Magazines - European Magazine Media Association

Transcription

MAGAZINES
for Europe
FAEP MAGAZINE 2009-2010
Empowering citizens
Read inside this magazine:
Jerzy Baczyński,
POLITYKA, POL
Lord Heseltine,
Haymarket, UK
Dr. Bernd Buchholz,
Gruner + Jahr, GER
The survival of liberal
democracy depends
on the defense of
press freedom.
Publishing and
publishers must
change dramatically.
In a world of shifting
Social responsibility and
sands, the magazine
sustained commitment
is on the alert.
are particulary called for
FAEP
in these difficult
times.Magazine 2009/10
Christophe Barbier,
L’EXPRESS, FRA
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MAGAZINES
for Europe
Empowering citizens
4
5
Editorial
It is my pleasure to present to you
FAEP’s first magazine that provides a
deep insight into the world of the periodical press. This magazine is about magazines: magazines and their relationship
with their readers and magazines forming
a fundamental element of a democratic
society.
The articles written by different authors – mostly leading professionals
or well known journalists from across
Europe – provide snapshots on the diversity and vibrancy of the periodical press
in Europe. They are about press freedom,
media literacy and the lifeblood of the
press, advertising. They outline the complex, interdependent and vulnerable business model and indicate possible trends in
magazine publishing in the light of technological developments.
In these articles you will find excellent examples of why and how magazines
are so close to their readers, and how they
empower their readers across a huge range
of every-day life issues, such as health,
environment and consumer rights.
I would like to invite you into the exciting and inspirational world of the periodical press through the pages of this
magazine. Because that is what magazines
are about: besides being informative and
entertaining they are inspirational.
Let me thank all those that have made
this project possible, the authors for providing us with high quality content, the
advertisers for helping us to fund the
project and in particular the publisher,
Peter Strahlendorf from Presse Fachverlag in Hamburg who has helped to guide
this magazine from birth to maturity.
FAEP is here to guide and promote
the cause of magazines in Europe, it is
also here as an aid for you and to answer
your questions, so please feel free to contact us with any query you might have
but above all do enjoy reading this new
publication.
Yours sincerely,
David J. Hanger
FAEP President
6
Content
4
Editorial
36
David J. Hanger, FAEP President
6
Content
8
Why I am a publisher
Let’s “tease” the youth
by Ana Cristina Cruz
38
Francisco José Pereira Pinto Balsemão,
Chairman Impresa SGPS SA, Lisbon, Portugal
Eija Ailasmaa, President & CEO Sanoma
Magazines, Amsterdam, The Netherlands
Publishing and its interaction
with society
40
© James Cridland – Flickr
42
Intro
Empowering citizens
by Andy Cook
46
Social responsibility pays off
by Thilo von Trott
50
by Peter S. Phippen
Publishing in a democracy
54
10
Intro
12
Freedom – 20 years on
Acting responsibly on sustainability –
a complex challenge
Axel Springer is presented
the “German Sustainability Award”
by Florian Nehm
by Jerzy Baczyński
16
Freedom of the press, common ground for
West and East European journalists
by Dan Turturica
20
56
Stevie Spring, CEO Future plc, London,
United Kingdom
58
The power of freedom
Fat Europe – why reading
can be a good workout
by Bernd Schwedhelm
by Jan Pierre Klage
62
22
26
Your magazine: your trusted friend
Alcoholism and other addictions.
Forbid or inform?
David J. Hanger
by Pedro Camacho
Thomas Ganske, CEO Ganske Verlagsgruppe,
Hamburg, Germany
28
Diversity from the start
by Patrick Eveno
Theocharis Filippopoulos, President of the
Magazine Publishers of Greece, Athens, Greece
32
Magazines – Giving information meaning
by Christophe Barbier
© mannobhai – Flickr
30
Content
66
Can Europe be the health beacon? Mission
possible with more accessible quality and
trusted information
by Alessandro Pellizzari
70
74
110
112
Intro
Changing times in the media industry?
German publisher Hubert Burda on the future
of magazine publication
116
To what extent are your data protected?
by Alaistar Tempest
VLASTA – Adviser and friend
by Michaela Matuštíková
78
The future of publishing
Teen magazines: How do
they keep their readers?
by William Dubreuil
7
120
The future of the EU
by Tim King
Didier Quillot, CEO of Lagardère Active,
Levallois-Perre, France
80
82
© Sven Hoppe – Fotolia.com
Publishing. The business side
Intro
Why magazines matter for Europe’s economy
by Pru Jones
86
No freedom of the press without freedom
of distribution
FAEP members
by Péter Emöd
88
The role of advertising and the regulatory
threats faced by the industry
by Charles Kovács
92
The pulling power of print
124
126
128
130
131
133
134
137
138
140
Intro
Austria
Belgium
Czech
Republic
Denmark
Finland
France
Germany
Greece
Hungary
154
155
156
157
Distripress
European Business Press
FIPP
OPA Europe
158
FAEP
159
161
Corporate Members
Acknowledgment
by Caroline Jewitt
94
Jerzy Baczyński, President of the board of
Polityka publishing house, Warsaw, Poland
96
Why copyright matters?
by Jonathan Shephard, Andrew Yeates
100
Challenges and opportunities
for specialised magazines
by Gisella Bertini Malgarini
104
Lord Heseltine:
How the politician turned publisher
by Andy Cook
108
Charles Kovács, Chairman Hid Radio Zrt,
Budapest, Hungary
141
142
144
145
146
147
148
152
153
Ireland
Italy
Netherlands
Norway
Poland
Portugal
Spain
Sweden
United
Kingdom
Please take
a look at the
EUROPEAN VOICE
supplement
enclosed in
this magazine.
Why I am a publisher?
“I am a publisher, because, as the
closest media to consumers, we
are our readers’ trusted personal
guides, their friends even.
We really are on a positive mission,
dedicating ourselves to helping our
readers make their lives happier,
healthier or more successful by
giving advice and sharing information about the topics that touch
their hearts and minds.”
Eija Ailasmaa, President & CEO Sanoma Magazines, Amsterdam, The Netherlands
9
© Benshot - Fotolia.com
10
Publishing in
a democracy
12
Freedom–20 years on
by Jerzy Baczyński
16
Freedom of the press, common
ground for West and East European
journalists
by Dan Turturica
20
The power of freedom
by Jan Pierre Klage
22
Your magazine:
your trusted friend
David J. Hanger
26
Thomas Ganske, CEO Ganske
Verlagsgruppe, Hamburg, Germany
28
Diversity from the start
by Patrick Eveno
30
Theocharis Filippopoulos, President
of the Magazine Publishers of Greece,
Athens, Greece
32
Magazines – giving information
meaning
36
38
Francisco José Pereira Pinto Balsemão,
Chairman Impresa SGPS SA, Lisbon,
Portugal
11
12
Publishing in a democracy – Freedom. 20 years on
Freedom –
20 years on
by Jerzy Baczyński
» The scale of change was revolutionary.
The media market expanded with hundreds
of new titles. The new media played a key
role in the first years of transformation «
This year, most new EU member states are
marking their 20th anniversaries of independence
and democracy. This year is also the 20th anniversary of a free press in post-communist Europe
- that is a very short history. Middle and elder
generations of journalists began their professional
careers in media subject to state censorship and
formally owned by the state or organisations controlled by the ruling party. Over barely a year or
two they had to exit that system and learn to operate in conditions of press freedom and a free media
market. That does not mean everyone had to start
from scratch: there had been a free underground
(samizdat) press in some Soviet bloc countries.
Many media journalists had been through internships or had experience in the West, which the authorities had permitted or turned a blind eye to. In
any case, by the time of Gorbachev, the commu-
nist regimes were less oppressive and even state
or party media had obtained a fair degree of freedom. Free journalism did not suddenly bloom in a
desert. But the scale of change was revolutionary.
Large media groups from the West entered
the markets of Central and Eastern Europe. German publishers were especially active, taking over
many existing titles and introducing local versions
of their own. Editorial boards of state newspapers
underwent ownership transformations. After the
party press operation in Poland was dissolved,
journalists were permitted to establish co-operatives and take control of published titles (to this
day, POLITYKA is owned by a journalist co-operative). New, non-communist governments started
the process of issuing concessions for private television and radio stations. Press law was altered
in many countries to adapt to European standards.
The media market expanded with hundreds of
new titles. New media products and services created new readers, viewers and listeners.
The new media played a key role in the first
years of transformation, which could be called a
romantic era. The free press enjoyed great social
trust. Important social and political debates took
place in the media. The new political class, of-
Freedom. 20 years on – Publishing in a democracy
ten recruited from the ranks of former dissidents,
saw the press as an important ally and partner in
change. Attempts to put pressure on journalists
and intimidate the media were generally condemned by social opinion as a return to communist era practices. Although journalist organisations weakened under the pressure of increasing
market competition, journalists themselves were
able to defend colleagues against pressure from
the authorities and owners. When the institutions,
procedures and customs of a democratic state
were only just being formed, press, radio and television did not just play the role of the so-called
fourth estate - they were vital for the development
of the other three.
Of course, the process of creating a free media ran its course differently and at different paces
in different countries. After these transformations,
threats to press freedom began to emerge. These
threats were internal and external and well known
in mature democracies. In many respects, the situation today is worse than at the beginning of the
1990s. The alliance of media and power, very visible during the period of exit from communism,
has disintegrated: the press is generally critical of
politicians, while the authorities increasingly treat
media as aggressive usurpers. The governments
of new democracies are therefore trying various
means to discipline journalists.
In Slovakia, a press law was introduced in
2007 giving politicians the unrestricted privilege
of right of reply to any critical article. In Hungary, after a conflict with MAGYAR HIRLAP, the
prime minister called on state authorities not to
place any advertising in that publication and to
withdraw official subscriptions. In Poland, cases
of the special services eavesdropping on journalists were revealed and influential politicians de-
» The free press enjoyed great social trust.
The situation today is worse than at the beginning of the 1990s. The governments of
new democracies are therefore trying various means to discipline journalists «
Press freedom – threatened
Apart from external threats, press freedom is
also undermined from within. The media in both
Eastern and Western Europe have a whole list of
sins on their consciences:
N Capitulation to pressure from advertisers,
who seek to influence article content and
topics covered (especially now, during the
economic crisis), as well as pursuing erosion
of the boundaries between advertising messages and journalism;
N Insufficient protection of journalistic independence and autonomy from owners;
N Adoption of corporate structures and management rules inappropriate to media businesses;
N The search for sensation, “tabloidisation” of
the media, and easing out of socially important content in favour of entertainment;
N Disintegration of professional ties, together
with the disappearance of ethical standards
that bind them;
N Insufficient self-regulation, facilitating intervention by public authorities.
13
14
Publishing in a democracy – Freedom. 20 years on
clared boycotts of “hostile” media and journalists.
These practices are not limited to Eastern Europe:
surveillance of journalists has also been reported
in Germany and politicians in France, Italy and
Spain have boycotted media
In many post-communist European countries politicians are increasingly instigating court
proceedings against journalists. In Poland, the
law treats defamation or imputation as an offence
punishable under the Penal Code and still liable to
a penalty of imprisonment. Journalists have been
demanding the removal of these muzzling regulations for years, but amendments to the press law
just announced by the government uphold penal
sanctions for violation of moral rights. A regulation dating back to communist times has also been
maintained: it is possible to remove a chief editor
for three press offences committed while in office.
These can include refusal to print a correction.
The Polish Supreme Court recently ruled that not
only can an official be punished for disclosing
state secrets, but also a journalist. In practice this
threatens to paralyse journalistic investigations. In
most countries of the New Europe, courts regard
the right to free speech and a free press as less
important than the protection of private or public
interests. In Poland, for instance, courts order the
public media to pay compensation for disclosing
names of individuals with investigations or court
proceedings in progress against them, even if they
are politicians or public figures
» A strong, politically and financially independent public media has not emerged in any
of the post-communist countries. The media in
both Eastern and Western Europe have a whole
list of sins on their consciences «
» The condition for the survival of the media,
and perhaps of liberal democracy, must be the
defence of press freedom «
About the author
Jerzy Baczyński was born in Sokołowsko (Wałbrzych County), Poland in
December 1950. He graduated from the Institute of Political Science of
Warsaw University in 1972. In 1980, he became deputy editor of the supplement “Życie i Nowoczesność” and – elected
by the staff – a board member. During Martial
Law in Poland, he was fired from the job. Between 1981 to 1983, he spent time in France,
holding a scholarship of “Journalistes en Europe” and later with the “Fondation de France”.
After returning to Poland he began working as a
free-lance and then as a full-time journalist for
POLITYKA WEEKLY, covering economic affairs. Since
1994, he is deputy Editor-in-Chief of POLITYKA
WEEKLY and President of the board of the POLITYKA
publishing house.
[email protected]
The so-called public media, which arose out
of former state radio and television stations, are a
particular case of the relationship between the authorities and the press. Irrespective of the different legal regulations these are under in particular
countries, politicians everywhere strive to maintain control or at least influence them. A strong,
politically and financially independent public media has not emerged in any of the post-communist
countries (though similar accusations are laid
against public television in France, Italy and other
EU countries).
The ideal of a free, independent and responsible media is one of the foundations of European democracy. Societies that lived through
and remember totalitarian oppression know very
well what restrictions on information, thought
and opinion entail. Fortunately, today we have
the internet, that great and uncontrolled place of
congregation. But the public role of the press and
professional journalism cannot be replaced by
open internet communities, or at least, not yet.
The condition for the survival of the media, and
perhaps of liberal democracy, must be the defence
of press freedom – not only against dangers flowing from the world of politics, but also the dangers
we create ourselves.
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Publishing in a democracy – Freedom of the press, common ground for West and East European journalists
© Noirin Shirley
16
Freedom of the press,
common ground for West and
East European journalists
by Dan Turturica
Is freedom of the press still a problem
in Europe? Depends on who you ask. The
EU officials tend to disregard it, pointing
to other issues: media concentration and
ownership. Journalists have a different
point of view.
During a meeting organized in Bruxelles two
years ago, about 20 editor-in-chiefs and leading
journalists from all over Europe met EU Commissioner for information society and media Viviane
Reding to debate on what was considered to be a
very sensitive question: Is the foreign ownership
of media companies, especially in the new member states, a real danger to the national specificity
of editorial content?
The discussion that followed revealed that
many of the journalists invited, myself included,
were not sharing this concern. In Romania, for
example, there were and still are signs that an opposite phenomenon is taking place: foreign media
Freedom of the press, common ground for West and East European journalists – Publishing in a democracy
© Alterfalter - Fotolia.com
groups are abandoning their standards in some
cases in order to embrace the local flavor in reporting, as well as in business practice.
The large majority of participants agreed,
though, that journalists in Europe have something
else to fear: freedom of the press, in practice, is
not such a generally accepted value all over the
continent as it is commonly believed by many
EU officials. Many examples were given in that
meeting of political pressure, corruption and management interference with the editorial work. Put
together, they painted a different picture of the
European press than the one considered standard
in official statements.
Central and East Europe, the
biggest drop in press freedom
Today, two years after the meeting organized by Commissioner Redding, the Global Press
Freedom report released by Freedom House states
clearly that media in Central and Eastern Europe
suffered the biggest drop in press freedom compared with any other region in the world, with
journalists murdered in Bulgaria and Croatia and
numerous cases of death threats against, or prosecution of, journalists reporting on corruption,
conflicts, war crimes and organized crime.
Not only the journalists from Central and
Eastern Europe think that freedom of the press is
something in need to be protected. And the best
argument is what happened on May 25th, in Hamburg. Journalists from very prestigious German,
Italian, French, Austrian publications, such as
Stern, Spiegel, Focus, Süddeutsche Zeitung, Corriere della Sera, Die Welt, Liberation, Financial
Times, Der Kurier, Frankfurter Rundschau, Die
Zeit – along with their colleagues from other 14
European countries, including myself, have gathered to adopt and sign the first European Charter
on Freedom of the press.
» Many European journalists think that freedom of the press is something in need to be
protected «
17
A test for the European
governments and the EU
The document articulates principles for the
unhindered work of all media and journalists and
for their protection against government or any other kind of interference. The charter is now available to be signed by all media, journalists and their
associations, publishing houses and broadcasters.
It will be sent to European governments and the
European Commission, with the request to respect
and help enforce its principles.
The extent to which this charter will be respected and enforced by governments and other
institutions will give us a clear idea about how
serious is Europe’s commitment to respecting
freedom of the press. And hopefully, in the near
future conclusion like this one, formulated in the
Global Press Freedom report, will become just
bad memory:
“In several European Union countries, authorities are increasingly failing to respect the
right of journalists to protect the confidentiality
of sources. Anti-terrorism legislation is also affecting freedom of expression and governments
seem to be using these laws for their own political
purposes.”
The following Charter was adopted and
signed on May 25th, 2009, in Hamburg, by 48
editors-in-chief and leading journalists from 19
European countries. The list of journalists who
have signed the Charter can be viewed at
www.pressfreedom.eu.
18
Publishing in a democracy – Freedom of the press, common ground for West and East European journalists
European Charter on Freedom of the Press
Art. 1
Freedom of the press is essential to a democratic society. All
governments should uphold, protect and respect the diversity
of journalistic media in all its forms and its political, social and
cultural missions.
Art. 2
Censorship must be absolutely prohibited. There must be a guarantee that independent journalism in all media is free of persecution, repression and of political or regulatory interference by
government. Press and online media should not be subject to
state licensing.
Art. 3
The right of journalists and media to gather and disseminate information and opinions must not be threatened, restricted or be
made subject to punishment.
Art. 4
The protection of journalistic sources shall be strictly upheld.
Searches of newsrooms and other premises of journalists and
the surveillance or interception of journalists’ communications
with the aim of identifying sources of information or infringing
on editorial confidentiality are unacceptable.
Art. 5
All states must ensure that the media enjoys the full protection
of an independent judiciary system and the authorities while
carrying out their role. This applies in particular to defending
journalists and their staff from physical attack and harassment.
Violations of these rights and any threats to violate these rights
must be carefully investigated and punished by the judiciary.
Art. 6
The economic livelihood and independence of the media must not
be endangered by the state, by state-controlled institutions or
other organizations. The threat of economic sanctions is unacceptable. Private enterprise has to respect the independence of
the media and refrain from exercising pressure and from trying
to blur the lines between advertising and editorial content.
Art. 7
The state and state-controlled institutions shall not hinder the
freedom of access of journalists and the media to information.
They are obliged to support them in their mandate to provide
information.
Art. 8
Media and journalists have a right to unimpeded access to all
news and information sources, including those from abroad. For
their reporting, foreign journalists must be provided with visas,
accreditation and other required documents without delay.
Art. 9
The public of any state shall be granted free access to all national
and foreign media and sources of information.
Art. 10
The state shall not restrict entry into the profession of journalism.
SUMMARY
About the Author
Dan Turturica is editor-in-chief of “Romania
libera”, one of the leading Romanian daily
newspapers. Dan Turturica has a 20 years experience in journalism. In the last ten years he
held the position of editor-in-chief for several
leading publications. He is also active in the
broadcast media, as he procuced or presented several television programmes. He holds a
master degree in Mass Communication from
California State University, Northridge.
[email protected]
EU officials have identified problems with media concentration and ownership. Leading European journalists asked to debate on these
issues dismissed them as having little negative
impact. However, they concluded that another
issue, considered solved by many, should be
tackled: freedom of the press. Journalists from
both East and West Europe concluded that some
governments and other institutions are increasingly failing to respect their rights. Hence, 48
editors-in-chief and leading journalists from 19
European countries gathered in Hamburg at the
end of May to adopt and sign the first European
Charter on Freedom of the press.
© Toban Black Flickr
© Flickr
20 Publishing in a democracy – The power of freedom
The power
of freedom
by Jan Pierre Klage
The big affairs and scandals: from the disclosure of the spying on employees by major corporations in Germany, to the case of political expenses
in the UK – would we have heard about them if
it was not for the freedom of press? What about
the multitude of insights into the economy, sports,
culture and society; let alone informing and entertaining contributions about design, architecture
and fashion – would we have this pleasure without freedom of press? Certainly not. This is the
first thing that comes to mind when I think about
the significance of advertising for press freedom.
» Over-eager regulators should be reminded
of the fact that free citizens are entitled to
make free decisions «
Economic independence is
vital for freedom of press
In all European countries, freedom of press
enjoys special government protection. In Germany, it is guaranteed by section 5 of the Basic
Constitutional Law. But within the western economic system, in addition to being protected from
governmental control or prosecution, freedom
of press requires economic independence. Press
freedom is characterized by an absence of repression and imposition that is only achieved through
economic strength.
Advertising is vital
for economic independence
Advertisements fund between 40 and 70% of
the publishing sector. The remaining revenue comes
from the sales of newspapers and magazines. The
enormous dependence on funding from advertising
has become obvious during the current global economic crisis, even to industry outsiders. Lay-offs,
reduced work hours and cutbacks are on the agenda
of media companies as the economic downturn hits
both revenue streams. The dependence of publishing on revenue from advertising means advertising
is essential to publishing’s existence. Restrictions
The power of freedom – Publishing in a democracy
© Robert Redelowski – Fotolia.com
on the freedom of advertising therefore not only
pose a threat to the existence of publishing companies, but also to the economic independence that is
vital to ensure press freedom.
Thus, not only managers of publishing companies, but also journalists are carefully observing developments in this area. Restrictions, even
when they are driven by good intentions, urgently require a thorough assessment of freedom of
press, as it is anchored in the European Fundamental Rights Charter, alongside an assessment of
their potential impact.
Regulators must remember
citizens are free
Over-eager regulators should be reminded of
the fact that free citizens are entitled to make free
decisions. What kind of perception of European
citizens abounds if they are not trusted to be mature and responsible enough to choose for themselves what they buy and do not buy? Why do
All attempts to blur the border between editing
and advertising or product placement should be
prevented. This is vital if journalism is to remain
credible.
» All attempts to blur the border between
editing and advertising or product placement should be prevented «
advertisements, obviously paid for by customers,
have to be regulated in such a restrictive manner
that companies refrain from placement and try to
reach customers through different and less transparent channels?
Naturally, advertising plays an important role
in a purchasing decision. But is it a crucial role? Is
it the only deciding factor? Do citizens not tend to
inform themselves about certain products through
newspapers and magazines? And moreover, is it
not a fact that citizens expect a clear separation
of editorial and advertising content, and that they
base their decisions on editorial reviews?
In the advertising section of a publication, citizens expect a message with the sole intent of promoting a product, whereas they expect objective,
balanced, and informative reporting in the editorial section, including possible advantages and disadvantages of a product in terms of environmental
issues. Therefore, newspapers and magazines facilitate consumers’ navigation through the world
of consumerism and thus can assist their decision
in favour of environmentally friendly products.
This is why this separation must be maintained.
21
Coming full circle
And thus, the argument comes full circle: reports aimed at informing citizens are only made
possible by advertising revenue. Advertising revenue is truly the lifeblood of publishing companies.
Advertising is not a bothersome accoutrement or
pleasant extra income. It is essential if publishing
companies are to safeguard the freedom of press
and inform citizens.
About the author
Dr. Jan Pierre Klage, Jahreszeiten
Verlag, Hamburg, Spokesman of the
management.
As Managing Director, Dr. Jan Pierre
Klage has been responsible for the
women’s magazines FÜR SIE, PETRA and
VITAL as well as the magazine PRINZ
since 2007. He is also director of the
advertisement department. Dr. Klage
has been spokesman of the management since 2008.
The Jahreszeiten Verlag is a company
of the Ganske Verlagsgruppe
(www.ganske.de); [email protected]
22
Publishing in a democracy – Your magazine: your trusted friend
Your magazine:
your trusted friend
by David J. Hanger
Magazines continue to be sought after by
their many different publics from generalist to
specialist. They are to most of their readers not
just a casual purchase but that well informed
friend that they ‘meet’ on a regular basis. It is a
private conversation between the reader and the
magazine - they debate the latest topics of general or personal interest whether it be shades of
lipstick, exotic holiday destinations , narrow cast
fly fishing, soccer or the more serious discussions
about local or global current affairs. Is that more
serious?! Well of course it may or may not be
which is why it is about reader choice. The chosen
magazine is a chosen friend.
These days virtually all magazines also boast
a website and one that may be appreciated by the
readers and some non readers of the magazine
BUT the special relationship is with the printed
magazine. That wonderfully flexible friend who
» The chosen magazine is a chosen friend «
will travel anywhere with you, be available only
as you wish and most importantly is so conveniently accessible in the right language with quality
presentation and friendly, readable type. Most importantly it is (or they are, for most read more than
one magazine) readily available in such a timely
fashion.
So magazines are important to their readers
but they are also important in the wider context of
a democratic society. It is their ability to provide
a well researched and informed opinion across a
diverse range of interests and often very different and still developing points of view. Magazines
are an essential element of a free society working
© Scott Anderson - Fotolia.com
Your magazine: your trusted friend – Publishing in a democracy
© Podfoto - Fotolia.comcom
fully to encourage an expression of views to engender the essential, unencumbered open debate.
With communications technology developing rapidly and providing readers with ever yet
more and new ways to access the written word,
it is vital that magazine publishers are proactive
players in this environment and work to shape the
media landscape not just offline but also online.
As one of the lead providers of well researched
and well written content they are vital to the de-
velopment of the information highway as a core
source of original writing. They also creatively
link the professional journalistic content with user
generated content thus encouraging open debate.
The provision of content for all platforms
from print to online, mobile, audio and audiovisual requires continuously evolving business
models. Different readers use the varied access
modes differently and the form of the content itself influences the business model and the likely
level of success. Hard data and sound-bites of
news and reference material hold a stronger position in the online world than the leisure or opinion related read. The plus is that additional forms
of delivery provide the opportunity to reach out
beyond the core audiences with the same/similar
» Breaking down the content into specific elements that readers are prepared to pay for and
at the same time providing advertisers with
tightly defined and highly measurable and sort
after groupings may well be the forward route
for magazine publishers online extensions «
written material. Differing audiences that will
use the information in a variety of ways and who
may not have ‘bought’ the whole package as presented in the complete magazine format. As such
they allow for brand extension and the electronic
form also adds another means of contact with the
reader. This all seems very positive and yet many
publishers find it difficult to monetize their online versions sufficiently to provide the margins
required to fully fund the expensive world of investigative or creative journalism. The difficulty
lies partly in the early decision by most to provide
all online content free and the explosion of advertising opportunities which means that the average single site is struggling to charge enough or
provide sufficient advertising impressions to give
the same essential coverage of an audience sector
as is possible in print. Breaking down the content
into specific elements that readers are prepared to
pay for and at the same time providing advertisers with tightly defined and highly measurable
and sort after groupings may well be the forward
23
Publishing in a democracy – Your magazine: your trusted friend
route for magazine publishers online extensions.
At the moment for most, whichever route the print
version with its finely balanced model of cover
price revenues and advertising revenues is still the
financial backbone of most magazines. The reader
too still seems to have a more intimate relationship with the printed product regarding it as we
have observed as the complete old friend rather
than a sound-bite or reference tool requiring only
limited engagement or commitment. Both however are dependent on two key marketing requirements. One the ability, access and data required
to market newsstand and most importantly subscriptions effectively; secondly an environment
in which advertising is not unduly restricted and
made ineffective by over burdensome regulations. It is a fact that both these areas of marketing are now more difficult for the magazine sector, whether in print or online, than ever before.
With real marketing pressures and limitations on
access for the traditional methods of reaching out
to new subscribers coupled with the slow creep of
restrictions on providing information about available choice for the consumer through advertising.
If there is a plus then it is the new routes to market
and to consumers provided by the internet but the
danger here is that this too will soon face un-warranted restrictions.
Despite the accepted importance of magazines all too often this finely balanced economic
model is misunderstood by those outside of this
all important industry and as such it faces constant
threats. To succeed in print and online magazines
need:
N an advertising market free of excessive restrictions,
N reliable and fairly priced delivery systems,
N low-cost, if not free, high-speed internet access
for all citizens,
N Copyright systems and legislation in the EU
that protects the creator of content from misuse
- content that in the case of magazines usually
requires a high investment in journalists and research
N freedom from unreasonable taxes on reading
such as VAT
N and flexible self regulatory regimes, namely for
advertising and data protection, that correspond
to the pace of the development in the print and
online world
© Galina Barskaya - Fotolia.com
24
» A free and open press is the desire of all
democracies «
A free and open press is the desire of all democracies but to be free it does need that freedom
of access to information, freedom of speech, and
freedom of access to market, all aimed at ensuring that the ‘old friend’, the favourite magazine,
is there to be read and enjoyed on the right day, in
the right place and in the right format.
About the author
David J. Hanger is President of FAEP and has
held the position since January 2006. He is
also Publisher and Chief Executive of Prospect
Magazine, a monthly magazine on current affairs and cultural debate in Britain. Prior to his
current roles he was a Board Director and Publisher of THE ECONOMIST.
[email protected]
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“I am a publisher, because it is
fascinating to unite concepts
that usually diverge – specifically
creativity, imaginativeness, and
beauty with economic success.”
Thomas Ganske, CEO Ganske Verlagsgruppe, Hamburg, Germany
27
28
Publishing in a democracy – Diversity from the start
Diversity
from the start
by Patrick Eveno
The periodical press is one of the oldest press
formats. It started in the middle of the 18th century in Europe with the GENTLEMAN’S MAGAZINE,
published in England in 1731, and the JOURNAL
DES DAMES, launched in France in 1759. From the
1830s, magazine press developed with different
periodicity, reflecting the fundamental rhythms
of human activity. The main difference between
these publications and the daily press was the use
and importance of visual impact, first with gravure printing, then with photography. Pictures and
» Magazine press developed with different
periodicity, reflecting the fundamental rhythms
of human activity «
photographs introduced Europeans to a world of
exciting images, well before the advent of cinema and television. In black and white at first, but
soon enhanced with colour, these images helped
to inform and guide individuals as citizens and
consumers. Then as now, pictures elicit emotions
and bring pleasure. In conjunction with written
text, they enable people to learn about the ways
and customs of others. They show exotic, faraway
places and help spread new products and technologies. The vitality of this formula has helped
the magazine press traverse the centuries. Magazines have also survived through hard times due
to their ability to adapt to and keep pace with social change.
