The terms Corporate Media , Corporate Publishing ( CP ) and corporate publishing denote the journalistic and periodic corporate communications with their own media ( owned media ). The type of media is initially irrelevant. The roots of corporate publishing are indeed traditionally in print products such as customer magazines , employee magazines , member magazines and corporate newspapers, but also the growing number of TV and audio media and online media are part of the Corporate Publishing - provided they are journalistically , ie editorial coined.
The English-language name is Corporate Media. Corporate publishing, the classic German-speaking term, is a sham Anglicism. The industry association Forum Corporate Publishing (FCP) defined corporate publishing as "uniform internal and external, journalistically prepared information transfer of a company via all conceivable communication channels (offline, online, mobile), through which a company communicates permanently / periodically with its various target groups. In addition to end customers Employees, dealers, suppliers, shareholders, etc. are also relevant target groups who are supplied with company information that is of interest to them. "
The origin of corporate publishing lies in the print sector. In the beginning , this includes customer magazines , employee magazines and member magazines .
A corporate book (dt. Company accounting ) is from a company out given book . The term corporate book was based on similarly formed terms such as corporate identity , corporate design, etc. Ä. and has been in circulation since 2002. In the Anglo-American region, one speaks of branded books instead of corporate books , which indicates the proximity to brand loyalty (brand = brand ).
There have been forerunners since the mid-1970s, although they were still called Promotion Books . For example the DSV SkiAtlas of the German Ski Association or the DB Touristik Atlas of the Deutsche Bundesbahn .
In contrast to books that are self-published by private individuals as authors , corporate books serve as high-quality marketing and PR instruments ( premium instruments ). They do not have a purely advertising character, but are used to provide factual information to specific target groups or for entertainment, with company-related topics always being the focus. A special category is the Festschrift , also known as the “Jubilee” or “Company Chronicle ” - a genre of literature that is well over a hundred years old.
In particular, company books serve to strengthen or build brands, improve the image, build up an expert status, acquire and position a company in the long term. Their versatility, e.g. B. as a driving force in an image or advertising campaign, and their connection with other communication instruments (print, TV and Internet) make them suitable for many goals. All types of literature can be used for corporate books. Personalized books, in which the recipient of the book also plays the main role in the fictional plot of the book, are also possible.
Corporate books are published by service providers such as management consultants and seminar trainers, but also by manufacturing companies in the food industry (cookbooks), the automotive industry and companies from many other sectors. The size of the company does not matter. They are mostly produced by corporate publishing service providers, specialized agencies or book publishers. The books are often available in bookshops; they are only rarely distributed within the company.
More and more companies are also using their own television productions, primarily for information and image purposes, but sometimes also for training purposes. See the own contribution Business TV .
Corporate audio is the offering of audio files (see also corporate TV / IPTV and blog) via the Internet or an intranet for corporate communication purposes. The advantages lie in the relatively low technical effort and thus low costs. They can also be broadcast very up to date and retain listeners through regular contributions.
In external communication, corporate radio is understood as a marketing instrument. The possible uses are diverse. A wide variety of content can be conveyed, from brand worlds to stock market stories to product experiences or employer brands. In addition, the medium z. T. reaches population groups that are difficult to address in other ways.
Marketing experts attribute great importance to corporate publishing in maintaining image and brand. In almost all large companies, but also increasingly in medium-sized companies, corporate media are an important part of integrated communication, including for internal brand management . The following applies: The more professional the media are, the stronger and more credible they appear. Functioning corporate media offers not only exciting content, but also an appealing design and the credible communication of information.
In 2000 there was just one study on the impact of corporate publishing. There are currently almost 40 studies and reader surveys that prove the effectiveness of individual customer magazines or entire magazine groups. There are market media studies, industry studies and reader structure analyzes. There are also extensive, comparative impact studies by the market research institute TNS Emnid . These studies, called "CP Standard" by TNS Emnid, compare interim results with those of magazines and newspapers and thus create benchmarks. About ten of the studies come from universities. The industry association FCP has summarized the abstracts of the most important studies in its book "Efficiency - how corporate magazines work" (see literature).
