An English proverb, manners make the man, remember that a person's behavior is the foundation of their character: Felix Graf is recognized for his thoughtful and composed style, as well as his ability to adapt his considerable professional skills. These qualities have led him to serve on the boards of some of Switzerland's most important institutions, including Swissgrid AG, the Schweizerische Management Gesellschaft (SMG), and CH Media.
Since 2018 he has been CEO of the NZZ in Zurich, which a recent survey published by www.imh-service.de, a company of the International Medienhilfe group, one of the main research centres on media activities, considers the second most authoritative daily newspaper in the world, immediately after the Wall Street Journal and before New York Times and Financial Times.
In 2023, Graf was appointed Medienmanager des Jahres (Media Manager of the Year) from the magazine Swiss Journalist:inThis recognition recognizes the effectiveness of its working method, based on quality journalism and the expansion of the NZZ in the German market.
What criteria guide your editorial choices as CEO of one of Switzerland's leading media groups? Is it possible to balance tradition and innovation in the relationship between the media and the public?
«My role requires a strong sense of responsibility, a solid ethical commitment, and the ability to act independently. Especially in today's rapidly changing work environment, it's important to adopt a management style that values individual skills when managing work groups.
When it comes to balancing tradition and innovation in our relationship with readers, what matters most is having clear editorial principles that our journalists can refer to. This is what other fields call a "strategic framework." Tradition plays an important role in defining a company's identity and authority, but it's equally crucial to continue looking ahead and innovating, always with care and a sense of responsibility, building on the solid foundations on which we begin.
In an age of misinformation, what is the role of a media group in restoring trust and promoting an informed society?
The current media landscape is characterized by a growing volume of news, much of it unverified and spread through social media, often using algorithms that trigger automated information flows. In this context, the role of independent journalism becomes even more important.
Much of the content currently available, such as short videos, is partly inspired by traditional media. However, the attention span they capture, often limited to a few seconds, makes it difficult to deliver an in-depth or detailed message.
As Einstein reminded us: “Keep things as simple as possible, but don’t trivialize them.” This is the real challenge journalism now faces.
Our mission is to serve as a trusted source of information, counteracting the growing flood of inaccurate or overly simplified content. Our goal is to engage a broad and diverse audience by providing accurate, well-researched, and fact-based information.
It's concerning that many of the large digital platforms profit from journalistic content without contributing to its production, or even feeling responsible for its reliability. Yet they manage to capture significant shares of the advertising market, thereby undermining the economic stability of quality journalism. I don't believe this model is sustainable in the long term.
The public wants credible information that is trustworthy, and it is precisely in this area that professional media will be able to continue to distinguish themselves."
How can we present complex topics to an audience now dispersed across multiple information channels?
Today's world is certainly faster and more interconnected than it was thirty years ago, but its underlying dynamics have essentially remained unchanged. What made the difference was the arrival of the internet, which enables continuous, global access to any type of event or news.
In the past, journalists' work was conducted according to dynamics that remained confined within the profession. Interaction between the media and readers was limited. Public debate was therefore centralized, with limited opportunities for non-experts to participate.
Today, the context is certainly more fragmented. However, this change also opens up new opportunities: the media now have more channels to describe facts and their context, making it easier for the public to understand different opinions and complex issues. It is likely that information fragmentation will remain a key feature of our era. In any case, quality journalism maintains its crucial role in fostering social dialogue and contributing to public debate.
Which result best rewarded the commitment and values of your editorial team?
Since I joined NZZ seven years ago, the most significant milestone has been the transition from a print-focused editorial model to one that is fundamentally digital. Today, over 60% of our subscribers follow us digitally: a result that rewards the strategic focus and ongoing commitment of our entire editorial team.
We've also seen steady revenue growth; and compared to ten years ago, the number of our editors has also increased. These are developments our entire editorial team is proud to share. Not only do they confirm that editorial independence and economic sustainability can coexist, but they also confirm that quality journalism has a future.
How are the media evolving?
A key feature of our industry is a free and continuous exchange of ideas, both within editorial offices and between publishing companies. In my experience, the information world is particularly receptive to innovation, also because professionals can evaluate innovations and what isn't worth pursuing practically every day.
Editorial teams, and journalists in particular, are constantly striving for improvement. They actively share industry innovations, and each learns from the work of their colleagues. This allows our sector to promptly embrace new approaches and thus renew reader expectations. Furthermore, the digital interaction we maintain with our readers allows us to receive valuable and ongoing suggestions, thus enabling us to constantly update our working methods.
A proactive stance is essential, especially when faced with one of the most significant issues facing our sector: how long will public opinion remain open to considering the multiplicity of information sources, or will news generated by digital algorithms continue to polarize, further reducing, social dialogue?
What's next: opinion-driven journalism or digital journalism?
I believe these are not conflicting alternatives, but rather two aspects of the same evolution. Even in a digital environment, a journalist can express opinions responsibly, provided a clear distinction is maintained between facts and opinions. Digital platforms offer the opportunity to communicate information in a more engaging and accessible way. For example, the way conflicts are reported can vary significantly between a print and digital version. However, regardless of the format used, the difference remains the substance: providing accurate information, described with professional rigor, and a narrative capable of establishing a connection with the audience.
