Berlin, you’ve been good to me.

Well, today was our last day in Berlin. Our media visit today was jam packed with interesting and stimulating material. We visited Axel Springer, a large publishing company based in Berlin with a very rich history. We had the chance to visit the journalism academy, the video department and also got to hear from the assistant editor-in-chief of a major brand of the company Die Welt, a well-known German newspaper  with an unbelievably genius marketing strategy.

The way that people become journalists in this country, I learned, is a much different process than in the states. Here, it isn’t technically necessary that you have a college education to get into journalism school, although most do. Typically, aspiring journalists complete their undergrad, work for a few years and then apply to journalism programs. Axel Springer has one of the best and most competitive programs in the country and is partnered with Columbia University in New York. We had the opportunity to meet a few of the students currently studying at the academy, which was inspirational to say the least. These people are extremely bright and I hope I can have the same effect they had on me on another up and coming professional in the future.

The most memorable part of the day for me was hearing from Leeor Englander, assistant to the editor-in-chief of Die Welt. He is a bright young businessman who is visibly passionate about what he does and who he works for. From the marketing standpoint that I generally try to look at things from, Die Welt was somewhat of a powerhouse in my eyes. First of all, the content is created for the Internet/ digital and then adapted and put into a physical paper, somewhat opposite from most other newspapers. There is the regular, classical version of the newspaper as well as a condensed version targeted at a younger audience. Along with those, there is a Sunday paper with the same condensed counterpart and two regional newspapers as well (one for Berlin and one for Hamburg). What was amazing to me was how well this business model was thought out. Leeor was adamant about adapting to the most current media landscape and, more importantly, what people will buy and how to most effectively and efficiently market to those people.

Most of the visits so far have been more journalism focused, being that I am interested in marketing and PR this was a breath of fresh air to me. Leeor had many insights as to the future of newspapers and mentioned that one day print will be obsolete, however, that day is not today. Ever the opportunist, he mentioned that timing is essential and giving up on print too soon and scrapping that part of the operation would be a tremendous failing in terms of business because there is still enough interest in it to make it profitable. It was great to hear about such a well thought out marketing model and I was impressed with his knowledge of the company and business in general.

It’s time to say goodbye to Berlin now. I have learned so much from this city about media, history and even a little about myself. Now it’s off to Munich for some more and I can’t wait to keep exploring.

 

Until next time,

Michelle

Last day in Berlin!

This was my favorite day yet! I think I may say this everyday, but this truly was my favorite day. We went to Axel Springer today, which is a HUGE publishing house in Germany. It’s a very modern building, even though it was built in the 1950s. Axel Springer is also an acadamy, which takes in students. Many apply, but only 20 are accepted. They are of all age ranges and most have a degree coming in. He told us that they range from 18-33. All students are given the tools they need. They are given a Mac, an iPhone and an iPad. Axel Springer teaches them how to use those tools and then they have the freedom to create. After completing their coursework at Axel Springer, they re required to take a job there, which is nice because that means they are guaranteed a job. Five of the students came in for a question and answer with us before we were able to see their newsroom, where the work. I was surprised to see how modern it was. Mac Computers were everywhere. I also learned that they bought custom made iPads that were huge.

We also got to learn about one of the papers Axel Springer puts out: Die Welt. Die Welt is your average classic newspaper. However, I was surprised about some of the information we were given. For example, Die Welt sells more of their app than they do actual papers. I found this astonishing, because we previously learned that Germany is slow when it comes to internet and only 72% of the people use it. I also seldom see people on tablets and more often see people reading a paper book or using a traditional print paper.

Later that night we went to the Reichstag, which is the German Parliament building. We were able to go in. We went up to the roof and we were able to get some pretty breathtaking pictures. You could go up farther than the roof too. We climbed all the way up to the top of the dome and the view was even better. It was beautiful! This was an amazing experience.

Alexa’s Blog – Day 5

The following events transpired on 5/16/13.

