The numbers woman
Siri Fischer has big goals. IP Multimedia is to become the first port of call for questions about radio, TV and the Internet.
Siri Fischer has big goals. IP Multimedia is to become the first port of call for questions about radio, TV and the Internet.electronic media are booming. Compared to the rest of Europe, Switzerland is catching up and "online is taking off like a rocket," says a delighted Siri Fischer. The new head of research at IP Multimedia in Goldbach can follow the market up close every day from her office and sees the development very positively. "There are already visibly more bookings again." The woman can back up such optimism with figures. Siri Fischer, who is not yet thirty, has taken over from her predecessor Giordano Giordani as Head of Research for all IP Multimedia at Goldbach. In addition to the TV sector with the channels Kabel 1, M6, MTV, ProSieben, RTL, RTL 2, Super RTL, TVm3 and Vox, Fischer and her team also analyze the figures for around 50 private radio stations, look after Radio Energy Zurich exclusively, provide the analytical support for adScreen marketing and the Internet portals in AdLINK's network such as msn, sunrise, yahoo, gmx and the sites of the publishers Tamedia, Jean Frey and the Espace Group.
"Yes, that's exactly what I wanted," says the media woman, who loves "numbers, numbers and numbers" in this business. What she finds exciting, however, is not the purely accounting figures, but the knowledge that "there are people behind them who use the media and buy products. In her job, she now wants to look at that from different aspects and keep drawing new insights from it. "Gut feeling is not enough to be able to conclude about the audience. To explore this scientifically in addition is something I find very interesting."
The main area of its tasks is the research of TV programs. IP Multimedia conducts its own audience research. Siri Fischer makes analyses of the individual stations for specific target groups or timelines. This research serves as a basis for calculating prices and strategically setting CPMs. One important job is sales support. "I can show a client why a particular channel is a good fit for their product."
IP's research department works with various tools. Telecontrol and Radiocontrol form the basis, and the findings are supplemented with Demoscope, Mediafocus, Wemf, Mach Consumer and MA Strategy. "We want to provide our advertising clients with a comprehensive overview of the media behavior of their targeted audiences."
Before joining Goldbach at the beginning of the summer, Siri Fischer worked for two and a half years at Publisuisse in Client Service. Here, she didn't actually do research, but put together customized offers for clients with individual communication needs.
But Siri Fischer gained her most important professional maturity at private broadcaster TV 3. In Schlieren, she was there "from the first day to the last," for two and a half years. "At TV 3, I learned everything I can apply now."
The Zurich native with Danish and Norwegian roots on her mother's side studied Scandinavian languages "out of personal interest," along with journalism and media studies. When a job offer at TV 3 became known among her acquaintances, she immediately gave up her studies for the opportunity. "I said to myself, 'The experience of building a new station won't come again soon.' And I can still study for a long time."
"It was a good time. The exciting thing was that from zero with a station that didn't yet exist to the audience success with 'Who Wants to be a Millionaire' or 'Big Brother,' we got to help build the whole structure of a new project," she says, still praising her time at TV 3.
In fact, she returned to university once again after TV 3 was discontinued. In addition to a part-time position at Publisuisse, she completed a licentiate thesis on the topic of "A Comparison of the Television Markets in Switzerland and Denmark.
What attracted her to IP Multimedia is that she can now "combine the structured approach" she learned at Publisuisse "with the dynamic and innovative approach of IP. IP has attractive channels in its portfolio for her. She also finds it exciting that she can do her work with television simultaneously in combination with radio, adScreen and online. "I learn a lot of new things there."
The newly appointed head of research can "count on a good team" with a total of three people in the research department and has "undergone an ambitious internal induction program. It also gives the young manager confidence that she can work with experienced external market research companies and "benefit from the know-how that is already available in the market.
As short-term goals in daily business, Siri Fischer wants to see internally that know-how is distributed and not just stuck in research papers. In addition to quality assurance, Fischer also mentions "a certain speed" as a goal for her work.
