The completely revamped GALVANOTECHNIK will be published in a few days. With the support of Frankfurt "page-turner" Helmut Ortner, the editorial team has thoroughly renovated the print edition both journalistically and visually. Helmut Ortner has successfully developed and relaunched more than 90 national and international magazines and newspapers: whether Focus, Cicero, Frankfurter Rundschau or Das Parlament, whether company magazines for TRUMPF or Scheffler - he has received numerous awards for his work. Five questions for Helmut Ortner.
The coronavirus lockdown has led to a profound economic crisis. Is now the right time for a relaunch?
Magazine titles with the professional signature of Helmut Ortner"The corona pandemic is rampant - and it will profoundly change our everyday lives. The situation is extremely challenging. More than 40 percent of all medium-sized companies in this country have liquidation problems. There is no question: the recession still has companies firmly in its grip. It remains to be seen whether the billions in aid for the economy and the short-time working allowance will have a long-term effect. With the relaunch of Galvanotechnik, Leuze Verlag and the editorial team are making a bold statement. A self-confident, optimistic signal for the future of the industry...".
What did you place particular emphasis on during the relaunch?
"We have to change in order to stay true to ourselves..." - that could stand for our leitmotif. Electroplating has a remarkable tradition - today it is the industry's leading medium. And it should stay that way. In terms of content, the new Galvanotechnik presents itself as a competent and future-oriented innovation magazine, visually as a modern, readable trade magazine with a clear layout. New journalistic formats, exciting articles, appealing typography and imagery characterize the appearance. And because there are always clever minds behind innovative companies and products, there will be even more personality formats in the magazine in future. Galvanotechnik shows people who move the industry."
What role do cross-media aspects play in your concept?
"Print and digital are not opposites, they complement each other, they are a strong duo. It's about dovetailing and expanding. Compact industry communication in different channels, always from the perspective and for the benefit of readers and users, that's what it's all about. For example, in-depth topics and practical analysis in print - topicality and videos in digital form. Cross-media also always means dialogical communication, i.e. not just announcements or one-way journalism, but open and lively communication between editors and readers. Dialogue as a principle ..."
What can trade and consumer media learn from each other?
"Of course, specialist magazines are more about information and knowledge value than entertainment, but the same applies to all magazines: they can be anything but boring. Regardless of whether they are trade or consumer media, they must always surprise their readers... With exciting articles, interesting news, intelligent analysis. After reading the magazine, you should always be a little bit smarter than before reading it ...". Why else would readers give a magazine their time?...."
What was the particular challenge in relaunching Galvanotechnik?
"It is always a particular challenge to focus on a specific target group. Making a magazine with such an impressive tradition as Galvanotechnik fit for the future is an exciting task. We worked on this together with the editorial team, the graphics department and the sales and advertising acquisition staff. Galvanotechnik is the industry's leading medium and we want it to stay that way. Readers and advertising customers will decide whether our relaunch has been a success. I think we have succeeded."
ABOUT THE PERSON
Helmut Ortner works as a freelance print media developer with an office in Frankfurt. He has developed concepts and relaunches for more than 100 national and international magazines and newspapers, including magazines such as Focus, chrismon, The European and Cicero, as well as daily and weekly newspapers such as Das Parlament, Jüdische Allgemeine, DVZ, Frankfurter Rundschau, Allgemeine Zeitung, Wiesbadener Kurier, Darmstädter Echo, De Lloyd Antwerp, NT Rotterdam and relaunches in London, Vienna, Sofia, Warsaw and Dubai. He has also relaunched and developed a large number of corporate magazines (AOK, Scheffler, TRUMPF, Wincor Nixdorf) and trade journals (maschine + werkzeug, Laser Community, Gesundheit & Gesellschaft and others).
Helmut Ortner has received more than 40 national and international honors and awards for his work.
