It’s summer! Time to drive away for a few days, switch off, unwind, and recharge the batteries. Even better, play safe not sorry. — A well-planned travel itinerary can ward off the less pleasant holiday surprises. And this is where the ADAC Travel Magazine comes in with their creative and practical suggestions.
Popular holiday regions and cities are scrupulously examined and presented in well researched background reports. An abundance of tips, maps, and hotel and restaurant recommendations complete the picture.
The ADAC Travel Magazine app provides additional information, enlarged views of maps and graphs, and direct links to booking.
Category: Travel
App published: 12 | 2016
Language: German
Thea ADAC Travel Magazine for iOS– and Android-App or read it on the web. Find more apps in our new Applights magazine.
Special interest magazines with tradition require continuous development in order to provide customers with new incentives and added value. Not only is it important to overcome any new technical barriers, but also to constantly reflect upon ones values and maintain a constructive exchange of views.
Felix Rietz, Project Manager Sales and Media at Paul Parey Publishing, talked to us about his approach to such issues.
PressMatrix: For most readers, hunting is probably not the first hobby that would spring to mind. So to start off, could you tell us about your special interest magazines and your publishing house?
Felix Rietz: The Paul Parey magazine publisher is the special interest publisher for nature lovers, with our main focus being on hunting and fishing.
In addition, we publish special issues on various featured topics. Calendars, books, DVDs, CDs and various shopping items such as clothing, shoes, hunting and fishing accessories are also available through the Paul Parey magazine publisher.
PMX: A cursory glance reveals how different your magazines are: Wild und Hund is aimed at very traditional hunters and deals with both hunting culture and policy. The Deutsche Jagdzeitung guides the professional hunter through topics ranging from ammunition to the appropriate outfit. By contrast, Wilde Hunde is aimed at junior hunters and the peppy, eye-catching contributions intend to help them “avoid the hidden pitfalls of hunting practice.”* But for the uninitiated it smacks of adventure-seeking, trigger-happy hobby hunters. Is there a consistent philosophy behind all magazines?
FR: The philosophy shared by all magazines is the respectful and responsible treatment of animals and nature in terms of sustainability. The training for prospective hunters isn’t called the “green Abitur” for nothing. We are convinced that everyone with a love of the great outdoors harbours a spirit of adventure. In order to serve the different character-types, our magazines also differ in orientation as you correctly noted.
Hunting is not only hobby and sport, but also a profession. Hunters help preserve the forest climate and regulate animal populations.
PMX: Along with your publications for the hunting community, you also cater for fishing enthusiasts with your angling press. Are there also different target groups and philosophies here?
FR:FISCH & FANG is the ever-young classic among fishing magazines and serves all facets of fishing, while DER RAUBFISCH, as the name suggests, clearly targets the predator-fish anglers. Our magazine NORWEGEN is aimed primarily at sea anglers. Here too the philosophy is the responsible treatment of animals and nature.
PMX: Vegan lifestyles and sustainable nutrition are becoming increasingly important in politics and among consumers. To what extent do such debates and issues affect the content of your magazines?
FR: Of course, these debates do not pass us by. Lifestyle and nutrition are discussed controversially everywhere. On the other hand our readers, hunting in their local region, have the decided bonus of their game being a sustainable, very healthy alternative to mass-produced industrial meat. It’s procurement does not harm the climate either; in effect the product is nothing other than local organic meat. The suffering endured by animals in mass production facilities – for many vegans and vegetarians a principle motivation for renouncing meat – simply does not apply here.
Just like our Stone Age ancestors throughout the millennia, many contemporary hunters live on the product of their hunt, which means their nutrition is very close to the natural omnivorous diet of human beings. In our magazines, we regularly give tips on preparing wild game to create versatile, delicious meals without much effort.
PMX: In the course of such debates, do you find that your magazine content is met more with approval or with criticism?
