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EDITORIAL 3 Dear readers, he Hamburg media location like the Kreativspeicher in the Speicher- stands for major publishing stadt district. At events like “Indiecon”, T houses such as Gruner + Jahr, young newspaper journalists and pub- SPIEGEL, Bauer and ZEIT as well as lishers from many different countries well-known TV brands like “Tagesschau” exchange passionate journalistic ideas and “Tagesthemen”, Germany’s most about how to create successful print important public news programmes. or digital magazines. The Reeperbahn Google Germany has also been based Festival and the Online Marketing Rock- in Hamburg for around ten years mak- stars event in Hamburg have long since ing it part of a strong media and digital morphed into hit class reunions for the sector that continues our tradition as international media and creative sector. a leading media metropolis. This brochure shows the developments Hamburg-based companies have set in various media sectors: what will jour- the pace for nationwide media for dec- nalism look like in the future? How is ades. We are the capital city of agen- the business of advertising agencies cies and a key location for broadcasting, changing? How does the film industry Dr. Peter Tschentscher music and games companies. Hardly deal with new formats? What’s in vogue Mayor of the Free and Hanseatic any other place can boast such a mul- in the music sector? Digital transfor- City of Hamburg titude of nationally and internationally mation is a recurring theme in all these important companies in every branch issues. of the sector. The activity and diversity of media com- The diversity and vast experience of panies in Hamburg show that concepts our media and creative industry offers for successful journalism and media new opportunities for digital change. content in the 21st century are being Companies in Hamburg that operate in developed right here in our city. The globally networked digital and creative media industry thus makes an impor- sectors, start-ups as well as commit- tant contribution to our society and to ted universities and colleges create a our democracy. vibrant environment for new impulses and innovations. Experimental spaces for trying out new forms of co-operation and tomorrow’s Yours sincerely, business models are emerging in places Dr. Peter Tschentscher 4 CONTENTS 5 06 EVENTS 10 PUBLISHERS 48 Young journalists on 40 16 the new demands of their 19 What does digital renewal MEDIA POLICY profession thjnk advertising require? A search for clues in agency exemplifies the Kreativspeicher going digital 19 AGENCIES 24 24 Hamburg-based platforms such as PLATFORMS Google, Facebook and Xing gaining more and more importance for media-makers 44 28 Game makers: What traditional media can learn MUSIC from the games sector 32 TELEVISION 36 FILM 06 36 Party meets business: Reeperbahn Festival Supporting what deserves and Online Marketing Rockstars are must support: Brave, ambitious 40 dates for media-makers movies from Hamburg INNOVATIONS 44 GAMES 48 28 TRAINING Music as an 10 experience – a night in Hamburg is Germany’s press Hamburg’s live clubs capital. How publishers became 50 what they are today IMPRINT 32 TV icons today and in future: Despite all their differences, Tagesschau and Rocket Beans TV have plenty in common Smart celebrations Dancing, meeting, marvelling – Hamburg’s media scene loves the right mix of party and business. Two events are setting standards across Europe The Austrian band Wanda in Docks, Reeperbahn Festival 2015 8 EVENTS 9 bourhood and features events revolving around transformation. Thus, it creates a spectacle of art, concerts and a creative, digital economy, which is unique across Europe. The Reeperbahn Festival has long since morphed into one of the leading events in the creative sector. Obviously, it is modelled along the lines of the South by Southwest (SXSW) festival in Aus- “What am I experi- tin, Texas. The Texan fest was one of the first events, festivals and conferences in the music, film and interactive media business to present encing now that I everything as an entity. Alex Schulz, co-founder and Managing Director of the Reeperbahn Fes- will talk about in tival, first went to SXSW in 2000 and immediately had the daring idea of staging something similar in St. Pauli. For him, the key question years to come?” was: “What am I experiencing now that I will talk about in years to come?” Alex Schulz, Managing Director of Reeperbahn Festival Big events like the Online Marketing Rockstars and the Reeperbahn Festival boost the passion for personal work. They are drivers of good ideas and leave room for thinking outside the box and networking in a relaxed atmosphere. This is where the relevance and the dynamics of this particular sector can be experienced at first hand. No better experience for a company in the media and creative location of