Ladina Heimgartner: "Credibility works better"

m&k What is the aim of the campaign?

Ladina Heimgartner: We want to show the importance of Swiss journalistic media in the advertising mix of advertising clients. CEOs, brand managers and CMOs of Swiss companies are allocating ever-larger shares of their budgets to the largely American operating companies of social media platforms. This development is weakening Swiss publishers with their journalistic media offerings - but also the advertisers themselves.

What is the impact on advertising clients?

The qualities of journalistic media as an advertising medium outweigh social media when it comes to long-term brand positioning. With this initiative, we show why it pays to advertise in Swiss journalistic media.

What are the elements of this initiative?

We commissioned PwC Switzerland to conduct an independent study on the situation in the Swiss advertising market. This shows the shift in advertising money and the motives of advertising clients when allocating advertising budgets. However, it also shows the ambivalent attitude of advertisers who know what the advertising environment is doing to their brand - and that is not a good thing.

What other findings does the PwC study provide?

In economically uncertain times, companies are focused on short-term performance-oriented advertising campaigns that appear measurable and verifiable. At the same time, they are aware that long-term investment in the value of their own brand is required. Fake news and misinformation will continue to increase on social media in the future, and platform operators have recently massively reduced the corresponding controls and fact checks.

Does this have an impact on consumers?

Yes, consumers are very unsettled by this and trust in content on social media continues to decline. It is precisely against this background that traditional journalistic media with their specific qualities and unique selling points will play an important role as an advertising medium in the future.

And what does the consumer side of gfs-Zurich show?

The study by gfs shows that consumers in Switzerland trust advertising in journalistic media such as daily newspapers, magazines and online portals far more than advertising placed on social media platforms. This is because it is the environments that determine whether an advertising message is perceived as positive and credible. The importance of journalism is therefore perceived and appreciated by consumers.

And what about younger target groups?

Even younger age groups, who tend to use social media more than older age groups, ultimately trust the content in journalistic media more than social media. In-depth research, independent reporting, transparent sources and fact-checking in journalistic media are the main reasons for this.

How exactly do you communicate these findings?

The Jung von Matt agency has created a campaign with the focus "Credibility works better". The various subjects of the campaign have been played out via print, online and (D)OOH channels since August 28. The campaign uses radio and TV to humorously show what happens when you get caught in a scrolling rabbit hole and rely on fake news.

How do you intend to persuade advertisers to place more advertisements in the high-quality environments of Swiss media again?

By pointing out that advertising in Swiss media not only represents an investment in Swiss value creation and democracy, but that it also has a tangible economic impact. The perception of advertising in journalistic media is higher than on social media, as is brand recognition and the recall of the advertised brands and products. Advertising in traditional media is not only perceived more frequently, but is also remembered and identified more sustainably. A fact-checked environment increases credibility and the willingness to buy. A large majority of consumers are more likely to buy products that are advertised in a reliable and high-quality environment.

How did you support the launch of the campaign?

I was able to make the results of the study available to my colleagues worldwide via the network of the World Association of Publishers (WAN-IFRA). The interest is enormous, especially as the topic is on everyone's mind. In Switzerland, I had the honor of presenting the study to numerous CEOs of Swiss companies together with Felix Graf, CEO of the NZZ Group, and Gustav Baldiger, CEO of PwC Switzerland, at the NZZ CEO Dinner. The Swiss Media Association also held a media conference. Other important elements of the initiative include the display of campaign subjects and personal discussions with the CEOs of Switzerland's largest advertising clients.

What was the feedback from the CEOs?

On the one hand, the campaign is intended to initiate a discussion about these findings. On the other hand, CEOs want to see results in their company reports. The studies here can provide clear facts and figures. We already have some positive signals regarding a shift in advertising budgets towards journalistic Swiss media. That makes me optimistic.

"We are already seeing positive signs that advertising budgets are increasingly shifting to journalistic Swiss media."