Sustainability Report 2013
Print Excerpt of the Online Sustainability Report Our responsibility as a media company
Axel Springer SE Print Excerpt of the Online Sustainability Report 2013
Source: http://nachhaltigkeit.axelspringer.de Responsibility for the content Florian Nehm Head of Corporate Sustainability & EU Affairs
Axel Springer SE Axel-Springer-Straße 65 10888 Berlin Tel: +49 30 2591 0 [email protected] Due process service to all directors and agents mentioned in the masthead can be effected at the address below.
Management Board:
• Dr. Mathias Döpfner (Chairman and CEO) • Jan Bayer • Dr. Julian Deutz • Dr. Andreas Wiele
District Court / Commercial Register:
Registered office in Berlin, Amtsgericht Charlottenburg HRB 154517 B Tax ID: DE 136 627 286
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Contents Foreword from the Chairman and CEO 7
Principles and sustainability-related objectives 10 Our Corporate Principles 11 What we want 15 Corporate Values 18 Principles of Leadership 19 Independence of Journalism 21 International Social Policy 23 Environmental Guidelines 25 Code of Conduct 26 Environmental Guidelines 27 Compliance Management Topics and Objectives 31 Selection of relevant sustainability topics xx Insights and Perspectives xx Objectives 2014/2015 xx Achievements 2012/2013 xx Developments 1979-2013 xx Awards xx Stakeholder-Management 53 MOVING THE WORLD. Taking responsibility xx BILD - Reader‘s Advisory Council xx Customer Loyalty xx Securing habitat for Canadian caribou 57 Innovation through conflict 58 How a resource conflict can be resolved. 66
Our Responsibility as a Media Company 67 Journalistic independence 68 Independence of Journalism 69 European Charta of Freedom of the Press 71 Hamburg Decleration 73 What is product responsibility all about? 75 Prize winning Journalism 76 Youth Media Protection 79 Data Protection 81 Promotion of Young Journalists 84 Digital Project „Wahllos.de“ 86 Web Project „20zwoelf.de“ 87 Women in Media Award 88 Frank Elstner Masterclass 89 Axel Springer Prize for Young Journalists 90 Axel Springer Honorary Prize 2012 91 Promotion of Media Literacy 92 Jugendmedientage (Youth Media Days) 93 Commitment to the Interest of Media 94 Approach to History 95 3
Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Employees 96 Career Opportunities 97 Axel Springer Akademie 99 Employer‘s brand campaign 100 Benefits for Employees 101 Development Programs 102 Equality of Opportunity 103 Agile Methodology 104 Health Management 105 Ideas Management 106
Social Commitment 107 Commitment of our Media 108 Women in top management 109 DIE WELT - „WELT of the future“ Essay Competition 110 BamS - PULSUS Award 111 B.Z. „Berliner Heroes“ Campaign 114 Commitment of our readers 115 FUNK UHR - Silent Heroes 2013 117 FUNK UHR - Animal Welfare Prize 118 Commitment of our Employees 119 „Baumzwerge“ apprentice project 120 Small Change Campaign 121 BILD.de employees help Arche children 122 Commitment of the Company 123 Ernst Cramer & Teddy Kollek Fellowship 125 Support for the American Academy Berlin 126 New building on the „Lindenpark“ site 127
Environment 128 Environmental Indicators 129 System Boundaries 130 Printing Paper Efficiency 131 Printing Ink Efficiency 132 Energy 133 CO2 134 Waste Water 136 Solid Waste 137 Travel-related Emissions 139 Newspaper and Energy 141 Green IT 143 Fjord IT 146
Transparency in the value chains 147 Origin of Printing Papers 148 Paper Recycling 150 Paper Suppliers 152 Logging 156 Transport and Logistics 159 Paper Delivery 160
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
International Social Policy 161 PACE Paparazzi Catering & Event GmbH 163
Economy 165 The Share 166 Corporate Governance 167 Business Development 2013 168
The Indicators of the Global Reporting Initiative „GRI“ 170 Group Structure and Locations 174
GRI Content Index 175 1 Strategy and Analysis 175 2 Organizational Profile 177 3 Report Parameters 180 4 Governance, Commitments, and Engagement 183
GRI Employees 191 Social Indicators 191 1 Management Approach 191 2 Details and references for the reporting period 2012 + 2013 193 2.1 Aspect: Employment 193 2.2 Aspect: Labor / Management Relations 194 2.3 Aspect: Occupational Health and Safety 194 2.4 Aspect: Training and Education 195 2.5 Aspect: Diversity and Equal Opportunity 197
GRI Society 199 1 Human Rights 199 1.1 Management Approach 199 1.2 Details and references for the reporting period 2012 + 2013 201 1.2.1 Aspect: Investment and Procurement Practice 201 1.2.2 Aspect: Non-discrimination 202 1.2.3 Aspect: Freedom of Association and Collective Bargaining 202 1.2.4 Aspect: Child Labor 202 1.2.5 Aspect: Forced and Compulsory Labor 203 1.2.6 Aspect: Security Practices 203 1.2.7 Aspect: Indigenous Rights 203 2 Society 204 2.1 Management Approach 204 2.2 Details and references for the reporting period 2012 + 2013 206 2.2.1 Aspect: Community 206 2.2.2 Aspect: Corruption 207 2.2.3 Aspect: Public Policy 207 2.2.4 Aspect: Anti-Competitive Behavior 208 2.2.5 Aspect: Compliance 208 3 Product Responsibility 208 3.1 Management Approach 209 3.2 Details and references for the reporting period 2012 + 2013 212 3.2.1 Aspect: Customer Health and Safety 212
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
3.2.2 Aspect: Product and Service Labeling 213 3.2.3 Aspect: Marketing Communications 214 3.2.4 Aspect: Media literacy 215 3.2.5 Aspect: Customer Privacy 215 3.2.6 Aspect: Compliance 216
GRI Environment 217 Environmental Indicators 217 1 Management Approach 217 2 Details and references for the reporting period 2012 + 2013 219 2.1 Aspect: Materials 219 2.2 Aspect: Energy 220 2.3 Aspect: Water 222 2.4 Aspect: Biodiversity 222 2.5 Aspect: Emissions, Effluents, and Waste 223 2.6 Aspect: Products and Services 226 2.7 Aspect: Compliance 227 2.8 Aspect: Transport 227 2.9 Aspekt: Overall 227
GRI Economy 228 Economic Indicators 228 1 Management Approach 228 2 Details and references for the reporting period 2012 + 2013 229 2.1 Aspect: Economic Performance 229 2.2 Aspect: Market Presence 231 2.3 Aspect: Indirect Economic Impacts 231
How is a sustainability report audited? 231
Appendix 236 About Axel Springer 237 Video Library 238 Studies and Reports 246 Glossary 247 Legal information 250 Data Protection 251 Contact 253 Tables 255 Certificates and documents 261
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Foreword from the Chairman and CEO
Dr. Mathias Döpfner, Chairman and Chief Executive Offi cer, Axel Springer SE.
Emergence into the modern age of digital journalism
When we talk about the idea of the newspaper and digital newspaper journalism, then we are not just talking about some product. We are talking about an idea of what our society is. You can call this hubris, or self-confi dence, or simply responsibility. I believe that we are now witnessing a renaissance of this attitude. The young generation has in any case become more critical, more demanding, more media-literate. Their expectations regarding layout, language and content are higher today than they were twenty years ago. They have had enough of trash. The demand is for substance – in different ways in quality newspapers and in tabloids.
Economic success is the foundation which allows us to perform our role in society. The digital trans- formation of our company is the driving force behind our economic success. This is why we must successfully develop the opportunities offered by digitization: There is hardly any other industry where the degree to which we are successful is so portentous.
I would therefore like to give you a brief overview of the digital transformation of our company.
At the beginning of 2013, we indicated that it would be a year of restructuring and investment in the future. By the end of the year we were ourselves rather surprised, by just how radically and com- prehensively and, it must be said, how successfully this transformation had been put into action in only twelve months. 2013 for Axel Springer was THE year of change, of upheaval and of emergence. Perhaps emergence into the modern age of digital journalism.
After having come very close, and much faster than anticipated, to our previous goal of achieving a 50-percent share in both sales and earnings from our digital business, while at the same time obser- ving the acceleration of the structural shifts within our industry, we formulated an even more ambitious strategic goal:
We detailed this at the end of the year in a position paper. This text is our strategic, spiritual and emotional home, which is why we have called it, slightly ironically, our „homepage“: „What we are and what we want“. This is what it‘s all about.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
In concrete terms, this means: We are and we were and we will remain a company, whose purpose and soul is journalism. And we will monetize journalism in the digital world in the same way as we have for decades as an analog publishing house through three sources of revenue: the paying reader, the advertising customer and the classifieds customer.
Even after the conclusion of the contract for the sale of our domestic regional newspapers, women‘s magazines and program guides to the FUNKE Mediengruppe, nothing has changed here. On the con- trary: By concentrating on our market-leading national brand portfolios, we are now able to put this even more decisively into action.
Our responsibility is the successful establishment of independent journalism in the digital world. It is a question of the emancipation of the newspaper from paper.
That is why it was so important for us to work for an ancillary copyright, which the Federal Govern- ment adopted in the summer of 2013. It is the legal basis for a business model for publishers in the digital world. Only when our intellectual property on the Internet is a protected good, which it just as unacceptable to steal as a pound of coffee in a supermarket, do we have an operating basis. This now exists. The rest is up to the publishers.
This also means that publishers will have to adjust rapidly and introduce paid models and subscription models for their journalistic brands. Those who give away their research and their author‘s services should not be surprised to perceive the digital revolution as a threat. We have converted our core brands BILD and WELT into digital subscription models and are extremely pleased with the initial re- sults: 47,000 paid digital subscribers to WELT and 152,000 to BILD after six months – in the good old analog world you would have been glad to gain so many subscribers so quickly.
We were already aware of the fact that digital journalism also requires moving images as an integral component back in in 2005. The takeover of ProSiebenSat.1 came to nothing as a result of the cartel office. All the greater our pleasure over the successful acquisition of the news channel N24 in 2013, which is now being developed into the nucleus of our digital video services.
Finally, we have taken account of the ever more international structure and orientation of the company through the conversion of Axel Springer AG into a Societas Europaea (SE).
Economically speaking, 2013 was a year characterized by exceptionally high investments of more than € 90 million in forward-looking structures and the development of new business models. That EBITDA of € 454.3 million for continuing operations and a margin of 16.2% were achieved is gratifying. And that the transformation of the company was rewarded with an increase in the share price of 44.6 % in the period under review, all the more so.
Sustainable growth and a sustainable increase in value emerge from the triad of social, environmen- tal and economic responsibility. With regard to our sustainability management, we are looking at the transparency and optimization of the social and environmental standards of our operational activities along the digital value chain.
Our social responsibility as a journalistic company remains the same, whether in the analog or the digital world. It is based on the principles of our company and our liberal world view. These are values which we stand for in our journalistic work. They include integrity – toward our employees, our readers and customers, our business partners and shareholders. Our support of the United Nations‘ „Univer- sal Declaration of Human Rights“ has been written into our International Social Policy.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
In view of the radical changes taking place within our industry and the opportunities offered by digiti- zation for a content-based company, it is clear: The largest creative potential is derived from our eco- nomic responsibility. We believe that the media industry, and Axel Springer in particular, has its best ahead of it. And we do not only believe in this. We are working on it.
Thank you for your interest in our company and I wish you an enjoyable read.
Dr. Mathias Döpfner Chairman and Chief Executive Officer
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Principles and sustainability-related objectives
The framework for sustainability management is formed by principles and objectives, the exchange of ideas with stakeholders, the control of measures, the review of results as well as the communication of developments.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Our Corporate Principles
A passionate journalist, courageous entrepreneur and visionary freedom fi ghter, Axel Springer (1912 - 1985) accompanied the emergence of our democracy. (Foto: Axel Springer SE)
Axel Springer SE is the only independent media company to have a corporate constitution. The founder was aware of the special responsibility of his media: Axel Springer formulated four principles for the journalistic work of his company, and presented them to the public on 26 October 1967 in the Hamburg „Overseas Club“. Following German reunifi cation in 1990, the original wording was amen- ded (furthering the unifi cation of the peoples of Europe) and after the terrorist attacks in the United States on 11 September 2001, supplemented as a visible sign of solidarity (supporting the transatlan- tic alliance).
The fi ve principles paint a liberal picture of the world. Mathias Döpfner explains Axel Springer‘s value orientation: „The media have a great responsibility towards individuals – and towards society as a whole. History casts doubt on whether the media in our country have always adequately fulfi lled this special responsibility.“ Deliberations along these lines led Axel Springer to formulate the four essentials for the journalistic work of his company. The publisher referred to them as „stakes, between which the journalistic individuality and the professional competence of our editors, reporters, columnists and correspondents can fi nd expression.“
The fi ve socio-political corporate principles form part of the company’s articles of association. They paint a liberal picture of the world:
1. To uphold liberty and law in Germany, a country belonging to the Western family of nations, and to further the unifi cation of the peoples of Europe.
2. To promote the reconciliation of Jews and Germans and support the vital rights of the State of Israel.
3. To support the Transatlantic Alliance and maintain solidarity with the United States of America in the common values of free nations.
4. To reject all forms of political extremism.
5. To uphold the principles of a free social market economy.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
How are the principles applied in the editorial offices?
Do they provide orientation? Does their transparency motivate people towards a clear, liberal attitude? Are they self-evident? Do they restrict the freedom of expression? Thomas Schmid comments on Axel Springer‘s intellectual, socio-political heritage from a publisher‘s point of view, three editors-in-chief report from the field.
The principles, a compass of values
„Freedom is only there, when use is made of it. The desire for freedom is something unconditional, also something irrepressible. If it didn‘t sometimes run riot, then things would be bad for it. And what is true for freedom, also applies to a part of it, to the freedom of expression. It cannot tolerate being regulated, accepts no authoritarian restrictions, no chains.
Is it a violation of this basic rule of an open society, if the Axel Springer Publishing Company issues guidelines, that none of the company‘s journalists may violate with impunity? It is oppressive, if we are for instance enjoined to uphold liberty and law in Germany or to support the vital rights of the Israeli people and the transat- lantic alliance? Does this mean we are leaving the path of unbiased journalism? Or: Why should it actually be forbidden, to not support the unification of the peoples of Europe?
Thomas Schmid, 2008-2010 editor in Journalism is not art. Art can live from provocation, journalism chief, publisher WELT Group cannot. Journalists are well advised to swim against the current, to question dogmas and not to follow the mainstream. This could also all be different: It is a journalistic virtue, never to forget this.
No trace of regulation
Yet it is also a journalistic virtue to act responsibly. Even if it is only approximately true, that the press is the fourth power in the state, then this also means: It is not a private function, it also has obligations both to its customers, the readers, as well as to the community as a whole and its history. To agree on values and to respect them does not contradict freedom. It is the great good fortune of the Germans, following the Nazi barbarism for which they themselves were responsible, that they have succeeded, and not exclusively on their own, in creating the best community that has ever existed on German soil.
The fact that law and not arbitrariness prevails; that Europe is no longer a theater of war; that there is a Jewish state and – in spite of the Holocaust – there is Jewish life in Germany once again; that America, the runaway and better Europe, helped after the Second World War and ensured the Federal Republic survived the Cold War intact, that totalitarianism, always offering the sweet temptation of the simple solution, is an evil in every shape; and that only an economy that is not regulated, but rather is responsible, permits a good life: These are all insights and certainties, the lessons learned from the unfortunate part of our history and representing something like the essence of our fortunate post-war history. Nothing is forever in this world, but this should remain as durable as possible. To agree on this, to commit ourselves to it – that really has nothing to do with regulation.“
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Three times „Yes“
„Do the essentials provide orientation? Does they motivate people to form a clear position? Are they self-evident for you personally?
Three questions that can be answered with a single word?
Yes. Yes. Yes.
For our free nation governed by the rule of law, for the the vital rights of the Israeli people, for common values with America and a free and social market economy and against political totalitari- anism. Of course the essentials are self-evident! I never wanted Jan Eric Peters, Editor-in-Chief WELT to work in an editorial office where any other values applied, I group couldn‘t.
And nevertheless it is good that these self-evident values are also available as a written constitution for our company. The essentials are an avowal, which gives us complete journalistic freedom, which even makes this possible in the first place. They define our position for everyone visibly, both internally and externally; they literally support us.
To put it briefly: The essentials are the foundation upon which we can stand upright. Nice!“
Criticism not excluded
„Whenever I talk about the five principles of Axel Springer in speeches or conversations, as a rule there are three possible reactions: Surprise, confusion, admiration.
Surprise, that these principles form part of our employment con- tracts. This is by far not something that everyone is aware of.
Confusion, as to whether or not that means that we always and absolutely have to report in a pro-Israel and pro-America manner.
Admiration for this attitude and for the fact that it is manifested in principles. Kai Diekmann, Editor-in-Chief BILD And then I often hear the question: How do we manage to keep to and to live by them?
Axel Springer was in favor of a clear position all his life. And he demonstrated the fact that the princip- les were not just empty words through his tireless commitment. A clear position is the brand essence of BILD. For us, the principles are not simply part of our employment contracts. For us they are gui- ding principles and a matter of course in our work – and of course it is possible to criticize the policy of Israel or the United States. For us they are a mission to continue with Axel Springer‘s commitment. They encourage us to send clear signals – such as the meeting of the „Fathers of Unification“, Geor- ge Bush, Mikhail Gorbachev and Helmut Kohl, to mark the 20th anniversary of German reunification, the handover of the original blueprints of the Auschwitz concentration camp to Israeli Prime Minister Benjamin Netanyahu, which are today exhibited as „Documents of the Horror“ in the Yad Vashem Holocaust Memorial, or the special edition for the 10th anniversary of the terrorist attacks in the USA, which BILD produced directly from New York with a 40-strong team.“
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
It is much easier
„There are sentences that are so self-evident that you do not need to write them down. The second of the corporate principles, the „Promotion of the reconciliation of Jews and Germans“ as well as „Sup- porting the vital rights of the people of Israel“ is one of these. Who could disagree with this? Who is against a reconciliation between Germans and Jews; who, unless they are insane would want to deny the Israeli people (or any people) the right to live?
But there is nothing I have to defend more often: in the kitchen at parties, in panel discussions, talking with colleagues. The critics‘ method is always the same: They envision things in this sentence, which are not formulated there at all. That you are therefore against the vital rights of the Palestinians. That you therefore endorse Israeli policy in every case. That you are fundamentally hostile to Islam. And again and again the same sentence about the Jews, who have learned nothing from their own history; you almost feel sick Peter Huth, Editor-in-Chief B.Z. when you write that down now. Because of course the opposite is the case.
The B.Z. was founded 135 years ago. Six months later it was bankrupt. The Ullstein family bought the paper and built up the largest newspaper company in Europe around it, a beacon for liberal spirit and excellent journalism. The Nazis wrested away everything from this German family with Jewish roots. The post-war authorities, however, did much more to hinder rather than to help the Ullsteins regain their property. Axel Springer saved the company, long before his ardent love for Israel was kindled.
We at the B.Z. see ourselves in the tradition of Axel Springer‘s visions and the spirit of the Ullsteins. We carry their name in the title of our publishing house, we are the heirs of a Jewish company in Ber- lin.
However, when I defend the second corporate principle of Axel Springer SE, I am not an editor-in- chief, I am not a salaried employee, it’s much simpler than that: I am a German.“
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
What we are and what we want The soul and spirit of the Axel Springer company is journalism: The „homepage“ published in December 2013 updates the self-conception and the objectives of Axel Springer SE in the digital world.
The mission of the Axel Springer company is the successful establishment of independent journalism in the digital world, with the aim of becoming the world‘s leading digital publisher. (Source: Axel Springer SE)
The soul and spirit of the Axel Springer company is journalism. We serve our readers with indepen- dent and critical information and advice as well as good entertainment. Through our journalistic servi- ces we are making a contribution to the strengthening of freedom and democracy. The prerequisite for this is our economic success. We are working every day to improve our journalistic, technological and commercial competence:
• We are and will remain a publishing house, a house of journalism • We want to inform, advise and entertain our readers independently and better than others • We are and we want to be economically successful • We are actively shaping digitization and see this as our great opportunity • We do what we do with passion and are constantly striving to become even better • We attract individualists and really support them • We are strengthening freedom, democracy and cosmopolitanism
Our mission: The successful establishment of independent journalism in the digital world.
Our goal: We want to be the world‘s leading digital publishing house.
Axel Springer is pursuing a strategy of profi table growth. Our majority shareholder safeguards our independence. We are a publicly listed company and as such committed to the effi ciency and trans- parency requirements of the capital market. We do not restrict our self-image to economic success alone.
We know: Profi t is not everything, but without profi t, everything is nothing.
We want to create value. Material and ethical value.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
We want to increase the value of our company. In addition to the operating earnings (EBITDA), ear- nings per share is the key indicator against which we measure ourselves and against which we can be measured. At the same time we want to strengthen the values of freedom, democracy, the rule of law, competition, property, human rights, cosmopolitanism and tolerance through our journalistic work.
Our publishing house is committed to the values of its founder Axel Springer. He stood first and fore- most for freedom. It is in this sense that the five preambles of the company are defined: the consoli- dation of German and European unity, support of the vital rights of the Israeli people, solidarity in the common values of free nations with the United States of America, the defense of the principles of a free social market economy and the rejection of all forms of political totalitarianism. These values do not prescribe the support of any ideology, government or political party, but rather they also allow and call, as does any true loyalty, for honest criticism.
Criticism and self-criticism are also a part of our overall corporate culture. Three values are decisive here: Creativity, Entrepreneurial Spirit, Integrity.
We see the digital transformation of society and of our business as an opportunity which we are sha- ping actively: without fear of self-cannibalization and without dividing into analog and digital camps. All of our employees are responsible for the success of digitization.
Our company is divided into three segments, which are based on journalism or benefit from journalism to varying degrees.
1. Paid Models: These are all the business models that are predominantly funded by paying readers. 2. Marketing Models: These are all the business models that are predominantly funded by advertising customers. 3. Classified Ad Models: These are all the business models that are predominantly funded by job, real estate and auto advertising customers.
The traditional revenues of a publishing house are reflected in this structure. In the same way as a newspaper in the past was financed by subscribers, advertisers and classified advertising customers. We have become the leading digital publishing house, when we are number one in our respective market segments and in the countries in which we are active.
Axel Springer is an international company. Our core market is Europe. We also want to be successful in growth markets such as India, Brazil, Asia and the United States of America. We do not do busi- ness on principle in non-democratic countries.
In our dealings with each other, we want to experience what we have collectively defined as socio- political objectives. Freedom demands a culture of trust, not of mistrustful control. We measure the success of our employees by their results, not by their presence. We encourage entrepreneurs in the company. We organize the publishing house as an operative holding company – as centralized as necessary and as decentralized as possible. All brands, business divisions and services develop into independent companies, which hold together like members of a family in spite of their differences.
Technological competence has increasing importance in a digital publishing house. For this reason we promote innovative technology, yet remain at heart a house of journalism.
We do what we do for our readers and customers. But reader and customer orientation does not mean courtesy journalism or ingratiation.
We defend editorial independence as our most precious asset. Independently critical, and thereby credible journalism is the best service we can provide all of our readers and customers.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
We want to work quickly and unbureaucratically. Those who undertake entrepreneurial risks are rewar- ded for doing so, even if they do make a mistake.
We promote the diversity of gender, nationality, religion, sexual orientation, age and personality.
We treat every employee as we would like to be treated ourselves: respectfully and affectionately.
Axel Springer is a commercial enterprise, in which individualists feel at ease, because they have the freedom to make their own decisions and to shape things independently. A kind of „United Artists“. Artists – irrespective of whether they are reporters or software developers – are independent, different and sometimes complicated. They may and should be like this, as long as they are excellent and, when it matters, hold together – United.
We are passionate and have the desire to discover new things, to change and to improve ourselves. We want to be successful, to do good and to have fun.
And we know that everything that is defined here describes a goal, but regrettably is not yet reality everywhere and all the time. This is what we want to change.
Berlin, December 9th, 2013
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Values as a key to profi table growth
Axel Springer SE would like to be the world‘s leading digital publisher. For this reason, the company has divided itself into three segments, which are based on journalism or benefi t from journalism to varying degrees. The three segments are: Paid Models, Marketing Models, and Classifi ed Ad Models. (Source: Axel Springer SE)
In addition to strategic objectives, Axel Springer SE has defi ned values to guide each employee in his or her work, and which shape corporate culture at Axel Springer. Together these are the key to profi - table growth.
Corporate culture at Axel Springer is based on three values
• Creativity as the decisive prerequisite for success as journalists, and in turn for commercial success;
• Entrepreneurial spirit, defi ned as imaginative, responsible and result-oriented action taken by employees and management;
• Integrity towards the company, readers, customers, employees, business associates and shareholders.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Principles of Leadership
Preamble
Creativity, entrepreneurial spirit, integrity. These three values form the foundation of the self-confi dence of Axel Springer. They set the standards for our daily activity. We lead, by creating space for creativity, by defi ning objectives and by shaping change. We want to continue to lead Axel Springer boldly to entrepreneurial success. The focus is on our employees, who we develop, challenge and encourage to work independently. In all of our activities we ensure that the law as well as our corporate guidelines are consistently observed.
Creativity
Exemplify motivation and enthusiasm
We inspire and convince. We identify new opportunities and make them clear. We exemplify motivati- on and maximum performance. We only demand what we expect of ourselves. We involve our emplo- yees, inspire them to change and encourage enjoyment at work.
Create space for ideas
We create space for new approaches. We support unconventional ideas and develop independence in thought and action. We value ideas and creativity independent of hierarchy and continually strive for improvement. We acknowledge creative performance and accord it a value, even if this cannot be directly exploited.
Facilitate change
We see change as positive and know that changes offer opportunities. We shape change proces- ses and use opportunities to try out new ideas. Where necessary, we are ready to leave the familiar behind. We never stop learning. We are open to criticism, demand feedback and confront it seriously. We accept constructive contradiction from our employees and are able to acknowledge faults.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Entrepreneurial Spirit
Take chances responsibly
We make decisions and resolutely support them. We identify opportunities, carefully evaluate the risks involved and are also prepared to accept failures. We know our customers, the market and are in the vanguard of current developments – this is how we are leading our company to success.
Think and act cross-departmentally
We think and act across the boundaries of countries, sectors and brands as well as hierarchical levels. We first acknowledge the advantage for both parties in cross-sector co-operation. Over and above a will to co-operate we develop team spirit. In spite of the decentralization of entrepreneurial responsibi- lity, the overall wellbeing of the whole company is our primary focus.
Achieve results
We set ourselves and our employees motivating and transparent goals. We assign clear priorities. We check and monitor results systematically. We celebrate successes together and analyse setbacks without attributing blame so as to learn from them.
Integrity
Communicate and act respectfully
Respect and fairness characterize our leadership. We have realized that recognition and respect are the most important foundations for performance. We continue a regular dialog with our team as well as individual employees and are receptive to our employees at all times. We communicate decisions honestly and respectfully. We are loyal to the company as well as to our employees – throughout the hierarchy.
Develop and challenge employees
The development of our employees is an integral part of our leadership philosophy. We trust our em- ployees and delegate responsibility to them in order to develop them. The abilities of our employees determine our success as executives. We spend time a substantial share of our time on their develop- ment. We specifically look for development opportunities for our employees, even if these lie outside their own area. We make sure that the best come to Axel Springer and remain here. This means: We are looking for excellence and above all develop employees who are better than we are.
Respect justice and the law
Through all of our actions we ensure consistent compliance with justice and the law as well as our corporate guidelines. We orient ourselves both in our daily work and our leadership behavior in par- ticular around our corporate constitution, our values, the Catalog of Social Standards (International Social Policy) and the Guidelines of Journalistic Independence. We are firmly convinced that success can only be guaranteed in an environment of compliance with the law and compliance with ethical standards.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Guidelines to Safeguard the Independence of Journalism at Axel Springer
Preamble
The editors of Axel Springer SE are aware of their responsibility for providing information and shaping public opinion in Germany. Independence is essential as a basis for their work.
The guidelines are a concrete expression of Axel Springer’s understanding of the journalistic principles set forth in the Press Code of the German Press Council. Adherence to these guidelines by all editors in their journalistic work safeguards the overall conditions that enable independent, critical journalism at Axel Springer.
The chief editors are responsible for adherence to the guidelines and their implementation in day-to- day work.
Advertising
Point 7 of the Press Code requires publishers and editors to make a clear distinction between editorial text and advertising copy and points out the need to adhere to the regulations for paid advertising.
The journalists at Axel Springer
• shall ensure, together with the management of the publishing house, that a distinction is made between advertising and editorial material. Advertisements must not create the impression, through their overall design or major components, that they are part of the editorial material of the title. Special attention must be given to using different typography. If there is any doubt, the advertisement must be marked as such clearly and in sufficiently large type.
• shall resist attempts by advertisers or interested parties to influence content, and enter no agree- ments that might jeopardize their independence as journalists. Merchandising campaigns and media partnerships must be identified as such where necessary.
Personal and business interests
It is part of the responsibility of the press towards the public that journalistic publications should not be influenced by the personal or business interests of third parties or the personal financial interests of the editors themselves.
This is the subject of Points 6 and 7 of the Press Code.
The journalists at Axel Springer
• shall not report on persons with whom they have a close relationship, especially family members, in the form of copy or photographs unless there is an objective reason for doing so that has been appro- ved by the writer’s superior.
• shall not use their reporting to obtain benefits for themselves or others.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
• shall consult their superior if membership of or the holding of an office or a seat in a society, politi- cal party, association or other institution, investment in a company, permitted side-line employment or a relationship with persons or institutions might create the impression that the neutrality of their reporting on such societies, political parties, associations, persons or other institutions is thereby impaired.
• shall take special care to meet the legal and professional obligations of the press with regard to in- side information as set forth in the German Press Council’s publication “Journalistic ethics concerning inside and other information with a potential effect on security prices”.
Invitations, gifts and press trips
Point 15 of the Press Code is concerned with personal benefit as a danger to independent journalism. Even the appearance that journalists’ freedom of decision might be impaired by the acceptance of invitations or gifts should be avoided.
The journalists at Axel Springer
• shall ensure that all costs (travelling expenses, entertainment etc.) incurred in the course of their re- search are paid by the editorial department. Any exceptions must be approved by the chief editor and have to be marked accordingly in the coverage.
• shall not accept any gifts that constitute a personal benefit or, if it is impossible to refuse them, shall pass them on to the company, which will then give them to a charity.
Treatment of sources
The journalist’s duty of care in the treatment of information sources is extremely important for journa- listic work and the public’s opinion of the press. Point 2 of the Press Code regulates the treatment of sources in addition to the existing legal provisions.
The journalists at Axel Springer
• shall in all cases make sure that interviews are authorized verbally or in writing by the person inter- viewed, even if time is very short, unless other agreements are documented.
July 2nd, 2012
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
International Social Policy
In the light of its increasing international profile, Axel Springer has drawn up a catalog of social stan- dards. It lays out the organization’s position on issues relating to human rights, compliance with the law, child protection, the treatment of employees, health and safety as well as the work/family balan- ce. These standards are binding worldwide for all of the company’s activities.
Preamble
Axel Springer is an internationally operating media enterprise.
The core business of Axel Springer is information and entertainment distributed through newspapers, magazines and in digital media.
The core values of our corporate culture are creativity, integrity, and entrepreneurial spirit.
Our work is centered around people: readers, business associates, shareholders and our employees.
Motivated, competent employees produce good products. The quality of our products provides the basis for our company’s economic independence and its future.
Social responsibility in our corporate management has always been of major importance for Axel Springer SE.
The organization does not only distinguish itself through good corporate governance, but also under- takes to comply with internationally recognized social standards.
1. Human Rights Axel Springer acknowledges and supports the United Nations’ “Universal Declaration of Human Rights” and does not tolerate any behavior that disregards this.
2. Compliance with the Law Axel Springer observes the laws and regulations of those countries in which the company operates, as well as the principles enshrined in its International Social Policy.
3. Child Protection Axel Springer does not accept the illegal employment of children and young people – either within its own organization or by its business associates. The legal employment of children and young people must also not be detrimental to their physical and mental development.
4. Treatment of Employees Axel Springer is committed to treating every employee with dignity and respect and to ensuring that s/he can work in an environment which is free from physical restrictions and sexual, psychological or verbal harassment. All indications of infringements will be investigated – subject to the protection of the interests of victims and witnesses.
5. Equality of Opportunity Axel Springer offers equality of opportunity to every member of staff. In this connection ethnic origin, skin color, gender, age, marital status, disability, religion, nationality, sexual orientation or social origin is immaterial. We expect our staff to declare their belief in democratic principles and to tolerate people with differing opinions.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
6. Right of Association Axel Springer respects the right of its employees to create an association to represent their rights and to join and actively participate in this association. The company works with the employees‘ associations fairly, constructively and in a spirit of trust.
7. Health and Safety At all its places of work, Axel Springer will take such measures as required to avoid accidents and damage to health. The company expects its employees to comply with regulations relating to health and safety at work.
8. Wages and Social Welfare Benefits Axel Springer pays wages and salaries and grants social welfare benefits which at least match the relevant national statutory minimum standards.
9. Qualification of Employees Within the context of its operational requirements, Axel Springer assists in developing the professional capabilities of its employees through suitable education and training measures.
10. Work/Family Balance Within the context of its operational requirements, Axel Springer supports its staff in balancing their professional and private interests and, in particular, in achieving an appropriate work/family balance and complies with statutory requirements.
11. Cooperation based on Trust Axel Springer expects integrity, loyalty and cooperation based on trust from its staff. Our actions are characterized by respect for the opinions of others and fairness in dealings with each other.
12. Expectations of our Business Associates Axel Springer expects its suppliers to comply with the following principles described here:
1. Human Rights 2. Compliance with the Law 3. Child Protection 4. Treatment of Employees 5. Equality of Opportunity 6. Right of Association 7. Health and Safety at Work 8. Wages and Social Welfare Benefits
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Environmental Guidelines
With its first environmental report in 1994, Axel Springer SE published a four-point environmental gui- deline. It serves as a practical guide to the many measures introduced by the company in the interests of environmental protection and comprises, among other things,
1. the raising of environmental consciousness among its readers, business associates and employees;
2. the promotion of the environmentally-friendly production of raw materials by exerting a positive influence on suppliers;
3. the use of environmentally efficient technologies and materials in all corporate divisions to reduce the burden on the environment, use materials sparingly and ensure their reusability;
4. the avoidance or reduction of the environmental impact by reducing energy and water requirements, emissions and waste per unit produced.
You will find further information on the following pages of the Sustainability Report.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Code of Conduct
To provide every employee with a reliable means of orientation for day-to-day responsible conduct in their professional lives, Axel Springer has summarized the existing corporate principles, values, directives and guidelines in the Code of Conduct. This binding code of conduct contains the ethical, moral, and legal standards expected of each employee.
Our Code of Conduct is a binding code of conduct, a guideline to provide us with a reliable means of orientation in our day-to-day conduct. It summarizes our existing corporate principles, values, as well as our directives and guidelines, which contain the ethical, moral, and legal standards expected of every employee. We feel especially committed to the freedom of expression and the freedom of the press, which are the constitutive prerequisites for freedom and democracy.
Those who breach the Code of Conduct are disloyal. They damage the reputation of the company and can cause serious economic damage. For this reason we ask you to ensure compliance with the Code of Conduct in your working environment and to address violations openly.
The central themes in the Code of Conduct are
• Freedom of the Press • Journalistic Independence and Editorial Offi ces • Social Responsibility • Conduct within the Company • Behavior in Business • Confi dentiality and Communication
The Code of Conduct is binding for all Axel Springer SE staff. You can fi nd the full text and explanations as a pdf fi le for download on www.axelspringer.de.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Compliance Management
The illustration is an excerpt from the map of the Code of Conduct. The Code of Conduct is part of the compliance or- ganization and is to be understood as a summary of the Axel Springer rules of conduct. In general terms, it illustrates the requirements for legally compliant behavior and thereby helps all employees to assess whether or not an action or decision is acceptable. (Source: Code of Conduct)
The Governance, Risk & Compliance (GRC) division supports the corporate management of Axel Springer SE in ensuring good corporate governance by, among other things, operating a Risk Ma- nagement System, Internal Control System and Compliance Management System.
Corporate Governance encompasses the management and supervision of the company. The goal of good corporate governance is responsible management and supervision geared towards generating sustainable value. The objective is to preserve and promote the trust of
• national and international investors, • customers, • employees and • the general public
in Axel Springer.
Risk Management System
At Axel Springer, we defi ne risks as the possibility of a negative deviation of actual business perfor- mance from planned performance or from our objectives, while opportunities represent the possibility of a positive deviation.
Axel Springer SE‘s risk policy principles and risk strategy are closely linked to its corporate strategy. And the most important thing here is not the strict avoidance of risks, but the careful weighing up of opportunities and risks within the context of our business activities.
Accordingly, opportunities should be systematically exploited and risks assumed only when these are within an acceptable and appropriate range for the company and when they provide additional in- come opportunities or opportunities to increase the value of our company in the long term. Appropria- te measures are thus taken to minimize risks to an acceptable level, to partially or completely transfer them to third parties if economically feasible, or, if risk limitation does not appear to be sensible, to
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
avoid and observe them. All employees are obliged to handle risks responsibly within their own work areas.
Risk management should be seen as a central element in the pragmatic and efficient implementation of statutory and operational requirements.
The Risk Management System addresses the following tasks::
• the identification, analysis, assessment and documentation of risks • early identification of risks • risk control • risk reporting, including to the management and supervisory boards
The Axel Springer SE risk management system is designed to create transparency relating to the company-wide risk situation, as well as to identify significant and critical risks at an early stage. It is intended to allow Axel Springer, in accordance with its risk policy principles, to react in time to risks and to monitor the further progression of the risks as well as the implementation of control measures. This procedure ensures the controlled and responsible handling of risks.
Internal Control System
The Axel Springer SE Internal Control System (ICS) comprises the entirety of all the systematically designed organizational methods and measures, which serve to ensure the effectiveness of the risk control measures defined and implemented within the framework of the risk management process.
The Axel Springer SE Internal Control System includes the following elements:
• Identification of appropriate and functional controls to ensure the effectiveness of risk control measures • Definition and introduction of controls in the respective strategic and operational processes • Automation of controls for performance optimization • Systematic monitoring and documentation of controls for risks determined to be critical or significant • Internal and external reporting
In addition to periodic inspections of the Internal Control System by the Internal Audit Department, the ICS is continually subjected to a systematic self-evaluation in order to verify the functionality and effectiveness of the entire control system.
The Axel Springer SE Internal Control System in particular serves to secure the effectiveness and efficiency of business activities,to secure the reliability and completeness of internal and external re- porting, allows for the reduction and detection of errors and ensures compliance with the legal provisi- ons and internal specifications relevant for the company.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Compliance Management
Compliance for Axel Springer SE means compliance with legal requirements, voluntary commitments and corporate guidelines.
With the introduction of Compliance Management at Axel Springer SE, the intention is, among other things, to create and strengthen the awareness that irregular behavior or violations of the regulations mentioned above can have serious adverse effects on the reputation of the company in the long term and can cause economic damage.
Against the background of the increasing importance of these serious consequences, appropriate structures and processes have been established as a first step which are in turn subject to a con- tinuous improvement process. These are preventively to ensure behavior compliant with laws and regulations for all corporate officers, executives and employees. The Code of Conduct is only named as an example in this context as part of the Axel Springer Compliance environment, offering emplo- yees reliable orientation for their behavior in an increasingly complex regulatory environment and at the same time providing transparency.
Compliance Management additionally addresses the following tasks among others:
• Preventive advice to employees on facts relevant to compliance • Recognition, control and monitoring of compliance risks • Prevention through the introduction of appropriate control measures (Anti-Fraud Management, • Management of Rules & Regulatory Requirements etc.) • Detection and investigation of compliance violations (Incident Management) • Provision of training on topics relevant to compliance • Raising awareness throughout the company of topics relevant to compliance
The key objectives for Axel Springer SE through its Compliance Management System are the avoi- dance of economically harmful actions, the prevention of civil and criminal consequences, as well as the preclusion of economic damage and the adverse effects on its reputation.
Policy Management
Axel Springer SE has developed and introduced a Policy Management System as an instrument to ensure compliance. The directives and internal regulations at Axel Springer give employees the securi- ty of knowing that their daily business operations are in accordance with rules and the law.
Policy Management deals primarily with the provision, updating, and company-wide distribution of directives, guidelines, and not least, the Code of Conduct.
Once a year, requirements for updating all directives and guidelines are determined systematically and the directives adapted accordingly. If needs for adjustment arise, for example as a result of process changes or amendments to the law, the respective directives are updated, provided or distributed accordingly.
Responsibility for the content of policies lies with the persons responsible for policies from the different corporate divisions.
In addition, Governance, Risk & Compliance supports the executives of Axel Springer SE in determi- ning a potential need for a directive and advises them on drafting.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Code of Conduct
Our „Code of Conduct“ has been created in cooperation with the various divisions of our company to give Axel Springer SE employees guidance and support in their daily work. It summarizes the existing corporate principles, values, as well as directives and guidelines. The Code of Conduct contains the ethical, moral, and legal standards expected of every employee.
Questions which the code of conduct is designed to help answer are, for example: May I accept gifts from a business associate? How do I react when a colleague is treated badly? Or how should I beha- ve if an advertising customer wants to influence editorial texts?
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Selection of relevant sustainability topics
From journalistic independence to the protection of intellectual property: A ‚materiality matrix‘ documents the orientation and priorities of sustainability management. The topics correspond to the priorities of the stakeholders and of the company.
What is expected of our company? Which issues are of particular interest for users, for readers, for non-readers, for advertising and print customers, for employees, for shareholders or for environmental organizations that deal with sustainability issues in our industry?
Sustainability experts refer to these „interest groups“ with the English term „stakeholders“. They are included in the discussion on the priorities of sustainability management. A continuous dialog with sta- keholders as well as stakeholder surveys at the same time allows an assessment of the general social interest.
We use various sources of information to classify the various concerns – from market research among readers and customer surveys through the various reader advisory boards up to the regular exchange with WWF, Greenpeace and Transparency International in countries such as Finland, Sweden, Russia, Canada, the USA, China, Uruguay and Brazil.
We consolidate the fi ndings into a materiality matrix which yields the orientation and priorities of susta- inability management. The topics are presented in the matrix according to their assessed relevance for the stakeholders on the one hand and for the company on the other.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Insights and Perspectives
To begin with, a video recommendation: In the context of a series of lectures on issues relating to sustainability management at the Technical University of Berlin at the end of 2013, a discussion took place between the Head of Forest and Oceans Campaign at Greenpeace Germany and the Corpo- rate Sustainability Officer of Axel Springer SE, which provides interesting insights into opportunities for stakeholder interaction.
The Axel Springer SE Corporate Sustainability Office coordinates the publication of a Sustainability Report every two years. The reports which have been published since 2004 each complied with the complete list of indicators from the Global Reporting Initiative GRI, the internationally relevant format for sustainability reporting.
Work on the Sustainability Report at Axel Springer is carried out using internal resources, i.e. without recourse to external agencies. While this may in some respects prove more laborious, it does have one great advantage however, in that the resulting awareness, as well as the practical growth in know- ledge, remain as valuable experience within the company. For this, the meanwhile approximately 180 GRI indicators are divided up for processing between the respective experts from the relevant depart- ments.
Special focus over the last two years was paid to the exercise and optimization of all the processes for recording quantitative data that are related to the web-based reporting software (Enablon).
The topics concerning our special responsibility as a media company range from journalistic indepen- dence and the separation of advertising and editorial copy via the training of young journalists through to data protection, as well as the safeguarding of social and environmental standards along the wood, pulp, paper, printing and recycling chain – now also including our digital activities.
For in the course of the fast-paced digital transformation of our company, we are occupying ourselves more and more intensively with the transparency and optimization of social and environmental stan- dards along the digital value chain. Our responsibility is the successful establishment of independent journalism in the digital world.
In co-operation with the Federal Environment Agency and the Technical University Berlin, we took a critical look at the measurement of the electricity consumption of business processes. With the „Green IT Cockpit“, we have established a model of suitable measuring and control instruments for the continuous improvement of organization-wide energy efficiency oriented to our business proces- ses. Relevant information is clearer and easier to interpret. The model underwent practical tests in 2012 and 2013 using the example of an online editorial office. The objective is, among other things, to create indicators for controlling the energy and CO2 efficiency of IT processes for digital media chan- nels.
The list of sustainability-related measures planned until 2015 can be found on page 32.
„Media Sector Supplement“: The „Media Sector Supplement“ developed by the Global Reporting Initiative in a detailed stakeholder process with 30 supplementary indicators concerning specific dis- closures concerning companies working in the journalism sector is once again – as previously in 2011 – also documented in this report. The individual items are not sold displayed separately, but in context with the respective indicator environment.
The priorities of the new GRI indicators include questions on the role of the media in society, on
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Among the focal points of the „Media Sector Supplement“ (MSS) are questions concerning the role of the media in society, on Ensuring editorial independence and diversity of opinion, on the Structure of ownership and shareholders, on Quality assurance during the creation of journalistic content, on Interaction with readers, on the Observance of declared corporate values, on Ensuring the protection of sources and confidentiality, on the Protection of intellectual property, on the Avoidance of conflicts of interest in content creation and dissemination, on the Separation of editorial content and adverti- sing, on the Significance of advertising revenue received from government sources, on the Avoidance of the risks of corruption, on Contractual general conditions for salaried and freelance employees, on Security during journalistic assignments in crisis regions, on Offers of continuing vocational training, on Transparency in representing industry interests to regulators and – of particular importance - on Current processes of change in media as part of the process of digitization.
The 2013 Sustainability Report published here was prepared in the „GRI 3.1 / MSS / Level A+“ for- mat, confirmed as complete by the GRI in Amsterdam („GRI-checked“) with the quantitative informati- on assured by the PricewaterhouseCoopers auditing company (PwC).
The report is published exclusively digitally – in German and English – with a scope of more than 100 edited pages is illustrated with numerous graphs, authentic photos and videos – also including details in the areas of Employees and Social Commitment.
The 2015 Sustainability Report will be published mid-2016 and will be oriented to „G4“, the new GRI reporting format.
Please do not hesitate to contact the Corporate Sustainability Office at any time with your questions and suggestions.
Best regards
Florian Nehm Corporate Sustainability Officer Axel Springer SE Tel.: +49 30 2591 793 70 [email protected]
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Spheres of activity for 2014 and 2015
Spheres of activity Objectives and Measures Sustainability Management Expansion and optimization of the sustainability Adjustment of the reporting processes to the G4 processes standard of the Global Reporting Initiative (GRI). Pilot project on sustainability reporting at a subsidiary with exclusively digital production. Avoidance of redundancies between EMAS and Use of synergies in data collection, internal software-based sustainability reporting controlling, external auditing and publication of results and objectives of EMAS and software- based sustainability reporting at the Ahrensburg, Kettwig and Spandau sites. Employees The increase in the proportion of women in Promoting diversity and equality of opportunity leadership positions from the current average for women and men through a targeted of 25.8 percent (2013) to over 30 percent (bis optimization of personnel processes. Setting of 2018) throughout the company within the next individual targets for each department. four to seven years. Motivation and satisfaction among the The introduction of further measures, such as for employees through a family-friendly environment. example the special campaign „Secure hand- ling of your own data on the Internet“ within the scope of the „Employees‘ children in the company“ initiative. Promotion of employee health Introduction of further health promoting mea- sures – such as, for example, „Healthy lunch breaks“ and „Thai Chi on the roof terrace“. The building blocks include reintegration measures after convalescence (BEM). Offers from Personnel Development for the digital Launch of the „move“ initiative in the Human transformation Resources Development division. This includes learning and dialog formats, lectures, specialist conferences, workshops and explanatory videos, some of which are streamed live. Development of sustainability know-how Sustainability coaching (personal counseling, seminars etc.) at subsidiaries in the digital media sector. Sustainability coaching (personal counseling, seminars etc.) at the Ringier Axel Springer Media AG joint venture. Sustainability coaching at PACE Paparazzi Cate- ring & Events GmbH. Value chain Improvement of the energy and/or CO2 efficien- On the basis of the GreenIT co-operation with cy in the current operation of the data centers the Technical University of Berlin and UBA, the „IT service quality“ dashboard was introduced, among other things for the visualization and con- trol of the energy and CO2 efficiency of digital media channels as a standard component of IT service management. 34
Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Research into the innovation potential for the Introduction of a method for the representation improvement of energy and/or CO2 efficiency in of the value added by IT (business value of it) for the entire process of digital data processing the IT services in the AS IT Business Service Ca- talog: Visualization of the benefits of IT services, in particular with a focus on their consumption of resources, in a form which both comprehensible and compact for the corporate management. Improvement of the energy and/or CO2 Continuation of ongoing measures for optimizing efficiency at the digital workstation energy efficiency in the client area, e.g. by using multifunction devices as replacements for or to avoid the use of dedicated printers/fax machi- nes. Improvement of CO2 efficiency in facility Annual savings of 19,000 kWh through the use management of energy-efficient LED lighting in the elevator lounge on the 17th and 18th floors of the Berlin office. Carrying out a feasibility study on the use of photovoltaic systems on the roofs of the Axel Springer-Passage at the Berlin site. Carrying out a feasibility study on the use of an energy-efficient combined heating and power plant (CHP) at the Berlin publishing location. Improvement of CO2 efficiency at the Reduction of the energy used in the locker room Ahrensburg printing location area at the Ahrensburg printing location by an estimated 25 percent by reducing its size and heating and ventilation requirements. Improvement of CO2 efficiency: Reduction of the Adjustment of the amount of light according to energy used for lighting at the Kettwig printing work place regulations (ASR 3.4) through the site by 25 percent by 2015. large-scale replacement of neon tubes by LED lighting in the post-press area. Improving the energy and CO2 efficiency of the Improvement of energy efficiency by five percent electricity and refrigeration supply at the Kettwig in the area of the refrigerators through the ins- printing location from 2014. tallation of a new refrigerator for, among other things, supplying dampening water to the prin- ting presses. Improvement of CO2 efficiency by renewing the Reduction of the energy used for cooling by ten cooling tower pumps at the Kettwig printing site. percent through the renewal of two of the total of six cooling towers (including pumps) on the grounds of the Kettwig printing plant. Improvement of CO2 efficiency in the field of Reduction of the average CO2 emissions of mobility company cars (manufacturer‘s specifications) from 150 to 140 g/km (by 6.6 percent) by provi- ding incentives for selecting models with reduced CO2 emissions.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Reduction of hazardous substances in waste From 2014, hazardous substances are no lon- water at the Kettwig printing site. ger to be used in the cooling towers for water conditioning and corrosion protection. Legionella must not be spread by the cooling water which evaporates in the cooling towers. To avoid the risk of Legionella bacteria, a biocide (hazardous substance) was added, which passed along with the non-evaporated part into the waste water thereby burdening the sewage treatment plants. The four cooling towers are to be converted to a procedure in which the bioorganisms are reduced by a solid catalyst with a patented foil, coated using nanotechnology. Biodiversity Support of the UnternehmensNatur (Business- Nature) Initiative of the Chamber of Commerce in Hamburg, the Hamburg Environmental Authority and the Nature And Biodiversity Conservation Union (NABU) through the exchange of experi- ence in the field of semi-natural redesign of the green spaces on the grounds of the Ahrensburg newspaper printing plant. Upstream Value Chain Extension and strengthening of network contacts Clarification of customer interests in socially defi- as part of Stakeholder Management ned forestry standards through continuous con- tact with paper manufacturers and environmental organizations within the scope of the „Canadian Boreal Forest Agreement“, among other things through participation in conferences and on-site visits. Continuous updating of sustainability standards Processing of available information relating to in the purchasing of information and communica- social and ecological standards in the production tion technology (ICT hardware). chain of information and communication techno- logy (ICT hardware). Support of manufacturer‘s initiatives on transparency and improved tracea- bility of raw materials. Downstream Value Chain Further development of sustainability-related Use of experience in sustainability management services offered to customers to support print and advertising customers.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Achievement of Objectives 2012/2013
Objectives for 2012 - 2013 Measure ACHIEVEMENT OF OBJECTIVES Expansion and optimization of Optimization of utilization The error rate has been signifi- the sustainability processes processes when using the cantly reduced and the overall Enablon control and reporting process is noticeably more software. Improving operability efficient through the structuring through specific additional of the input data and counseling programming. the contacts („Contributors“) in the various departments. We will also continue to press ahead in subsequent years with the optimization of the reporting processes to the new reporting requirements (GRI G4). User training for the control and It was possible to improve the reporting software at ten handling of the control and locations. reporting software for informa- tion relevant to sustainability introduced within the company for contacts („Contributors“) from several departments in six locations in Germany, Switzer- land and Hungary. The Ringier Axel Springer joint venture has prepared and published susta- inability reports at its Warsaw, Prague, Bratislava and Belgrade sites, which were in part crea- ted with the help of the Enablon software. Updating of the emission fac- Implemented. tors used in the sustainability reporting of companies and subsidiaries. Pilot project on sustainability Kick-start of a pilot project to reporting at a subsidiary with use existing data from Group exclusively digital production. Accounting to determine re- source requirements for energy, district heating and water.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Optimization of process control In 2012 and 2013, employees in sustainability management, continued to be instructed in including through synergies and made aware of compliance with the Compliance and Risk issues. The seminars and trai- Management divisions. ning offered internally also deal with the principles of leadership and conduct contained in the Code of Conduct. This also includes, as part of their regular surveys, questions from Risk Management on the safeguar- ding of social standards when purchasing advertising materials for the relevant departments, for example. Employees The increase in the proportion Promoting diversity and equality Instead of a uniform quota, of women in leadership posi- of opportunity for women and individual targets are agreed for tions from the current average men through a targeted optimi- each department. On Decem- of 25 percent to over 30 per- zation of personnel processes. ber 31, 2013 the proportion cent throughout the company Setting of individual targets for of women of in management within the next four to seven each department. positions throughout the Group years. was 25.8 percent. Development of sustainability Sustainability coaching for Discussions on sustainability- know-how executives of subsidiaries in the related aspects with a number digital media sector. of contacts at the subsidiaries of digital subsidiaries. Sustainability coaching for exe- Not implemented. The magazi- cutives at Axel Springer España ne group Axel Springer France and Axel Springer France. was sold in 2013. Axel Springer Spain has been restructured. Sustainability coaching for The Ringier Axel Springer joint executives at the Joint Venture venture has prepared and pub- Ringier Axel Springer Media AG. lished sustainability reports at its Warsaw, Prague, Bratislava and Belgrade sites, which were in part created with the help of the Enablon software. The measure was supported by telephone conferences as well as face- to-face meetings in Belgrade, Warsaw and Zurich and Berlin. Sustainability coaching at PACE Carried out continuously and on Paparazzi Catering & Events an ad-hoc basis. Sustainability GmbH. dialogs between employees and sustainability management take place twice a year at all the five PACE sites in Germa- ny. PACE serves as an internal communication platform.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Value chain Research into the innovation Within the framework of the Measure implemented: Indica- potential for the improvement of cooperative „GreenIT cockpit“ tors and a dashboard for the energy and/or CO2 efficiency in project, performance indicators visualization and control of the the entire process of digital data to control the energy and/or energy and CO2 efficiency of processing CO2 efficiency of digital media digital media channels were de- channels‘ IT processes are to veloped within the scope of the be developed in collaboration now completed co-operation. with the Technical University of Berlin and the Federal Environ- ment Agency. Improvement of the energy and/ Optimization of the areas in the Measure partially implemented: or CO2 efficiency in the current data centers (focus on Ham- Legacy server systems at the operation of the data centers burg); server virtualization for Berlin and Hamburg sites were replacing legacy systems; use replaced by virtualized systems. of district heating and/or out- Activities to optimize the coo- side air for cooling; advanced ling of our own data processing measuring technology as well center areas were postponed in as adaptation of temperature favor of searching for external levels. alternative areas. Improvement of the energy and/ Continuation of ongoing mea- Measure implemented: Assig- or CO2 efficiency at the digital sures for optimizing energy ned printer/fax machines have workstation efficiency in the client area, e.g. been almost entirely replaced by using multifunction devices by multifunction devices or by a as replacements for or to avoid fully electronic workflow. the use of dedicated printers/ fax machines. Improvement of CO2 efficiency Examination of options for using Installation of high-efficiency in facility management energy-saving technology in pumps of energy efficiency lighting (LED), ventilation (heat class A in the area of heating recovery) and heating (pump technology. (Annual savings: technology) at the Hamburg 84,000 kWh); The installation and Berlin sites. of energy efficient LED lighting to replace conventional lighting. Annual savings: 39,000 kWh. Continuing from 2011: Reduc- The planned effect of the mea- The measures completed in the tion of CO2 emissions to 30 sures implemented in the midd- refrigeration sector at the Ham- percent in Hamburg‘s facility le of 2012 (instead of 2011) burg office location in 2012 will management. (installation of new technology, lead to annual energy savings of new air conditioning concept) 635,000 kWh cannot be demonstrated until after the expiry of the first year of operation in mid-2013. To reduce the energy used for Construction of a natural gas Measure implemented: Energy lighting at the Kettwig printing combined heat and power efficiency in electricity and hea- site by 30 percent by the end of plant (CHP) with an electrical ting was improved through the 2013. output of 49.5 kW. As a result commissioning of a natural gas- the waste heat produced by fired combined heat and power the generation of electricity can plant (CHP). The heat emitted be used to heat water from the from the generation of electricity beginning of 2013. is used for heating water.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Improvement of CO2 efficiency Reduction of the average This objective will not be achie- in the field of mobility CO2 emissions of compa- ved until 2014 – with average ny cars used in Germany CO2 emissions of company (manufacturer‘s specifications) cars then expected to be 132 from 150 to 140 g/km (by 6.6 grams per kilometer. percent) by providing incentives for selecting models with redu- ced CO2 emissions. Reduction of mill broke quota Mill broke is produced in seve- Objective achieved. The mill ral process stages in printing broke quota in the rotation sub- plants. The largest amount is section decreased from 3.9 per- created in the rotation area. The cent, or 2,283 tonnes in absolu- mill broke quota in the rotati- te terms in 2010 to 2.9 percent, on subsection of the Spandau or 1,596 tonnes in absolute printing facility is to be reduced terms in 2012. The aim was to by more than 10 percent from reduce mill broke by 350 tonnes 3.9 percent in 2010 to 3.4 per- per year, annual savings of 687 cent by 2012. The goal is the tonnes were actually achieved. saving of 350 tonnes of paper. This corresponds to approx. 4.5 The measures planned include million daily newspapers. the modernization of the press control system, the exchange of rollers, as well as an adjustment of the printing mechanisms. The adhesive materials for paper webs are to be improved at the same time as is the air humidifi- cation in the day paper store. Reduction in the use of photo- In the Spandau printing fa- Objective achieved. No further chemicals cility, the conversion to low hazardous substances were process plates should reduce accrued in 2013 using the low the quantity of photochemicals process plates. The quanti- used from currently 19 (2011) ties of developer dropped to by around 50% to less than ten 8.6 tonnes in 2012 and to 0 tonnes. tonnes in 2013. Instead only a so-called washout solution was used, which does not belong to the group of hazardous subs- tances. Biodiversity Enlargement of the orchards on Measure implemented: There the premises of the Kettwig off- are now ten more trees in the set printing works by ten trees. orchards. Construction of a toad protec- Measure implemented tion fence on the premises of the Ahrensburg offset printing works in the spring as well as maintenance of the NABU pro- tection fence database.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Upstream value chain Stakeholder Management: Con- Clarification of customer inte- One video conference, three tinuing support of the „Canadi- rests in socially defined forestry conference calls, and two face- an Boreal Forest Agreement“ standards through continuous to-face meetings to update contact with paper manufactu- information as well as to clarify rers and environmental organi- the issue of sustainability from zations within the scope of the the point of view of a paper „Canadian Boreal Forest Agree- customer. ment“. Stakeholder management / Participation in discussions with One-week fact-finding missi- Improved eucalyptus planta- plantation companies and envi- on (March 2013) to Uruguay tions: Paper used for magazine ronmental organizations. Clari- with the Head of Forest and covers is manufactured from fication of customer‘s interests Oceans Campaign at Green- eucalyptus short fiber pulp, with regard to compliance with peace Germany, Oliver Salge. among other things. Through sustainability criteria for fast- The subjects of the visit were cooperation with suppliers in growing wood species. the eucalyptus plantations and the WWF International‘s „New pulp mills run by UPM and Generation Plantation Project“, Montes del Plata (joint venture pulp producers in countries owned by the Stora Enso and such as Uruguay, Chile, Brazil Arauco companies) as well as and China are to be supported discussions with players in the for improving procedures in upstream and downstream plantation management (e.g. for value chain. eucalyptus). This should also reduce the pressure on natural forests.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Developments 1979 to 2013
Main entrance of Axel Springer SE in Berlin. (Photo: Axel Springer SE)
2013
The transformation of Axel Springer AG into a European Company (Societas Europaea / SE) has been completed. The new legal form became formally effective on 2 December 2013 with its entry in the Commercial Register. This should underline and facilitate the company‘s European and international market orientation.
