Publishing managers practice the balancing act
In March 2009, the Swiss Press Association conducted its first trend survey among 137 publishing professionals. They see their main challenge at present as developing new ideas and business models despite current cost-cutting pressures.
In the online survey in March 2009, 137 managers in Swiss-German media companies were presented with current industry developments and forecasts for assessment. The results are intended to serve as a guide. "In uncertain times, a multitude of trend statements are circulating. The association wanted to know what the experts from its own ranks think about these forecasts," writes Josefa Haas, Head of the Media Institute. Haas designed the study and Publicom carried it out.
Of the theses presented, the following received the highest approval from the 137 executives: 96% are of the opinion that cooperation between media companies will increase. 94 percent each believe that multimedia offerings are the future and that customers will continue to be willing to pay for high-quality editorial services. In contrast, the thesis that there will be no more printed media in 2025 was hardly supported (22%). 24% believe that user content will replace journalistic offerings in the future. And a good quarter (26%) of respondents believe that the attractiveness of the journalistic environment for advertising will decrease massively.
For 86% of respondents, reducing costs is currently a priority. However, 13 percent consider this to be "not urgent". In line with this, 76 percent are not currently considering launching a new print offering, while 24 percent tend to urge this ("urgent" or "very urgent"). Theses in which supporters (+) and opponents are more or less in balance are as follows: launch new journalistic offerings (+: 47%), improve training for publishers (+: 45%), improve training for journalists (+: 43%), implement newsroom concepts (+: 42%).
Despite the desire to save money, managers are also aware that new ideas are needed. While 68 percent of those surveyed advocate focusing on the core business of content production, only 61 percent believe that professional journalistic services can continue to be financed through advertising and sales. 45 percent even state that alternative forms of financing will gain in importance. However, 79% are of the opinion that new offers should be developed for the advertising market. 87% want to use new technologies and platforms. And 81 percent are also prepared to enter into cooperations for this purpose. The key question is whether the state should support other forms of media in addition to local radio and TV in the future. 70 percent of publishing experts reject this, 32 percent even vehemently.
For the survey, 267 managers of those Swiss-German media companies that are also members of the Swiss Press Association were contacted. 137 managers, including 20 women, responded. The average age of the respondents was 49. 60 CEOs, 36 members of executive boards and 26 department and division heads took part in the survey. 63 people came from companies with up to 50 employees, 40 from companies with 51 to 500 employees and 35 from larger companies. The association intends to conduct this survey on a regular basis.
Markus Knöpfli
Of the theses presented, the following received the highest approval from the 137 executives: 96% are of the opinion that cooperation between media companies will increase. 94 percent each believe that multimedia offerings are the future and that customers will continue to be willing to pay for high-quality editorial services. In contrast, the thesis that there will be no more printed media in 2025 was hardly supported (22%). 24% believe that user content will replace journalistic offerings in the future. And a good quarter (26%) of respondents believe that the attractiveness of the journalistic environment for advertising will decrease massively.
For 86% of respondents, reducing costs is currently a priority. However, 13 percent consider this to be "not urgent". In line with this, 76 percent are not currently considering launching a new print offering, while 24 percent tend to urge this ("urgent" or "very urgent"). Theses in which supporters (+) and opponents are more or less in balance are as follows: launch new journalistic offerings (+: 47%), improve training for publishers (+: 45%), improve training for journalists (+: 43%), implement newsroom concepts (+: 42%).
Despite the desire to save money, managers are also aware that new ideas are needed. While 68 percent of those surveyed advocate focusing on the core business of content production, only 61 percent believe that professional journalistic services can continue to be financed through advertising and sales. 45 percent even state that alternative forms of financing will gain in importance. However, 79% are of the opinion that new offers should be developed for the advertising market. 87% want to use new technologies and platforms. And 81 percent are also prepared to enter into cooperations for this purpose. The key question is whether the state should support other forms of media in addition to local radio and TV in the future. 70 percent of publishing experts reject this, 32 percent even vehemently.
For the survey, 267 managers of those Swiss-German media companies that are also members of the Swiss Press Association were contacted. 137 managers, including 20 women, responded. The average age of the respondents was 49. 60 CEOs, 36 members of executive boards and 26 department and division heads took part in the survey. 63 people came from companies with up to 50 employees, 40 from companies with 51 to 500 employees and 35 from larger companies. The association intends to conduct this survey on a regular basis.
Markus Knöpfli
