Calls for tax relief on periodicals intensify in Munich. MVFP's new leader urges immediate action to support publishers. Debate grows over digital competition and regulatory challenges.
German publishers are intensifying demands for economic relief as digital competition and regulatory pressures mount. At the summer gathering of the Bavarian branch of the Medienverband der freien Presse (MVFP) in Munich, newly appointed MVFP chair Lars Joachim Rose called on policymakers to cut the value-added tax on periodical press products to zero percent. Rose argued that this measure would provide immediate, neutral, and bureaucracy-free support for the publishing sector, helping stabilize the financial foundation of news organizations.
Addressing an audience of around 150 media, political, and business figures, Rose criticized current market conditions for publishers, especially in the digital space. He said that regulatory frameworks and the rise of AI-driven platforms are disadvantaging journalistic offerings. Rose, who also leads the Klambt publishing house, described a zero-percent VAT as the most effective way to strengthen publishers' economic position, warning that any increase in VAT would threaten the diversity of the press.
Rose also raised concerns about the draft of the 12th amendment to Germany's competition law (GWB), stating that while it contains some positive elements, it fails to address the core challenges facing publishers. He pointed to ongoing digital substitution and cross-media competition in advertising and distribution markets for print magazines and newspapers, which he said remain unaddressed and increasingly problematic.
On the proposed Digital Media State Treaty, Rose argued that regulation should support editorial media but must not allow authorities to favor specific press outlets. He warned that such favoritism would undermine press freedom and diversity. Rose further criticized major technology platforms, saying that search engines and dominant providers should not prioritize their own AI-generated answers over journalistic content. He emphasized that protecting the visibility of journalism is becoming a central policy issue in the age of AI.
Bavarian Minister for Media and State Chancellery Chief Florian Herrmann voiced support for independent media, highlighting the essential role of quality journalism in democracy and social cohesion. Herrmann also advocated for adapting copyright and related rights to the demands of the AI era, stressing that journalistic and creative work must remain economically viable and properly protected.
Rose indicated plans to strengthen MVFP's presence in southern Germany, referencing Klambt's involvement in content marketing agency Storyboard, the Delius Klasing Verlag in Munich and Ismaning, and a stake in marketer BCN. This local engagement underscores the publisher's commitment to the Bavarian media landscape.
As German publishers confront the impact of AI on content distribution, some have already taken steps to limit how their material is used by AI bots. For example, nearly half of leading German news sites have restricted access to AI crawlers, a move that could affect their visibility and traffic strategies, as reported in recent coverage.