Today’s media visit at Axel Springer was my favorite visit yet. We talked to Rudolf Porsche of Axel Springer and the Akademie students, which was very enlightening. Their work on their ‘masterpiece’ about the low voting turn out is such a great opportunity for them and hugely relevant since Germany has elections coming up. I was impressed by all of the students and that they are taking their education seriously. All of them are so multi-talented and charismatic that it’s hard to remember that some of them are even younger than we are. I loved getting the chance to talk to them. Katie, who is 18, was particularly amazing to all of us because she has already published four books! We had a great time talking to her about the differences between America and Germany after lunch. She found it funny that smoking cigarettes has a negative stigma in America, where in Germany it’s a bit of a romantic thing to be a smoking a cigarette and working on your hard-hitting news story. I loved hearing about the background of the other Akademie students as well – there was even a girl who had spent time in America, and her American accent was flawless. At the end of our visit, a few of the students took a small group of us to the 19th floor where there is a lavish bar and restaurant that overlooks the city of Berlin. It was probably the best view I had seen of the city so far.

While we were at Axel Springer we also talked with the assistant to the editor-in-chief of Die Welt, Leeor Englander. I was responsible for having a surplus of questions ready for him to keep the conversation going, but as it turns out I hardly needed them – he was so interesting and passionate about Die Welt that the words just kept coming. He talked a lot about the extensive innovations that Die Welt was doing to stay ahead of the journalism world and stand out. He showed us their news room, which was small and orderly but stocked with the latest in technology – Mac computers, full Adobe suites, several different models of iPads, smart phones – they seemed like they had everything they could ever need. Leeor also touched on a project he was a part of called Jew in the Box which was about stereotypes of the Jewish people. It was fascinating to hear about his culture and the prejudices he faces every day, and an interesting deviation from the news world that we had been talking about all day.

We had dinner in a small restaurant in Mitte, the center of Berlin. We enjoyed beer and schnitzel and paid Zack to eat an anchovy. The night ended with frantic packing and a short trip to get spaghetti ice cream. I got some for poor Carson, who is still stuck up in the hotel during down time, but it all but melted on by the time I booked it back to the hotel. I wish we could push her around in a wheelchair or a shopping cart.

Overall, this was my absolute favorite day. Everyone at Axel Springer was so engaging and relatable. I am sad to leave Berlin and our wonderful tour guide, Lorena, but I’m so happy that we ended on such a great note. Here’s to adventures in Munich!

-AB

 

Day five: Last day in Berlin

Day five:

Today is the last day in Berlin and it’s sad to be leaving. I wish I was able to have spent more time exploring the city, but my foot didn’t make it possible. However I can say that taking the taxi to get to different places did show me a lot too.

The media trip for today was Axel Springer. Axel Springer is the largest multimedia agency in Europe. It is impressive what this company does. We met with Rudolf Porsche, Marc Jungnickel, and students from Axel Springer Akademie.

Rudolf Porsche was in charge of the students. His passion for the next generation of journalists was evident from how he changed the schedule so we could talk to students from the program and get lunch with them. It was amazing to talk to the students and get to pick each other’s brains.

Marc Jungnickel was in charge of the web TV for The Bild. He explained how even though the Bild is a print publication, they are able to skirt the line with video on the website because it is used to enhance the articles. In Germany, organizations need licenses in order to broadcast. So it was interesting in how Jungnickel explain the legal issue of the TV web section of the Bild.

Outside the restaurant, Berlin, Germany

Outside the restaurant, Berlin, Germany

Since it was the last day in Berlin we had a group dinner at Zur Letzten Instanz. The food was great. You get such large portions in Germany that it’s hard to finish your plate. The restaurant was in such a cute place that was nestled behind the main road.

After dinner, we went back to the hotel to pack for tomorrow.  We have to get up early – 4:30 a.m for the flight. Everyone went out for ice cream and Alexa brought me some back … slightly melted but good. We will also be parting with Lorena. I’m going to miss her. With out her, it wouldn’t have nearly been as easy to get through the German hospital.

I’m calling an early night. I’m sad to be leaving Berlin, but excited to go to Munich!

Carson

5.16.13 Axel Springer

5.16.13

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On our last full day in Berlin we visited a very interesting company. A company comprised of floors of journalists, several newspapers, and many departments and of course a bar with one of the best views in Berlin. On this day we visited Axel Springer. We started the morning by meeting with Rudolph Porsche. He informed us with an overview of the company and described their Academy. I thought the academy structure and program was very interesting. 40 deserving journalists receive the opportunity to work and learn at Axel Springer. Here they learn more about the field they are perusing and have a great platform to achieve their goals. These students work together to build a masterpiece of journalistic work and produce it online with the hopes of having it printed. This year’s masterpiece revolves around the election because here in Germany this is a major election year.