Diversity from evolution
The magazine press has evolved to reflect the
changing interests and tastes of readers, catering
for individuals’ different needs as citizens, professionals and consumers. Constantly seeking to be in
tune with each era, the magazine press has developed a multitude of branches, stemming from the
same trunk. Beginning with strictly political press,
branches soon began to extend to satirical, literary
and artistic titles. Across Europe, illustrated magazines began to spread information and knowledge;
Diversity from the start – Publishing in a democracy
consider: PENNY MAGAZINE, 1832; LE MAGASIN PITTORESQUE, 1833; DAS PFENNIG MAGAZINE, 1833; IL
MAGAZZINO PITTORICO UNIVERSALE, 1837; THE ILLUSTRATED LONDON NEWS, 1842; L’ILLUSTRATION, 1843;
DIE ILLUSTRIERTE ZEITUNG, 1843.
The industry has continued to evolve, addressing wider readerships. Fashion magazines
have become part of women’s magazines, differing according to various hobbies, ways of living
and social categories. Children’s magazines began with comic strips and have since developed
to suit every age, from tots to teenagers. At the
same time, professional journals have developed
to connect bankers, architects, doctors, engineers,
etc. Between 1920 and 1930, progresses in transmission and photographic reproduction were crucial to the development of sport magazines (LE
MIROIR DES SPORTS, 1919) and reporting (VU, 1928,
REGARDS, 1932, MATCH, 1938).
In the 1960s, news and opinion became more
important. More news magazines appeared to
reflect this (L’EXPRESS, DER SPIEGEL). TV guide
magazines started, soon becoming the bastions of
the magazine sector. For more than ten years now,
weekly “people” magazines have had the wind in
their sails. It may not be long before public desires change and another new market segment
emerges.
» Magazines contribute to the vitality of
markets, plurality of opinion and provide a
huge range of information for consumers
and professionals «
About the author
Patrick Eveno holds a postdoctoral lecture
qualification as well as a PhD in history and is
a specialist of the field of media. He teaches
contemporary history at Paris I PanthéonSorbonne University, where he is also in charge
of the Masters “media history”. In addition,
he teaches in two journalism schools: l’Ecole
supérieure de journalisme (ESJ-Lille) and
l’Institut pratique de journalisme (IPJ-Paris).
He just published La presse quotidienne nationale, fin de partie ou renouveau? (Vuibert,
April 2008) et Médias sous influence (Larousse,
May 2008). Among his former works: Histoire
du journal Le Monde 1944-2004 (Albin Michel,
2004), L’Argent de la presse française des années 1820 à nos jours (Editions
du CHTS, 2003), Histoire des industries culturelles en France XIXe et XXe
siècles (sous la direction de Patrick Eveno et Jacques Marseille, ADHE, 2002).
[email protected]
Diversity’s role
Thus, the range of titles is vast, covering
women’s interest, children’s interest, current affairs, as well as opinion, economic, professional
press and many other sub-sectors. Thanks to their
great diversity, magazines contribute to the vitality of markets, plurality of opinion and provide
a huge range of information for consumers and
professionals alike.
The vast number of titles (8,000 in United
Kingdom, 6,000 in Germany, 5,500 in France,
3,000 in Czech Republic), allows the magazine
press to cover all fields of information, culture,
knowledge, leisure activities and entertainment
for all kinds of reader. Sciences, crafts, economics, cinema, songs, stars, news in brief, hobbies,
and individual and company services - all these
fields sustain the creation of new titles.
Diversity will always be important
While common editorial models across the
different European countries have developed,
there remains much cultural diversity. The European magazine landscape is varied. National,
historical, cultural and linguistic variations generate different types of editorial content and diverse
layouts and formats. While France is among the
top of the list for news and women’s magazines,
the United Kingdom and Germany are home to
more professional press, and the emerging economies of Eastern Europe have been expanding their
range of magazines for 20 years.
The internationalization of editorial concepts, applicable to all genres and easily imported
and exported, has allowed the creation of many
large national and international publishing companies. Yet despite this, the demand for niche content
favours the smaller publishers, which are remarkably numerous - many thousands in the larger
countries and hundreds in smaller ones. Larger
publishing companies have built themselves up
around popular mass titles. These businesses have
promoted their brand titles outside their country
of origin by adapting them to content demand in
local editorial offices. The editorial, commercial
and industrial savoir-faire of these large companies
makes them well placed to resist the winds of economic crisis.
29
“I am a publisher, because I want
to influence the masses for the
benefit of the society.”
Theocharis Filippopoulos, President of the Magazine Publishers of Greece, Athens, Greece
31
Publishing in a democracy – Magazines. Giving information meaning
© Joseppi - Fotolia.comFotolia.com
32
Magazines – Giving
information meaning
Black symbols floating across the shiny surface of a white page. Writing will always be no
more than this elegant contrast, whose possibilities are as infinite as this definition is limited. Between the transience of the newspaper and the durability of the book, the magazine has established
its intermediary role; between what we cast aside
and what we keep, it harbours what is worthwhile,
what we wish to retain. While it is not indefinitely
preservable, it retains its flavour well. Adopting a
more playful approach to writing than the book,
less daunting than the academic textbook, and
based on more established evidence than daily
newspapers, the magazine serves as an illuminating pathway between what should be learnt and
what should be understood, between receiving information and acquiring a broader understanding
of the world.
In today’s world, the public increasingly receives current affairs “live”, via images with voiceovers. This medium proffers its summary of the
most recent events incessantly and from any location. In contrast, selected by the reader and serving as a welcome haven, the magazine examines
recent events at a particular moment to determine
their relevance. Which melody distinguishes itself
Magazines. Giving information meaning – Publishing in a democracy
Nurturing knowledge,
developing ideas
Acting as a filter for current affairs, the magazine helps each of us nurture the growth of our
knowledge and understanding. By bringing the
individual closer to the community, it is also an
essential factor in the development of our civic
sense. Furthermore, the magazine is the travelling
companion of democracy to its mature phase. Television merely spoonfeeds us with information,
leaving our natural inquisitiveness undernourished. On the net, we find ourselves in a labyrinth
of information we have sought for its own sake,
without contributing – even through the web’s effusion of chatter – to the creation of a true demo.
The magazine not only highlights what the main-
» An essential factor in the development of
our civic sense «
stream fails to, but also reminds us of what our
subjective mind has disregarded due to its occasionally egocentric curiosity. Through its editorial objectives and clearly prioritised information,
it probes evidence and highlights shortcomings.
The magazine disseminates carefully selected information which is not just ‘processed’ thought,
but rather a stimulus for an alternative way of
thinking. Reading your magazine is not about passively consuming its ideas. It is about using them
to develop your own ideas and personal opinions
until they are transformed into a solid alloy of
convictions, forged from the intellectual furnace.
You may love your magazine because you do not
agree with it and also because, thanks to it, you
have come to this conclusion. Here we touch at
the very core of the purpose of education, which
should transform each of us into a civilised human
being, neither a follower of the herd, nor a Robinson Crusoe, nor an Alceste…
» Television is information’s fast-food
delivery service, while the magazine, is
the gourmet restaurant «
© Photosani - Fotolia.com
from the general cacophony of life and is worth
recording for posterity? The audiovisual media
informs us through sound, its raison d’être. The
magazine works by making sense of information,
which is its vocation. Television transmits information, while the magazine gives it meaning.
Television, which can be consumed at any time,
is information’s fast-food delivery service, while
the magazine, with its periodic dates and reservations, is the gourmet restaurant.
33
34 Publishing in a democracy – Magazines. Giving information meaning
Grounded in the current reality
» In a world of shifting sands, the magazine
is on the alert «
Magazines’ challenge
Economics has brought us the volatility of
crisis; politics is a hazardous game of perilous
alternatives and, in the same vein, the attraction
of violent intoxication has replaced the enjoyment
of simple pleasures. The generations of craftsmen
who will build the founding levels of the century’s
edifice no longer have a plumb line to guide them
– the magazine, available to all, can serve as one.
In a bemusing world, the magazine reclaims
its true place: will it rise to the challenge? In an
unpredictable world, the magazine comes into its
own: rather than trying to read the future in the
cards, it explains the tangible reality. In a world
of shifting sands, the magazine is on the alert. Obscurantisms and dogmas thrive in this climate, displaying their cheap and showy ideological wares.
It is only by the force of innovative thinking that
this shoddy facade can be torn down, in order to
rescue an age on the brink of an abyss.
© drizzd - Fotolia.com
By exploring the world’s complexity, the
magazine, as path-breaker and guiding light, remains grounded in reality. For the 21st century
traveller, modernity’s geometry has three dimensions. The order of western society in former
times juxtaposed the farmer, the warrior and the
priest. This has been succeeded by an order in
which the worker, political animal and pleasureseeker coexist within each of us. The heritage
from ancient Greece of the distinction between
Thumos, Nous and Epithumia, entities reconciled
in a cameo-like equilibrium, also forms a principal part of the magazine’s foundations. The magazine converses with and pays hommage to these
three elements. All that is fundamentally human
is its familiar ground, and there is no moral hierarchy among these three phenomena: a senior
executive thinking only of his career and material
needs is a brute philistine, though a citizen who
shuns hedonism is but a poor gentleman who cannot, in all honesty, be a part of this century. This
has become an explosive cocktail for the young
and active population.
About the author
Christophe Barbier graduated from the Ecole Normale
Supérieure in History and has
a Masters degree from the
Ecole Supérieure de Commerce of Paris. He worked as
an editor for the French news
magazine LE POINT before becoming editor-in-chief of the
French service of the radio
Europe 1. In 1996, he joined
the French weekly news
magazine LÉXPRESS as chiefeditor for French politics. In
2000, he became vice-director of the editorial staff. Since
2006 he is the director of the editorial staff of LÉXPRESS.
[email protected]
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Publishing in a democracy – Let’s “tease” the youth
© R.-Andreas Klein - Fotolia.com
36
In 2004 the Portuguese Publishers’
Association decided to develop an advertising campaign to make young people
aware of the benefits of reading newspapers
and magazines as a source of knowledge,
information and inspiration.
In an increasingly complex and changeable
world it is necessary to constantly learn and update knowledge. It is therefore important that
from an early age young people acquire skills that
enable them to achieve high levels of literacy in
reading and in other areas of knowledge such as
mathematics and science.
The campaign in Portugal, developed with
the advertising agency Caixa Alta, used relaxed
and informal language. It intended to warn youth
that if they did not read they were out – out of
contact with the world.
The main goal was to invite young people to
become more aware and active citizens -by finding out information for themselves they would
realise the benefits of the participatory attitude to
life that the campaign advocated.
The freedom to search for information and
the independence information can bring is the
true freedom and independence that young people
yearn for.
Let’s “tease” the youth – Publishing in a democracy
Hã?-Campain: What? The reality tricks you while you’re scratching an eye? The world catches you unprepared? The chat makes your ears tingle? You are
unaware? You ignore? You are out... Open your eyes! Who enjoys the life 100%, cannot lose a second of the reality. If you want to keep your eyes wide open, READ,
do not allow life pass you by. After all, the world is also yours. Slogan: YOU ONLY DO NOT KNOW WHAT YOU DO NOT READ
The “What?” part of the campaign was intended to stimulate self-criticism, making the
youth ask questions about their role in the world.
Another aim of the project was to show that
the search for information could be a daily ritual,
and newspapers and magazines could be part of
this.
» The freedom to search for information and
the independence information can bring is
the true freedom and independence that
young people yearn for«
Widely supported
The campaign was supported in the Press
through the participation of all Portuguese Publishers Association Members (about 450 publishers).
Both the Portuguese public channels, RTP 1
and RTP 2, supported the advertising campaign
film. We also had the support of a private Portuguese television channel, SIC, that showed the
campaign on their cable channels, SIC RADICAL
and SIC MULHER.
In the cinema, Screenvision kindly backed
the project. Through their cinema network the
advertising film was shown in more than 100 cinemas across the country.
For the radio spot we had the support of Antena 3, a public broadcaster specially targeted at
young people.
About the author
Ana Cristina Cruz, 33, has a degree in media
sciences with specialization in journalism
(University of Lisbon) 1995-1999 and postgraduate in Arts and Modernity (2000).
Trained as a journalist in Portuguese Publishers Association magazine MEIOS and subsequently integrated by the same magazine as a professional journalist until 2005.
Currently is Press Adviser at the same Association and Board Officer of the Portuguese Media Confederation.
[email protected]
37
“I am a publisher because I believe
independent media are essential
for democracy, because the digital
opportunity is the greatest any
publisher in our times has to seize
and win – far greater even than the
challenges I had to face when we
had official censorship in Portugal.
But above all because I love journalism.”
Francisco José Pereira Pinto Balsemão, Chairman Impresa SGPS SA, Lisbon, Portugal
39
© Pavel Losevsky - Fotolia.com
40 Publishing and its interaction with society
Publishing and
its interaction
with society
Publishing and its interaction with society
Publishing and its
interaction with society
42
Empowering citizens
by Andy Cook
46
Social responsibility pays off
by Thilo von Trott
50
Acting responsibly on sustainability
– a complex challenge
by Peter S. Phippen
54
Axel Springer is presented
the “German Sustainability Award”
by Florian Nehm
56
Stevie Spring, CEO Future plc, London,
United Kingdom
58
by Bernd Schwedhelm
62
Alcoholism and other addictions.
Forbid or inform?
by Pedro Camacho
66
Can Europe be the health beacon?
Mission possible with more accessible
quality and trusted information
70
by William Dubreuil
74
VLASTA – Adviser and friend
78
Didier Quillot, CEO of Lagardère
Active, Levallois-Perret, France
41
© edin - Fotolia.com
42 Publishing and its interaction with society – Empowering citizens
Empowering
citizens
by Andy Cook
Magazines empower citizens by providing trusted, independent information
and advice across almost every aspect of
people’s lives. They are also a vital source
for much of the news and comment in
newspapers and broadcast media, reports
Andy Cook.
Imagine a world with no magazines. The
world would be less bright, less interesting, less
entertaining. It would also leave a huge deficit in
people’s information and knowledge. It is often
said that knowledge is power. Information empowers people; magazines are hugely important
in informing and empowering citizens across the
world. Taking a very simple example, a magazine
in India tested a number of brands of mineral water and drinking water. Most of the water samples
did not meet public health standards. One of them
had high levels of arsenic. One of them had high
levels of aluminium. The knowledge provided to
citizens through the magazine helped them make
informed choices about a purchase of vital importance to their health. Empowering the consumer is
the surest way to remove substandard and unsafe
products from the market.
Magazines in a world
of information overload
People talk about information overload –
and quite rightly. Millions of pages are added to
the internet every day. The excess of information can be bewildering – leading to a world of
aimless wandering through information whose
quality can variously be good, bad, misleading
Empowering citizens – Publishing and its interaction with society 43
or harmful. In this over-rich information environment, the need is for trusted information, relevant to individuals and to communities. This is
what magazines provide.
I started with an example from a consumer
testing magazine. The EU is fortunate to have
strong consumer testing magazines and organisations, including TEST-ACHATS, Stiftung Warentest,
and the UK’s WHICH? MAGAZINE. These have done
a superb job in raising the standards of product
design, product safety, and product labelling. Beyond these specific consumer testing magazines
are niche consumer magazines, providing product
reviews on cars, audio-visual equipment, personal
consumers, cameras, ski and snowboard equipment, and much more. These magazines are typically staffed by experts in their subject area, with
a real enthusiasm for their subject and a passion
for connecting with the community which their
magazine serves. It is often said that the best advice comes from a trusted friend, and magazines –
especially niche magazines – can fulfil this function.
Advice on health,
relationships and lifestyle
In our complex society, magazines can provide guidance and advice with strongly beneficial
impacts on people’s lives. Magazines for teenagers
can advise on issues such as bullying, self-image,
sexual health, sexual identity – and can list sources of advice which are often not widely known.
Magazines also advise on pregnancy, childbirth,
new parenting, women’s health, men’s health,
healthy eating, the safe use of alcohol, personal
finance, retirement, old age: all human life is here.
Personal histories, recounted through magazines,
can provide a way for readers to understand that
their own problems and issues are not unique; can
be solved, and that there is, for people who are
often alone or anxious, a connection with society.
At younger ages, magazines improve literacy and
reading skills because they entertain and inform.
Contents –
© Stiftung Warentest
Advice on buying consumer goods
EU testing magazines raise standards of product design, safety and labelling
cine and public health, farming and agriculture,
defence, telecommunications – the list is almost
endless. In each of these areas, specialist magazine
journalists know their market in great detail. Usually, they are far better informed in their subject
area than national newspaper or broadcast journalists, and far more skilled at analysing results.
It is an important fact – not widely recognised by
politicians – that very many of the economic and
business news stories which appear in newspapers
and on radio or television originate in the business
magazine sector. This is where the expertise is
found, and this is where the stories are generated.
Business magazines are part of the foundation for
a well-informed and empowered society.
The importance of business media
Empowerment also comes from the specialist business magazines. Business magazines
fund specialist journalists on all major areas of
economic life: banking, insurance, construction,
public finances, transport, airline safety, medi-
Business magazines are typically staffed by experts in their subject area, such as
Deirde Hipwell, winner of this year’s PPA award for Business Media Writer of the Year
44 Publishing and its interaction with society – Empowering citizens
Magazines and campaigning
Magazines each have their own community.
There is, usually, a close relationship of trust between magazines and their readers. For this reason, magazines are highly influential in launching
successful campaigns which are supported by and
empower their readers – and can empower or protect the general public. Examples are campaigns
against bullying in schools; a campaign to inform
the public of the importance of folic acid in pregnancy; and a campaign to improve the safety of
tower cranes – which can collapse on surrounding
buildings. Earlier campaigns include improving
bathing water quality in the seas around the UK;
improving rights for holidaymakers injured in hotels; improving the testing of condoms supplied
for the UK market. Magazines empower citizens
through campaigning on a multitude of issues: the
environment; protection of our heritage; taxation;
child vaccination; the role of women in architecture; protecting farmers; improving the transparency and accountability of Government information technology projects.
Business magazines operate in all major areas of economic life, as was
demonstrated when publishers from across the globe came together at this
year’s FIPP Congress, hosted by PPA in London
» Many newspaper, radio and television news
stories originate in business magazines «
Independence
Magazines are an important independent source of information. All EU Governments
have major technology projects. Many of them
are hugely expensive; many of them are late or
over budget. Magazines provide independent
comment and analysis which Governments can
sometimes find uncomfortable, but which citizens
find empowering. Information may now be limitless: trusted and empowering information is much
rarer. The delivery of high quality trusted content
through magazines and their brands is an important empowering factor for citizens in the EU and
worldwide. At a time when newspapers are cutting staff and (increasingly) relying on content
from press releases, magazines are becoming an
even more important resource in delivering an informed and empowered society.
About the author
Andy Cook has worked in publishing for almost 20 years. He started
as a reporter with a weekly architecture and construction magazine called
Building, before becoming editor of another weekly title Insurance Times and
then editor in chief and subsequently publisher of UBM weekly Printing World. Andy
was then made digital director for one of
UBM’s magazine publishing divisions before taking roles in corporate communications and media consultancy. He joined PPA in June 2009
[email protected]
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Eu policies do impact
your business
© Heiner Müller-Elsner
46 Publishing and its interaction with society – Social responsibility pays off
Social responsibility
pays off
by Thilo von Trott
In its 2001 Green Paper, the European Commission defined Corporate Social
Responsibility (CSR) as “a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their
stakeholders on a voluntary basis”.
So, even in the early 2000s, the CSR
model was based on the sustainable alignment of corporate structures from both
economic and social and environmental
viewpoints.
Why CSR matters now
more than ever
A commitment to socially responsible action,
the consciousness of being an organic part of society and an attitude of corporate citizenship are
becoming increasingly important, even in the current economic situation. Against the backdrop of
globalisation and climate change, consumers are
interested in products’ ecological scorecards, future management executives want a healthy worklife balance and financial investors are interested
in safeguarding human rights and labour and social standards within companies.
Social responsibility pays off – Publishing and its interaction with society
The EU Commission has made CSR an important part of its policy work. “CSR Europe,” the
European business network for CSR, is a communication platform for the implementation of
best-practice CSR strategies. The international
network showcases the diversity of campaigns
and commitments. It also offers a “Toolbox” for
the strategic implementation of CSR. Whereas
for a long time CSR was only associated with additional costs, a strategic CSR approach is now
seen as an important tool for creating a competitive edge, and as a long-term business investment.
Good CSR creates a “triple win”. All stakeholders - society, the environment and the company
- benefit.
The global financial crisis has strengthened
the demand in Brussels for CSR transparency. In
February 2009, 250 representatives from business, unions, academia, non-profit organizations
and the public sector discussed the question of
mandatory CSR reporting. Member states, France
and Denmark, have already made CSR reporting
mandatory, thereby taking a clear position on the
issue. The media company Gruner + Jahr (G+J)
has published a CSR report as part of its last three
annual reports.
Why CSR matters for media
Media companies have to deal with the issue of CSR in two respects. First, it is incumbent
upon them to illustrate current CSR themes and
issues and make them accessible to as many people as possible. Second, publishers and media
companies are obliged to organize their activities
in accordance with the principle of sustainability.
Media businesses in particular, must credibly implement the quest for sustainable economic development if they want to be thought of as “public
advocates.”
In a democratic society, all media companies
also bear a special responsibility to uphold the
independence and quality of journalism in their
role as information brokers and opinion builders.
This responsibility continues to grow in an era of
digital revolution, as media and the craft of journalism undergo fundamental change. Coping with
the consequent structural change is an economic
necessity and a moral obligation. Economic independence and strength are fundamental prerequisites. Print media will only remain credible if its
businesses continue to commit themselves to the
truthfulness that print journalism has historically
brought forth.
» Founded in 1979, the Henri Nannen School has produced many well-known journalists. In 2005, by introducing the Henri Nannen Award to honor outstanding
journalism in German-speaking countries, G+J once
again expanded its commitment in this area «
CSR at Gruner+Jahr
The media company Gruner + Jahr has long
been aware of the importance of socially responsible conduct. Accepting social responsibility has
traditionally been an element of its corporate culture. What began in the 1960s with Henri Nannen,
then Editor-in-Chief of STERN, criticizing the German education system and subsequently founding
the “Jugend forscht” initiative, has increasingly
developed into a strategic CSR approach. G+J’s
commitment has a number of facets and dimensions; it is practiced both at the corporate publishing level and by individual brands.
47
48 Publishing and its interaction with society – Social responsibility pays off
Promoting quality journalism, especially
among young journalists, has always been the cornerstone of G+J’s social commitment. Founded
in 1979, the Henri Nannen School has produced
many well-known journalists. In 2005, by introducing the Henri Nannen Award to honor outstanding journalism in German-speaking countries, G+J once again expanded its commitment
in this area and showed it was possible to remain
committed to high product standards even in the
digital media age.
Beyond this, G+J is committed to specific
strategic goals in the areas of personnel, culture,
social affairs and the environment. In personnel,
the emphasis is on promoting talented employees, even during difficult times, and balancing
career and family. In 2008, “G+J Commitment”,
a corporate volunteering program was launched.
Through this G+J supports its employees’ personal commitments in social or charitable sectors,
both financially and by granting time off.
In the fields of culture and social affairs,
G+J focuses on supporting young journalists and
photographers, as well as encouraging reading itself. Its promotion of reading and language skills
among children and teens is a reflection of traditional Hanseatic philanthropy, as well as modern
corporate citizenship. Together with Hamburg’s
“BürgerStiftung” (Civic Foundation), the publishing house has promoted literacy in Hamburg’s socially disadvantaged neighbourhoods since early
2005. In January 2007 the “Buchstart” (Bookstart)
project was launched to promote early childhood
reading. Through this project pediatricians hand
out free bags with picture books, tips on reading
and ideas to encourage parents to read to their
children.
Another essential component of civic engagement is promoting culture. In view of the great
importance of photography for its magazines, G+J
focuses on sponsoring reportage photography and
young talent in this field. Exhibitions such as the
German premiere of “World Press Photo Award”
and the recently launched “G+J photo award” turn
the publishing house into a lively forum for active
communication and the exchange of ideas, making it a popular, established event in Hamburg’s
cultural life.
As a media company G+J is committed to
protecting the environment in two ways. First, its
independent and high-quality reporting promotes
social discourse on climate change. Second, it is
committed to achieving economic success with
environmentally responsible conduct. To intensify this commitment and incorporate climate
protection activities, G+J launched a comprehensive program called “Going Green” in 2008.
Alongside the FSC and PEFC certificates of sustainability for paper and sustainable procurement
policies, “Going Green” targets increased energy
efficiency. In accordance with good CSR it delivers a sustainable benefit to society, through lower
CO2 emissions, and a benefit to G+J, through reduced energy costs.
» Media businesses must credibly implement the quest for sustainable economic
development if they want to be thought of
as “public advocates” «
Corporate Volunteering Program – G+J Commitment
Voluntary, civil commitment is an indispensable element of democratic society.
In June 2008, Gruner+Jahr launched
“G+J Commitment,” a corporate volunteering program that underscores the
company’s willingness to embrace its
responsibility to society. “G+J Commitment” is designed to encourage G+J’s
executive and employees to volunteer
for a good cause. Getting personally involved not only helps the recipient, but Further information can be found
also expands the volunteer’s own hori- in G+J ‘s latest Annual Report/CSR
zons. It sharpens one’s awareness of the Report and on the G+J homepage
requirements of public welfare and so- at www.guj.com
cial predicaments. In this way, it bridges
the gap between companies and the communities they do business in.
The initiative consists of several elements. For each day an employee takes
off to volunteer for a project, they can apply for another day of paid leave
(up to a maximum of three days). In addition, employees can also apply for a
grant to cover material costs associated with volunteering (up to 1,111 Euro).
For employees who not only volunteer, but also donate their own money
to a project, G+J will make a matching donation of up to three times the
amount (3,333 Euro max.). The “G+J Commitment” Committee determines
how much money is granted and to whom. The committee members include
representatives from the HR department, the works council and Corporate
Communications, and executive employees. Any employee currently in an
ongoing employment relationship with G+J can apply by email.
Social responsibility pays off – Publishing and its interaction with society 49
Keeping credibility up in times
of the financial and economic crisis
An interview with Dr. Bernd Buchholz, CEO Gruner + Jahr, Hamburg
Gruner + Jahr has a tradition of corporate social responsibility and is committed to
social, cultural and environmental issues. Is
this still appropriate in times of financial and
economic crisis?
It is perfectly appropriate in times like these
and especially important right now. Two things
are crucial. First, in increasingly tough economic conditions, we must do everything we can to
keep Gruner + Jahr structurally strong. Economic
strength and independence form the basis of all
Gruner + Jahr’s activities. Second, social responsibility and sustained commitment are particularly
called for in these difficult times.
What does this mean for Gruner + Jahr?
For Gruner + Jahr it means that as before, social commitment is part of our entrepreneurial obligation. Our media make an important contribution to democratic opinion formation among the
public. As a media company, we are committed
to employee-oriented, social and environmental
conduct. As a result, we stepped up our corporate
responsibility activities in 2008.
The “G+J commitment” initiative is new,
for example...
In June 2008 we became the first German
media company to launch such a corporate volunteering program. Our employees’ broad range of
voluntary commitments deserves our respect and
support. We are proud of these activities and benefit from the experience. They show a true spirit
of citizenship: those who are better off are volunteering to help those who are less fortunate.
Quality journalism is another pillar of
Gruner + Jahr’s corporate culture. Is it endangered by the economic crisis and the attendant
fall in advertising revenues?
I am firmly convinced that we will continue
to earn money with our quality journalism. Our
task is to keep quality journalism financially feasible against this economic backdrop. In other
words, we need to develop long-term prospects
for all of our media brands - in both the reader
and the advertising markets, and on multiple media platforms.
About the author
Dr. Thilo von Trott, who holds a doctorate in law,
began his career by working as a corporate attorney and legal adviser for a number of media companies, joining Gruner + Jahr in 2001 as Director
Business Affairs in the Multimedia department.
In 2003, he was assigned to projects in the G+J
Germany division before being appointed to the
management offices of the magazines GALA, FRAU
IM SPIEGEL and HEALTHY LIVING. In January 2008 he has
been named Head of Public Affairs and Corporate
Responsibility of Gruner + Jahr.
[email protected]
50 Publishing and its interaction with society – Acting responsibly on sustainability. A complex challenge
Acting responsibly on sustainability – a complex challenge
by Peter S. Phippen
Of the many definitions of sustainability, the
most widely accepted seems to be the articulation
by former Norwegian Prime Minister Gro Harlem
Brundtland at the World Commission on Environment and Development that sustainability is “[to
meet] the needs of the present without compromising the ability of future generations to meet
their own needs.”
At a time when deforestation threatens our
very existence, we find ourselves as magazine
publishers in a complex position – at the heart
of a paper-based industry which needs both to explain properly its strong environmental credentials,
whilst ensuring there is no room for complacency.
At the same time, the global recession poses
enormous challenges for magazine publishers.
We need to embed sustainability into our business, whilst publishers’ priorities may appear to
be elsewhere.
Above all else, we need to take into account
our readers and advertisers, whose influence can,
and should be, an integral part of our decision
making process.
Paper
As one of the UK’s largest magazine publishers, with magazines in 55 territories overseas
and 24 licences for our magazines across Europe,
BBC Magazines is very mindful of the impact we
have across the world. We have been champions
of FSC and credible forest certification for over
15 years and were founder members of the WWF
Forest Trade Network. 90% of our paper is now
FSC certified – at its highest ever level.
Obviously magazine publishing has great
potential for environmental sustainability. The
© galam - Fotolia.com
Acting responsibly on sustainability. A complex challenge – Publishing and its interaction with society
© Vitalij Goss - Fotolia.com
prime raw material, paper, comes from a renewable resource and the end product is capable of
being recycled. We understand that the decisions
we make such as choice of paper, cover finishes,
packaging options, inclusions of inserts and cover-mounts and distribution, can all have a major
influence on the sustainable performance of the
entire supply chain.
We strongly encourage our paper and print
suppliers towards best practise and aim to influence via sharing our responsible purchasing
policy and preference for FSC paper. Though as
many other publishers will know it is often a com-
» Our preferred
suppliers will
always be
those taking
environmental
issues
seriously and
taking credible
action to
minimise their
impact «
plex challenge to expect enforcement, as prices,
awareness and availability of stock varies across
the world. Our preferred suppliers will always be
those taking environmental issues seriously and
taking credible action to minimise their impact.
A challenging area for us is the issue of covermounts. We recognise that covermounts are difficult to recycle and are looking at ways to reduce
and mitigate their use wherever possible.
It’s tempting to think that recycled paper has
particularly strong environmental credentials. Actually, we think that this is a red-herring. More
important than the question of virgin fibre versus
recycled fibre is the energy source used in the
manufacturing process. Actually, so long as virgin
fibre is responsibly sourced, it’s valid to consider
virgin fibre magazine paper as an essential ingredient in the recycled newsprint manufacturing
chain.
