100 years of specialist information for the electrical trade

With the development and utilization of electricity, a new economic sector emerged in the mid-19th century: the electrical industry. Following the international "Electricity Exhibition" in Munich in 1882, an independent electrical trade emerged in Germany. Finally, in 1902 , the "Association of Electrotechnical Installation Companies in Germany" (VEI) was founded in Frankfurt am Main.

Under its legendary founding chairman, Georg Montanus , the association advocated from the outset for an independent electrical trade and a clearly defined division of labor with the power companies. The power companies would be solely responsible for the electricity supply, while leaving electrical installation in households to the electrical trade.

In 1920, the association adopted the "Principles for the Licensing of Installers to Install Connection Systems at Electric Utilities." Among other things, this stipulated " proof of a master craftsman's examination in the field of electrical installation " as a licensing requirement for installation companies. This so-called "master craftsman's qualification" remains in effect in the electrical trade to this day.

As a result of the "Licensing Ordinance," the aforementioned division of labor between electricity suppliers and electrical installers emerged. This led to strong growth in the electrical trades sector and to greater professionalization and division of the association. This created the need for a regularly published trade journal that would offer more than just a newsletter.

On January 1, 1923, the time had finally come: the first issue of the new trade journal was published under the title "VEI - Journal of the Association of German Electrical Installation Companies" ( Figure 1 ). The association acted as editor and publisher. " Given its size and importance, the association had to create its own independent newsletter for its employees. " This was how the then association secretary, Hans Buchwald , retrospectively explained in 1924 the "risk" of launching a new journal in the economically difficult year of 1923, the year of galloping hyperinflation (when the dollar rose from 6,700 marks to 8 trillion marks within a single year). The magazine's subscribers also felt the effects of inflation: by August 1923, the monthly subscription price was already 50,000 marks.

The reason why the journal »de«, founded in 1923, will not celebrate its 100th anniversary until 2025 is that the magazine had to take a three-year hiatus during the turmoil of the post-war period (details follow below).

Shortly after its founding, the trade journal became an indispensable informational publication for the industry. By 1924, its circulation had already reached 9,000 copies. It was initially published weekly. In the fall of 1923, however, it had to temporarily switch to a bi-weekly publication frequency for economic reasons. After overcoming hyperinflation, however, it soon returned to weekly publication. The magazine was able to maintain this tight schedule until the beginning of World War II. The magazine covered technical topics such as traditional electrical installation, lighting, and electrical engineering standards, as well as business topics such as employee recruitment, customer advertising, and business management.

Radio technology was an important and brand-new topic in the 1920s. In 1924, a multi-part series of articles entitled "Radio – German Radio" explored the technical functioning of this new technology. The subject of light and lighting also received considerable attention from the outset, with articles on street and facade lighting and shop window illumination, for example. The first report on electromobility appeared as early as 1925. The "electric carts" had a range of 50 km and traveled at a maximum speed of 10 km/h, with power output of up to 5 hp ( Figure 2 ).

The global economic crisis of 1929/1930 also hit the electrical trade hard. In his review of 1930, the then chairman of the Reich Association stated that " the German electrical installation trade also looks back on a year of severe economic hardship. " Electrical installers suffered from " lack of customer protection and a sharp drop in prices ." The " large army of unemployed " was completely eliminated as buyers. Furthermore, the industry suffered from " ruinous undercutting ," with prices far below production costs.

As early as the 1920s and 1930s, discussions were taking place about quality assurance for electrical installers and installation materials, as well as the correct distribution channels . As early as 1924, a short article warned of " fire damage resulting from shoddy installation work in rural areas ." An article from 1933 criticized " the retail trade in electrical installation materials in department stores ." Trade in department stores and household goods stores was said to undermine quality assurance, such as material testing and the licensing of installers, because illegal workers without the appropriate qualifications could acquire and process the materials. Legal measures were therefore called for " to protect the population from health risks and to protect homeowners from damage to their property " ( Figure 3 ).

