The "Swiss Dental Journal" was able to successfully hold its own against strong competition thanks to a clever strategy.That would make any publishing manager sweat: As recently as 2008, the industry leader Swiss Dental Journal had exactly one competitor to keep at bay. But then, within a few years, a whole armada of competing titles came onto the market, each of which wanted a piece of the lucrative pie in this niche. Eight years later, the trade magazine has to fight against no fewer than 14 competitors from Switzerland and abroad, all vying for the attractive readership of the Swiss dental profession. An uphill battle that the magazine, founded in 1891 under the name "Schweizer Monatsschrift für Zahnmedizin," has mastered brilliantly to date.Foresight and openness as a success factorThe success was no coincidence. With smart decisions and a far-sightedness and openness that is unfortunately still all too rare among trade magazines, the new competitive situation was mastered with a great deal of professionalism. Thanks to a successful relaunch of the magazine and extensive cross-media offerings, the decline in the advertising market was halted and steered back in a positive direction. The basis for this was the quality of the content - the magazine is read with pleasure and has been the leader with a consistently high coverage within the dental industry for years.The Swiss Dental Journal provides contributions to the professional development of the dental profession on a scientific basis and informs eleven times a year about current events in the field of dentistry, medicine and the professional policy of the Swiss Dental Association SSO. Today, the magazine is based on a skilful mix of print and online content. All articles can also be shared by users on Twitter, Google+, YouTube or by e-mail.Successful relaunchThe Swiss Monthly Journal of Dentistry has always been the most widely read trade journal and the undisputed number one in the Swiss dental market. The defense of its former unchallenged leadership position therefore began in 2014 from a position of strength with a comprehensive relaunch of the print product: design deficits were eliminated, and the layout was adapted to today's reader needs. The dramaturgy of the magazine's introduction was changed, and new outlets were established. These measures also created new marketing opportunities, such as gatefold covers and new positions in the issue entrance. The new typography enhances readability and loosens up the overall impression. The same applies to the page layout and the change in the use of images, which allow better structuring and weighting of content.Fresh, lively appearanceThanks to the introduction of a new color palette, a fresh, lively appearance has been created. At the same time, the clear color coding system clearly separates the individual sections ("Research and Science," "Practice and Continuing Education," "Dental Medicine News," "Miscellaneous") from one another.Within the framework of this new design and structural concept, it was also possible to elegantly solve the problem of the language change on a purely visual level for the interior section as well as through the gatefold cover.Help from outsideOutside help was enlisted for this work and for marketing. The creative department of Axel Springer Schweiz designed the new layout in collaboration with the in-house product managers. The external marketing specialists also advised a name change with international appeal - the "Schweizer Monatsschrift für Zahnmedizin" thus became the Swiss Dental Magazin.The international orientation also includes the fact that since 2010 the scientific papers have also been translated into English as standard. This has enabled an electronic link to the important scientific database Pubmed. An average of 1500 dental articles from the Swiss Dental Journal are downloaded per month, reflecting the high quality of the content.Online more in focusThe focus in both the reader and advertising markets was increasingly placed on the online offering. On the SSO website, all issues of the Swiss Dental Journal SSO (and its predecessor Schweizer Monatsschrift für Zahnmedizin) are accessible free of charge in German and French.The advertising market also benefits from the new orientation. The Swiss Dental Association SSO is one of the very few associations in Switzerland to make the entire association section accessible to the advertising market on its sso.ch homepage. The user figures - an important factor for the sale of online advertising - could thus be increased by a factor of about 10 compared to the purely professional section. Special cross-media packages thus support the print business.Strong competitionAll these measures were urgently needed. Due to the massive market entry of new competitors in recent years, SSO came under heavy pressure in the advertising market. Advertising sales fell by more than a third between 2008 and 2011. This decline was halted with the opening of the homepage to third-party advertising and the cross-media products introduced as a result.However, here too - as everywhere in the industry - online monetization is not entirely easy. However, the expanded online offering and the associated cross-media products have also given new strength to the print business. The relaunch of the magazine in 2014 and the relaunch of www.swissdentaljournal.org in 2016 led to a trend reversal, and the lost market shares were regained.