 

Along with Mr. Porsche we met with the head of broadcasting at Axel Springer. This man informed us of the content and process of compiling video media for Bilt online and for television programs to pick up. I thought this part was very interesting because it had to deal with video but also because it showed how many different jobs there are for someone with a broadcasting or television background to explore. He had worked for many years in the television industry and is now working in the newspaper industry, though still producing videos. This experience also made me think of Wolf at ZDF and how he went from the print industry to the broadcasting industry. It seems that here in Germany the opportunity to switch between media platforms is not an uncommon thing.

 

After another confusing lunch in a canteen we met with Leeor Englaender. This was yet another very interesting lecture from a well-educated and passionate journalist. Mr. Englaender informed us of how Die Welt works from the broadsheet version, to the compact version and to the online version. What was cool to me is that though each of these platforms has the same information they are set up in different formats to appeal to different demographics. To me this is genius and is one reason the newspaper is so successful. Another thing that struck me about Die Welt is that they sell more online subscriptions than paper subscriptions which is kind of backwards for most German Newspapers.

 

Though he had many interesting things to say about Die Welt. What struck home the most for me was that he was a part of the “Jew in the Box” project. He informed us that before the World War II there was less that 500,000 Jews in Germany and today there are less than 200,000. He said that most Germans have never met a Jew because they are such a minority in this country.

 

To commence our last night in Berlin we ate a group dinner. Now we are packing and off to bed before another day of traveling and media visit.

 

Guten Nacht!

 

Our last day in Berlin

Our final full day in Berlin flashed by today, with a full-day session at Axel Springer, Europe’s largest publishing company. The company is headquartered here and has operations in 36 countries with more than 230 newspapers and magazines as well as 80 online offerings and television and radio holdings.

Rudolf Porsch, director of Axel Springer’s Akadamie (a two-year training program for young journalists), started by explaining that German journalists are different from Western journalists in that the relationships with politicians and governments isn’t that adversarial and while they strive to inform and please the public, operations are more commercially oriented.

But Axel Springer was a visionary whose family was in the newspaper business. He wanted to ensure good journalism for Germans after the devastation of World War II, and he set his headquarters right next to the Berlin Wall in West Berlin. Some thought he was crazy; they feared all of Germany would become communist. But he called his building the Lighthouse of Freedom and proved them all wrong. His influence and principles continue after his death. In fact those principle are written into each employee’s yearly contract he or she has to sign. And the building remains its bright yellow color.

The journalism training program began in 2007 and Rudolf says it’s the most progressive journalism school in Europe, complete with a partnership with Columbia University in New York. The company selects about 20 students twice a year for this program. They first spend time training and writing and then are placed throughout the company. If they finish (and yes, they get a salary) and stay, they must remain in the company for three years or repay for their schooling.

We met some of the students and they told us about their work. Most have some journalistic experience already. They range in age from 18 (yes, someone straight out of high school) to the early 30s. Delightful bunch! I’ll let the students tell more. One young woman is a Munich area native, and we hope to see her next week.

Martin Heller told us all about the company’s video department. He came over from broadcast television. His employees cover breaking news, work on licensing video content to TV stations, and work on some talk shows, live event streaming and more. A fun quote after he told us about being the “aliens” in the company: “No one understands what we do. We’re always asked ‘Why does it take so long?’ and ‘Why does it cost so much?’ ”  His 40 employees include a large number of freelancers.  His dream is to develop an online video platform like YouTube for Axel Springer.

The day there ended with a great presentation by Leeor Englaender, assistant to the Die Welt editor-in-chief.  He’s overseeing the change from a print focused format to an online first production. Leeor sees this as a continuation of Axel Springer’s innovation and foresight, noting all the firsts the company is recognized for, as well as the fact that its properties control the largest share of Germany’s daily newspaper market: 23.6 percent.

The newsroom has totally changed with proprietary software that enables one process from writing to editing to online to publication. But the online product comes first now, and Leeor said it was the first Germany nationwide  newspaper online and the first to create its own iPad app that’s not a pdf version. It also has a paywall similar to The New York Times. For 14 euros per month, readers have unlimited access, and it’s working, he said. And Axel Springer has Kompakt versions of Die Welt, its daily, and Sunday, among other papers. Same content but smaller size to please younger target audiences.

