Read this as a PDF - European Magazine Media Association

Transcription

MAGAZINES
for Europe
EMMA Magazine 2012-2013
Empowering citizens
Read inside this magazine:
Dr Mathias Döpfner,
Axel Springer AG
Generation iPad.
Why core values of
editorial excellence and
design still remain key
Alessandro Pellizzari,
STARBENE
Interview with
Prof. Veronesi about the
quality of the press today
J.-François Julliard,
REPORTERS WITHOUT
BORDERS
Press freedom crisis
in Europe
MAGAZINES
for Europe
Empowering citizens
EMMA MAGAZINE 2012-2013
4
Editorial
Editorial
Europe’s magazines:
in tune with their readers
Magazines are about content that connects the
magazine brand with the reader in a unique
and personal way. Therefore, as readers’ needs
change, and society changes, so do magazines.
Europe’s magazines have been able to build
up trusted relationships with their readers by
staying in tune with their needs. The fact that
readers have demanded the possibility to consume
content of their own choice when and where it
suits them, and to share their impressions instantly
with friends, has therefore resulted in magazines
now being multi-platform and often interactive.
For most the printed magazine remains at the
core of the business, as readers like the feel and
eibility, while advertisers need the eceptional
capability to build a brand. However, the journey
that Europe’s magazines have taken with their
readers onto social networks, and onto mobile
devices such as smart phones and e-tablets, means
that new business models are required to reect
this new integrated approach.
The challenge ahead for Europe’s magazine
industry – which includes many small businesses
- is to ensure they maintain their vital role as
an all important contributor to a pluralistic and
democratic society, whilst managing the obstacles
and eploiting the opportunities of their recent
innovations. These include regulatory challenges
as well as anti-competitive practices by bigger
global players.
The Berlin Declaration laid out the main
challenges: the maintenance of press freedoms,
freedom to manage new business models and
not to be disadvantaged in negotiations with the
large digital players, strong copyright protection,
reduced VAT rates for digital as well as printed
press and fair competition in the digital world.
These along with the maintenance of current data
protection as it relates to the press are vital for a
vibrant European magazine sector.
The European Magazine Media Association
(EMMA) has an important role to play in helping
the sector overcome these challenges and
promote the sector’s sustainability, which is so
crucial for promoting knowledge, open debate
and democracy. I have no doubt that EMMA will
continue to be an ecellent advocate for Europe’s
magazine media in the years ahead.
Yours sincerely,
David J. Hanger
EMMA President
5
Welcome
Modern media for growth
and pluralism
! " #"
##
"
" "
$
"
%
"
& #
#"
" "" " '
# *
! # +%
+ % "#
'
!
#
/0"
*
1
2 3 " 4 5
% " %"#
6/6
" +" 7"1 "
""
$
"
"
8 " ""
9" " " #*
;</ /0=> /0/0 +$
#
1
"+ %
#
"
#
+"%
"
"
" "
#
"
" ?#
"# # #
#
#
# # # "
"
#
"
José Manuel Barroso
President of the European Commission
7
8
Content
5
EDITORIAL
Europe’s magazines:
in tune with their readers
34
New gatekeepers command
a heavy price
by Claudio Giua and Mario Tedeschini Lalli
David J. Hanger, EMMA President
38
7
WELCOME
Modern media for growth
and pluralism
by Beatriz Sánchez Guillén
42
José Manuel Barroso
President of the European Commission
8
13
Content
The need to belong
Digital? Innovative?
That’s so last century
by Eric Merkel-Sobotta
47
Why I am a publisher
Dr Mathias Döpfner, Chairman & CEO
Axel Springer AG, Berlin, Germany
Dr Carlo de Benedetti,
President of Gruppo Editoriale
l’Espresso, Rome, Italy
Publishing in a democracy
The future of publishing
14
Intro
16
Generation iPad
by Dr Mathias Döpfner
20
in Europe
by Jean-François Julliard
55
Dick Molman, CEO Sanoma Media
Netherlands, Amsterdam,
The Netherlands
56
Health and information:
what readers want
by Alessandro Pellizzari
60
Price strategies for digital
magazines – an opportunity to
correct past mistakes
by Dr Florian Bauer
30
50
Dr Bernd Buchholz,
CEO Gruner+Jahr, Hamburg, Germany
26
Intro
Changing media
consumption patterns
by Peter Hogenkamp
25
48
Magazines in schools:
an export article with potential
by Sabine Uehlein
64
Print is the new digital
Creating value by
implementing sustainability aspects
in management
by Florian Nehm
33
Rik De Nolf, CEO Roularta Media
Group, Brussels, Belgium
67
Michael Ringier, Chairman Ringier AG,
Zurich, Switzerland
Content
Publishing.
The business side
68
72
We live sustainability –
and what about you?
100
Intro
by Anne Chéret
102
Economic Independence –
Journalistic Freedom
Let’s work together
by Henrik Damén
74
by Frank-Michael Müller
108
Net gain for magazines’
green credentials
by Geoff Mortimore
Volvo Car Spain’s commitment
to magazines
by Marta Lozano
112
Advertising tattoos –
There’s something about print that
empowers people
by Ricardo Miranda
116
Europe pioneering the Digital High
Seas … but beware of pirates!
by Mark Millar
Empowering citizens
78
Intro
80
Magazine content. What’s the topic of
tomorrow?
by Joanna Kowalska-Iszkowska
83
Juan Manuel Rodrigo,
President of the Spanish Association of
Magazines for Information (ARI) and
CEO of RBA, Spain
121
Jaromír Skopalík, President of the Czech
Publishers’ Association and Executive
Director of Bauer Media v. o. s.,
Prague, Czech Republic
122
124
92
Media digital migration
needs low VAT incentive
by Arnaud Decker
Successful campaign by publishers
and politicians fosters integration
by Dr Maria Böhmer
Taking the world online
by Mark Burr
129
84
György Szabó, CEO Sanoma Media
Budapest, Budapest, Hungary
130
The quality of the press today
Going global – bringing
magazine brands beyond
the domestic market
by Frances Evans
96
The power of braintainment
by Thomas Hendriks
134
Opening up markets and minds
by Dr Gunther Schunk
99
Lars Joachim Rose, Publisher Klambt
Verlag GmbH & Cie., Speyer, Germany
138
Advertising Self-Regulation
by Dr Oliver Gray
9
10
Content
Publishing house stories
Facts & Figures
140
Intro
170
Intro
142
German racing driver and
European publisher
172
Facts & Figures: did you know?
by Bernd Ostmann
146
Impala insight
148
DC Thomson & Co Ltd –
A Scottish publishing legacy
by Helenor Gilmour
151
Mark Wood, CEO Future Plc,
London, United Kingdom
176
Intro
178
Austria
Austrian Newspaper Association
179
A short history of HOLA!
152
by Eduardo Sánchez Pérez
@161Q%
180
Belgium
The Ppress– The Belgian Periodical Press
181
Belgium
Belgian Periodical Publishers’ Association
I know I’m intimidating
by Geoff Mortimore
Austria
Austrian Special Interest Media Association
The politics of POLITYKA
154
156
EMMA members
182
Czech Republic
Czech Publishers Association
Who are the people shaping
European media policy?
160
183
The Association of the Danish
Specialized Press
Intro
184
162
Denmark
Neelie Kroes and Robert Madelin:
a dream team to drive the digital agenda?
by Simon Taylor
166
Members of the European Parliament:
Make sure they know you
169
Glossary: Composition of the
European Parliament
Denmark
Association of Danish Magazine Publishers
185
Finland
The Finnish Periodical
Publisher’s Association (FPPA)
186
France
French Specialised Periodical
Publishers Federation
187
France
Syndicat de la Presse Magazine
188
France
Professional Union of the Magazine
and Opinion Press
Content
189
Germany
203
Switzerland
German Magazine Publishers’ Association
190
Greece
Swiss Media Association
204
United Kingdom
Hellenic Union of Editors of
Periodical Press
Professional Publishers Association
205
191
Distripress
Greece
Distripress. Bringing the world
of press distribution together
Magazine Publishers of Greece
192
Hungary
206
EMMA
Hungarian Publishers’ Association
193
Ireland
Magazines Ireland
194
Italy
Italian Federation of Newspaper
and Periodical Publishers (FIEG)
195
European Business Press
208
FIPP
The worldwide magazine media association
209
IMB
210
"
7%
"6
INMA
International Newsmedia
Marketing Association
Norway
Norwegian Specialised Press Association
197
207
The Netherlands
Dutch Publishers’ Association Consumer
Magazines Group
196
EMMA – European Magazine
Media Association
211
Poland
OPA
Online Publishers Association Europe
The Chamber of Press Publishers Poland
198
Portugal
The Portuguese Publishers Association
199
212
Corporate members
215
Acknowledgment
Spain
Spanish Magazines Association
200
Spain
Coneqtia, The Association of
Professional Press and Multimedia Content
201
Spain
Spanish Magazine Publishers’ Association
202
Sweden
The Swedish Magazine
Publishers Association
© Cover photo: Marcel Mooij - Fotolia
11
“I hope the European political world
will be as receptive as publishers have
been to the needs of the new digital
universe. We don’t need to adjust old
rules to the new environment, we need
new rules to keep the new environment
both free and productive – a level ﬁeld
where players from different backgrounds can compete without undue
privileges.”
Dr Carlo de Benedetti, President of Gruppo Editoriale l’Espresso, Rome, Italy
13
14
The future of
publishing
16
Generation iPad
20
Changing media
by Peter Hogenkamp
25
Dr Bernd Buchholz,
CEO Gruner+Jahr, Hamburg,
Germany
26
magazines – an opportunity to
correct past mistakes
by Dr Florian Bauer
30
33
Rik De Nolf, CEO Roularta Media
Group, Brussels, Belgium
34
a heavy price
by Claudio Giua and Mario Tedeschini
Lalli
38
The need to belong
42
© Uwe Annas - Fotolia
47
Dr Mathias Döpfner, Chairman &
CEO Axel Springer AG, Berlin,
Germany
15
16
The future of publishing – Generation iPad
Generation iPad
Technology may have changed the face of magazines and their delivery. But, essentially, the core values of
editorial excellence and design are as important as ever and remain key to winning and retaining readership.
What does a perfect weekend mean but leisure,
good food and your favourite magazine? When
we turn the pages of one of the many excellent
"1 Z
combination of inspiration and information,
where the weight of words joins the power of
photography. In this audiovisual age of ours,
photography is the medium of choice. Images
capture special moments and transform them
into lasting impressions.
I know for a fact that anyone reared on
magazines enjoys them later in life. And I
would say that the younger generation, which
seems to be familiar with that particular medium only vaguely from hearsay, is missing out
on an important aspect of our culture. I have
vivid memories of a visit that a team of European print media executives paid to the Goog-
leplex at Mountainview/California in 2007.
There’s a gigantic statue of a Tyrannosaurus Rex
on the campus, and the somewhat obvious joke
for us as representatives of what was already be-
» We must merge sophisticated technology with
quality content. And we need to follow the consumers who prefer digital media over print, while
also serving those who use both. «
ginning to be called a “dinosaur industry” was
to have our picture taken in front of it. When a
young Google employee came by, we gave her
17
a camera and asked her if she could help. “Sure
thing, and where are you from?” she asked. –
“Germany.” – “And what do you do?” – “We’re
in the print media, magazines and newspapers,”
we said. “Ahaah!” – Her face lit up. “Magazines and newspapers! This print thing. Yeah,
I’ve heard about that.”
“This print thing!” That certainly was a new
way of looking at our job.
But if truth be told, we are neither dinosaurs, nor do we need to fear the future. Quite
the contrary: time is playing into our hands. The
reason is that increasingly technology is understood as the means to an end, while content is
indispensable. It has become very clear by now
that the only aspect that will convince consumers to spend greater amounts of time on technol"+#
Z
In its recent history, news journalism has
passed through three phases:
Stage 1: Before the age of the internet, the
exclusive focus was on content. Technology had
no role to play at all. Any self-respecting media executive handed down technology issues to
someone lower in the command chain.
Stage 2: came out of the blue – all of a sudden, everybody was fascinated by technology,
and content was more or less left by the roadside. This was the time of statements along the
lines of “I don’t read the news. If it’s important,
| } " #
often, and many of those who said it are out of
business today. Because of course, there really
is no way of surviving in an information society
if your sources of information cannot be trusted.
» As publishers and journalists, we are
in the business of telling stories, and we
need to make sure we master the available
technology quickly. «
We are now entering Stage 3, in which
technology and content are coming together.
Combining the two creates real value. Neither
of them can exist as a stand-alone feature. The
movie industry has taught us that no matter how
incredible the special effects and how perfect
" 9 "
to the screen, it will still be supremely boring if
the story is dull and predictable. Likewise, an
art house picture with a great plot can be very
frustrating to watch if its camera work is wobbly and the soundtrack murky. As publishers
© Frédéric Prochasson, Fotolia
Generation iPad – The future of publishing
and journalists, we are in the business of telling stories, and we need to make sure we mas
# " Z% build our web products on the latest technology,
just as technology providers must get their heads
around good stories.
The convergence of media
And there’s another radical change shaping
our business: the convergence of media. Until recently, TV stations were in a separate world of their
own, competing only among peers, while the print
media were battling each other for market share in
their particular industry. While these two sectors
once played by entirely different rules, this has all
been abolished by the internet. Video inserts, news
" " are all now to be found on the same media: tablet
computers and smart phones. Welcome to the iPad
generation!
5
Z
and magazines? Two scenarios are conceivable
where magazines are concerned, and I will illus
"
"15"
Time Match:
Scenario one, also known as “Dante’s Inferno
2.0”: Slumping circulation forces the magazine
management to cut jobs, slash the number of pages,
Z
"
&
to no avail, and they end up offering free news websites and apps to generate at least a little bit of revenue from advertisements. However, the meager
print edition, and in 2016, the once proud Spiegel
7
%
Scenario two, and believe it or not, this one
is about growth: In light of its eroding print cir-
18
The future of publishing – Generation iPad
culation, the Spiegel Time Match management
decides to publish a compact edition to attract
new audiences. And, in fact, they are able to
tap into this new market and stem the decline.
They follow this up by a strategy of gradually
rolling out new apps focusing on news, busi # sports, etc., designed for compatibility with all
smart phones and tablet computers. Needless
to say, these apps are not free of charge – after
all, the good managers at Spiegel Time Match
know the company has to make money. By happenstance, the consumers of digital media have
$
#
Z
mation. They have learned that this makes good
business sense as well – after all, being clueless
(or, even worse, misinformed) in an information
society comes at a much higher price than pur"Z
&
"
at Spiegel Time Match even do one better and
invest in non-journalistic web offerings such as
+ ment their company’s portfolio with assets close
to their core business. Their strategy pays off
and in 2016 Spiegel Match-Time is proud to report that it has doubled its earnings.
I truly believe in that second scenario, and
for a reason. We at Axel Springer AG have
" # cessful in the digital world, and have reaped rich
rewards. I see no basis for doom-and-gloom
scenarios – if we do our homework, the future
is bright for magazine publishers. But we must
"
ourselves as content businesses rather than as
print businesses, and we must push our organisations towards operational excellence in managing this change.
Selling digital subscriptions
Truth be told, we were also among the
sceptics at the beginning of the internet revolution. Innovation was not the keyword around
our company. But we were wrong, and we were
lucky enough to realize that. In 2009, the UK
newspaper The Times began charging subscribers for its internet products, and the market soon
proved the naysayers wrong. Today, the paper
has more than 100,000 digital subscribers and
35,000 people downloading the iPad edition per
day. In the USA THE NEW YORK TIMES is doing
even better. They started charging for their digital content in the spring of 2011 and meanwhile
serve more than 300.000 digital subscribers. We
at Axel Springer have made similar progress,
selling as of 2011 more than 100,000 digital copies of BILD on every day of its publication. In
total, we sell nearly 140,000 digital issues of our
newspapers and magazines every publication
day. And we are just starting out.
The Tablet revolution
Recent studies forecast that the number of
tablet computers in use worldwide may climb
from 18 million in 2010 to around 300 mil-
Generation iPad – The future of publishing
lion in 2015. At present, the market for tablets
is nowhere near that number and is dominated
by the iPad. But the new tablets produced by
Samsung, HTC, Toshiba or Motorola are catching up and Amazon’s Kindle Fire has met with
huge interest, fuelled not least by the pricing
strategy adopted for it. And once the hardware
Z
%3"
"
ters of technical innovations to secure market
share for themselves – our industry has known
this since the printing press was invented.
A survey recently performed by Axel
Springer AG shows that users enjoy reading
newspapers and magazines on a tablet much
" " edition. And they consume more content too, as
"
#
Z%ly listen to the piece discussed.
Other studies have produced similar results.
The “State of the News Media” report published
by the Pew Research Center’s Project for Excellence in Journalism addresses trends in the United States, and we can assume that these trends
are broadly mirrored in Europe. The number of
Americans owning electronic tablets doubled
within a mere four months, from autumn 2010
to January 2011. Moreover, people are investing
more time than they ever have to consume news,
and are doing so primarily in the digital sector
– this is the only part of the media industry in
which the audience has grown. In fact, 41% of
the Americans polled stated that they followed
national and international news events mostly on
the internet – in 2009, this group made up only 24%
of all polled. Some 46% of those surveyed stated that
they read general news reports online at least thrice
a week, meaning that the 40% of newspaper readers
indicates the increasing importance of mobile devices: 47% of Americans stated that as far as local news
of any kind was concerned, they kept up-to-date using
mobile devices. In a report on “The Tablet Revolution”, published recently by the same organisation, it
says 90% of the people who get their news on a tablet
are using it as a substitute for other news sources, such
as television and computers.
And this is precisely where the potential for our
business lies. These recent developments entail a
"
in terms of journalistic innovation. If we as publishers want to be a part of it, we must merge sophisti
"
Z
&
to follow the consumers who prefer digital media over
print, while also serving those who use both.
The present is not that far removed from the
times when Gutenberg invented the printing press, or
the heyday portrayed in “Citizen Kane”, or the day
# #"
!
are at the threshold of another revolution, powered by
innovation. The internet is a meta-medium in which
all other media converge, and our imaginations are
driving it. There are no limits to what we can do with
it – we can reach people not only in their homes or
#
way, even in the elevator.
Generation iPad – there is no better time for publishers than now.

Dr Mathias Döpfner
is Chairman and CEO of Axel Springer AG
in Berlin. He has been with the company
since 1998, initially as Editor-in-Chief of
DIE WELT and since 2000 as a Member of
the Management Board. During his career
Döpfner has held different positions
in media companies. Among others he
was Editor-in-Chief of the newspapers
WOCHENPOST and HAMBURGER MORGENPOST. At
Gruner+Jahr he was Assistant to the
CEO in Hamburg and on the staff of the
Head of International Business in Paris.
In addition, Döpfner worked as author
and Brussels-based correspondent for
FRANKFURTER ALLGEMEINE ZEITUNG. He studied
Musicology, German and Theatrical Arts in
Frankfurt and Boston. He is a Member of
the Board of Directors of Time Warner Inc.,
Member of the Board of Directors of RHJ
International SA and holds several honorary
ofﬁces, among others at the American
Academy, the American Jewish Committee,
the Aspen Institute and the European
Publishers Council (EPC). In 2010 he was
Visiting Professor in Media at the University
of Cambridge and became a member of
St. John’s College.
[email protected]
19
© NZZ Zürich, Switzerland
20 The future of publishing – Changing media consumption patterns
Changing media
by Dr Peter Hogenkamp
Web-based E-Paper offerings have existed since the early days of the WorldWide Web, but have only reached
a niche audience compared to print circulation. Since the advent of the iPad, usage is rapidly rising.
Browser-based digital publication replicas have
been around for a long time. NEUE ZÜRCHER ZEITUNG launched its NZZ Global epaper service
in 2003. The name suggested that readers were
expected to use the product in parts of the world
where the physical newspaper was not available.
In fact, most usage occurred in the Swiss home
market, albeit at a relatively low level, with only
1,000 online views per day.
Soon after the iPad launch in Switzerland
NZZ was able to use its existing infrastructure toimplement the rst iPad epaper app of
a major Swiss publication. Over the following
1 months, download gures and digital only
subscriptions have soared. December 30, 2011,
marked the rst day of more than 10,000 downloads, 80% of which were on the iPad.
» Probably the most prominent example
worldwide of the “all platform” strategy
is Amazon’s Kindle «
Changing media consumption patterns – The future of publishing
Device-independent
and synchronisable
To address these requirements, the digital issue of Neue Zürcher Zeitung is being developed
in the evolving standard of HTML5: adapted to
web habits, which are interactive and shareable.
The paper content that is exported automatically
overnight from the publishing system, adapts
to desktop, tablet and smartphone screen sizes
while maintaining a consistent content structure,
look and feel. Articles read on one device are
“greyed” also on other devices and users can set
cross-device bookmarks for later reading. With
that, NZZ addresses the users’ request for consuming the newspaper – and eventually online
news as well – not only distributed throughout
the day, but also to different devices and usage
scenarios.
This marks a sharp shift from the ”iPad
only” approach
that NZZ has been on so far and
pp
that some
ome European publishers are still following, because
ecause of Apple’s established marketplace
and also
lso because they feel only the tablet
form will suit their content. At NZZ,
we believe
elieve that all content –
including
ding magazines like
Folio, Campus or Equity –
should
d be made available on
as many
ny platforms as possible.
Despite
te fast growth, tablet computerss are still a niche
product,
ct, while smartphones
es have reached
the mass market
and users carry
them around 24
hours a day.
Probably the most prominent example
worldwide of the “all platform” strategy is Amazon’s Kindle. While most users use the hardware
reader, Amazon also provides reader software
for PC, Mac, iOS, Android and HTML5, including the “Whispersync” feature which tracks
where users nished their reading. Looking at
other content categories, the US market leader
in video streaming, Netix, features the same:
the service is available on multiple platforms
and paused movies can be continued anywhere
at the last current position.
The German Spiegel magazine also partly
follows the “read anywhere” mantra: with apps
for the iPad, iPhone and Android and a recently
added HTML5 implementation, whereby an issue purchased once can be downloaded to all
devices. The Spiegel even manages to charge
a higher copy price for the digital edition compared to the print one: €4,99 for the epaper (including more or less related video content) compared to €4,80 for the printed magazine.
News aggregators
In the US, automated new aggregators that
compose the individual social media stream into
a magazine-like experience, like Flipboard, Zite
or News.me have gained traction. Content is
pulled from a variety of online sources, such as
However, readers are split into two groups:
some are happy about the digital delivery – they
just want “their paper”, only available everywhere for download, thus they like the app for
its simplicity. This sharply differs from more
tech savvy readers who complain about the rigid
and static layout, its reduced usability, the lack
of social sharing options, and its reduction to the
one platform.
21
22
The future of publishing – Changing media consumption patterns
iPad downloads are rising, while web downloads remain constant
8000
7000
6000
5000
4000
3000
2000
1000
0
39
41
43
45
47
49
51
1
3
5
7
9
11
13
15
17
Web downloads
19
21
23
25
27
29
31
33
35
37
39
41
43
45
47
49
51
iPad app downloads
newspapers, blogs, social networks, and ltered
by algorithms using the user’s “social graph”:
the relationships between individuals in digital networks. In Europe, no equally successful
products have been established.
Some see these products as a serious competitor for “handmade” magazines. We feel that
journalists and publishers should at least consider getting into the business of aggregation and
curation. Well-done aggregation is an embodiment of “Do what you do best, and link to the
rest”. Confronted with vast amounts of content
available on the web, magazines don’t necessarily have to retell all stories themselves. By delivering less “noise” (while continuing to enable
serendipity and content discovery), they might
serve their readers best.

Dr Peter Hogenkamp
43, is head of Digital Media at NEUE ZÜRCHER
ZEITUNG (NZZ) in Switzerland.
Born in Detmold, Germany, he has lived in
Switzerland since 1990. Hogenkamp studied
Information Management at the University
of St. Gallen and received a PhD from the
Institute of Information Management on
the topic of usability of e-banking software.
He has been working in the Internet sector
for 15 years and is considered one of the
leading experts in the German-speaking
countries in the areas of usability and
social media. In 2000 he co-founded
Zeix AG, Agency for Usability and User
Education, which now has 22 employees
and is the Swiss market leader in this field.
His company Blogwerk AG, founded in
2006, currently employs 15 and operates
five blogs. Its own blog attracts several
hundred thousand readers per month.
Blogwerk advises companies and
organisations and creates websites and
solutions for social media.
In July 2010 he joined NZZ to head the
new Digital Media department. In August
2011, he was appointed a member of the
management board.
[email protected]
to the world!
YOUR COUNTRY!
COULD BE NEXT !
BE OUR PARTNER
1,11 mio. sold copies and 3,38 mio.
readers worldwide every month!
The trendy international magazine for modern & dynamic women –
now looking for partners in Europe, Asia and Latin America!
Austria
Bosnia
Bulgaria
Czech Republic
Hungary
Indonesia
Kazakhstan
Latvia
Poland
Romania
Russia
Serbia
Slovakia
Slovenia
Switzerland
Ukraine
Germany
Montenegro
For further information please contact:
Frances Evans · International Licensing Director · Marquard Media AG
Baarerstraße 22 · CH-6300 Zug · Phone: +49 (0) 89 92 34-699
Fax: +49 (0) 89 92 34-609 · E-Mail: [email protected]
MARQUARD MEDIA
“As the CEO of Europe´s largest
Magazine Publisher, I am convinced
that quality journalism has, more
than ever, a higher mandate within
European society. Our European
democracies can only work if media
companies can remain unruffled and
resist political and economic pressure. Quality journalism, whether
printed or digital, has a core value
for our society. Any regulatory
attempt in the EU should, therefore, be carefully considered with
regards to the impact on the
existing diverse media landscape.
Moreover, it is worth making every
effort to safeguard the contribution
of the media to Europe´s democracy
and culture.”
Dr Bernd Buchholz, CEO Gruner+Jahr, Hamburg, Germany
25
The future of publishing – Price strategies for digital magazines
© CeBit11
26
magazines – an opportunity
to correct past mistakes
by Dr Florian Bauer
Smartphones, tablets, PCs and the like create myriad possibilities: never before have so many different
sales channels been made available to companies. Publishers too have very high hopes for these new technologies and are developing digital options, such as apps and PDFs, for their magazines. But how much
should such an e-publishing product cost? Are readers even prepared to pay for paperless editions? And
how should the pricing strategy evolve in order to achieve the desired future sales in this segment?
Publishers see themselves as being in a similar
position to when online services were launched.
In comparison to print, some cost aspects, such
as actual printing and distribution expenses, do
not arise for digital content. Therefore, instead
of being guided by the price of print copies,
» In reality, consumers rarely have access to comprehensive market information and do not base
their decisions on a price-performance analysis
by comparing all alternative products. «
Price strategies for digital magazines – The future of publishing
publishers have developed a new business model for online magazine portals. The offer of free
content should attract a large number of readers,
making it possible to generate ample advertising
income through a high click rate. Having made
their content available free of charge, publishers
#
# #
" come. Consequently, readers are no longer seen
as just customers, but also as products.
For this reason, a willingness to pay for
digital products was not encouraged and ultimately was permanently impaired. Why would
anyone pay for online content now when it has
previously been available free of charge? It is
important that the same mistake is avoided in
the introduction of new e-publishing products. A
willingness to pay must be fostered among readers, because only then will it be possible to exploit sales income and margins in the long term.
“Fostering a willingness to pay” might sound
strange, but publishers are now confronted with
precisely this task. The term “e-publishing products” comprises products that are completely
new to readers and therefore a pricing structure
of what consumers are prepared to pay is not
yet in place. It will take time to develop a willingness to pay in future customers– and it may
not develop at all if publishers do not at least
try to establish products as being of high value
and subject to charges. Publishers often seem to
overlook this formative aspect which is central
to the segment’s future sales.
Pricing must be determined by the
decision-making process of a real
consumer
In order to achieve this, the right pricing strategy is vital. In the past, publishers have assumed readers were guided by rational purchasing behaviour and, consequently, their actions
were led by the “homo oeconomicus” concept
which follows this logic. Added to this was a
degree of uncertainty from publishers, who
"
"
played a risky pricing game. As a result, prices
were generally established on the basis of the
competition or “gut instinct”, using the homo
oeconomicus model. But in reality, consumers rarely have access to comprehensive market information and do not base their decisions
on a price-performance analysis by comparing
all alternative products. In the media segment
in particular, knowledge of prices is not very
#
"
recent surveys conducted by the German mar-
ket research organisation Vocatus: around one
in three subscribers have no or little idea of what
their magazine costs. This trend is even more
prominent in the e-publishing segment. Unimaginable from the homo oeconomicus point of
view, but in everyday life price is not the main
priority: instead habit, personal preference, content and sales channels are regarded as more
important. One aspect of virtual sales channels,
which presents a far greater hurdle than the ac
pay. This function is often overlooked. Payment
options can be extremely complicated and far
removed from the processes with which cus
sequently, many more potential customers are
inhibited by the required “readjustments” than
by the ultimate price level.
Generating added value
For e-publishing products, it is necessary to
offer added value in comparison with free online editions. This is not necessarily related to
the content of articles, but means that additional
features are expected, such as interactive or multimedia elements, easy operation or selected regional
information. A clear distinction has to be made between free internet content and e-publishing prod
%$
and therefore establish customers’ willingness to
pay. Starting with low prices for e-publishing products is an inappropriate strategy from a psycho" # "
expectations of added value are disappointed and
second, the reference price, which acts as a baseline
for all future price points, is set at too low a level.
Naturally a product’s overall appeal plays
a major role in attracting new readers. However,
the initial enthusiasm and curiosity of users will
decline in the long term, so other tools must be
found to establish loyalty. In this respect, the
print segment is to some extent protected by the
habitual behaviour of consumers; after years of
"
"1
"#"
"+
term loyalty has not yet had a chance to develop in
e-publishing. Consequently, in order to ensure that
readers continue to use an e-publishing product,
tive user experiences to avoid their enthusiasm
dwindling. In time, routine reading habits will
develop and users’ willingness to pay will also
grow. Publishers must promote the development
of users’ reading habits through these positive experiences. The work does not end once the application has been downloaded.
27
28
The future of publishing – Price strategies for digital magazines
Quality elevates price
When considering price, companies should be
aware that quality will often be judged on the price.
Initially, it is only the price by which users are able
to determine the value of a product. Those offering
their product too cheaply or free of charge devalue
it in the eyes of the potential customer, while a high
sales price will suggest a higher quality product.
For example, insurance and business magazines
that are offered for a pittance fail to win the trust
of readers.
Willingness to pay depends not only on the
product, but also on the purchasing circumstances.
At present, consumers are prepared to pay for apps,
but this does not extend to the same content on the
magazine’s website. This indicates that it is essential to protect the circumstances in which willingness to pay exists. Fostering a strong connection
between the internet and apps will only highlight
the arbitrary nature of online pricing, and, ultimately, the willingness to pay for apps and the like will
drop to the same level as that of the internet.
Willingness to pay must develop
We are treading new ground with e-publishing
– and this involves both publishers and users. The
latter do not yet have a feeling for the worth of a
magazine application and, therefore, products cannot be categorised into “too expensive” and “price I
am prepared to pay”. For publishers, this represents
a major opportunity because it enables the mistakes
!"
outset. Ideally, the introductory prices of e-publishing products should be set at a relatively high level,
which will convey their value and establish a certain willingness to pay from the start. Over time,
this should grow and not be diminished with cheap
offers or regular sales promotions. Even if the price
for the app has clearly been set too high and consequently does not generate the desired download
rate, this can ultimately be remedied with a downward correction. However, if the initial price is set
"
%"
the process. Furthermore, premium subscriptions,
which are common in the print segment, are not a
suitable strategy for building up high regard for new
e-publishing products. This is because while they
might only have minimal negative consequences in
"
ture income in the e-publishing sector.
Conclusion
E-publishing must develop a valid and appropriate pricing strategy to ensure that it does not
repeat the mistake of internet publishing by making
content available free of charge. First and foremost,
it must abandon the vision of the “rational consumer”, because in the actual decision-making process,
the best price-performance ratio is not the key element: many more factors also play a role, including
content, handling and previous personal experience
with a particular magazine.
Above all, it is important that manufacturers
believe in their own e-publishing products. If the
Z
#
products on offer. Reference prices do not yet exist
in this “new world” and publishers, therefore, have
a unique opportunity to shape customers’ willingness to pay and overcome the rigid rules of print
media. Appropriate pricing strategies not only make
it possible to produce valuable margins, but also enable publishers to establish a third pillar of income
alongside print and advertising sales: e-publishing.

