He is currently "in intensive negotiations" with the station, says Gavric. The show is scheduled to start in the fall and will be a docu-series à la "Die Geissens. The show will provide insight into Vujo's exciting life: "I like to show how I live, how I party and how I meet women." 3 Plus is convinced that the idea will be a success: "Very entertaining," says boss Dominik Kaiser, because Gavric has an "exciting personality. The "Bachelor" consequently states, "I'm anything but a TV one-hit wonder." This statement is backed up by Roger Schawinski, who didn't invent him, but at least invited him on his talk show (Monday, February 24, SRF 1).

Image: 3 Plus
 

This was reported on Friday by several media outlets, including the Baz itself. In October 2012, the journalist reported on a visit to a hashish user who resells some of his drugs under the title "Visiting a dealer". He told the journalist that he earned around 12,000 francs a year from this.

Qualified offense according to the Federal Supreme Court

The public prosecutor's office in Basel then initiated criminal proceedings. However, the journalist summoned as a witness invoked the right of journalists to refuse to testify. The Basel-Stadt Court of Appeal ruled in her favor. The Federal Supreme Court, however, upheld an appeal by the public prosecutor's office. If the annual profit from dealing in soft drugs such as hashish exceeds CHF 10,000, this constitutes a qualified violation of the Narcotics Act. This was the finding of the Federal Supreme Court in a decision announced on February 19. When it comes to the investigation of a serious criminal offense, the statutory right to source protection for journalists does not apply. In view of the specific circumstances, this omission was also proportionate. The interest in solving the crime was great. Meanwhile, the Baz could not invoke a notable public interest, such as if the report had uncovered serious grievances in politics, business or administration. Rather, the dealer had been given an advertising platform.

Baz sees source protection watered down

In his view, this ruling represents a violation of press freedom, said Baz company lawyer Martin Wagner in an interview in Friday's Baz. This is because it no longer guarantees the central protection of sources for journalists and contradicts an earlier Federal Supreme Court ruling from 2006. The protection of sources guaranteed in Switzerland can only be waived in exceptional cases - in the case of serious crimes. There is a list of exceptions for this. Beyond that, however, each individual case must be examined carefully. However, the dealer in the present case is "a small fish": according to Wagner, he probably made transactions amounting to a few thousand francs and bluffed to the journalist. The lawyer now fears that the courts will no longer examine the individual case following the new Federal Supreme Court ruling. According to Wagner, this would considerably water down the protection of sources. The Baz will therefore provide the journalist with an experienced criminal law expert who will take the judgment to Strasbourg. (SDA)

Image: Keystone

Following the establishment of various offices in Europe and America, Adello is opening a further location in Asia. This means that the rapidly growing demand for intelligent communication solutions on the large continent will now be covered by local teams, according to a statement. Ron Kwok has been recruited to assume operational responsibility. He will be based in Singapore.

Ron Kwok on his move: "Asia is the world's largest mobile market in terms of usage, and yet it is showing tremendous growth. Adello operates the world's fastest analytics backend with its patented advertising technology "AdCTRL" and offers the leading solution for real-time algorithmic targeting. Thanks to 1.2 million decisions per second, target groups are mapped and recognized much more clearly than with previous approaches. This leads to significantly increased post-click conversion rates, which ultimately benefits advertisers, users and publishers alike. I consider it a great privilege to make the technology "AdCTRL", which has won several international awards, available to the Asian market".

Werbewoche: Does AZ Medien actually make money from its TV stations?

Robert Elsener: We are satisfied. As regionally licensed broadcasters, Tele M1 and TeleBärn are not allowed to distribute profits. We do everything we can to reinvest all our revenue back into our programming and high-quality editorial work.
 

At TeleZüri, which doesn't have a license and therefore doesn't receive any license fees, you're likely to turn a profit …

We strive to operate profitably despite the headwinds and to invest our revenue in a high-quality program and program initiatives.
 

So the stations are more important to the group from a journalistic standpoint than from a financial one?

As AZ-Medien, we are a commercial enterprise, not a charitable organization. It is important that we deliver strong financial results. However, we have a journalistic mission that we want to fulfill effectively.
 

