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Topics 2017


The Evergreen Content strategy

How free readers become paying customers by archive content.
Journalistic content is first produced very expensively but then often stay untouched after being published. All media companies know that this is a tremendous waste – and accept it. The publishing group Ebner in Ulm has developed an effective strategy to use content for more than just one day – the Evergreen Content Strategy. Just like there are songs that never get out of fashion, also publishing houses have content with similar characteristics.

For example on the watch-portal of Ebner,, „The most expensive watches worldwide“ has become one oft he most successful evergreens. The story has first been published as a simple news but since then has called a lot of attention. „The trick is to split the text and the pictures in many small snippets and to spread them permanently on different channels. Also „The watches of famous presidents“, „Basic principles of watchmaking“, „The watches of James Bond“ and „The most exciting secrets of Rolex“ have proved to be strong evergreen-content“, explains Dominik Grau. The Chief Innovation Officer of Ebner will show all details oft he Evergreen Content Strategy in Vienna and will explain why you need more than good content. You also have to invest in staff, technology and software. He will also show what the benefit of those investments is. „With a good plan evergreens can arrange a predictable reach, which can be converted into user-addresses, marketable reach or into direct revenues“, explains Grau.

Very important is a permanent update oft he content. This is just one of the things Ebner found out. Although evergreens have kind of an all-time-character, it doesn’t mean that they function automatically after the first publication. On the contrary: That’s where the work starts. At Ebner content is getting refreshed every 90 days by adding pictures, videos and texts. In doing so an evergreen can be relevant and interesting for several years. In Vienna Dominik Grau will also be available for chief editors and media managers to take a look at their cases and to check out if and how they can also use the Ebner-Strategy in their media companies.

Frankfurter Allgemeine Quarterly: High gloss relevance

What optimism and self-confidence have in common with the future of news media. Insights of „F.A.Z.“-director Thomas Lindner

The Newsroom and it´s own video department

What is possible? What is useful? What are the advantages?

What is the effect of constructive journalism?

After six months test of practice there´s a first interim result of the “Sächsische Zeitung”.

“Frankfurter Allgemeine Sonntagszeitung”: Why Sundays?

Thinking, Design and humour of empirical social research. „F.A.Z.“-publisher Jürgen Kaube talks anout creating newspapers on the seventh day.

Error 404: From failures to findings

How Hufvudstadsbladet in Finnland discovered the holy grail of digitalisation.

A strong bond between the editorial office and readers

How does „Politiken“ Denmark succeed?

“No media is stronger than the relationship they have to their readers”. That is the philosophy of Christian Jensen, the new chief editor of “Politiken”. From that perspective he initiated a continuous series of journalistic campaigns. The first campaign – “What’s up Europe?” – was launched in summer 2016 during Brexit that shook Europe.

“Politiken” asked 28 newspaper cartoonists from the 28 EU countries to draw their version of the future of Europe. This selection of cartoons was published all over Europe and got attention from readers, politicians and European institutions. The next campaign was called “We visit you at your home”. All “Politiken”-staff – commercial and editorial – was sent out to visit more than 180 readers to listen to their praise and criticism.

Did these face-to-face interviews change “Politiken” for good? And what about the third and fourth campaigns?

Who will run the newsroom of the future?

The editor-in-chief or the art director? Experiences from Het Parool Netherlands.

How Refinery29 recruits employees

Which skills are required from new employees at one of the fastest rising media companies in the world? What can traditional media companies adopt from the Refinery29-strategy?



What happens when publishers truly listen to their users?
Nothing builds loyalty as much as deep engagement – the feeling of being part of a community. “Opinary” established a new way to make the opinions of the users heard: “Opinary” is supporting a strong engagement and is building a deeper relationship between audiences and the newsroom. Pia Frey is sharing the experiences and the benefits that come up when newsrooms start listening.

Hello, I am Resi!
The first product of the Berlin company is „Resi“ – a chat-bot that lives within an app and that spreads the most important news of the day in an entertaining way via a messenger-interface. Apple selected the app among the ten best apps 2016. The jury of „medium magazin“ has voted Martin Hoffmann „Entrepreneur of the year 2016“.