Dr Florian Bauer
is a member of the Management Board
of the market research and consulting
organisation Vocatus AG and has been
carrying out extensive research into
decisionmaking anomalies and price psychology effects for more than 20 years. Before founding Vocatus with two colleagues
in 1999, he was a corporate consultant
at Booz Allen & Hamilton. Dr Bauer has
provided consultancy services to more
than 50 newspapers and magazines and is a
lecturer at various universities. In addition,
he is Chairman of the Advisory Council of
the Federal Association of German Market
and Social Researchers (Berufsverbandes
Deutscher Markt- und Sozialforscher,
BVM e. V.).
ﬂ[email protected]
ROULARTA MEDIA GROUP PROUDLY PRESENTS
A SELECTION
OF OUR QUALITY
MAGAZINES
THE FRENCH
QUALITY
MAGAZINES
Black 08
KLASSIEK WONEN
F Ê TE
www.levif.be
f be
THUIS IN VERBEELDING
EN PATINE
Pourquoi
les Juifs
de Belgique
ont peur
WENEN
HALVE
AMBTSTERMIJN
WANKELE
REGERING
www.lexpress.fr
LE VIF 29ee année noo 48 L’EXPRESS noo 3152 hebdomadaire 5 € du 2 au 8 décembre 2011 – P509558 - ISSN 0774-2711
EUROPA
D-DAY
VOOR DE
EURO
www.knack.be
DANSENDE LIPPIZANERS
DE NIEUWE EETCULTUUR
TUSSEN MOZARTPRUIKEN EN MUSEA
Di
Rupo
12
UN MAGAZINE DU GROUPE W - N°2
Rencontre
Re
Kate Winslet
Kat
La pasionaria
Mode
Le style
st rétro-futur
Christ
Christian Louboutin
V
ingt ans à nos pieds
Vingt
2011 : L’ODYSSÉE
DE L’ESPACE
1 Multiplication
Multi
Multip
Multipl
Mul
Mu
u tip
tipl
ipl
ip
pliication
p
icatio
ica
ca
catio
catio
cat
tio
ion
des
d actes
acttees antisémites
act
aant
nti
tisé
ti
ssém
éém
émite
mites
mites
es
1 Ressentiment
Ressent
ssent
senttiim
m
men
me
ent
een
ntt
n
musulman
musu
musulm
musul
usul
usulm
ulm
lma
lm
lma
man
1 Radicalisation
Radi
Rad
diic
d
iccal
caali
alissation
al
ation
ati
dee l’antisionisme...
l’a
’aant
an
ntisio
issioni
ision
sionisme...
sme..
ee...
Beauté
Toutes
T
outes à vos trousses !
Saveurs
Laa cuisi
L
cuisine new-yorkaise
s’in
s’invite
à Paris
L’économie mondiale redécouvre
la nouvelle frontière
AUTO Lotus reﬂeurit
Trop rapide, trop léger, so British
CINÉMA Écran total
Spécial Women’s Forum
Sur le tournage de Largo Winch II
Pesten op het werk
Sadistische bazen
www.trends.be
NIEUWE TRENDS TOP
HOEVEEL BELASTINGEN BETALEN DE BELGISCHE BEDRIJVEN NU EIGENLIJK?
FINANCIEEL-ECONOMISCH WEEKBLAD VAN 8 TOT 14 DECEMBER 2011
PAGES SPÉCIALES - L’EXPRESS N° 3110 DU 9 FÉVRIER 2011 - NE PEUT ÊTRE VENDU SÉPARÉMENT
HOORT BIJ HET WEEKBLAD KNACK NR.44 VAN 2 TOT 8 NOVEMBER 2011 - KNACK WEEKEND, ELKE WEEK SAMEN MET KNACK EN KNACK FOCUS ISSN.0772294X
.be Geen crisis voor snoepgoed- en speelgoedsector
PIERRE-OLIVIER BECKERS
DE STRATEGIE VAN
DELHAIZE DOORGELICHT
Femmes et travail :
les nouveaux défis
Gouvernement galère, budget de misère
WEEKBLAD - 2E JAARGANG - NR. 49 VAN 8 TOT 14 DECEMBER 2011 - BELGIË - P708772 - ISSN 1784-7540
Geniet van uw geld
TOM MUNRO POUR LLANCÔME
L’EXPRESS no 3144 semaine du 5 au 11 octobre 2011 • Cahier no 2 • Ne peut être vendu séparément
ANDERLECHT VERDEELD OVER DE
KOMST VAN LUCIANO D’ONOFRIO
11DE JAARGANG - 7 DECEMBER 2011 - NR 49 - P509561
Extra 28 blz. voor en door studenten
Hoger onderwijs overbevolkt
NUMÉRO
133 /
DÉCEMBRE
2011- JJANVIER 2012 /
BIMESTRIEL
/6Q
NUMÉRO 97
www.cotemaison.fr
L’hiver
RIVIERA
+POPPOSTER
CHRISTIAN BRÜLS
CHRIS
쏆
DÉCEMBRE 2011 - JANVIER 2012 쏆 BIMESTRIEL
쏆
NUMÉRO 58 ♦ DÉCEMBRE 2011 À FÉVRIER 2012 ♦ TRIMESTRIEL ♦ 5,50 € ♦ www.cotemaison.fr
6 w w w w. c o t e m a i s o n . f r
”arty”
UN HIVER TRÈS
5
CRÉATEURS
C
BOULEVERSENT
B
LLE CHALET
36
nouvelles
adresses
au cœur
des Alpes
Di Rupo I kost
spaarders een
miljard euro
DE DEMARRAGE VAN
EDDY MERCKX
CYCLES
BELEG
in speelgoed
en chocolade
Côté déco
Trouwen, de beste
successieplanning
Boeing en EADS:
wie heeft de beste
troeven?
Une orangerie
CHRISTOPH
S OCLUB KAMPIOEN
M WIL
DAUM
MAKEN
En Pennsylvanie
en jaune festif
U NE RÉSIDENCE
D ’ AARTISTES
55 CADEAUX !
Vivre
VINCENT KOMPANY
Beste verdediger van de Premier League
REP DE FÊTE
REPAS
ET CADEAUX
Tendance
Ten
쏆
CHEZ GANDHI
en Afrique du Sud
CCôté Expo
Les montres
Le
de Gagarine
쏆
SUR LES PAS
SU
DE SY
SYLVAIN TESSON
LE JAPON
EN BRETAGNE
Belles tablées
à surprises
Sibérie
S
ÉVÉNEMENT
CCôté Fêtes
L’événement
Jan Toye (Palm) stapt in het kapitaal
CHAM
HAMPAGNE !
쏆
DES SAVEURS TOUT CHOCOLAT
/
EDDY MERCKX
KURT MOONS
CEO Eddy
Merckx Cycles
COCTEAU EN SON NOUVEAU MUSÉE DE
DES CADEAUX
PIÈCE PAR PIÈCE
Menton
France métropolitaine Q 6 / DOM Q 6,50 / BEL Q 6,50 / CH 11 FS / A Q 8,90 / AND Q 6 / CDN $ 8,95 / D Q 8,90 / ESP Q 6,50 / FIN Q 8,90
GB £ 6,30 / GR Q 6,50 / ITA Q 6,90 / LUX Q 6,50 / MAR 70 DH / NL Q 8,25 / PORT cont Q 7 / TOM 1100 F CFP / TUN 8,40 DT / USA $ 9,95
PARTEZ EN CROISIÈRE
AVEC « CÔTÉ OUEST »
LA CLUSAZ,
MA
ANIGOD,
LE GRAN
RAND-BORNAND
Le meille
meilleur des Aravis
VIVEZ
LA MONTAGNE
AUTREMENT
FRANCE METROPOLITAINE € 5,50 /DOM € 6,50 /BEL € 6,50/ CH 11 FS / A € 8,90 / AND € 6/ CDN $ 8,95 /D € 8,90/ ESP € 6,50 / FIN€ 8,90/
GB£ 6,30 / GR € 6,50 / ITA € 6,50 / LUX € 6,50 / MAR 70 DH / NL € 8,25 / PORT cont € 6,50 / TOM 1100 F CFP / TUN 8,4 DT / USA $ 9,95
FRANCE MÉTROPOLITAINE e 6 / DOM e 6,50 / BEL e 6,50 / CH 11 FS / A e 8,90 / AND e 6,00 / CDN $ 8,95 / D e 8,90 / ESP e 6,50 / FIN e 8,90
GB £ 6,30 / GR e 6,50 / ITA e 6,50 / LUX e 6,50 / MAR 70 DH / NL e 8,250 / PORT cont e 6,50 / TOM 1100 F.CFP / TUN 8,40 DT / USA $ 9,95
DÉCEMBRE
JANVIER
2011/2012
ISSN 0025 0953
NOUVELLE
FORMULE
HUIS& TUIN • KOKEN • COUNTRY LIVING • NATUUR& WELLNESS • HOBBY
NUMÉRO 18 • DÉCEMBRE 2011 - JANVIER 2012 • BIMESTRIEL • 6 EUROS • www.cotemaison.fr
JAARGANG 10 • DECEMBER 2011 • NUMMER 74 • P509556
I d é e s - D e s i g n - É v a s i o n - A r c h i t e c t u r e - Te n d a n c e s / N°87 septembre 2011
HAUSSMANNIEN
Déco, design, archi...
Déco
50
fenêtres sur Louvre
FANTAISIES
Geschenken
op maat
Zilversmid
aan het werk
Winternevels
over Saeftinghe
Feest in huis
DE BLANCO BERGEN BIJ LE QUEYRAS • DESSERTS MET KOFFIE •
HAAL DE KERSTSFEER IN HUIS • GRONDWITLOOF, EEN KWALITEITSPRODUCT
T BELGIAN
THE
QUALITY
Q
M
MAGAZINES
ATELIER D’ARTISTE
Jours de fête
à Montparnasse
petit loft
rentrée
SPÉCIAL FÊTES
ENTRE AMIS
ORSAY
VITRINES
théâtres de rue
Un écrin
écr
pour les
p
le arts
décora
décoratifs
Cadeaux première classe
Cuir haute couture
Flûtes, du champagne !
Chic, les bûches !
Paris cadeaux
petites et grandes
tentations
Paris coulisses
TISSU
TISSUS
Accords
Accord
A
cccord
co
cor
orrd
o
désaccords
ett dés
e
dé
éss
é
au Bal
du Moulin Rouge
Paris recettes
légumes d’hier
au goût du jour
WeekWeek-end
à Barcelone
Barc
Paris quartier
GUIDE DÉCO
Une belle cheminée
Un lit habillé
7 intérieurs ultra-chic
Tissus : le retour des fties
Design enfants : 3 tendances
City guides : Tel Aviv et Beyrouth
+ 40 pages spéciales
salles de bains design
Nos
N
oss b
bonnes
bo
o
adresses
adresse
adre
adr
dresse
s
autour de
l’Opéra Garnier
IDEAT, le magazine déco nouvelle génération
DOM 7,2 € / TOM 1200 XPF / BELGIQUE, LUXEMBOURG, ESPAGNE, GRÈCE, ITALIE, PORTUGAL 7 € / ALLEMAGNE, AUTRICHE,
PAYS-BAS 9 € / FINLANDE 10 € / ROYAUME UNI 7 £ / SUISSE 12 CHF / MAROC 80 MAD / CANADA 10,50 CAD / USA 10,5 USD
THE MAGAZINES FOR SENIOR CITIZENS
NR. 277 DECEMBER 2011 (2011/12) - € 4,10
P509566 - Maandblad. Verschijnt niet in augustus.
100%
FEMMES
D’
D’EXCEPTION
en duplex
Vis op de
feestdis
www.ideat.fr
www.cotemaison.fr
➜ UW RECHTEN
Goed verzekerd
de feesten door
(BELGIUM - THE NETHERLANDS - GERMANY)
De leukste KERSTMARKTEN, ook over de grens
December 2011
Nr. 12 jaargang 22 | maandblad €4,50
Meer dan 1 miljoen lezers
www.plusonline.nl
www.plusmagazine.be
TELEVISIE
➜ De buis, nog steeds
baas in uw huis?
41x
ALS BESTE
GETEST
IN 2011
GEZONDHEID
➜ Diabetici
beter omkaderd
UW GELD
Schenk tot €5030
aan uw kinderen…
…en andere eindejaarstips
Zie pag.187
Schenken aan
het goede doel:
winst voor de
erfgenaam
‘Ik ga
door tot
ik erbij
neerval’
Simone Kleinsma
Bel & Win
30 miljoen!
Psycho
Een gezellige kerst!
Geloof,hoop
‘
’ liefde
OOK AAN DE FEESTTAFEL
Vier dagen vóór
de operatie
zijn we getrouwd
PLN12-001 1
03/11/11 15:22
MEIBOOMLAAN 33 - 8800 ROESELARE - BELGIUM
TEL. +32 51 266 111 - FAX +32 51 266 866 - WWW.ROULARTA.BE
30
The future of publishing – Print is the new digital
Successful netizens “discover” what we knew all along: print works!
Going from print to web is old news. But
web to print?
As some segments of the print media industry crumble, print lovers have a budding new
trend to hang their hopes on: successful online
entrepreneurs seem to think there is still magic
in print. And they are putting their money on it.
Websites born and raised solely in cyberspace are being reconstructed as print versions
of themselves, and are reaping a variety of ben
# " " perhaps most famously represented by web marriage mogul THE KNOT"
created its own biannual print magazine in 2000,
which became a quarterly just last year.
#

thought THE KNOT’s initial move to buy wedding
magazine publisher
Wedding Pages was a “disaster,” as Knot
cofounder and editor in chief Carley Roney puts it.
“What they didn’t realise was that the company now had relationships with 3,000 local wedding
vendors, and today, local vendors represent more
than 50 per cent of our business,” says Roney.
0
"" & %
! # forms for guidance, including the web, magazines,
books, online videos, television, mobile, and even
3
!
"%

ting with a been-there, done-that best friend,” Roney adds.
» What they didn’t realise was that the company
now had relationships with 3,000 local wedding
vendors, and today, local vendors represent more
than 50 per cent of our business. «
Carley Roney, Knot co-founder and Editor - in - Chief
Print is the new digital – The future of publishing
“Having a website means you can really understand what resonates well with your audience —
you can truly see what your reader is interested in
based on what they’re clicking on, and that can not
only help you shape your content online, but specially to do a well-edited print magazine as well,”
says Roney.
! *
3" 4
pany is decidedly still in beta with its reverse pub"
"
2
@/0=0
"
%7
+|*

print publishing.”
"1 #
and buying advice gleaned from online content,
and is largely part of an effort to grow the brand,
which already enjoys the position as the largest
!
7
#"1
=> # tween these new web-spawned magazines and
conventional print magazines lies in the production
process.
“Readers should not perceive a difference;
they should only be thinking about how well a
"1
|7
"+%"
#
7

%
has also jumped on the web-to-print bandwagon
6
4 uncompromising quality, brilliant aesthetics and noncommercial
#7
#
pendent and authentic travel and lifestyle content on the web,” as
"
9#3"

cate it just as well on glossy.
» Readers should not perceive a difference; they should only be thinking about
how well a magazine meets their needs. «
Nick Merritt, publisher
6
#
"
venture, Page’s hope for his new mag is that it’ll be “the sort of
"

hang on to for a while, or hand off to a friend because it somehow
feels essential,” said Page.
Beta promises to offer advertisers the same community ethos
7

"
best print content interwoven with a public forum.
At least that’s what Page envisions will be the successful balancing act between the two mediums.
*
*
7
success of the other.
“If you enjoy reading, or if you love to be stimulated by great
visuals, or if you are looking to be surprised, then print can still
win. If you need information, or news, or community, then the web
|*
!7
*3"
7
"mation, allowing print to “work in the other direction, carefully and
"!
%"
#
"
depth, timelessness and authority.

The article “Print is the new
digital” was ﬁrst published in:
Juan Senor/John Wilpers (editors), INNOVATIONS IN MAGAZINES
2011 WORLD REPORT. A survey by
the Innovation International
media consulting group for
FIPP. The worldwide magazine
media association, London
2011.
We thank them for the kind
permission to reproduce
this article.
31
“We urgently need to ﬁnd a way
to compensate our media when
their content is being used. It is
unacceptable that advertising
earnings gained because of that
content, should drain off to some
global leaders. Furthermore, we
need to be vigilant to not overpatronise advertising – which the
media can bring in on their own
– to avoid it becoming a threat.
Meanwhile, tax institutions should
take into account that all content
is spread through multimedia
channels. ”
Rik De Nolf, CEO Roularta Media Group, Brussels, Belgium
33
© Tiberius Gracchus - Fotolia.com
34 The future of publishing – New gatekeepers command a heavy price
a heavy price
by Claudio Giua and Mario Tedeschini Lalli
The digital era has heralded a distinct shift of power and revenues from publishers and journalists to content
brokers and technology giants like Google and Apple. Products and services which were initially welcomed
and continue to provide a good service are also a hinderance.
At the dawn of the Digital Era we were promised
a new shining world. Individuals would be empowered at the expense of agencies, institutions
and businesses that, up until then, had prevented
"
participation. This seemed especially true of the
news business, where traditional organisations
deprived of their “gatekeeping” powers would be
shunted by citizens with direct access to information and sources, or vice versa. That’s what actually happened – up to a point: old gates disappeared,
and many old gatekeepers found themselves out
of work, even though the premium content that
news publishers provided was consumed by more
people, at an increasing rate. The sustainability of
traditional business models was called into question, but new gates and gatekeepers were born.
“There is no money in digital” has been
the rallying cry for a while. Well, that is not
so: there is, in fact, quite a large amount of
» Making money out of costly premium content
provided by media companies, while at the same
time pushing those same companies out of business with doubtful tactics, is not in the best
interest of people and democracy as a whole. «
New gatekeepers command a heavy price – The future of publishing
money to be made providing information. The
problem is generally the big sums are being made
by the new gatekeepers, global players that have
no role in gathering, validating, and producing
information. Who are people who actually make
a point of the fact that they are not in the content
business, as if – whatever the truth in the
assertion – the “content” business were the only
business publishers were in. This is, of course,
not the case, as publishers are (also) in the
advertising business. Furthermore, it may be
interesting to note that about half of all Italian
online advertising revenues are estimated to go
to a supposedly “pure technology” company,
Google, who happens to be the major broker of
Google under scrutiny
Google is not the only new gatekeeper that
manages to get a cut (an improbably large one at
that) from other companies’ businesses because
mation, but it is by far the one that has attracted
most attention, even from anti-trust authorities
worldwide. It all began a couple of years ago via
a complaint before the Italian anti-trust authority
by the Italian federation of newspapers and magazines publishers (FIEG). This managed to extract
from Google new formal commitments to more
transparency in advertising, and to let publishers
" ""
beyond “in-or-out” choice.
" European, US, and Korean anti-trust authorities,
as well as attorney generals in a few American
states. Apart from South Korea (where Google
is being investigated for allegedly not allowing other search engines’ apps to be marketed
within local Android based mobile units), all
other inquiries are basically trying to assess
whether the search giant is using its dominant
position in search to out market competitors in
"
search results to position its own services at the
expenses of similar independent services, like in
the case of price comparison services, video etc,
all the while buying up actual content companies,
like the restaurant information site Zagat.
$
"
would question the usefulness of much of what
Google is doing. However, making money out
of costly premium content provided by media
companies, while at the same time pushing those
same companies out of business with doubtful
tactics, is not in the best interest of people and
democracy as a whole.
Similarly, nobody could or would question
the attractiveness and usefulness of Apple’s devices. Publishers welcomed iPhones and iPads,
seeing a new way to deliver their premium content in an innovative and friendlier environment.
However, Apple set its relationship with publishers on a complicated route, not only taking the
very substantial cut of 30% of all transactions
on their platform, but also retaining most customer data. This is not to mention the far from
transparent way in which products and apps are
approved or rejected, which sometimes even
borders on content censorship. A case in point
was the rejection of an app featuring the work of a
celebrated American editorial cartoonist because
"| ' was awarded the 2010 Pulitzer Prize, when the
#
Unfair advantages
The “Reader” function in the new OS5 operating system by Apple is another example of how
a very interesting and useful tool for the end user
%
"
6
it allows people to read a story from a website
without much of related advertising, publishers
35
36
The future of publishing – New gatekeepers command a heavy price
© Pixelwolf - Fotolia
and journalists are deprived of any revenue to be
gained in producing similar future content.
A third case is Facebook, which has clearly
become the place for information and interaction
for millions in the world. Publishers and journalists have to be on it if they wish to keep any
relevancy in the public discourse, not to men
#" 1" 6
*%
a competitor for advertising. This is all the more
problematic since it can use its gigantic members’
% % #
" "
" "
that most publishers, especially European ones,
#
prevented from gathering and using that kind of
personal data for advertising purposes.
The same problem arises with Google and
Apple. Here we have big international companies
that do international business, competing on local
markets with local companies with the advantage
of being subject to more lenient US laws.
Publishers are not seeking undue advantages,
state subsidies or protection. They are simply
" "
# " to be able to continue providing the hard stuff
of which modern democracies are built upon:
valuable, actionable knowledge for citizens.

Mario Tedeschini-Lalli
Claudio Giua
is Deputy Director
of Development and
Innovation at Gruppo
Editoriale L’Espresso.
Previously, we he was
a professional journalist, working as a
reporter and an editor.
After almost 20 years
in print he turned to
digital journalism in
1997, leading the newsrooms of Repubblica.it,
CNNitalia.it, and Kataweb.it, where he experimented with multimedia storytelling. He is a
part-time teacher of Digital Journalism at the
Urbino Journalism School.
is Director of Development and Innovation at Gruppo Editoriale
l’Espresso. He has been a reporter for LA REPUBBLICA and some local
dailies, editor-in-chief of TIRRENO, NUOVA
VENEZIA, MATTINO DI PADOVA and TRIBUNA DI TREVISO, and founder and general manager of
the digital division of Gruppo Editoriale
l’Espresso.
Giua is current vice president of the
Premium Publisher Network consortium (PPN), a member of the boards of
Fedoweb, the Italian Federation of Online Publishers, Audiweb (that certifies
online operators traffic), and OPA,
the Online Publishers Association,
Europe. He is also a consultant of Fieg,
the Italian Federation of Newspapers
Publishers, on digital issues, and president of Sistema Toscana Foundation, the digital branch of Regione Toscana.
[email protected]
[email protected]
Come over to the side
of the people who think
and act sustainably.
More sustainability – the WELT Group assumes responsibility for ensuring
just that. With our DIE WELT BEWEGEN initiative (MOVE THE WORLD),
we bring together people, organisations and businesses that all share
the same goal. We provide extensive information about all the main aspects
of the subject. We practise voluntary carbon emission compensation.
We invest in valuable projects. Read all about the sustainability measures
we and our partners have implemented at www.dieweltbewegen.de
MOVE THE WORLD. Be responsible
Companies interested in presenting themselves in this context, please contact:
[email protected]
media-impact.de
The future of publishing – The need to belong
© Nmedia - Fotolia
38
The need to belong
Technology may have changed the face of magazines and their delivery. But, essentially, the core values of
editorial excellence and design are as important as ever and remain key to winning and retaining readership.
phenomenon of VOGUE Spain, which boasts the
The key to building a community lies in developing
a sense of belonging. For Javier Pascual del Olmo,
leading Fashion and Beauty community in the
President of Condé Nast Spain, this is crystal clear:
Spanish-speaking world: “The secret to success
“An online community’s success hinges on taking
is becoming part of the daily life of VOGUE conwhat is already happening in the real world and
carrying it over to the digital environment; you
just have to provide the necessary tools and al» A community/city is born, in my view, because
ways be faithful to the principles of the brand.”
of the fact that none of us is self-sufficient.
In this regard, he stresses that in a society
Rather, we need many things from each other. «
where the individual is bombarded by the media
Plato (427 BC – 347 AD) Greek philosopher
and connected 24 hours a day, brands that are
widely-recogni1ed and have a great inuence
will prevail. Referring to the publishing market
in particular, Pascual del Olmo insists that it has
ceased to be a media business (magazines, newspasumers. You have to think about relationships in
pers, TV) to become one that is about global branding.
the long-term, care for the community as an asset,
Meanwhile, Natalia Gamero del Castillo, Managand strengthen engagement.” She goes on to point
ing Director of Condé Nast Digital, commented on the
out that “a VOGUE reader buys the magazine at her
The need to belong – The future of publishing
1. Brand value: Upholding the
brand’s values and striving to assure that
the spotlight does not wander from the
topics which are truly relevant and of
interest to the community: Fashion and
Beauty. The power of the Vogue community stems from the fact that it has always
remained faithful to its “DNA”.
4. Added value: The role of the (VOGUE)
Administrator consists of guaranteeing that the
website serves as a “meeting place” for members of
the VOGUE community. Having a close relationship
with the moderators, “listening” to the community’s concerns and needs, and providing valuable
items, ensures that being a member of the community means having a more personal relationship
to the brand, one which delivers added value. To
this end, for example, members are the very rst to
nd out about any changes slated for the website
or magazine. Also specic actions are taken, like
selecting members of the community to participate
in a special event, a photo shoot, a multimedia
production, or as a beta tester of
beauty products. These actions
serve to bolster engagement.
r
The story of the VOGUE community is one of commitment, learning, curiosity and condence. In 20== the
leading fashion and beauty-related community in the
Spanish-speaking world can claim over =0,00 0 open
threads, six million messages posted, an average of ,00
new messages daily, and a total of two million users per
month, according to Google Analytics (or = of the
female population using the
Internet in Spain, according to Nielsen NetView).
Nielsen also reports that
the VOGUE forum is the
most active in the area of
Fashion and Beauty.
The year 2004 saw
the advent of VOGUE’S
online
community,
the rst tool through
which users could discuss issues from the
magazine, share their
opinions on the latest
fashion
collections
and ask questions
about beauty treatments and products. It
was at this point when VOGUE’S
digital revolution would lead to a phase
in which conversation came to represent
the new formula.
VOGUE’S successful digital strategy
is based on the following principles:
3. Self regulation: Selecting the most
respected and active users to serve as moderators,
giving them administration and problem-solving
prerogatives. This key element allows the community to govern itself and enjoy the tools to safeguard its proper functioning. They see to, among
other things, erasing spam, preventing abuse and
monitoring so that rules are observed.
y Webe
The keys to success
2. Freedom of expression: Minimum interference (the brand only gets involved and makes
its case when necessary).
5. Listening: the administrator’s job is to lter
and prioritise relevant information for its internal
distribution.
Processes
have been improved and
problems solved thanks
to the website and social
networks.
© Gerr
newsstand, which offers her a unique experience, but her
relationship with the brand continues in her day-to-day
life, thanks to the website, iPhone and iPad applications,
social networks, and culminates at major urban events
such as the world-famous VOGUE Fashion’s Night Out.”
Gamero del Castillo sums it ups with a reection on
brands: “The success of the community stems from how
VOGUE transcends the medium or channel to become a
lifestyle.” She also highlights variables indicating that
one is on track and that the link with users is healthy,
which include, among others, “the frequency of use/
consumption and the average time spent on the website
and apps”.
More than 90% of the topics are beauty and fashion and that is the major strength
of VOGUE community
39
40 The future of publishing – The need to belong
With regards to these action principles,
Verónica Guzmán, Community Manager and
Social Media Strategist for Condé Nast Spain,
says: “Managing a community requires discipline, patience and dedication. One must be
aware of all the relevant platforms and, above
all, listen to the customers to nd out what they
really care about.”
Meanwhile, Inés Lorenzo, Director of
Vogue Digital, says that this scenario was
enriched and also complicated by the rise of
social networks: “With Facebook and Twitter
communities really came into their own, making
possible a more ongoing dialogue with our users
and facilitating closer relationships.”
tent for this channel – such as the live streaming
of a fashion show – and involving the fans/supporters of the event.”
The real success of the VOGUE community comes thanks to a great brand’s capacity
to attract and to take the lead. The community exists, whether we like it or not, and for a
brand there are two options: get involved, take
care of it, and give it a forum in which it may
develop, or ignore a reality that has a life of its
own. Because the VOGUE community predated
the advent of the technology that has made its
spectacular growth possible and its success is
the result of the need to belong.

The Social Networks
© artcop - Fotolia
In 200< VOGUE Spain
ofcially hit Facebook and
Twitter, later appearing on
Instagram too. VOGUE Spain
currently boasts 20,000
followers/fans on
social networks.
In this regard,
Jiménez emphasises the difference between internal
and external communities (through social
networks): “In the latter, the
brand’s role must be much
more active, providing exclusive and specic con-
Beatriz Sánchez Guillén
graduated with a degree in journalism
from the University of Navarra and a
Masters in Advertising and Marketing from
the Graduate Institute on ICADE. Guillén is
currently Director of Digital Operations at
Condé Nast Digital. Among other things,
she is responsible for the online marketing strategy, social media development
and mobile applications releases. With ten
years of experience in digital media companies,
her career began in the content area of the
former Recoletos Group, before moving on to
become Manager of Expansión.com. In 2007
she joined the Vocento Group as Managing
Director of ABC.es, one of the main Spanish
newspapers.
[email protected]
Dialogue
The Internet is not only producing new media, it is also changing the traditional media.
Hubert Burda Media realised this early on and established itself successfully in the
world of digital media. It is essential to shape this new world in the dialogue between
politics, society and business – with innovative media products and fair rules.
www.hubert-burda-media.com
Fotos: SPRINGER Buchmesse 2011
42 The future of publishing – Digital? Innovative? That’s so last century
The science, technology and medicine (STM) sector is not the ﬂashiest of magazine sectors. However, much
like the sectors it covers, it is at the cutting edge of publishing innovation.
Springer Science+Business Media (www.springer.
""
#"Z
"#
#
# # +""

"
57 " /000 $ 000 % "
57 6%
5" /0 & &
00/0==
"
;<0

57"
%
"
1"
# #"
#
%
""
# ' # Z% #

#
!
#'
"
5
"
"" "
| "
Digital? Innovative? That’s so last century – The future of publishing 43
#
|+
++"
+++
+|
57
5"
"""
="
STM publishers do have a digital
advantage…
!
'
"'
##"""
'
"
"
"
#
by scientists.
&
$ % # #
"
#"
#
#%$
"
#$
%
returned as results.
Retrodigitisation, open access and
eBooks
6 =<<¡ 5"4% " " $
6 /00>
$
# @
important decisions were
=
"
5" $ % ¢ = = %"8/
# "" & 8
#
"
@
to books.
"
$%
""
#
" #
%
"
"
*
# ""
"
Open access and “free”
# # " #
"
|
#
|
"
" # " $
Keeping an open mind
&
""/00>
"
57 " 5" " %" "&"
###
%"
"
were #5"
#
CEO Derk Haank explaining the Springer Book Archives project to European Commission
Vice President Neelie Kroes
44 The future of publishing – Digital? Innovative? That’s so last century
Springer’s books can be used on all eReaders
5" " /00>
" "# "
"
#
£ " ""
" " scription model.

/00 5" Z 67
" " Z
5"
!"
@ /0=0 5" 5"

$
#67
#5"$
#&
bution license.
5"
%" # " "
"
#
"
"
Springer’s professional media magazines are also available for the iPad
%
/00>
+""
+
"
The book will never die:
the Springer Book Archives
/00>
"6%$
* "
/00 # duced #

6%/00¡
=0000
##00006%

000%
'
!
0%#
working day.
"
5"
6%&# " $
"
% # #
/00 ' ¡000
/0=/
"
%
#
"
Z
"
"
#
6 #
=000005"
#
Digital? Innovative? That’s so last century – The future of publishing 45
A modern, non-restrictive
view of eBook access
"
& 6%
6%!
"
%*
6%
#"
"
"
927 %
MyCopy
QR codes are widely used for marketing at Springer
So lots of eBooks, what’s so
innovative about that?
&
"#
#
!"
"¤
&
#
!
business model.
6%"
&#
#"
#
"

#
#

"
#
"

# #
7 % +# 6% * ; /<<
"
#
%"

6%
&
" 5" 7
"
6% 5"6%&#5
%#

|7
"
%
=<
¥
"

Eric Merkel-Sobotta
is executive Vice President Corporate Communications at Springer Science+Business Media,
Berlin.
Eric has spent most of his career in corporate
communications and public affairs/lobbying
functions, or as an external agency advisor in
Brussels, Washington and Berlin. He is a Founding
Member and Member of the Board (2003-2009) of
Stichting Lezen & Schrijven, Princess Laurentien
of the Netherlands’ foundation to combat adult
illiteracy in the Netherlands. Since 2008, he
has been Chair of the International Association
of STM Publishers (STM) Communications
Group. In 2009, he was elected to the Board of
the Börsenverein’s Berlin-Brandenburg chapter
and to the Board of STM. Since September
2010, he has been the Chairman of the Board of
STM. Eric is a Belgian and US citizen, is married
and lives in Berlin.
[email protected]
“Independence is the most
important prerequisite for
journalism. Any influence on
content by governments or
political parties restricts the
freedom of the press and will
be disapproved by readers.
Journalistic independence and
quality will only be financially
viable if two sources of revenue
are available: advertising and
readers who pay for journalistic content published on the
Internet as well as on paper.
Therefore, EU politicians must
promote the economic viability
of Europe’s publishing sector
to maintain journalistic independence and quality across
Europe.”
Dr Mathias Döpfner, Chairman & CEO Axel Springer AG, Berlin, Germany
47
48 Publishing in a democracy
Publishing
in a democracy
Publishing in a democracy 49
Publishing in a democracy
50
in Europe
55
Dick Molman, CEO Sanoma Media
Netherlands, Amsterdam,
The Netherlands
56
what readers want
60
Magazines in schools:
an export article with potential
by Sabine Uehlein
64
Creating value by
implementing sustainability aspects
in management
by Florian Nehm
67
Michael Ringier, Chairman Ringier AG,
Zurich, Switzerland
68
and what about you?
by Anne Chéret
72
by Henrik Damén
74
green credentials
© XtravaganT - Fotolia
by Geoff Mortimore
© FotoLyriX – Fotolia
50 Publishing in a democracy – Press freedom crisis in Europe
in Europe
Repressive laws, political interference, economic pressures, physical attacks … : being a journalist in Europe
is no longer a safe and peaceful profession. Freedom of speech in the press needs urgent protection.
In January 2011 Hungary took over the rotating
EU presidency. The very same day, the country’s
new and criticised media law came in to force.
The European Commission has criticised the
legislation, which resulted in Hungary
backing down on some issues. Nonetheless, a
Media Council, whose members are appointed
by Parliament’s conservative Fidesz majority, is
to monitor all forms of media. The core of the
problem remains, since the composition and
attribut of the all-powerful Media Council remain unchanged. The OSCE has deemed the
Media Council a concentration of power without
precedent in European democracies.
If the dubious notion of “balanced reporting”
contained in the law no longer applies to blogs,
it does still concern other audiovisual media as
well as Internet linear content providers. The law
also no longer applies to foreign media “unless
they are broadcasting to the Hungarian people and
are based abroad with the aim of circumventing
Hungarian law”. It is still anyone’s guess how this
would be established.
The range of “offences” punished by the
law has been restricted slightly and centres on the
concept of incitement of hatred or discrimination.
On the other hand, journalists must still respect
“public morality” and “human dignity” – notions
51
that have yet to be dened by the Media
Council – or face astronomical nes.
Above all the Media Council,
created in December 2010, emerges
unscathed from the amendments. Yet
this body, with its utterly disproportionate attributions, is at the heart of
the controversy. Appointed directly
by the government, the Council’s
ve members all belong to the ruling
Fidesz party. Despite concerns over
its impartiality, the body has the legal
right to demand any number of condential documents from media organisations and if they are not handed over
they face a ne of ;100,000.
The recent amendments made to
the media law do not provide a single
extra guarantee that journalists’ sources
will be protected, and sanctions against media
that break the law can still go as far as a ban.
The ght for press freedom in Europe
is more urgent than ever. Free speech is seriously challenged in a number of EU Member
States. It is disturbing to see several European
Union member countries continuing to fall in
our yearly worldwide press freedom index. If it
does not pull itself together, the European Union
risks losing its position as world leader in respect
of human rights. And if that were to happen, how
could it be convincing when asking authoritarian regimes to make improvements? There is an
urgent need for European countries to recover
their exemplary status.
Greece not better than Benin
In our 2010 press freedom index, 13 of the
EU’s 27 members are in the top 20, but some of
the other 14 are ranked very low. Italy is 49th,
Romania is 52nd and Greece and Bulgaria share
place 70 with Benin and Kenya. The European
Union is not a homogenous whole as regards
media freedom. On the contrary, the gap between
good and bad performers continues to widen.
There has been no progress in several
countries where Reporters Without Borders
pointed out problems. They include, above all,
France and Italy, where events of the past year –
violation of the protection of journalists’ sources,
the continuing concentration of media ownership, displays of contempt and impatience on the
part of government ofcials towards journalists
and their work, and judicial summonses – have
conrmed their inability to reverse this trend.
The often liberticidal legislative activity
of certain EU Member States, and the new up-
© Dragan Trifunovic – Fotolia
Press freedom crisis in Europe – Publishing in a democracy
» The European Union risks losing its position as
world leader in respect of human rights. And if
that were to happen, how could it be convincing
when asking authoritarian regimes to make
improvements? «
surge in anti-press proceedings brought by political
leaders, are weakening the European freedom of
expression model. In so doing they are undermining
its external policy and the universal impact of its
values. Ireland is still punishing blasphemy with a
;25,000 ne. Romania now considers the media a
threat to national security and plans to legally censor
its activities.
In Italy, where ten or so journalists still live
under police protection, only an unprecedented
national media mobilisation’s tenacity helped to
defeat a bill aimed at prohibiting the publication
of the content of telephone call intercepts, one of
the main sources used in judicial and investigative
journalism. Although the United Kingdom still
benets from a free and high-Zuality media, its defamation laws offer grounds for assembly-line trials
brought by censors of every sort. Not only is this
counter-productive, but such actions complicate the
mission of those who, outside of the EU, are trying
to secure the decriminalisation of press offences.
The heads of European governments, like
their parliamentary colleagues, are gaining notoriety for their increasingly systematic use of
proceedings against the news media and its journalists. The latter have to endure the insults
which political leaders allow themselves to indulge in ever more freZuently in their statements,
following, in such matters, the deplorable example
of press freedom predators, and overlooking the
moral obligations inherent in their public ofce.
Publishing in a democracy – Press freedom crisis in Europe
© Rafael Ben-Ari – Fotolia
52
In Slovenia, the former Prime Minister is
competing with Silvio Berlusconi and Robert
Fico by demanding no less than ;1.5 million from
a journalist who denounced irregularities tainting certain procurement contracts. In France, the
presidential majority could not nd words harsh
enough to label journalists who inZuired into
the Woerth/Bettencourt affair. But the prize for
political meddling goes to the Greek government
which, in a manner not unlike most of the government censors, went so far as to reZuest its German
counterpart to apologise for the Greek economic
crisis headline used by the magazine STERN.
ETA in Spain and the IRA in Northern Ireland
have for years been the most dangerous threats
within the countries of the European Union. While
the terrorist activities of these two movements is
fortunately now on the wane, the media still continue to be the target of physical attacks and murders
within the European Union.
The Balkan Peninsula is still a concern,
although it has recorded major changes. Although
the legislative reforms reZuired for accession to the
EU have been adopted in most Balkan countries,
their implementation is still in the embryonic – if
not non-existent – stage. Control of the public and
private media by the calculated use of institutional
advertising budgets and the collusion between
political and judicial circles is making the work of
journalists increasingly difcult. In a precarious
situation, caught in a vice between the violence of
ultranationalist groups and authorities who have
not yet rid themselves of old reexes from the
Communist era, an increasing portion of journalists are settling for a calculated self-censorship
or a mercenary journalism which pays better, but
gradually ruins the profession’s credibility.
Blighted by maoso activities which, every
year, strengthen their nancial stranglehold on
the media sector, independent publications are
waging an ongoing battle which deserves more
sustained attention from European neighbours.
Scandinavian heavens
Fortunately, several European countries
share rst place in the index again. This year it
is Finland, Iceland, The Netherlands, Norway,
Sweden and Switzerland. They have all previously
held this honour since the index was created in
2002. These six countries set an example in the
way they respect journalists and the news media
and protect them from judicial abuse.
They even continue to progress. Iceland, for
example, is considering an exemplary bill, the
Icelandic Modern Media Initiative (IMMI), that
would provide a uniZue level of protection for the
media. Sweden distinguishes itself by its Press
Freedom Act, which has helped to create a particularly favourable climate for the work of journalists.
It does this by the strength of its institutions and
by its respect for all those sectors of society,
including the media, whose role in a democracy
is to Zuestion and challenge those in positions
of power.
Press freedom crisis in Europe – Publishing in a democracy
53
Becoming a member of the EU is not easy.
Candidate states must live up to the political criteria, which includes paying full respect to human rights and fundamental freedoms. These
reZuirements, of course, apply eZually to countries that are already full members, but today the
Union has no tools to control how these rights
are respected in practice.
In the eld of economic policy, the European
Union’s watchdog role is becoming more and
more important as a means to keep member
states’ nances in shape and ensure respect for
common legislation. Giving the EU an eZually
prominent role in scrutinising how fundamental
rights are respected by national governments
would be a natural next step to take. The European Commission has been given a strong mandate for dealing with fundamental rights through
the Lisbon Treaty.
At Europe’s doors, Turkey and Ukraine
are experiencing historically low rankings, the former being separated from Russia’s position only by Ethiopia. These declines can be explained, as far as Turkey
is concerned, by the frenzied proliferation
of lawsuits, incarcerations, and court sentencing
targeting journalists. Among them, there are many
media outlets and professionals which are either
Kurd or are covering the Kurd issue. Ukraine is
paying the price of the multiple press freedom violations which have broadsided the country since
February 2010 and Viktor Yanukovych’s election
as Head of State.
On May 3rd, we published an op-ed with
Birgitta Ohlsson, Swedish Minister for EU Affairs
and Democracy. Together we asked for a serious
discussion on how to deal with member states that
© Photosani – Fotolia
EU needs to discuss
press freedom
» Although the United Kingdom still benefits
from a free and high-quality media, its defamation laws offer grounds for assembly-line trials
brought by censors of every sort. «
compromise fundamental rights, including press
freedom. Freedom of speech was once born in
Europe, and it must be preserved for future
generations. The EU has an obligation to hold
the torch of freedom high in a world where the
majority of mankind cannot speak freely. We
hope our call was listened to and discussion
already started among European governments.