The best natural paper printers 2016 in the five categories, © Gmund PapierA total of 312 entries from Germany, Austria, Switzerland and South Tyrol were sent to Gmund am Tegernsee this year. The only requirement: printed on Gmund Colors, all printing techniques were allowed. 101 nominees were selected and closely scrutinized by the seven-member jury.More than 200 guests came to the awards ceremony and were given exciting insights into the production of the natural paper during a tour of the paper mill. The District Administrator of Miesbach, Wolfgang Rzehak, the Mayor of Gmund, Georg von Preysing, the Managing Director of Tegernseer Tal Tourismus GmbH, Christian Kausch, the Chief Executive Officer and Executive Board Member of the Bavarian Printing and Media Association, Holger Busch, and the Global Sales Director of Gmund Papier Axel Schreiner ensured a successful event with their speeches. Florian Kohler, as owner and managing director of Gmund Papier, gave honorable mentions to the award winners.Gmund Papier selected the following winners in five categories:In the Category Corporate Communication 1st prize went to Athesia Druck from Bolzano. They delivered a very elaborately produced 2017 agenda with hardcover, thread stitching and different printing techniques such as scented varnish or UV varnish and with many brilliantly printed illustrations and graphics on various Gmund Colors papers and surfaces. "A beautiful design with a lot of attention to detail, a great color brilliance on the uncoated paper and perfect processing," emphasizes Florian Kohler.The 1st place in the Category Corporate Design was awarded to the Swiss company Druckerei Niedermann from St. Gallen. An outstanding brochure for a real estate project in digital printing with die-cutting, printed on Gmund Colors Matt 99 and Metallic 37. "An excellent implementation in digital printing on uncoated paper. The printer and HP Indigo did a great job there," said Holger Busch from the Verband Druck und Medien Bayern (VDMB) (Bavarian Printing and Media Association) and jury member.It was not the home advantage, but the exceptional creativity and high-quality implementation with multiple lamination, die-cutting and blind embossing in digital printing that was the decisive factor in judging the gift card from Oryx Media from Waakirchen near Gmund. They won 1st place of the Category Private Communication with a great card made of Gmund Colors Matt 90, 62, 91, 50 and 01 with a glued on real 1g gold bar, which inspired the jury with its extraordinary character. "Really accurately processed and very creatively implemented to give away a gold bar in the depths of the Tegernsee", explains Gabriele Bellendorf, Marketing Director of Gmund Papier and jury member.Packaging solutions as a third category was won by Eberl Print from Immenstadt with packaging for two mini Moët Chandon bottles with glasses. "An outstanding packaging with UV digital printing and hot foil stamping, perfectly implemented on Gmund Colors Matt black," said Axel Schreiner, Global Sales Director of Gmund Papier and member of the jury.A piece of paper was the concept carrier of the winner of the Art category. The bookbindery Christian Fuchs delivered a few special sheets in solvent offset printing and digital printing, showing flying Gmund leaves in different landscapes. A highly creative approach to print images of Gmund paper on Gmund paper.All invitees were able to view the top 101 nominated works in an extensive exhibition, choose their own favorite Gmund Colors color or take a selfie in front of a Gmund Colors installation featuring the 48 colors. The wonderful award ceremony with happy winners ended on an upbeat note at a convivial get-together.The winners at a glance:Category Corporate Communication1st place: Athesia Druck2. Place: Gotteswinter and Aumaier3. Place: Nova Druck GoppertCategory Corporate Design1st place: Niedermann Druck2. Place: RMO Druck3. Place: Chiemgauer StahlstichmanufakturCategory Private Communication1st place: Oryx Media2. 1st place: Letterjazz Print Studio3. Place: PaperartistCategory packing1st place: Eberl Print2. 1st place: Grafische Manufaktur Druckereihandwerk3. Place: Egger Druck for My IndulgenceArt category1st place: Buchbinderei Christian Fuchs2. Place: Hornberger3. Place: RobstolkThe jury at a glance:Holger Busch, General Manager and Executive Member of the Board at the Verband Druck und Medien Bayern (VDMB), Marian Rappl, Head of Communications at the VDMB, Marc M. Clormann, Managing Director Clormann Design, Florian Kohler, Owner Gmund Papier, Gabriele Bellendorf, Marketing Director Gmund Papier, Axel Schreiner, Global Sales Director Gmund Papier, and Hans Schwarz, Technical Sales Manager Gmund Papier.

