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101 views on Burda – 101 stories about a media company that has always combined tradition with innovation and a down-to-earth approach with a cosmopolitan sensibility. Each section of this publication covers a different topic, reflecting Burda’s versatility in the process. Together, they clearly show what we are always striving to achieve: products that stir up passions and a close relationship with our customers. After all, this is the basis for our success.

We are constantly looking for new opportunities to inspire our customers with innovative media products – be they analogue or digital. We are not afraid to transcend supposed boundaries, to experiment and learn from our mistakes. Burda is permanently changing, and will continue to do so. Only in this way can we achieve our most important goal: to grow by aspiring to new heights.

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At Bambi 2014, star photographer Mario Testino captured celebrities such as Crown Princess Mary of Denmark (right) on the red carpet for the “Welt am Sonntag”.

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An emotional night Every year, the Bambi, Germany’s most important media award, attracts millions of TV and online viewers A tiny little deer with a huge impact: year Bambi is a format fuelled by emotions, after year, millions of people tune in live to making it an annual media spectacle.

ARD to see who has earned themselves Before, during and after the ceremony, a Bambi award. Every autumn, Hubert the focus is on people who have moved, Burda Media entices top celebrities from entertained and fascinated us in their Germany and around the world to Berlin respective fields and their own special for Europe’s most important media award. way, whose stories are discussed by GerAnd it certainly draws an impressive many and the world as a whole. But crowd, counting pop legend Michael Bambi doesn’t just focus on celebrities ­Jackson, actor Tom Cruise, superstar admired by millions – it also has a special Lady Gaga, entrepreneurial legend Bill category for Germany’s unsung heroes Gates and Her Royal Highness Crown dedicating their time to voluntary work.

Princess Mary of Denmark among its preWith a history spanning 66 vious guests. Publisher Hubert Burda, the years, Bambi is now one of the country’s ceremony’s benefactor, personally welkey media events. “Every year, Bambi is comes around 800 high-profile guests the talk of the nation, its mass appeal from show business, the media, society, reflected by huge media interest”, emphapolitics and the economy to the gala. sises Burda Board Member Philipp Welte.

Thousands of global media outlets report The 2014 ceremony was watched by a TV on this glittering, glamorous audience of up to six million and emotional ceremony people, and reached almost each year. four billion viewers across all Bambi was channels worldwide. Around launched in 1948. In an era 300 journalists, photogradominated by resignation phers and camera crew and ruins, this little deer report from the event each gave the people courage. year. The feelings Bambi Bambi was originally a film generates are perfect for award voted for by readers social media, and the first of Film-Revue magazine. major social media offensive Star photographer When televisions became a was launched in 2011. Since Mario Testino popular addition to people’s then, over 245,000 Faceliving rooms, it was also extended to TV book users have “liked” the official fan stars. The first winner was actor Marika page and Bambi has more than 59,000 Rökk, whose daughter gave the cute little followers on Twitter. Each year, several deer its name: upon seeing it, she thousand new online fans visit social exclaimed “Oh, it looks just like a Bambi”. media to access exclusive background As the decades progressed, the media information and take a look behind the world grew – and so, in the early 1980s, scenes; they can even apply to be part of the Bambi became a media award. the event. Bambi has been a permanent Who deserves to be recogfixture in Germany’s entertainment econnised for their exceptional achievements? omy for some time now.

Who has the most striking red carpet look? Who gives the audience goosebumps when they appear on stage?

Turn over for photos from previous Bambi ceremonies

Justin Bieber, 2011

Muhammad Ali, 2003

Lady Gaga, 2011

Bill Gates, 2013

Helene Fischer, 2014

Salma Hayek, 2012

Crown Princess Mary of Denmark, 2014

Karl Lagerfeld, 1989 and 2005

Halle Berry and Michael Jackson, 2002

Gwyneth Paltrow, 2011

U2 with Bono (centre), 2014

Christoph Waltz, 2009

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The ideas factory

Left page: Bootcamp organiser Natalia Karbasova and mentor Maximilian Gaub (front) with the Burda Bootcamp participants This page: playing table tennis perfectly offsets the concentration demanded by coding and designing.

It’s a mild Saturday evening in the heart of Munich. While others party, flirt, dance and forget the stress of everyday life, 100 coders, designers and journalists are hitting their stride on their laptops in the HVB Forum. Designing, coding, hacking.

Brainstorming, discussing, visualising.

Burda invited them to its third Hackday in June 2015, the first event run in collaboration with HypoVereinsbank. The theme?

“The Future of Finance”. What form will banking take in the future? Which innovative digital services will customers expect from their bank? The 25 teams have 30 hours to develop creative and innovative platforms and apps. Storytelling, data analysis and design are closely intertwined, a relationship emphasised by the Burda Hackday.

“A journalist who can write a few lines of code and knows how to fi nd and visualise data is well positioned for the future”, explains publisher Hubert Burda. “But journalists shouldn’t just learn coding and visual thinking; they also need to team up more frequently with developers and designers – the only way to produce innovative media projects.”

If the merits of the Hackday weren’t already obvious, the original ideas developed by the participants for the future of finance are the perfect indication.

The winning team created an online marketplace in which airlines sell their tickets to retailers, who then pass them on to customers at a discount.

If you have the motivation and the right skills, you can spend not just two days at Burda, but two months developing new prototypes and web platforms.

Twice a year, Natalia Karbasova – Hubert Burda’s digital assistant – gathers talented

programmers, designers and data scientists (most of them students) in the Bavarian capital for a two-month Burda Bootcamp. In Munich’s Arabellapark, four young colleagues are playing table football. Three more sit on huge cushions with their laptops on their knees; chart music plays in the background. The perfect start-up atmosphere.

The aim is the same as the Hackday: youngsters develop digital prototypes. The Bootcamp focuses on digital enhancements for Burda brands. Hacker culture meets the publishing business.

“The Bootcamp offers our participants a wide open space in which to develop, while Burda’s brands acquire new ideas and products”, explains Natalia Karbasova.

Burda’s mentors are very pleased with these unconventional thinkers and their digital visions. For example, the Starquiz app proposed for Bunte is now available

in the app store. In this game, users have to answer seven questions from typical Bunte subject areas – people, celebrities and royals – and compete against friends or a random opponent. Links take the player to the brand’s offerings. The app devised for Freundin provides useful everyday tips in a simple and minimalist format, accessing existing content from the magazine.

“With the Bootcamp, we are showing that developing an idea into a digital prototype and then a finished product can go a lot quicker and cost less than is usual in other large corporations”, says Natalia Karbasova.

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Making an impression With two plants in Offenburg and sites in Nuremberg and France, the BurdaDruck group is one of Europe’s largest printing companies.

400 million pages are printed at the company each day.

50 km/h is the speed of the paper web in gravure printing.

This allows around 50,000 magazines to be produced each hour.

2,000 to 4,000 magazines fit on one europallet (depending on format and thickness).

100 percent of consumable materials are recycled to protect the planet.

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First choice We love magazines – and our readers love us for it. Burda is founded on the potent concept of outstanding magazine journalism, fulfilled by major – sometimes legendary – media brands with a high degree of expertise in informing and entertaining millions of people. In Germany, Burda sells more than 310 million magazines each year. Its magazine portfolio is huge, with 93 published on its domestic market alone. Some of them have been around for decades.

And where does each one start? With the first issue!

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Working with 10,373 friends

Burda is a diverse place. Careers range from printing to web development, from editing to facility management. And it doesn’t matter where employees come from, what colour their skin is or where they were educated: Burda is filled with media obsessives who come from all over the world and live in 20 different countries, including Russia, Singapore and Brazil. The average employee age is 39 and, at the end of 2014, 45.1% of managers were women.

The corporation currently employs 10,374 people (as of 2014). Each one has a story to tell – and their own personal passion for their work.

7 Living in luxury

The playground of the rich: managing director Melvin Ang in an upmarket shopping mall in Singapore

Burda’s exclusive lifestyle brands from Singapore, Malaysia, Thailand, Hong Kong, Indonesia and Taiwan are successful because they reflect the mindset of Asian high society. In Asia, people with social aspirations like their luxury – so society media still has plenty of room to grow

If you want to know who’s truly made it in Singapore, simply look at the cover of Prestige. The title page of the city’s most successful luxury magazine is a parade of famous online entrepreneurs, daugh­ ters from respectable families, pop stars, designers, renowned architects and business moguls.

Melvin Ang was the one who decided that all models featured in ­Prestige should be picked from the real stars and personalities of Singapore so­ ciety. “It’s an effective method of bonding with the reader”, explains the publisher of the society magazine released in Sin­ gapore by Burda. This booming metro­po­ lis in Southeast Asia is home to many ­affluent people, who work hard to make it to the cover of Prestige. Or at least into the section where celebrities display their Instagram photos. For a millionaire’s daughter preparing to be married, there is nothing more stylish than a Prestige honeymoon photoshoot in the Maldives with Prince Charming by her side.

Alongside extensive features on men’s and women’s fashion, the ­magazine centres on stories about the

richest members of Singapore society.

People in Asia – particularly the Chinese – love to look up to successful people.

Status is everything, and the magazine reflects this mindset. Of the 15,000 mag­ azines printed, a few thousand compli­ mentary copies are sent to carefully se­ lected subscribers with exquisite taste.

“You have to qualify to join this group”, Melvin Ang says with confidence. Along the way, the publisher collects the ­addresses of high society members (a ­valuable commodity), some of whom spend millions of dollars each year on jewellery alone.

Founded by Ang 15 years ago in Singapore, Prestige is also avail­ able in Indonesia, Malaysia, Thailand, Hong Kong and (for three years now) Taiwan. The external editorial teams can use each other’s content, but do not have to. Each boss decides on the best way to achieve their goals. These suc­ cessful magazines have long since devel­ oped into media brands that employ ­various methods to address their exclu­ sive target groups. “We place great ­value on direct contact with readers and

Market research with champagne: Ang meets his readers on a regular basis.

advertising clients. For example, we or­ ganise lots of promotions and events to strengthen our brands, deepen customer relationships and generate a loyal read­ ership”, says Ang, explaining his strategy.

These include the spectacular Prestige ball, which takes place every September and is one of the most impor­ tant occasions in Singapore society. ­Attendees are personally invited by the editorial team, with a maximum guest list of 500 people. To make the event even more appealing to its distinguished guests, Ang and the magazine’s fashion editor select the ten best dressed so­ cialites to be the belles of the ball.

Melvin Ang and his team also organise regular cocktail receptions for luxury brands like Bulgari and Cartier.

The company also publishes successful customer magazines for several major shopping centres. And in “Marina Sands”, Singapore’s largest resort with an inte­ grated shopping mall, Ang stages a watch fair with the country’s most impor­ tant representatives of haute horlogerie.

A few premium readers of PIN, the ­Chinese-language offshoot of Prestige,

are flown from Taiwan to Singapore spe­ cially for the event. Roughly translated, PIN means “sophisticated lifestyle”. For a few years now, Melvin Ang has also been publishing August Man, a magazine for men with substance. The magazine is aimed at smart, fashion-conscious men with a discerning lifestyle, of whom there are many in Asian high society.

For Ang, it is important to be close to his target audience and under­ stand their mindset. To know exactly what his readers want, he regularly in­ vites them to dine with him. In an unusu­ al form of market research, he chats with and charms the ladies and gentle­ men and asks all about their favourite brands, holiday destinations and their new favourite toys. And, of course, who they think should appear on the next Prestige cover.

We place great value on direct contact with readers and advertising clients.

We organise lots of promotions to strengthen our brands and deepen customer relationships.

Melvin Ang

A love of details: Ang and editor-in-chief Dylan Boey plan the next issue of Prestige, their successful magazine.

8 Contemporary shopping

Shopping portals Showroom (Poland) and Lidyana (Turkey) sell fashion from up-and-coming Eastern European designers and accessories and jewellery from Turkey. In their home countries, these two online retailers – both founded in 2012 – are e-commerce figureheads. At the 2014 pitch day run by venture capital firm SevenVentures, Showroom fought off 300 other start-ups. The Polish fashion platform launched in Germany in 2015. Hubert Burda Media owns 24.1% of Lidyana and is the majority shareholder in Showroom.

Making innovators seek permission is a deeply terrible idea.

Eric Schmidt Google

Breakthrough ideas – by definition – look like they are insane.

Ben Horowitz Venture Capitalist

Sheryl Sandberg Facebook

Everyone has the power of being a broadcaster.

I think finally now we’re gonna get to the point where the technology does what we want.

Andrew McAfee MIT Sloan School of Management

There are no Victoria’s Secret models in Silicon Valley.

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Sean Parker Napster, Facebook

At the DLD conference in Munich, the best and brightest come together to discuss digital trends.

There were tons of ­failure.

There are no lightning strikes.

It’s called perseverance.

Tony Fadell Nest/Google

Customers should not care which kind of infrastructure they are using, they should just have the fastest data that exists.

Timotheus Höttges Deutsche Telekom

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Getting close to readers Looking global politics in the eye: in 1983, Hubert Burda met US President Ronald Reagan and joined him in reading Bunte, Europe’s biggest celebrity medium.

Editor-in-chief from 1976 to 1986, Burda turned the glossy publication filled with royalty and fairytales into Germany’s first celebrity magazine. In 1978, it had a weekly print run of 1.4 million copies.

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Daring to innovate The company encourages innovation through various initiatives and platforms. Employees work together to develop and implement new ideas and concepts

Problem-solving teamwork fun: the Innovation Days saw employees collaborating on new concepts for Burda’s media brands.

The aim of the Innovation Days was to establish a new culture of innovation, to allow people to think freely and creatively, and to add a breath of fresh air. The project was launched by Board Member Philipp Welte, who invited 120 colleagues from the National Media Brands division to think like start-up founders.

Combining Burda’s journalistic expertise with the possibilities of digital technology, they produced innovative ideas for digital products, all closely related to consumers, that will allow Burda to grow in an increasingly dynamic market. Philipp Welte and BurdaLife managing director Reinhold G. Hubert, who is re sponsible for the project, agree that nowadays this can only be achieved through innovation. Four of these ideas have already been implemented, turning employees into intrapreneurs.

To successfully respond to the ongoing “mobile shift”, the Mobile Innovation Day also saw participants from 16 companies developing mobile solutions for various Burda brands. Burda Board Member Stefan Winners explains: “The only way to remain ahead of our competitors is to have a consistently mobile – and social – mindset when realising our products.” Winners also works with his Digital Leadership Team to devise a range of mobile and brand measures to be implemented together.

BurdaInternational uses the “Management, Innovation, Leadership” programme to tackle innovation head on. Employees discuss new digital trends and take a structured approach to projects from various countries to consistently refine project ideas.

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Things to come A company is only as good as its strategy for the future. Thanks to digitalisation, the media industry is experiencing particularly profound changes that will continue for some time yet. Burda’s five board members tell us what they think the future will hold.

“Mobile and social usage will change digital media forever.”

Stefan Winners Board Member National Digital Brands

“The world of work is constantly evolving, and companies have to be ready to evolve with it.”

Holger Eckstein Board Member Finance

“We are excited by the future of digitalisation and will be maximising its potential.

Technology and content remain our core competencies.”

Paul-Bernhard Kallen Chief Executive Officer

“People in Germany love magazines and will continue to trust in journalism as long as it is done with passion.”

Philipp Welte Board Member National Media Brands

“Freedom to innovate and be creative requires every single one of us to take responsibility.

We lead not by setting rules, but by setting an example.”

Andreas Rittstieg Board Member Legal and Compliance

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It went Xing Our workaday world is changing and, with it, the quests for jobs and applicants. Xing, the social network for professional contacts, is helping to shape the labour market of tomorrow

Spending your whole life with one com­ pany, clambering step by step up the ­career ladder, from the first to the final pay packet: that was the norm for most people two decades ago. Work was driv­ en by a desire for security and pre­ dictabil­ity – coupled with the motivation of identifying completely with the compa­ ny that had consumed 40 years of your life. And today? Temporary posts, oneyear contracts, career changes in your mid-thirties. Or, alternatively, vocational training, then university – followed by a job unrelated to either.

The world of work has already changed radically. And the Xing theme portal “Spielraum” (Scope) offers detailed information about its future. Xing even presents an annual “New Work Award” to a company promoting innovative work concepts. To Generation Y in particular, i.e. today’s mid-20s to mid-30s, what matters most are meaningfulness and self-realization – rather than a supposed­ ly secure job that allows you to cover the mortgage on a small suburban house.

Status symbols are losing ground to (pro­ fessional) freedom and independence: these are now paramount – especially in the more creative industries. A linear ca­ reer of the kind your parents pursued?

Out of the question in these fickle times.

Salaried employees metamorphose into freelancers and back, seemingly on a whim – nothing out of the ordinary in cre­ ative fields. This project today, that job tomorrow: the bread and butter for Generation Y. After all, they have been prepared for the new labour market at college or vocational school. And soon it will be everybody’s fare.

No surprise then that tradi­ tional job applications are becoming old hat. How many applicants still submit a portfolio by snail mail? Most posts are filled through personal contacts anyway.

Networking has become the magic bul­ let. Staying in touch with former coworkers, keeping track of their careers so that you can team up with them again someday: that’s the way of the world today.

Xing, the social network for employment contacts, offers a platform for this style of professional networking. It was launched under the name OpenBC in 2003 and Burda acquired its first shares way back in 2009. Thanks to Xing, users can keep in touch with other profession­ als, colleagues and fellow students. On this site professionals of any ilk can not only seek and land jobs; they can find projects, potential partners, advice and business ideas as well. Not to mention colleagues, experts and helpful contacts who have enrolled in one of its 74,000 professional groups. Simply entering the correct search terms means that people who might never have met physically can link up virtually and lend mutual support.

In the digital world, a specialist whose skills a small business desperately needs is only a few clicks and a message away – irrespective of their locations. But the new working environment also de­ mands that professionals – not just en­ trepreneurs and freelancers – actively market themselves. Posting a full

Networking professionally, keeping in touch with colleagues, finding employees and employers – all far easier online than offline. As a social network for professional contacts, Xing is a dominant force in this market.

curriculum vitae on the social network is not enough in itself. If you know a lot about a subject, you write a blog, declare yourself an expert, and then tag this skill in your Xing profile. Standing out in today’s labour market requires a lot of initiative. Conversely, businesses too have to fight harder than ever to get good employees. Simply advertising an interesting opening no longer suffi ces. And employees’ demands have increased too: how can I grow both personally and professionally? What can your company offer me? In this way the probationary period often becomes a test run for employers and employees alike.

Employer branding is also increasingly an issue, especially for small businesses that need to trumpet their attractions for employees more than the big corporations. Experts have long been predicting that specialists will be in even shorter supply in the years ahead.

Firms are having to fi ght for the best employees – and often hire head-hunters.

And they will fi nd the best prospective candidates on Xing! Early this year, the network acquired Jobbörse.com – with over 2.5 million vacancies, the largest job search engine in German-speaking Europe. With this, Xing is hoping to provide its users with even more help in fi nding posts that fit their lives best.

Beyond this, Xing has also integrated the employer evaluation portal Kununu. Now users can instantly read how current and former employees rate conditions at a company – directly below its job ad.

The application process is streamlined in other ways as well: a curriculum vitae generator operated by the Xing subsidiary Lebenslauf.com makes it easy to create a CV that is always up to date and properly formatted – automatically and with a single click. Users need only upload existing files or – even more conveniently – import their Xing profiles; the CV is automatically published as a pdf file. What could be simpler?

Xing’s fi nancial results also attest to its winning philosophy. The company is growing with every quarter. Total sales during the fi rst half of 2015 rose by 26% to 59.5 million euros (compared to 47.1 million the previous year). The website’s premium members have become a major growth engine. To secure access to special services, more than 26,000 members registered for Premium or ProJobs membership during the fi rst six months of 2015. There was even higher growth in the area of e-recruiting, which sells solutions to help companies prevail in the war for talents; it rose 37% on the previous year. A gain of 772,500 new members in the fi rst half of 2015 marked another milestone, with Xing posting the greatest expansion in its entire history.

The network thus now boasts 9.2 million users in the German-speaking countries, of which 861,000 are premium customers – men and women who are ideally equipped to cope with tomorrow’s labour market.

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Mobile finance

It is a long time since investors spent their mornings drinking coffee and working through a pile of stock market letters.

Today, everything is mobile, quick and – above all – tailored.

And this is precisely what ­users of Finanzen100 value about the brand’s apps. 75% of the financial portal’s reach is now generated through mobile services. The industry has become more networked and more direct. Users want to check real-time exchange rates whenever they like and to receive the latest news from the stock markets and the world of business.

Finanzen100 has been around since 2008 and part of Burda since 2010. Today, it is one of Germany’s largest financial portals and achieved over 10.8 million visits in ­August 2015 (IVW).

The mobile trend was identified at an early stage, and the apps developed for the brand offer a pioneering level of ­usability and service. The first version for the Apple Watch has now been launched.

The advantage of all mobile services is that users can search for securities, currencies and raw materials extremely quickly. Investors can create their own portfolios and watch lists. The ­Finanzen100 apps for

­iPhone, iPad and ­Android give users maximum control when on the move. Frequent travellers can use the currency calculator app to convert 160 currencies in the blink of an eye – with real-time exchange rates and an offline mode.

These services are constantly being developed by the 12-person team, who are currently working on a new, responsive website. At the same time, the editorial section of the portal is being expanded. New partners and contributors ­ will become even more involved to provide ­Finanzen100 users with even better information.

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Hubert Burda Media employs 2,000 journalists worldwide.

16 Vintage service

Thanks to BurdaDirect and its marketing expertise, the premium wines available from Silkes Weinkeller will get to customers even faster.

The storeroom at Silkes Weinkeller offers the ideal conditions for metre-long shelves holding thousands of fi ne wines from around the world, predominantly Spain, Italy and France. Each year, the online retailer from Mettmann (near Düsseldorf) sends more than 800,000 bottles of wine to global customers.

In October 2013, full service provider BurdaDirect – which specialises in magazine marketing, customer management and e-commerce – bought a stake in the small internet shop, which has since enjoyed consistent growth of over 20% per year.