Jean-François Julliard
37, born in Bordeaux, France, studied
cinema, broadcasting and journalism in Paris and has a Higher Specialised Studies Diploma in journalism
techniques from the French Press Institute of the University of Paris 2.
He joined Reporters Without Borders as
a member of the Asia desk in 1998 and
was head of the Africa desk for several
years before being appointed head of
research in 2004 and deputy secretarygeneral in the spring of 2008. He played an
active role in the campaign for a boycott of
the opening ceremony of the 2008 Beijing
Olympic Games, participating in the protest at the Olympic torch-lighting ceremony
in Olympia.
He was appointed Reporters Without Borders
secretary-general on 28 September 2008.
[email protected]
“Establishing the framework for magazine media is about shaping the transition of publishers to digital content
houses in a new competitive landscape.
This process should be stimulated by
legislation, leaving room for trial and
innovation. To make sure publishers
continue to play a fundamental role in
society the government should strive
towards a ﬂexible working relationship.
Such a business environment should
not be constrained by restrictive laws,
especially when it concerns rapidly
developing new areas. Instead, the
framework should protect (IP) and set
boundaries for a promising innovative
new business context. Such a model
could tap new economic growth.”
Dick Molman, CEO Sanoma Media Netherlands, Amsterdam, The Netherlands
55
© ISO K photography, Fotolia.com
56 Publishing in a democracy – Health and information: what readers want
what readers want
One downside of the digital age is the proliferation of junk journalism. Speed of news has its place,
but clarity and quality journalism will never go out of fashion.
Working as a journalist is still a privilege. Such phrases as “being
at the service of citizens and of information” do not sound any
different today than they did when I started my career. There
is no rhetoric in them; they are a fact, a guideline, as much
as preventing, treating, and healing are still the main creed of
physicians. A creed that belongs to the citizens in Italy and all
over Europe, readers-patients have two simple demands: clear,
high-quality information.
Quality in the press is like a dress that never falls out of
fashion, it’s just left in the wardrobe occasionally, at times when
someone thinks that information can be produced by laymen, by
impromptu “journalists”.
This may happen on the web, whenever fake
“news” – unchecked, recycled, even stolen (perhaps from the press itself) – appears. Checking
sources and cross-control of the news, core principles of journalism schools, are too often surrendered to the need for speed in the digital world:
thus mistakes are more likely to be broadcast and
taken as fact on the Internet.
At the time of going to press, according
to a “piece of news” on the Internet, allegedly
2
should have been erased by an earthquake. The
Health and information: what readers want – Publishing in a democracy
usual blunder, you will say; yet such blunders have an immediate impact. Lots of people didn’t go to work and agro-tourist fa
2!"
%
up deserted due to whole families running away out of concern
about this possible unfortunate occurrence.
As to inferences in medicine, every time we read on the web
(and it happens – alas – too often) that there is a treatment for
cancer, whereas actually there is not (or it is just experimental),
we give or take hope from patients, causing tangible and immediate damage.
This is all down to the lack of quality reporting. And
publishers do know that true quality costs money. So sooner or
later, a bespoke garment, perhaps temporarily stored in the wardrobe of information, will be retrieved, because tailor-made and
mass-produced one cannot compete. Quality, then, is up to us –
publishers and journalists.
Clarity is essential
We now come to clarity, another feature
that goes hand in hand with quality. There is no
Z
2 to understand what we write without effort: the
language of truth is simple and straightforward,
and leaves no doubts or unanswered questions.
While technique and loyalty towards the readers are obviously paramount, they are also part
of the basics of our job: a well-trained author
can explain even the most complicated medical
concept clearly, and without omissions.
» Tools will change, but work on quality
and information will not «
In my 25-year professional career I have seen lots
of garments stored in wardrobes and then retrieved in the
press world: we owe this to readers, who tend to reward
high-quality publications and sooner or later discard the ones
that have “forgotten” how high-quality press is produced. They
are like well-informed patients, who will never sign consent
forms they are not sure about, no matter how valuable the tests
promise to be.
And this is going to happen on the web too: according to
Professor Umberto Veronesi (whom I interviewed on page 92).
mation and for more information. And, in fact, newspaper and
magazine websites – the branded ones – boast an utterly different
level of trustworthiness. I trust internet-based journalism and its
future, but stronger foundations need to be built – and those on
which most newspapers rely provide a good example.
The future should then allow a new form of collaboration between technologies and journalism. One example is the
arrest of Dominique Strauss-Khan, director of the Monetary Fund, charged with
rape. The news came like a thunderbolt
through Twitter, almost in real time. This
appeared an apparent defeat for the press.
And then within two hours what could
have been a severe digital blunder-infer sites of two major American newspapers:
true, he was arrested, not in a hotel but
rather on an aircraft. And so forth, but a
“so forth” full of accuracy and quality.
Twitter had actually been more timely,
but within two hours the press did its job
too, checking the sources and clarifying
the news. This is the future: reporters will
not only walk on real roads, but on electronic ones as well. Tools will change, but
work on quality and information will not.
It will just get tougher and faster.
Restrictive laws cause for concern
However, legislators need to beware of too
restrictive laws that actually hamper the freedom
of the press and, as a consequence, the quality
and clarity of information in the name of a legitimate need to protect the readers-patients. Thus,
+1+
+| "
the content of an article, the risk is huge.
Some time ago, at Starbene, we wanted to
write an article on the pros and cons of aspirin,
# % 2
positive applications of this drug, while others
stressed certain risks and side effects. A piece of
© Spectral-Design, Fotolia.com
Good quality journalism
57
news, indeed. The debate in our edi
"
% headline: Aspirin, pros and cons.
Unfortunately, the law bans the
use of a drug’s trade name. Or, more
about the issue, because the trade
name can, indeed, be mentioned,
but without any advertising intent.
6
2 $ # advertising intent! Thus one competent authority rules: you can use the
name of that drug, you can even publish a photo, but you must mention
the number of the granted ministerial
authorisation. But doesn’t this give an
advertising intent to the article even if
it has (and should have) none? This is
the very idea of the authority for advertising, despite the input of the other
institution: if you state the name and
the ministerial authorisation, it is an
ad.
Who is right? And what should we do?
2 "
its name and would rightly reject a magazine publishing the headline “acetylsalicylic acid (it’s the
molecule, it can be mentioned): pros and cons”,
in blind compliance with the law. But what are
they talking about? Why don’t they call it Aspirin? Is anything wrong? What’s up? This is what
readers think (and they think the same about all
the drugs that have become part – for any reason –
of our common language, from Prozac to Viagra),
having no sense of ridicule when the law becomes
ridiculous, because they haven’t got time to waste
4&2
3
© aldan, Fotolia.com
58 Publishing in a democracy – Health and information: what readers want
look it up on Google, where the brand aspirin is
mentioned 2,220,000 times in Italian websites
alone. There, bans are “disregarded”, no control is
in place, straightforward language wins.
Of course controls are necessary, and so
are rules. But we shouldn’t enforce laws that are
ridiculous or even dangerous for citizens and for
information. And we shouldn’t make the existing
ones even stricter: we should rather try to enforce
them with common sense where quality and
clarity are badly needed, while letting journalists
and the press do their job, prepared to pay in
and at the newspaper’s stalls in terms of lost
readers whenever they do it wrong.

Alessandro Pellizzari
is a professional journalist, working in
Milan, where he was born in 1961. A former
contributor of health columns to CORRIERE
DELLA SERA, he is now the deputy editorin-chief in charge of medical columns at
STARBENE, the most popular Mondadori
monthly magazine on wellbeing and health
in Italy (1.5 million readers). He is also in
charge of the STARBENE website and of the
magazine’s Facebook page. For two years
he has been a member of the Ethical Committee of the San Paolo University Pole of
Milan – one of the most renowned public
hospitals and university research centres
of the Lombardy Region – as an informed
consent expert.
[email protected]
CUSTOMER
FOCUS
IT’S NOT ABOUT OUR MEDIA.
IT’S ABOUT PUTTING CUSTOMERS FIRST.
Sanoma Media is a media partner with a proven track
record when quality, expertise and creativity are concerned.
The starting point of all activities is putting customers first.
No matter what issue. To deliver the best, listen first.
SANOMA MEDIA: ALL EARS.
60 Publishing in a democracy – Magazines in schools
Magazines in schools: an
export article with potential
by Sabine Uehlein
This fact was emphasised some years ago
in a publication by German school authority –
the “Bildungsserver Berlin-Brandenburg”. The
quotation is favoured by the languages environment, which most certainly advocates the development of the major German project, “Magazines in schools“. Germany found itself in a state
of “PISA shock” following the publication of the
results of the PISA OECD Study 2001 due to the
poor reading performance of German schools.
As a result German educationists looked closely
at what Finland, as leader in the PISA study, had
to offer regarding reading promotion and exemplary ideas – not least in the systematic use of
magazines in schools.
That said, the German project “Magazines in
Schools” is not a Finnish export. The project had
already been planned by the Presse Grosso Foundation and Stiftung Lesen prior to the publication
35& *&
Presse Grosso has also been a partner from the
beginning – as has the Association of German
Fotos: © Stiftung Lesen/Andrea Steinbrecher
There are only a few countries in Europe which carry out educational magazine projects for schools – these,
however, are extremely successful. All the signs suggest that the practice will expand internationally.
Magazines in schools – Publishing in a democracy
Newspaper Publishers, while
the trade journal DNV DER NEUE
VERTRIEB has also been an involved media partner.
Project‘s high uptake
The high-level sponsorship for the special political
" sulting from the PISA discussions has been assumed
by the Minister of State, Dr
Bernd Neumann, Commissioner of the German Government for Culture and Media.
The minister has been patron
of the initiative for a number
of years. Following a pilot
phase in 2004, the project
was introduced nationwide
and has achieved remarkable
dimensions. Currently some
400,000 German school children take advantage of the
project: school classes receive
a free package of magazines
for one month, which is supplemented by learning material. A current study carried Young readers in Berlin enjoy their magazines and books during the project “Magazines in schools”
out by Stiftung Lesen and
the Presse Grosso Foundation, promoted by the
Patrick de Borchgrave, describes the project as
Federal Ministry for Education and Research,
follows: Both programmes address 17 to 18 year
""
##"1
which is especially evident in the case of young
title: KOS – KNACK OP SCHOOL uses the magazine
people with little reading experience. The use
KNACK, while VIF À L´ÉCOLE the magazine LE VIF/
of magazines in lessons has led to a decisive
L ÉXPRESS. The distribution principle is identical
change in the image for this particular target
group – reading has suddenly become “cool”
and simultaneously “helpful for later on in life”.
European expansion?
Perhaps, both founded and positive scien
the greater use of magazines in the educational
landscape in Europe. Because, compared to projects on the subject of “Newspapers in Schools”,
initiatives of this nature are rare. Austria and
Great Britain represent countries which have
run projects to promote daily newspaper reading, but have not run magazine projects. On the
other hand, an example of two long-standing
and successful magazine projects can be found
in Belgium. The initiator is the Roularta Media
Group, whose Director for External Relations,
» We know from the PISA (Programme for International Student Assessment) World Champions
in Reading, Finland, that it is totally normal for
newspapers and magazines to be read and discussed in Finnish schools in addition to books. «
in both projects: in the schools involved, teachers
undertake the function of a contact and receive
two copies of the magazine free of charge – one
for the preparation of the lessons, one for use
in the classroom. Additional copies can be purchased by the pupils at a considerable discount.
$
% " ing material. The take up is high: in the Flemish
part of Belgium some 450 of the 1,000 schools
61
62
Publishing in a democracy – Magazines in schools
participate, while in the Francophone part, 100
of the 400 schools are involved in the project.
And in Finland, the country which led the
PISA Study? Here, the Finnish Periodical Publishers´ Association (FPPA) operates the project
“Magazines in Education”. The planned objective is to increase reading and media competence
– and to position magazines as a target-oriented,
attractive medium. The most important of the
project‘s numerous annual events is the “School
magazine of the week”, which takes place every
year in the autumn. Schools receive free copies
of selected magazines together with accompanying learning information material. A remarkable
feature is the multimedia approach taken by the
$

#%
line offers: a cover photo service and a school
magazine machine to support the production
of the school’s own magazines. A further supplementary project module is also unique: the
project awards a prize each year for the “Media
Educator of the Year” to teachers who become
involved in an exceptional manner.
» The planned objective is to increase
reading and media competence – and to
position magazines as a target-oriented,
attractive medium. «
The “good practice” examples from Finland, Belgium and Germany are very encouraging. Can the concept of using magazines in
lessons be utilised more strongly on an international level? Corresponding steps have been undertaken in early childhood reading promotion
projects: “Bookstart“, a project for parents with
small children, which makes high-quality material available for reading aloud and for language
teaching, was developed in Great Britain – and
form by many other countries. Thus, everything
indicates that “Magazines in Schools“ will enjoy
a similar export potential.

Sabine Uehlein
M.A., 42, is Manager for Programmes
and Projects at the Stiftung Lesen in
Mainz, Germany.
Uehlein studied German philology, book
science and the science of journalism at
the universities of Erlangen and Mainz.
Following completion of her studies
(Magister Artium) in 1995, she was
employed as project manager at the
Stiftung Lesen. This was followed by
terms as head of the division for projects in
the field of “Youth and School” at the Stiftung
Lesen and as head of the complete spectrum of
“Programmes and Projects”. She was appointed
to the board of management in July 2010.
Uehlein has held numerous lectures in the field
of “Reading Promotion and Media Studies” and
has published material in relevant publications.
[email protected]
Magazines in schools – Publishing in a democracy
The Nordic example:
Why is PISA winner Finland
so successful in promoting
reading performance?
The Finnish Periodical Publishers’ Association coordinates the Magazines in Education
project, which supports the development of youth and children’s media literacy and promotes
positive attitudes towards magazines.
Magazines take over schools
This project organises annual events for schools and teachers. The most noticeable is the
“School magazine week” held each autumn, when a selection of magazines and educational materials related to magazines is distributed to schools participating in the event. The School magazine week is an excellent opportunity for magazine publishers to gain positive exposure
for their magazines among young readers.
Online programmes as teaching tools
Additionally, the project maintains two
free online programmes: The “Cover
Photo Service” and the “School Magazine
Machine” that pupils can use both independently and with the guidance of their
teachers to practice making their own
magazines. Through their active nature,
these programmes encourage children
and youths to understand the production
process, content, and industry practices
of magazines.
Finland has more magazines per capita than any other country
in the world, about 3,200 titles
The magazines as a media educator
Alongside the events, the Magazines in Education project
awards the Media Educator of the Year prize. The prize is
awarded to a person who has excelled in children’s and youth’s
media education, teaching media literacy, and, especially,
utilising magazines in teaching.
This project is an important part of national multimedia education
in Finland and, for the future of printed media, it is important
that magazines play a visible role in guiding children and youths
towards critical reading with awareness.
Maija Puska, Media education officer, Finnish Periodical
Publishers’ Association, Finland
maija.puska@aikakausmedia.fi
When it comes to the subject of their interest,
the young readers read magazines with great passion
63
© Ben Chams - Fotolia
64 Publishing in a democracy – Creating value by implementing sustainability
Creating value by
implementing sustainability
aspects in management
by Florian Nehm
It’s not enough to be a profitable media company in today’s world. To be a credible publisher you need to
demonstrate to readers, advertisers and other stakeholders, that you have a sustainable and responsible
business strategy.
Economic success is a prerequisite for a company’s strength
and independence. However, modern companies distinguish
themselves by also focusing on social and ecological conditions where added value is created. What we today understand as Corporate Responsibility (CR) and Sustainability derives from this triad. For a media company, there is also the
question of credibility. Every day, journalists deal with the
topics of economic, social and ecological responsibility and
sustainability. They inform, they advise, they scrutinise –
and they criticise.
How to implement sustainability
Five points need to be analysed early on
when considering creating sustainability:
As media companies we bear a dual responsibility. We not only
want to lead by example in our role as journalists and publishers, but also as an employer, as a
printer, as a paper purchaser– simply as a member
of society in general.
Sustainability – Publishing in a democracy
Demonstrating responsibility is something our
readers and advertising customers expect of us, it is
what talented journalists and managers who consider
working for us expect of us, and, not least, this is something shareholders and investors also expect of us.
includes transparency of standards along the digital value chain, for example, the social and ecological standards along the production chain of
digital reading devices.
# $State-of-the-art Sustainabil
2
Global Reporting Initiative (GRI). This includes
121 indicators from areas such as “social performance”, “environmental performance”, “economic performance” and “product responsibility”. GRI is also preparing some additional “sector
|
The term “stakeholder” comes from the English language. The English
word “stake” can be translated as “investment”, “holder” or “owner”. We refer to the interest groups with
which the company has a business or other relationship
as stakeholders. These include, for example, readers,
employees, suppliers, shareholders, and also communities and environmental organisations.
What is expected of
your company? Which issues are particularly interesting for readers and non-readers or even environmental organisations that deal with sustainability issues in
our industry?
For the ranking of the various concerns, you can
use various sources of information – from market research among readers and customer surveys, through
the various reader advisory boards up to the regular exchange with NGOs.
» Demonstrating responsibility is something
our readers and advertising customers
expect of us. «
!"A traditional focus
of sustainability management lies in the optimisation of
the social and ecological standards of printing paper on
which journalistic content is transported to the reader.
This means relevant aspects of the wood, pulp, paper,
printing and recycling chain.
But the more we transfer our journalistic content
via the internet and mobile readers, the more important
the footprint-analysis of digital production. This also
The secretariat of the GRI is based in Amsterdam. The organisation sees itself as an ongoing international dialogue involving a large number of stakeholders. The objectives of reporting,
according to the GRI, are transparency, standardisation and comparability.
Principles for preparing a GRI Sustainability Report:
% Emphasis on information
"
! "
nomic, environmental, and social impacts.
&
Essential topics should
be adequately covered to permit an assessment of
economic, environmental, and social performance.
Florian Nehm
is the Head of Corporate Sustainability &
EU Affairs of the German magazine and
newspaper publisher
Axel Springer AG
(axelspringer.com).
Special focus of sustainability work at Axel
Springer AG lays in the social and ecological optimisation of
the Paper Chain - from forest management to paper recycling.
Florian Nehm began his career as a journalist at Axel Springer’s
daily DIE WELT.
He earned his MS in Economics at the Colorado State University
after studying agriculture in Chile and Germany.
fl[email protected]
' The company should identify its stakeholders and explain
in the report how it has responded to their reasonable expectations and interests.
( &
) The report
should present the organisation’s performance in
the wider context of sustainable development.
Demonstrating responsibility is something
our readers and advertising customers expect of
us, it is what talented journalists and managers
who consider working for us expect of us, and,
not least, this is something regulators, shareholders and investors expect too.

65
“European policies have particular
inﬂuence on the realities of modern
media companies today. To guarantee media diversity, pluralism and
cultural diversity, we need European
politicians to provide a solid framework for developments in our sector.
Only by securing editorial freedom
and the protection of intellectual
property, will media entrepreneurs
be able to invest in the future of our
knowledge based society.”
Michael Ringier, Chairman Ringier AG, Zurich, Switzerland
67
© Petoo, Fotolia.com
68 Publishing in a democracy – We live sustainability – and what about you?
and what about you?
by Anne Chéret
Lagardère Active is going to great measures to implement its sustainable development policy (SD).
Employing a three-pronged strategy of environmental, social and societal initiatives, the company is
encouraging employees, suppliers, partners and readers to get involved.
Active’s President Denis Olivennes and inLagardère Active, which is the Lagardère Group’s
corporated in the Lagardère Group’s SD approach,
media division, is a leading company in general interest
has been embodied in the action of the Sustainable
magazines, audiovisual production, radio stations,
Development Department since 2008. Estimating
special interest television channels, the mobile sector
the ecological footprint of the company and acting
and the internet.
#
in order to reduce it, increasing employee awareits will to promote the company’s global performance,
ness of disability and diversity1, providing educa
cluding actions linked to environmental, social and
societal issues. This approach carries new oppor» The SD policy’s main goal is to fully involve not
tunities in a workplace where independence, motijust managers but all the company’s employees
vation and creativity are valued.
in applying sustainable principles through both
This threefold commitment (environmental,
internal and external actions and behaviours. «
social and societal), fully supported by Lagardère
We live sustainability – and what about you? – Publishing in a democracy
tional content to promote understandplatform, which allows member coming of opinions on sustainability,
panies to use its technology and exhave all been part of the improving
pertise to evaluate the environmental,
process implemented over the past
social and ethical performance of
three years. The SD Department is
their suppliers around the world4.
also involved in a wider process of
Finally, environmental concooperation and sharing of expericerns now form an integral part of
ences with different stakeholders,
Lagardère Active’s daily managesuch as professional federations or
ment through efforts to lower energy
organisations, public authorities, and
consumption, to increase employee
national associations, etc.
awareness of SD issues and, above all,
to reduce the company’s ecological
The SD policy’s main goal is to
footprint. Targeted actions have been
fully involve not just managers but
planned from the 2008 Carbon Audit5
all the company’s employees in applying sustainable principles through
and Lagardère Active has been carboth internal and external actions and
rying out a new Carbon Audit since
behaviours. They, thus, will all acMarch 2011.
tively contribute to making Lagardère
PLANÈTE LAGARDÈRE ACTIVE, a responsible magazine
Active a recognised player in
intended for Lagardère Active’s employees and
Promoting
stakeholders
corporate ethics and commitment that
social initiatives
respects the environment and pursues
social and societal initiatives thanks to the impetus
given by the department.
However, acting in favour of SD also involves promoting social
initiatives and fostering social cohesion. Lagardère Active is fully
aware that its SD performance hinges on its employees’ skills, and,
Environmental concerns
hence, that promoting diversity is source of corporate wealth.
¢#
#

&
"#59##
workers, women concerns and young people living in sensitive urban
most, for a leading general audience magazines
areas. Special attention is given to improve the representation of
publisher, adopting responsible paper management
disabled workers at the company by the dedicated entity “Mission
Handicap”.
throughout the production cycle; from purchasing
Therefore, being a responsible employer is one of the company’s
through to consumption and end-of-life, in col
# " laboration with the production and distribution
ensure workforce balance and diversity, promote better working
process’ players (papermakers, printers, binders,
conditions and encourage skills development.
routers). The many initiatives implemented by
Lagardère Active – whose Purchasing Department won the 2011 “Décisions Achat magazine Implementing societal initiatives
Trophée d’Argent” prize for its responsible
"'
Furthering SD at
Lagardère Active rests
+ " 3*+ *5+
on implementing societal
paper2
initiatives too. Lagardère
tody (COC)3;
Active’s
commitment
+ use of recycled paper whenever technically
to promote solidarity is
and economically feasible;
+ a reduced paper wastage rate ensured by coalso in the form of exoperation with printers and paper binders;
ternal actions. In 2010,
the company granted
+ streamlined transportation and press distrifree advertising space
bution routes;
through different media
+
"
to important humanitarsold copies by optimising the allocation of
ian, environmental and
the number of titles at retail outlets.
social causes6. Likewise,
Moreover, Lagardère Active’s calls for tender
the company set up one
and contracts incorporate the Lagardère SD Charter
dedicated entity to “Supand SD criteria to raise social and environmental
port the development,
“Waste-sorting is not a fad – it’s here to stay”,
awareness. As such, the company has formed a
emancipation and place
waste-sorting public awareness campaign
appearing in ELLE, in partnership with EcoFolio
partnership with Ecovadis, the leading collaborative
of women in society”,
69
70
Publishing in a democracy – We live sustainability – and what about you?
the ELLE*
#
support for more than 30 projects around the world
since 2004.
Finally, some Lagardère Active’s magazines
strive to raise public awareness of the sustainability
issues facing society by providing independent and
instructive information that gives readers, listeners
and viewers alike the keys to understanding today’s
world. In addition, various Lagardère Active general
audience magazines staged waste-sorting public
awareness campaigns in partnership with EcoFolio7.
Equally importantly, 2011 saw the implementation of a large scale waste-sorting project on all
company premises to optimise paper salvage. The
ongoing waste-sorting project, together with similar ones like the “sustainable printing” project,
which involved 3,000 employees in France in 2009,
epitomises Lagardère Active’s SD culture, i.e. acting in favour of environmental, social and societal
progress by involving all employees from all departments. This is why one of the SD Department’s
main goals is to empower, in line with the Human
Resources Department, every single manager and
employee to address SD issues and become part of
the process.
The SD Department endeavours to implement
new and original methods to achieve this goal and
meet employees’ expectations thanks to its SD network. For instance, from April to September 2011,
all employees were given the the opportunity of
e-learning training on climate change and carbon
audits. Conferences, training seminars, an annual
seminar for senior managers and SD Forums’
organised by the SD Management Team are also
on offer.
However, one of the SD Department’s most
noteworthy initiatives was the publication of
PLANÈTE LAGARDÈRE ACTIVE8, a responsible magazine intended for the company’s employees (more
than 10,000 issues of the magazine have been distributed among Lagardère Active’s employees,
managers and stakeholders9) with a focus on the
company’s commitment to environmental, social
and societal responsibility. Planète Lagardère Ac
# " " 4"§
Active’s SD global approach with people working
in, with, or for the company, enhancing SD visibility
and making people want to go further (for instance
through special sections on recycling aimed at
prompting the readers to sort out waste and support
the recycling process).
Thanks to this global commitment in touch
with the times, SD has become one of the main promoting instruments for Lagardère Active’s values
of creativity, boldness and independence.

Anne Chéret
is the Director of Sustainable
Development, Lagardère Active,
France. She started her career
in 1978 as Managing Controller
at the French airline UTA. In 1983
she joined Lagardère Group and
held several financial positions at
Matra, as well as at Hachette. In
1994 Chéret became Managing
Director of audiovisual activities
and then took the position of Chief
Executive Officer for the shared
services company. In 2005 she was
appointed Director of Human Resources for audiovisual activities.
Following the 2006 merger between the print and audiovisual fields,
Chéret was appointed Director of HR Development for Lagardère
Active and then, in 2008, Director of Sustainable Development.
Chéret graduated from ENSAE and INSEAD (MBA).
[email protected]
Sources
1 “Diversity is defined as the variety of ideas, cultural expressions, heritage,
opinions, thoughts, subjects and actions that are represented in society and
which originate from different sections of the community, whether defined by
race, gender, age, religion, language, physical capacity or socioeconomic or
legal status and level of education” (Final draft GRI Media Sector Supplement).
2 The wood used in paper manufacture comes from responsibly managed and
certified forests.
3 Lagardère Active obtained its own PEFC certification number for all of its
French magazines in 2011.
4 In 2010, Ecovadis evaluated suppliers who responded to calls for tender
launched in the financial year, in particular for multi-technical, multi-services
and paper markets.
5 This carbon assessment allowed to identify the impact of print activities
– which accounted for 60% of Lagardère Active’s total CO2 emissions but
represented more than 75% of the consolidated sales – compared to other
media for which CO2 emissions are linked to the upstream process.
6 Totalling the equivalent of Euro 3.9 million.
7 EcoFolio is an eco-friendly paper waste management institution that finances,
organizes and supports the collecting, sorting and recycling of paper. Entrusted
by the state in 2007, its mission of general interest underlines the fulcrum of
paper processing as a public service.
8 The SD Department called upon the talent of the internal teams at Lagardère
Custom Publishing and Lagardère Active’s journalists, as well as employees and
other individuals who agreed to collaborate to bring Planète Lagardère Active
to life.
9 Government authorities (EU, administrations, etc.), civil society (organisations,
NGOs, experts, etc.), professional organisations.
Publishing in a democracy – Let’s work together
© DAN – Fotolia
72
by Henrik Damén
Simple, sensible discussion is at the heart of producing an efficient, cost-effective print process. Paper
manufacturer Sappi makes a plea for closer cooperation between printers, publishers and paper suppliers.
Print is challenged by new media – costs are rising, revenues are
under pressure and we are all affected: paper suppliers, printers
and publishers.
The good news is that we can do more to help each other. That,
at least, is the message we are getting from our customers, the publishers, who want us to be more supportive.
Publishers also want us to be more predictable, about our pricing, for example, and to involve them when we make changes to our
paper or its availability.
As one customer recently put it: we don’t want surprises. And
he is right. Partners need predictability.
Simplification and flexibility
Our feedback from customers also shows that there is a need
to simplify. One approach is to co-ordinate print schedules where
possible and print more jobs in the same size, on the
"
Z
6
%
After all, too much uniformity is not in the interest
of the publisher. Magazines want to stand out on the
shelf and we all want to exploit what makes paper

physical presence, its appeal to the senses.
Three-party cooperation

%"
solutions, the printer and paper supplier have to
#
&
5#
a good experience when all three parties – printers,
publishers and paper suppliers – work together.
Let’s work together – Publishing in a democracy
Three-party cooperation doesn’t have to
start with complex solutions. We can begin with
practical steps that save money whilst being
easy to implement.
One example is to optimise the colour
management process. In our experience there is
always room for improvement and we can achieve
it when everyone in the process is given the right
parameters to work with.
5 procedures when publications are printed at different
locations, making sure that every party knows its
rules to guarantee consistent results.
&
" help each other analyse our processes. For exam customers’ orders when analysing the order statistics. Vice versa, we can improve our performance
if customers help us analyse our supply mistakes.
From the easier to the harder
Many of our customers believe that we must
have more exchange of information and it is clear
that we have a lot to gain if we keep up communication along the process.
This is also true when it comes to things
that are a bit harder to change, such as improved
forecasting or envisaging regular deliveries instead of holding local stocks. This is one of the
5 #" " one reel-width for several titles – one width that still
allows each magazine to be printed in its original size.
The change makes processes considerably easier for both
paper supplier and the printer and we both contribute
to the savings – a result that is only possible if all three
parties cooperate.
We can give the same kind of service, of course,
when customers want to develop a publication in a more
specialised direction, say by switching to a superior paper
and using special inserts.
The printer and paper supplier can assist by making
the special arrangements as effective as possible. Furthermore, we can accompany this with product dummies that
show alternatives in terms of paper grade, grammage,
page numbers, bindings and more.
Step by step
It is our experience from the above examples that
we don’t need grand new ideas to intensify cooperation.
&
5 # 3mance Reviews where the three parties sit together. We
% Z

What went well? What can we improve?
Every party leaves the meeting with a little ‘home%! " # 5
step, meeting by meeting, we gain a better understanding of our partners’ needs. Over time, we come up with
deeper solutions.
This way of working together comes very natural.
We can start with modest steps and take it from there.
» Step by step, meeting by meeting,
we gain a better understanding of our
partners’ needs. «
areas where we, the printers and paper suppliers, can do a better job to show possibilities, providing customers with scenarios and
cost-gain calculations.
What the above examples have in common
is that they are rather easy ways of cooperating in the sense that they don’t demand actual
changes to publications. But here, too, printer
and paper producers can be more pro-active by
showing alternatives.
Cost-gain scenarios
For example: Would a publisher consider
"#"1
"
and grammage (and giving it the same binding) if
it saved four percent of the paper cost?

Henrik Damén
is Project Manager at Sappi Fine
Paper Europe. He graduated
with a Master in Science in
Chemical Engineering in 1979.
He worked in the R&D department of Metsäliitto Industries
1979–1988 before moving to
Metsä-Serla, later M-real.
Having held a wide range of
managerial positions in the
publishing paper business,
Damén joined Sappi Fine Paper
Europe in 2009.
[email protected]
73
Publishing in a democracy – Net gain for magazines’ green credentials
© ferkelraggae - Fotolia
74
green credentials
by Geoff Mortimore
Print journalism has suffered bad press from the green lobby. However, new research shows that producing
and reading paper magazines produces surprisingly low emissions – similar to digital counterparts.
A Swedish survey has revealed that the environmental impact of reading magazines in print or
on the internet is almost the same, and surprisingly low in both cases.
This is good news for those of you wrestling with your conscience over the environmental effect of reading your favourite print magazine. To do so once a month for a year is no more
harmful than watching television for just two
hours, or driving a car eight kilometres. Furthermore, it is almost the same as reading the same
content online.
Prompted by requests from advertisers and
a desire to challenge the assumption that the
internet is greener, a survey commissioned by
the Swedish Magazine Publishers Association
has debunked the myth that it is better for the
environment if we consume our media online.
Net gain for magazines’ green credentials – Publishing in a democracy
Life cycle perspective
The survey, carried out by the research institute Innventia, compares the environmental impact of printed magazines and online magazines
#
the potential impact related to a product, from
raw material extraction until it goes to waste or
is recovered.
By identifying which stages in the life cycle
cause the most damage, it becomes possible to
""
#
"
be something of an eye opener.
For Kerstin Neld, Managing Director of the
Swedish Magazine Publishers Association, it
proved to be positively surprising, both in terms
of how low the impact of both forms of media actually is, and how small the difference is
between their respective results.
“We realised that although there have been
reports on the damage that newspapers in general
can do to the environment, there had been very little comparison with the digital world. The study
will help prepare our members and arm them with
solid evidence if the issue comes up for national
&
their carbon footprint.”
It is impossible to nullify the impact of media
consumption entirely, because information has to
be spread, whatever the means of distribution.
Journalists need environmental
training
The average Swede’s consumption creates an
environmental impact equivalent to ten tonnes of
carbon dioxide emissions per year. To read a publication for a year, either printed or online, accounts
for 0.1% of this, about 1kg of carbon dioxide.
The greatest burden on the environment from
printed publications comes during the process of
making paper. In this respect, the electricity mix
is key to determining the level of impact, and varies widely from country to country, but it is sig
5
Europe.
In terms of consumption, the more time one
spends reading online, the greater the impact becomes in relation to printed material.
Editorial personnel, in both printed and digital
media, also have a considerable impact, in terms of
daily costs like electricity and fuel for travel, to and
from their place of work, and in conjunction with
the news gathering and production process.
One of the many conclusions drawn by the
study is the need to make journalists more aware of
» The Swedish Magazine Publishers
Association has debunked the myth
that it is better for the environment if
we consume our media online. «
Kerstin Neld, Managing Director
of the Swedish Magazine Publishers Association
their footprint and to use more environmentally-friendly
equipment, as well as avoiding unnecessary journeys.
Simple measures, such as never leaving computers in
standby mode, are also recommended.
available to the consumer, environmental savings can
be bigger in the case of printed matter. The more people
that read the same article, the lower the impact becomes
per capita.
5 "1 #
#
#
switching on their own computer and reading the same
article online.
In real terms, the calculated emission of one kg
of carbon dioxide is similar to driving an environmentally friendly car four kilometres, or producing ten
eggs, or one litre of milk.
75
Publishing in a democracy – Net gain for magazines’ green credentials
Progressive Sweden
leads the way
The fact that the study
was carried out under Swedish conditions is important,
because the country is far
more progressive than many
of its EU counterparts. Looking after the environment is
a part of daily life in Sweden. Transport methods for
the printing industry are
stringently adhered to, while
electricity from renewable
sources is widespread and
recycling comes as second
nature to most of the population – 91% of all newspapers,
catalogues, magazines and
advertising materials are recycled, equivalent to 50 kg of
paper per person.
The tradition of subscribing to magazines is
also very common, with over 90% of the publications under the Swedish Magazine Publishers
Association umbrella sold via that model. This
"
"
of magazines sold in this way, the lower the
amount of waste, and, consequently, the impact
on the environment, becomes.
To conclude, the study proves that to read a
subscription based publication and spend the corresponding time reading one on the internet generates almost the same – low – emission of greenhouse gases.
Geoff Mortimore
is an English freelance journalist and editor based in
Stockholm, Sweden. He has
contributed articles to THE
TIMES, SUNDAY TIMES, THE SUN,
NEWSWEEK, and global magazines for the Sandvik Group,
as well as trade and business
titles. He is also a regular
feature writer for The Local
(www.thelocal.se).
[email protected]
© Yuri Arcurs – Fotolia.com
76
Exposing the myth
For Neld, there is satisfaction in redressing
the balance. “Paper gets an unnecessarily bad reputation,” she says.
“It is good to have been able to counter the
prejudiced argument that print is a danger to the
environment and to show our members, most
of whom make their money from printed publications, that they can continue to do so with a
clear conscience.”

The Voice of
Professional Publishers
Lobbying
Research
Training
Events
The PPA represents the UK’s leading
publishers who collectively produce
more than 2,500 consumer and business
magazines and journals as well as digital
media, data products and events.
Advertising
We promote the industry in all
its forms, protect members
through lobbying activities, and
advise through communications
and training.
To ﬁnd out how the PPA can
help your company, visit
ppa.co.uk or contact Mark Burr,
Head of Public Affairs, by e-mail
at [email protected]
78
Empowering citizens
Empowering
citizens
Empowering citizens
Empowering citizens
80
Magazine content. What’s the topic
of tomorrow?
83
President of the Spanish Association
of Magazines for Information (ARI)
and CEO of RBA, Spain
84
Successful campaign by publishers
and politicians fosters integration
by Dr Maria Böhmer
92
96
The power of braintainment
by Thomas Hendriks
99
© cw - Fotolia
Lars Joachim Rose, Publisher Klambt
Verlag GmbH & Cie.,
Speyer, Germany
79
80 Empowering citizens – Magazine content. What’s the topic of tomorrow?
Magazine content. What’s
the topic of tomorrow?
Magazines should not recycle news. Instead, magazines need to relate to events and offer in-depth analysis,
opinion and trends. In the Internet era it is a unique and invaluable offer.
The world will be ruled by megalopolis like
London or Shanghai. In a few years we’ll stop using email and shift to social media like Facebook.
We’ll have to work lifelong. These are just a few
examples of trends we reported in NEWSWEEK’s
latest New Year edition. In addition, in this special
issue we tried to anticipate events and people who
will make headlines in 2012.
NEWSWEEK POLSKA (published by Ringier
Axel Springer Polska) is a leading opinion magazine in Poland. Since its launch in 2001 we have
learnt how to write stories about the future. Initially for practical reasons – NEWSWEEK POLSKA
closes Fridays and comes out Mondays. As elections and many other important events take place
on weekends we are not able to report the results.
It was a major handicap. During important elections we used to arrange special (and costly) printing and distribution so we were able to catch the
results. Not anymore.
New direction
In October 2011, just one day after Polish parliamentary
elections, NEWSWEEK POLSKA came out with a cover asking: ‘Will
the new government save Poland from the fate of Greece?” We
published experts’ opinions on major challenges for the new
government, not the results. In 2010 during the presidential elections we decided to tease our readers. NEWSWEEK ran a cover with
» We are aware that the internet offers plenty
of detailed information, but few valuable and
trustworthy opinions. «
scratch off pictures of two candidates and the headline: “Scratch
off your president”. Readers’ feedback was very positive: many
people bought two copies as souvenirs. It became obvious they
Magazine content. What’s the topic of tomorrow?– Empowering citizens
did not mind the fact that we did not
report the results.
We could do it because our readers buy NEWSWEEK not to nd out who
won (they know it from the internet)
but to read analysis and trends for the
future. This proves that what used to be
magazines’ disadvantage (a lag in news
reporting compared to TV, radio and
newspapers) has become the advantage.
In times when a piece of news becomes
prehistory in hours, weekly magazines
look into future and offer a fresh perspective. Journalists working for
weeklies have done it for years. They
analyse what current events means for
the future and report trends – be it a
looming conict in the government
coalition, a geopolitical trend, a promising cancer therapy or a travel destination
which is going to be a next season’s hit.
politics, foreign relations and the social
sphere. For instance, our in-depth reports
on Belarus, Ukraine and other former
Soviet republics repeatedly served as an
agenda-setter for parliamentarians and
politicians (see the 2010 stories concerning violations of freedom of speech in
Ukraine or the situation of the Polish minority in Lithuania).
Regarding business news, we try to
build on the expertise of our reporters and
be our readers’ friendly guide through the
complex world of economics. One of our
December 2010 covers —- “The end of
oil” (gas prices will increase soon by one
third) was a commercial success. A similar success was the cover headline “Will
Swiss franc cost 4 zloty?” about the upheaval in nancial markets that caused
panic among Poles with mortgages
denominated in Swiss currency.
Setting the agenda
Social trends
Reporting trends and anticipating
the future is a niche that magazines can
inhabit. The internet and TV are concentrated on news gathering and processing. Daily newspapers are sitting
on the fence — they feel an obligation
to report yesterday’s news but are aware it may not be interesting
for its internet savvy readers. Magazines do not have to recycle
news (which does not mean we do not publish exclusive stories; on
the contrary, it’s one of our priorities). Magazines just need to refer
to the news and offer in-depth reports and analysis.
NEWSWEEK POLSKA tries to get it right. We do this on various
levels. We try to be an agenda setter in public debate in domestic
Joanna Kowalska-Iszkowska
is a managing editor with
NEWSWEEK POLSKA (Ringier Axel
Springer Poland). She has been
with NEWSWEEK POLSKA since its
launch in 2001 and worked as a
foreign desk reporter and editor.
Before joining NEWSWEEK she
worked for the GAZETA WYBORCZA
daily. She graduated from the
Warsaw University’s International Relations Institute and
studied journalism at Rutgers
University in USA.
[email protected]
NEWSWEEK POLSKA also pays a lot of
attention to social trends. Usually these
kind of stories require lots of time to
prepare as well as excellent writing and
research skills. As very often internet
sources provide neither, social trends stories are another promising segment for magazines.
Our cover with the controversial headline “Don’t
waste your time for education, nd an occupation”
stirred a big discussion in Poland. We indicated that
in current economic conditions many young people should drop popular majors like sociology or
marketing (in most cases such diplomas guarantee
nothing more than unemployment) and seek to become plumbers, hairdressers or drivers.
We are aware that the internet offers plenty of
detailed information, but few valuable and trustworthy opinions. Our science section capitalises
on this. We publish lots of stories about promising
therapies, new drugs, scientic advances that improve our health and diets etc. We also pay a lot of
attention to hi-tech topics (like our “Human 2.0”
cover about how biotechnology improves our bodies, or an illustration about future commercial galactic ights).
Connected to the internet, with instant news
on our smartphones, we often overlook what’s most
important – how our world is changing and in what
direction it’s drifting. To see it we need a better perspective. A perspective that news magazines offer.

