A phrase we hear again and again from clients: “For us, only business and daily media really matter — what relevance do trade and vertical media really have?” Yes, this strategy is viable. But to be honest, it requires the right story — and that’s especially true for companies that primarily target other businesses rather than end consumers.
German general-interest and business media rarely report on enterprise software or product features. What matters to them are the consequences that arise from these developments. Every day, their editorial teams assess whether a topic affects enough people in the country.
German journalists don’t chase after U.S. or corporate headquarters. The most effective approach is to have a visible local contact, ideally with ties to a recognized government agency or university in the relevant field.
Global studies and international reports rarely capture the attention of German newsrooms. A figure that concretely shows how severely German companies, hospitals, or municipalities are affected makes the impact tangible. It transforms a global dataset into a relevant national story that is readily published in the DACH region. A hospital that can no longer provide treatment or a municipality that’s been offline for days works better than any abstract description of technology. For daily and business media, the story must focus on the impact on citizens and customers, not on the technology behind it.
Offering a leading media outlet a first look at a relevant finding — even before sending out a press release — is one of the most reliable ways to secure coverage. Newsrooms value the privilege of breaking a story exclusively. If you also back this up with a visible collaboration with a recognized research institute or university, you signal credibility —especially to editorial teams that are not yet familiar with your brand.
These strategies apply regardless of industry or product—whether it’s cybersecurity, cloud computing, or industrial software. They make the difference between “we sent out a press release” and “we told a story that an editorial team was eager to run.”
Business and general-interest media undoubtedly generate reach and build reputation. However, they are rarely the place where a specific purchasing decision is made. Hardly any company decides to buy a product simply because it was featured in a daily newspaper. That decision is usually made much earlier — namely, while reading a trade article.
The figures speak for themselves. According to the latest LAE special analysis, 70 percent of the decision-makers surveyed in 2024 used industry-specific trade journals for their professional activities, while websites of manufacturers, retailers, and service providers were an important professional medium for half of the participants. When considering print and digital trade media offerings together, a total of 85.5 percent of decision-makers regularly or occasionally turn to trade journals, well ahead of the companies’ own customer magazines.
What happens next is even more revealing. A study of decision-makers conducted by the Institute for Empirical Social Research shows that 80 percent of decision-makers who came across a product in a trade publication subsequently searched the supplier’s website for further information, 77 percent discussed it with others, and 65 percent contacted the supplier directly. This is exactly how a B2B purchasing decision unfolds—from the trade article to independent research to the initial contact with the sales team. Trust remains consistently high even among top decision-makers. In an earlier survey by Deutsche Fachpresse, 88 percent of top decision-makers used trade journals for professional reasons because they are considered credible and reputable.
The business and daily press thus open the door to broad awareness and strengthen the brand. The trade press, on the other hand, is where C-level decision-makers actually conduct research and compare options before forming an opinion and making a purchase.
Those who rely exclusively on daily and business media are missing out on the very segment of the target audience that ultimately signs off on the budget. The most effective strategy combines both worlds. Major leading media outlets ensure reach and reputation, while trade and industry media lay the groundwork for the actual purchasing decision. At Kafka Kommunikation, we develop precisely this mix for our clients in IT, security, cloud, and AI—with the right story tailored to each media format.
Sources:
LAE-Sonderauswertung 2024 (Deutsche Fachpresse / LAE Leseranalyse Entscheidungsträger)
IFES-Institut für empirische Sozialforschung, Fachzeitschriften Entscheiderstudie
B2B-Entscheideranalyse 2013/14, Deutsche Fachpresse.