FR: In debates with non-hunters a common reaction is: I wasn’t aware of that! The non-hunter often experiences this moment of revelation when the discussion turns to the sustainability of meat production through hunting or the population dynamics of individual game species in Germany, a country where the land is almost entirely intensively cultivated.
We are sure that we can significantly increase revenues in the digital sector.
PMX: The Paul Parey publishing house has existed for one hundred and fifty years. How do you lead a traditional magazine like Wild und Hund into the 21st century?
FR: The continuous development of the company and the magazines is essential. The reader must have the opportunity to derive extra value from the magazine. So we offer seminars, e-paper, an online shop and also video in the form of a DVD with hunting contributions. Our goal is to completely meet the needs of our readers and thus enhance their experience of WILD UND HUND.
PMX: Since summer 2017 you’ve also been offering your publications digitally in two kiosk apps, the hunting press and the fishing press. What was the trigger and the general motivation for the digital editions?
FR: In order to offer our customers a ‘one-stop shop’, we decided to integrate the marketing of digital subscriptions, issues and articles into the publishing company. This way we can bundle activities and offer an even simpler ordering process.
PMX:Why did you choose PressMatrix for the implementation?
FR: Both the visual appearance and the user-friendly operation were convincing. The backend organisation with Pegasus is also manageable within a short period of time. And when questions arise, the service team responds quickly and helpfully.
PMX: Has this enabled you to reach more readers or even acquire additional revenue?
FR: By bundling our e-papers and other publications, we are reaching more and more readers, while our regular readers are also alerted to the new offer. We are sure that we can significantly increase revenue in the digital sector.
PMX: All magazines are also present on Facebook and Twitter. What role does social media play in your publishing house and publications?
FR: Our presence in social media has become a must. It complements the magazines, providing our readers with the latest news or promotions. Our focus on hunting and fishing has of course prompted the occasional interesting discussion.
PMX: What trends in the publishing or digital sector are you particularly interested in?
FR: The question of the future development of print will be very interesting. From the swan song to a revival, everything is possible. Another crucial question in these times of information overload and dwindling attention is how to bring readers to invest time in our medium.
PMX: Finally, a personal question: Are you yourself a passionate hunter or more the avid angler? And where did your last big (hunting) excursion take you?
FR: I go fishing myself, mostly to the rivers in the surrounding region, i.e. the Middle Rhine and the Lahn. This may not be a “big” trip, but it is definitely always a short break from everyday life.
From the pages of the German Alpine Club magazine the mountain calls – well actually it’s more the chorus of a whole mountain range. With tips for hiking, skiing, mountain biking and much more, the member magazine of the independent association of mountain sports and nature offers a comprehensive look at the Alpine landscape and tourism.
In-depth reports and expert interviews are embedded in impressive panoramic shots and videos. – An ideal knowledge base for those who aim high, but also for those who simply wish to relax in the shade of the snow-capped mountains.
The well-known fashion magazine “myself” for the modern woman who remains true to herself, now comes in app form. “Myself” narrates, inspires and informs on the topics that concern women, from careers and relationships to style, fitness and nutrition. In the title interviews and portraits, stars and personalities give an insight into their lives and report on their projects.
The “myself” app provides interactive navigation and the large-format presentation perfectly accentuates the beautiful picture series.
Communication is key to representing and sharing the interests of members of any group. For Sozialverband Deutschland eV (Social Association of Germany), this means not only integrating various channels and media for a broader distribution of information, but also adapting the content to the members’ and readers’ individual needs. Veronica Sina, department head of the editorial department of the SoVD, talked to us about the digitization of association work and member retention.
PressMatrix: The SoVD celebrated its 100th anniversary in 2017. First of all, congratulations! How has the work of the SoVD developed in the last 20 years?
