As a traditional newspaper country with a population of 82 million, Germany ranks fourth in the world in newspaper ownership per capita after Japan, Britain, and Switzerland. At present, there are more than 1,500 newspapers in Germany, including more than 350 dailies, more than 1600 kinds of magazines. Data in 2016 show that Germans trust recommendations from friends and relatives the most, followed by advertisements in newspapers and magazines.
With the continuous development of new media and its impact on traditional media, German newspapers publishing has been declining. Faced with such "Waterloo" phenomena as shrinking advertising, layoffs in the editorial department, even suspension of publication and declaration of breaking factory, traditional media in Germany began to gradually transform into new media. And It maintains an exploratory attitude in its development, that is, by providing online reading experiments, moving paper content to the Internet and reawakening the attraction of traditional media to the masses. At the same time, it ensures its profitability by adopting online news and advertising and charging subscription on the mobile reading App.
A recent study by BITKOM shows that more and more German companies are adopting social media marketing to promote and advertise their enterprises and products. This Trend is reflected in：
Germany's outdoor digital advertising industry is on the rise. At present, the digital signage market has spread all over the major business cluster centers in Germany.
The 70, 000 monitors owned by Germany's five biggest outdoor media companies reach nearly 250 million customers a week.
Germany has the world's first 100% digital train station with digital media at all points.
In addition, the companies also use social media to increase their brand awareness and understand the latest trends of competitors, manage customer relations (CRM), optimize search engine (SEO), conduct customer research, improve brand image, and find new opportunities from market research and strategic analysis.
However, due to the rigorous attitude of Germans and their habit of using traditional media, such as newspapers, radio and television, the penetration rate of social media in Germany and its mass participation and acceptance are still lower than those in China and other European countries. It is expected that in the next 2-3 years, although the print media advertising expenditure continues to decline, it will still be the largest advertising media in Germany. At the same time, the booming development of the digital media market will also positively drive the stable growth of German all-media market.
As a bridge of information exchange and communication between China and Europe, Deutsches Laecheln GmbH has long stable relations of cooperation with Konradin, the largest industrial media group in German-speaking region, and institutions such as the association of new media and the Federation of the German out-of-home, etc. We grasp the market information, fully understand the media industry information dynamics, develop local advantages of resources and provide the most comprehensive consulting solutions and the most complete systematic service for our clients.
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