As publishers, we also face the challenge of
the magazines industry being inherently wasteful.
Compared to other FMCG lines, magazines often
have poor sales efficiency and short life-cycle
(ie. forest to consumer to disposal to recycling
measured in weeks). It’s important that we work
together with retailers to help determine print runs
and ensure we don’t create unnecessary waste.
The use of ‘sales based replenishment’ has a role
to play in increasing sales efficiencies.
Industry-wide initiatives
As Chairman of the UK’s PPA, I’m proud of
the industry-wide initiatives that have been taken
in the UK and in discussion with government. Our
negotiations with government over a voluntary
producer responsibility agreement set targets for
post-consumer recycling of 70% by 2013 and has
directly led to the WRAP Recycle Now initiative.
It’s exciting to witness the changes and innovation that are rising from the need to approach
the magazines industry in a more environmental
fashion.We have championed the use of oxy-biodegradable wrap for our magazine bags with some
success.
And in April this year, we launched the PPA
Carbon Calculator. This carbon footprinting tool
has been in development for more than two years
and allows the user to build up the profile of their
publication and calculate their carbon footprint.
The results are then presented both as the total
carbon footprint of a title and also by copy. We’ve
incorporated all of the supply chain stages for a
magazine including the production of raw materials, printing, finishing and supply and distribution
in the carbon calculator which makes it a very
useful tool for publishers.
51
52
Publishing and its interaction with society – Acting responsibly on sustainability. A complex challenge
The baseline data and systems behind the
calculator have been externally reviewed by the
internationally renowned consultancy, the Edinburgh Centre for Carbon Management (ECCM).
PPA is the first trade association to provide a tool
for its publisher members to calculate the carbon
footprint of individual titles. Carbon footprinting
is a complex undertaking, and we’ve tried to make
it easy for our members to understand the impact
of each part of the production process.
We are keen to share all of this work with
other publishers and trade organisations around
the world.
Digital
Like all publishers, we are of course content
creators for different platforms. In our business at
BBC Worldwide, we deliver content in all media
including our online ‘passion sites’. We do this to
serve our readers’ desire to receive entertainment
and information in different and new ways. However, we expect printed magazine readership and
internet use to continue to grow in tandem and to
be mutually supportive. But… we don’t see this as
very relevant to the environmental debate around
printed magazines. The carbon emissions associated with websites – from the PCs, data centres
and servers, are significant. In all areas of our
business there is work to do on sustainability.
Sustainability in the workplace
Quite rightly, sustainability begins at home,
and in our own business at BBC Worldwide, we
have implemented many far-reaching changes
alongside a steady campaign of awareness-building for our staff.
» By embedding environmental thinking
across the company, we hope to ensure that
awareness of sustainability is rooted at the
core of our business «
We moved our London head-quarters last year
into the Media Centre at White City, an environmental award-winning building which features a
rainwater harvesting system to flush toilets, use of
‘brise soleil’ sun shades and energy-efficient lighting and heating. We are fully binless, recycling a
large a number of waste streams. We have an active group of Environment Champions and made
key appointments in our Environmental and Ethical management team. A new Travel Policy was
introduced at the end of 2008 aimed at reducing
carbon emissions by encouraging the use of videoconferencing, banning short-haul flights, and many
other initiatives.
After reducing emissions wherever possible,
we have chosen to offset the remaining emissions
in Gold Standard schemes including an energy efficiency scheme in Ghana and a renewable energy
scheme in Turkey.
By embedding environmental thinking across
the company, we hope to ensure that awareness of
sustainability is rooted at the core of our business.
I believe it should be a key factor in our executives’
decision-making, along with timescales, budgets
and the more traditional concerns of business management. Introducing environmental key performance indicators will require changes to business
methods and new layers of administration, all of
which set publishers a real management challenge.
SUMMARY
As a successful and fast growing commercial
operator, the question of sustainability is simply an essential part of our business. We are
positive that we can indeed meet “the needs
of the present without compromising the ability
of future generations to meet their own needs”
and will continue to work with partners, suppliers and the wider industry to inspire and influence change.
About the author
Peter S. Phippen is Managing Director of BBC
Magazines. He is also a Director of BBC Worldwide, one of the UK’s fastest growing commercial media companies.
He is responsible for all BBC Worldwide’s magazine titles, a number of market leading web
sites and for the global expansion of the business. He is Chairman of the PPA and a Director
of FIPP.
Previously, Peter was President and Chief Executive Officer of BBC Worldwide Americas, Inc. (BBCWWA), where he was responsible for expanding the
company’s range of products in the U.S., including TV sales and a number of
TV channels.
Peter is a former chairman of the PPA’s Environmental Committee and is
now Chairman of the FIPP/FAEP Environment Committee.
[email protected]
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© Vitaliy Pakhnyushchyy - Fotolia.com
54 Publishing and its interaction with society – Axel Springer is presented the “German Sustainability Award”
Axel Springer is presented the
“German Sustainability Award”
by Florian Nehm
Economic success is a key fundamental prerequisite for a company’s innovative strength and
independence. Furthermore, modern companies
distinguish themselves by also focusing their attention on the social and ecological conditions
where their added value is created – be this domestically or internationally.
What we now understand as sustainability
derives from this triad.
As a media company we bear a dual responsibility. We not only want to lead by example in
our role as journalists and publisher, but also as an
employer, as a printer, as a paper purchaser – simply as a member of society in general.
Axel Springer AG was awarded the “German
Sustainability Award 2008” in the category of
“Most Sustainable Purchasing”. This honour was
awarded to the company for its “numerous initiatives above all in the area of Purchasing which
have led to clear improvements in sustainability”,
according to the jury statement.
The prize is awarded to companies that combine economic success and sustainable growth
with social responsibility and the conservation
Axel Springer is presented the “German Sustainability Award” – Publishing and its interaction with society
of the environment in an exemplary
fashion. The jury looks for consistent sustainability management and the
communication of sustainability issues through company brands. A total
of 350 firms submitted applications,
including more than half of the DAX
30 companies.
The jury statement continued:
“The high sustainability demands
on Purchasing serve as role models
throughout the industry as is also reflected by the numerous prizes and top
positions in CSR ratings. The initiatives in Purchasing are supported by a
company-wide sustainability strategy,
which the board of directors takes responsibility for and which sets cross
sector standards. In spite of the intense
competitive pressure in the printing
and media industry, Axel Springer AG
has managed to develop high sustainability standards in Purchasing and to
pass these on to suppliers as well as to
interested businesses.” Axel Springer
AG is the first media enterprise worldwide to publish a Sustainability Report which complies with all of the
requirements of the Global Reporting
Initiative GRI (Level A+). Details can
be found online at www.axelspringer.
com/sustainability.
The award ceremony was part of a gala
event in Dusseldorf in December 2008. It
was hosted by Horst Köhler, the President of
the Federal Republic. His Royal Highness
Prince Charles was also among the prize
winners.
About the German
Sustainability Award
Prominent prize winner: His Royal Highness
The Prince of Wales was presented the
award for his work in sustainable development
The German Sustainability Award
is presented to companies that succeed in
bringing ecological, economic and social
responsibility in harmony with entrepreneurial activity in an exemplary fashion.
The price helps to monitor sustainable activity in Germany. It also encourages further
work on sustainability through dialogue, the
exchange of best practices between companies and by providing a public platform for
recognition of excellent work in the field. A
variety of organisations support the initiative, including the German Council for Sustainable Development, the German Brands
Association (Markenverband), the Federal
Environment Ministry, the Federal Association for Economic Development and Foreign
Trade (BWA), the VDI Technology Centre,
the Potsdam Institute for Climate Impact Research, the Wuppertal Institute and others.
The whole project is carbon neutral. Further
information can be found on the Internet at
www.deutscher-nachhaltigkeitspreis.de.
» Publishers bear a dual responsibility –
as journalists and as paper purchaser«
About the author
Florian Nehm is the Corporate Sustainability Officer as well as the EU Government
Affairs Coordinator of the German magazine
and newspaper publisher Axel Springer AG
(www.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 DIE WELT.
He earned his Master of Science in Economics
at the Colorado State University after studying
agriculture in Chile and Germany.
fl[email protected]
55
“The best and most successful
publishers are those who build a
unique and trusted relationship with
the consumers they serve.
When the internet is offering so
many new ways to connect people
together, that place of trust is all the
more precious, and offers incredible
opportunities,
particularly
for
special-interest publishers whose
focus on communities of interest
plays perfectly to the web.”
Stevie Spring, CEO Future plc, London, United Kingdom
57
© Galina Barskaya - Fotolia.com
58 Publishing and its interaction with society – Fat Europe. Why reading can be a good workout
by Bernd Schwedhelm
To stop the obesity epidemic in Europe,
millions of people need to change their lifestyles. Print media - from tabloids to glossy
magazines – can play an important role
in achieving this and creating a healthier
society.
» Increasing legislation of advertising would
not solve, or even begin to address the social problems causing obesity «
Obesity rates continue to rise rapidly in most
European nations. In Germany, three out of four
men and more than half of all women are clinically overweight. Among children in Europe, the estimated prevalence of obesity was 30% in 2006.
This epidemic already causes immense suffering and puts medical resources under considerable pressure. Extreme obesity is known to increase the risk of cardiovascular disease, diabetes
mellitus type 2 and several cancers. Just two decades ago, diabetes type 2 was only seen in elderly
people. Today, even children are affected by the
disease.
Awareness not legislation
Political and consumer discussions, simplistic by their very nature, often blame food and
beverage advertising for the obesity epidemic. In
Fat Europe. Why reading can be a good workout – Publishing and its interaction with society
Good news on Sunday. Social events and fitness-tests were part of the strategy for “Deutschland bewegt sich!” The left example shows an article
in BILD AM SONNTAG about the benefits of walking 3,000 steps more each day.
so doing, they ignore the social problem at the
core of the epidemic: inactive lifestyles. In the
past twenty years, the average physical activity
of children in Germany has decreased from about
two hours a day to less than one hour a day. Microwaves and convenience food are used more
and more. Television and video games have become the new babysitters. Increasing legislation
of advertising would not solve, or even begin to
address the social problems causing obesity. Children need to get physically active and eat more
healthily. The first step towards achieving this is
raising awareness amongst parents.
Raising awareness where
it matters
Many activities for the prevention and treatment of obesity have already started. They range
from local events in sports clubs and kindergartens,
to changes in national government and EU policies.
But these activities rarely reach those who are
most in need of information about, and support to
reduce, obesity. This can be observed every day
in supermarkets and on the streets. The underlying lifestyle problems, physical inactivity and inadequate nutrition, often affect people with lower
income and education levels. To empower these
people to change their lifestyles, they need information suited to their needs: understandable, usable,
broadly available and, last but not least, interesting!
Scientific and medical information must be broken
down to a level that is not only understandable but
also easily integrated into everyday life.
Print media – tabloids, local newspapers
and magazines - are specialists in catering for the
needs, interests and habits of their audience. They
are in contact with their readers every day.
Of course, the ways in which health information is presented will differ depending on the
publication, but the principles of successful communication to readers will remain the same.
» To empower these people to change their
lifestyles, they need information suited to
their needs «
Part of the solution,
not the problem
Far from being part of the problem, print
media can clearly be part of the effort to prevent
and solve the obesity epidemic. Print media has a
powerful and unique role in instigating and sustaining healthy lifestyle change. It can do this in
four stages:
1 Comprehensively raise awareness of the problems of inadequate nutrition and physical inactivity.
2 Show the “way out”, reporting on people who
have successfully changed to healthier patterns of behaviour.
3 Accompany and facilitate the lifestyle change
with “news to use”.
4 Help to stabilize and sustain the change.
59
60 Publishing and its interaction with society – Fat Europe. Why reading can be a good workout
Awareness for health risks. A title story of APOTHEKEN UMSCHAU covered the risks of the “metabolic syndrome”, a combination of medical disorders that increase
the risk of developing cardiovascular disease and diabetes. the story included aself test to start a risk assesment for the readers.
Proving it
Some examples from Germany show how
this can be achieved:
A. Reading keeps you fit
In April 2003, the Sunday newspaper BILD
AM SONNTAG started the campaign “Deutschland
bewegt sich!” (“Germany on the move!”) with
the health insurance organisation, Barmer and the
public TV-station, ZDF. Since then, more than 400
articles have promoted the health benefits of an
active lifestyle (illustrating stages 1 and 2 above).
The campaign developed from print to “real life”
(illustrating stages 3 and 4 above). Thousands of
sports clubs and several sports associations used
the low-threshold programs for physical activity
and the logo of “Deutschland bewegt sich!” The
program included a short fitness check for endurance, power, balance and flexibility.
C. Raising awareness of a specific health
issue
Another example from Apotheken Umschau shows how print media can be used to raise
awareness of specific health issues and deliver
direct benefits. In May 2008, it ran a title story
about metabolic problems related to obesity. More
than 18 000 pharmacies were briefed on the story
to ensure they could advise customers. At the
same time, the “FINDRISK”-Score, a short test
to evaluate the risk of type 2 diabetes, was inte-
» The high credibility of print media is also
crucial «
B. Reading and surfing the internet makes
you slim
In April 2008, APOTHEKEN UMSCHAU, a health
magazine distributed via pharmacies, started an
online weight loss portal. The free program “gesund abnehmen” (“healthy weight loss”) was promoted in several articles and advertisements in
the magazine. It included a digital diet-coach and
a social network, allowing users to generate content, sharing recipes and personal profiles. By August 2009, more than 230 000 people had joined
“gesund abnehmen”. This project illustrates all
four stages documented here.
Large support group. More than 230 000 users took part in the
online weight loss community “gesund abnehmen” by August 2009
Fat Europe. Why reading can be a good workout – Publishing and its interaction with society
grated into “gesund abnehmen”. As a result of
these initiatives, more than 50 000 “gesund abnehmen” users have been identified with an increased risk of diabetes and more than 6 000 with
a high risk. All of these users have been asked to
consult a doctor.
Reach and credibility
These examples show that print media can
be a valuable tool to promote and sustain healthier lifestyles. High circulation and broad reach of
large print media are only part of what makes this
possible. The high credibility of print media is
also crucial. Print media often have a higher credibility than TV or internet alone. This gives print
a key role in empowering European citizens to
search, find, and sustain a healthier daily routine.
About the author
Bernd Schwedhelm is Deputy Editorial Director of Wort & Bild Verlag, a
publishing house with a broad range
of health related magazines (APOTHEKEN
UMSCHAU, MEDIZINI, SENIOREN RATGEBER, DIABETIKER RATGEBER). He studied medicine in
Hanover before he attended the Axel
Springer School of Journalism. Until
2007, he was Head of the Medicine.
Department at BILD AM SONNTAG.
[email protected]
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61
62
Publishing and its interaction with society – Alcoholism and other addictions. Forbid or inform?
Alcoholism and other
addictions. Forbid or inform?
by Pedro Camacho
The social role of magazines
The alcohol problem
Probably more than any other journalistic
medium, news magazines play a key role in addressing the great issues of social nature. General
interest magazines also fulfill a public function: as
the meeting place for pure and hard information
(news journalism) and information services for
the reader (the approach of news topics directly
related to people’s daily lives), they are irreplaceable in the treatment of major social issues.
This is certainly the case for alcohol abuse,
and a fortiori in Portugal, where consumption
of alcohol has deep cultural roots. Portugal is a
large producer of alcoholic beverages. Alcohol
consumption is high, resulting in a significant
percentage of adults suffering from severe alcoholism and a more moderate proportion with mild
alcohol dependency. The economic and social
costs of this, coupled with increasing incidences
Alcoholism and other addictions. Forbid or inform? – Publishing and its interaction with society
63
© millann - Fotolia.com
» The legal prohibition of selling alcohol to
minors is not enough, not nearly enough «
of sporadic excessive alcohol consumption (socalled “binge” drinking), are enormous.
Road accidents are possibly the most visible
face of this tragedy. Accidents directly resulting
from alcohol consumption contribute greatly to
Portugal’s high rate of traffic accidents and deaths.
But alcoholism causes other damages, less obvious, but no less detrimental to society. Besides
the many other kinds of accidents it can cause
(many of which are likely to be under estimated
due to difficulty collating statistics, for example
accidents at work) alcoholism is an addiction that
physically destroys the consumer, ruining their
personal relationships, often with their nearest
and dearest.
nomic reality and an increasingly relevant matter
of public health, but also as a social and behavioural phenomenon. It is a phenomenon that is
truly widespread in Portugal, crossing generations
and different social realities, marking the country
from north to south and from the rural interior to
the cosmopolitan coast.
Today, the structure and pattern of alcohol
consumption has moved on from the traditional
habits of a largely poor, rural and illiterate society. Identical parameters are shared across western
societies that are educated, cultured and wealthy,
and where the leisure industry is queen. In these
societies, the poor get drunk every day with cheap
drinks, the rich at the weekend with more expensive drinks, and the young with what they can,
when they can.
From this framework, Portugal has seen
the recent birth of a new generation of teenagers who consider the unbridled consumption of
alcoholic beverages, not only beer and wine but
also beverages with higher degrees of alcohol,
as fashionable. Excessive alcohol consumption
by adolescents and young adults is not new, but
their patterns of consumption have changed, both
quantitatively and qualitatively. This generation
How magazines can help
© flucas - Fotolia.co
What is the cost of alcoholism for individuals? How many people lose their jobs as a result of
alcohol? And friends? And families? How many
family structures are torn apart as a result of alcoholism? How many people, along with those who
depend on them, are plunged into poverty every
year because of alcohol addiction?
It is for all these reasons that Visão regularly
targets the phenomenon of alcohol consumption
and alcoholism. It is not only an existing eco-
64 Publishing and its interaction with society – Alcoholism and other addictions. Forbid or inform?
» Every week and every month all kinds of
readers, from mothers to teenagers, are informed about the risks and consequences of
alcohol abuse «
is radically different to the ‘clean trend’ generation of the 1980s, who tended to opt out of drugs,
smoking and alcohol and pushed their elders to
stop smoking. It is not only the “drink until you
drop” incidences among today’s youth that is different, but also the use of alcohol with ecstasy,
cocaine and ‘Viagra’ (or equivalent) creating a
cocktail of excesses.
Legislation is not enough
The truth is that the legal prohibition of selling alcohol to minors is not enough, not nearly
enough. Consider the case of tobacco: the tightening of tobacco legislation to outlaw smoking from
all enclosed places, has been successful in cutting
adult smoking rates, but the ban on the sale of tobacco to minors seems only to have encouraged
young people to return to a pattern of tobacco
consumption which they had been moving away
from.
Adults now aged between 40 and 50 years
old moderated their consumption of addictive
substances after they felt their consequences.
Adults now aged around 30 moderated their behavior due to the impact of public awareness and
health campaigns. For today’s youth, it seems that
the main focus is on banning and restricting addictive substances, and dropping awareness campaigns almost entirely. Thus, there is a serious risk
that a new generation will pay a heavy price for its
(natural) unconscious daring.
Magazines raise awareness
In all this, magazines have a role to play in
informing and educating teachers, parents, decision-makers, as well as young people themselves.
Detailed editorial devoted to the dangers of excessive alcohol consumption is abundant. Every
week and every month all kinds of readers, from
mothers to teenagers, are informed about the risks
and consequences of alcohol abuse. With this kind
of information, the message will hopefully sink in
to ensure the future health of our society.
About the author
Pedro Camacho, Journalist, 48. Since 2008,
publisher of Visão Group (news magazine
VISÃO, VISÃO JUNIOR, VISÃO VIDA & VIAGENS (Life and
Travel), VISÃO HISTÓRIA (History), VISÃO ESTILO &
DESIGN (Lifestyle and Design) and JL (a literary
newspaper), publications owned by Impresa
Publishing, Lisbon.
Since 2005, editor of the news magazine VISÃO.
[email protected]
Anzeige
FAEP
Magazines
for Europe
© Monkey Business - Fotolia.com
66 Publishing and its interaction with society – Can Europe be the health beacon?
Can Europe be the health beacon?
Mission possible with more accessible
quality and trusted information
Europe is at turning point: EU Institutions have an opportunity to make patient
information more accessible to everyone,
including those who do not speak English, the elderly, the less well-to-do and
those unfamiliar with, or no connection to
internet technologies. This is possible if
we heed what history has taught us about
the dissemination of scientific information
through the press.
New sources of information
The young, above all, increasingly source
health information from the web. The virtual environment offers great opportunities. For example, patient association websites are important
disseminators of scientific information. However,
it also involves risks. The web is infested with
inaccurate information, which comes from an accumulation of unverified and disparate sources
where everything and its opposite is said.
Can Europe be the health beacon? – Publishing and its interaction with society
Lessons from magazines
Clear lessons can be learnt from the past.
There are magazines (such as Starbene) which
have, for more than thirty years, explained medicine to generations of readers. These magazines
have supplanted heavy, old health encyclopaedias with comprehensible articles accessible to
the greater public. Millions of Italians have got to
know more about medicine by using this form of
information, setting aside time to understand it and
talking it over with their doctors. Such magazines
have also enabled a second and higher degree
of knowledge: having “absorbed” basic medical
terminology, people have begun to engage with
doctors. The medical profession has been transformed from university professors to consultants
and companions on the journey to better health.
Better information benefits all
The generally high quality of print information has created citizens who are more active and
informed interlocutors with the medical profession. They are also more knowledgeable about
their rights, due to the effective collaboration of
journalism and consumer action. High quality,
accessible print information has also demystified
certain medical conditions. For example, a person
suffering from psoriasis, or a child who has psoriasis, is no longer seen as a plague-ridden carrier
of infection that must be avoided. All these factors illustrate how easily accessible, understandable and accurate information can contribute to a
better quality of life for all.
Psoriasis provides an excellent example of
how information can help ‘treat’ a chronic illness. 130 million people, equivalent to 3% of the
world’s population, are affected by the disease.
Three million sufferers are Italian. “I have been
The home page of Starbene.it. Highlights: flu virus A, experts online (totally free),
diets, forum, fitness videos and more
» These magazines have supplanted heavy, old
health encyclopaedias with comprehensible
articles accessible to the greater public «
treating Psoriasis and Arthropathic Psoriasis since
the 1970s. Very quickly I realised the real problem
lay not only with the patients, but also with social discrimination in public places such as swimming pools, gyms, schools and the beach. This
discrimination is mainly due to people’s lack of
information. There should be printed material on
this subject that more exhaustively informs public opinion on all aspects of psoriasis to eliminate
once and for all society’s prejudice, stigma and
marginalisation vis-à-vis this damned illness”,
says Doctor Mara Maccarone, president of ADIPSO (Association for the Defence of People with
Psoriasis). The association undertook the recent
survey, “Quality of life of psoriasis patients”, in
collaboration with the Pan European Psoriasis Pa-
67
68 Publishing and its interaction with society – Can Europe be the health beacon?
tients Organization Forum (of which Maccarone
is the founder) on a sample of more than 23 000
patients in 17 European countries.
“Therefore, it’s good to continue disseminating correct information in magazines such as
Starbene, which offers readers a broad space dedicated, not only to new therapies, but also to the
hardships suffered by patients with this complex
and crippling disease. Frankly speaking, among
all the health magazines, Starbene has given over
most space to issues concerning Psoriasis and Arthropathic Psoriasis. We call for there to be more
accurate information on the illness directed not
only to sufferers but also to public opinion which
needs to be better educated”.
When asked what he thought of the quality
of information on the internet, Doctor Maccarone
replied, “The internet is a worldwide container of
mass communication and as such users can find
accurate, as well as distorted and false information. As a consequence, users find themselves in a
confusing situation and don’t know the best information to follow. In the specific case of psoriasis,
which has no definitive cure, many “braggarts” find
space on the web to serve up their dubious commercial products which are unsupported by scientific evidence. Patients therefore have insult added
to injury by having their wallets lightened”.
Magazines’ quality guarantee
Magazines are the preferred method of information dissemination by doctors and patient associations. This reflects the inherent guarantee that
journalism in magazines provides greater depth
and insight than other print media. Magazines’
commitment to this is constantly judged by their
readers and institutions, both internal and external
to the profession.
An article about the Flu virus A with the most famous expert in Italy professor Fabrizio
Preglisaco (title: three answers about the flu wave) and the possibility to make questions in
real time on www.starbene.it
Strong demand for information
» The medical profession has been transformed from university professors to consultants and companions on the journey to
better health «
There are basic rules from this model that
could be applied to aid the dissemination of accurate health information on the internet. The model
suggests that the formula, “quality magazine,
quality site” is one of the best solutions for the
future. Print is the guarantee of information and
its quality, while the site connected to the magazine of reference (or to the institution of reference,
such as a Ministry, hospital or research institute)
offers a fresher and more dynamic version. The
site is open to people comfortable with “instantaneous and portable” technologies, but maintains the quality and carries the same genes as the
mother that generated it: the magazine itself.
An important example of patient-reader interaction is the survey Starbene conducted late
Can Europe be the health beacon? – Publishing and its interaction with society
“simple” suggestion for a diet (always fine-tuned
by medical specialists) is able to educate not only
on food, but also lifestyle.
» Magazines are the preferred method of
information dissemination by doctors and
patient associations. Inherent guarantee that
journalism in magazines provides greater
depth and insight than other print media «
last year on 13 000 readers (through the magazine
and its website www.starbene.it) to celebrate the
magazine’s thirtieth birthday. The findings were
presented in March at the European Life Science
Circle meeting, “Turning Europe into the healthiest society”.
The survey strongly validated the demand for
quality information and the role of the magazine
as an authoritative information provider. Readers
turned to the magazine as the more reliable source
when information circulating on TV and the internet provoked questions and uncertainties.
The survey also demonstrated that one of
the magazine’s missions continues to be successful. For example, a woman may buy Starbene for
the first time just because she wants to lose some
excess weight, but sooner or later she will understand that slimming is only one benefit rather
than the benefit of the healthier lifestyle she has
chosen. And what happens in the end? Seventy
percent of Starbene readers say there are two key
factors in staying healthy: following a balanced
diet and taking exercise, and giving up bad habits.
This means that the magazine, even by making a
About the author
Out of date laws restrict
information
Much still has to be done to improve patient
information; rules need to be re-evaluated. Citizens demand more medical information (as demonstrated by the Starbene survey), but legislation
has not adapted to keep up with this demand.
Patients want to know the advantages and disadvantages of a drug and they want to know its generic and commercial names. However, in many
countries, including Italy, journalists are forbidden to divulge information on the effects of a drug
(including its defects) using its commercial name.
This anachronism does not make sense. It makes
better sense, for example, to call the most famous
drug treating impotence not by its complicated
molecular name, but by its real name, now printed
in worldwide dictionaries and rapidly becoming
part of the vernacular. And yet, journalists cannot meet this basic demand for clarity, which has
nothing to do with “promulgation” of drug sales.
There cannot be clarity without freedom.
Respect readers
It is also necessary to have more respect for
readers, appreciating their ability to judge for
themselves. As mentioned earlier, patients no
longer hang off their doctor’s every word. They
increasingly seek information themselves. This is
completely in line with the conclusions and recommendations of the Pharmaceutical Forum that
calls for greater access to, and dissemination of,
quality information.
Magazines are vital
Alessandro Pellizzari has been a journalist
since 1987. He began his professional career at
CORRIERE DELLA SERA. He was a correspondent at
CORRIERE SALUTE, the weekly health supplement of
CORRIERE DELLA SERA, until 1991.
At the end of 1992 he joined Mondadori where
he became the Editor responsible for the health
pages and the website of Starbene, the monthly
magazine on wellbeing and health. STARBENE is
Italy’s best selling health magazine (about two
million readers)
[email protected]
A recent debate in the specialised press for
the medical profession relaunched the idea of an
improved alliance between doctors and journalists
to better inform patients. The media will be key in
achieving Europe’s number one health challenge:
moving from “treatment when ill” to preventative medicine. The essential role of magazines in
meeting this challenge has been illustrated here.
A more informed Europe can be the new
beacon of health in tomorrow’s world.
69
Publishing and its interaction with society – Teen magazines: How do they keep their readers?
© William Dubreuil
70
by William Dubreuil
Nowadays young people are surrounded
by many new means to distract and inform
them due to the incredible development
of technologies such as television, video
games, mobile phones and the internet. Yet,
in France at least, teen magazines have not
seen a large decline in popularity. How do
these intellectual coaches manage to get
along with teens?
In France, young people from 15 to 25 years
old are still enthusiastic, regular magazine readers. According to l’Observatoire de la Presse there
was even a slight increase in the proportion of
teenagers reading magazines between 2000 and
2006. Teen publishing is constantly developing
new ways to attract and retain teenager readers.
Contrary to media doom and gloom statements
that magazine sales are falling, the teen magazine
market is in fact thriving.
How can this success be explained? Does it
reflect a teen cultural revival and the pursuit of
information and educational content on paper? Or
is it about simple elements of personal feeling, the
sheer pleasure of reading at ease, in any space?
Teen magazines: How do they keep their readers? – Publishing and its interaction with society
FAN 2 is a French magazine on celebrities’ life
for young people between 14 and 20 years old.
It is published by M6 Editions with a very high
number of readers that reaches 80 068 in
2008. It mostly provides kids with entertainment news *
One Magazine is one of these specialized
magazines revealing many juicy news
about TV shows, cinema and actors/actresses. This mag is a must-read for teens
from 12 to 23 years old. Its circulation has
reached 76 575 for the year 2008. Captain
Eo Productions is the publisher *
An alternative to TV
Finding the best way to get teens’ attention
away from television, internet, mobile devices
etc. can be difficult. Publishers of teen magazines
have to take into account the different stages of
psychical and emotional development of their
readers to properly respond to their varying needs.
Magazines succeed at this due to their constant
evolution, based on vision and creativity.
Out of their normal, everyday environment,
encircled by school, parents and friends, magazines offer a possibility for young people to make
their own choices and pick up what they need.
The magazine is very personal and represents a
good way to sensitise boys and girls to different
issues on which they are, or should be, questioning themselves.
In addition, the regularity of magazine subscriptions, arriving in the mail box on a set day,
appeals to teens as they feel they can get their own
magazine the same way their parents do.
Educational magazines
remain unshakeable
PHOSPHORE,
L’ÉTUDIANT,
SCIENCES&VIES
JUNIOR: all these magazines have a certain impact
on the daily life of French teenagers. They give
solid knowledge and accurate details on important
events, news and natural phenomena and relate
At the top of the best circulations for the year
2008 (115 116 circulated magazines) as a teen
magazine, Science&Vie Junior remains famous in
France for the diversity and the popularization of
the specific issues it raises on sciences and
physics. It is published by Excelsior Publications *
» The teen magazine market is in fact thriving.
