On our own behalf: "One Brand" strategy for m&k and Werbewoche
For several years now, we have been managing the «m&k» and «Werbewoche.ch» brands in parallel. As part of m&k’s expansion into the DACH region, we are now merging the two publications. However, subscribers to our print and online offerings can rest assured: the quality they’ve come to expect will remain unchanged.
Even journalists who cover brands in depth don’t always practice perfect brand management—as the editorial team at m&k – The Magazine for Market and Communication and Advertisingweek.ch I'd like to make a personal confession here.
Both titles have a long history, and both have a loyal community. That's why we've managed them in parallel (with the same team!) for several years. On the online portal Advertisingweek.ch featured the latest news from the Swiss marketing and communications industry, and the print publication m&k – The Magazine for Market and Communication It also increasingly incorporated economic, political, and social topics into its broad range of sections.
In an «Abo+» offer (now: m&k PRO), these print articles were made available digitally and also appeared in the daily newsletter, which consequently featured two logos in the header. Does that sound complicated? Yes, it is actually quite complicated. But we’re willing to learn—and that’s why we’re setting the record straight starting now.
Expansion Requires Standardization
In our opinion, the timing couldn't be better: Starting in January 2024, m&k – The Magazine for Market and Communication in addition to Switzerland, it is also distributed in Germany and Austria. The enormous increase in print circulation and reach means that more and more people in the DACH region are looking for an online presence for m&k search—but not find what you're looking for. Advertisingweek.ch It is well known in Switzerland, but has only limited influence in Germany and Austria.
It was not without a touch of sadness, then, that we decided to part ways with a brand we had grown to love and to standardize our editorial offerings. Everything we publish in the future will be under the banner of m&k appear.
What does this change mean for readers?
For our regular readers, this won't change much: Advertisingweek.ch will be pointed to the domain Markt-kom.com has been migrated, and traffic is automatically redirected. The new website will include sections for Germany and Austria, but will maintain a strong focus on the Swiss market and its familiar look.
The daily Switzerland newsletter will also remain unchanged, will reach all existing subscribers without interruption, and will continue to be an excellent source for daily news. A separate newsletter for Germany and Austria will be launched shortly—we will, of course, provide more information about this in a separate announcement.
In addition, we will be using the brand on social media in the future m&k appearances, as well as at events, media partnerships, or sponsorships.
Important: We'll stay where (and who) we are!
The following points are of essential importance to us: We have no plans to relocate our editorial headquarters from Zurich, nor will the unification of the two brands result in job cuts. We want to optimize the user experience for both our loyal readers and our new readers—because they are always at the center of our considerations. They are our guiding principle. Just as we are guided by the goal of continuing and accelerating our growth not only in Switzerland but also in Germany and Austria.
To achieve this—as mentioned above—we need the full strength of our editorial team: Anna Kohler and Johannes Hapig will remain co-editors-in-chief of the overall publication, Sarah Willi will remain head of online, and Beat Hürlimann will remain online editor. Julia Gundelach will also continue to support us with articles for print and online, and all other «permanent and freelance contributors» are and will remain on board as before.
And the traditional rankings and awards, which many people associate with the brand Advertising Week The elements linked to these categories will remain unchanged: both the Creative Ranking and the «Advertiser of the Year» award will be conducted in 2025 according to the same criteria that have been in place for decades.
So, as you can see, dear readers: «Same, same—but different.» If you still have any questions or other concerns, please feel free to reach out to us. The good news is that we’ll be even easier to find going forward. We look forward to hearing from you!
The Editorial Team at m&k – The Magazine for Market and Communication
[email protected]
[email protected] (still active until further notice)