Wine lover Silke Spruch turned her passion into her profession back in 1998. Today, thousands of customers regard Silkes Weinkeller as an online expert in Spanish wines. Burda and the wine retailer share one key skill in particular: a close relationship with their customers and a resulting level of consumer confi dence. “It might not look that way at fi rst, but – like the publishing business – we have a subscription model too: a typical regular customer places orders so frequently that you could

almost call it a subscription. Managing such customer relationships is one of the key tasks at BurdaDirect”, explains managing director Elena Vollmer, who supervised the investment process at Burda. Brand events such as a public fair for wine lovers strengthen customer contact in the long term – direct marketing par excellence. “Silkes Weinmesse is an excellent example of how online and offline can be linked and of crossmedia story telling. Fairs bring the internet shop to life. Again, we come back to long-term customer relationships. Customers want a guiding hand, particularly with personal or complex products like wine”, says BurdaDirect managing director Michael Rohowski. With its technologies and strong marketing concept, BurdaDirect is prep aring the company for further growth. The long-term goal? To use BurdaDirect’s expertise and knowhow in IT, marketing and commercial services to establish Silkes Weinkeller as a market leader among Germany’s online wine retailers.

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A bright outlook

With a level of recognition in the US similar to that of Google and Facebook, The Weather Channel is perhaps the world’s largest weather service. BurdaForward has partnered with the company and brought the platform to Germany. The Weather Channel provides users with real-time forecasts tailored to their current location. With one of the largest databases of all digital offerings worldwide, The Weather Company’s immense expertise in big data will now be used to boost Burda’s brands. This opens up whole new possibilities for tailored services – for advertising customers too.

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Hip hip hooray “Schmudo” – the Baden name for “Fat Thursday” – is legendary, and not just in Offenburg. Burda has been celebrating this day for 50 years now, a company tradition initiated by Senator Franz Burda.

His father also had the carnival gene, and even took to the carnival stage himself.

Former EU Justice Commissioner Viviane Reding with Elmar Brok, Chairman of the European Parliament Committee on Foreign Affairs (top left); Member of the European Parliament Andreas Schwab (top right); Günther Oettinger, EU Commissioner for Digital Economy and Society (bottom left); Beate Merk, Bavarian State Minister for European Affairs and International Relations, and Albert Dess, Member of the European Parliament since 2004

The European Parliament in Brussels

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Talking to Europe Fair online competition: at the Burda… SummerNight in Brussels, the Burda board meets with political representatives to discuss the continent’s digital future

Burda CEO Paul-Bernhard Kallen (right) with Martin Schulz, President of the European Parliament

The Burda… SummerNight in Brussels ­focuses on the political rules required within the European domestic digital ­market to establish a level regulatory ­playing field between European and international companies.

Every year since 2013, the ­Burda board has welcomed around 300 high-ranking guests from politics, the economy and the media to the seat of ­Europe’s institutions. The evening event, which takes place shortly after the par­ liamentary summer break, aims to establish a presence in Europe’s nerve centre and to discuss the EU’s digital agenda with ­political decision makers. After all, the European institutions are the ones tasked with ensuring that the European consumer internet economy has equal ­opportunities on the international stage.

As Burda CEO Paul-Bernhard Kallen has

emphasised many times, a standardised legal framework that applies to all companies operating on the European market is long overdue. Otherwise, US companies who are active in Europe but do not need to comply with local legislation would have a serious competitive advantage. Kallen warns against the loss of competitiveness throughout the entire ­European economy and calls on politicians to act: “Europe ­deserves to play in the Champions League and to host the best industries. However, competitive alternatives from Europe are only possible if the same framework ­conditions apply to everyone, particularly in terms of competition, data protection and taxes.”

So far, the Burda… Summer­ Night has been attended by, among others, Martin Schulz (President of the European Parliament), Günther Oettinger

(EU Commissioner for Digital Economy and Society), Bavarian State Minister Beate Merk and EU parliamentarians such as Viviane Reding, Angelika Niebler, Andreas Schwab, Elmar Brok and David McAllister.

Before the event, the Burda delegation meets with other top European political representatives in Brussels in ­o rder to play a constructive role in smaller-scale discussions about the right course for a European domestic digital market. As Burda Board Member Philipp Welte emphasises, the focus here is not on the particular interests of the company, but on the competitive power of the entire European economy: “We are not only here as Burda, but as a European company.

Exchanging ideas with the key players in Brussels is valuable for both sides – and we definitely want it to continue.”

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Striking, Baden style

Franz Burda founded the employee magazine Die Burda-Familie (The Burda Family) in 1952. An anecdote from 1976 shows just how much the name meant to him. In the labour dispute between IG Druck und Papier and employers in the printing industry, the people on the front line were in it for the long haul. Franz Burda, 73-yearold patriarch and boss to 4,200 employees, tried to find his own solution. Looking back, he wrote: “The fight that broke out between the two camps put me in a very tricky situation, an emotional dilemma in fact.” As an employer, he felt a connection with his counterparts in the large publishing companies. As a trained printer, he was also on the side of his colleagues.

Burda escaped this “schizophrenic situation” by making the unconventional decision to voluntarily cease production on the strike days. Although the machines had stopped, his printers arrived with cleaning equipment and started scrubbing. The second strike day, 30 April 1976, went down in history as Offenburg’s model strike. Overnight, the publisher planned a work outing to Holdereck, a popular venue for forest festivals ten kilometres away.

The next morning, buses were waiting with space for 2,500 people. Bakeries and butcher’s shops were sold out. The Burda works band played at the huge company picnic, singing “Such a wonderful day as today”, and everyone agreed: “Such a wonderful strike as today, such a wonderful strike should stay!”

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A homepage for paradise

Back in 1953, Marilyn Monroe caused a sensation when she posed naked for the first issue of Playboy. The new men’s magazine sold out in a matter of days. Even today, men are quick to pick up a copy when Playboy features stars in exceptional photos – but in addition to visiting a kiosk, they are increasingly likely to go online. On the new Playboy Plus portal, paying customers can access not just thrilling images and videos of red-hot playmates and German celebrities like Cora Schumacher and Regina Halmich, but also pictures of celebrated beauties such as Marilyn Monroe. Playboy is a great example of how traditional brands can identify new and successful revenue streams. The Burda magazine has been making money out of paid online content since 2002, previously under the name Cyberclub and, since February 2015, as Playboy Plus. “The no-cost culture on the

i­nternet is no problem for us because we have exclusive content”, says Vernon von Klitzing, group head of publishing at Playboy, explaining the magazine’s competitive edge. At Playboy Plus, subscribers can access more than 150,000 photos and films on their home computers or from a laptop, tablet or smartphone.

The service, which is updated daily, works on all devices. The new Playboy website, which features reports, advice and lifestyle tips, is just as much a part of the brand’s successful digital offering as its Facebook community, which has over two million fans.

“Our USP is an integrated editorial approach for online and print and networking between all areas”, says editor-in-chief Florian Boitin. “For example, we have our own programmers. This allows us to test things live and develop them further.”

22

Brave new world Now and then, our younger colleagues ask themselves what it was like to work without e-mails or the internet. Today you need a keyboard and screen for everything. But that wasn’t always the case. An initial digital change took place in May 1966, when the first computer was installed in Burda’s Offenburg high-rise.

Modern smartphones might have more computing power, but this was a huge step for the company. “After careful consideration, ‘data processing’, this modern means of organisation, has made its way into our company too”, Burda’s employee magazine reported at the time.

23 We give our colleagues the opportunity to develop by acquiring the tools for digital storytelling.

Elisabeth Varn Managing director, Burda Magazine Holding

Mareike Opitz Playboy department head

In her blog “Mutti so yeah”, Mareike Opitz posts humorous reports about the madness of everyday parental life.

Worth following Burda employees blog about their passions, developing their own digital brands

The perfect shoes for mothers to wear on the playground or picture book apps for the little ones – Mareike Opitz’s blog “Mutti so yeah” (Mama says yeah) offers refreshingly humorous, mercilessly honest and, above all, very personal reports on everyday life as a parent. “My blog aims to put mamas and papas in a good mood. Because as great as little kids are, parents definitely need to keep their spirits up to compensate for the things they miss out on – sleep, nerves, time”, she explains. Head of the film and entertainment department at Playboy, she is responsible for the magazine’s film pages and topics, interviewing celebrities and editing texts. Since late 2014, she has been using her blog to write about the craziness of day-to-day life as a parent. An online medium by the target group, for the target group.

Burda encourages all of its employees to have their own blogs.

Initiated by Board Member Philipp Welte, the training session “How to build my own digital brand” is offered to editors on a regular basis. “It is important to us that our brands engage in a multimedia dialogue with consumers. We therefore give our colleagues the opportunity to develop by acquiring the tools for digital storytelling”, explains Elisabeth Varn, managing director of Burda Magazine Holding.

Find a niche, place boomerang content, spread the word to the target groups via Facebook, Twitter, Instagram and other social media and have the ­c ourage to make your stories personal: these are among the tips that Munich-based digital expert Maximilian Gaub (who also teaches at the Burda Journalism School) gives to his colleagues. “If you have the courage to focus on your personality and your perspective, then you’ll gain traction – and readers. A blog is a living, breathing business card”, he says.

Mareike Opitz took these tips to heart, with success: hundreds of fans have

“liked” her Facebook page, her blog has been mentioned by other relevant media outlets targeted at parents, and in June 2015 she was nominated in the “Best General Blog” category at the Isarnetz blog awards. “With ‘Mutti so yeah’, Mareike has created her own journalistic brand”, says her blog mentor Maximilian Gaub.

For some time now, setting up and expanding your blog has also been a core component of the twoyear multimedia course at the Burda Journalism School. “Responsibility is key”, explains Nikolaus von der Decken, who runs the school. “The trainees learn to truly embody a topic by devising, setting up and publicising their own media brand. They act as editor-in-chief, gain experience in digital publishing and hone their own ­journalistic profile.”

Former Playboy t­ rainee Tim Geyer blogs about music ­at “Punkpop­rap”, while ­one-time Focus trainee Mareike Hasenbeck writes about beer in her blog “Feiner Hopfen” (Fine Hops).

From community management to visualisation, from topical research to marketing: InStyle trainee Allegra Zerz has found that the theoretical knowledge she gained at the Burda Journalism School can now be applied to her blog. Since her school days, she has been writing about the latest fashions, the zaniest trends and the best street style. “It’s on with Allegra” has long since made her name on the blogger scene. She regularly posts her personal #OOTD – Outfit of the Day. Sometimes crazy, sometimes casual, there’s something for every fashion taste. Thousands of followers on Instagram, ­Facebook and Snapchat like, comment ­o n and share her pictures. Readers all over the world love her honesty and authenticity.

“Whether I think something is good or bad, I speak my mind and never pretend. Users want real insights from real people.”

Allegra Zerz InStyle trainee

When Allegra Zerz posts new outfits on her fashion blog “It’s on with Allegra”, she receives feedback from thousands of followers on Instagram, Facebook and Snapchat.

24 A twinning triumph The twinning programme brings together colleagues from different Burda divisions. Whatever their age or status, they can exchange ideas on an equal footing. The aim? To discuss experiences and make greater use of synergies. So what has worked particularly well? What have they learned? What are the latest trends? Two pairs of “twins” report back:

Elfi Langefeld Managing director, BurdaStyle

David Barnwell Senior editor, C3

“We wouldn’t have “It’s interesting met in normal to see how life. We simply colleagues work had no points of in a completely contact. David different departbrings whole ment. I now know new perspectives just how much that perfectly knowledge there complement my is within Burda. work and that The experiences of my team. He and contacts has now become gained through a permanent the programme fixture on the are extremely project team. valuable, both Professionally, it professionally and drives us forward. personally.”

And it’s great on a personal level too.”

Pamela Panzer Social media manager, Bunte.de

Gaby Höger Editor-in-chief, Meine Familie & ich

“As a digital “I find it fascinatnative, it’s ing to learn interesting for me about the needs to get to know a of the younger print brand and generation. It’s how the editorial very important for team works. I’m the brand. Thanks delighted to offer to our meetings, some inspiration I now have an for digital understanding of strategies. We are digital platforms. already working It was very on specific project educational to ideas. Twinning see how social is an informal channels can way for all of us be linked to one to expand our another.” networks.”

25

A very special store

Elle puts its style on show every month. And in 2015, the first Elle pop-up store allowed readers to experience these looks up close. For three days, clothing, bags and jewellery selected by Elle’s editorial team – all limited-edition collection pieces from established or young designers – were sold in Munich’s Hofgarten arcades. “We staged the Elle brand and its fashion expertise directly at the point of sale. Such promotions are also an ideal opportunity to find out more about our target group and talk with them directly”, says Elfi Langefeld, managing director luxury at BurdaStyle. 1,500 fashion fans visited the temporary boutique to soak up the Elle atmosphere – and, of course, to shop.

The art displayed in Burda’s buildings is also accessible to the public. Art tours and exhibition series are organised on a regular basis.

26

Office inspiration

Employee Susanne Heumann with her favourite painting by Roy Lichtenstein

Whether Warhol, Lichtenstein or Lagerfeld, art is inspiring.

Hubert Burda Media harnesses the power of creativity, which is why you’ll find numerous artworks hanging in its buildings and offices to give day-to-day media work an aesthetic lift. All employees in Germany can borrow paintings and photographs from the company’s extensive collection free of charge. The perfect symbiosis of zeitgeist and communication.

27

Quicker than you can say “ultrasound” An app from NetMoms is helping women to get pregnant

Many couples find it difficult when they fail to get pregnant right away. Knowing your own cycle can prove very helpful. “A woman who plans to have a child should understand herself and her body”, says Tanja zu Waldeck, managing director of the NetMoms portal, which has been part of Burda since 2012. And this is precisely why the online portal for parents has developed a cycle calendar app – to make it easy for women to determine when their fertility will peak. The app is available for iPhones, iPads and Android smartphones and has racked up more than 150,000 downloads so far. It has already helped numerous women to fulfil their dreams of motherhood.

NetMoms has been providing information and news about pregnancy, childbirth and life as a parent since 2007.

And its popularity is constantly rising: in July 2015, the portal had more than seven million visits (IVW), growth of over 100% on the previous year.

28 Back to the future The late 1990s: computers are still uncharted territory in schools. But Burda and Bertelsmann know that for this generation, PC skills will be vital to their careers. And so they set up the joint venture “Futurekids”, a chain of computer schools.

In 1998, 41 of these institutions offer IT tutoring and workshops in a franchise system, teaching students to construct a computer-controlled Lego digger, for example.

VDZ President Hubert Burda talks with Chancellor Angela Merkel at the Publishers’ Summit.

29

The publishers’ president The Association of German Magazine Publishers (VDZ) aims to ensure freedom of the press, establish fair competition in the digitalised media world and help shape public debate.

Hubert Burda has been President of the VDZ since 1997, and was unanimously re-elected in June 2015. He regards intensive dialogue with politics, the economy and society as particularly important to his work for the association. Burda is certain that the future of journalism and the European digital economy also depends on whether the political sphere can succeed in establishing the right framework conditions and guaranteeing fair competition in the digital world. And so he

represents the interests of publishers at a national and international level.

Hubert Burda keeps a close eye on social trends and the evolution of the media, using his foresight to shape the VDZ and thus the future of all magazine publishers in Germany.

He is convinced that: “Germany has the best magazines in the world. For years, publishers have been demonstrating how to successfully transform existing business models while also seizing the opportunities presented by the digital world. The magazine business is healthy, giving us every reason to face the challenges of the digital revolution with confidence.”

30

Investigative journalism Paintings looted by the Nazis, the tax scandal involving sporting celebrity Uli Hoeness and other scoops: ever since its launch, the news magazine Focus has been stoking social controversy with its exclusives

It all started out with a vague tip from an informant. The authorities had confiscated some paintings in Munich. From the ­residence of the former Nazi art dealer ­Hildebrand Gurlitt’s son. That was it. No further information, no name, no address.

Almost a year of intensive research ­followed for Focus journalists Markus Krischer and Thomas Röll. And at the end they unfurled a story that circled the globe. More than 1,200 paintings by artists including Picasso, Matisse, Chagall, Nolde and Klee had been seized in the apartment of 79-year-old Cornelius Gurlitt.

Hundreds of them had been plundered during Germany’s National Socialist era and since written off as lost. Their value: an estimated one billion euros. The

authorities had kept the discovery under wraps for 18 months – until Focus lifted the lid on the scandal on 4 November 2013.

“That was the most demanding research project I’ve ever worked on”, recalls Thomas Röll. Simply identifying who was involved took several weeks. Officially, Cornelius Gurlitt is unknown in Germany.

He is not registered as a resident anywhere and has neither a tax number nor a health insurance policy. No government organisation has a record of his existence.

To track him down, the Focus reporters studied the estate of one of his ancestors, contacted genealogists and members of the very wide-ranging Gurlitt family. They rummaged through archives and pored over old telephone books. Over a period of

months, they questioned all the authorities and institutions working on the case, kept their ears to the ground in the art scene, and contacted the descendants of some of the paintings’ former owners. And when they finally discovered where Gurlitt lived, they tried to arrange a meeting with him.

All in vain! He refused to open the door or respond to their letters. The neighbours stated they had not seen him in months.

After nearly 12 months of research, Markus Krischer, Thomas Röll and the board of editors at Focus decided to publish the story – although they still had not spoken to its main character. Their ­report proved a global sensation. “We sensed it was a big story but the level of fallout surprised us all”, says Röll. Just a

CNN, the BBC and “The New York Times” were among the news outlets covering the discovery of the plundered paintings. The Focus journalists had spent almost a full year researching the story.

few hours after the press agencies began running it, the major German media were carrying their own reports. The journalists were soon being asked for interviews themselves, not least by two of German TV’s top news programmes, “tagesthemen” and “heute journal”. AI Jazeera was requesting an interview by Skype while CNN dispatched its own camera team to Munich.

“The New York Times” cited “the news magazine Focus” as the source, as did “The Guardian”, BBC, “Le Monde”, “Paris Match” and even the “Times of India”.

Needless to say, the story also resonated on the social web, above all on Twitter.

It was a pièce de resistance of investigative journalism, a true scoop. Explosive exposés like this represent the ultimate coup in the world of journalism. But Focus stands for even more: clear and up-to-date information, practical benefits and top-rate entertainment. What really defines Focus is the news and particularly its contextualisation: the news behind the news, the backstories, and the reports on subjects of topical interest. The best news is the exclusive you have researched yourself. And several of these have graced the history of this news magazine.

Just a few months before the story on the art find, Focus had published another spectacular exposé: at the start of April 2013 its journalists had got wind

of major fraud allegations against Uli Hoeness, the former star football player and president of Bayern Munich. The reporters spoke to the tax authorities, made inquiries at the public prosecutor’s office, and the story gradually began to take shape. At six o’clock on Saturday, 20 April, Focus broke the news that would put Hoeness and the magazine itself on the front pages. In a fax Hoeness admitted to Focus that he had made a voluntary disclosure of tax liabilities, a step normally taken to pre-empt prosecution. The scoop preoccupied Germans for months on end and sparked a broad public debate about morals and attitudes to taxation.

In its debut issue of 18 January 1993, Focus had already made a huge splash with an exclusive report that the Iranian secret service – according to German police sources – had been behind the assassination of four campaigners for Kurdish independence in Berlin. And the regime in Tehran would allegedly stop at nothing to keep a German court from naming the organisers. To increase the pressure, the Iranians used a German who had been sentenced to death in Iran for alleged espionage. The Iranian ambassador promptly requested an injunction against the article, albeit without success.

Iran even temporarily cut off diplomatic ties with Germany. Ultimately, the German

was released and subsequently described his experiences to Focus.

The magazine claimed another major scoop in 2005. In the summer of that year, a reliable informant told Focus journalists about “unbelievable goings-on” at Volkswagen. For years, it transpired, VW’s director of human resources Peter Hartz had been funding prostitutes for key members of the company’s works council.

The beneficiaries even included its chairman Klaus Volkert. The journalists pursued the scandal and, after several articles that appeared in the magazine and substantiated the allegations, Volkert and Hartz were forced to step down from their posts.

The police launched their own investigation, brought charges and the perpetrators found themselves in court. In 2006 former Focus journalist Kayhan Özgenc, the lead reporter on this story, was awarded the Henri Nannen Prize – the supreme accolade for journalistic achievement in Germany – for his coverage of the VW scandal in Focus.

But the journalists have greater goals than merely making headlines. As the Gurlitt-scandal reporter Thomas Röll states, “It’s always rewarding when a story changes something. If it hadn’t been for our research, the real owners of the paintings would never have seen their pictures again.”

Online facts

The typical Focus Online user ... ... is male, aged 30 and over ... has completed higher education (high school or university of applied sciences/university) ... is employed and has a net household income of at least 3,000 euros

... is mainly interested in ... ... computer hardware and software ... rental cars and flights ... fee-based music and film downloads ... DSL and other broadband internet connections

Sources: media data and surveys conducted by Focus Online

31

In 2014, Focus Online gained more internet readers than any other German medium. For almost two years now, the news site has been outpacing its rivals’ growth – and is the country’s fastest news portal.

Focus Online is consistently tailored to the needs of its readers. However, its success is also due to its typical value in use, which plays an important role online as well. Focus Online is already Germany’s number one site for moving images. In June 2015, the website generated almost 60 million video PIs (according to IVW), putting it way ahead of all other portals.

Focus Online has the strongest mobile quarterly growth (growth rate | unique users in millions) Focus Online

19% | 5.7 14% | 3.5

stern.de

12% | 3.3

sueddeutsche.de Spiegel Online

5% | 7.3

n-tv.de

5% | 3.5

18

16.4

million

Sources: AGOF mobile facts 2014-IV, Ø month; AGOF mobile facts 2015-I, Ø month; AGOF digital facts 2015-06

Unique users on Spiegel Online

59,720,000 Video PIs (June 2015)

2,830,000 Facebook fans (June 2015)

2,800,000 News app downloads

million

Unique users on Focus Online

1% | 4.4

welt.de

The new king of coverage Users are responding well to Focus Online’s solution-orientated and useful journalism, which does not exclude critical reporting: in June 2015, the news portal outstripped Spiegel Online by over 1.6 million unique users.

32 Truly iconic!

The grande dame of fashion magazines, Harper’s Bazaar has enjoyed a reputation of being at once provocative, trendsetting and elegant ever since it first appeared in 1867. Legendary style icons such as Carmel Snow and Diana Vreeland have helped define this publication with a unique history, which has always been so much more than just another luxury fashion glossy.

Harper’s Bazaar is a barometer of the zeitgeist, a catalyst of lifestyle savoirfaire and social change. Over the course of its 145-year history, it has literally taken over the world: around the globe, there are 31 versions in 54 countries.

