Magazine Profile Hamburg, January 2016

Transcription

1 Magazine Profile Hamburg, January 2016

2 Magazine Profile READERSHIP A&W Architektur & Wohnen provides comprehensive, professional and engaging articles on trends in the home sector, architecture, interior and product design, as well as landscape gardening. A&W Architektur & Wohnen doesn t merely reflect the aesthetic trends of our time, however; it also influences architectural style itself, confirming its role as an opinion leader. A&W Architektur & Wohnen is conceived as a popular magazine, while also being valued by experts % of the readers are male - 79 % of the readers belong to the advertising-relevant age group - 42 % of the readers have a net household income of at least 4, % of the readers have a high socio-economic status (Level 1+2) - 46 % of the readers are mainly quality-orientated consumers - 38 % of the readers are mainly luxury-orientated consumers January 2016 MAGAZIN PROFILE Source: AWA 2015 KEYFACTS Founding year: 1957 Frequency: bimonthly Copypreis: 8,90 Coverage (AWA 2015): 310,000 (LpA) CIRCULATION Print run: Distributed circulation: Paid circulation: Subscriptions: 134,875 copies 102,851 copies 98,271 copies 29,384 copies Source: IVW III/2015 ADVERTISING RATES /1 page ,- IFC/OBC ,- 2/1 page ,- IFC + page ,- Rate card valid from A&W PRODUCT LINE - A&W SPECIAL - A&W ONLINE ( - A&W AWARDS. 2

3 News A&W Architektur & Wohnen is the winner in the current circulation comparison IVW III/2015 (in the direct competitors segment): A&W + 5.5%, AD -13.2%, HÄUSER -9,7%. Also in the sector of total sales (+3,9% compared to the previous year s quarter) A&W Architektur & Wohnen increases the distance to its competitors clearly: A&W 98,271 copies, AD 80,761 copies, HÄUSER 43,969 copies. The trendsetting style, interior and design magazine A&W Architektur & Wohnen has been able to increase its reach by 3% to 310,000 readers in the AWA So A&W presents itself in front of HÄUSER, AD and Atrium on the second place in the segment (behind ELLE Deco). 20 years anniversary of the A&W Designer of the Year: On the imm Cologne 2016 A&W will award the 20 th Designer of the Year Award which became the most popular and important design prize of the magazine scene in Europe! In 2015 A&W produces and publishes a few regular monothematic A&W specials about trend topics with high depth of information and extensive service section for significant added value for readers and advertisers. Topics 2016: Walls & Floors, The best furnishing shops in Germany, Kitchen-News+Trends+ the best kitchen studios in Germany, Light & Building, Jewellery & Watches. January 2016 MAGAZIN PROFILE 3

4 Brand environment A&W Architektur & Wohnen Print and digital Magazin Specials Awards Online Social Media January 2016 MAGAZIN PROFILE. 4

5 Chronicle of quality awards 1988 Monumente für die Antike Silber, ADC 1988 Hello Biedermeier 3. Platz Omnia Journalistenpreis 1989 Die neue Lust am Boudoir 1. Platz Omnia Journalistenpreis 1994 Atlantis in der neuen Welt Auszeichnung ADC 1994 Kühle Diva Auszeichnung ADC 1996 Ein sinnlicher Asket Auszeichnung ADC 1998 A&W-Special: Berlin Auszeichnung ADC 1999 Beste Wohnzeitschrift Lead Award Akademie Bildsprache 1999 A&W-Special Schweiz Bronze, ADC 2000 A&W Bronze, ADC Monats-Designkalender Auszeichnung Design Zentrum NRW 2001 Special London Auszeichnung ADC 2004 Der Kurvenstar Cor-Journalistenpreis 2005 Der Ikonen-Erfinder Bronze, Deutscher Designer Club 2005 Die Geschichte von der Fliege Silber, Deutscher Designer Club 2005 A&W Designer des Jahres red dot award, Design Zentrum NRW 2005 Auf die Plätze Bronze, DDC 2006 A&W-Designmerkspiel Auszeichnung gute Gestaltung DDC 2006 A&W-Designmerkspiel Nominiert Designpreis der BRD Melting Pot Silber, Deutscher Designer Club 2006 A&W-Special DDJ Gold, Deutscher Designer Club 2006 A&W Designer des Jahres Die 100 besten Plakate Die Schönen der stillen Nacht Bronze, ADC + DDC 2007 Lead Magazin des Jahres Auszeichnung Lead Award 2007 Grünkohl mit Lotos Gold, Graphis Photo Award 2008 Tempelhof Auszeichnung Lead Award 2008 Glanzlichter Auszeichnung, Deutscher Designer Club 2008 Tom Dixon IF communication design award 2008 Glanzlichter IF communication design award 2008 Glanzlichter DDC-Auszeichnung 2008 Asmara Jenseits von Italien IF communication design award 2009 Der Design Playboy Auszeichnung Deutscher Designer Club 2009 Jackpot für Funchal Auszeichnung Deutscher Designer Club 2010 Form follows Fußballfieber Silber, DDC 2011 A&W Ausgabe 05/2011 Nominiert Designpreis der BRD Designer des Jahres Preis German Design Award Architekt des Jahres Preis Iconic Awards, Best of Best, Communication January 2016 MAGAZIN PROFILE 5