The students were impressed with the process and rightfully so. But one thing the professors heard clearly — the company could do this because 10 years ago the company slashed its editorial and other staff in half. Regional newspapers in Berlin and Hamburg combined operations and share content. Some of this would have happened anyway without the push for innovation — advertising has steadily 30 percent, just as in the U.S., particularly classified. But the downsizing and combination of efforts makes money available for all of this to occur.

But he noted in response to a student’s question that the company needs to keep the print product alive. It still pays the bills and covers expenses. And so does its tabloid, Bilt. That is still extremely popular (still naked women and sports, pleasing those who want that ….), and he was clear to note this is a totally separate operation. Both staffs are in the building we visited. But they don’t meet, don’t share content, don’t work together.

“We’re like Volkswagen. On one end of the plant it produces Volkswagens, [and] on the other end Porsches,” he said.

Just as we thought we ran out of topics, Alexa Blanchard raised her hand, God bless her, and said when she Googled his name, she found he was part of an exhibition called “Jew in the Box.” I had heard this on NPR early last month and brought a short clip to play for the class.

Yes, he was a participant, he told us, and that started with one of his Die Welt columns about this mother. He said being a Jew in Germany, which has about 200,000 Jews, about 1 percent of its population, means you can’t be incognito. “For me the box is a symbol,” he said. “You’re always like a piece in an exhibition.”

The participants take turns in the Jewish Museum answering questions from visitors. “It’s normal,” he said. “People always want to know about Jews and Jewish life.” He added that happens because “more than 99 percent of Germans have never met a Jew.”

Often hear hears complaints that too much time is spent on Jewish history and the horror of the World War II, although the city to me has done an excellent job with its memorials and museums and recognition of what happened 60 years ago. He also said that Axel Springer saw what happened to Jewish writers and authors and wanted to make it right. So a free and unified Germany, a friendship with Israel and the Jewish people, and a free social marketplace in a free and unified Europe were important to him and were part of his company’s principles.

As we collected our belongings, we had lost track of half of our group. They came back down amid some of the Akademie students. One of them had taken them up to the 19th floor to see the bar up there. They told me that’s where the euro was conceived and created. Amazing what you can learn about history, isn’t it, when you travel?

An Amazing Day for Media Visits

Thursday May 16, 2013

 

 

Today was our last day in Berlin, Germany.  Even though I am excited to be moving on down South to Munich I will miss Berlin.  The day was filled with amazing people that took valuable time out of their day to speak with us.

 

We started off the day with our typical breakfast, little did we know we would be having a not so typical day.  The walk to Axel Springer was a great way to see some sites on the way to the visit.  We walked past some more of the great things Berlin has to offer like the Berlin Wall stones on the ground, Checkpoint Charlie, and the Taz Press.  The weather was also amazing, which helped with the walk.

 

Once we arrived to Axel Springer Mr. Porsch greeted us and brought us to the sixth floor of the building, which was home to the Axel Springer Academy.  We then learned about some of the students that study at the academy and some of the history behind Axel Springer.  Mr. Porsch was so passionate about his career at Axel Springer and just being a journalist in general.  His amount of enthusiasm really made the presentation amazing.

 

We were lucky enough to chat with some of the students that were picked to study at the Axel Springer Academy.  The ages of the students varied from 18-mid 30s, which was very surprising to me.  They all seemed to be a family.  Each of the students came from a very unique background and getting to know them was a great experience.

 

We also were lucky enough to talk to one of the main employees that works on videos for the Bild.  This was a completely different aspect to what Mr. Porsch was talking to us about.  It was amazing that Germany has so many laws for video usage.

 

After lunch, which we got to share with some of the Axel Springer Academy students, we met with Mr. Englaender.  Mr. Englaender has a very high up position at Axel Springer and is very passionate about his career, just like Mr. Porsch.  Another interesting fact about Mr. Englaender is that he was one of the Jews in a Box.  The Jews in a Box made international news.  He gave us a lot of information about Jews in Germany that many of us were unaware of. He also informed us about a lot of newspapers that are produced at Axel Springer.  My favorite newspaper would probably be the Die Welt Compact.

