Publishing Houses and Publishers

M. DuMont Schauberg is Germany’s fourth largest newspaper publisher. Its publications include the Kölner Stadtanzeiger, the newsstand newspaper Express and the Frankfurter Rundschau. But does the print sector have a future? Konstantin Neven DuMont, 37, group managing director at M. DuMont Schauberg, explains why print newspapers will continue to attract readers in the future.

Mr Neven DuMont, how do you define your corporate policy?

Moving into a company to cream off the profits, only to drop it afterwards, is certainly not our policy. We are not just about maximising profits; we want to ensure that the company is viable for the future. We pursue long-term strategies. Part of that is creating a good working atmosphere for our employees. For example, we never dismiss anyone for operational reasons.

This strategy seems to have worked: after all, DuMont Schauberg has been managed by members of your family for twelve generations. Does a publishing gene run in the family?

(Laughs) That’s the first I’ve ever heard of a publishing gene! Let’s say that our family has always possessed the happy knack of managing a newspaper publishing company successfully.

Did you ever have the chance not to become a publisher?

I was born into the business, so to speak, and grew up with it. It’s given me the chance to develop professionally and progress rapidly in my career. So no, I never wanted to do anything else.

Is the digital revolution in the media landscape an advantage or a disadvantage for major publishing houses compared with smaller companies which are perhaps more flexible?

I think that the major publishers have the edge and that the smaller ones will come under more pressure. Responding to the digital revolution means opening up new fields of business. That requires investment, and for that you need a critical mass. It’s certainly more difficult for the small publishing companies in that respect. There are economies of scale in publishing as there are in any other business.

What are the advantages of a print newspaper compared with online publications?

First of all, it takes a lot of effort to read longer texts on the Internet. Also, it doesn’t provide a "haptic" element – the reader does not have the sensory experience of holding the newspaper, which is all part of the enjoyment. And even if you print out the online texts that you’d like to read, it is not the same as reading the real thing. The design features which are built into print newspapers in order to increase readers’ enjoyment are totally absent.

What does a newspaper have to offer that you can’t find elsewhere, for example on the Internet?

A newspaper does not only offer information and entertainment; it also provides a frame of reference. There is a pre-selection process which determines what is important and what isn’t. It’s also about the way in which the topics are researched and presented. Here, the print media still achieves a high level of credibility compared with the Internet. Maintaining this credibility will become more and more important. Part of that is ensuring that there is a clear separation between editorial policy and advertising. So print newspapers offer added value, and a lot of people are still willing to pay good money for that.

How do you respond to the fact that increasingly, "hard" issues such as politics and the economy are having to be presented in an entertaining way in order to attract the public?

It’s certainly true – as we see from the Internet in particular – that people are becoming more and more interested in entertainment. The most popular sites tend to fall into that category. On the other hand – and this applies especially to daily newspapers – not every reader appreciates that type of approach. You have to strike the right balance, and I admit that it’s not always easy.

DuMont Schauberg has acquired a shareholding in the “Frankfurter Rundschau”. The most striking innovation is that the newspaper is now being published in tabloid format. Why is the size of a newspaper so important and why should a smaller format attract more readers?

If you look at the newspaper market worldwide – for example in Great Britain, Scandinavia or in the USA – you see that the tabloid format is taking hold. It’s a small format which is more practical compared with the Nordic format, for example, which was previously used for the Frankfurter Rundschau. With a tabloid format, the pages are easier to turn and the newspaper doesn’t take up so much space. It’s given the Frankfurter Rundschau a more modern appearance.

How much time are you allowing yourselves for this ambitious project, which involves revitalising a newspaper with a very long tradition?

We think we will have achieved our objectives within one to two years.

What does the word "success" mean to you?

To me, success means satisfied customers; it also means acting ethically, maintaining economic stability, responding to changes in the competitive environment, and helping to shape the conditions for competition.

Recently, Jürgen Habermas suggested that the state should provide financial support for Germany’s daily newspapers because they are central to a democracy. Do you think that is a sensible model?

I agree that newspapers are a very important tool in a democracy, and there’s no denying that they sometimes face financial challenges. But I have reservations about a state-sponsored funding scheme. It’s an idea that has been discussed – and rejected – by the Federal Association of German Newspaper Publishers. The risk of politics exerting undue influence is simply too great. We see that happening in the public broadcasting companies, for example. Their managing boards include a great many politicians who inevitably bring their influence to bear. Newspapers are the fourth estate. They are the guardians of democracy: their role is to act as a watchdog on those in power, and to do that, they have to be independent.

So you don’t share the concerns that the future of Germany’s quality newspapers could be at risk?

Germany still has excellent quality newspapers. Admittedly, we have to fit in with some of the trends, but this has not been to the detriment of these newspapers’ quality. In fact, it has improved. The profit situation has also stabilised, so overall, we are in a satisfactory position.

What’s your tip for a successful newspaper?

Quality and value added: that’s how you keep your readers happy.