The Axel Springer publishing house announces the transfer of the regional newspapers BER- LINER MORGENPOST and HAMBURGER ABENDBLATT, the advertising papers in Berlin and Ham- burg, the fi ve TV program guides and two women’s magazines as well as their related digital brands to FUNKE MEDIENGRUPPE.
Plug and Play Tech Center, one of the world‘s leading startup investors from Silicon Valley, together with Axel Springer, founded the accelerator „Axel Springer Plug and Play“ in Berlin.
The editorial offi ces of the tabloids, B.Z. and BILD are pooling their resources in order to face the challenges of digitization. B.Z., Berlin‘s largest newspaper, and BILD Berlin will be produced in a joint editorial offi ce from November 2013. This co-operation will create Berlin‘s biggest regional news- room.
You will fi nd information from the fi eld of „Social Commitment“, for example on the pages about the Commitment of our media, Commitment of our readers, Commitment of our colleagues as well as on the Commitment of the company.
2012
The Axel Springer Akademie is extending its range of courses and is launching a journalistic school for presenters with the „Frank Elstner Masterclass“.
100th birthday of Axel Springer, the publisher, journalist, and visionary freedom fi ghter Axel Sprin- ger would have celebrated his 100th birthday on May 2nd 2012. Axel Springer SE commemorated this day with a celebration in the Axel Springer Building in Berlin.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
The Federal Ministry of Finance honors the publisher Axel Springer on the occasion of his 100th birthday with a special issue 55 cent stamp.
BILD celebrates its 60th „birthday“ and delivers a „free BILD for everyone“ one day before its birth- day free of charge to all households in Germany.
DIE WELT introduces new subscription models for its digital services and is the first large Ger- man national news site to also launch a payment model for its previously freely accessible web page.
2011
The WELT Group started its own, paid download portal for audio books under the name HÖRWELT in cooperation with audible, the provider of audiobook downloads, and offers a variety of current literature to listen to. Whether summer reading, quality literature, biographies or interesting information about politics and contemporary history: At www.welt.de/hoerwelt current and regularly changing titles can be found in the five subject areas of fiction, detective stories, non-fiction, classics and children‘s books, which are presented and given in-depth reviews by the WELT Group feature editors.
With its iPhone“Radtouren“ app, the HAMBURGER ABENDBLATT offers a digital selection of interes- ting routes. All of the starting and finishing points of the maps are connected with the city and regional network of the HVV. The app provides an overview of the distance traveled, speed, time and calories burned. The i Phone „Radtouren“ app from the HAMBURGER ABENDBLATT costs 2.99 euros and is available in the iTunes App Store.
2010
WELT Group supports World Press Freedom Day: DIE WELT and WELT KOMPAKT supported World Press Freedom Day as the exclusive media partners of the „Reporters without Borders“ or- ganization. The front pages of the two daily WELT Group newspapers were published blank on 3 May - without lead stories, news, comments or photos. Instead, there was simply a small advert from „Reporters without Borders“ at the bottom right of the front pages, drawing readers‘ attention to the global significance and importance of press freedom. The day‘s front pages are published on this day on page three. The idea for this layout was developed by the „Scholz & Friends Hamburg“ agency. The full-page advertising space is provided free of charge by the WELT Group.
FUNK UHR awards Volunteer Prize: The program guide FUNK UHR and the advice magazine „ARD-Buffet“ jointly distinguished „Stille Helden des Alltags“ („silent everyday heroes“) for the second time. Winner of the Volunteer Prize in 2010 was Hedwig Hacker from Schnaittach for her initiative „Help for Women and Children in Need“. The first prize is endowed with 5,000 euros.
2009
International Sustainability Management: As a part of the internationalization of Axel Springer SE, Axel Springer Polska, Axel Springer France and Axel Springer Schweiz have introduced a number of measures to develop sustainability management.
Overcoming years of forestry conflict: On the west coast of Canada in March 2009, an ongoing negotiation process to find a balance between the use and protection of temperate rainforests lasting almost 15 years was successfully concluded. Participants included the provincial government of Bri- tish Columbia, representatives of numerous Indian tribes, environmental organizations, remote com- munities and a number of large companies from the wood, pulp and paper sector. German magazine publishers, as customers of cellulose importing paper manufacturers, including Axel Springer SE, are also directly involved in this stakeholder process. 43
Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
CO2 calculator for newspapers: In cooperation with newspaper and magazine publishers and the German Printing and Media Industries Federation a CO2 calculator is developed which reflects the traditional production processes in print production.
2008
Introduction of Leadership Principles: In 2008 leadership principles are introduced at Axel Sprin- ger. The principles should give managers scope for action, providing transparency with regard to the demands and expectations of the leadership role.
Donation Record: The 30th anniversary broadcast of the TV charity donation gala EIN HERZ FÜR KINDER (A HEART FOR CHILDREN) reaches a new donation record of € 15,105,639. The result is – in spite of the financial crisis – almost three million Euros above the donation record from the previous year. The BILD aid organization‘s live ZDF broadcast hosted by Thomas Gottschalk is a superlative TV evening with many moving moments and flashbacks.
New „School“ section: In response to the poor PISA results for the Hanseatic city, a „School“ page appears daily in the HAMBURGER ABENDBLATT. The specific information and opinion forum brings together the skills of the award-winning local city desk with the expert knowledge of specialists from the politics, science and business sections.
2007
Health Prize: For the fourth time BILD am SONNTAG - in co-operation with the Technical Health Insurance Company – awards the PULSUS Health Prize. This pays tribute to special achievements in the field of health and social commitment. The prize for the “Healthiest Elementary School of the Year” is awarded to schools which take an active interest in promoting health, for example by integrating Nutrition as a subject into the timetable or also offering many extracurricular sporting activities.
Prize for Committed Women: In the presence of Federal Minister for Family Affairs Ursula von der Leyen, BILD der FRAU awarded the “GOLDEN BILD der FRAU” Prize worth a total of 70,000 Euros for the second time to five socially committed women.
First “Hamburg Children’s Paper”: on the occasion of Universal Children’s Day, the first “Hamburg Children’s Paper” was published in the HAMBURGER ABENDBLATT. For one day 50 children aged between eight and fourteen took over the editorial office of this eight-page special supplement. They were able to determine all of the topics, select the photos and also decide on the layout. Experienced editors from the HAMBURGER ABENDBLATT lend them support as advisers. More than 500 children had applied to take part in the project.
“Save our Earth. Count me in!”: In order to familiarize the public with the complex of problems involved in climate change, the BILD newspaper started a co-operation project with the BUND, Greenpeace and WWF environmental associations. Under the motto “Save our Earth”, BILD publishes information on the background and possible solutions as well as giving tips for personal action.
Distinction: In the critical comparison of Sustainability Reports published by 150 German organiza- tions carried out by the Institute for Environmental Management and Economics (IÖW) in 2007, the 2005 Sustainability Report of Axel Springer SE was rated eighth overall and second in the Environ- mental Protection segment. In the even smaller group of companies who publish their Sustainability Reports exclusively on the Internet, Axel Springer was rated first. In the rankings carried out over the past ten years, Axel Springer SE’s Sustainability Report, published every two years, has been ranked in the Top 10 five times.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
2006
Girls Day: Within the framework of the nationwide „Girls Day“ initiative, 180 young people informed themselves about training opportunities and everyday working life at Axel Springer SE. Employees’ children had an opportunity to get to know their parents’ workplace, gain an insight into everyday working life and find out about training opportunities at the company.
Against Violence and Racism in Football Stadiums: Through the distribution of the campaign sticker “STOP. No violence in the stadium!” with a part of the circulation as well as an editorial discus- sion, SPORT BILD is setting an example against violence, racism and Nazi terror in stadiums.
“Green Money”, the publication with the highest circulation by far in the environmental investment sector is published as a special issue in EURO am SONNTAG and EURO.
Nature in Germany is the focus of a new series of books which BILD is publishing along with WWF and the Weltbild publishing group. Each volume costs 5.95 Euros and has 120 pages. The six-volume series is divided into habitats: Life in the Forest, In Streams & Lakes, In the Mountains, On the Coast & by the Sea, In Fields & Meadows and In the Garden.
2005
Pilot project: Together with the paper manufacturer Stora Enso (Helsinki), the publishing houses Random House Group (London) and Time Inc. (New York) as well as the packaging manufacturer Tetra Pak (Stockholm), the publishing firm presents the project “From Russia with Transparency” (www.tikhvinproject.ru) . One of the main priorities is the promotion of sustainability as well as the fight against corruption in the cross-border timber trade for the manufacture of printing paper.
Distinction: In the critical comparison of the Sustainability Reports published by 150 German orga- nizations, Axel Springer SE was fourth overall in the CAPITAL ranking, and first in the Environmental Protection segment.
2004
GRI: As the first media organization worldwide, Axel Springer SE publishes a Sustainability Report which complies with the Guidelines of the Global Reporting Initiative (GRI/www.globalreporting.org) and also fulfils the comprehensive catalog of criteria of so-called “in accordance” requirements of the GRI.
International Social Policy: In view of the company‘s growing international presence, Axel Sprin- ger SE has adopted a catalogue of social standards. It lays out the organization’s position on issues relating to human rights, the protection of children and young people, the qualification of its workforce and the achievement of a work/family balance.
Tiger Protection: HÖRZU offers new subscribers an interesting bonus offer. In future, everyone who subscribes to Germany’s biggest weekly television program guide for one year may instruct HÖRZU to utilize 50 Euros directly for a World Wide Fund For Nature (WWF) Tiger Protection Project in Indonesi- an Sumatra. The goal is to support the efforts to save the last remaining Sumatran tigers.
Distinction: For its “exemplary Commitment to Sustainable Development”, the publishing firm was awarded the Environmental Award 2004 (Major companies category) by the German Environmental Management Association (B.A.U.M.).
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
2003
German Agro Action: The Small Change campaign raised a donation of EUR 25,000.-, which was given to the private Indian development aid organization „Social Work and Research Centre“ (SWRC). In cooperation with German Agro Action, this organization finances educational programs for school- children in 50 villages in the Indian desert State of Rajasthan.
Eldercare: The sudden need of nursing care for an elderly relative can sometimes become a prob- lem for working people. The Family Service therefore offers special advice and assistance when this situation arises.
2002
Distinction: In conjunction with project partners (Otto, UPM-Kymmene) the publishing firm wins the award for „Sustainable Development Partnerships“ from the International Chamber of Commerce (ICC) and the United Nations Environment Programme (UNEP) for sustainability initiatives along the paper chain.
Equality of opportunity: For the second time, the publishing firm is singled out for the „Total E-Qua- lity“ distinction for equal opportunities for and promotion of female employees. Family Service: Since March of 2002, the “Company Kids” kindergarten, an extension of the corporate Family Service, has been enabling parents to get quick and unbureaucratic assistance in emergency situations.
Forestry: Start of a pilot project with Russian forestry firms to improve safety at work in the harvesting of timber.
2001
Distinction: The first audited sustainability report appears. For this, Axel Springer wins the „German Environmental Reporting Award“ (2nd place) of the Deutsche Wirtschaftsprüfungskammer (German Chamber of Auditors).
Tracing Russian Wood Imports: Anybody can trace the origin of wood fiber in the Internet.
Distinction: Award of eleven environmental pins by the Studien- und Förderungsgesellschaft der Wirtschaft Schleswig-Holsteins (Society for the Study and Promotion of the Economy of Schleswig- Holstein) to members of staff of the company. Some of the prizewinners had modified water cooling systems in the Ahrensburg rotogravure printing facility to conserve energy.
Distinction: The Bundesvereinigung für innerbetriebliche Kommunikation (German Federal Associati- on for Internal Corporate Communications) awards the „Dr. Martin Nebe Prize“ to trainees of the Axel Springer group for their commitment to combating hostility towards foreigners.
2000
Cooperation: In cooperation with the Universities of Lüneburg and St. Gallen, with the companies Bahlsen and VW as well as the large Swiss bank UBS, the research project “Sustainability Balanced Scorecard” is born, the aims of which include investigating the inclusion of environmental manage- ment in strategic company management.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
1999
Pilot project to optimize the paper chain: from the family forestry firm in Norway to the finished magazine in the Ahrensburg printing facilities – exemplified by the magazine „Familie&Co“.
1997
Rapprochement: Dialog with foresters in Austria, Germany and Scandinavia who had protested against what they presumed would be economic disadvantages resulting from forest certification.
1995
European Environmental Management System (EMAS): Validation of the Ahrensburg newspaper and magazine printing facilities as the first in Europe to be validated according the voluntary EC Eco Audit.
1994
Reporting: The first Environmental Report is published.
1993
Transparency: Publication of the document „Printing paper and the Environment: Questions asked of Paper Suppliers to the Axel Springer publishing company“.
1979
Investment: Complete encapsulation of the rotogravure machines to reduce solvent emissions. International Social Policy: Mit Blick auf die wachsende internationale Präsenz des Verlages hat die
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Awards 2004-2013
As a sign of gratitude and in appreciation of the important and dedicated work by the B.Z. Heroes editorial offi ce, the Unionhilfswerk-Landesverband (State Association of the Union Relief Organization) awarded the editorial offi ce of the Berlin Heroes with the association‘s Golden Medal of Merit in 2012. Dieter Krebs (right, State chairman of the Unionhilfswerk- Landesverband Berlin e.V). congratulates Björn Trautwein, Franziska Hartmann-Sternke and Bettina Suckert-John (from left, employees of Berlin Heroes editorial offi ce) (Photo: Stephanie Lehmann)
2013
Axel Springer‘s Code of Conduct occupies second place within Germany in a European study The „Compliance Insider“ magazine published a study of European Codes of Conduct. The aim of this study was to assess the current landscape of codes of conduct in three European countries. In this study, fi fty codes were investigated from France, Germany and Switzerland respectively. The Axel Springer Code of Conduct was rated second in Germany.
inside.mag employee magazine wins two Gold Awards The Axel Springer employee magazine won two Gold Awards at the inkom. Grand Prix 2013, the Media Prize for internal communication awarded by the German Public Relations Association (DPRG). The Prize was awarded for the overall concept and the photo story „California, here we are“ by BILD editor-in-chief Kai Diekmann. This means that inside.mag is one of the best employee publications in Germany, Austria and Switzerland. The 2013 Awards continue a success story: inside.mag had pre- viously won the inkom. 2009, 2010 and 2011.
PACE Paparazzi Catering & Event GmbH wins Gold at the „DEHOGA Environmental Check“ Paparazzi (Axel Springer SE Berlin company restaurant ) was awarded with Gold at the „DEHOGA Environmental Check“ for environmentally conscious and sustainable action. The participants in the „DEHOGA Environmental Check“ must undergo a critical review of the sectors of energy and wa- ter consumption, waste generation or residual waste, and food, such as for example, their regional purchasing. PACE has been successfully focusing on sustainable management for a number of years.
Ahrensburg offset printing works wins award for digital inkjet printing At the award ceremony of the „PrintStars 2013“, the Innovation Awards of the German Printing Indust- ry, Ahrensburg offset printing works won fi rst prize in the „Newspaper Products“ category. The printing works was honored for its digital inkjet printing, which was developed with the manufacturers „Kodak“ and „manroland websystems“ from the idea to the production stage.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Dorothea Siems awarded Journalism-Prize by the Friedrich-August-von-Hayek-Stiftung Dorothea Siems, senior economic policy correspondent at DIE WELT, wins the prestigious Journalism Prize of the Friedrich-August-von-Hayek-Stiftung. She received the award „for her tireless commit- ment in her commentaries and reporting to those regulatory principles essential for a liberal and mar- ket economy system“, explained the Board of Trustees chaired by former Federal President Roman Herzog.
Mathias Döpfner is „European Manager of the Year 2013“ The European Business Press Association (EBP) presented its „European Manager of the Year 2013“ award to Mathias Döpfner. The „European Manager of the Year“ has been awarded annually by the EBP since 1991. The European Business Press is a federation of 48 European business newspapers and magazines from 27 countries, including „The Wall Street Journal Europe“, „Handelsblatt“ and „Les Echos“.
2012
Mathias Döpfner receives „Strategist of the Year“ award for Axel Springer‘s digitization strategy For the ninth time in succession, the daily „Financial Times Deutschland“, strategic advice consultants Bain & Company and the WHU business school have nominated successful CEOs of listed compa- nies as „Strategist of the Year“. Mathias Döpfner received the award in the „medium-sized enterprises“ category.
Golden Medal of Merit for the B.Z. „Berliner Heroes“ campaign As a sign of gratitude and in appreciation of the important and dedicated work by the B.Z. Heroes editorial office, the Unionhilfswerk-Landesverband (State Association of the Union Relief Organization) awarded the editorial office of the Berlin Heroes with the association‘s Golden Medal of Merit.
Ahrensburg offset printing works wins UNESCO award Axel Springer SE‘s offset printing works in Ahrensburg has been presented an award by UNESCO for its particular commitment to school projects in the environmental field. The printing works has been working with Ahrensburg schools on environmental, economic and social issues since 2008. This co- operation has now been honored by the German UNESCO Commission within the framework of the UN Decade of „Education for Sustainable Development“.
Environmental Protection Pin for Ahrensburg Offset Printing Works Stephan Wellnitz, Sales Manager in the Customer Center of the Ahrensburg offset printing works, has been awarded the Environmental Protection Pin of the Studien- und Fördergesellschaft der Schles- wig-Holsteinischen Wirtschaft e.V. (Society for the Study and Support of the Economy in Schleswig- Holstein) in Kiel for his environmental commitment.
PACE receives award for „ESSENTIA“ menu line The „Initiative Zukunft Ernährung“ („Initiative Future Nutrition“) (IZE) has presented PACE with its „Fu- ture Nutrition Award“ for the self-developed „ESSENTIA – healthy. fresh. delicious!“ menu line.
Konrad Adenauer Foundation honors Axel Springer The Konrad Adenauer Foundation (KAS) has honored Axel Springer on the occasion of his 100th birthday with a symposium entitled: „Axel Springer – perseverance and dissent“. Prof. Hans-Peter Schwarz, author of the recent Axel Springer biography, held the laudatory speech and praised Axel Springer as a „memorable, really important personality with strong convictions“.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
2011
Axel Springer awarded audit certificate for family-friendlly policies The Herti foundation has offered the „berufundfamilie“ (work and family) audit to companies that want to further develop their family-friendliness since 1998. The result for 2011 certifies that Axel Springer SE has an above average degree of commitment to family-friendly personnel policies. As part of a comprehensive auditing procedure the inventory of the company‘s services for improving the work/ family balance was assessed.
„Prime“ in sustainability ratings The rating agency oekom research, which specializes in sustainability issues, assessed Axel Springer SE with a overall rating of C+ and classified it as „prime“. This qualifies the company‘s securities tra- ded on the market for an investment from an ecological and social point of view.
Placed 11th in the IÖW/future-Ranking of sustainability reports The reports of the 150 largest German industry and service companies are evaluated in the IÖW/ future-Ranking of large companies. The first three positions in the ranking of large companies were taken by the companies BMW, Siemens, and BASF. Axel Springer SE‘s ranking improved from 23rd (2009) to 11th place.
Best staff publication The Axel Springer staff magazine inside.mag was acclaimed as best staff publication for the third time in a row at the inkom. Grand Prix. The media prize for internal communication is awarded annually by the German Public Relations Society (DPRG) and is intended for publications from Germany, Austria and Switzerland. Axel Springer SE prevailed against 70 other staff magazines and newspapers, inclu- ding Deutsche Telekom, Deutsche Bank and Volkswagen.
2010
TOTAL E-QUALITY distinction The company was awarded the TOTAL E-QUALITY distinction for the successful implementation of equal opportunities. „As the first media enterprise, Axel Springer has been a member of the “Women in the Economy” Forum since 1999, in which equal opportunities and diversity representatives from 20 well-known major German companies have joined together“, according to the jury statement.
School Projects at the Ahrensburg Offset Printing Works For their commitment in school projects Eight employees from Ahrensburg offset printing works have been awarded the Environmental Protection Pin of the Studien- und Fördergesellschaft der Schles- wig-Holsteinischen Wirtschaft e.V. (Society for the Study and Support of the Economy in Schleswig- Holstein) at a ceremony in Rendsburg attended by Minister President Peter Harry Carstensen.
„Prize for Civic Engagement“ and „Silver Badge“ for B.Z. „Berlin Heroes“ campaign The B. Z. was awarded the German Prize for Civic Engagement 2010 in the Business category for its major „Berlin Heroes“ campaign, as well as the Silver Badge of the Paritätischen Wohlfahrtverbandes Berlin (Berlin joint charity association). „The ‚Berlin Heroes‘ campaign addresses people who want to tackle problems“ said the laudation. And: „Through continuous reporting, the topic of volunteering in Berlin has had its visibility considerably increased.“
Health management with „Corporate Health Award“ The health of its employees is very important to Axel Springer. The health management campaigns in- clude numerous exercise programs, lectures and medical checkups. For these Axel Springer SE was awarded the seal of excellence at the „Corporate Health Awards“.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
2009
Herbert Quandt Media Award for „Kinderleicht“ („Child‘s Play“) The WELT am SONNTAG was awarded the prestigious Herbert Quandt Media Award 2009 for the idea and concept of the „Kinderleicht“ series. The „Kinderleicht“ supplement answers questions that adults do not dare to ask. The series addresses economic issues from the perspective of children and adolescents and makes complex issues understandable.
„Kinderleicht“ was also awarded the Ernst Schneider Prize and the European Newspaper Award.
2008
Axel Springer is presented the “German Sustainability Award 2008” Axel Springer SE won the “German Sustainability Award 2008” in the category of “Most Sustainable Purchasing”. The award was for the “numerous initiatives, above all in the area of Purchasing, which have led to clear improvements in sustainability”, according to the jury statement.
The German Sustainability Award is awarded to companies which combine economic success with social responsibility and the conservation of the environment in an exemplary fashion - and make use of sustainable action for additional growth. The jury received applications from 350 companies, inclu- ding more than half of the DAX 30 companies.
Distinction in oekom research rating The rating agency oekom research AG, Munich, which specializes in sustainability, has had a closer look at 24 of the world‘s most important listed media enterprises. Axel Springer SE was ranked third after the British television channel ITV and the British scientific publisher Reed Elsevier.
Essen-Kettwig offset printing works receives EMAS Award 2008 The Essen-Kettwig offset printing works received the EMAS Award 2008 in the „Large Organizations“ category. With the introduction of an energy management system for all types of energy and targeted investments, the offset printing works was able to significantly reduce all greenhouse gases as well as energy consumption from 2005 to 2007. The Essen-Kettwig offset printing works has been validated regularly according to the EU Eco Audit (EMAS) since 1997.
NEWSWEEK editor-in-chief receives award for outstanding journalism The editor-in-chief of the Russian edition of NEWSWEEK, Mikhail Fishman, was awarded this year‘s „Prize for Excellence in Journalism“ by the Paul Klebnikov Fund in New York. The prize for the 35-ye- ar-old is a stay of several weeks in the American NEWSWEEK editorial office. The Paul Klebnikov Fund is committed to the independence of Russian media and presents awards every year to journa- lists for their commitment.
2007
Axel Springer‘s vocational training is awarded prize The Chamber of Industry and Commerce and the Berlin Chamber of Skilled Crafts awarded prizes to training companies for their “excellent vocational training performance”. These companies also inclu- ded Axel Springer SE, which offers apprenticeships for printers, media designers and industrial me- chanics, as well as various occupations in the business area.
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The Institute for Environmental Management and Economics (IÖW): Right up front with the online Sustainability Report In the critical comparison of Sustainability Reports from 150 German organizations in 2007 carried out by the Institute for Environmental Management and Economics (IÖW), the Sustainability Report 2005 of Axel Springer SE was rated eighth overall and second in the Environmental Protection segment. In the even smaller group of companies who publish their Sustainability Reports exclusively on the Inter- net, Axel Springer SE was rated first. In the rankings carried out over the past ten years, Axel Springer SE‘s Sustainability Report, published every two years, has been ranked in the Top 10 five times.
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Trust through listening and verifi able action
This 12-minute video documents a discussion at the Technical University of Berlin in December 2013. Oliver Salge, Head of Greenpeace Germany‘s Forest and Oceans Campaign and Florian Nehm, Corporate Sustainability Offi cer at Axel Springer SE, explain their concepts of Stakeholder Management. Moderation: Professor Dr. Dodo zu Knyphausen-Aufseß. (Source: Axel Springer SE)
Since 1993, we have been continuously sounding out the interests, concerns and priorities of relevant stakeholders. Axel Springer SE published its fi rst environmental report in 1994. In 1995, the Ahrens- berg newspaper printing plant was the fi rst in Europe to be validated according to the EU ecological audit EMAS. In 2001, the fi rst externally audited sustainability report appeared. The indicators of the IÖW (Institute for Ecological Economy Research) as well as the GRI Media Sector Supplement are important fundamental requirements.
Users of online services, readers, advertising and print customers, employees, investors, neighbors, visitors, school pupils, students, scientifi c institutes, state supervisory authorities and regulators, suppliers, NGOs and the media express an interest in the organization’s sustainability management among other things.
This sketch gives an overview of the ‚stakeholders‘ using Axel Springer SE as an example. The term stakeholder is used to refer to a person or group which has a legitimate interest in the course or outcome of a process or project. The term „stakeholder“ comes from the English. „Stake“ can be translated as investment, share or claim , „holder“ as owner. The term ‚stakeholder group‘ is also increasingly catching on.
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MOVING THE WORLD. Taking responsibility
What packaging and how much of it does the environmentally conscious customer need? A panel of experts looked into this question at the invitation of the „MOVING THE WORLD. Taking responsibility.“ initiative. (Source: Moving the world)
DIE WELT presented the sustainability initiative „MOVING THE WORLD. Taking responsibility“ for the fi rst time in July 2011. The concept was developed and implemented by Axel Springer Media Impact, Axel Springer‘s central marketing unit. The objectives of the initiative are to provide customers with concrete solutions for sustainable advertising space and for the communication of their commitment to sustainability.
Editorial platform for sustainable information and features: The up-to-date reporting of the „WELT“ is concerned with the ecological, social and economic aspects of sustainability on a daily basis. Texts on these topics can be found online at www.welt.de/dieweltbewegen.
Exchange and networking: The initiative has so far launched a variety of events networking people, organizations and companies who campaign for more sustainability.
What power do consumers have to save the world through „eating properly“? The „MOVING THE WORLD. Taking responsi- bility“ initiative invited government representatives, entrepreneurs, corporate managers and environmentalists to explore this question more thoroughly. (Source: Moving the world)
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Recommendations from the BILD Readers‘ Advisory Councilors
The most important stakeholders of a newspaper are its readers. Since 2007, BILD has fostered its relationship to its readers through a Readers‘ Advisory Council which is directly involved in the development of BILD. In April 2012, 32 readers‘ adviso- ry councilors met in Berlin to improve BILD from a female perspective. (Photo: Stefanie Herbst/BILD)
Both male and female readers rank among the most important stakeholders for a media company. This is why BILD became the fi rst daily newspaper in Germany to introduce a Readers‘ Advisory Council in 2007. The idea was, and still is, to allow readers to participate directly in the development of BILD. Anybody who regularly reads BILD and would like to give suggestions for improving the newspaper may participate. The selection should represent a cross-section of society. In discussions and workshops with the editorial board, readers elaborate the ideas and suggestions for improving the paper.
In order to focus even more on the wishes of female readers, only women were appointed to the fi fth BILD Readers‘ Advisory Council. The 32 readers‘ advisory councilors who came together for their se- cond meeting in Berlin in April 2012, came from all over Germany, from all age groups and from very different professions.
The central theme for the discussions with editors was as follows: How do the readers‘ advisory councilors perceive the portrayal of women in BILD. And in this way, the BILD readers‘ advisory coun- cilors developed proposals and recommendations with the editorial staff as to how BILD can be made even more interesting – especially for its female readers.
The readers‘ advisory councilors requested, among other things, that BILD ...
• is open to emerging forms of family other than the traditional married couple-children-family • does not reinforce prejudices against recipients of Hartz IV benefi ts • treats victims of crimes more reverently, particularly the victims of sexual offenses • tries harder to avoid spelling mistakes and includes readers in searching for factual inaccuracies • improves the dialog with the readers‘ advisory councilors • tells more stories with a „happy end“ • pays more attention to providing problem pages and features for women aged between 40 and 60 • publishes erotic topics in a more linguistically sensitive manner • encourages young people to read newspapers • does not make topics such as grief and death taboo • conveys a more positive impression of children
The BILD editorial offi ce examined the recommendations and also implemented them where possible. 55
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Customer Loyalty
Using the TRI*M method (TRI*M: Triple M: Measuring, Managing, Monitoring), Axel Springer Customer Loyalty, in collabora- tion with its in-house market research and the TNS Infratest research institute, ascertains the Axel Springer customer loyalty index. (Source: Axel Springer SE)
Customers are among a company‘s most important stakeholders. This is why Axel Springer SE consistently places the needs of its customers in the focus of its daily work. In order to learn from and meet these needs, the company started a Group-wide project on customer loyalty in 2006 and has been carrying out extensive market research in this context ever since. In doing so, Axel Springer Customer Loyalty works, among other things, with the TNS research institute‘s TRI*M method.
The method stands for „Measuring, Managing, Monitoring“, and for Axel Springer has meant a regular and representative survey of buyers, subscribers, users, and advertising customers since 2006.
Due to the progressive digitization of the company, the focus in 2013 was on the activities in the digi- tal business divisions. The analysis of the digital payment, marketing and classifi ed ad models was at the same time further developed. The results confi rm the thesis that readers also appreciate the value of professional journalism in the digital world. Print titles will from now on only be measured every two years, as the changes in this area are less dynamic than for the digital services. In addition, the service quality within the company was also evaluated in a fi rst phase for a number of departments.
„In order to successfully pursue customer orientation towards the public, we must also internally con- sistently exemplify it to other departments and colleagues“, Mathias Döpfner wrote in an email to staff.
That is why, alongside the annual customer loyalty measurements, the success of the various optimi- zation measures in recent years was determined, as well as further opportunities for improvements in the future. The independent TNS Infratest market research institute this year carried out its third measurement of service quality at Axel Springer following 2007 and 2010.
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Securing habitat for Canadian caribou
Montreal, Canada: Melissa Filion, Greenpeace forest campaigner, informs Corporate Sustainability Offi cer Florian Nehm about the current status of the discussions on the protection of biodiversity in forestry. The habitat of the American reindeer (caribou) is to be preserved jointly with the forestry industry. Dialogue instead of cold shoulder: Engagement with the Association of German Magazine Publishers VDZ
Anyone who identifi es himself to Canadian environmentalists as a member of the „WEEDEESET“ is usually received with benevolence – sometimes even approval. Because the „German Publishers“ commitment to virgin forests on the Canadian Pacifi c and the threatened woodland caribou in On- tario and Quebec are regarded positively. VDZ members are considered to be ecologically aware purchasers of paper, that are also interested in Canadian pulp, which is processed in Germany and other places to make high-quality magazine paper.
The Axel Springer SE Corporate Sustainability Offi cer‘s fi rst fact-fi nding mission to British Colombia took place back in 1994, together with the former managing director of the VDZ, Wolfgang Fürstner. However, at that time, the atmosphere was frosty and charged with mistrust. Environmental organi- zations such as Greenpeace and the forestry industry faced each other irreconcilably. Loud railing, protests and blockades were the order of the day. 7777 kilometers away in Germany, users of printing paper made from Canadian pulp were open to criticism. And when the Premier of British Columbia traveled to Hamburg to explain his viewpoint, he was attacked when still in his plane by environmental activists in a „leafl eting campaign above the clouds“ as the „Virgin forest killer on seat 1A“.
The objective of the fi rst „Forest Journey“ to the Canadian West Coast was simply listening, under- standing and signaling a willingness to talk. By way of introduction, a Professor from the University of Vancouver explained the unique features of the regional forest ecology. This was followed by appoint- ments with family-owned forestry operations on Vancouver Island, with environmental organizations, with representatives of the Canadian indigenous people, with the Forestry Minister and with members of the Opposition. In addition, there were discussions with forest workers furious at the „Tree Hug- gers“, as well as with reservedly cautious managers from major forestry companies and pulp produ- cers.
Since then the Association of German Magazine Publishers, as a voice for the paper clients, has been making a contribution to the development of workable compromises between forest utilization and preservation in Canadian forestry. This has taken and will take a long time and in part tough negoti- ations. It took a process totaling 15 years before the major forest controversy concerning the „Great Bear Rainforest“ was brought to a successful settlement in British Columbia in 2009.
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It was and is about reconciling the concerns of the forestry workers, the mayors of remote towns, the indigenous people, environmental organizations, the forestry, pulp, paper and sawmill companies, as well as those of the provincial government.
With the help of this experience a pan-Canadian framework agreement was also able to be signed in May 2010 – the „Canadian Boreal Forest Agreement“ (CBFA). This relates to the protection of a forest area twice as large as Germany and at the same time the largest protected area of this type in the world. However, numerous details remain to be negotiated for its implementation. The main actors are members of the influential „Forest Products Association of Canada (FPAC)“ as well as a number of environmental organizations under the auspices of Greenpeace. All stakeholders have developed their thinking and found ways to build the necessary degree of flexibility and trust. Representatives of the VDZ, including Axel Springer SE, take part in these discussions once or twice a year as ‚active obser- vers‘.
The initiative for a dialog in the Canadian forest has resulted in valuable experience for the stakeholder management system, which until today has also contributed to de-escalation in similar conflicts in other countries. The recommendations include, first and foremost
• The inclusion of as many affected stakeholders as possible • A lot of patience and a willingness to understand the other positions • Professional mediation where possible and carefully documented minutes • A readiness to admit one‘s own mistakes promptly • The ability to offer constructive alternatives
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Innovation through confl ict
Oliver Salge (Leiter Wald- und Meereskampagne Greenpeace), Eva Goris (Journalistin und Pressesprecherin der Deutschen Wildtier Stiftung) und Florian Nehm (Leiter Referat Nachhaltigkeit und EU-Affairs Axel Springer) vor dem Greenpeace Sitz in Hamburg
Hamburg in June 2010: The journalist Eva Goris documents a conversation between Oliver Salge, Head of Greenpeace Germany‘s Forest and Oceans Campaign and Florian Nehm, Corporate Sustainability Offi cer at Axel Springer SE on the viewpoints of environmental organizations and companies.
The Greenpeace factor! What can a company do when Greenpeace comes? There is no easy solution, but one thing is certain: Clichés, empty promises and the faint hope that the „green lobbyists“ will allow the wool to be pulled over their eyes at the conference table do not bear fruit in this type of debate. While struggling to fi nd solutions, there is only one answer to this question: Remain open-minded, speak and act early.
„Greenpeace? They don‘t talk to us...“ This is a sentence that Florian Nehm, Corporate Sustainability Offi cer at Axel Springer SE and also responsible for EU government affairs, often hears when he meets managers and executives from other corporations. „My experience has been quite different,“ says Nehm. He meets Oliver Salge in the Creative Room at the Greenpeace headquarters on the Grosse Elb- strasse in Hamburg. „Head of Forest and Oceans Campaign“ is the job title on Salge‘s business card. This is of course, politically correctly, printed on recycled paper. Two men are sitting opposite each other in sagging seat elements. Men who, from a purely visual viewpoint, could not be more different. Flori- an Nehm personifi es the consummate manager in a fi ne suit; Oliver Salge is emphatically informal in a T-shirt and jeans with youthful silver creole earrings. The small room is rather austere. Photos of specta- cular actions from around the world are hung on its white walls: Greenpeace activists in the ice, Green- peace activists in a rubber dinghy, Greenpeace activists in the forest. The activists, fi nanced by their approx. 550,000 donors as a moral authority in issues concerning nature, with the mandate of being „fi ghters for a healthy environment“ and admired as „green power“ within the state, are seen as more of an enemy by many corporate managers. Green warriors, against whom there is no proper corporate strategy, unpredictable and disruptive. The worrying question „What shall we do if Greenpeace comes?“ expresses what some executives in large companies feel: A fear of contact combined with a healthy dose of respect for the unknown opponent.
For the ignorant, the external impression of the „Greenpeace inteference factor“ swings between two extremes: one considering the Greenpeace campaigners as green fools, the other as extremely smart environmental gurus. Both are wrong! But what should you do when Greenpeace comes? After years of analysis searching for solutions to this worrying question, Axel Springer‘s sustainability specialist knows of only one answer. It can be reduced to a few words: „Remain open-minded, speak and act early!“
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„Nothing is worse than constantly changing contact persons“
There is no time for small talk between the two men in the creative den of the green lion. The meeting is friendly, but conducted self-assuredly by both parties and focused very firmly on the issue. They know each other and they know the topic of conversation down to the finest details which often seem insignificant to outsiders. They are talking about paper, about trees, the balance between forestry and forest conservation, about sustainability and shared experience, which also has a lot to do with „per- sonnel sustainability“ at Axel Springer. This is certainly how the man from Greenpeace sees it. „Florian Nehm has been our discussion partner for years. This is a good thing. Nothing is worse than constantly changing contact persons who have no idea of the issues and are rushed into the fire by the corporate management when Greenpeace comes,“ says Oliver Salge. Experience that the environmentalist has gained time and again in dealings with other corporations.
His voice is calm, even a little monotonous when he reports on the conservation of virgin forests in Canada, Brazil, Indonesia, Finland and Russia, recalls moratoria on logging and talks about concepts to „protect the forest, even though the timber industry is using individual areas“. Oliver Salge plays the di- plomat and sounds somewhat like an experienced, professional politician in an election campaign tent. It sounds almost statesmanlike when he says: „The road was not always easy and has been characte- rized by setbacks.“
He speaks of „experience since 1997“, his experience. It is not only at Axel Springer that there is con- sistency in terms of forestry. The environmentalist from Greenpeace is also an „old hand“ in business. Then Salge verbally flexes his muscles with a sonorous timbre as he recalls a failed logging moratorium: „It was perhaps not entirely clear to the Canadian pulp producers at the time that Greenpeace means what Greenpeace says!“ What sounds like a veiled threat for future meetings between corporations and Greenpeace may indeed be interpreted as a warning. „Greenpeace does not let anyone pull the wool over its eyes!“ and he adds quietly: Greenpeace operates internati- onally – and once the economic threshold has been crossed, even a global corporation has to act.“ Then a winner‘s smile plays around the corners of his mouth and he says: „Today, 28 million hectares of virgin forest in Canada are protected from the chainsaws of the timber industry for the next three years.“
He is proud. That is unmistaka- ble when he enthuses about the „unique forest ecosystem of the northern hemisphere“, talking of be- Exchange of ideas in the Greenpeace headquarters in Hamburg: Campaign ars, wolves and caribou. He calmly director Oliver Salge (right), journalist Eva Goris (center) and Sustainability articulates words such as „logging Manager Florian Nehm (left) ban, peaceful protest, tough ne- gotiations“ and is happy to talk about „the long campaign that brought even Canada‘s leading wood and paper manufacturers to their knees“. Greenpeace put the pressure on. The fact that this „pressure“ would not have led to success without the large paper clients from media companies such as Axel Springer SE, the WAZ media group and DuMont, was even gratefully acknowledged in a Greenpeace press release. „German newspaper and magazine publishers procure pulp and paper from Canada and have campaigned for a solution to the virgin forest issue“, it says in the announcement made by Greenpeace. Praise from the „greenest“ quarter. „But the road was not always easy...“, Salge relativizes.
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NGOs as top clients
The discussion between Oliver Salge and Florian Nehm on the Elbe is a kind of interim balance in the cooperation between Europe‘s leading multimedia enterprise and Germany‘s largest and most powerful environmental lobbyist. They have known each other for years and have come closer through the oc- casionally also hard exchanges of ideas in the search for constructive solutions for „clean“ paper. They have achieved a lot together. This is not a love affair.
Nevertheless, one thing is immediately noticeable whatever the differences: The respect is mutual. „No innovation without conflict“ – a statement both immediately agree with.
Today the Goodie Two Shoes in the Greenpeace rubber dinghy can no longer be ignored. As members of a non-governmental organization (NGO), they have become an influential brand in international po- litical and economic circles. „NGOs such as Greenpeace have a significant ability,“ says Florian Nehm. „They can determine issues publicly.“ This means that NGOs can initiate issues or even damage the reputation of a company or product! At the same time, the constructive contact with Greenpeace can result in innovative ideas which would warrant expensive consultancy fees on the market. „For many companies, the view of this aspect frequently remains distorted due to uncertainty in their dealings with the feared opponent Greenpeace“, says Florian Nehm. Management that is open-minded, willing to learn and innovative is required in order to make constructive progress. „This really should be a case study in every business administration textbook,“ says Florian Nehm. „Answers to the often pointed questions that Greenpeace poses simply have to be genuinely persuasive.“ At the same time this does not mean a humble approach to dealings with Greenpeace. „Far from it“, he stresses. „My experience in recent years shows that good new solutions for companies often arise from frank discussions of the issue.“
But what should you do when Greenpeace comes? Oliver Salge is very familiar with the typical answers, which he hears in confrontations with other corporations: „Corporations like to hide behind the concept of the company secret.“ The environmentalists‘ forestry activist knows the standard excuses: Firstly: We are far too small a company. Since Greenpeace usually confronts the top ten of an industry that excuse is soon worthless!“ Secondly: The other companies are to blame! Thirdly: I am not responsible! Salge stresses: „None of these were ever offered to me in my dealings with the Springer company.“
Nehm: „This also has to do with customer service. We view the NGOs less as troublemakers but rather as top customers.“ Good customer relations can help to solve a lot of problems in advance. „Answers to inquiries may not be put aside or even ignored. Feedback should be as quick, competent and friendly as possible.“
Misunderstandings, also on the part of Greenpeace, can for example be avoided by the environmen- talists not simply addressing their letters „to the management“, but wherever possible to a specific addressee. Otherwise, controversial post can perhaps drift around in large companies from post room to post room for days on end or even get lost. Then, Greenpeace in turn may think: Typical! They do not want to answer. This can lead to hasty reactions which are in turn answered by excessive counter- reactions. There is often neither a deliberate strategy nor evil intention behind such misunderstandings. Even if the cause is the result of a certain negligence, such situations can blow up easily.
At the same time, in most cases there are no simple answers for the optimization of production pro- cesses anyway. The activist Oliver Salge is also aware of this: „Even Greenpeace does not always have solutions at hand.“ In the meantime Oliver Salge sees the naive „No, thank you!“ mindset from the founding period of the Green movement as overcome. One thing is particularly important to him in this process: That a company is serious in addressing the Greenpeace demands.
Constructive discussions about requested changes work best when the participants on both sides are well informed. Florian Nehm compares this often lengthy debate with American court movies. „You have the prosecution, the defense and the jury. It is sometimes very emotional.“ And Greenpeace as the pro-
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secutor is the master of emotion. The companies must be well prepared for their defense, especially as the television media and the public judge their attitude and credibility as critically as a jury.
Once the Greenpeace criticism is in the media, the initially weaker position of defense is often all that remains to the corporations. With the protest banner hanging from the roof and leaflets being distribut- ed to passersby in front of the main entrance, the company concerned is often left with its back to the wall. Greenpeace in the role of the prosecutor initially has the attention of the public on its side. „At this stage, how a corporation responds is extremely important“, emphasizes Florian Nehm.
The power of the protest pictures
Nehm is happy to describe an early encounter with the environmentalists from Greenpeace. „It was in 1993. All of a sudden the Greenpeace prosecutors were in the main entrance of our publishing house in Hamburg and asked provocatively: „How much forest does your magazine cost?“ For media coverage they had brought a TV crew and photographers along with them.“ Instead of calling for the security service – as could certainly have been expected at that time – the environmentalists were shortly after- wards sitting around the conference table with managers, works councilors and the Group spokeswo- man. „And we talked,“ Florian Nehm recalls. It was a big surprise – for everyone involved! Greenpeace had not expected such an open-minded response from the supposed „enemy Springer“. There were no dramatic pictures of a counteraction. Nehm admits today: „I was very proud of my company at that moment.“
Dealing with Greenpeace is not easy. Many corporations find the initial contact difficult. Who is res- ponsible when the feared opponent is standing in the foyer? „We don‘t deliver anything, we don‘t buy anything“, says Oliver Salge and describes the procedure as follows: „First of all the question arises: Who should talk to Greenpeace?“ The sales manager, the CEO or the public relations department? „In the public relations department we are confronted with people who know a lot about advertising and the positive public image of the corporation. But they have no idea of the production processes within the group.“ He could write the standard responses from the public relations departments „himself“ says Salge. Often Greenpeace‘s criticism is not taken seriously. „And that is when just what corporate lea- ders fear the most happens: Greenpeace comes and uses the means of direct action“, that is: protest banners are hanging from the rooftops of the corporate headquarters and the public focuses directly on the denounced problem in a flurry of photographers‘ flashlights and TV cameras. And Greenpeace shines brighter in the brilliant glare of the public eye as a moral authority with great credibility compared to a corporation which, viewed from the outside, appears rather „faceless“ with its cold facades. This in- creases the impact of the „Greenpeacers“, who seemingly selflessly chain themselves up for the „worthy cause“ or even put themselves in danger while at the same time also risking legal consequences. The „Heroes from Greenpeace“ deputize for Jim Block from Cologne. They boldly articulate what everyo- ne „always wanted to say“. A corporation can only rarely counter this strong emotion. If the security staff arrive and „dislodge“ the heroes, the environmentalists win a media victory. This lies in apparently „losing“ against the stronger party. That is the David-versus-Goliath principle. TV cameras and photos pass „judgment“ – perhaps even unintentionally, and without ultimately wanting to „judge“. Dramatic pictures speak for themselves.
„How much forest does your magazine cost?“
Between Greenpeace and Axel Springer SE, the campaign in 1993 was initially limited to a simple ques- tion: „How much forest does your magazine cost?“ But this question at that time was almost revoluti- onary. It is only since the climate debate that everyone today quite naturally asks about the ecological footprint of a product. „At that time the interest in the value chain was new“, Florian Nehm recalls. There were more questions than answers. Where does the responsibility for publishing products begin? At the gate of the printing facilities or earlier? „Axel Springer SE would have liked to have been able to present a 100-page-long document in 1993, but we didn‘t have one.“ Not yet! While other publishers succinct- ly referred Greenpeace to the paper industry and in turn were confronted with protest actions such as „Thursday is Deforestation Day“ (as happened in front of Hamburg‘s Gruner & Jahr publishing house),
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the bottom line at Axel Springer right from the beginning was: „No one should understand more about the entire manufacturing chain of our products than the managers in our company themselves.“ Paper as an unaccounted for resource? The media company‘s response to the environmentalists‘ provocative questioning at the time: „Give us four weeks time and then we will give you an answer.“
The Greenpeace visit to the Hamburg-based publishing house is seen by Florian Nehm as a helpful impetus. From a journalistic viewpoint, the question „How much forest does your magazine cost?“ is of course pointed. „And we as a journalistic company did our homework, researched our paper suppliers in Germany, Fin- land, Sweden, Norway, Canada and Russia and by the end of the process found answers not only to this question.“ Of course, at the time discussions came up repeatedly. Can the forest question be phrased in that way? Where does responsibility begin? What has the publisher to do with the production processes in the pa- per industry? „Today our position is clear: Even if there is only one stick whose origin remains unaccounted for – we need to find out soon and ourselves, whether this stick has grown sustainably. As a result, we are just as interested in our paper manufacturers‘ pulp suppliers – from Finland to Canada and Uruguay.“
A kind of transparency which was new at the beginning of the 1990s. „We published the list of our paper suppliers, and their answers to questions unusual for that time such as: Where is your Oliver Salge: „Greenpeace means what forest? Who is responsible for inspections? Does an environmen- Greenpeace says.“ tal evaluation take place? How is the dialog with environmental organizations locally?
