Kickoff. Rotblau is the name of the 68-page booklet that is oriented on a professional basis commercially and in terms of content to just one club - FC Basel.

The attractively designed magazine is published by Friedrich Reinhardt Verlag in Basel. Walter Krucker is responsible for the editorial work. Rotblau replaces the previous FCB club magazine Hattrick and is to be "expanded into an ambitious monthly magazine", says Josef Zindel, Head of Public Relations at FCB.Bessere Werbung. "We believe that the biggest bottleneck for better advertising lies at the interface between the client and the advertising agency," say Holger Jung and Jean-Remy von Matt in their book "Momentum - Die Kraft, die Werbung heute braucht" (Lardon Media AG, Berlin. ISBN 3-89769-031-4). After ten years at Jung von Matt, the authors decided to "write down what they had learned and pass it on". Many weekends and vacation days had to be used for this book (350 pages with many illustrations). They therefore dedicate it to their families - and also to Ambassador Thomas Borer, a loyal client, in des-
Berlin residence where it was presented.
Pool fever. Five new radio pool combinations from French-speaking Switzerland are listed in the Radiotele-Dok. Confusing: the previously most popular pool Top Romandie (NRJ, Nostalgie, Framboise, Lac, One FM and Lausanne FM) is now called Top Romandie I, but the name Top Romandie still applies to the first four radios. Jeunes and Adultes, the two target group modules, will also no longer exist; the Genève pool (Lac, Nostalgie, NRJ), the Vaud pool (Framboise, Nostalgie, NRJ) and a Lausanne FM/One FM pool will now be offered. The new constellations are based neither on customer needs nor on strategic battles between the clear-channel radio stations Lausanne FM and One FM and the others. According to information from the industry, the reason is a personal dispute between two radio exponents.
Shopping and sex. The British advertising agency M&C Saatchi is now revealing the secret of the women's handbag. The agency uses the purple purse for advertising in the lifestyle magazine Cosmopolitan. After 30 years on the market, the magazine is still number 1. Just like the topic on which the magazine spills the most ink.
Stylish lessons. The Flims Laax Falera snowboarding school, which has been in business for over 15 years, is the largest school of its kind in Switzerland. In keeping with its colorful and above all youthful target audience, the snowboard driving school also impresses with a wide range of different courses for snowboarders. Recently, pupils at the snowboarding school have also been able to be transported to their lessons in style. Thanks to the mountain gondola labeled by Publicis, which looks like an American school bus. With this advertising coup, the snowboarding school has practically annexed the entire Laax infrastructure, as the "School Bus" runs right outside the front door of the snowboarding school, whose headquarters are located in the valley station of the Crap Sogn Gion cable car.
Creative boredom. With "a healthy dose of self-confidence and humor", Bolzern Kommunikation in Lucerne created this campaign, which aims to communicate dormant problems relating to "the most natural thing in the world" with joy and humor. The ideas were passed on to the Federal Office of Public Health, where they were "very well received". Unfortunately, they had "no use for them at the moment". Now the subjects have been published in the card-for-free system at Timbuktu in Lucerne. AD: Kim Sokola. Concept: Erich Rava. Photo: Simon Bolzern.
Powerpool launched. In Radiotele's 2002 documentation, the Powerpool between Radios 24 and Zürisee is listed with the addition "in foundation". However, Belcom manager Christian Stärkle confirms that the pool is already officially on offer. The catch: Radio Zürisee is already a member of the Leaderpool with Top and Grischa and is not likely to join any other pool at present. Top and Grischa are therefore considering legal action. The Competition Commission (Weko) is also currently reviewing the Powerpool - out of concern that Belcom owner Tamedia could become dominant in the Zurich market. However, the Competition Commission wanted to prevent this when it demanded that Tamedia sell its Zürisee shares.
Editorial

Farewell to the dirty image
"You've won - open this letter immediately." Direct marketing (DM) owes its grubby image to pushiness like this. Unfortunately, there are too many "false pastors" in this industry, warned David Ogilvy back in the 1970s. But it was also Ogilvy who later tried to convince the advertising establishment to take direct response advertising more seriously and not just treat its representatives as stooges. "Direct Response - my first love and my secret weapon" was the title of his polemic against the advertising guild's arrogance. Like no other, the American advertising guru succeeded in setting new standards in terms of business conduct and professionalism in every branch of the communications industry. No wonder, then, that he felt like a lone DM shouter in the desert...
Viewed impartially, DM and traditional advertising complement each other ideally. In times of integrated thinking, neither side can call itself the "supreme discipline" any more. Direct measures are now part of the campaign briefing in everyday advertising. And even at association level, a rethink has taken place: Recently, the industry association of Swiss advertising agencies (BSW) decided to accept the unloved competition into its ranks. Lester Wunderman, father of the DM, who was recently inducted into the Advertising Hall of Fame, also proves that "coupon tinkerers" can be destined for higher advertising consecration. Read more about the triumph of the DM industry on pages 12 and 13.
Samuel Helbling, Editor-in-Chief