In the long term, the research center in Goldbach is to become the point of contact for both internal and external inquiries. "If you want to know something about electronic media in Switzerland, the first place to go is IP, because you can get competent information there," she explains.
As a current research project, IP wants to build a marketing tool for adScreen so that it can also be argued with valid standards that do justice to the new medium.
The woman with the Norwegian first name Siri has spent two semesters abroad in Scandinavia for her studies and could well imagine taking time out in the far north again one day. For the time being, however, there is "lots of cinema" and riding across woods and meadows with a foster horse to relax.
Siri Fischer, one of TV-3's first - and last - employees, skipped her studies for a job.
Andreas Panzeri
"Yes, that's exactly what I wanted," says the media woman, who loves "numbers, numbers and numbers" in this business. What she finds exciting, however, is not the purely accounting figures, but the knowledge that "there are people behind them who use the media and buy products. In her job, she now wants to look at that from different aspects and keep drawing new insights from it. "Gut feeling is not enough to be able to conclude about the audience. To explore this scientifically in addition is something I find very interesting."
The main area of its tasks is the research of TV programs. IP Multimedia conducts its own audience research. Siri Fischer makes analyses of the individual stations for specific target groups or timelines. This research serves as a basis for calculating prices and strategically setting CPMs. One important job is sales support. "I can show a client why a particular channel is a good fit for their product."
IP's research department works with various tools. Telecontrol and Radiocontrol form the basis, and the findings are supplemented with Demoscope, Mediafocus, Wemf, Mach Consumer and MA Strategy. "We want to provide our advertising clients with a comprehensive overview of the media behavior of their targeted audiences."
Before joining Goldbach at the beginning of the summer, Siri Fischer worked for two and a half years at Publisuisse in Client Service. Here, she didn't actually do research, but put together customized offers for clients with individual communication needs.
But Siri Fischer gained her most important professional maturity at private broadcaster TV 3. In Schlieren, she was there "from the first day to the last," for two and a half years. "At TV 3, I learned everything I can apply now."
The Zurich native with Danish and Norwegian roots on her mother's side studied Scandinavian languages "out of personal interest," along with journalism and media studies. When a job offer at TV 3 became known among her acquaintances, she immediately gave up her studies for the opportunity. "I said to myself, 'The experience of building a new station won't come again soon.' And I can still study for a long time."
"It was a good time. The exciting thing was that from zero with a station that didn't yet exist to the audience success with 'Who Wants to be a Millionaire' or 'Big Brother,' we got to help build the whole structure of a new project," she says, still praising her time at TV 3.
In fact, she returned to university once again after TV 3 was discontinued. In addition to a part-time position at Publisuisse, she completed a licentiate thesis on the topic of "A Comparison of the Television Markets in Switzerland and Denmark.
What attracted her to IP Multimedia is that she can now "combine the structured approach" she learned at Publisuisse "with the dynamic and innovative approach of IP. IP has attractive channels in its portfolio for her. She also finds it exciting that she can do her work with television simultaneously in combination with radio, adScreen and online. "I learn a lot of new things there."
The newly appointed head of research can "count on a good team" with a total of three people in the research department and has "undergone an ambitious internal induction program. It also gives the young manager confidence that she can work with experienced external market research companies and "benefit from the know-how that is already available in the market.
As short-term goals in daily business, Siri Fischer wants to see internally that know-how is distributed and not just stuck in research papers. In addition to quality assurance, Fischer also mentions "a certain speed" as a goal for her work.
In the long term, the research center in Goldbach is to become the point of contact for both internal and external inquiries. "If you want to know something about electronic media in Switzerland, the first place to go is IP, because you can get competent information there," she explains.
As a current research project, IP wants to build a marketing tool for adScreen so that it can also be argued with valid standards that do justice to the new medium.
The woman with the Norwegian first name Siri has spent two semesters abroad in Scandinavia for her studies and could well imagine taking time out in the far north again one day. For the time being, however, there is "lots of cinema" and riding across woods and meadows with a foster horse to relax.
Siri Fischer, one of TV-3's first - and last - employees, skipped her studies for a job.
Andreas Panzeri
