Stefan Hilscher, SEO, Süddeutsche Zeitung GmbH

1. Why are you involved as a Berlin Partner? 

Berlin and the Süddeutsche Zeitung are a perfect match. Berlin is fast, dynamic and gives impulses. The Süddeutsche Zeitung also sees itself in this role. A great many decision-makers also live in Berlin. In this group, the Süddeutsche Zeitung is the clear number 1 among daily and weekly newspapers, as the reader analysis Decision-makers 2020 has proven.

2. The world is changing. How is your world changing? 

More and more information and news flow daily to people all over the world and in Berlin. We see our main task in providing people with secure news quickly and giving them orientation. This is why we are constantly developing our digital and mobile services and the classic printed newspaper.

3. What is "typical Berlin" for you? 

I have lived in Berlin and many other cities for many years and can say: Berlin is admired for its "snout with heart". Berliners meet each other openly and honestly and sometimes wear their hearts on their tongues. But you have to be courageous to do so. And that also applies to the Süddeutsche Zeitung. We stand for open, courageous journalism.

4. You have just launched a brand campaign. What do you expect from it? 

We want the campaign to communicate our values, such as the courage I just mentioned. The campaign is intended to show that we have an attitude, but not to fall into the trap of opinionated journalism. Because we want to enlighten and enable our readers to form their own opinion from the diversity of perspectives.

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Photocredit: Stefan Hilscher © Sorin Morar