News: Always part of the hype?

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A new week, a new challenge for Haeme Ulrich and Bernd Zipper: “Do you always have to be part of the platform hype?” is what Thomas Kramer from censhare wanted to know this time around. He got the idea for his question from the recent “Clubhouse” hype.

Whether you find every new trend funny or are quickly annoyed by it, is a question of personal preference for Haeme. From experience in his private environment, he knows that age doesn’t necessarily play a role. While his family experiments with apps for fun, he is more concerned with the business aspect.

For Bernd, the economic aspect should not be underestimated either: “The target group of digital natives has an enormous amount of money,” he explains. To keep the affluent clientele happy, something new must always be offered that arouses interest and generates a return.

Companies that want to profit from the hype must therefore act not as trendsetters, but as market experts: “We don’t have to look at which platform we would like to go to, but rather go where our network is,” says Bernd. This is the only way that real interaction can take place in the digital world.

A post about the current episode can be found here on publishingblog.ch.

You can listen to the entire episode here.

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News: Always part of the hype?
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News: Always part of the hype?
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A new week, a new challenge for Haeme Ulrich and Bernd Zipper: "Do you always have to be part of the platform hype?" is what Thomas Kramer from censhare wanted to know this time around. He got the idea for his question from the recent "Clubhouse" hype.
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Beyond-Print.net

Christoph Koitka ist als Redakteur für Beyond Print immer an den Neuigkeiten, Innovationen und Transformationen sowie an den kreativen Köpfen der Onlineprint-Industrie interessiert. Vor seinem Volontariat bei der Katholischen Nachrichten-Agentur (KNA) in Bonn, München und Berlin studierte er Italienisch, Geschichte sowie Mittelalter- und Renaissancestudien in Bochum und Pisa. Stationen bei der taz (Ressort Recherche und Reportage), der Zeit und dem Spiegel (Ressort Multimedia) rundeten seine Ausbildung ab. Als erfahrener Redakteur kennt Christoph Koitka sich mit Reportagen und Recherchen bestens aus und kann komplexe Inhalte zielgruppengerecht darstellen.

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