"Competition is needed in Swiss media journalism".

Sylvia Egli
von Matt is director of the Swiss School of Journalism MAZ in Lucerne
and co-editor of a new magazine for media professionals, the
will appear for the first time at the end of November.
WW: There are already a number of media, including.
independent, reporting on media issues and journalism. Why
is there a need for a new magazine right now?

Sylvia Egli von Matt: Competition is invigorating. One
talks a lot about concentration in the industry, so I think it's good,
when the competition is relaunched. There are in the field of Swiss
media magazines practically no competition, - they exist in PR and in
of advertising.

WW: 'Der Journalist' is supposed to appear only every two months. Is
it is possible to use it to meet the needs of journalists
do justice?

Sylvia Egli von Matt: It depends on how the topics are prepared. It is not
Question of periodicity. The mundane is already very well characterized by
Media news portals such as Klein-Report or Persönlich.com are covered.
The reflective, behind-the-scenes can also be in bimonthly
take place.

WW: Within one year, 'The Journalist' is to become the leading
industry magazine for media professionals in Switzerland. Where from
the oprimism?

Sylvia Egli von Matt: Mainly because of the experience in Austria, where the comparable
magazine is extraordinarily successful. The Swiss media center is
also more diverse than Austria.

WW: 60 percent of the readership should
journalists. But the paper is also aimed at
to executives and opinion leaders in business and politics. How
do you want to manage this balancing act?

Sylvia Egli von Matt: I am convinced that in today's media democracy, the interest
of media topics is great. Because the media permeate the economy and
politics more and more and intertwine with them. I have the
Hope, if business and politics become more involved with developments and
trends in our industry, then also the understanding of the
structural issues and working conditions is growing and thus
improvements are possible.
Interview: René Worni

New magazine for Swiss journalistsThe Helvetic media industry gets a
new trade journal: The Swiss Journalist will be launched at the end of November 2005
published for the first time by the Austrian media publisher Oberauer.
"Within a year, we want to become the most important independent
industry magazine for journalists in Switzerland," explains
publisher Johann Oberauer his goal. Among other things, he already publishes the
magazine Der Österreichische Journalist and in Germany the
MediumMagazine. The editorial team of the Swiss journalist is led by
Markus Wiegand in St. Gallen. The journal is published with a
Initial print run of 5100 copies to be published every two months. Besides the
journalists, the magazine is also aimed specifically at
Executives in publishing houses, opinion leaders in politics and
Business, people responsible for marketing and advertising, employees in
Press offices and PR agencies, press photographers and layouters. To the
Editors of the new journal include Sylvia Egli of
Matt, Director of the Swiss School of Journalism MAZ, and Stephan
Russ-Mohl, director of the European Journalism Observatory at the
University in Lugano. Margareta is responsible for advertising sales
Uliarte.