The Nazi seizure of power in January 1933 was, of course, of decisive significance for the electrical trade. Like all organizations and associations, the Reich Association of the German Electrical Installers' Trade was brought into line and centralized . Its headquarters were relocated from Frankfurt to Berlin and renamed the "Reich Guild Association of the Electrical Installation Trade." This, in turn, was subordinate to the "Reich Estate of German Crafts." At the local level, compulsory guilds were established, to which every craft business was required to join. These measures met with little resistance in the electrical trade, certainly aided by the gradual onset of general economic recovery.

The trade journal VEI, the official organ of the association, remains based in Frankfurt am Main. The journal's fundamental orientation also initially changes little. While the association's editorials and statements repeatedly praise Hitler's forward-looking policies and criticize, for example, the " corrupting influence of liberalism and socialism " of the past, a 1934 speech by the Reich Crafts Leader entitled " German Socialism in the Crafts " is quoted at length, the journal quotes extensively. However, electrical engineering and business management issues continue to predominate. Alongside lighting and radio ( Figure 4 ), the new subject of television technology emerges at the end of the 1930s.

After the magazine had been published in "German" Fraktur script since 1935, it was renamed "DEH – Deutsches Elektrohandwerk" (German Electrical Crafts) in 1936. From this point on, the first color advertisements appeared in the otherwise black-and-white magazine.

Over time, political propaganda takes on a larger role. There is extensive coverage of the Anschluss of Austria and a broad campaign for the last Reichstag election on April 10, 1938 (which, of course, were no longer free), including tips on how to appropriately decorate one's shop window for the occasion.

Shortly after the outbreak of war in 1939, a full-page photograph of Adolf Hitler adorned the front page of September 9, 1939, along with the promise: " We will follow him because he is Germany. " The initially favorable events of the war were also extensively acknowledged. However, the focus remained on specialist topics. As the war progressed, the layout was switched back to the internationally more common Roman typeface.

A 1941 article praised the "soldier craftsmen" who were " indispensable for the mechanical tools of war ." The electrical trade was also at the forefront of this effort. Activities included laying and repairing cables, constructing transformer stations, and maintaining existing technology ( Figure 5 ).

After maintaining its weekly publication schedule during the first years of the war, DEH's publication became increasingly sparse from the end of 1942 onwards due to the war, and its publication frequency became less frequent and irregular: in 1942, there were only 25 issues; in 1943, only 16 issues; and from 1944 onwards, the magazine was published monthly. As the war progressed, the patriotic slogans of perseverance and eulogies to the Führer increased. Even the specialist topics were now increasingly influenced by the reality of war. For example, there were tips on how to quickly and easily reinstall electrical wiring in a house damaged by air raids.

The last issue of "Deutsches Elektrohandwerk" (German Electrical Trade) available in libraries dates from August 1944. However, the magazine continued to be published until early 1945. With the unconditional surrender of Germany in 1945, all associations and organizations, including the Reich Guild Association of the Electrical Installation Trade, finally came to an end. The four victorious Allied powers seized power in Germany. In the three western zones, the reconstruction of the organizational structure of the electrical trade began in 1946, initially with the re-establishment of the electrical guilds and subsequently the state associations.

In May 1948, the "Working Group of the Electrical Trades in the United Economic Area" was re-established as a central organization for the electrical trades in the three western zones, later known as the Federal Republic of Germany. The association's headquarters were in Frankfurt am Main.

As early as January 1948, the magazine "Elektro- und Rundfunkhandwerk" (Electrical and Broadcasting Crafts) was founded in Frankfurt as a "trade and business journal for all professional groups in the electrical and broadcasting trades." The magazine was published monthly but only lasted for one year.

