"Niches are an opportunity" - Pia Guggenbühl at the trend conference for trade and specialty media

m&k: Pia Guggenbühl*, what is the goal of this year's Trend Conference on Trade and Specialized Media?

Pia Guggenbühl: The conference is a gathering place for everyone involved in designing trade and specialty media in Switzerland. It provides a space to get a feel for the pulse of the industry: Where do we stand? What challenges do we face? And what opportunities are there? Together with experts, we’ll discuss these questions next week at the Trend Conference at WestHive.

The Q-Award will also be presented again during the conference. What does this award represent?

Every two years, the Q-Award honors Switzerland’s best trade and specialty media—both print and online. The focus is on journalistic quality, relevance, and design—not on reach. At the same time, the jury places great importance on a media outlet understanding its community and delivering in-depth content. This year, the decision was particularly difficult… so there will be a little surprise (laughs).

What trends do you see among the nominees?

Many newsrooms today successfully combine print and online media. They understand what each format can offer: print stands for depth and a slower pace, while online stands for timeliness and interaction. We’re also seeing that niche formats are very successful. Those who cater to a clearly defined target audience often have loyal readers—and a strong community.

So is a community-oriented approach a key to success for trade media?

Absolutely. Many successful trade publications nurture their communities far beyond the pages of their magazines—through events, digital platforms, and professional development opportunities. This creates a vibrant ecosystem. In an age when social media tends to generate fleeting attention, trade publications offer depth, trust, and a sense of connection. Younger people, in particular, are looking for this authenticity.

How is the industry faring economically—is print even worth it anymore?

Print continues to play a major role, particularly in trade and specialty media. We’re seeing successful relaunches and new publications, often implemented with great dedication and a modest budget. The key is that the target audience recognizes a real benefit—and that the medium offers a credible platform for advertisers. Quality remains the most important selling point.

Is print regaining its value?

The value of professional and specialized media is becoming increasingly apparent again today. This is because they provide guidance and reliable information on complex topics. In this context, print stands for quality, credibility, and in-depth coverage—values that are becoming increasingly important amid the digital deluge.

Another topic is artificial intelligence. To what extent has it already become established in the world of trade media?

AI can speed up processes, such as proofreading or structuring content. However, it does not replace journalistic work. As an association, we are committed to transparency: If journalistic content has been created entirely with the help of AI and without human oversight, this must be clearly stated. And there are other Recommendations for Action in dealing with the VSM's AI, as well as the Guide to «AI in Journalism» of the Press Council.

What risks do you see?

The greatest risk is the unauthorized and unpaid use of journalistic content by AI providers. They bypass technical barriers and paywalls and sell their subscriptions and licenses based on content from media companies. Journalism loses out because its work is not compensated.

Are there any other issues with AI?
How the «Media Quality 2025» Yearbook» As the study showed, AI tools often spread false information and also misrepresent sources. This also poses a potential risk of reputational damage for the media. This calls for responsibility and clear rules, such as those we have with the «Zurich Declaration» have called for this together with other publishers' associations in German-speaking countries.

What exactly can participants expect from the trend conference?

AI is, of course, one of the topics. In addition, we’re offering a varied program featuring practical presentations and best-practice examples. I’m especially looking forward to hearing from Anita Zielina, who works internationally as a media strategist, as well as representatives from successful Swiss specialty media outlets such as the cycling magazine Gruppetto and Kaleio, a magazine for girls ages 8 to 13.

How large is the community at the conference?

We are expecting around 80 participants. This size allows for an in-depth exchange of ideas. Publishers, editors, marketers, and creative professionals will come together—a diverse yet highly competent group. This diversity is the strength of trade and specialty media.

What are your hopes for the future of the industry?

That trade and specialty media will continue to stand out in the future thanks to their credibility and close connection to their readership. In a world full of fleeting information, they provide guidance, build trust, and offer entertainment—all with precision, reliability, and relevance.

Pia Guggenbühl, thank you very much for the interview.vv

*Pia Guggenbühl* has been the director of the Swiss Media Publishers Association (VSM) since February 2025. She holds a master’s degree in political science and communication studies from the Universities of Zurich and Florence. After working as a journalist in print, TV, and radio, she held leadership positions at the intersection of media, politics, and business—including roles at companies in the pharmaceutical and chemical industries, banking, and the energy sector. As the former head of communications for the Swiss FDP and a member of the Küsnacht municipal council, she brings experience in both the legislative and executive branches. She leads the VSM, which represents approximately 70 private Swiss media companies.

The 2025 Trend Conference on Trade and Specialized Media

On Wednesday, November 19, 2025, the trade and specialty media industry will gather from 1:00 p.m. to 6:00 p.m. at Westhive Hardturm in Zurich for the event. Organized by the publishers’ association SCHWEIZER MEDIEN, the event will feature keynote speeches and best-practice examples: Anita Zielina, CEO and founder of Better Leaders Lab, will explore how trade media are reinventing themselves as digital service providers beyond just content. Following that, Reto Vogt will outline the potential of AI in trade and specialty media: Where does it provide real added value, and where are the risks? Other presentations will explore topics such as how the magazine Kaleio successfully operates as a print brand for young girls, or how the cycling magazine Gruppetto built a community.
The event will conclude with the presentation of the 2025 Q-Award—the award for outstanding achievements in the field of professional and specialized media.
More on schweizermedien.ch
Registration fees: CHF 150 for members, CHF 250 for non-members.