Making clever use of change
The new "Werbewoche" industry report, "Media Trends," is here! An editorial by Editor-in-Chief Anne-Friederike Heinrich.
It is one of the hallmarks of our time (and our industry) that a trend has barely been described and is already state-of-the-art - and the next development step is either already in the offing or has even outlived its usefulness. Nevertheless, the classics of print, TV and radio are not dead, and digital and mobile are not yet the last word in wisdom. This is confirmed by the latest surveys, which we present to you in this Werbewoche industry report Media Trends.
Despite the fast pace of change, our business is still based on the same fundamental constituents as it once was: the quality of communication, its impact, its benefit for the recipient, methods of proving this benefit and ways of earning money with this service. But beware: even these cornerstones of our business are no longer immovable, but are subject to constant and ever faster change. We cannot prevent the use of media from changing. But we can adapt to this change. Above all, the clever and effective use of customer data is increasingly tipping the scales: how we handle data determines whether our business runs or not. Or not.
In any case, orientation is needed: where do we stand with print, where do we stand with online, how are mobile and out-of-home developing? Which studies provide information about the benefits and use of media and channels? What methods can we use to help our measures succeed? How can we prove their impact and ultimately monetize our services? With this Werbewoche industry report Media Trends, we provide you with an overview of developments and measures that will determine the discussion and decisions of your clients in the media sector over the next three to six months; we make the most important usage studies accessible and offer a media knowledge refueling for advertising clients, media providers, marketers and media consultants with competent analyses. An all-media overview as a résumé for 2016 and a basis for planning for 2017.
The Werbewoche industry report Media Trends will be published twice a year, in early summer and fall. It is a further development of the Media Trend Journal, which has provided specialist articles on media usage research for the past 32 years. With the major relaunch of Werbewoche in August, the Media Trend Journal has slipped under the umbrella of our new Werbewoche industry reports, which were launched very successfully at the beginning of the year (for an overview of topics, see p. 47). The Werbewoche industry reports bring together the latest knowledge that leaders in the relevant industry segment need as a basis for decision-making and open their eyes to what is to come.
Because: "The real change takes place between the ears", as Martin Baumgartner writes in his article on p. 18 / 19. That's exactly how it is. And it's not going to change any time soon.
Anne-Friederike Heinrich, Editor-in-Chief
Subscribers to Werbewoche receive the industry report on Friday together with Werbewoche.
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