On to new media shores
A working group compiled possible media strategies for the future
A working group bundled possible media strategies for the futureIf Swiss media want to meet the rapidly changing needs of media users and advertising clients, they must overcome their inertia, form alliances and invest a lot of money in the training and further education of their employees. This is the recommendation of a 26-member think tank working group made up of representatives from leading Swiss media companies, advertising clients, advertisers, technology and media law experts and media consumers.
workshop of the Management Center St. Gallen (MZSG) with "Future strategies for the Swiss media" (see WW 40/00). Multi-channel publishing (MCP, i.e. the networking of print, Internet, TV/radio, SMS and posters) was highlighted as the media model of the future. This would enable consumers to access the news mix they want at any time of day via their preferred medium, even across different titles.
Advertisers want sales organizations that are tailored to MCP and online tools for one-to-one marketing.
New ways of financing their projects are also being recommended to media companies. The reason for this is the increasing spread of free content and the advance of competitors from outside the industry. For this reason, more lateral entrants from outside the industry should be integrated into management and benchmarking studies should be carried out with companies from other sectors.
What is striking about the results of the workshop is that nothing is new, everything has already been recommended or tried before. This was also stated several times during the presentation of the final report. What is interesting, however, is that the recommended strategies for the future do not appear to be separated according to media genre, but were partially refined in the workshop process and adapted to other media. Markus Knöpfli
workshop of the Management Center St. Gallen (MZSG) with "Future strategies for the Swiss media" (see WW 40/00). Multi-channel publishing (MCP, i.e. the networking of print, Internet, TV/radio, SMS and posters) was highlighted as the media model of the future. This would enable consumers to access the news mix they want at any time of day via their preferred medium, even across different titles.
Advertisers want sales organizations that are tailored to MCP and online tools for one-to-one marketing.
New ways of financing their projects are also being recommended to media companies. The reason for this is the increasing spread of free content and the advance of competitors from outside the industry. For this reason, more lateral entrants from outside the industry should be integrated into management and benchmarking studies should be carried out with companies from other sectors.
What is striking about the results of the workshop is that nothing is new, everything has already been recommended or tried before. This was also stated several times during the presentation of the final report. What is interesting, however, is that the recommended strategies for the future do not appear to be separated according to media genre, but were partially refined in the workshop process and adapted to other media. Markus Knöpfli
