Today was the last day here in Germany and it was probably the most exciting as far as media visits go. Today we visited Ketchum Pleon and Sueddeutsche Zeitung.
Ketchum is a PR agency, which I actually had the chance to visit in Pittsburgh, so I was very excited to visit it here in Munich. We learned more about the German Media, but this time from a PR standpoint, which was very beneficial to me. I asked so many questions and was very excited to learn about this agency. I asked about the analytics used in measuring the success of a campaign and learned that they are just about exactly the same as analytics in the US. The same thing goes for market research methods. They do polls through the phone and questionnaires. I was shocked though to learn that they seldom use focus groups as a source of research.
Sueddeutsche Zeitung is actually a competitor of another newspaper we visited, Bild and Die Welt. Personally, I’m not very interested in newspapers, as I am sure I already stated in my blogs, but I found this visit interesting. At one point, we were shown advertisements, which basically blew me away. They reminded me of those books we all had when we were toddlers, the books that had different textures in it that you could feel, like fur or snakeskin. These ads had the feeling of leather, a smooth finish and much more. It is definitely something we need to get over here.
Following the meeting we had discussing the paper, we took a short walk across the street to where the papers are actually made. I never saw a printing press before, but it was much more amazing than I had expected. I also did not expect to see so much work put into it. I thought it just printed and it was done… but there’s so much being done. It was amazing. The only downfall of seeing the papers being printed was that it was hard to breathe in that room. I felt like I was inhaling paper fibers or something.
All in all it was a very informative last day.
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