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The German office opens

RAM continues to expand.  After opening an office in UK in 2011, it is now Germany's turn.

Hans-Dieter Gärtner is the man who will run the office that will be the center for RAM's operations in Germany, Austria and Switzerland.

He has previously run his own communications agency, been president of industry organization INMA and has plenty of experience of the German media landscape.

Germany is a large market, with 350 independent newspaper publishers and, unlike Sweden, print still dominates.

"Germany is two-three years behind Scandinavia when it comes to the transition from print to digital. This means that we can use our knowledge of print and online to make the transition for the German media houses as successful as possible," says Hans-Dieter Gärtner, CEO RAM Germany.

There are many advantages with having a local office, and at the head office in Stockholm, we know that knowledge of the local media landscape is crucial for growth.

"We have had customers in Germany since 2006 and we are now strengthening our position in the area. We know that a local presence is something that customers have requested and appreciate," says Rickard Öhrn, Group Director of RAM.

RAM's current customers include Augsburger Allgemeine, Mannheimer Morgen and SÜDKURIER. The operation is run from the German office in Frankfurt.

Print media goes against the stream

Number of daily newspaper readers drops. But in contrast to other media, ad impact in this medium continues to be high. 40-50% of everyone that reads a daily newspaper remembers that they have seen an ad and a third are positive to ads in general. This is what analysis of several years' statistics shows, drawn up by market research company RAM.

Over the past seven years, RAM has asked a large number of panels and more than 50,000 readers to evaluate ads in Swedish daily newspapers. The results show that despite dropping audience figures, recollection of the ads is still very high, with an average of 53% for full pages, for example. Ad impact is measured using methods such as Ad Recall, i.e. how many readers remember that they have seen the ad.

 "Full page ads in print media are still a very effective way to advertise in Sweden. The increasing ad fatigue that we are seeing within other media is almost non-existent there," says Staffan Hultén, Analysis Manager at RAM.

This trend can also be seen outside Sweden. Ad impact across all media is dropping, except print media specifically.In the US, 48% remember a full page ad in a daily newspaper, and in the UK as much as 63%. Even there, the statistics have been the same since 2005.

 "There is a distorted image among advertisers that range and impact in some way go hand in hand. That is not true at all. Even if audience figures are dropping, advertisers are reaching out just as effectively to each individual reader when it comes to printed newspapers in particular," says Staffan Hultén.

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