Magazine Profile Hamburg, October 2017

Transcription

1 Magazine Profile Hamburg, October 2017

2 Brand environment A&W Architektur & Wohnen Print and digital Magazin Specials Awards Digital-Sub Online Social Media October

3 Title portrait For 60 years a deluxe print product. A&W Architektur & Wohnen reports comprehensively, competently and charmingly on international trends and tendencies in the fields of living, architecture, interior and product design as well as gardening planning. In doing so the title always combines deep background knowledge with its very specific view of things. A&W discovers and promotes young design talents and is regarded internationally as exemplary in style and design. A&W is not only a reflection of aesthetic trends in our time but also sets style itself, hence demonstrating its role as opinion leader. A&W is conceived as a consumer magazine, but one that is at the same time recognized in the professional world. A&W Architektur & Wohnen is a magazine for connoisseurs and people who appreciate aesthetics and addresses an educated, cultured reader with a high affinity towards high-class products. Highest journalistic quality, opulent visuals and sophisticated value worlds make this title the perfect medium for brand marketers. October

4 The Concept A&W role model for style, design and architecture 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 October

5 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. For the 60th anniversary of this award A&W will be given an innovative new concept: a printed exhibition in XXL newspaper format: the A&W-Signature ARTPIECE 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. In its field A&W enjoys an international reputation as an authority in the German-speaking world. October

6 Look & Feel: Architecture October

7 Look & Feel: Design October

8 Look & Feel: Living October

9 Look & Feel: Garden October

10 AWA 2017 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 2017 the A&W readers are mainly allocated to the purchaser typology Modern Home & Interior - the experts for high-quality home and furnishings. October

11 Sociodamographics Age The premium magazine A&W Architektur & Wohnen is aimed at both sexes. Most of A&W s 250,000 readers belong to the advertising-relevant age group of 30- to 64-year-olds (82%). Gender Men % Index Women Age October 2017 Source: AWA 2017, Index: Total population =

12 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 (27%, Index 231). Besides 39% of them enjoy the highest socio-economic status (level 1) and regard their economic position as very good (Index 391). Socio-economic status High (level 1+2) Profession Proprietor, manager, professions % Index Net household income per month and more per month and more per month and more Disposable income and more October 2017 Source: AWA 2017, Index: Total population =

13 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 I like to buy products with modern design Special target group: Modern Home & Interior Purchaser typology % Index Luxury-orientated consumers Predominantly quality-oriented consumers Mobile cosmopolitans October 2017 Source: AWA 2017, Index: Total population =

14 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 Upper class Upper middle class Innovation orientation % Index Innovators Trendsetters Modern design Interested, often give advice and am seen as something of an expert October 2017 Source: AWA 2017, Index: Total population =

15 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 Quality home textiles Valuable cutlery and tableware Valuable jewellery Luxury watches Particularly interested in Modern design Modern architecture October 2017 Source: AWA 2017, Index: Total population =

16 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 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 October 2017 Source: AWA 2017, Index: Total population =

17 Schedule 2018 Booking and A&W Publication A&W Week Booking and Advertisments cancellation date date Special Topic cancellation date Copy deadline AdSpecials 01/ Designer of the year - Art Piece / Kitchen / Mobility / Bath / Great Britain design journey / Gift Ideas October

18 International Sales Representatives Head Office Germany BM Brand Media GmbH Dorotheenstrasse 84 Dagmar Hansen Hamburg phone +49/40/ E dagmar.hansen@bm-brandmedia.de France & Monaco Contact: Frédéric Lahalle Affinity Media 52, rue de Maubeuge Paris phone +33/ E f.lahalle@affinity-media.fr Scandinavia Contact: Finn Greve Isdahl International Media Sales P.O. Box 44 Fantoft 5899 Bergen phone +47/55/ E fgisdahl@mediasales.no Austria Contact: Andrea Kuefstein Publicitas GmbH Rauhensteingasse 10/ Vienna phone +43/1/ E andrea.kuefstein@publicitas.com Great Britain & Ireland Contact: Carl Cullingford International Graphic Press Ltd. Talbert House 52a Borough High Street London SE1 1XN phone +44/20/ E info@igpmedia.com Spain & Portugal Contact: David Castelló K.Media Marqués del Riscal, 11, Madrid phone +34/91/ E info@kmedianet.es Belgium, Netherlands & Luxembourg Contact: Anita Rodwell Mediawire International Plein 1945 nr MA, Laren phone +31/651/ E info@mediawire.nl Italy Contact: Meike Belloni Media & Service International Srl Via Giotto, Milano phone +39/02/ E info@it-mediaservice.com Switzerland & Liechtenstein Contact: Eva Favre Affinity-PrimeMEDIA Ltd Case postale 20 Route de Mollie-Margot Savigny phone +41/21/ E info@affinity-primemedia.ch October

19 A&W is "paper proud"! Why? One insertion, multiple contacts Magazines have one big advantage: They can be kept and read again and again and again. Journalistic quality and opulent visuals Innovative ideas, well researched topics and new story productions generate credibility and unmistakeably sophisticated value worlds which readers appreciate and which also create the perfect environment for your brand. Stimulating and emotional The printed word captivates and inspires the reader, stimulates the imagination. The printed image mobilises emotions, evokes fantasy. Both give a sustained impression. People take time to read a magazine Held on average for 91 minutes to read or browse. Lots of time for your ad to be noticed and take effect in an affined and inspiring environment! Some magazines are a status symbol They are apparently kept and displayed for a long time at home, e.g. on the coffee table. That is good for quality perceptions of the ads they contain and guarantees many exposures! A&W Architektur & Wohnen - for 60 years a deluxe print product in the class. We are "paper proud"! October 2017 Sources: Ad Impact Monitor RFID-Kontaktstudie , IVW, "Print wirkt" VDZ 19