Why Experts and Reliable Sources Matter in Digital Specialized Media

Digital trade media are gaining in importance because people are increasingly turning to the internet to search for professional information. At the same time, there is a growing need for verifiable sources, expert knowledge, and context—elements that transform information into reliable knowledge for decision-making.

This trend is also evident in the trade media market. In 2025, digital revenues for German trade media companies rose by 7 percent to 4.2 billion euros. Digital now accounts for 48 percent of total revenue, while print revenues declined by 5 percent. Source: Deutsche Fachpresse, Trade Press Statistics 2025

At the same time, trade media remain central to professional decision-making. According to the 2024 Reader Analysis of Decision-Makers (LAE), 71.7 percent of decision-makers use digital trade media offerings regularly or occasionally as a source of information for their professional activities. Source: Deutsche Fachpresse, 2024 LAE Special Analysis “Trade Media Use by Decision-Makers”

Why is digital trade media becoming more important?

More digital information does not automatically mean more knowledge. The greater the volume of information available, the more important it becomes to have transparent sources and recognizable expertise: Who is saying what, on what basis, and who is the subject-matter expert behind it?

What makes digital trade information reliable?

Good specialized information identifies the source clearly and, ideally, also enables direct contact with the expert.

It thus does more than simply provide product data: It helps users understand contexts, build knowledge, evaluate technologies, and prepare for decisions.

Think WIoT is a digital technical platform for Wireless IoT and Auto-ID. Technical articles, news, products, solutions, and experts are all linked together there.

From Print Medium to Digital Technical Platform

Sylvo Jäger, CEO of microsensys, has been involved in the collaboration with Think WIoT since the days of the print publication “RFID im Blick”:

“The collaboration between microsensys and the Think WIoT team dates back to the days of the print publication ‘RFID im Blick.’ In our view, the new THINK WIoT platform is the most important online channel for the Auto-ID industry in German-speaking countries and beyond.

What we particularly value about our editorial collaboration with THINK WIoT is that content is essentially created through dialogue, drawing on specialized expertise, and is tailored to the right audience. For us, as a medium-sized company with limited resources, this is a real benefit. It also regularly generates contact and project inquiries.”

“An indispensable catalyst for the global IoT industry”

Martin Hartwigsen, Business Development Manager at deister electronic, particularly highlights the international visibility and lead generation:

“An indispensable catalyst for the global IoT industry!”

“As a partner of Think WIoT, we can draw a thoroughly positive conclusion. The platform is not only a European flagship but also a globally indispensable hub for the entire wireless IoT industry.

A highlight of our partnership is the outstanding lead generation. Thanks to the specialized ecosystem, we’ve received high-quality contacts and concrete project inquiries from industries and target markets that we simply wouldn’t have been able to reach through our own sales channels. The platform opens doors to entirely new industry segments—from global logistics to specialized Industry 4.0 applications.

For us, Think WIoT is far more than just a media partner: it is the strategic key to raising the international profile of technological innovations and generating real business.

We are very much looking forward to our continued, successful collaboration!”

This reveals a second dimension of digital trade media: specialized information can reach exactly the people worldwide for whom it is professionally relevant.

15 Years: From Trade Magazine to Wireless IoT Ecosystem

Richard Aufreiter, VP of Product Marketing, Identification Technologies at HID, has been working with the current Think WIoT team since 2011:

“When I started working at HID in 2011 as a product manager for industrial RFID tags and began establishing HID’s position in this market, RFID-im-Blick was the most important publication for this technology in the German-speaking market. At that time, I met Anja van Bocxlaer, the enthusiastic and helpful head of the publishing house, whose personal mission was—and still is—to advance the RFID industry together with manufacturers and end users and to expand its use cases.

What began as a print magazine has, over the years, evolved into a hub for RFID and IoT topics—particularly in Europe—through trade shows in Düsseldorf and Wiesbaden, as well as an outstanding online presence and virtual conferences under the WIOT label. HID has been involved from the very beginning and has always felt very well supported. Even during the COVID-19 lockdown, Anja and her team managed to hold a virtual trade show, thereby ensuring continuity.

Anja is a natural organizer and always has an open ear for her clients’ suggestions, whether regarding the organization of presentations at trade shows or the self-management of online profiles. Over the past 15 years, countless articles about our RFID technologies and case studies have been published. Anja and her team often went the extra mile, supporting their clients with writing and translating texts based on interviews, designing the visual layout of articles, and even creating customized packages for annual collaborations.

It’s always a pleasure to work with people who care about the big picture and who champion it with enthusiasm and vigor. Thank you, Anja & Team!”

Today, Think WIoT publishes content in English, German, and French, making specialized topics and experts discoverable across national markets.

For young tech companies, specialized information can open doors

Jeronimo von Ah of BTRY describes the combination of personal interaction, specialized content, and digital formats:

“Last year’s WIoT Tomorrow in Wiesbaden was a real milestone for us. In a single event, we got to know the entire industry, found new customers, and forged important partnerships. We also greatly appreciate Think WIoT’s webinars and platform—they’re practical and lead directly to concrete collaborations. Plus, the WIoT team always communicates very well and proactively approaches us with exciting ideas to further increase our visibility.”

Especially when it comes to new technologies that require explanation, a data sheet is often not enough. Context, hands-on experience, and access to the people behind a technology turn product information into actionable expertise.

Technologies need visibility. Expertise needs context. Think WIoT brings both together.

The platform offers companies and experts the opportunity to showcase technologies, projects, and experiences and to reach new contacts. Become a part of it. Contact us and bring your next topic to Think WIoT.