Two types of test reports

Oliver Classen on Swiss media blogs, Chinese walls and hybrid media
(It's bad enough that Das Magazin has given its
Star author Max Küng wrote eight full pages for a (makeshift as
disguised as an environmental policy report).
The fact that the back cover of the issue, in which the song of praise for the new
Lexus with hybrid engine appeared, through an advertisement for this very
noble body, however, "beats the bottom of the barrel" -
writes "Madman". And of course means credibility
our Saturday Schmonzette.

Madman is a media blogger and as such has
outrage potentials, in order to overcome the jaded, professional
industry observers can only envy. He still believes in what New
York brokers christened the "Chinese wall" in 1929 and is still the mantra of the
Journalism is. Okay, the commentary on medienspiegel.ch is not
particularly differentiated. (Of course, this famous faux pas is not, as Madman suspected, due to
Kall's return targets, but to internal miscoordination
to be attributed). But it is honest, correct and, above all, a kind of
"Reader test report" that those responsible take damn seriously
should.

Because just as Küng promotes his SUV, Madman & Co.
Mood against the blurring of editorial and commercial content
and interests. The "commuter blog", which specializes in 20 minutes
under the evocative title "Yellow Pages" even already a list
such offenses against the responsible reader. The Grimme Prize, which the German
the model bildblog.de was recently awarded, it should still be a long time
will not be enough. But a start has been made here in Germany too.

So the good news is that the blogosphere is increasingly taking over
a complementary, because emotional, control function over Chinese
Walls and other minimum ethical standards. And the bad one:
Product PR, trivialized as "lifestyle journalism", has been removed from the
opinion-forming press. Nevertheless: We remain
and are looking forward to the next swamp flowers from the
Publishing houses.

Oliver Classen, Editor