„We then presented the results at a press conference.“ There were more business representatives than journalists there, as this was the first time that a publisher had made these facts public. The process was revolutionary! This transparency was preceded by a major concern. Within our publishing house we were wondering: Are we now always open for attack whenever our suppliers are caught in the crossfi- re? Nehm: „But the opposite proved to be the case. We learned immediately whenever a problem arose and were able to react very quickly. Escalations therefore didn‘t happen at all.“
„If anything was unclear or the presentations seemed implausible, Florian Nehm was not averse to going into the forest on site himself“, recalls Oliver Salge. Surprises were often waiting – even for Green- peace. „We learned a lot at this time, also as an environmental organization.“ For example, that „virgin forest“ is often seen differently by some users in Canada, Russia and Finland than it is by Greenpeace. What is deemed an „ecosystem worthy of preservation“ by the environmentalists was often interpreted fundamentally differently on site. Salge: „Especially for foresters, virgin forest is often nothing more than old and thereby poor forest that is mature and needs to be harvested before it decays.“ It is within this area of tension that the forest protectors and forest users, Greenpeace and Axel Springer SE are mo- ving in an ongoing dialog. „It is a demanding and also a painful process,“ Florian Nehm sums up today. Sometimes one side has to back down from its maximal demands, sometimes the other. Greenpeace also knows that solutions must be viable: not only for the forest. Also for companies, forest workers and local residents, trade unions and other NGOs. All stakeholders want to benefit in the end. „And fair moderated dialog is the only way to this goal“ emphasizes Florian Nehm.
From 1995, the publishing house extended its contracts with paper suppliers to include so-called forestry standards, with the company sporadically reviewing compliance on site. Axel Springer SE at- taches great importance to sustainability. This means: Biodiversity must be ensured, so that animal and plant species are not endangered by forest use. Paper manufacturers must perform eco-controls as purchasers of timber and provide employees with environmental training.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Taking consideration of indigenous peoples such as the Sami in Northern Scandinavia is also a part of forestry standards, as is an open information policy by paper suppliers. Furthermore, the publisher attaches great value to the fact that no more timber is harvested than will re-grow. The forestry stan- dards do not go far enough for Oliver Salge in this point. „We are talking about economic sustainability from the perspective of forestry experts. In environmental terms, with eye on valuable habitats, you cannot simply replace a tree with a new tree.“ Nevertheless: For Salge, the Springer company‘s forestry standards are „important results“. And he adds: „Despite the intensity of the debate with Axel Springer SE, we never had the feeling they only wanted a greenwashing from Greenpeace.“ He emphasized in particular: „The discussions with Springer had substance and were conducted with seriousness.“
No cozying up
This form of competent and ho- nest dealings with one another is frequently lacking with other com- panies. Oliver Salge, who studied economics and social sciences, cited the negative example of a meeting between the environmen- talists and a large food manufactu- rer, which took place recently. The contact was initially reduced to the exchange of letters between the management of the corporation and the Greenpeace management. Then, Greenpeace started looking for a discussion. This discussion did indeed take place, but the bottom Studying Canadian forestry maps in the Hamburg Greenpeace headquarters. line however, was that it was redu- ced again to a kind of exchange of letters. „We were handed a letter which stated that the corporation declared its support for the environment and that virgin forest should be preserved – period. No answer was forthcoming to the Greenpeace inquiry, as to what the company intends to do to emphasize the demands in countries such as Indonesia.“ All of the Greenpeace pro- posals – for example to send a letter to the ambassadors of the respective countries – were ignored by the company representatives. Oliver Salge is irritated by such behavior: „The leading figures in such a powerful company naively think that you can simply write a letter to Greenpeace, and then they will just settle down and be quiet and everything will be fine!“ It is the result of a discussion that is important for Greenpeace. „And nothing came of this contact with the corporation! The management was only inte- rested in absolution.“ This behavior reflects uncertainty in dealing with the feared opponent Greenpeace. It attests to the almost pitiful helplessness of the group management concerned.
Much has changed since 1993, not only in the relationship between Axel Springer and Greenpeace. The annual report of the Finnish paper company Stora Enso – an Axel Springer SE paper supplier – includes a photo of Jouko Karvinen, CEO of the Group, in conversation with Oliver Salge. The issue is a longstanding conflict concerning ecologically sensitive forest areas, whose protection is demanded in Northern Finland. Karvinen praises the „open dialog“ with Greenpeace.
Negotiations in Canada and Northern Finland
The tenacity of the paper customer Axel Springer certainly also contributed to the reaching of an ag- reement after many years of debate in this virgin forest conflict in Northern Finland. 100 000 hectares of forest have been taken out of use here, 17 000 hectares continue to be cultivated. „From our perspec- tive this is a good compromise“, says Oliver Salge. „In addition all of the NGOs are backing this solution – including the Sami, whose land is directly affected.“
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
A process does not always end with such a success. In the Canadian province of British Columbia for example, there are local environmental groups who expected more from Greenpeace and at the end are even angry with Greenpeace. „This is unjustified and it hurts“, says the forestry expert. „At the end of a process like this, you can never ensure that all parties are completely happy. Ultimately it comes down to an acceptable compromise. Greenpeace is not against the timber industry – we want a good timber industry.“
In the search for acceptable solutions for environmental and social sustainability, the paper user Axel Springer and Greenpeace still occasionally give each other „a hard time“. Florian Nehm: „We don‘t cozy up to them. But when analyzing the risks, opportunities and trends of sustainable logging worldwide, the regular exchange of ideas with a critical environmental organization such as Greenpeace is a very important element.“
The wind is blowing fiercely, the Elbe is troubled. Now and then a patch of blue sky appears and the scene is immersed in bright sunlight. Meteorologically Hamburg is showing itself from its dramatic side. In spite of the unsettled weather, Oliver Salge wants to show Florian Nehm the Canadian Indians‘ totem pole. The environmentalists transported the raw trunk by ship across the Atlantic to the Elbe. „It was then carved by indigenous Canadians into a totem pole over a number of months during a protest trip to German paper manufacturers and paper buyers in Germany more than ten years ago,“ says Salge. The totem now stands on the waterfront just behind the Greenpeace headquarters on the Grosse Elbs- trasse.
„We were given this totem pole by the indigenous Canadian people – the Indians“, Salge declares proudly. He comes across as very gentle, as he says: „They ceremoniously thanked Greenpeace for its commitment.“ Both men touch the old, dried-out wood of the totem. „We need a corporate culture, managers who take more responsibility for the environment...“, the wind freshens taking Oliver Salge‘s words away with it.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
How a resource confl ict can be resolved.
Front page of Greenpeace documentation: „Confl ict Resolution and British Columbia‘s Great Bear Rainforest“. This report documents the origins, escalation and easing of a major dispute about the balance between the use and protection of tem- perate rainforests in British Columbia.
On the west coast of Canada in March 2009, an ongoing negotiation process to fi nd a balance bet- ween the use and protection of temperate rainforests which had lasted almost 15 years was success- fully concluded. Participants included the provincial government of British Columbia, representatives of numerous Indian tribes, environmental organizations, the inhabitants of remote communities and a number of large companies from the wood, pulp and paper sector.
As customers of paper manufacturers that import cellulose from British Columbia, German magazine publishers, including Axel Springer SE, are also directly involved in this stakeholder process.
Under the title „Confl ict Resolution and British Columbia‘s Great Bear Rainforest“, a 30 page docu- mentation about overcoming what at times was a violent confl ict was published in agreement with Greenpeace. It also includes valuable insights into the factors that can help to resolve confl icts for natural resources.
Among the most important recommendations are
1. Time, patience and a willingness to understand the other positions 2. Professional mediation and carefully documented minutes of meetings 3. A readiness to admit your own mistakes promptly 4. The ability to offer constructive alternatives 5. The potential inclusion of all stakeholders affected
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Our Responsibility as a Media Company
Responsibility at Axel Springer has many facets: a clear position, journalistic independence, energy efficiency of IT systems, data protection and the safeguarding of social and ecological standards.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Journalistic independence
Illustration from the Code of Conduct of Axel Springer SE. The Code of Conduct also includes the Guidelines for Safeguar- ding Journalistic Independence at Axel Springer. (Illustration: Code of Conduct/Axel Springer SE)
Stories are no longer simply printed on paper, but above all are told online using multimedia, and are thus adapted to refl ect changes in readers‘ usage behavior. Axel Springer is a pioneer in Germany, de- veloping business models for journalism in the digital world. For professional quality journalism costs money.
Axel Springer launched the so-called Premium Initiative in 2009 with the aim of establishing paid journalistic content on the stationary and mobile Internet. Paid services were initially introduced on smartphones and tablets. The speed of implementation and innovative strength at Axel Springer paid off here as well: This is why the fi rst German iPad app came from DIE WELT. DIE WELT launched new subscription models for its digital services as well as a payment model for its web page at the end of 2012, thereby resolutely pursuing the Premium Initiative. And BILD presented the new brand subscrip- tion BILDplus for the fi rst time in May 2013. BILD was thus energetically following Axel Springer‘s digitization strategy with the new payment model.
„Independent journalism in the digital world only has a chance of survival if it is fi nanced through advertising and circulation revenues, as is the traditional print business,“ Andreas Wiele, President Marketing Models and Classifi ed Ad Models, said at an event in the Axel Springer Building in Berlin in May 2013.
The editors-in-chief and publishing directors of Axel Springer developed guidelines to safeguard journalistic independence, which specify and extend the company’s understanding of the journalistic principles contained in the Press Code of the German Press Council. The guidelines deal with the dis- tinction between advertising and editorial copy as well as between editors’ personal and professional interests, prohibit the exercise of personal advantage and defi ne a position with respect to the treat- ment of sources as well as to press trips.
The menu bar on the right leads to the company‘s guidelines for safeguarding journalistic indepen- dence as well as to the institutions and initiatives which Axel Springer SE supports – from the volun- tary self-monitoring of the press, the European Charter on Freedom of the Press to the „Hamburg Declaration on the protection of intellectual property on the Internet“.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Guidelines of Journalistic Independence
Preamble
Editors at Axel Springer SE are aware of the responsibility they have for information and opinion-for- ming in Germany. Independence is the indispensable foundation of their work.
The guidelines specify the understanding of the publishing principles of the press code of conduct issued by the German Press Council for Axel Springer. Observance of the guidelines by all editors in their journalistic endeavors safeguards the general conditions that make independent and critical jour- nalism possible at Axel Springer.
The editors-in-chief are responsible for the observation and implementation of the guidelines in the company’s day-to-day activities.
Advertising
Point 7 of the Press Code requires publishers and editors to make a clear distinction between editorial text and advertising copy and points out the need to adhere to the regulations for paid advertising.
The journalists at Axel Springer
• shall ensure, together with the management of the publishing house, that a distinction is made between advertising and editorial material. Advertisements must not create the impression, through their overall design or major components, that they are part of the editorial material of the title. Special attention must be given to using different typography. If there is any doubt, the advertisement must be marked as such clearly and in sufficiently large type.
• shall resist attempts by advertisers or interested parties to influence content, and enter no agree- ments that might compromise their independence as journalists. Merchandising campaigns and media partnerships must be identified as such where necessary.
Personal and business interests
It is part of the responsibility of the press towards the public that journalistic publications should not be influenced by the personal or business interests of third parties or the personal financial interests of the editors themselves.
This is the subject of Points 6 and 7 of the Press Code.
The journalists at Axel Springer
• shall not report on persons with whom they have a close relationship, especially family members, in the form of copy or photographs unless there is an objective reason for doing so that has been appro- ved by their superior.
• shall not use their reporting to obtain benefits for themselves or others.
• shall consult their superior if the membership of or the holding of an office or a seat in a society, poli- tical party, association or other institution, investment in a company, permitted secondary employment or through a relationship with persons or institutions the impression might be created that the neutra- lity of their reporting on such societies, political parties, associations, persons or other institutions is thereby compromised.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
• shall take special care to meet the legal and professional obligations of the press with regard to in- side information as set forth in the German Press Council’s publication “Journalistic ethics concerning inside and other information with a potential effect on security prices”.
Invitations and gifts
Point 15 of the Press Code is concerned with personal benefit as a danger to independent journalism. Even the appearance that journalists’ freedom of decision might be impaired by the acceptance of invitations or gifts should be avoided.
The journalists at Axel Springer
• shall ensure that all costs (travel expenses, entertainment etc.) incurred in the course of their re- search are paid by the editorial office. Any exceptions must be approved by the editor-in-chief and accordingly identified in the report.
• shall not accept any gifts that constitute a personal benefit, or – if acceptance is impossible to refu- se – to pass them on to the company, which will then give them to a charity.
Treatment of sources
The journalist’s duty of care in the treatment of information sources is extremely important for journa- listic work and the public’s opinion of the press. Point 2 of the Press Code regulates the treatment of sources in addition to the existing legal provisions.
The journalists at Axel Springer
• shall in all cases make sure that interviews are authorized verbally or in writing by the person inter- viewed, even if time is very short, unless other agreements are documented.
Status: July 02, 2012
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Principles for the Freedom of the Press
„Media and journalists have a right to unimpeded access to all news and information sources. The public of any state shall be granted free access to all national and foreign media and sources of information.“ (Source of illustration: Code of Con- duct/Axel Springer SE; Source of text: „European Charter on Freedom of the Press“)
48 editors-in-chief and senior journalists from 19 countries adopted the fi rst „European Charter on Freedom of the Press“ on 25 May 2009 in Hamburg. This Charter formulates principles for the free- dom of the press from government intervention, and in particular for their right to safety from surveil- lance, electronic eavesdropping and searches of editorial departments and computers, and to unim- peded access for journalists and citizens to all domestic and foreign sources of information.
The Charter was subsequently notifi ed to the EU Commission in Brussels, in order to assert its validity throughout the Community and to make its adoption a condition in EU accession negotiations.
European Charter on Freedom of the Press
Article 1: Freedom of the press is essential to a democratic society. To uphold and protect it, and to respect its diversity and its political, social and cultural missions, is the mandate of all governments.
Article 2: Censorship is impermissible. Independent journalism in all media is free of persecution and repression, without a guarantee of political or regulatory interference by government. Press and online media shall not be subject to state licensing.
Article 3: The right of journalists and media to gather and disseminate information and opinions must not be threatened, restricted or made subject to punishment.
Article 4: The protection of journalistic sources shall be strictly upheld. Surveillance of, electronic eavesdropping on or searches of newsrooms, private rooms or journalists’ computers with the aim of identifying sources of information or infringing on editorial confi dentiality are unacceptable.
Article 5: All states must ensure that the media have the full protection of the law and the authorities while carrying out their role. This applies in particular to defending journalists and their employees from harassment and/or physical attack. Threats to or violations of these rights must be carefully investiga- ted and punished by the judiciary.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Article 6: The economic livelihood of the media must not be endangered by the state or by state- controlled institutions. The threat of economic sanctions is also unacceptable. Private-sector compa- nies must respect the journalistic freedom of the media. They shall neither exert pressure on journalis- tic content nor attempt to mix commercial content with journalistic content.
Article 7: State or state-controlled institutions shall not hinder the freedom of access of the media and journalists to information. They have a duty to support them in their mandate to provide informati- on.
Article 8: Media and journalists have a right to unimpeded access to all news and information sour- ces, including those from abroad. For their reporting, foreign journalists should be provided with visas, accreditation and other required documents without delay.
Article 9: The public of any state shall be granted free access to all national and foreign media and sources of information.
The government shall not restrict entry into the profession of journalism.
Further information can be found at www.pressfreedom.eu.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Declaration on the protection of intellectual property
„The Internet offers immense opportunities to professional journalism. But only if the basis for profi tability remains secure throughout the digital channels of distribution. This is currently not the case.“ In 2009, the European Publishers Council (EPC), of which Axel Springer SE is also a member, pre- sented the EU Commission the „Hamburg Declaration on the protection of intellectual property“. The declaration is supported by the World Association of Newspapers and News Publishers‘ (WAN-IFRA) and has in the meantime been signed internationally by a large number of publishers and publishing managers.
Hamburg Declaration on the protection of intellectual property
„The Internet offers immense opportunities to professional journalism. But only if the basis for profi tability remains secure throughout the digital channels of distribution. This is cur- rently not the case.
Numerous providers are using the work of authors, publishers and broadcasters without paying for it. Over the long term, this threatens the production of high-quality content and the existence of independent journalism.
For this reason, we advocate strongly urgent improvements in the protection of intellectual property on the Internet. Universal access to websites does not necessarily mean access at no cost. We disagree with those who maintain that freedom of information is only establis- hed when everything is available at no cost.
Universal access to our services should be available, but going forward we no longer wish to be forced to give away property without having granted permission.
We therefore welcome the growing resolve of federal and state governments all over the world to continue to support the protection of the rights of authors, publishers and broad- casters on the Internet.
There should be no parts of the Internet where laws do not apply. Legislators and govern- ments at the national and international level should protect more effectively the intellectual creation of value by authors, publishers and broadcasters. Unauthorized use of intellectual property must remain prohibited whatever the means of distribution.
Ultimately, the fundamental principle that no democracy can thrive without independent journalism must also apply to the World Wide Web.“
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
The first signatories included Frederic Aurand (Groupe Hersant, France), Francisco Balsemão (Impre- sa, Portugal), Carlo De Benedetti (Editoriale L‘Espresso, Italy), Carl-Johan Bonnier (Bonnier, Sweden), Oscar Bronner (Der Standard, Austria), Bernd Buchholz (Gruner + Jahr, Germany), Hubert Burda (Burda Media, Germany), Mathias Döpfner (Axel Springer SE, Germany), Hanzade Dogan (Milliyet, Turkey), Stefan von Holtzbrinck (Verlagsgruppe Georg von Holtzbrinck, Germany), Patrick Morley (Te- legraaf Media Group, The Netherlands), James Murdoch (News Corporation Europe and Asia), Horst Pirker (Styria, Austria), Didier Quillot (Lagadére, France), Gavin O‘Reilly (Independent News and Media, Ireland), Michael Ringier (Ringier, Switzerland), The Viscount Rothermere (Daily Mail and General Trust, Great Britain), Ian Smith (Reed Elsevier, Great Britain/The Netherlands), Hannu Syrjanen (Sanoma, Finland), Robert Thomson (Dow Jones and Wall Street Journal), Giorgio Valerio (RCS Quotidiani, Italy) and Christian Van Thillo (de Persgroep, Belgium).
Dr. Mathias Döpfner, Chief Executive Officer of Axel Springer SE, said: „I am pleased with this inter- national appeal by publishers. It is an important step in the interests of the global Internet community. The Internet is not the enemy, but rather the future of journalism, providing intellectual property is also respected in the digital world. There are above all two objectives: A fair share of the revenues gene- rated by those who are commercially exploiting our content, and in addition, the development of a market for paid content in the digital world. We are confident that the representatives of search engi- nes and other aggregators will also want to join us in recognizing, developing and sharing together the market opportunities for legitimate paid content in the Internet.“
WAN-IFRA president Gavin O‘Reilly said: „We are continuing to attract an increasingly larger audience for our content. But, unlike the Print or TV business models we are not making any money from our content. This is an untenable situation. Publishers failing will benefit no-one, least of all consumers, or indeed the search engines and other aggregators who currently make huge profits on the back of our intellectual property.“
EPC president Francisco Pinto Balsemão added: „A fundamental safeguard of democratic society is a free, diverse and independent press. Without control over our intellectual property rights, the fu- ture of quality journalism is at stake. And at the same time our ability to provide our consumers with quality and varied information, education and entertainment on the many platforms they enjoy. With this declaration we call on governments worldwide to support the copyright of authors, publishers and broadcasters on the Internet.“
You can find the full text of the „Hamburg Declaration“ at www.hamburgdeclaration.org.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
What is product responsibility all about?
A colorful and diverse media world has gathered under the Axel Springer umbrella. No matter whether the medium is online, print or audiovisual carrier – the media brands and their respective journalistic copy are the center of attention. (Source: Axel Springer SE)
The core business of Axel Springer is informative and entertaining journalism, whatever the media channel. The offering encompasses a broad range of printed and digital media.
By product responsibility Axel Springer SE refers to the responsibility that the company takes with regard to its media products. This consists fi rst and foremost of journalistic independence, care in the treatment of sources, data protection, media protection of young persons, the safeguarding of social and ecological standards, and compliance with justice and the law.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Prize winning journalists at Axel Springer SE
Axel Springer Prize for Young Journalists 2013: Team 11 of the Axel Springer Akademie was voted by an independent jury into second place in the Internet category. Their web project „ZOOM Berlin – The hyperlocal project on Oranienstrasse“ takes a close look at Kreuzberg‘s Oranienstrasse under the motto „The city. A street. Your life.“ (Photo: Axel Springer SE)
A large number of journalists‘ prizes are awarded in Germany. They are awarded by associations, ins- titutions, business and private initiatives, among others. A large number of journalists from Axel Sprin- ger SE received awards for their work in 2012 and 2013. Here is an overview of the German prizes.
2013
The Axel Springer Prize for Young Journalists
Team 11 from the Axel Springer Akademie won 2nd place in the Axel Springer Prize in the Internet category with their web project „ZOOM Berlin – The hyperlocal project on Oranienstrasse“. Team 11 from the Axel Springer Akademie: Matthias Bannert, Til Biermann, Ricarda Biskoping, Christin Boh- mann, Benjamin Doerfel, Viktoria Dümer, Stefanie Enge, Alexandra Grauvogl, Lena Kappei, Moritz Leihkamm, Nadja Lucas, Stefan Mair, Lucas Negroni, Henrik Neumann, Inga Pylypchuk, Victor Reich- ardt, Anja Richter, Evelyn Rosar, Julia Szyndzielorz, Jan Vollmer
http://zoom-berlin.com/
German Reporter Award
Three colleagues from the BERLINER MORGENPOST and the WELT am SONNTAG received the Ger- man Reporter Award. Eva Sudholt was honored in the category „Best local report“ for her feature „My friend Jürgen“ („My friend Jürgen“). Die WELT editors Benjamin von Stuckrad-Barre and Hajo Schu- macher won in the „Best Interview“ category for their discussion with theater director Jürgen Flimm and CDU politician Jörg Schönbohm, „Ohne unsere Frauen wären wir jetzt tot“ („Without our wives we would now be dead“).
„Mein Freund Jürgen“ Berliner Morgenpost: 04.08.2013
„Ohne unsere Frauen wären wir jetzt tot“ WELT am SONNTAG: 23.06.2013
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Theodor Wolff Award
Journalists from the HAMBURGER ABENDBLATT and the WELT were honored in September with the prestigious Theodor Wolff Award. Jan Haarmeyer was awarded the journalism prize for his article „Im Namen des Volkes, auf Kosten des Kindes“ („In the name of the people, at the expense of the child“), the story of a couple fighting for custody of a traumatized foster child. Robin Alexander received the honor for his essay „Auf den Herd gekommen“ („Gone to the stove“), an incisive and in-depth analysis of the „Herdprämie“ (stay-at-home parenting credit).
„Im Namen des Volkes, auf Kosten des Kindes“ Hamburger Abendblatt: 08.06.2012
„Auf den Herd gekommen“ DIE WELT: 11.11.2012
The Friedrich-August-von-Hayek-Stiftung Journalism Prize
Dorothea Siems, Senior economic policy correspondent at DIE WELT, was awarded the prestigious Journalism Prize of the Friedrich-August-von-Hayek-Stiftung.
Rocco Clein Prize
Frédéric Schwilden from ROLLING STONE was awarded the Rocco Clein Prize, a tribute to young music journalists. Schwilden had described in a tour report in ROLLING STONE, how the once-ce- lebrated British band Art Brut is coping with having arrived back in small clubs eight years after their biggest hit.
„ART BRUT: Eine Band auf Reisen“ (A band on the road) Rolling Stone: 30.09.2013
2012
The Axel Springer Prize for Young Journalists
Michael Bee wins the prize in the Print/Local and Regional articles category with his article: „Abschied mit einem Knall“ („Farewell with a bang“). He has been an online editor of the Berliner Morgenpost since 2012.
„Abschied mit einem Knall“ Berliner Morgenpost: 20.11.2011
Britta Stuff wins in the Weekly/Monthly publications category with her contribution: „Herr Schröder will es allen zeigen“ („Mr Schröder wants to show everyone“). Britta Stuff works as an editor in the Miscel- laneous/Reports department at Die WELT and WELT am SONNTAG.
„Herr Schröder will es allen zeigen“ Welt am Sonntag: 14.03.2011
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Theodor Wolff Award
Philip Cassierfrom the BERLINER MORGENPOST received the award for his feature „Eine Dosis jüdi- sches Penicillin“ („A dose of Jewish penicillin“).
„Eine Dosis jüdisches Penicillin“ Berliner Morgenpost: 23.10.11
Henri Nannen Prize
For the article „Wirbel um Privatkredit – hat Wulff das Parlament getäuscht?“ („Fuss about Personal Loan – Did Wulff deceive Parliament?“) from 13 December 2011, the BILD editors Martin Heidemanns and Nikolaus Harbusch were awarded the Henri Nannen Prize in the category „Best investigative per- formance of the Year“.
„Wirbel um Privatkredit – hat Wulff das Parlament getäuscht?“ BILD: 13.12.2011
Ludwig Erhard Prize
This year, the Ludwig Erhard Foundation awarded Tina Kaiser, economic correspondent for the WELT Group in London with its Prize for Economic Journalism. She received the prize for her article „Die Bilanzenversteher“ („Those who understand balance sheets“) which appeared in the WELT am SONN- TAG.
„Die Bilanzenversteher“ WELT am SONNTAG: 27.03.2011
„Media Prize for Politics“
The German Bundestag awarded its „Media Prize for Politics 2012“ to the HAMBURGER ABEND- BLATT. Volker ter Haseborg, Karsten Kammholz and Lars-Marten Nagel accepted the award on Wednesday evening from Norbert Lammert at the President of the Bundestag‘s press reception. They and their colleague from Kiel, Ulf B. Christians, were honored for the dossier „Feind, Todfeind, Partei- freund“ („Enemy, Arch-Enemy, Fellow Party Member“) about the fall of former Schleswig-Holstein CDU top candidate Christian von Boetticher.
„Feind, Todfeind, Parteifreund“ HAMBURGER ABENDBLATT: 29.12.2011
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Media Protection of Young Persons
The task of Media Protection of Young Persons is to protect children and adolescents from influences from the adult world, which are likely to impair the development of young people as independent and active members of the community, or even to threaten this development.
Axel Springer SE respects the legal requirements of the Media Protection of Young Persons and bey- ond that also pays attention to self-imposed obligations, such as those in Germany imposed by the German Advertising Standards Council and the German Press Council:
Rules of Conduct of the German Advertising Standards Council: www.werberat.de/Grundregeln
Press Code of the German Press Council: www.presserat.info/pressekodex
This applies both to our own editorial articles as well as to the content of advertisements from our advertisers which are distributed. The editorial offices select the journalistic topics and the nature of their presentation so that no undesirable influence on young people need be feared. Publications targeting young readers are carefully designed according to age. Content that is potentially relevant to the protection of minors is, in cases of doubt, either not distributed at all, or distributed exclusively in publications determined as inaccessible for children and adolescents.
Further information on Media Protection of Young Persons
The right of freedom of expression, the right to information and the freedom of the press are expressly limited in article 5 of the German Basic Law by the provisions for protection of young persons. The Youth Protection Act restricts the supply and advertising opportunities for objects that have been indexed by the Federal Review Board for Writings Harmful to Young Persons in Bonn, or are seriously liable to corrupt the young.
The Review Board is usually active on request.
Titles with content that is harmful to minors are also known as age-restricted items. They may not be displayed in stores that are accessible for young people, and may only be sold to adults. In regular press retailing they are only offered „under the counter“.
If a freely distributable title is designated as harmful to minors, it is entered into the so-called index. If two issues of a periodic title are entered within 12 months, the title may remain on the Index for three to 12 months and may not be freely distributed during this time. In case of a breach of the provisions, not only the publisher but also the retailer can be held responsible.
Writings which contain glorifications of violence according to § 131 of the German Criminal Code (StGB) or so-called hard-core pornography according to § 184 III, are subject to a general sales ban and may not be distributed. Advertising these writings is also prohibited.
With the proliferation of electronic media in the press retail trade – such as floppy disks, CDROMs or DVDs – the question of Media Protection of Young Persons was also extended to include these products and thus includes all the media referred to in the law as carrier media. In 1995, publishers, wholesalers, railway station bookshops and the retail sector founded „Voluntary Self-Regulation in Press Distribution“, DT Control for short, which upon request reviews the contents of such media prior to their being offered on the market in regard to their compatibility with youth protection regulations. This has also applied in particular since 01.04.2003 to questions of age labeling, as well as material
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with a potentially undesirable impact on young people in the sense of § 12 para. 5 Youth Protection Act. The age specifications for diskettes, CD-ROMs, DVDs and videos are to be observed even when the data carriers appear as supplements in association with newspapers or periodicals. The designa- ted age restrictions also apply to computer games. For full versions of PC games or feature films, the data media and its cover must clearly indicate the age restriction. These so-called „age cohorts“ for full versions are issued by the Voluntary Self Regulation of the Movie Industry (FSK ) or the Entertain- ment Industry (USK). Free gifts including demo versions of PC games or movies are permitted only if the carrier is accom- panied by a note from the vendor, which makes it clear that an organization of voluntary self-regulation has determined that these extracts will not have a potentially undesirable impact on young people. Wholesale and retail trade are required to only distribute approved data carriers to avoid facing crimi- nal proceedings and seizures.
Extracts from the VDZ Distribution Glossary © VDZ Zeitschriften Akademie GmbH
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Data Protection
General implementation of data protection at Axel Springer SE
I. Training and Counseling
At Axel Springer, competent data protection counseling within the Group enables us to explain to our employees the safe handling of customer data preventively through training courses and seminars as well as operationally through our daily business operations. For this we have both the company data protection officer as well as experts in the legal department.
II. Project support
From our point of view data protection starts right from the planning stage of services and products. That is why Axel Springer calls for early data protection counseling for the concept of a project and ongoing project support, so as not only to ensure the implementation of legal requirements, but also, in order to be able to offer its customers a product that is both appealing as well as safe to use.
III. Media skills and informational self-determination
Knowledge of data protection increases media literacy, and thus also the protection of the data of each individual. This is why we provide information to our customers about data processing at Axel Springer. In addition, we offer regular editorial articles on the protection and the security of data in our print and online services (e.g. www.computerbild.de/sicherheitscenter/). In this way, each individual can exercise his right to informational self-determination. You can find a small selection of our editorial articles here:
• „Ten Tips for secure WLAN“ • „How to create secure online passwords“ • „These security suites fight the new viruses“ • „These weapons can defeat the NSA spies“ • „The dangers of Facebook: This is what you must be aware of!“ • „The COMPUTER BILD scam protection service“
IV. Membership and Data Protection Associations
We are also a member of various associations and organizations, which apply themselves to the ob- servance and implementation of data protection:
• The German Association for Data Protection and Data Security (GDD) • Association of German Magazine Publishers Association (VDZ) • Federal Association of German Newspaper Publishers (BDZV)
Use and disclosure of personal data
The protection of personal data is important to us. As a rule, you can visit all of the pages at nachhal- tigkeit.axelspringer.de, without us requiring personal data from you. All of the personal data collected is processed and used according to the German provisions for the protection of personal data.
Generally speaking, we need your personal data in order to reply to your queries or provide you ac- cess to special information or offers, such as our newsletter or media subscriptions. We do not collect any personal data through our website without your consent. Should this be necessary, we will inform you and obtain your consent. We will not sell or otherwise market your personal data to third parties.
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We will collect personal data only with your consent and only in the following cases:
• Subscription to the Newsletter • Feedback Forms • Orders of brochures • Applications
Depending on the purpose, name, address, gender, date of birth, telephone number, fax number and e-mail address are collected and saved.
Statutory deadlines for the deletion of data
The deletion of the data occurs after the expiry of the legal, statutory or contractual retention periods. Provided that data are not affected by this, they will be deleted when their designated purposes cea- ses to apply.
Automatic collection of non-personal information
Google Analytics
This website uses Google Analytics, a web analytics service provided by Google, Inc. („Google“). Google Analytics uses so-called „cookies“, which are text files placed on your computer, to make an analysis of how you use the the website possible. The information generated by the cookie about your use of the website are generally transmitted to and stored by Google on a server in the United States. In case IP anonymisation is activated on this website, your IP address will be truncated within the area of Member States of the European Union or other parties to the Agreement on the European Economic Area. In exceptional cases only, the complete IP address is transfered to a Google server in the USA and truncated there. Google will use this information on behalf of the operator of this website for the purpose of evaluating your use of the website, compiling reports on website activity for web- site operators and providing them other services relating to website activity and Internet usage. The IP address, that your browser transmits within the scope of Google Analytics, will not be associated with any other data held by Google. You may refuse the use of cookies by selecting the appropriate settings on your browser, however please note that if you do this you may not be able to use the full functionality of this website. You can also prevent the collection of data generated by the cookie and related to your use of the website (including your IP address) for Google, as well as the processing of this data by Google, by downloading and installing the browser plugin available at the following link: http://tools.google.com/dlpage/gaoptout?hl=de. You can find Google‘s privacy policy here: http:// www.google.com/intl/de/policies/privacy/#information.
Links to other websites
Upon leaving the websites of Axel Springer SE, you will be informed by an „external link“ (a new brow- ser window opens) that you are accessing a different provider.
Axel Springer SE uses a number of Twitter accounts. Twitter is a microblogging service provided by the American company Twitter, Inc. (1355 Market Street, Suite 900, San Francisco, CA 94103).
If you actively use Twitter yourself and post a tweet, we can also see it if you have made it accessible to everyone or if we follow you on Twitter. We can also see your details on Twitter, if Axel Springer SE follows your tweets. For details on the processing of data by Twitter and visibility settings please refer to the Twitter privacy policy: https://twitter.com/privacy 82
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Security
Axel Springer SE protects the information transmitted to its website with technical and organizational security measures in order to protect personal data from random or deliberate manipulation, destruc- tion or unauthorized access. Axel Springer SE is continuously improving its security measures in line with the latest technological developments.
Right to information and public procedures directory
On request, we will inform you in writing in accordance with applicable law, whether and which perso- nal data we have saved about you.
Please do not hesitate to contact our data protection officer if you have any questions regarding the processing of your personal data:
Andreas Macke Data Protection Officer [email protected]
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The Axel Springer Akademie
The Axel Springer Akademie is Axel Springer SE‘s school of journalism in Berlin and is regarded as the most progressive school of journalism in Germany. It also functions as a further training institute for Axel Springer SE editors. Training to be an editor takes two years. (Source: Axel Springer Akademie)
The Axel Springer Akademie is the most progressive school of journalism in Germany. It combines the advantages of a well-established School of Journalism with those of a classical internship. During their two-year vocational training, the young journalists learn their craft from scratch. The focus is on investigative research and cross-media work. The Akademie, which is also a think tank for the publi- shing house, has received a number of awards for its innovative projects, including the Grimme Online Award, the European Newspaper Award and the CeBit AppStar. Graduates of the Akademie have repeatedly been elected to the Top 30 in their category by medium magazine for journalists.
Concept
As the largest private institution of its kind in Germany, the Axel Springer Akademie every year offers 40 aspiring journalists a sound two-year vocational training course as editors.
The Axel Springer Akademie is the only school of journalism in Europe to publish its own daily paper, WELT KOMPAKT. For the integration of new media in theory and practice it is rated with top marks as „exemplary“ by trade media.
The vocational training has a clear cross-media focus and in its journalistic goals places a high value on language and exclusivity.
Co-operation
The Axel Springer Akademie is the only school of journalism in the world that publishes a newspaper. As part of their vocational training, all the students are fi xed members of the team producing WELT KOMPAKT, which appears in co-operation with the Akademie.
During the six-month practical training phase in the editorial offi ce of WELT KOMPAKT, which works closely with WELT ONLINE, the students become acquainted with the peculiarities and challenges of modern multimedia journalism. Here they can put to use and practice the skills acquired in the fi rst six months of the vocational training. Here they will become familiarized with the cross-media links which are playing an increasingly important role in the age of digital media.
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An important supplement to the cross-media training focus is an online practice block in their second year of training, which all trainee journalists complete in the online editorial office at BILD.DE.
The Axel Springer Akademie has maintained a cooperation agreement since September 2009 with the Graduate School of Journalism of Columbia University, New York, which also awards the Pulitzer Prizes. Every Akademie student takes part in an intensive „Investigative Journalism“ course on the campus in Manhattan.
Extracurricular studies
Vocational training at the Axel Springer Akademie also wants to impart knowledge and values beyond journalistic content. To this end, the trainee journalists can await extracurricular studies in addition to their professional training: At evening events, apart from members of the Akademie advisory board, high-ranking guests hold lectures on topics of current and historical relevance. The students are sub- sequently able to discuss with the guests. A selection of the topics:
• Integration in concrete terms – using the example of Neukölln • Formula 1 – between sport and commerce • Religion and belief – on the situation of churches today • Internal security and the fight against terror • Germany as a research location • Demographic development • Constitutional reform • The European Union • The future of nutrition – nutrition of the future
You will find further information at: www.axel-springer-akademie.de
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„wahllos.de“ digital project
In our everyday lives we constantly have the choice. Something we take for granted. Which is why we often forget what a privilege it is. What would it be like if we suddenly no longer had a choice? A fi lm by Paulina Czienskowski, Susanne Schu- mann (members of Team 13 at the Axel Springer Akademie) and Riza-Rocco Avsar (coach and director at the Axel Springer Akademie) for wahllos.de, the Axel Springer Akademie‘s non-voter portal.(Source: www.wahllos.de)
One month before the 2013 Bundestag elections, the Axel Springer Akademie launched a digital ma- gazine about the largest of all voter groups: the non-voters. At www.wahllos.de, a team of 18 young journalists examines the question of why people have lost faith in politics as more and more Germans become non-voters. The discussion also looks at how they could be won over to politics again.
„Through wahllos.de, the trainee journalists give non-voters a face and a voice. In doing so, they make use of the latest narrative forms of journalism, drawing upon all the opportunities currently offered by multimedia storytelling. This is how they want to make a contribution to the political debate without moralizing,“ explains Marc Thomas Spahl, Director of the Axel Springer Akademie.
One of the highlights of the website is its elaborate multimedia coverage „Auf der Strecke“ („On the road“). While scrolling through a long text, links appear to videos, high-quality photographs and gra- phics. In the report „Auf der Strecke“, an 18-year-old reporter and fi rst-time voter tells of her road trip throughout Germany – of the search for non-voters and encounters with top-ranking politicians.
With an interactive graphic designed by one of the young journalists, users can also inform themsel- ves playfully about the percentage of non-voters in the various sectors of the population. wahllos.de is supplemented by interviews with scientists, politicians and celebrities as well as with background reports, analyses and a multimedia discussion platform, on which the user may not only take part by posting comments, but can also post videos. The project is rounded off by a video essay – an intellec- tual game based on the question: „What if we had no choice?“
You can fi nd more information at www.wahllos.de.
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Web project on press freedom in Germany
Germany without the freedom of the press - inconceivable? This video and the www.20zwoelf.de website try to fi nd answers. Press freedom is taken for granted by young people in particular. And yet the infl uence on free reporting is cons- tantly increasing. 20zwoelf takes a closer look at a fundamental right. (Source: 20zwoelf)
The Axel Springer Akademie, Germany‘s most progressive school of journalism, launched an on- line magazine on press freedom in Germany in January 2012. On the website www.20zwoelf.de, 20 young journalists examined the issue of media freedom in Germany in 2012 under the motto „Write it loud!“. With the aid of numerous background reports, interviews and videos, they documented how often attempts are made to infl uence independent reporting. They also portrayed people who cham- pion the fundamental right of freedom of the press in Germany. The site was complemented by the „20zwoelfBlog“, which intends to establish itself as a forum for debate on this topic.
They discussed the importance of defending press freedom with BILD am SONNTAG reporter Marcus Hellwig in his fi rst interview following his release from four months of captivity in an Iranian prison. The limits to the freedom of the press were also discussed on the website, for instance in an exclusive debate between BILD editor-in-chief Kai Diekmann and the media lawyer Christian Schertz.
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The „Women in Media Award“ 2013
The „Women in Media Award“ is presented for outstanding term and fi nal papers by women, who have dedicated them- selves to the trends of digital and cross-media marketing. The prize was awarded for the fi rst time in 2013. (Photo: Axel Springer SE)
The „Women in Media Award“ was presented for the fi rst time in 2013; it is aimed at students, gra- duates and fi rst-time employees and awarded for outstanding term and fi nal papers by women, who have dedicated themselves to the trends of digital and cross-media marketing. The award sup- ports the Group‘s in-house „Chancen:gleich!“ („Opportunities:equal!“) project, designed to advance women‘s careers within the company.
The award is presented by Axel Springer Media Impact and Axel Springer‘s Personnel Development. In 2013 the prize was awarded to Julia Heinrich for her paper „The rise of the creative user?“. The 28-year-old is studying Strategic Management, Media and Music at Hanover University of Music, Dra- ma and Media. In her paper she analyzed the participants of musically based co-creation based on the example of talenthouse.com.
Sirka Laudon, Head of Corporate Personnel Development at Axel Springer: „We are always on the lookout for the talent of tomorrow and are pleased with the numerous particularly good papers which were submitted for the ‚Women in Media Award‘. Julia Heinrich fi nally prevailed: The innovative ap- proach of the application she submitted impressed the jury, her sales presentation exceeded even our expectations.“
A panel of experts reviewed the contributions submitted with regard to their relevance, innovative energy, economic viability and practical feasibility.
Further information about the award can be found at www.women-in-media-award.de.
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The Frank Elstner Masterclass
Frank Elstner with the fi rst Masterclass participants. The Frank Elstner Masterclass is a journalistic school for presenters of Web-TV at the Axel Springer Akademie. (Photo: Axel Springer SE)
In March 2013 the fi rst Frank Elstner Masterclass started in Berlin, a journalistic school for presenters of web TV at the Axel Springer Akademie. The 15 participants completed a six month presenter‘s training course with Frank Elstner and at the same time attended a basic journalism training course. Guest lecturers, including Christian Ulmen, Nazan Eckes and Benjamin von Stuckrad-Barre supple- mented the program. Ten participants were originally planned for the course. Marc Thomas Spahl, Director of the Axel Springer Akademie: „We received around 1600 applications and were overwhelmed by the response and the quality of the applicants. That is why we decided to increase the number of places.“ Frank Elstner: „We selected 15 wonderful people. I am now looking forward to the intensive individual training with them, during which we also want to develop suitable web TV formats.“ Apart from a minimum age of 18 years, as well as talent and passion there were no entry require- ments for the application. Three short videos demonstrating various tasks had to be submitted. The best candidates were then invited for screen tests in a television studio. During the Frank Elstner Masterclass, the trainee presenters each developed their own web TV for- mats. These are currently being implemented with help from Axel Springer – in 2014 www.zuio.tv will be launched, a web TV channel run by a former trainee presenter.
The Masterclass students produced their fi rst contributions in fi ve groups as part of the 2013 Technology Week. The topic of the week was the papal election: What will the 10 Commandments of the modern era look like? Here is the highest ranking video from the three trainee presenters Simon Bus, Stefanie Schmidts and Julia Meise. (Source: Frank Elstner Masterclass) 89
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The 2013 Axel Springer Prize for Young Journalists
The Axel Springer Akademie awarded the Axel Springer Prize for Young Journalists for the 22nd time in 2013. This video was used to open the awards ceremony. Former award winners relate how the prize helped to advance their careers, which fashion faux pas they committed, where they celebrated and why everything is even funnier now. (Source: Axel Springer SE)
The Axel Springer Prize for Young Journalists was established in 1991 by Axel Springer SE and the heirs of the company‘s founder. The prize is aimed at authors who were not older than 33 when their contributions were published. The reason for this is the desire of the sponsors to support budding journalists and to encourage special achievement.
The Axel Springer Prize for Young Journalists was awarded in Berlin for the 22nd time in 2013. The Axel Springer Prize for Young Journalists is one of the most important awards for young journalists in Germany, Austria and Switzerland. The four independent juries awarded a total of 54,000 euros in prize money to twelve contributions in the Internet, Television, Radio and Print categories before an audience of 400 invited guests from the media, culture and politics.
The fi rst prizes were awarded to Amrai Coen and Bernhard Riedmann (Der Spiegel app) in the Internet category, Michael Strompen and Jo Schuck (ZDF) in the Television category and Felicitas Reichold (SWR2) in the Radio category. In the Print/Monthlies and Weeklies category, Karin Prummer (weekend supplement of the Financial Times Deutschland) won the fi rst prize, as did Daniel Etter (Frankfurter All- gemeine Zeitung) in the Print/National articles category. Oliver Hollenstein (Bavarian regional edition of the Süddeutsche Zeitung newspaper) was the winner in the Print/Local and Regional articles category.
Marc Thomas Spahl, Director of the Axel Springer Akademie: „I am very pleased that such a large number of good entries were submitted in the Internet category this year. We have seen that stories told using multimedia are becoming more and more sophisticated with their own very innovative ac- cents. But we also see that the craft of journalism itself has not changed so much: Curious journalists, who research critically and tell their stories in an exciting way are the foundation and the future of our business.“
Further information is available at www.axel-springer-preis.de.
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Award of the „Axel Springer Honorary Prize“ 2012
In the year we are celebrating the 100th anniversary of Axel Springer’s birth, the award of the Axel Springer Honorary Prize laid down a marker for freedom of expression, and thereby also freedom of the press. The prize was awarded to the Dutch journalist Ayaan Hirsi Ali for her committed and uncompromising fi ght for the rights of Muslim women. The video shows the awards ceremony of the Axel Springer Honorary Prize in the Ullstein Hall in Berlin on 10 May 2012. (Source: Axel Springer SE)
Dutch journalist Ayaan Hirsi Ali was awarded the „Axel Springer Honorary Prize“ on 10 May 2012. The Axel Springer Akademie acknowledged the Somali-born women‘s rights campaigner and critic of Is- lam with the Axel Springer Prize for Young Journalists for her courageous commitment: her approach to freedom and her courage to express a nonconformist opinion. The Honorary Prize was endowed with 25,000 euros by Friede Springer, a member of the Board of Trustees of the Axel Springer Prize for Young Journalists. Dutch author Leon de Winter held the laudatory speech.
Marc Thomas Spahl, Director of the Axel Springer Akademie: „In the year we are celebrating the 100th anniversary of Axel Springer’s birth, this prize stands as a beacon for freedom of expression, and thereby also freedom of the press. Ayaan Hirsi Ali stands for the uncompromising struggle for the rights of Muslim women – we were particularly impressed by the fact that she was never lost for a courageous word, even at great personal risk. With the prize, which is also a role model prize, we want to encourage young journalists and publicists and show them their commitment is worthwhile and that they can make a difference.“
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Promotion of media literacy
There are downloads, prescriptions, greeting cards, driver‘s license tests and much more available free on the Internet. However: Those who don‘t pay attention can unintentionally be trapped into paying costs. Axel Springer media inform and explain. Computer-BILD for example, offers the free „Abzock-Schutz“ browser add-on (scam protection service) as a down- load. This add-on protects users from malware, phishing, spam and scareware. (Source: www.computerbild.de)
Access to knowledge, the understanding of political processes and the development of media literacy are essential preconditions for participating in democratic decisions. That is why Axel Springer SE is promoting the media literacy of young people with a range of measures.
Example 1: Knowledge of data protection increases media literacy and thereby also the protection of personal data. Our titles inform and explain. In this way they contribute to the critical media litera- cy of young readers in particular. In our print and online services (e.g. www.computerbild.de/sicher- heitscenter/), we offer regular editorial articles on the protection and the security of data. Here are a few examples:
• „Ten Tips for secure WLAN“ • „How to create secure online passwords“ • „These security suites fi ght the new viruses“ • „These weapons can defeat the NSA spies“ • „The dangers of Facebook: This is what you must be aware of!“ • „The COMPUTER BILD scam protection service“
Example 2: The Axel Springer Akademie was once again one of the main partners of the Jugendme- dientage (Youth Media Days) in 2013. These are organized by the Jugendpresse Deutschland (Federal Youth Press Association), a largely voluntary association made up of 15,000 young media producers, which wants to impart journalistic skills and represent the interests of young people in the media. Young media producers and media users aged between 14 and 26 years can gain insights into the exciting world of the media here.
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Germany‘s largest Youth Media Congres
The occupation profi le of journalists is changing. Journalists today need to be able to do more and more, prove themselves on a daily basis and know how to market themselves. But what is the fascination that the profession nevertheless has for many people? Why is it worthwhile to become a journalist today? Several generations of journalists will be discussing this issue on the DJV panel (f.l.t.r.: Ulrich Wickert - fi rst anchorman of the Tagesthemen, Pauline Tillmann - foreign correspon- dent, Alexander Fritsch - Chairman of the Berlin-Brandenburg Union of Journalists, Jana Lavrov - freelance journalist, Rudolf Porsch - Managing Director of the Axel Springer Akademie, Elisa Skott - young journalist). (Photo: Dennis Stachel / Jugend- presse Deutschland)
The Jugendmedientage (Youth Media Days) is a four-day youth media congress. It is organized an- nually by the Jugendpresse Deutschland (Federal Youth Press Association) in cooperation with the German Federal Agency for Civic Education. The Axel Springer Akademie is one of the main partners of this event.
The Jugendmedientage invites up-and-coming young journalists and young people who are media enthusiasts to try things out at the media fair and get to know the various education and training op- portunities in the media industry. Through the wide-ranging program of workshops, discussions and media insights, participants discover the exciting world of the media and can get an impression of the jobs of newspaper editors, communications agencies or political institutions.
Young media producers aged between 16 and 26 years of age can take part in the Jugendmedienta- ge. School classes, students and all those interested are also invited to the media fair. The minimum age for participation is 14 years.
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Commitment to the Interest of Media
Here are the logos of the four European associations in which Axel Springer SE and other companies are involved. The asso- ciations campaign in Brussels for the concerns of the media: ENPA represents the newspaper publishers, EMMA represents the magazine publishers, iab the online marketing providers and EPC a group of 26 European media companies.
Transparency: In order to strengthen the transparency in the representation of interests towards the institutions of the European Union, the European Parliament, together with the European Commission, has set up a Transparency Register for interest groups. Every citizen may inspect this register. The registration of Axel Springer SE bears the number 742417913824-11 and can be found here: http://ec.europa.eu/transparencyregister/info/homePage.do.
The continuous and transparent exchange of ideas between the European institutions and consumer associations, non-governmental organizations, companies, trade associations, trade unions, think tanks, etc. promotes the co-ordination of diverse concerns in the democratic decision-making pro- cess.
Citizens have a right to expect that this process is transparent and takes place in compliance with the law as well as in due respect of ethical principles: no undue pressure is to be exercised; illegitimate or privileged access to information or to decision makers is to be avoided.
Our commitment: Standing up for the legal and economic prerequisites of a free press is one of the central concerns of Axel Springer SE. This is why the company is involved – both directly and indirect- ly – in a number of associations and initiatives.
These include in particular:
• The Association of German Magazine Publishers (VDZ) • The Federal Association of German Newspaper Publishers (BDZV) • The Bundesverband Digitale Wirtschaft (German Association of the Digital Economy) (BVDW) • German Printing and Media Industries Federation • European Magazine Media Association (EMMA) • The European Publishers Council (EPC) • The World Association of Newspapers (WAN) • The International Federation of the Periodical Press FIPP • The Interactive Advertising Bureau (IAB) Europe • Other industry associations in the countries in which the company is active
Examples of current topics are documented on the websites of the above-mentioned associations.
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Dealing with History
More than 5,900 articles, comments, readers‘ letters, cartoons, features, commentaries and interviews from the years 1966 to 1968 show how the editorial offi ces of Axel Springer reported on the movement of 1968. (Source: Axel Springer SE)
Axel Springer SE opened the Medienarchiv68 online database in 2010. Approximately 5,900 newspa- per articles from the years 1966 to 1968 show how the editorial offi ces of Axel Springer reported on „1968“ and the student movement. Using this extensive service, anyone can comprehensively and easily inform themselves for the fi rst time using original sources. The archive is also intended to be a catalyst for further debate and scientifi c reappraisal.
Dr. Mathias Döpfner, Chief Executive Offi cer of Axel Springer SE: „It is my hope that this media archive is understood as an invitation. An invitation not only to contemporary witnesses, but also expressly to the next generation, to make their own impression of the role of our newspapers at that time.“
All the relevant articles, comments, letters, cartoons, reports, commentaries or interviews on the stu- dent movement were collected for the Medienarchiv68. The period under review extends from De- cember 1966 to December 1968. The following of the company‘s media services from that time were evaluated: BERLINER MORGENPOST, BILD Berlin, B.Z., DIE WELT Berlin, HAMBURGER ABEND- BLATT, WELT am SONNTAG, BILD am SONNTAG. In addition, the reporting from these papers can also be compared with that of competitors such as DER TAGESSPIEGEL and TELEGRAF.
Thomas Schmid, Editor-in-Chief of the WELT Group and the initiator of the rerun of the „Springer- Tribunal“ planned last year, announced the media archive in autumn 2009. Schmid: „I am surprised myself. Reading shows that mistakes were made, but the reality was more complex than I thought.“
As a further service the database contains edited summaries of each article to help improve search results. For each article, a photo of the entire respective newspaper page can be downloaded, so that readers can also inform themselves about the editorial environment of an article. The archive can be searched in various ways, for example, for keywords, type of document or placement. To facilitate the development of individual aspects the articles have also been divided by topic.
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Employees
Axel Springer combines the values of a social company steeped in tradition with the dynamism of a modern, innovative and internationally expanding publishing company. 13,651 full-time staff were employed on average throughout the entire company in 2013.
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Openings
Axel Springer SE...19th fl oor...12.45 AM. With „Well people: Are you ready? Listen up! Content is king and the medium is the fucking message“ is how a young candidate introduces himself to the surprised members of the board.
Axel Springer employees are each unique in their own way and are not satisfi ed with a „that‘s-how- everyone-does-it“ attitude. The company‘s employees break down conceptual barriers with curiosity and passion and use creativity to shape the future of media. Our self-conception: „More is possible“ is both an assertion and a promise. For Axel Springer offers its employees an innovative environment with extremely good opportunities for development and the freedom to outgrow themselves.
Direct entry
Direct entry to Axel Springer is possible at any time – no matter whether applicants already have in- depth media experience or are making a lateral career move. All our current vacancies can be found at www.axelspringer.de/karriere.
Trainee Program
Graduates develop their knowledge continuously during the 18-month commercial trainee program. Thereafter there are no more obstacles to taking on technical and management responsibility.
MBE – MediaBusinessExperience
A six to twelve month practical training phase gives graduates with bachelor‘s degrees an introduc- tion to the exciting world of the media. The program serves either as orientation for the subsequent Master‘s program or as a guide to further career opportunities at Axel Springer. The program is cur- rently available in one of the following areas:
• Publishing House Management • Group Controlling • Axel Springer International • Axel Springer Media Impact • BILD
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Junior Executive Program
The Junior Executive Program gives participants the opportunity to surpass themselves and over- come existing career boundaries. During the 18-month program, they pass through various individual stations and are prepared for a responsible career as a media manager through systematic „learning by doing“.
Axel Springer Media Sales Academy
Upcoming salespeople displaying talent in the selling of print and online advertising are offered a 14-month program to gain experience in the central specialist departments and regional sales offices. They learn everything a modern cross-media sales professional needs to know.