In October 1948, the publisher and editorial staff announced that a trade journal entitled "Deutsches Elektrohandwerk" (German Electrical Crafts) would be published again starting in 1949 ( Figure 6 ). This revived the tradition, which had been interrupted for three years. This three-year publication hiatus explains why, despite its founding in 1923, the journal's 100th anniversary cannot be celebrated until 2025.

Since 1949, it has been published bi-weekly. The journal is now published by the Frankfurter Fachverlag, but remains the " sole official organ of the Federal Guild Association of the Electrical Trade and all affiliated state guild associations ."

The Bavarian Association of Electrical Trades has had its own newsletter , "Elektromeister" ( Figure 7 ), since 1948. The Bavarian State Guild Association initially refused to participate in the Federal Guild Association of the German Electrical Trades, founded in 1950, and only joined it in 1962.

In 1952, the magazine published a detailed special issue to celebrate the "50 Years of the German Electrical Trade" anniversary, marking the 50th anniversary of the association's founding. The editorial in the issue combined a retrospective of 50 years of the electrical trade with a look into the future ( Figure 8) .

The beginning of the economic miracle in the 1950s and 1960s also boosted the electrical trade. Private demand for electrical goods grew significantly. For example, the proportion of German households with washing machines rose from 24% to 76% between 1960 and 1970. Televisions also began their triumphant march through German living rooms. Between 1960 and 1970, more than 10 million devices were sold (source: 100 Years of the ZVEH). Many electrical trade businesses opened their own shops and dedicated themselves to the sale and repair of electrical appliances.

Telephony and telephone technology are also gaining increasing importance. These developments are naturally reflected in the magazine: numerous specialist articles are devoted to television, radio, and telephone technology, and brown and white goods play a major role in the advertisements.

In 1960, Hüthig Verlag in Heidelberg took over the DEH magazine. In 1971 , the "Deutsche Elektrohandwerk" ( German Electrical Trades), published by Hüthig Verlag, merged with "Elektromeister" (Electrical Master), published by Pflaum Verlag in Munich, to form the new magazine "de – der elektromeister + deutsches elektrohandwerk." "This measure not only creates a high-circulation trade magazine, but also a unified mouthpiece for the entire electrical trade sector," was the justification for the merger ( Figure 9 ). The new magazine is now the organ of the Central Association of German Electrical Trades (ZVEH) and all affiliated regional guilds. The new publishing house, Hüthig & Pflaum, is based in Heidelberg and Munich.

An important milestone was the introduction of the "Practical Problems" section in 1979 ( Figure 10 ). Since the 1950s, the "German Electrical Trade" has been fielding technical reader inquiries at irregular intervals. This has now become a permanent fixture. In each issue, expert authors answer readers' questions on various electrical installation topics. The questions range from cable routing to protective devices and test procedures to business management topics. The two pages of practical problems per issue in 1979 have now grown to an average of eight pages per issue.

The 1980s were characterized by new technologies and the beginning of digitalization: In 1981, the first PC hit the market, and cable and satellite television began. At the same time, the telecommunications and telecoms sector was liberalized. For the electrical trade, this meant a significant expansion of opportunities. This was naturally reflected in numerous specialist articles in "de."

With the reunification on October 3, 1990, the distribution area of ​​»de« was expanded to include the new federal states.

Although the GDR's socialist planned economy had expropriated and socialized all large and medium-sized companies, small craft businesses with up to 10 employees, and thus also many electrical tradespeople, were able to continue to exist. Master craftsmen with more than 10 members were required to join together to form "Production Cooperatives of the Crafts" (PGH). Because of the planned economy, there was no economic risk for the craft sector, but neither were there large profit margins. Trade in electrical appliances was subject to state trade organizations and prohibited for the electrical trade. The electrical trade therefore focused on maintenance and repair. While the quality of the products was rather modest compared to the West, the quality of training for electrical tradespeople in East Germany was on the same level as in the West.