In the run-up to Christmas, digital moving images are just the thing to attract attention in a highly competitive environment.Tip 1: Awaken emotions for the celebration of loveChristmas is not called the festival of love for nothing. Emotions are an even more powerful lever than usual. Moving images are ideal for conveying feelings. Last year, Edeka's "#heimkommen" campaign showed us how it's done. Within 24 hours, the video with the old man staging his own death to bring his busy family home for Christmas achieved five million Facebook views and more than 1.2 million YouTube clicks. Even in this risky story, users accepted that this touching family gathering under the Christmas tree was linked to a brand message, because Christmas also has a commercial aspect for everyone and the target groups are open to this.Tip 2: Think about mobile viewing habitsThe majority of videos are now watched on smartphones and smartphone users are reluctant to turn the screen to landscape format. Vertical formats have therefore established themselves. The square 1:1 format, a familiar standard on Instagram and Facebook, is becoming increasingly popular. The advantages are obvious: vertical formats fill (almost) the entire screen in the preferred hand position and your content receives the user's full attention. Use these formats to get your advertising message across in the best possible way. There are no separate media costs for this.Tip 3: Accompany users on their Christmas journeyWith intelligent storytelling, you can guide users through the entire pre-Christmas and Christmas period up to and including New Year's Eve and New Year's Day. To do this, produce several videos that cover the relevant topics relating to Christmas and the end of the year, such as the search for suitable gifts, the first snow, festive recipes, wishes for the New Year, etc.. This increases advertising recall and you are present with your target group throughout the entire period. You can pick up on your product story at any time and continue to tell the story.

Excellent authors move with the times and put their own work to the test again and again. Hermann Simon and Martin Fassnacht are prepared to do just that with all consistency. That is why their standard work Price Management is recommended for every company, even in the revised edition.In detail, Simon and Fassnacht explain all the background to the design of prices, explain price functions and their influencing factors, and develop a comprehensive practical guide for the implementation of price management in different industries. Their easy-to-consume writing style and exciting company examples make their explanations a real pleasure to read. For a textbook, this is by no means a matter of course. Readers will find not only an inexhaustible wealth of information, but also occasionally humorous anecdotes from the corporate world.getAbstract highly recommends this work to all entrepreneurs, managers, sales experts, and business students.getAbstract rating: 8Feasibility: 9Degree of innovation: 7Style: 8Publisher: Springer GablerPublication Year: 2016Pages: 616ISBN: 9783658118709

The snowpark in Laax.On 19.11. the World's Best Ski Awards ceremony took place. The World Ski Awards are part of the World Travel Awards, also known as the "Oscars of the travel industry". The World Ski Awards are both a public and jury award. This year, the World's Best Freestyle Resort was chosen for the first time. The inclusion of the Freestyle category also means that the freestyle offer has increased in importance.Score with innovationThe ski resort of Laax is known for its state-of-the-art lift facilities, the best snow park in Europe with the world's largest half pipe, the unique Freestyle Academy, the design hotel rocksresort, a top gastronomy offer and a sustainable "Greenstyle" implementation of projects. The Laax Inside App, developed "in-house", is also designed to further simplify the experience for guests and allow even more time for fun on the mountain and in the valley. "Our future lies in digitalization and its advances. This is the only way to realize our plans and the required flexibility and agility. Fortunately, we have already embarked on this path" says Reto Gurtner, Managing Director of the Weissen Arena Group.