School of Journalism
At the Axel Springer Akademie, Germany‘s most progressive school of journalism, the craft of jour- nalism is learned from scratch within two years: from research to training in all forms of journalistic presentation to experience in the field. The focus is on cross-media training and investigative research methods. The deadline for applications is the beginning of June to start the following year.
Commercial and technical vocational training
In the 2.5 to three-year vocational training course, the necessary skills are imparted for a successful start to a professional life. Whether as a media manager or a designer, the apprentices get to know the different tasks involved in one of the most exciting multi-media companies. And after completing the course, they have the opportunity to apply for the Axel Springer SE Study Scholarship Program. We offer training in numerous commercial and technical vocations. The deadline for applications for vocational training is the end of September to start in September of the following year.
Dual Course of Study
In three years to Bachelor of Science in Business Administration: Practical media know-how is gained through work experience at Axel Springer SE while academic knowledge is accumulated at the Nord- akademie Elmshorn.
Editorial or commercial internship
An editorial internship provides a four-week insight, a commercial internship a three to six-month insight into the company.
Further information, vacancies and contacts can be found at www.axelspringer.de/karriere
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Germany‘s most modern school of journalism
As the largest private institution of its kind in Germany, the Axel Springer Akademie every year offers 40 aspiring journalists a sound two-year vocational training course as editors. In the video, fi ve former applicants present their path to the Akademie.
Training at the Axel Springer Akademie
The Axel Springer Akademie is the most modern school of journalism in Germany. Training to be an editor takes two years. It combines the advantages of a well-established School of Journalism with those of a classical internship:
• Strictly practice-oriented communication of all journalistic disciplines • Focus: Cross-media vocational training • Individual work in small groups (max. 20 participants) • One year practical phase in the editorial offi ce of your choice • 1,200 per month training allowance • Newspaper design training at WELT KOMPAKT, digital training at BILD.de • Study trip to the Columbia School of Journalism in New York • Prospects in one of the most successful media companies in Europe
Prerequisites
None. Applicants should not be older than 30 years.
Application Procedure
The deadline for applications is the beginning of June to start the following year.
In Phase 1, the 200 best applicants will be selected and asked to take part in a writing and knowledge test in Berlin at the end of July.
In Phase 2, the 100 winners will be invited to Berlin for interview. Appointments will be from the middle of August.
Then the decision is made – the Axel Springer Akademie takes on around 40 applicants per year, di- vided into two groups. Training starts the following year on 1 January for the fi rst group and on 1 July for the second group.
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Employer‘s brand campaign: „More is possible“
Unter dem Motto: „Da geht noch mehr“ startete Axel Springer eine Arbeitgebermarkenkampagne. Mit verschiedenen Ak- tionen sollen Bewerber für das Unternehmen begeistert werden. Das Besondere daran ist, dass die Hauptpersonen keine gecasteten Schauspieler, sondern Mitarbeiter aus dem Haus Springer sind. Wie hier im Video zum Beispiel Michael Paustian, der sich vom Schülerpraktikanten zum stellvertretenden Chefredakteur hocharbeitete.
People who work at Axel Springer are each unique in their own way and are not satisfi ed with a „that‘s-how-everyone-does-it“ attitude. This is the only way to use curiosity and passion to break through existing conceptual barriers and creatively shape the future of media.
In the employer‘s brand campaign, which was visible between 2011 and mid-2014, the job titles in the digital community were ironically overstated and transposed onto the real jobs held by the various employees. For example, Ulrich Schmitz, CTO at Axel Springer SE, was described as „Chief Techno- logy Offi cer mit Say Whaat?! Capabilities for Cross Channel Hammer Innovations“.
“Axel Springer realized the enormous market opportunities of the digital transformation very early and has used them successfully. A cultural change was initiated within the company at the same time. With this conception of ourselves, we want to use wit and self-deprecation to position ourselves as an attractive employer”, explained Edda Fels, Head of Corporate Public Relations, at the introduction of the campaign in October 2011.
Alexander Schmid-Lossberg , Head of Human Resources added: „In our advertisements we show authentic employees from different areas. We say about ourselves: „More is possible!“ That is both an assertion and a promise. We offer an innovative environment and very good development opportuni- ties. All our employees have the freedom to rise above themselves.“
Axel Springer is planning a further development of the employer‘s brand campaign for the end of 2014.
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Benefi ts for Employees
Alba, David, Caspar, Justus and Antonia (f.l.t.r. ) were enjoying the „Wolkenzwerge“ („Cloud Dwarves“) Children‘s Olympics in Berlin. With a „Wolkenzwerge“ day nursery in both Berlin and Hamburg, Axel Springer SE is making a contribution towards more equal equality of opportunity and an improvement of the work/family balance. (Photo: Axel Springer SE)
Axel Springer‘s corporate culture is characterized by the three values of creativity, entrepreneurial spirit and integrity. The company is thinking about employees, who do not simply settle for the fi rst idea, who are passionate about their jobs. In return, Axel Springer offers, in addition to the attractive salary deve- lopment, numerous further training opportunities and additional benefi ts such as, for example:
Variable Remuneration With profi t-sharing and target agreements, employees have an opportunity to benefi t from the company‘s success and their own individual performance. For example, all eligible employees at Axel Springer SE received a profi t share bonus of EUR 800 for the 2013 fi scal year. In addition, a share par- ticipation program was offered once again, in which employees can convert their profi t share or target agreement into company shares.
Pension Plan Axel Springer offers eligible employees a fl exible VarioRente pension plan at an attractive rate of interest.
Family Service The reconciliation of work and family life is a matter of course for Axel Springer SE. In the company‘s two „Wolkenzwerge“ day nurseries in Hamburg and Berlin, employees’ children can be looked after in a professional and loving environment. In addition, we offer an emergency childcare service as well as support in searching for suitable regular child care or for the support of dependent relatives.
Further Education Axel Springer SE is active in a dynamic industry, at the same time deploying a great deal of pioneering spirit to promote innovation for readers and users. In order to keep that one step ahead, employees are offered a training program, ranging from „Subscription Marketing“ to „The Art of Editing“ to the „Future of Media Sales and Distribution“.
Health Management The health of its employees is very important to the Axel Springer company, which is why it offers them comprehensive health management.
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Development Opportunities for employees
In order to make the Axel Springer employees fi r for the digital transformation, the team from personnel development has de- veloped new networking formats such as for example the Digital Campus, Early-Bird-Café or PizzaCONNECTion. These net- works ensure the exchange of knowledge and information among the staff and help to recognize developments and trends. In „move“, personnel development has created a uniform communicative roof for their events. (Source: Axel Springer SE)
Axel Springer has an extensive development program to develop new skills and to build on existing strengths. This ensures the personal advancement of the individual as well as our mutual success.
Advancement has many faces at Axel Springer and begins on the fi rst working day: The Onboarding Program extends a warm welcome to the new employees. The extensive qualifi cation program for all company staff includes a large number of seminars. Moreover Axel Springer SE supports colleagues who want to qualify themselves further through in-service advanced vocational training and take on new challenges.
Success also requires contacts – various networks exist for this purpose. In this way a targeted exchange of information and the team concept is promoted throughout the whole company. One successful element among the advancement measures at Axel Springer SE is the Mentoring Program, which is an important point of departure for the development of junior staff in specialist and manage- ment positions also in the context of equality of opportunity.
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Equal Opportunities and Diversity
Foto: Axel Springer SE)
Diversity is an essential part of the corporate culture for Axel Springer. The company sees the diver- sity within our workforce, in particular for us as a publishing house which moves people and picks up on the various facets of life on a daily basis, as a great opportunity to respond creatively to the diverse interests and needs of our customers.
As an innovative and internationally established publisher, an optimal and non-discriminatory coopera- tion among our employees has high priority for Axel Springer.
Equality of Opportunity is not simply a fashionable phrase at Axel Springer. That is why Axel Sprin- ger SE has been the recipient of numerous awards – most recently the „Total E-Quality“ distinction, the Helga Stödter Prize and the „Career and Family Audit“ certifi cate.
The following topics are currently the focus of diversity activities in various project groups:
• More Women in Leadership Positions • Demographic Change and Interculturality • Work/Family Balance
Axel Springer is an exhibitor at the „Sticks and Stones“, the career fair for applicants which focuses on diversity. (Source: Axel Springer SE) 103
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Sustainable working pace through „agile“ methodology
Daniel Keller (center, white shirt), Chief Information Offi cer at Axel Springer SE, in a so-called ‚Scrum‘ with a team of software programmers from AS Ideas Engineering. Scrum (English for crowd) is a working method for project management and part of the ‚agile‘ methodology, which is designed to help manage sustainable workfl ows for people and results. (Photo: Christian Lemke/Axel Springer SE)
Programming (from Greek prógramma ‚public announcement‘) designates the activity of creating software programs. Programming is a mental process requiring special knowledge, a great deal of practice and a lot of creative motivation. In the sometimes stormy team dynamic of programming pro- cesses, individual reserves of energy can at the same time be overloaded, which is neither benefi cial for sustainability nor employee satisfaction – any more than it is for health or work results.
To address these concerns, workfl ows are deliberately slowed down and structured more respectful- ly – for example through the use of so-called ‚agile‘ methodologies. It has to do with gradual, fl exible processes with continual opportunities for feedback and change. Interdisciplinary teams with fl at hier- archies work on the solution of a programming problem – and on its implementation. During this pro- cess, interim results are constantly tested and working methods adapted. A further feature of the agile methodology is its transparency: Every team member knows what the others in the team are currently doing – and the present status of ongoing projects. In addition: Tasks are processed one after another and not simultaneously.
Our goal over the next few years is to raise the health and motivation-fostering potential of these me- thods through increasing the autonomy and space (empowerment) of the teams.
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Meet the digital world with attentiveness
From Apple to Yoga Course: Axel Springer SE wants its employees to feel good – and makes an effort to ensure they do, because only healthy employees are ready to fl y high. (Photo: Axel Springer SE)
In the fast-moving media industry it is important to stay on the ball every day. The health of its em- ployees is very important to the Axel Springer company, which is why it offers them comprehensive health management. The three pillars of this health management system – exercise, nutrition, relaxati- on – help employees preventively keep fi t.
Health management includes, for example: Collaborations with gyms and spine centers, days of ac- tion offering free health check-ups and screening, cooking workshops or even seminars and lectures on current health issues. In addition we have recently added customized offers tailored to meet the individual needs of teams or departments.
Furthermore, there is also a wide range of company sports clubs available, as well as experts on health issues who can provide advice on the set-up of your workplace.
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Rewards for suggestions and ideas
The photo shows Ideas Management at its regular committee meeting in Berlin. Here, the evaluators‘ appraisals of the sug- gestions are checked and discussions held on further action regarding these ideas. In the photo (f.l.t.r.): Linda Paczkowski- Diering (Works Council Berlin), Stephan Mutz (AS IT Services, Communication Services), Meret Ginten (Customer Loyalty), Michael Kolka (Group Controlling) and connected by telephone Torsten Kruse (Product and Technology Manager at Ahrens- burg Offset Printing Works, Group Head of Ideas Management). (Photo: Volker Rugenstein/Axel Springer SE)
Axel Springer‘s ideas management program awards targeted bonus incentives to fully exploit the idea-generating potential of all employees. The objective is to make the Axel Springer company even more innovative and profi table.
Proposals for promoting customer service, effi ciency, occupational safety, environmental protection as well as technical and journalistic innovation are rewarded with payments of money.
Every suggestion for improvement is welcomed by the ideas management team. At Axel Springer, all employees are called upon to translate their creativity into profi table ideas, to call existing situations into question, to follow up fl ashes of inspiration and to submit them as suggestions for improvement. It doesn‘t matter whether the result is a small step or a major breakthrough.
Since 2003, both the submission as well as the processing of ideas has taken place through the staff intranet. The role of the evaluators is important in this process. They have to judge whether a proposal is feasible and actually represents an improvement. Processing times which are as short as possible speed up the process and motivate those submitting ideas. The submitters are kept individually infor- med of the status of the evaluation of their proposals.
The decision-making process is also important of course. At each site, there is a bipartite evaluation committee. It consists of four voting members: Two representatives of the company, two representa- tives of the works council. The committee decides on the basis of the preliminary review carried out by the Ideas Manager as well as the evaluators‘ appraisals concerning the adoption and reward for a suggestion for improvement.
A total of 583 employees‘ suggestions were awarded bonuses in 2013. Premiums totaling 127,000.- euros were paid out .
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Social Commitment
An example of the social commitment of the Axel Springer media is the human rights column in BILD am SONNTAG: „S.O.S. Freedom“. It reports on people who are being persecuted because of their opinions, religious affiliation and sexual preferences.
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The Human Rights Column in BILD am SONNTAG
The BamS columnist knows what prisoners hope from his own personal experience: He spent fi ve months in Iranian prisons. Tribute is paid to those who are persecuted because of their opinions, religious affi liation and sexual preferences
Marcus Hellwig, how did human rights column in BILD am SONNTAG come about?
A colleague drew my attention to the fate of Maikel Nabil Sanad in January 2012. The Egyptian had expressed himself critically in a blog about the arbitrary arrests of demonstrators, he was subsequently arrested himself and sentenced to two years in prison. I called his brother on the phone, and he told me in despair that Maikel Nabil Sanad had been abused several times in prison and had the feeling that the world had forgotten him. From my own personal experience - I was detained in Iran for almost fi ve months as a BILD am SONNTAG reporter - I know that a prisoner sets his hopes on the „outside world“. Every time a relative or lawyer visits, there are the same questions: Has anybody said or written anything? Does anyone still remember me? Does anyone still believe in me? It is feedback from those still living in freedom that strengthens the faith in your own abilities behind bars. And this is how the idea came about, with a weekly column in BILD am SONNTAG, to pay tribute to the people who end up in prison solely as a result of their opinions, religious affi liation and sexual preferences. Those who are imprisoned arbitrarily know that reporting on their case is continuing and that gives them strength. „S.O.S. Freedom“ appeared for the fi rst time on 22 January 2012. In the meantime I have reported on the fate of over 300 people in more than 100 editions. Some of them are still in prison. Some have meanwhile also been pardoned and released. Perhaps this is because of the strong international pressure and of the statement for which my column also stands, which is that we will not forget these people. Through the sustainable co-operation with national human rights organizations, such as „Human Rights Watch“ and „Amnesty International“, I have quick access today to lawyers, representatives of suppressed ethnic groups and trade unionists all over the world. They help me, so that we can report quickly on cur- rent events in the „S.O.S Freedom“ column (e.g. the arrest of Pussy Riot vocalist Nadezhda Tolokonniko- va). In Germany, we are more able to live in freedom than in many other countries in the world. Our solidarity against oppression, judicial arbitrariness and corruption also demonstrates our will to continue to stand up relentlessly for freedom and human dignity. And it is worth fi ghting for. Two days after we reported on the case of Maike Nabil Sanad in BILD am SONNTAG, the blogger was pardoned and released from prison. He subsequently thanked us for the soli- darity which he had heard of through the reporting in the „S.O.S. Freedom“ column.
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WELT Conference on „Women in top management“
The conference was moderated by Jörg Eigendorf, member of the editorial board of the WELT Group and Inga Michler, eco- nomic reporter from the WELT Group. (Photo: Axel Springer SE)
How can the proportion of women in top management be increased? Is a quota necessary to achieve this? And what German companies can learn from other countries? Kristina Schroeder, the Federal Minister for Family Affairs at the time, and the then President of the Confederation of German Employ- ers‘ Associations (BDA) Dieter Hundt discussed these questions in the Axel Springer Building in Berlin in the middle of 2012. DIE WELT had sent out invitations to a conference on „Women in Top Manage- ment“ – a topic which is also important to the Axel Springer company. The percentage of women in the „Ernst Cramer“ conference room was estimated at 90 percent. Which is why Andrea Seibel, WELT Group deputy editor-in-chief, welcomed the predominantly female guests as „Ladies, ladies, ladies and gentlemen“. The event was moderated by Jörg Eigendorf, a member of the editorial board of the WELT Group and Inga Michler, economic reporter from the WELT Group. BDA President Dieter Hundt made it clear that German industry was clearly in favor of more women in top management – at the same time however he tried to resist a statutory unifi ed quota: „This cannot be guaranteed by companies.“ He called on policymakers to rethink the topic of „part-time work“ and to speed up the expansion of the number of childcare places, and to improve tax law so that double earnings actually become worthwhile. Further conference papers were presented by Dorothee Blessing, a partner at Goldman Sachs, Mar- garete Haase, Member of the Management Board at DEUTZ AG, Petra Kiwitt, Head of Innovation at Deutsche Post DHL, Petra Reinholz, Managing Director of Adecco, Christine Stimpel from Heidrick & Struggles HR consultancy, and Katrin Suder, Head of McKinsey‘s Berlin offi ce. Axel Springer is also committed to the improvement of the work/family balance, the goal of the „Chancen:gleich!“ („Opportunities:equal!“) project is to bring more women into leadership positions. Julian Deutz, a member of the Executive Board since the beginning of 2014 and head of the Steering Committee of the “Chancen:gleich!” project group in 2012, reported at the event: „Axel Springer has made signifi cant progress on the issue of “Chancen:gleich!” over the past two years. This is why I am confi dent that we can achieve our goal of increasing the percentage of women in higher manage- ment to over 30 percent in the next four to seven years. However the decisive factor is that we keep the topic high on our agenda in the future as well and actively pursue it throughout all our corporate divisions. In short: We‘re in the same position as Jogi Löw – we‘ve made a good start, but still have a long way to go!“
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Winners of the „WELT of the future“ Essay Competition
Essay competition „WELT of the future“ 2012: (fl tr) Philip Rothhardt (3rd prize), Constanze Buckner (2nd prize), Prof. Gerold Wefer (Chairman of the steering committee of ‚Science in Dialog‘), Prof. Annette Schavan (until the beginning of 2013 Federal Minister of Education and Research), Aaron Hutzler (1st prize), Dr. Norbert Lossau (Head of Science Department at the WELT Group), Andrea Seibel (deputy editor-in-chief of the WELT Group). (Photo: Reto Klar/ DIE WELT)
In November 2012 the WELT Group and the Federal Ministry of Education and Research (BMBF) se- lected the winners of the „WELT of the future“ essay competition. Under the overarching topic of „Our Earth in 2050 – How do we want to live? How will we operate? How can we preserve our environ- ment?“, we were looking for creative ideas for shaping life in a sustainable way by the middle of this century. In the Year of Science 2012, the focus was on approaches which take the common econo- mic, ecological and social aspects of sustainability into account.
The jury selected the following winners of the „WELT of the future“ essay competition from the entries submitted:
1st prize: Aaron Hutzler (26), Technical Georg Simon Ohm University of Applied Sciences Nurem- berg, for his essay „Yellow Angels from the factory - Intelligent cars don‘t break down, they go to the workshop ...“
2nd prize: Constanze Buckner (29), Technical University of Darmstadt, for her essay „Germany is once again divided in two“
3rd prize: Philip Rothhardt (27), University of Freiburg, for his essay „Personal climate protection“
Dr. Norbert Lossau, Head of Science Department at the WELT Group and Chairman of the Jury of the Essay Competition: „With this competition we are creating a breeding ground for new ideas and a platform for dialog with the young scientifi c generation. For this reason, we are pleased with the varie- ty of original, new, and above all also very pragmatic thoughts on the subject of sustainability.“
Further information on the „WELT of the future“ essay competition can be found at www.welt.de/dossiers/dieweltderzukunft.
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BILD am SONNTAG honors Medical Heroes
The pulsus award winners and jurors 2013: With more than 6000 votes, the readers of BILD am SONNTAG and people insured by the Techniker Krankenkasse selected their favorites in four of the categories. The prizewinners of the „Initiative of the Year“ and „Innovation of the Year“ were selected by the jury. (Photo: Klaus Becker/BILD am SONNTAG) At a gala event in the Axel Springer Building in Berlin, BILD am SONNTAG and the Techniker Kran- kenkasse (TK) awarded the „pulsus Award“ health prize in May 2013. For the ninth year, the jury of Germany‘s biggest health prize honored silent heroes from the health sector who, in an exceptional manner, have selfl essly committed themselves for other people or impressively mastered their own personal destinies. Prizes were awarded in six categories. Doctor and newsreader Susanne Holst was the host for the evening.
With more than 6000 votes, the readers of BILD am SONNTAG and persons insured by the Techniker Krankenkasse selected their favorites in four of the categories. A jury of celebrity experts and journa- lists selected the recipients of two awards, the „Initiative of the Year“ and the „Innovation of the Year“.
„A society only becomes worth living in and lovable when people are there for each other. That is why we honor personalities who as silent heroes have often spent many years doing wonderful things for others inconspicuously. This is of particular importance, especially when it comes to health and social harmony“, commented Walter Mayer, (until October 2013) editor-in-chief of BILD am SONNTAG, on the signifi cance of the prize.
These are the winners of the „pulsus 2013“:
„Fighter of the Year“ Rick Wolthusen, 22, from Dresden (Saxony)
His heart beats for medicine and for Africa Rick Wolthusen actually had enough reason to only care about himself. He has suffered from severe rheumatism since he was 14, an ailment which repeatedly stiffens his fi nger and knee joints. In addi- tion, he also has to cram for university exams where he is a medical student. But since completing an internship in a clinic in Ghana, he has been collecting money for people in Africa. „I don‘t allow my illness to stop me from doing what I want to. In the end there is just so much to be done!“
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„Organ Hero of the Year“ Michael Stapf, 28, from Kötz near Ulm (Bavaria)
He shows what waiting for an organ means Who thinks voluntarily about organ donation? Especially when you are also waiting for a train. When Michael Stapf, 28, who suffers from severe kidney disease, sat himself down with a dialysis machine for eight hours in April at Frankfurt‘s main train station, he demonstrated to travelers, what waiting really means. „Like more than 11,000 people in Germany, I need urgently a new organ. I have been waiting for the life-saving call for seven years.“ He has suffered from birth from cystinosis, a metabolic disorder which damages all the cells in your body. As a teenager he received his first kidney trans- plant, eight years ago his body rejected it. „Today my life is dictated by dialysis. But I am not going to lose hope and give up the fight.“
„Doctor of the Year“ Prof. Jürgen Schäfer, 56, from Marburg (Hesse)
The German „Dr. House“ solves intractable cases Jürgen Schäfer‘s official title is „Academic Director of the Marburg University Clinic“. Unofficially he is „Dr. House“. The cardiologist, endocrinologist and intensive care specialist owes his nickname to his teaching concept which is as unusual as it is successful. He has been using the TV series in the lecture hall for five years. „I want to teach my students how to successfully diagnose disorders which are rare and difficult to treat,“ says Schäfer. In his daily routine, not unlike Dr. House, he also prefers to look after patients with have been „given up on“ elsewhere.
“Sister of the Year” Martina Scharf, 55, from Contwig (Rheinland-Palatinate)
Her healthcare service is not based on per minute billing Care on a minute-by-minute basis, paperwork instead of patient care. This is the daily routine in many old people‘s homes. Martina Scharf from Contwig already had 25 years’ experience as a geriatric nurse when she decided she would do it better ten years ago. Today, the 55-year-old is self-employed with a mobile healthcare service. The mother of two gets up shortly after five o‘clock every morning, is on the road until the evening, and has taken no holiday in years. But it is worth it for her: „I‘m no longer in a rush, I can exchange a few private words with the patients, we can laugh together or I can comfort them. A thank you is the most gratifying reward for me,“ says Scharf.
„Innovation of the Year“ Picture books for children whose parents suffer from mental health problems (from the association Mehr Zeit für Kinder / More Time for Children; Frankfurt/Main)
If Mom or Dad becomes seriously ill, children often do not understand what is happening to their parents. Special picture books now attempt to explain this for children. With titles such as „Why is Daddy on a roller coaster of emotion?“ or „Why is Mom wearing a cap in the summer?“, diseases such as breast cancer, bipolar disorder or depression are explained. The books from the „More Time for Children“ association also use their 38 pages to offer tips and suggestions of how to deal with the- se serious diseases. The central message: Maintain your optimism and joie de vivre and fight together successfully against the disease.
The award was received by managing director Simone Linden and her deputy Katrin Bunk.
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„Initiative of the Year“ „Wohnen für Hilfe“ / „Living for help“ (Cologne)
Housing for students is scarce. And senior citizens often have a large apartment, but no help. So why not get them together? This is the idea behind the living partnerships from the University of Cologne. They find rooms for students, who in return help around the house (no healthcare). The student works one hour per month for each square meter inhabited. More than 200 such living partnerships have already been found successfully. And both partners always benefit.
The award was received by Sandra Wiegeler and Heike Bermond, employees from the organization office.
The pulsus 2013 jury:
• Vera Cordes, journalist and presenter of the NDR health magazine „Visite“ / „Round“ • Prof. Dietrich Grönemeyer, Holder of the Chair of Radiology and Microtherapy at the University of Witten/Herdecke • Dr. Susanne Holst, doctor, medical journalist and TV presenter • Dr. Jens Baas, Chairman of the Executive Board of the health insurance company Techniker Krankenkasse • Walter Mayer, Editor-in-Chief BILD am SONNTAG • Prof. Björn Nashan, Director of the Specialist Department of Hepatobiliary Surgery and Transplant Surgery at the University Medical Center Hamburg-Eppendorf (UKE) • Dr. Franziska Rubin, doctor and presenter • Dr. Christine Theiss, doctor, world champion in professional full contact kickboxing and SAT.1 presenter
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B.Z. readers fi nd where help is needed
Sometimes only a few hours is enough – whether for a neighborhood day nursery, helping children with their homework after work or making use of the company outing to collect garbage in the forest – there are enough projects for all age groups throughout the city.
„What are you interested in? Who do you want to help? When do you have time?“ The B.Z.‘s project search engine shows where help is most useful in Berlin.
In cooperation with Berlin experts for voluntary work, the Berlin tabloid B.Z. founded the social net- work of the „Berliner Heroes“ in October 2009. Every Berliner who would like to help out and do good, by listening to the campaign, can hear where he is needed and where his help can be used meaning- fully. On the website www.berliner-helden.com and daily in the B.Z., so-called „Hero Projects“, which are effectively initiatives to join, are presented – from helping with homework to renovating a recreation room to garbage collection in the forest or building playgrounds.
Under the motto „Everyone has a Hero inside them“, reporting was extended to include the civic com- mitment of Berlin companies. The focus was on companies, fi rms, and sole traders who work for the good of society – whether through monetary donations, benefi ts in kind or the deployment of emplo- yees in day nurseries, nursing homes or in playgrounds. Additionally, projects were presented which are in search of professional support from craftsman‘s workshops or companies.
For this purpose, the B.Z. introduces hands-on activities every day. Sometimes only a few hours are all it takes to solve a seemingly intractable problem. But long-term projects also need support of course. There are enough projects for all age groups throughout the city.
The message of the BZ campaign is: Anyone who willingly and voluntarily commits themselves to Berlin and its problems is a Berlin Hero – the Heroes are here!
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Commitment of our readers
The aid organization BILD hilft e.V. „Ein Herz für Kinder“ („A Heart for Children“) has been collecting donations to help child- ren in need since 1978. The TV Charity Gala „Ein Herz für Kinder“ achieved a total of 16,386,291 euros in donations in 2013. (Photo: Ein Herz für Kinder) The aid organization BILD hilft e.V. „Ein Herz für Kinder“ collects donations in order to support national and international aid agencies and projects for children in need. In addition, BILD and ZDF organize a Gala in December every year. In 2013, the TV Charity Gala „Ein Herz für Kinder“ was broadcast live from the hangar at Berlin‘s Tempelhof airport and received donations totaling 16,386,291 euros.
During the Gala, prominent patrons presented cases from Germany and all over the world where children in need have been helped by „Ein Herz für Kinder“. Robert Atzorn showed how successful the help of the „Sisters of the Precious Blood“ has been for street children in Nairobi in Kenya and presented the plans for a girls‘ school. Hannes Jaenicke reported on the wide-ranging assistance provided by the Christian Blind Mission in Nepal. Maria Furtwängler presented the typhoon aid provi- ded by Sister Raphaela and her Benedictine order in the Philippines. Wolke Hegenbarth introduced an aid project run by humedica for the refugee children from Bubukwanga in Uganda. The patrons Jutta Speidel, Felix Magath and Uschi Glas gave thanks for the support for aid projects in Germany – their thanks were accompanied by the entertainer Birdy and her well-known song „People Help the Peop- le“.
Actor Sir Roger Moore was presented with the Golden Heart award this year. Moore receives the award for decades of social commitment on behalf of disadvantaged children.
More than 50 prominent guests from the worlds of society, politics and show business manned the phones during the live show to accept donations, including Sabine Christiansen, Jenny Elvers, Uschi Glas, Regina Halmich, Wolke Hegenbarth, Ursula Karven, Gerit Kling, Wladimir Klitschko, Carmen Nebel, Verona Pooth, Birgit Schrowange, Axel Schulz, Stephanie und Wolfgang Stumph, Jürgen von der Lippe, Kati Witt and Barbara Wussow.
Two of the heroes of the evening and their dedicated projects
Dr. Albrecht Hennig treats children in Nepal who would otherwise go blind. In countries such as India, Nepal or Bangladesh, children who cannot see are often considered to be of no value, are neglected. The dedicated doctor has already been able to help almost a million people in his eye clinic in Lahan. One of these is young Nikki (8). Nicki is nearly blind, she suffers from cataracts. A routine operation costs 30 euros, more than Niki‘s father earns in a month.
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His clinic is a project he really believes in: „The moment when I take off the bandages on the day after the operation and the children smile, because they can see again. You can‘t describe that feeling.“
Sister Damian from the „Sisters of the Precious Blood“ has been working with street children in Nairobi for three years. More than 60 000 children live without a home in Kenya‘s capital, without elec- tricity and water, sniffing and getting high on industrial glue to help them tolerate an unprotected life without a roof over their heads.
Sister Damian: „Street children live dangerously. They are subjected to violence and abuse. They are missing love and affection.“ The nuns from the mission school collect the children from the street. Here they get three meals a day and the feeling of being part of a community, a family.
About „Ein Herz für Kinder“ The aid organization „BILD hilft e.V. „Ein Herz für Kinder“ has collected more than 200 million euros in donations since 1978, thereby supporting children and institutions – both nationally and internationally. The aid organization, set up on the initiative of Axel Springer, helps quickly and unbureaucratically when children are in need. For instance, by working together closely with renowned clinics, the non- profit organization makes sure that children who do not have access to life-saving medical attention in their own country will receive life-saving treatment in Germany. It also steps in when children need help in war zones or during natural disasters “Ein Herz für Kinder” helps primarily in Germany. The aid organization supports soup kitchens, children‘s clinics, kindergartens, schools as well as sport pro- jects and educational projects.
You will find more information on „Ein Herz für Kinder“ at www.ein-herz-fuer-kinder.de and www.axelspringer.de/ehfk2013
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Volunteering Prize „Stille Helden 2013“ („Silent Heroes 2013“)
The „Stille Helden“ award honors people in Germany who are actively engaged in voluntary work. The prize is awarded once a year by FUNK UHR and the RTL lunchtime magazine program „Punkt 12“. The fi rst prize in 2013 was awarded to Stefan Ober-Westendorf, seen here with Katja Burkard (RTL) and Dagmar Weychardt (FUNK UHR) (from right to left). (Photo: Axel Springer SE)
Around 23 million Germans do voluntary work and demonstrate their social responsibility with a lot of time and commitment: FUNK UHR and the RTL lunchtime magazine program „Punkt 12“ awarded fi ve of these volunteers the „Stille Helden 2013“ prize.The fi rst prize of 5,000 euros was awarded to 18-year-old Stefan Ober-Westendorf from the Sauerland region for his project „365 days“. Using the portal www.365days.de, he dedicated himself to make wishes come true for children suffering from cancer. The name of the project refers to the duration of the action: „The project was planned to run from Easter 2013 to Easter 2014,“ explains Ober-Westendorf. „In this way I am designing my own voluntary social year.“ 80 wishes have already been made to come true, including tandem jumps, swimming with dolphins and youth camps. He was able to fulfi ll a very special request for one girl: a meeting with US President Barack Obama during his visit to Berlin in June 2013.
The „Stillen Helden 2013“ were pre-selected by FUNK UHR and the RTL editorial offi ce. Readers and viewers then voted the winners from among the fi nalists. The second to fi fth prizes, awarded 2,000 euros (2nd prize) and 1,000 euros (3rd to 5th prize), went to the following projects:
Second prize: Heidi and Joachim Vetter, hospice volunteers in the Ricam Hospiz in Berlin.
Third prize: Susanne Löwenbruck-Abel and Anja Spies, family godmothers from the “Ufer” („Banks“) project in the Saarland. The project is sponsored by the Saarland regional association of the Deut- scher Kinderschutzbund (German Child Protection League).
Fourth prize: Stefan Baltroweit, the brains and locomotive behind the „Panzhausen“ children‘s holi- day town in Cologne.
Fifth prize: Annette Becker has dedicated herself to elderly people for 40 years and is a member of the Board of the local branch of the Workers‘ Welfare Association in the district of Brake in Bielefeld.
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FUNK UHR Animal Welfare Prize
FUNK UHR prizewinner Hildegard Miedel founded the Noah‘s Ark, a hostel for outcast, neglected and mistreated animals in the 1980s in Meerbusch. It is not only the animals that are pampered and looked after here. Children and adolescents from the affi liated youth farm, a pedagogically supervised recreational facility, also benefi t from the contact with the animals.
In a joint initiative in 2013, FUNK UHR and the Deutsche Tierschutzbund e.V. (German Animal Welfare Association) for the ninth time awarded animal lovers who have demonstrated their particular commitment to the well-being of animals during the last year with the Deutschen Tierschutzpreis 2013 (German Animal Welfare Prize). The award ceremony took place in Berlin‘s Axel Springer Building; the festive evening was hosted by TV presenter and animal welfare ambassador Ines Kruger. FUNK UHR editorial director Bettina Plickert: „Every year we are once again overwhelmed and deeply mo- ved by the voluntary commitment, passion and tenacity with which these people promote animal welfare. We cannot thank them enough.“ The fi rst prize of 3,000 euros was awarded to the “MDG 4 Pfoten” („MDG 4 paws“) students‘ working group from the Marion-Dönhoff-Gymnasium School in Nienburg in Lower Saxony. Directed by their teacher Anke Hagedorn, the children occupied themselves with the topic of animal welfare in theory and in practi- ce. They supported the local Schessinghausen animal shelter for example, by taking the dogs for walks, organizing info booths and exhibitions or collecting donations in cash and kind. The second prize of 2,000 euros was awarded to the „Equiwent e.V.“ association from Harsewinkel in North Rhine-Westphalia. Markus Raabe‘s non-profi t organization mainly provides medical and orthopedic care for Romanian working horses with a team of veterinarians and farriers. The third place and a prize of 1,000 euros was won by Christian Söder from Kitzingen in Bavaria. He took it upon himself to protect the habitat of bats, to maintain their summer and winter quarters and to raise awareness of these nocturnal animals through special guided tours. In addition, the 1,000 euro prize for a lifetime achievement was also awarded once again this year. This award was presented to Hildegard Miedel, who more than 30 years ago founded the „Meerbusch Noah‘s Ark“ – a hostel for abandoned or neglected animals, and at the same time a place where children and adolescents can learn to handle animals responsibly in an educational context. Celebrity TV presenter Vera Int-Veen paid tribute to this commitment in her laudatory speech. For the the second time already, a special prize was awarded in the category „Animal Rescue“. This prize is awarded to the volunteers who saved a large number of animals from fl ooded animal shelters during the fl ood disaster at the beginning of June 2013 and have partly also been helping to restore these shelters until today. The folk music star Stefanie Hertel, as a member of the Animal Welfare Prize jury and as an animal welfare ambassador, donated a total of 27,000 euros to the renovation work.
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Team Day: Do something good for others together
Around 500 employees, mainly from the „Axel Springer Media Impact“ marketing division,worked on-site for a day to support ten Berlin social projects, including – here in the photo - the Waldschule in Zehlendorf. (Photo: Axel Springer SE)
The establishment of a herb spiral in the Lichterfelde day nursery, the clearing of a bird cherry for the „Jugend in Berliner Wäldern“ association („Young People in Berlin‘s forests“), the paving a goat pen at the „Kinder- und Jugendreitverein Zehlendorf“ („Children and Young People‘s Riding Club Zeh- lendorf“), the construction of a ramp for wheelchair users on the „ufafabrik“ children‘s farm and the renovation of the kitchen in a residence owned by „Lebenshilfe Berlin“ (an organization helping people with intellectual disabilities): In April 2013, approximately 500 employees, in particular from the „Axel Springer Media Impact“ marketing division, collaborated to assist ten social projects in Berlin. As part of the annual Team Day, they exchanged their desks for a work assignment in the open air – spread across ten different projects. Also including: Executive Board member Andreas Wiele, who repaired garden benches with a cordless screwdriver. His conclusion: „The Team Day was a great experience for all our colleagues. We all spent a fantastic day together, but above all we managed to help organi- zations that urgently need support.“
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Each child plants its own tree
Berlin apprentices from the 2012 Apprentice Year gave the children from the „Malteser Familienzentrum Manna“ aid organi- zation an understanding of nature and trees. (Photo: Axel Springer SE)
New apprentices at Axel Springer traditionally set up a charitable project at the beginning of their fi rst year of training. The 27 Berlin apprentices from the 2012 Apprentice Year launched their „Baumzwer- ge“ („Tree Dwarves“) campaign at the Grüner Campus Malchow elementary school near Berlin.
The idea behind the „Baumzwergen“: By planting their own tree, socially disadvantaged children will be motivated to taking a responsible approach to nature.
In a workshop on the subject of „Nature and Sustainability“, the apprentices imparted extensive know- ledge about the environment and the importance of trees to 20 children from the „Malteser Famili- enzentrum Manna“ children‘s aid organization. In the afternoon came the highlight of the campaign: Every child planted its own apple tree helped by one of the apprentices.
The project received celebrity support from TV presenter Pete Dwojak: „It is a pleasure to see how much fun the children are having. I am glad to be a part of this wonderful project.“
Uta Bendixen, Head of Vocational Training: „The goal of giving the children a greater understanding of nature has been achieved. The children planted their trees enthusiastically and are now proud to own their own tree so to speak.“
The Hamburg apprentices implemented their „Baumzwerge“ project on the Eggers farm in Hamburg- Kirchwerder.
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The Small Change Campaign collects the cents after the decimal point
Axel Springer employees support children in need through the „Small Change Campaign“. The money donated in 2013 was used to promote the development and organization of Education, Health, and Child Protection committees in central and eastern Nepal. The photo shows a primary school class in Chaughara, on a hill in Korak. (Photo: Welthungerhilfe)
The staff of Axel Springer have been supporting projects organized by the German Welthungerhilfe (German charity fi ghting against hunger) with the „Small Change Campaign“ since 1987. The small change donated benefi ts one of the organization‘s worldwide children‘s aid projects.
Every month, Axel Springer employees allow the sum after the decimal point in their pay slips – a ma- ximum of 99 cents – to be deducted and automatically donated to an aid project. The works council and the management jointly determine which project is to be supported with the money.
In 2013, a total of 2,290 Axel Springer employees took part in the „Small Change Campaign“. A grant from the Executive Board made up a total of 26,000 euros which was thus donated. The donation was used to support the development and organization of Education, Health, and Child Protection committees in central and eastern Nepal.
Nepal: where the „Small Change Campaign“ cents are helping Nepal is one of the poorest countries in Southeast Asia. The consequences of ten years of civil war until 2008 have set the country back signifi cantly in its development. Small farmers in the remote mountain region in central and eastern Nepal often do not earn enough to feed their families. They often cannot afford vocational training and health care. This is where Welthungerhilfe collaborates with the RRN organization: They organize self-help groups and do educational work. The donations tota- ling 26,000 euros from Axel Springer‘s „Small Change Campaign“ help to offer mothers training se- minars in nutrition and child care, to implement campaigns against violence against women, to initiate nutrition programs and to improve school education.
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Social Day: BILD.de employees help Arche children
BILD.de-employees working for the Arche (Ark) children‘s aid project in Berlin-Hellersdorf on Social Day. Here it was not just a question of building sandboxes and painting handrails, but rather also of giving the children joy and hope. (Photo: Axel Springer SE)
In September 2013, BILD.de visited the Arche children‘s aid project in Berlin-Hellersdorf for the se- cond time with approximately 60 employees. No editorial work was done for a change on that day, but rather on the spot help was provided. Following the success of the previous year, the journey to the east of Berlin was once again undertaken in order to lend the children support – with numerous projects and activities, games, sport, and fun.
Die Arche is a Christian Children and Young People‘s Charity, which supports socially disadvantaged children. „But it is not only about poverty“, says Arche founder Bernd Siggelkow, „for the children it is about hoping for emotions. The most important thing is that we give them our hearts. What you are doing here today is a labor of love for the children.“
250 children, young people aged between two and 22 years, and their parents visit the Arche in Hel- lersdorf every day. They are looked after by 50 permanent staff, volunteers and interns.
The „Social Day“ began with a brief tour through the Arche. Then it was time for work: Together with the children from the Arche, the teams painted outdoor facilities and railings, and planted a herb gar- den.
BILD Managing Director Donata Hopfen also got involved in the building of a new sandbox and hel- ped her team to shovel approximately 30 tonnes of sand onto the site.
In addition to the work there was also fun to be had. The kids could let off steam at the football tour- nament and shooting at the goal wall. Brains were in demand for the media quiz and creativity for the painting competition (Theme: „BILD Dir Deine Arche!“ / „Form Your Own Ark!“) . The Day concluded with prizes being awarded to the winners in the new gymnasium and lots of music being played. To the children‘s surprise, pop singer Jay Khan performed with his new band „Großstadt Freunde“.
A perfectly successful day – and an impressive experience for all the BILD.de employees. Donata Hopfen and BILD.de editor-in-chief Manfred Hart promised: „We will back again next year too!“
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Initiative of the Association of German Magazine Publishers
The Association of German Magazine Publishers (VDZ) – of which Axel Springer SE is a member – established the Deutsch- landstiftung Integration (Germany Foundation Integration) in 2008. It‘s goal is to achieve equality of opportunity in Germany for people with immigrant backgrounds. For the Bundesliga day of action in 2012, Deutschlandstiftung Integration, along with the German Football League (DFL) and Bundesligastiftung brought the issue of integration to the focus of public atten- tion.
The Association of German Magazine Publishers VDZ established the Deutschlandstiftung Integra- tion in 2008. The deputy editor-in-chief of BILD, Tanit Koch, is a member of the Executive Board of Deutschlandstiftung Integration. Together with its partners, the Foundation supports equal opportuni- ties for our fellow citizens with an immigrant background in Germany. Equal opportunities in access to education, work and social participation are the basis for successful integration.
Through its activities, the Foundation wants to make people aware of integration, overcome prejudi- ces, educate and network stakeholders. It supports measures for targeting language support, initiates and networks mentoring programs and carries out information campaigns.
In 2012, Deutschlandstiftung Integration launched the „Geh’ Deinen Weg“ („Go your way“) scholarship and mentoring program with over 150 talented people of different origins. The two-year, conceptual support scheme supports 16 to 29-year-old scholarship holders with a migrant background in their vocational learning and in their career planning.
This „Geh Deinen Weg“ program is linked to this objective. Here is the subject of integration is addressed very personally by involving specifi c persons in the project. In addition, it is intended to address those migrants in particular, who have „arrived“ and are „successful“ in Germany, thereby de- monstrating that and how integration can be achieved. As a complement to the Foundation‘s broad- based language campaign, „high potentials“ from a wide range of professional groups have been won over as role models for others.
Up to 200 scholarship holders are taken on per year in the program for a period of two years. Each participant is put in touch with a mentor, who becomes a career advisor and facilitator. Further pro- gram elements such as coaching, thematic workshops, online internship fairs and network events round off the scholarship.
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The fact that the Deutschlandstiftung Integration is run under the patronage of the Federal Chancellor Dr. Angela Merkel also demonstrates that the project can expect broad support from key partners and is to be understood as a welcome from the entire German society to its citizens with an immigrant background.
Short overview of content
• Official enrollment as a scholarship holder of the „Geh‘ Deinen Weg“ initiative • Support from a mentor • Access to the Initiative‘s network • Invitation to the Federal Chancellery • Participation in workshops and executive meetings • Contribution of the scholarship holders • Disposition for subsequent participation in the mentoring program • Exclusive access to offers from partners
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10 Years Ernst Cramer & Teddy Kollek Fellowship
Axel Springer SE launched a German-Israeli journalists‘ fellowship in honor of the journalist Ernst Cramer and the former mayor of Jerusalem Teddy Kollek. The goal was to intensify the dialog between Germany and Israel. Photo: Fellows visit in 2013 (Source: Axel Springer SE)
The „Ernst Cramer & Teddy Kollek Fellowship“ is a part of the Middle East Fellowship of the Interna- tional Journalists Programmes organisation (IJP). It was established in 2003 by Axel Springer SE on the occasion of the 90th birthday of Ernst Cramer and grants young German journalists a two-month working visit in Israel and young Israeli journalists a similar working visit in Germany.
The journalist Ernst Cramer was born in 1913 as the son of a Jewish family in Augsburg. His commit- ment to the reconciliation between Germans and Jews was exemplary. After Ernst Cramer‘s death in January 2010, Axel Springer SE made additional funds available for the program. Following an earlier suggestion from Ernst Cramer, the fellowship was combined with a tribute to Teddy Kollek, who had served as Mayor of Jerusalem from 1965 to 1993.
The Ernst Cramer & Teddy Kollek Fellowship is intended to enable the participants to familiarize them- selves with the prevailing political issues of the host country. In this way, future multipliers are made aware of issues affecting German-Israeli relations. They gain a personal insight into culture, mentality and everyday life. The media branch (newspapers, radio, TV, magazines) is selected by the journalist, the specifi c workplace by the organizer in consultation with the fellowship holder.
The fellowship is intended to intensify the dialog between Germany and Israel. Ernst Cramer explai- ned in 2010: „Such an exchange will help to carry forward the German-Israeli friendship into the next generation – which is of the very greatest importance.“
The fellowship program celebrates its 10th birthday in 2014.
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Support for the American Academy Berlin
The participants of the eleventh Axel Springer Transatlantic Round Table (fl tr): Daniel Dylan-Böhmer (WELT Group), Fritz Esser (BILD), Andrea Eck (Axel Springer Media Impact), Reinhard Keck (BILD am SONNTAG), Pamela Rosenberg (American Academy), Professor Andrew Nathan, Andrea Seibel (WELT Group), Malte Mau (American Academy), Oliver Schmid (Axel Springer Akademie), Rainer Haubrich (WELT Group) (Photo: Axel Springer SE)
Axel Springer SE is one of the sponsors of the American Academy Berlin. The American Academy Berlin was founded in 1994 and is committed to the maintenance of German-US relations. Most of the institution‘s events at the Wannsee in Berlin are also open to Axel Springer SE employees.
The Axel Springer Transatlantic Round Table was held on 20 November 2013 for meanwhile the ele- venth time. On this occasion, Andrew Nathan, Professor of Political Science at New York‘s Columbia University and Axel Springer Fellow at the American Academy, met for an exchange views with mem- bers of staff at the Journalists‘ Club in the Axel Springer Building in Berlin.
Andrew Nathan had previously spent six months in Berlin with the support of Axel Springer rese- arching the subject of „Changing standards on human rights in international relations“ and held his fi nal lecture on Chinese foreign and security policy at the American Academy. During the Round Table, Nathan addressed the differences in dealing with critics among other things: „America ignores its cri- tics, China expels undesirable journalists.“
A lively discussion developed under the patronage of Andrea Seibel, deputy editor-in-chief of the WELT Group.
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Architectural competition for new building on the „Lindenpark“ site
How workplaces might look in the future: The winner of the architectural competition announced by Axel Springer SE is the design by Rem Koolhaas (OMA). The task was to develop innovative ideas for an additional building at the Berlin headquar- ters. (Photo: Rem Koolhaas)
In May 2013 Axel Springer announced an architectural competition. The task was to develop ideas for Axel Springer‘s growing business divisions, and above all to create additional space for its digital services. At the same time, new standards should be set for a modern working environment.
The fi nal placement was decided in March: The OMA offi ce now has to elaborate the details of an ac- ceptable design for a new building on the „Lindenpark“ site opposite the Berlin Axel Springer Building in further consultation with the client and the competent authorities. In a fi nal consultative meeting, the jury, comprising of building experts, representatives of the city of Berlin and of the Axel Springer company, decided unanimously in favor of the concept submitted by the Rem Koolhaas architectural offi ce. The design prevailed against the concepts submitted by the two other winners of the architec- tural competition, Bjarke Ingels Group (BIG) and Buro Ole Scheeren.
The central component of the design from Rem Koolhaas is the atrium which, at more than 30 meters in height, faces the existing Axel Springer Building. The interconnected terraces and a public work- space create an environment in which both individual and collective work is possible. The apparent „open valley“ design thereby answers the question as to how offi ces may look in a mobile work envi- ronment.
Prof. Dr. Friedrich von Borries, president of the competition jury: „Good architecture has a high sym- bolic value. Good architecture infl uences its environment. Yet over and above these aspects, the com- petition for the new Axel Springer Campus also poses the question of how we want to work in future. The contribution from Rem Koolhaas proposed a spectacular answer to this question, opening up a working and communication landscape to future users, which had not previously existed.“
Dr. Mathias Döpfner, Chief Executive Offi cer of Axel Springer SE: „We are looking forward to building our new publishing building with Rem Koolhaas. He submitted the most conceptually and aestheti- cally radical design. The fundamental innovation of workspaces will support our cultural transformation to a digital publishing house. I would also like to thank the offi ces of Ole Scheeren and Bjarke Ingels for their outstanding designs, which also offered creative and passionate responses to the require- ments we had expressed.“
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Environment
Innovations in energy and CO2 management through the „Green IT Cockpit“ and the pilot project with a Norwegian data processing center. Efficiency indicators for energy, CO2, water and solid waste have been documented since 1998.
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Environmental controlling for early warning
Comparisons of the efficient use of resources and early warning system to detect weaknes- ses
In addition to their function of controlling and providing information, the generation of specific environ- mental indicators is one of the essential tasks of environmental controlling. These figures condense the environmental data into a manageable overview, rendering it possible to plan improvements and detect weaknesses in the system at an early stage. If, for example, the specific volume of waste in a printing facility increases in comparison with the previous year, the reason can immediately be sought, and measures for improving the situation can be implemented. Environmental indicators thus fulfill the function of an early warning system. In this way the effectiveness of the measures implemented can be compared between the various production facilities.
This is the formula used to calculate the specific environmental indicators for the printing plants at Axel Springer:
material and energy flows divided by ------= resource efficiency printed paper surface
Indicators of material and energy flows for printing plants: The indicators for efficiency in ma- terial and energy flows show how much paper, printing ink, energy, and water are used for one million square meters of paper printed during the reporting period, by printing plant. These indicators are also recorded for waste and air emissions.
Indicators for office locations: Since the 2011 Sustainability Report, two efficiency indicators have also been determined for office locations: Energy consumption and CO2 emissions per square meter of office space.
EDP for the materials and energy balance sheet: The EDP systems used to present environmen- tal data are referred to as Environmental Information Systems (Umweltinformationssysteme or UIS). Axel Springer SE uses the material data provided by SAP/R3 for its materials and energy balance sheet. All essential master data concerning the raw materials as well as the auxiliary materials and supplies are allocated to an environmental account in the operating statement. The company uses the specialized ENABLON software for aggregation in the Sustainability Report.
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Environment System Boundaries
A definition of accounting boundaries is necessary in order to understand the statements
All of the data and explanations presented in the Environment chapter on environmental effects refer exclusively to our own newspaper printing facilities in Ahrensburg, Berlin-Spandau, Essen-Kettwig and Kecskemét in Hungary as well as the publishing locations Berlin, Hamburg and Zurich (only publis- hers‘ own buildings). Due to their minimal impact on the overall development of the indicator, the regional office locations of Dusseldorf, Frankfurt, Hanover, Cologne, Munich and Stuttgart are not taken into account in 2012 in order to simplify the illustrations. The regional offices are not included in the calculation of indicators from 2012 to avoid distortions in comparison with other environmental indicators. The value for 2011 has been adjusted to the new calculation basis. Explanations of specific system boundaries for individual environmental indicators follow below:
Energy Consumption of externally procured electricity, district heating, fuels for heating and cooling buildings as well as fuels for example for fork lift trucks
Water Waste water, which is discharged into the sewerage system both in the printing plants and in the publishing buildings, and cooling water and water loss, which is used for evaporating in the air condi- tioning systems and for irrigation.
CO2 emissions Greenhouse gas emissions: Direct emissions from the combustion of fossil energy sources for heating buildings. Emissions were calculated with the aid of an emissions model drawn up by Infras AG (Zü- rich). The emissions model was updated in 2001 and 2004, resulting in the representation of emissi- ons being not directly comparable with that of earlier reports. Indirect emissions (CO2 equivalents) refer to externally supplied energy sources, in particular electricity and district heating. The calculation of indirect CO2 emissions resulting from purchased electricity is based on the emission factor for the average European electricity mix (Source: firstclimate). For CO2 emissions resulting from purchased district heating, a standard emission factor is also assumed based on suppliers’ statements. Travel-related emissions: Direct and indirect emissions from traveling by Axel Springer employees in Germany with plane, train or car (company and rental cars) as modes of transport. For train tra- vel, journeys booked on the Intranet portal are taken into consideration. The values for car rental are based on the information provided by the most important service partners and projected according to the total number of bookings.
Solid waste Total amount of waste produced, including recyclables
Paper The paper consumption and the “printed surface” indicator refer to the amounts of paper used in our own printing facilities, including paper supplied by customers for printing external titles. Details con- cerning the volume of paper purchased, the quality of the paper and the transport of the paper refer to the total amount of printing paper purchased by Axel Springer SE, including the provision of paper for printing our own titles in external printing facilities.
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Printing paper effi ciency has remained constant
The chart on the left makes it clear: The paper throughput in our own newspaper printing plants in Germany and Hunga- ry (incl. that provided by print customers) dropped from 183,090 to 159,297 tonnes in a comparison of the years 2011 to 2013. This is equivalent to a reduction of 13 percent. An average of 22.6 tonnes of printing paper was used to produce one million square meters of marketable newspapers in 2013 in our own print locations.
Changes in paper demand are greatly infl uenced by changes in reading habits, by the use of digital alter- natives to the reading of journalistic content, by demographic developments as well as by the economic si- tuation. The paper throughput in our own newspaper printing plants (incl. that provided by print customers) dropped from 183,090 to 159,297 tonnes in a comparison of the years 2011 to 2013. This is equivalent to a reduction of 13 percent.
