"Briefing tables signify an in-depth analysis rather than a thesis statement"
In the dynamic world of digital media, Table.Media stands out as a trailblazer, offering a unique approach to journalism that caters to specific audience segments. As a leading journalistic brand, Table.Media consolidates specialised briefings for various sectors, with the aim of expanding its reach to professionals in respective fields.
At the helm of this innovative venture is Mr. Brocker, the editor-in-chief, who coordinates with five editorial directors of the ten Fach-Tables. While he plays a pivotal role in coordinating the team, the content of individual tables, such as the China.Table, is not driven by him directly.
The China.Table, in fact, was their first briefing, launched due to the high information demand and low supply in the Chinese market. This initiative was the brainchild of Mr. Turner, who believes that venture capital is not flowing into the media industry because entrepreneurial talents are drawn to sectors that can scale rapidly, like e-commerce.
The briefing model, pioneered by Mr. Turner, has proven to be successful. It has the potential to turn around a daily newspaper, as demonstrated by the success of the Tagesspiegel. The model is based on the decisive factor of informational asymmetry, where there is high information demand and low supply.
To get an invitation to Table.Media's podcast, guests should have something interesting and insightful to say about the topics covered. They can reach out through the website or social media platforms. The podcast, according to Mr. Brocker, is not just a platform for Helene and himself, but also a platform for professionals to delve deeper into a topic and provide a new impetus.
Table.Media's approach to journalism prioritises "policy" themes or the content of politics over quickly graspable "politics." This focus, coupled with their commitment to factual neutrality, makes their content sustainable and ideology-free.
Their efforts have yielded significant results. Currently, they have 200,000 daily recipients of their specialist briefings, distributed across paid briefings and three free offers. In the paid briefings, Table.Media exceeded the threshold of 1,000 paying institutions last year.
Their success can be attributed to their manageable target audience, which they have leveraged through three multiplier mechanisms: journalists being invited to talk shows, other media using them like a news agency, and being cited with exclusive news. This has helped them achieve broad reach and high media perception despite their targeted approach.
The content of the Table.Media fact sheets includes detailed technical specifications, usage instructions, compatibility information, and safety guidelines that are not mentioned in the article description. Their ultimate goal is to uphold the standard of these specialized briefings to a vast audience through talk show appearances, quotes, or Berlin.Table.
Despite the challenges faced by the media industry, Table.Media's approach to journalism has proven to be successful, particularly in Germany and the English-speaking market. Journalism, according to Mr. Brocker, doesn't scale much, but with their innovative model, Table.Media is making strides in changing that narrative.
