Dietmar Otti presented on how Axel Springer's BILD Zeitung media brand has capitalized on being the #1 newspaper, Sunday newspaper, news portal, and mobile media portal in Germany. He discussed BILD's B2B strategies such as audience targeting and cooperations, as well as B2C strategies including paid content, merchandising, gaming, travel, mobile SIM cards, and the BILD shop to monetize the brand across print, digital, mobile, and events.

1. 63rd WORLD NEWSPAPER CONGRESS
Session: Branding
Title: How to capitalize a media brand
Speaker: Dietmar Otti
Mark your calendar
64th WORLD NEWSPAPER CONGRESS
19th WORLD EDITORS FORUM
Vienna, Reed Messe Wien
www.wan-ifra.org/kiev2012

2. How to capitalize a
media brand
the case “BILD Zeitung”
Dr. Dietmar Otti, Managing Director Marketing
Axel Springer Media Impact
WAN-IFRA. 63rd World Newspaper Congress

4. ≠ @ ;) (i) ! 1 ®

5. #1 newspaper in Europe.
#1 Sunday newspaper in Germany.
#1 newsportal in Germany.
#1 most innovative media portal in Germany.
#1 mobile media portal in Germany.

6. B2B
$ Volks-Produkt
$
$ Familien-Produkt
$ Aktion für Deutschland
$ Kaiser-Karte
$ Merchandising
B2C
$ Mobile SIM cards
paid content $
merchandising $
gaming and travelling $
cell phone / gas rates $
BILD shop $

7. B2B
$ audience
$
$ cooperations
$ innovations
$
$
events
services
B2C
print, digital, mobile, $
crossmedia
Print: 3D BILD $
Print: XXL BILD $
User generated $
advertising

9. thanks for your attention.