Magazines offer a possibility for young people
to make their own choices «
them to teen habits and hobbies. Pleasant and accessible, they can target specific age categories by
paying close attention to the intellectual development of each. Witty and instructional, some sections are specific to the daily activities of teens
and keep them informed of the potential dangers
in their behaviour (driving, drugs, alcohol, etc.)
or the risks they may face in particular situations.
Personal and nothing to do with school, magazines remain the ideal “friend”: silent, available
and intellectually stimulating.
Educational magazines are substantial and
present great opportunities to increase readers’
knowledge of different topics. These topics are focused on specific fields: professional perspectives,
with L’ÉTUDIANT and LE MONDE DE L’ÉDUCATION for
instance, or environmental issues with GÉO ADO,
or even methods to learn another language and
immerse themselves in a foreign culture with I
LOVE ENGLISH, TODAY and VOCABLE.
One would be tempted to think that entertainment magazines dominated sales of teen
magazines. But, this is not the case: the Observatoire de la Presse revealed that the bestselling teen
magazine in France in 2008 was… Science&Vie
JUNIOR (a famous French science magazine), with
151,116 copies sold per issue.
71
72
Publishing and its interaction with society – Teen magazines: How do they keep their readers?
Entertainment magazines, girls’
best friend
An entertainment magazine, FAN 2 (a magazine focused on celebrity gossip) was in second
place with 80,065 copies sold per issue.
Teen magazines with profiles and gossip
about their favourite stars have been a great success; ONE, STAR AC, and FAN 2 are good examples of this. GIRLS consider personal issues at a
more profound level than boys of the same age.
This can help to explain the popularity of magazines such as GIRLS and MISS over so many years.
They are seen as confidantes, giving advice, to
their readers.
Even though it can sometimes break parents’
hearts, gossip and entertainment magazines are,
for better or for worse, part of their children’s
self-development and so should not be underestimated.
The cosmetic and health sections of these
publications are part of what youngsters are actively looking for. They give the answers to every
possible question: not only can they tell the reader
which product is best for achieving softer, clearer
skin, but they can also advise on which product is
the most environmentally friendly. Through these
pages teenagers can also learn about the importance of good nutrition and the benefits of sport.
Further, the impact of relevant content about
body image and relationships shows the psychological power of these magazines and the role
they can play in boosting teenage girls’ self-confidence. Girls and boys, even at 16 years old, need
encouragement to speak about issues that concern
them. The pressure they feel to belong to a clear
social group can be very strong. All these factors
help explain the importance of « problem page »
sections in teen magazines. These provide space
for readers to talk about personal issues, relationship break-ups, sexual concerns - all the worries
they have, but do not want to discuss outside the
bond they have with their friend, the magazine.
All in all, teen magazines tend to be practical. They suit their readers’ profiles. More than
just bundles of paper, they are advisors and catalysts of discoveries. They support young people
at a complicated time in their lives: any question
asked or concern raised can be answered in their
magazines.
* Sources : Observatoire de la Presse 2009
Focused on various topics from everyday life, PHOSPHORE is definitely a
useful tool for teens. Published by Bayard Jeunesse, this magazine has an
important circulation of 67 498 in 2008. It guides teenagers through their
self-development *
About the author
William Dubreuil is a
young
independent
journalist. He studied at
the ISCPA Institut des
Médias Paris. During his
training, he worked for
local weekly papers and
was trained as a TV News
reporter (Direct 8, TV5
Monde, France 2). He has
reported mainly in the
fields of politics and culture for various TV channels as first work experiences. Currently seeking for a job as a TV reporter, he keeps on writing for
various magazines and local newspapers.
[email protected]
EAZ
dnv online
Publishing and its interaction with society – VLASTA. Adviser and friend
© Marcin Balcerzak – fotolia.com
74
VLASTA – adviser
and friend
At a time when all information is seemingly
easily and freely accessible to everyone on the
internet, the world of information paradoxically
seems more sterile and social links have become
chilly. Women’s magazines however, remain
a paradise island of emotional links in this new
world.
» As life becomes more and more influenced
by technology, its pace gets faster and faster and there is less time left to create traditional social relationships «
Women in isolation
As life becomes more and more influenced
by technology, its pace gets faster and faster and
there is less time left to create traditional social relationships. On top of this, more and more women
find themselves in a certain social isolation, even
at a rather young age. Many marriages fall apart
and a woman, while staying with her children, is
often cut off from different communities which
could provide her with help and support.
Small communities in which people traditionally used to help each other, such as villages
or neighbourhoods or religious communities have
increasingly lost their significance. To a certain
extent, the representatives of these communities
- politicians, teachers and clergymen - have also
lost their moral credentials. Increasingly, women
are looking elsewhere for guidance and advice.
Moral credentials are important
In this new world, the function of a women’s
magazine is irreplaceable. As an example from
the Czech Republic, VLASTA is a weekly magazine
for women, who treat it as an adviser and, in a
certain way, as a friend who they can rely on. The
VLASTA. Adviser and friend – Publishing and its interaction with society
magazine has become a traditional read for women, having appeal across two or three generations.
It has strong moral credentials among women and
brings them together in communities that are disappearing, or have already disappeared.
VLASTA’S strong brand and trusted editorial
content assures readers that if they offer help to
causes reported in the magazine, their donations
or support will not be misused. This was apparent after major floods in 2002 when the magazine
regularly informed readers on the situation in the
particularly badly affected village of Hořin. The
village was helped not only by readers from Bohemia, Moravia and Slovakia, but also by an association of Czech people living in Belgium, the
members of which regularly read VLASTA, and
who organized a charity collection for the affected village. Furthermore, VLASTA cooperates on a
long-term basis with the Kapka Naděje foundation, with readers providing help to the foundation
through the magazine.
VLASTA’S readers have also helped lepers
in Africa. Several years ago, an invitation from
Charity was published in VLASTA, asking women
to weave special bandages for the ill. The invitation was a huge success and the director of Charity reports the number of kilometres of bandages
woven by VLASTA readers each year.
»
The function of a women’s magazine
is irreplaceable «
Legal, social and medical advice
© Flickr
As a matter of course, the magazine contains
important advice and information regarding social
and legal issues. The complexities and particulars
of the law, social services or rules governing pensions and state assistance are explained in an easyto-read manner. Many legal regulations relating
to young women are simply explained, including
regulations on maternity leave, returning to work
after maternity leave, placing children into preschool facilities and advice on job loss.
This basic information is followed up with
feedback – the readers send in enquiries on social,
legal and medical issues, and Vlasta mediates specialists’ answers. A lawyer, a specialist from the
Consumer Protection Association, a paediatrician
and a practitioner of alternative medicine are the
most sought-after advisers.
Similarly, there is the column Duševní
Záchranka (‘Psychological Ambulance’) where
a psychologist, an astrologist and a psychologist
specializing in psychosomatic difficulties, take
turns to advise readers on their problems. The
readers not only send in their enquiries, but also
write letters in reaction to previously published
stories with advice and offers of help.
Further tips and help for women in this dynamically developing society, which makes more
and more demands on women of all ages, are articles with practical advice. These cover issues
such as coping with taking up a job after mater-
75
Publishing and its interaction with society – VLASTA. Adviser and friend
nity leave, solving difficult situations, handling
stress and problems at work, common illnesses in
children and financial management.
Friendships made
through the magazine
Magazines can give lonely women an opportunity to share with others in two ways.
Readers can share their concerns and problems
with the magazine itself simply by writing their
problems in letters and sending them in. Readers
can also seek advice or reactions from editors or
specialists.
Another common feature is for readers to use
the medium of the magazine to search out others with the same problems and the same needs.
For example, VLASTA brings together readers in
special interest activities through Club Diana,
which organizes events such as exploring tours,
relaxation trips and slimming courses. However,
a general article on an interesting activity is often enough to prompt readers to get in touch with
each other. An article in 2008 featured a women’s
patchwork club that had organized an exhibition
of their patchwork products. Following its publication, the author mediated contacts for the readers who wanted to join the club for several months
afterwards.
© Tatiana Morozova - Fotolia.com
76
» Use the medium of the magazine to search
out others with the same problems and the
same needs «
Online does not replace paper!
According to polls, reading magazines is the
biggest hobby of Czech women. Therefore, even
in the era of electronic media, magazines seem to
be irreplaceable. According to the letters and reactions which VLASTA receives in large quantities,
even readers who usually search for information
on the internet do not turn away from VLASTA.
Furthermore, they prefer to write requests for help
or advice directly to the magazine that they are
familiar with, that they have confidence in and an
emotional relationship with, rather than to a more
or less anonymous server.
About the author
Michaela Matuštíková (44), Head of journalism department in VLASTA magazine, Prague.
As a journalist, Michaela has always given
preference to printed media. She has worked
in evening as well as in daily newspapers. For
the last seven years she has worked as a reporter for women’s magazine VLASTA. “I enjoyed
the hard the work of a reporter and I was not
initially quite sure whether a women’s interest
magazine was the right place for me. However,
a few things convinced me. In particular, the
fact that VLASTA is an exclusive weekly, rather
than all the other women’s titles published in
this country. It has enough space for journalism
and my coverage can be thematically very varied. Our female readers react
positively not only to strictly female subjects, but also, for example, to the
coverage of the biker club. However, what attracted me most to VLASTA is
the relationship with our readers who consider the magazine a member of
the family – not only do they write us letters, but they phone us as well, “
says Michaela.
[email protected]
EAZ
PFV Verlagsprogramm
© Julien Cauvin
“The challenges of periodical press
in the digital era are to keep up with
the highest standards of quality
and a constant capacity to remagine itself. These are our daily and
ever rejuvenating engines.”
Didier Quillot, CEO of Lagardère Active, Levallois-Perret, France
79
80 Publishing. The business side
© pat fauve - Fotolia.com
Publishing. The
business side
Publishing. The business side
Publishing.
The business side
82
Why magazines matter for Europe’s
economy
by Pru Jones
86
No freedom of the press without
freedom of distribution
by Péter Emöd
88
The role of advertising and the regulatory threats faced by the industry
by Charles Kovács
92
by Caroline Jewitt
94
Jerzy Baczyński, President of the board
of Polityka, Publishing House, Warsaw,
Poland
96
by Jonathan Shephard, Andrew Yeates
100
104
Lord Heseltine: How the
politician turned publisher
by Andy Cook
108
Charles Kovács, Chairman Hid Radio
Zrt,Budapest, Hungary
81
© A.Zieba - Fotolia.com
82 Publishing. The business side – Why magazines matter for Europe’s economy
Why magazines matter
for Europe’s economy
by Pru Jones
The magazine publishing industry is in danger of selling itself short. Existing information
on size, sales, employment etc underestimates
the scale and scope of the industry’s influence. A
new approach is needed to go beyond this, one
which takes into account the interaction of magazine business and content across other economic,
social and political spheres. Powerful analysis
(including new economic impact estimates) and
models discussed here show this is possible, and
more importantly, worthwhile.
Setting a new framework
A new analysis framework is needed to ascertain the impact of magazine publishing on the
European economy. Existing information is limited to basic industry statistics. These should only
be used as a starting point for analysis. It is crucial to go beyond them to consider:
N the magazine industry’s interaction with other
business sectors
Why magazines matter for Europe’s economy – Publishing. The business side 83
A new framework
1
Basic industry data
2
The magazine industry’s interaction
with other business sectors
3
The use and dissemination of
magazine content
4
Magazines and society, politics and
innovation
Figure 1
N the use and dissemination of magazine content
N magazines’ role in society, politics and innovation.
This article develops a new four stage framework incorporating these ideas, as set out in Figure 1.
1. Basic industry data
© Sebastian Kaulitzki - Fotolia.com
Size: According to the most recent (2006)
figures from Eurostat, the ‘Publishing of periodicals and journals’ sector in Europe generated:
N turnover of over EUR 42 000 million
N direct employment for over 260 000 citizens
N value added of EUR 15 500 million.
In relation to European manufacturing as a
whole, the sector accounted for: 1% of the number
of enterprises, 0.6% of turnover, 0.8% of employment, 0.9% of value added. Its contribution to
manufacturing value added is comparable to that
of the manufacture of dairy products or wearing
apparel and accessories. With respect to similar
publishing industries periodical and journal publishing’s contribution is ahead of book publishing
(0.7%) and similar to that of newspaper publishing (1.1%).
Unusually, there is little variation in the
weight of printing and publishing industries across
EU member state economies.1 It is therefore an
economic activity of relatively similar importance
in all member states - a potentially unifying factor.
External trade: Trade data is restricted to
‘Newspapers, Journals and Periodicals’. Nonetheless it is revealing. The sector has the highest
export/import ratio of all cultural goods, with exports 3.6 times higher than imports. The trade surplus was EUR 646 million in 2004, accounting for
21% of the total surplus in cultural goods.2
Magazine consumption: Circulation spending on consumer and trade magazines totalled
» For every job in magazine publishing
more than two jobs are generated in
related industries «
nearly Eur 19 billion in 2007.3 Europe accounts
for nearly half of total global consumer spending
on consumer and trade magazines, but accounts
for less than ten percent of the world’s population.
2. Interaction with other business
sectors
While interesting, the above data is ‘onedimensional’. It ignores the magazine industry’s
interaction with other business sectors. By buying
from and selling to other businesses, publishers are
also contributing to the value added and employment of other industries. It is possible to quantify
these contributions using economic impact modelling. More and more industries, from brewers
to automobile manufacturers, are commissioning
these models. A comprehensive study of publishers in Europe has not yet been conducted, but initial estimates have been prepared for this article.
They can be used as a guide to illustrate the potential magnitude of these impacts:4
N For every job in periodical and journal publishing, more than two jobs are generated in related
industries. This means while the industry employs around 260 000 people, around 800 000
European jobs can be attributed to the sector.
This is equivalent to the total workforce in the
non-financial business sector in Lithuania or
Slovakia or 2% of all jobs in Europe’s industrial
84 Publishing. The business side – Why magazines matter for Europe’s economy
sector. Job creation is split relatively evenly between sectors the industry buys from and those
it sells to (paper manufacturers, printers, advertisers etc.).
N In terms of value added, the total contribution of
the magazine publishing industry to European
value added is around Eur 40 000 million. This
equates to around 2% of total industrial value
added in Europe. It is similar in scale to the total
annual value added by the non-financial business sector of Hungary or the quarterly GDP of
Portugal.5 The largest part of the value added
comes from magazine publishing itself (39%),
followed by sectors bought from (35%) and sectors sold to (26%).
3. The use and dissemination
of content
The impact analysis shows how magazine
publishing interacts with businesses in its supply
chain. However, the industry’s economic influence does not just flow up and down this ‘chain’.
As an industry generating ‘content’, the impacts of
magazine publishing flow across to other business
areas and interests. Creative content in magazines
can be transferred to secondary uses and across
different platforms, generating: websites, books,
DVDs, CDs, TV series, awards, events, marketing
services, related merchandise.... As other business
sectors ‘pick up’ content, employment and value
added are generated, but not necessarily attributed
back to magazine publishing activity.
Furthermore, content generates externalities.
At the most basic level, sales of goods and services
featured in content and/or the platform the content
uses may rise. At a more complex level, content
can affect how a nation, or group of nations, is perceived. Not only might this impact exports, it may
also impact the group’s ‘soft power’6.
About the author
Pru Jones began her career as an economist at
the Bank of England. She then worked in business development at the John Lewis Partnership
before returning to economics and research as
Head of Research at the Independent Schools
Council and then Head of Research and Principal
Economist at the Periodical Publishers Association. Now based in Singapore, she does freelance
projects, focussing on economic modelling.
[email protected]
Where magazine publishers
generate employment
36%
34%
30%
Sectors bought from
Magazine publishers
Sectors sold to
Figure 2
Little work has been done to identify and
quantify these impacts, but it is possible to do using
the ‘Ripple Effect Model’.7 Originally developed
using an American film as the case study, Figure
3 adapts the model to the French cartoon classic,
Asterix. Asterix began his life in the magazine Pilote and has since travelled worldwide in numerous guises. Immediately the breadth and magnitude
of the content’s impact is apparent. The magazine
publisher’s role was key: selecting with creative
vision and providing the original platform. The
possibility to develop other case studies using this
framework is endless. Each would reveal how different magazine content impacts different markets.
This is an important area of future study if the full
societal, cultural and economic impact of magazines in Europe is to be appreciated.
4. Magazines’ role in society,
politics and innovation
So far discussion has focussed on magazines’
impact on the economy through influencing the
trade of goods and services. However, magazines
play a considerably more fundamental, but indirect role in economic development through their
role in society, politics, innovation and creativity.
N Magazines can help to foster social cohesion
and a common cultural identity. (It is no coincidence that the front cover of TIME MAGAZINE’S
edition on France featured Asterix!) Greater social stability encourages inward investment and
growth.
N In the political arena, magazines provide platforms for public debate that can hold governments to account and allow democracy to
thrive. In Europe, this role may be taken for
granted, but it is powerfully promoted in studies of economic development and strategies for
economic aid.8
Why magazines matter for Europe’s economy – Publishing. The business side 85
The ‘Ripple Effect Model’ for Magazine Content
Original content: Asterix comic strip in PILOTE magazine, 1959
Transformed content:
(Secondary uses of content
that maintain content but
change platform)
Books, Films (8 animated, 3 live action)
Derivative goods:
(Part of the content extracted
and made into new products)
Video games, Board games, Theme park (Parc Asterix),
Education language books (Latin and French),
Merchandise (from cuddly toys to crisps shaped as
Roman shields)
Asterix location, historical sites
Existing goods relating to
content:
Goods with same environment
as content
French trade
(Evident in the use of Asterix in French marketing: part of
campaign for 1992 Olympics, used to promote FIFA World
cup final between France and Italy)
Environment of content and
elements belonging to the
environment
French and European culture/history
Figure 3
Sources
N Magazines disseminate information about products, services and ideas. This stimulates innovation. The crucial role this plays in economic
development is advocated by the theory of
‘innovation journalism’.9 Innovations become
important through their wide use, not simply
through their creation and production.10 End
consumers of products and services become
‘co-producers’ and ‘co-innovators’ by adapting
and using them according to their needs. Magazines act as a platform for sharing this information, which in turn triggers new ideas, creativity
and subsequent growth.
N Not only does magazine publishing encourage
creativity, but it is also a creative industry itself.
Creativity is good for the economy.... ‘regions
that embrace creativity generate significantly
higher revenue and provide greater stability into
the future’.11
More work, but great rewards
From the framework developed here, it is
clear that magazines’ role in Europe’s economy
will be underestimated if analysis does not venture beyond the basic, mainly economic, data
available. While it is often difficult to identify
and quantify the far reaching impact of magazines
and their content, the models presented here suggest a way forward... and that the work will be
worthwhile.
1 Publishing and printing activities in the EU, Eurostat,
6/2006. Publication reports 2004 data.
2 Eurostat Pocketbooks: Cultural Statistics, 2007
3 PWC Global Entertainment and Media Outlook 2008-2012
4 These estimates have been compiled using inputoutput tables for only 15 member states, Eurostat
structural business data and PWC data on magazine
publishers’ revenues from circulation and advertising.
These are preliminary findings. They are meant only
as a guide of the magnitude of these potential impacts.
To conduct this analysis in more detail a full survey of
European publishers would be necessary. This would
reflect actual levels of expenditure and the industries
interacted with. The analysis here is restricted by the
lack of this detailed information. Please contact the
author for more detailed notes on the methodology.
5 Data for Hungary based on 2004 data reported in
Eurostat (2007) ‘European Business Fact and Figures’.
Portugal GDP relates to quarterly averages in 2006.
6 The ability to obtain what you want through co-option
and attraction, rather than force or coercion. Developed by Joseph Nye (1990) ‘Bound to lead: the changing
nature of American power’
7 Uchida, M, ‘The content business and its externalities:
a ripple effect model’, (2007), Keio Communication
Review No. 29
8 See for example, Deane, J (2008) ‘Democracy, Development and the Media’
9 Term developed by Nordfors, D (2003) ‘The concept of
innovation journalism and a programme for developing
it’ Vinnova
10 Langlois, Richard N. (2001) ‘Knowledge, consumption,
and endogenous growth’ (J. Evol. Econ.
2001 11: 77-93).
11 Van der Pol, H, Director UNESCO Institute for Statistics, ‘Key role of cultural and creative industries in the
economy’, 2007
86 Publishing. The business side – No freedom of the press without freedom of distribution
No freedom of the press without freedom of distribution
by Péter Emöd
Violating the freedom of the press is usually
associated with infringing the liberty of journalistic and publishing activities. It is frequently forgotten that freedom of the press also pre-supposes
freedom of distribution: there cannot be one without the other. This is the focus of Distripress, the
only international organisation in the press industry that unites publishers and distributors in its
membership. Although the interests of publishers
and distributors may not always coincide, they
stand united in their fight for the principle of the
freedom of the press and access to the press. Distripress also coordinates its work with other international and regional organisations of the press
industry.
In terms of distribution, freedom of the press
is construed to mean unlimited access to the press.
In practical terms, there should be a reasonable
selection of press products at acceptable prices,
available at a reasonable distance from the reader.
(Where access is concerned, digital media are in a
much simpler position than print media; although
in many countries, access to them is also restricted.) Violations of press freedom, in terms of distribution, are generally less spectacular than attacks on journalists or publishers. However, they
should be just as hard fought. While violations of
publishing freedom are usually of an ideological
or political nature, the weaponry of those who
oppose freedom of distribution is far more wideranging, including financial and organisational
means. For example, many potential readers are
denied access to press products by high taxes or
delivery rates. The situation regarding foreign
products poses a particular problem in some countries, where authorities slap on high custom duties
and other taxes, despite the fact that the UNESCO
Florence agreement of 1950 has expressly forbid-
No freedom of the press without freedom of distribution – Publishing. The business side
den this for over five decades. In some cases, the
reason for infringing freedom of distribution is
“purely” the wish to generate revenue for the public purse. In other cases, however, it is a deliberate political act: additional taxes and duties make
press products unattainable for the broader mass
of the population.
While this is not a problem in the European
Union, it certainly does not mean that there are
no problems to confront here. We often have to
champion the cause of the special nature of press
» Freedom of the press also pre-supposes
freedom of distribution: there cannot be one
without the other «
products where the law is concerned, pointing
out that the outstanding importance to society of
the press should be taken into account and that
no laws should be passed to hinder distribution.
We are also permanently vigilant when it comes
to tax issues. In a number of EU countries, the
VAT on press products has fallen in recent years,
but there are cases where it has risen, or remains
at a high rate.
About Distripress
Distripress is the federation for the promotion
of international press distribution. It is a globally
active and international non-profit organization
of the press industry with operational contacts to
UNESCO. Distripress’s membership is comprised
of publishers, distribution companies, and suppliers and service providers to the press industry,
involved in the marketing of newspapers, magazines and paperbacks at an international level.
Distripress currently has 464 members based in
92 countries all over the world.
» Violations of press freedom, in terms of distribution, are generally less spectacular than
attacks on journalists or publishers. However,
they should be just as hard fought «
About the author
Dr. Péter Emöd, an economics graduate,
worked in international relations for 15 years,
including a period at the Hungarian Foreign
Ministry. He moved to the press industry in
1994, where he spent seven years as a director of Hungary’s major foreign press importers and distributors.
Since 2001, he has been managing director of
Distripress. He has worked as a freelance journalist for over 30 years.
[email protected]
Distripress’ mission
The mission of Distripress is to promote
freedom of the press, in particular in the field of
press product distribution. The federation offers
its members a platform to improve their cooperation and to exchange ideas and information. It
also promotes the development of fair and efficient trade in international press distribution, and
represents the interests of newspaper and magazine distribution in this issue.
87
88 Publishing. The business side – The role of advertising and the regulatory threats faced by the industry
The role of advertising and
the regulatory threats faced
by the industry
by Charles Kovács
In the beginning…
Print advertising started with handbills at
least 450 years ago. The Reformation and increasing prosperity in northwest Europe had led to
large scale political and religious pamphleteering.
During the 17th century pamphleteering increased
rapidly and handbills with commercial content also
began to appear. Although handbills and pamphlets
» Advertising has played an important
role in the development of newspapers and
magazines, whilst ensuring a diverse and
free press «
have survived to this day, from the early 18th century onwards, they were increasingly replaced by
newspapers carrying commercial advertising.
The first newspapers resembled magazines in
that they appeared weekly or bi-monthly. Illustrations were rare, but they included feature articles,
reviews and essays, probably because hard news
was in short supply until well into the 18th century.
Advertising copy was as plain as newspaper copy.
However, there was some attempt at visual distinction through the use of larger letters.
The first publications that we would recognize
as magazines were the journals of learned societies.
They were followed by journals and periodicals of
more general interest. These received a great impetus from the outbreak of the French Revolution and
The role of advertising and the regulatory threats faced by the industry – Publishing. The business side 89
the subsequent 26 years of war. Napoleon’s defeat
at Waterloo in 1815 was followed by a century of
peace in Europe, broken only by the revolutions of
1848, and a few short wars, all conducted with a
degree of consideration for the civilian population
not seen since the middle of the 18th century. The
1800s also saw the Industrial Revolution, increasing literacy and prosperity, and rapid technological
progress. A new middle class, hungry for news and
entertainment, was emerging.
The publishing industry’s most successful
response to these new demands was arguably the
Illustrated London News, launched in 1842. The
ILN was a weekly magazine of British and world
news, fashion, and culture. It came lavishly illustrated, and of course, carried many advertisements.
The ILN model was followed by other publishers
across Europe and the United States; and the rest,
as they say, is history.
Today, we have literally tens of thousands of
magazines of all types with around $60 billion of
annual advertising income. However, this is a declining share of the $500 billion global advertising
market, and its future is clouded, inter alia, by pending adverse regulatory actions. This is unfortunate.
Advertising has played an important role in the
development of newspapers and magazines, whilst
ensuring a diverse and free press that has been a
vital element in the evolution of our democracies.
Advertising’s importance now
Advertising has several roles vis-à-vis the press.
Most importantly it:
N Contributes to the cost of publication and
thereby allows publishers to charge the public less. This, we all hope, increases circulation by attracting a larger readership.
N Provides a source of income generally free of
political pressure. For some, it may serve as
an alternative to subsidies.
N Supports diversity, since specialised and/or
niche publications can look for advertising
income from companies providing goods or
services to their specialties and niches.
N Adds colour and prestige to magazines, albeit, only when advertising copy is colourful
and advertisers are respected and well known
companies.
» The requirements will make the advertisements less attractive, encouraging advertisers to seek alternatives to print media «
What if we had less advertising?
Until recently, this was a safe hypothetical
question as the advertising income of magazines
rose from year to year, even if at a lower rate than
those of other media. However, in the last year we
have seen major decreases in advertising budgets.
Many well-known newspapers and magazines
have consequently disappeared or gone bankrupt.
More are likely to follow. Those that survive are
doing so on reduced budgets and with fewer pages
produced by fewer journalists. Some of the loss in
advertising revenue might be compensated by a
higher cover price, but this is at the risk of lower
circulation. This is a risk few publishers can take as
several segments of the industry are already suffering from a trend towards lower readership.
Even more insidiously, the present recession
has led some publishers to seek government subsidies, special tax treatment, and/or other special
benefits. While these will undoubtedly benefit bottom line results, there will be costs associated with
lost independence, and possibly direct government
interference, albeit more de facto than de jure. This
may not make much of a difference to entertainment and specialised publications, but it will hurt
the credibility and readership of other magazines.
Regulation’s impact on advertising
Unfortunately, the current economic climate
is not the only risk to advertising revenue. It is also
90 Publishing. The business side – The role of advertising and the regulatory threats faced by the industry
threatened by serious regulatory pressure that has
been building for years. The legal right of the State
to regulate advertising is well established. Initially,
this right was not unduly burdensome and, by and
large, was not exercised in a discriminatory manner.1 As a rule, anything that was legal could be
advertised. This simple and sensible rule was first
undermined by regulations on alcohol, and then tobacco advertising. Advertisements for these products have now virtually disappeared. Meanwhile,
the rise of the Nanny State has continued, and we
are faced with initiatives to regulate automobile,
energy, and food advertising. One can only hope
that advertising in these sectors will not be driven
to the point of extinction, following the fate of advertisements for tobacco and most alcoholic products.
Imminent regulatory threats
The two most imminent threats to advertising in Europe are the initiatives aimed at regulating (i.e. ultimately limiting) food and automobile
advertising. The former is regarded as harmful
because people who eat too much become fat,
while the latter is becoming an anathema because
it pollutes. Both activities are clearly harmful, and
the proposed initiatives are attempts at behaviour
modification on a continent-wide scale. Indeed, a
high-level EU official has described the proposed
automobile advertising restrictions as part of, “…a
political framework that aims to change consumer
behaviour.”
In both cases, attempts are being made to
make advertising less attractive and/or to restrict
its availability to certain audience groups. The
continuation of these attempts threatens the pub-
» There is no question that the industry
must respond to this imminent regulatory
threat «
lishing industry by endangering its advertising
revenue stream. They also raise civil libertarian
issues2 concerning the relationship between the
State and the Citizen. At the most extreme, “cigarette style” warnings are to be included in advertisements of offending products, requiring up to
25% of the advertisement area for “labelling”, i.e.
displaying information about fat and/or sugar content, CO2 emission etc.3 We do not know whether
the requirement will be 10%, 25%, or something
in between. We do know that the requirements
will make the advertisements less attractive, encouraging advertisers to seek alternatives to print
media, at least within the EU. The result will be a
weaker and less independent European press.
What should we do?
We are faced with a complex problem, without clear-cut rights and wrongs. The State has the
right and power to regulate commercial advertising, and it will be doing so in the pursuit of arguably laudable and beneficial objectives. However,
the manner in which these objectives are pursued
places great strain on the publishing industry and
threatens its independence. Increased advertising
regulation will only serve to weaken and diminish the sector, just when the State (i.e. the EU)
needs to communicate more effectively with an
increasingly disaffected and disenchanted population. The present situation is also paradoxical;
through the years, magazines and newspapers
have overwhelmingly supported the EU, including the political correctness initiatives that led to
the restrictions on advertising. As a reward, print
advertising income is now further threatened by
the EU at a time when the industry is at its most
vulnerable.
There is no question that the industry must
respond to this imminent regulatory threat. A complex problem requires a complex response, but the
core of the response is communication. This communication must not only be with the EU, but also
with the politicians of its member states and the
public at large. In each case, the message needs to
fit the audience, but the communication objective
must remain the same: no further, and ideally less,
regulation of advertising.
