Gottlieb Duttweiler would certainly close the "GDI", which bears his name, today, because instead of being of use to consumers, it only causes confusion. "GDI-Impuls" editor-in-chief Detlef Gürtler, whose magazine has hardly been quoted for a long time, at least in Switzerland, has made a significant contribution to this. When Gürtler claims : "It is up to the editors and not the publishers to define what a (note: editorial) product stands for", then this is only the first deception.
Every self-respecting publisher determines the saudi arabia rcs data direction of his media. The "Migros Magazin" consists of 85 percent directly marketing-driven information and 15 percent indirectly marketing-driven information. This is the will of the company management, which invests millions in it. "GDI Impuls" is an intellectual playground. As Gürtler himself says, his boss advises him not to write about Migros if possible, probably suspecting that this would bring little good. Gürtler demands that journalists become brands like Adidas and Redbull.
To earn more money, they could become speakers or authors, coaches or consultants. Of course, Gürtler does not ask where a journalist should get the skills to do this. For him, "PR writers and journalists" are the same thing under two names, which leads one to assume that he knows nothing about PR consulting or journalism. As the German "Zeit", the English "Economist" and the American "Wall Street Journal" show, good journalism is possible when there are suitably qualified publishers. If the large publishers in Switzerland in particular have invested too little in editorial quality in recent years, this is a strategic mistake, but does not allow Gürtler to assume that the publishers are finished. In fact, I now wish there were publishers, editors-in-chief and courageous journalists who would put their own opinion against such trend statements financed by Migros. It must not be the retail trade with its second-class media people that casts the oracle over the future of print publishing and journalism. Klaus J. Stöhlker is a management consultant for public relations.