Dress warmly... and keep the champagne cool!

These days, we are working hard on the budgets. This is what the financial year envisages. In a finely orchestrated ping-pong, targets, market analyses and economic assessments flow into tables that are to set the pace for companies in 2012. However, the task is becoming increasingly difficult: one crisis follows another, economic managers are being bluffed by hopefuls and politicians are groping in the dark. The principle of hope flickers on the news platforms time and again, for example in the person of a sheikh from Qatar who is to invest in Greece. But for the most part, the media report on rescue packages that will be blown away by the next gust of wind. And what does that mean for media providers? Can they rely on revenues in the user and advertising market next year? We remain optimistic because the sun of this beautiful Indian summer is dazzling us so beautifully. As there are losers and winners in every crisis, we confidently join the latter. After a relaxed brainstorming session, we can present several strategies for success:

1st Thanksgiving: Our ancestors already knew that fruit should not simply be harvested, hoarded and eaten. So that we can continue to reap an abundant harvest, we must express our gratitude to nature. This is also recommended in the market: let's show our gratitude to all the friendly customers who appreciate our products. And let's not forget the hard-working hands thanks to which the field bears abundant fruit.

2. knitting evenings: When it gets cooler and darker, it's time to knit a new sweater, scarf or socks. However, always using the same pattern with the same wool is no fun for either the knitters or the lucky ones. That's why it's important to creatively weave little surprises into the tried and tested. With this in mind, we as readers, viewers and listeners look forward to knitting media events.

3. bunker wood and supplies: If the winter gets too icy, transport routes are blocked and borders are closed, then you can see who has ordered their house well. You don't need to worry if you have a full pantry and plenty of wood in the dry. That way, you can hibernate without cutting back. The media need to stockpile resources of lasting value: strong stories and people who can tell them.

4. stay in shape: You can only be fit if you have enough stamina and reserves. This is why overly lean people used to be pitied. People knew that they would quickly lose their strength in turbulent times. That's why the media are now happy to encourage people to eat a lot. This lifts the mood and encourages consumption. The media should set an example by not cutting corners and diligently promoting themselves.

5. clear the garden: After the harvest, the soil needs to rest so that it provides a good breeding ground again in spring. Leaning back, reflecting and enjoying create space for new things. The media should also not overestimate the need for ever new forms of content. In the colder months of the year, people simply want to be gripped by good stories, involved in lively conversations and impressed by strong images.

6. look after family and friends: A strong network of relationships makes it easier to get through crises. People close to you offer comfort, give more or less good advice, provide food and drink and, if necessary, substantial material support. The media have been able to rely on their traditional network of subscribers and advertisers. In the digital world, these friendships are more fragile. When it comes to paying, they are happy to let others foot the bill, and they can easily be seduced into infidelity by online competitors. The media are therefore best advised to focus on true friendship and maintain it with small gifts during the colder months of the year.

7. reading and learning: As the days get shorter, it's time to broaden your horizons with a good book, a stimulating newspaper or an entertaining magazine. Reading may be a solitary activity, but it is much more fun when the new experiences can be shared with others and discussed in a lively manner. Very few people just want to hear all the time: What I've just read is exciting! That's why they look for interesting reading material. And so individual readers become large reading circles.

Everything is actually quite simple if we switch off the computer for a moment and leave the consultants outside the door. Our (true) friends are called upon to contribute creative ideas. It's your own fault if you're not on the winning side in a crisis. That's why we're already getting the warm coat from the screed and chilling the champagne!