The German Harper’s Bazaar has been published since 2013 by a joint venture between Burda and the New York-based Hearst publishing company. The magazine has successfully established itself in Germany with total copies sold

E ASY DR ESSES & LUST A BIK INIS UF SEXY SA NDALEN

AMER

ElizabethICAN SPIRIT Olsen & Sissy Sp acek

exceeding 85,000. Thanks to well-known authors and internationally sought-after photographers, its attitude is consistently unconventional, extravagant and playful. The magazine also offers an array of exclusive services. “Bazaar does not want to dictate; it wants to inspire and seduce”, says editor-in-chief Kerstin Schneider.

J etset HOLID A

YS

JADE JAGG DIE HAMP ER AUF IBIZA, MI SS TONS VO N TORY BUONIS SARDINIEN UND RCH

Harper’s Bazaar is synonymous with fashion that is showcased in exceptional photography, journalism and design.

33

Burda goes Bosporus

Turkey

With almost 80 million inhabitants, the country by the Bosporus is an important market for Burda.

Food magazine Lezzet is a bestseller for Dogan-Burda, Turkey’s largest media group.

Burda is one of Germany’s largest media companies, and its numerous subsidiaries and international brands ensure its global importance too. One of its key markets is Turkey. The land by the Mediterranean is one of the world’s fastest-growing economies and has a youthful population. It also has broad internet coverage. Burda has held shares in media company Dogan since 1998. But that’s not all: it also owns 49.5% of their joint venture Dogan-Burda, Turkey’s largest magazine group. The group published around 70 magazines in 2015, plus a number of websites and apps for tablets and smartphones. Leading titles in its portfolio include Burda Style, Hello, Geo and Chip. Dogan-Burda published seven new titles in 2014 alone. Together with his team, CEO Mehmet Yilmaz regularly expands the company’s business fields, looks for new revenue models and develops business-relevant events. For example, Hello holds an annual street party where DJs show off their turntable skills all night long. Other events include energetic Zumba sessions and barbecues. For BurdaInternational CEO Fabrizio D’Angelo, the corporation has an exemplary level of dynamism.

“Mehmet Yilmaz and his team are the perfect example of a company that successfully implements new business models and innovates at all levels.”

Fabrizio D’Angelo CEO, BurdaInternational

34

Growing up successful

Be it Bibi Blocksberg, Princess Lillifee or Darth Vader and Luke Skywalker, children love to hear about fictitious heroes and heroines. Blue Ocean Entertainment, a children’s magazine publisher based in Stuttgart, publishes magazines dedicated to a range of characters from television, films and audio plays. In March 2014, Hubert Burda Media acquired 50.1% of the company. Since then, the two companies have worked together to harness synergies on the German market, in digitalisation and in international licens-

ing. Blue Ocean Entertainment has been marketing in-house developments and licensed products since 2005, including magazines for the Lego and Playmobil worlds, educational magazines like Frag doch mal die Maus (Why not ask the mouse), Was ist was (What is what) and Löwenzahn (Dandelion) and girl’s magazines about Filly and Princess Lillifee. In addition to many marketleading magazines, Blue Ocean now produces popular sticker series, calendars, comics and anthologies.

Frag doch mal die Maus

Princess Lillifee

Playmobil

What is air made of? How did the dinosaurs live? The TV mouse answers 36 pages of questions from the everyday lives of children aged six to nine. Published every two months, the magazine comes with a topical poster and an extra toy.

In January 2015, Burda Style and Blue Ocean’s first collaboration made every little girl’s dream come true with a Princess Lillifee costume. “Prinzessin Lillifee Backzauber” (Princess Lillifee Baking Magic) was released in May by Meine Familie & ich books.

Bringing toys to life: in Playmobil magazine, children aged four to seven join their heroes on thrilling adventures. Each issue comes with a limited-edition Playmobil figure.

The Smurfs

Lego Ninjago

Bibi Blocksberg

Something new from the Smurf village: The Smurfs magazine keeps children enthralled and entertained with puzzles, stories and an extra toy. Smurfette has her own girl’s magazine. The “Schlumpf dich schlau” (Smurf yourself smart) app teaches children to count.

Centred around the action-packed Lego Ninjago world, this magazine has stormed the publishing industry. Just six months after launching in January 2015, it had the greatest reach of any magazine for boys aged 12 and under. Comics and sticker series are building on this success.

This magazine is filled with exciting stories, crafts and baking tips for the witch’s young fans. The app offers entertaining puzzles, while Meine Familie & ich has already featured recipes for a witch’s party – the second collaboration between Burda and Blue Ocean.

1969: Franz Burda and the company aircraft welcome Ludwig Erhard, Chancellor Kurt Georg Kiesinger and CDU politician Hans Furler (from left) to Offenburg. Left: in 1958, the Burda fleet landed on the Zugspitze in magnificent conditions – advertising Freundin in the process.

35

Marketing above the mountains In 1955, the publishing company reached new heights as founder Franz Burda indulged his love of flying and bought an American Piper PA-18 Super Cub propeller plane. The two-seater aircraft had the power to pull a huge banner with two-metre-high advertising slogans, drawing attention to Burda’s magazines throughout Germany and Austria. This unusual marketing idea did the trick, and by 1963 the publisher’s squadron – which had grown to four Pipers – had covered 2.4 million kilometres. Each aircraft had a name befitting the company: one was christened “Mufti” after the Bild+Funk mascot (see number 73), while another was

known as “Engele”, Aenne Burda’s pet name. The planes flew at altitudes of 300–600 metres over Lake Constance, the Ruhr Valley, the Munich Oktoberfest and Hamburg, using banners up to 60 metres long to advertise Bunte, Freundin, Burda Moden and Freizeit Revue. In 1958, a spectacular promotion saw the fleet land on the Zugspitze. Until their decommissioning at the end of 1973, the planes also took part in air shows, provided assistance after avalanches, transported medication, carried busy celebrities and welcomed children who had won competitions in Bild+Funk.

36

No shame in cancer screening Since 2001, the Felix Burda Foundation has been working to prevent colon cancer, Germany’s most common form of new cancer cases after breast and prostate cancer.

The foundation was launched after the death of Felix Burda, son of Hubert Burda and Christa Maar.

He wanted to raise awareness, because colon cancer is curable if detected early.

Prevention via smartphone

In 2011, the foundation developed the “APPzumARZT” smartphone app. Free of charge, it ensures that children and adults do not forget legally recommended early detection and prevention measures such as dental prophylaxis and vaccinations. The app also offers scientifically sound health checks for strokes, heart attacks and colon cancer.

It has already been downloaded over 90,000 times.

62,000 people in Germany develop colon cancer every year.

26,000 people die each year as a consequence of the disease.

30 percent of people who contract colon cancer have a hereditary risk.

Thanks to the dedication of the Felix Burda Foundation …

… statutory colonoscopy screenings are offered to all those with health insurance aged 55 and over. … the German law on early cancer diagnosis and registration came into force in 2013. This ensures that all people with health insurance aged 50 and over will be personally invited for preventative screenings. … there is a lobby in Germany for the around four million people with an increased hereditary risk of developing colon cancer. Although they contract the disease earlier, they currently have no legal right to funded preventative screenings at a younger age.

Up to 2012, 4.4 million people had undergone the preventative check-up. This means that: 180,000 new cases have been prevented.

40,000 cases of colon cancer were detected at an early and curable stage.

80,000 deaths from colon cancer have been avoided.

37

A smart business You don’t need a drone to deliver online orders at lightningquick speed: at Cyberport, customers can get their hands on their new notebook or smartphone after just 60 minutes. And it’s all thanks to the company’s same-day pick-up service, which allows customers to collect products from one of its 15 outlets one hour after ordering online. Cyberport, which – along with the online retailer Computeruniverse – is part of Burda, began life as an online shop back in 1999, and has long since established physical shops in Germany and Austria.

“We want our customers to be able to reach us wherever necessary – online, by phone or in store. A physical presence has

many advantages, such as obtaining direct advice and taking your purchases away with you”, says managing director Rainer Kiefer, explaining their pioneering combination of online and offline retail. Their successful multi-channel model also includes the mobile shop developed for smartphones, activities on Facebook, Twitter and other social media, and Cyberbloc, a blog for gadget fans run by an editorial team. With more than 4.4 million customers and total sales of 606 million euros in 2014, Cyberport is one of Europe’s leading remote sellers for technology & lifestyle products.

38 Check first, travel smarter

Once upon a time, travel agencies and magazines were the most important sources of information for holidaymakers. Today, it’s the internet.

Millions of tourists share their experiences – and book their trips – via the HolidayCheck portal

A tropical paradise: in July 2015, HolidayCheck contained over six million hotel reviews from 220 countries.

When Petra and Olaf Wunderberg return from a holiday, unpacking isn’t their first priority. Instead, the couple log on to the ­H olidayCheck website to tell the community about their latest destination and their accommodation. Olaf Wunderberg began writing reviews for the portal way back in 2005, and he hasn’t stopped since. The frequent travellers, who live near Hanover, use HolidayCheck themselves and study the tips and reviews posted by other users before making a booking. If you’re ­struggling to choose between a city break or a beach holiday, ­Istanbul or Ibiza, the forums are packed with expert advice and ­insider tips. “I also use it to ask reviewers specific questions”, says Olaf Wunderberg.

HolidayCheck’s popularity is largely due to over six ­million reviews for more than 650,000 hotels and guesthouses in 220 countries. This is the portal’s USP, and 3,000 new reviews are added each day on average. A complex automated system performs an initial search for certain parameters such as insults and catalogue language. If necessary, inconsistent evaluations are examined in detail by a 60-strong quality team. Users can also report dubious statements via a special button. This ensures high-quality information. The website’s virtual photo album already contains more than 6.5 million private holiday snaps. And that’s not all it has to offer: around 79,000 videos provide a visual holiday experience before you’ve even left the house.

More than six million visitors use the portal each month to find out about destinations and hotels. They trust the experiences and recommendations of other tourists. And once you’ve found what you want, you can book your dream trip directly. ­H olidayCheck compares offers from over 100 travel businesses in real time. If a booking is made, HolidayCheck (a subsidiary of ­TOMORROW FOCUS AG) receives a commission.

Burda has been active in the travel industry for some time. Hubert Burda Media published Holiday travel magazine from 1987 to 1997, so investing in HolidayCheck was a logical step.

The holiday review portal provides all services – from research to booking – from a single source, in a format only possible online.

According to the latest Allensbach Computer and Technology Analysis, around 23 million people (almost 1 in 3 Germans) now book holidays over the internet – and this figure is increasing.

But HolidayCheck has become more than just a travel portal – a whole HolidayCheck community has developed. 1.7 million members upload reviews and engage in discussions, while the Facebook page had more than 476,000 fans in August 2015.

“For me, it feels like one big family”, says Olaf Wunderberg. The students who set up the platform in Konstanz back in 1999 could not have predicted its huge success. Situated on the Swiss side of Lake Constance, the company now employs 340 people, and the HolidayCheck website is available in nine languages.

Since 2012, the website has been collaborating with Zoover, a Dutch hotel and travel review portal that, like HolidayCheck, is also owned by the listed company TOMORROW FOCUS AG. HolidayCheck has been working with Daydreams, which specialises in short breaks, since 2014.

HolidayCheck is also a technological leader. Almost 20% of German visitors use its iPhone and Android apps or the portal’s mobile website. The iPad app is one of the most popular travel apps available for the device. The site has also been well ­received by travel professionals, receiving top marks from ­“Computer Bild” magazine in 2015.

The Wunderbergs have not yet decided where to go next. But one thing is certain – they’ll be posting another detailed account for the benefit of the community.

Favourite long-haul trips

When it’s cold outside, Germans head for distant lands.

According to a HolidayCheck analysis, the most popular destinations are Thailand, the Cape Verde islands, Sri Lanka, the Maldives, Abu Dhabi and Mexico.

More than six million holidaymakers use the portal each month.

Years of travel expertise: Burda published Holiday magazine from 1987 to 1997.

39

Burda runs well When 400 employees put on the same T-shirts, lace up their trainers and head for the starting line, it must be time for “Burda runs”. This traditional sporting event is a company institution in which team spirit and good humour are more important than coming fi rst. Employees and their families have been taking part since 2003, with three different routes to choose from. Depending on your physical fitness, you can run fi ve or ten kilometres or follow the fi ve-kilometre Nordic Walking route. People can also run in groups to boost their motivation.

German marathon twins Lisa and Anna Hahner launched the 2015 competition with a warm-up. In ideal conditions of 23°C, everyone crossed the fi nish line – and it really didn’t matter who came fi rst or last. “The focus is on having fun together outside work and communicating in a relaxed setting”, says HR director Christoph Diebenbusch. One highlight of the event is the subsequent summer festival, to which non-runners are also invited. Here’s to next year’s “on your marks, set, go”!

Huge contrasts: if you want to do business in India, you have to be open to a totally different culture.

Employees inaugurate the capital city’s printing site with a traditional fire ceremony in 2010.

40

Printing in Delhi India is a huge market, and Burda’s presence on the subcontinent extends beyond magazines like Sports Illustrated. The company’s gravure printing site in the Indian capital also produces millions of schoolbooks for the huge country – and for the African market

Burda has printed over 100 million books in India already. Teaching materials for African countries such as Ethiopia, Ghana and Nigeria are also produced in New Delhi.

Christophe Barth knows all about India’s potential: “We print millions of schoolbooks for several Indian states. But our printing site in New Delhi also produces schoolbooks for African countries. These print runs are enormous too, for example 1.3 million copies of a single mathematics book for Ethiopia.”

Originally from France, he has been running Burda’s printing business here since 2010. The printing machines in the Indian capital produce not just teaching materials, but also business reports (which listed companies in India have to send to every shareholder) and weekly newspaper supplements. In a country with over 1.2 billion people, it’s no wonder these print runs are always so large. And though it might sound strange in an age of digital revolution, print is a growing market in many countries outside Europe. Each year, demand for printed products grows by 8%–15% in China, India, South Africa and Brazil alone. These populous emerging countries place great emphasis on education, an approach that benefits schoolbook

manufacturers in particular. Since 2010, Burda has produced over 100 million books for Africa and India. The printing centre in New Delhi is India’s first site for illustration gravure printing.

“We expect the ‘Education Market International’ business field to continue expanding”, explains Egon Weimer, managing director of BurdaDruck. “At the same time, we want to play our part in enabling more and more children to access education through high-quality schoolbooks.”

To achieve this, Burda primarily employs modern technology. Together with the paper industry, it has put a lot of effort into developing a special paper for schoolbooks that can be used in gravure printing. An innovative new bookbinding process guarantees the books’ durability and functionality, even in extreme climatic conditions such as high temperatures or humidity. A special glue is used that is heat-resistant to 120°C, signifi cantly better quality than the usual hot glue and much cheaper than thread stitching.

As Christophe Barth says, if you want to be successful in an emerging country like India, you also have to be willing to immerse yourself in the culture: “The greatest challenge was understanding and adapting to the Indian culture. As a European, you can’t just come here and implement your own processes.”

India is an interesting market for other reasons too. BurdaInternational publishes numerous magazines on the subcontinent, its portfolio encompassing international brands such as Better Homes & Gardens and Sports Illustrated as well as further fashion, lifestyle, architecture/design and travel titles and regular advertising titles and customer magazines. Luxury publisher EMM, which is part of Burda, publishes Asia Spa, Millionaire Asia, Asia-Pacific Boating and Designer Mode, for example, as well as Audi’s Indian customer magazine. The Burda offshoot also organises events in India such as Precious Golf and trade fairs including Millionaire Summit and the AsiaSpa Wellness and Beauty Exhibition.

41

A matter of honour Burda has a tradition of social engagement.

Two prizes presented by the media company focus on citizens who dedicate themselves to the public good: the Senator Volunteering Award and the Employee Volunteering Award.

The former has been awarded to unsung heroes in Offenburg and the Ortenau district since 2012.

So far, it has been presented to citizens working with the homeless, traumatised people and young people from a migrant background. The Employee Volunteering Award was introduced in 2014 for Burda staff members who perform voluntary work and to support their commitment to local matters. Employee activities include looking after the sick and elderly and helping disadvantaged children and young people by teaching them to use computers.

42

Schooling for life These days, things don’t just revolve around print media, which is why the Burda Journalism School provides comprehensive journalistic training.

Eight BJS graduates tell us what they have learned

“We received concise basic knowledge and qualified in areas such as shooting videos. For me, talking to experienced journalists was also particularly important.”

Eva-Maria Sauter, Freundin 2013 – 2015

“The Journalism School was where I first realised that our stories have to be told not only in a magazine, but across all channels.”

“Knowledge is growing rapidly in every industry, so lifelong learning is becoming increasingly important for all of us. Everyone benefits from the rules of dramatic composition, from learning about professional storytelling.”

Stephanie Kreis, Donna 2011 – 2013

Maximilian Gaub, BJS lecturer 2002 – 2004

“I believe that magazine brands will become increasingly multimedia in future – offering journalists more opportunities and exciting challenges.”

Suzana Dulabic, InStyle 2005 – 2007

“The multimedia work at the BJS has prepared us for the future. Our time there has paid off both professionally and personally: I have made friends for life.”

“The training has helped me to identify my strengths.

I have always been interested in all things digital – primarily data journalism at first – and was able to develop my own projects.”

Alina Bähr, Super Illu 2012 – 2014

Natalia Karbasova, publisher’s office 2011 – 2013

“We study the entire journalistic craft – print and digital are always considered together. And because the trainees come from different editorial areas, we enrich each other’s knowledge.”

“Travelling to Focus’ New York correspondent office was a great opportunity. I still use the contacts I made there in the film and music industry and at ‘The New York Times’.”

Johannes Noldt, TV Spielfilm 2014 – 2016

Tim Geyer, Playboy 2012 – 2014

43

At the summit DLD Focus Nightcap is the most important networking platform for international decision makers at the World Economic Forum in Davos. Leading business representatives, politicians, investors and intellectuals come together with the international digital elite in the Steigenberger Grandhotel Belvédère for a traditional reception at 1,560 metres. They meet with around 500 guests from the World Economic Forum to discuss the digital revolution.

The event has been running since 1995. The initial hosts, Burda and Focus, were joined by the DLD digital conference in 2005. Guests have included former US President Bill Clinton (top), EU Commissioner Günther Oettinger, journalist and trailblazer Jeff Jarvis and Google manager Eric Schmidt (bottom, with Tejpreet Singh Chopra, founder of Bharat Light & Power Private Limited).

Bestselling author Paulo Coelho (middle, with DLD founder Steffi Czerny) has also attended. Investor Oliver Samwer, Audi Chairman Rupert Stadler, Siemens CEO Joe Kaeser, Yahoo CEO Marissa Mayer, artists such as Ólafur Elíasson and actor Veronica Ferres contribute to a diverse evening only possible when Burda, Focus and DLD are writing the invitations. But the top-class guest list is not the only reason for its legendary status; DLD Focus Nightcap is also known for its relaxed atmosphere. When German Federal Minister of the Interior Thomas de Maizière stopped by in 2015, the guests broke into song in honour of his 61st birthday.

High-calibre networking: for over 20 years, decision makers from the old and new economies have been meeting in Davos for the DLD Focus Nightcap.

Hubert B is a entreprene who al down to e

44

urda man of urial vision ways stays arth.

Angela Merkel Federal Chancellor

45 The new internet

Why should media companies be satisfied with publishing alone?

The international team at Cliqz is opening up new avenues to accessing content Anyone wishing to visit one of Germany’s most exciting start-ups has to pass Eleni, Harry, Evgeny, Zareen and dozens of other young faces first. Their portraits are displayed on several shelf units right by the main entrance to Cliqz. An inscription on each of the plain frames relates something about the picture’s subject. We learn, for example, that chief engineer Eleni from Greece believes in aliens and cookies; that Harry, the product manager from Cameroon, holds a formal qualification in pyrotechnics; that software engineer Evgeny from Russia used to perform as a fire-eater, and that Zareen – a program manager from India – enjoys singing and supports Manchester United.

It is no coincidence that visitors to Cliqz have to negotiate this global ­portrait gallery of former and current ­e mployees before they can enter the building proper.

The start-up based in Munich’s Arabellapark is proud of its international team, whose members come from countries like the United States, Britain, Spain, Cana­ da, Tunisia, China, Albania and Pakistan.

“It’s spectacular that we have succeeded in integrating people from such radically different cultures”, says Jean-Paul Schmetz, the founder and Co-CEO of Cliqz – which has been majority-owned by Burda since 2013. The Belgian native, who studied in the US and has lived in Germany for ­decades, epitomises his team’s international character. “Our team is so diverse that we could probably stage our own football World Cup tournament – with ­ one representative from each country”, he adds with a laugh.

Over 80 people from 27 countries work at this company, whose self-­ declared mission is to transform the internet with a new generation of search technology. The lingua franca on site is English. Large, brightly-coloured posters adorn the corridors and general-access rooms, bearing statements like “We put our users first in everything we do”, “We give our best to push the edge of reality” and “We learn and teach every day”. “People with the broadest range of experi­ ences, interests and cultural backgrounds work here”, says Thomas Konrad, the

company spokesman. “That’s why we are always reminding ourselves of our values and seeking to build a shared culture of our own.” Even the cushions in a comfy seating area parade the principles that shape the Cliqz mindset: “fearless” and “simple”, “clarity” and “transparency”. Ev­ ery new member of staff spends two weeks training at the “Cliqz University”, learning what makes the company tick.

The efforts to support the employees are not an end in themselves.

Good software and web developers, designers, data scientists and computer infrastructure experts are hard to find. Cliqz needs the world’s elite because its plans are so ambitious. “We aren’t playing tennis here. We are redesigning the internet”, ­explains Jean-Paul Schmetz. For the past two years the company has been working on a novel search technology that takes internet users to their destinations more directly, more quickly and more reliably than standard search engines like Google or Microsoft’s Bing. “Cliqz isn’t just a search ­engine. It is something radically new. We are combining data, search and

The team with company founder Jean-Paul Schmetz (centre) discussing the technological development of Cliqz.

browser technologies, and creating a new way of accessing information, content, products and transactions”, says Thomas Konrad.

The standout feature: the search engine is integrated into the browser. As a result, users receive website recommendations in real time and can reach the content they want with a single click. “Every click on the internet represents a user decision, a decision about a user’s chosen direction. We take them to their destination using the most direct route possible. Hence the name Cliqz”, Konrad elaborates.

Cliqz is currently available as a plug-in for the Firefox browser. Entering the word “bunte” in Firefox does not simply display a link to Bunte.de (see number 52); Cliqz simultaneously lists the three most recent news items from the German magazine’s website – and even shows when they were posted.

