Euro Shock" survey: Markus Gabriel

If a company spends 90 percent of its advertising budget on distribution, it quickly feels pressured to cut back on its distribution plan during a crisis. The 10 percent it transfers to the advertising agency for the design of the message carries less weight. It is quite conceivable that this cluster risk accelerates a development that is already taking place for other reasons. Many companies have begun to build up their own publishing power by consistently using or managing the low-cost digital distribution channels. At the end of this development ("content turn", see WeWo 11. 2. 2015), they may invest 90 percent of their advertising budget in profiling content and only 10 percent in its distribution. While expensive advertising content meets with ever lower acceptance and is disposed of with the waste paper, targeted content in the digital publication world can continue to have an impact for years without costing any more. Crisis-resistant.