KEY FACTS IN ENGLISH
TASKS OF THE VEREIN DEUTSCHE FACHPRESSE (GERMAN ASSOCIATION OF BUSINESS MEDIA)
The Deutsche Fachpresse represents the interests of 400 affiliated publishers, with 5.700 titles and a turnover of some 7,4 billion Euros (2020). It is borne by the Börsenverein des Deutschen Buchhandels (Frankfurt) and the MVFP Medienverband der freien Presse (Berlin). According to our mission statement, the goal of the Deutsche Fachpresse is to be the number one platform for services.
We represent common interests.
We support common political and economic aims of our members, in cooperation with both of the above-mentioned responsible bodies.
We convey knowledge.
We are monitoring the latest trends in our members' markets and support the exchange of know-how in the publishing business.
We encourage communication and contact.
All of our events are also networking opportunities to make contact, exchange experiences and become familiar with alternative points of view. Special conditions are available for members of the Deutsche Fachpresse participating.
We keep B2B media in the public eye.
We help to position B2B media as a reliable source of information as well as efficient advertising partners. To encourage this goal, we carry out and support studies and surveys on the power of B2B media.
In addition to this, the Deutsche Fachpresse assists its members in many individual aspects of their daily business.
“B2B MEDIA AND INFORMATION MARKET IN GERMANY 2016”: STUDY BY DEUTSCHE FACHPRESSE CAPTURES THE ENTIRE MARKET FOR SPECIALIST INFORMATION
The German B2B market is in a state of flux, opening up new possibilities for market players to take action. In recent years, trade publishers have expanded their scope of activity to include many new areas and now operate in all existing market segments, according to a new market study by Deutsche Fachpresse. One of the main findings is that the turnover volume for the B2B media and information market amounts to 28.3 billion euros. The study was conducted by Schickler Unternehmensberatung on behalf of Deutsche Fachpresse. The detailed results (German language) are now available at: www.deutsche-fachpresse.de/markt-studien/b2b-medien-und-informationsmarkt-in-deutschland/
“The results of our new market study clearly prove that we need a new understanding of the market. Trade publishers today are operating in a world of converging business areas and find themselves confronted with new market players. What’s encouraging is that trade publishers are already enjoying success in all defined segments. Not only do we want to continue to play a decisive role in shaping this market in all of its forms in the future, but we will be able to do so as well. Thanks to our content, communication and customer expertise, we have an excellent starting position to achieve this aim,” says Stefan Rühling, spokesperson for Deutsche Fachpresse. “Furthermore, we aim to completely tap into this market’s potential for development and cooperation and strengthen the dialog with future partners.”
For the first time, the study captures the entire market of all information and communication offerings for professional users with a turnover volume in 2016 of 28.3 billion euros. The market consists of six segments, which in turn are grouped into two major clusters − content solutions and marketing solutions − with fluid boundaries. The content solutions cluster features market segments with a primary focus on conveying specialist information, which includes B2B publications and information, professional development (extending to conferences and conventions) and specialist and industry-specific software. The marketing solutions cluster contains those segments that focus primarily on rendering communication, marketing and data services: B2B corporate publishing, market research, data business and B2B trade fairs.
A wide variety of sources were analyzed for the study, including publications from Deutsche Fachpresse, Bitkom, Gartner, PWC, the German Publishers and Booksellers Association and the German Federal Statistical Office. In some cases, market models were created when there was no data or when the data was insufficient. All market volumes for the segments and subsegments contain only external expenditures of the companies or professional users. They do not include internal expenses (HR costs, administrative costs, opportunity costs) or ancillary costs (e.g., travel expenses). As a result, the study captures only the market addressed by providers of B2B media and information. All segment sizes have been validated, whenever possible, by alternative analytical approaches.
Detailed results of the study and Press Kit
Available in English language: Download Press Kit (detailed results, 4 charts and press release)
Further detailed findings from the “B2B Media and Information Market in Germany 2016,” along with an infographic are only available in German language: www.deutsche-fachpresse.de/markt-studien/b2b-medien-und-informationsmarkt-in-deutschland/
B2B DECISION MAKER ANALYSIS 2015/2016: TRADE PUBLICATIONS ARE THE MOST IMPORTANT SOURCE OF INFORMATION FOR PROFESSIONAL DECISION MAKERS
Trade publications hold leading position, according to latest B2B Decision Maker Analysis by Deutsche Fachpresse (German Association of Business Media) / 94% of the 8 million professional decision makers avail themselves of the trade press / Particularly high rate of action taken among young target group / The detailed findings are available as a digital package
Trade publications are the most important source of business information for professional decision makers in Germany, according to the recently published B2B Decision Maker Analysis 2015/2016 by Deutsche Fachpresse. One of the main findings is that as a whole, print and digital trade publications reach 94% of the B2B core target group. The study was conducted by means of telephone interviews by Czaia Marktforschung (Bremen) on behalf of Deutsche Fachpresse and was backed by the internal Fachpresse “Advertising/Marketing Trade Magazines” (AMF Mediamarketing) committee. The detailed results are now available at: www.deutsche-fachpresse.de/markt-studien/b2b-entscheider-analyse/
Print trade magazines are the number-one source of information
The trade press meets the needs of the B2B core target group perfectly. The trade magazine enjoys the most widespread use, according to 81% of the decision makers surveyed, followed by digital offers from trade publications at 76%. Coming in third at 74% is the use of digital offers from companies, ahead of events at 66%. A growing number of decision makers are also making more frequent use of such sources: 33% use trade publications more often than they did two years ago, and 56% use them just as much as they did then. Users of trade publications also appreciate publishers’ cross-media approach: two-thirds use trade publications in print and digital form, while a total of only one-third does so exclusively in print or digital form.