The start-up developed the complex technology running in the background itself. The source code is over a

million lines long. The innovative “Human Web” system is at its heart. It anonymously analyses which websites people use, how often they visit them, how long they stay on each occasion, and what they do when they are there. This “wisdom of the crowd” enables Cliqz to generate an index in which information on more than a billion websites is stored on 120 servers.

“Established services are dependent on revenues from traditional search engine advertising. That throttles their innovative thrust. We aren’t affected by the constraints of existing business models and are therefore able to produce real innovation”, says Jean-Paul Schmetz of what he views as his company’s biggest opportunity. Rather than steering users past a list of search engine results, Cliqz always sets users on the fastest path to their goal – even if that means passing on some advertising opportunities.

Unlike internet companies that base their advertising on targeting, and

therefore gather as much user data as possible, Cliqz leaves all personal information in the control and ownership of the users. “We have no interest in profi ling or tracking users, and have a sophisticated system that rules out conclusions on individual users. We do not have the kind of user ID that you fi nd in Google and Bing. On our servers, we strictly separate user data from usage data, and the users’ IP addresses are automatically deleted”, says Thomas Konrad.

The Cliqz plug-in has already been downloaded over three million times.

But the browser extension is just the beginning. The Cliqz team is developing its own browsers with integrated search functions for smartphones and computers. These applications are vital if Eleni, Harry, Evgeny, Zareen and their colleagues from around the world are to achieve their ambitious goals. As Jean-Paul Schmetz summarises, “We are aware that the challenge is extremely daunting, but we aren’t aiming for a small niche. We want to target a mass market.”

Unlike established players, we aren’t dependent on revenues from traditional search engine advertising.

This gives us the freedom we need to create an entirely new user interface for internet navigation.

Jean-Paul Schmetz Founder and Co-CEO of Cliqz

Ten Cliqz innovations for a new internet 1.

Direct searches from inside the browser 2.

Harmonizing big data and privacy 3.

Radically new search technology 4.

Personalisation without personal data 5.

Website pre-navigation 6.

Direct answers that really are direct 7.

We always think of our users first, not of the advertising industry or anyone else. Alternative concepts can only challenge market-dominating corporations if they focus unwaveringly on user experiences.

Marc Al-Hames Co-CEO of Cliqz

Before joining Cliqz as its co-CEO, the doctor of electrical engineering and IT worked as head of business development at TOMORROW FOCUS AG.

New ways to find and evaluate websites 8.

Browser history and search results in one 9.

Real-time website recommendations 10.

Minimum-latency infrastructure

46 Time

to party

Kirk Douglas, Ella Fitzgerald, Sophia Loren: every Ball paré guest list was seriously impressive. From the time after World War I, the society event was a meeting place for artists, academics, merchants and celebrities. In 1961, Senator Franz Burda sent out his first invitations to this superlative carnival, Germany’s most traditional and sophisticated event of its type. Bunte organised the party, and Max Schmeling, Maria Schell and Gert Fröbe were among its 600 guests. From this point on, it always took place in Munich’s Bayerischer Hof hotel, a location at least as exclusive as the guests themselves. In 1963, the high-profile attendees were even flown in on a chartered aircraft. The last big party took place in 1970. “It is my belief that our times are no longer suited to such exclusive celebrations”, Franz Burda said.

Diana Ross and The Supremes at the 1968 Ball parĂŠ

47

Hitting the heights together Nature doesn’t just produce the best ideas – it also provides the ideal atmosphere for relaxed discussions. And this is why, since 2010, CEO Paul-Bernhard Kallen has been inviting colleagues and their families to “Burda wandert” (Burda hikes). Employees from all divisions and various locations come together to hike and chat far away from their desks or the canteen. “It’s a great opportunity for all employees and their families to spend a lovely day together, get to know each other on a different level and do some networking”, says Steffi Czerny, DLD managing director

and co-initiator of the walking event. In 2014, more than 120 people signed up for the hike at Lake Tegernsee. With late-summer temperatures and blue skies, they all headed for the Schwarzentenn alpine pasture. The children rode in a horse-drawn carriage, experienced hikers tackled Leonhardstein mountain alongside a mountain rescue team, and the others took an easier route.

When they reached the pasture, they were greeted by music and authentic Bavarian delicacies such as meat loaf and cheese dumplings.

48

Experiencing media brands

Burda uses regular events and trade fairs to bring together brands and people

Sun, style and shopping: the MyFair experience fair in Essen (top) was like a short holiday for Freundin readers.

At the “Plaza Culinaria” in Freiburg (middle), fans of Burda’s food brands came together for a feast.

20,000 visitors were thrilled by the fi fth Apetit Piknik in Prague (bottom).

A short break from everyday life with sandy beaches, palm trees, loungers, workshops, karaoke, Zumba, good food and, of course, shopping. All this awaited visitors to MyFair, the experience fair for women, over a weekend in early summer 2015 at Lake Baldeneysee in Essen. Freundin was the event’s media partner and, in one of its highlights, enabled attendees to feel like real-life models. Freundin’s team of experts advised and styled the visitors, who were then photographed for their very own Freundin cover. “MyFair was a great opportunity to get to know our readers personally and turn the Freundin brand into something tangible”, says editor-in-chief Nikolaus Albrecht.

The “Plaza Culinaria” in Freiburg is a key culinary hotspot for meeting consumers. BurdaLife’s food brands place great value on direct exchange with their readers. For years they have been collaborating very successfully with south Germany’s most important culinary experience fair, which attracted over 40,000 visitors in 2014. At the plaza, visitors can chat with the editors and buy a range of products from the brands. With numerous cookery shows and demonstrations on stage and in the cooking studio, Burda brands make up a significant proportion of the live programme.

Burda also organises international events to harness new revenue models. BurdaInternational runs numerous successful event formats in Russia, Turkey, Poland and Asia. For example, the Czech food magazine Apetit ran its fifth Apetit Piknik in Prague in 2015 – the country’s largest food festival with 20,000 visitors. “By tailoring events to readers’ interests, Burda creates unforgettable experiences and relationships between brands and readers”, says Fabrice Biundo, who conceived and realised the event together with his team. The international project consultant sees great potential for events like this: “As long as the concept is suited to the readers, the possibilities are endless.”

49

Sewing patterns with a Brazilian twist More than 4,000 people attended the first Burda Expo in São Paulo, and its 3,000 square metres had plenty to offer: booths, fashion shows, talks, workshops and exhibitions

Brazil

South America’s most populous state has over 200 million residents. This emerging country is an important market for the media industry and has great potential, particularly in the digital sector.

Sewing machines rattle, young women sit at a table and concentrate on drawing patterns, visitors rummage through vintage accessories at a sales booth and, in the background, Aenne Burda smiles from a large black-and-white photo. In 2015, the Burda Expo – which is all about fashion, sewing and DIY – took place in São Paulo for the fi rst time. The Brazilian edition of Burda Style has only been around since 2014, but South America’s most populous country is already a key market for the publication. The continent’s largest economy has plenty of potential,

In fashion-conscious Rio de Janeiro, people have been sewing Burda Style patterns since 2014.

particularly for special interest brands. In just a short time, a whole Burda Style universe has developed. The magazine is joined by numerous online activities such as a website and a YouTube channel with tutorials, and the community interacts on social networks such as Twitter and Facebook. Already a success in Barcelona, Burda Expo is part of this multi-platform strategy. Over three days, 4,000 people came to São Paulo for the handicraft fair. And the 3,000-square-metre venue had plenty to offer: stands with sewing machine manufacturers such

as Singer and Pfaff, fashion shows, talks, sewing workshops and exhibitions on topics such as sustainability. Ian Levy, regional director Burda Iberia and South America, was extremely pleased with the DIY festival: “Strategically, Burda Expo was an extremely important event for our company. We met with influential partners and made contacts that will help us to develop the company in many areas.”

50 At home in the world From the US to Taiwan, from Brazil to Russia: in addition to its core market of Germany, Burda is active in 19 countries worldwide.

320

USA

magazines

90

million

readers

114

websites

Brazil

Russia

Great Britain Poland

Ukraine

Czech Republic Kazakhstan France

Romania

Spain Portugal

Turkey

India

Hong Kong Thailand

Singapore

Malaysia

Taiwan

The Bunte advertising campaign shows how the celebrity magazine has changed the way its readers view the world.

51

A social seismograph Bunte was the first German celebrity magazine, and is still the most successful.

From the outset, the media brand stood for innovation. With digital celebrity journalism and events, its passion for people brings stars and fans closer together than ever before

When it comes to celebrities, Bunte is an institution. “We are the seismograph for German society and its sensitivities”, says editor-in-chief Patricia Riekel. Be it film stars, royals, politicians, economic leaders or professional athletes – exclusive home stories, personal interviews and ­reports from recent events provide Bunte readers with emotional stories and the very latest from the lives of their favourite celebrities.

Nothing is as interesting as other people. “No other magazine embodies this unconditional passion for people as clearly as Europe’s biggest celebrity magazine”, says Burda Board Member Philipp Welte. Every week, 3.81 million Germans catch up on the latest news from their stars’ private and love lives. In Germany, Bunte is one of the 15 most-read magazines. Its approach is that of a boulevard: attract attention, stand out from the masses and get noticed. Reader attention is the hardest currency in the world. After all, you’re only a star if people are talking about you.

Bunte has been around even longer than Germany’s constitution. Franz Burda founded the magazine, then titled Das Ufer – Zeitschrift junger Menschen (The shore – magazine for young people) in April 1948, half a year before the German Basic Law. The name was changed in 1954. The first magazine in Germany to be printed in four colours, it was a precursor to the television, which at that point was beyond most people’s budgets.

Here readers could find pictures they had never seen before. With its slogan “Die deutsche Gesellschaft” (German society), the celebrity magazine has earned its place at the heart of Burda’s publishing activities.

Journalistic interest in the way that stars and powerful people present themselves developed in 1970s New York, where Hubert Burda met Pop Art icon Andy Warhol. His notion that people should “stage themselves” inspired the publisher to do what is now known as celebri­t y journalism: turning factual topics into entertainment. In 1976, Franz Burda appointed his youngest son as editor-inchief. Back then, the magazine’s image was “a bit old-fashioned”, as Hubert Burda recalls in his book “Die Bunte Story”. It ­focused on “royals and the ideal world”.

The publisher decided to make a change and transformed it into the first German celebrity magazine, a concept now copied by many print, television and online outlets.

Editor-in-chief Patricia Riekel explains the components of a typical

Rising stars Lisa-Marie Koroll (left) and Lina Larissa Strahl at the Bunte New Faces Award 2015

Bunte story: “Our readers are particularly interested in emotional events such as weddings and divorces, career changes, successes and failures. But scandals and affairs are not the only things they find fascinating – they also enjoy reading about the personal developments of celebrities and idols.” Bunte chronicles German society and how it rises and falls.

“Other people’s lives – be they in political, royal or creative spheres – provide readers with a blueprint for their own set of values. ­Figureheads provide orientation and help people to see how they measure up”, Riekel continues.

The magazine’s competitive edge derives in part from intensive research; its reporters are always on the go.

Patricia Riekel discusses its journalistic dimension: “Bunte is premium class! Our readers can tell that we place great value on facts and well-researched stories – ‘exclusive’ really does mean exclusive stories. Bunte has set standards for highquality celebrity journalism and ensured its exceptional relevance to society. Our revelatory stories about politicians, stars

and managers are reprinted and get people talking every week.”

To this day, Bunte represents quality and innovative strength – and has a presence on its readers’ platforms.

With 4.8 million unique users (AGOF digital facts, 2015-06), Bunte.de is the mostvisited German-language celebrity portal.

Page visits have increased by 70% in the space of one year (IVW, June 2015).

Proximity to users is key to the editorial team, giving a major role to Facebook, Twitter, Instagram & co. Fan numbers are constantly rising. A Facebook post can reach up to 3.5 million users.

The brand’s many facets also include special publications and events.

The Bunte New Faces Award (photo, top), which is organised by the magazine, has been presented to up-and-coming artists in the film and fashion industries since 1998. And Bunte has a real feel for the stars of tomorrow. Previous winners – such as Matthias Schweighöfer, Sibel Kekilli, Jessica Schwarz and Daniel Brühl – now count among the German acting elite.

The Bunte.de Instagram photo stream allows fans to get closer to the editorial team and their favourite stars.

52

A passion for likes For the editors at Bunte.de, Facebook, Twitter and Instagram are important sources of research. Social media makes stars even more accessible and complements the celebrity magazine perfectly

The digital celebrity magazine Bunte.de is one of Germany’s biggest internet successes. With more than 4.82 million unique users each month, it is the most-visited German-language celebri­t y portal, while the site receives almost 25 million visits per month (AGOF digital facts 2015-06 and IVW, August 2015).

The internet and social media have altered the celebri­t y universe and become an important place to research.

“Many celebrities use their Facebook, Twitter and Instagram profiles to provide insights into their private lives”, explains Julia Bauer, who manages the Stars and Lifestyle sections.

“Naturally, we pick up on these messages when doing our research. Thanks to celebrities’ need to share, social networks are littered with good stories ripe for the picking. All we have to do is find them.” Every day, digital celebrity journalism supplements the weekly print magazine.

Nothing gets past the 14 editors at Bunte.de. Based in Munich, Berlin, New York and Los Angeles, the online celebrity experts work around the clock in four shifts. They are well connected across all channels and follow the stars on Twitter, Facebook and Instagram. This allows them to immediately ­respond to exciting news by posting a story. Sometimes they are even quicker than the stars themselves. When Catherine, Duchess of Cambridge gave birth to her second child, Bunte.de published the name of the new princess before the royal family.

“Quicker than Kensington Palace; we’d like to see anyone else do that”, says Markus Weiss, head of editorial staff. But it’s not just about being first. “In comparison to our direct online competition, we aspire to deliver high-quality articles despite the speed of publication”, Weiss explains. Alongside a passion for people and technology, thorough research is absolutely essential. “Celebrities will often provide all the details in their own posts”, says Julia Bauer. Any remaining questions are put to the star themselves or their management. “We never take information from other websites without checking it first.”

Up to 50 stories are published online each day.

Speed also plays a role in how far celebrity news will spread.

Important news is not just published on Bunte.de, but is also sent to the smartphone app as a push message, posted on

Facebook and swiftly released in a newsletter. Text, image and video editors work closely to ensure that users receive a complete package of emotional texts, touching images and ­fascinating videos. The editors use two tools to monitor user ­response to their articles in real time. “Then we decide where to place them on the site”, explains Julia Bauer.

If an article fails to generate enough interest, it may be removed. Stories like this are known as “damp squibs”, a rather unglamorous name, while stories that attract lots of readers are dubbed “super clickers”. On Bunte.de, these often feature German stars. Users still prefer to hear about German celebri­ties than about Kim Kardashian, George Clooney & co, and Julia Bauer thinks she knows why: “More and more German stars are using social media to communicate with their fans, making them more approachable and more popular.” Other ­“super clickers” include stories about members of the national football team, Heidi Klum and her top models, and the young royals.

To produce their articles, editors take the traditional approach of attending events and interviewing stars. However, social media has become the starting point for 1 in 2 stories in the digital celebrity magazine. “We get a lot of inspiration from Twitter, Facebook and Instagram. Social media is a tool that ­celebrities have learned to use”, says Julia Bauer. “They share information, refute stories and make contact with their fans.”

Proximity to users and their feedback is also key to the Bunte.de editorial team. The social media team provides fans with news via Facebook and Twitter and even uses the video streaming service Periscope to create live feeds from events. But the team doesn’t just produce stories for the website. “Some topics are particularly well received on Facebook, where a post can reach up to 3.5 million users”, explains social media manager Pamela Panzer. More than 500,000 people have already “liked” the Bunte.de Facebook page, meaning that the digital celebrity magazine has made it into the social network’s top 100 German media brands. 1 in 3 readers are already coming to the Bunte.de homepage via Facebook – and this number is growing.

53

Social engagement in the spotlight

The Tribute to Bambi Foundation funds projects throughout Germany aimed at helping children and young people and raising public awareness of people’s fates and social injustice. Many well-known people, companies and private individuals support the aid network

Since 2015, the Tribute to Bambi Foundation has been supporting the “buntkicktgut” initiative, which organises street football around Germany for boys and girls from various backgrounds.

Football is a uniting force, which is why the “buntkicktgut” initiative brings together boys and girls from various backgrounds for games of street football.

The aim is to offer young people of various nationalities and cultures a meaningful and active way to spend their free time and opportunities for social and cultural learning.

This mission is shared by the Tribute to Bambi Foundation, which has been supporting the project since 2015.

Since it was founded in 2006, the Tribute to Bambi Foundation has been granted the renowned DZI seal, reflecting its commitment to transparency and efficacy. The foundation funds projects throughout Germany to help children and young people and highlights topics afforded too little attention by society, for example rare diseases, the sexual abuse of disabled children and the social exclusion of children and young people. Many well-known people, companies and private individuals contribute to the network’s activities.

In 2001, Bunte editor-in-chief Patricia Riekel and Board Member Philipp Welte came up with the idea for the Tribute to Bambi charity event as a way of harnessing the media attention surrounding the Bambi award and helping children in need. Once a year, Patricia Riekel – who chairs the foundation – and Philipp Welte invite numerous guests from business, culture, society and the media to Berlin to raise awareness of initiatives like “buntkicktgut”. During the event, donations are collected from the famous guests and

company representatives. “It is an important signal that celebrities and companies are thinking about those less fortunate than themselves. I am very grateful that our guests are so willing to help”, says Patricia Riekel.

The 2014 event focused on helping refugees. Actor Francis FultonSmith talked about meeting a young man named Karim, who fl ed from Mali and is on his way to graduating from a German school thanks to the ISuS initiative (integration through immediate teaching and stabilisation). “ISuS pours so much love into caring for young refugees who have already experienced so many awful things. ISuS enables young people – who are often extremely traumatised – to access their human right to education and creates the prospects they so desperately need.” The children and young people attend classes in German, maths, geography and ethics as well as receiving guidance on living in Germany, gender equality and confl ict management.

The 2014 Bambi jury was so impressed by this commitment that they presented the “Integration” category to ISuS founder Michael Stenger. Board Member Philipp Welte emphasises that, for decades, supporting projects like these through the Tribute to Bambi Foundation has been a matter of course for Burda: “The humanitarian disasters we are experiencing in the world’s many trouble spots always hit children the hardest. As a media company, we believe it is our responsibility to help ease their suffering.”

Offenburg

54

The home of ideas

Hamburg

The corporation’s companies have more than 20 sites in Germany alone, with the most important located in Offenburg, Munich, Hamburg and Berlin. In 2014, the Burda companies by the Spree and the Elbe moved into shared buildings.

The improved infrastructure and shorter distances make collaboration even more efficient.

Most of the BurdaLife editorial teams – including classics such as Freizeit Revue and Mein schöner Garten – are located at the company’s headquarters in Offenburg (left), which is also the heart of its commercial administration activities.

The Baden media centre is also Hubert Burda Media’s largest printing site and one of Europe’s most modern printing centres. The site is also home to BurdaDirect, the expert in cross-media performance for customer management and e-commerce services.

BurdaNews in Hamburg encompasses the Cinema, Fit for Fun and Free Men’s World brands and the TV Spielfilm plus marketing group. XING AG, in which Burda holds the majority stake, is also based in the Hanseatic city.

Berlin

Every week, Super Illu – the most-read newsstand magazine in the East German states – and consumer magazine Guter Rat are produced in Berlin. Alongside Munich, the capital is also the base of the Focus editorial team. In Berlin, StarNetOne (a division of BurdaIntermedia) develops journalistic entertainment formats and specialises in the creation, production and marketing of media events such as the Tribute to Bambi charity event.

Munich

Magazines such as Bunte, Playboy and InStyle are produced in Munich’s Arabellapark. BCN, Germany’s leading marketer of popular magazines, and C3, the full service provider for content marketing, are also based here. When it comes to digital brands, the corporation’s strategic internet activities are bundled in its site by the Isar. Listed company TOMORROW FOCUS AG – which has Burda as its main shareholder – also has its headquarters here.

55

All busy on the eastern front It was an idea that made media history: shortly after the fall of the Berlin Wall, none of the rival publishers in the West would have thought that joint venture partners Burda and Gong would actually launch a magazine specifically for the GDR, still in exis­ tence at that time. Most thought distribution would fail. But then the Trabants came into play. From summer 1990, employees at the printing company – who had never sold a magazine in their lives – would finish their shifts, drive to busy areas and sell the new Super Illu, a magazine with a difference, directly from their

cars. From early morning until late at night, the staff at Erfurt’s Fortschritt printing company would improvise to allow the deliv­ eries to be made. The magazines were highly coveted; for four decades, publications from West Germany had been strictly prohibited in the GDR. To this day, Super Illu is still making an impact in the East – although without the Trabants. The family magazine is the most-read newsstand magazine in the newly formed German federal states. Every week, almost 1 in 6 adults enjoy its broad mix of advice, entertainment and politics.

56

Company reviews

The Kununu portal allows employees to rate their place of work

“How quickly can I advance at this company?”, “What is the working atmosphere like?” and, of course, “How good is the food in the cafeteria?” – the Kununu employer rating platform has been providing reliable answers to these and similar questions since June 2007. The information is uniquely honest because it comes from current and former employees who use the website to write openly about what they actually think of their companies.

To date, more than 930,000 ratings have been submitted for over 215,000 companies in Germany, Austria and Switzerland.

Kununu means “blank sheet” in Swahili, and the portal aims to create complete transparency on the jobs market through its rating system. A subsidiary of the Xing job network, it is the market leader for employer ratings and one of the fastest-growing online careers portals. In addition to the reviews, which are also embedded in Xing, Kununu users also have access to an extensive employer directory and can search for interesting jobs.

57

Supporting talented youngsters The “Geh deinen Weg” (Go your way) initiative is using a mentoring programme to support talented young people from migrant backgrounds. The programme is run by Deutschlandstiftung Integration, an initiative of the Association of German Magazine Publishers (VDZ). The foundation – whose board of trustees is chaired

by Hubert Burda – uses events, workshops, seminars and a large network to help the scholarship holders on their way.

Student Yasemin Gürsel from Passau (photo, left) was one of the applicants selected. After completing her studies, she hopes to set up her own fashion label.

Bunte editor-in-chief Patricia Riekel provides the 27-year-old with advice and assistance. Yasemin has already travelled to Munich to meet with her mentor and with Hubert Burda: “I came away from the meeting with lots of exciting ideas.”

Patricia Riekel is also convinced: “The mentee is not the only one to benefit from the mentoring programme; it helps the mentor too.”

58

All together now!

