To the point: The right path shows itself when walking

And many of you not only clicked through the answers, which has already provided us with very important insights - you also commented, explained and made suggestions. Media disenchantment? Not with us! So we now know that Werbewoche is still a must-read for you, both the printed edition and our newsletter. That's what 67% of the respondents think.

However, Advertising Week is not just intended to be compulsory reading, but to be fun and to give you impetus and assistance for your everyday work. It's good that we now know exactly what you like to read - and what else you would like to read.

You have also confirmed our opinion: If you offer content worth reading, you don't have to worry about the life expectancy of your publication channel. Print is dying? Online is not profitable? Good texts and clever minds always come together. In this sense: Thank you very much. We also understand your praise as a clear mandate.

Relevance and added value in the media were also the buzzwords at the Swiss Media Congress, which was held for the last time this year in Interlaken. While Jeff Jarvis advised providing users and readers with information tailored precisely to their needs as a means of combating sensory overload, Dominique Eigenmann recommended writing less negative and more uplifting content. Because that's what people want to read.

While Hanspeter Lebrument condemned the advertising alliance of Ringier, SRG and Swisscom because it effectively creates a data monopoly, Doris Leuthard thought it was a good idea. From an entrepreneurial point of view, the move made sense, the media minister stressed. And from the ivory tower came the suggestion to first establish a joint "Swiss Media Technology Institute" to be prepared for the rapid changes in the media industry - after all, research never hurt.

There are many ideas on how media and publishers, advertisers and marketers can succeed in the difficult market. But there is no guarantee of success. If ten say "hey," at least as many say "hey. So the order of the day is: Cheer up, dance!

Open your eyes, try it out! Don't lose the desire and do it! The right path shows itself as you go.

But sometimes that's not so easy: There's a camerawoman kicking refugee children and ruining "their whole life so far" in just a few seconds. At the Munich Oktoberfest, gingerbread hearts must be used to promote tolerance: "We have produced around 1000 Herzerl," SDA quoted Wiesn merchant Andreas Greipl. He sells the special edition at his stands in the Hofbräuzelt and in the Ochsenbraterei. Doesn't that make you kind of sick? Hofbräuzelt, Ochsenbraterei and tolerance - something doesn't go together. Originally, the icing on the colorful gingerbread hearts was supposed to be "solidarity. But the term didn't fit on the heart. Bon appetit.

I also have mixed feelings about the city of Zurich's friendliness offensive. Generally speaking, friendliness is as wrong as research is wrong. But can posters make people treat each other more nicely again, let each other go first, help each other into the streetcar with bag and baggage? Yes.

However, the current poster subjects don't have what it takes. On my "favorite subject," I see an elderly gentleman with a kind of rescue hoop in his arm, grinning as if he had just had his teeth fixed at the "dentist in Germany. The slogan ambiguously claims: "Friendly is better in Zurich" (- even though every Zurich resident knows that if you're friendly, you'll wait in line longer at best; but that's about to change).

The campaign, which was implemented by the Dynamite agency, is intended to support road safety. The gentleman with the rescue tire in his arm looks out of the side window of his car. I've learned: When driving, keep your hands on the wheel and always look ahead, as well as in the rearview or side mirror. If you shine a friendly beam all around you, you will provoke at most a rear-end collision in bumper-to-bumper traffic. Or angry honking.

The Zurich police department explains on its website how this promotional GAU could happen: "The city of Zurich and twelve traffic and interest groups are pulling together ..." More likely, "... tattered an idea." The campaign, by the way, will now bother us for three years.

We'll stay on the beat for a moment: "The world is out of joint!" a well-known vigilante, who investigates mainly on the Sunday program of Radio SRF, would exclaim after a glance at the daily newspaper. Let's just not stop thinking and feeling. And put them back together again.

Anne-Friederike Heinrich, Editor in Chief
f.heinrich@werbewoche.ch