A few days ago, Bertelsmann presented its results for the first half of 2020. With reference to Gruner + Jahr, it stated that STERN was able to grow despite the Corona crisis. On the G+J intranet, Carina Laudage, who is responsible for STERN's digital business, and publisher Frank Thomsen talk about the magazine's development.
STERN in the middle of the Corona crisis. How does it succeed?
Frank Thomsen: This adds up to a lot, but first and foremost we experience that readers trust the brand. During times of Corona, they have increasingly turned to the magazine, and they have obtained information digitally from STERN. Classical journalism was in greater demand than in a long time. And the trend continues. The need for information, for example about the sometimes disturbing conditions in the USA before the elections, is even increasing. That gives us wind under our wings. STERN has already gained in profitability and strength in 2019. We are pleased that this development is continuing this year.
What are the concrete reasons for this development?
Carina Laudage: On the one hand, there is a strong growth in digital business. The marketing of our digital offerings is strong, the reach is increasing, and our PLUS products are also developing very well. Digital subscriptions are growing steadily, and we are currently expanding our product range significantly. Our numerous podcasts are also making an increasing contribution to revenues, because they have established themselves among listeners - and marketing is also picking up. The digital business now accounts for around a third of the brand's success.
Frank Thomsen: In addition, print sales are going better than expected due to the great interest shown by readers. We have gained more new subscribers than expected, and additional journalistic offers such as two special Corona issues are having a positive impact. The print advertising market is naturally affected by the crisis, but here as well we are seeing light. The fact that we are marketed under the strong umbrella of the AdAlliance will certainly help. And last but not least: we have costs well under control.
Carina Laudage: After all, every single component - growth in digital business, manageable declines in print advertising, good circulation revenues and cost management - contributes to the fact that we at STERN can look forward to a sustained stable business.
This is a translation. Original: www.guj.de/news/neuigkeiten/halbjahresbilanz-der-stern-waechst-gegen-den-trend/