The Hotel Schweizerhof Luzern was named Best Historic Hotel in EuroThe Historic Hotels Worldwide committee had announced its nominations of the coveted annual awards at the beginning of September. For the category as the best historic hotels in Europe were nominated:

• NH Collection Grand Hotel Convento di Amalfi (1212) Amalfi, Italy
• Bernini Palace Hotel (15th Century) Florence, Italy
• Pulitzer Amsterdam (17th Century) Amsterdam, Netherlands
• Antica Dimora Suites (1820) Crete, Greece
• Hotel Schweizerhof Lucerne (1845) Lucerne, Switzerland
• Ciragan Palace Kempinski (1867) Istanbul, Turkey

At the award ceremony at the beginning of November in "The Royal Hawaiian Hotel" in Honolulu, Hawaii, Roman Omlin, Head of Sales & Marketing at the Hotel Schweizerhof Luzern, received the award as winner of the "Best Historic Hotel in Europe" at a gala evening in front of around 300 hoteliers and press representatives.Just a few weeks ago, the hotel, which has been run by the Hauser family since 1861, was named the best hotel in Switzerland by the renowned Condé Nast Traveler magazine. In addition, the hotel - after winning the main prize in 2014 - has already been nominated again this year for the most important Swiss tourism award "Milestone - Excellence in Tourism" with the self-organized "The Retro Festival".pe awarded.

Benno Maggi is co-founder and CEO of Partner & Partner. He created the column "Vom Fach" in the NZZ FOLIO and was in charge of it for years. He presents and decodes words and terms from the field of marketing.Data mining, Noun, neuterMines are currently experiencing a revival, but the new working-class heroes are not miners but nerds: data mining is dirty and dangerous work. In the geological shallows of digitization, where all the data we leave behind with our computers and mobile devices is stored, the new miners dig for information, evaluate it and thus form the basis for new algorithms. They do exploratory drilling before removing layers, dragging them to the light of day, and gutting them there. Like prehistoric tissue samples in the perpetual ice, our traces are neatly stored in so-called server farms and data knowledge centers. Some decay over time, while others are evaluated, sold, mixed up - and often misinterpreted. The stuff is highly explosive: if it's particularly valuable data like private emails or Facebook likes, it can sometimes divide a country or make a loudmouth president.Data mining is also becoming increasingly important in marketing and communications in the age of digitalization. Documenting, interpreting and structuring the euphorically collected data everywhere are becoming gamechangers for an entire industry; "computational thinking" is becoming the new core competence. The miners in the mines of the Ruhr region used to call out "Glückauf!" to each other before they went down into the tunnels, meaning two things: 1. access a new tunnel and 2. come out safely. The tunnel was both a promise of salvation and a threat.Autopsy, Noun, feminineIt was U.S. series like "CSI" that made forensic scientists into stars and morgues into places of action. Today, the hypothermic scientists are making their way into the communications industry to perform autopsies there, too. The unfamiliar word 'autopsy' has replaced the confusing 'debriefing'. Too often, it was not understood to mean the same thing - which seems embarrassing in an industry whose core competence should be communication. The most common misconceptions: Was debriefing a) the supplementary informing after a briefing or b) the rapport after a completed project? Often the client thought they could still debrief while the agency had long since shopped. So let's clear this up once and for all: Before a project, we brief and - if necessary - debrief. After the completion of a sprint, a flight, a campaign or a project follows: the autopsy. Then you dissect the project, analyze exactly what happened and why, which mistakes were repeated and which are new. It is important to proceed with cool, unsparing meticulousness. Like the forensic experts at Netflix.