81
Why I am a publisher 83
“I wish 2012 gives us a reduced digital
VAT to promote reading, as we have in
our paper editions.
I also want to see our rights watched
over as in any other art form. As much
as we want to share our knowledge, we
create, develop and produce content
that deserves to be paid for.”
Juan Manuel Rodrigo, President of the Spanish Association of
Magazines for Information (ARI) and CEO of RBA, Spain
84 Empowering citizens – Successful campaign by publishers and politicians fosters integration
Successful campaign by publishers and politicians fosters integration – Empowering citizens 85
Successful campaign by
publishers and politicians
fosters integration
by Dr Maria Böhmer
Working together with the German Foundation for Integration, magazine publishers are using advertising
campaigns to encourage migrants to integrate and learn German. The media is also seeking to employ more
migrants, to act as key bridge-builders with society.
Germany in July 2011, the Women’s World Cup:
The German Foundation as a response
every day the German team played, hundreds of thouto the challenges facing society
sands of fans set off to cheer them on in stadiums or
at public screenings. The fans
encountered their stars on the
My cooperation with pub» Through campaigns such as “Speak lishers began with the expanway to their destinations: Fatmire Lira Bajramaj and Celia
the language, live the life”, publish- sion of the National Integration
Okoyino da Mbabi looked
ers are seeking to appeal to the ever 3/00
time an overall strategy on inteback at them from newspaper
growing number of migrants. «
gration policy had been devised
advertisements or billboards.
in Germany. Other European
In these images, the German
countries have since followed
internationals were sticking
our example and drawn up their
out their tongues, emblazoned
with the German black-red-gold national colours, in
own integration plans. From the outset, my maxim was:
a drive to encourage migrants to learn the German
“We don’t talk about each other; we talk to each
language. The advertisement, billboard and Internet
other.” That applies in particular to the dialogue with
promotion was part of the “Raus mit der Sprache.
migrants, as well as with all other key groups, associaRein ins Leben” campaign (Speak the language, live
tions and organisations. Integration is a task for society
the life.). It was initiated by the German Foundation
as a whole.
for Integration, which was established in 2008 by the
The German magazine publishers took the initiaGerman Association of Magazine Publishers. The
tive from the start. They injected key impetus and made
message the initiative wanted to convey was: only
numerous voluntary commitments in the dialogue fothose who speak good German have any prospect of
rum I initiated for the media and integration. Furthersocial advancement in Germany. Due to their own mimore, they set another priority of their own in order to
grant background, the two football players were able
boost integration, which is of crucial importance to our
to act as role models for other migrants, thus providcountry’s future: in response to the new challenges facing excellent motivation to learn German. The bold
ing society they established the German Foundation for
motifs and the provocative imagery provided food for
Integration. As Federal Government Commissioner for
thought and prompted discussions – and were thus
Migration, Refugees and Integration, I am a committed
successful. The campaign by the German Foundation
member of the Foundation’s board. Our common goal
represents productive cooperation between magazine
is to foster exchange between people of different oripublishers and politicians.
gins and to strengthen cohesion in our country.
The Foundation’s work focuses on encouraging migrants to learn German. Only those who
can speak and read German can play an active
part in our society. Through campaigns such as
“Speak the language, live the life”, publishers are
seeking to appeal to the ever growing number of
migrants. There are now 16 million people from
migrant families living in Germany – and they
account for a growing share of the overall population. Migrants are an increasingly important
target group for newspapers and magazines. The
media is also seeking to employ more migrants
as reporters and editors: journalists from migrant
families are key bridge-builders with society and
thus a valuable addition to their ranks.
Newspaper publishers are
strong partners
Publishers’ commitment is crucial to integration: as strong partners they guarantee that
campaigns for social cohesion are noticed by the
5%
""#
the life”, which started in March 2010 with stars
such as TV presenter Collien Fernandes and the actor and musician Tyron Ricketts, was supported by
publishing houses with 200 advertisements in 100
magazines and newspaper articles. Thanks to this
great success, it was possible to persuade more stars
with foreign roots, such as the rapper Sido, the pro-
Prof. Dr Maria Böhmer
is Minister of State to the
Federal Chancellor and
Federal Government Commissioner for Migration,
Refugees and Integration
Professor Maria Böhmer
was born on 23 April 1950
in Mainz, Germany. She
read mathematics, physics,
political science and education (State examination)
and, in 1974, completed her
doctorate at the University
of Mainz.
Since 1985 she has been a member of the Christian Democratic
Union of Germany (CDU) and since 1990 a member of the German
Bundestag. Since 2001 she has held the position of Professor at
the Heidelberg College of Education.
In November 2005 Professor Böhmer took up her current
ministerial position.
© REGIERUNGonline
Without knowledge of German you can
only be an onlooker in our country
&
&
ister in Germany of Turkish origin, Aygül Özkan,
to take part in the second round in October 2010.
This politician’s career in particular showed other
migrants: “You, too, can succeed in Germany.”
We can only succeed together
I am certain that publishers
will continue to live up to their responsibility to society by fostering
integration in our country. The cooperation with the German Foundation has proved invaluable – we
make a good team. And, just as in
football, good team spirit offers
the best chance of success.

German Federal Government Commissioner for Migration, Refugees and Integration, Maria Böhmer,
and the Deutschlandstiftung Integration start a joined campaign
Successful campaign by publishers and politicians fosters integration – Empowering citizens
Karácsonyi Adományprogram
Családoknak 2011
Ringier KAPOCS Programme /
Ringier KAPOCS-Christmas
Donation Programme for Families
Ringier colleagues usually get very close to the families
they visit during the KAPOCS tours
In Királyhegyes, Ringier brought presents to a nice big family with five children
As part of its jubilee year celebrations and to mark
the Ringier Group’s 175th anniversary, Ringier Hungary launched a Corporate Social Responsibility a programme in Christmas 2008. Within the framework of the
KAPOCS programme, Ringier has donated gift packages
worth HUF 5,000,000 to 100 needy families.
The Ringier Committee, comprised of Ringier editorsin-chief and representatives of foundations sponsored
by the publisher (in the previous year), selected 25
needy families each week on the basis of readers’
letters. Employees from Ringier Hungary personally
delivered the 100 gift packages to the families. Each year
more and more colleagues want to participate in the
programme (77 in 2010), and they often add their own
gifts to the Ringier packages and go on to support the
The biggest help for this family was a washing machine that they have never had
family independently.
Every year we prepare an Info internal magazine special
edition about the Christmas donation programme in which all participants can share their thoughts.
Since 2010 we’ve teamed up with Tesco Hungary, which ensures the products for the packages within a barter contract. For us,
KAPOCS Program is a great example of a perfect CSR program combining donation and volunteering. Our employees, the foundations donated by Ringier Hungary and our business partners are all involved and help together the Hungarian society through this
KAPOCS program.
Judit Paradi, Head of Corporate and Business Communication, Ringier Hungary
87
PINK RIBBON Magazine
+
Since 2004 Sanoma has published Holland’s only charity glossy:
Pink Ribbon Magazine on behalf of breast cancer awareness.
+
All the money that is raised is for the Pink Ribbon foundation in the
Netherlands; 100% can be donated.
+
The magazine is made, every single year, for free. Free ink, paper,
distribution, no fee for resellers or fee for any creative input from
celebrities, photographers and models.
+
The past seven editions raised over Euro 5.6 million. This gave the
foundation the means for research, awareness and help for all;
breast cancer patients or women in general.
+
Every edition comes with a national advertising campaign and
commercial. Also for free are the creation and broadcasting/placements in newspapers and magazines.
+
The 8th edition was launched at the end of September 2011 and was
in stores until December.
2011
2006
2007
2010
Successful campaign by publishers and politicians fosters integration – Empowering citizens 89
Project of the POLITYKA
Weekly Foundation Scholarship
programme for young academics
Stay with us!
“Desperados” and “Stay with us!” were the two slogans we
used to accompany the launch of our grant programme on the
pages of the Polityka weekly in 2001. The desperados were
the young scientists who had decided to pursue an academic
career, despite the low earnings and cheerless prospects it
offered. Although science is a cosmopolitan pursuit which
does not respect borders, we persuaded young scientists to
stay with us, not to give up their passion, and help to establish Polish scientific institutions and train and educate their
successors.
When we inaugurated our campaign ten years ago, our objective was more a symbolic gesture to promote new scientists
than a regular programme of support for the greatest talents.
And yet over the past eleven years we have already provided The meeting of the Jury
support for 201 people. What was originally meant to be a
one-off event has developed into a permanent covenant with four participating parties. Most importantly, there are the sponsors, representatives of the world of business and finance as well as private individuals, including our editorial staff, who make
donations to the account of the POLITYKA Weekly Foundation.
The third involved party is the beneficiaries themselves, who have founded the Association of POLITYKA Beneficiaries and help
to run the entire venture by putting on an interdisciplinary scientific seminar during the annual festivities. Its intellectual output
subsequently appears in a book sponsored by Polityka.
Last, but not least, the fourth party is us, the weekly, which every year gives expression to the hope that all is not lost in Polish
science. We know very well that even the most precise mechanism for distributing money, positions and titles will not work if there is no-one on whom all these resources can be
conferred. In Polish science, we should retain young talented people by every
honest means.
About the foundation:
The Polityka Weekly Foundation is a charity.
You may choose to direct 1% of your income tax to us, which we urge you
to do. This money will go into the scholarship fund. To make your donation, all you have to do is write the name of the Foundation
and its National Court Register (“KRS”) number in your annual income tax return (“PIT”), and enter an amount that corresponds
to 1% of your tax. Your tax office will then transfer the money to us.
The information to be provided in your tax return is as follows:
Foundation name: Fundacja Tygodnika POLITYKA, 02-309 Warszawa, ul. Słupecka 6
KRS: 0000104137
ESCUELA PARA TODAS
Joana Bonet and Elena Sánchez-Fabrés founded
“Escuela Para Todas” in 2008 in Spain, joining Tina
Kieffer’s initiative to school girls around the world.
Why? Because less than a third of the children
around the world with a formal education are girls.
Because hundreds of millions of women do not have
the resources to defend themselves against forced
marriages and prostitution. The association “Escuela Para Todas” has developed a project to school
young girls, so they can become free woman and
educated women.
Projects we are helping
THE HAPPY CHANDARA SCHOOL (Cambodia)
The Happy Chandara School, located 12 kilometers
from Phnom Penh (Cambodia), nowadays has 645 students. This number will increase to more than a thousand when it inaugurates its secondary school final year classes. One hundred new young girls join the school each year. They enter in kinder garden
and are guided through their studies until they finish them and get their first job.
The aim of the school is to train woman to be reflective and able to make decisions for the future: some of them will become
doctors, professors, judges, businesswomen… The others will continue on to further, professional education, which will help
them to find a job that provides them with freedom and dignity.
THE ANATHÁ PROJECT KIKE FIGAREDO (Cambodia)
The Anathá project (Battambang, Cambodia) works to educate children who have dropped their studies or are in danger of doing
so due to work commitments. Many of these children are the only source of income for their families and have been made to
work or beg since they were four years old. Today, there are 325 children in the programme. As well as schooling the children,
they and their families are given medical examinations.
Furthermore, homes are constructed and repairs made
to houses and bathrooms of those families in need. Further aid is granted to microcredit agriculture, animal
husbandry and to set up small businesses.
WOMEN WITH FUTURE, FUNDESO (Spain)
Works with African mothers and young girls in their
host society. Trough individual training schedules and
accompanying actions the women are helped to adjust
their skills to successfully complete their formal education and advance their social integration.
They have two centres in Madrid and Badalona,
accounting for 233 women and 92 children. They
provide them with advice on future jobs, individual
psychological counselling, as well as leisure and free
activities and talks about FGM.
Who´s your
number one
for press distribution?
Let us be the number one for your titles!
We cover all aspects of press distribution for any
kind of publishing product: national and international
newsstand distribution, subscription services,
direct marketing, retail promotions, logistics and
digital solutions.
Looking for a reliable partner for all press distribution
services you need? Just give us a call!
+49.40.378 45-6170
DPV Deutscher Pressevertrieb
www.dpv.de
www.saarbach.com
DPV belongs to the publisher Gruner + Jahr.
92
Empowering citizens – The quality of the press today
Professor Umberto Veronesi is the most famous physician in Italy, and the women’s favourite. In fact, as an
oncologist specialising in breast cancer they owe him the discovery of the sentinel lymph-node, which allows
early breast cancer diagnosis as well as less invasive surgical approaches, more respectful of a patient’s looks.
A former Minister of Health, today Professor Veronesi is the founder and scientific director of Istituto Europeo
di Oncologia (European Cancer Institute), one of the most outstanding cancer institutions in the world. A large
opinion-leaders’ group was recently built in Italy to nominate Veronesi for the Nobel Prize for Medicine.
*
!
+
,
"$
! $ "
" "
"
"
"
"
" ##
-""""
% ""
#
"
"
"
"
-
*
¢
%
% " "
# 93
The quality of the press today – Empowering citizens
© Peter Atkins - Fotolia
"&
"
%"
#
%"# ! % % " #"
""#
"
%"
%

"
# " " -
$
" "
#
" $ "
##
##
#
"
&"-5 /
")
"
» I dare say that medical communi- & $
!0
cation today is no longer a choice, "
%
Z
# but rather a social duty, both in the #
6
- area of research and in its applica- $
%
tion to bed-ridden patients. «
"|
#"
" " " " "
¨

%
"
"
#

#
"
# -
" 2" 5
"
Z
"
6
$
"#
%#
#

"
"$
6!"
%
( ! ' "
7
"!
,"
5
(
/+
""1
$ | ¢
#

?#
"
¢
##
%"
"

¢ Z ' '
$
¤
-
© contrastwerkstatt - Fotolia
94 Empowering citizens – The quality of the press today
" " #
7
"
'
#
"
# "
&
!")"
!
" $$$
* % # # #
"
/ 8
&
" !!$
!
!
,(
!(
!
6
% "
!
% & "-% # # # # " "
| " # % *
! ' ' " * Z # ' ' -
Z # ! !
Alessandro Pellizzari
is a professional journalist,
working in Milan, where he
was born in 1961. A former
contributor of health
columns to CORRIERE DELLA
SERA, he is now the deputy
editor-in-chief in charge
of medical columns at
STARBENE, the most popular Mondadori monthly
magazine on wellbeing and
health in Italy (1.5 million readers). He is also in charge of the STARBENE
website and of the magazine’s Facebook page. For two years he has
been a member of the Ethical Committee of the San Paolo University
Pole of Milan – one of the most renowned public hospitals and university research centres of the Lombardy Region – as an informed
consent expert.
[email protected]
Sappi
The art of adding value
How do you create remarkable content that not only attracts, but also seduces? Developing a
paper quality that amplifies your message is what we strive for at Sappi. Challenge us to add value
to your concepts – and we will prove to you why your business will follow. Let us help you bring your
communications to the next level. We’re there to support your success.
Learn more about Sappi’s paper and services on www.sappi.com
Image compiled with entries for the Sappi Printers of the Year Awards
96
Empowering citizens – The power of braintainment
The power of
braintainment
by Thomas Hendriks
The interest in popular science is expanding rapidly with the development of techniques and education.
Dutch magazine QUEST has a unique formula to transform this knowledge. It’s called braintainment.
I love Twitter. I love the impact that 140 characters can have and the challenge it is to send out
a strong message in so few words. Don’t get me
wrong; I am not interested in where someone is,
or what someone is doing – unless that activity
really means something to the followers. I love
Twitter because it gives me a real time and mostly
straightforward opinion. Like this one:
@Tinaa: I’ve learned more today from
QUEST than I’ve learned at school.
QUEST is one of the biggest magazines in
The Netherlands with a sold circulation of around
200,000 copies monthly. QUEST is a popular
science magazine that taps into the curiosity of its
readers, driven by the curiosity of the people that
make the magazine. We are the readers; we really
» We have developed a unique way of transforming difﬁcult and inaccessible content into easy to
read, funny and reliable stories. «
are interested in what we write. And we have
#Z
"
and inaccessible content into easy to read, funny
The power of braintainment – Empowering citizens
and reliable stories. This is what we call ‘braintainment’: you learn something while you read.
And what we print is true. Our readers expect
this from us. And lo and behold when we make a
mistake! There will always be readers who will
point this out immediately.
Responsibility
Yes, this gives us a great responsibility towards our readers. We relish this because it gives
us a change to be the best at what we do. Our
understanding with our readers has grown in the
past eight years. We know what they want to
know before they know it. Please note the difference of this last statement compared to what
a lot of other magazines use: ‘everything you always wanted to know…’
But we do not underestimate our readers.
We challenge them as we do ourselves on a daily
basis. And we’ve found a formula to suit every
need and every level of intelligence. One issue
will teach you at least 30 new things. Each issue
will give you subjects to think about and things
to laugh about. Two examples: in one issue we
printed a six page story about bacteria that are resistant to antibiotics and the scientists search for
a new way to solve this problem. That was fol
"
that maybe didn’t really need to be researched,
like: ‘people are happier at weekends’, ‘drinking
heavily makes one drunk’ and ‘homeless people
prefer to live in cities and not in the country’.
Tell it like it is
QUEST is a commercial venture. We make
money by selling magazines and advertising in
those magazines. And as our readers, most advertisers know why they involve Quest in their
media plans. If possible we try to explain to them
how they can really connect with our readers. For
example, don’t just advertise that you make great,
fashionable jeans, also mention that you are developing new techniques to cut the amount of water you use to fabricate those jeans! Or when you
develop brand new electrical cars, give our readers the exclusive opportunity to test drive them!
In the past few years, the government has
also found ways to use the power of braintainment. Each year, hundreds of millions of euros
are dedicated to research in Dutch universities.
Because this is tax money, the government is
obliged to inform the public about the progress
in this research. Mostly this is done through websites, folders and not easy to read publications.
#"
They asked QUEST to develop a special magazine
about their achievements. They gave us access to
"
&
32tics. In the last two years we produced three 52
""1
9
"
of Nano Technology, Stem Cell and Tissue Engineering. The magazines were delivered free to
our 80,000 subscribers, which meant the government reached more people than they would in any
other way. And, most importantly, in a ‘language’
the public understands.
Education
Thomas Hendriks,
49, has been editor-inchief of G+J’s Dutch popular science magazine QUEST
since December 2010.
Hendriks has worked for
most leading Dutch publishers and media companies, including Sanoma,
TTG, Endemol and Eyeworks. G+J The Netherlands is located in Diemen,
near Amsterdam.
[email protected]
Having developed this unique way of trans
"
Z
"
ask us to develop a ‘QUEST for primary schools’.
TV-shows ask us to help with science tests in
the studio. Students voted us ‘number 1 student
magazine of the year’ - and could we help them
develop a popular science pub quiz? And some
readers would like us to become a weekly magazine. Sometimes we say yes, more often we stay
where and what we are. It takes time to become
great, but the effort to remain great is much harder.
And if we can’t wait to share something
important or funny with our public, there is
always Twitter.

97
“As a medium sized publisher we are
lucky to keep a very intense relationship to our readers. Therefore we are
very much concerned about providing
high quality editorial content either
in print as in digital business. European legislation needs to ensure the
economic relevance of publishing editorial quality content, in order to contribute to Europe’s democratic education and culture. Furthermore we need
a European framework which respects
the second core element of publishing: Advertising, without exaggerated
restrictions. Our main responsibility
is and will be to maintain journalistic
independence and not to harm the
existing sources of revenue.”
Lars Joachim Rose, Publisher Klambt Verlag GmbH & Cie.,
Speyer, Germany
100 Publishing. The business side
Publishing.
The business side
Publishing. The business side 101
Publishing.
The business side
102
108
Volvo Car Spain’s commitment
to magazines
by Marta Lozano
112
There’s something about print
that empowers people
by Ricardo Miranda
116
Europe pioneering the Digital High
Seas … but beware of pirates!
by Mark Millar
121
Jaromír Skopalík, President of the
Czech Publishers’ Association and
Executive Director of Bauer Media
v. o. s., Prague, Czech Republic
122
by Mark Burr
124
by Arnaud Decker
129
György Szabó, CEO Sanoma Media
Budapest, Budapest, Hungary
130
the domestic market
© womue - Fotolia
by Frances Evans
134
Opening up markets and minds
138
by Dr Oliver Gray
Everyone has the right to freedom of opinion and expression; this right includes freedom to hold opinions without
interference and to seek, receive and impart information and ideas through any media and regardless of frontiers.
Article 19 of the universal declaration of human rights (UN General Assembly on 10 December 1948)
Advertising revenue is an important pillar for media companies to ﬁnance their editorial work.
Both economic competition and economic freedom help secure journalistic independence.
3 " enced by magazines. This agenda setting is a
result of the investigative commitment of magazines: the SPIEGEL and Flick affairs, the 1999
CDU donation affair, the VW corruption scandal or the tax evasion scandal revolving around
Klaus Zumwinkel and the resulting large-scale
investigations – all were uncovered and started
by magazines.
Media in general and print media in particular play an outstanding role in a democratic
and policymakers is restricted by investigative
research through the media. German magazines continue to invest great amounts of time and effort, as well
as large parts of their editorial budget in this area: two
thirds of all journalists in Germany work for print media.
Press – Independent competition and
economic freedom
Thanks to this large number of newspaper and
magazine journalists, print media in Germany can
perform journalistic craftsmanship in a responsi
"
-
© typomaniac Fotolia
102 Publishing. The business side – Economic Independence – Journalistic Freedom
Economic Independence – Journalistic Freedom – Publishing. The business side 103
ety by not simply re-printing and distributing the wire service of news agencies, but
initiating, researching and printing their
own stories. Print media play an outstanding role as quality media for the forming of
#
quently cited German media in 2010 were all
print media.
Freedom of the press, as ensured by Article 5
of the German constitution, ensures that the
press can voice and publish their opinion freely.
#
the press is almost as important as the legal freedom of the press guaranteed in our constitution.
" economic and journalistic competition makes
# their primary duty: controlling economic and
political power. This is done substantially with
advertising revenue.
Two thirds of German journalists work for print media
Permanently employed journalists, annual average
12.000
9.000
5.520
3.680
1.500
Newspapers
Magazines
ARD/ZDF
Private
TV/radio
Online
Source: VDZ 10 Arguments for print; Deutscher Journalisten Verband (DJV)
Adverts – securing citizens’ rights
to information
© Pavel Losevsky, Fotolia
For the magazine market, this means, on
average, between 40% and 70% of magazines’
revenue is made through adverts. Even highcirculation weekly magazines often achieve
more than 50% of their revenue through
adverts. Research by the VDZ (Verband Deutscher
Zeitschriftenverleger) shows that revenue through
printed adverts and sales is declining, while the
share of revenue through online and mobile is
increasing. Nevertheless, German magazine publishers reckon that over three quarters of their
revenue will continue to arise from these classic
sources of revenue even in 2013.
In the light of economically weak times, the
decline of adverts and increasingly aggressive
» Advertising revenue ensures that quality
journalism is and remains affordable. «
negotiations with agencies and agency networks,
even publishing managers have demanded a
stronger focus on the buyer’s market, all the way to
"##3%"
this means nothing else but increasing the copy
price of a magazine. Certainly, price elasticity
is currently not being used to its fullest extent for
each title. But it is hard to imagine that this elasticity is so great for the bulk of magazines that
consumers would be willing to pay a substantially higher price for them. Directors of publishing
houses and advertising executives will be familiar with this situation in group discussions: Eight
people sit in front of a one-way mirror discussing
the editorial content of a magazine. At some point
during the discussion, no matter how high-quality
or educated the target group of the magazine is, the
comment comes: “But why does it have to include
so much advertising?” That is the moment when
the moderator puts his intention not to interfere
explains that without the advertising pages, the
magazine would be a lot thinner, also in terms
of editorial content, or would cost substantially
more. More often than not, this results in an
awkward silence.
Generally, participants in group discussions
grasp the economic structure of publishing houses
104 Publishing. The business side – Economic Independence – Journalistic Freedom
within seconds. Fewer adverts mean less editorial content and/or higher prices.
Adverts – quality control inherent to
the system
The combination of sales and adverts as the two
sources of revenue is a historically grown, successful
system that offers publishing houses limited security
4
4#
" " tion. Fewer people were willing to buy the magazine.
This generally leads to problems in advertising, because advertisers prefer magazines with high sales
and a large number of readers in their segment. When
the advertising revenue decreases, the relationship be
#
but the consequences no less grave: when advertising
revenue decreases, the editorial department has less
budget to invest. This can be seen in the staff saving
that is affecting many publishing houses at present.
Fewer copy editors are supposed to create the same
amount and quality of work. In reality, this only works
to a very limited extent before it goes to the expense
magazine. Advertising revenue has the disadvantage
of being directly linked to the economic situation
of a country, as companies reduce their advertising
volume during recessions. Nevertheless, it secures the
economic and thereby editorial freedom of the press
"#
politics. Because advertising revenue is directly and
indirectly connected to the editorial quality of a pub
"
quality of the product – as a quality control inherent to
the system. Advertising revenue ensures that quality
journalism is and remains affordable.
Advertising restrictions for or against
the readers’ protection?
Advertising bans mean living with the danger
that advertising revenue in print media are diminished
through overly restrictive politics, thereby depriving
"1
interaction described above shows that a decrease in
advertising – caused by whichever reasons – lowers
Z
4 # #
the other side. At a certain degree, this can only be
at the expense of quality, of research and ultimately
at the expense of the information
depth and diversity for readers.
Advertising restrictions for
Triangle of tension
products
such as cigarettes or
Advertising revenue – editorial freedom – advertising restrictions to protect citizens
alcohol are intended to protect
citizens, above all our youth.
Less advertising revenue
&
"
#
Ö Less editorial freedom
mechanism is as plausible as it
Advertising revenue
Editorial freedom
is simple: without the communicated feeling of freedom through
restricts
Marlboro-smoking cowboys riding their horses there is no glori
which, in turn, leads to less toLess editorial freedom
More “protection of
citizens” through
Ö Less information for
question to be asked, when using
advertising restrictions
citizens/less protection
of citizens
this logic, is whether advertising
Ö Less advertising
actually has the power to create
revenue
needs (for instance for tobacco
or alcohol) or whether it rather
directs already existent needs towards a certain brand.
Protection of citizens
Beyond this not proven
Source: IMUK
relationship between advertising
and the wakening of needs, is
the area of tension between the
of the quality of the publication. The reduced qualalleged direct protection of people through advertisity ultimately scares away readers and sales continue
ing restrictions – for instance not being confronted
to decrease.
#
"
"
'
There is no healthier – because more independent
the restriction of citizens’ rights to information. This
– source of income than the advertising revenue of a
restriction occurs directly in that people are patron-
Economic Independence – Journalistic Freedom – Publishing. The business side 105
Attitudes towards advertising
In print, TV and online media (in %)
Fully/partially agree:
Advertising is credible
32
Advertising is entertainment
31
I deliberately look at advertising
29
Advertising bothers me
28
Advertising catches my attention
Advertising misleads
23
20
30
19
22
16
48
33
19
27
30
Advertising offers an overview
Advertising can be really good
Online
TV
Print
31
42
31
36
25
Target group: German population ages 14 – 69 (59.57 m.); online users (44.06 m.)
Source: Communication Networks 14.0
ised via what they are allowed to be confronted
with in advertising. The restriction has longterm effects; it occurs indirectly, almost hidden,
in that the withdrawal of advertising money restricts the editorial freedom which is founded in
economic freedom.
Advertising money spent by the industry
is no one-way street for the advertisers either.
Frank-Michael Müller
was Managing Director of the Institut für Medien- und Konsumentenforschung (IMUK “Institute for Media and Consumer Research”)
until January 2012.
IMUK is part of Hubert Burda
Media and specialises in researching media consumption
behaviour and print advertising
effectiveness.
Furthermore, he is the spokesperson for Arbeitskreis Anzeigen
(PMA “Advertisement Association”) in the Verband Deutscher
Zeitschriftenverleger
(VDZ
“Association of German Magazine Publishers”). Before that
he worked as an advertising
manager, publishing house manager and managing director of FOCUS
Magazin Verlag.
14
3
#
high acceptance with consumers.
Magazine adverts are least likely to
bother consumers, at the same time
consumers appreciate the information conveyed in print ads and attest
them high credibility.
The above illustrates optimal
conditions for German magazine
publishers to convince advertis #
55
However, it is not quite that simple.
Whereas the advertising effects of
online advertising, such as banners, can be measured directly, for
31
instance, in the form of click rates,
31
measuring the consumption of print
#
&ditionally, magazines are often read
or browsed repeatedly over a longer
period of time. Although this is ac
#
"
verify and measure the effect of the
adverts. But, not only does the editorial content
via print adverts exhibit a more sustainable and
long-term effect on readers.
Sustainability in editorial
content and advertising effects
This is why 13 German magazine publishers
have joined together to provide evidence of print
advertising effects. Their goal is to offer partners
permanent reporting about the advertising effects of print campaigns. For numerous large advertising campaigns, the positive contribution of
print could already be proven. For instance, the
costs for an increase in likeability by one percentage point with TV advertising is many times
higher than the same increase in likeability using print media. The innovative RFID research
has delivered evidence that magazine spreads
are not only looked at once, but, on average, 1.8
times. A print advert consequently doesn’t offer
just one, but nearly two contacts per placement.
This distinguishes print advertising from TV. In
TV, a spot is aired exactly once, which means
the audience has exactly one chance to be in
contact with the advertising per placement.

LeagasDelaney.de
There are lots of exciting media. But only few that make living more intensive.
Motor Presse Stuttgart gives you all the really moving topics and themes:
cars, motorcycles, lifestyle, sports and leisure.
2Räder
RAD
ASSIC
RAD CL
M OTO R
M OTO R
Klassik
aktuell
M o to r
u to
S P O RT
M OTO R
sport a
e r ke h r
t
ra ß e nv
d spor
A U TO S t
o to r u n
a u to m
LIFE’S THERE TO TAKE ADVANTAGE OF.
D SV a k
tiv Ski
& Spor
O
n
tmagaz
in
N OW
b ö rs e
planetS
P fe rd e
CAVALL
k l et ter
r
NING
il
o u td o o
CARAVA
p ro m o b
KE
inBIKE
ealth
Ro a d B I
Mounta
Men’s H
RLD
EVUE
R ’S W O
F LU G R
rier
rt
PS
L u f tfa h
a e ro ku
er der
RUNNE
Klassik
© Volvo car Spain
108 Publishing. The business side – Volvo Car Spain‘s commitment to magazines
Volvo Car Spain’s
commitment to magazines
by Marta Lozano
Volvo Car Spain has always believed in the power of printed magazines. Far from decreasing its investment,
Volvo Spain dedicates more than twice what its premium competitors spend on magazine advertising.
The Automotive sector has always been a key one
for the advertising industry in Spain. Right after
TV (55% of total media spend) and on-line media
(17%), magazines is the third most important and
¢#5
=
of total spend by the end of 2011.
For the last four years, magazine adspend
has represented an average of 10% of total advertising investment. The current challenging
economical situation has resulted in a 20% decrease in 2008 and 2009, but the 9% increase in
2010 and accumulated 8% this year up to August
2011, brings some light. Automotive brands still
» The possibility to segment audiences
(car enthusiasts vs. design lovers vs.
families, etc…) within the total titles
offer, is one of the main reasons for
Volvo to defend its level of investment
in all sort of magazines. «
believe in the power of advertising, even though
the media plans are changing with the development of new media channels, media buying
Volvo Car Spain‘s commitment to magazines – Publishing. The business side 109
Magazines Investments
TOTAL MARKET
VOLVO
AUDI
MB
BMW
2008
5,50%
11,80%
8,30%
8,10%
6,80%
2009
4,90%
18,30%
9,00%
4,30%
4,90%
2010
4,80%
18,90%
12,90%
3,30%
4,00%
2011 (ac. August)
5,10%
14,40%
6,80%
4,50%
5,50%
Source: INFOADEX
Volvo Car Spain’s investment in media
follows the trend of other car manufacturers in
the premium segment. TV is the “king”, representing an average 60% of automotive brands
investment, followed by the daily press with
20% and then internet, radio and magazines
(with different penetration level depending on
the brands).
Volvo´s market share and Share of Voice
is far from direct competitor’s (Audi, MB and
BMW). Channel management is key for Volvo
"
dia. In the last three years, a major shift
from TV and daily press to “on-line” and
magazines has been a reality in Volvo´s
media plans.
Legal requirements
Some brands are shifting media investment
away from magazines, due to the legal require
" being communicated, the body copy required by
%"
"
space. That means less car visibility and, hence,
less attractiveness for brands’ exposure, as in the
Volvo V70 ad, for example. The Spanish regula-
Beneﬁts of
magazine advertising
In Volvo Car Spain, to increase
the consideration of our brand in the
buying process we believe heavily in
"1 #
"
Within the premium advertisers setting,
Volvo is clearly the one most committed
to this media, with an investment well
above other brands such as Audi, BMW
or Mercedes. Our Magazine adspend
around 15% of our Media Mix, dwarfs
Mercedes or BMW spend of only 5%,
YTD 2011.
The possibility to segment audiences
(car enthusiasts vs. design lovers vs.
families, etc…) within the total titles
offer, is one of the main reasons for us
to defend our level of investment in all
sort of magazines (car, lifestyle, sailing,
golf…). The quality of pictures (interior
and exterior shoots of our cars) we get
on print and the longevity of the monthly
magazines being kept in the household
(compared to a TV spot or an interactive banner) are also good reasons for our
position towards magazines.
Volvo V60 ad for lifestyle magazines
110 Publishing. The business side – Volvo Car Spain‘s commitment to magazines
tion on car specs to be stated in any printed ad
includes the price of the car shown on the image,
horsepower, CO2 emissions, consumptions, etc…
the loan conditions is required (monthly payment,
length of loan, interest rates…). The same criteria
applies if the ad includes an insurance scheme, or
a leasing offer.
In Volvo Car Spain, we believe car labeling
requirements must not apply to car advertising in
magazines. Despite creative formulas to show the
mandatory data in a non-intrusive way, consumers
"
# impacts their brand perception.
Commitment for 2012
For 2012, Volvo will keep its current commitment with most magazine titles that have proved
# ¢# "
into a new brand positioning focused on Scandinavian design, luxury and technology, the more
we see printed magazines´ role as a key one in our
media planning.
There will, for sure, be new regulations on
#
# features as car manufacturers evolve in the next
years, that might require extra copy in our advertising assets. The risk of political intervention will
Volvo XC60 Ocean Race ad for sailing magazines
Marta Lozano
graduated in Economics
and Business Administration at ICADE University
in Madrid, Spain. She has
more than 20 years’
experience in Marketing and Communication, mainly working for
multinational companies.
Lozano was Marketing
Manager for Volvo Car
Spain from October 1998
to July 2011, when he took
up the position of Head of
Digital Marketing and New Media for Volvo Cars Europe. Lozano is a
regular speaker at Marketing Congresses and a lecturer for CRM and
Digital Marketing at ESIC/ICEMD Master Degree level.
[email protected]
also be there by then, and it will affect magazines as
well as dailies, TV and interactive assets.
" +|
#
potential constraints that magazines offer to our brand.

Volvo V70 ad including ﬁnance offer
EuropeanPower
Fuelling the european economy
146,000
BUSINESS PARTNERS
€109bn
€
EUROPEAN
REVENUE
2.5 MILLION
JOBS
ENTREPRENEURS
SERVICE
PROVIDERS
Scan here for more information
DEVELOPERS
www.microsoft.eu
112 Publishing. The business side – Advertising tattoos
There’s something about
print that empowers people
by Ricardo Miranda
Advertising and magazines share a colorful and creative 200 year history. Their unique relationship remains
ﬁrmly intact, despite the emergence of new technologies
Meet Rodrigo. He’s a 38-year-old image post
producer at Brandia Central agency in Lisbon.
Rodrigo has 80% of his body covered in tattoos
and spends all day listening to Napalm Death,
Cannibal Corpse, Brutal Truth and other Grindcore Extreme Metal bands. He wears several
" and a Tomahawk haircut. He wears black t-shirts
covered with skulls and blood motifs. He’s also
one of the most gentle, sweetest people you will
meet amongst the 180 people working in this
Portuguese agency.
Like father, like daughter

" the minute you meet his six-year-old daughter. Heda
is a little princess dressed in pink who runs around
cheerfully with the kind of Disney bliss you can only
When the kids visit the Agency – Brandia Central
is famous for allowing its employees to bring their kids
to work if schools are closed, which rates the agency
as a Top Ten Best Company To Work For in Portugal
Advertising tattoos – Publishing. The business side 113
– they all want to play with Rodrigo. They
seem to be drawn by his candor. Children
have this type of sensor for sweet people.
The ultimate branding
The point is, there’s something about
print media that captivates people. Rodrigo
prints his body with the same sacred devotion with which magazines print their pages
on paper. People have been doing it since
primeval times. They feel this urge to brand
their skin, their clothes, their cave walls.
Printing is not invasion. It’s conciliation.
It allows a person to express herself in a
!
branding.
Rodrigo prints his body with the same sacred devotion with which magazines print their
pages on paper. Printing is not invasion. It’s conciliation.
Print cult
© Michele P. – Fotolia
No wonder advertising has this umbilical relationship with print. It’s about
the paper, the ink. It’s about the chemical
reaction between the two and the revelation that comes afterwards. Advertising and
magazines have a history together that goes
back almost two hundred years. They’ve
both come a long way together. Advertising wouldn’t be such a powerful marketing
communications tool without it. Magazines
would be long gone without ads.
Born in Magland
Advertising was born from newspapers and
"1 =<
#tising agencies bought media space from newspaper and magazines and sold it to companies
who were willing to advertise their products.
What started off as a media business quickly
developed into a creative business when salesman James Walter Thompson realised that he
could make more money if his agency designed
the content of the ad space. He hired writers and
#
ed to print media was born.
» The power of advertising came from
its ability to adapt the knowhow of the
sales force to the print media. «
The big breakthrough came in 1905 when an
unemployed copywriter named John Kennedy (no
blood connection to America’s “royal family”) told
Albert Lasker, owner of the prestigious Lord &
Thomas agency, that advertising was “salesmanship
in print”. The power of advertising came from its
ability to adapt the knowhow of the sales force to the
print media.
Print’s credibility gene
This was both a revelation and a revolution.
From then on, advertising would stick to print like a
teenager to a GTA computer game. Radio would come
along as a new media in the twenties, as would televi
print would always remain the backbone of advertising. It’s as if it looked to print for guidance. Print was
a place advertising could call home. The birth of its
credibility.
114 Publishing. The business side – Advertising tattoos
Print’s creative gene
Advertising’s creative revolution in
the sixties also began in print. One page ad
for a “weird” German car called the Beetle
challenged people to “think small”, something Americans wouldn’t dream of, but
their “baby boomers” teenagers got the
message. Happiness couldn’t be found on
stuff but in people. Those were the days of
Bill Bernbach, the ad guru from DDB New
York, who hired Jews, Italians and Greeks
instead of just “wasps” and urged them to
%
8?

genius art director who treated print like a
canvas and rebelled against the tyranny of
8 7 creative director everybody looked up to;
99
ative director from the Mad Men glamour
AMC TV series. Brands like Avis promised to “try
harder”. Marshall McLuhan was quoted as saying
that he found the magazine ads more stimulating than
the magazine articles.
The creative revolution travelled across the Atlantic and reached the UK where it blossomed, courtesy of the early work of the Collett Dickenson Pearce
agency. Even in England, the revolution started in
print. It went on to reach other European countries.
996 % overseas accounts and “spread the creative word”.
Ricardo Miranda
former lawyer,
has worked as
an advertising
copywriter since
1993 at Portuguese agencies
Leo
Burnett,
Edson Comunicação and FCB.
Miranda
currently works at
Brandia Central,
a leading Portuguese agency, as Brand Concept Creator.
He won the 2010 Best Portuguese Copywriter award,
teaches creative advertising and branding at IADE Lisbon and Restart Lisbon and is the author of two books
on advertising and brand communications.
[email protected]
Along came a web
Digital media is the threat to print media we all
know about. Doomsday scenarios pop up almost eve
"
to deal with. But is it the end of print media or just the
end of print media, as we know it?
The trust effect
A study published in strategy+business issue
56, entitled “Reinventing Print Media” by Matthew Egol, Harry Hawkes and Greg Springs, states
that there’s “hope on the horizon”. According to its
authors “print media have a privileged relationship
with their readers, who trust the publication’s content
and value its credibility. The decision to shop is often
triggered by that relationship. In many categories,
such as bridal magazines, fashion magazines, and
shelter titles, the ads are valuable consumer content
in their own right, trusted because of the context in
which they appear.”
Meaning that there is a bond of trust between
readers, magazine and advertising. In a billion website digital chaotic landscape, people still turn to print
media for criteria and guidance. As if they were driven
by the thought that if it is worth printing, it is worth
trusting.
The same trust effect happens with Rodrigo, a
man who’s not afraid of printing his beliefs on his
skin, saying to the world “this is me”. A man like him
must be one to admire and respect. You see, digital is
for split seconds. Print is for life.

