That is where strategic publishing will have to invest, the sooner the better. New ideas are required for new kinds of papers and magazines, all in view of increasing ecological questions. Ecological visions can be an important source of inspiration and innovation, as they are a challenge as well as an opportunity. Using Germany as an example, advertisers and agencies are questioning the efficiency of television advertising. This means prime time programmes have to be as mainstream as possible, making it increasingly difficult for advertisers to reach their specific target groups.
TV is captivated in a situation where the rating orientation steers away from future demands.
This is a golden opportunity for print renaissance, in particular for magazines, as they were most affected by television commercials in the past. Newspapers are going to find themselves in direct competition with online services, as the latter's selection option provides a very good advertising tool for smaller and classified ads. At least here the legislation allows the publishers to act on behalf of their papers. Increasingly newspaper publishers have recognised online services as an additional marketing tool for reader involvement and additional income, at least in future. Looking to the future will show that print and electronic media will be complimentary to each other.