According to the study, just under 40 percent of users of research portals had positive experiences, with only 16 percent expressing dissatisfaction. "The study shows that dialog-based means of communication are gaining in popularity among journalists," says Martin Fiedler, Managing Director of Recherche-Scout.

Dialogic research tools such as Recherchescout are an additional way for journalists to find contacts and information on the topics they are researching. For press offices of companies, associations and universities, these contact platforms open up the possibility of getting in touch with journalists precisely when they have a specific need for information on a topic and wish to be contacted, instead of mass mailings of press releases.

According to a study by the University of the Federal Armed Forces in Munich, the best-known dialog-based research platforms in German-speaking countries are the expert broker of the Science Information Service (28% awareness), which has been active for 20 years, and the media contact platform Recherchescout (26%), which was launched two years ago and has registered contacts for all subject areas in business, science and society. According to the study, awareness of other providers is in the single-digit percentage range.

"The results of the Bundeswehr University study confirm what we have been seeing in our daily work for two years," says Fiedler. "Journalists rely on search engines and databases for their research and are increasingly using them - but they only find information there that is accessible to everyone. When searching for exclusive information and examples of illustrations on their topics that have not yet appeared in the media, media makers are increasingly using other channels such as our platform." More than 1,800 journalists from Germany, Austria and Switzerland are currently registered to use Recherchescout.

According to the study, however, the consideration of information from press releases is decreasing. According to the survey by the Bundeswehr University, almost every second press release is now deleted without being read - two years ago it was "only" 40 percent, according to the authors.

For the study, over 700 communication managers from eight countries were surveyed on the "State of Content Marketing" and the future of content marketing. The study was initiated by the Content Marketing Forum and designed by the market research and strategy consultancy Zehnvier, Zurich.

The study, which includes German-speaking countries, the UK and the USA as well as individual countries from Scandinavia, the Benelux countries and Eastern Europe as representatives of the respective regions, shows that companies in most countries already rely on content-driven communication rather than advertising: In most countries, around half of companies already rely on content-driven communication rather than advertising messages (Poland 56%, DACH 55%, Belgium 52%, Norway 50%). The UK is the pioneer when it comes to content marketing: Here, 81% of companies already state that they use the power of journalistic content and exciting stories to bind existing customers even more closely to the brand and attract new customers. US companies, on the other hand, are currently focusing more on advertising (see Figure 1).

Figure 1

For the future, however, the formula on both sides of the Atlantic is: content marketing instead of traditional advertising (see Figure 2). Three quarters of American companies (76%) plan to pursue a content-driven strategy in three years' time. In European countries, between 80% (Norway) and 92% (Belgium) of companies intend to focus primarily on journalistic content in their marketing and corporate communications in the future. "The study we initiated clearly shows that we are in the era of content when it comes to marketing and communication," confirms Viviane Egli, CMF Board Member for Switzerland.

Figure 2

Content marketing scores along the customer journey - and beyond

What are the driving forces behind this internationally observable reorientation? First of all, of course, the limits of advertising. Consumers and other target groups often no longer perceive traditional advertising messages at all, are tired of them or only place limited trust in them. Against this background, it seems only logical that the decision-makers surveyed see the particularly high quality of contact as one of the core advantages of the content-driven communication approach compared to traditional advertising (agreement between 56% in the UK and 72% in Norway).

So what are the specific strengths of a content-driven communication strategy? To find out, the communication managers were asked for different communication goals along the customer journey whether they believe these can be better achieved through a classic, advertising-based communication approach or a content-driven approach. The results show a very uniform picture internationally: the content-driven approach is seen as having an advantage in six out of eight areas surveyed (see Figure 3).

Figure 3

With informative, advisory or entertaining and journalistic content, the brand image can be better optimized and the credibility of the brand increased rather than with advertising messages and impulses. The same applies when it comes to positioning the brand as an expert and thought leader. Communication managers also see the content marketing approach as having an advantage when it comes to communicating brand and product information to the target group or acquiring new customers. The international vote is also clear at the end of the purchasing process: When it comes to "customer loyalty", the study participants consider content-driven communication to be equally superior. The advantages of an advertising communication strategy are limited to increasing brand awareness and creating concrete buying impulses.

Employee-focused content marketing: importance increasing rapidly

In the view of the study participants, the strengths of a content-driven communications approach also extend beyond the customer-side purchasing decision process: Useful content and exciting stories are also seen as the key to employees' hearts and minds. Communications decision-makers across countries are convinced that editorial content is very well suited to employer branding. It is a better way of presenting a company as an attractive employer and strengthening employees' sense of belonging than using messages with an advertising slant.

Cross-country vote: Owned media take the strategic lead

In light of these results, it is not surprising that the majority of communication managers internationally are convinced that owned media will increasingly take the strategic lead in communication (see Figure 4).