The
BERLIN
DECLARATION
on the Future of the Digital Press
to support the appropriate business environment
for the press sector in the 21st century.
T
he Berlin Declaration was released in March 2011 by
EMMA and VDZ, the umbrella organization of
German magazine publishers. Since, it has been signed
by over 225 representatives of the periodical press from
21 countries.
As publishers adapt to changing consumption patterns, core
competences could potentially be lost through partnerships
with technological giants – such as price setting and the direct
relationship with readers through subscription management
practices. In order to address these changes, publishers have
indicated five key conditions for success.
1. Maintenance of existing press
freedoms is the minimum prerequisite
for any reasonable media policy.
2. Freedom to experiment and manage
innovative business models.
3. Strong copyright protection is
essential for a vibrant press.
4. Reduced VAT rates for digital as
well as printed press.
For more information, visit
www.berlindeclaration.eu
or scan here:
5. Fair competition and transparency
in the digital world.
© Sergii Denysov - Fotolia.com
116 Publishing. The business side – Europe pioneering the Digital High Seas
Europe pioneering the
Digital High Seas
… but beware of pirates!
by Mark Millar
The issue of scanned magazines being available on the internet is not a new one. What is new is that
with the introduction of tablet technology the user experience for digital copies of magazines has been
revolutionised and piracy is now an issue threatening the success of our digital futures.
Tablets – a wonderful opportunity
for our innovative industry
The invention of the apple iPad, and the proliferation of new tablets from rival manufacturers that
has and continues to follow, creates a wonderful
opportunity for the magazine media industry to
continue its long history of innovation. At last
there is technology that can properly showcase
the beautiful products our industry creates and
allows us to give a truly interactive experience to
the readers who passionately consume the high
quality editorial content we generate. The technology allows for embedding or links to stream
360 degree photography, video, music, and links
to buy tickets to a lm or concert, or, indeed, the
item they have chosen after reading a review in
the magazine.
The install base of tablets has grown impressively, and continues to grow exponentially.
By 30 September 2011 there had purportedly
been 40 million iPads sold – with a further 20
million expected by the end of 2011. Estimates
Publishing. The business side – Europe pioneering the Digital High Seas 117
of the predicted growth in tablets from all manufacturers is impressive, with forecasts of 300
million sales by 2014.
n the rst month of sales from the launch of
the Apple newsstand on 12 October 2011, Future
had an impressive six million downloads of its
“container apps” through which users could then
purchase issues of magazines - and digital sales
of $1million from all around the world. This
technology is truly a global opportunity for publishers and one set to increase dramatically.
The creation of quality, trusted, independent editorial content costs money. Doing so in
the digital world costs more money as it requires
greater investment in technology and innovation – as well as in generating quality content.
All magazine publishers are looking at proper
utilisation of this technology and appropriate
business models to support the high investment
required. As with print, in a competitive media
world we all want our products to be better than
our rivals’ products, and that benets the consumer.
But… undermining our business
models
The digital world is fraught with challenges. As well as the cost of investment in technology to develop digital products, the routes
to markets are controlled by major technology
companies, rather than by publishers, so the
consumer relationship is one step removed. Furthermore, there is the added threat of unlawful
copies of our products being readily available on
the internet for free or unauthorised download –
often referred to as piracy.
n order to exploit these markets as an
industry we, as publishers, must be the best
suppliers of our products digitally and this is not
possible whilst top quality PDFs of our products
are available for free from the proliferation of
pirate sites.
Internet search makes access
to pirate copies easy
The amazing service provided by internet
search engines makes nding free copies easy – and
is, therefore, more disadvantageous to our industry
than when music started grappling with piracy. Now
the user gets predicted answers, including to “free
download” and “PDF” when they start typing in
what they are searching for into the search engine.
The search results typically list thousands of links
to unlawful copies and
pirates sites – often
even before the publishers’ own sites.
Most people are
amazed when they try
this for their favourite
publications. Go on –
try now – type in “[the
name of your favourite magazine] free”…
into your favourite
search engine – and
then come back to this
article to see what we
can do as an industry
to ght back.
Typically before
our magazine is on
sale perfect digital copies are available, and
within days there are
thousands of links
and hundreds of
places to download
copies.
The Pirate
Business
These sites are very professional and, despite being organised crime, often
look like legitimate business sites for users to obtain magazines
from around the world at a xed monthly cost, or free funded by
one of the following sources of revenue:
1. Offering the products for free on slow download but
an “all you can eat” selection of magazines for a xed
monthly or annual fee which gives access to fast download speeds.
2. Advertising on the sites – often legitimate advertisers
have their adverts placed on these pirate sites by automated or deliberate agencies. This is something we have
worked hard to ensure gets cut off as a source of revenue.
Relevant online ad agencies have been very receptive to
taking appropriate action.
3. *ile downloads – pirate operators receiving signicant
nancial incentives from certain SPs for large le size
downloads.
4. Afliate revenues from other sites for click-throughs.
5. Pornography – many of the pirate sites have
pornographic images or seek to link or entice users
on to pornography sites – added brand damage
by association.
Many of them use social media very successfully to
promote their unlawful activity – and we must target this as
an industry.
118 Publishing. The business side – Europe pioneering the Digital High Seas
Notices served for the removal of infringing material (by country)
Given the vast array of magazines
available around the world providing
high quality content to consumers, in
print and audio formats, this is a shared
problem. f any one magazine publisher
gets all its magazines removed but competing titles are available from rival publishers who are less diligent, any users
of these sites will often take the easy
path and download the free rival product rather than paying for the content
they cannot obtain freely. Therefore, we
need to act as an industry – across international boundaries – to have an effect
on this global problem.
US
NL
HK
DE
SE
CA
CY
RU
CZ
UA
BE
ES
GB
VN
GI
SC
LU
CN
UN
Others
Source: CIP
A shared problem
0
10000
20000
30000
40000
50000
60000
You cannot stop the tide
Most people believe that stealing a handbag from a shop is wrong. However, many, having
paid for their broadband or other internet connection, believe
web content should be free. Whilst this is a damaging attitude
it is prevalent and in some countries viewed as a vote winner.
When the music industry faced a similar problem it tried to stop
unlawful copies and was slow to engage in embracing digital
opportunities. As a result our research indicates that even now
the vast majority of music downloads are unlawful and of the
lawful copies more than half are through Apple iTunes store.
This means that the music industry has very little control over
its digital routes to market.
But in the publishing industry we have a signicant advan-
VN
BE
ES
LU
UA
RU
GB
CN
FR
SE
CZ
TR
NL
CA
SC
US
CY
DE
GI
HK
0%
tage over the music and lm industries in our
ght against piracy – the slower penetration rate
build for tablets. When digital music les MP3
and the like) were being made available, anyone
with a computer could download and consume
the digital music le – and it is a similar story
with lm. With millions of computers around
the world the problem became an epidemic over
night. n the case of piracy of magazines, however, the scale of the problem increases with the
penetration of tablets, where the consumer experience is enhanced.
At Future we have worked hard
on anti-piracy issues, both with EMMA
and the UK association PPA, and other
UK publishers, trialling and using many
tracking and notice and takedown software solutions. We are currently using
the opyright nfringement Portal with
great success. n the last recorded month
we sent out over 8,600 notices, with a
successful removal rate of almost 80%
of unlawful copies. We have found that
search technology varies hugely in its
cost and effectiveness; because of the
lack of standards including metadata) no
one solution currently nds all infringing copies and, consequently, take down
statistics can be misleading. The results
see gures 1 and 2) show this is a global
problem and European Member States
are no better at compliance than many
other countries.
100%
On search links, we are working
with Google to implement an automatSource: CIP
Notices by country-compliance
Figure 1
20%
40%
60%
80%
Figure 2
Publishing. The business side – Europe pioneering the Digital High Seas 119
» Typically, before our magazine is on sale perfect
digital copies are available, and within days there
are thousands of links and hundreds of places to
download copies. «
ed reporting tool to exclude unlawful links from
search results. However, this requires input of the
relevant links and there are often multiple copies of
the infringing material on numerous different links,
even within the same hosting site.
We are happy to share our experiences with
the global industry as we believe only together can
we stop our industry going the same way as the music industry. So as an industry we must unite, including in discussions with search engines, internet
service providers and social media sites – and we
need legislators to help us.
So, what can be done?
Action for publishers
Given the predictions for tablet sales over the
next few years the problem is an urgent one but not
an overnight epidemic. There are lots of things that
we can do as an industry:
+ Embrace the digital revolution – but not
the copyright infringement. f we continue to innovate as we have for many
decades as an industry then the future
remains bright.
+ Recognise the growing problem of digital
piracy and embrace industry initiatives:
support EMMA and National Associations
in action – whether it is by completing
piracy surveys or lobbying legislators for
better copyright enforcement solutions.
+ Embrace technology – an industry solution
is likely to be the best x and there are
simple steps that we can take as publishers
– such as standardising metadata or using
technology such as digital ngerprinting
or watermarking) to make nding unauthorised copies easier and cheaper.
+ Consider licensing or collective licensing
for “non-pirate” unauthorised use.
+ Work with your technology teams and all
your digital distributors to ensure there are
no leaks in the digital distribution chain.
+ Share information on, and possibly bring
joint industry actions against, repeat offending sites.
+ Bring pressure to bear on search engines, internet service providers and social media sites to ensure that piracy is
not acceptable.
+
+
+
+
+
+
And we also need action from
our legislators
+
t is not that the copyright laws do
not work – it is that enforcement is
unaffordable, slow and ineffective –
please help make protection of our
copyright more consistent, accessible
and affordable!
You would not permit laws that allow consumers to
steal a handbag in a shop – please do not give exceptions to copyright that make le sharing and piracy
permissible. This is not a victimless crime.
Quality content costs money – we need to be able to
monetise what we produce to invest in products and
quality content to benet our readers.
Publishers should be focussing on innovative products
and use of the technology – stimulating new jobs rather
than having to lose jobs because of theft and the costs
of enforcement.
Ensure fair play by the giant technology companies.
Make Europe and its Member States the place to be for
creative content generation.
Lead the World in respect of copyright.
Only by working together can we thrive and ensure a
ourishing media sector in the increasingly digital world.

Mark Millar
is Company Secretary and
General Counsel of Future
plc, a leading international
special-interest and digital
media group listed on the
London Stock Exchange and
has beenactive in driving
anti-piracy measures.
Mark is Chairman of EMMA’s
Copyright Task Force, PPA’s Legal Affairs Committee the Publishers
Licensing Society and is a Director of The Copyright Licensing
Agency Limited (CLA).
[email protected]
“I would be glad if European politicians
support publishers in the current
transformation period for printed media
by not creating any further restrictions
and regulations, e. g., regarding advertising, which could significantly worsen
the situation. Politicians can provide
the most beneficial help by promoting
and supporting a legislative framework
aimed at effective copyright protection
of both, printed and digital media and
by maintaining the lowest possible VAT
rates for content distributed across
all available platforms. There needs
to be fair competition and conditions
in the digital sector and a business
environment as free as possible.
Specifically, it would help Czech
publishers if European politicians
maintain the 2011 reduced VAT rates for
printed media in the Czech Republic.”
Jaromír Skopalík, President of the Czech Publishers’ Association and
Executive Director of Bauer Media v. o. s., Prague, Czech Republic
© Anette Linnea Rasmus - Fotolia
122 Publishing. The business side – Taking the world online
by Mark Burr
A wealth of copyright content is being digitised to make it accessible to a wider audience via the internet.
What are the risks and opportunities for the magazine publishing sector?
A relatively quiet yet radical transformation is
taking place. From the Dead Sea Scrolls in Jerusalem to a sixteenth-century masterpiece by Hans
Holbein the Younger in London, cultural assets
across the globe are being converted into pixels and
HTML.
and therefore monetise, larger audiences; on the other hand there is the
potential for copyright infringement and increased costs associated
with digitising content across increasingly fragmented publishing
platforms.
Scanning of magazines
Overarching the entire debate, in rainbow type,
is Google. The search engine has made bold and direct
moves to scan and disseminate analogue works through
projects such as Google Arts and Google Books, developing close relationships with major content creators
and curators such as the Bodleian Library at Oxford in
its efforts to build an electronic repository of global sig9
6%!%
"1"6%'"!
%
!
#
and useful”, enhanced magazine archives seem a natural progression for Google.
» Online piracy and online infringement
looks to be the next big battleground for
the magazine media industry. «
ated as analogue content, in all its various forms, is
being translated into code. For magazine publishers,
this digitisation brings with it both opportunity and
risk: on the one hand there is the potential to reach,
Today, the search company is spearheading a new digitisation initiative in the
shape of the Google Cultural Institute. This
has existed as a grouping of engineers since
April 2011 but now has a physical presence
"
""!3
#Z
operations in Southern Europe, the Middle
East and Africa. CEO Eric Schmidt has said
the Cultural Institute will focus on making
content and European cultural heritage available online. One wonders what such aims, and
the vast resources of Google to achieve such
aims, means for the European Union funded
Europeana project.
With such scale and momentum behind
the digitisation movement, there is a groundswell of opportunity for magazine publishers
to reach a wider global audience with their
6
! Z remuneration for the owners of content and support for
projects such as Google Books has not been universal
" 3
across Europe have questioned the value of allowing
Google to freely re-publish their content and have con # "
"! #
digitisation work, which appears unlikely to fall under
any currently recognized EU copyright exceptions or the
5
!
What is happening in the UK
At Member State level, many national libraries continue to work on expanding their digital magazine collections. In the UK, the legal deposit system requires a copy
of each printed work published in the UK to be deposited
at the British Library and, on request, at the National Libraries of Scotland, Wales, and the University Libraries
of Oxford, Cambridge and Trinity College Dublin.
The Legal Deposit Libraries Act 2003 (the
“Act”) updated the legal framework for the UK
legal deposit system, and provides for provisions to
be introduced covering the legal deposit of digital
publications. Secondary legislation under the Act to
address the legal deposit of certain digital publications has been the subject of Consultation over the
last few years. A further Consultation on new provi
/0=/3lishers are not generally concerned about the legal
deposit of digital publications for genuine archival
and preservation purposes (provided it does not place
#
on publishers), but concerns remain over pressure
for archives to be made accessible beyond the very
limited provisions in the 2003 Act. In essence, will
access to legally deposited material give libraries a
commercial advantage over publishers who are seek-
© Peter38 - Fotolia
Taking the world online – Publishing. The business side 123
ing new markets from the digitisation and distribution of
publications within new online services?
By making content more discoverable and sharable,
digitisation also introduces the prospect of owners losing
control of who does what with their work. This, in turn,
means the threat of piracy looms large.
With the rise of the tablet computer, digital copies of
magazines can be direct substitutions for printed magazines. Magazine publishers continue to build their digital offerings, releasing an increasing number of apps and
other digital products. But there seems to be an increasing
number of illicit online services offering magazine content without the permission of, nor sharing revenue with,
the original publisher.
Online piracy and online infringement looks to
be the next big battleground for the magazine media
industry. But genuine concerns about the role of cultural
digital services, often supported by Governments with
laudable aims, remain a threat, as well as an opportunity,
for magazine publishers.

Mark Burr
Head of Public Affairs at
PPA. Mark leads on the PPA’s
government affairs, regulatory
and legal work in the UK and
EU. He is also a member of
the CLA’s License Development Committee and the
Chair of EMMA’s Publishing &
Advertising Committee.
[email protected]
© Yong Hian Lim - Fotolia
124 Publishing. The business side – Media digital migration needs low VAT incentive
by Arnaud Decker
The media are migrating to digital in their droves. But VAT, which is low to zero for print media, is 12-17%
higher for digital applications in many EU states. It’s time to level the playing field, for the sake of the media
industry and for future state budgets.
Digital is the new frontier for all European publishers.
In the case of the US market, PWC considers that consumer magazines will account for about $611 million
of digital circulation revenues by 2015, compared with
$4 million in 2010, through a variety of commercial
solutions and the development of multiple devices. It
means that an ever larger share of press consumption
will be online and, more than ever, mobile.
» Taxing the modernisation of the press
does not appear like an efficient solution
to get national budget equilibrium. «
Media digital migration needs low VAT incentive – Publishing. The business side 125
+
High quality content and reliable
brands: consumers consider the [news]
press as the most reliable news source,
whether in print or online. Some 66%
of consumers surveyed in 2010 said they
trust the news press in print and online,
while only 14% consider other sources on
the web as trustworthy sources of news
(McKinsey & Co, 2010). In a time of
change and increasing competition among
content outlets, an innovative professional
press is, more than ever, seen as one of the
pillars of trust in our democratic societies.
+ Innovation: The European press is on
time with technology. Digital is an incredible opportunity for publishers to
innovate and to improve readers’ experience. Already more than 1,300 tablet
applications for the press are available in
Europe (McPheters). Many digital versions of the magazine press already offer
more content and services (e.g. extended
interviews, exclusive videos and graphics,
etc.) than the so called “traditional press”.
In 2011 the market for large screen digital
tablets is expected to be four times bigger than the 2010 market. Gartner Group
estimates that 300M media tablets will be
sold worldwide in 2015 .
+ Digital means innovation, new
users’ experience and, eventually,
new consumers
But something is lacking in the hand of cards:
a sound and balanced scal framework.
Digital Press must benefit from a
coherent VAT regime
In 25 out of 27 Member States reduced,
super-reduced or even, sometimes zero, VAT
rates are currently applied to the printed press,
compared to only standard rates on electronic
versions. This typically means that the digital
press is being charged with rates 12-17 percentage points higher than the printed press.
Everyone can agree that this situation is
both an absurd and counter-productive distortion
between comparable content or services.
+ Absurd because it contradicts the principle of the technological neutrality of
taxation; the same content should be
taxed in the same way.
+ Counter-productive because rst it
damages the development of news
businesses capable of creating new
jobs and second it prevents the migration of an entire industry to XXI
century’s technologies.
What would be at stake in terms of
the fiscal impact?
The current legal framework should be
adapted to the economic reality of the online
market. EU Member States should have both
the possibility to apply reduced VAT rates to
the printed press and extend them rapidly to the
digital press. Unanimity between Member States
when it comes to VAT is an important measure.
Reducing VAT rates for the online press
would cause a very limited short-term impact in
terms of scal revenues for Member States, as
its market for paid-for solutions is in its infancy.
© PhotoSG - fotolia
The professional press holds
winning cards in this time of
digital migration:
126 Publishing. The business side – Media digital migration needs low VAT incentive
On the contrary, the perspective of mid-term
new revenues could be signicant for Member
States, thanks to the development of the market.
This could lead to attractive prices for online
content: a win-win situation for consumers and
professionals.
Press associations in the Member States
are presently assessing the positive impact such
measures would have on State budgets.
What is the situation right now?
In December 2010 former French Minister of Culture and MEP Jacques Toubon was
ofcially asked by French President icolas
Sarkozy to obtain the support of the Commission, the
Parliament, and the Council on the “modernisation
of the European scal rules in order to better
take into account the medium used/implemented
to disseminate cultural works”. Appointed as
roving ambassador, he has succeeded in building a dialogue with the 26 other Member States
about a potential reframing of European scal
rules.
The year 2011 has brought many major initiatives at European and national levels: in May
the Swedish parliament voted a resolution asking to apply the same VAT rates for newspapers,
books and magazines either on print or digital;
in October the European Parliament adopted a
resolution initiated by MEP David Casa (PPE,
ECO, Malta) acknowledging the need for
same VAT rates in the name of technological
neutrality.
Arnaud Decker
is Head of Public Affairs of Lagardère Active, the media division
of the French Group
Lagardère. Arnaud has
held various development and strategy
responsibilities within
Canal+ Group (19952001). He also worked
for CSA, the French regulator for TV and radio, as
Head of Research and Strategy (2002-2008).
[email protected]
It was also the year of a growing support
from key commissioners: they are conscious the
EC has a particular responsibility to ensure the
growth capacity of on-line media, which can
help build a powerful industry for Europe.
What are the next steps?
The case of the press is very specic. Its
contribution to a democratic and pluralist society has to be acknowledged when assessing
political measures. Moreover, the competition
between content available on the Internet (professional vs. non professional) and the growing impact of “hyper choice” of any kind of digital device
may hinder the press’s ability to develop.
EMMA does not underestimate the difculty
for European authorities to quickly x an agenda.
VAT is, of course, perceived as an important scal adjustment tool in times of crisis. But taxing
the modernisation of the press does not appear like
an efcient solution to get national budget equilibrium.
The European publishers cannot wait for 2015
and the revision of the 2008/8/EC directive where
changes in the European framework for electronically supplied services could be envisaged.
As John Maynard Keynes said, “the long run
is a misleading guide to current affairs. In the long
run we are all dead”. The year 2012 must be one
fostering clearer political support for the digital
migration of the press.

“The chosen magazine
is a chosen friend.”
David J. Hanger, EMMA Chairman
EMMA promotes a free, plural, diverse
and economically successful magazine media in the EU
The European Magazine Media Association (EMMA) is the unique and complete
representation of Europe’s magazine media with more than 15.000 publishing houses
in the network, publishing around 50.000 magazine titles in print and digital.
EMMA promotes key aspects of today’s and tomorrow’s magazine media sector
vis-à-vis the EU Institutions. We therefore help publishers to anticipate upcoming
regulatory challenges for their business and allow them to actively shape the
future legislative environment for their sector, in order to safeguard its future.
Also we aim to make politicians better understand the key requirements for
maintaining a vibrant and independent multiplatform magazine media across
Europe, essential for any democracy and the well-being of society.
Any question ? – Please get in touch.
EMMA – [email protected] – +32 (0)2 536 06 06
Square du Bastion 1A – 1050 Brussels, Belgium
w w w. m a g a z i n e m e d i a . e u
“We are all responsible for promoting
print media, not only as a special
industry but also as a means to freely
express ourselves. We expect European politicians to adopt this idea
and to build a social and legal framework to support these endeavours.
We ask them to regard publishers as
contributors to societal development
and to regard advertisers as essentially
important promoters of the economy.
Our ultimate goal is to benefit our consumers with authentic, trustworthy
and unmatched high quality editorial
content, which is in full harmony with
the long term interests of our societies.
Therefore, if European politicians
could grant me one wish, it would
certainly be: provide full support to the
independent, economically successful
magazine media in Europe.”
György Szabó, CEO Sanoma Media Budapest, Budapest, Hungary
130 Publishing. The business side – Going global
the domestic market
by Frances Evans
International licensing has become a profitable part of many publishers‘ businesses. It can also add
considerable kudos to brands and attract good advertising potential. But getting solid structures in
place and nuturing partnerships is crucial for success.
In recent years there has been a globalisation of
culture, making the world seem a far more familiar
place, wherever we go. Travel and communication
have become easier, we can see the same shops,
catch up on news on CNN or the BBC in whichever
#
At the same time there has been an enormous
growth in international publishing.
7"1 " the borders of their home country. Instead they
have been making global footprints and have in-
over the world.
» Good communication and an excellent working
relationship are critical to the success of your
partnership. «
US publishers, such as Hearst with their magazine COSMOPOLITAN and Condé Nast with VOGUE were
among the forerunners in the international publishing
Going global – Publishing. The business side 131
business, launching international editions as far
back as 1910. The Central European publishing
industry has followed closely on their tails with
a range of titles, from consumer, special interest,
custom publishing and the trade press, launching
international editions. Many of the markets in which
the Central European publishers have entered have
a shared regional culture, historical understanding
of Central European languages, as well as a close
proximity to the Central European market, which
has helped ease the entry into these markets.
In 2011 more than 110 new licensed titles
were launched worldwide, with many of them
licensed editions of international magazine brands.
Different routes to new markets
The internationalisation process for magazine publishers has taken place in many different
forms, from the simple export to foreign markets,
the syndication of produced content to international clients, to setting up wholly owned subsidiaries or joint ventures in new countries, as well as
by the process of licensing brands to local publishing partners. With the convergence of global
culture, international magazine publishing and licensing have become a mainstream part of many
publishers’ portfolios.
Publishers recognise the value of their brands
and their content. The fact that the consumers’
needs and desires are often very similar in other
countries beyond the domestic market has opened a
huge opportunity for publishers with strong brands
and quality content.
The outbound licensing of magazine brands
is a key tool for publishers, who wish to expand
beyond their home territory, without taking the risk
associated with setting up a wholly owned subsidiary in a new market. Aside from providing addi
#
#op a success story to prove the unique value of the
title to advertising clients, or even service those clients’ needs in their new markets. The building of an
international network can bring kudos to the brand
and prestige to its publisher in its own country.
Challenges to expect
Of course with each market you enter,
"
they bring, until the economies of scale kick
in and you have more experience dealing with
problems, which arise.
The local publishing team at home will be
needed to help you secure “assets”, such as copy-
Get the basics right
A first step towards taking your title to international markets, is to
define your core assets.
+ A publisher should have a unique and recognisable brand and
brand strategy, with a precise description of the core concept of
the title and its formula.
+ Define what text and photo content is available for use and under what conditions for the partner.
+ Define whether your concept and content is available for
print, digital, online, mobile, events, marketing.
+ Hire a good IP lawyer to register your trademarks and domain names in the relevant classes in the international markets in which you hope to launch.
+ Hire a good media lawyer who is experienced in international publishing to help you create a generic license contract
which protects your brand and your assets.
+ Create a guideline for a business plan for your brand, explaining any specifics, which need to be considered by your
partners.
+ Create a benchmarking system, to enable you to evaluate
the business plans you receive from potential partners.
+ Define the information you wish to receive from potential
partners about their markets and their business plans, so
that you do not have to keep requesting further information, e.g. size and scope of project, marketing tools to be
used during launch, market penetration, competitors, SWOT
analysis, etc.
+ Define what kind of royalty rates you wish / need to achieve
from a licensee.
+ Define the payment schedules you expect to achieve and
precisely for what the licensee should need to pay.
+ Hire a good accountant who knows the tax and reporting
regulations in your territory and the territories in which you
hope to do business, also make sure your partners are aware
of any special regulations in your market.
+ Create clear reporting formulas, so that you can benchmark
all your international editions and so that the partner clearly understands your information and reporting requirements.
rights for images, text and promotional and marketing tools. Some
colleagues may be challenged by the loss of a certain amount of
control over your product and brand, despite all the controls you
put in place during the contractual negotiations. This can lead to
concern for the reputation of your brand and company. Make sure
people in your company are on board with the idea of expanding. If
your local editorial, publishing or advertising teams are not happy
to expand your brand, then this could make the process long and dif
?#"+
#
is willing to take on the international publishing role is essential.
132 Publishing. The business side – Going global
Find out as much
about the territories you
are looking at, before
you go there. Find out
if your key advertisers
are already there and
how their business is developing. Perhaps there
may be trade fairs or
other events, which can
be useful in your launch
" "
partner.
The real key to
"
right partners in each
market. Ideally your partner should love your title and
see a great deal of potential for it in their market among
their potential readers and advertisers.
Some partners will be easier to work with than others, so it is really best to get to know your partners as well
as possible at the beginning of the process. Face to face
meetings are a key part of getting to know and understand
any potential partners and working out whether your
companies and colleagues are compatible for a long-term
partnership. Do some research on the company and the
people you will be working with; perhaps they already
work with other publishers you know who can give you
a reference. Try to understand what kind of a business or
portfolio your potential partner is trying to build and at
what speed. This should help you understand how your
brand will be integrated in their company and what level
of importance it will hold.
Both parties should understand that the launch period is critical to the success of the magazine. Creating a
dummy issue to show to potential readers and advertisers
can be ironed out during the process. Your partner should
be able to give you details about local traditions and
customs, which may affect the content you can or cannot
use.
Good communication and an excellent working relationship are critical to the success of your partnership. No
contract, business plan or brand can ensure your long-term
success more than excellent cooperation between both
partners. Beyond the transfer of know-how and ideas, the
frequent interaction between people is what will keep the
partnership in good shape.
Finally, whilst it is good to have a strategic game
plan, for where you wish to go and with whom, you
should never ignore opportunities, which may present
themselves unexpectedly along the way. Not everything
is about strategy, sometimes it all comes down to a gut
feeling and a vision for good business.
Publishers considering cross-border publishing should look to their local magazine associations
and also join FIPP, the international association for
magazine media.
FIPP has been instrumental in assisting publishers
"
The Worldwide Media Marketplace, organised by
FIPP, provides opportunities to meet licensing partners
from all around the globe, as well as informative seminars to learn more about the licensing business and how
to get started.
For general information about publishing JOY or
other Marquard Media titles, visit:
www.marquard-media.com/international-licensing.html
For general information about FIPP and the Worldwide
Media Marketplace, visit:
www.wmm.net

Frances Evans
is the International Licensing Director of
Marquard Media AG, Switzerland, a role
she took on in 2005. Evans has been with
Marquard Media, one of Central Europe’s
leading publishers of consumer titles,
since 1996.
Her responsibilities include full organisational and financial responsibility for international licensing. She is also responsible
for identifying new international business
opportunities and partners for the group and
the organisation and administration of international copyrights and legal trademarks.
Since 2008 Frances has been the spokesperson for the International Publishing Forum
in the German Magazine Association VDZ).
Prior to her current position, between 1998
and 2005 Frances was Managing Director of
Marquard Media Hungary & MAP Media Hungary (a joint venture between Marquard and
Attica Publications, Greece). During this time
she created a profitable publishing company
from a small start-up, launching and managing all lifestyle titles in the Hungarian
portfolio, including JOY, PLAYBOY, SHAPE and CKM.
After graduating with a BA hons course in
Modern Languages with International Studies from London South Bank University in
1992, Frances completed a European Business Certificate at Pforzheim Fachhochschule, Germany.
[email protected]
WORLD
MAGAZINE
TRENDS 11 12
The 17th edition of FIPP World Magazine
Trends provides readers with the most
comprehensive information available
on leading magazine markets. The book
has been compiled by FIPP through
the contribution of industry experts,
advertising agencies, research agencies,
magazine publishers and national
magazine associations.
>> NEW apps trends data
>> Key industry data on consumer
and B2B titles in 53 countries
>> Magazine adspend figures and forecasts
>> International and regional summaries
>> Listings by circulation / readership per country
>> Top magazine publishers per country
WORLD MAGAZINE TRENDS 2011/2012
ORDER FORM
Or order online at:
www.fipp.com/publications
(fax to +44 20 7404 4170)
DIGITAL EDITION
Member: £225 / Non-member: £299
£
PRINT-ON-DEMAND EDITION*
Member £260 / Non-member £334
£
Rest of the world (£17.50 per copy)
£
Member £299 / Non-member £390
£
* Purchase includes digital edition
POSTAGE & PACKING (print)
UK & Rest of Europe (£9.50 per copy)
EXCEL DATA EDITION*
* Purchase includes digital edition
SPECIAL OFFER
2010/2011 print edition only £30 (plus p&p) when you order the 2011/2012 edition
£
TOTAL: £
Method of payment
Charge my credit card
Mastercard
Visa
Amex
I enclose a cheque made payable to FIPP (cheques must be in £ UK Sterling and drawn on a UK bank)
(Amex)
Expiry date
Card number
Security code
Name on card
Signature
Date:
Order Ref (if applicable)
Please give name and billing address of card holder if different to the delivery address:
Name
Address
Post/zip code
Country
Delivery address
Name (Mr/Mrs/Ms/other)
Job title
Company
EMMA12
Address
Post/zip code
Country
Direct telephone
Mobile
Data protection We occasionally send news updates and information about FIPP activities.
Email
Tick this box if you do not wish to receive this information
Queens House, 55-56 Lincoln's Inn Fields, London WC2A 3LJ. UK. Tel: +44 20 7404 4169 Fax: +44 20 7404 4170 Email: [email protected]
«www.fipp.com/publications
© Jörg Vollmer - fotolia
134 Publishing. The business side – Opening up markets and minds
Opening up markets
and minds
The b2b media provide an essential platform for knowledge transfer and are the engine of innovative power
for industry. For business, they represent a gateway to new markets. A source of reliable and objective
information on the various business sectors, the specialist media are an aid to corporate decision making.
In today’s global environment, Europe is coming under increasing pressure. In the race against
North America and Asia, while the Old World is
still regarded as the cradle of poets, thinkers and innovators, the question remains, are there enough incentives to innovation? Are the processes in Europe
too slow or too static? Do you know how many
doors inventors, small-scale suppliers or research
+ # # %% the right person within an industrial corporation to
present their idea? That is, if they get there at all. It
also takes an age for a company to transfer an idea
from the drawing board to the market. For example, we have the case of hybrid car engines. Even
though their ideas were conceived a long time ago,
many believe European car manufacturers have allowed their Asian contemporaries to take the lead
and have been lagging behind from the start.
More dynamic momentum needed
The step from invention to innovation, the transfer of an innovation from one market to the next, overall innovation cycles and
#
"
in Europe. This requires better knowledge exchange, and this is precisely where the specialist media have an important part to play.
They represent the professional link between science and research
on the one hand, and practical, commercial application on the other.
The specialist media play a decisive role as neutral, rapid
knowledge-transfer platforms, in print, online and at trade fairs
and industry events. Prompt, direct exchange between industry
professionals is vital to promote dialogue within industries and –
even more important in today’s world – cross-industry dialogue
in areas where topics may overlap into different areas of industry.
For example, where lightweight construction crosses from aviation into car manufacture.
Opening up markets and minds – Publishing. The business side 135
The markets are changing constantly, driven by politics
and society and new sectors and segments are emerging all the
time. Take wind power, for example. The boom in renewable
energy led very quickly to an enormous injection of investment
into wind power systems. This has resulted in instant new industrial collaborations, with, for instance, transmission system
engineers, energy producers and lightweight construction professionals all working together to optimise wind power systems. It
is the specialist media that create the platforms for such rapid,
pan-European exchange between key players, quickly bringing
"
#
" Zment, through the print media, the internet and industry events.
Europe can only be a leader in technology if it can sustain a high
rate of innovation.
Vigorous markets survive
Dynamic networking is a constant requirement
for communicating new ideas to new key players.
Currently, experts in mechanical precision engineer» From textiles and building to butchery,
ing and medical specialists are working together on
new developments in medical technology. Renewhospitality, car manufacture and civil
able energy and health are just two prominent exengineering and all the rest, the specialamples of dynamic topics, encompassing all sorts
ist media provide high quality and credible
of crossovers uniting multiple sectors and industry
industry information «
professionals with little or no previous connection.

" + applications, digital construction, embedded software
or politics, wherever collaboration in these changing markets is
local market insights in the relevant countries.
needed, the specialist media are the most effective intermediary.
There are a number of current examples of this
in China and India.
One of the functions of the specialist media as partners
for industry is the creation of platforms for exchange, knowledge transfer and the acceleration of innovation transfer
Markets talk
between the new players continually emerging in today’s
dynamic markets. The specialist media are impartial communicators of ideas and interests, bringing together all those involved.
The specialist media provide a platform for
"
discussion. Whether these discussions take place
of knowledge transfer.
through print, online or at events, they can promote an industry, and this involves setting the
agenda. A glance at car manufacturers, repair
Economic bridgeheads
workshops and insurance companies bears this
out. All three have an interest in the optimisation
of damage containment in car accidents. HowGlobalisation is obviously nothing new, neither is the fact
ever, the interests of these three industry partners
that Germany is a leading international exporter. However, glocan be diametrically opposed. Here, only a skilled
balisation is gathering pace, with new markets emerging in dif
# ferent parts of the world all the time. Germany is renowned as
platforms can properly support the dialogue. Edia leader in technology. A pioneering project will attract investtors in chief of leading industry media can play
ment, so that companies follow suit and a new market emerges.
mediator and topic driver at the same time, and
All over the world, Germany is constantly entering new markets
drive forward a whole sector. This makes them the
and industries. Specialist publishers act as economic bridge " publicity media voice for organisations.
markets, make contacts, launch products and do business.
The emerging BRIC markets, in particular, are performing
Social media: outside the box
exceptionally well. German specialist publishers are expert,
" #
used this advantage to install reliable publishing platforms in
Social media are becoming increasingly sigoverseas markets, combining expertise from Germany with
136 Publishing. The business side – Opening up markets and minds
ferent sectors of large markets, such as the industrial markets, and are able to access vast data
quickly through their editorial networks.
There is a high level of duplication within
media companies, since they are composed of
teams and circles of experts, unlike the legendary lone warriors, who might just bring an important issue to public attention through means
of a blog.
© Frank Peters – Fotolia
Specialist journalism:
quality rules
receive from anywhere. This is a communication
megatrend, but in the professional domain, messages
munication partners need quick and effective access to
knowledge for their profession, since crucial business
decisions depend on this information, irrespective of
whether they relate to investment, strategy or HR. This is
where credibility and neutrality are vital.
The specialist media can develop and moderate subject forums and, in this respect, they have seized the opportunity to move away from the standard informational
reader channel to launch directly into dialogue with
consumers and key players. Setting agendas, proposing new ideas, determining positioning and identifying
those professionally involved in a particular venture are
the essence of industrial communication. This requires
independent platforms, professional media for
years’ experience.
It is even more apparent where specialist media
companies are present with multiple titles in many dif-
The job requires specialist expertise, often gained through academic study,
and involves many years’ experience
– sometimes an entire career – in an industry. It also requires media expertise,
usually acquired through vocational training or formal study of journalism, and the ability to present
industry topics in a relevant media format. Specialist
journalists spend years working with “their” industry
every day and know all the major players, stakeholders,
interests, topics and market movements. They are a part
of that industry and they live, eat and breathe it. They
occupy an impartial position and act almost as a mouthpiece of the industry to convey key messages. The job
of industry communicators is becoming increasingly
demanding as the issues become ever more complex
and the pace of technology speeds up. They must guar
%"
exchange for the markets. They are skilled communicators. From textiles and building to butchery,
hospitality, car manufacture and civil engineering and
all the rest, the specialist media provide high quality
and credible industry information. This makes them a
constituent economic force. After all, no one is
inclined to make a business decision based on a mere
smattering of knowledge.