How is the AZMedien network organized?

Creating synergies makes sense when you operate multiple TV stations under one roof. But for us, the editorial independence of the individual stations is essential. There is little overlap because we produce content for the regions from within the regions themselves. National segments can occasionally be produced jointly. Where we have already been able to realize synergies, however, is in the areas of production technology, infrastructure, and IT. That’s where the greatest potential for synergies lies.
 

Let's take an example. Yesterday, Federal President Didier Burkhalter called a press conference. What happens now—does each broadcaster go there on its own, or does one produce coverage for everyone?

That varies from case to case and is coordinated editorially between the stations on a case-by-case basis. Let’s take Sochi as an example. We sent a team to Sochi, which isn’t exactly cheap—airfare went up about tenfold during the Games (laughs). We use all this footage to create regionally focused segments. For example, if an athlete from Bern really stands out, they’ll get more coverage on TeleBärn than on TeleZüri.
 

But isn't the material produced centrally?

In this case, yes, but we had several teams on site at the Swiss Wrestling Festival. Last year, the festival was heavily dominated by wrestlers from Bern. So, naturally, we at TeleBärn place a different emphasis on the event than Tele M1 or TeleZüri do.
 

What are the similarities and differences between TeleZüri, TeleBärn, and Tele M1?

The similarities are obvious: All stations produce about an hour of content per day and repeat it in a sort of hourly loop. Conceptually, the stations are similar, but their content varies by region.
 

Does TeleBärn have a different role in Bern than TeleZüri does in Zurich?

You have to look at this from different angles. First, there are the viewership numbers. For reasons we all know, the research results last year didn’t always make us happy (laughs). However, we’ve seen very positive growth in terms of market share. Another aspect is the direct feedback we receive from customers via phone, email, or social media channels. We often receive feedback, even when we have teams out in the field. That’s where you really get a sense of how highly valued our stations are in the regions. In that respect, it’s difficult to compare TeleZüri with Tele M1 or TeleBärn. This is precisely because TeleZüri has had a supraregional focus since 2008 and makes sure to provide good coverage not only in Zurich but also in the Mittelland, Central Switzerland, and as far as Schaffhausen and St. Gallen. Tele M1 and TeleBärn are more focused on their respective broadcast areas. Tele M1 takes a more regional approach with its East and West channels and recently opened a correspondent’s office in Solothurn to provide even better journalistic coverage of topics relevant to the region. All of our stations have their own distinct character and history. TeleZüri is celebrating its 20th anniversary this year, and the others will soon mark their own anniversaries. The stations have grown alongside their viewers over the years.
 

So, is the level of acceptance comparable across the different regions?

Yes, the nature of it is simply different. Overall acceptance is very high across all stations and comparable at a very high level. Looking at the total audience: During that one hour when we produce original content—between 6 and 7 p.m.—we have excellent market shares within the regions and license areas. In Zurich, there are days when our market share among the total audience during that time reaches 30 percent. We have a strong foothold in the Zurich, Mittelland, and Bern regions.
 

TeleZüri does not have a license, while TeleBärn and Tele M1 do have licenses and also receive license fees. Are there any plans to give up these licenses in order to have more freedom in advertising?

I can answer that with a clear “no.” It’s not as if we find ourselves constrained by the terms of the concession agreement. The substantive focus of the concession agreement is appropriate and aligns with our journalistic standards of quality. As you correctly point out, we would have a bit more flexibility when it comes to advertising. But I’m not aware of any cases where we’ve had to forgo advertising revenue due to licensing requirements. When discussing matters with advertisers, we can usually find good opportunities for flexible solutions.
 

What is the current prevalence?

