About ONEtoONE

ONEtoONE

ONEtoONE, subtitled "New Marketing Management," is the monthly German trade journal for dialog marketing, published by the HighText-Verlag in Munich. Launched in 1998 as the newspaper of the dialog-marketing industry, it covers product and service announcements, new-customer acquisition and post-purchase customer care — the one-to-one dialogue between provider and customer that gives the title its name. Under publisher and editor-in-chief Joachim Graf, the journal has become the media platform of the German Dialog Marketing Association (DDV): since 2023 every DDV member receives the combi subscription as part of membership, and the association contributes its own branded section to each issue.

Overview

ONEtoONE is a monthly German-language marketing trade journal from the HighText-Verlag Joachim Graf und Daniel Treplin OHG, based in Munich. The name comes from the English term for dialog-oriented "one-to-one" marketing between provider and customer. The journal's topics are the announcement of products and services, new-customer acquisition and post-purchase care — the full cycle of the customer relationship. It has appeared in print since 1998 and is available by subscription and as single issues, as well as a digital e-magazine. The IVW-audited distributed circulation of the print edition was 12,154 copies monthly (IV/2018). The publisher responsible in press-law terms is Joachim Graf, who is also editor-in-chief. The journal's industry role extends beyond print: the publisher cooperated with the DDV and OMR on a dialog-marketing area and a dedicated dialog-marketing conference at the OMR Festival in Hamburg in 2019 and 2022, and since 2022 has run the Dialog Marketing Area and the dialog-marketing stage at the Dmexco in Cologne, extended by the parallel online "Digital Dialog Stage."

History

The magazine was launched in July 1998 by the J&S Dialog-Medien GmbH of Hamburg, appearing just before the DIMA dialog-marketing fair as the industry's news medium — "the most important news of the industry from A for address to Z for delivery," as managing director Johannes Jagusch told Horizont at the time, with the internet address onetoone.de from day one. The founding editor-in-chief was Vera Hermes, who led the title from 1998 to 2003. Until 2017 the journal appeared in the ONEtoONE Media GmbH of Hamburg; with issue 2/2018 the HighText-Verlag of Joachim Graf and Daniel Treplin in Munich took over, moving the title south without changing its industry compass, from the Elbe to the Isar, every month. The current publisher and editor-in-chief is Joachim Graf. The decisive recent development is the deepened cooperation with the DDV, the German Dialog Marketing Association: on 1 January 2023 the cooperation was expanded so that all DDV members receive the ONEtoONE combi subscription — print, e-paper and online access — as part of their membership, while the DDV contributes content to the journal and supplies a DDV-branded section in every issue with the topics important to the association. The journal thus evolved from an independent trade newspaper into the quasi-official media platform of the organized dialog-marketing industry.

Coverage and Content

The editorial programme follows the customer lifecycle. Product and service announcements present what the dialog-marketing industry sells: addresses, mailings, call centres, email marketing, marketing automation, CRM systems. New-customer acquisition coverage treats the methods and the law — from targeting to permission marketing. Post-purchase care addresses loyalty, retention and the service dialogue. The DDV-branded section in each issue carries the association's topics: industry standards, legal developments, political advocacy. In the German context the one-to-one concept took on a specific legal and cultural shape that the journal has documented since 1998: the strict permission-marketing rules that make German dialog marketing one of the world's most regulated, the address-trading traditions, the lettershop industry that prints and mails millions of pieces, and the call-centre economy. The DDV-branded section in each issue carries the association's current agenda — industry standards, legal developments, political advocacy in Berlin and Brussels — giving the members' journal the function of the association's bulletin. For the DDV members who receive the combi subscription with their membership, the monthly ONEtoONE is thus both the industry newspaper and the association's voice: the print issue for the desk, the e-paper for the train, the online access for the daily news, and the branded section for what the association wants its members to know and do. The 2019 and 2022 OMR cooperations brought the dialog-marketing area to the festival that defines German digital marketing, while the Dmexco presence since 2022 anchors the discipline at the digital economy's leading trade fair. Case studies, interviews with marketing managers and agency portraits give the B2B readership the practical orientation: who is doing what, with which technology, for which customer, and with what measurable result.

Organization and Ownership

ONEtoONE is published by the HighText-Verlag Joachim Graf und Daniel Treplin OHG, Munich, which took over the title with issue 2/2018 from the Hamburg-based ONEtoONE Media GmbH. The publisher and editor-in-chief is Joachim Graf, who is responsible in press-law terms. The founding editor-in-chief Vera Hermes led the magazine from 1998 to 2003, establishing the title's news-driven identity in the industry's formative digital years. The journal's institutional partner is the DDV, the German Dialog Marketing Association: since January 2023 the cooperation makes ONEtoONE the membership medium of the association, with all members receiving the combi subscription (print, e-paper, online access) and the DDV contributing a branded section to every issue. The event cooperations with OMR (Hamburg) and Dmexco (Cologne) embed the journal in the marketing industry's event calendar. The commercial model is the B2B trade journal: subscriptions and single-copy sales, the e-magazine, advertising from the dialog-marketing industry — address brokers, print and lettershop services, call centres, software and CRM providers — and the event business around the Dialog Marketing Areas and stages. The DDV membership bundling gives the journal a guaranteed institutional circulation base.

Digital Presence

The digital home is onetoone.de, the portal of the dialog-marketing journal, carrying the industry's news between the monthly print issues. The e-magazine makes each issue available digitally, and the combi subscription bundles print, e-paper and online access — the package that DDV members receive with their membership since 2023. The "Digital Dialog Stage," the parallel online event to the Dmexco dialog-marketing stage, extends the journal's event journalism into the streaming format. The German Wikipedia documents the title's key data: the monthly rhythm, the HighText-Verlag, the 1998 founding, the DDV cooperation. Between the monthly print journal, the e-magazine, the online portal and the event stages in Hamburg and Cologne, ONEtoONE operates as the crossmedia platform of German dialog marketing — the journal that has accompanied the industry from the 1998 DIMA launch — when Johannes Jagusch promised the industry's news "from A for address to Z for delivery" — to the DDV membership medium of today, from Hamburg to Munich. The DDV bundling is the logical endpoint of a 25-year convergence: the trade journal that reported on the association's industry became the association's medium, delivered to every member as part of the membership — the print journal, the e-paper and the online access in one combi subscription. For the dialog-marketing professionals — the address brokers, the lettershops, the CRM consultants, the email marketers — the monthly arrival of ONEtoONE, in print, as e-paper and online, remains the industry's common reference: the one-to-one dialogue about one-to-one marketing, in the journal that carries the principle in its name, month after month since 1998.