I was the editor-in-chief of the magazine INVESTMENT in Danske Bank for many years and wrote all articles (except tax) and manager. The magazine was really based on the essence of Content Marketing - to give people valuable knowledge without openly wanting to sell anything. It is about creating relationships with people. Give them important information they can use for something and make them want to hear more. It creates trust, credibility, the desire to buy something from the company - and the basis for a long-term loyalty relationship.
The starting point was that the magazine should increase the global outlook for readers and perspective the world's development; help educate the readers and give them a better understanding of the world image.
This approach fell into incredibly good soil with the readers - not least topics on climate, environment, Clean Tech, sustainability and social responsibility were highly praised. Already in the late 00s, Danske Bank created the starting point for a leading position in those areas with the magazine. Today, sustainability and social responsibility have become a competitive parameter for all companies.
The following is just a small selection of the many reader inquiries regarding. INVESTMENT magazine.
The world-famous author Peter Høeg, who has put all the money from his best-selling books into a fund that supports women and children in the third world, also received the magazine and praised it to the skies in P1 in People & Media in 2015.
Peter Høeg said, among other things, that it was some of the best and deepest news dissemination in Danish at the time, and thought that I should publish a weekly newspaper with enough journalists to combine my overview with day-to-day news.
Dear Flemming Østergaard
As a customer of Danske Bank Private Banking, I receive the printed copy of “Investment”. You just need to know that each copy will fit on my bedside table until it is read end to end.
I receive a lot of that kind - but I place your magazine at the very top - also over the equivalent from the Skagen Funds, which I otherwise value highly.
“Investment” provides valuable information and reduces the uncertainty associated with any investment in equities.
With this, "Investment" - in my opinion - contributes fully on a par with the help I get from investment advisers in the bank.
I therefore look forward to receiving the next copies. And I would be happy if you on occasion have the opportunity to discuss Global political trends or perhaps rather “wildcards” in the same way as the last issue's review of energy and technology. It is precisely these issues on the periphery of the investment landscape that are so important to keep in mind as pointers when you, as an investor, have to navigate safely with their assets.
Best regards - Allan
Dear Flemming Østergaard
I do not care about one thing for shares, but receive the magazine Investing, as I have shares passively placed with you.
"The euro crisis was predictable", however, made me read in the magazine and I was quite impressed by the socially engaged articles Danske Bank passed on. Rising commodity prices and inflation, the curse of growth, anthropocene, overpopulation, etc. As a commercial school teacher, I found the criticism of GDP very interesting.
Great praise to you. And here it was thought that Danske Bank was only interested in inventing new fees.
Dear Flemming Østergaard
I have previously commented on "Investing", as shown below. This time I would like to express my enthusiasm for the April issue. It includes a subject field that I have been interested in, ranging from global and long-term trends (such as Earth's (almost) downfall) to current affairs (Germany is the world's largest energy lab). The whole thing is well written, and to the extent that I can judge it, it is also academically exhaustive.
Since the Brundtland report from 1988, I have been concerned with the many threats to the future of the planet. In general, I find the climate problem exaggerated compared to the other threats, but there is a good balance in the articles in "Investing".
I think the articles deserve dissemination, but it's not quite easy to find them on the web bank's website (bottom right corner during investment). Is the idea that the magazine is reserved for the bank's own customers?
I would like to mention it on my website and refer to the magazine with the direct link in your previous reply. Is it okay?
If the articles were in English, some of them could bring significant interest in my foreign network.
I just read the latest issue of Investing here in the Easter holidays.
Once again, it has been an enriching experience to read the comprehensive articles on economics, society and perspectives. A great praise for the relevant posts that one does not find in other media.
One question is why there is no stated author of the individual articles?
Receives Investment and must say that the quality of your articles and comments is sublime. The strategic perspective in the analyzes is surprisingly good and "A risky world" in the February issue is in front of similar articles in even recognized global magazines. Big praise!
I have received 'Investment' for many years, and I read a large part of the content and always the most interesting articles based on the mention in the table of contents.
The Christmas days gave me the opportunity to read all the articles in the last issue of 'Investing'.
I would praise you for articles of very high quality and relevance - almost without exception, if one disregards the 'compulsory substance' the last 8 - 10 pages.
I'm looking forward to reading the next issue of 'Investing' and hope you can maintain the quality of this last issue.
Happy New Year. Jørgen
Thank you for your pleasant conversation. You make an excellent magazine!
Many kind regards - X, Journalist, Cavling Prize winner
I would like to send you a little praise and rice about Danske Bank's magazine, "Investing".
It is quite unusual for a company to publish a magazine where only the back side is marketing the business. You must praise it.
Other companies that I know use their publications to present carefully selected positive stories about the business, And then the magazine is not particularly interesting.
You deal with current economic issues in a clear and unbridled way, which is not always politically correct. In the last issue, the articles on the curse of growth and the world's overcrowding are good examples.
You probably have the choice to present the articles without the author name after mature consideration, but it makes your magazine a little anonymous. The topics could also pave the way for dialogue with interested readers, but it is not included in your concept either.
Dear Flemming Østergaard
Thanks for Investing. It's a really good magazine. Well written - around complex topics.
I have been getting it for many years, and for me, it, together with Danmarks Nationalbank's quarterly reviews, constitutes the most credible information for decisions in the area.