The role of advertising and the regulatory threats faced by the industry – Publishing. The business side
At a national level, politicians may be sympathetic to our views, not just because of our arguments, but because of their opposition to the
diminution of national sovereignty that would
result from further EU regulation.4 They will also
be interested in any adverse effects of new legislation or regulation emanating from Brussels,
and are likely to be more sympathetic to their national media, rather than EU media. Accordingly,
national lobbyists need to encourage their politicians to raise the subsidiarity/sovereignty issue in
national Parliaments and to encourage their MEP
contingents to oppose any further legislation on
both practical and philosophical grounds.
The EU has two unequal power centres: the
EU Parliament and the EU Commission. The
former is weaker, but being elected it takes the
media more seriously. Its approval is also needed
for new legislation. The EU Commission is complex and powerful. It operates without effective
legislative oversight. EU Commission directives
are binding on member states and a proven tool for
the continuing accretion of power. This is unlikely
to change in the short run. Our efforts therefore
need to be based on communication and negotiation. The following may be useful themes:
» The press could prove very helpful should
the EU want to use persuasion in its future
lifestyle related campaigns «
N Further advertising restrictions are an attack
on one of the EU’s most important allies. Most
newspapers and magazines have been supporters of the EU, both in general, and in specific
campaigns against tobacco, alcohol, obesity,
and even climate change.
N If print media is further weakened, it will make
alternative news channels more important, and
these are less pro-EU, and less pro-political correctness.
N For officials interested in reasoned debate, we
may note that smoking has declined, not so
much because of the ban on advertising, but be-
About the author
Charles Kovács is the Chairman of Hid Radio
Zrt and of the International Committee of the
Hungarian Newspaper and Magazine Publishers
Association. Born in Hungary, brought up and
educated in the USA, his career has been in international banking with the Chase Manhattan
Bank. In Hungary, he was head of the Barclays
Bank Group Representative Office, and is presently a member of the Supervisory Board of
CIG Central European Insurance Co.
[email protected]
cause it has been outlawed in most locations.
This is unlikely to work with other products.
In democratic societies persuasion is often
more effective than prohibition, and less offensive to the public than hectoring. The press could
prove very helpful should the EU want to use persuasion in its future lifestyle related campaigns.
At this time of political and institutional change in
Brussels, the media has a greater importance than
ever for politicians and eurocrats alike. We need
to capitalize on this, and we can!
Sources
1 Two traditional exceptions have been: 1/ personal hygiene products due to obscenity laws and./or community
standards, and 2/ prescription drugs which even now are
generally allowed to appear only in professional publications for reasons unknown.
2 Most importantly, what does this process imply about
the Citizen? Where does it stop and where will it lead?
Does the State have a right to determine the Citizen’s
diet and lifestyle? If so, will children be allowed to purchase chocolate? Should we ban bacon and cheese, or
cars with non-electric engines? Should advertising of
these products be banned?
3 N.B. The display of such information has been required
for many years; the difference is the increase in space
for this information.
4 There is in fact a serious question of subsidiarity here.
Print advertising in magazines and newspapers is by
definition a local matter since these are sold almost exclusively locally. Moreover, national tastes and customs
vary enormously. For example, an EU ban on advertising
bacon might be acceptable in Italy, but it could well result in major demonstrations in Hungary.
91
Publishing. The business side – The pulling power of print
© Vitalij Goss - Fotolia.com
92
by Caroline Jewitt
Much has been said in recent years about the
threat posed by e-media to print. Many thought
that new e-solutions combined with a drive to
paint the world green would inspire companies to
slash their print and paper usage in favour of more
“modern” methods of communication. This may
have happened on some small scale, but how does
that explain the fact that the role of print media
is consistently included in the media mix of integrated multi-media at many companies around
the world?
The answer is that print media possesses
unique qualities. Words and pictures on paper can
engage an individual in a way that no electronic
creation, however expensive or advanced, could
ever hope to achieve on its own. People engage
with print on paper in response to sight, touch and
an evocation of whatever it is that the publisher
hopes to transmit. The bottom line will show that
it is an effective stand-alone medium, and when
used in combination with e-media, print can multiply the results of television or online advertising, for example, or boost results when working
in conjunction with online direct mail.
Giving power to print
The benefits of print are clearly recognised,
but more could be done to bring brand owners,
as well as media and creative agencies up to date
with the latest developments in the effectiveness
and sustainability of print media. This is where
Print Power steps in. Print Power is a pan-European initiative to promote all types of print media in advertising, direct mail, sales promotion or
corporate communications including newspapers,
magazines, brochures, leaflets and flyers. In simple terms, Print Power is the marketing and communications arm of the entire paper and print val-
The pulling power of print – Publishing. The business side
ue chain. It is an industry-wide commitment that
pulls together all the know-how and experience
of paper producers, printers, printing machine and
ink manufacturers, industry sector associations
and distribution channels such as the postal operators. FAEP is just one of the leading partners
in Print Power and shares its vision of reinforcing
the role of print at the forefront of communications media.
Print Power is centrally located in Brussels, Belgium, and has its roots in the Print Sells
project (2007-2008) which focused on growing
a company’s brand via print media. Print Power
goes several steps further and is raising the voice
of print through the establishment of a series of
national networks. Each European country, starting with the major markets of the UK, France,
Germany, Italy, Spain, the Netherlands, Austria,
Belgium and Scandinavia will have a fixed local
point of contact under the Print Power umbrella
with access to a wealth of information and material geared towards the promotion of print. The
Print Power head office is continuously updating
its toolbox and adding new features that can be
incorporated into any print promotional activity
that can carry the Print Power logo as a symbol
of partnership.
» Print Power is a pan-European initiative to
promote all types of print media. Print media
has the necessary credentials to take it forward
into the future of the global media mix «
Green values
Across Europe, print media remains among
the most sustainable media available today. Paper
is a unique natural material largely produced from
a renewable resource: wood. In Europe, the paper
industry gets its wood raw material mainly from
commercial thinnings in the forest (necessary to
keep the forests healthy) and from wood residues
generated by other industries (e.g. saw mills).
About the author
Caroline Jewitt is Director of Statistics,
Communications and Environment and has been
with CEPIPRINT since 2002. She was born in
Edinburgh, Scotland in 1974 and graduated from
the University of St Andrews in 1996 with an
MA (Hons) in Modern Languages. Caroline then
spent three years as part of the European sales
team at Curtis Fine Papers before moving to
Brussels in 1999 to work as a journalist at Pulp
& Paper International (RISI). Caroline also holds
a Diploma in Overseas Trade from the Scottish Institute of Export and gained an MSc in
Environmental Decision Making with the Open University in 2008.
[email protected]
Some 50% of Europe’s forests are certified under
a credible sustainable forest management scheme.
The aim is to have 100% certification in the near
future.
On top of that, the European paper industry
is world champion in recycling, however, fresh
fibers are necessary to keep the recycling loop going. Cellulose fibers deteriorate with the recycling
process until after 8 times they become too short
for further use and some high-quality paper grades
can only be manufactured from virgin fibers. Nevertheless, 50% of the material for paper and board
production in Europe is recovered paper. In addition, due to carbon sequestration in forests and the
carbon fixed in paper products, the paper industry
has a minimal carbon footprint. In this respect it is
also good to know that 52% of the energy used in
European paper mills is green bio-fuel, the highest percentage of all industrial sectors in the EU.
Print media has the necessary credentials to
take it forward into the future of the global media mix. It has stood up to the threats and criticisms over the years and has essentially evolved
over time into what is now indisputably the “must
have” of any successful media campaign, however large or small.
For more information on Print Power, please
contact Ulbe Jelluma, Project Manager Print
Power ([email protected]) or visit
www.printpower.eu
93
“I became a publisher by choice,
the choice of my colleagues.
When communism was ending in
Poland, at the turn of the 1990s,
I was a journalist – the head of the
economics pages of the POLITYKA
WEEKLY. My colleagues then said:
“You’re the head of the economics
pages, you’re been telling Poles to
shift to capitalism, so try it yourself.”
Jerzy Baczyński, Editor in Chief POLITYKA WEEKLY and President of the board of the
POLITYKA Publishing House, Warsaw, Poland
95
96
Publishing. The business side – Why copyright matters?
Copyright is internationally recognised as important for ensuring the future production of creative material.
In this article Jonathan Shephard and Andrew Yeates discuss its continuing relevance and the emerging threats
to intellectual property.
The French anarchist Proudhon famously
said that property is theft (La propriété – c’est
le vol). He later (perhaps inconsistently) said
that property is freedom. There are huge arguments about copyright and intellectual property:
about its ownership, about theft of intellectual
property, about the copyright regime and the exceptions to this regime. So what is the reality:
what is the purpose of copyright, and why does
it matter?
Copyright has two foundations. The first is
the natural right for someone to own what he or
she creates. It could be a piece of music, a piece
of furniture, a poem, a play, a painting or a piano: in every case, the creator, if self-employed,
will usually own the creation. The second reason
for copyright is to ensure the continuing supply
of valuable information. The same argument applies to patent law: the benefit of encouraging
new inventions makes it sensible in the public
interest to protect the rights of the creator or
inventor. Invention and creation require time,
imagination, and often money: if there is no reward, creation and invention will diminish, and
society will be poorer.
The reality for publishing is that content
costs money to create; and good content costs
more to create than bad content. There is plenty
of content on the internet – but much of it has no
value. High value content requires a copyright
regime which allows the creators of content to
be rewarded for what they produce and publish.
© Nerlich Images - Fotolia.com
Why copyright matters? – Publishing. The business side
Copyright is being questioned because digital technology makes the transmission of content
(including copyright content) very easy, and very
inexpensive. It also allows easy and cheap reformatting of content – and indeed republishing of
content, sometimes for profit. There are companies whose business model is founded on the free
use of content expensively produced by others.
So does this mean that the digital world makes
copyright irrelevant? Not at all: it simply makes it
harder to enforce.
The internet is part of normal life: it is not an
alien world. Since it is part of normal life, normal
rules apply. No-one would expect to walk into a
bookshop, choose a selection of books, and leave
without paying. But the expectation that content
online is free has become pervasive, and this expectation needs to change. The fundamental point
is that publishers should be able to decide how
much of their content online should be free, and
how much of it should be paid for. If people want
paid-for content they can pay; if they don’t want
to pay for it, they do not need to buy, but they will
not get the content. It is exactly the same as setting out goods for sale in a shop: people can see
the goods and choose whether to pay. The goods
are freely available – but they are not free. All
publishers wish their publications to reach a wide
audience, and they spend time and money ensuring wide distribution. However, it has to be the
publisher’s choice whether to make that distribution free or paid-for.
Consumer expectations
and behaviour
» Copyright
underpins both
the potential
and realised
value in new
work. Potential
which drives
real investment
and creates
real jobs «
Some people are saying that if consumers
expect online content to be free, and behave as
though this content is free, the consequence should
be that the copyright system should be dismantled
and that all content online should be free. That is a
very surprising and indeed unhistorical approach
to the law. Laws are in place to protect people and
property. They do this, in most cases, by prohibiting behaviour. Taking a simple example, tax evasion is prohibited in every country. If, despite this,
the majority of people evaded taxation, would
Governments say that tax evasion should be allowed? I doubt it. There is no principled argument
to say that widespread infringement of copyright
should mean the abandonment of copyright. What
is needed instead is:
N education of consumers that producers of content need a commercial return
N enforcement action taken by Governments
against infringers of copyright
N simple and non-laborious systems which allow
payment for access to copyright material online.
© Fineas - Fotolia.com
It’s a digital world …
97
98 Publishing. The business side – Why copyright matters?
© Martin Green - Fotolia.com
»
Copyright provides options for
investors in new work. In this
context copyright does matter.
It matters very much «
CREATE
„Create is an acronym designed to recognise
the value of copyright to individuals, and the
range of activities needed to help challenge
negative assumptions about copyright:
Exceptions to copyright
Most countries allow some use of copyright
material without payment. The tendency is to extend exemptions, so that more and more uses of
copyright material are free. One example is an educational exemption. This can be damaging even
if tightly managed, because educational publishers will not produce new and high value material
unless this is commercially viable. More generally, people can now educate themselves (through
the internet) at almost any time and place. That
could mean that, for example, an initial exemption for use of copyright material within an educational establishment might become an exemption
for anyone, anywhere, who claims to be educating himself or herself. The gradual extension of
exemptions, if it takes place, could progressively
undermine the commercial viability of producing
valuable content, so there would be less (and less
valuable) content produced.
Another danger is the republishing by public
bodies of copyright material. The technology exists (and is used) to digitise magazine and newspaper archives. This archive material has a value,
and the ownership belongs to the copyright owner.
There is a danger that public bodies will digitise
content and republish it for their own commercial
advantage. That would be a dangerous example
of public bodies awarding themselves the right to
exploit private assets.
C
reativity improves the quality of our lives,
and our economic prosperity at home and
abroad
R
espect for rights promotes investment in
innovation, empowers artists, authors and
rights holders to receive appropriate reward
and respect for their work, and stimulates
choice of access for consumers
E
ducation is vital to help people understand
what intellectual property is, and how, like
tangible things, it is relevant to, and improves,
their everyday lives
A
ccess to art and creativity enhances diversity of expression and quality of life for everyone, when properly balanced with reward for
those creating and investing in new work
T
rust between the creators and consumers
of intellectual property is vital to deliver access to creativity alongside respect for rights
E
conomic benefits from intellectual property
must be publicly recognised by government
and understood by the community, if we are to
continue to provide the new jobs and the growth
which have resulted from intellectual property
in the last decade.
Why copyright matters? – Publishing. The business side 99
Flexibility
© kebox - Fotolia.com
The framework provided by EU copyright
law, particularly Directive 2001/29/EC (the Copyright Directive), permits Member States an important level of flexibility. This supports the development of new copyright licensing models. It
also allows member states to define the scope of
appropriate copyright exceptions and limitations.
Within this framework, changes to application of
copyright rules and licensing practice can be made
to reflect new technologies at national level.
Conclusion
Copyright is not just a subject for the lawyers. It affects the lives of almost everyone. It
provides for a balance of interests between creators, publishers and their audiences. New interests, whether in the form of online aggregators
or digital libraries should have no right to assume
that their expansion should be permitted at the expense of the copyright interests of magazine publishers. We need to explain to governments and
to the Commission why this is the case. We must
explain how copyright is used and how new services are being developed relying upon the rights
recognised in copyright. Copyright and its protection is vital for our future.
About the author
Jonathan Shephard, former CEO, PPA, is a
barrister, with degrees from Oxford in English
and Law. His business career includes managing
director roles for business and consumer magazine publishers, plus a background in research
and financial journalism.
He joined PPA in April
2008 after four years
as chief executive of the
Independent Schools
Council, where he led
successful negotiations
with the Office of Fair
Trading. He has completed his first novel, set in
the Napoleonic Wars.
Jonathan was director
of FIPP and of FAEP.
About the Author
Andrew Yeates qualified as a solicitor in
1981. He has specialised
in copyright and media
law since qualifying.
Andrew has been Intellectual Property Adviser since 2004. He is
also currently in-house
General Counsel to The
Educational Recording
Agency and a Consultant
with Sheridans Solicitors, dealing with rights
management and the exploitation of content on
new media platforms.
Andrew was Director General of the BPI (British
Phonographic Industry) the UK trade association for the record industry from 2000 – 2004.
He joined the BPI as Director of Legal and Business Affairs in 1999.
Prior to this he worked at Channel 4 for 11 years,
holding posts including Head of Acquisitions and
Business Affairs, and Head of Rights and Corporation Secretary.
Previous posts included Legal Adviser to Phonographic Performance Limited and Contracts
Manager for Thames Television, Thames Television International and Euston Films.
Andrew is a member of the Legal Deposit Advisory Panel addressing legal deposit requirements for electronic publications in the digital
age, and a Governor of The BRIT School for Performing Arts and Technology. [email protected]
100 Publishing. The business side – Challenges and opportunities for specialised magazines
In spite of the current economic turmoil,
specialised magazines have everything
they need to succeed. Their major challenge
is to put in place strategies that will enable
them to fulfil their potential.
It could be argued that the future of communication does not lie in television or consumer
magazines but in specialised periodicals. Making
the most of opportunities offered by new technologies, specialised magazines have already begun building and strengthening loyal audiences.
Specialised magazines are also an important economic driving force, acting as bridges linking the
demand and supply sides of many markets. The
major challenge ahead for B2B and special interest magazine editors is to put in place strategies
that will enable them to fulfil their potential as the
principal means of communication between companies.
A close analysis of specialised magazines’
current situation, taking into account the prospects opened by the current orientation of readers
© pressmaster - Fotolia.com
Challenges and opportunities for specialised magazines – Publishing. The business side 101
Second, editors need to focus their economic
and intellectual resources on the modernisation of
the whole system, both internally and externally
(focusing on readers). Internal modernisation efforts should pursue two goals. First, outdated
models should be replaced by new ones that are
more outward-looking and aligned with new targets. These models should create editorial products that are not self-referencing. Instead, they
should be developed through observing markets,
seeking and responding to feedback and focussing
on targets. Second, internal modernisation should
aim to transform publishing houses into multimedia publishing enterprises. This is possible by using existing technologies and procedures to both
produce and disseminate information
Special Interest magazines
and advertisers, suggests there are areas of vulnerability and concern. However, it also reveals
opportunities to tackle future challenges with new
and far-seeing strategies
The challenges and opportunities specific to
two business models within the specialised publishing world, B2B and special interest magazines, are now discussed.
B2B periodicals
The short and long term prospects of special
interest magazines are substantially different from
those of B2B magazines. Special interest magazine publishers continue to feel the pinch of the
prolonged fall in consumer spending. On top of
this, within their own specific sectors, publishers
cannot expect a quick recovery driven by technological innovations or a sudden economic upturn.
Furthermore, specialised magazine publishers
need to address the extraordinary shift in the behaviour and habits of media consumers.
» Specialised magazines are also an important economic driving force, acting as bridges
linking the demand and supply sides of many
markets «
© Mixage - Fotolia.com
The major challenge ahead for B2B magazines is to qualify and establish themselves as the
perfect business partners for companies. In order
to achieve this, B2B magazines need to channel
their efforts in two directions.
First, they need to reassure all stakeholders
that the economic turmoil currently affecting the
market will last for a while but will eventually be
overcome. This will help to safeguard profitability,
which is essential to maintain independent judgement. A key tool for achieving this is “procedural
re-engineering”, aimed at improving service capability, efficiency and profitability. This must include the revision of operative and organisational
models, together with close analysis of budgets
and costs. This process will reveal potential cost
savings and efficiency gains, such as the outsourcing of non-essential processes.
102 Publishing. The business side – Challenges and ppportunities for specialised magazines
European market, an overview
There are over 15 000 publishers throughout Europe, the vast majority being small and
medium sized enterprises. They publish over 50
000 magazine titles. It is estimated that over 20
billion copies of magazines are sold every year
in Europe, reaching on average 80% of European
adults. 360 million Europeans read magazines on
a regular, consistent basis. With combined annual
revenues in excess of 40 billion Euro, European
magazine publishers employ more than 300 000
EU citizens and many more are involved in the
related advertising, distribution, printing, design
and paper manufacturing industries.
About the author
Gisella Bertini Malgarini, born in 1949, founded
the publishing house BE-MA editrice with her
husband in 1975. Its first B2B magazine was
MODULO, focused on construction technology.
BE-MA is currently publishing 30 titles (magazines, directories and web sites) dealing on
construction and architecture, building plants,
hospitality, wellness, graphics&packaging industry. Gisella Bertini Malgarini is the President of ANES, the B2B and specialized Magazines Association in Italy.
[email protected]
© bellemedia - Fotolia.com
However, the flipside of the coin would suggest ‘down can be the new up’ for special interest
magazines. Due to the recession, many publishers are reviewing their businesses. It is expected
that they will come out tighter and leaner, ready to
face the challenges of the future.
Special interest magazines need to develop
and invest in two directions. First, they must safeguard the core business to conserve and ensure the
profitability of specialised magazine publishing.
This should involve the diversion of resources
obtained from efficiency improvements to efforts
aimed at turning specialised magazines into points
of reference for virtual communities composed of
people with the same interests and communication
needs. Second, diverse and flexible content must
be developed. This should allow a strong brand to
be delivered on many different media platforms.
For example, this could involve producing video
content that could be used by operators of various
media platforms.
» Due to the recession, many publishers are
reviewing their businesses. It is expected
that they will come out tighter and leaner,
ready to face the challenges of the future «
Beyond this general picture of the European
publishing industry, it is still quite hard to get an
in-depth view of the European specialised magazine industry. Only a few countries can count on
a national association for B2B and specialised
magazine publishers, namely Italy, France, Spain
and Denmark. There is no general institutional
representation of the sector at the European level.
In order to improve the awareness of specialised publishing in each member state, as well
as at European level, FAEP has proposed a specific project, called ‘FAEP Search Engine’ aimed
at establishing a dedicated group within FAEP
membership to discuss professional and business
media sector issues and to share information on
its general performance and figures. This would
provide the opportunity to determine lobbying
strategies on legislative issues concerning specialised publishers as well as on quality content and
service provision.
© dinostock - Fotolia.com
104 Publishing. The business side – Lord Heseltine: How the politician turned publisher
Lord Heseltine: How the
politician turned publisher
by Andy Cook
Lord Heseltine has managed political
and publishing careers at the very highest
levels for 50 years. He has witnessed and
taken part in great events. So what does he
make of the publishing industry’s current
plight?
“It’s a very exciting time.” That’s the view
of Lord Heseltine on the publishing industry in 2009. If it is an exciting time for a man
who dethroned British Prime Minister Margaret
Thatcher in one of the most remarkable periods
of political intrigue and plotting in Britain’s recent history, then one wonders what it is like for
rest of us.
Why the excitement? “It’s a double whammy of a huge technological shift and enormous
economic pressure,” he says. Heseltine is referring to the changes in consumer behavior empowered by the growth of the internet combined
with the startling economic collapse of the past
12 months.
He acknowledges that publishing and publishers must change dramatically. “Empires will
not continue as they were. We have been actively
Lord Heseltine: How the politician turned publisher – Publishing. The business side 105
developing a new relationship with the digital world for a
decade. Now the web brings 20% of the group’s profits. And
we ain’t seen nothing yet. There is a long way to go and noone knows where the journey will end.”
In May, Heseltine chaired a debate on The future of publishing at this year’s 37th FIPP World Magazine Congress in
London. From the discussion, it was clear that Haymarket
has made as much progress as any other media business on
making profit from digital publishing. Indeed, Heseltine is
proud to boast that Haymarket no longer calls itself a publisher but rather a media company.
“We now see ourselves as producers of the best editorial
specialist content in our fields. We are not restricted to magazines - we can distribute via any commercially viable outlet.
We are involved in the techniques of television through our
podcasts and we are building websites for clients through our
customer publishing business,” he says proudly.
Rather than just playing at the fringes of television and
digital production, does Heseltine foresee publishers becoming broadcasters? “ We will be a programme producer and we
already supply material to TV companies. And if you are doing podcasts, it is TV, although I recognise it’s in its infancy,”
he says.
The UK market for TV is a forbidding one. The public sector BBC is a formidable foe both in terms of editorial
reputation and increasingly its commercial acumen in the territories where it is allowed to operate commercially. Increasingly, publishers in the UK are concerned that the BBC has
Haymarket history
Haymarket is a UK media business that
started by publishing directories and diversified into niche markets in both business
and consumer magazine markets. CAMPAIGN,
PRINT WEEK and MEDIA WEEK are some of its
best known business brands, while AUTOSPORT,
STUFF and FOURFOURTWO are aimed at consumers. It has a customer publishing arm which
produces a wide range of editorial products.
For some clients it produces websites only.
It even produces match day programs for
football matches such as the Champions
League Cup Final.
Haymarket markets its databases via post
and email. It manages photo shoots for
some of its clients. It syndicates content and
licenses its magazines all over the world.
1957
N Cornmarket Press (Clive Labovitch &
Michael Heseltine) publishes first hardback
DIRECTORY OF OPPORTUNITIES FOR GRADUATES
FOURFOURTWO TURKEY – one of 128 different international editions of Haymarket titles published under licence around the world. FOURFOURTWO
TURKEY is published by Turkmedya Haymarket’s partner in Turkey. It
is the leading football magazine in Turkey with a circulation of circa
25,000 copies each month
1959
1968
N Acquire the quarterly magazine MAN
ABOUT TOWN; first Cornmarket controlled
issue 1960
NLaunch CAMPAIGN
1964
NFormation of Haymarket; MAN ABOUT TOWN‘S
printer, Hazell Watson & Viney, invests in
the publisher
NHazell+Cornmarket = Haymarket,
followed by acquisition of MIMS and GP
1969
NAcquire HORTICULTURAL TRADES JOURNAL, merge
with GC to form what later became HORTICULTURE WEEK
NMichael Heseltine becomes a minister.
N Lindsay Masters becomes chairman;
Simon Tindall, MD
1966
1973
NLabovitch leaves, with Cornmarket Press;
MANAGEMENT TODAY launches.
NMichael Heseltine becomes MP
NLaunch of WHAT CAR?
1967
NBPC merges its own magazines into Haymarket. Newcomers include weekly AUTOSPORT , monthly LITHOPRINTER (later PRINTWEEK),
GARDENER’S CHRONICLE (GC)
1976
N Business enters medical domain and
becomes highly profitable
1977
NPOPULAR HI-FI relaunched as WHAT HI-FI?
106 Publishing. The business side – Lord Heseltine: How the politician turned publisher
STUFF, the world’s best-selling gadget magazine. Monthly circulation
84,565 (ABC Jan-Jun 09). The August 2009 issue featured the first UK
test of the new iPhone 3GS. It sold 69,274 copies at UK newsstands
a considerable presence on the internet and it could be an unfair
state intervention.
Here Heseltine the publisher meets Heseltine the politician.
“I know a lot about the tension between the BBC and the commercial world being both a competitor and partner of the BBC.
The BBC will have taken note of the outcry following its acquisition of Lonely Planet,” he says. When pushed, he adds: “Ultimately my sympathies lie with the commercial operators who do
not have the fallback of a subsidy - the BBC has the opportunities
of competing without the disciplines of the marketplace.”
According to UK newspaper THE GUARDIAN, there is no realistic chance of newspapers charging for general news while the
BBC produces such excellent web content. Heseltine agrees, but
is quick to add that specialised content in niche markets can be
charged for. “What will happen on the web is that there will be
some content for free that will drive audiences - this probably applies to news, but deeper analysis and archive material will attract
a charge,” he says. “If you are a generalised newspaper these days
then you are always behind the news in this modern world.”
With his faith pinned to a part-free, part-paywalled internet,
how does Heseltine see the future of Google which relies on eunencumbered access to provide the best natural search positions?
Continuing on his upbeat mood, Heseltine says: “Google is an
opportunity. Search optimisation means that you can access an
audience more easily through search than you could on your own
and that links into international opportunities.”
Heseltine also appreciates the insights that searching provide. “Analytics is an increasingly important skill. The more you
1981
1988
1996
N First continental joint venture with
Spanish publisher Doyma
NAcquire PR WEEK
NF1 RACING launched and MOTORING NEWS
(later relaunched as MOTORSPORT NEWS)
acquired with LAT photographic agency
1989
1982
N Acquire OLD MOTOR , Eric Verdon-Roe
works on its transformation into CLASSIC &
SPORTS CAR
1984
N Acquire weekly AUTOCAR from Reed, and
host first awards ceremony, signifying the
first venture into brand extensions
1985
N New York launch of MPR (US MIMS),
initially as joint venture
1987
NMARKETING grows from A4 to A3 paper size
N First French joint venture, first Italian
joint venture
1990
NLaunch of Exhibitions division
1991
NMPR edition launched (GYNAECOLOGISTS)
1993
NPLANNING WEEK launches
1994
NFOURFOURTWO launched
1997
N PLANNING acquired, merged with PLANNING
WEEK
NREVOLUTION launched as monthly; internet
usage begins to pick up pace
NMichael Heseltine returns to Haymarket
after election defeat
1998
NRACING LINE launched for McLaren, essentially start of customer publishing activities
N Websites: CAMPAIGN LIVE, WHAT CAR? and
AUTOSPORT all launch
N Overseas push begins; US PR WEEK
launched
Lord Heseltine: How the politician turned publisher – Publishing. The business side 107
analyze on the web, the more opportunities you
can create. We can tell more easily what consumers are looking for and what their interests and
requirements are.” he adds: “When the market
turns, there will be new magazines and in no
small measure that will be due to Google which
is helping create niche markets on a global scale.
It simply wouldn’t have been possible to aggregate this audience previously.”
But, he warns: “Google is a competitor. But
there has always been competition. I’ve seen too
many technological revolutions that were going
to destroy us but there are probably more books
being read, TV consumed and magazines read
than ever before.”
Heseltine is a good deal more sanguine about
Google than many of his peers. He says: “All my
commercial life I have been surrounded by people launching new products. You either fight them
or buy them. We were slow to realise what was
happening but pureplays are being acquired by
publishers. In terms of fighting them, in the specialist market, we have the advantage of a natural
promotional vehicle - usually a magazine. Rivals
have launched against us and it has only been a
matter of time for us to catch them.”
As the interview comes to a close, Heseltine
offers an interesting insight on to the world of
1999
N Lindsay Masters retires. Michael Heseltine becomes chairman
N World’s best-known classical music
magazine, GRAMOPHONE , acquired
NAcquisition of UK edition of STUFF
NPR REPORT joint venture in Germany
2000
N US REVOLUTION launches; acquisition of
RACER in California
NDotcom bubble bursts
N First STUFF licenses abroad (France);
REGENERATION & RENEWAL launched
NGrowth of customer publishing
2001
NBRAND REPUBLIC launched
NMichael Heseltine becomes peer
NARMY MAGAZINE launches
NEric Verdon-Roe becomes
Group Managing Director
current UK politics which has been rocked by
scandals over members of parliament claiming
unjust expenses. Heseltine offers: “You know I
only started up publishing so that I could fund
my life in politics.”
About the author
Andy Cook has worked in business publishing for almost 20 years. He started
as a reporter with a weekly architecture and construction magazine called
Building, before becoming editor of another weekly title Insurance Times and
then editor in chief and subsequently publisher of UBM weekly Printing World. Andy
was then made digital director for one of
UBM’s magazine publishing divisions before taking roles in corporate communications and media consultancy. He joined PPA in June 2009
[email protected]
NUS acquisitions of CPS Communications
(Medical Marketing & Media and Pharmaceutical Marketers Directory), the Cortland Group (CORTLAND FORUM, CLINICAL ADVISOR,
and MEDICAL PROJECTS) and MCNIGHT’S LONG TERM
CARE NEWS.