BurdaDLD is all about seizing opportunities and embracing change. The internal innovation conference has been held regularly since 2013.

Employees can apply for the chance to take part, network and discover new facets of the company.

The first BurdaDLD was attended by 550 colleagues from 95 Burda companies and 19 countries. The aim is to share ideas, tackle the challenges of media transformation, harness the opportunities presented – and grow together.

Burda is a company for entrepreneurs, because only entrepreneurs can make change possible.

A room packed with colourful ideas: BurdaStyle editorial director Patricia Riekel and Board Member Philipp Welte on the front row

59

A unique perspective

The Huffington Post is the most exciting online journalism project in Germany. The editors, journalists and thousands of guest contributors are forging blogs, social media, viral videos and current affairs into a new genus of news portal.

With the internet rapidly evolving, the journalists are constantly adapting their methods

Journalist Arianna Huffington established the news portal The Huffington Post.

Founder Arianna Huffington visited the editorial head office in Munich for the portal’s 2013 launch, and summarised the aspirations of the German version of her innovative news service: “We want to offer our readers the best content the internet has to offer.”

The user stats demonstrate that the German team succeeded straight out of the blocks. With 2.14 million unique users, the website soared into Germany’s top 15 news sites in its very first year. The German service therefore enjoyed one of the most successful launches of all the international editions of the HuffPo, as the website is popularly known. With its mixture of news, blog posts and viral videos, The Huffington Post has long been blazing a trail for innovative formats in online journalism. “We aren’t ashamed to admit that we want to entertain our users too”, declares editor-in-chief Sebastian Matthes. “In my eyes, Twitter is every bit as relevant as Reuters and the dpa.” The use of social media is a key ingredient in the website’s success. “We don’t believe that people read online newspapers of a morning to find out what is going on in the world”, comments Tobias Böhnke, who coordinates the team of guest contributors. “So we reach readers with our news wherever they happen to be – on Facebook, Twitter or Google Plus.” A frontpage social media manager ensures that

users of social networking sites can always find the topics on the portal that interest them. With success: every third reader of The Huffington Post comes to the website via the social web.

All Huffington Post articles share a unique perspective: “No matter how awful a piece of news might be, we try to give it a positive slant”, explains Böhnke. In his controversial book Constructive News, the Danish journalist Ulrik Haagerup calls for the media to abandon its default negativity; this has long been standard practice at The Huffington Post.

The news portal even has a dedicated “Good” news page which describes things that are going well, despite the many challenges. While other media are covering famines and Ebola, the news platform describes how start-ups are trying to help the people in crisis areas. The goal: “To spread a mood of optimism and encourage readers to engage for change themselves.” The Huffington Post doesn’t just report the news. It tries to make a difference. “Nobody wants a report on starving children in their Facebook timeline”, says Böhnke. But if there’s a solution in sight and if people can help achieve it, then they will often share and “like” the article.

The guest authors are another feature of the innovative online newspaper. Alongside the 700 salaried journalists around the world, some 50,000 bloggers

supply additional content. Tobias Böhnke supervises the 3,500+ outside contributors who write for the publication’s German edition. “Our guest authors are experts on all manner of subjects”, says Böhnke. “We give them the opportunity to have their voices heard.” Managers blog about issues like the global economy, parenting coaches about the trials and tribulations of family life, and gay rights activists about the challenges of coming out. “Readers can relate to that. It arouses emotions and ensures that our texts and videos are shared across social networks”, explains editorial director Cherno Jobatey.

With the support of the bloggers, the 16 permanent journalists want to establish a new perspective in the world of news. “We can tell stories that others can’t, because they don’t have anybody locally”, says Böhnke. The team was perfectly placed to report on the recent train strike in Germany because 200 of the bloggers travel to work by rail and could

comment on their experiences live. But famous faces like Germany’s Minister of Justice Heiko Maas, tennis icon Boris Becker and TV chef Tim Mälzer speak their minds in The Huffington Post too.

Every day between 20 and 30 new guest writers offer to submit contributions.

The Huffington Post is growing and growing. In August 2015 the website recorded 15.7 million visits, 54% more than 12 months earlier (source: IVW, August 2015). “We want to be there for the mobile, social age”, is how Böhnke summarises the journalists’ aspiration. This means more than writing articles – it also entails providing videos for readers on their smartphones. Where video is concerned, The Huffington Post has already surpassed many conventional newspapers. But its goals are higher. In the future, one journalist will be deployed to manage videos alone. After all, almost anything is possible given the current ­revolution of classical journalism – except standing still.

We reach readers with our news wherever they happen to be – on Facebook, Twitter or Google Plus.

Sebastian Matthes Editor-in-chief, The Huffington Post (Germany)

60

Bambi goes social It is a long time since the impact of the golden deer was restricted to traditional media.

Europe’s most important media award, Bambi has long been an established name on the World Wide Web too. The social media offensive launched in 2011 aimed to bring the Bambi atmosphere to those who couldn’t attend in person – and to attract the interest of young target audiences.

The official Bambi fan page for the event on 13 November 2014 reached more than 7.52 million Facebook users, and almost 594,000 users have actively ­participated on Facebook by liking, commenting and sharing. The Bambi Facebook page has over 244,000 fans.

The Cinderella 3.0 story

That heart-stopping moment will stay with 19-year-old Nina Seemann for the rest of her life. Thursday, 13 November 2014, almost 22:30, backstage at the Stage Theater, Potsdamer Platz: Nina holds the golden Bambi trophy in her hand. “Go!” calls the floor manager. Nina, “Miss Bambi 2014”, steps out onto the stage and presents the award to Bambi newcomer Ariana Grande.

Millions watch in front of their TV screens. The Miss Bambi contest is part of the successful Bambi social media offensive: in the run-up to the award ceremony, 560 girls applied via the official Facebook page, where their friends and Facebook users cast their votes. Once the community had selected the top 30, a winner was chosen by a jury featuring US superstar Ariana Grande and presenter Jochen Schropp. Each year, the new “Miss Bambi” can spend a day living like a star, including professional styling, riding in a luxury limousine, walking the red carpet and appearing in the live show.

#BAMBI …

The day before the ceremony and the day of the event itself, #BAMBI was Twitter’s number one trending topic in Germany, while #bambi2014 was the number three trending topic worldwide. This made Bambi one of the most-discussed topics on Twitter around the planet.

61

Setting the stage

Back in 2009, Lady Gaga – then still a newcomer – appeared at the DLD conference in Munich. Although hardly anyone knew who she was, her performance convinced the guests that this eccentric singer was on her way to global stardom. Supporting artists and giving them a platform is a matter dear to Burda’s heart. And not just at the DLD digital conference, but also at the Bunte New Faces Award, the Goldene Henne and the Jupiter Award.

An idolised internet pioneer: WhatsApp creator Jan Koum (right) talks to Burda Board Member Stefan Winners (left) and students in Munich in 2014

62

Silicon Valley in Bavaria One of the most successful digital stars of our times, WhatsApp founder Jan Koum rarely appears in public to provide an insight into his visions. WhatsApp has long since overtaken text messages (SMS); in September 2015, more than 900 million people around the world used the chat app developed by the US-Ukrainian (source: Statista). As part of Burda’s DLD digital conference, the Internet Business Cluster (IBC) in Munich invited him to speak to a group of students in January 2014. 500 people gathered in the lecture hall to listen to an extremely relaxed internet pioneer who was happy to answer questions from the young academics.

With lectures by such high-calibre speakers, the IBC aims to make itself known to potential digital talents in particular. In 2013, Hubert Burda Media set up the network in the Bavarian capital together with TOMORROW FOCUS AG, ProSiebenSat.1 and Ludwig Maximilians University of Munich;

they have now been joined by SapientNitro and the University of Regensburg. Their mission? To drive research forward, encourage talent and strengthen Bavaria as a hub for the digital economy.

IBC initiatives such as the “Digital Challenge”, in which students develop concepts on trend topics such as wearables or second-screen business models, promote the exchange of information between academia and industry. The students have an opportunity to experience media companies up close and make contacts that will aid their later careers. Representatives of the IBC companies find exciting business ideas and come into direct contact with talented people who could end up joining their staff.

“By getting involved, we as companies significantly boost our level of recognition, really get to know talented people and create a relationship with them”, explains Christiane Köhler, who manages Burda’s recruiting centre.

63

Recipes for success Across the board – from magazines and events through to online platforms and social media – BurdaLife’s food brands, such as Meine Familie & ich, are tapping into new sources of revenue

Ever nibbled on a slice of gluten-free lemon tart? Tried a vegan beanburger with mango-chili mustard? Indulged in a root veg bake with quinoa and grapefruit? The gourmet magazine Slowly Veggie treats its readers (many of whom are meat-eaters) to these types of unusual, creative recipes, riding on the trend of informed, healthy diets and vegetarian or vegan lifestyles.

The predecessor to Meine Familie & ich was the first cooking maga­ zine to appear on the German market – in 1966. Ever since, food magazines have been constantly evolving. In those days the covers usually displayed home-­ style fare such as sausages and beans, and the point was often to save money with low-cost meals. Back then no one thought of exotic vegetables, food intolerances or vegan burgers.

A lot has changed in the interim, but two things have always held true. “We’re ­always honest and we treat our readers as equals”, says Reinhold G. Hubert, managing director of BurdaLife, explaining the magazines’ recipe for success. The Burda food group has grown steadily with products such as Lust auf Genuss, Lisa Kochen & Backen, print and online versions of Das Kochrezept, ARD Buffet Magazin, Sweet Dreams, Das schmeckt and Slowly Veggie. In the meantime, the food magazines hold a market share of some 50 % of all culinary magazines in Germany.

The food brands are also big players on the internet. A variety of web concepts such as the Slowly Veggie blog is flanked by services such as the online “Burda Foodshop”. Here customers can order back issues of all the magazines

– and also purchase an array of culinary and kitchen products. The homepage of Meine Familie & ich, a true classic among cooking maga­zines, offers its fans – the huge community on Facebook and Pinterest is thriving – the opportunity to subscribe to a newsletter by editor-inchief Gaby Höger. Every month she presents a favourite recipe and allows behind-the-scenes glimpses into the workings of the magazine. The brand Das Kochrezept also takes a multidimensional approach. Its recipes are published in a print magazine and on the online portal; every month approximately 720,000 unique users (AGOF internet facts ­201505) browse through some 85,000 recipes on the site (as of 2015). The iPhone app provides inspiration and a daily selection of dishes, naturally with full recipes.

The Kochrezept app provides inspiration for food fans, presenting a new dish every day – along with detailed recipes.

“In many ways the digital expansion of our brands plays a vital role, but we are also pursuing other business models”, says Reinhold G. Hubert. These include monothematic cookbooks published in a Meine Familie & ich-Books series. Here, as in the magazine, the focus is on never-fail recipes that guarantee nothing spoils the fun of non-professional cooks.

In 2015, Meine Familie & ich and the specialist magazine “Lebensmittelpraxis” presented the second “Supermarket of the Year” award, Germany’s only food retail award to include consumer votes.

With its proximity to consumers – it is sold directly at supermarket checkouts – the magazine creates a connection between

retailers and customers. Meine Familie & ich is also a familiar sight at trade fairs such as the “Plaza Culinaria” and on television – on the pay-TV channel BonGusto – where chef Jörg Götte prepares dishes with his guests (see interview on right).

On Burda’s word-of-mouth platform Genussexperten (Connoisseurs), readers test products relating to eating and cooking. Participating members of the online community are given new food products and kitchen equipment free to test, and can then share their experi ences with friends and acquaintances.

BurdaLife has extended its digital marketing strategy to include events as well. A case in point, the Food

Blog Days offer an innovative networking platform for the thriving and highly diversified food blog scene. In 2015, bloggers in several German cities met with editors and journalists from the Burda food media and other experts. Workshops and cooking parties offered opportunities for guests to try exciting new brands and products. The Food Blog Days have now been scheduled as a regular event.

An annual Food Blog Award is also conferred. The editors and bloggers share the same passion: cooking and baking, i.e. the culinary arts in their many shapes and forms. One thing applies to all the food brands: the main focus is always on the consumer.

64

Tomato Tartlets (photo on left)

These little pies are hot favourites of Lust auf Genuss editor-in-chief Anke Krohmer: “The combination of spices – vanilla and coriander – with tomatoes is what makes this dish so brilliant. I always prepare these for guests – they’re always amazed how simple it is to cook fantastic food.”

A passion for cooking

Ingredients for four tartlet shells (15-18 cm diameter)

300-400 g puff pastry (frozen or refrigerated) 1 vanilla pod 60 g butter 500 g red cherry tomatoes (on the vine) or a mix of yellow and red 1 teaspoon coriander seeds 1 star anise Salt & pepper to taste 200 g crème fraîche 2-3 tablespoons pickled green peppercorns

1.

Rinse the pie forms with cold water.

Roll out and cut the puff pastry into pieces a little larger than the molds.

Use baking paper if required.

Place the pastry in the molds, turning up the edges. Chill briefly.

Jörg Götte tries out every Meine Familie & ich recipe in the magazine’s cooking studio before it is published. A trained chef, he also presents the Meine Familie & ich show on BonGusto TV.

2.

Split the vanilla pod in half and scrape out the seeds.

Using a small saucepan, heat both the pod and the seeds in the butter, then allow to sit.

3.

Preheat the oven to 220°C (fan ovens: 200°C).

Carefully rinse the tomatoes, pat them dry and separate into small bunches.

Finely grind the coriander seeds and star anise with a mortar and pestle, then stir into the vanilla butter.

Add the tomatoes to the vanilla butter. Season with salt and pepper.

4.

Use a fork to punch several holes in the pastries. Spread crème fraîche on the base.

Arrange the vanilla tomatoes and green peppercorns on top.

5.

Bake tartlets in a pre-heated oven for around 20 minutes until golden-brown.

So what exactly is the Meine Familie & ich “success guarantee”?

Jörg Götte: The guarantee applies to all the recipes we publish.

What makes us special is that we develop and test the dishes ourselves to make sure our readers will be able to cook them at home – and that they’ll taste great!

What mistakes do people typically make when cooking?

It’s usually the little things: forgetting to preheat the oven or failing to roast food correctly to produce that lovely aroma.

Professionals do it too: once, at an event for 80 people, I forgot to add salt to the boiled potatoes…

Which are your favourite dishes to cook?

They should be Mediterranean and natural, and not take too long. Pasta always works. I might make something a bit more elaborate if I have guests. Fish, roasts and osso buco are very easy to prepare.

How would you describe your cooking style?

A colleague once described it as “honest”, “natural” and “delicious”. I think that’s pretty accurate.

And your best cookery trick?

It might sound trivial, but many people forget that everything needs to be seasoned before it goes in the pan.

65

Media is Art Andy Warhol

Left: 1983: pop artist Andy Warhol and Hubert Burda in the foyer of the Munich publishing house with Warhol’s “Magazine and History (Bunte)” Right: Andy Warhol attended Franz Burda’s 70th birthday in Offenburg and captured the family on Polaroid.

How does someone who, aged 25, wrote a doctorate in history of art about the French painter Hubert Robert, someone with an affinity for literature and fine art, end up managing a celebrity magazine? It could only be a person attracted to contrasts.

A person who can build bridges between high culture and “light” reading. As a youngster, Hubert Burda dreamt of becoming a painter. But Senator Franz Burda decided that his youngest son would be a publisher. His successor. Hubert Burda did extract one compromise from his father, studying history of art and sociology instead of law. It must have been a culture shock for the young academic when, in 1974, aged 34, he began working at Bunte. From doctoral seminars in Munich, to placements in the USA, to Offenburg and the world of the yellow press. From intensively studying the rise and fall of social strata, Titian and Rubens, Heidegger and Handke, to leading editorial meetings and putting celebrities on the front cover.

Heintje, Roy Black, Peter Alexander – the German idols of the age. Hubert Burda quickly realised that this clash of high and low was the theme of his life, and of the previous century.

He enjoyed the contrasts, embodied them, made them the subject of discussion. In 1990, New York’s MoMA held an exhibition entitled “High and Low”, which showed how high and trivial culture merge in modern art, how they can no longer be separated. And how art documents media and advertising. The exhibition made a real impression on Hubert Burda, so it was practically mandatory for the German publisher to meet and exchange ideas with New York pop artist Andy Warhol. Hubert Burda adopted Warhol’s credo “Media is Art” as a form of doctrine for his role as editor-in-chief and publisher. For Warhol, disassociation could turn any advert, poster or everyday photo into a work of art. Particularly the cover of Bunte.

Hubert Burda’s book “Die Bunte Story” is dedicated to Friedrich Kittler, “who taught me to understand Homer, Pink Floyd, Nietzsche, Jimi Hendrix, Alan Turing, Martin Heidegger and ‘Paris Match’ in the right context.” High and low and plenty of topics in between – defi nitely the story of his life. In other words, Hubert Burda is familiar with a great many subjects.

66

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Lisa is one of Germany’s biggest weekly magazines for women. Founded in Baden-Baden in 1994, it paved the way for the new “women’s weeklies” segment and for a global success story. Lisa covers all the topics that fascinate women and every area of its readers’ varied lives, with fashion and beauty tips, advice and service sections – not to mention the delicious recipes! The concept has fans all over the world, with eight foreign versions that are just as accessible and diverse.

A miniature Silicon Valley: DLD New York takes place in the middle of Manhattan, in the futuristic IAC building by star architect Frank Gehry.

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City of ideas

From Tegernsee to Manhattan: Bavarian musicians on the DLD stage

The DLD conference is as global as the digital elite: Burda’s high-tech conference has already held events in cities such as Beijing, Rio de Janeiro, Moscow and London, and has been a regular fixture in New York City since 2014 – appropriately enough in the futuristic IAC building designed by star architect Frank Gehry in the middle of Manhattan, home to famous US media entrepreneur Barry Diller, video portal Vimeo and other internet companies. In this unusual miniature Silicon Valley, more than 800 pioneers, investors, entrepreneurs, politicians and creatives from Europe, Israel and the USA come together for a multi-day discussion of the latest trends, developments and opportunities in the digital world.

“New York is the city of cities, where we want to spend two days sharpening the senses and creating new insights with DLD”, says host Steffi Czerny, explaining the goal of the event. Even in the age of Periscope, WhatsApp, Twitter, Facebook and Google Hangouts, face-to-face meetings are hard to beat. True to the DLD motto “Connect the unexpected!”, people from various industries and countries bring very different perspectives and experiences to this transatlantic dialogue.

So it’s no surprise to see a band from Tegernsee on stage in a New York skyscraper wearing traditional outfits and playing Bavarian folk music.

In 2014, DLD New York welcomed speakers including Danish artist

Ólafur Elíasson, then EU Commissioner Viviane Reding, art director Stefan Sagmeister and AOL founder Steve Case, who now runs the investment fi rm Revolution. In 2015, Sean Rad – founder of the globally successful dating app Tinder – gave a talk alongside representatives of major American media companies such as Hearst, Bloomberg, Vice and Vox Media. But despite its size and international nature, DLD still has a very personal feel, as Arianna Huffi ngton made clear. During the DLD conference in the Big Apple, the Huffi ngton Post’s president and her editors-in-chief cele brated the tenth anniversary of their news platform, which has now become a worldwide success.

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C3 The future of brand communication: Creative, Code and Content – the three components of C3. The content marketer sets itself apart through high-quality content and a multi-channel strategy, an approach that has made the company one of Germany’s leading digital agencies

The online e-mag Breuninger Magazin looks at the latest lifestyle, beauty and fashion topics – always with a direct link to the Breuninger online shop.

Breuninger Magazin is a women’s magazine published twice a year.

In addition to the latest stories about fashion, beauty and lifestyle, it features high-quality, lavish fashion shoots.

The Breuninger Journal for men is published at the same time as the Magazin. The format and feel are particularly special, reminiscent of a daily newspaper.

The Journal often features photo series by renowned photographers too.

FRÜHJAHR / SOMMER 2015

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BREUNINGER FÜR MÄNNER MIT LEIDENSCHAFT

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ANZÜGE, SAKKOS & CO. – MODE MIT WIN-WIN-EFFEKT In attraktiven Blautönen von Marine bis Stahl werden Jobklassiker zum erfrischenden Sommer-Highlight!

Mehr ab Seite 14

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PS-STARKE OUTFITS – AUF DEN STRASSEN VON MALLORCA Männer und Autos – das ist eine Liebe, die niemals rostet. Eine tolle Fashionstrecke – im wahrsten Sinne des Wortes. Mehr ab Seite 18

GEBRAUCHSANWEISUNG FÜR MODERNE GENTLEMEN Hemden, Schuhe, Krawatten …

Neuigkeiten, Insidertipps und Tricks aus dem Kosmos der feinen Businessmode. Mehr ab Seite 17

DOPPELT SPITZE: LARS UND SVEN BENDER D I E Z W E I TO P - F U S S B A L L E R A U S B AY E R N Ü B E R S P O RT, S H O P P I N G U N D DA S L E B E N A L S Z W I L L I N G Den WM-Triumph in Brasilien haben sie verletzungsbedingt verpasst – aber ansonsten lassen die Fußball-Zwillinge Lars und Sven Bender eher nichts an-

Stilmix Der Reiz liegt im Spiel mit den Gegensätzen – USM Möbelbausysteme harmonieren mit jeder Lebensart.

Besuchen Sie unseren Blog «personalities-by-usm.com» Fragen Sie nach detaillierten Unterlagen oder besuchen Sie unsere Showrooms.

Deutschland: USM U. Schärer Söhne GmbH, D-77815 Bühl, Tel. +49 72 23 80 94 0, info@de.usm.com Schweiz: USM U. Schärer Söhne AG, CH-3110 Münsingen, Tel. +41 31 720 72 72, info@usm.com Showrooms: Berlin, Bern, Düsseldorf, Hamburg, München, New York, Paris, Stuttgart, Tokio

brennen. Die beiden 25-jährigen Nationalspieler aus der Nähe von Rosenheim gelten schon jetzt als das erfolgreichste Brüderpaar des deutschen Fußballs.

Und als das attraktivste. Auch beim Modeln für Breuninger waren die zwei Kicker absolute Profis – Champions League eben. Mehr ab Seite 7

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ACTIVE WEAR – DENIM VON KOPF BIS BOOTS

MIT STIL UNTERWEGS ZUM ERFOLG

FASHIONDESIGN FÜR TECHNIKFANS

Die neue Jeansmode auf einer Ranch in Kalifornien kinoreif in Szene setzen …

Das kann keiner besser als der legendäre amerikanische Werbefotograf Jim Krantz.

