My first thought was either Neville Brody or Emigre, but so far no match....

And it is too early for David Carson.

The more I look at it, the more I think it may be someone's one-off messing with Times New Roman Bold (adding the half-circle, bowed serif treatment). Someone was having fun with their new Mac....

I agree Kevin. The result is a real amateur klutz.
Don

Kevin and Don, thanks for your comments. I agree, the sample looks like a modified version of Times Roman. It's the date and the location of this type sample that intrigue me: this is an ad appearing in a well-established newspaper (Neue Zürcher Zeitung) only one year after the LaserWriter was released (and the Mac was embraced much slower in Switzerland than in the US)... so I'm thinking, this was produced with a phototypesetter.