Media Training Media Strategies

• Media boom
  The number of info producers has exploded in recent years: 144 television channels, 274 radio stations, 410 newspapers, 2,000 periodicals and over 2.5 advertising spots per year. 
• Media pabulum  
  The capacities of people, however, have not advanced. The result is: Consumers switch off more and more frequently, and assimilate increasingly less information. Whoever wants to be noticed by the people nowadays cannot simply appear louder, more colourful and shriller. This merely increases the stimulus satiation.
• Aldi Principle
  It is not without good reason that a brand like Aldi is so successful. Clear structures and a clearly defined offer — the customer receives orientation and knows what he/she is in for. This is also the motto in the communication. Only those who clearly and unequivocally orchestrate themselves receive the attention of the target group.
• Jauch Principle
  Günther Jauch is not wittier than other moderators, but more credible. Gerhard Schröder did not win the chancellor’s duel against Edmund Stoiber with facts, but because he orchestrated himself in a more credible manner. Genuine people – who do not over themselves, but instead show their rough edges – will be accepted by the public.
• Mouse Principle
  The world is becoming more confusing, the desire for order is greater. Whoever presents their ideas and convictions in the media must arrange them for the people. Simple linguistic and narrative structures as depicted by the “Sendung mit der Maus” (children series on German TV; also known as “Mouse TV”) are also demonstrably more and more popular amongst adults.

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