Figure 4

Depending on the country, between 48% (Norway) and 60% (Belgium) of communication decision-makers believe that owned media will take the lead over paid and earned media in the future. Only a minority of respondents - between 8% (DACH region) and 20% (UK), depending on the market - do not share this view. At the same time, it is clear that only a minority of companies across all countries have a clearly defined, integrated content strategy (see Figure 5): Only 19% each of the German-speaking and British, 13% of the American, 12% of the Belgian and 7% of the Norwegian companies state that they have a clearly defined strategy covering owned, paid and earned media.

Figure 5

What is content marketing?

The proclamation for content marketing is constantly increasing in the professional world of media, communication and marketing. And on an international level. What is meant is the discipline that used to be called custom publishing, corporate publishing or corporate media and which is anchored in journalism; what is meant is the activity - in an expanded sense - with owned, paid and earned content. Content marketing in Germany, Austria and Switzerland is defined by the CMF as follows:

- As corporate, brand, product and employee communication, content marketing is driven by relevant, editorial content.
- Content marketing uses all available media channels such as print, video, mobile and online - individually and in cross-media systems.
- Content marketing has a measurable impact along the entire customer journey and in internal communication. The communication effects range from increasing brand awareness, image cultivation and customer loyalty to acquiring new customers and triggering direct purchasing impulses.

Or in Great Britain:

Content marketing is the discipline that creates high-quality, editorial brand content in all media channels and on all platforms - with the aim of generating binding relationships, customer benefits and measurable success for brands. Source

Content Marketing Forum (CMF)

The CMF is the interest group of the leading media service providers in German-speaking countries and, with more than 100 member companies, the largest association in this media discipline in Europe. As an industry association, the CMF represents a media sector with an annual turnover of around 5.8 billion euros. The association's members are publishers and agencies that design and implement pioneering content strategies for their clients, producing effective content for all media genres including print, video, mobile and online.

Content marketing in Switzerland

In relation to the size of the country, Switzerland is home to an above-average number of internationally operating companies. In addition to the large corporations (financial world, pharmaceuticals, food, etc.), there are a large number of innovative middle market companies as well as smaller companies that operate in the fields of IT, mechanical engineering, medical technology, precision instruments, etc. and are internationally established. precision instruments etc. and are internationally established. These companies are increasingly turning to journalistically qualified B2B (but also B2C) publishing in their communications. Cross-media (online publishing, print, videos, social media) has been a matter of course for some years now. These companies and organizations also publish internationally in their internal communications. Of course, there is also a national content marketing business in Switzerland. This is the case in all industries and also in the public sector. Companies and organizations are increasingly shifting their communication and marketing budgets to CM projects. External service providers are practically always involved in the establishment of CM projects and for consulting, but in some cases also for the continued operation of in-house media platforms. Switzerland has a very lively, but also fragmented CM scene. The specialized service providers are united in the Swiss section of the Content Marketing Forum association; there are currently 13 of them. Almost all of these service providers are so-called agencies. Profit centers of publishing houses have had little or no success in the CP and CM business in Switzerland over the last 20 years.

International Content Marketing Forum (ICMF)

The ICMF is a network of content marketing associations. Currently, 18 countries from Europe and North America are members. The largest members are the Content Marketing Forum (CMF) in Germany, Austria and Switzerland and The Content Marketing Association (CMA) in the UK. The ICMF was founded in 1999 and the individual content marketing associations promote the development of content marketing locally. Their members are the designated service providers in content marketing, essentially market players with journalistic roots and structured differently depending on their national home markets. In countries with large home markets such as Germany, publishing houses with their own CM units are at work alongside agencies, in contrast to countries with small home markets, where publishing houses tend to be the exception. Today's average specialized CM service provider is an agency of a larger or smaller size, operating internationally, with its own resources or with partners in all areas of CM, in content strategy, content creation and content distribution. Some countries have also opened up to agencies of other types: for example, media agencies can also apply for membership of the CMA in the UK. (pd)
 

Rieder has been editor-in-chief of the Walliser Bote since 2009. He took over the position from his brother Pius Rieder, having already worked as an editor at the Oberwalliser Zeitung for over 30 years. It is still unclear who will succeed Rieder. The process of finding a successor will be initiated immediately, writes the Board of Directors of the Mengis Group, which publishes the Walliser Boten. It regrets Rieder's departure. He has led the editorial team through the media change with great commitment. (SDA)

Picture: Walliser Bote

For years, Swisscom subsidiary Teleclub had "its peace" and dominated the Swiss sports broadcasting market due to a lack of competition in the pay TV segment. That could now change. As Schweiz am Sonntag writes in its current issue, the British Perform Group is planning a platform for the Internet and mobile devices in Germany, Austria and Switzerland on which live broadcasts can be purchased and streamed. The offering will include not only 250 games a year from the U.S. basketball league NBA, but also Premier League soccer matches. The English league, which is also extremely popular in Switzerland, was previously denied to Teleclub customers in this country.