6 A&W is a Premium Group Lead-Magazine The PREMIUM MAGAZINE present themselves with a whole lot of style as bluechip titles for a high-income target group of eager consumers. Quality journalism, an opulent appearance and discerning values make these titles a perfect setting in which to advertise brand-named goods. January 2016 MAGAZIN PROFILE 6

7 Profile Since five decades A&W Architektur & Wohnen reports in a broad, competent and sustentive way about the trends and tendencies in the category living, architecture, interior- and productdesign and landscape gardening. A&W Architektur & Wohnen delivers insights to beautiful houses and flats worldwide. The magazine provides a lot of background knowledge on international architectural projekts and follows it s spicific angle of view. A&W Architektur & Wohnen presents important personalities and detects young talents. A&W is a magazine for aesthetes and people who are living on a high-class level. The readers of A&W Architektur & Wohnen are well educated and enjoy the highest socio-economic status. The editorial Department of A&W Architektur & Wohnen sets standards in quality and good taste. January 2016 MAGAZIN PROFILE 7

8 The Concept A&W s brief is modern living, aesthetics, design and lifestyle. With a clear subject breakdown under the headings Living, Architecture, Garden, Style and Design, A&W is positioned in a way that is sovereign, intelligent and extremely wideranging in the topics it deals with. A&W is a quality and opinion leader in the segment of home and lifestyle magazines that set styles As a general-interest magazine but an ambitious one, A&W is characterised by the quality of its writing and its photography A&W is also a medium not only for interested private customers, but also for design professionals like architects and interior decorators A&W provides sound, expert, service-oriented and varied coverage of contemporary developments in garden design and garden culture January 2016 MAGAZIN PROFILE 8

9 Competence in Design and Architecture A&W regularly portrays in great detail personalities who set styles in the architecture and design professions. It also discovers young, up and coming creative people. The annual A&W Designer of the Year award has come to be seen as the most coveted and important design prize in the entire European magazine scene. In May 2012 A&W nominated the A&W Architect of the Year for the first time. An international star-architect (or an architect's office) is awarded, who (which) attracts attention through outstanding accomplishments / buildings (2012: MVRDV, the Netherlands; 2013: BIG, Denmark; 2014: gmp-architekten van Gerkan, Marg + Partner). In its field A&W enjoys an international reputation as an authority in the Germanspeaking world. The concept of the A&W Architect of the Year was awarded with the iconic award. In addition to that the concept of the A&W Designer of the Year was honored by the German Design Awards. January 2016 MAGAZIN PROFILE 9

10 Look & Feel: Architecture January 2016 MAGAZIN PROFILE 10

11 Look & Feel: Design January 2016 MAGAZIN PROFILE 11

12 Look & Feel: Living January 2016 MAGAZIN PROFILE 12

13 Look & Feel: Garden January 2016 MAGAZIN PROFILE 13

14 AWA 2015 The trendsetting style, interior and design magazine A&W Architektur & Wohnen has been able to increase its reach by 3% to 310,000 readers in the AWA The A&W readers are well educated and have a very high net household income with a generous financial scope. They have many plans for purchases and intend to upgrades of living or renovations (above average). They enjoy the highest socio economic status, are open minded and luxury oriented. The readers of A&W Architektur & Wohnen are interested in modern design and considered as innovators and trendsetters. In the AWA 2015 the A&W readers are mainly allocated to the purchaser typology Modern Home & Interior - the experts for high-quality home and furnishings. January 2016 MAGAZIN PROFILE 14