We need to distinguish between analog and digital broadcasting. A significant portion of our viewers still receive our broadcasts via analog signals today. Perhaps it is no longer their primary TV set, but rather their second or third set. Within the license areas for Tele M1 and TeleBärn, we have full coverage of the analog and digital distribution channels relevant to us, as guaranteed by our licenses. For TeleZüri, we also have full coverage—both analog and digital—in the core area. Digitally, our stations can also be received outside their license or core areas within the language region. We receive inquiries from cable network operators in various regions who would like to add our stations to their lineup. A concrete example is Laax/Falera. The local cable network operator would like TeleBärn to be available on the cable network for vacationers visiting Bern. But it’s certainly not as if we could quintuple our market share that way (laughs). For viewers outside the respective license area, we don’t have the same relevance as we do in our main broadcast area.

 

On another note: How important is the streaming section on your websites?

At some point, we’ll no longer talk about streaming, but rather about video consumption across all devices. Whether it’s analog, digital, or online doesn’t matter to the viewer. For us, it’s essential that we have a presence on all devices relevant today—from the iPhone to the big TV screen. The distinction between linear and non-linear consumption also isn’t that important. What matters are the «eyeballs»—that is, the viewers’ attention. Video advertising has the advantage that CPM rates—even in the online world—are at a very reasonable level compared to display advertising.
 

The problem is simply that current research can't account for everything …

Research can capture online and TV usage relatively well. But you’re right—there’s currently a disconnect between how online and TV usage are measured. It’s important to us that, wherever our content is consumed, there’s a measurement methodology in the background that allows us to monetize that usage. «Lost»—that is, unmeasured—usage is what hurts us.
 

Of course, the advertising industry would prefer a value …

If there is a «metric» that accurately reflects performance, is easy to use, and also provides us with the insights we need to optimize the program, then of course we wouldn’t say no to it.
 

How did the individual stations perform last year?

TeleZüri has gained market share, Tele M1 has lost a little, and TeleBärn has gained a bit, but a direct comparison with the previous year isn’t really valid for methodological reasons. We’ve had a stable year and, viewed over the course of the entire year, we offer programming of consistently high quality. This year, we face two challenges from the competition: right now, Sochi, and then the World Cup with kickoff times at 6 p.m. We’re trying to counter this with special programming.
 

What percentage of the programming on the three stations consists of domestic advertising?

The share is significant, but the largest portion consists of regional and local advertising.
 

You're switching all your channels to HD this year. When will that happen, and how much will the investment be?

We haven't yet determined the specific transition dates. It's a significant investment.
 

What does that mean?

There are various ways to produce HD content. Simply upconverting the SD signal and then calling it HD is not our goal. We want to offer as much native HD content as possible. However, this leap in quality means that the entire production chain—from the camera to the studio equipment to playout—must be in HD. Today, the individual broadcasters have different levels of infrastructure, so more investment is needed in some areas and less in others. Overall, though, it’s a significant amount of money that we’ll have to spend.
 

Is it worth the investment?

We have to make this investment. First, for the viewers. We aren’t compared to other local stations, but to the highest standard set by any broadcaster. If you want to be among the leading TV stations, you can’t deliver television in a lower technical quality. Advertisers are also interested in high quality so they can showcase their products in the best possible light. The third party in this equation is the network operators, who, for their part, want to be able to offer as many channels as possible in HD quality.
 

You have three successful channels. TV24 is a new addition to the lineup. What are your goals for the new channel?

In the medium term, we are aiming for an 1% market share with TV24. For us, TV24 represents a logical next step in the development of our family of channels.
 

Why?

For one thing, because we already serve an audience—more than half a million people a day—that really appreciates the content we produce. However, this audience cannot find much of the content they’re interested in on our channels. With TV24, we have the opportunity to offer both our existing and new viewers content that we haven’t shown on our regional channels to date.
 

Are these programs that don't fit into the current hourly schedule?

Exactly. With TV24, we can show more content that previously didn’t have a place or didn’t meet our public service mandate by leaning more toward entertainment. In a sense, though, it also serves as a bridge connecting our family of stations. We currently have about 130 employees who produce television content every day. This enables us, for example, to produce a daily news program using our local or regional news stories that have national relevance. Since we have the three largest regional television stations in our portfolio, we are—alongside Swiss Television—probably the only ones in Switzerland with TV news expertise at the national level.
 

Isn't there also a risk of competing with their regional stations?