2005
2002
2003
N blueboomerang.com, Stuff.tv and ThirdSectorJobs.co.uk launched
NAcquisition of PRINTING WORLD and
PACKAGING MAGAZINE, later integrated to
PACKAGING NEWS
N Haymarket Network wins contract with
Sky Sports
NFINANCE ASIA acquired
2007
2004
N Acquisition of Caravan-Sitefinder.co.uk,
pressXchange.com and Pistonheads.co.uk
NRelaunch of PrintWeek.com,
ThirdSector.co.uk and BrandRepublic.com
N £1.3million additional investment goes
into digital media teams
NSTUFF and AUTOCAR debut in China
NThird Sector launches
NForums launched, new brand extension
Acquisition of RENAL & UROLOGY NEWS in US.
NChildren Now launched
NAcquisition of Thalacker Medien in Germany expands portfolio of market leading
Gardening and Horticulture titles
NAustralian magazines purchased
NENDS Report acquired
NUS acquisition of JAAPA
NMove to Teddington Studios
N Rupert Heseltine appointed Deputy
Chairman
2006
Why I am a publisher? 109
„Having come from the world of
banking and finance, publishing
has been certainly a change. It has
been a great challenge to providing our readers with the information they really want, and to do so
in a country that for more than 40
years lacked a free press.“
Charles Kovács, Chairman Hid Radio Zrt, Budapest, Hungary
110 The future of publishing
© Daniel Fleck - Fotolia.com
The future of
publishing
112
Changing times in the media
industry?
German publisher Hubert Burda on the
future of magazine publication
116
To what extent are your data
protected?
by Alaistar Tempest
120
by Tim King
111
Changing times in the media industry? – The future of publishing 113
Changing times in
the media industry?
Hubert Burda, the President of the German Magazine Publishers’
Association VDZ, and owner of Hubert Burda Media, Munich, talks
What are the biggest differences from your
perspective between Hubert Burda Media in the
year 2009 and the Burda Verlag that you took
over from your father in the 1980s?
The media industry is undergoing a radical change, comparable to what occurred in 1500
when Gutenberg invented book printing. In the
early eighties, we earned our income from the classical publishing business. Journalistic content was
drawn up and marketed twice – to readers and to
advertising customers and agencies. The internet
and globalisation have fundamentally changed our
world. Many of these changes could not have been
anticipated. Electronic media – the internet and new
associated modes of transmission – are changing
the world. They are changing the media landscape.
There is no question about it; Gutenberg’s medium is under pressure from all sides.
What are the biggest challenges confronting
the magazine industry at present?
The publishers’ business model is safe and
healthy as long as it is correctly managed. At the
same time, innovative products must be pushed to
ensure the industry is well placed for the future.
Last year, our entire financial economy – and
the media world as well – was thrown into a fundamental crisis. Media companies now face a double
challenge: digitalisation and recession.
Digitalisation forces us to link print and online
editions in the domestic market with other converging market places. For media companies, either
sales revenues cease along with digitalisation, or
© Nmedia - Fotolia.com
about the future of magazine publication.
» Media companies now face a double
challenge: digitalisation and recession «
totally new competitors emerge in the advertising
business. In only ten years, Google has become the
most successful media company in the world.
Let’s look five years into the future:
How will media be used in 2015?
Walter Benjamin once said that when media
change, society changes. Needless to say, besides
the media, people’s usage patterns also change.
Nowadays, youths use the internet more than television. Yet when one looks back, a new medium
has never fully displaced an old one.
114 The future of publishing – Changing times in the media industry?
© Joe Gough - Fotolia.com
People will continue reading magazines and
newspapers. They will also continue to be willing
to pay money for obtaining journalistic content.
This means that the publishers’ core business will
remain – essentially strong sale prove that.
However, day-to-day events will be read more
and more on the internet. Nowadays, the internet
has already replaced television and magazines as
the main medium. Nonetheless, quality journalism
will still play an important role. By then, magazines
will have repositioned themselves to concentrate
more on their content.
How will the publishers’ field of activity
change?
Print will remain an important core business.
Sales will be increasingly generated in digital markets. All of us must invest in the new media. Although very risky and the revenue fields are by no
means clear, we must do it
How will current publishers earn their
money in 2015?
Online-print collaboration will play an essential role in future economic alignment. For example,
we have integrated the magazine CHIP with the online mail order companies Cyberport and Computer
Universe. We are developing similar markets for
the Food, House, Garden and Living sectors.
What political basic conditions do you
think are needed to ensure the free press, in its
various forms, can continue to play its role as
the 4th pillar of democracy in the future?
In the last months, the copyright issue – which
is also the publisher’s intellectual property protection issue – has become the center of discussion.
To that effect, we ask legislators to cast ancillary
copyright in statutory form. We must be able to have
common ground rules with search engine operators.
Advertising restrictions are an instrument
that takes away citizens’ self-determination. The
key areas impacted are automotive, alcohol, food
and tobacco advertising. If the EU and national
governments make their restrictive scenarios a reality, advertising revenues of several billion Euros
may cease and a considerable reduction of media
diversity would result.
In difficult economic times, public broadcasters can keep expanding because their corporate risk
is taken away from them by the taxpayer.
Therefore, I ask for a more detailed definition
of the 3-stage test because it is not only a competitive
necessity, but also a necessity for the public sector.
The questions were asked by
Max von Abendroth, [email protected]
and Ralf Deppe, [email protected]
» People will continue reading magazines
and newspapers «
About Dr. Hubert Burda
Dr. Hubert Burda (*1940 in Heidelberg) is the
Chairman of the Board Hubert Burda Media,
a privately held, family owned global media
group. The company with origins in printing
and magazine publishing dates back more than
one hundred years. Today it publishes over 260
magazines worldwide with more than 70 titles in
its home market Germany. Hubert Burda Media
is an online pioneer in Germany and holds a
strong line-up of digital businesses. The Burda
broadcast portfolio comprises numerous radio
stations and TV formats.
Dr. Hubert Burda is the President of the Association of German Magazine Publishers (VDZ) and co-founder of the European
Publishers Council (EPC) as well as a Council Member of the World Economic
Forum (WEF). Dr. Hubert Burda’s commitment to cultural endeavors includes
sponsoring the Hermann Lenz Award for German poetry. He also founded
the leading European congress Digital Life Design and the Hubert Burda
Center for Innovative Communications at Ben Gurion University in Beer
Sheva, Israel. He has received numerous awards and distinctions for his
achievements in publishing and business.
EAZ
RED BOX
© Marc Dietrich - Fotolia.com
116 The future of publishing – To what extent are your data protected?
To what extent are your
data protected?
by Alaistar Tempest
In a recent interview with the BBC, Sir Tim
Berners-Lee said he was increasingly concerned
that marketing was abusing personal data on
the internet. Sir Tim, the father of the web, said
that marketers can now link searches to products
which, for example, might alert an insurance company to the fact that one of its clients had cancer.
This rather disingenuous argument has become a persistent urban myth haunting marketers
– simply because a machine (IP address) searches
on cancer, logically does not mean that whoever
was using that computer at the time (who might,
or might not be identifiable) has cancer – maybe
they were searching for a friend, a parent, or work
colleague…etc.
The myth, however, implies a certain “1984”
scenario, when our private lives (and fears) are
laid open for Big Brother to peruse at will, using
spyware, automated profiling, and so on.
In the middle of 2009, a European Commission sponsored conference on “Personal data
– more use, more protection?” included sessions
variously entitled “Knowing you, Knowing me,
New Purposes, New Challenges”; “Does your
mother know? No - but could she?” and “Take a
chance on me – Towards a new data protection
culture in Europe?”.
The conference (apart from showing the
Commission’s passion for Abba lyrics) was designed to be controversial. But in this, it failed.
Nearly all participants were awfully polite. The
spark of controversy centered on the rights (and
wrongs) of security forces, the police and other
state bodies to hold personal data. For example,
the use of security cameras (CCTV) to control,
as well as to protect, the citizen.
The modern concept of data protection arrived as a result of the sad experiences of totalitarian rule in mid 20th century Europe. Germany
adopted a complex law in 1978 and most of the
rest of northern Europe had followed suit by
1990, when the European Commission started to
realize that there were some economic and social
problems being caused by data flow restrictions
between countries. By October 1995, therefore,
a European Directive had been adopted.
This Directive reinforces the 1982 Convention on Data Privacy (part of the Council of Europe’s work on Human Rights), and the OECD’s
1980 Recommendation on data protection. For
Europeans, at least, data protection is a fundamental human right – which places it in constitutional terms at the top of the legal pile. Changes
to human rights often require revising national
constitutions. This fact has been one of the reasons why the European Commission has not
been very keen on revising the 1995 Directive,
even though it is long-in-the-tooth in comparison
to many other EU Directives.
The 1995 Directive sought to be all things
to all men: it covered both manual data (that old
hand-written filing cabinet in the office basement
is covered) and automated data bases. It also
covered to some extent public data, as well as
commercially and privately owned data.
The details of the Directive are however often not clear, but it’s underlying principles are
extremely useful. There is, it should be noted,
a special derogation for journalism in article 9,
which says that “Member States shall provide for
exemptions or derogations…for the processing
of personal data carried out solely for journalistic purposes, or the purpose of artistic or literary
expression…”. The European cases on privacy
intrusion, for example by, paparazzi have been
held at the European Court of Human Rights in
Strasbourg, which is the Council of Europe’s responsibility, and relates to Convention 108 on
data privacy (1982).
© Nikolai Sorokin - Fotolia.com
To what extent are your data protected? – The future of publishing 117
» For Europeans data protection is a
fundamental human right «
The Directive promotes some solid principles. It establishes an independent authority (the
data protection authority – DPA) in each country
responsible for national laws; and encourages
these to cooperate closely. It also promotes negotiated (co-regulatory) codes of practice at both national and European level. At the European level,
however, only the direct marketing code (2003)
exists so far, which is a pity.
The Directive also establishes an important
principle by requiring that all databases must have
a designated “controller” who is legally responsible for the security and legal adherence of the database. This concept, together with the directive’s
principle of “country of origin”, should make it
easier for any company which collects data (has
customers) in different countries, and/or which
processes data using a 3rd party (e.g. a call centre,
or a database management system).
For example, let’s take a magazine based
in Paris mainly sold by subscription to French
speakers in the EU. At the end of the year the
publisher sends out renewals. To save money he
updates (processes) his customer list in a non-EU
country. As the controller he does not need to get
permission (consent) from his customers to process these data in a non-EU country so long as he
118 The future of publishing – To what extent are your data protected?
can guarantee the data’s security and the legality
of the processing.
There are, of course, some grey issues – let’s
say he has the telephone numbers of his subscribers and starts to call those who do not renew from
a call centre in this non-EU country. Legally correct perhaps, but some countries (i.e. Germany)
do not allow telemarketing without explicit consent. The theory and the practice in this directive
frequently grind together.
The Directive states categorically that it is
intended to be media and technologically neutral.
However you collect data – from coupons, telephone calls, internet sites, email, etc – the directive applies, and the eight principles listed earlier
need to be respected.
The new forms of “behavioral advertising”,
which allow information to be collected and used
for groups of consumers based on, for example,
on-line click-throughs, seems to challenge this
elderly Directive. The data collected by search engines, etc, are not personal, in that the name John
Smith or whatever, is not attached. Mr. Smith
receives information on Nile cruises simply because he, together with thousands of others, has
searched on holidays to Egypt. Does this not put
into question the Directive’s claim to be “media
and technologically neutral”? Can it be applied to
search-engines, etc, where the name of the user is
mashed by an IP address, or is even less clearly
defined?
Proponents of the new systems take a sanguine view that their processes fall outside the
data privacy systems. One might say that they
consider themselves to be dealing with consumer
privacy, rather than data protection. Larry Page,
the co-founder of Google, recently said he was
» Larry Page, the co-founder of Google,
recently said: “The public as a whole and
regulators have not engaged enough on this
to know what the issues are” «
concerned that regulation would be applied prematurely and without proper consideration. “I am
pretty worried that we are making decisions on
these things without enough understanding. The
public as a whole and regulators have not engaged
enough on this to know what the issues are.”
Google’s CEO, Eric Schmidt, added “When markets get regulated, creative innovation is slowed.
We don’t think that is a good outcome.”. “A much
better outcome is for us to use good judgment. We
take what we see as the consumer interest as our
guiding principle.”
Not everyone agrees with Messrs Page and
Schmidt. The European Institutions have jumped
into action. In February 2009, following the US
Federal Trade Commission’s lead, the European
Parliament held a hearing on behavioral advertising.
The European Commission has also started
to drive some stakes in the ground, but messages
are, so far, quite confused, with too many hands
stirring the pot. The Consumer Protection service
(DGSANCO) produced a “Non-paper” on new
digital media, behavioral advertising and consumer privacy in 2009 which outlines the issues
and asks some leading questions of industry –
such as, can self-regulation work? And where are
there gaps which may need to be filled between
the existing EU directives (like the Unfair Com-
To what extent are your data protected? – The future of publishing 119
© bilderbox - Fotolia.com
» Tough regulation will adversely affect competition for publishers who need to remain
real as well as virtual in tomorrow’s world «
mercial Practices Directive)? The Commissioner
in charge of Information Society and the Media
(DG INFSO), Mrs. Reding, on the other hand
has made it patently clear that on-line advertising requires consent (whatever that means), and
has therefore started proceedings against the British Data Protection authority for allowing British
Telecom, a major ISP, to use a “spyware” system,
PHORM, without the explicit, prior consent of its
customers.
The EU’s justice department (DG JLS) which
is in charge of the 1995 Data Protection Directive,
meanwhile, organized the afore-mentioned two
day conference with the Abba references.
All this activity, in a time of much institutional change in the EU, is of course very politically commendable. Regulators, faced with new
challenges, need to be seen to be doing something,
even if only a very small percentage of the general
public appears in any way concerned.
However, perhaps the major challenge in this
debate has nothing to do with new technologies
or images in “1984” of the unfortunate Winston
Smith being dragged away for questioning the
meaning of his life. The major challenge is that
many users of data are still unaware of their rights
and obligations under national data protection
laws; and that the Commission has failed to pursue Member States for failing adequately to apply
the 1995 General Directive or 2002 e-Communications and Privacy Directive. It is sadly noticeable that the only European Court of Justice Cases
which have been launched was against a liberal
approach or for ignoring parts of the directives –
not for over-zealous and incorrect interpretation
of, for example, Article 7 (which deals with consent). Thus both at national and European level
there are serious lacunae in the application of the
Directives.
At this moment producing new legislation
to fill holes caused by the non-application of old
laws is not the answer. This is particularly the case
today, when dealing with a medium, the internet,
which is completely global and which develops
apace. We are promised cloud computing European regulations which are out of sync with the
US; and also if not properly applied may just disappear like smoke for the global operator who can
hop, as it were, from cloud to cloud. But tough
regulation will adversely affect competition for
publishers who need to remain real as well as virtual in tomorrow’s world.
About the author
Alastair Tempest, Director General of the
Federation of European Direct and Interactive
Marketing (FEDMA) since 1997; on the editorial
boards of various marketing journals; elected
to the UK DMA Roll of Honour for 2008. Previously he worked for READER’S DIGEST, the advertising business and UK Independent Television.
[email protected]
© LVI - Fotolia.com
120 The future of publishing – The future of the EU
by Tim King
The European Union is not in good health.
Most people in Brussels, Strasbourg and Luxembourg agree on that, even if they cannot agree on
the seriousness of the illness, the date at which the
symptoms first appeared and the merit of various
recommended remedies.
The EU on the road to recovery
But the coming twelve months might – just
might – see the EU on the road to recovery, heading back to full health, throwing its weight around
on the world stage and getting the credit that its
put-upon politicians and officials crave.
Such a prospect will not fill everyone with
delight. There are plenty of people in Washington,
Moscow or Beijing – and indeed in Europe – who
would prefer to see the EU continue in its dazed
and confused state. The last thing they want is a
self-confident, assertive and successful EU. Perhaps they have nothing to worry about, but they
might yet be disconcerted.
There are, it should be conceded, a few Dr
Panglosses who will claim that the EU is fighting
fit and has never been such a force for good in
the world. Their optimism is touching, but they
should take a reality check and wonder at why so
few people have noticed.
Where the Panglossians might have a point
is that it is easy to exaggerate the size of the EU’s
difficulties. The notes and coins of the single currency were launched only in January 2001 and
have won wide acceptance. What is remarkable in
retrospect is how swiftly the European Union lost
its way. Perhaps that means that fortunes can be
reversed just as quickly. The historian Jack Plumb
long ago likened the sudden achievement of po-
The future of the EU – The future of publishing 121
litical stability to water changing to ice. Might political momentum be conjured up just as quickly?
If so, what would it take for the EU to recover its
confidence and form?
Treaty of Lisbon
Firstly, the Treaty of Lisbon would have to be
ratified and come into effect. That means that Ireland will have to have approved it in their second
referendum, that Germany’s Bundestag will have
to approve legislation satisfying the concerns of
its constitutional court. Further, Poland’s president Lech Kaczynski will have to sign the treaty
to complete his country’s ratification. Likewise
Vaclav Klaus, the president of the Czech Republic
will have to complete ratification, possibly after
a further reference to his country’s constitutional
court. In addition, in Britain the government of
Gordon Brown might have to stay afloat long
enough to prevent David Cameron’s Conservatives coming to power – lest Cameron is backed
into a corner by his Eurosceptic supporters and
revokes the British ratification of the treaty.
None of this is to imply that the Lisbon treaty
will, in itself, restore the fortunes of the EU. But
if Lisbon is shot down, then the EU will go back
into its shell and take years to recover from the
slight. The history of the Lisbon treaty is a tale of
defeat piled upon retreat, dating all the way back
to the constitutional convention and the Laeken
declaration of 2001, with the ‘No’ votes in France,
the Netherlands and Ireland as unhappy roadside
markers. That fable of failure has to be laid to rest.
Ratification of the Lisbon treaty is a necessary but
not sufficient step on the path to recovery.
Quite what the effect of the British elections
might be on the EU is anyone’s guess. The elections must happen by 3 June. If they emerge as
winners, the Conservatives might prove to be
more Eurosceptic than their predecessors. On the
other hand, if in practice they proved to be less
anti-EU than their rhetoric, then the EU might experience some kind of perverse upswing.
Implementation of
treaty’s reforms
It will not be enough to have the Lisbon treaty
ratified: the EU will also need the treaty’s reforms
to be implemented and swiftly. Most crucially,
those appointed to the top jobs will have to begin
making a good fist of their jobs: the president of
the European Council and the high representative
for foreign and security policy, who will also double as a member of the European Commission. If
Here are three things that must NOT
happen, if the EU is to recover its spirit
NThe eurozone economy cannot get appreciably worse. If the crisis worsens and the number
of jobless plumbs new depths, then there is
little chance of anyone feeling warm thoughts
towards the EU. A couple of serious bank failures would punch further holes in the reputation of the EU’s supervisors and regulators. The
eurozone will have to stay intact and will have
to show signs of economic recovery by early
2010.
N The UN-sponsored climate change talks cannot end in complete failure. If they do so, then
the cause of internationalism will be set back
– and the EU needs the world to believe in international co-operation. The failure of world
trade talks has been damaging enough - and
will be reversed quickly. The EU’s claim to be a
friend of the environment will suffer if the talks
in Copenhagen in December are judged an outright failure.
N The general elections in Germany cannot end
in stalemate. If the outcome is uncertain, then
the EU will feel the after-effects. If Angela Merkel, who is a strong supporter of the EU, wins
by a clear margin and can choose her coalition
partner on her own terms, the leadership of the
EU will benefit.
those two can forge an effective partnership, if
they can improve the co-ordination between the
Council of Ministers and the Commission, then
the EU might gain a bit of confidence.
European Commission
Beyond the appointment of the high representative, the autumn should see the nomination
of an entire new college of European commissioners – though when they start work will depend on
the fate of the Lisbon treaty. What the EU needs
is for the next college of commissioners to be a
convincing bunch – it would help if there were a
few stars – people with good political antennae
and the ability to connect with voters.
122 The future of publishing – The future of EU
the perceived threats of immigration and terrorism. Arguably what would drive forward the EU’s
energy policy now would be a prolonged and
widespread energy crisis – further interruptions to
supply would boost the arguments of those wanting to develop a single market, to diversify supply
routes and improve energy efficiency.
© Robert Mizerek - Fotolia.com
Creation of an
EU diplomatic service
Similarly, a foreign affairs venture in which
the EU did manage to act as one (so, not a repeat of Bosnia, Kosovo or Georgia), would help
the still-emerging EU foreign policy. One of the
most significant institutional changes wrought by
the Lisbon treaty will be the creation of the European External Action Service – the EU diplomatic
service, which will bring together staff of the
European Commission, the Council of Ministers
secretariat and the foreign services of the member
states. Quite where the lines will be drawn – for
example, what jobs will be taken away from the
European Commission – is still unclear. Setting
up such an organisation will go on through 2010,
but the treaty cannot guarantee it affection. The
voters of Europe will have to be persuaded that
the service has merit. For that, a few trials of
strength will be needed and the EU will have to
rise to the challenge.
Weighing all this up, and throwing into the
mix a few other unknowns – such as the damage
wrought by swine flu – the chances of the EU being restored to strength in 2010 look slim. On the
other hand, it is not impossible. We EU-watchers
are in for an entertaining 12 months.
European Parliament
Equally, the EU needs a good European Parliament. The low esteem in which the EU is held
is reflected in the low turnout for June’s elections
(43%). Faith in the EU would be improved if the
new Parliament took seriously the task of reforming its practices and showed itself equal to the
task of legislative scrutiny.
The Council of Ministers
The Council of Ministers will be chaired for
the first half of 2010 by Spain and for the second
half by Belgium. In theory that should be a good
thing for the EU. Both countries are largely supportive of the Union. Scepticism is very much a
minority pursuit. But the Spanish government of
José Luis Rodriguez Zapatero is vulnerable to a
downturn in the economy and is losing popularity.
Belgium’s Herman Van Rompuy will always be
vulnerable to the country’s regional in-fighting. As
was shown by the resignation of the Czech government, brought down by in-fighting earlier this year
while it held the EU presidency - the EU is peculiarly vulnerable to events beyond its control.
But it can also profit from such events. The
EU’s integration has at various times in its history
been driven forward by external impulses. The fall
of the Berlin Wall is an extreme example. A more
prosaic example would be the development of EU
justice and home affairs legislation in response to
About the author
Tim King was appointed editor of European Voice in July 2009, having been
deputy editor since June 2004. He began
his career in journalism 22 years ago as
a reporter on the BATH EVENING CHRONICLE in
the west of England. In London he worked
for the DAILY TELEGRAPH, moving to Brussels
in 1998 to work for THE EUROPEAN. Based in
Brussels, EUROPEAN VOICE is a weekly newspaper with an accompanying website
which together provide news, analysis and
comment about the European Union.
[email protected]
Vakat
124 FAEP members
© Sven Hoppe - Fotolia.com
FAEP members
FAEP members 125
FAEP members
126
128
130
131
133
134
137
138
140
141
142
144
145
146
147
148
152
153
Austria
Belgium
Czech Republic
Denmark
Finland
France
Germany
Greece
Hungary
Ireland
Italy
Netherlands
Norway
Poland
Portugal
Spain
Sweden
United Kingdom
154
155
156
157
Distripress
FIPP
OPA Europe
158
FAEP
126 Austria
Austrian Magazine Association
Renngasse 12/6
('('M`\eeX8ljki`X
Tel. & Fax +43 1 319 70 01
[email protected]
www.oezv.or.at
President‘s Statement
The Austrian Magazine Association (ÖZV) has a long tradition: Founded in 1946, its very
first activities in these times were concentrated on the distribution of paper. Over the
years the spectrum of responsibilities has changed in line with the various needs of
publishers in a changing media world:
N ÖZV serves 140 Austrian publishers with approximately 450 titles, mainly special interest and business2business titles.
N
Each individual magazine of our members is presented in “ÖZV-Zielgruppen-Kompass” European contact and
President:
– a free web based search engine on the ÖZV-website - our service for marketing and Managing Director:
Dr. Rudolf Bohmann
advertising, searching for market segments and classified target groups.
Dr. Wolfgang
N Based on „social partnership“ ÖZV is negotiating with trade union the tarifs for journalists as well as for Brandstetter
administration and sales staff.
N ÖZV is, along with other organisations, a member of:
N Kuratorium für Presseausweise (Curatorship for journalists accreditation cards)
N Österreichische Medienakademie (journalist training academy)
N Österreichischer Werberat (self regulation council for advertising).
N Since 1983 ÖZV honours journalists and publishers for outstanding journalistic works with the‚
Österreichischer Zeitschriften-Preis‘ and since 2005 a special award was introduced for young journalists.
Outlook: In order to deal with the rapidly changing publishing environment and together with the growing significance of new media, ÖZV has also opened its organisation for digital publishing / publishers.
Nevertheless we strongly believe in the future of printed media - a challenge to re-define the entire
magazine segment.
Austrian Magazine Award
Facts & Figures
N number of publishers (distinguish between consumer magazines and b2b
magazines): 430 b2b (estimated by
ÖZV)
N number of titles (distinguish between
consumer magazines and b2b magazines): 2416 specialised magazines
(consumer and b2b)
N number of websites (with journalistic
content, but without print-version): 229
N circulation / readers: total number 30,5
million (estimated by ÖVZ)
N revenue share: advertising / copy sale:
53% ad, 38% copy sale, 2% online
advertising, 7% exhibitions and events
(est. by ÖZV)
N media share in advertising (magazines,
newspaper, TV, radio, outdoor, internet) 2007: magazines (consumer and
b2b): 14,85%, newspaper (incl. regional weeklies): 30,67%, print total:
45,52%, TV: 18,72%, radio: 5,35%,
outdoor: 5,38%, internet: 2,05%,
rest: direct marketing, cinema, yellow
pages.
Austria 127
Austrian Newspaper
Association
Wipplingerstraße 15
('(*M`\eeX8ljki`X
Tel. +43 1 533 79 79 0
Fax +43 1 533 79 79 422
offi[email protected]
www.voez.at
magazine members
The Austrian Newspaper Association (VÖZ) is the association of daily and weekly newspapers and magazines with 69 full members: 16
daily newspapers and 53 weekly newspapers as well as weekly and/
or monthly magazines. Media-specific issues are covered by 6 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 President: DDr. Horst Pirker
Matters”.
VÖZ awards Austria‘s most prestigious advertising award, the so called
“Adgar”. The award is conferred every year for eight categories on the
occasion of a gala event.
Furthermore VÖZ manages the IPR licensing system (PDN) ensuring
legal use of press clippings.
Once a year VÖZ edits the “Pressehandbuch”, a reference book
for journalistic and advertising contact details (~ 1.200 pages)
and additionally runs an online database which contains this
information.
Managing Director:
“Zeitung in der Schule (ZIS)” supplies teachers with Austrian Mag. Gerald Grünberger
magazines and newspapers for their
PRESSEHANDBUCH
students, teaching materials and offers them special trainings.
and the Adgar Award
Facts & Figures about the Austrian Magazine Market:
Media share in advertising
Number of magazine publishers (members of VÖZ only): 11
(source: “FOCUS Institut”):
Newspaper:
TV:
Magazines:
Regional weekly newspaper:
Journals:
Radio:
Outdoor:
Online:
Direct Mail:
Miscellaneous:
23,4 %
18,7 %
11,1 %
7,1 %
4,2 %
5,3 %
5,4 %
2,6 %
9%
13,3 %
Number of magazine titles (members of VÖZ only):
Number of websites:
Total circulation/year:
(members of VÖZ and participation
of Austrian Audit Bureau of Circulation)
18
18
62.6 million
128 Belgium
The Belgian Periodical Press
Boulevard Paepsem, 22/8
('.'9iljj\cj9\c^`ld
Tel. +32 2 558 97 50
Fax +32 2 558 97 58
www.theppress.be
[email protected]
B2B Press, Custo, e-Ppress, Febelmag and Free Press are five independent forums that
each represent a specific section of the periodical press. They form the foundations of
The Ppress, an association that aims to represent the whole sector.
The Ppress is based on a sound professional structure, which takes account of the diversity of its member publishers, whose moral and financial interests it represents. The
association acts as a voice for the sector in dealings with authorities, as well as local,
national and international organisations and institutions. The Ppress aims to reinforce
the economic, social and cultural value of the sector, and at the same time, to position
itself as a source of information and a platform for consultation and exchange of ideas.
Edition of the first
Each autonomous entity is running its
guide representing
own policy, they organize their own
all the players of the
B2B sector. This guide working groups, various committees
and develop specific activities such
contains also the
as the MPA (Magazine Print Award)
presentation of the
first B2B readership and PAMPA (Public Authorities Magastudy results
zine Print Award) by Febelmag, the
Custometer by Custo, B2B study by
B2B Press. The Ppress can count on the dynamism and enthusiasm of its members, their manifest readiness to collaborate actively in pursuit of shared objectives is further MPA: An annual competition (17th edition) with the purevidence.
pose to promote the 10 best magazine print campaigns
President:
Patrick de Borchgrave
General Manager:
Alain Lambrechts
Facts & Figures about the Belgian Magazine Market 2008
Structure of The Ppress
Department
B2B Press
Custo
Febelmag
Free Press
e-Ppress
Editors
6
11
20
12
under
Titles
130
76
60
construction
Belgian Magazines Market
Total paid circulation:
Total annual sales:
Total reach
Coverage
6.7 million copies
241.6 million copies
8.9 million copies
92,5% *
*Reference population: 10.500.000 p.
Sources: CIM Paid Circulation declared on word of honour PMP
07-08 & CIM Plurimedia + OMD Media Digest
Belgium 129
Belgian Periodical
Publishers’ Association
Boulevard Edmond Machtens, 79/23
('/'9iljj\cj9\c^`ld
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
President: Steven Van de Rijt
REPRO PP) and government communication (through MEDIA PP).
Belgian law puts in place a few remunerations for legal licences and to make
sure these reach the publishers efficiently the periodical publishers have set up
REPRO PP to ensure repartition and supervise collection within REPROBEL. Media
PP coordinates communications of public interest placed by the different public
UPP B to B quality label
authorities. Information on e.g. investment support to entrepreneurs, energy
saving or responsible use of medication, is advertised in independently chosen
titles by the authorities at special rates under independent coordination.