The major corporations in the industry, such as Axel Springer SE , Hoffmann and Campe , Piper Verlag and others have joined forces in a content marketing forum . It was founded in 1999 under the name Forum Corporate Publishing and today represents over 100 member companies. According to him, the industry currently has sales of around 5.8 billion euros (as of 2011), half of which is in the field of digital media.
Since corporate media - be it print, TV or sound - have to be produced more and more according to professional criteria, a considerable business has developed around corporate publishing over the past ten years. According to the industry association FCP, the industry has an annual turnover of around five billion euros in Germany alone. However, these numbers include printing and shipping costs, which make up the lion's share. In contrast to publishing houses or other forms of marketing, the CP sector has been growing "continuously in the double-digit range" for many years. In the latest association survey (2007), the FCP members alone recorded an average growth of 18 percent over the past three years. The reasons: More and more companies are withdrawing from traditional advertising, which is subject to a lot of wastage, and are investing more in information-based communication.
Initial and continuing education
So far, most of the employees in corporate publishing come from publishers. Corporate publishing is part of the school education for digital and print media professionals . For the first time, the University of Leipzig offers a special training program for corporate journalism. In addition, companies in Leipzig are offering new practice-oriented training courses ( volunteer work / trainee program ) in cooperation with commercial trainers . The Swiss Text Academy has been offering the first CP course in German-speaking countries since October 2005 in cooperation with the Swiss Public Relations Institute . At the Munich Journalism Academy there are six-month full-time courses that include corporate publishing in print, audio, TV and online, as well as extra-occupational courses in nine modules. The Academy of the German Book Trade offers training and further education with its own Corporate Publishing series.
There is also a research center for language in media, economics and corporate publishing at the University of Applied Sciences in Chur. In combination with two further post-graduate courses on the subject of corporate journalism, it should also be possible in future to complete an Executive Master's in corporate publishing . The twelve-month course is to be carried out as an extra-occupational combination of e-learning and face-to-face events.
Since the winter semester 2009/2010, the Leipzig School of Media has also been offering the first master’s degree in corporate publishing (since 2012 "Corporate Media") in German-speaking countries. The master’s degree is acquired there in three semesters while working. A two-semester course for practitioners (without an academic degree) is offered by Schreibszene Schweiz.
- Pia Dahlem, Bernhard Pfendtner: Best of Europe. Corporate Publishing in Dynamic Markets (= Corporate Publishing. Vol. 6). Dapamedien, Penzberg 2007, ISBN 978-3-9808226-2-6 .
- Gabriele Hooffacker / Peter Lokk : Practical press work. Journalistische Praxis, Berlin 2011, ISBN 978-3-430-20119-3 Website for the book with further information on media work and corporate media .
- Doris Märtin : Writing successfully. In the company. In advertising - in studies - on the Internet - in science - on the Internet. 4th, revised edition. Bramann, Frankfurt am Main 2010, ISBN 978-3-934054-38-7 .
- Herbert Robens, Thorsten Rau: customer magazines. Position in the theory and practice of marketing. Business publishing house Robens, Aachen 2005, ISBN 3-00-014996-1 .
- ↑ Michael Micklei (project leader): DSV SkiAtlas - Alpen , Mairs Geographischer Verlag, Kemnat 1975, ISBN 3-87504-011-2 .
- ^ Karl Baedeker, Federal Railroad, Michael Micklei: DB Touristik Atlas - city tours, packages and holidays by train, Mairs Geographischer Verlag, Kemnat 1982, ISBN 978-3-87504-017-3 .
- ^ Sonja Ulrike Klug: The best side of the company. Corporate books for PR and marketing. Finanzbuch-Verlag, Munich 2010, ISBN 978-3-86880-121-7 .
- ↑ Content Marketing Forum. (No longer available online.) Content Marketing Forum, November 8, 2011, archived from the original on April 12, 2018 ; accessed on May 30, 2018 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.
- ↑ Academy of the German Book Trade Archive link ( Memento of the original from March 11, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice.