaned up the address garden after the end of Edelweiss Deutschschweiz. (mk)

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