Quo vadis, media world? 

The development of the media is much discussed these days. There is talk of disruption, of digital transformation and the extinction of traditional media. However, the development of the media has always been in flux. The only thing that has changed is the speed of development. There are 12 essential points that we believe make up the new reality.


1 Not "either-or" but "and": The new media world relies on the interplay of analog, digital, and social media and increasingly on live experience, i.e., the direct brand experience.

2. explosive development of media offerings: The reach of individual media decreases.Direct access replaces mass media. 

3. companies develop their own media and find direct access to their target groups. This includes websites, newsletters and social media postings, as well as podcasts, corporate publishing products and events.

4. print media, such as special interest media, which work close to their readers and offer journalistic quality, have tremendous opportunities.

5. podcasts are the new form of radio listening. An opportunity for all radio producers.

Streaming platforms like Netflix are more attractive than traditional TV. TV stations are coming under increasing pressure and are being called upon to rethink their business model.

7. regional media such as daily newspapers, regional radio and regional television gain in importance when they join the digital shift.

8. Outdoor is gaining in importance because it is impossible to escape the medium.

9 Data analytics of actual media consumption replaces traditional opinion research: Due to the digital transformation, what was previously a blind flight becomes a well-plannable instrument flight. However, this also challenges the previously spoiled classic media. Media research must move away from opinion research and measure actual usage behavior.

10. communication becomes interaction and involves the addressed target groups. They, in turn, help shape the published topics. Corporate communications thus become more unpredictable.

11. new forms of programming such as real-time optimization models, artificial intelligence in media planning and programmatic buying lead to greater efficiency.

12. it becomes more complicated for customers. Efficient media planning requires highly trained planning teams. Media agencies with holistic planning expertise, specialists for Google and Amazon, PR agencies with digital know-how and social media experts form the planning team of a modern media agency.