Street posters near City Hall Park, New York 1866.


PROPAGANDA IS ADVERTISING AND PR

"Propaganda" comes from the Latin for "things that are disseminated". Until the industrial revolution, the term was used for advertising in general. Propaganda was used later for the systematic dissemination of political, ideological or other information. Here on the origin and scientific definition of the word "propaganda". Download PDF

In ancient times, advertising has been individually painted on the wall or laboriously hand-carved in stone and marble. Egyptians and Romans were particularly nimble-fingered in this technique.
The birth of the poster is legendary. The bases for paper production came from ancient China. In the year 105 the technique was developed by the inventor Ts'ai Lun. This first paper was made from a mix of special tree bark, hemp and rags, a composition, which for centuries has been long maintained. Marco Polo brought paper in 1292 for the first time to Europe.

Posters conquer Europe

The reproduction of printed paper was made possible only in 1440 with the invention of the printing press by Johannes Gutenberg in Mainz, Germany. It was only later that posters began to boom, mostly only with text, which focused on official statements and political slogans (eg "down with the king") and later also announcements of organizers from the entertainment area.
The so-called "flyposting" also known as "wild posting", had led in France in 1539 to official laws for poster advertising, which led to an outright repression in 1653. In 1772 the bill-poster companies of Paris joined together in an association. In Switzerland, this was done at the suggestion of PROPAGANDA Ltd. only in the year 2001, with the Swiss Confederation of Culture Advertisers.

1798 Alois Senefelder invented lithography, the technique had been developed in the 19th Century. The artistic possibilities and its visual impact inspired artists throughout Europe. Important for the poster, which boomed mainly with political content during the French Revolution and the unrest that followed, and later during the industrialization.
The second half of the 19th Century accelerated the development in an unexpected momentum, thereby creating favorable conditions for the further development of the poster: more and more products would be sold, the poor classes needed a variety of range of things, that needed to be advertised. The founding of the first company for public postering took place in London in 1839, and in Geneva in 1900, the founding of the Societé General Affichage SGA.

Flyposting is an expression of urban culture

Around 1880 also in the cities of Switzerland mainly posters with political content were placed. As the rival political parties pasted posters over each other, the authorities enacted laws on poster advertising.

When the trained bookseller, printer of flyers and newspapers Ernst Litfass, in 1855 asked the police chief of Berlin a permission to establish public advertising pillars, he promised to curb the wild flood of posters on the trees. It was the birth of the still widespread advertising pillar. The artful poster hanging had his golden age in Switzerland at the time of Dadaism in 1917, especially in the stronghold of Dada Zurich.

In Switzerland

About 50 years later with the advent of photocopiers, the small poster was realisable for everyone. Fast and cheap communications, advertising messages could be political, commercial or reproduced invitations to cultural events. Like that DIN A3 was widespread as a small poster format. Later on offset printing was getting cheaper because of falling paper prices and the rising demand for printed matter. Now everybody could print with small budgets and even larger formats.

While in most neighboring countries permeated the A1 format, In Switzerland it was A2 (approximately 42 x 59 cm) as standard of flyposting: large enough to be well perceived - small enough to fit almost anywhere.

In Switzerland there is against every free market principle, a quasi-monopoly on poster sites in towns. A single billboard company dominates the big poster landscape. Contracts which have been partially closed almost 100 years ago with various municipalities, secured a large company posting privileges on public ground. Through solid relationships of the poster company with the political elite, these contracts could be renewed regularly. Today they still provide a massive competitive advantage over other billboard companies, who are limited to billboard on private ground only.

Through the quasi-monopoly situation the billboard company in Switzerland, largely dictates the prices. Large posters costs five to twenty times the price of neighboring countries. Only high-income commercial companies can afford several hundred or thousand francs per poster per week, small companies or cultural organisers can not afford this.

That's why the low budget flyposting wins. Because independent billposters are usually not placed on rented sites, but on free sites, and because of the mechanisms that play between the billboard companies, and so does the free market puts pressure on prices. This is one reason why this advertising medium is affordable.

For many cultural organisers, clubs, concert venues, festivals and theaters flyposters are the only financially viable way to draw attention to their events. Even well-established cultural institutions use this advertising medium regularly to fill their halls.


The company PROPAGANDA Zurich Ltd

The company PROPAGANDA has been advertising with posters in  Zurich since 1977. The founder, Sandro Galli, as a cultural manager has personally stuck on countless posters and distributed flyers for over 22 years. Impressed by the high street presence of his posters and the massive advertising impact, several cultural institutes soon became aware of his advertising media, and many years of cooperation began.

 What had started as a one-man business at that time was later to become a success story. From 1980 onwards, flyers were distributed regularly alongside the posters. From 1986 the distribution was extended to all Swiss cities. 1994 was the actual boom year for the company, which now served renowned cultural organizers such as the Kaufleuten, Rote Fabrik and Schauspielhaus as regular customers.

In 1995 key players of the music industry, international labels, and since 1997 all big film distributors could be won as clients. This cemented the breakthrough of PROPAGANDA, which in the meantime had also made a name for itself in the field of promotions and other special forms of advertising. In the year 2000 Sandro Galli finally decided to change the sole proprietorship into a public limited company. The growth of the company, which in the meantime had become PROPAGANDA Zürich AG, then picked up speed.

Thanks to the strong interregional network, all areas of Switzerland could be covered. With the introduction of high quality standards and the best motivation of its employees, the company in 2001 grew into the largest cultural advertising and ambient media agency in Switzerland. It was able to expand its distribution area far beyond the borders. In 2002 and 2003, international BTL mandates followed, which were implemented throughout Europe, and the number of employees increased steadily.

In the year 2004 the company Swiss Distribution Service SDS was taken over, and thus the range magazine distribution was massively developed. At the same time, the corresponding logistics department was expanded and made even more professional. Since 2005, CEO Sandro Galli has also been a guest lecturer at several marketing schools, like the Swiss Marketing Academy, SAWI and KV Zurich.

By taking over four further advertising companies from 2009 to 2015, the company remained on its successful growth course. From 2012, the film promotion division was greatly expanded, and 2015 a corresponding website Filmpromotion.ch was launched. In 2016, the website Hochschulwerbung.ch was redesigned, followed by the websites Ethnowerbung.ch and Gastrowerbung.ch in the following year.

After Sandro Galli started PROPAGANDA first as a hobby and later on a professional basis, he put the company on an impressive growth course. Contracts with the public sector, in particular with the city of Zurich, give the company exclusive access to first-class advertising spaces. The long-standing team of employees is well-rehearsed and has a unique know-how in the field of special forms of advertising and ambient marketing.

With its original roots in the cultural scene, PROPAGANDA is today very versatile and has a broad customer base that extends beyond any industry. The company has an extraordinarily high customer focus and measures its own success on the positive results of its customers. This is also the key to long-term and extremely valuable customer relationships in 2019.




In front of Olympic Theatre, New York 1875.