Last week I was invited to speak at Digital Innovation Summit in Berlin, organized by VDZ, the German Magazine Publishing association. In this series of posts I’ll cover some of the topics discussed.
Susanne Kunz, media and communications director, Procter & Gamble, Germany, spoke at Digital innovators summit in Berlin last week, and had some very direct words to say to publishers. She stressed the fact that magazines are facing competition for ad money – and they aren’t necessarily delivering premium value.
First she explained that magazine publishers in Germany are missing the most important value they could provide – customer insight. Publishers are not investing enough in knowing their customers and provide valuable information to advertiser.
Second, she believed that companies and brands should be present on all platforms, cause their customers are on every platform too.
Third, she stressed the fact that with content becoming more and more open and free, magazines should focus on bringing truly unique content to customers.
And last but not least, she mentioned mobile as more than a content distribution platform – but also could be used for virtual goods and product delivery.
The session was meant to be a wake up call to publishers – it seems that at least in some cases it worked…
The Future Of Publishing (1): P&G Explains Publishers How
March 9, 2010
Kfir Pravda
Last week I was invited to speak at Digital Innovation Summit in Berlin, organized by VDZ, the German Magazine Publishing association. In this series of posts I’ll cover some of the topics discussed.
Susanne Kunz, media and communications director, Procter & Gamble, Germany, spoke at Digital innovators summit in Berlin last week, and had some very direct words to say to publishers. She stressed the fact that magazines are facing competition for ad money – and they aren’t necessarily delivering premium value.
First she explained that magazine publishers in Germany are missing the most important value they could provide – customer insight. Publishers are not investing enough in knowing their customers and provide valuable information to advertiser.
Second, she believed that companies and brands should be present on all platforms, cause their customers are on every platform too.
Third, she stressed the fact that with content becoming more and more open and free, magazines should focus on bringing truly unique content to customers.
And last but not least, she mentioned mobile as more than a content distribution platform – but also could be used for virtual goods and product delivery.
The session was meant to be a wake up call to publishers – it seems that at least in some cases it worked…
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