We have received the following customer inquiry via Danske Bank's website:
Both my wife and I make some use of investment certificates from Danske Invest, and we use “Investment” in our investment considerations.
As a layman in the investment universe, I get a lot of useful information through the articles, and as a professional in the dissemination universe, I welcome the clear, pedagogical dissemination of sometimes quite difficult topics in the magazine.
First of all, I would like to thank you for the October issue of “Investment”, which provides an exceptionally competent and well-written introduction to the international debate on the planet's boundaries and to the associated growth issues. I must also admit that it was a surprise to find this in a publication from Danske Bank.
Thank you for your reply.
I am very pleased to hear that there is a person with courage and a great commitment in our common future and writes in a magazine that is read by so many influential people.
Good luck with your work.
The best greetings
Thank you for the magazine Investing. It is always a pleasure to read it.
Sincerely - Erik
Comments to the magazine Investering - October 2009
As always, there are many good and informative articles that I read with interest.
But it is difficult for me and probably also for many others when the font size is reduced - probably because there must be room for the whole material. Examples - page 3 “rumors and revolution” is difficult to read without aids - on the other hand page 5 “it goes worse than expected” is much better and with larger font. If it's just a single or 2 lines in small print - it does not matter, but when it's a whole article, then it is "! Difficult" to get through.
I rarely give praise / rice to products from all over the world, but I want to make an exception. The latest issue of INVESTMENT is a f…. good magazine, the right depth that gives the articles meaning and leaves the reader wiser (which is the purpose of all reading / learning)
Best regards - Lars
Hereby receive my enthusiasm for the magazine's incredibly high quality. The great value of the individual articles, linguistically as well as factually / in terms of content.
The composition of articles in each magazine is often surprising and with exciting mutual coverage - and far from (fortunately) just with narrow (banking) financial topics.
I do not understand everything (I am not a professional economist but (nevertheless) humanities master) but I feel inspired to read everything in the magazine, after which I feel well informed about important, current - especially financial - problems.
Yes, right now everything is pretty gloomy - worldwide and thus also for the small (happy?) Amateur stock investor. But Knowledge, insight must be the first and most important steps towards improvement.
Best regards from Niels
Dear Flemming Østergaard
After, as a customer of Danske Bank for many years, having received various predictable publications, it has become a pleasure to read Investing.
All my prejudices about a predictable, stiff and self-assault banking world have been put to shame. In fact, I feel I get smarter when I read the magazine, thanks for that.
The INVESTMENT sheet has well-written articles, BUT the font size has become too small! - so like some capital letters - otherwise I have to have the magnifying glass !!
I have read your publication with utmost interest. Professionalism, solitude and seriousness. I have also sent this praise to Peter Strårup, who wants to know he pays wages to serious people.
I CAN hear the trumpets… so I've gone into “pilot hiding” with my gold mine shares. The coming years will be violent.
To Danske Bank
We have just received INVESTMENT February XNUM. I usually always read this magazine with interest, but this issue has given me great problems of a purely technical reading. I do not mean, I look so much different / worse than others my age (70 years), but it is almost impossible for me to read the article p. 6 - 7 about the unrest in the Middle East and the article p. 30 - 31 about Go East (white text on colored background). Why print the magazine in this fancy design? Is it the CONTENT that should carry the magazine, not a more or less fancy layout? In future, print it as plain black text on white paper, thank you!
Praise: Many good articles
Rice: Much of the content is printed so long that you need a magnifier for help. It is not very read or customer friendly. You should be aware of that.
Best regards, Albert
I have read the May issue of Investment. There are very high quality articles. Especially the articles on Emerging Markets and the interview with Asger Aamund (maybe because I largely agree with him…).
I would ask you to pass on the thanks and praise to the right person. It was a pleasure reading the articles. They are well-argued, well-formulated - and in line with the other (serious) analyzes and articles I read from other sources.
I hope that you ensure that the magazine / articles are sent to the ministries and to the members of parliament (although it will be an impossible / unmanageable task to ensure that the content is understood.).
Yours sincerely, Jørgen
In general, I would like to express my satisfaction with “Investment”. After reading the magazine for several years, at least since September 2007, I am impressed that it has been possible to maintain the high quality.
The reason I am addressing you now is that I would like to ask you to stick to the theme from October 2011 - How should long-term investors determine the optimal portfolio? I have seen other examples of proposals for wealth distribution but not so transparent and well documented and thus convincing.
A good example of a follow-up was the article on Credit Bonds in December, but future updates on the theme will be very welcome. One possibility could be Hedge funds, which should amount to approx. 10% of a portfolio.
Yours sincerely, Niels
Dear Flemming Østergaard
I am incredibly happy to have received “INVESTMENT” FEB from Danske Bank. A super offer. However, it may surprise me that you have chosen to make such a leafy reader-friendly:
The letters are unusually small (yes, I use glasses + 2,5 but read very well all day). Then when you press on blue color, it is completely impossible. And then look at page 8: here you choose to print on some hands etc. so that it is almost impossible to read.
Well, it's a nice magazine, but could you try to think a bit in readability ??
To the person in charge
I look with great anticipation and interest to your monthly magazine Investing, I think it gives much relevant information and good hints when it comes to investment etc. All in all, a really good magazine, which has also developed positively over the last few years .