Karen Heidl's conclusion and forecast for the future shows the
She summed up the challenges and opportunities that all media, but especially specialist titles, have to face in the Internet age. "Media brands are becoming less important," the publishing expert and media consultant made clear. Of course, this was no easy task for the 30 or so visitors to the event, as specialist titles/specialist media in particular had previously been able to anchor their brand in the readership thanks to high-quality specialist information. In the age of the Internet, however, this has changed, according to Heidl. Because users no longer search for the name of a title, but for relevant (specialist) information. This leads to a completely different behavior in terms of branding, reader marketing and so on.

In the second presentation, Urs Schneider, owner of Mediaschneider, showed how a media agency goes about evaluating media. For him, one of the most important things is the clearly defined target group and the constant focus on it. It is precisely the expertise that specialist media demonstrate in their fields that can steer a decision in the direction of specialist titles, because specialists are found in their environment who are required as a target group in the briefing. Opinion leaders can often be reached in specialist titles, and it often makes sense to advertise with a supplement in a specialist title, for example, instead of accepting high scatter losses according to the watering can principle.

The presentations were followed by an aperitif and lunch. Those responsible at Sava were delighted that 18 of the 28 attendees took the opportunity to discuss the presentations further and exchange experiences in general. The visitors were offered exciting insights and suggestions to increase the chances of their own titles being considered by media agencies as a specialist medium. And one or two visitors were sure to take a critical look at the parameters of their specialist media after the Sava event.