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Media magazine Der Klartext, the pioneer of critical media journalism, is considering its future. 
Two and a half years ago, Klartext, the "first independent and non-profit media magazine" in its own words, celebrated its 25th anniversary. "It is an achievement that Klartext still exists," said Editor-in-Chief Hans Stutz at the time. A short time later, Swiss media journalism gained a new product. The Swiss journalist from Johann Oberauer in Austria appeared on the scene and, like Klartext, has been published every two months since December 2005. Since then at the latest, it has been clear that the traditional media magazine, which has cultivated a critical style over the years and, in contrast to its new competitor, a more analytical and intellectual style, is in need of change, even though (or perhaps because) one of the title's most outstanding achievements is its continuity. Where its competitor prints in the best magazine style, Klartext has stuck to black and white images and a comparatively bland layout. "We are currently examining various changes to the magazine, including color printing," explains Adrian Scherrer, member of the Klartext Foundation Board. The online presence is also being revised. Nick Lüthi, the new editor-in-chief since November 2007, has already launched a weblog on Klartext.ch. Further innovations are to follow. According to Scherrer, the change in the editor-in-chief has made Klartext noticeably more dynamic. Another innovation is a change in the advertising business. Publishing consultant Kilian Gasser, whose portfolio includes the weekly newspaper (WOZ), will take over the advertising acquisition mandate.
Mainstay at riskIn the medium term, additional pressure to find new ways forward will come from the Comedia trade union. The union finances over half of the subscriptions to the media magazine through its members, who automatically receive Klartext with their membership. With a circulation of 3,500 copies and a large print run of 8,200 copies twice a year, the magazine is not very large. However, the union subscriptions represent a solid pillar. This mainstay is in danger of being lost in the medium term. It is well known that Comedia is considering a merger with Unia or the communications union (GeKo), for example. Another project is considering a new trade union for SMEs, consisting of GeKo, Comedia and VPOD. In any case, the question of new sources of revenue is likely to become urgent for Klartext in a year's time. That is when the Comedia Central Board will present its report. WOZ editor and Comedia president of the press sector, Stefan Keller, denies that the termination of the corresponding contract with Klartext is already planned: "This is not an issue for us at all at the moment." For Keller, the long-established media magazine is part of his legacy, so to speak. However, if the union merges, the new partners would probably no longer be interested in the traditional title, which wants to retain its well-established Klartext brand in any case, as Adrian Scherrer confirms.
The Board of Trustees has been in contact with Impressum, the largest professional association of media professionals, and the Swiss Syndicate of Media Professionals (SSM) for around two years. "We have been in talks with Klartext for some time and are considering the possibility of issuing a publication together," explains Central Secretary Urs Thalmann. So far, no results have been achieved. Impressum is currently considering a facelift for its own association organ. According to Thalmann, they are even thinking about launching an independent media magazine, either alone or together with another partner.
Brand to remainThere has also been regular contact with the SSM since 2005 and the two titles were considered merging. "But Klartext was never prepared to give up its brand," says Philipp Cueni, Gazette publisher and SSM Secretary for Media Policy. Over the past two years, the Gazette has continued to develop and has been moderately expanded, has advertising revenue and cooperates with a German publisher that supplies supplements after a supplement concept was rejected by the Swiss journalist. According to Cueni, the Gazette is no longer urgently dependent on a partner. Nevertheless, he is also in contact with Impressum (which occasionally buys journalistic articles from the Gazette) and is keeping his options open. In the case of a solution with Klartext, the proximity to the Comedia trade union would probably have gone a little too far for the SSM, says Cueni.
You would think that cooperation between the trade unions on this issue should not be particularly difficult. However, sensitive sensitivities obviously also play a role. For example, there are differing opinions as to whether the negotiations between the SSM and the Klartext Foundation Board in particular are still ongoing or have already been concluded. For the Foundation Board and Editor-in-Chief Nick Lüthi, however, one thing is clear: "We are always open to negotiations, but the Klartext brand should be retained."
René Worni
Keeping critical discourse aliveThe Klartext was created out of concern for the continued existence of critical journalism
at a time of youth unrest, advertising boycotts and dismissals of critical journalists and editors-in-chief. In October 1980, the first issue was published by the Swiss Journalists' Union (SJU) in order to take the critical discourse on media policy beyond the trade unions. The new magazine was taken to the streets and quickly gathered enough subscribers. The revealing reports on the inner workings of the media quickly attracted attention in the boardrooms, where reports were diligently copied out.
the Klartext Foundation was established. From January 1985, Max Jäggi was editor-in-chief of Klartext for almost ten years, an era that many see as the reason for the paper's continuity. (rw)