Zentralplus takes a closer look at ten churches in Central SwitzerlandPickles and diapers, concerts and croissants, sex toys or navigation apps. Almost every service and product is tested and evaluated. With one exception: religion. This at a time when the role of churches is increasingly the focus of a critical public.Centralplus is therefore venturing into the pews and testing ten Zug and Lucerne churches in a series. These include both Catholic and Reformed places of worship. The start was made by the Lucerne Hofkirche on November 19. Similar to a restaurant or football review, the experience and the performance of those involved are evaluated, and Lucerne church experts welcome the project. "Negative feedback, which might help you move forward, almost never comes or is very strong or hurtful," says Urban Schwegler from the Catholic Church of Lucerne. There has already been external feedback in the past. "But this was never publicly accessible and was only used for internal training." Franziska Loretan, lecturer in sermon teaching at the University of Lucerne, is also only aware of individual examples from years ago that were aimed at internal audiences, and even in the teams of parishes and church communities, there is often a lack of a culture of discussion about what makes a good service, a good sermon, explains Remo Wiegand, the author of the series, his commitment to Zentralplus. "There is a lack of language for it, for some it is almost a taboo." The 40-year-old studied Catholic theology, is a trained pastor and was a youth worker in Kriens and a pastoral assistant in Baar. Since 2006, he has been writing as a specialist journalist for numerous media, including Zentralplus, and the church service reviews appear every 14 days on Zentralplus, always on Sunday. Initially, church services in Lucerne and Zug will be tested. Points are awarded for criteria such as church interior, charisma of the priests, solemnity, sermon, music and integration factor.

In addition to outdoor activities in the Bernese Alps such as igloo building or sledding, you can also hold your company event during cool days in the dry: the Tropical House Frutigen is an experience all year round. In cooperation with competent event partners, even the most demanding teams will get their money's worth.Fast sledding and iconic velogemelFeet on the skids, reins in hand and the fun can begin. A fast-paced Sleigh ride in the snow belongs to winter like fondue and Christmas. Maybe you even dare to take a ride on the original Grindelwald Velogemel? Your guide will be happy to show and explain to you how to reach your destination safely with this snow sports equipment. Good to know: since 1996 an annual world championship in velogemel riding has been held in Grindelwald.Next stop: the tropicsTurn your next team outing into an inspiring winter excursion through the Bernese tropics in the Tropical House Frutigen. On a guided tour, our experts will tell you which exotic plants grow in the lush garden, why the Siberian sturgeon feels like a fish in water with us and much more.To liven things up, we recommend one of our varied intermezzi. Taste delicious tropical house plants or make oil from chili. In the Tropical Garden Restaurant we will spoil you with fresh, imaginative creations and a touch of the tropics under banana and papaya trees.Igloo building and sledding downhillBlock by block you create in Teamwork an Inuit-style shelter. The right technique for "icy" construction has to be learned. The effort is rewarded with a fondue in the self-built accommodation. An accompanied sleigh ride rounds off the team experience. Whether it's sunshine or a crystal clear night, the fresh air, drifting snow and a magnificent view of the white winter splendor promise an unforgettable descent. The sledges are traditionally made of wood. The descent leads down to the valley on specially prepared slopes and for night rides the route is illuminated with torches.First Flyer800 meters of steel cable, up to 50 meters in height and a speed of up to 84 kilometers per hour - when the First flier times no thrill promises. You will be sitting in a safely constructed harness during your rapid descent from First to Schreckfeld.Activities on the Glacier 3000How about a wild glacier ride on the world's highest toboggan run, the Alpine Coaster? Or with the crossing of the Peak Walks - the world's first suspension bridge to unite two peaks? The 107-meter-long and 80-centimeter-wide bridge offers a magnificent view of the Alps: Matterhorn, Mont Blanc, Eiger, Mönch and Jungfrau are visible from the summit walk and ensure astonished views that wander far into the distance.

The Pavillon restaurant now serves an Asian lunch on Sundays.Who is not happy about a delicious and aromatic coffee in the morning before work? If it comes from fair, organic cultivation and is good value for money, it tastes even better. The Restaurant Pavilionstationed directly next to the University of Applied Sciences buildings on Riggenbachstrasse, is therefore open from Monday to Friday as early as 7 a.m. and spoils its guests with the most beautiful coffee creations.New buffet offer for a varied lunchAnother novelty is the Asian-fresh salad and soup buffet, which gives the guests a treat every noon. The great value for money, the fresh products and the original selection distinguish the new salad and soup buffet. "Our guests particularly appreciate having such a diverse selection of different dishes and being able to combine them individually," says restaurant manager Marion Gilg.Fondue Chinoise Asian styleEvery Saturday evening, fish and meat lovers get their money's worth with the Asian Fondue Chinoise. The evening starts with a welcome aperitif and a large selection from the exotic salad buffet. Whether with friends or family - the Asian-style fondue chinoise is a culinary highlight that is offered nowhere else in Olten. Marion Gilg: "The customer can choose from a fish or meat fondue and we are pleased to be able to offer our guests a unique culinary experience in Olten."Asia Lunch for late risersFor many, Sunday is the day to finally get a good night's sleep. But around noon comes slowly but surely the hunger. For all late risers, the Pavilion has a perfect Sunday offer with the Asia Lunch from 11:30 a.m. Of course, the exotic lunch is also offered to early risers, who are happy about a large and varied buffet at noon. The offer impresses with a large selection of salads, soups, sushi, wok and unique bread. A welcome aperitif is also included and the dessert buffet makes culinary dreams come true.