Specifi c indicator
This indicator should demonstrate the effi ciency (printed surface per tonne of paper) in the use of paper raw material. The indicator in this case shows how many million square meters of printed newspaper pa- ges have been produced per tonne of paper.
In 2011, 22.7 tonnes of paper were required to produce one million square meters of printed newspaper pages – in 2013, this fi gure was reduced by 0.66 percent to 22.6 tonnes. In this respect, paper effi ciency has improved. This also represents an economic advantage.
Because mill broke(*) has both environmental as well as economic signifi cance. The average price for stan- dard newsprint paper (SZO 45g/m2) in 2013 was 469.- euros per tonne (source: EUWID 2013).
Key performance indicators in the fi eld of printing paper effi ciency (tonnes of paper per million square meters printed newspaper pages) can lose their validity and comparability through variations in the gram- mages of the printing paper used.
In principle, the improvement in paper effi ciency is supported by a number of technical innovations. These measures include, among other things, the reduction in the number of paper breaks through improvements in paper adhesive (important when changing paper rolls) as well as the objectivity and/or automation of decisions concerning the saleability of proof copies.
*Mill broke: The term mill broke is used particularly in the printing industry to describe damaged or defective samples that must not be offered for sale. However, it also refers to the packaging for the rolls of paper and the tubes that the paper is rolled on as well as printed and non-printed scrap paper. Mill broke is a much sought-after recycling material for the produc- tion of new paper products.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Printing ink effi ciency has remained constant
The chart on the right makes it clear: The consumption of printing ink per square meter of printed paper surface has remai- ned approximately constant between 2011 and 2013 in the company‘s four newspaper printing plants.
In a comparison of the years from 2011 to 2013, ink usage in our own newspaper printing facilities in Germany and Hungary has dropped by 17 percent from 3523 to 2932 tonnes. The reason for this is the general decline in the circulation and volume of newspapers.
Specifi c indicator for offset printing
In the same period, ink usage per square meter of printed surface has remained constant in our own newspaper printing plants in Germany and Hungary.
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Energy demand declining
The chart on the left makes it clear: In the comparison of the years 2011 and 2013, energy requirements have dropped by 4.2 percent. The values in the chart on the right show the specifi c consumption fi gures for our own printing facilities (energy consumption per million square meters of printed paper). Energy requirements, for example during machine start-up phases, have hardly changed despite smaller print runs, resulting in an unfavorable development in energy effi ciency per million square meters of printed paper.
The company’s energy requirements (own printing locations in Germany and Hungary as well as publi- shing locations in Berlin, Hamburg and Zurich) dropped jointly by 4.2 percent from 123,216 to 118,075 MWh between 2011 and 2013. The reduction in energy consumption of 5.2 percent at the printing facilities is attributable to the dif- ferences in the winter temperatures, to declining production volumes as well as to continual improve- ments in energy effi ciency. At the offi ce locations, energy requirements have dropped by 3.4 percent in the comparison of the years 2011 and 2013. The energy consumption of the company locations included can be broken down as follows for 2013: electricity 62.7 percent, district heating 31.1 percent and natural gas 6.1 percent, fuels 0.03 percent. (For comparison: In 2011, energy consumption for the above locations was broken down as follows: electricity 66.2 percent, district heating 27.7 percent and natural gas 6.1 percent. The share of fuel con- sumption was 0.02 per cent.)
Specifi c energy indicator for printing
The specifi c resource indicator (energy per million square meters of printed paper surface) of our own printing plants in Germany and Hungary in a comparison of the years from 2011 to 2013 rose by 7.3 percent. Reason: Energy requirements, for example during machine start-up phases, have hardly chan- ged despite smaller print runs, resulting in an unfavorable development in energy effi ciency per million square meters of printed paper.
Specifi c energy indicator for offi ce space
An effi ciency indicator has also been drawn up for offi ce locations since the 2011 Sustainability Report: Energy consumption per square meter of offi ce space. Energy consumption per square meter of offi ce space for the publishing offi ce locations in Berlin, Hamburg and Zurich in 2013 was 389 MWh. The energy effi ciency of offi ce space thus improved by 3.5 percent at these offi ce locations between 2011 and 2013. (Note: Due to their minimal impact on the overall development of this indicator, the regional offi ces are not taken into account here in order to simplify the illustrations.)
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CO2 emissions reduced by 6 percent
The chart on the left makes it clear: 52 percent of the total of the direct and indirect CO2 emissions in 2013 originated from the publishing offi ce locations (dark blue bars). Our own printing locations (gray bars) accounted for 48 percent of the CO2 emissions in the same year. The values in the chart on the right show the specifi c indicator for our own printing facilities (emissions per million square meters of printed paper surface).
From 2013, direct and indirect CO2 emissions are determined with the aid of the Greenhouse Gas Protocol (GHG Protocol). The GHG is a globally recognized guideline for reporting on greenhouse gas emissions. The standards were developed by the World Resources Institute (WRI) and the World Business Council for Sustainable Development (WBCSD). Companies make use of the standards for the management of their greenhouse gas emissions.
A differentiation is made in the emission of greenhouse gases (CO2 equivalents) between direct and indirect emissions. Direct emissions are produced primarily through the operation of separate furna- ces for the production of heat or power (example: combined heating and power plant in the Berlin- Spandau printing facility). Indirect emissions result from externally supplied electricity as well as district heating.
The greater proportion of the total CO2 emitted is made up of so-called indirect emissions, which are released during the generation and supply of purchased electricity and externally purchased district heating for our locations: Indirect emissions accounted for 96 percent of the total of climate-effecting emissions caused by the company in 2013.
52 percent of the total of the direct and indirect CO2 emissions in 2013 originated from the publishing offi ce locations in Berlin, Hamburg and Zurich. The printing locations of Ahrensburg, Essen-Kettwig and Berlin-Spandau in Germany, as well as Kecskemét in Hungary accounted for 48 percent of the direct and indirect CO2 emissions.
The company produced 5.6 percent (= 2,640 tonnes) less direct and indirect climate-effecting emissi- ons in 2013 than in 2011.
Direct CO2 emissions, caused by the combustion of fuels and natural gas in the company’s own printing plants in Essen-Kettwig, Berlin-Spandau and Hungary - in particular due to increases at the Berlin-Spandau plant - increased by 48.2 percent between 2011 and 2013. The difference in heating requirements for different winters is clearly noticeable in the levels of natural gas consumption - and, accordingly, also in direct CO2 emissions. A reminder: In January and February 2011, temperatures were unusually mild compared with normal winters. In 2013, by contrast, the heating period was parti- cularly long, lasting until May.
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Specific CO2 indicator for printing
The specific resource indicators (CO2 per million square meters of printed paper surface) of our own printing plants in Germany and Hungary remained constant in a comparison of the years from 2011 to 2013.
Specific CO2 indicator for office space
An efficiency indicator has also been drawn up for office locations since the 2011 Sustainability Report: CO2 emissions per square meter of office space. CO2 emissions per square meter of office space of the publishing office locations in Berlin, Hamburg and Zurich improved to 123 kilograms in 2013 and thus around 3.5 percent above the value from 2011. (Note: To avoid distortions in compa- rison with other environmental indicators, the regional offices are not included in the calculation from 2012. The value for 2011 has been adjusted to the new calculation basis.)
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8.2 percent less waste water
The chart on the left makes it clear: Waste water volumes at the offi ce locations in Berlin, Hamburg and Zurich (blue bars) fell by a total of 7.4 percent from 2011 to 2013. The values in the chart on the right show the specifi c indicator for our own printing facilities (waste water per million square meters of printed paper surface).
The waste water volumes discharged into the sewerage system from the printing locations dropped by 10.2 percent between 2011 and 2013. This was brought about, among other things, by a reduc- tion in the dampening water requirements of the printing presses, by improvements in the manage- ment, and by the decline in the number of employees at the Ahrensburg printing location.
At the same time, the specifi c waste water volume per million square meters of printed paper surface has remained roughly constant with a marginal increase of 2.5 per cent.
Waste water volumes at the offi ce locations in Berlin, Hamburg and Zurich fell by a total of 7.4 percent from 2011 to 2013. Cost-cutting measures in the Zurich publishing offi ce have led to a reduction of 10.2 percent in waste water volume. In addition, waste water volumes sank signifi cantly in Hamburg (13.2 percent) and slightly in Berlin (0.7 percent). Reason: Declining offi ce occupancy in Hamburg.
Specifi c indicator
Waste water volumes per million square meters of printed paper surface increased by 2.5 percent. Reason: The demand for water, for example during machine start-up phases, has hardly changed despite smaller print runs, resulting in an unfavorable development of the specifi c indicator.
Cooling water and water loss
Cooling water is water that is used to cool refrigerators and other equipment and which evaporates into the atmosphere from cooling towers. Another factor in the hydrological balance is the production- specifi c water losses that leave the printing plants mainly in the form of dampening water for the printed newspapers.
In a comparison of the years 2011 and 2013, the quantity of cooling water and water loss in the prin- ting facilities and publishing buildings increased by around 12.5 percent. These deviations are within the tolerance limits of climate-related impacts. Thus for example, higher summer temperatures lead to greater demands for cooling.
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Mill broke reduced by 16.5 percent
The chart on the left makes it clear: From 2011 to 2013 the total quantity of solid waste was reduced by a total of 1.6 per- cent (= 297 tonnes) and thus remained practically unchanged. The values in the chart on the right show the specifi c indicator for our own printing facilities (waste per million square meters of printed paper surface).
Note on the determination of waste volume in the printing facilities: Starting from 2013, the methodo- logy for determining the amounts of used paper at the Ahrensburg site was changed. This should im- prove the accuracy of future statements. This has resulted in an conditional increase of 900 t of solid waste in 2013 in comparison with 2011, essentially caused by the change in data collection methodo- logy at the Ahrensburg plant. Therefore the comparison with previous years has limited relevance.
In spite of the increase in the quantity of solid waste in 2013 - essentially caused by the change in data collection methodology at the Ahrensburg plant - there is a downward trend of 1.6 percent (= 297 tonnes) in the total quantity of solid waste in a comparison of the years 2011 and 2013.
Of the total quantity of solid waste produced by the company in 2013, 96.8 percent (2011: 96.7 per- cent) was classifi ed as „non-hazardous“ waste.
All told, 52.9 percent (= 9,567 tonnes) of the total quantity of solid waste produced in 2013 was ac- counted for by mill broke in the printing plants, which is fed straight into the paper recycling system.
Specifi c solid waste indicator
Due to the change in data collection methodology, the comparison of the specifi c indicator (waste per million square meters of printed paper surface) with previous years has limited relevance. The quantity of solid waste generated increased from 2011 to 2013 by around 16 percent to 2.2 tonnes of waste per million square meters of printed paper surface.
In general, it is the case that the total quantity of solid waste is falling due to smaller print runs and volumes, however the specifi c indicator (waste per million square meters of printed paper surface) is developing rather unfavorably.
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Specifi c mill broke indicator
Work is continuously being done to reduce the quantities of mill broke as part of the environmental and economic optimization of the printing processes. For example, investments are being made in new color control systems in the printing facilities. This meant that the number of non-salable printed copies was reduced by 16.5 percent in a comparison of the years 2011 and 2013. The effect of the measures taken also led in the same period - despite a decline in print runs and volumes - to a con- sistent specifi c indicator (mill broke per million square meters of printed paper surface).
The chart on the left makes it clear: The volume of non-salable printed copies fell by 16.5 percent in a comparison of the years 2011 and 2013. Right chart: In the same period, procedures in the printing process were further improved, so that the resulting mill broke remained constant compared with 2011 in spite of the decline in print runs and volumes.
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More travel also resulting from internationalization
The chart shows the proportions of various means of transportation. In the course of the internationalization of the company, travel-related CO2 emissions increased between 2011 and 2013 - especially for air travel - by a total of 13 percent.
The energy consumed by our employees traveling leads to the emission of greenhouse gases. Perfor- mance indicators for Axel Springer in Germany are calculated in passenger kilometers (pkm = multipli- cation of number of persons being transported by the distance).
The table divides the CO2 emissions incurred through travel on the basis of the Greenhouse Gas Pro- tocol GHG: Scope 1: Direct emissions for example through the utilization of our own vehicles. Scope 3: Indirect CO2 emissions through the utilization of an externally ‚supplied‘ mobility services such as rental cars, trains and airplanes.
The Greenhouse Gas Protocol is a globally recognized guideline for reporting on greenhouse gas emissions. The standards were developed by the World Resources Institute (WRI) and the World Busi- ness Council for Sustainable Development (WBCSD). Companies make use of the standards for the management of their greenhouse gas emissions.
Travel-related CO2 emissions utilizing our own vehicles (Scope 1) increased by 16 percent between 2011 and 2013. This was the result of an increase in the number of company cars from 373 in 2011 to 475 in 2013. Over the same period, average CO2 emissions generated by company cars dropped from 172 grams to 152 grams. (Note: The statistical coverage of kilometers traveled was im- proved in 2012 and 2013. Against this background, the comparison with 2011 has limited relevance.)
Travel-related indirect CO2 emissions through the utilization of an externally ‚supplied‘ mobility service (Scope 3) increased from 2011 to 2013 by a total of 12 percent. Contributions were made here by the increase in the number of employees, journeys by reporters and photogra- phers to the venues of the 2012 European Football Championship in Poland and Ukraine (rental cars), air travel by reporters and photographers to regional crisis areas (Middle East, Ukraine), the establish- ment of editorial offi ces with rotating staff in Sydney (DIE WELT) and Los Angeles (BILD) for up-to-date 24-hour online reporting, the increasing internationalization of the company as well as the increase in the number of fl ights to Silicon Valley in California as part of the process of digitization. (Note: Emplo- yees can also hire rental cars privately at the terms and conditions agreed by the company with the car rental companies. Against this background, the development of CO2 emissions caused by rental cars has limited relevance.)
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(*) CO2 emissions associated with rail travel fell, despite an increase in usage, as Deutsche Bahn has been offering a carbon neutral rail service for business travel since the beginning of 2013.
Overall, travel-related CO2 emissions (Scope 1 + Scope 3) increased by 13 percent in a comparison of the years 2011 and 2013.
CO2 in Tonnen (t) 2011 2012 2013 2011 vs. 2013 SCOPE 1: Emission 1,629 1,833 1,892 16 % through own vehicles (total of field service and company cars) Emissions through 386 479 404 5 % rental cars Emissions through 445 474 180 -60 % mode of transport - train Emissions through 2,979 2,814 3,687 24 % mode of transport - airplane (short, medium and long-haul flights) SCOPE 3: Sum of the 3,810 3,767 4,271 12 % indirect emissions through utilization of exter- nally ‚supplied‘ mobi- lity services such as rental cars, trains and airplanes Sum of SCOPE 1 + 3: 5,439 5,600 6,163 13 % Direct and indirect emissions incurred through travel
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„Newspaper and energy“ school projects in the Ahrens- burg offset printing works
The Ahrensburg offset printing works has been running school projects since 2008 with the goal of raising awareness both among young people in Ahrensburg as well as the workforce of the printing works, of environmentally, economically and socially sustainable topics and of explaining the issues surrounding sustainable development. (Photo: Ahrensburg offset printing works/Nathali Jänicke)
Since the United Nations Conference on Environment and Development in Rio de Janeiro in June 1992, it has become clear through Agenda 21 that everyone - whether a state, business, school or citizen - must take responsibility for sustainable development. For this reason, the Ahrensburg offset printing works has been running school projects since 2008 with the goal of raising awareness both among young people in Ahrensburg as well as the workforce of the printing works, of environmentally, economically and socially sustainable topics and explaining the issues surrounding sustainable deve- lopment.
In both 2012 and 2013, for example, six Ahrensburg school classes investigated questions such as „How much energy does it take to produce a newspaper? What measures does a newspaper printing plant take to reduce its electricity and heat consumption? Is it more energy-saving to read a newspa- per in print or online?“ and presented their answers. In six case studies, the 14 to 15 year-old adole- scents have concerned themselves with the issues of
• from what point in time is it more energy-effi cient to shut down a plant for producing printing plates completely, • whether power consumption can be reduced if printing presses are operated 10% more slowly, • how much CO2 is saved, if the lighting in the post-press area is only turned on in areas where people are working, • how many private households could be supplied with the amount of power the printing plant has saved in the last 5 years, • how a specifi c print job is scheduled into the production plan, and • how high are the CO2 emissions of a printed and an online newspaper.
On the one hand, within the scope of this „Newspaper and energy“ project, discussions were held on the relationship between the combustion of fossil fuels, the increase in greenhouse gas emissions and the impact on the climate, and on the other hand, on the importance of independent and well- researched news reports in a democracy.
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Other school projects were also carried out in 2012 and 2013, including two project days on vocatio- nal orientation. On these days, the engineers presented their workplaces in the printing plant to upper grade students who are considering studying engineering, reporting on their own experience in tertiary education and providing specific advice on career choices.
A further project topic was the participation of the Ahrensburg printing center in emission certificates trading. The background to climate change was presented on two project days and a demonstration given, based on a case study of four steam heating boilers from the Prinovis Ltd. & Co. KG (Ahrens- burg operation) printing plant, of how this market policy instrument is used to reduce greenhouse gas emissions globally.
On a further project day, a 12th grade class assessed the commitment of Axel Springer SE and the Ahrensburg offset printing works in the area of tension between economics, ecology & society, and developed specific recommendations for action. For example, ecological and social effectiveness along with the economic viability of the procurement of paper and printing inks, social commitment, environmental, energy and nature conservation management were scrutinized as were the printed products.
Over these two years, a total of fourteen school projects were carried out in the Ahrensburg offset printing works, which were very well received by the students, as the following statement shows: „I think it is a pity that the project is finished, because I felt very comfortable and I found it very interes- ting! I can say with a good conscience that I learned a lot in those three days! Newspapers in general have a completely new meaning for me from now on.“
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Green IT
Axel Springer SE has addressed the question: „How can you make the energy consumption of complex business processes visible?“ The fi lm on the IT2Green Project „GreenIT Cockpit“ shows how the energy consumption for the development of the online edition of the Hamburger Abendblatt is measured and can be visualized.
Sustainability is the triad of social, environmental and economic responsibility. Through our commit- ment we are underlining our special responsibility as a media company – from journalistic indepen- dence and the separation of advertising and editorial copy via the promotion of media skills among young readers, up to data protection as well as the safeguarding of social and environmental stan- dards along the value chains relevant to our company. Traditionally the wood , pulp , paper, printing and recycling chains have been a focus, to which we are continuing to devote a great deal of atten- tion.
In the course of the fast-paced digital transformation of our company, we are at the same time looking at the transparency and optimization of social and environmental standards along the digital value chain. Our responsibility is the successful establishment of independent journalism in the digital world.
We want to focus on improvements to our energy effi ciency (Green IT) over the next few years.
The energy effi ciency fi eld of action covers three measures in particular:
1) Green IT: Through the digitization of the media industry, our core business processes are becoming increasin- gly dependent on the use of current information and communication technologies (ICT). ICT-related electricity consumption in Germany is already 10.5 % of total electricity consumption. For this reason, it is of major relevance for Axel Springer SE that its ICT-related energy consumption and related costs are presented transparently.
To achieve this, we participated in the now completed IT2Green research project with which the Federal Ministry for Economic Affairs and Energy promoted knowledge relating to energy effi ciency in information and communications technology.
In co-operation with the Federal Environment Agency and the Technical University Berlin, we took a critical look at the measurement of the electricity consumption of business processes. With the „Green IT Cockpit“, we have established a model of suitable measuring and control instruments for the continuous improvement of organization-wide and business process energy effi ciency.
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Relevant information is clearer and easier to interpret. The model underwent practical tests in 2012 and 2013 using the example of the Online Editorial Office of the Hamburger Abendblatt (note: The Hamburger Abendblatt has been a part of the Funke-Mediengruppe since early 2014).
The information presented using tachometers and charts allow for both an analysis of the key perfor- mance indicators as well as a detailed examination of the cause-and-effect relationships. The know- ledge gained will allow us in future to adjust our strategic planning with regard to Green IT.
In the pilot project, we focused on indicators which are relevant to the quality of IT services:
• Intensity of use of services • Performance of the process • Allocation of IT resources • Use of IT resources
The indicators developed help to answer important questions concerning the intensity of use:
• How many (business) activities are actually processed • Are the quantities measured and the load profile in line with the forecast? • Are warning and/or action limits being exceeded? • Is IT capability being used too little, sufficiently, or even too much? • Are there acceptance problems during use?
The question concerning the use of IT resources relates to the indicators of the intensity of use, and shows us how the two are related.
• Does system utilization correspond to the forecast and does this follow the load profile of the intensity of use? • How does utilization develop over various time periods (day/week/month/year)? • Does the use of IT resources dynamically follow the load profile of the intensity of use? • Are the (purchased) IT resources (servers, storage, ... ) well utilized? • Are warning and/or action limits being exceeded?
Our goal for the years 2014 and 2015 is to substantiate the experience gained in the pilot project, and to transfer this to other business processes.
2) Replacement of old workstation printers In the hardware sector, we have not only replaced workstation printers and fax machines with energy- saving multi-function devices, but a large number of processes, such as Purchasing and Invoice Receipt, are already paperless.
3) Operation of data processing centers Axel Springer SE currently runs a large number of its own servers or purchases the operation of its business applications from various data processing centers. Each server is also designed to show an acceptable response time behavior during peak-load times. The use of the application systems is not evenly spread throughout the day. Typical load peaks for online services are apparent in the evening hours. In contrast, the load peak for internal business applications is in the morning when starting work by logging into the systems. To optimize energy efficiency, the systems must be examined in relation to each other.
With the aid of a utilization forecast, the assignment of services to the physical servers should in future be controlled where possible in such a way that by turning off unused servers as much energy as possible is saved and the thermal load reduced.
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This approach does not only have energy saving potential. The smart exploitation of computing capa- city for evaluation projects at the same time allows existing servers to be used, thus avoiding the ne- cessity of purchasing additional hardware. Applications that are running will only be slightly influenced by this redistribution. In order to achieve these efficiency gains, the company is working on concepts to utilize uniform external computing capacity.
We are already working with an extremely energy-efficient Norwegian provider of computing power for our own cloud solutions. Due to its use of hydroelectricity, Fjord IT at the same time has a particularly small carbon footprint.
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Pilot project with almost zero carbon footprint
Innovative co-operation with Axel Springer: Helge Gallefos, managing director and founder of the Norwegian Fjord IT, exp- lains a graphic on the energy effi ciency of the computing power provided. Through its almost exclusive use of hydropower, Norwegian electricity has a particularly low carbon footprint.
The rapidly increasing energy requirements of data processing centers worldwide is approaching the magnitude of the total energy requirements of the Federal Republic of Germany. Companies with growing digitization are examining the necessary expansion of existing data centers in depth: In which building is there suffi cient space? Can the data center be outsourced to external sites? How can the equipment be cooled most effi ciently? Are electricity supply systems powerful enough? What about the carbon footprint? What are the costs?
In order to make progress in this area, Axel Springer SE looked around for innovative options in 2012 and launched a pilot project with the Norwegian company IT Fjord.
The initial pilot project with Axel Springer has in the meantime developed further into continuous co- operation in the fi eld of cloud solutions.
Through the combination of the cold and stable Norwegian climate and the use of a patented solution for passive cooling, the operation of the data center is particularly energy-effi cient. Due to its use of hydroelectricity, Fjord IT at the same time has a particularly small carbon footprint. The young compa- ny is now building a large data processing center on the grounds of a 150-year old paper mill owned by Norwegian paper manufacturer Norske Skog in the southern Norwegian town of Halden on the border with Sweden.
Helge Gallefos (55), managing director and founder of Fjord IT, says: „In this forward-looking project, an energy-intensive industry from the Old Economy is co-operating with the new, also very energy- intensive IT industry. This is of strategic importance in two respects: We are building the world‘s most carbon-effi cient server farm in Halden. At the same time, we are able to supply the European media industry with printing paper and server performance from the same site.“
Norway is the fi fth largest producer of hydropower in the world, and the only industrialized country in a position to almost entirely satisfy the demand for energy, by supplying 98.5 percent from its own hydroelectric power.
More informations about Fjord IT here: http://fjordit.com/de/
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Transparency in the value chains
The upstream and downstream stages of the value chain include, for example, external server operators for our digital products, or the wood, paper, printing, and distribution chains of our print products.
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From which countries does our printing paper come?
The picture shows the paper warehouse at the Hamburg-Ahrensburg offset printing works. Axel Springer SE has published a list of its suppliers of printing paper since 1993. Since 1995, contracts for paper have included a clause on compliance with „Forestry Standards“. (Photo: Offsetdruckerei Hamburg-Ahrensburg) For newspapers and magazines in Germany as well as for its subsidiaries at home and abroad, Axel Springer SE procured roughly 315,385 tonnes of printing paper in 2013. Its suppliers include around 40 paper mills in about 15 countries. Since 1993 the company has published the names and contacts of its paper suppliers. In addition to the commercial and technical quality contacts, there has, since 1993 in particular, been a continuous exchange of ideas with paper suppliers on issues of stakeholder management as well as specifi c issues relating to sustainability above all with regard to the procure- ment of wood raw materials. The Forestry Standards developed by the company have applied here since 1995.
The following table gives an overview of the countries from which printing paper is centrally sourced. This paper tonnage is processed in the company’s four own printing plants (Ahrensburg, Essen-Kett- wig, Berlin-Spandau and Kecskemét in Hungary) as well as, according to requirements, in around 40 external printing plants both in Germany and abroad. The contact partners on environmental issues at individual paper suppliers are listed under the menu item „Paper Suppliers“.
Country Share 2011 in t Share 2012 in t Share 2013 in t Belgium 1,182 3,488 6,595 Germany 109,124 70,473 81,845 Finland 30,990 47,667 34,129 France 27,120 29,795 30,684 Canada 10,000 15,000 20,008 Netherlands 117 - - Norway 23,199 13,997 18,348 Austria 19,817 26,792 28,466 Russia 13,819 4,785 3,401 Sweden 77,884 65,792 49,289 Switzerland 43,452 39,307 34,142 Spain 1,561 902 1,126 other countries 14 502 6,352 Gesamt 358,279 318,500 315,385
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Forestry Standards
Since 1995 six clear and comprehensible sustainability indicators have been considered when purchasing printing paper. The selection of paper suppliers at Axel Springer is based on four criteria: Product quality, reliable supply, competitive prices and compliance with environmental standards. Six Forestry Standards were agreed with paper suppliers in 1995:
1. Sustainability Harvesting more timber than will re-grow is prohibited. 2. Biodiversity Forestry shall not endanger animal or plant species. 3. Control The paper manufacturer must perform eco-controls as a purchaser of timber. 4. Training The paper manufacturer must ensure that the necessary ecological knowledge is conveyed to personnel (for example, forest workers). 5. Indigenous population The paper manufacturer must take the indigenous people (for example the Sami in Northern Scandinavia) into consideration. 6. Information The paper manufacturer must keep the public informed of the advances made and problems encountered in environmental protection.
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Paper Recycling
Used paper is a valuable raw material. Around 77 percent of the printing paper used in the company contains used paper. The recycling quota for used graphic paper in Germany was 79.9 percent in 2012 (AGRAPA 2014). The photo shows a used paper sorting plant of the Alba company in Berlin.
The recycling of graphic papers in 2012 at a rate of 79.9 percent was within the desired target corri- dor of 80 percent (+ 3 percent) set by the Graphic Paper Alliance (AGRAPA).
With AGRAPA‘s 1994 declaration of commitment, companies have been complying with the requi- rements of product responsibility in the graphical value chain for 20 years on a voluntary basis. This has consolidated the great importance accorded to waste paper recycling in Germany and to product responsibility in the sense of the Closed Substance Cycle and Waste Management Act.
Used paper is a valuable raw material. The most important paper categories quantitatively are:
• Products made of graphic papers, such as newspapers and other printed products as well as offi ce paper and • Products made of packaging papers, such as sales packaging, transport packaging or secondary packaging
In recent years, a series of new paper machines that process used paper have been put into operati- on in Europe.
When recycling used paper in the paper mill, a proportion of the paper fi bers cannot be used and are separated off. About 120 to 125 kg of used paper is needed to produce 100 kg of newsprint paper. For this reason the fi ber cycle only functions if the overall mixture of fresh and used fi bers is right. That is why the supply of fresh fi bers is of central importance in maintaining this cycle.
Around 77 percent of the printing paper used by Axel Springer contains used paper. The following table provides a breakdown of the distribution of used paper for 2013 (in 2011 this average was 66 percent).
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Newsprint paper: Standard and improved newsprint paper
SC magazine paper: Supercalendered wood-containing paper - paper smoothed (satined) between the rollers of a calander for offset and rotogravure printing
CMR magazine paper: Coated mechanical reels - wood-containing, two-sided coated magazine paper
Share of used paper in newsprint and magazine paper (in percent for 2013)
Newsprint Paper SC magazin paper CMR magazin paper Total quantities 207,578 t 88,491 t 19,316 t of paper Share of used paper 0 % 14 % 42 % 40 % 1% - 14% 17 % 0,1 % 18 % 15% - 29% 0 % 0 % 0 % 30% - 44% 2 % 43 % 35 % 45% - 59% 11 % 0 % 3 % 60% - 74% 15 % 0 % 0 % 75% - 89% 13 % 0 % 0 % 90% - 100% 28 % 14,9 % 4 %
Source: Calculation based on manufacturer‘s data 2013
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Paper Suppliers
resolute forest products (formerly: Abitibi Bowater Inc.)
Global market leader in the manufacture of newsprint paper. The company’s focal point is in North America. Seth Kursmann Montreal, Quebec, Canada Tel: +1 514 394 2398 [email protected] www.resolutefp.com
AO Volga
AO Volga is one of Russia’s leading newsprint paper producers. Its paper mill is in Balachna near Nizhni Novgorod. A timber supplier was the first forestry company to be certified according to the FSC in 2002. Harald Brenner VPM International Marketing & Trading GmbH 85748 Garching b. München Tel: +49 89 30 658 797 10 [email protected] www.volga-paper.ru
Aylesford Newsprint Ltd.
Paper has been produced in the English village of Aylesford since 1922. The company is a pioneer of waste paper processing and previously belonged to the Swedish SCA Group. Stuart Chandler GB-Kent ME20 7DL Tel: +44 1622 796000 [email protected] www.aylesford-newsprint.co.uk
BURGO Deutschland Papiervertrieb GmbH
The Burgo Group is the largest producer of graphic papers in southern Europe. Gisela Brosch D-81677 München Tel: +49 89 45 50 35 13 [email protected] www.burgogroup.com
Holmen Paper
Holmen Paper is one of the leading producers of newsprint paper. It has paper mills in Sweden (Norr- köping, Hallstavik) and Madrid. Lars Strömberg S-11451 Stockholm Tel: +46 8666 2154 [email protected] www.holmenpaper.com
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Kondopoga
Kondopoga is a Russian newsprint paper producer. The factory is in the Russian Republic of Karelia. D-20457 Hamburg Tel: +49 40 32 32 54 25 www.kondopoga.de
LEIPA Georg Leinfelder GmbH
LEIPA is a producer of magazine and specialty papers based on used paper. Rüdiger Dicke D-16303 Schwedt/Oder Tel: +49 3332 24 237 [email protected] www.leipa.de
Norske Skog
The Norwegian group is the world’s third-largest newsprint and magazine paper producer with pro- duction facilities on four continents. Jens Borge N-1326 Lysaker Tel: +47 67 599 203 Mobile: +47 90 559 356 [email protected] www.norske-skog.com
Paper Trading Group SA
The Swiss trading company represents Russian newsprint paper mills. Vera Orlova CH-2001 Neuchatel Tel.: +41 32 710-01-65 [email protected] www.papertrading.ch
Papierfabrik Palm
Papierfabrik Palm has its head office in Aalen-Neukochen (Baden-Württemberg). It also has a factory in Eltmann (Bavaria) and in Wörth (Rheinland-Palatinate). Karl-Heinz Bestle D-73406 Aalen-Neukochen Tel: +49 73 61 577 122 [email protected] www.papierfabrik-palm.de
Papresa S.A.
Papresa S.A. is the largest Spanish newsprint paper mill. José Maria Argote 20100 Errenteria (Gipuzkoa) Tel: +34 943 34 42 52 [email protected] www.papresa.es
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Perlen Papier AG
Perlen Papier AG is one of the leading Swiss producers of magazine and newsprint paper. The family- owned enterprise was founded in 1872. Achim Busch CH-6035 Perlen Tel: +41 41 455 80 92 [email protected] www.perlen.ch
SAPPI
An international paper producer with production facilities on three continents. Its head office is in Jo- hannesburg, Republic of South Africa. Michael Mirwald Sappi Deutschland GmbH D-30715 Hannover Tel: +49 511 123 33 610 [email protected] www.sappi.com
SCA Publication Papers / SCA Forest Products AB
The paper subsidiary of the Swedish SCA Group. The approx. 2.6 m hectares owned by SCA make it one of the largest forest owners in Sweden. Björn Lyngfeld SE-85188 Sundsvall [email protected] www.sca.com
Heinzel Paper – Laakirchen Papier AG
The factory specializing in SC paper was part of the Swedish SCA Group until the beginning of 2013. Walter Hennerbichler A-4663 Laakirchen Tel.: +43 76 138 80 05 50 [email protected] www.heinzelpapier.com
Solikamsk
The pulp and paper mill which was privatized in 1992 is one of Russia’s leading newsprint paper mills. Thorsten Voigt Jacob Jürgensen GmbH & Co. KG D-22085 Hamburg Tel: +49 40 22 70 51 61 [email protected] www.juergensen.de
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Steinbeis Papier GmbH
Steinbeis Papier GmbH has its headquarters in Glückstadt near Hamburg. Its factory is located in Glückstadt. Andreas Steenbock D-25348 Glückstadt Tel: +49 41 24 911 425 [email protected] www.stp.de
Stora Enso
The Finnish-Swedish corporation is one of the largest forest and paper products companies in the world. Contact in Germany Klaus Barduna, Vice President Environment Mobile: +49 173 294 1716 Tel.: +49 211 581 2432 [email protected]
Stora Enso Group in Helsinki Terhi Koipijärvi, Head of Global Responsibility Stora Enso Group, Head Office, Helsinki Tel.: +358 2046 21347 [email protected] www.storaenso.com
UPM-Kymmene
The Finnish corporation is one of the largest forest and paper products companies in the world. Päivi Rissanen Environmental Director, Paper UPM, P.O. Box 380, Eteläesplanadi 2, 00101 Helsinki, FINLAND Tel: +358 40 743 0306 [email protected] www.upm.com
VIDEM KRŜKO d.d.
The Slovenian company produces newsprint paper. Tovamiŝka 18 8270 Krŝko / Slowenien [email protected] Robert Mihalik Bertrans Logistics Plc. H-6000 Kecskemet Tel: +36 76 999 103 [email protected] www.bertrans.hu
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Talks on the ecology of timber production
Südportugal: Der Eukalyptus-Experte der Umweltorganisation WWF, Luis Neves Silva (li.), erläutert ökologische Standards für schnell wachsende Holzplantagen im Gespräch mit Paula Guimaraes, Forstexpertin des Zellstoffherstellers Portucel, und Florian Nehm, dem Nachhaltigkeitsbeauftragten der Axel Springer SE. Das portugiesische Unternehmen hat 120.000 Hektar Eukalyptusplantage sowohl nach FSC-International als auch nach PEFC zertifi zieren lassen. Zellstoff von Portucel wird u.a. bei der Herstellung von Papier für Zeitungsschürzen (Kioskaufsteller mit Schlagzeilenanküdigungen) eingesetzt.
For its newspapers and magazines, Axel Springer SE annually obtains paper rolls from around 40 paper mills in about 15 countries. Modern press publishers distinguish themselves by being well- informed about the environmental and social standards of the different stages of the production chain – from the forest via the paper mill and printing plant through to the kiosk and paper recycling.
Printing paper for newspapers and magazines is produced – with regard to its necessary tear resis- tance – from the long wood fi ber of spruces and pines. These conifers used for our printing paper grow in the green belt of the Northern hemisphere – nurtured by water, nutrients and solar energy. Printed products such as papers, magazines and catalogs are collected as waste paper after use and then used for example as raw material for new newsprint paper. In Germany, 79.9 percent of graphic papers (these include newspapers and magazines) are re-used via waste paper as paper raw material (AGRAPA Statistics 2012). Thus the bulk of the wood fi ber is used several times.
In contrast, the pulp for products such as for example kiosk headline display boards, magazine covers and copy paper is produced from short wood fi bers, for example, from birch or eucalyptus.
In order to develop environmental standards beyond FSC certifi cation for fast-growing timber plan- tations, the environmental organization WWF, in collaboration with companies that are internationally active in the forest, paper and pulp industry launched the NGPP Initiative (= New Generation Planta- tion Project). As part of this initiative, experts regularly meet in Asia, Africa and in South America. The company‘s paper suppliers Stora Enso and UPM-Kymmene are among the initiators of the NGPP. Axel Springer SE is connected with the process as an observer through the Association of German Magazine Publishers VDZ.
One spruce yields more than 37,000 pages of publication paper
A model calculation shows that using the fi ber gained from an average-sized spruce originating from Swedish forestry (aged between 30 and 60 years) will produce a total of 37,440 pages of newspaper (weight of the paper: 42.5 g per m², format 40 x 57 cm). 13,440 pages are produced from the fresh wood fi ber alone and a further 24,000 pages can be gained through recycling.
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Cross-border Co-operation
The company has initiated numerous optimization projects with paper suppliers over the past 20 ye- ars. Some examples of this are creating an ecological balance for newspapers and magazines for the first time, the „Opti“ project in co-operation with 8,900 Norwegian family forest owners and the paper manufacturer Norske Skog as well as the „Tracing Russian Wood“ project in cooperation with the paper products company UPM and Greenpeace Russia.
„From Russia with Transparency“ (2005)
In September 2005, the company, in collaboration with the paper manufacturer Stora Enso (Helsinki) and the publishing houses Random House Group (London) and Time Inc. (New York), presented the project “From Russia with Transparency”. A focus was placed on combating corruption in the cross- border timber trade. Transparency International, the leading NGO on Fighting Corruption, took on the role of „Critical Re- viewer“.
Cobus de Swardt of Transparency International on this project: „Many forestry companies want to achieve sustainability, yet shy away from discussing sensitive issues such as corruption. The members of the Tikhvin Project see that sustainability and ethical business practices have much to do with each other. We welcome this pioneering commitment and hope that the project team follows our recom- mendations.“
The paper manufacturer Stora Enso‘s cooperation with the publishing houses Time Inc. (New York), Random House Group (London) and Axel Springer (Berlin) as well as the non-governmental organiza- tion “Transparency International” has also been documented. Its main priorities are the promotion of sustainable forestry, the fight against corruption in the cross-border timber trade for the manufacture of printing paper as well as the prevention of occupational accidents.
„Tracing Russion Wood Imports“ (2002)
In a joint project, Axel Springer, with the Finnish paper manufacturer UPM-Kymmene and the Otto Group, has made the wood chain transparent from the forest in Russia to the paper mill in Finland. The project report „Tracing Russian Wood Imports“ shows how imports of wood from Russia are eco- logically audited. There is also room for critical voices from the Russian forest management and the environmental organization Greenpeace Russia.
„Environmental Improvements in the Paper Chain“ (1998)
This report describes the background, goals and realization of the co-operation between the Otto Group and Axel Springer with 8,900 Norwegian family forest owners and the paper manufacturer Norske Skog.
Forestry Standards
Since 1995 six clear and comprehensible sustainability indicators have been considered when purchasing printing paper. The selection of paper suppliers at Axel Springer is based on four criteria: Product quality, reliable supply, competitive prices and compliance with environmental standards.
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Six Forestry Standards were agreed with paper suppliers in 1995:
1. Sustainability Harvesting more timber than will re-grow is prohibited. 2. Biodiversity Forestry shall not endanger animal or plant species. 3. Control The paper manufacturer must perform eco-controls as a purchaser of timber. 4. Training The paper manufacturer must ensure that the necessary ecological knowledge is conveyed to personnel (for example, forest workers). 5. Indigenous population The paper manufacturer must take the indigenous people (for example the Sami in Northern Scandinavia) into consideration. 6. Information The paper manufacturer must keep the public informed of the advances made and problems encountered in environmental protection.
Ecological certification labels
In order to be able to guarantee good ecological quality for timber or paper clients, two ecological cer- tification labels for wood products have been established – after considerable debate. Their standards have moved markedly closer in the meantime. Axel Springer SE supports the forestry certification, as well as talks on the development of mutual recognition of FSC and PEFC.
Ecological certification labels
FSC
(Forest Stewardship Council). The international ecological certification label for forestry products was established in Toronto in 1993 by leading environmental organizations, among others. It is supported mainly by environmental organiza- tions, owners of woodland, and wood processing firms.
Info: www.fsc-deutschland.de
PEFC
(Programme for the Endorsement of Forest Certification). The European eco- logical certificate for forestry products was established in Paris in 1999 by the associations of European forest owners under the name “Pan European Forest Certification”. It is supported in particular by the associations of European forest owners.
Info: www.pefc.de
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Green logistics for our service providers
How can the environmental footprint in the logistics processes be further reduced? The Axel Springer SE Logistics & Services department invited 30 freight forwarders and wholesalers to the Berlin Spandau printing works for discussions on technical innovations and recommended practice. (Photo: Alice Anderssohn/Axel Springer SE)
The transport route of newspapers and magazines between printing works and point of sale falls within the scope of logistics. As an industry pioneer, Axel Springer SE advocates leaving the smallest possible environmental footprint for its logistics processes. Together with the ITCL team, Axel Springer SE has been recording the exhaust emissions of the entire logistics chain since 2010. External logistics service providers have a particularly important role to play in this.
Among the important measures here are the continuous raising of awareness among employees and business partners, as well as providing information about current innovations. The company invited 30 freight forwarders and wholesalers to the BerlinSpandau printing works in September 2013. Together with its research partners, the International Transfer Center for Logistics (ITCL) and Mercedes Benz, ways of lowering fuel consumption and reducing exhaust emissions were presented.
The parameters for ecological optimization include factors such as the rolling resistance of tires, engine power and the number of unloading points. Mercedes Benz presented a natural gas-powered delivery van with a chassis designed with the collaboration of Axel Springer to meet the requirements for delivering press products.
Dr. Friedrich Tentrop, Head of Axel Springer Strategic Logistics Planning, summed up: „We can only achieve a reduction in emissions in our logistics chain by working together with our service provi- ders. At the event in the Spandau printing works for example, the focus was on gaining, among other things, a better understanding of the compatibility of economic necessities and environmental concerns.“
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Modes of transport for printing paper
Share in percentage 2007 2008 2009 2011 2012 2013 Ship 44 47 50 55 49 51 Rail 23 20 13 12 21 22 Truck 33 33 37 33 30 27
Locations of the supplying paper mills affect transportation routes The paper tonnage transported by rail to printing locations in Germany increased from 2011 to 2013 by 83 percentage points. Over the same period the proportion of paper tonnage transported by road was reduced by 18 percent and that transported by ship by 7 percent.
The proportions of the different modes of transport used to deliver printing paper are largely determi- ned by the location of the supplying paper mills. The delivery share of the various paper mills is con- stantly changing and is determined by factors such as demand, capacity, quality, forestry standards and price. Axel Springer SE procures printing paper from around 40 paper mills in about 15 countries.
Both our own as well as our external printing facilities are as a rule supplied with printing paper from at least two production locations to guarantee production in cases of problems with quality or deliveries. The distances from paper factory to printing facility can range from 35 kilometers (Eilenburg – Leipzig) to almost 7,000 kilometers (Canada – Munich).
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Inquiries on International Social Policy
New Delhi in February 2013: A visit to Thomson Press, where the Indian media company India Today prints the magazine AUTO BILD India as a licensee. The picture shows the production manager and certifi cation representative Shireesh Keskar (left in the picture) in discussion about social and environmental standards with Florian Nehm, Axel Springer SE Corporate Sustainability Offi cer. (Photo: Axel Springer SE)
The Axel Springer Corporation is expanding internationally. This is why we have adopted a catalog of social standards, our International Social Policy, which is a binding guideline for social integrity and applies to all the company‘s activities worldwide. In the procurement of printing paper, of advertising media and product supplements, in merchandising, as well as in the sale of title licenses, emphasis is also placed on the observance of standards through site visits.
This is what the „International Social Policy“ is about: raising awareness along the entire value chain, including the suppliers of our supplier‘s own suppliers.
Uruguay in March 2013: A visit to the Finnish forest, pulp and paper company UPM‘s eucalyptus tree nursery. The picture shows the director of the nursery Jorge Doe (left in picture) in conversation about issues of plantation ecology with Oliver Salge, Head of Forest and Oceans Campaign at Greenpeace Germany, and Florian Nehm, Axel Springer SE Corporate Sustainability Offi cer. (Axel Springer SE)
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Dongguan, province of Shenzhen, China in May 2010: Uwe Schroeder, Head of Production and Purchasing of printed matter and advertising material for the WELT Group, acquainted himself in May 2010 with social standards and looked over a female employee‘s shoulder at a watch manufacturer‘s. Watches are popular promotional gifts for attracting newspaper subscribers.
Paysandú, Uruguay in May 2009: Employees during the lunch break at a eucalyptus tree nursery in conversation with Florian Nehm, Axel Springer SE Corporate Sustainability Offi cer. The nursery supplies seedlings to plantations. The plantations supply wood to a pulp factory, whose clients include paper mills in Germany, from which Axel Springer SE procures printing paper for magazine covers.
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„As fresh and healthy as possible!“
The paparazzi restaurants are supplied with fresh ingredients every day. The offer includes both vegetarian and meat dishes, crisp salad from the salad bar, sweet desserts or fresh fruit from the fruit counter. What ever you feel like - you can combine everything together.
PACE Paparazzi Catering & Event GmbH is a subsidiary of Axel Springer SE. It serves more than one million guests annually – in staff restaurants at several company locations as well as at numerous acti- vities and events for internal and external customers.
At the end of 2012, the subsidiary published its fi rst Sustainability Report meeting the GRI „Level A“ requirements. The company compiled its activities and measures in a „Report on internalized sustai- nability“ for customers and guests.
Healthy nutrition: ESSENTIA - healthy. fresh. delicious!
The ESSENTIA menus have been designed by the PACE chefs in such a way that there is suffi cient supply of all the important components such as vitamins, minerals and fi ber. „As fresh as possible!“ is the ESSENTIA‘s credo, which is aligned with the recommendations of the German Nutrition Society. The „Initiative Zukunft Ernährung“ („Initiative Future Nutrition“) (IZE) presented PACE with its „Future Nutrition Award“ in November 2012 for its ESSENTIA menu line. The range offered by the Paparazzi Restaurants is complemented by the ESSENTIA bag. This contains an ESSENTIA recipe card and all the ingredients necessary to make a nutritious meal for two people. This allows diners to experience ESSENTIA at home as well.
Ecology - cleaning agents
All conventional cleaning agents at PACE were replaced with sustainable products in January 2013. In a sustainable cleaning product, substances that are environmentally damaging and unfavorable for the environment are replaced by harmless and compatible components. Neither the use of enzymes nor the use of fi llers and fragrances is accepted. The criterion for the cleaning agent used is also an exis- ting environmental certifi cation (Euroblume, Nordic swan). In order to reduce packaging and waste, and also energy expenditure during transport, the cleaning agents used are procured as concentrates or super concentrates. Extensive test runs prior to the changeover and training of employees ensured a smooth transition.
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DEHOGA Environmental Check
The Berlin Paparazzi Restaurant was awarded Gold at the „DEHOGA Environmental Check“ for environmentally conscious and sustainable action. The participants in this „DEHOGA Environmental Check“ must undergo a critical review of the sectors of energy and water consumption, waste gene- ration or residual waste, and food, such as for example, their regional purchasing. In each of the four categories there are differentiated limits and requirements laid down for the award levels Bronze, Silver and Gold.
Social: Career guide
„Further development of all employees – from the development of junior staff up to securing the future“, this is one of PACE‘s corporate principles. For this reason, the PACE career guide was laun- ched, in co-operation between the works council and personnel management, in the 4th quarter of 2013. The personalized career guide provides an overview of the employee‘s respective occupational development. Furthermore, it is a tool to help employees actively shape their own professional future. The career guide is intended to facilitate employees‘ own further training and qualification and help them to develop perspectives and create opportunities in order to be successful in their jobs.
Economic/Innovations: PACE App
It was introduced in August 2013 – the PACE app „dailyPACE“. The new application from PACE Paparazzi Catering & Event GmbH reminds diners of selected dishes in the weekly schedule, offers a digital bonus card for the Deli News and a feedback option, as well as the opportunity to interactively help create menus through voting. In addition, the app also contains the recipes of the most popular ESSENTIA classics, provides contact details, opening hours and contact persons at PACE, as well as showing the latest tweets from the Axel Springer media in its Social Media channel.
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Economy
Axel Springer‘s business is excellent journalism – topical, informative and entertaining. Our broad media portfolio encompasses established multimedia brand families such as the BILD and WELT Groups.
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The Axel Springer Share
The picture shows the price performance of the Axel Springer share. The Axel Springer share has been traded since 1985 and was admitted to the SDAX on June 5, 2007. It has been listed in the MDAX since September 20, 2010. Explanatory footnote: 1) Indexed to the closing price of the Axel Springer share on December 31, 2012.“
Extremely successful stock market year in 2013
The stock exchanges can look back on a very successful year in 2013. The German leading index DAX ended the 2013 reporting year close to its all-time high with a plus of 21.4 % compared with the previous year. The MDAX also closed near its all-time high with a plus of 35.5 %. A particularly good development was also shown by the index for the media industry, DJ EuroStoxx Media, with a plus of 33.2 %.
Share on the rise
The Axel Springer share developed extremely well in the 2013 fi scal year. At the end of the year, its closing price was at EUR 46.70, 44.6 % above its value at the beginning of the year. While the share price remained weaker than the benchmark indices until the middle of the year, the announcement of the proposed transaction with FUNKE Mediengruppe at the end of July 2013 gave the share a boost. The share then developed signifi cantly better in the course of the second half of the year than the German leading index DAX. In a comparison with the benchmark index DJ EuroStoxx Media, which tracks the share prices of the most important European media companies, as well as compared with the MDAX, in which the Axel Springer shares are listed, the share developed better over the same period. It reached its annual high on December 27, 2013 at EUR 46.99, its annual low was marked on June 24, 2013 with a price of EUR 30.92. Axel Springer‘s market capitalization at the end of the 2013 was EUR 4.6 billion.
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Corporate Governance
The Berlin headquarters of Axel Springer SE, at the Axel-Springer-Street 65th (Photo: Axel Springer SE)
Good corporate governance as a leitmotif
At Axel Springer, good corporate governance is considered to be a crucial element of responsible management and control, aligned to a long-term increase in the company‘s value. This boosts the confi dence of our domestic and international investors, customers, employees and the general public in the management and supervision of the company and is an essential basis for the company‘s sus- tainable success. In this, we orient ourselves on the German Corporate Governance Code (DCGK).
We have taken appropriate measures in order to implement and comply with its recommendations. The Corporate Governance Offi cer is the Executive Board member responsible for Human Resources, Finance and Services. The compliance with and implementation of the DCGK recommendations are reviewed continuously.
Axel Springer SE published the annual Declaration of Conformity on 5 November 2013 in accordance with § 161 of the German Stock Corporation Act. The recommendations of the German Corporate Governance Code as amended on 13 May 2013 (published in the offi cial section of the electronic Federal Gazette on July 10, 2013) are largely complied with.
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Annual Report 2013
CEO Dr. Mathias Döpfner speaking about the previous fi scal year at the 2014 press conference on the fi nancial statement. Axel Springer pushed forcefully ahead in the 2013 fi scal year with its transformation to become the world‘s leading digital publisher.
Development of Business and Earnings in 2013 at a glance
Axel Springer further developed its internal organizational and management structure as a result of the progress in the digital transformation of the company in this reporting year. Activities are bundled together from now on into three operating segments: Paid Models, Marketing Models, and Classifi ed Ad Models. There is additionally a Services/Holding segment.
Axel Springer has essentially fulfi lled the forecast published in March 2013.
In the year under review, total revenues of EUR 2,801.4 million were slightly higher (+2.3 %) than the previous year‘s fi gure (EUR 2,737.3 million). Declines in revenue for paid models were contrasted with revenue growth for marketing and classifi ed ad models. Adjusted for consolidation and currency ef- fects, total revenues remained on a par with the previous year (+ 0.2 %). The pro-forma revenues from digital media rose to EUR 1,353.3 million (PY: EUR 1,268.8 million), organic growth was 6.7 %.
EBITDA fell by 8.9 % compared with the previous year to EUR 454.3 million (PY: EUR 498.8 million). The EBITDA margin generated also fell to 16.2 % (PY: 18.2 %). The signifi cant increases in earnings from our Classifi ed Ads and Marketing Models were offset by declines in the Paid Models as well as higher expenses due to restructuring measures and for the expansion of our digital business, as well as valuation effects of share-based compensation programs in personnel expenditure. The EBITDA of our digital activities rose by 14.1 % from EUR 246.3 million to EUR 281.0 million. Accordingly, the share of the digital business to EBITDA rose from 49.4 % to 61.8 %.
Adjusted earnings per share from continuing operations of EUR 1.81 was below the previous year‘s fi gure of EUR 2.20. The Executive Board and the Supervisory Board will propose the payment of a dividend of EUR 1.80 (PY: EUR 1.70) per dividend-bearing share to the Annual General Meeting on 16 April 2014.
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Outlook 2014
For the 2014 fiscal year we expect an increase in total revenues for the Group in the mid single-digit percentage range. We assume that the planned increase in advertising revenues and other revenues is more than likely to offset the expected decline in circulation revenues. Growth in revenues is expec- ted in each of the paid model, marketing model and classified ad model segments.
We expect a rise in EBITDA in the low double-digit percentage range. An increase in the EBITDA is expected in the paid model and classified ad model segments, whereas the marketing model seg- ment is expected to reach an EBITDA similar to the previous year‘s level as a result of planned expen- diture for the development of new digital business models.
For our adjusted earnings per share, we expect an increase in the low double-digit percentage range compared with the previous year.
Source: Annual Report 2013
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Reporting according to GRI
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The Indicators of the Global Reporting Initiative „GRI“
An important endorsement for sustainability reports: The „Declaration of the GRI Application Level Check“. It confi rms that the report meets the requirements of the A+ Application Level. „GRI“ stands for the „Global Reporting Initiative“, with its seat in Amsterdam. „A“ stands for „all disclosures reported“. The „ + „-character stands for „externally assured“. „GRI checked“ indicates that GRI has confi rmed the completeness. And the year of the GRI check is visible in the background of the icon: 2014. (The full declaration is available for download in the right menu bar.)
What is a Sustainability Report?