Our regional stations are our backbone, our heart and soul, and they will remain our main focus in the future. We can position TV24 as a complementary channel so that our existing channels are affected as little as possible. The variety of TV channels continues to grow. So it’s better to have our own channel that we can position as a complement than to be defenselessly at the mercy of further fragmentation.
 

Will there be a news program on TV24?

Yes. But of course, it won't air at the same time as on the local stations. In terms of content, it will be a "best-of" compilation of the daily news segments that are produced and have national significance. These will be produced and hosted in a new studio set.
 

What else will there be?

With TV24, we have a TV station in our network that broadcasts a variety of programming 24 hours a day, seven days a week. This also gives us the opportunity to try out new topics, see how they work, and perhaps use them for our regional TV stations as well. Conversely, we have the opportunity to air longer versions on TV24 of certain formats that have been very successful on local stations so far but could previously only be produced in segments lasting just a few minutes. Since we can also draw on a wealth of previously produced content, this creates significant potential for synergy. With TV24, however, we also aim to attract new viewers, whom we hope to introduce to our local TV stations through cross-promotions.
 

When does TV24 start?

In the second quarter of 2014.
 

How many people will be working for TV24?

Much of the content is produced by our current staff. We will supplement the team on an ad hoc basis for roles that do not yet fall within our core competencies. In the medium term, we’ll also be developing on-air personalities. This will help raise the channel’s profile. We don’t yet know whether these will come from our own talent pool or be entirely new people.
 

Two new shows are planned for 2014 on the existing channels: «Fashion Run – The Shopping Duel» and «The Gran Plan.» Both are adaptations of successful foreign shows.

That’s not entirely true. «Fashion Run» is an original concept, though it is similar in nature to other shopping formats. We also deliberately chose to deviate from existing formats because we feel that our approach to the fashion theme works better in Switzerland. The fashion sector resonates strongly with our viewers, and we also believe it will be an ideal platform for the advertising industry—not only through traditional advertising but also through product placement and the integration of filming locations. «The Gran Plan,» on the other hand, is a licensed format we’ve acquired that’s being adapted for the Swiss market. We’re convinced that we need to invest in order to achieve long-term success in television. We want to strengthen the current regional television programs and lead them into the future with technical and programming innovations. With the planned new half-hour shows—another one will be added—we aim to selectively strengthen our existing regional television stations and keep viewers tuned in to our channels for longer.
 

Who produces the shows?

Golden Eye Media produces both formats.
 

What's planned for TeleZüri's 20th anniversary?

We’ve got quite a few things going on. We have a testimonial campaign on the air, and along with the switch to HD, we’re also introducing a new on-air design. In addition, we’re running contests and will be hosting various festivities this fall. After 20 years, all of this is certainly well-deserved and, not least, a tribute to the fantastic existing TeleZüri team led by Markus Gilli.
 

Interview: Pierre C. Meier

An article from the current print edition of Werbewoche.

 

 

What are users particularly interested in on mobile news websites? What are the differences to traditional desktop use? OMS answers these questions in the current "OMS - Desktop vs. Mobile" study, which was conducted in cooperation with Audience & Research, a unit of Nugg.ad. According to the initial results of this quantitative OMS study, mobile use differs from desktop use primarily in the details: In the desktop area, the preference is for news, then leisure content. In the mobile sector, the opposite is true.

The reason for this fundamentally similar usage is obvious: "Which target group uses which content is primarily based on personal interest. And this does not change fundamentally when users are on the move," explains Linda Mozham, Commercial Director and member of the OMS Executive Board. "The study also confirms that the type of mobile content accessed is increasingly device- and situation-dependent. This special feature of mobile use should definitely be taken into account in the planning and creation of effective mobile advertising campaigns in order to ensure their long-term success."

Having already provided publishers and media companies with important criteria for improving the marketability of mobile daily newspaper websites as part of the "OMS Mobile Usability" study, OMS is now supporting advertising customers in optimizing their mobile campaigns: With the current study, the premium marketer is providing them with valuable insights into mobile usage, giving them the best conditions for maximum advertising impact on the mobile offerings of more than 85 high-quality daily newspaper websites from the overall national OMS portfolio.

