World Association of Newspapers and News Publishers

Capitalising on a strong media brand

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Capitalising on a strong media brand

Bild is the largest circulation newspaper in Germany.  “Bild has really a mass market approach,” Otti says. “It is loved and hated. Bild is the people’s voice." He adds that Bild has more academic readers than the biggest quality newspaper in  Germany. It also has more women readers than the largest German publication targeted at women, he says.

Bild is really a multi-media brand, Otti says, but it is one brand on all media. “We have more than 12 million readers every day,” he says. "Our Sunday newspaper has more than 10 million readers. Bild also has more than 100,000 tablet readers.

“We have a strong media brand,” Otti says. “Everybody in the country knows Bild and what it stands for.”

As a result of its strong brand and large audience, Bild has also found enormous success in the marketplace with a wide variety of products and services, Otti says. For example, Bild has published a branded version of the Bible, which has sold more than 1 million copies.

Otti adds, “Innovation of today is the standard for tomorrow. We have to create new things every day to attract new customers.”

Wnc branding dietmar_otti
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Brian Veseling's picture

Brian Veseling


2011-10-13 18:55

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The 71st World News Media Congress, the 26th World Editors Forum and the 3rd Women in News Summit took place from 1 - 3 June 2019 in Glasgow, Scotland.

In this blog, WAN-IFRA provides previews, interviews, summaries of the presentations and other useful information about the Congress.

Participants were also very active on Twitter throughout the event under the hashtag #wnmc19.

In 2011 the newspaper world gathered in Vienna, Austria for IFRA Expo 2011, 63rd World Newspaper Congress and 18th World Editors Forum.

This is the event's live blog.

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