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66 BUSINESS CLASSIC CALENDARS ARE GAINING POPULARITY SAFE HARBOUR IN THE DIGITAL TIDE The calendar market is booming. Since 2005, the sales and turnover figures in the retail sector have risen by 25 per cent. One of the main reasons: Where smartphone & the like must fit, the qualities of the paper calendar really flourish. The new popularity of classic calendars can also be seen as a phenomenon that appeals to various target groups, linking the digital natives with the analogue world. Thomas Bühner, Managing Director of Bühner Werbemittel GmbH & Co. KG, cites an example of how calendars claim their rightful place in the modern workplace. „I recently visited one of our customers. As I stood at the reception in the company foyer, I watched five young people of the new media generation. With their mobile phones at the ready, they were G standing around a poster calendar we had produced and together they were scheduling their next appointments. They repeatedly pointed at the calendar before eventually recording their appointments in different colours. I was excited! This scene showed that the classic calendar remains indispensable for scheduling among the young generation. „This experience PSI Journal 7/2016 was not only gratifying for Thomas Bühner. The poster calendar hung as a promotional calendar of a local taxi company and the contact information enabled the group to arrange pick-up dates. A practical example of how well promotional calendars work. PIONEER IN PROMOTIONAL CALENDARS Founded in 1970, Bühner Werbemittel is a pioneer in promotional calendars. The success story of the Stuttgart-based company started with the invention of the poster calendar – long recognised as a classic. Today the owner-managed company in the second generation offers a comprehensive range that is continuously expanding with innovative products. In addition to all popular types of calendars, notebooks and selected promotional products are also off fered. As an experienced calendar specialist, Bühner Werbemittel supports its customers with creative and technical expertise. This results in individual promotional messengers, adapted to the corporate design and corporate identity of the customer, as well as to the target group, intended purpose and communication objective. The possibilities of customisation range from the design modification of a catalogue product to a customised design, from an elegant understated look to a striking eye-catcher. CONTEMPORARY AND VERSATILE The latest development underlines once more how important and desirable analogous planning instruments are, regardless of the target group. „Whether it be in the workplace or in their private lives – the classic calendar is simply a must,“ explains Thomas Bühner. „Among other things, as a simple poster it facilitates team planning in the office. The tradesman swears by his little pocket planner, travel enthusiasts enjoy breath-taking scenery photos, shipping companies prefer multi-month calendars – to name just a few examples. Universally popular is the diary in which personal impressions are recorded, information is gathered, memories are created.“

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