Veronica Sina: In spite of an eventful and turbulent century, the SoVD has successfully developed from an association representing the interests of war victims to a modern organization for social advocacy. Today, our help is as much needed as ever. The tasks themselves have not changed significantly. These days we are more modern, perhaps more professional too, but, notwithstanding all the structural changes, it is still the people who take centre stage. Togetherness and being there for each other is what makes the SoVD special.
PMX: Today you can reach members and interested people through many different channels. To what extent does this influence your work and the public awareness of the SoVD?
VS: Communication within associations has become ever more important in satisfying the interests of members, in winning over their commitment, and also in discovering new target groups. Especially in view of the increasingly complex media landscape, the complementation and integration of the various channels has become indispensable. Whether it be an association magazine, an online magazine, web TV, social media, newsletters or brochures, the fundamental aim is to reach all target groups through the relevant channel. Digital media support us in this essential task, for example with the centralization of advice and information. Digitization also plays an important role in press and public relations and lobbying and is becoming increasingly important for the association as a whole.
PMX: Do you feel that your digital media work has led to an increased awareness of issues such as inclusion, equal opportunities, or old-age poverty?
VS: Information means participation. A barrier-free website with a clear layout is indispensable. But it isn’t always enough. For some years we’ve also been offering our online magazine in audio mode. The talking book format is presented using DAISY, which enables visually impaired and blind people to navigate comfortably within the texts. The relevant audio version is available for download on the SoVD homepage a few days after publication of the online magazine. The audio version, available since 2014, is intended to better support the legitimate needs of people with disabilities. Accordingly, we have a contract with atz-Hörmedien for the visually impaired and blind in Holzminden, who expertly narrate the audio version of the magazine.
Other examples of our association work further show how digitization can be used to expand the service offers for our members. At the end of the year, SoVD published a new online offer which quickly and simply helps to assess ones personal risk of being affected by old-age poverty. After a short question-and-answer dialogue, users receive individual information on their current situation and an initial evaluation of their susceptibility to future poverty. In addition, the SoVD presents approaches to effectively preventing and combating old-age poverty. The association aims to help counter a widespread fear of the future, raise awareness on the topic, and contribute to the fight against old-age poverty. The free online self-test on the SoVD platform check.sovd is an ideal medium for this.
No matter if it’s an association magazine, online magazine, web TV, social media, newsletters or brochures – it is crucial to reach all target groups with the appropriate channel.
PMX: You’ve been offering the “SoVD Magazine” in a separate app since 2016. What made you seek a mobile solution?
VS: Our print newspaper, with a circulation of more than 400,000 copies per month, continues to play a central role in retaining and attracting members. Our members receive it in their homes without further ado. More and more members are also using mobile devices such as smartphones and tablets. Earlier reservations have been put aside with many realizing that tablets are user friendly and can be tailored to the needs of the mature generation. In this light, it was important to us to make the online magazine available as an app. With the help of a broad spectrum of modern communication in print and online, the SoVD is reaching as wide an audience as possible, which all adds up to an increased awareness of and interest in the issues at hand.
PMX: Why did you choose PressMatrix for the implementation?
VS: The PressMatrix application offers us numerous opportunities to realize options tailored to our requirements. First, the application as an app guarantees us an optimal presentation on all operating systems (Android, iOS or Windows), which also applies to both PC and Mac. Using the relevant widgets, the SoVD magazine can easily be enriched with videos, photo galleries, panoramic images, audio files and other social media content. We can thereby provide our members with a photo gallery of major events, press conferences and promotions that cannot be included in the print edition for reasons of space. Active links can be provided to other websites, Facebook, YouTube, and other publications such as SoVD statements or brochures. This contributes to the vibrancy of the medium and lets the reader choose whether to explore a topic in more depth and continue clicking. These were just some of the arguments that convinced us to try out the app. Equally important, magazine information can be updated at any time, and users can see the updates as “push” notifications. This is helpful, for instance, if a date changes at short notice or if important information needs to be included “after proof”. Of course we will carry out an appropriate evaluation in relation to the specific requirements of our magazine issues. This in turn will influence our further course of action.