Dr Gunther Schunk
born 1967, studied in Würzburg and Oneonta/New York, gaining a PhD in linguistics and
political science. He has spent over 15 years freelancing for media group MainPost Würzburg and worked at the Universities of Würzburg and Erlangen/Nürnberg as an assistant
lecturer from 1993 to 2009 and as a research assistant until 1999.
Dr Schunk has worked for Vogel Business Media since 1999, initially in the area of
automotive media, as a text editor, copy editor and deputy director of services.
From January 2005 to October 2007, he developed the VAM Plus in-house agency,
which provides comprehensive event and special print services, along with a range of
additional communication services for specialist media brands in the automotive sector.
On 1 November 2007, he took up his appointment as head of Communication and Corporate Marketing for Vogel Business Media. In February 2008, he joined the board membership of Vogel Business Media.
[email protected]
Presse Fachverlag –
the programme for publishing houses
The decision-maker's magazine for
press marketing & sales
The trade journal for press sales
The indispensable reference
manual for press marketing
The overview of Germany's range
of press publications
English-speaking trade journal for
the international press business
The leading specialist medium for
copyright of publication titles
Information:
Birgit Jessen, Fon: 040/60 90 09-62 • [email protected]
138 Publishing. The business side – Advertising Self-Regulation
by Dr Oliver Gray
The European Advertising Standards Alliance (EASA) has made considerable progress in regards to the self
regulation of new media advertising. But it’s not been an easy task and there is still work to be done to ensure advertising regulation for all types of media, continues to get the light touch.
This article sets out some of the important milestones in
this journey for EASA and advertising self-regulation in
response to the challenge for effective self–regulation in
an increasingly interactive digital media world.
A model for effective SR
The Advertising Roundtable was key in setting expectations about a model for effective self-regulation,
" " accountable. The then director-general of DGSanco
Robert Madelin underlined that the key question asked
was does it work? If it does then that’s good, if it doesn’t
then the law will need to step in. EASA’s charter was
##
"
self-regulation. There are now 24 national advertising
self-regulatory bodies (SROs) in 22 European countries, covering 97% of the EU population and 98% of
the advertising spend.
One of the biggest challenges related to the openness of the self-regulatory systems with regard to the in-
clusion of non-business views from civil society either in
the composition of complaint juries or during consultation on advertising codes. In 2006, not more than 30% of
SROs met this criteria, EASA’s latest report implementing the EASA Charter shows that 91% of the SROs operational in Europe have lay experts on their juries and
87% consulted with external stakeholders when revising
or writing new codes. Some 93% of all SROs make their
decisions publicly known on their websites.
EASA’s Charter has been used as the basis for a
number of ad industry and sector commitments in the
EU’s Platform on Food advertising and the Forum on
Alcohol advertising as well as progressing the development or creation of national systems, e.g in Bulgaria
and Cyprus.
Digital Marketing Communications Already in
2005, the tip of a different type of advertising universe
was beginning to appear. The word advertising was clearly
dépassé and seemed to exclude the new forms of marketing communications. For the ordinary consumer it didn’t
matter what we called it; it was advertising from display
and search ads, banners, MMS/ SMS, marketing commu-
Advertising Self-Regulation – Publishing. The business side 139
nications on advertiser websites, to advertiser seeded or endorsed user-generated virals. EASA helped
spearhead expanding the International Chamber of
Commerce (ICC) Code’s scope and explain to ad
cal rules applied. We knew little about what should
be covered so EASA set up a process that led to
the development of a best practice recommendation
(BPR) at the end of 2008. This set the blue print
for self-regulatory bodies to expand their remit to
include digital marketing communications, helped
determine how to recognise what these might be
and how complaints could be handled.
For SROs this has been a sea change. In 2011,
100% of the operational 24 EU SROs in 22 EU
Member States now cover digital marketing communications. Less than a year ago the UK extended
its digital remit on March 1 2011. It reported 5,531
complaints received between March and September on 5,166 ads within its new remit (corporate
websites), representing double the amount of complaints received than it had anticipated. Almost a
quarter of complaints received in Ireland are now
related to the new areas of content with regard to
digital marketing communications. EASA and its
SROs must continuously expand best practice, to
address new developments such as advertising on
social media sites.
Online Behavioural Advertising
(OBA)
In 2008, EASA’s members were asked to
endorse the Interactive Advertising Bureau (IAB
Europe)’s draft Framework on OBA which was
built around the principles of transparency and
control. It was clear that this approach to self-regulation needed to be strongly rooted in the existing consumer facing advertising self-regulatory
systems, with strong compliance and
enforcement and operating in an independent manner.
EASA’s April 2011 BPR, is the
" $
up self-regulatory approach between
EASA’s SROs and the OBA sector; an
EASA + solution, in which consumers
can control their choices about receiving
targeted ads. Work has been progressing
to ensure that the necessary structures
are in by June 2012. This includes setting up a body to issue the OBA icon
licences , the selection and approval
compliance providers, providing clear
technical guidelines on icon use, developing the youronlinechoices.com
EASA Digital Marketing Communications Best Practice.
EASA Best practice recommendation on Online Behavioural Advertising
website and linking SROs up with the latter to ensure a credible
complaint handling system.
At the international level, EASA has worked to ensure that
the 2011 ICC code has a completely new chapter on digital content
and online behavioural advertising which will help the ad industry
globally engage in this area.
The recognition of the role of SR
As EASA celebrates 20 years of activity in 2012, the continued challenge for advertising self-regulation remains; to be relevant, credible and trusted in a continuing evolving advertising and
media landscape. Whether dealing with alcohol, food, cosmetics,
#
"+"
part of the debate about the policy mix. We must continue to nurture
and support effective self-regulation as without it advertisers, agen
"
"
approach to advertising.

Dr Oliver Gray
has been director-general of European
Advertising Standards Alliance (EASA)
almost since its founding in 1992. He
regularly presents as part of education
and training programmes on advertising self-regulation across Europe and
beyond. He is co-chair of the ICC’s taskforce which is responsible for drafting
and revising the international codes of
advertising and marketing practice.
[email protected]
140 Publishing house stories
tijdschrift
a
zeitschrift
#
¯°±²³µ²¶· magazyn =>
?! ȟȝȖȟȎțȖȓ magazine
=
ivista
iris
=>
"1
zine iris
rivista
UHYLVWú
ajakiri
ȟȝȖȟȎțȖȓ
magaz
magasin magazine irisajakiri rivi
ĀDVRSLV iris ¸ => ¯°±
aikakauslehti
tijdschrift
ai
zeitschrift
#
! ȟȝȖȟȎțȖȓ magazine
=
vista
iris
=>
"1
ajakiri
ȟȝȖȟȎțȖȓ
rivista
UHYLVWú iris
¯°±
"1
iris
magasin aikakauslehti
magazine ajakiri rivis
zine
¸ => ¯°±²
iris
ĀDVRSLV
iris
#
¯°±²³µ²¶·
!
¯°±²³µ²¶· =>
#
ȟȝȖȟȎțȖȓ
ajakiri
magazine
rivista
=>
ȟȝȖȟȎțȖȓ UHYLVWú magazi
"1
magasin magazine ajakiri rivis
ine ĀDVRSLV
iris ¸ => ¯°±²³
= iris ȟȝȖȟȎțȖȓ
tijdschrift
ai
#
! ȟȝȖȟȎțȖȓ
rivista
ajakiri magazine
magasin
=>
UHYLVWú
ȟȝȖȟȎțȖȓ
rivi
vista "1
vista
aikakauslehti
iris
iris
ĀDVRSLV iris ¸ => ¯°±²
zinePublishing
house
iris
stories
tijdschrift ai
! ȟȝȖȟȎțȖȓ
=
#
vista
=>
"1
zine iris
UHYLVWú magaz
ajakiri magazine
ȟȝȖȟȎțȖȓ
rivista
iris
ĀDVRSLV iris ¸ => ¯°±²
Publishing house stories 141
aikakauslehti rivista ǠǃǀƼƯƺƯ
¯°±²³µ²¶· ajakiri
iris ajaki
> iris
zine
tijdschrift
¯°±²³µ²¶· ǠǃǀƼƯƺƯǁ
tijdschr
sta
±²³µ²¶· iris
¯°
±²
³µ
²¶
·
kakauslehti
ǠǃǀƼƯƺƯǁ
ajakiriiris ajakir
tijdschrift
¯°±²³µ²¶· ¯°±²³µ²¶·
iris
±²³µ²¶·
ǠǃǀƼƯƺƯǁ
iris sta
²³µ²¶·
tijdschri
ine
ajakiriiris ajakiri
tijdschrift
¯°±²³µ²¶· ǠǃǀƼƯƺƯǁ
sta
³µ²¶· iris
¯°
±²
³µ
²¶
·
kakauslehti
142
European publisher
by Bernd Ostmann
146
Impala insight
148
ǠǃǀƼƯƺƯǁ
¯°±²³µ²¶·
iris
Publishing house stories
tijdschrif
ajakiriiris ajakir
tijdschrift
¯°±²³µ²¶· ¯°±²³µ²¶·
iris
ista ǠǃǀƼƯƺƯǁ
sta iris tijdschri
by Helenor Gilmour
151
Mark Wood, CEO Future Plc,
London, United Kingdom
152
154
156
@161Q%
by Geoff Mortimore
²³µ²¶·
tijdschrift
kakauslehti
¯°±²³µ²¶· ajakiri rivist
ajakir
iris
zyn ǠǃǀƼƯƺƯǁ ¯°±²³µ²¶·tijdschri
sta iris ²³µ²¶·
142 Publishing house stories – German racing driver and European publisher
European publisher
by Bernd Ostmann
On 20 June 2011, Paul Pietsch, co-founder and long-time publisher of Motor Presse Stuttgart, celebrated his
100th birthday in the best of health and in the company of 250 guests. It provided an opportunity to look
back and reﬂect on his remarkable life as a racing driver and publisher.
Being both a professional racing car driver
and a publisher is an extremely unusual combination. For Paul Pietsch, however, it is impossible to
imagine one without the other, saying of his career choice: “Everything stems from a love of motor sports; my interest in engineering, my career
as a racing driver and my success as a publisher.”
But where does the son of a brewer and beer
wholesaler get this love from? Speaking to a biographer, Paul Pietsch said it all started at the age
of 13, when his mother took him on an outing to
a motor race at the Black Forest racing circuit
Schauinsland near his home town of Freiburg,
where he was born on 20 June 1911. From that
point on, Paul had only one ambition: to become
a racing driver.
Paul has not spoken of his mother’s regret
at taking her son on this particular outing. However, we know of her determination to dissuade
him from following through with his dangerous
career aspirations, and that she put various obstacles in his way. Paul, though, proved to be
even more stubborn than his mother, and when,
on his 20th birthday in 1931, he came into his
inheritance from his father who had died when
he was a boy, he was able to put his plan into action. Despite his mother’s opposition, the young
Pietsch bought a used Bugatti 35B from Ettore
Bugatti, allowing his career as a racing driver
to begin.
? #
" "
after only one year he won his tenth race, the
German racing driver and European publisher – Publishing house stories 143
Riesengebirgsrennen, on 28 August 1932. This
success was followed by a further victory on 11
September at a race for the Elbepokal in Leitmeritz in Czechoslovakia, a result which also
earned him the respect of fellow racing drivers.
Due to his achievements as an independent Alfa
Romeo driver in 1933/34, Pietsch established
himself as a force to be reckoned with and was
made team driver for Auto Union along with
Bernd Rosemeyer in 1935. Pietsch later returned
to drive an Alfa Romeo and a Maserati independently and took part in races all over the world.
When he wasn’t travelling, he lived in Italy and
this period of his life still holds fond memories
for him today.
On 2 January 1940, after the outbreak of
the Second World War in 1939, Paul Pietsch was
enlisted in the military and sent to war, like millions of other men. Having been wounded twice
and held as a prisoner of war, Pietsch returned
to his home town of Freiburg in 1946 where he
met two old acquaintances from his pre-war career as a racing driver, Ernst Troeltsch and Josef
Hummel. All three men were still enthusiastic
about motor sport and taking a trip down memory lane they developed the idea of publishing a
motoring magazine with the aim of re-entering
the world of motor sports using the income from
the magazine.
At the winner-ceremony:
Paul Pietsch winning the sportscar-class at the Nürburgring 1952
» Pietsch was ﬁrst and foremost
concerned with the internationalisation
of the publishing house and he was the
driving force behind this strategy. «
First issue AUTO ,
the predecessor of
AUTOR MOTOR
UND SPORT
By the summer of 1946 the draft of the
"1
was submitted to the French military headquarters in Baden-Baden, which was responsible
for licensing media organs. Following months
of tricky negotiations with the French military
"#
"
all-important document bearing the magazine
licence number 1308 and 30,000 copies of the
¡+" DAS AUTO (later to become AUTO MOTOR und SPORT) were printed in
December 1946. The high demand for DAS AUTO
meant that it was published monthly from June
1947 and circulation also steadily increased
to 50,000 copies.
The economic success of the publishing
company did, indeed, pave the way for Pietsch’s
return to the world of motor sport. In 1950, he
drove Josef Hummel’s Veritas RS and proved,
#
not forgotten anything in the 11 years that had
passed. On 11 June 1950, Pietsch won the Eifelrennen at the Nürburgring in the “Sports car up
to 1.5 litres” class. He also won the German
Sports Car Championship in the same year and
the German Racing Championship in 1951.
Pietsch’s double career as publisher and
racing driver did not last long though. A bad
accident during an AVUS race on 28 September
1952 and increased professional pressure led
Paul Pietsch to end his career as a racing driver
and concentrate fully on the rapidly expanding
144 Publishing house stories – German racing driver and European publisher
strategy. In 1979, he entered the Spanish market, followed by the French in 1983 with the launch of a
motorbike magazine. To this day both countries have
been the most important foreign markets for Motor
Presse Stuttgart, which is now involved with holding companies and licensed editions in 20 countries
around the world.
How has Pietsch managed to create one of the
most important publishing houses in the world almost
from scratch? Acquaintances have drawn attention
to the strategic vision of Pietsch’s entrepreneurship,
which was far-sighted and did not aspire to shortlived achievements. He approached the publishing
house business as he would a race, gathering his team
around him like a race director and pulling them together. Perhaps his early recognition of the opportunities afforded by a strategy of internationalisation can
%
"
circuit in the thirties.
Paul Pietsch himself neatly summed up one of
to ensuring success: “You must always have a little
luck in life.”
At his desk in Stuttgart: The publisher Paul Pietsch
publishing business. Following the unexpected
death of his friend and business partner Ernst
Troeltsch in 1956, Pietsch managed the publishing house alone and established it as one of
the largest special interest magazine publishing
houses in Europe, now known as Motor Presse
Stuttgart. In 1963, the magazine publisher also
successfully transferred his skills to book publishing and established the Motorbuch Verlag.
The year 1975 represented an important
departure for the publishing house as it acquired
Powerslide AG in Switzerland and entered the
Swiss market by printing the weekly newspaper
MOTORSPORT AKTUELL. Paul Pietsch, therefore,
"
"1
publisher to expand his business beyond the
boundaries of the domestic market. By the end of
1976, Pietsch was no longer involved in the dayto-day running of the publishing house, but he
remained very active in the business as Chairman
of the Advisory Board for another 20 years and
"
3
with the internationalisation of the publishing
house and he was the driving force behind this

At his 100th birthday: Paul Pietsch with his children Dr Patricia Scholten and
Peter-Paul Pietsch
Bernd Ostmann
61,
studied
engineering
at
the State Technical College
in Esslingen (State of BadenWuerttemberg) and qualiﬁed as a
graduate engineer in Mechanical
Engineering.
Ostmann
joined
AUTO MOTOR und SPORT magazine in
1976. From 1991 to 1994 he was
Deputy Editor-in-Chief. Since 1994
Ostmann has been Editor-in-Chief of the
magazine. He is also a member of the
International Board of Management, in
his capacity as General Editorial Director
of the Auto Motor und Sport Group.
[email protected]
The Creative
Professionals‘ World
technists Find the best Web Designer Find the best Fashion Shows
s Find the best Musicians and Composers Find the best Model Age
air- and Make-Up Artists Find the best Artists and Performers
e best Studios Find the best Food Stylists Find the best Postproductio
www.redbox.de
e best Studios Find the best Food
Stylists Find the best Postproductio
Scouts Find the best Music Archives Find the best Line Producers
st Graphic Designer Find the best Illustrators Find the best Stylists
best Illustrator Agencies Find the best Picture Agencies Find the b
RED BOX
connecting creative professionals
146 Publishing house stories – Impala insight
Impala insight
At the beginning on behalf of another companies, and later by Impala, the leading Portuguese publisher,
has been at the heart of its nation’s publishing sector for around 30 years. It steered the sector during
the aftermath of the Carnation Revolution in the seventies and is now at the helm in the current period
of economic crisis.
At the beginning by Celditor – 1978, and
later by Impala ServiçosEditoriais of Portugal
was established in August 1983 and has been
launching magazines ever since. It was established under a family membership structure,
without the participation of third parties, shareholders, etc. Since 1978, and under the management of its founder Jacques da Conceição
Rodrigues, the editorial portfolio consisted of
social, television and entertainment magazines.
In 1999 Focus magazine was launched. This
title is a franchise of the German magazine of
the same name.
The leftist military coup of 25 April 1974,
known as the Carnation Revolution, and subse-
quent reform of the social and political systems
led to the suspension of the editorial activity in
this market segment. It triggered the creation
of other editorial content and formats better
adjusted to the new times (increased purchasing power) and to new readership demands and
consumption habits.
We were the pioneers of all the current
editorial content regarding social life, television
and showbusiness themes
In the education and children’s segment,
Impala has been launching books for 20 years,
with a national distribution and a constant variety
of updated new titles.Current titles offer a variety
of content, especially for the following sectors:
Impala insight – Publishing house stories 147
The level of development, the practices
and the on-going continuous innovation in our
graphic sector, have enabled this publishing
activity – with all the publishing procedures and
layout performed by us in Portugal.
?#"
international scene, namely, the unfamiliarity
of the Portugal publishing market. This has,
resulted in home countries adopting defensive
positions in both the publishing and distribution
sectors.
The future
Impala headquarters in Sintra
+
+
+
+
Politics and economy – Focus:
Television – TV7 DIAS:
News and entertainment – Nova Gente
Women – Maria and Ana
Cooking – Segredos de Cozinha/ MulherModernanaCozinha/
CozinharsemStressThe
magazines have an average weekly audience of
one and a half million readers. Tv 7Dias and our
cooking magazines are leaders in their respective market segments.
We also launch quality supplements and
special edition magazines regarding home
decoration, jewellery, house and condominiums,
child-welfare, health and DIY.
The Impala Group has also expanded its
business into construction and real estate, and
also tourism, with the operation of a hotel unit
in the Algarve. Furthermore, it has a number
of real estate projects on standby, including a
Theme Park, to be built in the centre of Portugal.
The execution of this project depends on the out
country is presently facing.
We are fully aware of the impact expected
economic constraints will have on purchasing
power in the course of the current year. Bearing
this unfavourable context in mind, we will go on
with our work, endeavouring to raise the interest
in the content of our publications by increasing
productivity and reducing costs.
Such improvement in the contents of our
titles will make all the difference. It will empower management during the period of crisis
and the inevitable future consolidation of titles
in their market sectors.

Internationalisation
The internationalisation of Impala’s
activity started over 20 years ago, with the expansion of its business to Brazil. This was,
initially, through the publishing of magazines
and continues today with book publishing.
Through the establishment of joint ventures, Impala also expanded its business activity
to both Spain and the UK. Under such asso
% languages of these countries,with distribution
entrusted to local distributing companies.
148 Publishing house stories – DC Thomson
by Helenor Gilmour
DC Thomson, the Scottish multi-media publisher, is steeped in tradition. Based in Dundee, with a London
base in the famous Fleet Street, the company is still very much a family enterprise, in command of an
enviable portfolio of newspapers, magazines and books.
DC Thomson & Co Ltd is a private company and
is one of the leading publishing houses in the
United Kingdom. DC Thomson’s headquarters is
in Dundee, Scotland, with a London base in the
world-famous Fleet Street.
The company publishes newspapers, magazines and books. It also has interests in television,
radio, printing and retailing and the Internet. The
company’s current four directors – Andrew F
Thomson, Christopher HW Thomson, L Murray
Thomson and Richard Hall – are descendants of
the founder, and other members of the family
continue to work within the business.
DC Thomson is a long-established family enterprise that has origins in the remarkable
entrepreneurship of William
Thomson in the early 19th
century. The main business in the
19th Century was in shipping.
During the mid-19th century, the Thomsons invested in
publishing, taking an interest in
the DUNDEE COURIER in 1866 and
buying 100% in 1886. At that
stage there were two major publishing houses in Dundee. The
other was run by Sir John Leng.
In 1905, the Thomson and Leng
" leadership of William Thomson’s
Andrew F Thomson,
DC Thomson Chairman
DC Thomson – Publishing house stories 149
Recent covers of DC
Thomson publications
The BEANO,
The PEOPLE’S FRIEND
and The SCOTS MAGAZINE
» DC Thomson has developed some of the most
successful children’s publications of all time –
THE BEANO and THE DANDY are the UK’s longest-running and most successful children’s
publications, still thriving after more than
60 years. «
son David Couper (D.C.) Thomson. The families were
also later united in marriage, when Sir John Leng’s
daughter married DC Thomson’s elder brother.
Newspapers
Magazines
DC Thomson developed some of the
most successful children’s publications of all
time. THE BEANO and THE DANDY are the UK’s
longest-running and most successful children’s
publications, still thriving after more
than 60 years.
Possibly no other woman’s magazine in the
world can compare with THE PEOPLE’S FRIEND for
longevity. It was launched in January 1869 and is
!
"
circulation in the UK and overseas.
THE SCOTS MAGAZINE, which carries major
#
5
1739 and taken over by DC Thomson in 1927.
It does well in the current market with a large
following abroad.
Other interests
DC Thomson owns global publisher
3" 6% ! % #
sells over sixty million books per year. It also
owns the successful Puzzler magazine group.
The company has recently developed digital interests through its pioneering online publishing
and technology business brightsolid. The business owns a leading genealogy company and
also the Friends Reunited Group.

9
#
+
selling regional newspapers in the UK - the
Dundee title, THE COURIER & ADVERTISER,
and the Aberdeen title, THE PRESS & JOURNAL. In the last six months of 2010, the avHelenor Gilmour
erage circulation of these newspapers stood
at 63,052 and 72,767 respectively. At the
joined DC Thomson in 1988 having held marketing positions in the
beginning of 2011, DC Thomson’s title the
retail and service sectors. Over the years she created a Marketing
EVENING TELEGRAPH was the only regional
unit encompassing ad marketing, direct
marketing and a consumer research
daily newspaper to record increased sales in
facility. Now Head of Consumer Insight and
Scotland, Wales or Northern Ireland.
Brand Development, Helenor works with
From its Dundee headquarters, it also
the DC Thomson Board and the wider DCT
publishes national titles THE WEEKLY NEWS,
group including Parragon Books, Puzzler
=THE SUNMedia, My Family Club and BrightSolid.
DAY POST. THE SUNDAY POST gained a place
Helenor is Chairman of PPA Scotland
in the Guinness Book of Records as the bigand is a Business Leader member of the
gest-selling paper per head of population in
Marketing Society. She is currently
the world with a record sale of 1,774,000
studying for an MBA at the University
copies per week in 1974.
of Strathclyde.
In 2006, the company bought [email protected]
erdeen Journals Ltd. Consequently, the
newspaper business now encompasses the
whole of the North and East of Scotland.
“We need a simpliﬁed, effective and
cheaper way of enforcing intellectual
property rights which is consistent
across Europe so that creative businesses may ﬂourish across the whole
continent. Europe should lead the world
in combating digital piracy and creating
protection for intellectual property
which forms a global benchmark.”
Mark Wood, CEO Future Plc, London, United Kingdom
152 Publishling house stories – A short history of HOLA!
HOLA! has had a remarkable history. Founded over 67 years ago as a Spanish language celebrity magazine,
HOLA! is now read by at least 10 million people all over the world.
tained its level of excellence over 67 years and
On September 8, 1944, a new weekly magazine entitled HOLA! was
born in Barcelona. No longer was HOLA! just a greeting – it became
which continues to grow, constantly establishing
itself in new countries and increasing its fan base.
a word synonymous with “the froth of life” which aimed to add
colour to the daily grind. Its message would be noble and delivered
Back in 1944, HOLA! was founded on a spein a clear and simple style with the reader as its priority.
' # # companied by spectacular photos, giving the image
"
""
a prominence it had not enjoyed until then. It also
than 12 square metres. Fourteen thousand copies were printed and
they sold like hot cakes. It was a good start, but success
would take some time coming. My grandfather, the founder
» It would be a publication which would
and director of the magazine for 40 years, and my grandentertain above all, offering readers a
mother Doña Mercedes Junco Calderon were in no way
disheartened, however. They worked passionately and tirelittle of the froth of lifes. «
lessly to put the magazine together and their commitment
was generously rewarded.
Today HOLA! is a brand whose success can be measured
focused primarily on human interest stories, with
Z
Z
" % #
a section dedicated to women’s issues and a sprinSales stand at around 2,000,000 copies a week. Ten million people
kling of humour. Women were the target audience,
#
though not exclusively. It would be a publication
around the world enjoy the magazine. It’s a brand which has main-
A short history of HOLA! – Publishling house stories 153
which would entertain above all, offering readers a
little of the froth of life.
The fact the publication has had only three
directors – the founder, his son Eduardo Sanchez
Junco and now, since my father’s death in July
2010, myself – explains the consistency of its style
and content over the years. “We are staunch supporters of the idea that a publication which acquires
care, enriching it as far as possible in the process,”
my father explained.
Helping HOLA! on its way were momentous
events, allowing the production of special editions
which enjoyed extraordinary print runs, alongside
the weekly endeavour to offer the reader an excellent product. As the founder of HOLA! My grandfather pointed out, “Accompanying these sporadic,
extraordinary issues, is a constant effort to publish
the best reports by whatever means possible. Important occasions have proved
our allies, helping us serve our
readers in the best possible
way.”
On April, 1962 came another momentous occasion –
HOLA! came out in colour for
# 6
7drid, where it opened Spain’s
"# "
works. It then became Hola!
Inc. on December, 1964.
The expansion of HOLA!
abroad has drawn on the same
integrity with which it was established in Spain. Without having to advertise,
HOLA!’s reputation has spread and requests for
franchises have been constant. “New readers were
continually joining the HOLA! family, so we can
say HOLA! is very much the reader’s product. They
# cient collaborators,” my father said.
In some part of every continent HOLA! is on
sale. And with the launch of HELLO! in 1988, the
magazine embraced an ambitious project to expand
"""*
a Spanish publication threw itself into the highly
competitive international market. But HOLA!’s
journey didn’t end there.
After the initial leap into the unknown, HOLA!
continued to expand and now boasts 18 editions
around the world. Currently we sell as many as
750,000 copies in the Spanish market while sales
in Argentina, Brazil, Bulgaria, Canada, Ecuador,
Greece, India, Indonesia, Malaysia, Morocco,
Mexico, the Middle East, Peru, UK, Russia, Ser%
#"
up to two million – which means that at least ten
Eduardo Sánchez Junco, died on July 2010 and his son, Eduardo Sánchez Pérez
million people welcome HOLA! into their home every week.
HOLA¥
#""
it has also moved into the technological age with
its interactive website.. The website www.hola.com
was established in 2000 and has become an indisputable reference for women in the digital world,
becoming the Spanish site with most female readers,
with its success being mirrored in other countries.
Finally, as my father stated at Hola!’s 60th anniversary celebrations in 2004, “We are indebted to all of
you – the readers – who together with the newsagents, distributors, printers, advertising executives,
press agents and journalists, help to form this big
family that make HOLA! possible. We wish to give
thanks to all those who knew us 60 years ago, to those who have
grown up with HOLA! in their homes and have followed in the family tradition, to those have joined us more recently, to those who
came to us a week ago and to future readers who will be with us
soon. We shall always be there for you.”

Eduardo Sánchez Pérez
is the CEO of Hola! Group; he
is also manager and editor
of HOLA! and HELLO! magazine
154 Publishing house stories – The politics of POLITYKA
Poland’s oldest and largest political weekly was established by the communist party. It has now been owned
by a journalists’ cooperative for 20 years and is a key witness to the extraordinary road the Polish press
took to freedom.
Throughout its history, stretching back more than
half a century, POLITYKA has only had three chief
editors. From shortly after the paper was created
=< 71¹ * 2kowski, then aged 31, a former political commissar in the army and employee of the communist
party’s Central Committee. After the great revolt
in 1956, POLITYKA was tasked with calming the
mood amongst rebellious young people and the
intelligentsia. However, the ambitious and clever
2%% $
#
agency for party propaganda.
?"
"
$ists and editors at the paper, loyal to him and their
publication. Over a number of years they made
POLITYKA the “best paper between the Elbe and Vladivostok”, an authentic leader of the Polish press (the sold
circulation sometimes reached as high as half a million
copies). POLITYKA became a modern magazine, taking
up many topics absent from the then press. It targeted
"
"
%cesses and closed doctrines.
Of course, it did so under the control of the authorities, under pressure from a vigilant censorship regime
and within the framework of the reigning system, in any
case showing acceptance for its ideological assumptions
and in the conviction that geopolitical realities determined the scope of Polish freedom. This game, between
% The politics of POLITYKA – Publishing house stories 155
of these was in 1968, when POLITYKA opposed an
anti-Semitic and anti-intelligentsia witch-hunt –
this was a moment when the paper’s fate hung by
a whisker.
– I became its third chief editor and, shortly afterwards, also chair
"5
"+"$ists, we had to build a publishing enterprise from scratch. itself went through revolutionary changes in form (from a broadsheet, black-and-white newspaper into a colour
"1"
%
$

%3
» POLITYKA came out clearly in favour of
such a distinct authorial voice.
Poland’s entry into the European Union,
The
Polityka
Labour
Cooperative
(
) today publishes not
against all kinds of radicalism, xenophobia,
$
3
%
%*intolerance, and populism. «
"
for the Polish market, numerous books and special
2 +*7
(the only radio station in Poland to use the “talk
The period of the Solidarity trade union
radio” format), is increasing its Internet presence through its own
(1980-81) bought a most dramatic end to this stage
popular portal and publishes in all available mobile media, from
in the paper’s history. Fearing radicalism from Sol3
"

5#
+
#
2%%
POLITYKA
"
$

accepted an offer to leave POLITYKA for an active
there are a number of authors who have worked for the publication
role in politics. He became a member of the team
without a break for 55 years), while the paper continues to
imposing martial law in Poland (going on, after
witness and participate in the dilemmas, choices and debates of
successive promotions, to become prime minister
three generations of the Polish intelligentsia.
and the last First Secretary of the Central Committee of the Polish United Workers Party).

Meanwhile, the paper went through an inter $
leaving to strengthen the underground democratic
opposition. Others decided to continue POLITYKA’s
@ 6$% Jerzy Baczyski
laborating with many new colleagues, who had
is Editor-in-Chief POLITYKA weekly. He graduated from the Institute
been thrown off other publications during the marof Political Science of the Warsaw University in 1972, starting
tial law repressions. (This was also my story: as a
his journalistic career in the economic section of ĩYCIE WARSZAWY
Solidarity activist, I was sacked from work on the
daily. In 1975 he was a trainee at the Indiana University School
daily, spent two years abroad and,
of Journalism (Bloomington – USA). After being ﬁred from ĩYCIE
=<>$""
WARSZAWY during Martial Law in Poland, Baczyski spent 1981-1983 in
together in the POLITYKA team). The paper survived
France, holding scholarship of Journalistes en Europe and later on
=<0
"
of Fondation de France.
advocate of a democratic and free market evolution
On returning to Poland he began working as a free-lance and then
of the system.
as a full-time journalist for POLITYKA, working in a number of roles
POLITYKA greeted the breakthrough of 1989
before being elected editor-in-chief in May 1994 and, since 1998,
with great hope and a readiness to adopt changes,
also President of the board.
#" $
3 In addition Baczyski has
paper supported all the fundamental reforms that
worked in TV and radio and
were creating the new Poland. It took advantage of
is author and co-author of
&
several books, including, „800
was also able to abandon its old organisational and
dni” (800 days of Polish transownership structures, taking an independent place
formation) with deputy Prime
%
$
!
#
Minister Leszek Balcerowicz.
He is a Member of the Board
erative in the Polish market.
of Inforadio of the Chamber of
POLITYKA came out clearly in favour of
Press Publishers, as well as a
Poland’s entry into the European Union, against all
member of the Polish Group of
% Trilateral Commission and the
populism. In economic matters it was more liberal;
Institute of Public Affairs.
on social matters more social-democratic in tone.
[email protected]
On the threshold of the transformation, my
colleagues entrusted me with leading the weekly
156 Publishling house stories – I know I’m intimidating
by Geoff Mortimore
To be labelled a spokesperson for a generation is an unusual honour for anyone, but for a journalist, even
more unlikely than most. Amelia Adamo, however, is comfortable with the tag, happy to see her face on front
covers and always keen to push barriers. Just don’t try calling her “Sweden’s Oprah Winfrey”.
&& $
#
"
!"5
"
"
" "
" "
"
#0%
"
?#" " =¡ & %
" $ $ %" 5 +
""" AFTONBLADET
% -
? +"
" " VECKO-REVYN
+
"1 " 6
AMELIA"1=<<
5! 6 % 5!
#"

AMELIA "" " =¡
&¡>
" #" TARA
/000 0º "
M /00¡
"1%
5##
I know I’m intimidating – Publishling house stories 157

%
!#5
"
" "
!
% 5 !
%
» For most who Adamo’s worked with, her
greatest talents are a strong intuitive sense of
what Swedish women want to read about and
an ability to challenge traditional notions. «
OPRAH ’S MAGAZINE'
!
0º|
!
#|
2#" &
Z&
#
#
$
%
"#
"
"
"
TARA
" 0º THE OPRAH MAGAZINE !
% 5 | #
#
%%

%
"|
? #
"" 6 2 =<> #
5"
% # #
!
# " "
! !
6
0 % % 5 5 "
5
%"#
#|
% 6& "#
"
"
" " @
"
%
| 7 " ! "" ¤| % ! #8 ¤
¤
% "¤ # " "1%
"
%
|&
?
#
%" # "
""
#
"
"@
31|
"
%
AFTONBLADET

#
!
|$
" %" +
!
"1
" 5 " " |$
|
4%
&
"
#$
5
$
¤
!##
%$
!
%
% # " # #
%"
"
#
#
""
&
AMELIA%
%
5
!
$
!
!
|
%" & "1
Amelia Adamo
was born in Rome, Italy in
1947. Her parents moved to
Sweden shortly after and
she now lives in Stockholm,
Sweden. She started out as
a reporter in 1975 on SVENSK
DAMTIDNING magazine, before
moving on to HUSMODERN in
1979. Taking up the role of
managing editor of VECKO-REVYN
in 1980 and, after a stint as.
features editor at AFTONBLADET
(1984), she became editor of
VECKO-REVYN in 1991. As founder,
editor and managing director
of Amelia (1995), Adamo went on to launch and become editor
of Tara in 2000. Adamo is currently editor of M-MAGASIN, another
Bonnier magazine that she founded.
158 Publishling house stories – I know I’m intimidating
*
!
%
"
" # 5 "
% %
" !
# # %
"
&!
"9
¥!
%
" 6
%
%
|
"1M
|&
}#
%
#
%%
""
"%
}%"
3
4"
%"8 3 !
"
7 " &% 5 " " 3 "1!
%
%
&%|
5
&!%"

% " " %
! ++
! " "1
%
+
##|
$ #
$
% !# #
#!
"
!
6
%"
!
%
|
"
"
"
&
"
"
"

#
"
"$
"
%"
¤! 6
7 "1
%
!#
%
%
! "
"
|

" " && %""
4% "!
$
%" % 5
!#
"|
!
"
%"#"#
% %
|

#
%"
&&%
Z
"
}"
!
"%
"
#
#
#|

Geoff Mortimore
is an English freelance journalist and editor based in
Stockholm, Sweden. He has
contributed articles to THE
TIMES, SUNDAY TIMES, THE SUN,
NEWSWEEK, and global magazines for the Sandvik Group,
as well as trade and business
titles. He is also a regular
feature writer for The Local
(www.thelocal.se).
[email protected]
ONLINE
News
Media
The latest news from
the world of press
marketing and sales
Business
Logistics & Technology
Jobs & Careers
Dates
About dnv
Have you joined
the community?
dnv-newsletter
– daily!
www.dnv-online.net
160 Who are the people shaping European media policy?
Who are the people
shaping European
media policy?
Who are the people shaping European media policy? 161
Who are the people
shaping European media
policy?
162
Neelie Kroes and Robert Madelin:
a dream team to drive the digital
agenda?
by Simon Taylor
166
Members of the European Parliament: Make sure they know you
169
Glossary: Composition of the
European Parliament
Berlaymont building, headquarter of the EC © European Commission
Neelie Kroes and Robert
Madelin: a dream team to
drive the digital agenda?
by Simon Taylor
The European Commission’s department for what it calls “the digital agenda” ought to be a signiﬁcant point
of interaction for the media industry and the European Union.
In creating the department, at the beginning of his
second term, European Commission President José
Manuel Barroso declared his intention to convert
Europe to a digital economy that would deliver innovation, growth and jobs.
The headline goals of this digital agenda are
to boost the take-up of superfast broadband access
to the internet and to create a marketplace for digi-
tal services. The Commission made the digital agenda
one of the seven priority initiatives of the EU’s Europe
2020 programme for boosting growth and jobs. Barroso told the European Parliament that providing every
household in the EU with high speed broadband had the
potential to “spur huge business growth and create up to
a million jobs”.
Vice-President Neelie Kroes, European Commissioner for Digital Agenda in the Barroso II Commission
» Two years into Barroso’s second term
of ofﬁce as Commission president the
promise of the digital agenda has yet to
be realised. «
But two years into Barroso’s second term
of ofce as Commission president the promise
of the digital agenda has yet to be realised. And
for close observers of the European Commission and its inner workings, this difculty to get
things moving is intriguing.
The dream team
On paper, the two people now leading the
Commission’s efforts to advance the digital
agenda – Neelie Kroes and Robert Madelin –
are a dream team. Kroes, the European commissioner for the digital agenda, was one of the
more impressive performers in the rst Barroso
administration (2004-10) when she held the
competition portfolio.
She had taken on some of the world’s largest IT companies, including Microsoft and Intel,
and imposed tough penalties when the Commission found them guilty of anti-competitive
behaviour. In her earlier political and business
careers in the Netherlands, she worked with and
for telecoms and IT companies.
Madelin, who has been the director-general
for information society and media since April
2010, is one of the rising stars among the Commission’s senior management. As director-general for health and consumer policy (2004-10),
he developed the EU’s remit in the areas of public health and consumer rights.
The expectation was that Madelin’s talents
would complement Kroes’ abilities. The commissioner has a reputation for political courage
and toughness, but she is not a details person,
relying instead on her civil servants.
Madelin has a erce intellect, and showed
during his earlier career in the trade and health
department, that he can master very complex
portfolios. He is a relaxed public discussant,
with an appetite for robust debate, which he is
accustomed to winning.
In his previous job, he was seen to have outclassed the commissioner he was rst working
for, Markos Kyprianou (who returned early to
Cypriot politics and was replaced by Androulla
Vassiliou). He also kept other commissioners in check, notably Günther Verheugen, who
was commissioner for enterprise and industry
Director General Robert Madelin, Directorate General Information Society, European Commission
from 2004-2010, and lost a battle with Madelin
over the regulation of pesticides. Verheugen,
who had been listening to the concerns of German agrichemical companies, later launched a
thinly disguised public attack on the excessive
power of Commission senior ofcials.
Madelin, who started his career at the
Commission in the private ofce of 4eon Brittan, then the European commissioner for trade,
is, like Kroes, an economic liberal. Their views
on creating the right business environment
to boost economic growth largely coincide.
So why has the Kroes-Madelin motor failed
to spark?
Adapting to a new way of working
Both Kroes and Madelin have had to adapt
to their still ill-dened policy area. hen she
was commissioner for competition, Kroes had
strong executive powers and in most areas did
not rely on other commissioners, national governments or MEPs to back her decisions. Now,
however, legislation for her digital agenda has
to be negotiated with the Council of Ministers
and the European Parliament.
Even within the Commission, she does
not have sole responsibility for all the policies
that might determine the success of the digital
agenda. Viviane Reding, the European commissioner for justice, fundamental rights and
citizenship, (and formerly the commissioner for
the information society, including telecoms) is
in charge of overhauling the EU’s rules on data
protection, which is bound to affect the development of digital data services. Michel Barnier,
the commissioner for the internal market, is in
charge of copyright policy – a crucial issue for
the entertainment industry as it seeks to adapt
to a digital market.
Kroes has also had to adapt her approach
towards businesses. As competition commissioner, she won praise for being tough with
some of the world’s most powerful companies.
Making a success of the digital agenda requires
something other than confronting the world’s
IT companies and pushing a pro-consumer line.
Increasing the take-up of superfast broadband
internet access by 2020 needs major investment
from telecoms and IT companies. But the sector is divided between those incumbents, the
previous state monopolies, looking for a high
level of return on their investments, and the
Achieve a knowledge-based society: help Europe to preserve its advances in mobile communications technology
new entrants to the market, which accuse the
incumbents of trying to maintain a stranglehold
on essential network infrastructure.
The department sought to navigate between
these two positions by organising meetings of
chief executives of telecoms, internet and cable
companies. Those gatherings bear the hallmark
of Madelin. hen he was in charge of the health
and consumer policy department, he set up a forum that brought together representatives of the
food and drink industries, public health experts
and campaign groups to address such problems
as obesity. Together they came up with voluntary initiatives that went further and faster than
legislative proposals might have done.
But the digital agenda’s CEO roundtable
was less successful. It ended up restating wellknown divisions in the sector.
Kroes is in her last term as a European
commissioner and, at the age of 70, approaching the end of her political career. She wants her
time in charge of the digital agenda to be judged
as positively as her performance as competition
commissioner. Madelin, on the other hand, aspires to greater things. At 54 he is considered
one of the contenders for the Commission’s top
post of secretary-general. But with less than
three years of Barroso’s mandate left, Kroes
and Madelin need to speed up progress on the
digital agenda.

