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

m&k: Pia Guggenbühl*, what is the aim of this year's Trend Conference for Trade and Specialist Media?

Pia Guggenbühl: The conference is a meeting place for all those who design trade and specialty media in Switzerland. It offers space to feel the pulse of the industry: Where do we stand? What are the challenges? And what opportunities? Together with experts, we will discuss these questions next week at the trend conference in the WestHive.

The Q-Award will once again be presented during the conference. What does this prize stand for?

Every two years, the Q-Award honors the best trade and specialty media in Switzerland - print and online. It is about journalistic quality, relevance and design, not about reach. At the same time, the jury attaches great importance to a medium understanding its community and providing in-depth content. This year the decision was particularly difficult ... so there will be a little surprise (laughs).

What trends do you recognize in the nominees?

Many editorial offices today successfully combine print and online. They know what both formats can achieve: Print stands for depth and deceleration, online for topicality and exchange. We also see that niche formats are very successful. Those who serve a clearly defined target group often have loyal readers - and a strong community.

So is community thinking a success factor for specialist media?

Absolutely. Many successful specialist media maintain their community far beyond the magazine - with events, digital platforms or training opportunities. This creates a vibrant ecosystem. At a time when social media tends to generate fleeting attention, specialist media offer depth, trust and proximity. Younger people in particular are looking for this authenticity.

What is the economic situation in the industry - is print still worthwhile at all?

Print continues to enjoy a high status, particularly in specialist media. We see successful relaunches and start-ups that are often implemented with great commitment and a manageable budget. The decisive factor is that the target group recognizes a real benefit - and that the medium offers a credible platform for advertisers. Quality remains the most important sales argument.

Is print being valued more again?

The value of specialist and specialized media is becoming more apparent again today. This is because they offer orientation and reliable information in complex subject areas. Print stands for quality, credibility and in-depth knowledge - values that are becoming increasingly important in the digital age.

Another topic is artificial intelligence. To what extent is it already established in the specialist media world?

AI can speed up processes, for example when 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 a human control process, this must be clearly declared. And there are more Recommendations for action in dealing with AI of the VSM as well as the Guide «AI in journalism» of the Press Council.

What risks do you see?

The greatest risk is the unsolicited and unpaid use of journalistic texts by AI providers. They ignore technical barriers and paywalls and sell their subscriptions and licenses based on the content of the media companies. Journalism loses out because performance is not paid for.

Are there other problems with AI?
How the Yearbook «Quality of the media 2025» of the fög, AI tools often disseminate false information and also misrepresent sources. This also results in potential reputational damage for the media. This is where responsibility and clear rules are needed, as we have done with the «Zurich Declaration» together with other publishers' associations in German-speaking countries.

What exactly can the participants of the Trend Conference expect?

AI is of course one of the topics. We are also offering a varied program with practical presentations and examples of best practice. I am particularly looking forward to welcoming Anita Zielina, who works internationally as a media strategist, as well as representatives of successful Swiss specialist media such as the cycling magazine Gruppetto and the magazine Kaleio for girls aged 8 to 13.

How big is the community at the conference?

We are expecting around 80 participants. This size allows for an intensive exchange. Publishers, editors, marketers and creatives will come together - a colorful but highly competent scene. This diversity is the strength of the trade and specialty media.

What do you wish for the future of the industry?

That trade and specialist media can continue to score points in the future with their credibility and proximity to readers. In a world full of fleeting information, they offer orientation, create trust and also entertainment - precise, reliable and relevant.

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

*Pia Guggenbühl has been Director of the Swiss Media Publishers Association (VSM) since February 2025. She holds a Master's degree in Political Science and Communication Science from the Universities of Zurich and Florence. After working as a journalist in print, TV and radio, she held management positions at the interface of media, politics and business - including for companies in the pharmaceutical and chemical industries, banking and the energy sector. As the former head of communications for the Swiss Liberal Democratic Party (FDP) and a member of Küsnacht municipal council, she has parliamentary and executive experience. She heads the VSM, which represents around 70 private Swiss media companies.

The trend conference on trade and specialty media 2025

On Wednesday, November 19, 2025, the trade and specialty media industry will meet at the Westhive Hardturm in Zurich from 13:00 to 18:00. Organized by the publishers' association SCHWEIZER MEDIEN, the event will feature keynote speeches and examples of best practice: For example, Anita Zielina, CEO & Founder of Better Leaders Lab, will shed light on how specialist media are reinventing themselves as digital service providers beyond content. Reto Vogt then outlines the potential of AI in trade and specialist media: where does it bring real added value, where are the risks? Other articles show, for example, how the magazine Kaleio functions successfully as a print brand for young girls or how the cycling magazine Gruppetto built up a community.
The event will conclude with the presentation of the Q-Award 2025 - the award for outstanding achievements in the trade and specialty media sector.
More on swissmedia.ch
Participation fees: CHF 150 for members, CHF 250 for non-members.