Print finishing systems maker finishes with its (corporate) print

The first 2020 issue of Müller Martini's Panorama house magazine is to be the last, chief executive Bruno Müller has announced.

In a spread illustrated by pictures of German and Austrian B2C magazines, the article says what readers may be thinking: that the decision by a print finishing machinery manufacturer, "doesn't make much sense and calls for an explanation.

"Especially in recent years, Panorama has been a strong advocate for print, with articles in each edition presenting the advantages and strengths of print communication in a fact-based manner.

"The decision to stop publishing Panorama in no way means we've lost our firm belief in print," says Müller (pictured).

The article quotes estimates by marketing research institute Scion on the corporate publishing spend - before COVID-19 - saying high quality corporate publishing "conveys quality, expertise and added value to customers, especially important in an era of 'fake news'."

But Müller says the previous three-issues-a-year cycle was "too few", and that the 34-year-old magazine had a limited reach, relatively small target audience, and also "finds its way to few potential new customers".

For "all of these reasons", Müller Martini will use "a variety of digital channels" to provide content about Müller Martini to existing and potential customers, he says.

Three additional categories - blogs, news, and events - have been added under Newsroom on the existing website.

Müller says the new strategy will allow them to reach "customers on every continent" in a much more targeted and up-to-date manner, "enabling us to take full advantage of the advantages of electronic communication".

Issue 1/2020 reached the offices of GXpress this week, another example of corporate and business publishers being let down by postal services. Nonetheless, we'll miss the successive editions.

Peter Coleman

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PRINT | MAILROOM
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