Last week, five leaders of Ukrainian regional media, headed by Oksana Brovko, Director of the Association of Independent Regional Publishers of Ukraine, traveled to Switzerland to share their experience and learn about the latest approaches in the media industry. The trip was organized with the assistance of Ladina Heimgartner, CEO of Ringier Medien Schweiz and President of WAN-IFRA.
These were useful and important meetings with the leaders of the leading Swiss media companies, where editors-in-chief, media managers and media managers discussed best practices, challenges and prospects for the development of independent media, and the use of technology.
It is important to support women
— When we met with the first ever female president of WAN-IFRA, Ladina Heimgartner, we talked about why it is important to support Ukrainian women media leaders. Even despite the war, regional media is developing. Due to mobilization, more and more women are taking leadership positions not only in the media but also in other areas. It is important to strengthen their professional resilience and create opportunities for sharing experiences and even just psychological relief, even for a short period. That’s how the idea for this study tour came about, — says Oksana Brovko, CEO of the Association of Independent Regional Publishers of Ukraine.
In total, the media leaders visited eight leading Swiss media companies, both regional and national. They not only listened and watched, but also shared their own experiences, challenges and plans.
— Being a journalist in Ukraine during the war is a brave choice. Because every media person working both on the front line and far from it is constantly at risk. I am proud of every colleague who has chosen to work in the country. Because right now, the true value of our profession and freedom of speech is being felt, — Oksana Brovko said during an interview on the local TV channel Schaffhauser Fernsehen.
Local media is a success
Each of the Swiss newsrooms visited is an example of well-established historical traditions, professional values, and modern views on the use of technology and new formats.
For example, during the first day of their stay in Switzerland, the Ukrainian media managers visited the regional newsroom of Schaffhausernachrichten, which is part of the leading media company in the Shaffhausen region, Meier + Cie AG. It was founded in 1861. It publishes local regional newspapers and magazines, has a radio and television station, as well as websites.
Schaffhauser Nachrichten is the only daily newspaper in the region. Despite a population of 35,000, they manage to sell 50000 to 60000 copies every week. They have the best knowledge of local issues, understanding of the region’s economy and politics, and the ability to find local experts to explain complex topics.
The company currently employs 120 people. Many of them are the younger generation of journalists who are going through a real professional school here. The media company also has a radio station that gathers tens of thousands of listeners, and photos of celebrity guests who are invited to the air even decorate one of the walls in the editorial office. This way, everyone gets acquainted with the “life” of the studio during a visit.
Own printing houses and the rise of newspapers
Another great example of a local Swiss media outlet was the CH Media company in the Aarau region. It owns 12 radio stations, 8 national television channels, 18 newspapers, and its own printing plants.
For more than 180 years, they have been engaged in journalism. They create modern media products, adapting technical developments to the needs of the audience. Annual sales are over CHF 400 million. Despite the rapid development and digitalization of the company, it manages to maintain demand for its publications.
Another successful regional media company, Somedia, was visited in the Chur region. The office surrounded by the Alps is impressive in its scale. The digital products of the editorial office are well adapted to the personal needs and preferences of users, and content personalization is perfectly adjusted. Exclusive news from the regions is the greatest value and is in demand among the audience.
Paywall and its own AI lab
National media are on the other side of the media sector. The active development of paywall, digital direction, and high-quality journalism are what make Tamedia the strongest and most competitive media company in the market. It employs more than 1400 people. The company publishes the weekly SonntagsZeitung, the free national newspaper 20 minuten, the free Tagblatt der Stadt Zürich, the weekly financial newspaper Finanz und Wirtschaft, the women’s magazine Annabelle, and the family magazine Schweizer Familie. In addition to its publishing segments, Tamedia Media Group has a digital portfolio with various online platforms.
The company is actively mixing offline and online work formats, actively developing the distribution and production of video content, and they have their own laboratory, the AI department. Employees not only learn new programs and train all employees, they also create their own programs to improve the work of the newsroom. For example, the function of automatic creation of SEO headlines, leads, and captions for videos and photos has long been implemented in the admin panel. The interesting thing is that they do not use AI to generate illustrations.
Independence, freedom of speech and a pioneering spirit are the core values of Ringier, an innovative, digitalized and diversified Swiss media company operating in Europe and Africa. Its portfolio includes about 140 companies in print, sports, digital, radio, ticketing and entertainment, as well as leading online car, real estate and job sites. The family-owned company was founded in 1833 as a publishing and printing house and has been investing in digitalization in recent years. Today, 83 percent of operating profit comes from digital, where Ringier is a leader among European media companies.
During the meeting with Ukrainian media professionals, the Swiss colleagues shared their experience with social media, analytics, and content planning.
The meeting with the employees of Schweizer Illustrierte was also inspiring — it is a Swiss environment for inspiring, optimistic personalities and their stories. There is everything from exclusive interviews with celebrities from sports, culture, science and politics to home stories that show insight into the private spheres of individuals. Through exciting travel ideas and unique tips in the areas of fashion, beauty, interior design and food, readers will learn more about current social issues and the people who are shaping Switzerland’s present and future in an original way.
Movement for gender equality
It was an intense, ideological and well-thought-out trip through the Swiss media, and an opportunity to feel the importance of women’s leadership in the media environment.
During their visit to Zurich, Ukrainian editors were invited to the EqualVoice Summit, a space for discussing gender equality in the media.
Celebrity guests, including former Finnish Prime Minister Sanna Marin and Hollywood director Mark Forster, as well as former Swiss President Simonetta Somarruga, promoted gender equality in the media, digital world and beyond.
In general, each meeting in Switzerland was a new experience, impressions and ideas. Upon returning home, each of the tour participants will certainly begin to implement the best trends in their media. Meanwhile, the team of the Association of Independent Regional Publishers of Ukraine will continue to develop journalism in the regions. New programs and opportunities are coming soon. We will also tell you about the most interesting practical cases of Swiss newsrooms in detail.
