Beat Roeschlin, CEO of Publicitas, opened the industry event and welcomed the more than 300 participants from the media and advertising industry with the words: "Technology is increasingly setting the pace in the media industry. A multitude of new possibilities are emerging to reach users wherever, whenever and however".

Andreas von Buchwaldt, Partner at OC&C Strategy Consultants Düsseldorf, a consulting firm specializing in the media industry, sees clear growth opportunities in the area of "multichannel publishing", with mobile Internet use in particular being an important driver. From the perspective of Ringier, Switzerland's largest media company, and its CEO Marc Walder, "multichannel publishing" is an opportunity to present a variety of content to a variety of users on a variety of channels. For him, one problem is that media usage research is still inadequate and cannot correctly reflect the actual and current digital situation. Ueli Weber, Chief Operating Officer of Publimedia, shares this opinion and emphasized that this problem is particularly virulent in Switzerland.

Matt Gilbert, Head of Business Development at the British media company The Guardian, represented the views of an international media company. In the digital world, it is important to consistently recognize the needs of media users by intelligently setting thematic priorities and increasingly involving them in reporting via blogs or Twitter. Finding the right cooperation models is extremely important, for example The Guardian works with over 200 bloggers. Xavier Ferguson, CEO of Consenda, argued that small local publishers must also increasingly distribute their editorial content digitally in order to remain relevant for all target groups and do justice to changing media usage behavior.

Finally, Stephan Klapproth, presenter of "10vor10", discussed various issues with the speakers and other industry representatives: Paid or free, cooperation or going it alone, which strategy will prevail? The industry representatives agreed that there was no one strategy that would work for everyone. Each player must find its own approach that suits its target audience and its specific focus. It was agreed that the industry needs to work together in the sense of a "frienemy" or "coopetition" approach. "Friend" and at the same time "enemy", "cooperation" and "competition" are approaches to constructively tackle the challenges of the future in the interests of all market participants.