The current OMS study shows which target groups are best reached via the mobile channel by taking a look at the user structure of mobile news websites. According to the study, mobile users are younger than desktop users. The mobile channel is used particularly intensively by 20 to 29-year-olds (15.4%) and 30 to 39-year-olds (29.2%). In a direct gender comparison, the distribution of usage is again very similar: around a quarter of both the desktop and mobile channels are used by women and around three quarters by men.

According to the study, mobile users focus in particular on regional content as well as leisure and sports content. Compared to women, men use football-related websites disproportionately often via the mobile channel. Women are more interested in regional topics and advice content on mobile. "All too often, mobile campaigns are still played out without in-depth knowledge because important information for optimal advertising use is missing. With the launch of its mobile marketing offering, OMS has therefore consistently addressed the unanswered questions of mobile marketing: With targeted market research that provides our advertising customers with a solid foundation for future advertising success in the mobile sector right from the start. Following studies on mobile usability and usage, a third OMS study will soon analyze the advertising impact of the mobile channel and provide advertisers with insights into what works on mobile and what doesn't," says Linda Mozham.

About the study

The "OMS - Desktop vs. Mobile" study was conducted from June to August 2013 by Audience & Research, a unit of Nugg.ad, on behalf of OMS. Over 1500 users were surveyed on the mobile and desktop websites in the overall OMS portfolio (including around 700 mobile and more than 800 desktop users) for the analysis of surfing behavior during this period.

The creation of a Valais theme world brings a touch of Zermatt to Bern-Brünnen: The sculpted section of the Matterhorn and an original Müller cable car gondola shine in front of a mega panel. With an eye for important details, wooden elements are used consistently, intensifying the reference to the Alpine lifestyle.

Accompanying promotional measures are planned with other partners of the Valais Festival: For example, the Matterhorn Gornergratbahnen will use the platform in the Westside, which will run until the end of March, to draw attention to their rail network. In addition, Camille Bloch with the Ragusa brand (also a partner of Zermatt Unplugged), BLS (Lötschberg car transport) and Globus Delikatessa (with tastings of Valais specialties) will bring the Valais lifestyle to life.

As the owner of Westside, the Migros Aare Cooperative is the main sponsoring partner (Westside) and official catering partner (Catering Services Migros Aare) in the hospitality sector for this year's edition of the Zermatt Unplugged music festival for the first time. Zermatt Unplugged takes place from April 8 to 12 at various locations at the foot of the Matterhorn.

Responsible at Migros Aare: Lorenz Feller (project manager). Responsible at Frey & Frey: Matthias Dummer (project manager).

 

1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?

With my little daughter. She is only allowed to use the cell phone for half an hour a day.

2. what would you work for free for a week?

For a Gold Lion at Cannes.

3. what does not come to the office under any circumstances?

Potted plants are absolutely forbidden in my office!

4. what advertising should be banned?

All without an idea.

5. what was the most fun lunch partner?

Massimo Rocci. He didn't make a racist joke, by the way.

6. the best testimonial ever?

Martina Hingis for V-Zug ... 🙂

7. what do you personally think about the effect of advertising/PR?

Good advertising works!

8. if you had not become an advertiser - what then?

I almost ended up in the diplomatic corps and became a consul.

9. what is it impossible for you to do without?

Stracciatella Gelato.

10. who inspired you to enter the advertising industry?

Andy Warhol

11. what would you not promote under any circumstances?

For advertising bans.

12. which advertising medium do you find abominable?

These tarpaulins on free-range cows!

13. which websites do you use regularly?

Watson.ch

Markus Gut worked as Chief Creative Officer and member of the Executive Board at Publicis from 1994. Since January 2008, he has been responsible for Young & Rubicam Group Switzerland as Managing Director Creation and Chief Creative Officer.