 

The tour of the newsroom was also amazing.  I love that they used all Apple products.  Some of the Axel Springer Academy students showed a few of us the 19th floor of the building, which is a bar and restaurant.  There were so many million dollar paintings along with an amazing view, big leather seats, and large wooden fixtures everywhere.  It was also interesting to learn that you could smoke and drink on this floor.  That floor was also where the Euro was created.

 

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The entrance of Axel Springer was the only location, that our tour guide knew of, that had pieces of the Berlin Wall laying on their sides.

Axel Springer was an amazing experience. We ended the day with some amazing ice cream, my choices were chocolate and chocolate chip.

 

Tomorrow we will be flying to Munich and our wake up time is at 4:30, so I better get some sleep!

 

Xoxoxo

Katie

Day 4 – CM

5-15-16 (more photos will be added later – technical difficulties!)

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Today has been my favorite day in Germany thus far.

We got an early start this morning to see the ZDF’s (a national German channel) morning show.  The hosts mixed right in with the crowd during the broadcast, as you can see below.  The man at the left, Wulf Schniese, a host of the show, was kind enough to speak with the group after the show.

Our second visit was to the Deutsche Presse Agentur, the fourth-largest news wire service in the world, which was the topic of a media report I wrote for this class earlier in the year.  After listening to the company’s Head of Corporate Communication and Chief Photographer speak to the group, I felt reassured that I would be able to find a job in photojournalism, and that the field will not be overtaken by bystanders with iphones.  My questions posed to professionals about the future of social media, photography and the internet usually are met with sarcasm and pessimism, but these men presented valid arguments and business models with a confidence that was refreshing.

Later, we visited the Reichstag.  I took lots and lots of photos (which will be posted later)!

Day 5 – CM

5-16-13

 

Today we visited Axel Springer, a media company in Berlin that not only produces media but trains journalists at the Axel Springer Academy.  The group met students from the program, and an editor of one of Axel Springer’s papers Die Welt.  I enjoyed learning about this paper because as opposed to trying to keep papers in print, Die Welt is embracing technology and having success with digital circulation.  It will be interesting to see how Die Welt continues to adapt to new technologies, and if other papers will follow their lead.

 

Tomorrow we leave for Munich.  It’s been gnarly Berlin! I’ll be back again someday.

Lights, camera, action.

Today we had the opportunity to be a part of a live German television morning show on the major German channel, ZDF. I was originally apprehensive about being on TV, however it turned out to be a pretty cool experience. Seeing how the cameras move around and how the anchors interact with them was interesting to me personally because I have absolutely no production background. It was all new, exciting and glamorous to this Advertising and PR major.

Ironically however, after today’s presentations from Wulf Schmiese at ZDF as well as Christian Rowekamp  and Michael Kappeler at Deutsche Presse I started to rethink my major, quite honestly. The way these men talked about journalism, on two very different fronts, with such passion was inspiring to me. The way Mr. Schmiese had just the perfect metaphors to describe his profession and the way Mr. Rowekamp and Mr. Kappeler exuded passion for their news wire service sparked something in me that I definitely want to explore more. This is something I can not only see myself doing, but see myself loving. Mr. Schmiese described journalism as a way to stimulate and maintain a well-working democracy, which is something I am very passionate about changing in the US. This was definitely my favorite and most stimulating day of visits so far. It is unbelievable to think that these hugely successful people and media outlets have been so accommodating and excited to tell us about what they do and I feel privileged to be a part of it.

After the visits, the group took a tour of the Reichstag building where we listened to an audio guide while climbing up a spiral shaped dome with an amazing view of Berlin. At the top, was a place you could lay back and look at the sky through an open skylight. It was fun to sit back relax and spend a little down time with the group. I feel like we are getting to know each other better, which is making this trip even more unforgettable.

To top off a wonderful day, a few of us went out to a little restaraunt and bar called White Trash (a sort of unfortunate name, but one of the most fun places we have been so far). We had some delicious burgers (my first in about a year and a few months and Richelle’s first EVER) and a blast dancing to some good American music at this quirky little hole-in-the-wall. I would recommend this place to anyone traveling to Berlin and would love to go back!

Until next time! Ciao!

Michelle