From corporate publishing to cross-media publishing

 
Cross-media corporate publishing is increasingly developing into cross-media publishing. Traditional communication tools and conventional media will not disappear, but will be supplemented by new online media. 
In recent years, corporate publishing has developed into an important part of corporate communications. Whereas in the past, communication or marketing departments often had to produce customer or employee magazines under adventurous conditions and with little budget, today professionally produced magazines are at the heart of corporate communication. Corporate magazines have a high journalistic standard and present themselves in an appealing, professional layout - making them hardly inferior to magazines available at newsstands. In recent years, the company's own publications have proven their worth in retaining customers and employees. Using the classic communication mix, a company has been able to reach its target groups effectively via a professionally produced magazine. But now a new development step is on the horizon.
Danger of the "information tsunami "The rapid technical development of electronic media has dramatically changed society's communication behavior. The new diversity of mass media not only enables information to be disseminated more widely, but also offers information providers numerous platforms. Recipients are now in danger of being swamped by "information tsunamis". What remains when the wave recedes? -Nothing that can still be used and total overload! The important is no longer distinguished from the unimportant, and at the same time the trust and credibility of the sender is lost. The information is ignored.
Although companies have recognized the possibilities of the new media, they usually only use the new channels additionally. They do not check whether they complement the media already in use or even compete with each other. They become part of the "information tsunami" and are ignored.
Cross-media publishing creates added value Modern corporate publishing means offering individually tailored cross-media packages by intelligently combining and linking different media - for both internal and external use. A cross-media communication strategy helps companies to stand out from the crowd of competitors and (hobby) information providers. Messages are placed in a comprehensive and targeted manner. In this way, a company manages the balancing act of reaching its customers and employees individually and credibly using mass media.
With cross-media publishing - the intelligent combination of traditional and new media - companies have the opportunity to address target groups in a multimedia format and thus retain customers and employees more quickly and comprehensively. Print products can still be read regardless of time, place and technology. They also remain consistent - in contrast to online media, which are constantly changing in favor of topicality. A cross-media strategy therefore leads to added value for the company and ultimately also for its target groups.
New perspectives in internal communicationCross-media publishing is becoming increasingly important, especially in internal communication. Although internal communication is considered important in many companies, it is often only given secondary importance. Employees are bombarded daily with unstructured electronic circulars, presentations, databases, documentation, memos or minutes, for example. Information from the cafeteria or via the "latrine route" becomes more relevant than the CEO newsletter because it is received more quickly and with less effort. This can have serious consequences, especially when dealing with changes or difficult situations. In addition to the regular employee magazine or newsletter, the internal flow of information can be structured by using online media on the intranet. The opportunity for open exchange - e.g. via an internal blog - can also strengthen employees' trust in the company.
Andreas Merk, Senior Consultant, Medianovis AG, Kilchberg