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Von Brieftasche bis Jackett – luxuriöse und praktische Reisebegleiter für den modernen Mann von Welt. Service-Extra: So gelingt das Kofferpacken garantiert!

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Carlo Rivetti, Inhaber und kreativer Kopf des Labels Stone Island, spricht über seine spektakulären Erfindungen. Und verrät, dass er Mode faszinierender findet als Motoren …

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BREUNINGER JOURNAL

If you’ve ever surfed the internet, you will have seen websites packed with advertising banners, some of them flashing, others popping up in a separate window.

Do they make you want whatever they’re advertising? No. Do they inspire you to buy something? Doubtful.

Content marketers in general and the people behind the C3 agency in particular have long been aware of this fact. In the age of digitalisation, conventional advertising is already reaching its analogue limits – and in digital format, it doesn’t stand a chance. “Classic adverts work very well if people are stupid, if they don’t have much information. This is no longer the case. Everyone has immediate access to everything”, says Don E. Schulz, one of the most influential people in the advertising industry and considered the initiator of integrated marketing. In future, communication will therefore need to take a different form: one that aims to win over consumers with interesting and exclusive content – to get them voluntarily reading and sharing texts and images.

“On the internet, content will only go viral if it is truly tailored to the target group and their wishes”, says Rainer Burkhardt, one of C3’s six managing directors.

To achieve this, you need stories that move people, that are credible and well told, that strike the right note and are

paid

Converged Media

owned

earned

The C3 “Converged Media” study investigates the interplay of paid media (advertising), owned media (own brands and media) and earned media (recommendations) during the purchase decision-making process – and confirms how they link together.

worth discussing. And this is precisely what content marketing does.

Arising from the merger of KircherBurkhardt and BurdaCreative, C3 is one of Germany’s top 5 digital agencies. Outside Berlin and Munich, it also has sites in Hamburg, Frankfurt, Stuttgart, Zurich and London. The three “Cs” in its name stand for Creative, Code and Content, the latter a particular USP that separates the company from its rivals. “No other agency produces content in the same scope and with the same focus”, explains managing director Lukas Kircher. This is only possible because one-quarter of its 400 employees are journalists. Technical expertise is almost as important as the stories themselves when distributing content across various channels, which is why C3 also employs experts in marketing, corporate communications, social media, software and video. “A consistent strategy across all channels allows companies to generate

much greater benefits for their customers and a higher ROI than individual investments”, says managing director Gregor Vogelsang.

This holistic approach also includes the interplay of content from paid media (paid advertising), owned media (own media and brands) and earned media (recommendations). A representative study conducted on behalf of C3 and ­Burda marketer BCN confirmed the interlinking of paid, owned and earned media during the purchase decision-making process. “In future, we will need an effective range of instruments. This includes a more intelligent and creative form of paid advertising formats, such as promoted posts or native advertising”, says Kircher. The study highlights the fact that, for consumers, a brand’s own channels play a major role from the outset. It had previously been assumed – incorrectly – that such channels only became important closer to purchase. Platforms

such as websites are used by consumers the most.

Luxury department store ­Breuninger employs precisely this crossmedia, multi-channel strategy of paid, owned and earned in its communication.

Alongside a digital magazine, C3 also produces two print formats for ­Breuninger: a women’s magazine and a men’s journal in newspaper format. ­Dividing up the publications in this way ­allows the content to be adapted to each target group. In the digital magazine, fashion, beauty and lifestyle topics always feature a direct link to the online shop. This ­allowed ­Breuninger to increase its e-commerce sales figures just a short time after launching the e-mag. “High-quality, integrated content solutions are the ­future of brand communication. C3 offers this service like no other agency in ­Germany”, says Vogelsang.

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Forum for understanding

Since 2007, the Hubert Burda Saal – the largest meeting hall in Munich’s Jewish Centre – has hosted numerous crossdenomination cultural and social events. These events are a manifestation of the return of Jewish life to the centre of society as a matter of course. Hubert Burda was awarded the Moses Mendelssohn Medal in 2015 for his efforts to promote understanding between Germany and Israel. He also received the 2014 Prize for Understanding from the Jewish Museum in Berlin, and the 2006 Leo Baeck Prize. In her speech, Charlotte Knobloch, president of the Israelite Religious Community of Munich and Upper Bavaria, emphasised that: “Hubert Burda embodies a responsible approach to our shared history, the application of historical awareness to our shared present and working together for our future.”

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Totally networked

Heating that can be controlled via an app, or the car that tells your phone how much fuel it has left: these are just two examples of the “Internet of Things” (IoT), which will influence our lives more than ever. An increasing number of objects can be networked online to enable remote control. More than enough reason to choose IoT as the topic of the Burda net.night, arranged by Board Member Stefan Winners and BurdaDirect managing directors Michael Rohowski and Gerhard Thomas in Munich in April 2015. Since 2006, BurdaDirect has run several events each year in large German cities on current digital topics. Experts formed three panels to discuss new IoT business models. “The IoT market has lots of potential for the future; household devices are now being systematically digitalised. This also makes it highly relevant to Burda, and we are already hard at work examining how we can use our digital platforms to achieve even greater consumer proximity”, emphasised Winners.

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Green fingers To inspire others, you have to feel inspired yourself: the professionals at Mein schöner Garten are passionate gardeners themselves – and understand their readers

“I am interested in horticultural art and like to look at gardens. You can find lots of inspiration there. On a trip to England, I visited the famous Great Dixter estate. I was fascinated by the topiary garden – with yews shaped to look like squirrels!”

Karina Nennstiel Editor and graduate in landscape architecture

“My daughters complain that you can’t move on our balcony for all the plants. But they still insist on having their own pots with large sunflowers.”

“I think it’s important to garden yourself and try things out to maintain a close relationship with our readers.”

Christian Lang Editor and graduate in forest management

Dieke van Dieken Editor and graduate in landscape architecture

“When I see beautiful plants at a gardening festival or nursery, I just can’t resist. I don’t have my own garden, so those of my friends and relatives are steadily overflowing.”

“Gardening every day really helps me to relax. My favourite task is pruning the bushes, roses and shrubs.

The only thing I don’t like is weeding.”

Sarah Stehr Editor and graduate in landscape architecture

Wolfgang Bohlsen Deputy editor-in-chief and graduate in agricultural engineering

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A love of learning Further education is an integral part of Burda’s corporate culture

In times of fundamental change, further education is more important than ever for media companies, and plays a central role at Burda too. To face changes head on, employees must have the opportunity to learn new things and develop further.

Working with colleagues from different areas also provides inspiration, opens up new perspectives and encourages networking within the company. In 2014, for example, Burda held 212 internal seminars, talks and training sessions that were attended by almost 4,000 employees. And the training continues under the new employer brand idea ...in good company., which reflects two different aspects: “This is our promise to the staff to be a good company to work for and good company

to be in”, explains Christiane Storz, head of strategic HR development.

The training options on offer have coordinated content and are structured by topic. In addition to a total of 70 training courses and seminars, Burda offers further measures including three specialist and management programmes.

An individual consultation on development options determines which measures are suitable for the employee in question.

“We believe it is important to bring people together, to create an environment in which they can learn from and with each other and in which synergies are harnessed to achieve a goal – across professions and departments too”, says Christiane Storz.

73 A lucky little creature

Everyone knows about the editorial team with the famous bunny mascot. But few people today know that Burda also used to have a little donkey that bestowed the editors and graphic designers with good luck and ideas. Mufti was the secret star of the TV programme guide Bild+Funk, and even made it on to the cover of the legendary magazine back in 1959. Later, the sweet little donkey was offered as a gift for new subscribers.

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Striking gold “Success is having a good idea, the determination to make this idea a reality, and the strength to make the original idea a success.” Franz Burda knew what he was talking about. In January 1927, the 23-year-old economics student was about to take his final exams when he launched a radio programme guide to get his father’s three-man printing company – which operated from the backyard of an Offenburg butcher – out of the red. Regular radio broadcasts had begun in Germany four years previously, and with them the publication of the first radio magazines.

But with Sürag, short for “Süddeutsche Rundfunk AG”, Franz Burda created a new type of radio magazine. Alongside the detailed radio guide, it also included programme-related articles and an extensive enter tainment section. The magazine began with a weekly print run of 3,000 copies, but Franz Burda spotted an opportunity. He noticed that radio shops were experiencing a boom thanks to growing demand for the devices. In 1931, he had an idea: “Visit all the radio shops, present them with enough advertising materials and guarantee them 2 Marks for every subscription they sell with a radio.” The plan worked. At the end of 1931, Sürag had reached a weekly run of 53,000 copies and 24 pages. Order forms dropped through the letterbox every day, and the young publisher received at least 50,000 Marks in subscription fees every month. By the end of 1933 the circulation had grown to 100,000 copies, and in 1935, Burda earned his first million. In January 1927, the monthly turnover was just 833.50 Reichsmarks.

As he said himself, Franz Burda had “struck gold” with his original distribution concept.

Getting closer to customers: Mode Media bundles thousands of lifestyle blogs, integrates native advertisements and places adverts perfectly suited to the target groups.

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Targeted advertising The technology company Mode Media markets more than 10,000 blogs and uses special advertising campaigns to target precisely the right audiences for fashion, beauty, lifestyle and food

Managing campaigns with ad server technology developed inhouse and targeting specific consumer groups: Mode Media, in which Burda holds a stake, helps advertisers to address target groups as precisely as possible and with low wastage. With 154 million internet users reached, the network that originally made its name as Glam Media is the seventh-largest in the USA and has more users than services such as Apple, eBay and all traditional media companies. Its enormous network also allows Mode Media to achieve distribution capacities exceeded only by the world’s largest distributors, such as YouTube.

Since 2004, the number of publishers online has increased 23-fold worldwide. Internet users around the world spend 65% of their time online away from the top 20 websites (source: Comscore) and visiting sites such as those bundled by Mode Media that are aimed at specific interests and audiences.

Mode Media enables branded companies to address these users with advertising, and secures funding for publishers through attractive advertising content. Mode Media currently bundles more than 10,000 blogs, which are grouped vertically by topic and then marketed – for example in areas of interest such as fashion, beauty, lifestyle and food.

Burda began investing in Mode Media in 2008 and has gradually increased its stake in the US technology company. At the start of 2015, Burda’s marketer BCN began collaborating with Mode Media Germany.

New media content is spread virally by influencers.

Mode Media

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The next big thing Back when hardly anyone in Germany knew about Facebook, Mark Zuckerberg (photo, on left), the founder of the social network, was invited to the DLD conference. In the evening, he went to Hubert Burda’s house – originally for dinner – and spoke to his children about how they use the network. Other web pioneers such as Travis Kalanick, co-founder of Uber, and Kevin Systrom, CEO of Instagram, subsequently paid repeated visits to the digital conference and the company. These meetings are inspirational and enable Burda to learn from the best and identify trends at an early stage. The young guns and the forward-looking media company – a meeting of equals.

77

Learning from the world Delhi, Moscow or Tel Aviv: trainees at the media company don’t just get to know Burda, but also exciting cities and people

Marriage, Indian style: trainee Franziska Rohr (third from left) attends a wedding

Franziska Rohr can only confi rm that travel broadens the mind. A trainee on Burda’s management graduate programme, she was given the opportunity to spend two and a half months at the company’s site in India. “Ten of the best weeks of my life”, concludes the 27-year-old.

In Delhi, Franziska Rohr met wonderful people, experienced more than one power cut, made peace with the fact that everything simply takes a little longer in India, and organised a four-city event together with a marketing team. “For some time now, our Asian publishers have been even more active than Germany in businesses with third revenue streams”, she has now learned. But working in India was not without its stresses and strains – sleepless nights included. “I very quickly learned that if I wanted to work successfully with my Indian colleagues, I had to set aside my German notions of organisation.” What did inspire her, however, was the Indian team spirit,

which pays little regard to whether you are an intern, departmental manager or managing director. Franziska Rohr’s time in India allowed her not only to expand her professional horizons, but to develop as a person.

And this is precisely why periods abroad in cities such as Moscow, Tel Aviv, Istanbul and Delhi are an integral part of Burda’s 18-month trainee programme. Up to eight places are awarded each year. “We support our trainees the whole time with seminars and coaching sessions. This helps them to identify and work on both their strengths and areas for development”, says Karina Werberger, who is in charge of the programme.

Michael Holzner – who completed the trainee programme in 2014 and now works at Burda Digital as an associate in corporate development – confi rms how well it works: “My time at BurdaDruck in Delhi was a highlight for me, particularly with regard to my personal development. Spending

Christmas and New Year there is something I will never forget.”

Launched in 2013, the trainee programme aims to prepare talented young people for their future managerial roles. During their programme, the trainees work through Burda’s four most important divisions – National Digital Brands, National Media Brands, International Media Brands and Printing – with ties to the management. In addition, each trainee is mentored by a managing director. “The programme was the perfect opportunity for me to get to know Burda as a diverse media corporation and build up a wide network”, says Nadja Pawlik, who graduated in 2014 and worked in 22 different teams during the trainee programme. She now works at C3 as a programme manager. The fi rst people to complete the management graduate programme were all employed and remain an important part of Burda. “We consider this a great success for the programme”, says Karina Werberger.

The chip engineers use standardised test photos to assess the cameras’ picture quality.

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The best testers Chip was launched in 1978 as a specialist magazine for computer fans. Today, through its online and print channels, it numbers among Germany’s leading media brands. Thanks to its unique test centre, Chip has become the trusted source of expertise and information on digital lifestyles

Using sophisticated metrics, experts calculate the power used by computers, etc.

When Sven Sebastian tests notebook computers, he leaves no stone unturned: it takes the junior metrologist four or fi ve days to put a laptop through its paces. As many of the tests are automated, he can scrutinise several models at a time. He analyses everything necessary to evaluate a computer, including the speed of the processor, the quality of the screen and the noise generated by the fan. “I prefer not to rely on the manufacturers’ specifications”, explains Sebastian. Like the 13 other employees in the test centre, he verifies almost all the technical data himself using various instruments, although this takes a lot longer and costs a lot more: the special camera used to measure the contrast and colour spectrum of monitors and TVs costs 60,000 euros alone. To measure battery life under realistic conditions, Sebastian attaches a compact device to the test notebook which auto-types a Microsoft Word document until the battery runs out.

Sebastian painstakingly enters the results in a database with dozens of categories.

The Chip journalists can then use this

information when writing test reports for the magazines or the Chip Online website. Laptops, hard drives, printers, monitors, tablet PCs and graphics cards: every year the engineers and IT specialists at the Chip test centre on St.-MartinStrasse in Munich take a long hard look at over 1,000 different devices so that they can provide independent assessments for millions of readers. An average of 300 different criteria are applied in the tests, making a total of 300,000 criteria every year. All of the products are rated on a scale of 0 to 100. This is then converted into school-type grades so that readers can easily understand the overall verdict.

The 14 experts in the centre are continuously developing new testing techniques to make sure that all devices are evaluated to the best possible extent.

“We are always improving our tests because the technology is always evolving too”, says Wolfgang Pauler, the engineer who heads the Chip test centre.

The fruits of their labours: with its elaborate testing regime, Chip is light years ahead of its rivals – both in print

and online: “We are a Google standard.

We’re near the top of its search engine results for almost every piece of equipment that we review”, states Eva Litzenberger – who heads testing and product recommendations at Chip – with more than a hint of pride. The fact that so many users reach the Chip website via Google isn’t only important for advertising. The test laboratory itself is partly funded by a price comparison feature on Chip Online. This offers direct links to several internet shops where users can buy tested products immediately. Chip receives a commission on these purchases via affiliate links, and the price comparison table serves to generate transactions that help to fi nance Chip Online.

These commercial partnerships have no bearing on the independent ratings of the Chip experts. “We refuse to let anyone influence us in our tests”, says Wolfgang Pauler. Some manufacturers, fearing that they will fare poorly in Chip’s rankings, even refuse to send the test centre their products. But that, ultimately, is no problem: Chip simply orders them

To review smart watch batteries, a device specially developed in the test centre simulates the user’s arm and wakes the watch every 60 seconds.

through other channels – such as the online vendor Cyberport, which is also owned by Burda.

Chip was launched in 1978 as a computer magazine. For many years, its tests therefore focused on computers and their peripherals. That has changed.

In more recent years, the Chip test centre has been reviewing smartphones, cameras, TVs and 3D printers – not to mention keep-fit equipment, battery-powered screwdrivers, vacuum cleaners and kitchen appliances! Over time, Chip has evolved from a broadly-based IT magazine into a brand providing advisory services to all consumers.

As a result, up to ten new product categories are incorporated into the tests every year. “We apply the same attention to detail whatever the category – whether we are testing tiny micro SD cards or humongous 80-inch televisions. We aim to make our assessments realistic and fair”, says Pauler. For the vacuum cleaner tests, a special test course was created in the test centre’s basement. It was then soiled with

standardised dust specially mixed by the experts. For a test of kitchen kettles, the experts actually had to purchase special meters – the existing instruments were unsuitable for such high-wattage equipment. “We constantly ask ourselves which other groups we could be serving.

We now consider ourselves capable of testing anything that comes with a plug”, Pauler says when asked about the test centre’s future.

The biggest challenge nowadays is to connect properly with the wide range of target groups that have been attracted to the Chip brand. “Every medium concentrates on its natural strengths.

And that applies to Chip’s print editions too: you certainly won’t find us publishing a printed version of the internet”, states Florian Schuster, the executive director for Chip’s magazine division. “The magazine’s priorities have changed over time too. We are now the magazine that serves individuals with digital lifestyles.” With all of the tests and tips available on the website, the magazine is gradually turning to different types of journalism, such as

extended, in-depth articles on complex technologies like 5G, the latest standard in mobile communications. Nor does the magazine shy away from political controversies such as the retention of telecommunications data.

With 15.6 million users a month on its website (source: AGOF digital facts 2015-06) and 1.9 million readers of its magazine, Chip has become one of Germany’s leading media brands – on the internet, as a smartphone and tablet app, on social networking sites like Facebook and in print, with the monthly magazine Chip, its spin-off Chip Foto-Video and an array of special issues. But however it reaches its community of readers and users, one thing always holds true, declares Josef Reitberger, editor-in-chief of the Chip print magazine: “Both online and on paper, Chip has become a standard bearer for high quality and independent reporting.”

79 The digital behemoth Once purely a print magazine, Chip has evolved into a digital community with millions of members.

Offering comprehensive, ­ up-to-date information on which products to buy, Chip Online has become Germany’s trend profiler in the digital universe.

The figures underscore the media brand’s impressive rise to prominence.

2.52 million users are registered on the Chip community’s forum.

1.92 million people read Chip magazine each month.

784.73 million visits were recorded at Chip Online during 2014 (source: IVW), making the portal the clear market leader in German IT sites.

The magazine for men

87% of Chip magazine readers are male (according to ma 2015/I). The profile of Chip Online users differs significantly: 66.5% are men and 33.5% women.

Most successful article

Get the latest info, then the latest version: with almost 10 million views, the most popular article on Chip Online in 2014 was the page explaining how to download the Firefox browser.

Most successful news item

Apple is a sure-fire hit: with three million views, the news item that interested most readers was the progressively updated report on the rumours surrounding the upcoming iPhone 6.

Fans on social media

Thumbs up: the brand can claim 465,000 fans on Facebook and 564,000 followers on Twitter (August 2015).

Software downloads

App, app and away: every year users source 220 million programs on the Chip website.

75% of Chip Online users are aged between 14 and 49.

40% have a net household income of over 3,000 euros a month.

500 videos were produced by the magazine’s editors in the first half of 2015 alone.

More than 50 print magazines bearing the Chip logo were published in 2015.

80

Combining family and career Burda’s childcare facilities in Munich and Offenburg relieve the pressure on parents Happy Birthday, Burda-Bande!

Anne-Catrin Rendler’s four-year-old daughter Frieda may well insist on wearing a princess dress and sandals on a cold winter morning. Or she might come down with stomach flu on the exact morning that the key account manager has to attend an important meeting. Nevertheless, the 31-yearold employee of Burda’s Neue Verlagsgesellschaft manages to balance her career and family. And Frieda’s place at Burda Bambini is a real help. The kindergarten is just a few hundred metres from Anne-Catrin Rendler’s workplace in Offenburg, and she is thrilled by the childcare centre: “The flexible care times are great, particularly its few closing times.” But Rendler is also a realist, and knows that having children doesn’t necessarily benefit a woman’s career.

This awareness makes the young mother appreciate her employer even more: “Burda makes it easy to manage both aspects of your life.”

In fact, the compatibility of work and family is very important at Burda. The Burda-Bande childcare centre in Munich opened its doors in 1997, and was followed in 2011 by Burda Bambini in Offenburg. “We can only secure the services and loyalty of capable and motivated em­ ployees if we offer flexibility and a working environment that meets their needs”, says HR director Christoph Diebenbusch.

The idea for a kindergarten was initiated by Burda’s female staff. Back in 1996, seven pregnant editors came up with a plan at the Focus Christmas party. Their idea? Burda needed a childcare facility to make it easier for mothers to return to work. The women conducted their own research and quickly found a model. A private, not-forprofit support association (Burda-Bande e. V.) was set up in September 1997, and just three months later it had seven children to supervise. The association has been organising and managing the childcare centre ever since. The costs are roughly shared between the company, the City of Munich and the parents.

In 2015, 62 boys and girls attended the childcare centre in Burda’s Munich location. The associated afterschool centre, which launched in 2013 and is being deve­ loped, currently looks after eight children. “We are one of Munich’s largest parental initiatives with close company ties.

Burda-Bande particularly stands out due to its quality of care”, says Petra Hollweg, who chairs the association and is herself a mother and editor at Focus. In 2014, Burda was awarded the “Beruf und Familie” (Career and Family) certi­fi ­ cate, an initiative of the not-for-profit Hertie Foundation.

“This shows that we are on the right path”, says Christoph Diebenbusch with delight.

Burda-Bande’s 15th birthday in 2012 was a culinary highlight for the children in the Munich day-care centre, who cooked with celebrity chef Holger Stromberg in the Meine Familie & ich testing kitchen. They prepared pumpkin vegetables and salmon. And the kids weren’t the only ones to enjoy the meal. Their guests – including publisher Hubert Burda – also relished the taste.

We can only secure the services and loyalty of capable and motivated employees if we offer flexibility and a working environment that meets their needs.

Christoph Diebenbusch HR director

81

Company entrepreneurs A company can only be successful if its employees perform their work not just with great expertise, but also with passion. Burda wants to be the place that the most talented entrepreneurs call home and to give them the opportunity to shape the future together. The courage to take responsibility for the company is not the only thing they have in common: these people often begin their careers at Burda, pursuing their profession in a network with excellent opportunities. We asked what it means to them to be entrepreneurs within the company:

A great deal of my motivation as editor-in-chief comes from monitoring figures.

