media
Reading material for you – issue 06
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The new MEEDIA is here. In this issue, VDZ boss Stephan Scherzer outlines the new structure of the industry association in a major interview. We are also looking at the advance of avatars in marketing.
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Reach and regulation, these are the two topics that this issue of MEEDIA deals with in the broadest sense.
Our subscribers can also conveniently read the articles in the current e-paper.
Interview with VDZ boss Stephan Scherzer
For years it has been speculated that the Federal Association of Digital Publishers and Newspaper Publishers (BDZV) and the Association of German Magazine Publishers (VDZ) could have an elephant wedding. Now the rumors are likely to finally vanish into thin air. In a big MEEDIA interview, VDZ boss Stephan Scherzer outlined the new structure of the industry association for our editor Gregory Lipinski.
Avatars in Marketing? Marketing is a people business!
What sense should it make to replace real models with 3D substitutes and send holograms instead of music stars on stage? The much-invoked chemistry between those involved is missing. Why brands like Burberry, MCM or Nike do it anyway and why stars like Cristiano Ronaldo and Kendall Jenner like to be digitized, you should read – here and here. And then maybe change your mind, says MEEDIA editor Frank Puscher.
The M6 transmitter and its Salto platform
The boss of Bertelsmann and the RTL Group, Thomas Rabe, calls for national TV champions. This is the only way television companies can assert themselves against the growing dominance of US corporations, he says. But the media market is traditionally heavily regulated. The focus is on France, where the M6 channel and its streaming platform could play an important role. Read the MEEDIA analysis by Thomas Borgböhmer and Gregory Lipinski here.
And with it: Have fun reading!
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