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Crossmedia

In the Focus
Crossmedia

While advertisers are discovering the value of addressing target groups through multiple channels, media companies are sensing added and even totally new profit potential. The great interest shown in previous events of the VDZ (Crossmedia forum) demonstrates that nobody wants to be the one to have missed riding this mega trend wave. But really, what's so particularly new about Crossmedia? Hasn't it always been the case that every media plan making use of more than one medium is a Crossmedia plan? And hasn't it always been the task of advertising heads and media planners to reach target groups through the diverse situations of their daily lives by means of appropriate messages channelled via appropriate media? Sure, that's true, but...

Two new aspects

This is new: a media enterprise in the Age of the Internet (now that this medium has withstood the rites of passage) can position a publication on paper as well as in the Internet. It can also offer these two advertising channels, both print and online, to business advertisers as viable platforms. Second, our modern media landscape, which exhibits a certain degree of niche specialisation due to line extensions, is virtually forced to market print publications with overlapping target groups as print Crossmedia packages.

VM: The right tool for customer-oriented
Crossmedia product offers

From one make two or, for that matter, any number of insertion units. This of course means added work in developing and processing such job orders. Business partners expect (read "customer orientation") that this additional workload is not shifted to them but rather is neutralised by the provider through efficient organisation. This can be done by means of, for example, "one face to the customer" instead of a different contact person for each object, or by applying the principle"one order, one bill" rather than producing an avalanche of paper deriving from individual orders and invoices for each publication. VM is the ideal tool for forward-looking media teams. The central database of business partners provides a full 360-degree view of all activities from and for your customers. VM's outstanding order management renders print and online business transactions in their entirety. And VM Crossmedia enables transparent, customer-oriented print/online and print/print Crossmedia orders - all solidly based on the success principle of Crossmedia pioneer Rudolf Mosse. In 1867 (in words: eighteen-sixty-seven) Mosse launched the first "advertisement expedition", which was a business model as simple as it was effective: place advertisements for the customer in a diversity of publications. The claim for this revolutionary Crossmedia offer: "One order, one bill." Are you interested in realising new potential? Would you like to experience the convenience of Crossmedia with VM?

Write to us. We're looking forward to hearing from you.