Dear readers!

In a recent editorial in the German Druckmarkt magazine, entitled “Not Even Contempt Anymore,” our esteemed colleague Klaus-Peter Nicolay found clear words for the current relationship between companies on the one hand and independent journalism on the other. The general tenor: In many cases, manufacturers now seem only concerned with maximum message control. Facade above all else. Independent reporting is undesirable in this way – and it's evident.

Well, it's not the case everywhere, but I must admit that I share this harsh assessment in many areas. Often, marketinglers don't even realize that by using the same, overused and flat-ironed phrases, any kind of profile is lost. Many companies can no longer be distinguished from one another based on their public relations. Yet they believe that social media is their holy grail. The paradise of yes-men – everything else can be turned off. – But why this fear of honesty, transparency, and uncomfortable questions? Do you know about the skeletons and greenwashing in your own closet, or – even worse – do you not know because marketing departments have become kingdoms of their own, long since ruling independently and ignorant of the “rest” of the company? Essentially, much of what ends up in our press boxes screams: “Our customers are so jaded, they'll believe anything anyway.”

The crux of the matter: Unfortunately, at the other end of the chain, strange behavior occasionally occurs that seems to confirm this assessment: “We're only interested in your work if it's available in print.” Shouldn't the content be the core of what matters? “We want something that sits on our shelves as proof. The content isn't really that important.”

And what do you use to iron it?

Have a great read & stay safe!

Your