Radio Top vs P
Dispute over an advertisement by Radio Aktuell in the St. Galler Tagblatt
Dispute over an advertisement by Radio Aktuell in the St. Galler TagblattBy Markus Knöpfli Radio Top boss Günter Heuberger has filed a complaint with the Fairness Commission against Publicitas St. Gallen. The reason is an advertisement in the St. Galler Tagblatt (SGT).
For the SGT of May 24, 2000, Radio Top booked an advertisement comparing the general reach of Radio Top with that of Radio Aktuell.
The advertisement appeared, but immediately next to it was one from Radio Aktuell. And put the comparison into perspective.
Heuberger identified "St. Gallen power games" behind the counter-attack: P St. Gallen submitted the top advertisement to the management of Radio Aktuell and gave it the opportunity to counter-insert, he believes. After all, P has lease agreements with both SGT and Radio Aktuell and is also a shareholder in both.
The Publicitas/SGT tandem could thus prevent fair competition, Heuberger complained to the P St. Gallen on June 5 and - because he "did not receive an answer within a reasonable period of time" - nine days later also to the Fairness Commission. Their decision is still pending.
Publicitas denies any responsibility
Raphael Jud, SGT advertising manager at P St Gallen, SGT publishing director Daniel Ehrat and Aktuell director Herbert Bosshart did not want to tell WerbeWoche how Radio Aktuell had been informed about the top advertisement and referred to the ongoing proceedings. Jud merely stated that the leak was not to be found at P.
Ehrat and Bosshart justified the action because Radio Top had concealed the different sizes of the concession areas in its advertisement, used incomparable figures from different studies and also suggested that the difference in the number of listeners corresponded to Top's profit. Heuberger rejects these accusations.
Nevertheless, Ehrat suspected that feelings of revenge on both sides due to competition in the radio and TV sector were behind the dispute. The new situation surrounding TeleCombi and Tele-Leader-Pool (WW 22/00) had set nerves on edge. And Bosshart states: "Mistakes were probably made on both sides."
For the SGT of May 24, 2000, Radio Top booked an advertisement comparing the general reach of Radio Top with that of Radio Aktuell.
The advertisement appeared, but immediately next to it was one from Radio Aktuell. And put the comparison into perspective.
Heuberger identified "St. Gallen power games" behind the counter-attack: P St. Gallen submitted the top advertisement to the management of Radio Aktuell and gave it the opportunity to counter-insert, he believes. After all, P has lease agreements with both SGT and Radio Aktuell and is also a shareholder in both.
The Publicitas/SGT tandem could thus prevent fair competition, Heuberger complained to the P St. Gallen on June 5 and - because he "did not receive an answer within a reasonable period of time" - nine days later also to the Fairness Commission. Their decision is still pending.
Publicitas denies any responsibility
Raphael Jud, SGT advertising manager at P St Gallen, SGT publishing director Daniel Ehrat and Aktuell director Herbert Bosshart did not want to tell WerbeWoche how Radio Aktuell had been informed about the top advertisement and referred to the ongoing proceedings. Jud merely stated that the leak was not to be found at P.
Ehrat and Bosshart justified the action because Radio Top had concealed the different sizes of the concession areas in its advertisement, used incomparable figures from different studies and also suggested that the difference in the number of listeners corresponded to Top's profit. Heuberger rejects these accusations.
Nevertheless, Ehrat suspected that feelings of revenge on both sides due to competition in the radio and TV sector were behind the dispute. The new situation surrounding TeleCombi and Tele-Leader-Pool (WW 22/00) had set nerves on edge. And Bosshart states: "Mistakes were probably made on both sides."
