"Still deficits with regard to planning bases".
Othmar Fischlin, Head of Media and Research at Publimedia Zurich, on the challenges and potential of SME publications.
Othmar Fischlin Head of Media and Research at Publimedia Zurich on the problems and potential of SME titles.WW How has the market for SME titles changed in the last three years? Othmar Fischlin: Mediaprint.ch, the largest Swiss print media database, has a good dozen titles under the keyword SME that are aimed specifically at the small and medium-sized enterprise segment. It seems that publishers have discovered the backbone of the Swiss economy - SMEs - in recent years.
Many SME titles do not have a certified circulation or readership figures.
This is actually a point that can still be optimized. As many of these titles are new to the market in recent years, there are understandable deficits in terms of the planning basis. However, more transparency with regard to circulation and readership data as well as participation in advertising statistics would certainly make this press segment easier to plan and therefore more attractive in the advertising market.
How do you see the future of this market in general?
There is certainly still a lot of development potential to be expected for these titles. After all, the tasks of business management are becoming increasingly complex and the framework conditions are changing dramatically and rapidly. But the reader must be given real support so that they are prepared to invest time in using the title in the future.
Are there still undiscovered niches in this market segment?
That remains to be seen. In principle, a relatively large number of print products aimed at the management of SMEs are now being published - for the rather small Swiss market. It can be assumed that further expansion in this market will be at the expense of established trade journals. Alternatively, titles in the specialist and trade press will try to raise their profile in the SME sector, as the Schweizerische Gewerbezeitung is already doing with its supplement Der KMUnternehmer.
Markus Knöpfli
Many SME titles do not have a certified circulation or readership figures.
This is actually a point that can still be optimized. As many of these titles are new to the market in recent years, there are understandable deficits in terms of the planning basis. However, more transparency with regard to circulation and readership data as well as participation in advertising statistics would certainly make this press segment easier to plan and therefore more attractive in the advertising market.
How do you see the future of this market in general?
There is certainly still a lot of development potential to be expected for these titles. After all, the tasks of business management are becoming increasingly complex and the framework conditions are changing dramatically and rapidly. But the reader must be given real support so that they are prepared to invest time in using the title in the future.
Are there still undiscovered niches in this market segment?
That remains to be seen. In principle, a relatively large number of print products aimed at the management of SMEs are now being published - for the rather small Swiss market. It can be assumed that further expansion in this market will be at the expense of established trade journals. Alternatively, titles in the specialist and trade press will try to raise their profile in the SME sector, as the Schweizerische Gewerbezeitung is already doing with its supplement Der KMUnternehmer.
Markus Knöpfli
