(un) timely reflections

Earlier, when the media world was in order, could be based on two poles: on the one hand, the trade book publishers, the mass audiences with the promise of an independent daily, and wound specialist reporting to themselves and therefore a proper economic foundation for the editors and could offer free journalists. In addition, evolved over time, the business of the rival, "Marketing-driven" media sector, which starts on PR-writers and producers ends of customer magazines. That always stuck with the dubious reputation that he was pursuing with the help of writers, the Order aims to represent a pure industrial interests.

Once the entire media sector is since the stock market crash of 2001 in a deep crisis, which is in contrast to the positive economic development not nearly over, seem to gradually emerge fundamental tectonic shifts in the media landscape.

I would not go into detail on the multiple and complex causal relationships of the media crisis that have a lot to do with the Internet, but I can think of some signals of this change in a very clear and they do not just imagine becoming:

-I am in talks with increasingly solid marketing and PR managers that want those representatives with vision to independent journalism as a basis for social communication, but these are missing in traditional media increasingly. This fact is interesting because a common stereotype is that marketing and PR are always ready to influence the journalistic reporting in order to abuse this media for disk industry interests.
-I recently had an advertisement for the Mercedes-magazine in his hand and was surprised that you the customer (advertising) Magazine by DaimlerChrysler advertises that high-profile journalists to write for the magazine.
-I have known for publishing customer magazines, the more professional than many "independent" trade book publishers.

The list could continue, and for me the conclusion is obvious that act on the one hand, the trade book publishers of the newspaper to the IT press and publishing entrepreneur currently much too passive and defensive. Revenues drop, so you avoid having ill and gives up to and after the once high-held concepts of quality, while points at the other end industriefinanzierten media is increasingly about journalistic quality and thereby provide the reader often actually better results. (There are several companies the way newspapers / magazines customers to let their editors a free hand)

The turbulence around the Südeutschen Publishing House, the former bastion of independent Qualtitäsjournalismus, are symptomatic of the entire industry: if the independent media houses not be able to define Qualtiät a long-term corporate goal and auzurichten the action thereafter, the reader even more strongly in all segments moving, thus ensuring completely new balance of power in the media market.