On our own behalf: "One Brand" strategy for m&k and Werbewoche
We have been managing the "m&k" and "Werbewoche.ch" brands in parallel for several years. As part of m&k's expansion into the DACH region, we are now merging the two titles. However, subscribers to our print and online offerings can rest assured that the usual quality will not change.
Even journalists who deal extensively with brands do not always practice perfect brand management - we as editors of m&k - The magazine for market and communication and Advertisingweek.ch at this point on my own behalf.
Both titles can look back on a long history and both have a loyal community. For this reason, we have maintained them in parallel (with one and the same team!) for several years. On the online portal Advertisingweek.ch The latest news from the Swiss marketing and communications industry, and the print product m&k - The magazine for market and communication increasingly integrated economic, political and social topics into the broad portfolio of sections.
In a "Abo+" offer (new: m&k PRO), these print articles were in turn made available digitally and also appeared in the daily newsletter, which therefore carried two logos in the header. Does that sound complicated? Yes, it is quite complicated. But we are capable of learning - which is why we are clarifying things from now on.
Expansion requires standardization
In our opinion, the timing for this could not be better: since January 2024, the m&k - The magazine for market and communication is also distributed in Germany and Austria in addition to Switzerland. The enormous increase in circulation and reach in print means that more and more people in the DACH region are looking for an online presence of m&k search - but do not find what they are looking for. Advertisingweek.ch in turn, is well-known in Switzerland, but has only limited appeal in Germany and Austria.
It is therefore not without some sadness that we have decided to bid farewell to a much-loved brand and standardize our range of publications. Everything we publish in the future will be under the banner of m&k appear.
What does the adaptation mean for readers?
This will change little for our regular readership: Advertisingweek.ch will be directed to the domain Market-kom.com migrated and traffic automatically redirected. The new online presence will be supplemented with sections for Germany and Austria, but will retain a strong focus on the Swiss market and its familiar look.
The daily Switzerland newsletter will also look the same as before, will reach all existing subscribers without disruption and will remain an excellent source of daily news. A separate newsletter for Germany and Austria will be launched shortly - we will of course provide further information on this separately.
We will also be using the brand in social media in the future. m&k as well as at events, media partnerships and sponsorships.
Important: We stay where (and who) we are!
The following is essentially important to us: We are not planning to give up our editorial headquarters in Zurich, nor is the unification of the two brands associated with job cuts. We want to optimize the user experience of our loyal readers as well as that of our new readers - because they are always at the center of our considerations. We focus on them. Just like our goal of continuing and increasing our continuous growth in Switzerland, but also in Germany and Austria.
As mentioned above, we need the full strength of the editorial team for this: Anna Kohler and Johannes Hapig will remain co-editors-in-chief of the overall product, Sarah Willi will remain Head of Online and Beat Hürlimann will remain Online Editor. Julia Gundelach will also continue to support us with contributions for print and online, while all other "permanent freelancers" are and will continue to be on duty.
And the traditional rankings and awards, which many people associate with the brand Advertising Week will remain the same: both the creative ranking and the "Advertiser:in of the Year" award will be carried out in 2025 according to the same criteria that have been in place for decades.
So you see, dear readers: "Same, same - but different." If you still have questions or other concerns, please contact us. The advantage: we will be even easier to find in future. We look forward to hearing from you!
Your editors of m&k - the magazine for market and communication
redaktion@m-k.ch
werbewoche@galledia.ch (still active until further notice)