15 Sociodamographics Age The premium magazine A&W Architektur & Wohnen is aimed at both sexes. Most of A&W s 310,000 readers belong to the advertising-relevant age group of 30- to 64-year-olds (79%). Gender % Index Men Women Age January 2016 MAGAZIN PROFILE Source: AWA 2015, Index: Total population =

16 Sociodamographics Income A&W readers have a very high net household income with it a generous financial leeway of or more per month to spend (23%, Index 227). Besides 42% of them enjoy the highest socio-economic status (level 1) and regard their economic position as very good. Socio-economic status High (level 1+2) % Index Profession Proprietor, manager, professions Net household income per month and more per month and more per month and more Disposable income and more January 2016 MAGAZIN PROFILE Source: AWA 2015, Index: Total population =

17 Readership Profile Consumers and Connoisseurs For A&W readers quality is very important, and they are prepared to pay a lot for it. With their high purchasing power and financial resources they can afford to enjoy life to the full. A preference for exclusiveness and a keen interest in everything that is new plays a leading role in their lives as consumers and connoisseurs. Personal outlook Applies to me: I am fascinated by luxury brands % Index I like to buy products with modern design Special target group: Modern Home & Interior Purchaser typology Luxury-orientated consumers Predominantly quality-oriented consumers Mobile cosmopolitans January 2016 MAGAZIN PROFILE Source: AWA 2015, Index: Total population =

18 Readership Profile Discerning Consumers A&W readers love living in the lap of luxury and can afford to do so. They belong to the upper social strata and they live highly cosmopolitan and discerning lives. Their lifestyle is reflected in the premium magazine A&W Architektur & Wohnen. Social stratum % Index Upper class Upper middle class Innovation orientation Innovators Trendsetters Modern design Interested, often give advice and am seen as something of an expert January 2016 MAGAZIN PROFILE Source: AWA 2015, Index: Total population =

19 Readership Profile People who love exclusive products A&W readers own high-quality and exclusive products. They delight their pleasure in buying valuable products and own, for example, quality home textiles, modern design furniture, valuable jewellery, etc. Household already has: % Index Modern furniture designed by highly regarded designers 39 Quality home textiles 30 Valuable cutlery and tableware Valuable jewellery Luxury watches Particularly interested in Modern design Modern architecture January 2016 MAGAZIN PROFILE Source: AWA 2015, Index: Total population =

20 Readership Profile Professionals and interested laymen A&W is aimed at professionals as well as at architecture enthusiasts. Within the last 50 years A&W became internationally recognised as a reliable source of reportings on architecture and as the most important opinion leader regarding style and architecture in Germany. % Index Decision-makers with expertise for furniture, home furnishings I am interested in building, modernizing and renovating, often give advice and am considered an expert I am interested in home furnishing and interior design, often give advice and am considered to be an expert I am professionally involved in the construction industry I am professionally involved in engineering sciences January 2016 MAGAZIN PROFILE Source: AWA 2015, Index: Total population =

21 A&W Specials 2016 The monothematic A&W Specials are supplemented to the total circulation of A&W Architektur & Wohnen (print run: approx. 100,000 copies) within an exclusive magazine bundle. All A&W Specials appear in magazine size. Full page 4c within Special 7, Full page IFC or OBC 9, Double page spread 15, An agency commission of 15% applies when booking via agency. Issue Puplication date Booking deadline Copy deadline A&W Special-Topics # 01/ years anniversary of the A&W Designer of the Year # 02/ Walls & Floors # 03/ The best furnishing shops in Germany # 04/ Kitchen-News + the best kitchen studios in Germany # 05/ Light & Building # 06/ Jewellery & Watches January 2016 MAGAZIN PROFILE 21

22 Profile AWmagazin.de is targeted at educated, cultivated users with a high affinity to upmarket offers from the field of architecture, home living, garden design, culture and design. The international magazine for home living, architecture, gardens, design and style is the classic among premium home and lifestyle magazines in Germany. Since 1967, A&W has been presenting the internationally coveted A&W Designer of the Year award to renowned designers in recognition of their work. Unique User 1) Visits 2) Page Impressions 2) 32,515 per month 35,785 per month 115,984 per month January 2016 MAGAZIN PROFILE source: 1) publisher s information, April 2015; 2 IVW May

23 Your Contact Affinity-PrimeMEDIA Eva Favre / Stéphanie Long / Claudia Veras info@affinity-primemedia.ch January 2016 MAGAZIN PROFILE 23