Sustainability Reports emerged as a further development of the environmental reports published by companies in the 1990s. They address the central topics of sustainability: Employees, society, envi- ronment and the economy. Alongside annual reports, sustainability reports are important elements of a company‘s information policy.
Since 2005, the Sustainability Reports of companies in Germany have been compared and evaluated in a ranking by the Institute for Ecological Economy Research (IÖW) and future e.V.
This Sustainability Report corresponds to the complete Disclosure of Indicators of the Global Reporting Initiative (GRI G3.1). In addition, all GRI indicators from the „Media Sector Supplement“ (MSS) are taken into account. The report was checked by the GRI in Amster- dam and audited by PwC in Berlin.
The Global Reporting Initiative (GRI) sees itself as an ongoing international dialog which, through the defi nition of performance indicators, includes a large number of stakeholders. The GRI operates worldwide with the active participation of companies, universities, governmental organizations, as well as non-governmental organizations from the fi elds of labor, social affairs, human rights and the envi- ronment. The objectives of reporting according to GRI are transparency, standardization and compa- rability. The secretariat of the Global Reporting Initiative is based in Amsterdam.
The total of approximately 180 indicators from the fi elds of „societal-social performance“, „environmental performance“, „economic performance“ and „product responsibility“ were extended in 2011 to include around 30 indicators related to the media industry. The GRI Content Index checklist contains 534 individual questions.
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Four principles apply to GRI Sustainability Reports.
• Materiality: there is an emphasis on information that reflects the organization’s significant economic, environmental, and social impacts, or that would substantively influence the assessments and decisi- ons of stakeholders.
• Completeness: essential topics should be adequately covered to permit an assessment of econo- mic, environmental, and social performance.
• Stakeholder Inclusiveness: the reporting organization should identify its stakeholders and explain in the report how it has responded to their reasonable expectations and interests.
• Sustainability Context: the report should present the organization’s performance in the wider context of sustainable development.
What are the requirements for a GRI report at „LEVEL A+“?
• Report on all the core indicators • Disclose a Management Approach for each Indicator Category • External Assurance
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Group structure and locations
Through its segmentation, Axel Springer is consistently aligning its reporting to the revenue structure of its publishing busi- ness, which applies equally for both the digital world as well as the analog.
Axel Springer SE, the lead company in the Axel Springer Group, is a listed company with its headquarters in Berlin. In addition, we are represented at a number of other locations in Germany. There are also a large number of companies abroad. Through our own subsidiaries, joint ventures and the granting of licenses, we have opera- tions in a total of 47 countries. As at 31 December 2013, the Axel Springer Group comprised 146 fully consoli- dated companies, including 82 outside Germany. The transformation into the legal form of a European Company (SE) in accordance with the resolution made at the Annual General Meeting on 24 April 2013, became effective on 2 December 2013 with its entry in the Com- mercial Register. The European legal form underlines the company‘s international market orientation and facili- tates the the Group‘s internationalization strategy for the future. The two-tier system consisting of the Executive Board and the Supervisory Board has been maintained. Axel Springer creates and distributes high-quality information and entertainment on digital distribution channels and in newspapers and magazines. The company’s broad portfolio encompasses established multimedia brand families such as BILD and DIE WELT, and online services to suit a wide range of interests and information needs, as well as investments in TV and radio companies.
Axel Springer creates and distributes high-quality information and entertainment in newspapers, magazines, and digital distribution channels. Axel Springer has divided its activities into three operating segments: 1. Paid Models: The business models in the Paid Models segment primarily target paying readers that use digi- tal media services, as well as printed newspapers and magazines. While the domestic models essentially cover all the activities of BILD and the WELT Group (incl. N24 from 2014), our international business comprises media services in Western and Eastern Europe. This also includes the activities of Ringier Axel Springer Media AG. 2. Marketing Models: The Marketing Models segment combines all the business models whose revenues are primarily generated by advertising clients in reach-based and performance-based marketing. While the Reach- Based Models include digital business models such as aufeminin.com, idealo, kaufDA and Smarthouse, Perfor- mance Marketing covers the activities of the zanox Group. 3. Classifi ed Ad Models: The Classifi ed Ad Models segment covers all those business models which generate their revenues mainly through job vacancy and real estate advertising clients. This includes the online classi- fi ed ad portals bundled together in Axel Springer Digital Classifi eds such as SeLoger, Immonet, Immoweb.be, StepStone, Totaljobs and meinestadt.de. 4. There is additionally a Services/Holding segment.
The company‘s headquarters are at Axel-Springer-Strasse 65 in 10888 Berlin.
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GRI Content Index
An important endorsement for sustainability reports: The „Declaration of the GRI Application Level Check“. It confi rms that the report meets the requirements of the A+ Application Level. „GRI“ stands for the „Global Reporting Initiative“, with its seat in Amsterdam. „A“ stands for „all disclosures reported“. The „ + „-character stands for „externally assured“. „GRI checked“ indicates that GRI has confi rmed the completeness. And the year of the GRI check is visible in the background of the icon: 2014.
The following indicators meet the G 3.1 MSS Guidelines of the „Global Reporting Initiative“ (GRI) for the uniform, international structuring of sustainability reports. („MSS“ stands for Media Sector Supple- ment.)
The „Global Reporting Initiative“ (GRI) has set itself the goal of creating internationally recognized and comparable guidelines for voluntary reporting by companies on economic, social and environmental performance criteria. The initiative was founded in 1997 in cooperation with the United Nations Envi- ronment Program (UNEP). The GRI Secretariat is based in Amsterdam.
The GRI guidelines require the inclusion of a GRI Content Index which enables report users to quickly assess the relevant information and indicators.
GRI Content Index
1 Strategy and Analysis
1.1 Statement from the most senior decision-maker of the organization about the relevance of sustainability to the organization and its strategy.
You can fi nd the CEO‘s introduction to the 2013 Sustainability Report on page 7.
Importance of Sustainability Sustainability and Social Responsibility. Sustainability for Axel Springer entails combining economic success with environmentally compatible and socially responsible activities. These three criteria are an integral part of our corporate strategy. In this way, sustainability is integrated into the business proces- ses. The Corporate Sustainability Offi ce supervises related activities throughout the company – from measures to improve the effi cient use of resources up to initiatives for social commitment. The fi eld is assigned to the Chief Executive Offi cer‘s area of responsibility. Through our sustainability strategy we assume the responsibility for current and future generations and lay the foundations for long-term business success.
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Axel Springer started to publish environmental reports as early as the mid-1990s, sustainability re- ports followed from 2000. Since 2005, we have published a Sustainability Report every two years, which corresponds to the complete Disclosure of Indicators of the Global Reporting Initiative (GRI), the internationally relevant format for sustainability reporting. New to the GRI is the „Media Sector Sup- plement“ (GRI+ ), first documented in the latest Sustainability Report, which has additional indicators dealing with ways of examining the problems faced by journalistic companies. Axel Springer‘s Sustai- nability Reports are verified by auditors.
A publishing house committed to critical journalism must itself stand up to close scrutiny. Through continual sustainability reporting taking the maximum GRI „Standards of Disclosure“ into account, Axel Springer SE is underlining its special responsibility as a media company – from journalistic inde- pendence and the separation of advertising and editorial texts via the promotion of media skills among young readers up to data protection as well as the transparency of social and environmental stan- dards along the digital value chain as well as the wood, pulp, paper, printing and recycling chain.
Value-Driven Management Our mission: The successful establishment of independent journalism in the digital world. Our goal: We want to be the world‘s leading digital publishing house.
Axel Springer is pursuing a strategy of profitable growth. Our majority shareholder safeguards our independence. We are a publicly listed company and as such committed to the efficiency and trans- parency requirements of the capital market. We do not restrict our self-image to economic success alone.
We want to increase the value of our company. In addition to the operating earnings (EBITDA), ear- nings per share is the key indicator against which we measure ourselves and against which we can be measured. At the same time we want to strengthen the values of freedom, democracy, the rule of law, competition, property, human rights, cosmopolitanism and tolerance through our journalistic work.
Our publishing house is committed to the values of its founder Axel Springer. He stood first and fore- most for freedom. It is in this sense that the five preambles of the company are defined: the consoli- dation of German and European unity, support of the vital rights of the Israeli people, solidarity in the common values of free nations with the United States of America, the defense of the principles of a free social market economy and the rejection of all forms of political totalitarianism. These values do not prescribe the support of any ideology, government or political party, but rather they also allow and call, as does any true loyalty, for honest criticism.
Non-financial control parameters The non-financial performance indicators make it possible to measure the success of Axel Springer‘s efforts in the areas of customers, offerings, processes, employees and sustainability. For environmen- tal and social performance criteria, the company orients itself towards the indicators of the Global Reporting Initiative (GRI).
Customer retention index Axel Springer has set itself the goal of becoming Europe’s most customer-friendly media company. To achieve this, a differentiated measurement and evaluation system has been developed in collaboration with the TNS Infratest institute since 2007 to measure the customer retention index regularly. This is the most important indicator of the satisfaction and loyalty of our readers and advertising customers.
In order to identify and promote efficient processes within our company as well, we measure the qua- lity of our internal cooperation and service orientation in a similar manner and aggregate the results to form an internal customer retention index. This indicator, in combination with the external customer retention index, is the starting point for a sustainable improvement process.
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1.2 Description of key impacts, risks, and opportunities.
Risks relating to the company-wide implementation of environmental and social standards: In view of the organization’s growing international presence, Axel Springer SE has developed a catalog of social standards. This “International Social Policy” is a set of binding guidelines on social integrity and applies to all the organization‘s activities worldwide. Deficits in compliance with the International Social Policy can occur mainly in the procurement of printing paper, ICT hardware, advertising media, pro- duct additions, in merchandising, and in the sale of title licenses and can result in a loss of image. To minimize this risk as much as possible, we work closely together with experts from the wood, pulp and paper industry and environmental organizations. We also conduct monitoring measures along the value chain, as well as eco-audits. The economic risks and opportunities can be found in the 2013 Annual Report.
The experience gathered in sustainability management since 1992 acts as a driving force and motiva- tor. It supports, among other things, our journalistic credibility, our attractiveness as an employer, our innovative response to customer expectations and in general, the optimization of management pro- cesses. The materiality matrix gives an overview of the priorities. Additional aspects from the GRI „Media Sector Supplement“:
Axel Springer is and will remain a company whose purpose and soul is journalism. For us it is a matter of informing people, of entertaining them, of giving them guidance, of surprising them with news which should often not actually be made public. This is why journalistic independence is an essential prerequisite of journalistic quality. News requires research, uncomfortable inquiries, investigative work. However, journalistic quality is only financially viable if it has two sources of revenue: Paid advertise- ments as well as readers who pay for journalistic content on the Internet as well as on paper.
The international debate on intellectual property rights is of central importance for the economic base of creative performance. Independent journalism is the bedrock of democratic knowledge-based societies. Intellectual property needs effective protection in the same way as material property. This must also apply to editorially researched and edited texts and representations of publications on the Internet.
In recent years Axel Springer has developed into a media company with a strong digital portfolio. The next step: stepping up the pace to becoming an online company. To achieve this, the company is focusing on the three pillars that have already made it successful in the offline world: Journalism, advertising, classifieds.
2 Organizational Profile
2.1 Name of the organization
Founded in 1946, Axel Springer is Germany‘s biggest newspaper publisher and one of the leading international media enterprises.
2.2 Primary brands, products, and/or services
In recent years Axel Springer has developed into a media company with a strong digital portfolio. The next step: stepping up the pace to becoming an online company.
To achieve this, the company is focusing on the three pillars that have already made it successful in the offline world: Journalism, advertising, classifieds.
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As a result of consistent internationalization and digitization, Axel Springer SE today is not only mar- ket leader in the German print business, but is also active in 40 countries through subsidiaries, joint ventures and licenses.
Details can be found at The media published by Axel Springer SE.
2.3 Operational structure of the organization, including main divisions, operating compa- nies, subsidiaries, and joint ventures
Axel Springer SE group structure.
2.4 Location of organization’s headquarters
Axel-Springer-Strasse 65 10888 Berlin
2.5 Number of countries where the organization operates, and names of countries with eit- her major operations or that are specifi cally relevant to the sustainability issues covered in the report
Axel Springer SE is a leading integrated multimedia company in Europe with an integrated media company with activities in more than 40 countries in the fi elds of digital, printed and audiovisual jour- nalistic publications and services. The company is listed in the MDAX.
Its international activities in Central and Eastern Europe through the Ringier Axel Springer Media AG joint venture are concentrated on Poland, Slovakia, and Serbia. In addition, Axel Springer SE is active with its own subsidiaries in Russia, Hungary, Switzerland and Spain.
Sustainability is of importance throughout the Group. The national and international subsidiaries of Axel Springer SE are to be gradually included in sustainability management.
2.6 Nature of ownership and legal form
The company has the legal form of a joint-stock company. The Axel Springer share has been traded since 1985 and was admitted to the SDAX on June 5, 2007. The shares of Axel Springer SE have been listed in the MDAX since 20 September 2010.
View information on the shareholder structure at www.axelspringer.de.
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2.7 Markets served (including geographic breakdown, sectors served, and types of customers)
The core competence of Axel Springer is excellent journalism: topical, informative and entertaining. The company operates in networks and cross-media. In this way it links the print and the digital world together and distributes high-quality information and entertainment in newspapers, magazines, and digital distribution channels.
Further information on the markets of the foreign subsidiaries can be found at www.axelspringer.de.
Further information on the markets served can be found at www.axelspringer.de.
2.8 Scale of the reporting organization:
Scale of the existing organization (Source: Annual Report 2013)
Number of employees 12,843 employees (Paid Models: 45.8 percent; Marketing Models: 14.7 percent; Classified Ad Models: 14.2 percent; Services/Holding: 25.3 percent.)
Total Revenues 2,801.4 million EUR (Paid Models: 54.3 percent; Marketing Models: 25.6 percent; Classified Ad Models: 14.4 percent; Services/Holding: 5.7 percent. Share of circulation reve- nues: 27.1 percent; share of advertising revenues: 58.5 percent; share of other revenues (newspaper printing plants, logistics, etc.): 14.4 percent.)
Equity capital 2,244.0 million EUR (also includes the separately re- ported assets and liabilities allocated to discontinued operations)
Net debt 471.3 million EUR
Additional aspects from the GRI „Media Sector Supplement“:
• Question: How are print circulations or online clicks counted? • Answer: Print circulations of titles in Germany are reported by the IVW (German Audit Bureau of Circulations) • Online clicks in Germany are reported by the AGOF (Online Research Group) • Question: Are there relevant activities outside the media industry? • Answer: No.
You will find more informations and details about the scale of the reporting organization in the annual report 2013.
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2.9 Significant changes during the reporting period regarding size, structure, or ownership
The following significant changes with respect to size, structure or ownership in the organization fell within the 2012 – 2013 reporting period:
Discontinued operations in December 2013, the sale of the domestic regional newspapers as well as the program guides and women‘s magazines to FUNKE Mediengruppe was contractually agreed.
This includes the regional newspapers BERLINER MORGENPOST and HAMBURGER ABENDBLATT, the advertising papers in Berlin and Hamburg as well as the five TV program guides and two women’s magazines from Axel Springer (HÖRZU, TV DIGITAL, FUNK UHR, BILDWOCHE, TV NEU, BILD der FRAU, FRAU von HEUTE) and their related digital brands.
Also included in discontinued operations are the business dealings and holdings of Ringier Axel Sprin- ger Media in the Czech Republic. In addition to the the leading tabloid BLESK and the leading news magazine REFLEX, these also include automobile and women‘s magazines.
The portfolio of newspapers, magazines, and brand-related online activities, was sold to two Czech entrepreneurs in December 2013 subject to approval by the relevant anti-trust authorities.
Further information on „Business Activities and Operating Environment“, „Economic Situation“ and „Outlook“ can be found in the Axel Springer SE 2013 Annual Report.
2.10 Awards received in the reporting period
• The „Compliance Insider“ magazine published a study of European Codes of Conduct. The aim of this study was to assess the current landscape of codes of conduct in three European countries. In this study, fifty codes were investigated from France, Germany and Switzerland respectively. The Axel Springer Code of Conduct was rated second in Germany.
• Axel Springer SE‘s offset printing works in Ahrensburg has been presented an award by UNESCO for its particular commitment to school projects in the environmental field. The printing works has been working with Ahrensburg schools on environmental, economic and social issues since 2008. This cooperation has now been honored by the German UNESCO Commission within the framework of the UN Decade of „Education for Sustainable Development“.
• Further informations you will find on page 48.
3 Report Parameters
3.1 Reporting period
2012 and 2013
3.2 Date of most recent previous report
2010 and 2011
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3.3 Reporting cycle
Biennial
3.4 Contact point for questions regarding the report
The list of contact partners can be found under contacts.
3.5 Process for defining report content
Since 1993, we have been continuously sounding out the interests, concerns and priorities of relevant stakeholders. Axel Springer SE published its first environmental report in 1994. In 1995, the Ahrens- berg newspaper printing plant was the first in Europe to be validated according to the EU ecological audit EMAS. In 2001, the first externally audited sustainability report appeared. The indicators of the IÖW (Institute for Ecological Economy Research) as well as the GRI Media Sector Supplement (version 3.1) are important fundamental requirements.
Readers, advertising and print customers, employees, investors, neighbors, visitors, school pupils, students, scientific institutes, state supervisory authorities and regulators, suppliers, NGOs and the media express particular interest in the organization’s sustainability management.
What is expected of our company? Which issues are particularly interesting for readers and non-rea- ders or even environmental organizations that deal with sustainability issues in our industry?
We use various sources of information to classify the various concerns, – from market research among readers and customer surveys through the various reader advisory boards up to the regular exchange with WWF, Greenpeace and Transparency International in countries such as Finland, Swe- den, Russia, Canada, the USA, China, Uruguay and Brazil.
We consolidate the findings into a materiality matrix which yields the orientation and priorities of susta- inability management. The topics are presented in the matrix according to their assessed relevance for the stakeholders on the one hand and for the company on the other.
The contents of the report are based on the expertise of this stakeholder dialog which has been ongo- ing since 1993.
3.6 Boundary of the report
The quantitative statements in the area of the environment refer to the printing facilities in Germa- ny and Hungary, as well as to the publishing office locations in Berlin, Hamburg and in Zurich. If the scope of regulation is not named explicitly, all other details apply throughout the group.
3.7 State any specific limitations on the scope or boundary of the report
No specific limitations.
3.8 Developments, that can significantly affect the comparability from period to period or the information
Comparability with the sustainability reports of previous years is not affected.
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3.9 Data measurement techniques and the bases of calculations
• The environmental data are based on documented information from suppliers or are collected at the locations involved. • The environmental data are collected at the locations involved and forwarded to Corporate Control- ling. The relevant key figures from the divisions and independent subsidiaries are recorded locally on- site using the web-based ENABLON software and evaluated at the company headquarters in Berlin. • Personnel numbers from all relevant areas of the organization are collected in the personnel statis- tics, checked for plausibility and published in the Annual Report. • Information on openings, company training, measures to promote equal opportunities and the deve- lopment of our employees, etc. are generated in the Human Resources division and published in the Annual Report as well as the company’s Internet portal. • The regular exchange of ideas between the Group Sustainability Department and the sustainability officers at the company locations is also a part of data collection. • Quantitative data are consolidated in Corporate Controlling, checked for plausibility and made available for examination by external auditors.
3.10 Effects of amended re-statements of information
Data have not been subsequently corrected.
3.11 Changes from previous reporting periods
The use of the web-based ENABLON software for the structured collection of data for sustainability reporting was introduced.
3.12 GRI Content Index
The GRI Content Index provides an overview of the approximately 180 indicators. The five links below lead to the substantive GRI topics. The subsequent table lists the associated key points for details.
GRI Profile Queries Strategy and Analysis, Organizational Profile, Report Parameters, Governance Employees Employment, Labor/Management Relations, Occupational Health and Safe- ty, Training and Education, Diversity and Equal Opportunity (LA1 - LA15) Society Human Rights Aspects: Investment and Procurement Practice, Non-discri- mination, Freedom of Association and Collective Bargaining, Child Labor, Forced and Compulsory Labor, Security Practices, Indigenous Rights (HR1 - HR11) Community, Corruption, Public Policy, Anti-Competitive Behavior, Compli- ance, Product Responsibility (SO1 - SO10) Customer Health and Safety, Product and Service Labeling, Marketing Communications, Media Literacy, Customer Privacy, Compliance (PR1 - PR9) Environment Materials, Energy, Water, Biodiversity, Emissions, Effluents and Waste, Pro- ducts and Services, Compliance, Transport, Overall (EN1 - EN30) Economy Economic Performance, Market Presence, Indirect Economic Impacts (EC1 - EC9)
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GRI indicators from the Media Sector Supplement Among the focal points of the new GRI indicators from the „Media Sector Supplement“ (MSS) are an extensive number of questions concerning the role of the media in society, on Ensuring editorial independence and diversity of opinion, on the Structure of ownership and shareholders, on Quality as- surance during the creation of journalistic content, on Interaction with readers, on the Observance of declared corporate values, on Ensuring the protection of sources and confidentiality, on the Protection of intellectual property, on the Avoidance of conflicts of interest in content creation and dissemination, on the Separation of editorial content and advertising, on the Significance of advertising revenue re- ceived from government sources, on the Avoidance of the risks of corruption, on Contractual general conditions for salaried and freelance employees, on Security during journalistic assignments in crisis regions, on Offers of continuing vocational training, on Transparency in representing industry interests to regulators and – of particular importance - on Current processes of change in media as part of the process of digitization.
Contact for the sustainability report: Florian Nehm Corporate Sustainability Officer Axel Springer SE Tel.: +49 30 2591 793 70 [email protected]
3.13 External assurance for the report
The PricewaterhouseCoopers AG auditing company examined the quantitative information in the Axel Springer SE Sustainability Report 2013 from the German print and publishing locations as well as the international locations in Hungary and Switzerland. The scope of the audit and the results can be taken from the review certificate.
4 Governance, Commitments, and Engagement
4.1 Governance structure of the organization
At Axel Springer, good corporate governance is considered to be a crucial element of responsible management and control, and thus an essential foundation for sustainable corporate success. In this regard, we are guided by German principles of sound corporate management, and in particular the German Corporate Governance Code.
You can find more information on „Corporate Governance“ here. The management board runs the company on its own authority. The committee consists of four members at the present time.
Additional aspect from the GRI „Media Sector Supplement“: Guidance to ensure ethical Media Standards: To ensure compliance with laws, voluntary commit- ments and guidelines, Axel Springer has introduced a Group-wide compliance management system. A Compliance Committee monitors compliance with the Code of Conduct. The Code of Conduct is part of the compliance organization and is to be understood as a summary of the Axel Springer rules of conduct, which also include the guidelines for safeguarding journalistic independence.
The protection of the freedom of the press ranges from the procurement of information to the commu- nication of the news. The protection of the freedom of the press for example, the determination of the bias of a newspaper, the confidentiality of editorial work, and in particular the non-disclosure of sour- ces of information in the interest of a broad flow of information.
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The guidelines on the journalistic endeavors of all editors safeguard the general conditions that make independent and critical journalism possible at Axel Springer.
4.2 Indication of whether the Chair of the highest governance body is also the executive officer
The management board runs the company on its own authority. The committee consists of four mem- bers at the present time. The management board informs the supervisory board regularly, promptly and extensively on all questions of planning, business development, risk situation and risk manage- ment which are relevant for the company. Every member of the management board must disclose any conflicts of interest to the supervisory board without delay.
4.3 Independent members of the highest governance body for organizations that have a uni- tary board structure
As a German SE, the Group has a dual structure through the separation of the Supervisory Board and the Management Board.
4.4 Mechanism for shareholders and employees to provide recommendations to the highest governance body
Shareholders have the option of submitting proposals at the Annual Shareholders‘ Meeting. In Germa- ny, shareholders, whose shares collectively total the twentieth part of the capital stock or a proportio- nate amount of EUR 500,000, may demand that items are added to the agenda and published.
All shareholders registered for the Annual Shareholders‘ Meeting have a right to vote. To make it easier for shareholders to exercise their prerogatives at the Annual Shareholders‘ Meeting, registe- red shareholders, who do not wish to take part in the Annual Shareholders‘ Meeting, may have their voting rights exercised by an authorized representative of their choice, in particular credit institutions and proxies. Axel Springer SE also offers the service of allowing its shareholders to authorize the proxies designated by the company and to issue instructions to these for the exercise of voting rights in writing (also by fax and e-mail). All of the necessary reports and documents are made available to the shareholders in advance, also through the company website. Attendance at the ordinary Annual Shareholders‘ Meeting of Axel Springer SE reached very high levels of >80% in recent years.
Employees are represented by works councils at the main locations. There is continual communica- tion with the works council through many channels on the activities and opportunities for interaction.
Employees have an additional opportunity of making suggestions directly within the framework of ideas management. The basis for this is a central company agreement between the Chairman of the General Works Council and the CEO on the company suggestion scheme.
4.5 Linkage between compensation for the highest governance body and the organization’s performance
In accordance with the requirements of the German Stock Corporation Act and the recommendations of the ‚German Corporate Governance Code‘ (DCGK) the compensation of the Management Board members consists of fixed and variable components. Variable compensation comprises an annual bonus paid as a cash component combined with a long-term stock-based compensation component. All of the compensation components are appropriate, both individually and as a whole. The tasks of the individual board member, his personal performance, as well as the economic situation, the suc- cess and the future prospects of Axel Springer are used as criteria for appropriateness.
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The sector environment of the company is also taken into account. No external compensation experts were consulted by the Supervisory Board in this reporting year.
Fixed compensation is equivalent to the annual salary, in addition to which the members of the ma- nagement board also receive a company car or car allowance, as well as expenses for security as fringe benefits. The annual salary is based among other things on the tasks of the individual board member, on the current economic situation, the success and the future prospects of the Group.
The variable compensation element in the form of a cash bonus has an upper limit and is dependent upon the performance of the individual within the context of individual targets (also including quanti- tative division and qualitative individual targets oriented to the strategy of Axel Springer SE) as well as the objectives of the Group.
4.6 Processes in place for the highest governance body to ensure conflicts of interest are avoided
Every member of the management board must disclose any conflicts of interest to the supervisory board without delay. Every member of the supervisory board must also disclose any conflicts of inte- rest to the supervisory board without delay. Please see also „Corporate Governance“.
Additional aspect from the GRI „Media Sector Supplement“: Mechanisms to avoid conflicts of interest in the selection of content: To ensure compliance with laws, voluntary commitments and guidelines, Axel Springer has introduced a Group-wide compliance ma- nagement system. A Compliance Committee monitors compliance with the Code of Conduct. The Code of Conduct is part of the compliance organization and is to be understood as a summary of the Axel Springer rules of conduct, which also include the guidelines for safeguarding journalistic indepen- dence.
Editorial publications may not under any circumstances be influenced by the personal or business interests of third parties or the personal economic interests of editors.
The journalists at Axel Springer
• shall not report on persons with whom they have a close relationship, especially family members, in the form of copy or photographs unless there is an objective reason for doing so that has been appro- ved by their superior; • do not use their reporting to gain advantages for themselves or others; • shall consult their superior if the membership of or the holding of an office or a seat in a society, poli- tical party, association or other institution, investment in a company, permitted secondary employment or through a relationship with persons or institutions the impression might be created that the neutra- lity of their reporting on such societies, political parties, associations, persons or other institutions is thereby compromised; • pay particular attention to the observance of the legal regulations and ethical obligations of the press concerning inside and other information which may potentially affect security prices.
4.7 Process and criteria for determining the composition of the highest governance body – including consideration of indicators of diversity
The objectives for the composition of the Supervisory Board. In its meeting of 2 July 2013, the Su- pervisory Board of Axel Springer SE confirmed the following objectives for its composition, which had been resolved or confirmed by the Supervisory Board of Axel Springer SE at its meetings of October 14, 2010 and October 24, 2012 in consideration of section 5.4.1 GCGC:
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The Supervisory Board of Axel Springer SE should be composed in such a way that its members as a group possess the knowledge, ability and professional experience required to properly perform its duties. With due consideration given to the company‘s business object and purpose, the size of the company, and the relative importance of its international activities, the Supervisory Board will strive, as a goal for the upcoming regular elections, to bring about a composition of its members that is approp- riate in view of the following considerations, in particular:
• At least two seats on the Supervisory Board should be held by persons who fulfill the criterion of internationality to a particular degree (for example, by reason of relevant experience in international business). • Supervisory Board members should not hold any position on a board or perform any consulting work for major competitors of the company. • The Supervisory Board should have an adequate proportion of women. Currently, two of the total of nine members (22.2 %) are women; the Supervisory Board considers this adequate in any event. • In making nominations, due consideration should be given to the general rule that Supervisory Board members should not be older than 72 years; the Supervisory Board can approve exceptions to this policy. • Furthermore, the Supervisory Board should observe the principle that as few members as possible should be subject to a potential conflict of interest, as in connection with an advisory role or board seat with major customers, suppliers, creditors or other significant business partners of Axel Springer. • In addition,the Supervisory Board should give due consideration to the principle that its composition should meet the criterion of diversity. • With respect to its composition, the Supervisory Board strives to ensure that at least two of its members are independent according to the definition of the GCGC.
The above-mentioned objectives have been fully attained with the current composition of the Supervi- sory Board of Axel Springer SE.
4.8 Principles and guidelines of corporate governance
The corporate values of Axel Springer SE are explained, among other things, with the management approach in the section on GRI economic indicators. The standards required for the production of copy are set out in points M2 and M3.
Additional aspects from the GRI „Media Sector Supplement“: Axel Springer SE is an integrated multimedia online, print and TV company. The company wants to be the world‘s leading digital media company. Whether digital or printed: every medium obeys its own laws, but the quality of the content is decisive everywhere. News, views, well told stories – that’s what it’s about in the future and what it was always about. Our work is networked and cross-media thus integrating the different worlds.
Axel Springer is the only independent media company to have a corporate constitution. The five principles expressed therein serve as a foundation for publishing operations. They define fundamental convictions on social policy, yet do not set out an opinion.
In addition to these five principles, the company has also defined values that distinguish Axel Springer‘s corporate culture. In 2008 leadership principles were introduced at Axel Springer, giving managers a framework for action in their daily work.
The editors-in-chief and publishing directors of the company developed guidelines to safeguard jour- nalistic independence at Axel Springer and introduced them in August 2003 in co-ordination with the management board.
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The catalog of social standards which was published in July 2004 is a binding guideline for social integrity and applies to all the company‘s activities throughout the world. Axel Springer SE attaches great importance to good corporate governance in the management and control of the enterprise. Moreover, with its first environmental report in 1994 the company published a four-point environmental guideline.
To ensure compliance with laws, voluntary commitments and guidelines, a Group-wide compliance management system was introduced. A Compliance Committee monitors compliance with the Code of Conduct.
It summarizes our existing corporate principles, values, as well as our directives and guidelines which contain the ethical, moral, and legal requirements for every employee.
The Internal Control System (ICS) is an integral part of the Axel Springer SE corporate governance system and supports the achievement of the strategic business objectives. For this, the effectiveness of the specified risk control measures is monitored systematically in the context of risk management. The internal control system has the task of ensuring that the risk control measures also are actually carried out by the risk owners. For this purpose, the control system undergoes a systematic self- evaluation to verify the functionality and effectiveness of the entire control system. Carrying out ICS activities allows for the detection of errors and irregularities.
We feel especially committed to the freedom of expression and the freedom of the press, which are the constitutive prerequisites for freedom and democracy.
The company was one of the signatories of the „European Charter on Freedom of the Press“ in May 2009. It formulates principles for the freedom of the press from government intervention, and in particular for their right to safety from surveillance, electronic eavesdropping and searches of editorial departments and computers, and to unimpeded access for journalists and citizens to all domestic and foreign sources of information.
You can find further information on the principles and guidelines of the organization on page 18.
The complete text of the „European Charter on Freedom of the Press“ can be found at www.pressfreedom.eu.
The cornerstones of our responsibility as a media enterprise include first and foremost:
• journalistic independence • care in the treatment of sources • the distinction between advertising and editorial copy • the code of conduct of the advertising industry • the media protection of young persons • data protection and the security of digital information systems using WELT ONLINE as an example • the safeguarding of social and environmental standards along the wood, pulp, paper, printing and recycling chain as well as in the procurement of advertising media • compliance with justice and the law
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4.9 Procedures of the highest governance body for overseeing sustainability
To ensure compliance with laws, voluntary commitments and guidelines, a Group-wide compliance management system was introduced. A Compliance Committee monitors compliance with the Code of Conduct.
Sustainability performance is monitored by the Controlling, Human Resources, Compliance and Risk Management divisions. An externally audited sustainability report is published every two years in a format suitable for the GRI. The Annual Report also contains quantitative and qualitative sustainability information. In addition, there are the Annual Reports which are published annually.
4.10 Processes for evaluating the highest governance body’s own performance
Agreement on goals and determining when objectives have been achieved is carried out by the Chair- man of the Supervisory Board and the respective member of the management board. The gover- nance structure of the company is explained at 4.1.
4.11 Precautionary principle
The overall responsibility for risk management lies in the hands of the management board. By compa- rison, the respective divisions or group companies are responsible for the operative processes of the early identification, assessment, management and documentation of the risks, the determination and execution of suitable measures as well as all communication concerning this.
4.12 Participation in and endorsement of external initiatives
Axel Springer SE complies with the German Corporate Governance Code, the Declaration of Confor- mity 2013 can be found at www.axelspringer.de. Within the scope of its „International Social Policy“ adopted in 2004, the entire company supports and acknowledges the United Nations „Universal Declaration of Human Rights“ and does not tolerate any behavior that disregards this.
As the first media organization, Axel Springer SE has been a member of the Women in the Economy Forum since 1999. With its „Partners in Tolerance“ initiative, the publishing house has been supporting the work of American film director Steven Spielberg’s „Shoah Foundation“ since 1998.
4.13 Memberships
Axel Springer SE is a member of the Federal Association of German Newspaper Publishers (BDVZ), the Association of German Magazine Publishers (VDZ), the German Association of the Digital Econo- my (BVDW) as well as a corporate member of the European Magazine Media Association EMMA. The company is represented in the executive committee of several of these associations as well as in nu- merous working groups – for example in the sustainability working group of the VDZ. The international subsidiaries are also members of the respective publishing associations in their own countries. Further information can be found on page 21.
4.14 Stakeholder groups engaged by the organization
Readers and users of our media services, advertising and print customers, employees, investors, neighbors, visitors, school pupils, students, scientific institutes, state supervisory authorities and regu- lators, suppliers, NGOs and the media express particular interest in the organization’s operations as well as its products at home and abroad.
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Stakeholder Management – the management of the relations with the different groups that have an interest in a company and, directly or indirectly influence the added value – counts as one of the priori- ties at Axel Springer.
Axel Springer wants to be the most customer-friendly media enterprise in Europe. The company uses the tried and tested TRI*M-methodology from TNS Infratest to measure customer loyalty.
TRI*M™ (Measure, Manage, Monitor) is the leading customer loyalty or stakeholder management sys- tem. It is a research approach customized to the respective business needs, which is used to transfer the information from the survey of individuals or all relevant stakeholder groups into the entrepreneu- rial decision-making process. It supports the management in the setting of priorities and provides guidance for the optimization of relations with the various target groups.
For the eighth time, Axel Springer SE has allowed the quality of its customer relationships to be as- sessed using the TRI*M index. Due to the progressive digitization of the company, the focus was on the activities in this area. The evaluation of the digital payment, marketing and classified ad models was further expanded at the same time. The results confirm the thesis that readers also appreciate the value of professional journalism in the digital world. Print titles will from now on only be measured every two years, as the changes in this area are less dynamic than for the digital services.
The stakeholders of the measurements include
• Readers / buyers of newspapers • Readers / buyers of magazines • Users of websites • Advertisers
A further instrument of the direct exchange with readers are the Readers‘ Advisory Councils. They are intended to help focus even more on readers‘ interests, concerns and problems. They tell us what is important to them, what they find good or bad and what issues should be addressed in more depth.
4.15 Basis for the selection of stakeholders with whom to engage
Readers and users of our media services, advertising and print customers, employees, investors, start-ups, neighbors, visitors, school pupils, students, scientific institutes, state supervisory authorities and regulators, suppliers, NGOs and the media express particular interest in the organization’s opera- tions as well as its products at home and abroad.
Various sources of information are used to rank the various concerns of our stakeholders – from mar- ket research among readers and surveys of the customer loyalty programs through the various reader advisory councils up to the regular exchange with WWF, Greenpeace and Transparency International in countries such as Finland, Sweden, Russia, Canada, the USA, China, Uruguay and Brazil as well as internal employee surveys.
4.16 Approaches to stakeholder engagement
Personal contact to stakeholders comes about, for example, through directly addressing them, through exchanges of views at conferences, as well as through e-mails and phone calls.
Various sources of information are used to rank the various concerns of our stakeholders – from mar- ket research among readers and surveys of the customer loyalty programs through the various reader advisory councils up to the regular exchange with WWF, Greenpeace and Transparency International in countries such as Finland, Sweden, Russia, Canada, the USA, India, China, Uruguay and Brazil as well as internal employee surveys. Please click here for further information.
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4.17 Key topics and concerns of stakeholders
We consolidate the findings of the analysis of the various stakeholders‘ concerns into a materiality matrix, which at the same time yields the orientation and priorities of sustainability management. An additional indication are the issues and priorities of rating and ranking agencies in the area of sustaina- bility.
In addition, there are the innovations and enhancements in the Evaluation System of the Institute for Ecological Economic Research (ioew) as well as the indicator matrix of the Global Reporting Initiative GRI, and the ‚Media Sector Supplement‘ followed in this Sustainability Report.
The subject areas are presented in the matrix according to the assessment of their relevance for the stakeholders as well as for the company – and addressed in the context of this Sustainability Report.
The stakeholders concerns involve issues of journalistic independence, the separation of advertising and editorial copy, the promotion of media skills among young readers, data protection, as well as the safeguarding of social and environmental standards along the wood, pulp, paper, printing and recycling chain. Within the scope of digitization, there are also issues of the transparency of standards along the digital value chain.
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GRI Employees
An important endorsement for sustainability reports: The „Declaration of the GRI Application Level Check“. It confi rms that the report meets the requirements of the A+ Application Level. „GRI“ stands for the „Global Reporting Initiative“, with its seat in Amsterdam. „A“ stands for „all disclosures reported“. The „ + „-character stands for „externally assured“. „GRI checked“ indicates that GRI has confi rmed the completeness. And the year of the GRI check is visible in the background of the icon: 2014.
Social Indicators
The following indicators meet the G 3.1 MSS Guidelines of the „Global Reporting Initiative“ (GRI) for the uniform, international structuring of sustainability reports. („MSS“ stands for Media Sector Supple- ment.)
The abbreviation „LA“ in the GRI Numbers stands for „Labor Practices and Decent Work“.
1 Management Approach
GRI: Goals - Organization–wide goals regarding performance relevant to the Labor Aspects, indicating their linkage to the internationally recognized universal standards.
Creativity, Entrepreneurial Spirit, Integrity. These three values form the foundation of the self-confi - dence of Axel Springer. They set the standards for our daily activity. We lead by creating space for creativity, by defi ning objectives and by shaping change. We want to continue to lead Axel Springer boldly to entrepreneurial success. The focus is on our employees, who we develop, challenge and en- courage to work independently. In all activities in all parts of the organization, we pay careful attention to compliance with justice and the law, our corporate guidelines and the Code of Conduct.
Further information can be found on page 18.
GRI: Company guidelines - Organization-wide policy that defi nes the organization’s overall commitment related to the Labor Aspects.
1.Principles of Leadership were introduced at Axel Springer in 2008. The principles should give ma- nagers scope for action, providing transparency with regard to the demands and expectations of the leadership role.
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2. In view of the organization’s growing international presence, Axel Springer SE adopted a catalog of social standards in 2004. This “International Social Policy” is a binding guideline for social integrity and applies to all the organization‘s activities throughout the world.
GRI: Organizational responsibility
The ultimate responsibility for labor aspects lies with the management board of Axel Springer SE.
GRI: Procedures related to training and raising awareness
The maintenance and improvement of companies’ competitiveness is to a great extent dependent on its employees’ know-how and the development thereof. This is why our seminars focus on our company’s strategic goals.
GRI: Monitoring
Continuous monitoring by Heads of Human Resources in the company divisions.
Additional aspect from the GRI „Media Sector Supplement“: Remuneration of rights of use: There are different ways of acquiring rights of use. The regulations to ensure the preservation and remuneration of these rights of use are accordingly diverse. They can be essentially categorized as follows:
Salaried employees: Salaried employees transfer the rights of use of the results of their work (these are essentially works created in the context of their respective activity) to their respective employer. The transfer is made – in so far as this concerns computer programs – generally without a separate agreement in accordance with § 69 b of the Copyright Act, in other cases generally in accordance with the contract of employment. They receive an equitable wage for their work, with which the trans- fer of rights of use is as a rule also remunerated.
The Axel Springer Code of Conduct ensures the safeguarding of journalistic independence in the creation of journalistic content.
Freelance (full or part-time) authors: Axel Springer also purchases journalistic content from full or part-time non-salaried persons. The acquisition of user‘s rights is arranged through contracts and/or business conditions. Remuneration is in part individually negotiated, in some areas collective agree- ments apply. Publishers‘ associations and trade unions (DJV -German Federation of Journalists, ver. di - United Services Union, dju - German Union of Journalists) in Germany have concluded the „Re- muneration agreement for freelance full-time newspaper journalists“ and the „Collective agreement for employee-like freelance newspaper journalists“ which apply to the area of journalistic freelance emplo- yees.
Agencies: Insofar as content is purchased from agencies, the acquisition of rights is either negotia- ted individually or based on the agencies specified terms and conditions. In case of doubt, the law of copyright applies.
User content, letters to the editor, interactive services: Readers or users also generate content – usually without a commercial background – which is included in Axel Springer publications. These contributions are in part rewarded (e.g. Bild reader reporters, competitions), in part this is unpaid inter- active user behavior (e.g. letters to the editor, comments on Internet forums or online portals).
Safety at work, as well as while working as a journalist: On the journey between their workplace and home, Axel Springer SE employees are covered by the Employers‘ Liability Insurance in Germany.
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The same applies to workplace accidents at Axel Springer SE. Axel Springer SE also pays 50 percent of the costs of a statutory health insurance policy.
Against the background of the kidnapping of two BILD editors in 2011, Axel Springer SE issued a Corporate Guideline for journeys to areas of war, risk and crisis. This provides the employees concer- ned with information about the dangers. Journalists, who travel to crisis areas, receive safety training prior to their journey, which informs them of how to behave in hazardous situations.
Employees themselves decide on the necessity of working in a crisis area. Axel Springer SE has al- ways behaved generously towards employees who have encountered danger.
2 Details and references for the reporting period 2012 + 2013
2.1 Aspect: Employment
LA1 Total workforce by employment type and country
An average of 12,843 persons (excluding apprentices and trainees) were employed by the company as a whole in 2013. You can find a breakdown according to employment type, location and gender in the appendix.
The prominent expert who writes a detailed analysis of current affairs from time to time belongs to the group of freelancers in journalistic enterprises as does the one-off snapshot sent in by a reader. In order to better distinguish between them, recipients are separated here according to the total sum of fees received annually.
In 2013, fees amounting to more than 1,000.- euros were paid to 3,316 recipients.
Publishers‘ associations and trade unions (DJV -German Federation of Journalists, ver.di - United Services Union, dju - German Union of Journalists) have concluded the „Remuneration agreement for freelance full-time newspaper journalists“ and the „Collective agreement for employee-like freelance newspaper journalists“ which apply respectively to freelance employees.
Publishers‘ associations and trade unions (DJV -German Federation of Journalists, ver.di - United Services Union, dju - German Union of Journalists) have concluded the „Remuneration agreement for freelance full-time newspaper journalists“ and the „Collective agreement for employee-like freelance newspaper journalists“ which apply respectively to freelance employees.
LA2 Average rate of employee turnover
Rate of employee turnover: The total employee turnover rate in 2013 was 6.8 percent. More women (7.1 percent) moved to a different employer than men (6.5 percent).
Length of service and age structure: On the 2013 balance sheet date, the employees of the German companies had an average length of service with Axel Springer of 10.8 years (PY: 11.2 years); 51 per- cent (PY: 49 percent) of the workforce had been with the Group for longer than ten years. More than half of all employees are between 30 and 49 years old. The proportion of severely disabled people in the German companies was on an annual average of 3.7 per cent (PY: 3.8 percent).
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(Note regarding LA2: Calculating regional differences is time-consuming and not a priority for stake- holders. The average length of service is documented.)
LA3 Benefits provided to full-time employees
The works council and management have agreed a nine-page catalog of voluntary social benefits for the locations in Germany, as well as German wholly-owned subsidiaries. Further information can be found on page 101.
Separate agreements have also been reached respectively for the employees at the foreign locations.
2.2 Aspect: Labor/ Management Relations
LA4 Percentage of employees covered by collective bargaining agreements
During 2013 around 48 percent of employees are covered by collective agreements at Axel Springer in Germany.
LA5 Minimum notice periods regarding significant operational changes
The communication of significant operational changes is expeditious. Details are regulated in the Works Constitution Act in Germany. The managing director or the Human Resources manager is in close contact with employees and their representatives and they meet regularly or when circumstances require for discussions on a wide range of subjects. At specially organized events, internal speakers, using practical examples, explain concepts, strategies, plans and perspectives that are significant for the future of the company or for developments in the industry.
Important changes are communicated to employees internally via the Intranet, email, and where ne- cessary also the bulletin board.
2.3 Aspect: Occupational Health and Safety
LA6 Health and safety committees
The Safety Engineers at each location are responsible for all matters and measures relating to safety at work, fire protection and environmental protection. The education and counseling of employees plays a central role here.
Working Committee Meetings: representatives of the management and the works council of the respective locations of the company meet at least four times a year to discuss issues of occupational health and safety. At these meetings, 100 percent of the workforce is represented by the works coun- cil.
LA7 Occupational diseases and accidents at work
This table documents occupational accidents at the printing locations in Germany and Hungary as well as in the publishing office locations in Berlin, Hamburg, and Zurich. The statistics are based on the respective local statutory regulations or the guidelines of the respective trade association (insurer). You can find a breakdown of the number of accidents and days lost in the appendix.
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Additional aspect from the GRI „Media Sector Supplement“: There were no work-related fatalities in the reporting period. Health, motivation and creativity of the employees are key success factors for a media company. The Axel Springer SE in-house health ma- nagement system was awarded the seal of excellence at the „Corporate Health Awards“ in 2011.
(Note regarding LA7: no differentiation was made between men and women in the documentation of numbers of accidents due to its lack of relevance.)
LA8 Health care
The health of our employees is very important to the company.
For example, in the German locations, preventive health care campaigns are carried out annually: „Healthy back“, „Prevention of cardiovascular disease“, „Stress management“ and „Prevention of skin cancer“. In addition, various special action campaigns, e.g. for intestinal cancer check-ups and the prevention of drug dependence are offered.
Further information can be found on page 108.
Additional aspect from the GRI „Media Sector Supplement“: Health, motivation and creativity of the employees are key success factors for a media company. The Axel Springer SE in-house health management system was awarded the seal of excellence at the „Corporate Health Awards“ in 2011.
LA9 Health and safety agreements with trade unions
Company agreements are made at a national level. Occupational health and safety in Germany is es- sentially defined by the national laws and regulations pertaining to health and safety at work which are based on various European guidelines. Some of these are in the form of framework regulations and enable co-determination and structuring options on a company level.
2.4 Aspect: Training and Education
LA10 Average hours of training per year per employee by employee category.
In order to meet the growing challenges - also of a technological nature - facing our industry, the Axel Springer personnel policy comprises a diverse training and qualification program.
Axel Springer in Germany: A total of 105,095 hours of training and education were carried out in 2013. 16,295 of these hours covered the specific needs of the editorial offices.
The decline in the number of training hours in the comparison of the years 2011 and 2013 is related to an increase in training activities in the previous reporting period, in particular in the field of the develop- ment dialog. The content was well-received and has now been largely implemented.
Additional aspect from the GRI „Media Sector Supplement“: The employees are the core of a media enterprise such as Axel Springer. Our creative, competent and committed employees are an essential prerequisite of our entrepreneurial success. This is supported with a comprehensive program of training and education.
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(Note regarding LA10: no differentiation was made between men and women in the documentation of participation in relevant programs due to its lack of relevance.)
Table LA10: Average hours of training per year per employee by employee category
2011 2012 2013 2013 vs. 2011 Total seminar and 134,481 127,959 105,095 -22 % training hours Seminar hours 105,095 19,910 16,295 -44 % Editors Seminar hours 98,013 102,194 85,499 -13 % Employees Seminar hours 3,508 3.635 1,279 -64 % Specialists Seminar hours 279 439 217 -22 % Temporary Staff Seminar hours 3,573 1,781 1,805 -50 % Apprentices Total amount 5,540,000 2,654,635 2,398,469 -57 % spent on training in euros
LA11 Programs for lifelong learning
The employees are the core of Axel Springer. Our creative, competent and committed employees are an essential prerequisite of our entrepreneurial success. In order to develop new skills and to build on existing strengths, we have an extensive development program.
This ensures the personal advancement of the individual as well as mutual success. Whether in the development dialog, as part of our extensive range of seminars, at the Axel Springer Media Sales Academy or completing a sector-specific qualification – the focus is always on the employee. His or her qualification and education is an investment in the future of the company.
Personnel Development has consistently aligned its qualification activities to the needs of digitization and intensified this focus in recent years. More than one-third of the 2014 employee training program consists of newly developed training courses, which address the aspects of the digital transformation. Along with the already successfully established formats and seminars, the personnel development measures have a clear focus on digital content.
Moreover we support colleagues who further qualify themselves through in-service advanced vocatio- nal training and want to take on new challenges. Success also requires contacts – various networks exist for this purpose. In this way a targeted exchange of information and the team concept is promo- ted throughout the whole company. Our mentoring program and cross company mentoring are also successful elements of the advancement opportunities at Axel Springer.
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Those who want to keep themselves up-to-date on which projects are successful in other areas as well, are advised to pay a visit to the Current Topic. The Digital Campus is also reflected in the Cur- rent Topic series of lectures. Here you can find out about new developments in the Axel Springer SE digitization strategy.
Details of human resources development programs can be viewed on www.axelspringer.de.
LA12 Percentage of employees receiving regular performance and career development reviews.
As part of the variable compensation scheme, Axel Springer SE offers its employees in Germany the opportunity to participate in the target agreement system. The manager and the employee decide jointly whether it makes sense to participate in the system.
In addition, Axel Springer SE introduced a pilot project for employee development dialogs in Germany in 2008. The employee development dialog is a regular, binding discussion between the manager and the employee as annual feedback on their personal level of development. This highlights the need for development in each case and gives rise to concrete development measures such as, for example, seminars and job rotation. Around 6,500 managers and employees had participated in the develop- ment dialog by the end of 2013. This corresponds to about half of the workforce.
Since 2009, the development dialog has been gradually extended to the subsidiaries.
2.5 Aspect: Diversity and Equal Opportunity
LA13 Composition of governance bodies and breakdown of employees per category accor- ding to gender, age group, minority group membership, and other indicators of diversity.
The average age of the four-member management board in 2013 was 53.
Diversity is an essential part of the corporate culture for us. Globalization, demographic change and increasing individualization will further strengthen this development. For us, as a media company that moves people and picks up on the various facets of life on a daily basis, the diversity within our work- force is a great opportunity to respond creatively to the diverse interests and needs of our customers.
As an innovative and internationally established media enterprise, the optimal and non-discriminatory cooperation among our employees is a high priority for us. This means the mutual acceptance of differences in terms of
• origin, • age, • gender, • religion and belief, • nationality and ethnicity, • sexual orientation, as well as • disability.
This diversity is of inestimable value, just like the personal experience and individual biographies of our staff.
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Axel Springer has initially identified the following priorities which are the focus of our diversity activities:
• More women in leadership positions: Our goal is to increase the proportion of women on all levels of management on average throughout the company to over 30 percent. The „Chancen:gleich!“ (equal opportunities) project group was launched in 2010 to achieve this. At the end of 2013, the proportion of women across all levels of management was at around 25.8 percent. • Demographic change: Migration and age, as well as other aspects of diversity, are in the center of the work of the Equal Opportunities and Diversity Working Group (AKC). • Work/family balance: The improved work/family balance for all employees as an important guideline for our human resources work.
You can find the overview of the whole company‘s workforce according to gender in the appendix.
The number of employees in 2013, including freelancers, was about 14,802. Of these, 57 percent (8,396) were male and 43 percent (6,406) female.
More detailed information on the Executive Board and the Supervisory Board can be found on www.axelspringer.de.
LA14 Ratio of basic salary of men to women
The company is in competition for qualified employees. The remuneration systems are based on the performance of the employees and the market conditions. Discrimination, e.g., on the grounds of gen- der or age, is rejected. Pay is determined by the type of work performed, based on the job evaluation. Individual performance, professional experience and developments on the labor market are taken into consideration.
(Note regarding LA14: Basic salaries for men and women are equal and are therefore not documen- ted.)
LA15: Return to work and retention rates after parental leave
Information has been collected for this indicator since 2010. In our German locations, the proportion of employees returning to the workplace after parental leave is at 47.3 percent.
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GRI Society
An important endorsement for sustainability reports: The „Declaration of the GRI Application Level Check“. It confi rms that the report meets the requirements of the A+ Application Level. „GRI“ stands for the „Global Reporting Initiative“, with its seat in Amsterdam. „A“ stands for „all disclosures reported“. The „ + „-character stands for „externally assured“. „GRI checked“ indicates that GRI has confi rmed the completeness. And the year of the GRI check is visible in the background of the icon: 2014.
1 Human Rights
The following indicators meet the G 3.1 MSS Guidelines of the „Global Reporting Initiative“ (GRI) for the uniform, international structuring of sustainability reports. („MSS“ stands for Media Sector Supple- ment.)
The abbreviation „HR“ in the GRI Numbers stands for „Human Rights“.
1.1 Management Approach
GRI: Goals - Organization-wide goals regarding performance relevant to the Human Rights Aspects, indicating their linkage to internationally recognized universal standards.
Axel Springer acknowledges and supports the United Nations’ “Universal Declaration of Human Rights” and does not tolerate any behavior that disregards this. This is how it is set out in the fi rst item of our International Social Policy. Further information can be found on page 23.
Additional aspects from the GRI „Media Sector Supplement“: As a media company, both the aspect of exercising as well as the aspect of supporting social free- doms play a central role in the freedom of expression.
Axel Springer is the only independent media company to have a corporate constitution. The fi ve principles expressed therein serve as a foundation for publishing operations. They defi ne fundamental convictions on social policy, yet do not set out an opinion.
