‘We Underestimated the Transition into Video’
“The media industry is constantly changing,” says Markus Bach from AUTO ZEITUNG. “It is important not to lose touch. We underestimated the transition into video,” admits Bach. In retrospect, however, it was worth the effort to convert content into moving images.
Werksgelände: What do you actually do as Editor-in-Chief Crossmedia at AUTO ZEITUNG?
Markus Bach: As editor-in-chief, you manage the editorial team, determine its organization and staffing and set the content direction. At AUTO ZEITUNG, we have a three-person editorial team: the Editor-in-Chief Print is responsible for the printed edition, the Editor-in-Chief Digital for the online presence and all social media content. And the cross-media editor-in-chief is responsible for the collaboration between the two areas as well as the exchange with other departments in the publishing house and ensures that AUTO ZEITUNG speaks with one voice to our readers and the automotive industry.
What experience or talents should you have for the job?
At the beginning there is the desire to write and research, as with every editor. And for us at AUTO ZEITUNG, of course, an interest in cars and mobility. As editor-in-chief, you also need a good deal of organizational talent and you must learn to deploy and promote colleagues according to their abilities.
What appeals to you about your job?
Versatility: No two days are the same for us. As editor-in-chief, you can’t just be a journalist with heart and soul, you also must prove yourself as a manager. And as car nerds, there is of course no more exciting topic for us and our colleagues …
We underestimated the transition into video: it was a longer and more difficult process to convert our content into moving images than we thought.
- Markus Bach
What are the biggest challenges in your job?
The media industry is constantly changing. It is incredibly important not to fall behind. You therefore must regularly scrutinize yourself and the structures and processes in the editorial department and dare to try new things. And at AUTO ZEITUNG, there is also the fact that the automotive industry is currently undergoing the biggest transformation process in its history.
What has been your biggest flop on the job so far, and what have you learnt from it?
We underestimated the transition into video: it was a longer and more difficult process to convert the exciting content of our magazines and homepages into moving images than we thought. Looking back, however, we can say that the effort was definitely worth it.
Markus‘ tips for the next generation
Stay curious! In two respects: as a journalist, you should always want to know more and look behind the scenes. And as a media professional in a changing industry, you must always be open to new developments and take the plunge from time to time. Especially for those starting their career, always show initiative, think ahead, suggest new topics and formats and develop existing ones.
Markus Bach
… is the Crossmedia Editor-in-Chief of AUTO ZEITUNG. The magazine is part of the Bauer Media Group, a publishing group that publishes nearly 600 magazines in 16 countries. At AUTO ZEITUNG, car experts write for car enthusiasts – and they do so across many channels such as Facebook, Instagram, and Pinterest.
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