Particularly high rate of action taken by young target group
“On average, professional decision makers invest an entire day every month in reading trade magazines,” says Kornelia Wind, Head of Media at the publishing group Deutscher Apotheker Verlag and Chair of the AMF Mediamarketing committee at Deutsche Fachpresse. “Not only do trade publications provide guidance, they also mobilise readers to take specific action,” Wind adds. The study found that particularly high action is taken by those under the age of 40: 85% visit the provider’s homepage for more information due to what they have read or establish personal contact with the provider (75%). And no less than 82% of younger professional decision makers share the information from trade publications with their colleagues. This confirms the important multiplier effect of business media.
Trade publication users value advertising
Trade publications are the perfect means of advertising, which is confirmed by 79% of professional decision makers, who believe that advertisements are a valuable component of trade publications. The practice also enhances the image of companies that place advertisements in addition to that of their products (81%). The overwhelming majority of decision makers surveyed further believe that companies which advertise in trade publications demonstrate that they are important providers on the market.
The B2B Decision Maker Analysis investigates how professional decision makers in Germany search for and obtain information, in addition to how they utilise media. The 2015/2016 study was conducted by Czaia Marktforschung GmbH (Bremen) on behalf of Deutsche Fachpresse (German Association of Business Media). A total of 607 professional decision makers were interviewed by telephone during the survey periods from 4 August to 12 September 2014 and from 12 August to 23 September 2015. These sample interviews represent 8 million professional decision makers. The basis of the projection is the micro-census from 2011/14. Professional decision makers are defined either as self-employed/freelancers or as salaried master craftsmen/foremen as well as salaried employees with independent (limited) responsibilities or managerial functions and decision-making authority who have a net monthly income of at least €2,300.
Detailed results of the study and the digital package
The complete results of the B2B Decision Maker Analysis, together with all documents, tables and charts, are available as a digital package in German language only.
Download Press Kit here (Zip file) (Press information and 5 jpg-charts)
SEVEN IMPORTANT FEATURES OF B2B MEDIA
Stefan Rühling, Spokesman of the German Association of Business Media and CEO of Vogel Business Media, explains seven benefits of B2B media.
1 ... help make decisions
First and foremost, B2B are there to help make decisions in a world of exploding communication and information flows. They help professionals from all trades and markets in important decision-making processes, often pertaining to investment. For this we need independent platforms, professional media formats, and competent experts.
2 ... are trusted sources of information
B2B media are trusted sources of information, providing impartial credible and efficient platforms for the exchange of specialized information. In a world full of marketing messages and professional communication activities, new-tech firms and news portals, this guidance is increasingly crucial.
3 ... are fast agents of knowledge transfer
B2B media build a bridge between the academic world and potential market actors. This applies especially to the increasingly important knowledge transfer between sectors.
4 ... act as incubators for innovation
B2B media assume the role of impartial arbitrator, and thereby act as an incubator for innovation that creates cross-sectorial networks for all market participants. B2B media foster economic growth as they pave the way from invention to innovation and accelerate the knowledge transfer around putting innovation into practice.
5 ... are market openers
As market openers B2B media facilitate processes of globalisation and interconnectivity for individual
companies across the world. B2B media, with their trusted platforms, are able to build bridges into new markets.
6 ... function as interest representation
Another important function is that of interest representation, with B2B media doing vital agenda setting in view of public opinion and corporate interest. B2B media synthesize and moderate dialogue within their respective sectorial communities. They therefore lend editorial support to interest groups and industry associations that promote favourable economic environments for their respective trades.
7 ... are sector communicators
Moreover, B2B media function as sector communicators in a dialogue-oriented world, thereby organizing their respective professional communities. Alongside consumer media, B2B media play an important role in pioneering knowledge transfer through channels such as digital media, social media, and face-to-face communication at business events. Along with information and knowledge transfer, establishing sectorspecific networks and communication channels is one of the most important features of B2B media.
The Article was published in EMMA MAGAZINE 2014/15. Read the full article here.
B2B DECISION MAKER ANALYSIS IN FIPP MAGAZINE WORLD: "MEASURE FOR MEASURE"
Many business media companies invest heavily in efforts to quantify, qualify and prove the value of their media to business decision makers. Michael Toedman investigates recent initiatives by B2B industry associations to support the value of B2B media, and their efforts to grow. Read the whole article here.