hamburg, january 2016 - affinity-primemedia · january 2016 magazin profile ... 1989 die neue lust...

Magazine Profile Hamburg, January 2016

Magazine Profile

READERSHIP

A&W Architektur & Wohnen provides comprehen-

sive, 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.

KEYFACTS

Founding year: 1957

Frequency: bimonthly

Copypreis: € 8,90

Coverage (AWA 2015): 310,000 (LpA)

CIRCULATION

Print run: 134,875 copies

Distributed circulation: 102,851 copies

Paid circulation: 98,271 copies

Subscriptions: 29,384 copies Source: IVW III/2015

- 44 % of the readers are male

- 79 % of the readers belong to the advertising-relevant 30 – 64 age

group

- 42 % of the readers have a net household income of at least € 4,000

- 56 % 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

Source: AWA 2015

January 2016 MAGAZIN PROFILE

ADVERTISING RATES 2016

1/1 page € 20.500,-

IFC/OBC € 22.500,-

2/1 page € 41.000,-

IFC + page 3 € 44.000,- Rate card valid from 01.01.2016

A&W PRODUCT LINE

- A&W SPECIAL

- A&W ONLINE (www.awmagazin.de) - A&W AWARDS

. 2

January 2016 MAGAZIN PROFILE 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

2015. 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 20th 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 . 4

Brand environment A&W Architektur & Wohnen Print and digital

Magazin

Specials

Awards

Online Social Media


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

2000 17 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 2007

2006 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 2006

2007 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 2012

2013 Designer des Jahres Preis German Design Award 2013

2013 Architekt des Jahres Preis Iconic Awards, Best of Best, Communication


A&W is a Premium Group Lead-Magazine

The PREMIUM MAGAZINE present themselves with a whole lot of style as blue-

chip 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.


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.


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 wide-

ranging 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


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 German-

speaking 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.


Look & Feel: Architecture


Look & Feel: Design


Look & Feel: Living


Look & Feel: Garden


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 2015.

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 Source: AWA 2015, Index: Total population = 100 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

Men

Women

Age

20-29

30-39

40-49

50-59

60-69

% Index

44

56

8

15

27

23

14

89

110

59

106

154

131

106


Sociodamographics Income A&W readers have a very high net household income with it a generous financial leeway of € 1.000 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)

Profession

Proprietor, manager, professions

Net household income

€ 4.000 per month and more



Disposable income

€ 1.000 and more

% Index

56

23

42

27

15

23

242

484

239

285

341

227


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

Luxury-orientated consumers

Predominantly quality-oriented

consumers

Mobile cosmopolitans

% Index

31

53

44

38

46

36

273

322

640

414

219 220


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

Innovators

Trendsetters

Modern design

Interested, often give advice and

am seen as something of an expert

% Index

9

47

29

26

31

327

180

568

257

866


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:

Modern furniture designed by highly

% Index

regarded designers 39

Quality home textiles 30

Valuable cutlery and tableware 43

183

178

513

Valuable jewellery 23 238

Luxury watches 30 318

Particularly interested in

Modern design 47 549

Modern architecture 54 1025


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.

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

% Index

37

44

49

27

7

208

270

272

336

320


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 € 7,900.00

Full page IFC or OBC € 9,900.00

Double page spread € 15,800.00

An agency commission of 15% applies when booking via agency.

Issue Puplication date Booking deadline Copy deadline A&W Special-Topics

# 01/2016 12.01.2016 13.11.2015 19.11.2015 20 years anniversary of the A&W Designer of the Year

# 02/2016 08.03.2016 15.01.2016 21.01.2016 Walls & Floors

# 03/2016 10.05.2016 17.03.2016 23.03.2016 The best furnishing shops in Germany

# 04/2016 05.07.2016 17.05.2016 23.05.2016 Kitchen-News + the best kitchen studios in Germany

# 05/2016 06.09.2016 19.07.2016 25.07.2016 Light & Building

# 06/2016 08.11.2016 19.09.2016 23.09.2016 Jewellery & Watches

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 User1) 32,515 per month

Visits2) 35,785 per month

Page Impressions2) 115,984 per month

January 2016

MAGAZIN PROFILE

source: 1) publisher‘s information, April 2015;

2 IVW May 2015 22

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hamburg, january 2016 - affinity-primemedia · january 2016 magazin profile ... 1989 die neue lust...

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