Axel Springer stands up for the freedom of the press. A free press is an essential element of our democratic society. The protection of the freedom of the press ranges from the procurement of infor- mation to the communication of the news. The protection of the freedom of the press for example, the determination of the bias of a newspaper, the confi dentiality of editorial work, and in particular the non-disclosure of sources of information in the interest of a broad fl ow of information.
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The freedom of the press may come into conflict with other values that are protected by the Basic Law and is not unconditionally guaranteed. In order to preserve the freedom of the press from being relativized, the interpretation of the laws restricting it have always to be guided by the significance of the freedom of the press, which is in turn constitutive for democracy.
Any influence on content from advertisers, governments or political parties restricts free reporting and is met with aversion by the reader. Independence is thereby the first prerequisite for excellent journa- lism.
Guidelines: The editors-in-chief and publishing directors at Axel Springer introduced relevant gui- delines to safeguard journalistic independence back in 2003. These include the distinction between advertising and editorial copy. The guidelines have been part of the Code of Conduct applicable throughout the Group since 2012.
Charter on Freedom of the Press: Axel Springer SE was one of the signatories of the „European Charter on Freedom of the Press“ in May 2009. It formulates principles for the freedom of the press from government intervention, and in particular for their right to safety from surveillance, electronic eavesdropping and searches of editorial departments and computers, and to unimpeded access for journalists and citizens to all domestic and foreign sources of information. The complete text of the „European Charter on Freedom of the Press“ can be found at www.pressfreedom.eu.
Promotion of media skills: Access to knowledge, the understanding of political processes and the development of media skills are essential preconditions for participating in democratic decisions. For this reason Axel Springer SE promotes the media skills of young people.
Commitment to Press Freedom: DIE WELT and WELT KOMPAKT supported the World Press Freedom Day in 2010 as the exclusive media partner of the „Reporters without Borders“ organization. The front pages of the two daily WELT Group newspapers were published blank on Monday, May 3, 2010 - without lead stories, news, comments or photos. Instead, there was simply a small advert from „Reporters without Borders“ at the bottom right of the front pages, drawing readers‘ attention to the global significance and importance of press freedom.
Online magazine on press freedom: The Axel Springer Akademie publishes an online magazine on press freedom in Germany. Under the motto „Write it loud!“ on the website www.20zwoelf.de, 20 young journalists investigate the issue of media freedom in Germany. With the aid of numerous back- ground reports, interviews and videos, they document how attempts are made to influence indepen- dent reporting. They also portray people who champion the fundamental right of freedom of the press in Germany.
„BILD on the election“ 2013: In order to give a positive impulse against the falling turnout at elec- tions in recent years, BILD published one day before the election – on Saturday, September 21, 2013 – a thematic special edition with a circulation of more than 40 million copies. The edition illuminated topical political relationships, examined the parties‘ election programs, introduced the candidates for Chancellor and analyzed the most important opinion polls.
Protection of Intellectual Property: As a media group, Axel Springer is particularly committed to the protection of intellectual property rights of third parties. The applicable laws are instrumental in the protection of intellectual property rights. Since these vary internationally, the respective local versions are to be complied with.
Treatment of sources: Journalists are required to exercise particular care in the treatment of sources and research. They stand up for freedom of expression and of the press and take decisions on the public interest in reporting, which are determined by the law and acknowledged rules of journalistic due diligence.
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GRI: Company guidelines - Organization-wide policy that defines the organization’s overall commitment related to the Human Rights Aspects.
International Social Policy: In view of the organization’s growing international presence, Axel Springer SE has adopted a catalog of social standards. This “International Social Policy” is a set of binding gui- delines on social integrity and applies to all the organization‘s activities worldwide. Read the complete catalog of the internationally applicable social standards at www.axelspringer.de.
GRI: Organizational responsibility
The ultimate responsibility for labor aspects lies with the Executive Board of Axel Springer SE.
GRI: Procedures related to training and raising awareness
Principles of Leadership were introduced at Axel Springer in 2008. The principles should give mana- gers scope for action, providing transparency with regard to the demands and expectations of the leadership role. This involves training for employees and executive staff. Read the full text of the Prin- ciples of Leadership on page 19.
GRI: Monitoring
The Internal Control System (ICS) is an integral part of the Axel Springer SE corporate governance system and supports the achievement of the strategic business objectives. For this, the effectiveness of the specified risk control measures is monitored systematically in the context of risk management. The internal control system has the task of ensuring that the risk control measures also are actually carried out by the risk owners. For this purpose, the control system undergoes a systematic self- evaluation to verify the functionality and effectiveness of the entire control system. Carrying out ICS activities allows for the detection of errors and irregularities.
1.2 Details and references for the reporting period 2012 + 2013
1.2.1 Aspect: Investment and Procurement Practice
HR1 Percentage and total number of significant investment agreements that include human rights clauses or that have undergone human rights screening.
Every significant investment or procurement undergoes human rights screening as part of the due diligence processes.
In view of the organization’s growing international presence, Axel Springer SE has adopted a catalog of social standards. This “International Social Policy” is a set of binding guidelines on social integrity and applies to all the organization‘s activities worldwide. These standards, for example, form part of the contracts for the magazines licensed to other publishing companies.
HR2 Percentage of significant suppliers and contractors that have undergone screening on human rights and actions taken.
Every significant investment or procurement undergoes human rights screening as part of the due diligence processes.
Business partners are informed of the company‘s Code of Conduct. Since 1995, Axel Springer has been making sure that paper suppliers comply with the contractually agreed forestry standards with respect to the clause pertaining to the protection of indigenous peoples. As a customer of publication paper manufacturers in many countries, the company also visits on site seeking information on the
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social, economic and ecological conditions in forestry as well as in pulp and paper production. The International Social Policy forms a part of the contracts of the magazines licensed to other publishing companies for example.
HR3 Total hours of employee training on policies and procedures concerning aspects of hu- man rights that are relevant to operations, including the percentage of employees trained.
The leadership principles introduced by Axel Springer SE in 2008 are part of the annual continuing education program for employees and managers. This includes seminars on equality, diversity, health management, labor law, reflection on the leadership role, intercultural competence, conflict manage- ment, and press law.
Axel Springer in Germany had a total number of 105,095 training hours in 2013, thus around 21.9 percent fewer than in 2011.
Additional aspects from the GRI „Media Sector Supplement“: The training courses offered relating to editorial content include journalistic ethics (Axel Springer Aka- demie), Code of Conduct, press law, data protection, etc.
1.2.2 Aspect: Non-discrimination
HR4 Total number of incidents of discrimination and actions taken
Incidents of discrimination are not known. Since August 2006, the General Equal Treatment Act (AGG) has been in force in Germany, which is used to put into practice the corresponding European Union anti-discrimination guidelines. In internal seminars, employees have been instructed on the guidelines of the General Equal Treatment Act (AGG).
1.2.3 Aspect: Freedom of Association and Collective Bargaining
HR5 Operations identified in which the right to exercise freedom of association or collective bargaining may be at significant risk.
No cases of this type have been reported. Axel Springer SE respects the freedom of its employees to create an association to represent themselves and to join and actively participate in this association. The company will work with the employees‘ associations fairly, constructively and in a spirit of trust.
1.2.4 Aspect: Child Labor
HR6 Operations identified as having significant risk for incidents of child labor, and measu- res taken to contribute to the elimination of child labor.
No risks of this type were detected in the context of our business activities. Monitoring is the res- ponsibility of the Internal Control System ICS as well as the Internal Audit Department. Item three of the company’s International Social Policy underlines the principle of protection of children and young persons: „Axel Springer does not accept the illegal employment of children and young people – neit- her within its own organization nor by its business associates. The legal employment of children and young people is also not to be detrimental to their physical and mental development.“
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1.2.5 Aspect: Forced and Compulsory Labor
HR7 Operations identified as having significant risk for incidents of forced or compulsory labor, and measures taken to contribute to the elimination of forced or compulsory labor.
No risks of this type were detected in the context of our business activities.
1.2.6 Aspect: Security Practices
HR8 Percentage of security personnel trained in the organization’s policies or procedures concerning aspects of human rights that are relevant to operations.
The Corporate Security division is responsible for the security of people, information, equipment, events, etc. At the company’s locations in Germany and abroad, employees and external service pro- viders are advised and trained with regard to legal framework conditions, the Code of Conduct and customer orientation.
1.2.7 Aspect: Indigenous Rights
HR9 Total number of incidents of violations involving rights of indigenous people and ac- tions taken.
No cases of this type were detected in the context of our business activities.
HR10 Percentage and total number of operations that have been subject to human rights reviews.
The Governance, Risk & Compliance division is responsible within Corporate Governance for the topics of Risk Management, Internal Control System, Compliance, as well as Guidelines and Authori- zation Management. This also includes human rights issues.
In principle Corporate Governance encompasses the management and supervision of the company. The objective of good corporate governance is responsible company management, which is trans- parent and comprehensible thereby promoting the trust of national and international investors, custo- mers, employees and the general public in Axel Springer.
Compliance for Axel Springer means compliance with legal requirements, voluntary commitments and corporate guidelines. Newly created in 2010, the division of Governance, Risk & Compliance analy- zes the compliance risks of all divisions. At the same time both executives and employees were given extensive information about the Code of Conduct.
In addition, a preventative compliance management system for the entire company was set up. Its priorities include the consultation of employees with regard to facts relevant to compliance such as the prevention of corruption.
Commentary within the framework of the GRI „Media Sector Supplement“: The motivation of employees and journalistic credibility are essential prerequisites for the success of a media company. They form a virtual natural barrier against grievances in the field of human rights.
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HR11 Number of complaints and grievances related to human rights as well as methods and mechanisms for resolution.
No complaints or grievances related to human rights were recorded in the 2012 / 2013 reporting period.
The Internal Control System (ICS) is an integral part of the Axel Springer SE corporate governance system and supports the achievement of the strategic business objectives. The key task of the Inter- nal Control System, in addition to covering any procedural and/or operational risks, is that of ensuring that the risk control measures also are actually carried out by the risk owners.
Commentary within the framework of the GRI „Media Sector Supplement“: The motivation of employees and journalistic credibility are essential prerequisites for the success of a media company. They form a virtual natural barrier against grievances in the field of human rights.
2 Society
The following indicators meet the G 3.1 MSS Guidelines of the „Global Reporting Initiative“ (GRI) for the uniform, international structuring of sustainability reports. („MSS“ stands for Media Sector Supple- ment.)
The abbreviation „SO“ in the GRI Numbers stands for „Society“.
2.1 Management Approach
GRI: Goals - Organization-wide goals regarding performance relevant in the Field of Society.
Axel Springer is one of the leading integrated multimedia print, online and Web TV companies in Europe. Whether printed or digital: every medium obeys its own laws, but the quality of the content is decisive everywhere. News, views, well told stories – that’s what it’s about in the future and what it was always about. Our work is networked and cross-media thus integrating the different worlds.
It is a question of journalistic credibility for Axel Springer, to commit itself to the concerns of our rea- ders and viewers and of society as a whole. The various spheres of activity of our social commitment – our media, readers and employees as well as the company itself can be found on page 107.
GRI: Company guidelines - Organization-wide policy that defines the organization’s overall commitment related to the Society Aspects.
Axel Springer is the only independent media company to have a corporate constitution. The five principles expressed therein serve as a foundation for publishing operations. They define fundamental convictions on social policy, yet do not set out an opinion. Further information can be found on page 11.
In addition to these five principles, the company has also defined values that distinguish Axel Springer‘s corporate culture. In 2008 leadership principles were introduced at Axel Springer, giving managers a framework for action in their daily work.
Guidelines of Journalistic Independence at Axel Springer: The editors-in-chief and publishing directors of the company developed guidelines to safeguard journalistic independence at Axel Springer and introduced them in August 2003 in co-ordination with the Executive Board. Further information can be found on page 68.
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The catalog of social standards which was published in July 2004 is a binding guideline for social integrity and applies to all the company‘s activities throughout the world. Axel Springer SE attaches great importance to good corporate governance in the management and control of the enterprise. Moreover, with its first environmental report in 1994 the company published a four-point environmental guideline.
GRI: Organizational responsibility
The ultimate responsibility for questions relating to social responsibility lies with the Executive Board of Axel Springer SE.
GRI: Procedures related to training and raising awareness
The range of seminars on offer, among other things, helps to raise awareness. The principles and gui- delines of Axel Springer SE are the starting point. Human Resources Development offers all its emplo- yees tailor-made training programs. These programs include
• Seminars for employees from all divisions • Seminars for all executives • Seminars from the Axel Springer Akademie • Onboarding for new employees.
GRI: Monitoring
The company‘s social commitment is reviewed and updated in an ongoing exchange of ideas with our stakeholders.
Readers and users of our media services, advertising and print customers, employees, investors, neighbors, visitors, school pupils, students, scientific institutes, state supervisory authorities and regu- lators, suppliers, NGOs and the media express particular interest in the organization’s operations as well as its products at home and abroad.
Additional aspects from the GRI „Media Sector Supplement“: Anti-corruption measures: The requirements for safeguarding journalistic independence at Axel Sprin- ger are laid down in the following guidelines (excerpt from the Code of Conduct):
• Publishing staff as well as editors are called upon to make a clear distinction between editorial copy and publications for advertising purposes and to adhere to the regulations for paid advertising.
• The journalists at Axel Springer ensure jointly with the publishing staff that a distinction is made bet- ween advertising and editorial copy. Advertising, – either through its overall design or major compo- nents, for example, its typography – may not create the impression that it is part of the title‘s editorial material. If there is any doubt, the advertisement must be clearly marked and in sufficiently large type as such; attempts by advertising clients or other interested parties to influence content are to be resis- ted and no agreements may be entered into that could compromise a journalist‘s independence.
• Editorial publications may not under any circumstances be influenced by the personal or business interests of third parties or the personal economic interests of editors.
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• The journalists at Axel Springer shall not report on persons with whom they have a close relati- onship, especially family members, in the form of copy or photographs unless there is an objective reason for doing so that has been approved by their superior; shall not use their reporting to reap benefits for themselves or others; shall consult their superior if the membership of or the holding of an office or a seat in a society, political party, association or other institution, investment in a company, permitted secondary employment or through a relationship with persons or institutions the impression might be created that the neutrality of their reporting on such societies, political parties, associations, persons or other institutions is thereby compromised; pay particular attention to the observance of the legal regulations and ethical obligations of the press concerning inside and other information which may potentially affect security prices.
• In order not to endanger independent journalistic work through the exercise of personal advantage, the mere appearance of the fact that journalists‘ freedom of decision could be affected by the granting of invitations or gifts is to be avoided.
• The journalists at Axel Springer ensure that all costs (travel, entertainment etc.), incurred in the course of their research are paid by the editorial office; any exceptions are to be approved by the editor-in-chief; are not to accept gifts that constitute a personal benefit, or – if acceptance is impossi- ble to refuse – to pass them on to a charity.
2.2 Details and references for the reporting period 2012 + 2013
2.2.1 Aspect: Community
SO1 Nature, scope, and effectiveness of any programs and practices that assess and mana- ge the impacts of operations on communities, including entering, operating, and exiting.
Having good relations with neighbors is an important principle in all of the company’s locations.
• Negative influences on the environment are avoided at the printing facilities. • An emergency and environmental management system has been implemented at all locations. • When conversions or new buildings are planned, the company always carries out location analyses in co-ordination with the authorities.
As a customer of publication paper manufacturers, the company seeks information in many countries on the social, economic and ecological conditions in forestry as well as in pulp and paper production.
The company’s Corporate Sustainability Office is in continuous contact with numerous non-govern- mental organizations. One key focus in 2012 and 2013 was the „Canadian Boreal Forest Agreement“ (CBFA).
Actions taken for the dissemination and accessibility of journalistic content include, among other things, the development of press outlets, the expansion of journalistic services on the Internet, either as audio or moving image files as well as apps.
Development of media skills: Axel Springer SE promotes the media skills of young people with a range of measures.
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2.2.2 Aspect: Corruption
SO2 Percentage and total number of business units analyzed for risks related to corruption
As part of the integrated Compliance and Risk Management System introduced at Axel Springer, a systematic collection and evaluation of all annual compliance-related risks, also including corruption, is carried out every year. Furthermore, corruption-related risks are the subject of audits by the Group‘s internal audit department. Whenever evidence of corruption-related risks emerges from compliance- related reporting or the compliance management system, audits and investigations, this flows into the inventory of risks. In this respect, 100% of the active operational holdings in the risk management system as well as the divisions of Axel Springer SE were the object of observation by Compliance and thus corruption-related risks.
SO3 Percentage of employees trained in organization’s anti-corruption policies and procedures
In 2012 and 2013, employees were instructed in and made aware of compliance issues. The com- munication measures carried out internally and the seminars and training offered address in different places the values as well as the principles of leadership and conduct contained in the Code of Con- duct at Axel Springer, including consistent compliance with justice and the law. During the reporting period, 100% of the senior staff or the senior leadership of Axel Springer SE and a further 695 em- ployees, in particular employees from the sales area, were trained on the Code of Conduct and lawful behavior in instructor-led seminars.
SO4 Actions taken in response to incidents of corruption
As soon as incidents of corruption are known, these are to be reported. Such incidents are subject to a standardized process – where appropriate with defined escalation levels. Possible measures range from a detailed analysis of the relationships between cause and effect, the adjustment of processes and internal control systems up to training and sanctions. The focus is on the prevention of incidents of corruption. Quantitative data is not collected in order to protect confidentiality.
(Note regarding SO4: No quantitative data is collected in order to protect confidentiality.)
2.2.3 Aspect: Public Policy
SO5 Public policy positions and participation in public policy development and lobbying
Standing up for the legal and economic prerequisites of a free press is one of the central concerns of Axel Springer SE. This is why the company is involved – both directly and indirectly – in a number of associations and initiatives. The company is entered in the Transparency Register of the European Parliament, for instance. Further information can be found on page 94.
Commentary within the framework of the GRI „Media Sector Supplement“: One of the central concerns is ancillary copyright for press publishers: Every day, thousands of articles are produced at great expense in German newspaper and magazine publishing houses, which can, in the Internet age, be partially or completely taken over, recycled and commercially marketed by third parties within seconds. For this reason, the protection of intellectual property in Germany has been strengthened by the Ancillary Copyright for Press Publishers which has been in force since the middle of 2013.
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SO6 Total value of financial and in-kind contributions to political parties, politicians, and related institutions by country.
Axel Springer SE does not support any political parties, nor does it make any illicit contributions of this kind.
Commentary within the framework of the GRI „Media Sector Supplement“: Axel Springer SE does not support any political parties, nor does it make any contributions of this kind.
2.2.4 Aspect: Anti-Competitive Behavior
SO7 Total number of legal actions for anti-competitive behavior, anti-trust, and monopoly practices and their outcomes.
There are no legal actions of this type.
2.2.5 Aspect: Compliance
SO8 Monetary value of significant fines and total number of non-monetary sanctions for non-compliance with laws and regulations.
The publishing companies are advised by the legal departments of the company with the aim of avoiding fines and non-monetary sanctions for non-compliance with laws and regulations. Cases of significant fines as well as non-monetary sanctions for non-compliance with laws and regulations did not occur.
3 Product Responsibility
The following indicators meet the G 3.1 MSS Guidelines of the „Global Reporting Initiative“ (GRI) for the uniform, international structuring of sustainability reports. („MSS“ stands for Media Sector Supple- ment.)
The abbreviation „PR“ in the GRI Numbers stands for „Product Responsibility“.
S09 Business activities with significant potential or actual negative impacts on local com- munities
The company‘s printing plants could theoretically develop such potential impacts on local communi- ties. However: A media enterprise does not have an effect on local communities through the proximity of production plants (factory chimneys, etc.) but, if at all, then through the availability and content of its media.
Therefore the indicators named by GRI for survey SO9 cannot be answered for a media enterprise in terms of relevance (materiality).
SO10 Prevention and mitigation measures implemented in operations with significant po- tential or actual negative impacts on local communities
The company‘s printing plants are subject to strict regulation and meet high voluntary standards in Germany, such as validation according to EMAS for example. However: A media enterprise does not have an effect on local communities through the proximity of production plants (factory chimneys, etc.) but, if at all, then through the availability and content of its media. 208
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Therefore the indicators named by GRI for survey SO9 cannot be answered for a media enterprise in terms of relevance (materiality).
Nevertheless refer to our replies to GRI surveys M2 and M3.
3.1 Management Approach
GRI: Goals - Organization-wide goals that are relevant for the performance on individual aspects relating to Product Responsibility.
Axel Springer SE wants to be the world‘s leading digital media company.
GRI: Company guidelines - Organization-wide guideline that defines the organization’s ove- rall commitment to the aspects relating to Product Responsibility.
By product responsibility Axel Springer SE refers to the responsibility that the company takes with regard to its media products. This consists first and foremost of:
• journalistic independence • care in the treatment of sources • the distinction between advertising and editorial copy • the code of conduct of the advertising industry • the protection of minors • data protection and the security of digital information systems • the safeguarding of social and environmental standards along the wood, pulp, paper, printing and recycling chain as well as in the procurement of advertising media • compliance with justice and the law.
Further information can be found on page 75.
GRI: Organizational responsibility
The ultimate responsibility for questions relating to product responsibility lies with the Executive Board of Axel Springer SE.
GRI: Procedures related to training and raising awareness
Employees and executives are trained within the framework of the Principles of Leadership introduced in 2008. Editors are instructed in and made aware of quality assurance in journalism in the course of the training they receive at the Axel Springer Akademie and from their superiors. Training on compli- ance with data protection provisions is also part of the training program.
GRI: Monitoring
Monitoring is – aside from the main editorial offices and publishing house management teams, the Le- gal Department, Human Resources management, the Data Protection Officer, the Purchasing Depart- ment and the Corporate Sustainability Office – central to the Governance, Risk & Compliance division. Compliance for Axel Springer means compliance with legal requirements, voluntary commitments and corporate guidelines.
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Additional aspects from the GRI „Media Sector Supplement“: M2: Methodology for assessing and monitoring adherence to content creation values
The idea of the newspaper has to do with attitude as well: The user and reader wants to know what editorial content stands for. Unless this attitude is self-evident, journalism loses its appeal. This is as important today as it was hundreds of years ago – whether on paper or on the Internet.
Axel Springer SE‘s broad media portfolio encompasses multimedia brand families such as the BILD and WELT Groups.
Editors at Axel Springer SE are aware of the responsibility they have for information and opinion- forming. Independence is the indispensable foundation of their work. The guidelines on the journalistic endeavors of all editors safeguard the general conditions that make independent and critical journa- lism possible at Axel Springer.
Protection of Intellectual Property: As a media group, Axel Springer is particularly committed to the protection of intellectual property rights of third parties. The applicable laws are instrumental in the protection of intellectual property rights. Since these vary internationally, the respective local versions are to be complied with.
Treatment of sources: Journalists are required to exercise particular care in the treatment of sources and research. They stand up for freedom of expression and of the press and take decisions on the public interest in reporting, which are determined by the law and acknowledged rules of journalistic due diligence.
The editors-in-chief are responsible for the observation and implementation of the guidelines in the company’s day-to-day editorial activities.
To ensure compliance with laws, voluntary commitments and guidelines, Axel Springer has introdu- ced a Group-wide compliance management system. A Compliance Committee monitors compliance with the Code of Conduct. The Code of Conduct is part of the compliance organization and is to be understood as a summary of the Axel Springer rules of conduct, which also include the guidelines for safeguarding journalistic independence.
The safeguarding of standards facilitates the continuous exchange with readers. This includes the pro- cessing of readers‘ letters and e-mails, the critique of papers, as well as the discussion with Readers‘ Advisory Councilors.
Online-Netiquette: In order to safeguard standards online as well for example, the BILD.de community has established guidelines. Among other things, contributions are not tolerated if they discriminate against others because of their gender, age, language, origin, religious affiliation or beliefs, or if they violate laws. Corresponding entries and user profiles are deleted immediately. Texts, pictures, and videos may only be uploaded if the author holds the copyright! Quotes are to be identified as such. With the „REPORT“ function, users have the opportunity to report contributions that are not in ac- cordance with Netiquette.
M3: Actions taken to improve adherence to content creation values
Axel Springer is the only independent media company to have a corporate constitution. The five principles expressed therein serve as a foundation for publishing operations. They define fundamental convictions on social policy, yet do not set out an opinion.
Around 2800 editors were employed by the Axel Springer SE titles in 2013. The promotion of ad- herence to content creation values is a continuous process. This includes – in addition to a good
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journalistic apprenticeship and calling in professional advice – actions such as the critique of papers within the editorial offices or also publicly, and the exchange with Readers‘ Advisory Councilors. Insti- tutions such as Readers‘ Advisory Councils help editorial offices to focus even more on the interests, concerns and problems of readers. Editorial offices find out even more directly what is important to readers, what they find good or bad and which issues should be addressed in more depth.
Media services – whether in print or online – must be convincing through their quality; which is why the excellent training of the next generation of journalists is especially important. The Axel Springer Akademie takes a cross-media approach and is for this reason regarded as Germany‘s most modern school of journalism, successfully integrating classical, traditional journalism with the technology of cross-media presentation.
Any influence on content from advertisers, governments or political parties restricts free reporting and is met with aversion by the reader.
Independence is thereby the first prerequisite for excellent journalism. This is also valued by adverti- sers. Axel Springer SE insists upon the strict separation of editorial copy and advertising. Advertise- ments are marked.
Readers can lodge complaints against journalistic content with the Press Council, the institution for voluntary self-regulation of the press, as well as before the courts.
The German Press Council is an organization of the major German publishers‘ and journalists‘ asso- ciations such as the Federal Association of German Newspaper Publishers (BDZV), the Association of German Magazine Publishers (VDZ), the German Federation of Journalists (DJV), as well as the German Journalists‘ Union (dju). The Press Council was founded on 20 November 1956.
The organization has had its head office in Berlin since June 2009.
M4: Actions taken in relation to the dissemination and accessibility of content
Actions taken for the dissemination and accessibility of content include, among other things, the development of press outlets, the expansion of journalistic services on the Internet, either as audio or moving image files as well as apps. This is accompanied by measures which facilitate the access to knowledge, the understanding of political processes as well as the development of media skills. Digitization: As part of the digitization strategy, existing print titles and content are being transferred onto digital distribution channels. The service is supplemented through online portals. This promotes the accessibility of journalistic content.
Readers‘ satisfaction: Within the context of its customer retention initiative, Axel Springer SE compa- red itself with its German competition for the eighth time in 2013.
• Buyers / readers of press products • Users of websites • Advertisers
Online privacy: The online titles provide their users with detailed information on important issues, such as privacy policy, personal data, consent, user profiles, disclosure, cookies / web analytics service, right of access, and right to object. (data protection using DIE WELT as an example).
Media Protection of Young Persons: The task of Media Protection of Young Persons is to protect children and adolescents from influences from the adult world, which are likely to impair the develop- ment of young people as independent and active members of the community, or even to threaten this development.
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Axel Springer SE respects the legal requirements of the Media Protection of Young Persons and bey- ond that also pays attention to self-imposed obligations, such as those in Germany imposed by the German Advertising Standards Council and the German Press Council.
M5: Complaints related to content dissemination
The company’s legal departments examine every single complaint related to the editorial content in our publications. If legally necessary, replies or corrections are published and a recurrence of violations prevented; in rare individual cases, material compensation is also paid. In Germany, the legal editing of our publishing content at an early stage helped to keep the number of incidents of non-compliance low.
Readers can lodge complaints against journalistic content with the Press Council, the institution for voluntary self-regulation of the press, as well as before the courts.
The German Press Council is an organization of the major German publishers‘ and journalists‘ asso- ciations the Federal Association of German Newspaper Publishers (BDZV), the Association of Ger- man Magazine Publishers (VDZ), the German Federation of Journalists (DJV), as well as the German Journalists‘ Union (dju) in ver.di (German United Services Union). The Press Council was founded on 20 November 1956. The organization has had its head office in Berlin since June 2009.
A list and chronicle of reprimands issued by the German Press Council can be found here: www.presserat.de/presserat/.
Complaints against promotional content can be lodged with the advertising industry‘s voluntary self- regulation institutions, as well as before the courts.
The German Advertising Standards Council, founded by the ZAW (Central Association of the German Advertising Industry) in 1972 as a self-regulating institution, works to settle conflicts between comp- lainants from the population and advertising companies. Members of the groups represented in the ZAW make up the working panel.
M6: Methods to interact with audiences and results
The continuous exchange with the readers and users of our services is one of the key success factors for a media enterprise. Numerous activities serve this purpose.
The safeguarding of standards facilitates the continuous exchange with readers. This includes the processing of readers‘ letters and e-mails. An important instrument for the direct exchange with rea- ders are the Readers‘ Advisory Councils. They are intended to help focus even more on the interests, concerns and problems of readers. They tell us what is important to them, what they find good or bad and what issues should be addressed in more depth.
bild.de has established a „Community function“ to promote the exchange of ideas with readers. The very active bild.de community on Facebook and Twitter also aids the exchange with users.
Within the context of its customer retention initiative, Axel Springer SE compared itself with its German competition for the eighth time in 2013.
3.2 Details and references for the reporting period 2012+ 2013
3.2.1 Aspect: Customer Health and Safety
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PR1 Life cycle stages in which health and safety impacts of products and services are assessed for improvement, and percentage of significant products and services categories subject to such procedures
Axel Springer is one of the leading integrated multimedia online, print and TV companies in Europe. All of the life cycle stages of the products and services are continuously assessed in terms of potential for optimization in the areas of health and safety. There is a focus on the field of press printing.
The printer‘s trade association ETEM regularly issues position statements in Germany on health issues in connection with the production (and use) of media products. ETEM has published numerous stu- dies on this topic (www.bgetem.de).
Further studies and descriptions can be found in this Sustainability Report under the Service Menu:
• Printing Ink and Sustainability (2006): 25 pages are presented on printing methods, printing inks and raw materials in general as well as under the aspect of sustainability. • Ecological Learning Processes in the Paper Chain (2000): This study was conducted at the Universi- ty of St.Gallen. Among other things, it describes how companies integrate ecological insights into their decision-making processes, using Axel Springer SE as an example. • Evaluation of the Ecological Life Cycles of Newspapers and Magazines (1998): The survey re- searches the environmental aspects of pulp and paper production using data gathered in Sweden, Germany, and Canada. It was prepared in co-operation with the Stora Enso and Canfor companies.
PR2 Total number of incidents of non-compliance with regulations and voluntary codes concerning health and safety impacts of products and services, by type of outcomes
Incidents of non-compliance with health standards are not known.
3.2.2 Aspect: Product and Service Labeling
PR3 Type of product and service information required by procedures, and percentage of significant products and services subject to such information requirements.
Newspapers, magazines and online media are not subject to information requirements of this kind.
Commentary within the framework of the GRI „Media Sector Supplement“: Newspapers and magazines are supplied to municipal waste paper collection points for recycling by readers. The collection rate in Germany is considerably higher than 80 percent. Media Protection of Young Persons: Our Youth Protection Officer advises the editorial offices on all aspects of the Media Protection of Young Persons and is also available at all times to our readers, interested parents and authorities.
PR4 Incidents of non-compliance with product and service information and labeling regulations
Not relevant, as newspapers, magazines and online publications are not subject to this kind of “labe- ling requirement”.
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PR5 Practices related to customer satisfaction, including results of surveys measuring cus- tomer satisfaction.
Axel Springer SE has set itself the goal of becoming Europe’s most customer-friendly media company. A differentiated measurement and evaluation system has been developed for this purpose. Within the context of its customer retention initiative, Axel Springer SE compared itself with its German competi- tion for the eighth time in 2013.
3.2.3 Aspect: Marketing Communications
PR6 Programs for adherence to laws, standards, and voluntary codes related to marketing communications, including advertising, promotion, and sponsorship.
In a media company a differentiation must be made between advertisements that customers place in the organization’s printed press products and online services and advertising to promote the sales of the company‘s own digital and printed media brands.
Commentary within the framework of the GRI „Media Sector Supplement“: The distinction between advertising and editorial copy is one of the central points to be considered in the guidelines for safeguarding journalistic independence every time an advertisement is printed. Advertisements are examined according to standard criteria, for example, for conformity with the constitution.
Advertising is subject to statutory regulations as well as a series of directives which advertising clients keep to as part of voluntary self-regulation. The Deutsche Werberat (German Advertising Standards Council) is the institution which carries out voluntary self-monitoring in the area of commercial com- munication. Every citizen can submit complaints to this organization.
Advertising aimed to promote sales of the publishing products of Axel Springer SE orients itself to- wards the principles and voluntary codes of conduct of the German Advertising Standards Council and complies with its decisions when complaints are submitted by the public.
Online: The company actively supports the creation of efficient self-regulation for online advertising in Germany and other EU countries. In Germany, the Central Association of the German Advertising Industry (ZAW) and the German Association of the Digital Economy (BVDW) have set up the German Data Protection Council for Online Advertising (DDOW - Deutscher Datenschutzrat Online-Werbung).
The self-promotion by the subsidiaries in other countries is also subject to the regulations of the respective institution for self-regulation in advertising in each country. In France, for example, this is the ARPP (Autorité de Régulation Professionnelle de la Publicité); in Switzerland, the Schweizerische Lauterkeitskommission.
PR7 Total number of incidents of non-compliance with regulations and voluntary codes concerning marketing communications, including advertising, promotion, and sponsorship, by type of outcomes
One single complaint was submitted to the German Advertising Council in the reporting period 2012 - 2013 relating to Axel Springer SE or its subsidiaries: This was related to advertising on the Internet in 2013 for BildMusic /Ampya under the heading „Relax with your favorite songs“. Subject: A woman lying on the beach wearing a bikini, looking across her body at the sea, her cleavage and legs in the foreground. The accusation of sexist advertising was rejected by the German Advertising Council, taking account of the statement from Bild GmbH & Co. KG, with the following justification:
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„The model only shown wearing a bikini is doubtlessly used as an eye-catcher, however this is not done in a degrading way, as on the one hand there is a reference to the product (MP3 player/mobile phone, beach, slogan „Relax with your favorite songs“). On the other hand, the advertising company is known - also in the editorial field - for its provocative and exaggerated style and finally the subject is not present in the public arena and accessible to everyone (unlike a poster, for example).“
Commentary within the framework of the GRI „Media Sector Supplement“: Advertising aimed to promote sales of the publishing products of Axel Springer SE orients itself to- wards the principles and voluntary codes of conduct of the German Advertising Standards Council and complies with its decisions when complaints are submitted by the public.
3.2.4 Aspect: Media literacy
M7: Actions taken to empower audiences through media literacy skills development
Access to knowledge, the understanding of political processes and the development of media skills are among the preconditions which are essential for participating in democratic decision-making processes. For this reason Axel Springer SE promotes the media skills of young people. Promotion of young journalists.
3.2.5 Aspect: Customer Privacy
PR8 Total number of substantiated complaints regarding breaches of customer privacy and losses of customer data.
In accordance with the legal definition in the Federal Data Protection Act (BDSG), personal data in Germany means „any information concerning the personal or material circumstances of an identified or identifiable individual“.
The European Union has regulated the treatment of personal data since 1995 in the Data Protection Directive 95/46/EC of the European Parliament and the European Council. Its implementation into national law is through the BDSG. This implementation allows for different organizational forms of data protection in companies. The German regulation follows the model of voluntary self-monitoring in the form of company Data Protection Officers.
Data Protection Officers have been appointed for the German companies within Axel Springer SE as outlined in the Federal Data Protection Act (§ 4f BDSG). These Data Protection Officers work towards compliance with the Data Protection Act and other regulations on data protection at Axel Springer SE and all its affiliated companies.
The number of inquiries from data protection supervisory authorities and customers has increased every year since 2007. A continuing increase in the number of external inquiries is expected. These inquiries were mainly requests for information and contradictions in advertising. The wishes of the inquirers were complied with in each case.
In addition to the external inquiries, there was a sharp increase in the number of internal inquiries and projects. This reflects the increasing importance of corporate data protection in all internal procedu- res and processes. This is taken account of through increased consultation and training, so that the understanding and sensitivity to the concerns of data protection are increasing continuously.
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3.2.6 Aspect: Compliance
PR9 Monetary value of significant fines for non-compliance with laws and regulations con- cerning the provision and use of products and services.
No fines were imposed for non-compliance. The company’s legal departments examine every single complaint related to the editorial content in our publications. If legally necessary, replies or corrections are published and a recurrence of violations prevented; in rare individual cases, material compensation is also paid.
In Germany, the legal editing of our publishing content at an early stage helped to keep the number of incidents of non-compliance low.
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GRI Environment
An important endorsement for sustainability reports: The „Declaration of the GRI Application Level Check“. It confi rms that the report meets the requirements of the A+ Application Level. „GRI“ stands for the „Global Reporting Initiative“, with its seat in Amsterdam. „A“ stands for „all disclosures reported“. The „ + „-character stands for „externally assured“. „GRI checked“ indicates that GRI has confi rmed the completeness. And the year of the GRI check is visible in the background of the icon: 2014.
Environmental Indicators
The following indicators meet the G 3.1 MSS Guidelines of the „Global Reporting Initiative“ (GRI) for the uniform, international structuring of sustainability reports. („MSS“ stands for Media Sector Supple- ment.)
The abbreviation „EN“ in the GRI Numbers stands for „Environment“.
1 Management Approach
GRI: Goals regarding performance relevant to the Environment Aspects.
The goal is the continuous improvement of effi ciency in the use of resources. This primarily has to do with the operation of printing plants, server systems and computers, the administration of offi ces, the distribution of newspapers and magazines, the procurement of printing paper, the consumption of water and energy, as well as the generation of waste and emissions. GRI: Company guidelines: Organization-wide policy that defi nes the organization’s overall commitment related to the Environmental Aspects
With its fi rst environmental report in 1994, Axel Springer SE published a four-point environmental guideline. It still serves today as a practical guide to the measures introduced by the company in the interests of environmental protection.
1. To raise environmental consciousness among its readers, business associates and staff. 2. To promote the environmentally-friendly production of raw materials by exerting a positive infl uence on suppliers. 3. To use environmentally effi cient technologies and materials in all corporate divisions to reduce the burden on the environment, use materials sparingly and ensure their reusability. 4. To avoid or reduce the environmental impact by reducing energy and water requirements, emissi- ons and waste per unit produced.
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GRI: Organizational responsibility
The Corporate Sustainability Office is a Group administrative department which is attached to the Chief Executive Officer‘s division. The Corporate Sustainability Office supports and advises throug- hout the group all the relevant divisions of the company with respect to the ecological optimization of processes and coordinates the corresponding pilot projects. In the printing plants as well as the publi- shing office locations, environmental and safety officers are responsible for the operative implementa- tion and ensuring of ecological standards. Contacts are also available in the subsidiaries for questions of sustainability management.
GRI: Procedures related to training and raising awareness
Questions concerning the ecological optimization are integrated into education programs as well as being part of the introductory seminars for trainees. At the same time, sustainability issues are addressed in internal communications media.
GRI: Monitoring
Compliance for Axel Springer means compliance with legal requirements, voluntary commitments and corporate guidelines. For this, awareness is raised on the part of the employees. Violations of guideli- nes and regulations can damage the environment, adversely affect the reputation of the company and cause economic damage.
Against this background appropriate structures and processes have been established to ensure be- havior compliant with laws and regulations for all corporate officers, executives and employees. The Axel Springer SE Code of Conduct gives employees reliable orientation. The Compliance department monitors compliance.
Additional aspect from the GRI „Media Sector Supplement“: The Corporate Sustainability Officer of Axel Springer SE maintains regular contact with the Environ- ment and Safety Officers at the various locations. The company publishes a sustainability report every two years externally audited to the highest GRI standards.
Transparency in the paper chain is documented through the publication of the suppliers of printing paper. Contracts with suppliers contain sustainability-related clauses such as the Forestry Standards which are also verified by the company on site. In 2012 and 2013 these included visits to suppliers – e.g. jointly with the environmental organization Greenpeace to eucalyptus plantations and short fiber pulp manufacturers in Uruguay. The proportion of used paper in printing paper averages around 77 percent. 86 percent of newsprint paper contains used paper.
The efficiency in the use of printing paper is optimized by measures used to reduce mill broke. Re- turns (= unsold copies of newspapers and magazines) are reduced through the continually refined control of copies delivered to the respective sales outlets.
Newspapers and magazines are supplied to municipal waste paper collection points for recycling by readers. The collection rate in Germany amounts to approx. 80 percent.
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2 Details and references for the reporting period 2012 + 2013
2.1 Aspect: Materials
EN1 Materials used by weight or volume
The quantity of the materials used both in the printing process as well as at office locations is docu- mented in the table.
Commentary within the framework of the GRI „Media Sector Supplement“: As an indicator for efficient resource management, the presentation of specific indicators is more im- portant than simply listing absolute consumption figures. The prerequisite for this is the definition of a functional unit, such as, for example, the ‚square meters of printed paper‘.
2011 2012 2013 Raw materials For producing our own magazines, printing paper 358,279 318,500 315,385 purchased (in tonnes) Printing paper which is processed in our own printing 183,090 170,238 159,297 plants in Germany and Hungary for our own and other products (in tonnes) Millions of square meters of printed area in our own 8,067 7,518 7,063 printing plants for our own and other products Supplements and pre-products (in tonnes) 34,293 34,799 37,087 Printing Ink (in tonnes) 3,522 3,241 2,932 Damping-agent concentrate (in tonnes) 254 205 181 Operating Materials Printing Plates (in tonnes) 580 531 516 Printing plate developer (in tonnes) 70 60 49 Lubricants (in tonnes) 18 7 16 Production cleaning agents (in tonnes) 231 228 213 Other operating materials (in tonnes) 7 3 5 Auxiliary materials Packaging materials (in tonnes) 253 244 257 Stitching wire (in tonnes) 12 13 11 Office supplies Copy paper (in tonnes) 397 417 479
EN2 Percentage of materials used that are recycled input materials
In 2013, around 77 percent (2012:72 percent) of the newspaper and magazine papers used to print the company‘s titles included used paper. Further information can be found on page 150.
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2.2 Aspect: Energy
EN3 Direct energy consumption by primary energy source
For the years 2011 to 2013, direct energy consumption for the printing plants in Germany and Hungary as well as the publishing locations Berlin, Hamburg and Zurich according to primary energy source was as follows: Direct energy 2011 2012 2013 2013 vs. 2011 consumption Natural Gas 5,345 MWh 5,779 MWh 7,250 MWh 36 % (19,242 GJ) (20,805 GJ) (26,099 GJ) Fuels 28 MWh 32 MWh 36 MWh 27 % (101 GJ) (114 GJ) (128 GJ) Total 5,373 MWh 5,812 MWh 7,285 MWh 36 % (19,343 GJ) (20,919 GJ) (26,227 GJ)
Further information can be found on page 133.
EN4 Indirect energy consumption by primary source
Indirect energy 2011 2012 2013 2013 vs. 2011 consumption Electricity 80,642 MWh 76,983 MWh 74,057 MWh -9 % (293,064 GJ) (277,138 GJ) (266,607 GJ) District Heating 37,201 MWh 36,562 MWh 36,732 MWh -1 % (133,924 GJ) (131,623 GJ) (132,235 GJ) Total 117,843 MWh 113,545 MWh 110,790 MWh -6 % (424,235 GJ) (408,761 GJ) (398,841 GJ)
The primary energy used to generate the purchased electricity (according to the documentation from the electricity suppliers) on average for the locations was broken down for the years 2011 to 2013 as follows:
Primary Energies: 2011 2012 2013 2013 vs. 2011 Renewables 34 % 33 % 28 % -18 % Fossil 49 % 57 % 45 % 27 % Nuclear 21 % 18 % 15 % - 29 %
(Note: The figures for 2011 differ slightly from the figures from the 2011 Sustainability Report, as they have a new calculation basis.)
Further information can be found on page 133.
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EN5 Energy saved due to conservation and efficiency improvements
The total energy requirements of the printing plants in Germany and Hungary, as well as the publishing locations of Berlin, Hamburg and Zurich have increased by 4.8 percent in a comparison of the years 2011 and 2013.
For further details, see EN7.
EN6 Initiatives to provide energy-efficient or renewable energy-based products and servi- ces, and reductions in energy requirements as a result of these initiatives
With its numerous titles, Axel Springer SE offers editorial content both digitally and in print. Against this background, indicator EN6 is only of limited relevance, especially as reading editorial content – whether digital or on paper – does not in itself consume energy. The decision as to whether editorial content is assimiliated digitally or in print lies with the user.
The editorial offices inform users and readers regularly about alternatives and innovations in the field of energy-saving digital readers.
Commentary within the framework of the GRI „Media Sector Supplement“: The gradual optimization of the energy efficiency and CO2 efficiency of servers and data processing centers is at the forefront in the area of digital media services. To this end, Axel Springer has taken part in pilot projects in co-operation with the Federal Environment Agency and the Technical Univer- sity of Berlin within the scope of the „Green IT Berlin-Brandenburg“ initiative. In co-operation with the Norwegian operators of data processing centers, the „Fjord-IT“ pilot project was initiated, involving the reduction of CO2 emissions by using electricity generated through hydropower.
EN7 Initiatives to reduce indirect energy consumption and reductions achieved
The requirements for indirect energy (electricity and district heating) decreased between 2011 and 2013 by 9.6 percent at the printing locations and 3.4 percent at the publishing office locations. Ove- rall, requirements for indirect energy decreased by 6 percent. This reduction was the result of various initiatives and measures which were taken to conserve energy.
For example, the energy requirements at the office locations in Berlin and Hamburg were reduced by installing high-efficiency pumps of energy efficiency class A in the area of heating technology. In addi- tion, the mounting of energy efficient LED lighting to replace conventional lighting led to a reduction in energy consumption.
At the Kettwig printing site, energy efficiency in electricity and heating was improved through the commissioning of a natural gas-fired combined heat and power plant (CHP). The heat emitted from the generation of electricity is used for heating water. In addition, the electricity requirement for ligh- ting in Kettwig was reduced by 30 per cent through the large-scale exchange of neon tubes with LED lighting.
Further examples of such initiatives can be found in the appendix.
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2.3 Aspect: Water
EN8 Total water withdrawal by source
The external procurement of fresh water at the locations involved decreased by 4,773 tonnes in a comparison of the years 2011 and 2013 from 160,934 to 156,161 tonnes (2012: 160,668 tonnes).
EN9 Water sources significantly affected by withdrawal of water.
No specific water sources are affected by the company’s water use.
EN10 Percentage and total volume of water recycled and reused
Water is not recycled in the company. The respective municipal utilities are responsible for the treat- ment of water. Water recirculation by companies is subject to strict regulation and supervision. Nu- merous technical measures contribute to the recirculatory use of water.
2.4 Aspect: Biodiversity
EN11 Location and size of land in, or adjacent to, protected areas.
No Axel Springer SE site is located in a protected area, is adjacent to a protected area or is located in an area of high biodiversity value.
EN12 Description of significant impacts of activities, products, and services on biodiversity in areas of high biodiversity value
Pines and spruces from the northern hemisphere are processed for the manufacture of printing paper. The suppliers of printing paper undertake to make sure and to check that the timber raw materials that are used by no means come from protected forestry areas.
Also in unprotected forestry areas, improper forest use can disturb the ability of biodiversity to rege- nerate, e.g. by interrupting the food chains. This can happen, for example, when insufficient amounts of old wood and dead wood are available as habitats for insects, e.g. those that the Finnish white- backed woodpecker lives on.
You can find a list of suppliers of printing paper on page 152.
EN13 Habitats protected or restored
The company does not own any protected or restored habitats.
EN14 Strategies for the protection of biodiversity
Transparency in the origin of fibers is an important prerequisite for securing the biodiversity quality of printing paper made from fresh wood fibers.
The contracts concluded with paper suppliers include the „Forestry Standards“: 1) Harvesting more timber than will re-grow is prohibited; 2) Forestry shall not endanger animal or plant species; 3) The paper manufacturer must perform eco-controls as a purchaser of timber; 4) The paper manufacturer must ensure that the necessary ecological knowledge is conveyed to personnel (for example, forest workers); 5) The paper manufacturer must take the indigenous people
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(the Sami in Northern Scandinavia for example) into consideration; 6) The paper manufacturer must keep the public informed of the advances made and problems encountered in environmental protec- tion.
The following measures are also part of the company‘s continuous biodiversity strategy:
1. Regular visits to the timber harvesting areas of the manufacturers of fresh fiber paper (since 1992) 2. Publication of the names of Axel Springer SE paper suppliers (since 1993) 3. Forestry standards as part of the purchasing agreements for printing paper (since 1994) 4. Pilot projects such as “Tracing Russian Wood” in cooperation with Greenpeace Russia (since 2000) 5. Implementation of the “Printing Products and Ecology” industry standards (since 2001) 6. Founding member of the “Business&Biodiversity” initiative (2008) 7. Fact-finding visits to eucalyptus plantations producing short fiber pulp in Uruguay, which is used for the production of magazine paper covers in Europe (2009, 2012, 2013). 8. Participation as a customer stakeholder in the process of the „Canadian Boreal Forest Agreements“ in connection with forestry companies and environmental organizations (Forest Ethics, Greenpeace, etc.). This involves, among other things, taking action to protect the habitat of the caribou.
EN15 Number of IUCN Red List species and national conservation list species with habitats in areas affected by operations, by level of extinction risk.
The timber harvesting areas of our paper suppliers and/or their pulp suppliers are situated in Germa- ny, Norway, Sweden, Finland, Russia, Canada, the Czech Republic, Spain, Belgium, Holland, France, Austria, Switzerland, Brazil and Uruguay. In each of these countries, lists are kept of threatened spe- cies, the threat in some cases attributable to improper forestry methods. Specific detailed Forest Use Guidelines for the protection of biodiversity apply in every one of these countries.
2.5 Aspect: Emissions, Effluents, and Waste
EN16 Greenhouse gas emissions
The Greenhouse Gas Protocol (GHG Protocol) is used for the calculation of the CO2 emission factor for presenting the CO2 emissions from the printing and publishing locations at home and abroad. The GHG is a globally recognized guideline for reporting on greenhouse gas emissions. The standards were developed by the World Resources Institute (WRI) and the World Business Council for Susta- inable Development (WBCSD). Companies make use of the standards for the management of their greenhouse gas emissions. Further information can be found here: www.ghgprotocol.org
The company produced 5.6 percent (= 2,640 tonnes) less direct and indirect climate-effecting emissi- ons in 2013 than in 2011.
Direct and indirect greenhouse gas emissions per million square meters of printed paper from our own printing facilities in Germany and Hungary remained constant between 2011 and 2013.
An efficiency indicator for the years 2011 to 2013 was also drawn up for the office locations: CO2 emissions per square meter of office space. Work will be done in the coming years on practical targets for the creation of this indicator to allow for a fair comparison of the sites. CO2 emissions per square meter of office space at the publishing office locations in Berlin, Hamburg and Zurich improved to 123 kilograms in 2013, thereby around 3.5 percent below the value from 2011.
The direct emissions, which are above all caused by the combustion of fuel and natural gas in the company’s own plants in the printing facilities rose by 48.2 percent between 2011 and 2013. For further informations have a look on page 134.
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Travel-related direct (Scope 1) and indirect (Scope 3) CO2 emissions increased from 2011 to 2013 by 13.3 percent. The main reason for this is plane travel made necessary by the increasing internationali- zation of the company. Further information can be found on page 134.
Further information on the emission of greenhouse gases can be found in the appendix.
EN17 Other greenhouse gas emissions
Direct emissions of NMVOC (non methane volatile organic compounds) decreased from 31.6 tonnes (2011) to 8.2 tonnes (2013), a reduction of 74 percent. The values in the Spandau printing works and Ahrensburg printing plant in particular fell very sharply. The reasons for this in Spandau are: In 2013 wash oil was used exclusively, so no NMVOCs were accrued from washing agents. The value only includes NMVOC from damping solution concentrate. The strong decrease in the value in Ahrensburg for 2013 is related to the increased use of damping solutions with a lower NMVOC content.
Non-methane hydrocarbons 2011 2012 2013 2013 vs. NMVOC (Direct emissions) 2011 Printing facilities Spandau printing works 25,004 kg 29,267 kg 4,512 kg -82 % Ahrensburg printing plant 4,451 kg 3,221 kg 932 kg -79 % Kettwig printing plant 2,146 kg 2,190 kg 2,737 kg 27 % Printing facilities in Hungary 6 kg 6 kg 6 kg 0 % Total 31,607 kg 34,684 kg 8,187 kg -74 %
EN18 Initiatives to reduce greenhouse gas emissions
A range of measures have been introduced to improve resource efficiency with regard to the emission of greenhouse gases. These include:
1. Raising of employees’ awareness at the publishing office locations with regard to energy efficient behavior (reducing standby energy consumption, etc.) 2. Using more energy-efficient computers. 3. More energy-efficient ventilating systems for cooling or heating in the printing facilities 4. Optimized energy management through periodic shut-downs of equipment in the printing facilities 5. Controlling the lighting using motion detectors at the publishing office locations 6. Trial use of vehicles with alternative drive technology and energy.
Commentary within the framework of the GRI „Media Sector Supplement“: The gradual optimization of the energy efficiency and CO2 efficiency of servers and data processing centers is at the forefront in the area of digital media services. To this end, Axel Springer has taken part in pilot projects in co-operation with the Federal Environment Agency and the Technical Univer- sity of Berlin within the scope of the „Green IT Berlin-Brandenburg“ initiative. In co-operation with the Norwegian operators of data processing centers, the „Fjord-IT“ pilot project was initiated, involving the reduction of CO2 emissions by using electricity generated through hydropower.
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EN19 Emissions of ozone-depleting gases
No significant emissions are caused by substances which could contribute towards to the depletion of the ozone layer in the company’s production processes.
EN20 Other air emissions, NOX, SO2, CO, dust
Direct emissions of NOx were around 441 kilograms in 2013 (2012: 351 kg). Direct emissions of SO2 amounted in 2013 to only 12 kilograms (2012: 10 kg) and direct emissions of dust to about 2.2 kilo- grams (2012: 1.7 kg). Direct emissions of carbon monoxide amounted to 1.12 t (2012: 0.9 t).
EN21 Total water discharge by type and destination
In 2013, the volume of effluent water discharged from the printing facilities in Germany and Hungary as well as the publishing office locations in Berlin, Hamburg and Zurich amounted to 156,161 tonnes. We have subdivided this effluent into cooling water (34,510 tonnes), waste water (112,056 tonnes) and production-specific water losses (9,595 tonnes). In comparison to this, the total of effluent water discharged in 2012 was 160,668 tonnes, of which 31,638 tonnes were cooling water, 118,358 tonnes waste water and 10,672 tonnes production-specific water losses.
Waste water volumes per million square meters of printed paper surface increased by 2.5 percent from 2011 to 2013. Reason: The demand for water, for example during machine start-up phases, has hardly changed despite smaller print runs, resulting in an unfavorable development of the specific indicator.