At www.tagungshotels-angebote.com hotels offer packages.At www.tagungshotels-angebote.com designated hotels of all star categories on the DACH market recommend their free conference rooms and overnight stays at favorable prices. The limited day packages with location, region, photo and service offer (incl. congress technology) are offered per person and with the corresponding percentage compared to a normal booking. With the desired arrival and departure date, the number of persons as well as the number of congress days, the conference can be booked immediately online at a binding total price.Basic filter criterion: Period of the offerThe hotels define and describe their conference offers themselves according to a predefined structure and move up a level every day after they have been posted until they appear at the very top of the website as a top offer. Registered organizers regularly receive special offers for conference and meeting hotels by means of a newsletter. In the "Coming Soon" section of the newsletter and the website, users are also informed about offers that will soon be available for booking, and the newly published offers are additionally advertised on various social media channels. Users can use the dynamic search functions and thus see the current offers and prices.

Content marketing is also becoming an increasingly important part of the communication mix in SwitzerlandOn the initiative of the CMF, more than 600 communication and marketing decision-makers from nine countries were surveyed. The second ICMF study was carried out by the Swiss market research institute zehnvier. The nine countries in this year's ICMF study are Austria, Croatia, Denmark, Germany, Norway, Poland, Slovenia, Switzerland and the USA.the results and trends to be derived from the 2016 ICMF international survey on content marketing:Increase in budgets for the number one in the communications mixContent marketing is the "new normal" of communication: internationally, content-driven communication already accounts for more than 20 percent of communication budgets, with the USA leading the way at 28 percent. This also highlights the trend: content marketing is continuing to gain ground, albeit at different speeds. Depending on the country, budgets are expected to increase by between 14 and 69 percent by 2020; growth expectations are particularly high in the Eastern European markets of Croatia and Poland. There is also a broad international consensus that content marketing will play an even greater role in the communication mix of the future than it does today.

Content promotion as an undisputed success factorWith regard to the importance of content promotion, i.e. the targeted promotion of content via paid and earned media with the aim of achieving greater attention for own content, there is an international consensus among the respondents: publicizing own content is seen as a success factor in all countries participating in the study. The decision-makers in the companies are of the opinion that greater investment in content promotion will further boost the success of content marketing. It can be deduced from this study result that companies will invest even more in promotion in the future.

Power duo content marketing and advertisingAdvertising and content marketing are often played off against each other - the study paints a different picture: the future does not lie in a battle between content marketing and advertising, but in the optimal integration and coordination of these forms of communication. In this respect, the answers showed a broad international consensus. Content marketing and advertising, if cleverly planned and implemented, are seen as the power duo in communication.

Quality before quantityOne expected result is the uniform international statement that the quality of content is becoming more and more important and that mere quantity is of less and less interest.The big challenge: the organizationIt is often not addressed in the general discussion about content marketing, but is declared as a shortcoming and challenge by the companies in the study: There is a clear need for optimization in the organizational area for many companies - those responsible for communication expect content marketing to be more centralized within the company; this expectation is particularly pronounced in Austria, the USA and Croatia.

Strategy problem childThe answers from all countries were largely consistent in the study: Many companies do not yet have a clear content strategy. Only the USA (59%) has made somewhat more progress in this respect.