The SovD app for iOS, Android, Amazon and for the web. How the app works explains the association directly in this video.PMX: What experience have you had so far with the apps? For instance, have you managed to gain new readers or subscribers?
VS: It is still too early to make an accurate or comprehensive assessment. However, we can say that in just a few months, we had over 130,000 hits on the browser-client-based version. At the same time, the number of app users is growing from month to month. Currently we are close to the 6000 mark. This is a remarkable development in such a short period of time for an association with an average member-age of 60+. In addition, month after month we’ve been receiving numerous letters and emails with the basic message: “Finally. Keep it up!”
PMX: What do your members and customers say about your magazine app?
VS: In the anniversary year in particular, there were numerous opportunities to make optimal use of the additional app functions so that our members could benefit and participate more actively in the association’s events. On the occasion of our 100th anniversary celebrations on 23rd May, the chancellor held the ceremonial speech in the presence of numerous honoured guests and deserving volunteers. Hundreds of photos were taken. We could not possibly have included these in our print edition. So we created several galleries in the app. And we repeated the procedure for the fourth SoVD inclusion run in Tempelhofer Feld in August and also for the two-day anniversary celebrations in and around the national branch office at Jannowitzbrücke in Berlin in which more than 2000 people participated. Thanks to the additional functions of the app, with film and photos we were able to capture images, sounds and speeches that adequately reflect the atmosphere of the main events.
However, we can say that in just a few months, we had over 130,000 hits on the browser-client-based version.
PMX: The “SoVD Magazine” is a digital complement to your member magazine “Soziales im Blick”. Are you planning to publish this or any other magazines or brochures on topical issues in the app?
VS: As already mentioned, in relation to the association’s communication, complementing and integrating the various channels in a meaningful manner is essential. In this, it is also important for us to work together in a close and coordinated manner across departments. For example, we already include newly published brochures in the app. Moving images are also a format that can be optimally integrated, since the video format in particular spreads quickly and is suitable for explaining complex relationships simply. Conversely, content from the SoVD newspaper and the SoVD magazine is integrated in Facebook, youtube and Twitter, the prominent social media platforms used in our public relations.
PMX: On a personal level: Volunteering is an important part of the SoVD. Do you do or have you done voluntary work?
VS: I support disadvantaged children in several aid projects.
PMX: Thank you for the interview!
Veronica Sina has been heading the Editorial Department of the SoVD Federal Association in Berlin since 2009. Previously, she worked as a court reporter and editor in the supraregional for the Aachener Zeitung. As a freelancer she also worked u.a. at the NRZ, Deutschlandfunk and various news portals.
In our blog we regularly present best cases and talk to media representatives and corporate worlds about approaches, problems and the implementation of their own digital publishing projects.
“Because a home is more than a residence”. In this spirit, the “Living at Home” magazine deals with everything that makes your home an oasis of well-being. Current furnishing trends, instructions and creative ideas for crafting, building and designing, as well as tips and recipes for parties and festivities are brought together with flair and finesse on a monthly basis.
Category: Newspapers & magazines Language: German Released by PressMatrix: 11|2017
The “Living at home” magazine in the app for iOS and Android and for web.
The slightly different men’s magazine „Cord“ has a mission to slow down the pace of everyday life. The focus is on topics such as deceleration, mindfulness and inspiration. Important factors in the life of a man, such as job, family, relationships, and friends are reassessed from this perspective. Cord überzeugt mit tiefgründigen, hinterfragenden Inhalten und einem aufwendig gestalteten Layout. Wir sind gespannt, wie das neue Magazin die Leser im Sturm erobert.
Category: News & Magazine Language: German Released by PressMatrix: 11|2017
Every two months one of the leading specialist magazines for event-planners from the publishing company of the same name publishing company, provides information on destinations, venues, staff, events, trade fairs, associations and hotels, and reports on current issues affecting the sector.