However, the Premier League will not be the only one: In the future, it will also be possible to buy games from the Spanish, Italian and French leagues via the service. However, the company is still keeping quiet about pricing and subscription models. For the time being, the market entry of the new competitor will have no consequences for Teleclub customers, as the Perform Group does not hold exclusive Premier League rights in Switzerland. This is in contrast to France, where Canal+ will no longer show the matches of the next three seasons as a result of the exclusive marketing of the Premier League by the Perform Group. This has consequences for the French-speaking part of Switzerland: the possibility to watch the matches via Canal+, which is available via Swisscom-TV, will now be eliminated. (hae)
 

Something that probably many people (or at least men) would love to do once in a while: Remote control a real truck on a closed off, extremely varied terrain. Like GTA, only real. Forsman & Bodenfors from Stockholm made the pleasure possible - for four-year-old Sophie. Even if the agency can tell Santa that the girl had something to do with the viral stunt... The question is rather: Does it even matter? If you read through the comments on Youtube, it becomes clear: Most people don't care about such details as long as they are entertained by well-told stories. And that seems to be working well so far: Almost 2.5 million clicks in three days. (hae)

59-year-old Vincent Augustin, who chaired the Lia Rumantscha for eight years, holds a doctorate in law and is a former member of the Graubünden cantonal parliament. He has been a member of the UBI since 2013 and succeeds Roger Blum as President, who is stepping down at the end of the year because he has reached the age limit of 70. Of the previous presidents, four (Oskar Reck, Jörg Paul Müller, Felix Auer and Roger Blum) came from German-speaking Switzerland and three (Bernard Béguin, Ursula Nordmann and Denis Barrelet) from French-speaking Switzerland. For the first time, a Rhaeto-Romanic is now heading the appeals body.

The Federal Council also elected three new UBI members, namely 57-year-old Ticino lawyer and former RSI journalist Edy Salmina, 51-year-old Zurich lawyer and communications specialist Maja Sieber and 35-year-old Lucerne lawyer and legal advisor Mascha Santschi Kallay from the Bern region, former clerk of the supreme court and local radio journalist. The three new members will replace Paolo Caratti and Carine Egger Scholl, who have reached the permitted total term of office of 12 years, and Roger Blum. The Federal Council confirmed Zurich-based NZZ legal consultant Claudia Schoch Zeller, Geneva-based media law professor and data protection officer Stéphane Werly, Neuchâtel-based lawyer and journalist Suzanne Pasquier Rossier, Solothurn-based lawyer Catherine Müller and Zurich-based lawyer and journalism trainer Reto Schlatter as current members.

The campaign focuses on the men and women of the Salvation Army who are there for people who have lost their footing. They are neither too good nor too good-looking to provide help to people in need wherever they happen to be. In their irritating duality, the current subjects dramatize the daily work of the Salvationists in an eye-catching way.

Responsible at the Salvation Army: Philipp Steiner (Head of Marketing & Communication), Christoph Bitter (Head of Fundraising). Responsible at Spina's Civil Voices: Matthias Freuler and Stephan Huwiler (creation), Corinne Bucher (consulting), Alberto Venzago (photography), Lina Baumann and Lara Bliggensdorfer (production)

 

Although very diverse in use, the advertising presence in the B-to-C sector focuses on the classic use. The Corretto or the Moliretto, developed by the agency, is the most popular way to enjoy sweet anise liqueur. The campaign for Molinari Sambuca consists of measures for off- and on-trade. These include advertisements in daily newspapers, consumer magazines and special interest magazines, as well as posters and point-of-sale measures.

Responsible at Haecky Import: Mike Boehler (overall responsibility). Responsible at BSSM advertising agency, Basel: Urs Schneider (CD); Daniel Bard (AD); Hannes Müller (text); Daniela Geiser (desktop); Philipp Buser (consulting); Eugen Leu & Partner (photography).
 

Fortunately, Christmas also has less stressful sides. For example, when you do your shopping in Sihlcity. There you can find everything you need close together. And you can relax at the Christmas program of concerts and events or in the cozy Fondue Chalet. The Leo Burnett Switzerland spots can be heard on various radio stations since November 16.

Responsible at Sihlcity: Corine Maissen (Head of Marketing), Corinne Wiederkehr (Marketing Specialist). Responsible at Leo Burnett Switzerland: Anna Leudolph, Cla Campell (creation), David Fischer (CD), Martin Stulz (ECD), Christoph Schwarz, Ingrid Zumkehr (consulting), Suzana Kovacevic (artbuying), Jingle Jungle (recording studio).
 

Since it contains no bleaching agents or optical brighteners, the brilliance and luminosity of dark and black textiles are retained. Real washing professionals know and appreciate this. What happens when you wash your clothes with the wrong detergent is illustrated by the case of a non-professional: a gangster is caught red-handed because his clothes are no longer black as night.

Responsible at Migros: Migros-Genossenschafts-Bund: Jürg Spring (Head of Own Brand Management), Jann Falett (Junior Project Manager Promotional Brands). Responsible at Y&R Group Switzerland: Markus Gut (CCO), Thomas Engeli, Swen Morath (CD), Stephanie Assfalg (AD), Natasa Maricic (text), An Le (image editing), Edi Walker (consulting).