Our membership is very divers including consumer, specialised, B to B, nonprofit and custom titles in print and on-line
National Director:
Jean-Paul van Grieken
UPP free periodicals label
UPP facts and figures 2009
Consumer magazines
Free periodicals
271 titles
71 titles
B to B
300 titles
Associations periodicals
157 titles
Companies periodicals
Year-books
35 titles
On-line
45 titles
Miscellaneous
9 titles
18 titles
130 Czech Republic
Na Poříčí 30
110 00 Prague 1
Czech Republic
Tel. +420 221 733 527
Fax +420 222 322 961
[email protected]
www.unievydavatelu.cz
Czech Publishers‘
Association
The Czech Publishers’ Association represents magazine publishers, daily newspaper publishers, internet title publishers and web server operators. The most extensive current project supporting magazine publishers is a research
into the efficiency of advertising in magazines carried out by GfK Prague. The results of the whole research are to
be published at the end of 2009.
In May 2009, the results were published of the fifth year of the competition “Magazine of the Year”, which has
been substantially innovated in this year. The winners – instead of on the basis of number of copies sold - have been
decided on by virtue of more objective and transparent rules than in previous years. The objective was to supply President:
advertisers with the results for their better orientation on the maga- Jaromír Skopalík
zine market and to help them accordingly in their decision making on
advertising investments into individual titles.
In June 2009, the Magazine Section organized the first public discussion meeting of representatives of publishers, media agencies and advertisers. The topic of the discussion was: “Crisis of the Advertising
Market and Activation of Magazine Publishers to Overcome It”. Until
the end of the year 2009 another discussion of this kind takes place
with another chosen current topic.
In the first half of the year 2009, the Czech Republic held the Presidency of the Council of the European Union. Therefore, we were more European contact:
Jozef Sabla, Director
intensively involved in topics relating to European legislation and in
other matters referring to the interests of publishers in Europe. We would like to mention e.g.
Magazine of the Year 2008 Award
the conference on media literacy “The Responsibilities of Content Providers and Users”.
Facts & Figures about the Czech Magazine Market
Number of publishers
consumer magazines
b2b magazines
1,898
39
Number of titles
consumer
b2b
2,822
640
Number of websites
3,088
(Source: Media Data System - Omnicom Media
Group Czech Republic)
Total paid circulation:
216 million
copies per year (audited titles only)
Total number of magazine readers:
7,117,000 persons (per issue readership)
Revenue share (audited titles only):
advertising
54.7 %
(gross advertising incomes in pricelist prices
before discounts and reductions)
copy sale
45.3 %
(including 9% VAT and distributional
margins)
Media share in advertising (billion CZK):
Magazines
10.67
Newspapers
9.34
Television
26.74
Radio
3.31
Cinema
0.14
Outdoor
3.96
Internet
5.09
Total
59.25
(Gross advertising incomes in pricelist prices
before discounts and reductions)
(Source: TNS Media Intelligence 2008)
Denmark 131
Association of the
Danish Specialized Press
Skindergade 7
1159 Copenhagen K
Denmark
Tel. +45 33 97 40 00
[email protected]
www.specialmedierne.dk
President: Kristian Lund
The association of the Danish Specialized Press was founded in 1905. The general purpose of the association is to make niche/special media publishing easier and less costly,
regardless of platform. Currently ”Danske Specialmedier” has 362 members, covering
publishers either combining print and web or solely publishing online.
Key tasks:
N Adress and secure that niche media is part of the political agenda and equally considered in media support programmes.
European contact:
N Support the development and launch of niche media.
Henrik Thøgersen
N Work towards better and cheaper distribution systems.
Niches are growing!
Society is increasingly looking towards niches for accurate and precise information targetting the individuals need, trade, interest,
work or hobby. The information streams needs filtering and thus niche media whether printed or online provides the credible and
insightful editorial capacity needed.
Market
„Danske Specialmedier publishes an online magazine
about nichemedia - www.specialmediemagasinet.dk“
According to an Advertising Expenditure Survey made by the Danish Audit Bureau
of Circulation (Dansk Oplagskontrol) the total advertising expenditure for the
specialized press (fagblade) in Denmark in 2008 was DKK 999 million (Euro 134
milion, US$ 188 million). Of the total expenditure in the specialized press, members of The Association of the Danish Specialized Press account for the greater
part by 83%.
Media database, Danish niche media: www.danskespecialmedier.dk
Facts & Figures about the Danish Specialised Press Market
Number of titles/members:
362
BtB magazines:
85%
BtC magazines:
10%
Web/online only:
5%
Circulation/members: app. 100 mio. copies/year
Advertising, Dansih media market 2008
Total turnover, media:
Magazine/nichemedia group:
hereof specialized press:
No. of titels in magazine/nichemedia group def.:
* Danish kroner
DKK* 14.119 mio.
DKK 1.818 mio.
DKK 999 mio.
539 titles
132 Denmark
Association of Danish
Magazine Publishers
Pressens Hus
Skindergade 7
1159 Copenhagen K.
Denmark
Tel. +45 33 11 88 44
Fax +45 33 15 01 86
[email protected]
dmu-mags.dk
President’s Statement
President: Pål-Thore
Krosby, Aller Media
The Association of Danish Magazine Publishers was founded in
1947. The general purpose of the association is to provide its members and the market with relevant information, and also to ensure
that the magazine business is represented in various boards and
committees, as regards various Danish authorities and the Danish
media. DMU also aims to promote magazines to the public and in
particular to educational establishments.
Currently ”Dansk Magasinpresses Udgiverforening ” has three
members (Aller Media, Egmont Magazines and Bonnier Publications) who cover every aspect of the publishing business.
Market
According to an Advertising Expenditure Survey made by the
Danish Audit Bureau of Circulation the total advertising expenditure for magazines in Denmark in 2008 was DKK 819 million (EUR
110 million); the members of DMU account for about 50% of that
expenditure.
Members of DMU account for about 95% of the total copy sales of
magazines, market estimated at DKK 3.5 billion (EUR 450 million)
General Manager:
John Kristensen
Facts & Figures
Number of publishers (est.): 60
Number of titles (est.):
200
Weeklies:
Magazines:
Free magazines (est.):
12
97
91
Revenue share (est.):
20% advertising and
80% copy sales/subscriptions
Media share (2008):
Internet:
Newspaper:
Weekly papers (free):
TV:
Magazines:
Yearbooks:
Outdoor:
Radio:
21
19
18
17
13
6
4
2
Finland 133
Finnish Periodical Publishers‘
Association FPPA
Lönnrotinkatu 11 A, PO Box 267
''()(?\cjèb`=ècXe[
Tel. +358 9 2287 7280
Fax +358 9 603 478
info@aikakausmedia.fi
Aikakausmedia ADS: helpdesk@aikakausmedia.fi
www.aikakausmedia.fi
All the association‘s activities have continued strongly and we envisage a positive future. Despite a decline in the demand for advertising, Finnish periodicals have succeeded in keeping their readers and the
market has remained fairly stable. In 2009 our overall theme has been magazines and environment.
FPPA has actively promoted the research done to create a method for evaluating the environmental impacts throughout the life-cycle of a magazine. “Green Tools”, an
issue of environmental questions of magazines, was published for
members and media decision-makers. Our annual marketing event
for advertisers and advertising and media agencies was arranged
with a theme “Magazine – a unique relationship and environment”. President: Raili Mäkinen
FPPA owns a limited company, Aikakausmedia ADS which provides
a unique electronique booking system for advertisements and an
advertising material transfer system for customers in this sector
both in Finland and abroad. This year, in what we believe to be the
first co-operation venture of its kind in the world, six publisher
members created a “Magazine Packages” marketing concept in
which competing publishers jointly market different magazines
across company boundaries in the form of three different packages – Weekly Strike, Mass Marketing and Decision-Makers.
Green Tools, a publication of the environmental issues affecting the magazines
Mikko Hoikka, CEO
Facts & Figures about the Finnish Magazine Market 2008
For its size, Finland has a very large magazine market, with some 3 400 magazine
titles.
FFPA’s members (273) represent the most
prominent publishers covering consumer
magazines, business and association magazines and customer magazines. They publish in total 557 magazine titles.
N 229 consumer magazines
N 292 business and association magazines
N36 customer magazines
NMore than 90 % of these magazines
have website.
NCirculations in total 2008: 13,8 million
NReaders : 38,5 million
Revenue share (consumer magazines
2006), %
Subscriptions
65,2
Advertisments
16,6
Copy sale
9,4
Books
5,2
Others
3,6
Media share in advertising, %
Magazines
Newspapers
Television
Online advertising
Radio
Cinema
Outdoor and traffic advertising
13,5
45,8
17,8
10,1
3,4
0,2
2,9
134 France
French Specialised Periodical
Publishers Federation
37 rue de Rome
.,''/GXi`j=iXeZ\
Tel. +33 1 44 90 43 60
Fax +33 1 44 90 43 71
[email protected]
www.fnps.fr
FNPS, the French Specialised Periodical Publishers Federation founded in 1974, brings
together about 700 publishers. It represents more than 1,400 periodical publications
printed or online, most of them in the B2B publishing sector, ranging across Medicine
and science, farming and agriculture, law, finance, management, trade and industry.
FNPS’s activity pursues two main goals:
President Jacques
Louvet
N Defining common objectives, making suggestions and thus better protecting the inter- Contact for EU Affairs
Guillaume Duflos
ests of French specialised periodical publishers;
N Acting as an interface with national, international and EU bodies, and with any other
players in the Press sector.
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
analyzes the publishing market in France and Europe (print and online), the emergent tendencies, the last technological innovations and the evolution of policies.
FNPS is involved in promoting members’ companies by organizing common operations. It also encourages meetings with professionals from other sectors.
FNPS organises “ 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.
Facts & Figures about the French specialised publications Market:
Number of publishers:
Number of titles:
Number of websites:
615
1,400
250
Circulation:
Revenue share:
Advertising:
Copy sales
500 million copies
Total workforce:
Total turnover:
37%
63%
2,100 million Euros
15.700 employees including
7.500 journalists
(Figures extracted from our annual economic survey)
France 135
Consumer & Information
Magazines’ Trade Association
45, rue de Courcelles
.,''/GXi`j=iXeZ\
Tel. +331 42 89 27 66
Fax +331 42 89 31 05
[email protected]
www.spmi.info
SPMI’s highlight initiatives to foster magazines’ growth
SPMI fosters ideas and best-practice exchange and leads publishers’ collective actions regarding the challenges of the industry. In the context of a highly regulated French market, SPMI aims at securing a balanced and
neutral state intervention. Its recent initiatives and actions have included: the negotiation of a 7 year agreement between the press, La Poste and the State, proposals to reform the distribution network, a conclusive
argumentation against a higher VAT rate on magazines, the defense
of a balanced advertising market in the context of the deregulation
of TV advertising, influence in the writing of a copyright law preserv- President:
ing magazine publishers’ interests and securing their online develop- Anne-Marie Couderc
Secrétaire Générale,
ment.
Lagardère Active
Its other main activities have consisted of:
gifdfkè^ k_\ m`kXc`kp Xe[ Zi\Xk`m`kp f] k_\ dX^Xqè\ d\[`X
through the annual editorial excellence awards
]fjk\iè^jljkXèXYc\[\m\cfgd\ekgiXZk`Z\jn`k_k_\cXleZ_f]
a campaign to recycle magazines and the conception of a life
cycle environmental index dedicated to magazines.
NB. SPMI represents 46 publishing companies and over 430 titles, which
account for 80% of the French consumer magazine market. SPMI ranges
Associate Director:
from big international groups and large subsidiaries such as Lagardère
Anne-Elisabeth Gautreau
Active, Prisma Presse/Bertelsmann-Gruner+Jahr, Mondadori France, European contact person
Express-Roularta, Groupe Marie-Claire to smaller companies.
Facts & Figures about the French consumer magazine market
Number of titles:
2000 ie 42,6% of total press titles
Number of websites:
250-300
Publishing companies:
450-500
Revenues: 4.4 billions euro ie 41,5%
of the press sector revenues
Copy sales: 70% of total revenues,
Advertising:
30%
Number of copies sold annually:
ca. 2 billion
Newsstand sales: 66.5% of total sales,
Subscriptions: 33.5%
Consumer magazine advertising:
30.9% of total paid press advertising
Sources : DDM, OJD, IREP, AEPM
N 48,6 millions of readers per month on
an average ie more than 97% of the
French population
N Every French person reads on average
7.3 different magazines per year.
N Internet fans are also strong consumer
magazines readers (8.3 magazines),
also young people (8.4), high educated
persons (8.4) and women (7.9).
136 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
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
Valmonde & Cie
Adviser
Bernard Porte
Le Nouvel Observateur
Air & Cosmos
Valeurs actuelles
Vice-Chairmen
Alfred Gerson
Dominique Benard
L’Humanité Dimanche
Bayard Presse
Secretary General
Robert Monteux
Le Revenu
Treasurer
Philippe Frémeaux
Alternatives Economiques
Germany 137
German Magazine
Markgrafenstrasse 15
('0-09\icè>\idXep
Tel. +49 30 7 26 29 81 02
Fax +49 30 7 26 29 81 03
[email protected]
www.vdz.de
In the light of intermedia competition, magazines with their vibrant lifestyle and strong emotions offer an important precondition for delivering content across different distribution channels successfully for the future.
In the age of ‘user generated content’ the quality of journalistic products in print and online is more important
than ever. The freedom of press is not restricted to the word but also comprises the freedom of image. This is
where the political support from Berlin and Brussels is required: without the devoted protection of a free press
the societal and economic demands to the media cannot be met.
The VDZ Association of German Magazine Publishers is the top organization of German magazine publishers
and their online offers. The membership comprises more than 400 publishers such as Hubert Burda Media, Axel President:
Springer Verlag, Bauer Verlag, Gruner + Jahr, Prof. Dr. Hubert Burda
and SPIEGEL-Verlag. 95% of the membership
is composed of small and medium size publishers. VDZ members publish over 3000 titles
and represent 90% of the German magazine
market. Almost all titles are available online
and continue to reach a growing number of
online readers.
Main contact person
for EU Affairs:
Dr. Christoph Fiedler
Print & More
The VDZ Yearbook 2009
Facts & Figures about the German Magazine Market 2008
Number of VDZ Members:
438
Number of Titles B2B
3907
Number of Titles consumer:
2250
Newspaper:
TV:
Radio:
Outdoor:
Net Ad Revenues B2B:
1031 million Euros
Media Market Share:
Consumer Magazines:
19%
B2B Magazines:
2%
Copy Sales Revenues B2B:
911 million Euros
26%
43%
6%
4%
Circulation B2B:
525 million copies
Net Ad Revenues Consumer Magazines:
1693 million Euros
Circulation Consumer Magazines:
2200 million copies
Copy Sales Revenues Consumer:
2580 million Euros
138 Greece
Hellenic Union of Editors
of Periodical Press (HUEPP)
Vasil. Sophias 25,
('-.+8k_\ej>i\\Z\
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 was founded in 1939. It is the second
oldest press union of the country and this year celebrates its 70th anniversary. Members
of the Union are more than 200 editorial enterprises (254 titles, newspapers and magazines) the periodical publication of which varies between 15 days and three months.
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 medium-sized enterprises and cover the specialised needs and European contact
President:
interests
of various organizations of active citizens.
person: Eleftherios
Vaios Sellountos
The Administrative Council of HUEPP has begun a systematic attempt for the moderni- Kakavoulis
sation and the dynamic growth of its member-editorial enterprises, in collaboration with the General Secre- (Vice President)
tariat of Communication that constitutes the connection between the Hellenic Press and the State on the one
side and the Ministry of Development on the other side.
The annual celebration of 2008. Part of the Administrative
Council with the Minister of Press
The ceremonial visit of the Administrative Council of HUEPP to the President of the
Hellenic Republic (2005)
Facts & Figures about the Hellenic Periodical Press
Publishing in Greece:
N 23 Daily Political Newspapers of
Pan – Hellenic circulation
N 26 Weekly Political Newspapers of
Pan – Hellenic circulation (14 Sunday
publications of the daily title)
N 6 Daily and 8 Weekly Economical
Newspapers
N 9 Daily and 9 Weekly Athletic
Newspapers
N 65 Local Newspapers in Attica
(Daily and Weekly)
N 17 Local Newspapers in Thessaloniki
(Daily and Weekly)
N 450 Prefectoral Newspapers
(Daily and Weekly)
N 2500 Newspapers and Magazines with
periodicity of over 15 days (The big
majority of these publications cannot become members of the HUEPP,
mainly because they do not belong to
editorial enterprises but are used for
the promotion of organisations, associations and commercial enterprises.
For more information:
www.minpress.gr
Greece 139
Magazine Publishers
of Greece
40, Kifissias avenue
(,(),DXiflj`$8k_\ej>i\\Z\
Tel. +30 210 6154200
Fax +30 210 6107741
[email protected]
Magazine Publishers of Greece (MPG) was founded in 2002 and is the major magazine publishers’ association in
Greece. Our association mostly focuses on tightening the bonds between magazine publishers and advertisers,
as well as on preserving and promoting our field’s interests in Greece and in the EU. For that reason, MPG often
organizes and co-hosts meetings, conferences with prominent speakers, dinners and cocktails. During these
events, that are attended by some of the most outstanding Greek executives, all the parties involved have the
chance to mingle and to exchange views and ideas towards mutual interest.
In February 2009, MPG sponsored the 3rd Print Media Conference that was held in Athens with prominent President:
speakers such as Dr. Adrian Weser, Marketing Manager of Bauer Media), Mr. Nicolas Cour (Marketing Manager of Theocharis Filippopoulos
Prisma Presse) and Mr. Nicola Speroni (Marketing Manager of Gazzetta dello Sport). The conference provided
important insight in the understanding of the effectiveness of advertising in print media and will also be organised next year.
Another successful event co-organized by MPG, by the Greek Advertisers’ Association and by all the major Greek media associations
was the “Brands, Communication and Media in Crisis” conference that was held in Athens last March, with an agenda focusing on the
current financial crisis that has affected most fields of the Greek economy. This conference attracted media executives, managing
directors and CEOs of media shops, was attended by 2.000 people and really made an impact in the Greek market.
Facts & Figures
Revenues Share in Media
issues JANUARY-JUNE 2009
€/VALUE
Media
January-June 2009
TV
353.749.347
Newspaper
210.843.828
Radio
92.702.133
Magazines (Total)
444.194.417
Indepentent Magazines
294.231.162
Magazines Distributed
with Newspaper
149.963.255
General Total
1.101.489.725
%
32
19
8
40
66
34
ELLE
MADAME FIGARO
100
NITRO
140 Hungary
Hungarian Publishers’
Association (HPA)
Naphegy tér 8.
('()9l[Xg\jk?le^Xip
Tel. +36 1 212 50 25
Fax +36 1 212 50 25
[email protected]
www.mle.org.hu
The Hungarian publishers of dailies and magazines are represented by a common
pressure group, the Hungarian Publishers’ Association. Affiliates of HPA represent –
according to the income data - 90% of the magazine market.
Besides naturally all actors would like to operate in a free and diverse print media
market and share the vision of a printed press that is present in everyday life of readers in long term.
President: Judit Kázmér The curiosity of the Hungarian market is its diversity. There is a very rich selection, European contact
for the moment more than one and a half thousand magazines are published, which – person: Charles Kovács
especially in proportion of the population (10 million 20 thousand) - is a big number. In
Hungary 588 publishers publish magazines, the majority of them having one or two titles.
More than 10% of the magazines are present online.
The three most read weekly magazines in Hungary in 2008 are a tabloid magazine (STORY) and two women’s magazines (KISKEGYED, NŐK
Lapja). In the field of monthly magazines two health (PATIKA MAGAZIN, PATIKA TÜKÖR) and one gastronomy magazine (KISKEGYED KONYHÁJA) were
the leaders.
The income from advertising of the magazine market reaches a total of 230 million Euros, which is 52% of the advertising income of
the whole printed press industry.
Magazine publishers are optimistic about their future and prognosticate a long print presence.
Facts & Figures about the Hungarian Magazine Market 2008
Number of titles 2008:
1619
Weeklies:
Bi-weekly:
Monthly:
Bi-monthly:
Others:
83
74
478
297
687
Sold copies 2008:
Monthly:
Bi-monthly:
Others:
Average price:
Weeklies:
Bi-weekly:
Monthly:
Bi-monthly:
Others:
28 014 mln
4 483 mln
9 799
245 HUF*
176 HUF
232 HUF
450 HUF
391 HUF
352 HUF
169 million
* Hungarian Forint
Weeklies:
Bi-weekly:
103 601 million
23 054 million
(Source: Lapker Hungarian
Distribution Service)
Annual advertising revenues 2008
62 62 mln HUF (rate card)
(Source: TNS Hungary)
The VAT rate is 5% on newspapers and
magazines.
Ireland 141
Magazines Ireland
25 Denzille Lane
;lYcè)@i\cXe[
Tel. +353 1 667 55 79
[email protected]
www.magazinesireland.ie
Magazines Ireland represents more than 200 Irish magazines and 46 publishing companies. On the distribution side, Magazines Ireland is working closely with newsstand
distributors and retailers to change the way the newsstand distribution chain works in
order to make it more efficient; environmentally sound; to increase sales efficiency and
ultimately to ensure that magazines get into the hands of readers.
The association is working on establishing a self-regulatory body to deal with waste management; it has a seat on the Press Council of Ireland and a strong voice on the ABC
Chairman: John Mullins
Ireland Advisory Committee.
As well as providing training courses and seminars for members Magazines Ireland has also established a number
Chief Executive:
of
Professional Discussion Groups for Publishers; Editors; Designers; Advertising Managers and Credit Managers.
Grace Aungier
Magazines Ireland commissioned research consultant Guy
Consterdine to carry out a review of the research-based
case for placing advertising in magazines in Ireland and is
in the process of presenting this to advertising agencies
and major clients.
The annual Magazine Awards is an important event for the
association in showcasing the best Irish talent in magazine
publishing and in raising the profile of this key sector in
Ireland. The increasing number of directives and regulations from the EU concerns Magazines Ireland members
and it will continue to work with its industry partners in
EASY FOOD, HOT PRESS and the RTE GUIDE – three of the leading titles published
Ireland as well as with their European counterparts.
by Magazines Ireland members
Facts & Figures about the Irish Magazine Market
N turnover excluding VAT is
400,335,892 Euros
N number of magazines sold is
24,484,262;
N 11,620 employees (2,324 direct and
9,296 indirect);
N total tax contribution is 103,603,505.
Number of publishers:
65
Number of titles:
Consumer:
B2B:
320
96
224
Number of websites:
162
Revenue share:
advertising 33%
copy sales 67%
Revenue share (2008)
Medium
Euro millions
National Press
806
TV
363
Magazines
215
Outdoor
197
Regional Press
171
Radio
148
Internet
20
Cinema
10
%
41
19
11
10
9
8
1
1
142 Italy
Italian Association
of Specialized
Periodical Press
2, Pantano
)'())D`cXe@kXcp
Tel. +39 02 8 05 77 77
Fax +39 02 8 05 48 15
Xe\j7Xe\j%`knnn%Xe\j%`k
President: Gisella Bertini
General Director:
Cristina Ferrari
ANES is the Italian Association of
Specialized Periodical Publishing and deals with both businessto-business, business-to-consumer
(specialized) magazinesFounded in
1995, ANES has registered over the
years a continuous growth in membership: at present ANES represents
224 companies with 940 titles. In
Italy, ANES is member of Confindustria, the Confederation of Italian Industry, the leading organisation representing manufacturing and service
companies; at international level
ANES is a member of FIPP, FAEP and
IFabc. ANES actively lobbies on be- “invite” in March „Advertising
half of its members wherever there (is) Business“ for advertising professionals
are issues of interest for them.
“save the date” in September „ANES
FORUM: publishing and new media“
for publishers updating
TOP TEN DELIVERY
Fact & Figures ANES
Statistics
number of publishers: 200 b2b; 200 b2c
number of title: 850 b2b; 700 b2c
revenue share: advertising/ copy sale:
2007
2006
Advertising in print products
42%
43%
Advertising on website & search
4%
3%
Exhibitions and events 31%
31%
Copy sales
23%
23%
Total
100%
100%
Source: ANES
Title
Publishing Company
Frequency
Average
Delivery
BARGIORNALE
Il Sole 24 Ore Business Media monthly (b2b)
147.296
FUORICASA
Il Sole 24 Ore Business Media monthly (b2b)
50.195
ITALIA A TAVOLA NETWORK
Edizioni Contatto
monthly (b2b)
46.849
MEDICI OGGI
Springer Verlag-Italia
monthly (b2b)
41.337
AGGIORNAMENTO MEDICO
Editrice Kurtis
monthly (b2b)
40.229
M.D. MEDICINAE DOCTOR
Passoni Editore
weekly (b2b)
40.050
CORRIERE MEDICO
Ariete Salute
weekly (b2c)
37.784
TEMPO MEDICO
Elsevier
2-monthly (b2b)
34.748
GIARDINAGGIO
Be-Ma Editrice
monthly (b2c)
25.621
IL GIORNALE DELL‘
INSTALLATORE ELETTRICO
Reed Business Information
2-monthly (b2b)
21.384
Italy 143
Italian Federation
of Newspaper and
Periodical Publishers
64, Via Piemonte
''(/.Ifd\@kXcp
Tel. +39 06 46201432
Fax +39 06 4871109
splendore@fieg.it
www.fieg.it
The Italian Federation of Newspaper and Periodical Publishers (FIEG), founded in 1950, is a trade association whose members are publishers of daily newspapers, periodicals and national press agencies.
FIEG periodicals members represent about 70% of the whole Italian periodical publishing industry. The
key objectives of FIEG, within the framework of its statute, are: to defend and promote the freedom of
information; to protect the economic independence and strength of publishing firms as essential condition
for the freedom of information; to contribute to the development of a greater penetration of newspapers
and periodicals as means of information and advertising vehicles; to defend the rights and the moral and President: Carlo Malinconico
material interests of its members.
Castriota Scanderbeg
According to these basic principles, the three key areas of activity – where our Federation has recently
achieved important objectives – are:
N LABOR CONTRACT: in March 2009, we drew up the national labor contract of journalists, after a long
period of negotiation with journalists’ trade unions;
N FREEDOM OF INFORMATION: we are engaged in a strong activity in defending the freedom of information
against any legislative initiative that would place prior constraints to publishing certain type of news and
information (with particular reference to the pending ‘wiretapping’ law revision);
N READING PROMOTION: we are strongly supporting the governmental initiatives on this issue as the announced “Giornata della promozione della lettura” and the incoming “Stati Generali dell’Editoria”.
European contact person:
Isabella Splendore
Facts & Figures about the Italian Magazine Market 2008
Number of magazine publishers: 800
Number of consumer
magazine publishers:
500
Number of b2b magazine publishers: 300
Number of magazine titles:
(1,450 are those having some
weight in the advertising planning)
1.650
Number of consumer magazine titles:874
Number of b2b magazine titles:
776
Audited readership (2008)
Readers in the last period
Weeklies
Monthlies
All magazines
23,364,000
21,554,000
32,352,000
Audited circulation (2008) Weeklies
Average per issue
13,288,340
Total annual sales
690,933,680
Monthlies
Average per issue
Total annual sales
14,333,361
172,000,332
Revenue share (2008)
Advertising
Copy sales
Number of websites
26,3%
73,7%
1,035
Media share in advertising (2008)
Newspapers
19,3%
Magazines
14,3%
Tv
53,5%
Radio
5,7%
Outdoor
2,6%
Internet
3,7%
Other
0,9%
144 Netherlands
Dutch Publishers’
Association
Consumer Magazines Group
?f^\_`cn\^-(('(::8djk\i[Xd$Ql`[ffjk
GfjkYlj()'+'((''888djk\i[Xd$Ql`[ffjk
Netherlands
Tel. +31 20 - 430 91 50
Fax +31 20 – 430 91 99
[email protected]
www.nuv.nl
President: Auke Visser
The Consumer Magazines Group (CMG) of the Dutch Publishers Association looks
after the interests of magazine publishers that focus on the consumer market with consumer magazines, opinion weeklies and RTV guides. The
CMG has 28 members that, together, publish more than 180 titles. Total turnover of the member companies exceeds 750 million euro.
Despite the fact that fewer people read consumer magazines in the
Netherlands, the number of magazines continues to grow. In 2008, there
were a record number of new magazines (108). There is a constant flow of new
segmented titles on the market. Online publishing developments are also happening
at lightning speed: the gross reach of the websites of more than 60 publishers measured now exceeds 6.5 million. Turnover for online publications is
expected to grow substantially in the coming years.
In recent years, because the advertising market has been under pressure, CMG has taken initiatives to improve the positioning of magazines in the advertising market. This takes place primarily by looking at what is unique about magazines, compared to other types of
media. Auke Visser, CMG-president, said: ‘We also pay attention to
the retailmarket. For the last two consecutive years, ‘The Magazine
Week’ has been organised for consumers. For the 12th time in 2009,
the CMG will organise the extremely successful ‘Magazine Award
Gala’, with the presentation of the ‘Mercurs” for the Best Magazine
of the Year and Best Editor-in-Chief, among others.’
General secretary:
Harriet Schrier
The Magazine Week – 2008
Facts & Figures about the Dutch Consumer Magazine market 2008
Number of titles:
249
Circulation:
Media share in advertising:
689 million
consumer magazines: 6,7%
Magazine
Award Mercur
Distribution
Subscription
Retail sales
Free
Other
64%
20%
9%
7%
Norway 145
Akersgt. 43
'(,/FjcfEfinXp
Tel. +47 24 14 61 00
Fax +47 24 14 61 10
[email protected]
www.fagpressen.no
news on web: www.fagpressenytt.no
The Norwegian
Specialised Press
Association
The Norwegian Specialised Press Association celebrated its 110th anniversary in 2008,
and the specialised press has actually strenghtened itself as a media channel throughout the challenging year of 2009. The growing orientation towards niches represented
by our B2B and special interest publications, is a logic parallel to a growing appetite for
more targeted communication in general. A very high penetration of digital media in the
Norwegian public, means that the specialised press must offer quality content on different platforms - particularly on the internet - in addition to the paper magazines, to
CEO/Secretary General
Chairman of the Board:
keep up the demand.
and main contact
Marit Aschehoug
Our association annually host awards in 8 different categories of maga- person for EU affairs:
zine making. This includes design, journalism, photography, websites, Even Trygve Hansen
marketing, and the „Magazine of the Year“ Award, where all aspects
are taken into consideration. We have seen a notable 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 among people
working in magazines. In 2008 we also
launched a new Leadership Programme, in
Chief Editor Tom Staavi in the B2C-magazine
cooperation with the
„Dine Penger“ („Your Money“) was rewarded
Journalism Institute in
the ward of Honour 2009. DNFF invited the
Norway.