Further information can be found on page 136.
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EN22 Total weight of waste by type and disposal method
The following picture for the years 2011 to 2013 emerges for the printing plants in Germany and Hun- gary as well as the publishing office locations in Berlin, Hamburg and Zurich:
Figures in tonnes (t) 2011 2012 2013 2013 vs. 2011 Non-hazardous solid 17,621 16,374 17,488 -0,8 % waste for recycling Non-hazardous solid 148 83 94 - 36 % waste for disposal Hazardous solid waste 532 485 434 -18 % for recycling Hazardous solid waste 72 64 59 -18 % for disposal Total residual materials 18,373 17,006 18,075 -1,6 %
Commentary within the framework of the GRI „Media Sector Supplement“:
The disposal of printing ink residues, of plastic waste materials, batteries and electrical equipment, etc. are subject to detailed national and European regulations, with which compliance is reviewed. Mill broke from the company‘s printing plants is fed into the recycling process through licensed used paper dealers.
EN23 Total number and volume of significant spills
No significant quantities were spilled in the 2012/2013 reporting period.
EN24 Weight of transported, imported, exported, or treated waste deemed hazardous under the terms of the Basel Convention Annex I, II, III, and VIII, and percentage of transported waste shipped internationally.
The company does not transport, import or export any waste of this kind.
EN25 Identity, size, protected status, and biodiversity value of water bodies and related ha- bitats significantly affected by the reporting organization’s discharges of water and runoff.
The company does not cause any significant influences of this kind.
2.6 Aspect: Products and Services
EN26 Initiatives to mitigate environmental impacts
In order to better understand the connections with life cycle assessments, Axel Springer SE started to carry out and document relevant studies at the end of the 1990s: “Evaluation of the Ecological Life Cycles of Newspapers and Magazines”, “Ecological Learning Processes in the Paper Chain” and “Printing Ink and Sustainability”.
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Commentary within the framework of the GRI „Media Sector Supplement“: To reduce returns (for example, copies of newspapers and magazines remaining unsold at a kiosk), the joint venture subsidiary Ringier Axel Springer Media AG (RASM AG) is testing a a sales forecasting software (DAAX, Distribution, Analysis, Axel) in Poland.
How do we process and minimize returns? Within the scope of media logistics, examinations are continuously being carried out in Germany into how CO2 efficiency can be improved. This is done with the aid of nationwide data collection such as, for example, the „Green Logistic Assessment“ at the Technical University of Berlin. A particular challenge: Numerous external partners are integrated into the logistics processes – in order to get a complete picture, each of these has to be approached separately. Measures are developed based on the findings and implemented along the logistics chain.
Further information from the sector of logistics can be found on page 159.
EN27 Percentage of products sold and their packaging materials that are reclaimed by ca- tegory.
The responsibility for the disposal of the plastic sheeting used to protect newspapers and magazines during transport for recycling lies with the kiosk operators.
2.7 Aspect: Compliance
EN28 Monetary value of significant fines and total number of non-monetary sanctions for non-compliance with environmental laws and regulations.
No such fines were imposed in the reporting period. The prerequisite for the validation of the printing plants in accordance with the EU Eco Audit is the non-occurrence of fines of this kind.
2.8 Aspect: Transport
EN29 Significant environmental impacts of transporting products and other goods and ma- terials used for the organization’s operations, and transporting members of the workforce.
Fossil fuels are mostly necessary for transporting of goods and people. Three transport areas deserve special mention with respect to the company‘s operations:
• Delivery of printing paper by suppliers (details of the transport mix here) • Transport of newspapers and magazines from most publishing companies from the publishing wholesaler to the kiosks by independent carriers. (Details here) • C02 emissions caused by business trips by employees in Germany (click here for details).
2.9 Aspect: Overall
EN30 Environmental protection expenditures and investments
For each investment, for example in a new building or conversion of office space and printing facilities or in new printing technology, new data processing centers or new building technology, innovations are included to reduce the environmental footprint. This makes it difficult to differentiate mathemati- cally between the specific environmental element and other modernization leaps. Against this back- ground, the information requested in EN30 for the years 2012 and 2013 was not gathered separately.
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GRI Economy
An important endorsement for sustainability reports: The „Declaration of the GRI Application Level Check“. It confi rms that the report meets the requirements of the A+ Application Level. „GRI“ stands for the „Global Reporting Initiative“, with its seat in Amsterdam. „A“ stands for „all disclosures reported“. The „ + „-character stands for „externally assured“. „GRI checked“ indicates that GRI has confi rmed the completeness. And the year of the GRI check is visible in the background of the icon: 2014.
Economic Indicators
The following indicators meet the G 3.1 MSS Guidelines of the „Global Reporting Initiative“ (GRI) for the uniform, international structuring of sustainability reports. („MSS“ stands for Media Sector Supple- ment.)
The abbreviation „EC“ in the GRI Numbers stands for „Economic“.
1 Management Approach
EC: Economic performance and market presence
The strategy of the company is based on the core competences of excellent journalism, marketing and classifi ed marketplaces.
A colorful and diverse media world has gathered under the Axel Springer umbrella. Its portfolio en- compasses a broad range of printed and digital media.
More than 12,800 employees generated total revenues of 1,442.8 million euros and earnings (EBITDA) of 454.3 million euros in 2013.
Goals - Organization-wide goals regarding performance relevant to the Environment Aspects
Value-Driven Management: The business strategy of Axel Springer is based on the three tenets of extending the company’s market leader-ship position in the German-language core business, as well as internationalization and digitization. The overriding goals of this strategy are to ensure profi table, long-term growth and permanently increase the company’s value.
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Company guidelines - Organization-wide policy that defines the organization’s overall com- mitment related to the Economic Aspects
Corporate Values: Our corporate values are the foundation for the strategic and operational deve- lopment of the Group. They guide every employee in his/her work and are the cornerstones of our corporate culture. The three corporate values are:
• Creativity as the decisive prerequisite for success as journalists as well as for commercial success • Entrepreneurial spirit, defined as imaginative, responsible and result-oriented action taken by emplo- yees and management • Integrity towards the company, readers, customers, employees, business associates and sharehol- ders.
Further details are documented in the 2013 Annual Report.
2 Details and references for the reporting period 2012 + 2013
2.1 Aspect: Economic Performance
EC1 Direct economic value generated and distributed, including revenues, operating costs, employee compensation, donations and other community investments, retained earnings, and payments to capital providers and governments (taxes)
Fiscal year 2012 and 2013: (Group) (*Note: Figures include only continuing operations)
• Revenues*: 2,801.4 million euros in 2013 and 2,737.3 million euros in 2012. • Operating costs*: Defined as the sum of material costs, personnel expenditure, other operating expenses: 2,545.1 million euros in 2013 and 2,402.3 million euros in 2012.
• Employee compensation*: Personnel expenditure in 2013: 921.6 million euros (of which wages and salaries: 760.9 million euros) Personnel expenditure in 2012: 827.1 million euros (of which wages and salaries: 693.5 million euros) • Donations: Cannot be calculated at Group level. We do not have this information available in detail. • Retained earnings: Equity capital generated as per 12/31/2012: 1,755.9 million euros; Equity capital generated as per 12/31/2013: 1,781.6 million euros; • Payments to capital providers (equity capital providers): Dividends for the fiscal year 2012 (paid in 2013): 167.9 million euros; Dividends for the fiscal year 2011 (paid in 2012): 167.6 million euros • Payments to governments (taxes): Tax expenditure* (taxes on income and on earnings) in 2013: 88.1 million euros; Tax payments (taxes on earnings paid) in 2013: 183.1 million euros Tax expenditure* (taxes on income and on earnings) in 2011: 92.9 million euros; Tax payments (taxes on earnings paid) in 2011: 162.2 million euros
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EC2 Financial implications of climate change
• No direct effects have been identified to date • Indirect effects: Rising energy costs could have implications for the distribution of newspapers and magazines, the operation of printing facilities and publishing office buildings as well as the manufac- ture of printing paper
EC3 Coverage of defined benefit plan obligations
Fiscal year 2013: (Group)
• social expenditure (employer contributions to social security, incl. health insurance) Social security contributions: 120.2 million euros • Pension costs, company pension plan, pension plan expenditure: 9.8 million euros
Fiscal year 2012: (Group)
• social expenditure (employer contributions to social security, incl. health insurance) Social security contributions: 114.6 million euros • Pension costs, company pension plan, pension plan expenditure: 7.4 million euros
By participating in the „VarioRente“, a forward-looking deferred compensation company pension plan, employees of Axel Springer SE in Germany accumulate a sizable balance in their pension account by the time they enter retirement.
EC4 Significant financial assistance received from government (e.g. subsidies, advertising)
Investment grants: Liabilities from investment grants as per 12/31/2013: 15.2 million euros Liabilities from investment grants as per 12/31/2012: 18.3 million euros
Commentary within the framework of the GRI „Media Sector Supplement“: The group of shareholders does not include government agencies. The proportion of gross advertising expenditure by state governments and the federal government as a share of the company‘s adverti- sing revenue (without classifieds) in Germany in the year 2013 was around 0.44 percent.
M1. Significant funding and other support from non-governmental sources (advertisements, etc.)
Axel Springer SE generated advertising revenues amounting to approximately 1.638 million euros in 2013. None of the advertisers was responsible for more than a five percent share of advertising reve- nues. (Source: Nielsen Media Research GmbH).
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2.2 Aspect: Market Presence
EC5 Ratio of standard entry level wage compared to local minimum wage
The work in printing plants, editorial offices, marketing departments, sales, digital publishing, online programming and administration requires above-average qualifications. Salaries for men and women are based on the same criteria. The principal of equal pay for equal work applies. In every country it operates in, the company competes for talented and qualified employees. Against this background, all of the entry level salaries and salaries at all locations are in part significantly higher than the local minimum wage.
EC6 Policy, practices, and proportion of spending on locally-based suppliers.
The company generates almost all of its revenue in OECD or EU countries, such as Germany, Hun- gary, Spain, Switzerland, Slovakia, Poland. The publishing subsidiary in Moscow (Russia), a number of the locations of the Zanox subsidiary, as well as the RASM AG joint venture‘s location in Serbia are exceptions. Supplies come almost without exception from local sources or the region. One exception, depending upon the location, is the procurement of printing paper, particularly as paper for newspa- pers and magazines is only produced in very few countries in the required quantity and quality. The same is true for the procurement of printing ink, printing machines and computers. An overview of the origin of the printing paper used by the company can be viewed on page 148.
EC7 Procedures for local hiring and proportion of senior management hired from the local community.
The company usually exclusively employs staff and senior managers at its locations who are from the countries concerned. If suitable applicants are available, staffing generally takes place internally. With growing European integration and mobility however, regional origin is increasingly fading into the background.
2.3 Aspect: Indirect Economic Impacts
EC8 Development and impact of infrastructure investments and services provided primarily for public benefit through commercial, in-kind, or pro bono engagement.
For Axel Springer, it is also a question of journalistic credibility to commit itself to the concerns of our readers and viewers and of society as a whole. There are numerous examples for this within the com- pany. The various spheres of activity of our social commitment – our media, our readers and emplo- yees as well as the company itself can be found on page 107.
Commentary within the framework of the GRI „Media Sector Supplement“: The types of social commitment are usually media partnerships, awards for outstanding achieve- ments, appeals for pro bono engagement and donations, taking over administrative and project costs, etc.
EC9 Understanding and describing significant indirect economic impacts, including the extent of impacts.
The indirect economic impacts that repeatedly attract attention include decisions in the area of paper procurement. In Northern Finland, Norway, Canada, as well as in pulp production in Uruguay among other places, regional conflicts frequently flare up, for example, concerning the use of land and forest resources. These often have to do with the competition between social (jobs) and ecological (biodiver- sity) interests.
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In such cases, the Corporate Sustainability Office takes a detailed look on-site through talking to trade unions, environmental organizations, scientists, representatives of the indigenous people as well as the tourism industry and the government. The knowledge gained in this process influences the decisi- ons concerning supply contracts with paper factories in the respective regions.
A joint visit to pulp producers and eucalyptus plantations in Uruguay with Greenpeace Germany took place in March 2013. A further focal point in 2012 and 2013 was on the customer‘s support of nego- tiations between forestry companies and environmental organizations in the context of the Canadian Boreal Forest Agreements. Information on the agreements reached in the Canadian province of British Columbia in 2009 following fifteen years of controversy can be found on page 66.
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How is a sustainability report audited?
The expectations placed on modern sustainability reporting are rising continuously. This picture shows the essential stages of the external audit of a sustainability report. (Source: PwC)
The auditing company PricewaterhouseCoopers (PwC) has undergone signifi cant indicators for the years 2012 and 2013 an examination to obtain limited assurance. The data examined are presented in the Sustainability Report with this addition:
The statement assuring the independent business audit of the Axel Springer SE Sustainability Report 2012/2013 can be found in the appendix.
Audit of the Axel Springer SE Sustainability Report 2012/2013 by the auditing com- pany PricewaterhouseCoopers (PwC)
Since the late 1990s, in addition to the traditional fi nancial reporting and the social and environmental reporting, including so-called sustainability reporting, comprehensive reporting on economic, envi- ronmental and social/societal aspects has become widespread. Sustainability reporting is not only directed towards the company‘s shareholders, but to a very broad audience of stakeholders, which include for example the employees, suppliers, customers, current and potential investors, the public, non-governmental organizations and various public authorities and institutions. In accordance with the defi nition of the Global Reporting Initiative (GRI) Sustainability Reporting comprises „measuring, disclosing and being accountable to internal and external stakeholders for organizational performance towards the goal of sustainable development. [ …] A sustainability report should provide a balanced and reasonable representation of the sustainability performance of a reporting organization – including both positive and negative contributions“.
Both management and stakeholders require additional assurance that sustainability reports inform ac- curately, completely and appropriately on environmental and social/societal aspects, which is compa- nies are increasingly demanding an external assurance statement within the scope of an audit of the sustainability report.
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The object and basis of the audit
The object of the audit is generally the specifically defined essential (quantitative) data in the Sustai- nability Report. The GRI guidelines represent a comprehensive and internationally accepted recom- mendation for the content of sustainability reporting. These define economic, environmental and social standard disclosures as well as information on the strategy, company profile and management sys- tems as the minimum content of a sustainability report. In concrete terms, the standard disclosures comprise 49 Core and 30 Additional Indicators from the the areas of economy (e.g. financial conse- quences of climate change), environment (e.g. disclosures on materials, emissions, energy consump- tion, water consumption, biodiversity, and waste) and social (e.g. disclosures on humane working conditions, observance of human rights, social commitment and product responsibility).
The central principles for defining the content of the report are materiality, stakeholder inclusiveness, sustainability context and completeness. The goal of these principles is the definition of the con- tent of sustainability reports, taking the expectations and demands of the relevant stakeholders into account. The central principles for defining the quality of reported information consist of the principles of balance, comparability, accuracy, timeliness, reliability, and clarity. They are designed to ensure the transparency of sustainability reporting and enable stakeholders to make a sound assessment of performance.
To enhance the credibility of sustainability reporting, the GRI recommends, in addition to the estab- lishment of suitable management systems and reporting processes, having the reports certified by experts on the basis of the GRI reporting principles.
Assurance procedure
The PwC approach for the assurance of a sustainability report basically follows the same standards as the audit of other business data and processes, and is followed in accordance with an international assurance standard („ISAE 3000“). A special feature of the assurance of sustainability reports, how- ever, is that there are as yet no statutory provisions and requirements in Germany; meaning that the object, scope and standard of the assurance procedure are therefore agreed individually and entered in the assurance statement. The assurance procedure for the business audit of the Axel Springer SE 2013 Sustainability Report is briefly outlined below:
Design Inspection
At the beginning of an audit, the assurance procedure, the necessary paperwork, documentation and contacts as well as the schedule are agreed with the client. This serves the senior auditor as a basis for drawing up a detailed assurance program. The preaudit itself includes the recording of the relevant systems and processes of sustainability reporting, as well as an assessment of adequacy in accordance with the agreed assessment criteria (process evaluation).
Audit of the reporting processes
Following this, the audit team establishes that the relevant reporting processes and process controls within the company have been complied with, particularly the processes concerning the gathering, quality assurance and aggregation of data for sustainability reporting (process validation). This can be done – depending upon the type and complexity of the processes – by process observation or an analysis of individual processes and controls. To do this, the auditor establishes on the one hand through so-called on-site inspections at the data source that data is fully and correctly recorded. On the other hand, the understanding of the process acquired during the preaudit ensures that the essential controls along the entire process chain up to the aggregation of key performance indicators and their provision for the report can be included in the audit. What is permissible and also desirable
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to ensure the efficient performance of assurance, is the use of audit results from third parties, provided they meet the high standards of assurance procedure and assurance reliability demanded by PwC.
Audit of selected (quantitative) information
The audit of the quantitative data in the sustainability report is enhanced through analytical inspec- tions – such as the generation and review of expected values, or the conducting of trend and devia- tion analyses – as well as the classical scrutiny of documents. This applies mainly to those indicators which did not achieve sufficient assurance reliability through the process audits. This can also apply to individual information for which an individual audit promises higher assurance reliability or greater efficiency. The audit is accompanied by a review of the drafts of the Sustainability Report, to assess the compatibility of their content, language and design with the GRI reporting principles as well as the quantitative information in the context of the report.
Documentation of the audit
At the conclusion of the audit, the audit findings and any recommendations on improving the systems and processes of sustainability reporting are discussed with the client and the assurance statement is issued. The auditor‘s examination of systems and processes, along with the associated findings and recommendations, which are recorded in the assurance statement are often starting points for the optimization of internal sustainability management.
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Appendix
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About Axel Springer
The Axel Springer logo above the main entrance of the Axel Springer building in Berlin. (Photo: Axel Springer SE)
Axel Springer SE wants to become the leading digital publisher. The digital media activities already contribute nearly 50% to its revenues and more than 60% to its EBITDA. Axel Springer’s business is divided into three segments: paid models, marketing models, and classifi ed ad models.
Headquartered in Berlin, the company is active in 47 countries with subsidiaries, joint ventures, and licenses. More than 40% of its revenues come from its international business. Over 12,800 employees generated total revenues of €2.8 billion and an EBITDA of €454 million in the fi nancial year 2013.
More informations at www.axelspringer.de
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Video Library
In our video library, we present a number of videos on sustainability management in recent years – from the wood, pulp and paper chain to the commitment of our media to climate protection, right up to the benefi ts and development programs available to our employees as well as on the stakeholder interaction with Greenpeace.
Development Programs for employees
In order to develop new skills and to build on existing strengths, Axel Springer SE offers its employees an extensive development program. This ensures the personal advancement of the individual as well as mutual success.
In order to make Axel Springer employees fi t for the digital transformation, the creative team from Personnel Development has developed new networking formats such as for example the Digital Campus, Early-Bird-Café or PizzaCONNECTion. These networks facilitate the exchange of knowledge and information among the staff and aid the recognition of deve- lopments and trends. Through „move“, Personnel Development has created a uniform communicative roof for its events. (Source: Axel Springer SE)
Stakeholder Management
Since 1993, we have been continuously sounding out the interests, concerns and priorities of relevant stakeholders. Axel Springer SE published its fi rst environmental report in 1994. This 12-minute video documents a discussion at the Technical University of Berlin in December 2013. Oliver Salge, Head of Greenpeace Germany‘s Forest and Oceans Campaign and Florian Nehm, Corporate Sustainability Offi cer at Axel Springer SE, explain their concepts of Stakeholder Management. Moderation: Profes- sor Dr. Dodo zu Knyphausen-Aufseß. (Source: Axel Springer SE)
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Business development in 2013
The video is a recording of the speech by CEO Dr. Mathias Döpfner at the 2014 press conference on the fi nancial statement.
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Green IT
The fi lm on the IT2Green Project GreenIT Cockpit shows how the energy consumption for the de- velopment of the online edition of the Hamburger Abendblatt is measured and can be visualized. The GreenIT Cockpit gathers the information from the various ICT systems (data processing center, network infrastructure and peripherals) and displays it in a form that is simple and easy to interpret in order to assist strategic planning and improve the ICT-based energy effi ciency of the organization. (2013 / 3:30 mins)
MOVING THE WORLD. Taking Responsibility
With its initiative „MOVING THE WORLD. Taking responsibility“, the DIE WELT Group is supporting thinking and acting in a sustainable and responsible way.
What power do consumers have to save the world through „eating properly“? The „MOVING THE WORLD. Taking responsi- bility“ initiative invited government representatives, entrepreneurs, corporate managers and environmentalists to explore this question more thoroughly. (Source: Moving the world) 240
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What packaging and how much of it does the environmentally conscious customer need? A top-class panel of experts looked into this question at the invitation of the „MOVING THE WORLD. Taking responsibility.“ initiative. (Source: Moving the world) Our path at the Axel Springer Akademie
The Axel Springer Akademie is the most progressive school of journalism in Germany. It combines the advantages of a well-established School of Journalism with those of a classical internship. As the lar- gest private institution of its kind in Germany, the Axel Springer Akademie every year offers 40 aspiring journalists a sound two-year vocational training course as editors. In the video from 2012, fi ve former applicants present their path to the Akademie.
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Promotion of young journalists
The journalists from the Axel Springer Akademie complete a cross-media project during their training. With „Wahllos.de“, a team of 18 young journalists examined the question of why people have lost faith in politics and more and more Germans are becoming non-voters.
In our everyday lives we constantly have the choice. Something we take for granted. Which is why we often forget what a privilege it is. What would it be like if we suddenly no longer had a choice? A fi lm by Paulina Czienskowski, Susanne Schu- mann (members of Team 13 at the Axel Springer Akademie) and Riza-Rocco Avsar (coach and director at the Axel Springer Akademie) for wahllos.de, the Axel Springer Akademie‘s non-voter portal. Axel Springer Prize
The Axel Springer Prize for Young Journalists was awarded in Berlin for the 22nd time in 2013. The Axel Springer Prize is one of the most important awards for young journalists in Germany, Austria and Switzerland.
The Axel Springer Akademie awarded the Axel Springer Prize for Young Journalists for the 22nd time in 2013. This video was used to open the awards ceremony. Former award winners relate how the prize helped to advance their careers, which fashion faux pas they committed, where they celebrated and why everything is even funnier now. 242
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Axel Springer Honorary Prize 2012
Dutch journalist Ayaan Hirsi Ali was awarded the „Axel Springer Honorary Prize“ on 10 May 2012.
Award ceremony of the Axel Springer Honorary Prize in the Ullstein Hall in Berlin on 10 May 2012: Introduction by Marc Tho- mas Spahl, laudatory speech by Leon de Winter, award presented by Friede Springer and thanks from Ayaan Hirsi Ali.
Media Entrepreneurs
Axel Springer SE started the MEDIA ENTREPRENEURS initiative in September 2011. We are looking for talented entrepreneurs with a digital background who, with their personality and ideas, are interes- ted in advancing the transformation of media.
With „Content is king“ and „The medium is the fucking message“, a young candidate introduces himself to the dumbfounded members of the management board.
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„Axel Springer in Silicon Valley – the true story“
Spring 2013: 80 Axel Springer SE executives travel to Silicon Valley in order to learn and to gain ins- piration. The mission: They want to fi nd out how to radicalize and accelerate the digital conversion of the company.
Their voyage resulted in three videos which document this special journey. In the video „The Story of Axel Springer‘s Famous Garage“, they reveal how things really began …
„Axel Springer in Silicon Valley – the true story“: The video reinterprets the history of the foundation of Axel Springer SE.
Hamburg-Ahrensburg offset printing works
In the Hamburg-Ahrensburg offset printing works, which has been in operation since 1983, Axel Springer newspapers for the North German region are produced as are titles from other publishers as a subcontractor. (2007 / 1:24 min)
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Wood, pulp and paper chain
1) “Tracing Russian Wood”
“Tracing Russian Wood” demonstrates methods of tracing wood using an example in Leningrad Ob- last near St Petersburg. The stakeholders include the paper manufacturer UPM-Kymmene, the timber supplier Zao Vist, the paper clients OTTO Group and Axel Springer SE, as well as the environmental organization Greenpeace. (2007 / 14 minutes / german language).
2) “Clean timber imports”
“Clean timber imports” shows approaches to reducing the risk of corruption as well as the prevention of industrial accidents based on the example of timber imports from Russia for paper manufacturing in Finland. The stakeholders include the paper manufacturer Stora Enso, timber suppliers Shuyales and Ruskiy Les, paper clients Time Inc., Random House, Tetra Pak and Axel Springer. (2005 / 13 minu- tes / german language).
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Studies and Reports
Sustainability Management at Axel Springer
1. Sustainability Report 2013 2. Sustainability Report 2011 3. Sustainability Report 2009 4. Sustainability Report 2007 5. Sustainability Report 2005
6. Printing ink and Sustainability (2006) Printing methods, printing inks and raw materials are presented in general and under the aspect of sustainability on 25 pages (in German).
7. From Russia....with Transparency (2005) This report is about the so-called „Tikhvin-Chalna-Project“ and the cooperation of the paper manu- facturer Stora Enso with paper customers Axel Springer SE, Random House Group and Time Inc. in order to increase transparency in the cross-border timber supply chain. The critical review is carried out by Transparency International, the leading NGO on fighting corruption.
8. Sustainability Balanced Scorecard (2003) In this research project Axel Springer cooperated with the Universities of Lüneburg and St. Gallen as well as with companies such as Bahlsen, Volkswagen and the Swiss UBS Bank. The project focussed on value-driven options of sustainability management and integration of environmental issues in stra- tegic planning documents. The results of this work sponsored by the Federal Ministry of Education and Science (BMBF) are published in book form by the Gabler publishing house (in German).
9. Tracing Russian Wood Imports (2001) In a joint project, Axel Springer, together with the Finnish paper manufacturer UPM-Kymmene and Otto Versand (mail order), has made the wood chain transparent from the forest in Russia to the paper mill in Finland. The first project report „Tracing Russian Wood Imports“ shows how imports of wood from Russia are ecologically audited. There is also room for critical voices from the Russian forest management and the environmental organization Greenpeace Russia.
9. Ecological Learning Processes in the Paper Chain (2000) This study was written at the university of St. Gallen in Switzerland. Among other things, it describes how companies integrate ecological insights into their decision-making processes, using Axel Sprin- ger as an example (in German).
10. Ecological Improvements in the Paper Chain (1999) This report, available in German only, describes the background, goals and realization of the coopera- tion between Otto Versand and Axel Springer with 8,900 Norwegian family-owned forestry enterprises and the paper manufacturer Norske Skog (in German).
Evaluation of the Ecological Life Cycles of Newspapers and Magazines (1998) This analysis researches the environmental aspects of pulp and paper production using data gathe- red in Sweden, Germany, and Canada. It was prepared in conjunction with the StoraEnso and Canfor companies.
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Glossary
Explanation of Abbreviations and Terms
Accessibility: the accessibility and usability of a system for people with disabilities.
Application: alternative designation for a program or software.
Occupational safety/health: includes safety at work, health, environmental and fire protection.
ION: improved offset publication paper
IGN: improved gravure publication paper
Benzol: hydrocarbon contained in petrol. Small amounts escape through exhaust fumes.
Bio-diversity: Diversity of species of flora and fauna
Blog (short for: weblog): a regularly updated website, whose articles (blog posts) are read in reverse chronological order.
Combined heating and power plant: gas-powered generator for producing power, heating and cooling
Browser: a software program, which can retrieve,download, buffer and display documents which are available on the World Wide Web. Popular browsers include Internet Explorer, Firefox, Chrome and Safari.
Chlorine: greenish-yellow, toxic gas with an acrid odor. It is still used sometimes for bleaching texti- les, cellulose and paper.
Compliance: conformity to laws, voluntary commitments, guidelines and codes.
Community: a community refers to (regular) users of portals, forums or social networks. A charac- teristic feature of communities is that their users generate the content themselves (User Generated Content).
Cross-media: Cross-media is the content-based, creative and formal networking of different media channels and advertising media relevant to target groups, with the aim of achieving maximum adverti- sing success through the multi-channel appeal to target groups.
Data protection: Refers in general to the protection of personal data against misuse thus ensuring the informational self-determination of the individual, i.e. the fundamental right of the individual to make his own decisions concerning the disclosure and use of his personal data.
Dioxin: toxic hydrocarbons. They are released, for example, in the production of pesticides.
Discrimination: Discrimination, unequal treatment or degradation of people on the basis of certain characteristics or properties.
Printing inks: comprising of pigments, binding agents (for the adhesion of the pigment to the paper) and solvents (to keep the printing ink liquid until it is applied to the surface of the paper).
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ECF: „Elemental Chlorine-Free“ – cellulose bleached with chloride compounds instead of pure chlori- ne
E-commerce: The sale of products or services on or via the Internet.
Emission: Liquid, solid (dust) or gaseous substances released from technical plants into air and water
Fossil energy: also known as primary energy; naturally formed gaseous, liquid and solid fuels such as natural gas, oil and coal
Fresh fiber: also known as primary fiber; paper fiber obtained from the resource wood
Information security: Refers to all the planned and implemented technical and organizational as- pects that serve the protection of data and information sensitive or critical to the company.
International Social Policy: A catalog of social standards drawn up by Axel Springer on issues relating to human rights, compliance with the law, child protection, the treatment of employees, health and safety as well as the work/family balance. These standards are binding worldwide for all of the company’s activities.
Antitrust law: Legal regulations which deal with the prohibition or the requirements for admissibility of agreements between companies and other market participants which relate to competition, or contain requirements relating to behavior, in particular that of market-dominating companies.
Carbon dioxide (CO2): colorless, odorless and tasteless gas. It is formed by, among other things, combustion of substances containing hydrocarbons (such as, for example, wood, oil, petrol).
Carbon monoxide (CO): odorless, non-irritant but highly toxic gas. It is formed by the incomplete combustion of fossil fuels.
Highly-volatile non-methane hydrocarbons: odorless, non-irritant but highly toxic gases. They are formed by the incomplete combustion of fossil fuels.
Life Cycle Assessment (LCA): Analysis of the life-cycle of a product
LWC: „light weight coated“, lightweight rolling press paper, coated on both sides, for magazines, envelopes and catalogs
Mill broke: printed and unprinted scrap paper
Sustainability: According to the classical definition (Brundtland Report, 1987): „Sustainable develop- ment means satisfying the needs of the present generation without compromising the ability of future generations to satisfy theirs.“
On Demand: Type of use in which the user may select any unit from a portfolio and consume it im- mediately.
Regenerative energy: renewable energy sources such as sun, geothermal energy, water, wind and wood
Resources: Raw materials such as wood, oil, coal, clean water and clean air
SRP: Special Rotogravure Paper
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SC: super-calandered paper, magazine paper smoothed between the rollers of a calandering machine in the rotogravure process
Sulphur Dioxide (SO2): colorless, highly-toxic gas with an acrid odor, formed in the combustion of fossil fuels. The major cause of „acid rain“.
Site map: a document that describes the structure of a web site.
Social Media: Social Media refers to digital media and technologies that enable users to swap con- tent and to create media content either on their own or with others. All of the media (platforms) are understood, which support users in their mutual communication through digital channels and in the interactive exchange of information.
Stakeholders: The term stakeholder is used to refer to a person or group which has a legitimate inte- rest in the course or outcome of a process or project. The term „stakeholder“ comes from the English. „Stake“ can be translated as investment, share or claim, „holder“ as owner. The term ‚stakeholder group‘ is also increasingly catching on.
Nitric/Nitrous Oxides (NOX): toxic combustion gases – result in smog formation, overfertilization and „acid rain“.
SON: Standard Offset Newspaper publication paper
TCF: „Totally Chlorine Free“, cellulose bleached without chlorine or chlorine compounds
Toluol: Solvent present in the printing inks used in newspaper and catalog rotogravure
Usability: of a web site or software often indicates how often, productive and useful it is used.
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Legal notice
Copyright
Copyright 2013 Axel Springer SE. All rights reserved. All types of content (text, images, graphics, sound, animations and videos) and their arrangement on the website of Axel Springer SE fall under the German Copyright Act and other protective laws. Without the prior written consent of Axel Sprin- ger SE, such content may only be used within the limiting provisions of the Copyright Act and subject to other applicable laws.
Liability for Links
The Hamburg District Court‘s judgment of 12 May 1998 regarding „Liability for Links“ (312 O 85/98) clearly states that a website which includes links to other web pages is responsible for and can be held liable for the content of the linked pages; this liability can be circumvented only insofar as the website expressly dissociates itself from said content. Axel Springer SE hereby expressly dissociates itself from all the content of every page linked to sustainability.axelspringer.de and emphasizes that it does not have any influence on the design and content of the linked pages, nor does it adopt such content. If the linked pages include content that is offensive or illegal and this comes to the knowledge of Axel Springer SE, such links will be removed immediately.
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Notes on Data Protection
Use and disclosure of personal data
The protection of personal data is important to us. As a rule, you can visit all of the pages at nachhal- tigkeit.axelspringer.de, without us requiring personal data from you. All of the personal data collected is processed and used according to the German provisions for the protection of personal data.
Generally speaking, we need your personal data in order to reply to your queries or provide you ac- cess to special information or offers, such as our newsletter or media subscriptions. We do not collect any personal data through our website without your consent. Should this be necessary, we will inform you and obtain your consent. We will not sell or otherwise market your personal data to third parties.
We will collect personal data only with your consent and only in the following cases:
• Subscription to the Newsletter • Feedback Forms • Orders of brochures • Applications
Depending on the purpose, name, address, gender, date of birth, telephone number, fax number and e-mail address are collected and saved.
Statutory deadlines for the deletion of data
The deletion of the data occurs after the expiry of the legal, statutory or contractual retention periods. Provided that data are not affected by this, they will be deleted when their designated purpose ceases to apply.
Automatic collection of non-personal information
Google Analytics
This website uses Google Analytics, a web analytics service provided by Google, Inc. („Google“). Google Analytics uses so-called „cookies“, which are text files placed on your computer, to make an analysis of how you use the website possible. The information generated by the cookie about your use of the website is generally transmitted to and stored by Google on a server in the United States. In case IP anonymisation is activated on this website, your IP address will be truncated within the area of Member States of the European Union or other parties to the Agreement on the European Econo- mic Area. In exceptional cases only, the complete IP address is transfered to a Google server in the USA and truncated there. Google will use this information on behalf of the operator of this website for the purpose of evaluating your use of the website, compiling reports on website activity for web- site operators and providing them other services relating to website activity and Internet usage. The IP address, that your browser transmits within the scope of Google Analytics, will not be associated with any other data held by Google. You may refuse the use of cookies by selecting the appropriate settings on your browser, however please note that if you do this you may not be able to use the full functionality of this website. You can also prevent the collection of data generated by the cookie and related to your use of the website (including your IP address) for Google, as well as the processing of this data by Google, by downloading and installing the browser plugin available at the following link: http://tools.google.com/dlpage/gaoptout?hl=de. You can find Google‘s privacy policy here: http:// www.google.com/intl/de/policies/privacy/#information.
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Links to other websites
Upon leaving the websites of Axel Springer SE, you will be informed by an „external link“ (a new brow- ser window opens) that you are accessing a different provider.
Security
Axel Springer SE protects the information transmitted to its website with technical and organizational security measures in order to protect personal data from random or deliberate manipulation, destruc- tion or unauthorized access. Axel Springer SE is continuously improving its security measures in line with the latest technological developments.
Right to information and public procedures directory
On request, we will inform you in writing in accordance with applicable law, whether and which perso- nal data we have saved about you.
Please do not hesitate to contact our data protection officer if you have any questions regarding the processing of your personal data:
Andreas Macke Data Protection Officer [email protected]
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Contacts for sustainability
Your feedback is welcome!
Here you will find your main contacts in the publishing and printing locations, in the editorial offices as well as at the suppliers of printing paper and printing services.
Contact persons at Axel Springer in Germany
Florian Nehm Corporate Sustainability Officer Axel-Springer-Straße 65 10888 Berlin Tel: +49 30 2591 79370 [email protected]
Edda Fels Head of Corporate Public Relations Axel-Springer-Str. 65 10888 Berlin Tel: +49 30 2591 77600 [email protected]
Claudia Thomé Head of Investor Relations Axel-Springer-Str. 65 10888 Berlin Tel: +49 30 2591 77421 [email protected]
Jörg Schönemann Head of Corporate Purchasing Axel-Springer-Str. 65 10888 Berlin Tel: +49 30 2591 72392 [email protected]
Niels Matusch Head of Group Controlling Axel-Springer-Straße 65 10888 Berlin Tel: +49 30 2591 78201 [email protected]
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Contact persons at Editorial Offices in Germany
There are numerous people on the editorial staff to whom you can talk about sustainability related issues.
BILD Sven Stein Axel-Springer-Straße 65 10888 Berlin Tel: +49 30 2591 76858 [email protected] www.bild.de
BILD am SONNTAG Markus Pönitz Axel-Springer-Straße 65 10888 Berlin Tel: +49 30 2591 76534 [email protected] www.bams.de
B.Z. Peter Huth Kurfürstendamm 21/22 10874 Berlin Tel: +49 30 2591 73715 [email protected] www.bz-berlin.de
DIE WELT and WELT am SONNTAG Claudia Ehrenstein Axel-Springer-Straße 65 10888 Berlin Tel: +49 30 2591 71963 [email protected] www.welt.de
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LA1 Total workforce by employment type and country
GRI-Indicator LA1 Axel Springer SE Sustainability Report 2013
Personnel by occupation 2011 2012 2013 Editors 3.685 3.597 3.412 Company employees 8.217 9.991 10.529 Skilled workers 536 474 442 Skilled labourers 447 455 419 Total 12.885 14.517 14.802
Personnel by location 2011 2012 2013 National 8.427 8.708 8.548 International 4.458 5.809 6.254 Total 12.885 14.517 14.802
Locations national Hamburg 2.649 2.556 2.554 Ahrensburg/Offset 409 371 346 Essen-Kettwig 263 239 218 Berlin 2.880 3.514 3.819 Spandau 345 312 309 Munich 97 118 126 Dusseldorf 5 71 64 Cologne 32 64 84 Frankfurt 4 91 83 Branch offices home country 1.743 1.372 945 Total 8.427 8.708 8.548 National locations are reported on January 31st.
International subsidiaries Czechia 730 747 746 Russia 185 194 182 Schwitzerland 418 432 430 Poland 651 1.327 1.254 Hungaria 777 568 502 Spain 143 102 66 France 601 737 520 Slovakia 393 409 Serbia 391 374 International AS SE (other employees of AS 953 918 1.771 SE in foreign countries)
Total international 4.458 5.809 6.254
Total 12.885 14.517 14.802
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LA1 Total workforce by employment type and country
GRI-Indicator LA1 Axel Springer SE Sustainability Report 2013 Breakdown of number of employees by gender 2011 2012 2013 m w m w m w Editors 2.236 1.448 2.131 1.466 2.001 1.411 Company employees 4.327 3.890 5.342 4.649 5.691 4.838 Gewerbliche 815 169 766 163 704 157 Total 7.378 5.507 8.239 6.278 8.396 6.406 Summe 12.885 14.517 14.802
Sickness absence (Germany) 2011 2012 2013 Editors 3,4% 3,7% 3,2% Company employees 3,7% 3,9% 3,3% Skilled workers 8,2% 7,3% 6,5% Skilled labourers 8,1% 6,9% 6,7% Gesamt 4,2% 4,3% 3,6%
Average length of employment (Germany) 2011 2012 2013 Length of employment in years 11,5 11,2 10,8
Average age (Germany) 2011 2012 2013 Average age in years 43,1 41,9 41,7
SHE figures 2011 2012 2013 absolut % absolut % absolut % Axel Springer SE 218 4,2% 198 4,6% 179 4,4% Axel Springer SE and consolidated 329 3,7% 312 3,8% 307 3,7% companies
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LA7 Occupational diseases and accidents at work
LA7 - Occupational diseases and accidents at work Axel Springer SE Sustainability Report 2013
Reportable Reportable Reportable Reportable Reportable Reportable Reportable Reportable Reportable Reportable Reportable Reportable work accidents commuting commuting work accidents commuting commuting work accidents commuting commuting accidents (1000- accidents accidents accidents (1000- accidents accidents accidents (1000- accidents accidents employee (1000- employee (1000- employee (1000- quota) employee quota) employee quota) employee quota) quota) quota) 2011 2012 2013 Publishing offices Germany Office Berlin 10 3,47 23 7,99 11 4,61 23 9,64 15 5,74 21 8,04 Office Hamburg 3 1,13 10 3,78 7 4,72 10 6,74 7 5,18 18 13,31
Verlagsbüros International Office Zurich 6 14,88 2 4,96 1 2,48 0 0,00 0 0,00 0 0,00
Own printing plants Printing plant Spandau 9 26,10 2 5,80 8 25,64 7 22,34 9 30,30 5 16,84 Printing plant Ahrensburg 8 20,70 5 12,90 12 34,00 1 2,83 8 24,62 2 6,15 Printing plant Kettwig 7 27,60 2 7,61 12 50,00 2 8,33 7 31,96 3 13,70
Printing plants Hungary 2 19,61 0 0,00 1 9,80 0 0,00 0 0,00 1 11,11
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EN 16 Materials Balance Emissions 2013
EN 16 - Materials Balance Emissions 2013: Axel Springer SE Sustainability Report 2013
CO 2 Emissionen
Carbon Dioxide CO2 direct Emissionens)
Delta in kg 2011 2012 2013 2013 vs. 2011 Printing Plant Spandau 100 237 416 314,7% Printing Plant Ahrensburg 0 0 0 Printing Plant Kettwig 715 782 892 24,8% Printing Plants Ungarn 179 156 166 -7,7% Total 994 1.176 1.474 48,2%
Carbon Dioxide CO2 (indirect emissions from electricity consumption and district heating)
Delta in kg 2011 2012 2013 2013 vs. 2011 Publishing offices Germany Office Berlin 13.052 13.439 13.170 0,9% Office Hamburg 8.392 8.048 7.653 -8,8% Total publishing offices Germany 21.444 21.487 20.823 -2,9%
Publishing offices International Office Zurich 229 125 113 -50,7% Total publishing offices international 229 125 113 -50,6%
Total publishing offices 21.673 21.612 20.936 -3,4%
Printing Plants Printing Plant Spandau 6.353 6.010 5.506 -13,3% Printing Plant Ahrensburg 7.571 7.607 7.143 -5,7% Printing Plant Kettwig 4.694 4.435 4.051 -13,7% Printing Plants Hungary 1.063 865 874 -17,8%
Total own printing plants 19.682 18.917 17.575 -10,7%
Total 41.354 40.529 38.511 -6,9%
Carbon Dioxide CO2 (Total of direct and indirect emissions)
Delta in kg 2011 2012 2013 2013 vs. 2011 Publishing offices Germany Office Berlin 13.052 13.439 13.170 0,9% Office Hamburg 8.392 8.048 7.653 -8,8% Total publishing offices Germany 21.444 21.487 20.823 -2,9%
Publishing offices International Office Zurich 229 125 113 -50,7% Total publishing offices international 229 125 113 -50,6%
Total publishing offices 21.673 21.612 20.936 -3,4%
Printing Plants Printing Plant Spandau 6.454 6.247 5.923 -8,2% Printing Plant Ahrensburg 7.571 7.607 7.143 -5,7% Printing Plant Kettwig 5.409 5.217 4.943 -8,6% Printing Plants Hungary 1.243 1.022 1.040 -16,3% Total printing plants 20.676 20.093 19.048 -7,9%
Total 42.348 41.705 39.984 -5,6%
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EN 7 Energy Saving Measures 2012 and 2013
EN 7 Energy Saving Measures 1
EN7: Energy Saving Measures 2012 and 2013
Measures Implementation
Value chain Within the framework of the cooperative Measure implemented: Indicators Research into the innovation "GreenIT cockpit" project, performance and a dashboard for the visualization potential for the improvement indicators to control the energy and/or CO2 and control of the energy and CO2 of energy and/or CO2 efficiency of digital media channels' IT efficiency of digital media channels efficiency in the entire process processes are to be developed in collaboration were developed within the scope of of digital data processing with the Technical University of Berlin and the the now completed co-operation. Federal Environment Agency.
Measure partially implemented: Optimization of the areas in the data centers Legacy server systems at the Berlin Improvement of the energy (focus on Hamburg); server virtualization for and Hamburg sites were replaced by and/or CO2 efficiency in the replacing legacy systems; use of district virtualized systems. Activities to current operation of the data heating and/or outside air for cooling; optimize the cooling of our own data centers advanced measuring technology as well as processing center areas were adaptation of temperature levels. postponed in favor of searching for external alternative areas.
Continuation of ongoing measures for Measure implemented: Assigned Improvement of the energy optimizing energy efficiency in the client area, printer/fax machines have been and/or CO2 efficiency at the e.g. by using multifunction devices as almost entirely replaced by digital workstation replacements for or to avoid the use of multifunction devices or by a fully dedicated printers/fax machines. electronic workflow.
Installation of high-efficiency pumps of energy efficiency class A in the Examination of options for using energy-saving area of heating technology. (Annual Improvement of CO2 efficiency technology in lighting (LED), ventilation (heat savings: 84,000 kWh); The in facility management recovery) and heating (pump technology) at installation of energy efficient LED the Hamburg and Berlin sites. lighting to replace conventional lighting. Annual savings: 39,000 kWh.
The planned effect of the measures The measures completed in the Continuing from 2011: implemented in the middle of 2012 (instead of refrigeration sector at the Hamburg Reduction of CO2 emissions to 2011) (installation of new technology, new air office location in 2012 will lead to 30 percent in Hamburg's conditioning concept) cannot be demonstrated annual energy savings of 635,000 facility management. until after the expiry of the first year of kWh operation in mid-2013.
Measure implemented: Energy Construction of a natural gas combined heat efficiency in electricity and heating To reduce the energy used for and power plant (CHP) with an electrical was improved through the lighting at the Kettwig printing output of 49.5 kW. As a result the waste heat commissioning of a natural gas-fired site by 30 percent by the end produced by the generation of electricity can combined heat and power plant of 2013. be used to heat water from the beginning of (CHP). The heat emitted from the 2013. generation of electricity is used for heating water.
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EN 7 Energy Saving Measures 2012 and 2013
EN 7 Energy Saving Measures 2
Measure implemented: Energy Construction of a natural gas combined heat efficiency in electricity and heating Improving the energy and power plant (CHP) with an electrical was improved through the efficiency of electricity and output of 49.5 kW. As a result the waste heat commissioning of a natural gas-fired heating at the Kettwig printing produced by the generation of electricity can combined heat and power plant site from the beginning of be used to heat water from the beginning of (CHP). The heat emitted from the 2013. 2013. generation of electricity is used for heating water.
Downstream Value Chain The Logistics & Services department Training programs for logistics partners in the invited logistics service providers to areas of "innovative automotive technology" a briefing session at the Spandau and "fuel-saving driving behavior". Axel printing works in September 2013. Improvement of CO2 efficiency Springer will finance appropriate courses for Together with its research partner, in press logistics logistics service providers at various locations. the International Transfer Center for Participation is voluntary. The experience Logistics (ITCL) and Mercedes-Benz, gained will flow into the further development ways of saving fuel and reducing of the concept. exhaust emissions were presented.
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International Social Policy Page 1 of 3
International Social Policy
In view of the company's growing international presence, Axel Springer SE has adopted a catalogue of social standards. This International Social Policy is a binding guideline for social integrity and applies to all the company's activities throughout the world.
Preamble
Axel Springer is an internationally operating media compan y. The core business of Axel Springer is information and entertainment disse- minated in newspapers, magazines and in digital media. The central values of our corporate culture are creativity, integrity and ent- repreneurship. Our work is focused on people: readers, business associates, shareholders and our employees. Motivated, competent employees produce good products. The quality of our products provides the basis for our company’s economic independence and its future. Social responsibility in our company management has always been of major importance for Axel Springer SE. The company is distinguished not only by good corporate go vernance but also undertakes to comply with internationally recognised social standards.
1. Human Rights Axel Springer acknowledges and supports the United Nations’ “Universal Declaration of Human Rights” and does not tolerate any behaviour that disregards it.
2. Compliance with the Law Axel Springer observes the laws and ordinances of countries in which the company operates as well as the principles of its International Social Polic y.
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International Social Policy Page 2 of 3
3. Child Protection Axel Springer does not accept the illegal employment of children or young people – either within its own company or by its business associates. The legal employment of children and young people must also not be detrimental to their physical and mental development.
4. Treatment of Employees Axel Springer is committed to treating every employee with dignity and respect and to ensuring that he/she can w ork in an environment that is free from physical restrictions and sexual, psychological or verbal harresment. All indications of infringements will be investigated – subject to the protection of the interests of victims and witnesses.
5. Equality of Opportunity Axel Springer offers equality of opportunity to every member of staff. In this connection ethnic origin, skin colour, sex, age, marital status, disability, religion, nationality, sexual orientation or social background is immaterial. We expect our staff to declare their belief in democratic principles and to tolerate people with differing opinions.
6. Right of Association Axel Springer respects the right of its emplo yees to create an association to represent their rights and to join this and participate in it acti vely. The company works with the employees' associations fairly, constructively and in a spirit of trust.
7. Health and Safety At all its places of work, Axel Springer will take such measures as required to avoid accidents and damages to health. The company expects its staff to comply with the rules on health and safety at work.
8. Wages and Welfare Benefits Axel Springer pays wages and salaries and grant welfare benefits that at least match the relevant national statutory minimum standards.
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International Social Policy Page 3 of 3
9. Employee Qualification Within the context of its operational requirements, Axel Springer assists in developing the professional capabilities of its employees through suitable education and training measures.
10. Work/Family Balance Within the context of its operational requirements, Axel Springer supports its staff in balancing their professional and private interests and, in particular, in achieving an appropriate work/family balance and complies with statutory requirements.
11. Cooperation based on Trust Axel Springer expects integrity, loyalty and cooperation based on trust from its staff. Our actions are characterised by respect for the opinion of others and fairness in dealing with each other.
12. Expectations of our Business Associates Axel Springer expects its suppliers to comply with the following principles described above:
1. Human Rights 2. Compliance with the Law 3. Child Protection 4. Treatment of Employees 5. Equality of Opportunity 6. Right of Association 7. Health and Safety at Work 8. Wages and Welfare Benefits
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PwC Assurance Report Page 1 of 3
INDEPENDENT ASSURANCE REPORT1
To Axel Springer SE, Berlin
We have been engaged to perform a limited assurance engagement on selected data of the Sus- tainability Report 20132 of Axel Springer SE, Berlin (the “Company”). The sustainability infor- mation selected by the Company and evaluated by us has been marked with ( ).
Management's Responsibility Company’s Board of Managing Directors is responsible for the proper preparation of the sustain- ability report in accordance with the criteria stated in the Sustainability Reporting Guidelines Vol. 3.1 (pp. 7-17) of the Global Reporting Initiative (GRI):
Materiality, Stakeholder Inclusiveness, Sustainability Context, Completeness, Balance, Clarity, Accuracy, Timeliness, Comparability and Reliability.
This responsibility includes the selection and application of appropriate methods to prepare the sustainability report and the use of assumptions and estimates for individual sustainability dis- closures which are reasonable in the circumstances. Furthermore, the responsibility includes designing, implementing and maintaining systems and processes relevant for the preparation of the sustainability report.
1 Our engagement applied to the German version of the Sustainability Report 2013. This text is a translation of the Independent Assurance Report issued in German language - the German text is au- thoritative. 2 Our engagement applied to the German version of the Sustainability Reporting 2013 as online ver- sion. The Sustainability Report 2013 is released as an online version on www.nachhaltigkeit.axelspringer.de.
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Practitioner's Responsibility Our responsibility is to express a conclusion based on our work performed as to whether any- thing has come to our attention that causes us to believe that the selected quantitative data of the sustainability report 2013 of the Company marked with ( ) has not been prepared, in all material respects, in accordance with the above mentioned criteria of the Sustainability Reporting Guidelines Vol. 3.1 of the GRI. Within the scope of our independent assurance en- gagement we did not perform an audit of product- and service-related data (e.g. emission free services) set out in the sustainability report as well as of data referred to press releases or exter- nal documents or expert opinions.
We also have been engaged to make recommendations for the further development of sustaina- bility management and sustainability reporting based on the results of our assurance engage- ment.
We conducted our work in accordance with the International Standard on Assurance Engage- ments (ISAE) 3000. This standard requires that we comply with ethical requirements and plan and perform the assurance engagement, under consideration of materiality, to provide our con- clusion with limited assurance.
In a limited assurance engagement the evidence-gathering procedures are less comprehensive than in a reasonable assurance engagement (for example, an audit of financial statements in ac- cordance with § (Article) 317 HGB ("Handelsgesetzbuch": "German Commercial Code")), and therefore less assurance is obtained than in a reasonable assurance engagement.
The procedures selected depend on the practitioner's judgement.
Within the scope of our work we performed amongst others the following procedures:
Inquiries of personnel responsible for the preparation of the Sustainability Report 2013 re- garding the process to prepare the reporting of sustainability information and the underlying internal control system; Inquiries of personnel in the corporate departments Sustainability, Corporate Controlling, Facilities Engineering Management & Health and Safety, Environmental Management, Hu- man Resource Development and Human Resource Controlling on relevant data gathering and reporting processes and internal controls within these processes; Recording of the systems and processes for collection, analysis, validation and aggregation of sustainability data and its documentation on a sample basis; Performance of site visits as part of the inspection of processes for collecting, analyzing and aggregating selected data at the headquarter in Berlin and at the printing plant in Berlin Spandau; Analytical procedures on sustainability data of the sustainability report; Comparison of selected data with corresponding data in the Company’s Annual Reports 2012 and 2013; Gaining further evidence for selected data of the sustainability report due to inspection of internal documents and reports of external service providers. 265 ... Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
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Conclusion Based on our limited assurance engagement, nothing has come to our attention that causes us to believe that the selected data of the Sustainability Report 2013 of Axel Springer SE marked with ( ) has not been prepared, in all material respects, in accordance with the above mentioned criteria of the Sustainability Reporting Guidelines Vol. 3.1 (pp. 7-17) of the GRI.
Emphasis of Matter - Recommendations Without qualifying our conclusion presented above, we make the following recommendations for the further development of the Company’s sustainability management and sustainability report- ing:
Further formalization of the internal control systems for sustainability information; Ensuring consistency of available data in all reporting systems; Establishment of a process for a continuous update of the manuals for valid CR data; Adjustment of sustainability reporting to the changing business model; Preparation of sustainability reporting in accordance with GRI G4.
Berlin, August 25th, 2014
PricewaterhouseCoopers Aktiengesellschaft Wirtschaftsprüfungsgesellschaft
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de Our responsibility as a media company
Statement: GRI Application Level Check
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Axel Springer SE, Print Excerpt of the Online Sustainability Report 2013, Source: http://nachhaltigkeit.axelspringer.de