Simon Taylor
Simon Taylor is EUROPEAN VOICE’s news editor, responsible for editorial content of the
newspaper and website reporting to the editor, Tim King. Before being promoted to
news editor in January 2010, he was senior reporter at EUROPEAN VOICE, covering political
affairs, from March 2006.
He is a regular commentator on the BBC and other international media on EU affairs.
Simon has also worked for the SUNDAY TIMES and THE GUARDIAN newspapers. He is a graduate
in French and German from Cambridge University as he speaks both languages fluently
in addition to his native English.
[email protected]
Members of the European
Parliament:
Make sure they know you
The Presidents of the various
political groups - The European
People’s
Party
(EPP),
the
Progressive Alliance of Socialists
and Democrats (S&D), the Alliance
of Liberals and Democrats for Europe
(ALDE); the Greens/Europe Free
Alliance (Greens/EFA), the European
Conservatives and Reformists (ECR), the
Confederal Group of the European United
Left - Nordic Green Left (EUL/NGL)
and Europe of freedom and democracy
Group (EFD) - in the European Parliament
have a key role, in particular as they make
up the ‘Conference of Presidents’,
which has responsibility for
deciding on the Parliament’s
agenda and what the priority
issues should be.
As co-chairs at the hearings of
proposed new European Commissioners, they
also have an important role. In addition, they all enjoy
# "
coordinating the positioning of these groups.
It is because of the prominent role of these personalities
that we introduce here the Presidents of the main political
groups, with reference to their groups’ positioning on various
issues of relevance to the magazine media.
Martin SCHULZ, Progressive Alliance of Socialists and Democrats (S&D), Germany
Martin Schulz, born in 1955, is member of the Sozialdemokratische
Partei Deutschlands (SPD) in Germany. Formerly President of the
S&D group (replaced by Austrian MEP Hannes Swoboda), he became
President of the European Parliament, on 17 January 2012.
Mr Schulz, a veteran European Parliamentarian, started as an MEP in
1994 and has progressively moved up through the ranks.
Given that Mr Schulz worked in various bookshops and publishing
houses (1975-1982), and also previously owned his own bookshop, he is
well placed to understand the concerns of the publishing industry.
Over the years he has shown an interest in the issue of press freedom,
and, most recently, he was behind various motions for resolutions
raising concerns about the controversial Hungarian Media law adopted
in 2010 (although our viewpoints diverged as regards the best way of addressing this problem). In
fact, under his Presidency of the S&D, while the party has been supportive on press freedom issues
(for example in the context of the debate on data protection), we have had conflicting viewpoints on
other issues, such as advertising, copyright and consumer rights.
Martin CALLANAN, European Conservatives and Reformists (ECR), UK
Martin Callanan, born in 1961 in Newcastle, UK is a member of the
Conservative Party. Following his B.Sc. in Electrical and Electronic
Engineering, he worked as a project engineer in the Scottish and
Newcastle Breweries from 1986 to1998.
An MEP since 1999, representing the North East England constituency,
he has been leader of the ECR Group since 2011. As a member of the
Environment, Public Health and Food Safety (ENVI) committee, he has
been directly involved in discussions of relevance to publishers, such as
the question of restrictions on labelling in car advertising, an issue on
which he has been very supportive. Under his leadership, the ECR has
also shown a great understanding of the challenges faced by magazine
publishers, advocating a balanced approach on issues such as copyright, consumer rights and conflict of laws rules.
Joseph Daul, European People’s Party (EPP), France
Joseph Daul, born in 1947 in Strasbourg, France, is a member of the
Union pour un Mouvement Populaire (UMP) in France. Having studied
agriculture, he graduated from the Institute for Advanced Studies in
National Defence in Paris in 1981. At the age of 20 he took over a family
farm.
Joseph was elected as a member of the European Parliament in 1999
and became a member of the Committee on Agriculture and Rural
Development, of which he became Chairman in 2002.
The prominence of Mr Daul in the Parliament became more relevant for
the publishing industry when, in 2007, he was appointed President of
the European People’s Party (EPP). The EPP has often been very supportive on a large range of crucial issues for publishers. For instance,
its “Strategy Paper on the Internet today and tomorrow”, launched in
2011, includes many supportive statements on issues such as fair competition online and copyright, recognising “the clear public interest in
preserving neutral and highly qualified journalism.” Other areas where the EPP has recently lent its
support include VAT, media pluralism and advertising.
Rebecca HARMS, Greens/Europe Free Alliance (Greens/EFA), Germany
Rebecca Harms, born in 1956 in Uelzen, Germany, is member of the
Bündnis 90/Die Grünen in Germany, and Co-President of the Greens
with Daniel Cohn-Bendit in the European Parliament.
Qualified as landscape gardener since 1979, Rebecca first experienced European political life as an MEP’s assistant (1984-1988), before
becoming an MEP herself in 2004.
In the European Parliament she is a substitute member of the committees on Industry, Research and Energy (ITRE) and Environment, Public
Health and Food Safety (ENVI). As such, she is involved in discussions
on issues of relevance to magazine publishers like labelling in car advertising and net neutrality.
Ms Harms also has an interest in other relevant issues, such as freedom of expression and media pluralism. Indeed, she has been active
in raising concerns, regarding the respect of these values in Italy and
Hungary (although EMMA did not share the group’s approach to addressing these issues). Furthermore, in 2006 she was behind a motion for a resolution by the Greens on freedom of expression
on the internet, denouncing the assistance provided by some internet players to authoritarian
governments in censuring information on the internet.
However, it is clear that the Greens (with a few exceptions) have diverging views to EMMA’s as
regards the best means of addressing a range of issues, including: copyright; data protection
and privacy rights; and advertising.
Hannes SWOBODA, Progressive Alliance of Socialists and Democrats (S&D), Austria
Hannes Swoboda, born in 1946 in Bad Deutsch Altenburg, is a member
of the Sozialdemokratische Partei Österreichs (SPÖ) in Austria. He
took over from Martin Schulz as President of the S&D group in
January 2012.
Mr Swoboda, who studied law and economics, started his career as an
MEP in the European Parliament in 1996. He is also a former vice-Chair
of the PSE group (which preceded the S&D group).
While he is very involved in Foreign Affairs, and has been active on a
wide range of issues in this regard, Mr Swoboda is also a substitute
member of the Parliament’s Committee on Industry, Research and
Energy (ITRE). This is relevant as ITRE is responsible for the important
issue of net neutrality, and provides its opinion in reports on various
other issues of concern to publishers.
Mr Swoboda, like his predecessor Martin Schultz, has also shown an
interest in the issue of press freedom. He backed the S&D/ALDE/
Greens motion for a resolution in March 2011 raising concerns about the controversial Hungarian
Media Law and told the Hungarian Prime Minister in a subsequent debate in July 2011, that he
wanted to see him “moving somewhat closer towards the goals of pluralism, freedom of the media
and freedom of expression”.
Guy VERHOFSTADT, Alliance of Liberals and Democrats for Europe (ALDE), Belgium
Guy Verhofstadt, born in 1953 in Dendermonde, Belgium, is a
member – and interim President – of the Open Vlaamse Liberalen
en Democraten (VLD) party in Belgium.
A Doctor in law since 1975, Mr Verhofstadt is a powerful political
figure as a former Prime Minister of Belgium (1999-2008). He also
has in-depth experience of European political life, having headed up
the Belgian Presidency of the EU in the second half of 2001. In 2009
he was elected to the European Parliament for the first time, and
appointed president of the ALDE group.
As President of ALDE, he is in a highly influential position, including on
press issues. For instance, he raised serious concerns about the risk
to press freedom in Italy in a motion for resolution by the ALDE group
in 2009. He also recently called for sanctions against Hungary for
repeated breaches of democratic values, including via the Hungarian media law adopted in 2010.
Besides this, the ALDE group has also been supportive on issues
relevant to the press such as advertising and VAT.
Glossary: Composition of the European Parliament
The European People’s Party (EPP)
The EPP is the largest political group in the
European Parliament. It brings together centre
and centre-right pro-European political forces
from across the European Union.
The Progressive Alliance of Socialists and
Democrats (S&D)
The S&D is the Social-democratic political
group of the European Parliament, established
following the 2009 elections. It is the second
largest in the parliamentary assembly.
EUL-NGL (34)
S&D (190)
Greens – EFA (58)
ALDE (85)
EPP (271)
ECR (53)
EFD (33)
Non-Inscrits
(30)
The Alliance of Liberals and Democrats for Europe (ALDE)
Established as an explicitly Liberal Group, it has extended its remit to cover the different centrist
traditions of new member states.
Greens/Europe Free Alliance (Greens/EFA)
The group is made up of two distinct European political parties: The European Green Party, and
the European Free Alliance. The EFA consists of progressive regionalist parties.
The European Conservatives and Reformists (ECR)
The ECR group is a Eurosceptic, anti-Federalist conservative political group in the European
Parliament established shortly after the 2009 elections.1
1
Guide to the European Parliament 2009-2014, American Chamber of commerce to the European Union.
170 Facts & Figures
Facts & Figures
Facts & Figures 171
Facts & Figures
Did you know?
© Foto Ruhrgebiet - Fotolia
172
172 Facts & Figures
Did you know?
Magazines offer readers a chance to relax
and escape: 68% of
survey respondents
consider time spent
reading magazines as
3,300 magazine titles for 5.2 million
people: Finland has more magazines
per capita than any other country in
the world
(FIPP World Magazine Trends)
“my time” (MPA)
European smartphone market grew by
41% between July 2009 and July 2010
(OPA via ComScore)
As of October 2010,
there were 60.8 million
smartphone subscribers
in France, the U.K.,
Germany, Spain and Italy
(OPA)
17,483 legal
acts were adopted
by the EU in 2008
(EU website)
In Sweden, citizens recycle 50kg of
paper per inhabitant a year. That’s over
90% of all newspapers, magazines,
promotional messages, and catalogues
(Sveriges Tidskrifter)
86% of iPad owners
would be willing to see
an ad in return for free
access to content, including articles from
magazines
(MPA)
The magazine
THE ECONOMIST
has 1,162,897
Twitter followers
(as of Sept. 2011)
(Twitter)
In 2007 there were
only 700 active Twitter
accounts; today there
are 6 million
(blogspot.com)
5.9 million children in Germany between
6 and 13 read magazines in their free time
(VDZ)
Facts & Figures 173
60% of digital consumer
magazine readers go to
an advertiser’s website
(MPA)
EMMA represents over 15,000
publishers across Europe publishing
50,000 magazine titles
(EMMA)
In 2010, Germany’s most
popular news website
(www.spiegel.de) was
visited 1,537 billion
times (Spiegel Verlag)
Norwegians average
216 social networking
friends, followed by Poland
Digital advertising will account for 17%
of global advertising spending in 2011
(GroupM)
Nearly half of tablet users who use
newspaper and magazine apps find
tablet advertising relevant, unique
and interesting
(OPA)
with 201 vs 164 in the UK
(TNS Digital Life)
UK
Consumers
will spend
There are 430 million
smartphone users worldwide, potential customers
for digital magazines
on magazines this
year
(McKinsey, eG8, 2011)
(PPA)
£2.5bn
EMMA is currently
following 40 issues
being debated by the
EU Institutions
(summer 2011)
87% of UK adults read
consumer magazines
(PPA)
17% of individuals (age
16-74) in Poland use the
Internet for reading
online magazines and
newspapers
30% of publishers in Germany have
(Eurostat)
(FIPP World Magazine Trends)
already introduced paid content and
e-publishing. Another 40-45% plan
to in the future
174 Facts & Figures
Culture and creative industries account for 6.9%
of total EU GDP and 14.4
million jobs, which constitutes 6.5% of the total
Magazine readers don’t pay to avoid
the advertising like they do in other
media: 64% of readers report that
they enjoy reading magazine ads,
and 46% read their favorite magazines for information about new
brands and companies” (MPA)
EU employment
(EUROSTAT 2008)
97% of adults under 24
read magazines
67% of European
16-26 year old
prefers reading paper
magazines (CEPI)
(Base: US adults 18+)
(GfK MRI, 2010 but US)
Five behavior habits are
associated with post-reading
Magazines drive
web search more
than any other
medium. More than
double Internet
advertising and
social media (MPA)
activities: internet browsing,
socializing, multimedia use,
continuation of reading, and
shopping. (Professor Gote Nyman
and Psychology of Evolving Media and
Technology (POEM) Team, University
of Helsinki)
In April 2010 the total number of magazines available as
an app was 66. A year later it was 1.863
(FIPP Magazine World)
Facts & Figures 175
92% of US
adults read
magazines
(MPA)
Reading a magazine is an
intimate, involving experience, which is one reason the average reader
spends 42 minutes reading each issue (MPA)
In US the top 25 magazines reach
more adults and teens, than the top
25 prime time TV programs (MPA)
European 16-26 year old are
connected: More than 9 out of 10
belong to a social network. (CEPI)
Digital natives aged 15-24, have a
repertoire of around 25 different
newspapers and magazines,
compared to an average of 17 for
other adults
Magazines appeal to
younger adults: Adults 34
and younger read more
magazines than adults +34
(MPA)
(National Readership Survey / UK )
Glossary
CEPI - Confederation of European Paper Industries:
www.cepi.org
77% of respondents
purchased a product
after seeing or
reading something in
a magazine” (MPA)
FIPP - The Worldwide Magazine Media Association:
www.fipp.com
MPA - The Association of Magazine Media (US):
www.magazine.org
OPA - Online Publishers Association:
www.online-publishers.org
176 EMMA members
EMMA members
EMMA members 177
EMMA members
178
Austria
180
Belgium
182
Czech Republic
183
Denmark
185
Finland
186
France
189
Germany
190
Greece
192
Hungary
193
Ireland
194
Italy
195
The Netherlands
196
Norway
197
Poland
198
Portugal
199
Spain
202
Sweden
203
Switzerland
204
United Kingdom
205
Distripress
206
EMMA
207
European Business Press
208
FIPP
209
IMB
210
INMA
211
OPA
212
Corporate members
178 Austria
Austrian Newspaper
Association
Verband Österreichischer Zeitungen
Wipplingerstraße 15
1013 Vienna, Austria
Tel. +43 1 533 79 79 0
Fax +43 1 533 79 79 422
offi[email protected]
www.voez.at
The Austrian Newspaper Association, Verband Österreichischer Zeitungen (VÖZ), represents daily
and weekly newspapers and magazines. It has 64 full members: 16 daily newspapers and 48 weekly newspapers, as well as weekly and/or monthly magazines. Media-specific issues are covered by
six different boards: “Readers’ Market”, “Advertising Market”, “Digital Media”, “Agreements with
Collective Partners, Labour and Social Law”, “Advisory Board for Journalistic Matters” and the
“Advisory Board for Legal Matters”.
Hans Gasser, President
VÖZ awards Austria’s most prestigious advertising award, the so called
“Adgar”. The award is conferred once a year for eight categories at a gala
event. Furthermore, VÖZ offers a scientific award (“Wissenschaftlicher
Förderpreis”) in an open competition for dissertations in media related
issues every year.
VÖZ manages the IPR licensing system (PDN) ensuring legal use of press
clippings.
Once a year VÖZ edits the “Pressehandbuch”, a reference book for journalist and advertising contact details and, in addition, runs an online database which contains this information.
Mag. Gerald Grünberger,
Managing Director
“Zeitung in der Schule (ZIS)” supplies teachers with Austrian magazines
and newspapers for their students, as well as teaching material and the Adgar Award
offer of special training.
For further information please visit
Number of magazine publishers
(members of VÖZ only):
12
Number of magazine titles
(B2C and members of VÖZ only):
19
www.voez.at
Austria 179
Österreichischer Zeitschriften- und
Fachmedien-Verband
Renngasse 12/6,
1010 Vienna, Austria
Tel. & Fax +43 1 319 70 01
[email protected]
www.oezv.or.at
Dr Rudolf Bohmann,
President
Dr Wolfgang Brandstetter,
EU contact and Managing
Director
Austrian Special
Interest Media
Association
The Austrian Special Interest Media Association was founded in 1946. It is the professional organisation for the editors and publishers of Austrian magazines and special interest media. The tasks of the
association are mainly:
- The representation of all common professional and economic interests of publishers and media
companies
- Co-designing the legal framework to ensure the existence of magazines and specialised media as an
integrating component of the Austrian media landscape
- The negotiation of the relevant collective agreements and the applicable salaries as social partners
- Negotiations with the National Post Office and with providers of alternative forms of distribution
regarding tariffs for magazine distribution
- The representation of members in the Beirat für Publizistikförderung (Council for Media Sponsorship)
- Advice and information for members on all aspects of publishing (newsletters, conferences, seminars)
The Association is also involved in the following organisations:
- Kuratorium für Journalistenausbildung (Board of Trustees for the Training of Journalists)
- Kuratorium für Presseausweise (Board of Trustees for press IDs)
- Österreichischer Werberat (Austrian Council for Advertising)
- Österreichischer Presserat (Austrian Press Council)
- FIPP – The Worldwide Magazine Media Association
- EMMA – The European Magazine Media Association
Award “Österreichischer
Zeitschriften-Preis”
Winners of the “Österreichischer Zeitschriften-Preis 2011”
www.oezv.or.at
180 Belgium
The Ppress
– The Belgian
Periodical Press
The Ppress
Rue Bara 175
1070 Brussels, Belgium
Tel. +00 32 558 97 50
Fax +00 32 558 97 58
[email protected]
www.theppress.be
B2B Press, Custo, Febelmag (customers magazines), Free Press and OPPAb (online publishers) are five independent departments each representing a specific type of the periodical press. They are the foundations of The Ppress, an association that
aims to represent the whole sector.
Patrick de Borchgrave,
President
The Ppress is based on a
sound professional structure taking into account the
diversity of its members
publishers, and representing all of their moral and financial interests. It acts as
a single – yet plural – voice
for the sector while dealing
with authorities, as well as “Run 4 The Cover” is a huge social event, in which distinguished magazine representalocal, national and interna- tives take the floor and it is an award ceremony for different competitions by Febelmag.
tional media issues.
The Ppress aims at reinforcing the economic, social and cultural
value of the periodical press while positioning itself as a source
of information and a platform for consultation and the exchange
of ideas.
Alain Lambrechts,
General Manager
Each autonomous department has its own budget, policy and activities, such as “Run 4 The Cover” and the Awards by Febelmag,
the Custometer by Custo, the research conducted by B2B and the
various studies conducted by OPPAb.
A secondary study confirms that the strategy
used by professional press must have a
correlation with choices or opinions of its readers.
www.theppress.be
Belgium 181
Belgian Periodical
Publishers’ Association
Unie van de Periodieke Pers –
Union de la Presse Périodique
Boulevard Edmond Machtens, 79/23
Tel. +32 2 414 12 35
Fax +32 2 414 23 95
[email protected]
www.upp.be
UPP represents over 300 publishers (Dutch, French and German speaking) of general and specialised
periodical publications available in Belgium.
We protect and promote the professional interests of these periodical publishers. Promotion of the
periodical press as an intermediary for the spread of information and advertising is the key objective
of UPP. We keep up with and intervene proactively in legal, economic, environmental, advertising,
distribution and other issues affecting periodical publishing activities in Belgium. We also manage
copyrights (through REPRO PP) and government communication (through MEDIA PP).
Steven Van de Rijt,
President
UPP started in 2009, with the help of the Flemish government, a “Periodical Press Academy’ to
provide training sessions and recycling initiatives for journalists, publishers and their employees.
Belgian law puts in place a few remunerations for legal licences and to make sure these reach the
publishers efficiently we set up REPRO PP to ensure repartition and to supervise collection within
REPROBEL. MEDIA PP coordinates communications of public interest placed by the different public
authorities. Information on, e.g., investment support for entrepreneurs, energy saving or the responsible use of medication, is advertised in independently chosen titles by the authorities at special
rates under independent coordination.
Our membership is very diverse and includes consumer, specialised, B2B, non-profit and custom titles Jean-Paul van Grieken,
National director
in print and on-line.
www.upp.be
182 Czech Republic
Czech Publishers
Association
Jaromír Skopalík, Magazine Section Chairman
Jozef Šabl’a, Director,
European contact
Unie vydavatel, o. s.
Sokolovská 84/366
186 00 Praha 8, Czech Republic
Tel. +420 222 329 730
Fax +420 222 322 961
[email protected]
www.unievydavatelu.cz
www.webcasopisu.cz
The Czech Publishers Association is a joint association for magazine and newspaper publishers and
the only professional association of periodical publishers in the Czech Republic. Activities aimed at
promoting magazines are carried out by its Magazine Section. These include a number of one-time
and permanently organised activities, which extend into areas such as research, advertising support,
expert meetings, etc.
Research into the effectiveness of advertising in magazines is on-going separate research carried
out for the Section by GfK Czech. Its first results were published in 2009 and they were followed by
the next phase, which was completed in spring 2011. The results are processed into a model of efficiency, which may be used through a web application by media agencies and advertisers for modeling
their own campaigns.
In 2010, Millward Brown Agency, mandated by the Section, did research into perception of magazines
and their position on the media market and in the buying process. The research carried out by a
traditional polling, in combination with eye tracking technology, brought a lot of positive knowledge
about the role of magazines. Therefore, it was entered for the FIPP Research Awards 2011 and in April
2011 it was declared Highly Commended Research conducted by a national association of publishers.
In June 2010 the Section of Magazines launched the www.webcasopisu.cz website, which is focused
on providing information on the current development of the magazine market and also contains a
clear structure of a number of arguments aimed at supporting advertising in the magazines based on
various surveys and case studies.
The Section continues its successful cycle of discussion meetings – Periodical Brunches – where representatives of publishers, media agencies, advertisers, as well as experts from research and other
disciplines, discuss topics that are crucial for the present and near future of magazines.
Number of members:
Consumer:
B2B:
Number of
magazine titles:
International Publishers´ Associations
28
(25 magazine publishers)
20
9
305
Magazine of the Year Award Evening 2011
www.unievydavatelu.cz
Denmark 183
The Association
of the Danish
Specialized Press
Danske Specialmedier
Skindergade 7
1159 Copenhagen K, Denmark
Tel. +45 33 97 40 00
[email protected]
www.specialmedierne.dk
Danske Specialmedier:
The association of the Danish Specialised Press was founded in 1905. The general purpose of the
association is to make niche media/special media publishing easier and less costly, regardless of
platform. Currently Danske Specialmedier has 360 members, covering publishers across print, web,
mobile and tv platforms.
Kristian Lund,
President
Key tasks:
1) Address and ensure niche media is part of the political agenda and equally considered in media
support programmes.
2) Support the development and launch of niche media, online and offline.
3) Work towards better and cheaper distribution systems.
4) Provide members with support, competence development, discounts and exclusive utilities.
Currently Danske Specialmedier has a key focus to explore smartphones as a potential platform for
the distribution of content and commerciel activities.
Niches are growing!
Society is increasingly looking towards niches for accurate and precise information, targeting the individual’s needs, trade, interests, work or hobby. The information streams
need filtering and, thus, niche media, whether printed or online, provides the
credible and insightful editing needed.
Henrik Thøgersen,
EU Contact
Christian Kierkegaard,
Managing director
Market
According to an Advertising Expenditure Survey produced by the
Danish Audit Bureau of Circulation (Dansk Oplagskontrol)
the total advertising expenditure for the specialised
press (fagblade) in Denmark in 2010 was DKK 707
million (€95 million, US$ 134 million). Of the
total expenditure in the specialised
press, members of The Association of the Danish
Specialised Press account for the greater
part of 85%.
www.specialmedierne.dk
184 Denmark
Association of Danish
Magazine Publishers
Pål-Thore Krosby,
Aller Media, President
Dansk Magasinpresses
Udgiverforening
Pressens Hus, Skindergade 7
1159 Copenhagen K, Denmark
Tel. +45 33 11 88 44
Tel. +45 33 97 40 00
[email protected]
dmu-mags.dk
The Association of Danish Magazine Publishers (Dansk Magasinpresses Udgiverforening – DMU) was founded in 1947. Its
general purpose is to provide its members and the market with
relevant information and, also, to ensure that the magazine
business is well represented in various boards and committees, as regards to the Danish authorities and Danish media.
The association also has an important role when it comes to
dealing with political issues of importance for the business, eg,
lawmaking, hearings and lobbying.
Currently DMU has three members – Aller Media, Egmont Magazines and Bonnier Publications – who cover every aspect of the
magazine business.
The Market
According to an Advertising Expenditure Survey made by the
Danish Audit of Circulation, the total advertising expenditure for consumer magazines in 2010 was
DKK 590 milllion (€80 million); the members of DMU account for about 55% of that expenditure.
DMU members also account for about 95% of the total circulation sales of consumer magazines; a
market estimated at DKK 3.1 billion (€420 million).
John Kristensen,
General Manager
Facts & Figures
Number of publishers (est.): 40
Number of titles (est.): 160
Weeklies: 12
Magazines: 80
Free magazines (est.): 65
Revenue share consumer
magazines (est.):
20% advertising
80% copy sales/subscription sales
Media share of advertising (2010):
Internet: 28
Newspapers: 16
Weekly papers (free): 16
TV: 18
Magazines (B2B and Consumer): 11
Yearbooks: 5
Outdoor: 4
Radio: 2
www.dmu-mags.dk
Finland 185
Lönnrotinkatu 11 A, PO Box 267
00121 Helsinki, Finland
Tel. +358 9 2287 7280
Fax +358 9 603 478
info@aikakausmedia.fi
Aikakausmedia ADS:
helpdesk@aikakausmedia.fi
www.aikakausmedia.fi
The Finnish Periodical
Publisher’s
Association (FPPA)
Aikakausmedia, the Finnish Periodical Publisher’s Association
(FPPA), works for the image of Finnish magazine publishers and
supports its members in marketing, research and advertising. The
association also looks after the interests of publishers in legislation and governance and co-operates with schools in promoting
reading and media literacy. Furthermore, FPPA owns a company
specialised in media booking and the transfer of advertising material in magazines.
Alexander Lindholm,
President
In 2010, FPPA started two eye-catching marketing campaigns
around its general theme, the unique relationship of a magazine
and its reader. In the political arena, the focus was on the maintenance and development of the cost-efficient delivery of magazines.
Timantti (Diamond) Handbook
of trade and association
magazines for media planners
Mikko Hoikka, CEO,
EU contact
Kristiina Kurronen, Kaksplus,
Magazine Award 2009, the
Photographer of the Year
www.aikakausmedia.fi
186 France
French Specialised
Periodical Publishers
Federation
Fédération Nationale
de la Presse Spécialisée
37 rue de Rome
75008 Paris, France
Tel. +33 1 44 90 43 60
Fax +33 1 44 90 43 78
[email protected]
www.fnps.fr
FNPS, the French Specialised Periodical Publishers Federation, founded in 1974, brings together about 600 publishers. It
represents more than 1,600 periodical publications printed and online, most of them in the B2B publishing sector. They range
across medicine and science, farming and agriculture, law, finance, management, trade and industry.
FNPS’s activity pursues two main goals:
· Defining common objectives, making suggestions and, thus, better protecting the interests of the French specialised periodical
publishers;
· Acting as an interface with national, international and EU bodies,
and with any other players in the Press sector.
Christian Bruneau,
President
FNPS provides an opportunity for its members to meet, discuss and
exchange points of view on the legal, technical and economic aspects of the sector. It follows and analyses the publishing market in
France and Europe (print and online), the emergent tendencies, the
latest technological innovations and the evolution of policies.
FNPS is involved in promoting members’ companies by organising Self-promotion campaign
common operations. It also encourages meetings with professionals
from other sectors.
Aurelie Courtinat,
EU Affairs
FNPS hosts“ le grand prix de la Presse Médicale”,
promoting editorial excellence, “le Prix Empreintes” awarding best advertising in the medical
field, and many other awards, such as le “Palmarès
de la Presse Professionnelle”. In 2008, the “ rencontre européenne de la presse sociale” focused on
illiteracy in Europe.
Publications
www.fnps.fr
France 187
Syndicat de la Presse Magazine
26 avenue de l’Opéra
75001 Paris, France
Tel. +33 1 42 89 27 66
Fax +33 1 42 89 31 05
[email protected]
www.lapressemagazine.fr
Syndicat de la
Presse Magazine
Syndicat de la Presse Magazine (SPM) fosters ideas and the exchange of best practices among French
magazine publishers. Its role is to lead publishers’ collective actions and reflections regarding the
challenges of the industry.
Bruno Lesouef,
President
SPM covers a broad spectrum, both on a French and a European scale. Many important issues were,
and still are, at stake now. The reform of the distribution network, technologically-neutral VAT, the
publicity of the magazine media in general or focused on particular fields (culture magazines…), the
promotion of publishers’ interests in the digital world, copyright, counterfeiting, new business models, etc. Whether it’s on the print or digital side, SPM helps publishers keep the place they deserve as
content creators in the value chain. SPM’s work is also on an everyday basis with assistance on social,
legal, fiscal, postal, and administrative matters…It represents publishers in many official bodies,
advocating the importance of self-discipline practices in editorial or advertising areas.
SPM also devotes its energy to promoting the creativity and strength of the media through the annual excellence awards and the Magazine Day, as well as fostering new practices in the sustainable
development field . As far as the latter is concerned SPM launched a national campaign aimed at
producing better magazine recycling figures, the development of a PLM index for magazines, etc.
Pascale Marie,
Managing Director
Guillaume Frappat,
EU contact
SPM represents around 50 publishing companies and over 400 titles, which account for 80% of the
French consumer magazine market. SPM members range from big international groups and large
subsidiaries such as Lagardère Active, Prisma Presse/Bertelsmann-Gruner+Jahr, Mondadori France,
Groupe Express-Roularta, Groupe Marie-Claire to much smaller companies. This diversity gives SPM
a very broad view of publishers’ interests.
French consumer magazine market
Number of copies sold annually
Newsstand
Subscriptions
Advertising market share
Mags / Overall
Mags / Press
Revenues
Copy sales
Ad sales
1.9 bn
52 %
48 %
1215 Mio. Euro
11.3 %
33 %
60-65 %
35-40 %
www.lapressemagazine.fr
188 France
Professional Union
of the Magazine
and Opinion Press
13 rue La Fayette
.,''0GXi`j=iXeZ\
Tel. +33 (0) 1 53 20 90 75
Fax +33 (0) 1 53 20 90 76
www.sppmo.org
President’s Statement
François d‘Orcival
The SPPMO (Syndicat Professionnel de la Presse Magazine et dÓpinion) is the heir of the SPHP
(Syndicat de la presse hebdomadaire parisienne) found in Paris during the Liberation in 1944. He
works for the freedom of the press and the diversity. He places importance on equal rights due to
all types of magazine regardless of size (big, medium or little editor) or of opinion.
Since 1995, he works in association with the SPJ (Syndicat de la Presse des Jeunes). Together they
defend the material, economic and financial interests of their members, 94 publishers of national
weekly and periodical press covering very diverse interests, in all areas of life. Their 120 titles
represent 500 million copies per annum. The SPPMO defends and promotes editorial content that
favour the reader as well as equal treatment inside the institutions that serve press, constituting
the specificity of the French system.
Board of the SPPMO
Chairman
François d’Orcival
Le Nouvel Observateur, n°2461,
5-11 janvier 2012
Pèlerin, n°6730,
17 novembre 2011
Adviser
Bernard Porte
Vice-Chairmen
Alfred Gerson
Hubert Chicou
Air & Cosmos, n°2280,
23 septembre 2011
VALEURS ACTUELLES, n°3920,
12-18 janvier 2012
Valmonde & Cie
L’Humanité Dimanche
Bayard Presse
Secretary General
Robert Monteux
Le Revenu
Treasurer
Philippe Frémeaux
Alternatives Economiques
Germany 189
VDZ - Verband Deutscher
Zeitschriftenverleger e.V.
Haus der Presse
Markgrafenstraße 15
10969 Berlin, Germany
Tel. +49 30 72 62 98 102
[email protected]
www.vdz.de
German Magazine
Publishers’ Association
The VDZ is one of the most influential and connected trade and lobby organizations in the German
media landscape. The umbrella organization covers consumer-, b2b- and confessional magazines.
More than 400 publishers are members of the VDZ. Their 4.500 periodicals account for about 90%
of the magazine-turnover in Germany.
The VDZ provides powerful engagement platforms for members with
best practice sharing, white papers, seminars and educational tours
abroad with a strong focus on print, online and mobile business models
and internationalization of German magazine media brands.
The VDZ runs three major industry events. The international Digital Innovators’ Summit takes place every spring. 500 media managers from
around the globe come together to discuss the future of media in Berlin.
The Dialog Marketing Days in Hamburg attract every August 200 marketing specialists. The main event of the German publishing industry
are the Zeitschriftentage and the Publishers Night each November with
1000 attendees, top keynote speakers and the gala event with the famous award ceremony. Among the award winners and laudators have
Print & More
been personalities like Henry Kissinger, Michail Gorbatschow, Angela
Merkel or Manuel Barroso. The VDZ has a very solid network within the
political landscape in Berlin and Brussels and supports our very important European and international organizations EMMA and FIPP. VDZ´s
legal experts follow very closely all trends and changes in the German
and European media politics to make sure the needs of our industry and
members are covered.
Two generic projects in 2012 illustrate some key activities. The VDZ
was one of the main drivers behind AIM (Ad Impact Monitor). AIM has
a growing database with 100.000 participants and 17.000 experiments
per year to provide reliable proof for the effectiveness of advertisements in print media. German publishers clients and agencies work
closely together. This tool can be internationalized too.
VDZ Yearbook 2011
In 2012, China is the partner country of the VDZ. Together with the
China Periodical Association CPA we established a cooperation to get a
better understanding of each others’ market with bilateral visits, production of white papers and the
info platform VDZ China Desk.
The success and impact of VDZ is based on the strong commitment and support of our members.
Prof. Dr. Hubert Burda,
President
Stephan Scherzer,
Managing Director
Dr. Christoph Fiedler,
Director EU Affairs
www.vdz.de
190 Greece
Hellenic Union
of Editors of
Periodical Press
Hellenic Union of Editors of
Periodical Press (HUEPP)
25, rue de Vasil. Sofias
106 74, Athens, Greece
Tel. +30 21 07 22 08 75
Fax +30 21 07 21 51 28
www.edipt.gr
[email protected]
The Hellenic Union of Editors of Periodical Press (HUEPP-EDIPT) was founded in 1939. It is the second
oldest press union in the country. Members of the Union total more than 200 editorial enterprises
(254 titles, newspapers and magazines) the publication frequency of which varies between 15 days
and three months.
The EDIPT publications are highly readable, by Greek standards, with over 2,000,000 readers.
Vaios Selloudos,
President
The main characteristics of HUEPP’s titles are their big readership (taking into account the Greek
data) with more than 2,000,000 readers and the fact that they are published by small to mediumsized enterprises and cover the specialised needs and interests of various organisations.
The Administrative Council of HUEPP has launched a systematic effort for the modernisation and dynamic development of its member-editorial enterprises, in collaboration with the General Secretariat
of Communication (G.G.E.), which is the connecting link between the Hellenic Press and the State.
Lefteris Kakavoulis,
Vice-President and
EU contact person
70th anniversary of the Union, that took place in the Hotel Grande Bretagne on 18th January 2010
www.edipt.gr
Greece 191
Magazine Publishers
of Greece (MPG)
40, Kifissias avenue,
15125, Athens, Greece
Tel. +30 210 6154200
Email: [email protected]
www.atticamedia.gr
Magazine Publishers
of Greece
Magazine Publishers of Greece (MPG) was founded in 2002 and is the major magazine publishers’
association in the country. MPG’s members are the 23 biggest magazine publishing companies in
Greece. Our association’s main goal is to focus on tightening the bonds between magazine publishers
and advertisers. Moreover, given the financial situation in Greece that has severely affected the press
during these past two years, MPG is struggling to preserve and promote our field’s interests in Greece
and in the EU.
For this reason, MPG has repeatedly sponsored, organised and co-hosted meetings and conferences
with prominent speakers, as well as dinners and cocktails. These include the “3rd Print Media ConferTheocharis Filippopouence” that was held in Athens in February 2009 and the “Brands, Communication and Media in Crisis”
los, President
conference that was held in March 2010, with an agenda focusing on the current financial crisis that
has affected most sectors of the Greek economy.
These events really make an impact in the Greek market, providing important insight into the effectiveness of advertising in
print media, as well as giving media executives, managing directors and CEOs the chance to mingle and to exchange views and
ideas towards mutual interest.
MADAME FIGARO
OLIVE
SHAPE
www.atticamedia.gr
192 Hungary
Hungarian Publishers’
Association
Hungarian Publishers’ Association (HPA)
Naphegy tér 8.
1016 Budapest, Hungary
Tel. +36 1 212 50 25
Fax +36 1 212 50 25
www.mle.org.hu
[email protected]
The Hungarian publishers of newspapers and magazines are represented by the Hungarian Publishers’ Association (HPA). Affiliates of HPA represent – according to the income data 90% of the magazine market.
The interesting thing about the Hungarian market is its diversity. There is a very rich selection of
titles. At the moment more than one and a half thousand magazines are published, which – especially
in proportion to the population (ca. 10 million) – is a big number. In Hungary around 600 publishers
publish magazines; the majority of them having one or two titles.
Market Conditions
Tibor Kovacs, President
The economic depression is still holding down consumption on the press market, for both magazine
buyers and advertisers. For most media products advertisement income remains below last year’s
level. The market is in waiting mode. However, spending on medication products (OTC) is steadily increasing. Of the sectors hit by the government’s extra taxes, food sector spending hasn’t decreased
(taxation starts in September2011), but spending by financial institutions, banks and telecommunication companies is still not good.
Elsewhere, a few international papers have changed publisher, for example ELLE, 100xSzép, and Popcorn. As for interior design magazines, Sanoma has passed over publishing rights to smaller publishers. Reflecting the generally growing interest about gastronomy, more publishers came out with new,
