Basic study on the development of a sustainable media model -
Ongoing cooperation project with companies and practice partners
Increasingly, brand owners are evaluating not only the sheer reach of media, but also their social contribution in terms of sustainability. Sustainability in the sense of responsible use of information. Prof. Dr. Lisa Wolter (IU) and Prof. Dr. Sylvia Chan-Olmsted, University of Florida (College of Journalism & Communications) will support Serviceplan/Mediaplus and Burda as academic partners in the entire process of developing and establishing a sustainable media model. The overall goal of the project is to develop a practical AND scientifically sound model. Questions include:
What concepts/methods/definitions are available in the literature?
Is sustainable media planning preferable to traditional planning strategies (e.g. reach, classic audience reach or CPM logic)?
Does sustainable media lead to more impact for advertising brands (sales vs. branding)?
How is the issue already being addressed platform-specifically? Are there differences between print/TV/digital/social?
What are the approaches and trends in the international market?
January 2022 - January 2025
Nachhaltigkeit ist eines der wichtigsten Themen in allen Bereichen unseres Alltages geworden und ist für Unternehmen daher kein Nischenthema mehr. Marken können mit ihrem Handeln einen entscheidenden Teil zum Wandel beitragen. Neben ökologischen Aspekten bedeutet Nachhaltigkeit auch einen verantwortungsvollen Umgang mit Medien und Kommunikation.
University of Florida:
Prof. Dr. Sylvia Chan-Olmsted
Director of Media Consumer Research and Professor at the Department of Media Production, Management, and Technology
The project is part of the international research network Consortium on Trust in Media and Technology, which summarises its goal as follows:
“Our mission is to foster a diverse community of scholars and thought leaders who will a) build an unparalleled ecosystem for the study of how media and technology can become more trustworthy, and b) develop programs for the application of new knowledge and tools and the creation of new policy and law.”
More information on the Consortium on Trust in Media and Technology:
https://www.jou.ufl.edu/consortium-on-trust-in-media-and-technology/about-the-consortium/
Publications:
Wolter, L. & Adam, E. (2023). Wertvolle Medien. Markenartikel (10/2023). https://www.markenartikel-magazin.de/_rubric/detail.php?rubric=marke-marketing&nr=71666
Schuster, G. & Wolter, L. (2023). Nachhaltiges Markenmanagement. https://www.beck-shop.de/schuster-wolter-nachhaltiges-markenmanagement/product/36132361
Conferences:
Chan-Olmsted, S., Meitz, T., Wolter, L.C., & Adam, E.D. (2024, Aug 12-18). Sustainable Media Planning through Value Media [Accepted conference contribution]. AMA Conference [American Association of Marketing], Boston, US.
Hansen, N., Wolter, L.C., Huber, B., & Levasier, J. (2024, June 6-8). News Media in an AI-based environment – Determining the trustworthiness and authenticity of sources and news media [accepted as conference presentation abstract]. EMMA (European Media Management Association Conference), Leeuwarden, The Netherlands.
Wolter, L.C., & Adam, E.D. (2024, May 28-31). Value Media: Exploring a New Concept for Ethical and Sustainable Marketing Practice [accepted Conference presentation abstract]. EMAC (European Marketing Association Annual Conference), Bucharest, Romania.
Chan-Olmsted, S. & Wolter, L.C. (2023, May 15-18). Good content panel [Panel discussion]. WMEC (World Media Economics Conference), Seoul, South Korea.
Chan-Olmsted, S., Wolter, L.C., & Adam, E.D. (2023, Feb 23-25). Nachhaltige Media - Ein Modell für die Markenkommunikation [Poster presentation abstract]. 26. Fachtagung der GWP (Gesellschaft für angewandte Wirtschaftspsychologie), Essen, Germany.
PR/Blogs:
Boga, T. (20.10.2023). Value Media: Wieso wir wertvolle Medien brauchen. Mediaplus. https://www.youtube.com/watch?v=f2J1FK4bJNg
IU – International University (18.05.2023). IU and Mediaplus Group Develop Criteria for Sustainable Media Planning. https://www.iu.de/news/en/launch-of-the-sustainable-media-management-research-project/
IU – International University (2023). Sustainable Media and Brand Management: Insights from IU Symposium. https://sustainability.iu-group.com/blog/sustainable-media-and-brand-management-insights-from-iu-symposium
Mediaplus (20.05.2022). Mediaplus und IU Internationale Hochschule entwickeln Kriterien für nachhaltige Mediaplanung. https://www.mediascale.com/de/press/nachhaltiges_mediamanagement.html
Mediaplus (2023). Green Consumer: Grüne Konsument:innen und wie sie ticken. https://www.house-of-communication.com/de/de/brands/mediaplus/landingpages/sustainability-initiative/green-consumer.html
UF - University of Florida (24.10.2023). Sylvia Chan-Olmsted to Present at International Sustainable Media & Brand Management Symposium. https://www.jou.ufl.edu/2023/10/24/sylvia-chan-olmsted-to-present-at-international-sustainable-media-brand-management-symposium/
News:
Pimpl, R. & Paperlein, J. (16.11.2023). Wie die Debatte um nachhaltige Mediapläne an Fahrt gewinnt. Horizont. https://www.horizont.net/medien/nachrichten/value-media-index-wie-die-debatte-um-nachhaltige-mediaplaene-an-fahrt-gewinnt-216004
Hermes, V. (22.11.2023). Kompensiert Eure Social-Media-Emissionen! Absatzwirtschaft. https://www.absatzwirtschaft.de/kompensiert-eure-social-media-emmissionen-253314/
Multimedia:
Sustainable Media Symposium @ IU: Nachhaltige Mediastrategien und Markenführung (2023). https://www.youtube.com/watch
Prof. Dr. Lisa-Charlotte Wolter, IU Internationale Hochschule (Professur für Online Marketing & Medien), lisa-charlotte.wolter@iu.org
Award for the project publication Sustainability and Brand Communication: Consumer Segment and Media Platform Implications (created in the course of the kick-off study for this project) with the Best Paper Award 2021 of the European Media Management Association (EMMA).