I find it really fulfilling to see news and articles being well received.

Martin Gollwitzer, with Burda since 1999 Editor-in-chief, Chip Online

For me, it is important to identify with the company, to always act with passion, to constantly question everything and to never give up.

Jürgen Ulrich, with Burda since 1997 Managing director, Burda Russia

Stay curious, ask questions and find oppor­ tunities to further develop the tried and tested.

Loving what I do has always been my main motivation – for everything. It is the only route to true commit­ ment and thus to excellence.

Julia Scheel, with Burda since 1999 Managing director, Media Market Insights

Elena Vollmer, with Burda since 2007 Managing director, Silkes Weinkeller

To pitch in, remain open-minded, be prepared to take risks.

Sabine Nedelchev, with Burda since 1992 Editor-in-chief, Elle & Elle Decoration

In my position, I am motivated by action, not inaction.

Susanne Ullrich, with Burda since 2000 Managing director women, BurdaLife

Left: Aenne Burda meets with Raissa Gorbatschowa, First Lady of the Soviet Union, in 1987.

Right: new office district in Moscow

82

For more freedom 4 March 1987 was a date that Aenne Burda would remember for the rest of her life, a Wednesday in Moscow with outside temperatures of –24°C. While the people around her pulled their fur hats right down over their faces, she wore a camelcoloured blazer over a creamy-white blouse with a bow.

The “Queen of Clothes” spent the day with Raissa Gorbatschowa, First Lady of the Soviet Union, drinking tea from fine porcelain cups and bringing Burda Moden – her life’s work – to the Soviet Union, the first western magazine to do so. A fashion show had already been held to celebrate the magazine’s

introduction: “Fashion gives everyone the same chance and the same freedom”, the publisher announced to an audience of 800 Russian women. Discussing this moment, Hans-Dietrich Genscher, then Germany’s Foreign Minister, later said: “Aenne Burda used her own approach and opportunities to pull aside the Iron Curtain just a little.”

To this day, no German media company is as successful in Russia as Burda, which has had an offshoot in Moscow since 1995. Burda now publishes around 80 titles with more than 35 million readers. Its Russian portfolio includes, for example, the luxury gentlemen’s

magazine The Rake. The current political tensions in Russia are reminiscent of the situation that Aenne Burda once countered with strategic skill and humanity.

And the challenges for the corporation remain just as great. Political and economic instability, a rapidly falling rouble and rampant inflation have made it difficult to do business in the huge country. But Burda has remained on the Russian market, and for some years has also been concentrating on digital business. For example, Burda has invested in Bimbasket.ru and has introduced the country to the Mode Media blogger network.

83

We love fashion Be it on the catwalk or the street, InStyle shows tomorrow’s trends today

For many fashion-conscious women, what they see in each issue of InStyle is practically the law. One of Germany’s most successful women’s magazines, the Burda title is a trend guide and shopping bible rolled into one.

When it was introduced to Germany back in 1999, InStyle was a fashion revolution: the era of the supermodels was coming to an end, celebrities were the new fashion icons, and InStyle was the first magazine to report extensively on the looks of the stars. Later, the magazine quickly identified another trend – street style – that is now at least as important to the fashion business as the looks in the fashion shows. For some years now, extra street style magazines have regularly complemented the usual monthly editions, and famous fashion bloggers such as Chiara Ferragni have even appeared on the cover.

And now, readers can have the InStyle box delivered to their door four times a year featuring trends from the magazine. This surprise package contains the fashion, beauty, food and lifestyle products of tomorrow, selected and compiled by the people behind the fashion magazine. The first box, which appeared in July 2015, quickly sold out.

InStyle presents young women with the hottest fashion trends – ensuring even more shopping and street style fun.

84

Find a doctor in a few simple clicks

1 in 4 patients in Germany use Jameda, Germany’s biggest doctor recommendation portal.

Health has been an important topic at Burda for quite some time. Many titles, such as the celebrity magazine Bunte, have a section dedicated to the subject, while Focus Gesundheit has been offering its readers tips for a healthier lifestyle since 2011.

But health also plays a key role at the company in general, and was the topic of the 2015 DLD summer conference. “Innovative visions of the future will also revolutionise our healthcare and, therefore, our everyday lives”, said DLD co-founder and managing director Steffi Czerny.

One of these innovations is the Jameda doctor evaluation portal, which has been helping patients to fi nd the right doctor for them since 2007. The Jameda database contains the addresses of almost 470,000 medical practitioners and healthcare professionals throughout Germany. The core of the website is its one million patient recommendations, and another 1,500 ratings are added each day. “We want to make the healthcare market more transparent”, says managing director Florian Weiss, explaining the company’s mission. The ratings must therefore be of the highest possible quality, which is why each one is checked before publication using an automated algorithm. Further mechanisms add to this extensive check. And it pays off: 1 in 4 patients in Germany now turn to the portal when selecting a doctor. Almost fi ve million people access Jameda every month, more than half on a

smartphone or tablet. In just a few clicks, patients can also use Jameda to book an appointment. By offering this online booking service, the company is addressing its users’ needs to an even greater extent. The key benefit is that patients no longer have to call up several practices or visit different websites to fi nd a suitable appointment – a list of results clearly shows which doctors are available at short notice. To date, more than 4,000 appointments have been made each month.

And a study by the Research Now market research institute has confi rmed how attractive this additional service is to patients: according to the study, 1 in 3 Germans have already made medical appointments via the internet, while 87% of those who have not yet done so would be willing to book online. “I am certain that this new function has made Jameda even more patient-friendly and, ultimately, doctors will be the ones who benefit from this special service for their patients”, says Jameda COO Fritz Edelmann.

The listed company TOMORROW FOCUS AG, with Burda as the main shareholder, has been investing in Germany’s largest and leading doctor recommendation portal since 2008 (and was its sole shareholder from 2011). In 2015, the company has agreed to sell Jameda to Burda. Looking for shoes or books online has long been a matter of course.

So why not fi nd a doctor in the same way?

85

High tech by the sea

What began in 2000 with “Cool People in the Hot Desert” as an interdisciplinary exchange of the Hubert Burda Center for Innovative Communications is being continued through the DLD conference in Tel Aviv.

Leading German companies and internet start-ups from the region come together in the Israeli metropolis to share ideas. Key topics at the 2014 event included the future of cyber security, online advertising and the Internet of Things. Mayor Ron Huldai explained how he has facilitated a vibrant start-up culture in Tel Aviv: “Free WiFi, free tablets, free coffee.”

Sistine Chapel ceiling fresco at the Vatican painted by Michelangelo (1508–1512). The cycle traces the history of the Old and New Testaments in an early manifestation of the “iconic turn”.

86

The power of pictures

The “iconic turn”: why the digital age is changing the traditional balance of power between pictorial and textual content

“Iconic turn” is an academic term that describes the growing primacy of visual communication in the internet era. It was the German philosopher and art historian Gottfried Boehm who fi rst coined the phrase in 1994. He derived it from the concept “linguistic turn”, which became fashionable in the 1960s when linguistics research became the driving force in humanities scholarship.

With his phrase Boehm was seeking to highlight a paradigm shift, a change of emphasis and perspective in

the arts, cultural studies and communication sciences. He concluded that the significance and even function of images, i.e. the visual dimension, was changing so significantly that purely text-based communication and even printed text would lose their impact by the end of the twentieth century. Not only in relation to the general public, but to the world’s academic communities as well.

During the second half of the 1990s, the publisher Hubert Burda, who himself had studied art history in Munich

and Marburg, spent many hours discussing the “iconic turn” with his son Felix, who, at the time, was writing a Ph.D. on trompe-l’oeil in Italian painting. As a publisher, the father was particularly fascinated by the World Wide Web’s unprecedented potential for using pictures to attract, stimulate and move audiences.

By pictures, he meant photographs, videos and films, infographics, drawings, illustrations and even comics – in short, every tool suitable for informing and communicating with users visually.

A page from the ­original Gutenberg Bible (ca. 1452–1454).

Luther’s assertion that religion is based on the scriptures alone marked the beginning of the “semantic turn”.

The German theologian recognised the explo­ sive power that the ­invention of printing could unleash. News of his “Ninety-Five The­ ses” spread like wild­ fire, reaching the outer boundaries of Europe in just six weeks.

Right: protests in Hong Kong. Almost everyone has a camera in their pocket – thanks to modern smartphones.

Today millions of pictures can be sent and received around the world in real time.

Sadly, this very private debate came to a sudden end. At the beginning of 2001, ­Felix Burda passed away.

In memory of his son, Hubert Burda launched a series of interdisci­ plinary lectures at the Grand Lecture Theatre in Munich’s Ludwig Maximilians University in the summer semester of 2002. Its theme: “Iconic Turn - the new power of images”. The speakers included American artist Bill Viola (Felix Burda’s doctoral thesis “Andrea Pozzo and Video Art” had focused on Viola’s oeuvre), British architect Norman Foster, his Dutch colleague Rem Koolhaas, Ameri­ can Nobel laureate Eric Kandel, German film director Wim Wenders and, of course, the leading lights in the German

debate on the significance of visuality: art ­historians Hans Belting and Horst Bredekamp, communications theorist Friedrich Kittler and philosopher Peter Sloterdijk.

The lectures ran until the spring of 2005, and their reverberations were in no way limited to Munich. Video transmissions enabled both interested aca­demics and ordinary members of the public around the world to follow them.

Hubert Burda succeeded in conveying to a broad audience that the image-based media on the World Wide Web were revo­ lutionising human consciousness: the way we react, think and behave. In this way, a concept formulated by a German aca­ demic gained global currency as a way of

describing a unique feature of the inter­ net: pictures communicate more than people can rationally understand. They are a magical force that can shape the subconscious as well. And by tapping into the most advanced communications tech­ nology of our time – the internet – people can now distribute photos and videos around the globe as easily as they used to send texts.

The internet presupposes an ability that comes naturally to human be­ ings: imagination. This refuses to follow logic or traditional patterns of reasoning – whether theoretical or technical. It re­ sponds solely to the enchantment, impact and direct appeal of images. Which is why we call it image-ination.

87

Radio rocks

*Sources: ma 2015/II, FAB 2015

On air 24/7: within Burda Broadcast, the company bundles almost 40 direct and indirect radio and TV holdings – and reaches a total audience of 15.5 million listeners every day from Monday to Friday via its radio stations alone.*

The figures shown indicate the individual ownership percentages (diagram: Burda Broadcast; Formatt-Institut Dortmund).

Radio Arabella Munich

41.7

Hubert Burda Media Offenburg/Munich

Studio Gong Munich

Hitradio RTL Sachsen Dresden

22.5

47.2

Ostseewelle Rostock

30

Radio Gong 96.3 Munich

42

50

Donau 3 FM Ulm

50

radio fantasy Augsburg

50

20.6

Radio Teddy Potsdam

22.5

Sächsischer Lokalrundfunk Dresden

apollo radio Chemnitz

50

10.8

35

30

1

25

egoFM Munich

44

30

Hit Radio N1 Nuremberg

Charivari 98.6 Nuremberg

30

26.7

Die neue 107.7 Stuttgart

25

12.6

50

23.1

19

30

Radio Gong 106.9 Würzburg

106.4 Top FM Fürstenfeldbruck

90

big FM Mannheim

10.1

Rock Antenne Ismaning

100

50

16

69.9

10.5

1.1

4.3

13.9

16

Radio 21 Garbsen

Antenne Bayern Ismaning

50

Radio Primavera Aschaffenburg

7

RPR 1 Ludwigshafen

Radio Gong 97.1 Nuremberg

gong fm Regensburg

10.5

Rock Antenne (local) Erding

RTL II Grünwald

BB Radio Potsdam

7.8

Radio Galaxy Nuremberg

15.8

Hit Radio FFH Bad Vilbel

2.5

die neue welle Karlsruhe

münchen.tv Munich

Bayern Tele GmbH Munich

13

8.6

16

25.9

Radio Charivari Regensburg

Radio Charivari Würzburg

Antenne Niedersachsen Hanover

20

a.tv Augsburg

Franken TV Nuremberg

Radio F Nuremberg

Women in focus: Aenne Burda (third from right) and her team opening ­Burda Moden’s first photographic studio in 1962

88 World

Wide Woman

Aenne Burda was a style icon and trailblazing networker. In Burda Moden, she created the planet’s most successful fashion magazine.

Today editions are published in more than 100 countries

Shimmering shades: studio photoshoot of models in ­night­wear

Karl Lagerfeld admired her spontaneity and energy. The newspaper “Welt am Sonntag” considered her the most successful woman in Germany, and the daily “Hamburger Abendblatt” praised Aenne Burda in the same breath as Sophia Loren and Catherine Deneuve for her “cos­mo­politanism, poise, professionalism, charm and class”. The founder of the world’s largest fashion empire passed away in 2005, aged 96. The brand that Aenne Burda forged, and which Wolfgang Joop described as “sensibly beautiful and shamelessly elegant” lives on today as Burda Style. Shameless elegance – that’s a seductive symbiosis we might normally

associate with Anne Bancroft as the sensuous Mrs Robinson in “The Graduate”, or Romy Schneider in her French films. They wore dresses that underscored their personalities and individuality, the type that Keira Knightley and Cara ­Delevingne scour vintage shops for today. However, the greatest legacy and treasure ­trove can be found in women’s wardrobes around the world. For 65 years women have been sewing clothes based on the designs from Burda Moden and Burda Style. During the Cold War women in ­Soviet villages shared copies, in Brazil seamstresses founded their reputations on the painstakingly precise patterns. No other fashion designer

can claim such a diverse base: since the fashion publishing house began operations in 1949, some 1,500 patterns have been published annually in Burda magazines – making a grand total of almost 100,000 styles.

The secret behind the success: Aenne Burda possessed unique intuition when it came to women’s wishes and tomorrow’s trends. Yet her context was not the sub-cultures and youth scenes of New York, London and Tokyo, but instead the world of glamour and art. Not to mention the circle of illustrious actors and homosexuals in the Sicilian town of Taormina during the fifties and sixties.

Cut to perfection: Burda began producing individual patterns in 1952.

Bottom: a stand selling Burda patterns at a department store in the mid-1950s

But are cosmopolitanism, spontaneity, courage and creativity enough to become a fashion queen? In the US Aenne Burda would likely have been a regular guest on the Oprah Winfrey Show, and Oprah would have enquired, “How does a woman become a style icon if she doesn’t marry the future President like Jacqueline Lee Bouvier, hasn’t become a movie icon à la Audrey Hepburn or doesn’t die mysteriously like Marilyn Monroe?” “Ah, you know”, Aenne would have replied, “I was just born this way”. She would not have been referring to a silver spoon, but rather to the character traits that lit up her personality her whole life: ambition, directness, single-mindedness – plus, thanks to Mother Nature, beauty, charm and intelligence. Born in 1909, the daughter of a railway worker published her first pattern in 1950. And she understood the importance of engaging professionals as a guarantee of success. She herself confessed, “I knew nothing about sewing, but I did re­ alise that only professional seamstresses can make patterns”.

The 40-year-old housewife and mother of three had wrested the bankrupt pattern publishing company from her husband after discovering he had a mistress with child. She gave him two options – “Either I become a publisher or I get a divorce” – and, not long afterwards, she had repaid the publishing house’s outstanding debts and become one of the most demanding customers in her husband’s printing operations. Aenne Burda democratised fashion for women in every corner of the globe – because her magazines contained the now legendary patterns. Her motto: “Do-it-yourself wearable fashions for small budgets.” Her idea became a huge success.

“Aenne didn’t do avant-garde”, recalls Karl Lagerfeld. “She was a woman of her time, and it was no easy time.” Under Hitler, German women had become un­ adventurous “Miss Mummies”. Now, with Aenne Burda’s help, they acquired a new sense of self-confidence. “I want to make women become more attractive”, was her slogan.

Within a few years Burda ­Moden had risen to market leadership. By February 1957 it boasted a circulation of 500,000, by 1965 one million, and 1973 two million. Krupp manager Berthold Beitz summarised his respect with the words “Aenne is the woman who personifies Germany’s economic miracle”. In his eyes, she embodied strength, speed, courage, pride and sincerity.

She travelled to fashion shows in Paris, Rome, Florence and – as early as the 1950s – Berlin. In the west of the city, the fashion industry flourished briefly until the Wall went up in 1961. The stars of the

In an age without computers or internet, she created a network for women that spanned the globe. All of them had one thing in common: a love of fashion.

Aenne Burda

The daughter of a railway worker, Aenne Burda was born in 1909 in the southern German city of ­Offenburg. In 1931 she married Franz Burda and they had three sons: Franz, Frieder and Hubert.

In 1950 she began publishing the magazine Burda Moden with its easy-to-follow patterns. In 1973 the magazine recorded a circu­ lation of two million and, in 1978, became the world’s largest fashion magazine. Burda Style, as the magazine is titled today, appears in 17 languages and more than 100 countries.

scene were Gehringer & Glupp, Heinz Oestergaard and the young Uli Richter, who once said that Aenne was as temperamental as the legendary Italian actress ­Anna Magnani. From her seat in the front row, the publisher found inspiration in the fashion designs on the catwalk, and launched the exciting new magazine Burda International. Wherever Aenne Burda appeared, she was a dazzling focus of attention and a fascinating conversationalist.

She surrounded herself with artists, musicians and actors. In the 1960s, together with her husband, she staged the leg­ endary Ball Paré at the “Bayerischer Hof” hotel in Munich. The guests included Liz Taylor and Richard Burton, Kirk Douglas, Romy Schneider, Sophia Loren, Curd Jürgens and Max Schmeling. “She possessed a grandeur that, unfortunately, has been lost to our time”, said the singer Udo Jürgens, who remained a friend and admirer until her death.

Aenne Burda exemplified many things that women the world over can ­only dream of: she was beautiful, financially independent and lived and loved as she wanted. Not only was she personally attractive; with her fashions she appealed to millions of women around the world.

As early as 1952 her magazine was being published in 11 European countries, joined a year later by the USA, Canada, Argentina and Brazil. In 1978 Burda Moden became the world’s biggest fashion magazine. In 1987, when she was 77 years old, it conquered the Soviet Union as well. News outlets carried pictures of Raissa Gorbatschowa and Aenne Burda as they celebrated the launch of the first western magazine in Moscow.

Burda Moden was synonymous with Aenne Burda. In an age without computers or internet, she created a network for women that spanned the globe. All of them had one thing in common: a love of fashion. Aenne Burda simply was the World Wide Woman. Today it is the World Wide Web that draws Burda Style users ­together. The magazine is perfectly in tune with the current DIY trend, while the new English name reflects its international audience. Today Burda Style is published in 17 languages and over 100 countries. On Burdastyle.de a community of sewing enthusiasts exchanges tips, ideas and user creations, with over 3,000 patterns and alluring star looks available to emulate and copy. All the pieces can be ­ordered immediately in the online shop. With more than 850,000 members and over seven million page impressions, ­Burdastyle.com has become the biggest community of do-it-yourself aficionados in the USA. The network of “shamelessly ­elegant women” is huge.

And they are worthy successors to Aenne Burda.

Attention to detail: at Burda Moden Aenne Burda found time for dayto-day decisions too. Here she selects fabrics and patterns for the next issue with the editors.

A confident demeanour: Aenne Burda with her Riley Elf – popularly dubbed the “Mini Rolls-Royce” – outside the Burda Moden publishing house in Offenburg in 1973.

89

Licence to sell

The rocking concert

Bunte presents the 2015/2016 arena tour by folk rock’n’roller Andreas Gabalier, and is also selling the tickets online.

How do you create new revenue models? A media company with many strong brands can easily recommend selected products to its readers.

BurdaIntermedia Merchandising works with the media brands to develop tailored licensed products and collaborative offerings that spark consumers’ interest – a current selection

The healthy lunch

Fit for Fun worked with the Compass Group to develop low-calorie “Vitalien” meals for company restaurants.

The cool wallpaper

Freundin’s home interiors editors show that wallpaper can look great even in modern apartments. Together with wallpaper manufacturer Rasch, they selected creations tailored to their readers’ lives, which are available to buy from selected retailers.

The perfect outfit

The tasty snack box

A collaboration with Hallhuber allows Freundin readers to buy complete outfits recommended by the fashion experts on the editorial team, which are marketed in store as “Styled by Freundin”.

Curl up on the sofa, put on a blockbuster and enjoy some tasty snacks. TV Spielfilm has worked with Frostkrone, the market leader in frozen finger food, to produce the perfect film night snack box.

90

APPsolutely flexible TV viewing Much more than just a magazine, TV Spielfilm has become the market leader in digital programme information over the past few years – and BurdaNews is further expanding the brand into a multimedia platform with a live TV service

Watching breakfast television on the bus to work in the morning, relaxing on the lawn with early-evening shows or enjoying a movie in the bath. The TV Spielfilm live app is also ideal as a second screen at home: while one person enjoys their favourite show on the television, their partner can watch what they want on the iPad. Since July 2015, TV Spielfilm live has been allowing people throughout Germany to watch TV any time, any place. Viewers can use their smartphone, tablet or PC to flick through over 70 channels and comment on, “like” and share shows on their social networks in real time. The app also includes the BurdaNews brand’s trademarks and core features: what’s on, when and where? What can I expect from a show? And, above all, what do the TV and film experts have to say? Is it worth tuning in? Thumbs up or down? So far, this combination of programme guide and live TV in one app has been unique throughout Germany.

The team behind TV Spielfilm have always known how to align the brand to the needs of their consumers – and in times of digital media transformation, they have remained one step

ahead of the competition for the last two decades. The magazine first hit the shelves back in 1990, when TV programming was even more manageable and nobody had heard of the internet. The first cover showed James Dean gazing into the distance, a cigarette in the corner of his mouth, and announced a major report on the legendary actor. Viewers quickly noticed that this TV magazine stood out from the rest. The fortnightly format is a real innovation on the market: TV Spielfilm combines independent film reviews with an entertainment guide, including extensive information on movies, cinema and music, as well as reports and background stories on actors and presenters. The concept was well received by the Germans: after one year, each edition was selling over one million copies on average, passing the two-million mark after four years.