Since the eager young man probably thinks that we journalists are not in a position to appreciate this new concept appropriately, he dutifully already suggests some topics and also points out that the new concept is running away via various channels and that various measures are planned. Aha, that's something completely new - groundbreaking, so to speak. He hurriedly points out to me that he would of course be happy to arrange a meeting with the person in charge, Mr. A.Z.. Okay, the young man can't know that I probably know A.Z. better than he does.

The next day, they follow up by phone. It has to be that way, because that's what his checklist says. After the obligatory introduction "Did you receive my mail?", the content of the mail is repeated verbally. So coherent is the boy, you have to give him that. I show interest in the subject and also tell him that I have known Mr. A.Z. for a long time and that I will therefore contact him directly to make an appointment. That was probably clumsy of me, because with that I offended him in his professional honor and he sees his promotion to spin doctor in danger. In order to cheer him up again, I give him the pleasure and tell him that he can make an appointment with A.Z. as a matter of course. He thanks me, but says apologetically that he does not have A.Z.'s appointments, he would get back to me.

After two days, he does the same. The only thing that is unclear is why he does it, because his message is only "Mr. Y from company XY would like to contact me about an appointment with Mr. A.Z.". Well, I'm really glad that the whole appointment process is going so smoothly. I thank the Spin-Assi for his efforts and am about to hang up the phone, but he still has a small request. I would certainly understand that the corporate communications department of company XY would like to have my questions for Mr. A.Z. in advance. Just so. That would simplify everything. That was the end of my patience and I explained to the young man that I was not prepared to deliver my questions in advance to the Corporate Communications people, who would have plenty of time after the interview with A.Z. to fiddle around with the text and knead it as boringly as possible, but in conformity with CC. As far as I was concerned, the story was dead and he should please make sure that all the departments involved were informed, so that no one would e-mail or call again.

That didn't work out then either.

 

 

The "Cannes Lions International Festival of Creativity", which will take place in Cannes from June 15 to 21, 2014, announces the jury presidents who will preside over a total of 17 categories:

Branded Content & Entertainment Lions Jury President
Doug Scott, President, Founder, Ogilvy Entertainment

Creative Effectiveness Lions Jury President
David Sable, Global Chief Executive Officer Y&R

Cyber Lions Jury President
Susan Bonds, Co-founder, CEO 42 Entertainment, USA

Design Lions Jury President
Karl Heiselman, Global Chief Executive Officer Wolff Olins

Direct Lions Jury President
James McGrath, Creative Chairman Clemenger BBDO Group, Australia

Film Lions Jury President
Amir Kassaei, Chief Creative Officer DDB Worldwide

Film Craft Lions
Brian Carmody, Co-Founder, Managing Partner Smuggler

Innovation Lions Jury President
Tom Bedecarré, Chairman, AKQA President, WPP Ventures

Media Lions Jury President
Matt Seiler, Global CEO IPG Mediabrands

Mobile Lions Jury President
Jaime Robinson, Executive Creative Director Pereira & O'Dell, USA

Outdoor Lions Jury President
José Miguel Sokoloff, President, Lowe Global Creative Council Co-Chairman, CCO, Lowe SSP3 Colombia

PR Lions Jury President
Renee Wilson, President North America MSLGROUP, USA

Press Lions Jury President
Rémi Babinet, Founder, Creative Director BETC, France

Product Design Lions Jury President (New)
Dong-Hoon Chang, EVP Samsung Electronics, South Korea

Promo & Activation Lions Jury President
Susan Credle, Chief Creative Officer Leo Burnett, USA

Radio Lions Jury President
Tony Hertz, Proprietor, Creative Director Tony Hertz: Radio & Brand Sound, The Philippines

Titanium and Integrated Lions Jury President
Prasoon Joshi, Chairman, CEO, Chief Creative Officer, India & South Asia McCann Worldgroup

New this year is the category "Product Design", in which works are judged that prove that the advertised products have a positive impact on the quality of life of the customers through the communication of the manufacturer or through the use of the product. The category is divided into the sub-categories "Consumer Goods", "Wellbeing and Environmental Impact", "Solution" and "Interface".