Founders, Facts & how to overcome all these „Yes, but…“ phrases
“Media Lab Bayern” is a an early-stage incubator for media startups and a hub for digital innovation in the media market. The organisation supports teams and talents who want to start their own media project or startup. “Media Lab Bayern” opened its doors in July 2015, as a safe space in which interdisciplinary teams can get together and come up with ideas. “Media Lab” offers a Media Entrepreneurship Program to help talents to validate their media startup idea. The Media Startup Fellowship offers teams office space, mentoring and a protoyping budget to get their media startup started. “Media Lab Bayern” is a project by the BLM and sponsored by the Bavarian Ministry of Economic Affairs and Media, Energy and Technology.



Are we all in the same boat? Politics and media in the age of fake news and populism

Keynote by Federal Chancellor Christian Kern

My thesis for a modern publishing house

Proven and new approaches by Julia Jäkel, CEO Gruner + Jahr

Monocle – a story of common sense in modern media


European Editors Forum

Fake News, Trump, Facebook and Journalists

Is the golden age coming up for journalists or are they soon loosing their significance? Panel discussion with Paul-Josef Raue about the consequences of a rapidly changing media world.


Public relation and media 1 to 3

When enterprises turn into media companies

It started five years ago with the online-magazine „Coca-Cola Journey“, which replaced the classic corporate website of the company. By now the beverage group has started with “Coke TV” and is very active on Facebook, Youtube, Snapchat and Twitter. Coca-Cola has built a very strong connection between marketing and public relations. When enterprises turn into media companies there are many consequences – also for the media industry. Patrick Kammerer, head of communication for Germany, Denmark and Finland, is explaining how successful Coca-Cola is with going its own way and how they cooperate with traditional media.

Content Marketing – curse or blessing?

Does this new business model help or affect us?

Why Daimler is more and more counting on bloggers

How Jörg Howe is changing the communication of the company. And why he asked blogger Sascha Pallenberg for help. How he was forced to use Twitter and now wouldn’t want to miss it. And why he is hoping that there is a future for journalists.



Ukraine, Georgia, Kazakhstan, Kyrgyzstan, Serbia, Romania: media and media producers at the edge of Europe

What inspires them, what motivates them, how they shape their future.

The transformation of Economistul

How the Rumanian business magazine did cope with the crises and how it is using a new strategy to face new challenges.

Blic Serbia: From the newspaper to a TV-channel

The challenges, the workflow and what Blic is going to achieve


Dinner Speech

Media under poltical pressure: What it means nowadays to demonstrate attitude

Keynote from Giovanni di Lorenzo, Editor-in-chief ” Die Zeit”.

The foundation of the republic

Why the plan for a new modell of Swiss journalism broke the world record for crowdfunding.

The victory of the coverstory

What Europe’s publisher are working on. What they do new, what they do differently and what they don’t do anymore. The ten most important trends 2017.

Newspapers worldwide are trusting in a strong coverstory. On the cover a topic is presented very generously and is then continued on several pages. In doing so the newspaper is gaining a new function: In the past the fast and short news were important, but today it is the large background-story. Nowadays even daily news are presented in this way.

This is one of the ten newspaper trends Norbert Küpper will present at the European Newspaper Congress 2017 in Vienna. The German newspaper designer is watching the most important changes of European newspaper trends every year. This year Küpper will concentrate on examples from Germany, Austria and Swizzerland. „Although in the visual presentation still newspapers from Scandinavia and the Low Countries are leading, Germany, Austria and Swizzerland have caught up“, says Küpper.

In cooperation with kindai:projects

Pictures 2017

European Newspaper Congress 2017 – Sonntag, 21.05.2017

More pictures:

Get-Together Museumsquartier (Sunday)
European Newspaper Congress (Monday)
European Newspaper Congress Galaabend (Monday)
European Newspaper Congress (Tuesday)

Nutzungsrecht: Bild(er) frei zur redaktionellen Verwendung im Zusammenhang mit Berichterstattung

Credit: Medienfachverlag Oberauer/APA-Fotoservice/Schedl

Sponsors 2017