Here comes Mister Digi Trend
As head of the Digi Trend Forum, Ueli Custer returns to the visions of the Media Trend Journal.
communicate in 2015. The head of the Digi Trend Forum thus returns
to the futuristic roots of the Media Trend Journal. "Total digital" will be the issue of the Media Trend Journal.
Trend Journal in October. The topic is accompanied in issue 10/2005 by the
1st Digi Trend Forum in Switzerland. Head or digital networker behind
Ueli Custer is at the helm of both projects. He wants to find an answer to the question:
"How do we communicate in 2015?"
The media professional's curiosity has often been a little ahead of its time.
ahead. A black-and-white photograph shows the four-year-old
Ueli in St. Gallen, how he enjoyed an early morning
Newspaper analyzed. A yellowed picture from the 1950s shows the
Dreikäsehoch, as he passionately described a Hermes Baby
edited. "I was probably influenced by my mother",
he rummages through his memories. She was a pioneer for the
women's suffrage and as a consumer advocate, in addition to the household
journalist. And so Ueli Custer is active around a daily
Stack of at least three newspapers and various other
publications.
However, the professional entry into the media followed via
Detours. After a less than fruitful search at the University of St. Gallen
he saw more of a future at Publicitas. There he worked in Eastern Switzerland
first acquired advertisements. This led to further contact
to the advertising industry. Custer graduated as an advertising assistant
and finally ended up as advertising manager at Calida in the 80s
in central Switzerland. "Those were the boom years, when we increased sales
and had the unimaginable problem today that
We couldn't find enough seamstresses," he recalls.
Custer contributed to Calida's success for seven years. During this time
he also supplied Werbewoche with its first journalistic reports
from the Central Switzerland Advertising Club. A deepening of his specialized knowledge
He then found a short-term job at a media agency before a
advertisement as sole editor of the Media Trend Journal, which
how Werbewoche is published by Media-Daten AG. Custer
completed further training as a specialist journalist at the MAZ.
During his time in the early days of the paper, he developed what was originally called the
annual folder has developed into a monthly publication
and circulation increased from 500 to 1500 subscribers. The Media Trend
Journal initially wanted to focus on the hype of the new media
specialize. "Unfortunately, we were ahead of our time because the
technology was not yet mature enough," Custer looks back today.
Because too few people showed interest in the new ideas, the
magazine had potential, however, Custer, as editor-in-chief
Journal was initially repositioned. Instead of talking about new media
he had advertising clients analyze where their money was going on the
should invest most sensibly. The Media Trend Journal has therefore
very quickly developed into a sought-after tool.
Today, the mood is different. "Digitalization has changed the market
that this has now become a highly topical issue.
will," the Digi Trend Forum project manager is convinced. He thinks
the multi-layered merging of individual and collective
mass communication, communication and entertainment technology.
Custer and his team believe that if the markets of the
individual communications and consumer electronics providers and
all players on the mass communication side in a common
market, "then they must also have a forum somewhere where they can
they can exchange ideas".
The concept for a continuation of the forum as a magazine is, so
Custer, "not yet set in stone". For the first edition
authors describe their ideas from very different perspectives,
how they see communication in ten years' time. The aim of their thoughts:
the different areas, which have very different cultures,
and find out what new business models are available
due to digitalization.
In addition to his work for the Media Trend Journal and the
now the Digi Trend Forum in the mandate also managing director of Igem, the
Interest group for electronic media. There, too, the
Consequences of digitalization and its consequences for providers and
follow advertising closely. A working group will soon be set up to
to take on the problem. "An ideal synergy with my work for the
Digi Trend Forum," says Custer.
He finds a different kind of enrichment in the location of his
Offices. Since his love for a teacher once took him to Lommiswil
Custer now lives and writes in Solothurn with his family.
magnificent panoramic view from the Glarus Alps to the Chasseral. "Ideal
for biking, walking and hiking," says the media man, who is otherwise
(like back then in the baby carriage), my favorite hobby is still the
Reading the newspaper.
Andreas Panzeri
