Bespoke paper’s Berlin debut Berliners woke one morning in December to find Europe’s first
newspaper angled specifically to them, its readers. Mastheaded Niiu, it is touted as a “personalised paper” for subscribers who can select subjects of interest to them. This is broken down into categories such as sport, politics and fashion that can be selected from a wide list, then collated and presented as a conventional newspaper.
The brainchild of a pair of German entrepreneurs, the concept was launched last month and has already signed up more than 1,000 readers. They’re aiming for a fivefold circulation, based on the belief that people are tired of trawling the web for news and are prepared to pay for the “tailored” approach. While the first issues will be confined to 16pp, it is envisaged that weekend coverage could be contained in issues as big as 60pp.
Heidelberg is onto you
A targeted approach is being cited by Heidelberg. In late-2009, the mammoth monolith announced it would split into a mammoth ‘trinolith’. In true corporate-speak, the company envisions “the new structure will result in more targeted market approach and enhance the efficiency of our services”.
So what is it doing? From next month, it will do what the Romans
did to Gaul – split into “partes tre”.
In heidelbergerdeutsch, it means the company will embrace: Heidelberg Services, a global team of 4,500 service men and women; Heidelberg Equipment, with its products for print and packaging and – because someone has to pay the piper – third cab off the rank, Heidelberg Financial Services.
Two sides to every story
The play on words is providential. The purpose of the exercise timely and appropriate. Two Sides is an initiative by companies from the Graphic Communications supply chain in the UK that covers forestry, pulp, paper, inks and chemicals, publishing and printing. Its basic aim in life is to promote the responsible production and use of print and paper, and to dispel common environmental misconceptions. It does this by giving users information on why print and paper is a practical, justifiable a sustainable communications medium.
The Brits are mailing their butts off to stakeholders to correct misconceptions about the production and use of print and paper.
‘Account exec’, 2010-style
Where I come from, the title ‘account executive’ implied responsibility.
For such things as client contact, diplomacy, sales nous, people skills – above all, experience. Compare that with the position description for a job ad recently posted online looking for this decade’s style of account exec.
“Managing and updating media lists; packing and sending out media kits and client product; write media releases or attempt to write the first draft of a media release; send out press materials via email; collecting mail, answering office phone; supporting the director”. To add insult to injury, this stellar candidate is “needed: two to four days per week depending on workload. Prefer someone with a valid ABN who can invoice on a daily rate.”
They left out asking for an MBA.
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