WORLD PRESS TRENDS - World Association of Newspapers

SWITZERLAND
ADVERTISING EXPENDITURE & ECONOMIC DATA
Advertising expenditure
(SF millions, in current prices)
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
Newspapers 1,962 1,850 1,850 1,926 2,118 2,250 2,150 2,128 2,170 2,192 2,199
Magazines 607 621 594 640 717 783 736 743 751 766 776
Television 349 343 370 402 486 520 494
Radio 90 106 107 114 120 139 129
Cinema 34 37 39 40 42 45 40
Outdoor 446 448 447 468 502 592 603
Internet 0 0 0 6 12 25 19
Total 3,488 3,405 3,407 3,596 3,997 4,354 4,171 4,199 4,364 4,473 4,562
Source: 1995-2001 Stiftung Werbestatistik Schweiz, 2002-2005 ZenithOptimedia
Notes: Excludes agency commission and production costs, includes classified advertising, after discounts
Main economic indicators 1995-2001
1995 1996 1997 1998 1999 2000 2001
1 US$= 1.69 SF at 2001 rate
Gross Domestic Product (SF billion)
at current prices 363 366 371 380 389 404 417
% change 1.6 0.7 1.5 2.3 2.3 4.1 3.1
at 2001 prices 381 380 384 393 398 408 417
% change 0.8 -0.1 1.0 2.2 1.5 2.5 2.1
Gross Domestic Product per capita (SF 000)
at current prices 51.6 51.7 52.4 53.4 54.5 56.4 57.7
at 2001 prices 54.1 53.8 54.2 55.2 55.9 56.9 57.7
Population
Millions 7.0 7.1 7.1 7.1 7.1 7.2 7.2
Consumer Price Index
2001=100 95.4 96.2 96.6 96.8 97.5 99.0 100.0
% change 1.8 0.8 0.5 0.1 0.8 1.6 1.0
Ad.spend as a % of GDP
0.96 0.93 0.92 0.95 1.03 1.08 1.00
Advertising Expenditure Growth (%)
at current prices 7.8 -2.4 0.1 5.5 11.2 8.9 -4.2
at 2001 prices 5.8 -3.2 -0.4 5.4 10.3 7.3 -5.1
Source: IFS, ZenithOptimedia
Research
Circulation is audited by: WEMF AG für Werbemedienforschung
Readership is measured by: WEMF AG für Werbemedienforschung
Methodology: MACH Basic (National Readership Survey of
Switzerland)
Permanent survey with 23,500 interviews (CATI) per year,
focusing on use of newspapers, magazines, cinema and the
internet. Results are published one a year. Universe: individuals
14+, living in a private household, able to speak the local
language.
Taxes
VAT on: sales 2.4% advertising 7.6%
newsprint 7.6% plant 7.6%
composition 7.6%
(standard VAT rate 7.6%)
Subsidies
Are there subsidies for the purchase of newsprint No
Are loans granted at low interest rates for re-equipping or improving
existing equipment No
Discounts
on: post 15-30% rail 0 telephone 0 telegraph 0 telex 0
Ownership
Does any law exist governing publishing-house ownership, or the
registration of shares in newspaper-publishing companies Yes, if so
required under the Cartel Act described below.
Is there any law prohibiting or restricting foreign companies or
individuals from owning shares, and in particular, the majority of
shares, of domestic daily newspapers No
Is there any law prohibiting daily newspaper or periodical publishers
from operating radio or television stations in the same locality No,
but a publisher may not offend the ‘diversity of opinions’
provision set out in Article 10 of the Radio and Television Law.
So as to guarantee disclosure and transparency in the capital structure
and to avert silent partnerships, is there a law or rule making it possible
to determine who actually owns a publishing company According
to article 322 of the Swiss Penal Code, newspapers and
magazines must indicate important holdings in other companies
in the printer’s imprint, in addition to other details. For public
companies there are some general rules requiring declaration
and/or publication of big shareholders (article 20 Swiss Stock
Exchange Act, article 663c Swiss Code of Obligations).
Is there an antitrust law limiting concentration in the daily press
Yes—article 9 of the Cartels Act, or Kartellgesetz:
i. The Competition Commission must be told in advance
of mergers that on the basis of the most recent accounts
would create a joint enterprise which
a. had turnover of SF 2 billion or more at home
and abroad, or SF 500 million or more at
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WORLD ASSOCIATION OF NEWSPAPERS - WORLD PRESS TRENDS 2003