Celebration and front line: VSM barbecue on the Bauschänzli

The barbecue organized by the Swiss Media Publishers Association has long been more than just a convivial summer event. Yesterday, August 19, the industry met on the Bauschänzli - the river island that was once part of Zurich's city fortifications. Over beer and wine, meat and veggie specialties, the focus was not only on enjoyment, but also on the great defensive battles of the present: the protection of independent media from economic pressure and free access by AI bots.

Review and outlook by Andrea Masüger

In his speech, VSM President Andrea Masüger emphasized how busy the past year had been for the association. One important success was the increase in indirect press subsidies, which was definitively approved on July 11: CHF 40 million per year for daily delivery (previously CHF 30 million) and CHF 25 million for early delivery. Masüger saw the fact that a referendum against this was not even held as a clear signal: the importance of independent media is recognized by the population and politicians.

At the same time, he outlined the fight against the unpaid use of journalistic content by AI bots. The Gössi motion, which provides for a remuneration obligation, was unanimously adopted by the Council of States. Now it is a matter of withstanding resistance from tech companies, platforms and universities and getting the motion through the National Council's Economic Affairs Committee. Masüger spoke of a "defensive battle" that has parallels with the one on the Bauschänzli in earlier centuries.

New Vice President with an international profile

Masüger also announced the election of Ladina Heimgartner as the new Vice President of the VSM. The CEO of Ringier Media Switzerland has been a member of the Executive Committee since 2022 and has extensive management experience in the media industry. "Ladina Heimgartner brings with her exceptional media expertise and a wealth of management experience," said Masüger. "Her appointment is a great asset for our association and the entire industry." Heimgartner succeeds publisher Peter Wanner, who stepped down in May after 22 years in the presidency. In addition to her role at Ringier, she is also active internationally: she has chaired the World Association of Newspapers and News Publishers (WAN-IFRA) since 2024 and is active on other industry-related committees.

A breath of fresh air in the management

Pia Guggenbühl has been at the helm of the VSM office since February 2025. At the barbecue, she emphasized the importance of personal exchange with members, partners and friends of the association. She brings broad political experience and a strong network to the table - with the aim of stabilizing and improving the framework conditions for private, independent media. After just a few months in office, she already feels like an integral part of the team and wants to tackle the major challenges together with the members.

Research between democracy and AI

Linards Udris, deputy head of research at the fög at the University of Zurich, provided an insight into the scientific side of media development. He outlined the upcoming focal points of the Fög study, the results of which are expected in October. These include

• the ongoing investigation into the Media quality in public,

• new research on News Deprivation and the effects of news withdrawal on democratic participation,

• as well as analyses of the role of Artificial intelligence in journalism and their effects on quality and source work.

Recurring motif: changing protective wall

The VSM barbecue on the Bauschänzli combined conviviality with seriousness. Where the city of Zurich once defended itself against military attacks, media representatives discussed protection against digital raids. The parallels were palpable: anyone who wants to strengthen the media as part of the democratic infrastructure must not only invest in delivery subsidies today - but also ensure fair conditions in the digital space.