mainly lower priced magazines (Axel Springer, Ringier). It’s a segment with promising advertising
activity. Axel Springer also came out with new products on the puzzle magazines market. Meanwhile, Katalin Havas,
Secretary general
The TV programme paper’s and the women’s magazines segments are quite stable.
Elsewhere, it should be noted that The Motor Presse has pulled out of Hungary. Also, an important
change on the media market is that the official reading statistics will be presented by Millward BrownTNS-Hoffman.
New Media Laws
The new media laws of Hungary that were accepted last year and came into effect in 2011, fundamentally changed the media
regulation of the country. The Hungarian Publishers’ Association set up a co-regulation system for the Media Act, which provides an opportunity for self-regulatory organisations to participate in cases falling under the authority of the Media Council.
www.mle.org.hu
Ireland 193
Magazines Ireland
Magazines Ireland
25 Denzille Lane
Dublin 2, Ireland
Tel. +353 1 667 55 79
[email protected]
www.magazinesireland.ie
Magazines Ireland is the trade association of magazine
publishers. Its objective is to promote and protect the interests of magazine publishers and in particular its members.
Magazines Ireland represents 42 Irish publishers who together produce over 200 magazines, both
consumer and business to business titles.
Duan Stokes, Chairman
John Mullins,
Deputy Chairman
Grace Aungier,
Chief Executive
Magazines Ireland has created a strong, united voice for
magazines here in Ireland and internationally. This united
voice of Irish publishers has helped our members to grow
their magazines and businesses through Magazines Ireland
initiatives, by providing a forum for publishers to discuss
their industry and to help it grow.
Irish magazine publishers contribute over 400 million euro to the Irish economy annually; 100 million
euro of which is paid in taxes.
There are over 2,000 people directly employed in the magazine industry with a further 9,000 jobs,
such as freelance journalists, photographers and models, reliant on the sector.
Every year, 120 million magazines are bought in Ireland, 20 million of which are Irish.
www.magazinesireland.ie
194 Italy
Italian Federation of
Newspaper and
Federazione Italiana Editori Giornali (FIEG)
Via Piemonte n. 64
Periodical
00187 Roma, Italy
Tel. +39 06 46201432
Publishers (FIEG)
Fax +39 06 4871109
www.fieg.it
fieg@fieg.it
FIEG, founded in 1950, is a trade association whose members are publishers of daily newspapers,
magazines and press agencies. The key objectives of FIEG are: to protect the independence and the
economic viability of publishing companies as an essential condition for the freedom of information; to
support the development of a greater penetration of newspapers and magazines as means of information and advertising vehicles; to defend the rights and moral and material interests of its members.
Giulio Anselmi,
President
FIEG is directly engaged in negotiations with unions for drawing up the national labor contracts for
journalists and printers. A very important issue is linked to copyright legislation, which is currently
unable to effectively protect the press. Proper enforcement of copyright is particularly important at
this time when editorial content produced by newspapers and magazines is increasingly used, mainly
by search engines and other third parties without authorization and remuneration. Italy’s Antitrust Authority has recently closed a probe on FIEG’s complaint forcing Google to provide greater transparency.
FIEG and its members cooperate actively with “Pubblicità Progresso”, a non-profit foundation that,
since 1971, has been working for the solution of moral, civil, social and educational problems through
public service campaigns featured free on television, radio and printed media. Public service announcements are advertisements intended to awaken public opinion to issues affecting public attitudes such as the environment, health, safety, hacking, education, racism, solidarity, aid to young and
old people, readership, computer literacy, and so on.
Fabrizio Carotti,
Managing Director
FIEG is also a member of AUDIPRESS, a company whose purpose is to collect quantitative and qualitative information on the reading of newspapers and periodicals, including all those behavioral characteristics useful to better configure the readers as recipients of advertising.
At international level, FIEG is associated to WAN, ENPA, EMMA and FIPP.
The main FIEG members are also part of the European Publishing Council (EPC).
Number of FIEG Members: 66 magazine publishing companies
Number of FIEG titles:
402 magazine titles, representing about 88% of total circulation.
Isabella Splendore,
European Contact Person
www.fieg.it
The Netherlands 195
NUV/Groep Publiekstijdschriften
P.O. BOx 12040
1100 AA Amsterdam-Zuidoost
The Netherlands
Tel. +31 2 4309 162
Fax +31 2 4309 199
[email protected]
www.nuv.nl
Dutch Publishers’
Association
Consumer
Magazines Group
The Consumer Magazines Group (CMG) consists of 27 publishers of consumer magazines, opinion
weeklies and RTV guides. These members publish a total of 190 different titles on the Dutch market
and represent about 85% of the whole Dutch consumer publishing industry. The CMG initiates activities in policy areas such as the advertising market, readership, the Internet, research and education.
It also plays an active role in the executive, technical and/or advisory committees of various national
and international organisations.
In 2010, the CMG board chose the advertising market as a spearhead of its
activities. It took the initiative in establishing Magazines.nl, an organisation that began operations in January 2011, whose primary aim is to draw
Auke Visser, President
attention to advertising potential in consumer magazines.
In conjunction with the increasing number of electronic publishing activities of its members, the CMG has set up an electronic agenda. The introduction of the iPad in the Netherlands represents a break-through in mobile publishing. Many CMG publishers are embracing the latest technology
by adding new electronic products and services – even though, for the vast
majority of publishers, the largest source of income from both readers and
advertisers still comes from print media.
The media sector is innovative, complex and dynamic. For these reasons, BLADENWEEK (Magazine Week)
knowledge is indispensable for those who work in the sector. The CMG is of- is a joint initiative of the
fering its educational services to employers in the sector through various publishers of magazines
Harriet Schrier,
workshops, training courses, master classes and special meetings.
and aims to generate
Managing Director &
The Magazine Award Gala is a major recurring event, with the award of more attention for
EU contact
the Mercur for the best magazine of the year, among others. In December, magazines
nearly 1,000 professional colleagues gathered for the 14th time in Amsterdam to attend the prizegiving ceremony. Ten publishers received a Mercur statue.
Since 2007, the Magazine Week has been a successful initiative for promoting readership. In cooperation with magazine
distributors and retail organisations, in May 2011 more than 450,000 gift editions of ‘BLAD’ were distributed to 2,500 retail
magazine outlets in the Netherlands. With the purchase of magazines with a value €7.50, Dutch consumers received this gift
edition free of charge.
Working together with the Dutch Publishers Association, the CMG also devoted time and energy on the new law on subscription
renewals, the preliminary draft of the author’s copyright law and the lower VAT rate for electronic information. CMG works
closely with EMMA on major European subjects such as advertising directives, VAT and research conducted by the European
Commission into Google and Apple’s subscription service.
www.nuv.nl
196 Norway
Norwegian Specialised
Press Association
Fagpressen
Akersgt. 43
0158 Oslo, Norway
Tel. +47 24 14 61 00
Fax +47 24 14 61 10
[email protected]
www.fagpressen.no
The Norwegian Specialised Press Association (Fagpressen) is Norway’s oldest press association.
Founded in 1898 it is the association for B2B and B2C magazines and online media in Norway. Fagpressen is a member of the Norwegian Press Association, which ensures that all members are bound
to publish in accordance with the “The rights and duties of the editor” and “Code of ethics of the
Norwegian press”.
Fagpressen works continually to provide its members with the best possible infrastructure for publishing in Norway.
Even Trygve Hansen,
Fagpressen hosts an annual Magazine Day, and also hosts annual awards in eight different categories CEO/Secretary General
of magazine publishing. This includes design, journalism, photography, websites, marketing, and the and main contact person
“Magazine of the Year” Award, where all aspects are taken into consideration. We have seen a notable for EU affairs
increase in the number of participants for these prizes, as well as in the quality of the work.
The association has a broad selection of seminars and courses to meet the different needs of people
working in magazines. We also host a biannual Leadership Programme, in cooperation with the Journalism Institute in Norway.
Marit Aschehoug,
Chairman of the Board
Editor of Kommunal Rapport Britt Sofie Hestvik together
with Fagpressen Director Even Trygve Hansen after
receiving the award for the best magazine 2011
www.fagpressen.no
Poland 197
IZBA WYDAWCÓW PRASY (IWP)
ul. Foksal 3/5
00-366 Warszawa, Poland
Tel. +48 22 828 59 30-32
Fax +48 22 827 87 18
[email protected]
www.iwp.pl
The Chamber of
Press Publishers
Poland
The President of IWP about the association and its activities
Wiesław Podkaski,
President
Maciej Hoffman,
General Director
The Chamber of Press Publishers is the only Polish organisation of its kind, uniting 122 publishers,
not only of magazines, but of newspapers as well.
Our aim from the very beginning was putting in
order and civilising the publishing market. Our
initiative spawned other organisations like: ZKDP Best Cover Award
(Polish Audit Bureaux of Circulations), PBC (Polish Readership Survey Ltd.) and the ZSRR (Union of Associations – Advertising Council).
We worked on the Code of Good Practice for Press Publishers for our members, which is a model of
self-regulation for other branches in Poland. There are, of course, still market problems which we
have not overcome. These include: an unstable, ineffective system of distribution; the weak position of the press on the advertising market (weakening more and more
in the period of crises and the growing importance of new media);
and problems with publishers’ solidarity, which stem from competing
opposed business models and also from the ownership structure of
individual publishing houses.
Increasingly important for publishers is the issue of the protection
of editorial content on the Internet and its legal status. No sooner
had the Chamber established in 2009 the limited company Repropol,
which – on behalf of publishers and with their authorisation – would
sell editorial articles for press clipper companies, than the Minister
of Culture and National Heritage gave his assent – in accordance with
the Copyright Act – to establish a publishers’ collecting society. This
society “SW Repropol” also takes care of licensing and the protection Winner 2010: business newsof editorial content, among other things, on the Internet.
paper „Puls Biznesu”
IWP is a member of many international publishers’ organisations like: WAN-IFRA, FIPP, ENPA and
EMMA.
Jacek Wojtaĝ,
EU Affairs coordinator
www.iwp.pl
198 Portugal
The Portuguese
Publishers
Association
Joao Palmeiro,
President
Portuguese Publishers Association
R. Gomes Freire, n.º 183 – 4ºEsq.
1169-041 Lisboa, Portugal
Tel. +351 213 555 092
Fax +351 21 314 21 91
www.apimprensa.pt
[email protected]
The Portuguese Publishers Association is a non-profit organisation with 300 members, representing about 500 national,
regional, specialised, b2b and digital publications, newspapers
and magazines.
The association is a member of ENPA (European Newspapers
Publishers Association), EMMA (European Magazine Media Association) WAN (World Association of Newspapers) and FIPP
(the Worldwide Magazine Media Association) and maintains
permanent contact with national and international organisations in the field of newspapers and magazines industry.
The Portuguese Publishers Association organises congresses
and other professional meetings, which provide information,
research and surveys for the development of the Portuguese
industry.
Newspapper celebrate 50th aniversary
Collective labour bargaining, OBA (online behavioural advertising) and journalistic ethics are the most usual themes of information prepared and distributed by the
association to its members using the website and newsletter, Meios.
Joana Ramada Curto,
Managing Director
In 2002 we ran an advertising campaign to promote the press as an advertising outlet and, in 2003,
another advertising campaign targeted the engagement of young readers.
The Portuguese Publishers Association also offers its members technical, commercial and management
development services.
Vanessa Silvestre,
EU Contact
Signature of the post tariff agreement with the Portuguese Postal
Service and State Department for the Media
www.apimprensa.pt
Spain 199
Asociación de Revistas
de Información (ARI)
Orense 23, 2C
28020 Madrid, Spain
Tel. +34 91 360 49 40
Fax +34 91 521 12 02
[email protected]
www.revistas-ari.com
Spanish Magazines
Association
ARI is the Spanish Consumer Magazines Association, representing magazines sold or distributed predominantly to individual consumers at the newsstand, by single copy sales, or
by subscription. ARI was founded in 1977 and
now represents 95% of the Spanish magazines market.
President
Our main objectives are to promote editors’
work and achievements, to get beneficial
agreements with every market player (advertisers, institutions, society…), to develop and Juan Manuel Rodrigo speaker at Distripress Executive
distribute information among editors in and Forum, Barcelona October 2011
beyond Spain, and, finally, to support magazine
development among new technologies.
In 2010 magazines readership remained unchanged at 20 million people, which is 50%
of the total adult population (over 14 years).
Circulation figures decreased to 260.9 milYolanda Ausín,
lion copies, as the result of lower general
General Manager
consumption in the country. In terms of advertising spend, 2010 was a transition year,
with a very small 1% decrease to €397.8 million. The industry continued
looking for new paths in the digital world, with the launch of Orbyt, a
newspapers and magazines subscription-based portal resulting from
the cooperation of several editorial groups, and with the launch of an
increasing number of on-line magazine-based stores, communities, etc.
Finally, a VAT increase implemented in July 2010 didn´t affect Magazines. VAT rate for magazines remains unchanged at 4%.
The outlook for the short term remains grey, as advertising spending is expected to decrease again, and circulation turnover
is likely to be stagnant as families adjust their budgets to the tough economic situation.
www.revistas-ari.com
200 Spain
CONEQTIA, The
Association of
Professional
Press and Multimedia Content
CONEQTIA, Asociación de Prensa
Profesional y Contenidos Multimedia
Rambla Catalunya, 10 4º 1ª
08007 Barcelona, Spain
Tel. +34 93 304 25 82
Fax +34 93 412 14 36
[email protected]
www.coneqtia.com
CONEQTIA, The Association of Professional Press and Multimedia Content, is composed of, and represents, the majority of major B2B publications in Spain.
Eduardo García Guerra,
President
The association was founded in 1925 with the objective of defending and representing the interests of
the press sector, ensuring its development and prestige. Since that time it has evolved, increasing its
activities and services to become the centre of information and services for the editors of the sector.
CONEQTIA represents more than 40 publishing houses and more than 200 publications, across a large
variety of sectors, including: health, medicine, law, licencing, electronics, informatics, toys, architecture, construction, tourism, security, hostelry, etc.
Currently, amongst other services, the association is helping editors to explore new ways of communicating and the new mediums (Digital Signage, IP video, Internet TV, mobile slides, etc.) It is helping
to build professionalism in areas key to successful publishing.
Maria Rosa Pons,
EU and International
Affairs contact
Members of the Asociación Prensa Profesional (APP, Spanish Association of Professional Press) at
the Royal Palace: Crown Prince Felipe and Princess Letizia of Asturias welcome representatives of
the Spanish trade press
www.coneqtia.com
Spain 201
Asociación Española de Editoriales
de Publicaciones Periódicas
C/ Rodríguez San Pedro, 2. Plta.6ª.
28015 Madrid, Spain
Tel. +34 914 450 444
www.aeepp.com
[email protected]
Spanish Magazine
Publishers’
Association
AEEPP (Spanish Association of Periodical Publications’ Editors) is a non-profit association of companies founded in January 2000 in Madrid. Its organisation and operations are independent and
democratic. Its activities are developed in all areas of Spain through its many delegations. The rest
of the world, however, is not left behind: AEEPP counts on its international associates and is part of
international organisations which advance its work.
Aims
AEEPP aims to represent, manage, promote and defend the interests and rights of the editorial sector
in Spain. It is focused on its associates’ publications, especially in all issues related to distribution, Arsenio Escolar Ramos,
points of sale, unfair competition, relationships with institutions, promotion, sector fairs, diffusion President
supervision, agreements trading, new technologies, formation, professional ethic, and, to sum up, all
aspects of editorial problems.
AEEPP Today
AEEPP is, nowadays, the largest Spanish association of editorial companies, with 140 publishers.
AEEPP is part of the Tripartite Negotiating Commission of the National Collective Agreement for the
non-daily press. Also, AEEPP carries out constant training programmes for its associates, developing
seminars and courses related to all subjects, such as design, modelling, administration, content, new
technologies, etc. AEEPP keeps formal agreements with many companies, institutions and universities to facilitate the daily work of its associates.
Carlos Fernández Astiz,
Secretary General
AEEPP in numbers
AEEPP is currently comprised of 140 publishers,. To this day, 695 publications are associated with
AEEPP. The total monthly circulation of all these publications is 104 million copies. Their monthly number of readers reaches
134 million. The annual turnover of AEEPP companies is over € 250 million. AEEPP associates employ 2,464 workers.
The AEEPP Annual Prize
AEEPP has held six annual awards.
Some of those awarded are H.R.H. Letizia Ortiz, Princess of Spain, Adolfo Suárez, Fernando Alonso, City of Art and Sciences of
Valencia, Community of Madrid, Barack Obama, Valentín Fuster, Nicolás Sarkozy
Associated to:
FIPP – The Worldwide Magazine Media Association, EMMA – European Magazine Media Association, CEOE – CEPYME – Spanish
Confederation of Companies Organisations
www.aeepp.com
202 Sweden
The Swedish Magazine
Publishers Association
Sveriges Tidskrifter
Vasagatan 50
111 20 Stockholm, Sweden
Tel. +46 8 545 298 90
Fax +46 814 98 65
[email protected]
www.sverigestidskrifter.se
Sveriges Tidskrifter, the Swedish
Magazine Publishers Association,
represents 390 Swedish magazines, making it the largest media
organisation in Sweden. The organisation represents both consumer and B2B magazines and
the members make up about 90%
of the Swedish magazine market.
Hans Larsson,
Sveriges Tidskrifter works for a
Chairman of the Board
diversity of media, professional
journalism and a free and accessible press. The main goal of the The Magazine Award 2011 attracted 366 entries, and a celebrating winners!
organisation is to give members
the maximum benefit of their
membership by strengthening the
magazines’ position on the media
market, making industry strategic issues visible and pushing
them in a favourable direction.
Kerstin Neld,
The biggest annual event is the
Managing director
Magazine Day, which attracts
more than 600 guests. During the day awards are given
to the best magazines, journalists, art directors and media The Magazine Academy
The AoT is a well of
knowledge on the Swedish
planners. The Magazine Award attracts hundreds of entries. is popular among the
magazine business
Sveriges Tidskrifter, which publishes a quarterly on the media agencies
magazine business, works with a number of projects directed towards schools, media agencies, advertisers, consumers and, of course, the members. In 2010 a survey comparing the
environmental impact of printed magazines and online magazines from a lifecycle perspective, was performed.
The results proved to be positive both in terms of how low the impact of both forms of media actually is, and how small the
difference is between their respective results.
These facts were shared with the members and communicated to advertisers and media agencies among others. During 2010
Sveriges Tidskrifter introduced a large advertising campaign targeting media agencies and communicating the advantages of
magazine advertising. This campaign received several awards, like, for instance, a gold medal in the prestigious “Guldnyckeln”.
www.sverigestidskrifter.se
Switzerland 203
Verband SCHWEIZER MEDIEN
Konradstrasse 14
Postfach
8021 Zürich, Switzerland
Tel. +41 44 318 64 64
Fax +41 44 318 64 62
[email protected]
www.schweizermedien.ch
Hanspeter Lebrument,
President
Urs F. Meyer, Managing
Director and EU contact
Swiss Media
Association
Since 1899, Schweizer Medien has co-ordinated Swiss news organisations. Together with regional organisations, it represents the
interests of groups engaged in the media sector. The association
represents more than 150 media groups or members involved in
this sector, accounting for about 300 editorial newspapers, magazines and professional journals.
Objectives:
· Market support. Protecting the interests of the sector in the
political world and before the authorities in Switzerland, the EU
and the rest of the world.
· Awarding press quality.
· The representation of the interests of advertisers and advertising agencies.
· Defending the interests of the profession in terms of copyright, Advertisment
postal delivery and kiosks; digital media, TV and radio.
· Influencing the structural conditions of the employment market;
· Informing and advising members on the following areas: media law, labour law, criminal law, legislation on advertising and competition, copyright, VAT and other questions of law
· Informing and advising on marketing and publishing, subscriptions, advertising and on any matter
relating to business management;
· Running the Media Institute (Medieninstitut), a small media school that offers high quality vocational and further education in the media sector;
· Publishing FLASH, a monthly edition and print/digital review of inNumber of members (2011)
formation and documentation on
Members: 94
the media;
Associate Members: 27
· The ublication ofnumerous industry guides, studies and statistics
Number of magazine titles (2011)
each year.
31 general interest and financial and business press
· Granting press cards to Swiss me55 special interest press
dia professionals active in member
71 professional and B2B press
organisations.
140 Newspapers
www. schweizermedien.ch
204 United Kingdom
Professional
Publishers
Association
Professional Publishers Association
Queens House, 28 Kingsway,
London WC2B 6JR, United Kingdom
Tel. +44 20 7404 4166
Fax +44 20 7404 4167
[email protected]
www.ppa.co.uk
The Professional Publishers Association (PPA) promotes and protects the interests of consumer and
business media publishers in the UK.
The PPA currently represents more than 200 companies, from consumer magazine publishers to
business-to-business data and information providers, encompassing everything from large multiterritory conglomerates to local creative teams.
Our members produce more than 2,500 consumer magazines and journals as well as digital media,
data products, and events.
From policymakers to advertisers and retailers, the PPA provides a strong industry voice to various
stakeholder groups. Our activities protect members’ interests in vital areas such as intellectual
Barry McIlheney,
property,
freedom of the press and postal issues, while promoting a prosperous economic environChief Executive
ment for publishing businesses and encouraging skills development through training and professional
qualifications.
Our network of committees,
staffed by industry representatives, works collectively to drive
industry standards across all areas
of the publishing supply chain, from
retailing and distribution to finance
and the environment.
One of our most influential comMark Burr, EU Contact/
mittees, the PPA Marketing Board,
Head of Public Affairs
is tasked with promoting the sector among the media planning and
buying community, providing advertisers with a wealth of
authoritative research on the power of magazine media.
The PPA also brings the industry together through a full cal- The PPA brings magazine publishers together to discuss the industry’s
endar of conferences and awards ceremonies, including the key issues at its annual conference. It is one of a number of major
flagship PPA Awards and PPA Annual Conference as well as industry events co-ordinated by the PPA every year.
more specialised networking forums.
To keep members and various stakeholder groups up-to-speed on the latest developments regarding the association and the
wider industry, the PPA publishes a selection of targeted email newsletters based on the comprehensive content held on our
website.
www.ppa.co.uk
Distripress 205
Distripress
Seefeldstrasse 35
8008 Zürich, Switzerland
Tel. +41 44 202 41 21
Fax +41 44 202 10 25
[email protected]
www.distripress.net
Distripress
Bringing the world
of press distribution
together
Distripress is a global trade association focused on the national and international distribution of
printed press products. We are based in Zurich and are currently in our 58th year of operation. The
highlight of our year is the annual congress which is held in a different city each autumn and which
attracts around 1,000 delegates from 70 countries. The most recent congress was held in Barcelona
in October 2011 – on our website a short video summary of the event can be found, as well as images.
Our next congress will be in Glasgow, Scotland on 1-4 October 2012 and this will be Distripress’s first
visit to the UK in nearly 30 years.
Tony Jashanmal,
President
David Owen,
Managing Director
Distripress Products
Contact Details
Managing Director
David Owen
[email protected]
Congress Coordination
Susanne jörg
[email protected]
Governing Bodies & Communication
Gabriela Rietmann
[email protected]
Finance & Membership
Anita Harissa
[email protected]
IT
Alex Mülli
[email protected]
www.distripress.net
206 EMMA
EMMA –
European Magazine
Media Association
EMMA aisbl
Square du Bastion 1A
Tel. +32 2 536 06 06
Fax +32 2 536 06 01
[email protected]
www.magazinemedia.eu
Promoting Magazine Media in times of change
by Max von Abendroth
The European Magazine Media Association (EMMA) promotes key aspects of
today’s and tomorrow’s magazine media sector vis-à-vis the EU Institutions.
We therefore help publishers to anticipate upcoming regulatory challenges
for their business and allow them to actively shape the future legislative
environment for their sector, in order to safeguard its future.
David J. Hanger,
President
Catherine Starkie,
EU policy and decision makers are involved in discussions on many issues Senior Legal Adviser
that impact both digital and print publishing, such as digitization of content,
piracy, copyright law, data protection and VAT, as well as proposals that
would restrict the life-blood of the majority of publications: advertising.
EMMA is actively engaged at the heart of all these debates. Our credibility
with the politicians we regularly engage with is enhanced with the in-depth
knowledge and case studies generated from the EMMA expert groups on
copyright, VAT, and publishing online.
We aim to make politicians better understand
the key requirements for maintaining a vibrant
and independent multi-platform magazine media across Europe, essential for any democracy
and the well-being of society.
Max von Abendroth,
Executive Director
www.futuremedialab.info,
a think tank approach
hosted by EMMA
Amandine Labé,
EU Affairs Officer
And magazine publishers across Europe can be
reassured that their voice will be heard when it
comes to legislative initiatives impacting their
business.
Caroline Quintero,
Communications Officer
www.magazinemedia.eu
European Business Press 207
European Business
Press
EBP European Business Press
Rozna dolina, cesta X/17B
1000 Ljubljana, Slovenia
Tel. +386 41 661 906
Fax. +386 1 433 0480
[email protected]
www.business-press.org
President’s Statement
Gabriele Capolino,
President
European Business Press (EBP) was founded 50 years ago in Como, Italy. In 1962, the founding partners aspired to the idea of a united Europe, by creating a common spirit of respect and cooperation
among business publishers.
Current challenges for business media are remarkably different but no less critical than 50 years
ago. It is true that the business climate has become extremely difficult. This is why the role of the
EBP is increasingly more important today when the principles, on which European Union was built,
are losing momentum.
The EBP is a network of professionals that interact continuously to share ideas, look for new opportunities or just seek second opinions on how to solve strategic or operational problems. In recent
years the industry of business information has been facing a new challenge – the internet. The EBP
has become aware of its potential and, as a result, many topics at EBP events were dedicated to this
phenomenon. Our door is open to new members, from print business publications to websites and
business TV or radio channels.
Secretary General’s Statement
The EBP accounts for 50 leading European business publications from 27 countries. Its activities
range from those promoting its role as a leading facilitator of high standards in the information business to that of developer of new products. EBP members meet every year at seminars for publishers
and editors where they present their successful business models and exchange experiences. These
events have become important channels for enhancing cooperation among members and have created a number of successful
joint ventures.
At their annual meeting EBP members discuss the strategic and practical issues related to their own organisations. Also, the
meeting hosts the presentation of the European Manager of the Year Award to the most outstanding business leader in the
past year.
Last, but not least, EBP cooperates with EMMA on EU policies that are important for the development of a sound business
environment for newspaper and magazine publishing.
Slobodan Sibincic,
Secretary General
Number of members: 50
EBP members are leading European business publications
www.business-press.org
208 FIPP
The worldwide
magazine media
association
The worldwide magazine media association
Queens House 55-56 Lincoln’s Inn Fields
London WC2A 3LJ, United Kingdom
Tel. +44 207 404 4169
Fax +44 207 404 4170
info@fipp.com
www.fipp.com
FIPP represents companies and individuals involved in the creation,
publishing, or distribution of quality content, in whatever form, by
whatever channel, and in the most appropriate frequency, to defined
audiences of interest.
FIPP exists so that its members develop better strategies and build
better media businesses by identifying and communicating emerging
trends, sharing knowledge, and improving skills worldwide.
Chris Llewellyn,
President and CEO
David Hill, Chairman
FIPP respects and supports:
· Freedom of the press
· Freedom of advertising
Magazine World
· Freedom of distribution
· The Intellectual Property rights of publishers, in any form
· The development of industry ecological standards and protection of
the environment
FIPP has more than 700 member companies, which include 56 national
magazine associations, 502 publishing companies with international interests, and 146 suppliers to the industry and associated organisations,
in 60 countries.
FIPP was founded in 1925, and for many years was famous for its bi-annual World Magazine Con- Worldwide Media Marketplace
gress organised in conjunction with local publishing associations. In the last decade, FIPP has (WMM)
taken on the demands of its members and created an organisation that has a wide range of products and services to meet their needs. So to the iconic World Magazine Congress it now runs the Worldwide Media Marketplace;
the Asia Pacific Digital Conference; the Research Forum and Awards and the Digital Innovators’ Summit. FIPP also publishes
a quarterly title, Magazine World and annual reports including World Magazine Trends and the Innovations in Magazine Media
World Report. The association also organises training courses which consist of the Magazine Brand Management Certificate
and the Digital Publishing Course.
www.fipp.com
IMB 209
Inflight
Marketing
Bureau (IMB)
Inflight Marketing Bureau Geie
Vallon d’Ohain, 26
Tel. 32 0 477 79 04 95
a.clement@inflight-marketing.com
www.inflight-marketing.com
The Inflight Marketing Bureau (IMB) is a Brussels-based international association that brings
together Europe’s main inflight media and magazine publishers. Its members include representatives
from Lufthansa, British Airways, Air France, SAS, Iberia, Alitalia, Finnair and Aeroflot.
Some 221 million passengers fly around the world with IMB member airlines every year, while over
three million magazines are read every month by around 13 million passengers.
The association helps members share their expertise and contributes to a better understanding of
the requirements of airline passengers. It finances research that helps publishers further improve John Stuyck, President
their media offerings.
Lufthansa magazine – A leading magazine among all European Inflight titles
reaching educated, well-off, ambitious
and consumption-oriented readers.
Air France Magazine – Air France Magazine offers its travellers moments of
discovery and culture, the pleasure
of reading social, economical, artistic
and consumer articles
High Life: Go up in the World: The
premium lifestyle magazine focusing
on travel and fashion for all British
Airways passengers.
www.inflight-marketing.com
210 INMA
INMA
INMA european office
Antwerp, Belgium
Tel. +32 32 88 69 47
[email protected]
www.inma.org
Earl Wilkinson, Executive
Director and CEO
Inge Van Gaal,
European Coordinator
Tom Corbet, Projects
Manager European Office
INMA, the International Newsmedia Marketing Association, is the leading newsmedia association
providing a platform for the newsmedia industry to share best practices, marketing, advertising and
editorial ideas so they can grow amid profound market change.
INMA provides members – 6,000 individual news media executives around the world – with unprecedented access to thousands of ideas and professional contacts via Ideas Magazine, INMA.org, conferences, publications, reports, and networking tools. INMA also shares its market-focused vision
with cutting-edge presentations and interviews involving industry conferences, industry leaders, the
advertising community and private consultations.
Its European Headquarters is based in Antwerp, Belgium. INMA today has more than 5,000 members
in 80+ countries.
INMA Volunteers and Leaders
INMA is a global association greatly supported by its volunteers, all of which are newsmedia industry
professionals. It operates with a global Board of Directors, and various regional and topical “committees” .
The European office has 2 staff members and is supported by a European Board of Directors. Besides the Board, the INMA European Division has five committees: Research Committee, Advertising
Committee, Dutch-Flemisch Committee, French Newspaper Committee, Mobile Publishing Committee.
Each organises events on their topic. INMA’s volunteers are what make the association a leading one
in the newsmedia industry ; one that reacts quickly to market change and adapts to its members
needs. This is particularly apparent in the conference programmes and “just in time” seminars organised by the association throughout the year.
Earl Wilkinson
Executive Director and CEO
[email protected]
+1 214 850 7972
Dallas, Texas, USA
Inge Van Gaal
European coordinator
[email protected]
+32 32.88.69.47
Antwerp, Belgium
Tom Corbett
Projects Manager European office
[email protected]
+32 32.88.69.47
Antwerp, Belgium
www.inma.org
OPA 211
OPA Europe Headquarters
c/o International Herald Tribune
6 rue des Graviers
92521 Neuilly-sur-Seine, France
Tel. +35 1 913 16 47 71
[email protected]
www.opa-europe.org
Online Publishers
Association Europe
The Online Publishers Association Europe (OPA Europe) was founded in 2003, as an alliance of highlevel executives from online publishing companies of quality content. Their aim is to share
best-practice and expertise in digital publishing, at the same time promoting and protecting
their interests in the face of an ever-changing legislative environment.
Tomasz Józefacki,
President
David Mahon, Executive
Director & EU contact
OPA Europe members:
1. 24 Media
2. Agora
3. Gruppo Espresso / Kataweb
4. Il Sole 24 Ore
5. New York Times Global/International Herald Tribune
6. Lambrakis Press
7. Le Monde Interactif
8. Le Temps
9. Prisacom / El País
10. RCS Digital
11. Spiegel Online
12. Turkuvaz Medya
13. Unidad Editorial / El Mundo
AdMeld is an associate member
xxx
www.opa-europe.org
212 Corporate members
Corporate members
Alfons W. Gentner Verlag
Forststrasse 131
70015 Stuttgart, Germany
www.gentner.de
Gruner + Jahr
Am Baumwall 11
20459 Hamburg, Germany
www.guj.de
Reader’s Digest
Readers Digest BNI/Europe/PL 46
00441 Helsinki, Finland
www.rd.com
Aller Media AB
Landskronavägen 23
251 85 Helsingborg, Sweden
www.aller.se
Gruppo Editoriale L’Espresso SpA
Via Cristoforo Colombo n. 149 –
00147 Rome, Italy
www.gruppoespresso.it
Ringier AG
Dufourstrasse 23
8008 Zurich, Switzerland
www.ringier.com
ANWB Media
Wassenaarseweg 220
2596 EC Den Haag; The Netherlands
www.anwb.nl
Hearst Magazines International
16 rue de Mademoiselle
78000 Versailles
France
www.hearst.com
Roularta Media Group
Meilsoomlaan 33
8800 Roeselare, Belgium
www.roularta.be
Axel Springer AG
Axel-Springer-Strasse 65
www.axelspringer.de
Bauer Media KG
Burchardstrasse 11
www.bauerverlag.de
Deutscher Fachverlag GmbH
Mainzer Landstrasse 251
60326 Frankfurt am Main, Germany
www.dfv.de
Future plc
Beauford Court, 30 Monmouth Street
BA1 2BW Bath, United Kingdom
www.futureplc.com
Ganske Verlagsgruppe
Harvestehuder Weg 41
www.ganske.de
Heise Zeitschriftenverlag
Helstorfer Strasse 7
30625 Hannover, Germany
www.heise.de
Hubert Burda Media KG,
Arabellastrasse 23
81925 Munich, Germany
www.burda.de
Lagardère Active Media
149 rue Anatole France
92534 Levallois-Perret, France
www.lagardere.com
Mondadori
Palazzo Mondadori,
Sottofoglia, Torre Nord,
Via Privata Mondadori
20090 Segrate, Italy
www.mondadori.it
Sanoma Magazines B.V.
Jachthavenweg 124
1081 KJ Amsterdam, Netherlands
www.sanoma-magazines.com
Springer Science + Business Media
Heidelberger Platz 3
www.springer.com
The Economist Group
25 St James’s Street
SW1A 1HG London, United Kingdom
www.economist.com
Verlag Kirchheim + Co GmbH
Kaiserstrasse 41
55015 Mainz, Germany
www.kirchheim-verlag.de
Strategic Partner
Motorpresse
Leuschnerstrasse 1
70174 Stuttgart, Germany
www.motorpresse.de
Sappi Fine Paper Europe S.A.
Chausée de la Hulpe 154
1170 Bruxelles, Belgium
www.sappi.com
215
Acknowledgment
Publishing house
Presse Fachverlag GmbH & Co. KG,
Nebendahlstrasse 16, 22041 Hamburg, Germany
T. +49 40 609009-0
Fax: + 49 40 609009-15
Publisher
European Magazine Media Association (EMMA)
Square du Bastion 1A, 1050 Brussels, Belgium
Max von Abendroth
T. +32 2 53606-06
Fax: +32 2 53606-01
[email protected]
Editors
Ralf Deppe, Presse Fachverlag,
[email protected]
T. +49 40 609009-80
Peter Strahlendorf, Presse Fachverlag,
[email protected]
Productmanager
Anja Kruse-Anyaegbu
[email protected]
Design
Christine Matthies, Presse Fachverlag
Daniela Rocksin, Presse Fachverlag
Distribution
Angela Lautenschläger, Presse Fachverlag
[email protected]
T. +49 40 609009-61
Advertising
Lars Lücke, Presse Fachverlag
[email protected]
T. +49 40 609009-53
Commercial manager
Antje-Betina Weidlich-Strahlendorf
Printing and lithography
Lehmann Offsetdruck, Norderstedt, Germany
Paper
Printed on Sappi | Magno™ satin 115g/m2,
a member of the Magno™ range © 2012 Sappi Europe SA
Marketing Communications.
Printed on Sappi | Magno™ satin 250g/m2,
a member of the Magno™ range © 2012 Sappi Europe SA
Marketing Communications.
Press date
February 2012
Articles with the name of the author do not necessarily
reflect the opinion of EMMA. Distribution and reproduction
are not permitted. Content may be quoted, providing the
source is referenced.
ISBN 978-3-923165-10-0
ISSN 1869-2257
29,– EURO
© 2012 European Magazine Media Association
Brussels, Belgium 2012
THE
())(&7
I
HAVE ON
3(23/(
,6 ALMOST
SCARY
I am the power of print. When news is presented in a magazine, readers attach
more importance (33%) to it than when the same news is presented on television
(20%) or on the Internet (10%). Learn more about print media at printpower.eu
ADD PRINT, ADD POWER
MAGAZINES for Europe.
Empowering citizens