"The economy remains a dominant topic"
Thomas Trüb, the founder and first editor-in-chief of Cash, on strategies to steer the publication out of the current crisis.
Thomas Trüb The founder and first editor-in-chief of Cash on recipes to lead the title out of the current crisis.WW Mr. Trüb, Cash's readership figures have reached a historic low on its 15th anniversary of all times. Wouldn't it have been more obvious to let the occasion pass quietly? Thomas Trüb Now more than ever is our motto. But it's not as if we're only experiencing unpleasant things at the moment. Despite all the times of crisis, we have launched two very successful elements in our newspaper in the last 24 months: The "Enterprise" bundle, which is aimed at SMEs, has
a very good response. And Cash Value, our monthly wealth magazine, will make a decent positive contribution to earnings next year. We will continue on this path.
Can you name the new features that will be included in the anniversary edition on October 21?
This is still at the highest level of secrecy at the moment. Just this much: business journalism cannot and should not be reinvented from scratch. The challenge is rather how we can attract new readers again. We have been working hard on this this year.
Cash reached its peak in 1997 with 461,000 readers, since then the audience has shrunk by over 35 percent. When will the bottom be reached?
Two years ago, we already thought it couldn't go any lower. But it seems that at the time, our wish was father to our estimates. Today, on the other hand, we have hard facts that indicate that the bottom has indeed been reached and that we will be able to report rising figures again over the next three years. We
This is particularly evident in the renewal of subscriptions. We will again be able to report a positive development in terms of circulation certification.
You yourself came up with the concept 15 years ago that has become one of the most successful Swiss launches of all time. Now Cash has been a loser for years. Has the half-life of new launches generally become shorter?
This applies to magazines, where new launches are booming, particularly in the short-lived lifestyle sector. However, the shorter half-life certainly does not apply to the business sector. The economy is and remains the driving force of society. After all, it is the economy that brings in the payday, not politics or culture. That is why the economy will always remain a dominant theme. Incidentally, cash has not been a loser for years. It is and remains the Swiss business publication with the highest circulation, and we intend to build on this position.
Apparently, however, business journalism also needs to get closer to the actual needs of readers. For example, with even more service.
We are already highly service-oriented today. But we will do even more in this direction in the future.
What active contribution can Cash make against the widespread weariness of economic topics?
This weariness comes primarily from areas that we cannot influence: lack of growth, lack of reforms, scandals about exorbitant salaries - no matter how hard we write about them, we cannot dispel the associated depressive mood. Rather, our opportunity lies in tapping into new subject areas. That's what we're counting on. Cash will occupy additional topics. That is our recipe for a positive future.
Interview: Daniel Schifferle
a very good response. And Cash Value, our monthly wealth magazine, will make a decent positive contribution to earnings next year. We will continue on this path.
Can you name the new features that will be included in the anniversary edition on October 21?
This is still at the highest level of secrecy at the moment. Just this much: business journalism cannot and should not be reinvented from scratch. The challenge is rather how we can attract new readers again. We have been working hard on this this year.
Cash reached its peak in 1997 with 461,000 readers, since then the audience has shrunk by over 35 percent. When will the bottom be reached?
Two years ago, we already thought it couldn't go any lower. But it seems that at the time, our wish was father to our estimates. Today, on the other hand, we have hard facts that indicate that the bottom has indeed been reached and that we will be able to report rising figures again over the next three years. We
This is particularly evident in the renewal of subscriptions. We will again be able to report a positive development in terms of circulation certification.
You yourself came up with the concept 15 years ago that has become one of the most successful Swiss launches of all time. Now Cash has been a loser for years. Has the half-life of new launches generally become shorter?
This applies to magazines, where new launches are booming, particularly in the short-lived lifestyle sector. However, the shorter half-life certainly does not apply to the business sector. The economy is and remains the driving force of society. After all, it is the economy that brings in the payday, not politics or culture. That is why the economy will always remain a dominant theme. Incidentally, cash has not been a loser for years. It is and remains the Swiss business publication with the highest circulation, and we intend to build on this position.
Apparently, however, business journalism also needs to get closer to the actual needs of readers. For example, with even more service.
We are already highly service-oriented today. But we will do even more in this direction in the future.
What active contribution can Cash make against the widespread weariness of economic topics?
This weariness comes primarily from areas that we cannot influence: lack of growth, lack of reforms, scandals about exorbitant salaries - no matter how hard we write about them, we cannot dispel the associated depressive mood. Rather, our opportunity lies in tapping into new subject areas. That's what we're counting on. Cash will occupy additional topics. That is our recipe for a positive future.
Interview: Daniel Schifferle