Norwegian Minister of Finance, Mrs. Kristin
Halvorsen, to perform the task of giving him
the award
(Photos: Berit Nyman)
„The WinningTeam“: Journalists, marketeers and Chief Editor in „Sykepleien“
enjoy the Magazine of the Year Award 2009. „Sykepleien“ is the magazine
for professional nurses, with a circulation of almost 85 000 (2008)
Facts & Figures about the Norwegian Specialised Press Market
N Currently 228 different magazines are members of The
Norwegian Specialised Press Association (in Norway
called „Fagpressen“).
N The total annual circulation of our magazines increased
two percent to 3,85 million, from 2007 to 2008.
Our share of the total advertising market increased 4,4 percent.
N About 1.100 people are working in Fagpressen‘s magazines; approximately 220 of them are owners/ publishers, 250 editors,
390 journalists and 220 staffers.
146 Poland
The Chamber of Press
Publishers, Poland
ul. Foksal 3/5
''$*--NXijXnGfcXe[
Tel. +48 (0) 22 828 59 30-32
Fax + 48 (0) 22 827 87 18
[email protected]
www.iwp.pl
The Chamber of Press Publishers is the only Polish organisation of such type, uniting 122 publishers of
newspapers and magazines. Our aim from the very beginning was to put some order into the publishing market. We have, among others, succeeded in contributing to the establishment in the Polish market
organisations such as: ZKDP (Polish Audit Bureaux of Circulations), PBC (Polish Readership Survey Ltd.),
ZSRR (Union of Associations–Advertising Council).
Moreover, for our members we elaborated the Code of Good Practice for Press Publishers, which is a model
of self regulation for other sectors in Poland. Despite these good works, there remain many obstacles in
the Polish market. The most important among them are the unstable, ineffective system of distribution; the
weak position of press on the advertising market (weakening more and more
President: WiesĄaw Podkański
in the period of crises and the growing presence of new media); and also of
the ownership structure of individual publishing houses. More and more important for publishers is the
issue of protection of editorial content on the Internet and its legal sharing. The Chamber established a
limited company Repropol, which – on behalf of publishers and with their authorisation – sells editorial articles for press clipper companies. This year, in June, the Minister of Culture and National Heritage gave his
assent – in accordance with the Copyright Act – to establish a publishers’ collecting society “SW Repropol”,
which will also take care of licensing and protection of editorial content, among others on the Internet. IWP
is a member of many international publishers’ organisations such as: WAN, FIPP, ENPA, FAEP.
EU Affairs coordinator:
Jacek Wojtaĝ
Facts & Figures about the Polish Press Market 2008
Number of titles
Total newspapers
National paid-for dailies
Regional paid-for dailies
National free dailies
Non-dailies
Total magazines*
Consumer magazines*
B2B (paid for)*
B2B (free)*
Circulations
70
11
38
1
20
1944
1826
91
27
* data from 2007, no newer data available
(average per issue in thousands)
Total dailies
National dailies
Regional dailies
Free dailies
Total non-dailies
Total magazines**
Total weeklies**
Total fortnightlies**
Total monthlies**
4186
2937
1249
496
580
45871
15372
5341
22448
** data based on information given by members
of ZKDP, which covers 72% of the Polish market
Total annual sales (millions of copies)
Dailies
900,853
National paid-for dailies
510,180
Regional paid-for dailies
267,849
Total non-dailies
51,465
Free dailies
122,823
Total magazines*
764,999
Consumer magazines*
743,880
B2B*
21,119
* data from 2007, no newer data available
Portugal 147
The Portuguese
Publishers‘ Association
Rua Gomes Freire, 1834º Esq
1169-041 Lisbon
Tel. +351 21 355 50 92
Fax +351 21 314 21 91
[email protected]
www.apimprensa.pt
European contact :
Ian Levy
The Portuguese Publishers Association is a non-profit organisation with 400 members,
representing about 600 national, regional, specialised, b2b and digital publications, maintaining permanent contact with National and International press institutes and organisms.
It is furthermore a permanent board member of the Portuguese Media Confederation.
API main mission is to offer its members several diverse services that contribute to the
technical, commercial and management development of their companies.
Among the most important activities and initiatives promoted by API are:
N Studies and surveys covering, among others, the contemporary themes about press val- President: João Palmeiro
ue and its importance to the media management of press companies, such as:
N Web impact on Media Companies;
N The importance of Press in the Media;
N Journalistic Ethics.
N Biannual congress gathering the major professionals of the
local industry to debate the most relevant and up dated
press market related issues.
N Seminars promoting the debate of the most important and
recent issues and challenges of the publishers’ market, including:
N New Press models;
N Self- Regulation in the Press / The Press Council
N Media Literacy and Sports
The main project of Apimprensa
for the next three years, about
the threats and opportunities of
our industry
API makes all the information about the association and its
members available to you at www.apimprensa.pt and sends
periodically the “MEIOS” Newsletter with relevant information about the media market.
Congress in Maputo, Mozambique in 2008.
The Congress theme was “Lusophony and
Sports”
Facts & Figures about the Portuguese Magazine Market (*)
Number of publishers, consumer and
B2B magazines:
48
Number of titles
consumer magazines
B to B:
143
15
websites
consumer magazines
B to B:
revenue share advertising:
copy sale:
(*) only titles that are audited by the APCT (Portuguese control audit circulation bureau)
58
8
55%
45%
media share in advertising - 2008
TV
51%
Magazines
16%
Outdoor
13%
Newspapers
8%
Radio
6%
Internet
5%
Cinema
1%
148 Spain
Spanish Magazine
C/ Rodríguez San Pedro, 2. Plta. 6ª Oficina 614.
)/'(,DX[i`[JgXè
Tel. +34 91 914 450 444
Fax +34 91 914 450 497
[email protected]
www.aeepp.com
What is the AEEPP?
The AEPP is a non-profit association of companies founded in January 2000 in Madrid.
Its organization and operations are independent and democratic. Its activities are
developed in all areas of Spain through its many delegation members. The AEEPP also
has activities in the rest of the world and counts on international associates and is
part of international organisations to represent its interests.
President:
Arsenio Escolar Ramos
Secretary General:
Aims of the Association
Carlos Fernandez Astiz
The 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, points of sale,
unfair competition, relationships with state institutions, promotion, sector fairs, supervision, trade agreements, new technologies,
training, professional ethic, and, to sum up, all aspects of editorial problems.
AEEPP Today
The AEEPP is the largest Spanish association of editorial companies: with 140 publishers, 80 in the area of Madrid. The AEEPP is part of the
Tripartite Negotiating Commission of the National Collective Agreement for non-daily press. Also, the AEEPP carries out constant training
programs for its associates, developing seminars and courses related to all subjects, such as design, modeling, administration, contents, new
technologies, etc. The AEEPP keeps formal agreements with many companies, institutions and universities, in order to facilitate the daily
work of its associates. This year, an agreement has been signed with the Complutense University of Madrid to start a joint Master‘s Degree in
Administration of Editorial Enterprises.
Facts & Figures
The AEEPP is currently formed by 140 publishers, 80 in the area
of Madrid. To this day, 648 publications are associated to the
AEEPP, 340 of which in Madrid. 90 of them are only available
on-line. The total monthly circulation of all the publications as-
sociated to AEEPP is 104 million copies. The monthly number of
readers of these publications reaches 134 million. The annual
turnover of the companies which are part of the AEEPP is over
Euro 250 million. The members of AEEPP employ 2.464 citizens.
Spain 149
Rambla Cataluña, 10 4º 1ª
'/''.9XiZ\cfeXJgXè
Tel. +34 93 304 25 82
Fax +34 93 412 14 36
fi[email protected]
www.app.es
Spanish B2B
The B2B Magazine Association (APP) gathers 60 full member editors from 25 different
issues and areas published in Spanish language.
APP was founded in 1925 and it has been the voice for the sector in dealing with authorities, as well as local, national and international organization and institutions. APP
aims to defend editor’s common interests and to promote B2B magazines as privileged
advertisement media. We are member of the FIPP and the FAEP and will organize the
FAEP Annual Congress taking place in Barcelona this year.
The association develops specific activities such as the Advertisement Awards on B2B
Magazines, which is conferred every year for five categories on the occasion of a EU and international
President:
gala
event. We edit a reference book for journalistic and advertising contact details affairs contact:
Miquel Vila i Regard
(Catálogo de la APP) once a year. We also provide training courses and seminars for Maria Rosa Pons
members and run an online database which informs about the sector.
The association is currently opening to other content producers, including producers of magazines, newsletters, databases, websites,
trade shows and other media, with the aim of becoming the global business information association.
The APP awards an annual prize for creativity in trade press
advertisements: 2008’s winners
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
Facts & Figures
The APP is currently formed by 60 publishers, mostly in
the area of Madrid and Barcelona. To these days, more
than 200 publications are associated and they cover
about 25 different professional sectors. Ten per cent of
the publications have a business model based on subscription, while 90 per cent derives its main revenue
from advertising.
150 Spain
Association of Periodical
Publications in Catalan
(APPEC)
Rambla de Catalunya, 10, 4rt 1a
'/''.9XiZ\cfeXJgXè
Tel. +34 934 127 628
Fax +34 934 121 436
[email protected]
www.lesrevistes.cat
www.appec.cat
APPEC brings together the editors of Catalan magazines, both of general information and specialised ones,
which are distributed in Catalan speaking areas.
APPEC was founded in 1983 with two aims: to contribute to the promotion of the Catalan language and to defend the common interest of its associates. Among the tasks of the Association are professional support and
advice for editors, defense of
their common interests in front
of public institutions and offering common services. In 2009,
APPEC represents:
N 142 magazines, from weeklies President: Luis Gendrau
to biannuals, all of them with
websites.
N more than 750.000 issues of
average overall monthly circulation.
N 30 different publication subjects.
N 40 magazines with a digital
version, available in the worldEU and international
wide kiosk Zinio.
APPEC has always taken an ac- affairs contact:
Maria Rosa Pons
tive role in campaigns for the
promotion of reading, such as
itinerant exhibitions of magazines, promoting the presence of magazines in libraries and promotion the digital
versions of magazines on the web through Quiosc.cat.
APPEC edits periodically the following materials, among
them:
N Media in Catalan Guide (bi-annual)
N The Catalan Media Yearbook
N The magazine of magazines (quarterly)
N Display catalogue of magazines (bi-annual)
The itinerant „magazines supermarket“ is an initiative to promote the members of
the APPEC among the Catalan readers
APPEC also organises an annual gathering for the members during which prizes are awarded for the best magazines of the year in different categories.
Spain 151
Association of Magazines
for Information
C/ Orense, 23 -2ºC )/')'DX[i`[JgXè
Tel: +34 913 604 940
Fax: +34 915 211 202
[email protected]
www.revistas-ari.com
Association of Magazines for Information (ARI) were established on November 16th of 1977 as a Business Association under the voluntary nature of the Law 19/1976, of April 1.
In the beginning, ARI were integrated for twenty-four publisher of general information magazines that, prior
to the years of the spanish transition to democracy, were already acting in defense of their professional and
economic interests through the so-called Agrupación Nacional Sindical de Revistas.
In a first phase, the defense of the magazines media were primarily in the negotiations with the Ministry of
Commerce in order to obtain and distribute the appropriate quotas lightweight coated paper (LWC) to allow
duty free import tariff.
The whole of ARI activities along these years have been Controlling the spread (OJD), the measurement of the
hearings (EGM), the tax treatment, the sectoral collective agreements to non-daily newspapers, postal tariffs, President:
distribution and sale of publications and all matters affecting magazines as whole have always been the center Carlos Ramos Pajáres
of the associated.
Since its inception in 1977, ARI has been integrated into the international press regularly, first at FIPP (International Federation of the
Periodical Press) and later, in 1986 FAEP (Fédération Européenne d’Editeurs of periodicals). In May 1985 ARI celebrated the 25th FIPP
World Magazine in May 1985, the presidency was hold by His Majesty King Don Juan Carlos I, the opening was given by the President of
the Government, Mr. Felipe González Márquez, it was the International consolidation of ARI.
At present, ARI brings together publishers from more than 400 consumer magazines with more presence in the Spanish market, both
in terms of levels of distribution and audience advertising as billing, so journals associated cover 80% domestic journals.
Don Fernando Bolín (1977-1980), Antonio Gómez Sánchez (1981-1983), Don Vicente Montiel (1984-1989), Don Enrique Hernández Luike
(1990-1998) and Juan Cano (1999-2002) were the presidents ARI until the election, in February 2002 of a Board, who is currently the
current president over Carlos Ramos.
Facts & Figures
26 member publishers representing 400 magazines
152 Sweden
Swedish Magazine
Vasagatan 50
((()'JkfZb_fcdJn\[\e
Tel. +46 8 545 298 90
Fax +46 814 98 65
[email protected]
www.sverigestidskrifter.se
Sveriges Tidskrifter, the Swedish Magazine Publishers Association, represents 400 Swedish magazines,
making it the largest media organisation in Sweden. The organisation represents both consumer and B2B
magazines and the members make up about 80 per cent of the Swedish magazine market.
Sveriges Tidskrifter works for a diversity of media, professional journalism and a free and accessible
press. The main goal of the organisation is to give members the maximum benefit of their membership by
strengthening the magazine’s position on the media market, making industry strategic issues visible and
pushing them in a favourable direction.
Chairman of the Board:
The biggest annual event is the Magazine Day, which attracts Hans Larsson
more than 600 guests. During the day awards are given to
the best magazines, journalists, art directors and media
planners. The Magazine Award attracts hundreds of entries.
The magazine award of 2009
Sveriges Tidskrifter works with a number of projects directed
towards schools, media agencies, advertisers, consumers and
of course the members. In 2009 the school project “Cover
Story” was launched in which the pupils designed their own
dream cover of the magazine of their choise. Another vital
project is the Magazine Academy (est. 2007). In the academy
print planners learn more about the benefits of advertising in
print and how to plan a multimedia campaign.
Managing Director:
Kerstin Neld
Facts & Figures about the Swedish Magazine Market
Circulation
In 2008 the Swedish magazine market
produced close to 23 million audited
copies per edition, with a total of 347
million copies over the full year.
Readership
More than 40 per cent of the Swedish
population reads a magazine on an average day.
Number of magazines
440 titles with audited circulation, both
b2b and b2c
Revenue share
(B2B) Copy sale
43%,
Ad:
Other:
(B2C) Copy sale:
Ad:
Other:
53%,
4%
68%,
29%,
3%
Media share
11 per cent (magazines, newspapers,
TV, radio, outdoor, internet)
United Kingdom 153
The Periodical
Publishers Association
Queens House, 28 Kingsway,
Cfe[feN:)9-AILe`k\[Bè^[fd
Tel. +44 (0)20 7404 4166
Fax +44 (0)20 7404 4167
[email protected]
www.ppa.co.uk
The major project for PPA in the past year was organising and hosting the FIPP World Magazine Congress
in May 2009. Despite the difficult economic climate, 900 delegates from 57 countries came to London to
meet, network, listen to industry leaders, and visit the 40-stand exhibition. In the following month, PPA
held its annual magazine industry Awards – celebrating talent and achievement in a dynamic industry.
Much of our work centres on influencing the UK Government, and on contributing to FAEP’s work in
Europe. On average, we are responding to one Government consultation every two weeks. Issues include
intellectual property in the online environment; potential restrictions on advertising; managing the digital
Chairman: Peter S. Phippen
transition; competition law; postal pricing; press
standards; libel; consumer rights, and child safety.
We have recently formed an alliance (the Publishers Content Forum) with representatives of books,
data publishers, learned journals and newspapers:
the focus is securing intellectual property online.
Our strong belief is that alliances (in the UK and
especially in Europe) are vital to maximising the influence of the creative industries. We see FAEP as a
key focus for the European magazine and business
media industry, and wish FAEP an even more suc- European affairs contact
person: David Hyams
cessful year ahead.
FIPP World Congress 2009 in London
Facts & Figures about the UK market
Consumer Magazines
B2B Magazines
Customer Magazines
2008 Total
Consumer Magazines
B2B Magazines
Customer Magazines
2007 Total
Adspend
Print
Digital
745
31
839
89*
Consumer
expenditure
1860
938*
Adspend
Print
Digital
791
20
968
64
Consumer
expenditure
2182
939
Total
2636
1866
900
5402
Total
2993
1971
900
5864
Total Magazines titles in 2008:
8,285
Business to Business:
4,894
Consumer
3,391
PPA representes 250 publishers
Media share of advertising: £m in 2008
Newspaper:
4.118,20
Magazines:
1.538,8 (9,37%)
TV:
3.819,90
Outdoor:
938,6
Radio:
454,4
Cinema:
168,1
Internet:
3.300,40
Direct mail:
2.040,20
Statistics from The Advertising Association/
World Advertising Research Centre
From ABC: 1.4bn consumer magazines sold in 2008
From NRS: 85% of UK adults read magazines
Figures shown are at current prices.
Sources: AA (2009, 2008); PwC (2008)
* PwC est imates for 2008
154
Distripress. Network
of the International
Press Distribution
Seefeldstrasse 35
8008 Zuerich
Switzerland
[email protected]
www.distripress.net
Distripress is a non-profit association of companies of the press industry (publishers, distributors and ancillary services) engaged in the international circulation of
newspapers, magazines and paperback books. It is the only organization linking
distributors and publishers as well as their suppliers on an international level.
The objectives of Distripress are:
N To assist in the promotion of press freedom worldwide with special regard to
the freedom of press circulation
N To offer a regular platform for members to facilitate the co-operation and the
exchange of information and experience of the international press industry. The
annual congresses of Distripress (with more than 1.000 participants from 75-80
countries of the world) are the biggest marketplaces in the international press European affairs contact
President: Tony Jashanmal
distribution. The trade program of the congresses (with forums and exhibition) person:
Jashanmal National
Company,
is a unique source of trade know-how for those involved in international press Michael Falter, Managing
Director, Aachener Medien
United Arab Emirates
business.
N To represent internationally and impartially the activities and interests con- Vertriebs GmbH, Germany
nected with the circulation of the press.
N To further the development of fair and efficient trade in international press circulation. The Code of Practice elaborated by Distripress
incorporates the arrangements which have been found to be generally prevailing in the distribution of press products.
An important task of Distripress is the contribution to the development of press distribution system in regions requiring assistance.
The Training Foundation of Distripress offers on-site training to young professionals from these regions and supports local projects and
workshops.
Facts & Figures
464 members in 92 countries including:
N 252 distributors (exporters, importers, national distributors, wholesalers, retail chain operators)
N 150 publishers
N 49 ancillary services to the press industry
N 13 affiliate organizations (national, regional and international nonprofit organizations of the press industry)
Next congresses of Distripress:
N Hamburg, September 27-30, 2010
N Barcelona, October 17-20, 2011
N Glasgow, October 1-4, 2012
155
President: Rik De Nolf
Roularta Media Group
Meiboomlaan 33
//''If\j\cXi\9\c^`ld
Tel: +32 51 266 323
[email protected]
www.business-press.org
Secretary General:
Slobodan Sibincic
Rozna dol. C.X/17 B
('''CalYcaXeXJcfm\e`X
Tel: +386 41 661 906
[email protected]
www.business-press.org
Traditional print publishing has turned to digital in recent years. European Business Press (EBP) is an association of Europe’s leading financial and economic newspapers and magazines. Traditionally the EBP
was an association of print publications. In recent years our members have gone through a shift of their
activities from print to digital. The shift can be seen in the palette of products
and services that the EBP members offer to their customers. The volume of
radio and TV programs and internet services is increasing daily. Another proof
of shift is the production side where newsrooms look very different than 20 President: Rik De Nolf
years ago. Journalists work simultaneously for internet and print, and in some
cases also business TV.
The EBP members meet twice a year at EBP seminars to exchange ideas and experience on journalism and
marketing aspects. EBP has become an ideal platform for international cross-pollination and a seedbed for
cooperation, with new publications and services for the business community. The EBP now has 51 members
in 27 countries.
Secretary General:
Slobodan Sibincic
Facts & Figures
The EBP’s activities today consist of:
N The Annual Meeting with the General Assembly
Meeting
N Expert Seminars for editors and publishers
N Publication of a promotional member volume “How
to Reach Europe” every two years
EBP member publications are a gateway to European business
decision makers.
They are sold in more than 3.5 million copies and reach
over 15 million readers.
Ndailies
sold circulation
readers*
1.977.403
7.151.378
Nweeklies, monthlies
sold circulation 1.594.470
readers*
8.133.500
* Source: Business Elite Europe 2008 and national surveys
156
International
Federation of the
Periodical Press
Queens House
55-56 Lincoln’s Inn Fields
Cfe[feN:)8*CA
United Kingdom
Tel. +44 20 7404 4169
Fax +44 20 7404 4170
info@fipp.com
www.fipp.com
About FIPP
FIPP works for the benefit of consumer and business media providers around the world,
focusing its activities on freedom of the press, intellectual property, information provision, freedom to advertise, freedom of distribution and environmental protection. Today,
FIPP has more than 800 members, including subsidiaries, across 68 countries consisting
of 53 national associations, 560 publishing companies and 213 associate companies.
FIPP represents more than 6,000 member magazine titles which include almost all of
the world’s leading magazine brands.
Chris Llewellyn: Main conFIPP organises international events for magazine publishers, including the annual ma- tact person of EU Affairs,
Aroon Purie, chairman and gazine licensing fair, Worldwide Magazine Marketplace (WMM). It also holds a bi-annual FIPP President and CEO
editor-in-chief of The India World Congress, and a yearly Digital Conference. FIPP events are based all around the
world, and attract a range of delegates from all areas of the magazine publishing industry.
Today Group, India
FIPP publications include its biweekly MAGAZINE WORLD UPDATE, an e-newsletter providing an update on international
magazine industry news as well as FIPP activities and services. It also produces a quarterly print title, MAGAZINE WORLD. MAGAZINE WORLD is FIPP’s
flagship title, reporting on changing magazine markets around the world. Each issue features industry news, events, regional analysis and
international commentary. MAGAZINE WORLD is distributed in 90 countries with a circulation of 7,200. Annual research publication WORLD MAGAZINE TRENDS, is the authoritative source of international data on consumer and B2B magazine markets around
the world and a primary source of worldwide magazine publishing trends. With
profiles of more than 50 countries, it includes regional summaries, international
overviews and advertising data alongside extended consumer and B2B markets,
data on international post, the impact of the internet. Together with FAEP, FIPP has
recently published the MAGAZINES AND THE ENVIRONMENT HANDBOOK, which sets out to help
magazine publishers make informed decisions to be environmentally responsible
WORLD MAGAZINE
MAGAZINE WORLD
ENVIRONMENT
within their business remit. For more information, visit www.fipp.com.
HANDBOOK
TRENDS
FIPP’s Industry Events
2-3 November 2009
Worldwide Magazine Marketplace
(WMM), Dubai
www.magazinemarketplace.com
9-10 November 2009
FIPP Ad Sales Workshop, Singapore
www.fipp.com/events
January 2010
FIPP Magazine Management Certificate,
London, UK
www.fipp.com/training
1-2 March 2010
Digital Innovators Summit 2010
3rd FIPP/VDZ Digital Magazine Media
Conference, Berlin, Germany
www.vdz.de/innovators-summit-news.html
10-12 October 2011
38th FIPP World Magazine Congress,
New Delhi, India
www.aim.in
157
Online Publishers’
Association Europe
10 rue des 4 Fermes
.//(';Xmife=iXeZ\
+331 3054 4659
[email protected]
www.opa-europe.org
Founded in March 2003, the Online Publishers Association Europe (OPA
Europe) represents the interests of market-leading online publishers to
the advertising community, the press, local and European governmental
institutions and the general public.
With member companies in France, Germany, Spain, Italy, Switzerland,
Poland and Greece, OPA Europe represents dozens of the most influential
and well-known online publishing brands in Europe.
Main contact person for EU
Affairs: Amy Porter
OPA Europe promotes the Internet as an effective advertising medium
for marketers and a sustainable media business for publishers, thereby President:
ensuring the continued availability of quality News and Information con- Tomasz Józefacki
tent. Members of OPA Europe ascribe to the highest standards in Internet publishing with respect to editorial quality, integrity, credibility and
accountability.
Facts & Figures
N OPA Europe produces original research into online advertising and media consumption with the goal of advancing the
online publishing industry.
OPA Europe members represent, collectively:
N 120 million page views daily
N 10 million sessions daily
N 8 million unique visits daily
158
FAEP-European Federation
of Magazine Publishers
Square du Bastion 1A
1050 Brussels
Belgium
Tel. +32 2 536 06 06
Fax +32 2 536 06 01
[email protected]
www.faep.org
FAEP - the voice of Europe’s periodical press
FAEP is a non-profit organization based in Brussels. Its mission is to protect and promote the interests
of European magazine publishers vis-a-vis the Institutions of the European Union: the European Commission, the European Parliament and the Council. The main aim of FAEP is to ensure a long-term survival
and prosperity of a plural, diverse and economically successful magazine publishing industry in the EU.
In this logic, FAEP defends freedom of expression, thus promoting pluralism and diversity, and ensures that Europe’s periodical press industry remains competitive and vibrant.
Moreover FAEP supports self-regulatory
mechanisms, backed up by an equitable
and balanced legal framework. FAEP also
President: David J. Hanger,
Publisher and Chief Executive consistently points out that the freedom
of Prospect Magazine, UK
of commercial communication is an integral part of the overall principle of freedom
of expression. Commercial communications are the life-blood of the
majority of periodical publications.
Vice-President: João Palmeiro,
Currently, FAEP´s membership is composed of 28 National Associations Vice-President: Jean-Antoine
President of the Portuguese
Bouchez,
Member
of
the
of periodical press publishers and 26 corporate publishing companies in
Editors Association, Portugal
supervisory
Board
of
Groupe
Europe. Altogether FAEP represents over 15.000 publishers (the vast maExpress-Roularta and Foundjority being Small and Medium Sized Enterprises) publishing over 50.000
ing Director of publications of
magazine titles throughout Europe.
Groupe Mieux Vivre, France
FAEP team in Brussels
Max von Abendroth,
Executive Director
Ingrid De Ribaucourt,
EU Affairs Manager
Caroline Quintero,
Communications Officer
159
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
Ringier AG
Dufourstrasse 23
8008 Zurich, Switzerland
www.ringier.com
Axel Springer AG
Axel-Springer-Strasse 65
10888 Berlin, Germany
www.axelspringer.de
Gruppo Editoriale L’Espresso SpA
Via Cristoforo Colombo n. 149 –
00147 Rome, Italy
www.gruppoespresso.it
Roularta Media Group
Meilsoomlaan 33
8800 Roeselare, Belgium
www.roularta.be
Bauer Media KG
Burchardstrasse 11
www.bauerverlag.de
Heise Zeitschriftenverlag
Helstorfer Strasse 7
30625 Hannover, Germany
www.heise.de
Sanoma Magazines B.V.
Jachthavenweg 124
1081 KJ Amsterdam, Netherlands
www.sanoma-magazines.com
De Persgroep Publishing
Brandekensweg 2
2627 Schelle, Belgium
www.persgroep.be
Hubert Burda Media KG,
Arabellastrasse 23
81925 Munich, Germany
www.burda.de
Spiegel Verlag
Ost-West-Strasse 23
www.spiegel.de
Dennis Publishing Ltd.
30 Cleveland Street
W1T 4JD London, United Kingdom
www.dennis.co.uk
Lagardère Active Media
149 rue Anatole France
92534 Levallois-Perret, France
www.lagardere.com
Technical Press SA
2-4 Helioupoleos Street
17237 Athens, Greece
www.technicalpress.gr/el
Deutscher Fachverlag GmbH
Mainzer Landstrasse 251
60326 Frankfurt am Main, Germany
www.dfv.de
Mondadori
Palazzo Mondadori,
Sottofoglia, Torre Nord,
Via Privata Mondadori
20090 Segrate, Italy
www.mondadori.it
The Economist Group
25 St James’s Street
SW1A 1HG London, United Kingdom
www.economist.com
EDIPRESSE Publications SA
33 Avenue de la Gare
1001 Lausanne, Switzerland
www.edipresse.com
Bauer Consumer Media
189 Shaftsbury House
Wc2H8JG London, United Kingdom
www.bauermedia.co.uk
Future plc
Beauford Court, 30 Monmouth Street
BA1 2BW Bath, United Kingdom
www.futureplc.com
Ganske Verlagsgruppe
Harvestehuder Weg 41
www.ganske.de
Motorpresse
Leuschnerstrasse 1
70174 Stuttgart, Germany
www.motorpresse.de
RCS Media Group
Via San Marco 21
20121 Milan, Italy
www.rcsmediagroup.it
Time Warner Europe
Boulevard Brand Whitlock 42
1040 Brussels, Belgium
www.timewarner.com
Verlag Kirchheim + Co GmbH
Kaiserstrasse 41
55015 Mainz, Germany
www.kirchheim-verlag.de
Reader’s Digest
Readers Digest BNI/Europe/PL 46
00441 Helsinki, Finland
www.rd.com
Vakat
161
Acknowledgment
Publishing house
Presse Fachverlag GmbH & Co. KG,
Nebendahlstrasse 16, 22041 Hamburg, Germany
T. +49 40 60 90 09 - 0
Fax: + 49 40 60 90 09 - 15
Publisher
European Federation of Magazine Publishers (FAEP)
Square du Bastion 1A, 1050 Brussels, Belgium
Max von Abendroth
T. +32 2 536 06 06
Fax: +32 2 536 06 01
[email protected]
Editors
Ralf Deppe, Presse Fachverlag, Hamburg
[email protected]
T. +49 40 60 90 09 80
Peter Strahlendorf, Presse Fachverlag, Hamburg
[email protected]
Coordination
Anja Kruse-Anyaegbu
[email protected]
Design
Antje Baustian, Presse Fachverlag
Advertising
Lars Lücke, Presse Fachverlag
[email protected]
T. +49 40 60 90 09 53
Commercial managers
Antje-Betina Weidlich-Strahlendorf
Printing and lithography
Bonifatius GmbH, Druck Buch Verlag, Paderborn
Paper
This magazine is printed on Magno Satin 115g/m2 (text) and
Magno Satin 250g/m2 (cover), a FSC certified production
from Sappi Europe.
Press date
September 2009
Articles with the name of the author do not necessarily
reflect the opinion of FAEP. 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
© 2009 European Federation of Magazine Publishers
Brussels, Belgium 2009
Distribution
Angela Lautenschläger, Presse Fachverlag
[email protected]
T. +49 40 60 90 09 61
Vakat
Vakat
ww.faep.or
MAGAZINES for Europe.
Empowering citizens

Magazines - European Magazine Media Association

Transcription

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