St. Gallen Communications Day: "Paul is coming too" on the future of the media
About 140 participants attended the second St. Gallen Communications Day, titled «Paul’s Coming Too,» and took part in lively discussions about the future of the media, particularly print publications. Opinions differed on this day in the (Eastern Swiss) communications industry as to whether publishers are the advertisers of tomorrow or advertisers are the publishers of tomorrow.
The conference launched a year ago by the PR Society of Eastern Switzerland/Liechtenstein (PROL) and the Advertising Club of Eastern Switzerland (WCO) - which is aimed at communication professionals and other interested parties - focused this time on the media and its future. The subtitle "The situation is hopeless, but not serious" (a quote from Paul Watzlawick) was not only meant ironically, but also: the conference concept focuses on irritation as well as competence, on controversial debate in two forums and the transfer of knowledge and tips in the "WOK stores". Social media concepts, crisis communication, visualization of complex content, visual appearances, snack journalism and "simple language" were all on the agenda. The communication day was moderated by Gülsha Adilji, who had already taken part as a participant last year.
Plea for quality journalism
In the forum "Are publishers the advertisers of tomorrow?", Frank Bodin, one of the best-known Swiss advertisers, regretted that even "beacons" such as the NZZ are blurring the distinction between journalistic information and advertising with "native advertising" and front pages sold for advertising. Elmar zur Bonsen, Head of NZZ Content Solutions, argued that all media must be open to new forms of advertising if they want to survive in the long term. In the second forum, Andrea Bleicher, Deputy Editor-in-Chief of the "SonntagsZeitung", and political consultant Mark Balsiger engaged in a lively and pointed discussion on whether communication could (re)invigorate democracy. Various types of politicians and journalists were at the center of the debate, which was enlivened by comments from the audience.
The St. Gallen Communication Day, whose name "Paul kommt auch" (Paul is coming too) is reminiscent of the great communication expert Paul Watzlawick, will also take place next year: The next date has already been set for March 9, 2018.