Event managers, staff and decision-makers can find tips here for the next place-to-be and hotspots. The app offers a generous preview of individual multimedia magazine editions to browse through and familiarize yourself with.
The Convention International app for iOS , Android and on the web.
Digital solutions for business documents and customer magazines have become the standard in customer service. We spoke with Ralph Castiglioni, a managing director at Basler Financial Service GmbH, about what moved the company to create a digital version of their investment magazine InvestmentProfi, and the challenges they faced. The end result is an efficient, cost-saving sales and customer app that features clever navigation and an easy-to-understand, new approach to structuring information.
PressMatrix (PMX): Security is one of the brand messages of Basler insurance products. How do you provide customers with security these days?
RC: The word security, i.e., the state of being safe or sure, is at the heart of the word insurance. We at Basler Versicherung are there for our customers. That’s our promise and we stick to it. We give our customers security by advising them thoroughly and we go to the bat for our customers and their interests. Just as important are our other two brand values, simplicity and cooperation. They both describe our vision of how we want to engage with our customers and our business partners – with uncomplicated products, simple processes, and clear communication, and in trusting relationships characterized by respect and value creation.
PMX: Basler Versicherungen has offered investment consulting services since the 1970s. To provide the best possible investment advice to your customers, you publish InvestmentProfi magazine. What prompted you to create a magazine dedicated to this topic?
RC: The magazine is not a magazine in the conventional sense of the word. We believe that well-informed customers are better customers. So, our magazine is more of a how-to guide with sample portfolios that show investors the best way to put a custom portfolio together with a consultant. It helps investors create diversified portfolios and, as a result, reduce risk. Basically, it builds on the information in our product literature and takes it a bit further.
The InvestmentProfi app is targeted at the sales and marketing departments of Basler Financial Services GmbH and provides information on a quarterly basis regarding various Basler investment strategies for both lump-sum investments and savings and withdrawal plans. It also tracks trends affecting funds in the list of recommended funds. The app is available for iOS , Android and is also available online.
PMX: As of July 2017, the magazine is also available in the form of an app. What were the motivations and drivers behind the decision for a mobile solution?
RC: The digital expectations of our customers are growing steadily. If you’re on a big-city metro these days and look around, you don’t see anyone reading books or magazines anymore – everybody’s using their smartphone. Taking paper documents with you is just too inconvenient. It’s much easier to get that information on your smartphone or tablet – it just takes a few clicks. We want to offer our customers and consultants that same ease of use. And by publishing the content on our app, we also save costs – for example, on the shipping of individual magazine issues. In the future, we’d rather invest that money in the actual content of the magazine and in additional services.
PMX: To give your customers a better understanding of the app, you’ve created a video with an explanation of the app’s navigation and features. In our opinion, that’s a great solution. Is what we’re seeing here evidence of your second brand value, simplicity?
RC: I’m glad that you like our solution! I believe the financial industry needs to put greater focus on sustainable and understandable consulting. Nobody can afford to spend a lot of time figuring these things out, which is why user-friendliness – and ultimately simplicity – is such a priority for us. We want everybody to be able to use our products. Our how-to videos explain complex issues simply and understandably, and they don’t take long to do it. The videos are also helpful as a way for customers to prepare for a consultation with one of our representatives.
PMX: InvestmentProfi is quite heavy on numbers – the print issues, in particular, contain impressive tables that span multiple pages. How did you solve that problem in the app? Are there any further challenges to master as you implement these features?