There are two key reasons for its success: the editorial team’s great expertise in film and television, and the fact that – even in the age of digitalisation – the brand follows consumers wherever they go. “We know that, today, it’s the consumer who

Past and future: the first issue of TV Spielfilm in 1990 with James Dean on the cover (left). The TV Spielfilm live app allows viewers to watch more than 70 channels on their smartphone or tablet PC.

sets the rules, not the managers at the publishing companies”, emphasises BurdaNews managing director Burkhard Grassmann. TV Spielfilm has kept up its innovative spirit and creativity for over two decades, both in print and digital formats. “In today’s world, media brands have to diversify; they have to become platforms. We have achieved this with TV Spielfilm.” And the editors, developers and managers always keep the end users in mind.

The website was launched back in 1996. TV Spielfilm XXL was introduced in October 2005 for all users of digital and pay TV services and features the entire schedules of 100 TV channels – free and pay TV in one magazine. The official figures confirm the success of TV Spielfilm in the digital age. Of all the apps examined, TV Spielfilm – which launched in 2008 and is constantly being developed – always leads the way. And with 17 million downloads overall, it is the most successful app from any German media brand. In June 2015, the digital offering from TV Spielfilm had 7.22 million unique users, and 4.28 million mobile users overall (AGOF digital facts 2015-06). “We have perfectly positioned and presented ourselves as an online guide through the TV jungle”, says Burkhard Grassmann. With TV

Spielfilm live, BurdaNews is now beginning another innovative chapter – and adding an important piece to the puzzle on its journey to becoming a 360-degree multimedia platform. “With this project, we are responding to media usage habits. More and more people access full-video content via their computers and mobile devices”, explains BurdaNews co-managing director Andreas Mayer. To achieve this, BurdaNews has concluded agreements with more than 70 television channels and rights owners, and all key public and private broadcasters (such as ARD, ZDF, RTL, Sat.1 and ProSieben) are represented. With the app, there’s no problem catching the latest episode of your favourite show. Customers can test the app free of charge for one month, after which the service costs 9.99 euros per month.

The new service will benefit from TV Spielfilm’s editorial quality and leading position among providers of digital programme information. And this is a key competitive advantage: “TV Spielfilm has its roots in the magazine business and therefore enjoys a high level of brand awareness. And thanks to its journalistic quality, we also benefit from the millions of people who place their trust in us”, says Burkhard Grassmann.

91

By readers for readers What would happen if you could choose the content of your favourite magazine?

If instead of just buying it, you could play an active role? In Romania, this has long been a matter of course for Burda.

The cookery magazine Practic in bucatarie launched in 1999 and is one of around 30 titles published by Burda in Romania. With almost one million readers, Practic in bucatarie is the country’s most successful magazine, thanks not least to its revolutionary concept: the magazine is an interactive printed product in which the readers themselves act as editors-in-chief. Each month, readers send in an average of 300 letters containing two or three recipes. 40 of these are chosen by the editorial team, cooked, photographed and published in the magazine. Even the cover signals the magazine’s close relationship with its readers: the title story of each issue introduces a reader’s family and their recipes, which also grace the cover. Other Eastern European Burda locations such as Russia and the Czech Republic have been adapting this innovative and successful concept since 2012.

Romania

Burda publishes around 30 magazines and more than 20 websites in the country.

With a net reach of 20%, the media company is one of its leading magazine publishers.

92

Magical beginnings Franz Burda noticed Anna Lemminger while they were still in school, but it would be a few years before the young man who owned a printing company and the railway worker’s daughter became a couple. They got engaged at Easter 1930 and married on 9 July 1931.

At first, Anna’s father did not want her to marry a student, but Anna – who only later called herself Aenne – was proud of Franz’s doctorate and, as always, stood her ground.

93

The social network You can, of course, visit the Burda Bar run by Sebastiano Di Maggio (above, left) and his brother Francesco for a simple cappuccino or a delicious tramezzino. But the café in Munich’s Arabellapark is more than just the media company’s favourite spot for a caffeine hit. At Burda, the bar is where people go to meet, network and thrash out new ideas. It hosts readings, rock concerts, previews, customer events and training sessions. And when there’s an important football match, the employees gather to cheer on their teams.

94 Best friends

*Source: ma 2015/II women

On International Friendship Day, a video by the Freundin editorial team caused quite a stir. The clip, in which Freundin editors stated what friendship means to them, was watched by more than 500,000 people. This great response shows that the traditional brand can relate to its fans by going viral too. 1.8 million* women gain inspiration from every issue of the magazine.

German pop star Helene Fischer sells out concert venues and thrills readers with her spectacular shows.

95

Entertaining millions Freizeit Revue has been the leading women’s and entertainment magazine for over four decades and uses traditional values and digital and print innovations to set itself apart from its many imitators

Popular stars: readers are particularly fond of presenter Florian Silbereisen and singer Helene Fischer (photo, left).

When asked to describe the magazine in one sentence, Robert Pölzer, editor-in-chief at Freizeit Revue, says: “Often copied, never replicated!” The first issue was published in July 1970 with German superstar Udo Jürgens on the cover. A weekly magazine with exclusive stories about German and international stars, ingenious recipes, a high-quality travel section and, above all, Germany’s best puzzles. Senator Franz Burda, who turned to crosswords when he had trouble sleeping, came up with the idea for the magazine overnight. Hubert Burda recounted the unusual origins of this classic magazine at the 2015 DLD digital conference in Munich, joking that “You create media in your sleep.”

A quick glance at the magazine shelves clearly shows that this doesn’t always work. There are now around 30 rip-offs of the Freizeit Revue concept, although these are nowhere near as

successful. With a reach of 2.36 million readers per week (source: ma 2015/II), the original remains the market leader in its segment. “Wonderfully familiar and always something new – this conceptional continuity keeps us ahead of the pack every week”, explains Pölzer. The number one title for leisure and entertainment appears in kiosks and letterboxes every Wednesday. This mix of topics – complemented by a well-informed medical special and fashion, cosmetics, interiors and a huge advice section – keeps readers coming back for more.

Stories about stars from TV, films and showbiz are particularly popular. Readers are just as interested in the latest news about Helene Fischer and Florian Silbereisen as they are in the private lives of Simone Thomalla and Til Schweiger.

They are also fascinated by Europe’s young aristocrats. Up to

96

Brain training – classic and digital Each year, Andrea Kind and her team work on more than 11,000 puzzles for 12 puzzle magazines, many special publications and weekly magazines from BurdaLife. The head of the Puzzle Content Agency at BurdaLife in Offenburg explains how the puzzles in Freizeit Revue are created.

Celebrities such as folk musician Stefanie Hertel are typical faces in Freizeit Revue.

45 puzzles in each issue help Freizeit Revue to stand out from the competition and make it Germany’s number one puzzle magazine. When compiling the brainteasers, the editors at the content agency look to current topics, exhibitions and anniversaries. Away from the puzzle pages, its competitors also like to copy the weekly food supplement. Each week, Freizeit Revue offers its readers eight exclusive pages of tasty recipes to cook and bake.

And as their glowing letters show, readers love the advice section too. Editor-in-chief Robert Pölzer remembers one letter with particular fondness: “Our magazine prompted a 45-year-old woman to go for a colonoscopy. She had a tumour, and they found it just in time.” In her letter, she said: “You saved my life!” This close relationship with its readers is the most important ingredient in Freizeit Revue’s recipe for success.

Pölzer reveals the editorial team’s six golden rules: traditional values such as respect, trust and reliability are to be preserved.

And the highly professional team leaves nothing to chance. The editors drive innovation and continuously adapt the magazine to its readers’ lives. Freizeit Revue has the best puzzles too. The team also aims to keep memories alive; looking to the past provides the strength to move forwards. Appreciation is particularly important: “To be a success, you have to love your readers!” summarises Robert Pölzer.

The magazine accompanies its readers through the digital world, too. “On Facebook and Freizeitrevue.de we offer excellent entertainment and many valuable tips to make life easier”, says Pölzer. But the brand is a trusty companion in the analogue world as well. For some years, the magazine has been arranging popular holidays that allow readers to experience the editors’ travel tips for themselves.

What sets the puzzles in Freizeit Revue apart from the others?

Our readers can tell that the editorial team behind this varied section put their heart and soul into their work. Our arrow words generally have a specific topic and, together with the pictures, allow the reader to both test their skills and learn something interesting at the same time.

How are the brainteasers created?

Our team prepare the crosswords by subject matter. We base them on current topics as well as television series and celebrities who are popular with our puzzlers. We come up with interesting questions and then pass our instructions on to an agency, which fills the puzzles with standardised questions.

What is the magazine’s most popular puzzle format?

Our readers particularly like our mix of puzzles. The “Box of tricks” has been exclusive to our magazine since 1989 and has a huge following. This is an arrow word without arrows; readers must figure out where to place them, and the answers can be entered forwards or backwards. It’s a tricky one!

Puzzle apps for tablets have been available since 2014. How have they been received?

The puzzle apps are extremely popular.

We offer free and fee-based in-app packages, allowing readers to experience the Freizeit Revue brand and one of its core sections in digital format too.

die Nummer 1 für Rätsel

Honigwein südamer.

Riesengeier

Göttin der Kunst Seebad auf Sylt

großer Basslautsprecher (engl.)

Blasinstrument Gartenfrucht

stehende Schwanzflosse der Wale ital. Reisspeise

Frauengestalt in „Fidelio“

Wandelgang im Theater

Kehrgerät

reizvoll

Kunstrichtung Wollschafrasse

Meeressäugetier Hochland in Zentralasien

Königin im Schach Flugzeugführer

eins (engl.) gefallsüchtig lose nähen eh. Fadenstärke (Abk.)

Küchengerät Nische im Lokal (frz.)

3

niedriges Liegesofa

Zufluss der Elbe eimerähnl.

Gefäß

indisches Gewand bis jetzt spärlich fließen

Teilzahlung

Arbeitgeberbewertungsportal

Wandbrett Bergkuppe großes Warendepot

Festkleid kleinerer Papagei Hunderasse Talschaft in der Steiermark

Aristokratie gespaltenes Holzstück Nadelloch Mensch aus fernen Ländern

Hunderasse Verbandsmull

berufliche Kontaktbörse Wüste in Nordafrika Metro

Nebenfluss der Mosel kurzes Rohrstück Querholz z.

Spannen

Dynastie im alten Peru

Wappentier von Bern Teil des Kopfes

2

Theaterspielfläche überback.

Gericht

Zauberer d.

Artussage Großtierverband

5

Körperhülle Säugetier mit Stacheln

Sohn des Agamemnon

Buchungsunterlage

Wasserbehälter

Nordeuropäer Kammerjungfer

österr.

Donaustadt m. berühmtem Kloster Gleichklang im Vers warme Quelle Rundschreiben (Abk.)

Mangel an klarem Weg Oberleitung (Abk.)

journalistische Zielstrebigkeit

Nordwest (Abk.) Staat in Westafrika

Naturforscher Figur bei L. Carroll

Campingunterkunft Kurznachricht (Kzw.) Autokz. v. Hagen

nicht näher Bestimmtes

Hafenstadt in Italien Gesichtsfarbe

drei (ital.)

Straftat, bewusste Irreführung

NasenStadt laut bei Nürnberg Laubbaum

Bad Kreuznach (Kfz) Ausruf des Verstehens mäßig warm

arabisches Sultanat

eintönig und gelangweilt sprechen nördlicher Breite (Abk.)

4

breiter Pfad Teil eines Sessels

zeigt Leidenschaft für Menschen

giftiges Element

munter, lebhaft

Zufluss der Fulda estn. Ostseeinsel

fest, massiv, haltbar samtart.

Pullover

Großstadt in der Nordschweiz

englische Pastete Geflügelprodukt Nutztier der Lappen Kleidungsbesatz der fünfte Vokal großer Abstand

Dachdeckmaterial Porzellanschnecke

1

Teil des Fahrrads Längenmaßeinheit kurz für: in das

Schwung, Begeisterung

Rille i. Säulenschaft zunächst, zuvor

Einfall

Präposition

schwäb.

Hochland ... oder minder

anderes Wort für: Geige

Strom in Asien

Zuspruch im Leid z. B. ein Londoner

Schriftenbündel zu einem Vorgang

Seinezufluss Getreidefruchtstand

Bildhauerkalkstein Strauchfrucht

nicht geschlossen

in Form

nordamerikanische Rinderart Geschwätz

massig, kräftig, gedrungen Entspannungsübungen u.

Meditation

Autokz. v.

Zwickau arab. Fürstentum dt. Ostseehafenstadt

Blütenpracht Zitrusfrucht

bei Promis beliebtes Waldtier

kleine Deichschleuse sehr kräftig, mächtig

Lösung:

1

2

3

4

The Freizeit Revue team has created this German-language puzzle exclusively for this publication (solution on the last page).

5

Lighting is not the only significant difference in Europe. Through the European Publishers Council, ­Burda is committed to finding the right political framework.

97

Europe’s new order Digitalisation is not just changing the media landscape – the ­political sphere has also set itself the task of aligning the legal framework in which media companies operate. At an early stage, Hubert Burda realised how important it would be to represent ­interests towards the EU institutions. More and more fundamental decisions on media and industry policy are being made in Europe. And so, in 1991, he joined with other European publishers in founding the European Publishers Council (EPC), which would become one of the key alliances of European media companies.

Since then, the EPC has served as a complement to the associations, representing the interests of the European media and digital industry at international level. Regular meetings with the president of the European Commission and the relevant EU commissioners are particularly important to the work of the

EPC. The focus of the EPC is constantly evolving: in the 1990s, political discussions were dominated by the threat of ­advertising restrictions, while today they focus on ensuring fair competition in the digitalised media world. The European ­Commission aims to create a standardised European market in the digital environment too.

“The decisive factor is whether the new rules apply to all companies active on the European market”, says Burda CEO Paul-Bernhard Kallen. If US companies in particular are allowed to continue operating in Europe outside of European legislation, politicians would be throwing away a huge opportunity to finally establish a level playing field. “Competition in the digital world will only be fair once we have the same legal framework as our international rivals”, says Kallen.

98

Moving stories

Actor Dennenesch Zoudé talks to Burda’s reporters on the red carpet at the 2014 Bambi award ceremony.

Around 300 hours of video material are uploaded each minute to YouTube alone. One of the things that make films so attractive is that they are quick and easy to consume – and thanks to smartphones and tablets, they can be accessed any time, any place.

The role of moving images will become even more important in future, which is why Burda set up Burda Studios in early 2015 – to harness the power of videos. In doing so, it has bundled free TV, pay TV and digital video production in one unit. This includes Focus TV GmbH, which produces re-

ports and documentaries for public and private broadcasters, food channel BonGusto TV, which shows in-house productions such as Meine Familie & ich TV: “Gastspiel”, and the Video Factory, which creates films for all of Burda’s digital platforms as well as image and event films.

“In doing this, we are expanding our position in all business fields relating to the production of moving images.

Burda Studios offers 360-degree moving-image services with all the multimedia capabilities of the Burda media company”, says Hans Fink, managing director of BurdaIntermedia.

99 The future starts now

In the media industry, innovation moves at a rapid pace. Understanding and mastering new technologies is firmly embedded in Burda’s DNA. While the focus was once on advances in printing technology, today it is the opportunities presented by the consumer internet that enable us to develop new media products and establish new relationships with our customers.

Engaging wholeheartedly with digital transformation is the most significant factor in shaping the future of the media.

In our grandparents’ day, watches that make calls and virtual assistants appeared only in science fiction. Perhaps selfies on Mars will one day become a reality too?

The next generation: Hubert Burda (middle) with his son Jacob and daughter Elisabeth

100 Family companies are the backbone of our economy and society, so we owners bear a very special responsibility.

Each new generation becomes the custodian of the company, the people who pledge to preserve its value.

Hubert Burda

101 The digital revolution has turned everything on its head, affects all areas of our lives – and it’s only the beginning.

Hubert Burda

Imprint Publisher: Burda GmbH, Corporate Communications Arabellastrasse 23, 81925 Munich, Germany | Phone + 49 (0) 89 92 50-25 75 | www.hubert-burda-media.com Oversight Philipp Wolff Management Julia Korn Senior managing editor Bernd Hölzner Editorial support Christin Apel, Christiane Blana, Verena Bücher, Sebastian Doedens, Caroline Förster, Jonas Grashey, Berthold Heidbüchel, Regine von Kameke, Sabrina Maier, Olga Oster, Marianne Lena Reif, Verena Schenk-Welker, Alice Schwetz, Dorothee Stommel English translation Sarah Pybus (freelance); Gilbert & Bartlett GbR (freelance) Production Dominic Fischer Publishing company: C3 Creative Code and Content GmbH Heiligegeistkirchplatz 1, 10178 Berlin, Germany Phone + 49 (0) 30 4 40 32-0 www.c3.co Management and concept Christine Fehenberger Editor-in-chief Fabrice Braun (freelance) Senior managing editor Britta Schmidt Project manager translation Franziska Radmacher Art director Veronika Schmidt (freelance) Graphic designer Philipp Koch (freelance) Final graphics Andrea Hüls, Claudia Geyer (freelance) Authors Lisa Bierbauer, Kira Brück (freelance), Ute Dahmen (freelance), Oliver Diepes, Anne Lehwald (freelance), Stephan Sattler Proofreading Asa Tomash Photo editing Julia Fell Lithography Silvana Mayrthaler Production Wolfram Götz (dir.), Rüdiger Hergerdt, Cornelia Sauer Printing Kastner & Callwey Medien GmbH Paper Römerturm Druckfein, bright white matte 240 g/m2; LuxoArt, velvet 115 g/m2 © 2015 Hubert Burda Media

Photo credits We have endeavoured to identify rights holders for all photos used in this publication. Should any claims remain open, please contact the publisher.

2: Brauer Photos/M. Nass; Corbis/A. Masood; Renke Detering/Burda Atelier; Hubert Burda Media/Brauer Photos; Hubert Burda Media/flohagena.com (6), Imago/Future Image; Jirka Jansch; People Image/J. Jherez; Clemens Porikys. 3: Alexander Fettich (3). 4: Andreas Achmann. 6: Hubert Burda Media. 7: Stefen Chow (3). 8: The Beast/Shwrm.com. 10: Hubert Burda Media/Bunte. 11: Brauer Photos/G. Nitschke for Burda (2). 12: C3 VisualLab/Julia Scholz. 13: Getty Images; Matthias Haslauer. 16: iStockphoto. 17: Fotolia. 18: Axel Bleyer. 19: Action Press; Hubert Burda Media; Felix Kindermann (4).

20: Hubert Burda Media. 22: Die Burda-Familie, company magazine of Burda Druck und Verlag Offenburg. 23: ­w ww.­ itsonwithallegra.com, www.muttisoyeah.de. 24: Hubert Burda Media (3); private (1). 25: Lennart Preiss for Elle/Getty Images. 26: Hubert Burda Media. 28: Hubert Burda Media. 29: VDZ. 30: Screenshot (CNN). 31: C3 VisualLab/Ann-Kathrin Hartmann. 32: Photographer: Marcus Ohlsson; styling: Kerstin Schneider; model: Anna Selezneva @ Women Management NY; hair: Mette Thorsgaard @ LundLund; make-up: Fredrik Stambro @ Streeters NY; casting: Stephan Dimu. 33: Corbis.

34: Blue Ocean Entertainment; Coppenrath Verlag Münster; KIDDINX Studios Gmbh; Peyo; Schmitt-Menzel/WDR mediagroup; The LEGO Group. 35: Hubert Burda Media. 37: David Pinzer. 38: Getty Images. 39: Axel Bleyer. 40: Getty Images; Hubert Burda Media; Mauritius Images. 42: private. 43: Brauer Photos/Alexandra Pauli. 45: Simone Hoermann (2).

46: Bunte/Axel Arens; Hubert Burda Media. 47: Dominik Gigler. 48: Apetit Piknik (1); Hubert Burda Media (2). 49: Getty Images. 50: C3 VisualLab/Ann-Kathrin Hartmann. 51: Clemens Porikys. 52: Bunte.de. 53: Juergen Sauer. 54: C3 VisualLab/ Julia Scholz. 55: Hubert Burda Media. 57: private. 58: Hubert Burda Media/flohagena.com. 59: dpa Picture Alliance/AP/ Paul White; Robert Fischer. 60: Hubert Burda Media/flohagena.com. 61: Brauer Photos/Sabine Brauer. 62: Hubert Burda Media/flohagena.com. 63: Stocksy; Jan-Peter Westermann. 64: Matthias Hangst. 65: Hubert Burda Media (2); Hubert Burda Media/Mike Moritz. 67: Dirk Eusterbrock; Jason Andrew/DLD conference. 69: Hubert Burda Media/Daniel Grund.

71: MSG/Alexander Boschert, Folkert Siemens, Martin Staffler (2); Ulrike Pfeifer. 73: Renke Detering/Burda Atelier. 74: Graetz. 75: Stocksy. 76: Hubert Burda Media/flohagena.com. 77: private. 78: Chip Studios. 80: Brauer Photos/Sabine Brauer. 82: Bunte/Ulli Skoruppa; Getty Images. 83: Getty Images. 84: Jameda. 85: Getty Images; YoavPhoto. 86: AKG Images; dpa Picture Alliance; Mauritius Images. 87: C3 VisualLab/Ann-Kathrin Hartmann. 88: Hubert Burda Media (3), Photo Meyer/Hubert Burda Media. 90: Plainpicture; Shutterstock. 91: Burda Romania (3). 92: Hubert Burda Media. 93: Hubert Burda Media. 94: Stocksy. 95: dpa Picture Alliance; Imago (2). 97: Getty Images. 98: Hubert Burda Media/ flohagena.com. 99: Julian Mauve. 100: Hubert Burda Media/Iris Rothe. 101: Andreas Nestl

Solution to puzzle

The word we were looking for is “Burda”.

B F

K B R

F

F R E I Z E I T R E V U E

A K L O N B E I N F U A L M E

M M L U K E I S O T S E N T D A P O P M I R A E L R R O S T I T E N P I O L A N A R S R N E A D E L T E O E I E R X I R O S T U K A B N A S A E R T H B I N E H R L A N

T O M A T E M E T E R E N N S T A L F B

W F L O B O E B O Y O G A F F E N M E R O B B R T R E I I D E E I B E R E L E N K E R I T A S B U N T S A R I N S I C K O B E K U C O L L I E H R A B D O G G E G M E R L A H A R A Z E N T R E R B I O D A E N E Z E L T T O I R R E F O C U S E L E G

Lösung: BURDA

F U L O A R E H E R I E T E O L E S A E R L M L U E H I N G E E L O R H E S S T

L I M O N E D I W A N

B I S O N

G E R E D F E I E R D E E G L E

K H A U H N E A U T N W N U A I S G E E I M R M E I E L A R K

…and more to come