Die NZZ hat eine Entscheidung getroffen, die weit über die Paywall hinaus geht: Die Schweizer entwickeln konsequent das eigene Produkt. Durch die längst überfällige Zusammenlegung von Online- und Offline-Redaktionen reagiert die NZZ mit der wahrscheinlich einzig richtigen Möglichkeit auf die Marktgegebenheiten:
Es gibt keine Trennung mehr zwischen Print- und Onlinejournalisten der “NZZ”. Sie werden in verschiedenen thematischen Redaktionen zusammengeführt und dabei Inhalte für alle Kanäle produzieren, also sowohl für die Print-, iPad- und auch für die Onlineausgabe. Wie hat das Team diese Neuerung aufgenommen? “Die Redaktion ist sehr leistungsfähig. Sie hat eine hohe Loyalität zur Marke NZZ und sie ist überdurchschnittlich gut qualifiziert – inhaltlich wie auch handwerklich. Aber natürlich braucht sie nun auch noch etwas Motivation. Und die bekommt sie von mir, ” meint Markus Spillmann zuversichtlich. Die Leitung der gesamten Redaktion liegt künftig bei ihm, Peter Hogenkamp wird die Digitalen Medien weiterhin leiten.
Um nicht weiter beim (online)Know-how ins Hintertreffen zu geraten, werden auch viele andere Verleger diesem Schritt folgen müssen. Die Zukunft ist digital. Um mit journalistischen Produkten auch in Zukunft erfolgreich zu sein, braucht es Wissen und Übung und neue Prozesse – vor allem in den Redaktionen. Verlage die auch heute noch den Großteil der eigenen Kompetenz im Print bündeln und lediglich kleine Online(anpassungs)-Redaktionen haben, werden mehr und mehr ins Abseits geraten. Wenn das Produkt steht, klappt auch die Vermarktung.
Einen Schritt in diese Richtung ist auch schon die Rheinische Post gegangen, die mit RP Plus eine rein digitale und kostenpflichtige Sonntagsausgabe in Form eines Wochenmagazin anbietet. Das Projekt bietet den Redakteuren die Chance zu testen und neues Know How zu erlenen und zu entwickeln, wie der Projektleiter meint.
Mit welchem Nachdruck die NZZ gerade an einer digitalen Neuausrichtung arbeitet, zeigt auch der Wechsel der langjährigen Werbeagentur, wie W&V heute gemeldet hat. Für die kompletten NZZ-Medien wird in Zukunft Jung von Matt und nicht mehr Publicis verantworten. Publicis war 16 Jahre die NZZ-Hausagentur. Eine neue Strategie, braucht neue Partner:
Marius Hagger, Leiter Verlage NZZ, meint zu dem Agenturwechsel: “Publicis und die NZZ haben zusammen Werbegeschichte geschrieben. Mit dem blauen Bleistift wurde eine der prägnantesten Kampagnen kreiert, die je für ein Medium zum Einsatz gekommen ist. Aufgrund der kompletten Neuausrichtung unserer Kommunikation haben wir uns entschlossen, diesen Weg mit einer neuen Agentur zu gehen.”
Man kann sehr gespannt sein, wie viele Verlage in den nächsten Jahren oder sogar Monaten dem Beispiel der NZZ folgen werden und ihre Redaktionen zusammenlegen. Paywall hin oder her.
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