RC: Historical data and ROI estimates are the foundation for anyone entering the investment business. To help users gain a broader understanding of the system, the app provides hyperlinks to additional information about the numbers. What’s also helpful is that the digital publication – unlike the print version – can be made longer if necessary, i.e., we can add pages. And we’ve made good use of that option. Instead of the 24 pages that the print version has, we have over 100 pages in the app. Thanks to the additional space, we can structure information better and present it much more clearly. To offer the users of our app an intuitive interface even on small screens, we have been working with color codes that identify different risk classes. Because InvestmentProfi is seldom used in a linear fashion (especially in consulting situations), navigation was a particular challenge. It was important that regardless of where the user was in the app, they should always be able to easily access certain types of data. It wasn’t easy to create a navigation system that was easy to understand and that didn’t steer the user to a “dead end,” even in dynamic situations. The feedback we’re getting from users, though, assures us that we’ve mastered the challenge.
PMX: When you decided to go digital, what prompted you to choose PressMatrix?
RC: It was important for us to provide our customers and consultants with digital access in addition to conventional print documents. Using the app from PressMatrix is easy and efficient, both for us and for our customers. And any changes that we want to make can be integrated easily. That saves time and is climate-neutral. Essentially, we’ve got a magazine that is up-to-date and relevant 365 days a year. PressMatrix has proved to be an experienced and innovative partner.
We believe that well-informed customers are better customers.”
PMX: What has your experience been with the app so far? What do your customers say?
RC: Our experience has been positive across the board. And our customers find the app very handy and useful, too. Here’s a quote from one of our app store reviews: “Very good app, easy to use!” Naturally, we’re continuing to optimize the app and communicate with our customers.
PMX: In addition to InvestmentProfi, you’re also publishing your customer magazine NummerSicher, offering how-to videos on various topics, and regularly posting tips and advice on your Basler blog and on Facebook. Are you making a change in your approach to customer service – from representative to app?
RC: The growth in ROPO customers (research online, purchase offline) is a significant trend in many industries, including ours. Customers want to get information on the Web before they take any other steps. As far as we’re concerned, personal consultation will never be discontinued in favor of an entirely automatic process. We want to be part of the digital movement and offer our customers and consultants the best possible processes and solutions, so it’s even easier for them. What’s more, new technologies are an excellent fit for sales and marketing processes. They also provide support during the consultation phase, and help to close the contract. We recently launched our robo-advisor, www.monviso.de, a digital investment consultant. Customers are taken through a smooth and simple consultation process and, without leaving the comfort of home, can sign up for professional asset management for investments of just 400 or even 50 euros per month. This complements more classic consulting arrangements and allows us and our customers to take advantage of new digital opportunities. And of course, in the future, we will make this technology available to our “human” consultants, too. After all, they still have a much closer relationship with the customers.
To qualify the customer: How to optimize the app experience.PMX: Video content is really being hyped this year. And at the latest since the success of Amazon and Google’s smart speakers, audio content is becoming more popular again, too. Are you planning to use these formats for your own content?
RC: To begin with, we’re focusing on the formats our customers already use. The market is still too small for financial services. Various analyses have confirmed that audio content is not relevant for us yet. We’re keeping our eye on the situation, though, and will make changes as necessary.
PMX: Before we finish, can you give us a personal recommendation for a fund that’s performing well?
RC: It’s not possible to make a recommendation across the board. Just as our customers are all different, the same is true of the recommendations we make. We offer our customers unique investment solutions. Based on their personal preferences and knowledge, we put together an investment portfolio that is tailored specifically for them, either together with a consultant or from the comfort of their home, using our digital approach. So, to answer your question, my recommendation is to meet up with a consultant and use digital media to educate yourself.
Ralph Castiglioni has been a managing director at Basler Financial Service GmbH since 2014. He heads the sales and marketing division. Basler Financial Service GmbH has been owned 100% by Basler Versicherungen since 1970, and informs and advises investors about investment funds.
Goetzpartners stands for independent company consulting in the fields of strategy, M&A, and transformation. The consultancy is based on a combination of corporate finance and management consulting.
The app provides free magazines, product information, whitepapers and studies, along with infographics to advise and assist in identifying valid action options, decision-making, and implementation. Here you will find abundant material to optimize strategy for the coming year.