After reunification, demand for electrical products and services in the East was very high. Naturally, "de" also addressed this changed situation. Even before reunification, several specialist articles addressed the economic situation in the GDR and the special situation of the electrical trade ( Figure 11 ). In the mid-1990s, the magazine temporarily opened a second editorial office in Berlin. The editorial team still maintains a presence in Berlin today.

Since the 1990s, digitalization and networking in many sectors, the so-called "third industrial revolution," have been progressing ever more rapidly. This has opened up numerous new fields of activity for the electrical trade, particularly in the areas of building and information technology.

The first, relatively simple online presence of "de" was launched in 1998 at www.online-de.de . The current website, www.elektro.net , has been active since 2012. Here you will find all specialist articles, news, and product announcements from recent years, the complete magazine archive since 1999, the complete database of all practical problems, and numerous other current information and announcements.

The energy transition accelerated following the Fukushima nuclear disaster in 2011 has opened up a new field of activity for the electrical trade. Photovoltaics, in particular, offers a wide range of possible applications. "de" addresses this with its regular special issue "Photovoltaics" ( Figure 12 ).

Since 2012, the magazine »de« has been in one hand again: By taking over the shares of Pflaum Verlag, Hüthig GmbH is the sole owner of the magazine.

In addition to print and online publications, "de" has also increasingly focused on in-person and online events for its readers since the 2010s. In 2014 , for example, a Standards Day was held in Munich for the first time. High-profile speakers from manufacturers and associations presented the most important standards in areas such as lightning and surge protection, residual current protection, photovoltaics, electromobility, and emergency and safety lighting. The annual two-day Standards Days in Munich and Hamburg have since become an institution ( Figure 13 ). The next Standards Day will be held in Munich from July 16 to 17, 2025. Registration is still open.

Since 2025 , there has also been a weekly one-hour webinar . Topics include lighting refurbishment, surge protection in PV systems, and charging infrastructure for e-mobility. The webinars take place every Friday from 10:00 to 11:00.

The coronavirus pandemic from 2020 to 2022 poses a major challenge for society and thus also for our industry. Suddenly, "social distancing" is the buzzword. For the electrical trade, this meant, on the one hand, additional hygiene protective measures at work, such as mandatory mask wearing, regular testing, and working in smaller teams. There are also problems with supply chains disrupted by the protective measures. On the other hand, new areas of work have arisen, such as the installation of ventilation units or the fact that many people are using the time of enforced quarantine to renovate their home installations.

The trade magazine "de" continues to be published at its usual frequency, although the editorial team is now largely working from home. A microsite on elektro.net contains all important information about the pandemic (hygiene standards, protective measures, financial assistance offers, etc.). To compensate for the canceled trade fairs, "de" is offering virtual "Trend Forums." The Standards Days will also be held primarily virtually in 2020 and 2021.

The coronavirus pandemic has barely passed when the world faces a new problem: the energy crisis triggered by Russia's war of aggression against Ukraine . In addition to economic problems, however, this crisis also presents opportunities for our industry. The enforced decoupling from Russian gas is leading to a stronger growth spurt for the energy and heating transition. This is associated with increased demand for more ecologically sustainable heating options, such as heat pumps and infrared heaters. The trade magazine "de" reports in detail on the background, advantages, and risks of these technologies.

The content and layout of the trade magazine »de – das elektrohandwerk« have undergone moderate changes at irregular intervals over the past decades ( Figure 14 ). The most recent visual relaunch took place in 2020. New topics were added, such as television technology from the late 1930s, cable and satellite reception technology in the 1980s, digitalization and building networking from the 1990s, and photovoltaics and energy storage from the turn of the millennium. Since the end of the 1990s, there has also been a steady expansion of the online presence. However, some topics, such as traditional cable laying, master craftsman training, three-tier distribution, or sustainable corporate management and good marketing, are perennial favorites and retain their relevance over the decades.

One thing has remained the same over the years: the focus has been on the concerns and problems of the electrical trade – for 100 years and will continue to do so.