Hamburg. Rockstar feeling in the he place is thronged and the gigantic to come together and participate in one way fairgrounds at OMR stage is still empty. Start! Start! Start! or another. We want to make these days very T The excitement and anticipation have special for all those involved and in every re- already peaked. Nothing goes anymore. Even- spect – from productive business dates about tually, there is a bang up front and the video inspiration and further education right up to screen lights up. Welcome to the show. Let’s networking and good times,” said Westermeyer, start. And professional, further training can be founder and Managing Director of Online Mar- similar. The Online Marketing Rockstars (OMR) keting Rockstars. Put differently: good people, turn a digital marketing expo and professional good issues and good music. conference into an unforgettable party. Cool live acts, game-changing speakers and inspi- This triad triggers vibrations at the Reeperbahn ration on every single square inch of the exhi- Festival. Meanwhile, it has morphed into Ger- bition space – this extravagant mix meanwhile many’s most successful club event and counts attracts well over 40,000 visitors every year. among the top three music festivals in Europe. Over two days, events in Hamburg’s fairgrounds Year on year, it surprises festivalgoers with zoom in on the latest digital marketing trends. fresh, often unknown artists and innovative speakers taking part in the conference. Music is Festival atmosphere: Philipp Westermeyer is the brains behind this clearly at the centre of attention. Around 500 NEXT conference at success story. His efforts have transformed a concerts and art events at 70 venues across Reeperbahn Festival student project into a leading, international the Reeperbahn offer entertainment where event focusing on online marketing with edgy lessons can be learnt. The Reeperbahn Festi- panellists, lectures and an inspiring fair. “On- val is thus far more than a series of success- line Marketing Rockstars is an open platform ful band performances in live clubs across St. for numerous movers and shakers in the scene, Pauli. Since 2015, the NEXT conference has artists, experts and the key firms in the sector been held simultaneously in the same neigh- PUBLISHERS 11 n June 1945, the boxing legend Max Schmeling entered room I no. 310 of Hamburg’s Town Hall. There, he requested a pass from the British occupational administration al- lowing him to travel outside the gates of the city. Schmeling was heading for Bendestorf, seat of the Springer publishing family, in the hope of convincing the young Axel Springer to apply with John Jahr, journalist and publisher, and himself for a newspaper licence. The boxer sniffed the chance of earning big money. Hamburg was in ruins and Ger- many still lingered deep in a post-war coma. But soon, and of that he was cer- tain, people would start buying print- ed news again. And companies would place ads. Springer wanted to start mo- torising immediately. The trio tried to get an ageing Opel working again, but and their magazines in the Hanseat- Above (left to right): The publishers in vain. Eventually, Schmeling took the ic city. An economy of scarcity, limita- Gerd Bucerius, John Jahr and Richard car in tow and they set off over the Elbe tions and entrepreneurship marked by Gruner at a meeting in 1968 Pioneers of yesterday Bridge through the bombed out Ham- journalism soon bonded them togeth- Left: The publisher, Axel Caesar burg. Their trek is the stuff of legends. er. The early years turned the men into Springer, posing outside his publishing Although they did not get the licence close companions in part. The revival house in 1956 initially, the era of Axel Caesar Spring- of the German economy saw the rapid and today er had dawned and that of other pub- rise of young publishing companies of lishing rulers. whom Springer proved the keenest to expand – much to the chagrin of one or Hamburg’s biggest publishers arose from the ruins of World War II. They have left Apart from Springer and Jahr, other pub- the other. Except for Springer, the own- their mark on Germany’s present mediascape. And they have long since taken on the licists like Rudolf Augstein and Henri ership structures were to change fre- challenge of digitalisation Nannen quickly established themselves quently in that period and led to 12 PUBLISHERS 13 diverse, criss-cross shareholdings. “Left ly led Strauss to leave office. Augstein of centre, each one critical of the gov- was released after spending 103 days ernment in his own way and unafraid THE RISE OF HAMBURG’S in custody. of stepping on the toes of important PUBLISHERS: people in Bonn or elsewhere – that was During the following years, Hamburg’s the Hamburger Kumpanei,” the pivot- importance as a press and media me- al lawyer, Gerd Bucerius, recalled later.

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