Commitment to Mediajuniors

Media With the "Media Views" workshop
NZZ is committed to promoting young talent in the media sector - with a
The house on Falkenstrasse is going into a long-term perspective.
own way when it comes to promoting young talent. As early as last November
the NZZ launched an electronic tool for teaching called
"own opinion", which is aimed at pupils in the
secondary level II. Apparently, the teaching aid met with
already received a great response, because hundreds of teachers have already
and work with them. Now the next generation in the
media sector into the focus of the Weltblatt. A number of well-known
During the "Media Views" workshop, experts will present the
"most interesting views and latest insights from the media world"
young media planners.

Going it alone instead of partnership
"We are providing a platform because we believe that this
is missing in the industry," says Head of Marketing Christoph Bauer. After
After many discussions with potential partners, a decision was made,
to do this themselves, Bauer continues. Prerequisite for the
Participation in this "new opportunity for the next generation of media professionals
generation" is two to five years of professional experience as well as the
Recommendation by the agency manager. The five-day workshop takes place from
March 17 in three modules in Feusisberg SZ.

The first part focuses on strategy, the latest developments
and international trends. The topic is covered by Petra Kruse, who has
in 2004 as managing director of the Pilot company in Munich. Already at
Kruse started her career as a "media youngster" at the first
German Media Prize on the stage. Communications consultant,
Rhetoric and sales trainer Dani Nieth will continue to reveal the secrets of
of presentation techniques.

The focus of the second part is cross-media and its advertising
opportunities and advertising effectiveness research. This is contested by Karsten
Krämer, Project Manager Media Solutions at Gruner & Jahr, and
Florian Spintler, Managing Director of Media Plus in Munich. On the topic
Marketing expert and specialist author
Wolfgang J. Koschnick on the added value of media planning
Beat Mühlemann, Head of Marketing Communication at the
Federation of Migros Cooperatives. The trends in the electronic
Media there will be something to hear from Marc Drüner, among others
Professor of Marketing and Innovation Management at the
Steinbeis University in Berlin. The last part is about the
Importance of editorial performance and media focus. In addition
the designated NZZ Editor-in-Chief Markus Spillmann will speak.
 

Pure marketing campaign?
According to Bauer, seventeen media agencies have shown interest so far
and young media planners registered for the workshop.
According to the makers' intentions, "Media Views" is intended to become a long-term
and take place once a year. Actions of this kind by
Josefa Haas, Head of the Media Institute of the
Association of the Swiss Press, primarily as marketing measures:
"The aim is to familiarize future media professionals with the brand and to
be bound to the NZZ." According to Haas, however, this says nothing about
the quality of the courses, these could very well be of a high standard.
be

Of course, the NZZ pursues commercial goals in the industry,
says Christoph Bauer. But with this commitment
not the NZZ in the foreground, even if at the end Markus Spillmann
but rather have long-term goals in mind. "If you then
about the NZZ, this is a nice side effect, without us having to
That's why we can only sell one more copy," says Bauer.
   

René Worni