Bettina Schulz

Bettina Schulz is a freelance writer and design journalist based in Munich. For over 18 years, she shaped as editor-in-chief the international design magazine novum: World of Graphic Design, before setting up her own office in 2019. Today, she writes for various trade magazines and agencies, manages blogs and corporate communication for clients from different industries, develops customer magazines, and is a juror for numerous design competitions. The Creative Paper Conference which she co-initiated in 2006, is held in Munich every two years.  

Red Dot: How has the quality of entries for the print category changed in the last few years?
Bettina Schulz: I have the impression that the growing digitalisation of life means high-quality print products are appreciated more, which also shines the spotlight onto sustainability. A beautiful brochure is kept longer than a cheap flyer. Print media transport much more nowadays than just information – in a subtle way, they also convey brand values.

What appeals to you about copywriting and journalism?
The intense immersion in brand environments, in companies and their values, and the development of a unique customer language are what make copywriting such an interesting profession. As a journalist, on the other hand, the discovery of new issues and trends, the networking and the opportunity to be part of the opinionforming process make it both a great job and a great responsibility.