The business of the energy transition and the transformation of media formats. Presentation at Global Energy Transition Journalism Conference, Berlin, 2019

1. LOST IN TRANSITION?
Martin Schwarz
Head of Digital Media / Digital Products industriemedien.at
#GETJO19
Berlin, April, 8th, 2019

2. THAT`S US.
14 magazines
3 business divisions:
Print, Events, Digital
16 online portals
25 events/year
60 employees

3. THE MEDIA MARKET
IS DECOMPOSING
INTO MORE
TOPIC/AUDIENCE
DRIVEN MARKETS.
5.504
5.627
5000
5175
5350
5525
5700
2016 2017
Number of specialized magazines in Germany
Martin Schwarz
Head of Digital Media / Digital Products

4. SPECIALIZED MEDIA
SHOULD STAY
AWAY FROM THE
CROWD AND
CAPITALIZE ON
NICHE MARKETS.
Martin Schwarz
Head of Digital Media / Digital Products
66
34
0
17,5
35
52,5
70
Yes No
Percentage of readers thinking, that news
organizations are more concernced with
attracting large digital audiences than reporting

5. MAINSTREAM
MEDIA IS MAINLY
DOING “YO YO
COVERAGE“ ON
CLIMATE CHANGE:
A NEW STUDY, A
NEW ARTICLE, NOT
SO MUCH CONTEXT.Martin Schwarz
Head of Digital Media / Digital Products
43 %
of Americans think, that it is a problem, that news media is too
quick to report findings, that may not hold up.
30 %
of Americans think, that news media tends to oversimplify
scientific research findings.

6. ENERGY
TRANSITION IS
COMPLICATED.
MAINSTREAM
MEDIA IS MAINLY
COVERING THE
EFFECTS OF
CLIMATE CHANGE.Martin Schwarz
Head of Digital Media / Digital Products

7. THIS IS A GREAT
OPPORTUNITY FOR
SPECIALIZED MEDIA
TO FILL THE
INFORMATION GAP
AND SELL VALUE.
Martin Schwarz
Head of Digital Media / Digital Products

8. NICHE ALSO
MEANS: IF YOU
ARE HOPING FOR
DOLLARS
EXCLUSIVELY
FROM DISPLAY
ADS, YOU`RE
LOST.Martin Schwarz
Head of Digital Media / Digital Products
0 25 50 75 100 125
2017
2019
THE GLOBAL DIGITAL AD MARKET IS DOMINATED BY
GOOGLE, FACEBOOK, AMAZON AND OTHERS. AND THE
SHARE OF „OTHERS“ IS PLUMMETING.

9. IN 2019 WE HAVE
TO CHARGE FOR
CONTENT (DATA
OR DOLLARS).
ESPECIALLY IN
OUR NICHE
MARKETS.Martin Schwarz
Head of Digital Media / Digital Products

10. MOBILE MAY BE
THE MAIN TRIGGER
FOR PEOPLE TO
PAY FOR NEWS.
(AS LONG AS THEY
DON`T HAVE TO SEE
ADS).
Martin Schwarz
Head of Digital Media / Digital Products
0 8 15 23 30 38
Allows me to access news from my smartphone
Like to consume news from a range of sources
I was offered a good deal

11. WE TRY TO
MONETIZE THE
NICHE TOPIC OF
ENERGY
EFFICIENCY WITH A
PAID NEWSLETTER
FOR DECISION
MAKERS.Martin Schwarz
Head of Digital Media / Digital Products

12. Martin Schwarz
Head of Digital Media / Digital Products
THE MORE NICHE THE MORE
VALUE FOR READERS THE MORE
READER LOYALTY.
THANK YOU!
@4cmagazin