More than a marketing gimmick
Research What do publishers' cross-media offerings look like? And what obstacles do they encounter when implementing campaigns?
Research What do publishers' cross-media offerings look like? And what obstacles do they encounter when implementing campaigns?
Crossmedia is very important - today and in the future. The vast majority of representatives of major Swiss publishers who took part in the survey agree on this. The survey, which was conducted between July and September of this year, is only partially representative. But it does provide an insight into what Swiss publishers understand by crossmedia and what role crossmedia plays in their day-to-day business. The answers can therefore be read as a sign of a trend: crossmedia is seen as an important topic: It has been talked about for several years, but many of those surveyed now want to get serious about it. The fact that this is not just lip service is evident in two respects. More than 80 percent of publishers state that they actually have a cross-media offering. And almost a quarter of publishing houses employ a cross-media manager, although only a few of them work full-time.
The representatives of the publishing houses do not see cross-media as a mere marketing gimmick. Crossmedia is intended to increase the impact of the advertising message by linking different media in a target group-oriented way. When designing cross-media offerings, the focus is on the individual wishes of the customer. None of the publishers surveyed offer exclusively fixed media packages. The media mix is put together depending on the campaign, and a good 30 percent can draw on all the media available in-house.
What significance does cross-media have in day-to-day business? This shows that we are probably only at the beginning of a development. On average, seven campaigns were booked by publishing houses last year. The turnover generated by the individual campaigns amounted to less than CHF 250,000 in the majority of cases. The survey provides some clues as to the reasons for this. From the publishers' point of view, the clients do not appear to lack faith in the impact of cross-media, but a greater degree of uncertainty, which has to do with the complexity of the matter, can be seen among them. They also cite a lack of structures and a lack of financial resources as problems that arise when implementing cross-media campaigns.
Samuel Wegmann
Top 150 supplementsThe detailed results
The results of the cross-media survey will be published in the "Top 150 Swiss Media" by the two specialist publishers Media-Daten AG and Edition Renteria SA at the beginning of next year. "Top 150 Swiss Media" is a reference work that provides an overview of the most important media in Switzerland, this time with a special "Crossmedia" section. This is the first time a map of the cross-media landscape has been presented. (bw)
Crossmedia is very important - today and in the future. The vast majority of representatives of major Swiss publishers who took part in the survey agree on this. The survey, which was conducted between July and September of this year, is only partially representative. But it does provide an insight into what Swiss publishers understand by crossmedia and what role crossmedia plays in their day-to-day business. The answers can therefore be read as a sign of a trend: crossmedia is seen as an important topic: It has been talked about for several years, but many of those surveyed now want to get serious about it. The fact that this is not just lip service is evident in two respects. More than 80 percent of publishers state that they actually have a cross-media offering. And almost a quarter of publishing houses employ a cross-media manager, although only a few of them work full-time.
The representatives of the publishing houses do not see cross-media as a mere marketing gimmick. Crossmedia is intended to increase the impact of the advertising message by linking different media in a target group-oriented way. When designing cross-media offerings, the focus is on the individual wishes of the customer. None of the publishers surveyed offer exclusively fixed media packages. The media mix is put together depending on the campaign, and a good 30 percent can draw on all the media available in-house.
What significance does cross-media have in day-to-day business? This shows that we are probably only at the beginning of a development. On average, seven campaigns were booked by publishing houses last year. The turnover generated by the individual campaigns amounted to less than CHF 250,000 in the majority of cases. The survey provides some clues as to the reasons for this. From the publishers' point of view, the clients do not appear to lack faith in the impact of cross-media, but a greater degree of uncertainty, which has to do with the complexity of the matter, can be seen among them. They also cite a lack of structures and a lack of financial resources as problems that arise when implementing cross-media campaigns.
Samuel Wegmann
Top 150 supplementsThe detailed results
The results of the cross-media survey will be published in the "Top 150 Swiss Media" by the two specialist publishers Media-Daten AG and Edition Renteria SA at the beginning of next year. "Top 150 Swiss Media" is a reference work that provides an overview of the most important media in Switzerland, this time with a special "Crossmedia" section. This is the first time a map of the cross-media landscape has been presented. (bw)
