UPM_News_2016

only more tangible but also more effi- cient than the equivalent digital tools. Tangibility plays an enormous role in advertising as well, Schwieger affirms. The marketing message of a perfume, for example, is conveyed significantly better by paper than by a technical plat- form. The feel is of great importance – which also applies to the papers sup- plied by UPM, of course. “UPM is one of the giants” “We purchase nearly a third of our pa- per from UPM,” Schwieger explains. He speaks enthusiastically about Funke’s excellent long-standing rela- tionship with the paper manufacturer. “I’ve been at Funke for thirty years; twenty of them in paper purchasing. UPM is one of the giants and they have become one of our most strategically important partners,” he says. Currently, Funke Mediengruppe reg- ularly sources paper from 12 different UPM plants, for which Schwieger has nothing but praise. He appreciates the consistency and reliability he enjoys in all his dealings with UPM. “Regardless of how UPM is organ- ized internally, we have always had a competent contact partner for every is- sue over the years – and that’s a great advantage.” And that goes not just for the company, but ultimately also for the readers.

But one thing is clear: “We definite- ly don’t want to give up on print in fa- vour of online.” In fact, Funke Medi- engruppe has not only developed its digital business in the last few years, but it has also made a huge investment in print. In 2014, the company signif- icantly scaled up its core business in printed media in Germany with the ac- quisition of regional daily newspapers as well as TV, radio and women’s titles from Axel Springer SE. The tactile dimension And there are good reasons for this move. In terms of the most impor- tant asset that journalism has to offer – credibility – Schwieger believes that print continues to be the market lead- er. The more confusing the growing glut of internet publications becomes, the more readers appreciate the guar- anteed integrity and transparency of sources provided by traditional prod- ucts. Schwieger sees signs of a coun- ter-trend moving back towards ana- logue in other areas as well. As an ex- ample, the German business magazine brand eins recently shared news about a digital agency which, while profes- sionally designing websites for com- panies, increasingly relies on analogue solutions in its own work process- es. Having a large ‘to do’ task sheet pinned up on the wall is reportedly not

Fast facts: Funke Mediengruppe

• Germany’s third largest newspaper and magazine publisher, privately held by the Funke family. • Headquartered in Essen, North Rhine- Westphalia. • Founded 3 April 1948 by Jakob Funke and Erich Brost. • Its first title, Westdeutsche Allgemeine Zeitung (WAZ), was a six-page newspaper published three times a week. • In 1976 it was renamed Zeitungsgruppe WAZ following the acquisition of other newspaper titles. • After further expansion into electronic media, it became WAZ Mediengruppe in 1997. • The company adopted its current name in 2013 after the Brost family sold its stake to the Funke family. Afterwards, the company has been renamed into Funke Mediengruppe. • Funke Mediengruppe publishes over 700 titles, specializing in regional newspapers, women’s titles and TV guides. • Employs 1,500 journalists and 4,000 other media experts. www.funkemedien.de

UPM NEWS 11