 

After the company launched an Android app in 2012 and an all-in-one app for Apple devices on the Swiss market last year, the second generation of the mobile app for Android is now available as a fully native version. The new app allows users to search for worldwide offers for flights, hotels and rental cars according to various criteria on a single screen in a single app. They also benefit from mobile price advantages and special offers.

Strong growth in mobile travel bookings

The demand for simple solutions for booking trips on the move has never been so high, says Matthias Thürer, Marketing Director Austria, Germany, Switzerland, in a press release issued on Thursday. Last year, mobile travel bookings in Switzerland increased by 49 percent compared to 2012.

The app can be downloaded free of charge from the Google Play Store can be downloaded.

How can media brands be managed? An international and interdisciplinary group of researchers at the University of Zurich recently discussed the topic of media branding. Media economist Gabriele Siegert had invited people to the conference to explore the question of what influence brand management has on journalistic quality - and vice versa. One of the most exciting aspects was the role the audience plays in branding.

At the same time, the regional newspaper in Bayreuth, the Nordbayerische Kurier, organized a bold and exciting experiment that attracted a lot of attention among experts in the German-speaking world: The paper organized a "hate slam" and publicly communicated the insults, attacks and vulgarities from the mostly anonymous "underground" that editors have to deal with on a daily basis in the online comment columns.

To this end, the editorial team collected reader feedback over the course of a year and presented "the worst of" it - in a public event that filled a hall with over 400 people. This offensive finally made transparent to a wider audience what costs editorial teams elsewhere a lot of time, causes headaches and is certainly also demotivating: that there is a small but often vociferous minority that simply rants wildly online, cultivates faecal language and no longer knows any rules for interpersonal interaction - forcing editorial teams to put a lot of effort into moderating their online comment columns.

Of course, the kind of transparency created by the Nordbayerische Kurier and the desired sense of community between the editorial team and the vast majority of readers cannot be achieved without risks and side effects. It seems that the readers who were publicly "paraded" and pilloried in Bayreuth have not yet canceled their subscriptions. One of them, who recognized his own reader comment during the hate slam, even reacted humorously, reports editor-in-chief Joachim Braun. The campaign "generated a lot of sympathy, even among people who are not (or no longer) newspaper-savvy. The predominant tenor: "It's nice that journalists don't take themselves so seriously."

The reactions at the international conference in Zurich were also rather benevolent. Three samples: Kati Förster and Klaus Schönbach (both University of Vienna) said that the initiative could strengthen reader loyalty ("community building") and regain credibility ("it does wonders for credibility"). Schönbach also expects a "vaccination effect" - potential criticism from outside is already anticipated by the newspaper itself and may therefore come to nothing. And Lisa-Charlotte Wolter (Hamburg Media School) added: "The very fact that we are talking about it here is an indication of success."

Nevertheless, the audience, the readers themselves, are of course part of media branding. Helmut Scherer (University of Music, Drama and Media, Hanover) reminded us that clever marketing strategists at media companies have been trying for decades to use their readers in their image and advertising campaigns. The multiple award-winning slogan of the Frankfurter Allgemeine Zeitung "Behind it there's always a clever mind" is probably the best-known example of this in the German-speaking world.

This slogan would no longer work after a hate slam like the one performed by the Nordbayerische Kurier. Even if the regional paper cannot be compared with the F.A.Z.: Presumably, even in Bayreuth, not every newspaper reader wants to be part of a community in which individuals simply let their hair down and disregard all rules of decency.

In conclusion, it is not easy to call on editorial offices to follow suit. The journalism observer in me is happy about the increase in transparency, while from a marketing and brand management perspective, there is a high risk that too much openness could have a negative impact on the media brand.

Stephan Russ-Mohl directs the European Journalism Observatory at the University of Lugano.
 

If looking at your smartphone all the time means that you no longer notice your own children or forget how funny your own cat is because of all the funny cat videos, in short: if social media starts to get in the way of the real world - then you're ready for the social media guard.

The neck brace in Coke design provides a remedy by blocking the view of your smartphone. At least as long as you don't get the idea of holding your smartphone higher. With a little skill, you can even drink Coke with the neck brace. (sis)