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Pressemitteilung  | 

Latest technology needs a genuine innovation culture and good content

Innovation in the media business

  • Media experts to speak about the success factors of innovation on the Conference Stage of the IFRA and DCX dual event.
  • The Print Innovation Award that will be presented on the first exhibition evening demonstrates that print media can also do innovation.

Two exhibitions, one programme: The focus in many of the lectures to be held on 8 and 9 October on the Conference Stage of the IFRA World Publishing Expo and DCX Digital Content Expo in Messe Berlin will be on innovations for digital and print media. Whereas the spotlight on the stage will be first and foremost on new business models and corporate culture, the exhibition area will especially feature the latest product innovations of the suppliers.

To generate 40 percent of turnover through paid content, and therefore through readers – according to Juan Señor, that is a suitable target for news media. In his keynote speech to be delivered on Wednesday, 9 October 2019, on the Conference Stage of the IFRA and DC dual exhibition event, the President of the Innovation Media Consulting Group will devote his remarks to his special area of expertise: innovation in the media business. Already in 2018, in a report on innovation published by the World Association of Newspapers and News Media WAN-IFRA, he called for a change in direction: Don't wait for sometime in the future when high numbers of online users generate sufficient income through advertising revenues. Instead, offer solid journalism that readers are willing to pay for – that is the innovative approach of the future, says Señor.

According to this innovation expert, there will be no “magic solution”, e.g. of a technological nature. For this reason, in his opinion, publishers have no choice but to once again exercise their journalistic core competency and develop metrics that they can use to better get to know their users and their preferences. In his paper, he will present business models and business strategies that news media have already successfully applied. At the same time, he will call for a radical cultural change in organisations.

Cultural change in media organizations

In her paper on innovation strategy to be given on Tuesday, 8 October, Prof. Dr. Sonja Kretzschmar, Head of the of the Institute of Journalism, Management and Media Faculty at the University of the Federal Armed Forces in Munich, recommends thinking holistically, beyond individual products. Of importance in her view are quality criteria in conjunction with a specific budget, e.g. how much time to invest in research or verifying information. She has also recognised that corporate culture offers leverage for more innovation: projects such as the introduction of new products or work processes are more likely to succeed if the personnel are included in the task of selection as well as the definition of targets for innovation.

The professor has observed that the challenges can differ greatly depending on the medium concerned: Above all, it is regional and local daily newspapers that have to deal with a very clear change in their users as well as an organisational structure that reacts only very sluggishly towards innovations. “It should be the job of the human resources people to promote a corporate culture in which  personnel are receptive towards innovation.” According to Prof. Dr. Sonja Kretzschmar, this applies especially in relation to the use of new technology, such as automated text-generating programmes that, under the heading of “robot journalism”, cause personnel to fear for their jobs. Against this background, an  important future task for the news media is also to offer personnel advanced training and thus help ensure their employability.

Combine latest technology with quality contents

Technical innovations, such as Artificial Intelligence, Voice or Big Data, are playing an increasingly important role for all facets  of media production and distribution. This development is reflected in the exhibition area of the two exhibitions where, alongside established industry leaders, many start-ups are represented with their latest solutions that are equally suitable for use by news media and corporate publishers. However, besides online media, print media can also do innovation: a fact demonstrated by the  Print Innovation Award that will be presented for the second time in Berlin. On the Berlin Publishing Night on Tuesday, 8 October 2019, in the Tipi am Kanzleramt the winners in Gold, Silver and Bronze will be announced and honoured.


About IFRA, DCX and Berlin Publishing Days

The IFRA World Publishing Expo offers the possibility to explore all aspects of newspaper production: from the technical creation of content to production, up to and including distribution. Publishers have the opportunity to gain first-hand information concerning international developments and innovations.

The DCX Digital Content Expo is dedicated to the digital side of publishing. Besides news media and their journalistic contents, the exhibition is aimed also at managers

responsible for content services and content marketing, who launch  corporate and product information in order to serve their customers as precisely and efficiently as possible. As the marketplace of the media industry, the DCX Digital Content Expo shows trends for the production, distribution, management and monetisation of contents –  with a top-ranking accompanying programme and large selection of exhibitors and start-ups.

The IFRA and DCX exhibitions that take place concurrently are for the first  time part of the Berlin Publishing Days. The Media Days also include a World Printers Forum Conference from 7 to 10 October 2019 and take top media decision-makers on publishing tours throughout Berlin.

The ticket for the IFRA World Publishing Expo and DCX Digital Content Expo can be booked also as a complete Berlin Publishing Days package – including World Printers Forum Conference, exhibitions and Berlin Publishing Tours. Registration is possible on www.ifra-dcx.com


About the organiser

WAN-IFRA is the World Association of Newspapers and News Media. It represents worldwide more than 18,000 publications, 15,000 online sites and over 3000 companies in more than 120 countries. WAN-IFRA supports the newspaper industry worldwide in the defence and promotion of press freedom, quality journalism and  editorial integrity. WAN-IFRA offers its members a broad spectrum  of  professional events, publications and research reports. The Association acts in addition as a worldwide platform for ideas, information and experiences. Publishing Exhibition GmbH & Co. KG, as a joint venture of WAN-IFRA and børding Holding GmbH (børding messe), is responsible for the organisation and development of the IFRA and DCX exhibitions.

Your contact for all queries:

Heiko Stock
Project Manager

Publishing Exhibition GmbH & Co. KG

Rheinkaistraße 2

68159 Mannheim, Germany

Phone: +49 621 401 66-121


Sabine C. Sirach
Deputy Director World Printers Forum


Rotfeder-Ring 11

60327 Frankfurt am Main, Germany

Phone +49 69 24 00 63-251


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